Modernity is oftentimes equated with the latest technology in household appliances and gadgets for entertainment and recreation. The refrigerator has become a necessity. All houses have at least one electric fan. The stove and gas range have taken over the "ordeal" of building a fire and cleaning up. There are airpots and rice-cooker instead of the earthen pot.

The LCD (Liquid Crystal Display) TV obliterated the Plasma (gas) TV, and together with the air-conditioners and the washing machines, has been a status symbol, as its audio effects create the ambiance of a Home Theater, now a must for those who can afford. DVDs and Digital Cameras complete the picture of convenience in a functional home today.

Leading the local outlets of these modern technological gadgets is ABENSON., located in the upper-ground floor of Island City Mall. That the top management of ABENSON has selected ICM for its local branch, speaks well of a marketing strategy that cannot be ignored by the buying public.

There are 62 Abenson branches in the Philippines, all 60 of them at the NCR and Luzon Area. In the three Visayas Region, only Cebu and Tagbilaran have Abenson. There is none in Mindanao.

Abenson opened at ICM on June 30, 2006; the grand opening was graced by Mayor Dan Neri Lim, who officially cut the ceremonial ribbon amidst an enthusiastic crowd, ready to view what the new firm can offer. Now, three years later, Abenson has increased 70% in sales, and the Boholanos, not only in Tagbilaran City but those in far-away towns like Talibon, Ubay, Trinidad, Sierra Bullones, etc., have realized they have an ally in Abenson, in terms of supplying them the highest standards and quality in electronic gadgets, kitchen appliances, home entertainment, and other conveniences of modern living.

Manning Abenson-Bohol is Mr. Mervin Alvardo Remojo (MAR) who, at 28 has found supervising the locality's top appliance store a welcome challenge. This interview took place at ICM last June 24, while MAR was attending to his daily chores in his office.

LMP: How long have you been with the Alturas Group of Companies?
MAR: Nearly 6 years now. I submitted my requirements at the Alturas Main branch on July 2003, as a Management Trainee at the Department Store; then, I was transferred to Alturas-Talibon branch as a Department Head of the Department Store last June 2005. After that I was transferred to Abenson as a Management Trainee.

LMP: Were these number of years enough to qualify you for the job?
MAR: I think so, because I learned so much from my previous experiences. When I was at Alturas I used to manage the Appliance Section. I know already the market of appliances in Tagbilaran City particularly.

LMP: Speaking of market, what kind of people are basically the main customers of Abenson?
MAR: Mostly the Class AB.

LMP: But you don't discount the C, D or E?
MAR: Actually we are trying our best to cater to all, that's why we have wide array of products for all markets.

LMP: For example, when you say the CD market what are these products you are talking about?
MAR: Mostly these are the low-price products, such as CRT TVs. We have the conventional TV sets.

LMP: How about the AB market, what are the products for them?
MAR: They are quite expensive compared to the other products.

LMP: Let's talk about prices, what is the highest price and what particular products as Abenson along this line?
MAR: For the most expensive appliance that we have on hand, we have an appliance that costs P169, 000.

LMP: What is that?
MAR: That is 52 inches Samsung LCD.

LMP: Is this saleable?
MAR: Yes, there are those who can afford the price.

LMP: What price ranges do the clients in Bohol you usually have?
MAR: LCD, ranging from P30, 000 on to P40, 000, is the most saleable product.

LMP: How about the CD crowd, what do they usually buy?
MAR: They buy, 14 inches TV.

LMP: What's the price?
MAR: P4, 000 to P5, 000. They also buy washing machines.

LMP: How much is the lowest price?
MAR: P2, 995.

LMP: What is the brand?
MAR: Dowell and Fuzidanzo.

LMP: How about the highest price for washing machines?
MAR: The most expensive is P89, 000.

LMP: How does it look?
MAR: It is a fully automatic with residual functions. Basically it is expensive because the brand is World Pole, a much known brand in US.

LMP: Does it work much better than the one that costs only P4, 000?
MR: Definitely, because the high price is for the high quality.

LMP: How many staff or personnel do you have?
MAR: In sales I only have 5 head personnel plus 12 promoters. We have suppliers' provided personnel which we call promoters.

LMP: The supplier of the product sends in their own staff?
MAR: They are the ones giving product training and product knowledge.

