Issue 2 - April 2014

THE RACE TO 2014:SHELL RETAIL PREPARES TOCONQUER COMPETITION

MOVING FASTER IN 2014: SHELL RETAILGEAR UP TO OPEN MORE STATIONS

A MILE HIGH WITH HONESTY:THE MARLON LICAYAN STORY

WHAT’S IN THIS ISSUE

PROFILES I PAGE 2

Mabuhay!

It is my pleasure to be given the opportunity to share my message in this second issue of Profiles in 2014.

First of all, I am happy that we now have this medium to capture and share all the good things we are doing, and believe me, there are lots of these. So I encourage everyone to share their stories especially if it has made a customer smile, helped grow our business, and ensure someone went home safely.

The 1Q of 2014 has been one of the best starts of Retail Philippines, and I would like to thank everyone for their commitment and passion for making this happen. We grew our total fuels volume and exceeded our targets.

But more than that, we delivered all of these while making our customers happy as evidenced by the Mystery Motorist Program (MMP) score of 97.2 – the highest ever achievement for Retail Philippines. More so, we registered a Net Promoter Score (NPS) score of 94.9, the highest score globally. We’re not only doing well in the country where we operate, pang world-class pa tayo! Maraming salamat po.

I am very excited about this issue of Profiles as it captures a lot of stories that we can be proud of. These are the little bits that we are doing well on the ground that all come together to bring the best experience to our customers and grow our business. It is also about recognitions and celebrations. See how your Retail Philippines team started the year with the National Sales Conference (NSC) where our own GM Oying Yam and the local leadership team rallied the troops to conquer competition. You will also see how we have made very good progress in growing structural volume with our renewed focus on DO to strengthen our network. Moreover, we continue to deliver on our promise to offer innovative products to the market by introducing SVPN+ Diesel in Zamboanga.

We also strive to ensure our customers and site staff go home safely everyday

MY DEAREST RETAILERSAND COLLEAGUES,

by renewing our relationship with the local police authorities in Zone P57 (Paranaque, Muntinlupa and Las Pinas), and implementing a unique “no helmet” campaign for motorcycle riders that was copied shamelessly from our Bohol retailer. Up North, see also how District North Luzon celebrated Shell’s 100 years in the Philippines with our business partners during their Retailer Engagement Day (RED).

Talking about celebrations, over 100 retailers and their family members travelled to Tokyo for the Lakbay incentive trip. But my most favorite story is about Marlon Licayan, a pitcrew in one of our sites in Marikina. His honesty was appreciated by a regular Shell customer who posted it in social media. The customer’s testimonial went viral in the internet and many people praised the good deed showed by Marlon. This is simply remarkable and proof of how we can deliver the best customer experience.

I’m looking forward to reading more stories from you. Happy reading!

THE RACE TO 2014: SHELL RETAILPREPARES TO CONQUER COMPETITION

he 4th of February at the Sofitel Philippine Plaza Hotel in Manila

was electrifying with excitement. After overcoming the challenges in 2013, news was out that Team Retail delivered well. Last year was a good year, and everyone in the team was eager for the days ahead.

The 2014 theme took off from last year’s call for ruthless delivery. Dubbed “Lock On. Advance. Engage. The Battle to Win the Customer Race”, this year’s theme communicated the need for the Retail organisation to leverage on their forward momentum to bring the “battle” directly to the competition. Utilising “SWAT” as a visual handle, the theme focused on the need for districts to engage in close-quarter combat that entailed understanding the local business environment and adapting plans and processes to best address the needs of the locale.

T

Mike RamoleteDistrict Manager for Metro Manila

HEADLINE

Shell Retail Philippines District Manager Mike Ramolete proudly represented the country after winning the District Manager of the Year award in the 8th Annual People Make the Difference Real! (PMDTR) Smiling Stars event held on June 12, 2014 in Beijing, China. He stood out from several District Managers from over 65 PMDTR countries globally.

Edgar Chua

PROFILES I PAGE 3

THE RACE TO 2014: SHELL RETAILPREPARES TO CONQUER COMPETITION

2014 NATIONAL SALES CONFERENCE KICKS OFFShell Retail Philippines General Manager Oying Yam lauded the numerous successes of 2013 to kick-off the 2014 National Sales Conference (NSC), including game-changing volumes and industry-topping promotions and partnerships. He then laid out an operational framework that was to be the rallying philosophy of the NSC in the days to come.

