RIZAL TECHNOLOGICAL UNIVERSITY

Boni Ave., Mandaluyong City

COLLEGE OF BUSINESS AND ENTREPRENEURIAL
TECHNOLOGY DEPARTMENT OF MARKETING MANAGEMENT

Industry Analysis

(AFICIONADO PERFUME COMPANY)

Submitted by: Mary Cris Joy F. Bita

Submitted to: Ms. Airene Resty P. Aprosta

RIZAL TECHNOLOGICAL UNIVERSITY- Class of Business Administration Major in Marketing

Management
SECTION: ORGANIZATION AND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Boni Ave., Mandaluyong City
COLLEGE OF BUSINESS AND ENTREPRENEURIAL
TECHNOLOGY DEPARTMENT OF MARKETING MANAGEMENT

Introduction:

The products have it’s good scent at an affordable price compared with other
brands ( Zen Zest, Bench, Penshoppe, International brands). The perfumes
have it’s long lasting scent at 12% fragrance content compared with other
brands which have only 2% to 7%.

“ My passion for creativity in fashion and acumen for business started when I
was still in college. I engaged in the apparel business and eventually evolved to
be a fragrance entrepreneur, that is Aficionado. This catapulted me to success
why they called me “The Lord of Scents” I also share this success with my
family, friends and stakeholders and make it to a point to give back to the
community. Aficionado perfume is my business and I work for customers to
always experience the satisfaction in our perfumes.

– Joel Cruz (CEO) of AFICIONADO PERFUME COMPANY

COMPANY PROFILE

Joel S. Cruz or “Joel” to his family and friends is the sixth among the seven
children of Mr. & Mrs. Dionisio Cruz. Having spent all his schooling at the
University of Santo Tomas from elementary to college and honored with Loyalty
Awards, he graduated with a Bachelor of Science degree in Psychology from
the University of Santo Tomas. Driven by his passion to pursue creative
undertakings and business skills, he became an entrepreneur instead of
becoming a doctor. Joel found it equally fulfilling, if not even more.

RIZAL TECHNOLOGICAL UNIVERSITY- Class of Business Administration Major in Marketing

Management
SECTION: ORGANIZATION AND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Boni Ave., Mandaluyong City
COLLEGE OF BUSINESS AND ENTREPRENEURIAL
TECHNOLOGY DEPARTMENT OF MARKETING MANAGEMENT
With his passion for fashion, Joel ventured into importing
apparel from Hongkong and Bangkok in 1986. In 1987, he established Joel Cruz
Enterprises Inc. (apparel), manufacturing and selling apparel to leading
department stores in Metro Manila. In 1997, with the glut of apparel goods from
China and Thailand, the company saw the opportunity to switch to the perfume
business. In 1999, Joel engaged in another business venture establishing Joel
Cruz Enterprise-perfumery. This was the beginning of big things to come.
Retailing is just the start of everything.

On September 5, 2000, Central Affirmative Co. Inc. was born on the process of
acquiring license to distribute the perfume brand “Affirmative” or popularly
known as “AF”. In 2001. The company laboratory was officially registered by the
Bureau of Food and Drugs (BFAD now FDA) and established as a manufacturer
and distributor of Aficionado Germany Perfume brand. In 2002, Aficionado
Boutiques were opened nationwide to reinvigorate the former apparel business.
In 2006, the company operated a 2,000 sq m plant in Sterling Industrial Park,
located in Meycauayan, Bulacan.

After 5 years in business, the Aficionado brand was opened for franchising
opportunities and this catapulted the company to new heights. The Direct
Dealership, Domestic and International Distributorship, Tolling, Contract
Manufacturing and Personalizing services were established as corporate units
and further spurred growth for the company. The company supplies products to
major supermarkets, drugstores and convenience stores nationwide.

On June 22, 2007, the company opened Signatures by Joel Cruz Inc. with the
brand Joel Cruz Signatures engaged in a new line of perfume and personal care
products to scented home products.

RIZAL TECHNOLOGICAL UNIVERSITY- Class of Business Administration Major in Marketing

Management
SECTION: ORGANIZATION AND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Boni Ave., Mandaluyong City
COLLEGE OF BUSINESS AND ENTREPRENEURIAL
TECHNOLOGY DEPARTMENT OF MARKETING MANAGEMENT
The company has spawned into a family of brands: Aficionado
Germany Perfume as the leading Philippine made perfume in the market. The
brand Joel Cruz Signatures offering personal care products and beyond. On
March 2010, the apparel business was rebranded to Aficionado-Your Fashion
and Scents Store and registered with the IPO in September of the same year.

The company acquiring new technology in manufacturing and implementing

systems upgrade like SAP (ERP) and an integrated supply chain is geared
towards the year 2020 as a small-medium sized company to achieving bigger
success and growth.

