KEY PERFORMANCE INDICATORS (KPI)
Financial Perspective
To effectively monitor the progress of Universal Robina Corporation’s (URC) financial objectives and
initiatives, several key performance indicators will be used to measure success and guide decision-
making. The primary indicator is the revenue growth rate, which aims to achieve a consistent 10%
annual increase in net revenue from 2025 to 2027, reflecting the company’s financial expansion and
strengthened market position. To ensure operational efficiency and profitability, URC will closely track its
gross profit margin, targeting at least 35% by the end of 2026, supported by effective cost management
and optimized production processes. Additionally, return on equity (ROE) will serve as a major
indicator of financial performance, with a goal of reaching 15% by 2027, demonstrating improved capital
utilization and profitability for shareholders.
URC’s financial management strategy also emphasizes efficiency and prudent resource allocation. The
net income margin will be maintained between 10–12% by 2027, indicating stable financial health and
sustainable profitability. Cost reduction is another vital metric, particularly through the integration of
raw materials from the Agro-Industrial Commodities (AIC) segment, which is expected to lower
production expenses by at least 5%. Furthermore, URC will monitor inventory turnover and days
inventory outstanding (DIO) to ensure efficient asset management, targeting a turnover rate of at least
six times per year and an average inventory duration below 60 days. Liquidity and operational efficiency
will also be tracked through ratios such as the current ratio (target of 1.5 or higher) and operating
efficiency ratio, ensuring that financial resources are effectively utilized to support continuous growth.
Regular monitoring of these KPIs will enable URC to assess its financial health, address potential issues
promptly, and maintain accountability toward achieving long-term financial stability and profitability.
Marketing Perspective
For marketing performance, URC will employ a comprehensive set of key performance indicators to
evaluate its efforts in brand growth, customer engagement, and market expansion. One of the primary
measures of success is the number of new products launched, with a target of introducing five
consumer-focused products by the end of 2026 to strengthen URC’s portfolio in the health and wellness
sector. To capture changing consumer preferences and maximize digital presence, the company aims to
increase social media engagement by 50% by 2025 and boost online traffic and reach by up to 40% by
2026, leveraging digital marketing platforms to enhance visibility and connection with health-conscious
consumers.
In terms of market expansion, URC targets entry into two new ASEAN markets by 2026, measured
through market penetration and regional sales performance. To strengthen customer relationships, the
customer retention rate and customer loyalty index will be key metrics, with a goal of improving
loyalty by 15% by 2027. Additionally, URC seeks to achieve a 10% increase in total market share in the
Philippines and ASEAN by 2027, serving as a measure of its growing competitiveness in the region. The
company will also monitor brand awareness and brand recall rate, expecting a 20% improvement
through consistent messaging, quality products, and health-driven branding. Marketing campaign success
will be measured by conversion rates, while positive brand sentiment, targeted at 80% or higher, will
assess public perception and corporate social responsibility impact.
Together, these marketing KPIs will provide a comprehensive view of URC’s performance in promoting
its new health and wellness products, strengthening customer engagement, and expanding its market
presence. By consistently tracking these measurable indicators, URC can ensure that its marketing
initiatives are effectively contributing to sustainable growth, enhanced brand reputation, and stronger
customer loyalty across ASEAN markets.
