Incorporated in May 2002 in Davao City, Phoenix Petroleum Philippines, Inc. has grown from a simple family venture to one of the most successful businesses in the retail oil industry. 

The company, then under the name Davao Oil Terminal Services Corporation (DOTSCO), began operations in its current form in January 2004, distributing petroleum products to various commercial entities in Mindanao. In August 2006, the company was officially renamed to Phoenix Petroleum Philippines, Inc.

Today, Phoenix Petroleum is engaged in the business of trading refined petroleum products, lubricants and other chemical products, operation of oil depots and storage facilities, and allied services. Its products and services are distributed and marketed under the "Phoenix Fuels Life" trademark.

Since September 2004, Phoenix Petroleum has been the exclusive logistics partner of Cebu Pacific, one of the biggest airlines in the Philippines. Under the partnership, Phoenix services all refueling requirements of Cebu Pacific in all its Mindanao destinations.

In June 2005, Phoenix Petroleum opened its first retail service station. At end of 2007, the number of stations had grown to more than 50 in southern Mindanao. Phoenix ended 2008 with a total of 86 stations, with three in Luzon. Phoenix in 2009 had a total of 120 stations across the country – 97 in Mindanao, 1 in Visayas, and 22 in Luzon.

From petroleum, Phoenix expanded its product line by introducing lubricants (December 2006) and car care products (March 2007).

To ensure seamless 24/7 logistics chain for clients, Phoenix Petroleum entered into a long term arrangement with affiliate company Chelsea Shipping, which acquired a vessel dedicated to Phoenix Petroleum's use. M/V Chelsea Denise had its maiden voyage in February 2007.

Phoenix also operates its own fleet of trucks that deliver products to customers 24 x 7 thru its subsidiary, Petrologistix Inc.

In July 2007, Phoenix started implementation of an SAP-based integrated computer system. The system automates transaction processing from the time products are procured until they are delivered to clients, greatly enhancing operations efficiency.

In February 2008, Phoenix received a certification for ISO 9001:2000 quality system standards for its Davao bulk plant and aviation fuel tank truck operations.

In July 11, 2007, Phoenix Petroleum under the symbol PNX launched its initial public offering, becoming the first independent oil company to be listed in the Philippine Stock Exchange after the oil deregulation law was passed in 1998. Phoenix Petroleum also became the first company from Davao City to be listed in the stock exchange.

The initial public offering of Phoenix was so successful that it was 15 times oversubscribed. The IPO price offered at P9.80 soared to a high of P14.50, valuing the company at P2 billion at its peak.

For photos of the IPO, click here

In 2009, Phoenix Petroleum bought out Bacnotan Industrial Park Corp. (BIPC) as part of its Luzon expansion program. BIPC is the operator of the Batangas Union Industrial Park (BUIP) located in Calaca, Batangas. BUIP is now the Phoenix Petroterminals and Industrial Park, where PPPI has a depot with 50-million-liter capacity inaugurated in July 2009.

Phoenix depot and storage facilities are located in Batangas, Davao City, Aklan, Surigao, and Zamboanga. In the next years, more depots will be constructed to serve as the backbone of the retail network and the terminaling and storage business of company.

 

Brand and Marketing

The company introduced in 2009 a toll-free number for franchising, 1-800-10-PNX-FUEL, a first in the industry. 

It rolled out its “Raise a Phoenix” ad campaign featuring world boxing champion Manny Pacquiao. Pacquiao himself is a Phoenix Petroleum dealer. His station in General Santos City is the company’s 100th. 

Other marketing campaigns feature popular actress Marian Rivera as the Phoenix Maiden. 

In November, government pension fund Social Security System agreed to purchase up to 10% of the company’s capital outstanding stock. It initially acquired 2.83% for P42 million. 

PPPI is aggressive as it sets its sights on becoming the leading independent oil company in the country by 2012.