Using the acronym F.A.S.S.T., Oying conveyed that for the organisation to carry forward its successes into the coming years, it had to be Focused, Agile, Simple, Speed, and lastly had to rely on Teamwork.

The occasion was also graced by distinguished guests - Retail Vice President for the East Mr. Asada Harinsuit, Retail HR Vice President Scott Ballard, GM Commercial Fleet - Sales East Ms Ornuthai Na Chiangmai, IM&IT Retail Manager for the East Mr Ferdinand Tan, Continuous Improvement Lead for the East Mr Tee Yiap Ngiam, Retail Marketing Manager for Commercial Fleet for the East Mr Frederick Ooi, East CR Development Manager Mr Kit Bermudez, Direct Channel Manager Ms Sasipan Kamchamnong, and Country Chairman for Philippines Mr Edgar Chua.

The afternoon of NSC Day 1 saw the districts broken out into different venues for their teambuilding activities. The teambuilding was also the opportunity for teams to be introduced to the 10 Polaris Work Streams. These Work Streams are both short term and medium term plans from which regions may develop to combat the realities they face on the ground.

Day 2 of the NSC saw the global and business plan cascades. Leading off was Retail’s new Vice President for the East Asada Harinsuit with an insight into Global’s thrusts for the year. Kun Asada’s discussion highlighted the

Downstream business’ thrust towards working “better, smarter together”; his cascade of the global priorities also helped direct and galvanise the initiatives of Shell Retail Philippines in 2014.

The afternoon of Day 2 opened the stage for the District Plan Presentations. Using Polaris Work Streams as their strategic road map, districts laid out their initiatives for the year based on their integration of Polaris Work Streams they saw as most pertinent to their locales. Districts fielded questions posed by key members of the Shell leadership team. The teambuilding culminating activity was conducted after the district presentations and became a physical reinforcement for teams to work better and smarter together to achieve the group’s unified objective – gaining more territories

and winning the battle to the customer race.

A COMMITMENT TO WINCapping off the NSC was a touching commitment ceremony by the Sofitel poolside. Amidst a specially-arranged rendition of “Seasons of Pride”, Team Retail Philippines made their commitments known to all and set in stone the drive each will make in the coming year. In a unique and inspiring way, each one’s personal commitment was placed in a bamboo lantern floating in the pool, setting afloat their personal hopes, aspirations and visions for the future.

The Final Day brought everyone together with the charge to take the targets and make them real – that it was time to lock on to objectives, advance initiatives and efforts, and engage the competition head-on. Ballard’s closing address underscored that despite goals, targets, and objectives being fairly similar across markets, there was a particular energy – a “buzz” – that exuded from the Philippines. He saw it in their faces, he felt it in their drive, and felt no doubt that this year’s targets were soon to be broken.

NSC 2014 ended with a retail force primed to succeed and hungry for the chance to prove once again that they are the best fuels retailers in the Philippines, if not the world.

Oying Yam

PROFILES I PAGE 4

RETAIL NORTH LUZON CELEBRATES SHELL’S 100 YEARS

hell retailers and business partners from North Luzon gathered for

the celebration of Shell companies in the Philippines’ centennial year through an appreciation lunch during the annual Retailer Engagement Day (RED) held on March 7, 2014 at the Holiday Inn in Clark, Pampanga.

The memorable engagement was attended by 110 retailers and site managers who proudly wore the Shell White Uniform and graced by members of the Shell Retail Leadership Forum led by Retail GM Oying Yam, APSDI President Ed Aguirre and their officers, and former Country Chair of the Shell Companies in the Philippines and Retail Vice President for the East, and current Chairman of Clark Development Corporation Eli Santiago.

North Luzon District Manager Paolo Sillona opened the engagement with an inspiring message, “In line with North Luzon’s dream and vision of Harmony, Prosperity and Success, this appreciation lunch is our simple way of thanking you, our retailers and business partners, for your continued loyalty to Shell and remarkable commitment in growing both our businesses in 2013. Through this strong partnership, we have been successful in winning customers and achieving our target of becoming the No. 1 District.”