LMP: How about the pay?
MAR: They also pay their employees. They are the ones who accept the applicants who undergo the hiring process. Then we screen them. Even if the applicants are endorsed by the suppliers they will not qualify if they don't pass our screening.

LMP: Is this in coordination with Alturas HRD Office?
MAR: Yes.

LMP: From where are these promodicers?
MAR: Mostly from Tagbilaran City but there are also from Cebu who are being pulled out by their respective companies to be assigned here.

LMP: Does it follow that most of your staffs are male?
MAR: I prefer to have male sales staff because they are the ones taking charge of releasing purchase from the car park or delivering the unit.

LMP: Do you have sales clerks who are ladies?
MAR: Yes, we have. Presently we have two assigned in the gadget section.

LMP: If you make a distinction, do you believe that a man is a better salesman than a woman as far as Abenson is concerned?
MAR: Each of them has his or her respective strengths. Female salesclerks have an edge when it comes to persuasiveness. But there are a lot of chores here that suit the men.

LMP: When did Abenson open at ICM?
MAR: That was June 30, 2006.

LMP: When it opened were you already a member of the staff?
MAR: I was sent to Manila for training in preparation for the management.

LMP: How about your sales? Have they increased?
MAR: During the second year, we were able to increase up to 16%.

LMP: As far as your assessment is concern, this will still grow up?
MAR: Yes.

LMP: It means that you will also improve your service?
MAR: Yes.

LMP: What is the number one complaint of customers that you have experienced?
MAR: Complaints on LCD TVs, considering that what we are having here in Bohol are mostly service providers of cable TVs. They are just Analog providers, Analog signals and the compatibility with the cable signal to the unit is not at its best.

LMP: Your staff takes charge in installing whatever is to be installed?
MAR: Yes, but we only have limited authority, we are allowed to install only channel programming, channel setting, connections of TV to the home theater.

LMP: Have you deliveries all over the province?
MAR: Yes.

LMP: When you deliver, is there a service charge?
MAR: We are charging P20 per kilometer for out-of-town deliveries but in Tagbilaran City it's free delivery.

LMP: So far, what is the farthest location of your delivery?
MAR: We delivered in Talibon, Ubay, Guindulman, Anda, all around Bohol.

LMP: Does it follow that this people their in the Municipalities already know that Abenson has good products?
MAR: Yes, because we have customers from everywhere. As far as we know there are other Appliance Centers but still they purchase in our branch.

LMP: Is it because of the price or the quality?
MAR: I think it's on the confidence of the customers. They are more comfortable with Abenson. They know that they are protected in case of damage of the product and also other concerns.

LMP: How old are you?
MAR: I'm turning 28.

LMP: Are you married or single?
MAR: Married.

LMP: Since when you did get married?
MAR: Just last 2008.

LMP: Is marriage a hindrance to your job?
MAR: It's not.

LMP: It does not affect at all in your performance as a Supervisor?
MAR: No.

LMP: It does not also inspire you?
MAR: I can say that it adds my motivation to work harder.

LMP: How often do you have meetings with your staff in order to improve service?
MAR: We are scheduling every month a meeting so that is the time we talk about concerns and important updates in our operations.

LMP: So now, what do you see about the future of Abenson in Bohol?
MAR: Abenson has a promising future, it would be cared well by the current management and whoever will be managing in the next years. There would be chances in improving the market share.

LMP: So, the future of Abenson is very bright. In the next ten years, is there a possibility to have another branch?
MAR: Considering that the trend of sales will continue soaring, we might be having another branch. The performance of Abenson 3 years ago compared to now is increasing.

LMP: How long will you stay with Abenson?
MAR: As long as I am needed.

From Mervin Remojo I learned it is now possible to have a Home Theater through the LCD TV. Boholanos have learned to adopt technological advances in the home, as a way of life. This mean the Boholano lifestyle has changed, and ICM has succeeded in its opening theme "Changing Lifestyle".

Why has the top bosses of Abenson selected ICM? Take note that the only Abenson outlet in the Visayas, aside from the one in Tagbilaran, is in Cebu. Does it follow that it has been perceived that Boholanos are now at par with the best when it comes to taste and lifestyle?

Mr. Remojo sees more bright years ahead of Abenson. And for the Boholanos… when it comes to development and progress.