CACI has gone global having distribution centers in Dubai and Abu Dhabi, UAE;
Saudi Arabia, Iran, Japan, Ireland, Denmark, Los Angeles, Saipan and
continues to expand business in the Asian region in other ASEAN member
countries. CACI is posed to expand its business in the Philippines and globally.
It is geared towards achieving international standards with manufacturing
processes towards producing the highest quality personal care products to offer
to consumers.

CACI has earned several recognitions by major award giving bodies such as the
Asian Star Brand Award, The National Shopper’s Choice Award and The
Philippines’ Marketing Excellence Award, the Philippine Retailers Association
Hall of Fame Award and The 32nd Agora Awards Nomination for Outstanding
Achievement in Entrepreneurship among others.

It is a clear vision that guides the company to successfully pursue various

ventures -“To be known as the leading manufacturer and distributor of perfume,
health and beauty products”.

RIZAL TECHNOLOGICAL UNIVERSITY- Class of Business Administration Major in Marketing

Management
SECTION: ORGANIZATION AND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Boni Ave., Mandaluyong City
COLLEGE OF BUSINESS AND ENTREPRENEURIAL
TECHNOLOGY DEPARTMENT OF MARKETING MANAGEMENT

VISION and MISSION

Central Affirmative Co. Inc.

Aficionado Germany Perfume Brand

Mission:

 To create a totally new exciting lifestyle by providing world-class fragrances and

personal and non-personal care products, and apparel across all markets.
 To be a socially responsible company that delights its customers and
stakeholders, and values its employees.

Vision:

 To be the preferred brands of high quality and affordable fragrances and

personal and non-personal care products in the Philippines.
 To be one of the known apparel brands in the Philippines. To be known as a
high quality toll manufacturer of world-class fragrances and personal and non-
personal care products in the international market.

RIZAL TECHNOLOGICAL UNIVERSITY- Class of Business Administration Major in Marketing

Management
SECTION: ORGANIZATION AND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Boni Ave., Mandaluyong City
COLLEGE OF BUSINESS AND ENTREPRENEURIAL
TECHNOLOGY DEPARTMENT OF MARKETING MANAGEMENT

PRODUCTS and/or SERVICES

PRODUCTS:
 GIFT IDEAS
 EAU DE TOILETTE
 CELEBRITY SCENTS
 BATH AND BODY SPRAY
 PERSONAL CARE
 NON-PERSONAL CARE
 POP COLLECTION

BEST FOR:

 MALE
 FEMALE
 UNISEX

SERVICES

MA DE TO O RDE R P RO DUC TS

 Personalized Corporate and Event Giveaways (e.g.) weddings, debuts,

birthdays, Christmas, etc.

 Tell us what your requirements are and we will expressly customize it

according to your needs.

RIZAL TECHNOLOGICAL UNIVERSITY- Class of Business Administration Major in Marketing

Management
SECTION: ORGANIZATION AND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Boni Ave., Mandaluyong City
COLLEGE OF BUSINESS AND ENTREPRENEURIAL
TECHNOLOGY DEPARTMENT OF MARKETING MANAGEMENT
 I NTE RN ATI O N AL S ALE S

 Certified Good Manufacturing Practices by FDA

 Certified ISO 9001:2015 by TÜV Rheinland for manufacturing and

distribution.

 We are currently available in the Middle East, Asian, ASEAN member

countries and Oceania.

 We are expanding in Europe, Africa, Australia and North and South

America.

FR ANCHI S E

 The brand is a well-known perfume product and is a leader in the

industry. It offers high quality products at value for money prices.

 It has an established management system using an efficient

Enterprise Resource Planning, that is SAP.

 Fast ROI-Return on Investment as soon as 18 months.

DE ALE RS HIP

 Dealership business takes the opportunity to sell Aficionado products

in areas where there are no malls present, therefore offers
convenience to consumers.

 This is good as a start up owning a business with a low capital

requirement. Or simply add Aficionad o merchandise to an existing
retail business to incur sales growth.

RIZAL TECHNOLOGICAL UNIVERSITY- Class of Business Administration Major in Marketing

Management
SECTION: ORGANIZATION AND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Boni Ave., Mandaluyong City
COLLEGE OF BUSINESS AND ENTREPRENEURIAL
TECHNOLOGY DEPARTMENT OF MARKETING MANAGEMENT


 Operating the business offers flexibility in managing your time for

people who are multi-tasking.

 Dealership network offer multiple ways to earn.

2.1 MARKET SHARE

RIZAL TECHNOLOGICAL UNIVERSITY- Class of Business Administration Major in Marketing

Management
SECTION: ORGANIZATION AND MANAGEMENT