Everyone enjoyed the sumptuous feast and the entertainment provided by the elementary students of Sta. Cruz Pambilog Elementary School in San Luis, Pampanga while Shell’s 100 years video story played on the background.

Guest of honor former Shell Retail Vice President for the East Eli Santiago engaged the retailers with his own story of being a Shell man for more than 35 years. He shared that he was part of one-third of Shell’s 100 years of nation building. “I am grateful for the broad experience and values formation brought by working in Shell for decades,” said Santiago who is currently in government service. He also shared details of his experience in fostering nation building.

An awarding ceremony ensued, recognising long-time Shell retailers in North Luzon who have been in business for 25 years and beyond.

S

A CENTURY OF SHELL

PROFILES I PAGE 4

Some of the awardees were second and third generation Shell Retailers. The event was a proud moment for Shell retailers, partners and staff which concluded with the showing of Shell Centennial television commercial.

The staging of the event was led by North Luzon Growth Implementer d Bobby Buencamino, with the duo of North Luzon Territory Managers Ray Almeda and Miggy Abeleda as hosts. Special thanks to CX Team for their support with the centennial materials, to the entire OST Team and to the entire North Luzon Team for making the event a success!

Eli Santiago

THE BEST LAKBAY YET…CHARMED BY CHERRY BLOSSOMS:

y the time the sun rose on the early morning of April 7 at

the Centennial Terminal of Ninoy Aquino International Airport, over 100 Shell retailers and family members exchanged high-fives and greetings as they prepared to board their flight to the best Lakbay travel incentive yet, a five-day trip to Tokyo - Asia’s version of New York City. The group was composed of Shell’s best performing retailers from all over the country.

The third of a series of regional Lakbay incentives (the first in Seoul, the second in Shanghai), to the trip to Japan’s cosmopolitan capital was touted as the best yet.

As PAL flight PR 428 landed some 4 hours later at Narita International Airport, whoops of joy as well as

B

PROFILES I PAGE 5

A LOOK BACK

non-stop selfies became the order of the day. After which, the whole group proceeded to Hotel Grand Pacific Le Daiba which would be their home for the next four days.

Rising to a pleasant Tokyo sunshine, everyone excitedly get on with the tour for sightseeing and other fun activities such as rides at Disney Sea, the only water-based version of the world-famous theme park.

On the third day, the group had a taste of three “kings” of the day – the Yen, the Visa, and the Mastercard. They conquered the Tokyo Tower and wandered in the Imperial Palace where they appreciated the crystal-clear river and charmed by the full-blown cherry blossoms near the Palace that they captured on their mobile

phones. The day ended with a shopping galore at the famous shopping districts of Ueno and Ginza. On the final day, the group hopped on for a cruise at Lake Ashi and treated them for a splendid view of the enchanting snow-capped Mount Fuji. The group went for an adventure ride at the cable car (Hakone Ropeway) and not to miss bullet train or the Shinkansen which whisked them through rice fields at over 300 kph speed.

All these were beautiful memories of the Japan trip, a reward for their excellent performance in boosting the Shell business last year. Special thanks to the OST team of Jojo Gesmundo and Arvin Obmerga, and of course to the Retail General Manager Oying Yam for making the trip happen.

hell V-Power Nitro+ Diesel is expanding its stronghold in

Zamboanga!

The Mindanao Team Alpha’s latest product offering is attracting more motorists to make the switch. The top-performing Shell product is now

SVPN+ DIESEL INVADES ZAMBOANGA

MOVING FASTER IN 2014: SHELL RETAIL GEARS UP TO OPEN MORE STATIONS

S

PROFILES I PAGE 6

014 is a significant year for Shell as it celebrates a century of

successful business operations in the Philippines. Aiming to make a mark in the next 100 years, Shell Retail Philippines is moving aggressively in making strong partnerships to expand its network of retail stations in key areas in the country.

Coming from a strong finish in 2013 with a significant increase in dealer-owned stations opened in strategic locations all over the country, the Shell Retail Philippines team is poised to shatter its previous records and end 2014 with a sterling performance.

