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Although this caused Dr. Pedro to close his factory, he realized his old equipment could still be put to good use by forging into the Philippines toothpaste market on his own. Two years later, he reopened his factory as Lamoiyan Corporation, now known as the manufacturer of toothpaste brands’ Hapee and Kutitap.
[pic]When Dr. Pedro entered the market in 1988, the big toothpaste makers controlled 99% of the market. Today, that figure has dropped down to 65%. The first step of Dr. Pedro's strategy was to target the multi-nationals' achilles' heel: price. While Dr. Pedro knew that he could not compete in areas such as promotion and distribution, his decision to cut price by 50% won an immediate response from consumers...
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