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How Harmony Drove HAS Philippines’ Refrigerator Sales Amidst a Pandemic

IYGA2020 Harmony Winner Representative 

Name: Gino Paulo Fajardo

Designation: Business Development Sr. Executive

Company: Hitachi Asia Ltd. (Philippines Branch), Smart Life & Business Management Division


When Hitachi first launched its line-up of premium refrigerators in the Philippines back in 2015, Mr Gino Paulo Fajardo and his sales team faced an uphill battle. Built with an emphasis on uncompromising quality, Hitachi’s refrigerators were costlier than competitor brands and dealers were hesitant to sell the product. Gino had an unwavering faith in the Hitachi brand and knew that consumers would soon see the value in Hitachi’s refrigerators. As his team worked hard to establish the Hitachi brand within the country, Gino needed to convince his dealer to continue working with them.


To do this, he focused on building a strong relationship with his client based on trust and open communication. It was this exemplary display of the Hitachi value of harmony that helped his team reach record sales and growth throughout 2019 and even 2020, which ultimately won his team the Inspiration of the Year Global Award 2020 Harmony Award.


How Harmony Drove HAS Philippines’ Refrigerator Sales Amidst a Pandemic

Gino with the Hitachi Home Electronics team (middle) and his Philippines dealers (left).


As he recalls: ‘With so many suppliers of home appliances, a good relationship with our dealer was essential in helping Hitachi to stand out. We made regular check-ins, be it through meetings, office visits or phone calls. We were also always available if they had concerns that needed addressing. This gave our dealer the confidence to continue stocking Hitachi refrigerators through difficult times.’


Harmony was also needed within his sales team to meet their high targets. ‘We created an environment of collaboration, rather than hierarchy, within the team,’ Gino explained. ‘We emphasised our collective sales target as much as individual targets, which unified us with a common goal. Consistent, open communication was also key.’


How Harmony Drove HAS Philippines’ Refrigerator Sales Amidst a Pandemic

Gino with his team of sales promoters.


Due to this, the team found ways to meet their sales target even throughout the pandemic. This was despite many setbacks, including lockdowns, strict health protocols, the shutdown of public transport, and even the tragic loss of a team member to an accident. The IYGA judges were impressed with Gino and his team’s dedication to pursue harmony in all aspects of their work. By living out harmony, Gino’s team was able to thrive despite the pandemic.


Are you inspired by the work of Gino and his team? Submit your entry for the Inspiration of the Year Global Award 2021 and stand to win cash prizes! Details can be found here.