The team is rapidly expanding its network of dealer-owned stations in key locations nationwide. Noteworthy milestones have been achieved by the team in the first quarter of the year by inaugurating Shell service stations in high volume areas in Mindanao.

A station was opened along the national highway of outbound of Sindangan, Zamboanga del Norte. The location is promising as it is right

2

APSDI CORNERMILESTONES

available in six stations in Zamboanga. Shell is the first to offer differentiated diesel fuel despite Petron operating a terminal in the area.

The participating Shell stations received their first deliveries totaling to 32kl in early March. With the initial reception

of motorists on the product as indicator, SVPN+ Diesel is expected to deliver incremental volume of more than 150kl per month for the zone. On March 19, two stations in the zone received their second deliveries due to strong demand for the product. The differentiated diesel fuel will be available in more Shell retail sites in Mindanaothis year.

“My congratulations to Team Mindanao for bringing to Zamboanga what probably is the best diesel fuel in the world. This offer improves Shell’s position in terms of providing high quality fuels, and provides Zamboangenos a very good choice from normal market offers. Let us continue to work together to promote awareness on SVPN+ Diesel and ensure its availability in our retail sites to meet the demand of motorists for this diesel product,” said Shell Retail Philippines General Manager Oying Yam.

The successful launch of SVPN+ Diesel in Zamboanga was made possible by the unified effort of Marketing Group, Network Delivery Team, Operations Support Team, Pricing Management Unit, Retail Finance, RBAC, and Supply & Distribution.

across the newly-built integrated bus and jeepney terminal, the new public market, and the nearest and most accessible fuel station from the fish port. While Sindangan is the second most populous municipality, the station, being the second Shell station in the area, is expected to deliver higher volume. Still in Mindanao area, Shell Pacheco Station was opened to cater to the fuel requirements of the growing residential and commercial areas in General Santos while Shell Kabacan Centro shall serve the big volume of public utility vehicles and motorbikes plying the roads of Kabacan town.

These achievements have been made possible by Mindanao Team Alpha with strong support from Pricing, Network, Engineering, OST, Marketing, RBAC, S&D, Credits, Finance, and Shell Business Operations Manila.

Giving a boost to Retail team’s outstanding delivery is the revitalised offer for investors who partner with Shell to build and operate a retailing

station. This feat is a result of Shell’s leverage on partnership.

Shell recognises the value of partnership in strengthening its leadership in the retailing business while aiming to deliver quality products and service excellence to its customers. The vision of Shell Retail for a strong market presence in the country is steady yet impressive, while aiming to sustain Shell’s market leadership with its growing network of retail service stations as a key driver in achieving targets set for the year.

PARTNERSHIPS &CUSTOMER SERVICE

MOVING FASTER IN 2014: SHELL RETAIL GEARS UP TO OPEN MORE STATIONS

MAKING SHELL STATIONS A HAVEN FOR CUSTOMERS

A MILE HIGH WITH HONESTY: THE MARLON LICAYAN STORY

PROFILES I PAGE 7

triving to maintain its sterling reputation in safety and security,

Shell finds ways to make its facilities and service stations a safe destination for its employees, contractors and customers.

Last February 18, Zone P57 further strengthened its partnership with the South Metro Police by signing another Memorandum of Understanding (MoU). The partnership provided an avenue for the police group to share best practices in solving and preventing crimes.

Replicating the “No Helmet” campaign of a Shell station in Bohol being managed by Rex Carampatana, it was successfully rolled out in P57 sites in cooperation with the Paranaque Police. For an orderly roll out, Pineda Gasoline Station Supervisor/On-site

e all live in challenging times. We constantly

encounter situations where our character and principles are tested. What makes us get out of scorching situations unscathed is our strong will to resist temptations around us.

In the world of business, preserving integrity builds on honesty. As we drive by the busy streets of

S

W

THE GOOD NEWS

Coach Carolina Francia crafted a simple spiel for forecourt attendants in requesting motorcycle drives to remove their helmet each time they drive by the station to gas up.

Another activity which highlighted safety in Shell stations was the briefing conducted by last year’s Smiling Expert Champion Lourdes Borbe on emergency response plan (ERP) in case of robbery and other common concerns arising from daily operations.

“On behalf of Shell retailers in

Zone P57, I would like to thank the policemen for their regular visits to Shell stations to ensure safety. This accord with the police group would ensure their high visibility in Shell stations to ward off occurrence of crimes,” said Retailer Tata Arevalo as the zone retailers showed unity in stomping criminality.

The MoU signing was made possible through the efforts of Retail HSSE Manager Llex Denia and Retailers Rey Montoya, Ernesto Sarao II, Larry Fernando, and Butch Escober.

metropolis, we see billboards bearing a saying that encourages people to be honest even if others are not, will not, and cannot. It may have become familiar sight, but it radiates wisdom and a valuable guide in living our daily lives. Meet Marlon Licayan, who was once a Shell forecourt attendant and is now supervisor of Lamuan Shell retail station in Marikina City.

THE TALE OF A PHP50 CHANGEApril 9, 2014 was one fateful day for Marlon. It was 8:45am and motorists come and go at the Shell Lamuan station to gas up. As with the mornings in the metropolis, we all know that everyone hurries to beat the time and get to their destinations quickly. That morning, Marlon filled the gas tank of that Shell customer. After handing his payment, he sped off leaving his Php50 change. Honesty reigned in Marlon, instead of keeping the change for himself, he set it aside hoping that the customer would come back for it.

A week passed, and by design

PROFILES I PAGE 8

THE GOOD NEWS

of fate, Marlon chanced upon that Shell customer who drove by for a refuel. After refueling, he handed the Php50 change and the customer asked what was it for? Marlon reminded him that it was his change from last week’s gas up. The gesture really made the day of the Shell customer. First, with his busy schedule and after he sped off the station, the amount he left was already out of his mind. Second, getting his change back after a week was least of the things he expected to happen. For Marlon, doing that good deed was just part of his work. But for the Shell customer, it was one memorable encounter that deserves to be recognised and known to every human being. The next episode was history.

WHAT CAN A SMALL CHANGE DO?The Shell customer made a post and told the story of Marlon’s honesty and every netizen who came across of the posting only have praises for such display of honesty. In an instant, a major motoring publication picked up the story, posted it on their portal, and throngs of people knew about it.

For Marlon, to do the right thing is just part of his daily grind. Getting fame for what he did was far from

“It is important that we work hard and do our responsibilities so we can achieve our dreams and live a rewarding life in the future.” - Marlon Licayan

his mind. But his tale of honesty was bursting at the seams that it went viral as netizens who saw the posting shared the story rapidly in just a few days. Who would know that such simple act of honesty can do so much in inspiring and reminding many people that our world is not devoid of goodness.

In the words of Shell retailer JP Montoya whom Marlon works for, “keep up the good work and continue inspiring others.”

KNOWING MARLONMarlon has been with Shell for 13 years. He shares that working as forecourt crew gave him exposure in dealing with customers and adapting to Shell standards on customer service. “Through those years, I have learned to communicate well to our valued customers and ensure that they are happy with the service each time they gas up,” said Marlon.

According to JP, Marlon is the kind of worker every dealer would want to have. His simple, shy and soft spoken personality belies the kind of leadership that he demonstrates in the workplace. “He has the leadership qualities that every dealer is looking for. He is a

passionate worker who is eager to learn more and delivers beyond the work assigned to him. I can say that Marlon is one of the reliable and trusted team leaders of Lamuan Shell,” said JP.

His more than a decade of working for Shell is a testament to his dedication to his job. Marlon expressed that he enjoys working for his present employers because they demonstrate care for the welfare of their employees. “We are treated with respect and they look after our needs.” Marlon is a God-fearing person and a good mentor to his siblings and co-workers. “I have four siblings and I want to be a good example to them.”

A native of Mayuga Libagon in Southern Leyte, Marlon knew the value of hard work and persistence in reaching for his dreams. Where he is now is a result of his commitment to succeed in life. He inspires the people around him by setting a good example. “A man’s fate is in his hands. It is important that we work hard and do our responsibilities so we can achieve our dreams and live a rewarding life in the future,” are the words that define Marlon’s commitment to be a mile higher in life.

Marlon at work

Marlon with co-workers

Marlon enjoys fun time with his wife Lynlyn