Case Study 12B-The Gugo Queen

1. Presentation by:
Aquino, Mark Warren M.
Bravo, Jon Eriz S.
Reformado, Kim Paolo A.
Presentation to:
Dr. Tomas U. Ganiron Jr

2. CARLITA REX DORAN
❑ Carlita Rex Doran is a scientist and entrepreneur from
Quezon City
❑ who established CRD Herbal Products Inc. (CRD) in
1996.
❑ The commercial success of her inventions has made
her one of the most revered entrepreneurs in the
country.

3. ❑ 1980.THE SCIENTIST CREATED HER MOST RENOWNED INVENTION, SIROCA.
❑ SIROCA WAS AN INSTANT SOLID FUEL USED FOR COOKING
❑ 1987. FOLLOWING HER FUEL INVENTION, THE SCIENTIST INVENTED THE GUGO
SHAMPOO IN THE PHILIPPINES.
INVENTIONS

4. V
❑ 1995. MRS. REX DORAN INVENTED HER PERSONAL AND HOME CARE PRODUCT,
BIONEEM.
❑ NEEM (AZARADIRACHTA INDICA TREE) ALSO KNOWN AS “WONDER TREE” WAS USED.
❑ BIONEEM. THE FIRST INSECTICIDE IN THE PHILIPPINES TO USE BIODEGRADABLE
PROPERTIES FROM AZARADIRACHTA INDICA TREE.
❑ MRS. DORAN’S OTHER INNOVATION INCLUDE BEAUTY BARS MADE OF NATURAL
INGREDIENTS AND ANTI- FUNGAL PROPERTIES.

5. BRANDING AND COMMERCIALIZATION
❑ 1979. MRS. DORAN USED 5000 PESOS AS A CAPITAL TO ESTABLISHED CRD.
❑ THE INVENTOR IS KNOWN IN THE PHILIPPINES FOR THE “TATAK PINOY”
PRODUCT BRANDS.
❑ BIONEEM IS A PRODUCT THAT HAS RECEIVED WIDE ATTENTION IN THE COUNTRY
FOR ITS ABILITY TO CONTROL DISEASE-CAUSING INSECTS,
❑ INVENTOR MARKETED HER PRODUCT THROUGH TRADE FAIRS AND EXPOS, BOTH
AT HOME AND ABROAD, AND VIA DIRECT MARKETING AND A NETWORK
DISTRIBUTORS AND MANUFACTURER.
❑ OTHER CRD BRANDS INCLUDE: FOREST MAGIC, ROCALFLOR, CHIN-UP, MAGAYON
AND SIROCA.

6. UTILITY MODELS AND TRADE SECRETS
THE SCIENTIST RELIES ON UTILITY MODELS AND TRADE SECRETS TO PROTECT HER
INTELLECTUAL PROPERTY.
❑ IN 1981, MRS. REX DORAN FIRST FILED A UTILITY MODEL REGISTRATION FOR
HER “COOKING FUEL COMPOSITION” AT THE IPOPHL.
❑ 20 YEARS LATER, SHE ALSO DECIDED TO PROTECT HER “HERBAL BASE
COMPOSITION FOR COSMETIC APPLICATOR” BY FILING A UTILITY MODEL
REGISTRATION.
❑ DECIDED NOT TO PATENT HER BIONEEM PRODUCTS BECAUSE TO DO SO WOULD
REQUIRE FULL DISCLOSURE OF ITS PROCESSES AND INGREDIENTS.

7. IP INFRINGEMENT AND IP MANAGEMENT
“EVERYONE CAN SELL GUGO SHAMPOO BECAUSE GUGO IS A NATURAL INGREDIENT
AND NO ONE OWNS IT. BUT I AM NOT THREATENED BECAUSE THE EXTRACTION
PROCESS I HAVE IS UNIQUE AND WHICH GIVES HIGH EFFICACY TO MY PRODUCT.”
❑ THE INVENTOR HAS TAKEN ADVANTAGE OF TAX INCENTIVES AVAILABLE VIA A TEN
YEAR TAX HOLIDAY UNDER THE INVENTORS’ INCENTIVES ACT OF THE
PHILIPPINES (RA 7456)
❑ ABLE TO MANAGE HER IP ASSETS, KEEP DOWN COSTS, MARKET HER INVENTIONS
AND REMAIN COMPETITIVE.

8. BUSINESS RESULT
❑ MRS. CARLITA REX DORAN HAS BECOME A CELEBRATED INVENTOR AND BUSINESS
WOMAN, WINNING SEVERAL NATIONAL AND INTERNATIONAL AWARDS AND
CITATIONS.
❑ IN 1983, MRS. REX DORAN WON THIRD PRIZE DURING THE 17TH ANNUAL
NATIONAL INVENTORS’ WEEK, IN THE PHILIPPINES.
❑ ONLY SIX YEARS LATER, THE SCIENTIST WAS RECOGNIZED BY HER PEERS BY
BEING CHOSEN AS THE OUTSTANDING FILIPINO WOMAN INVENTOR BY THE
FILIPINO INVENTORS’ SOCIETY.
❑ 1990 MRS. REX DORAN RECEIVED THE BEST USE OF INDIGENOUS RAW MATERIAL
AWARD BY DOST.
❑ IN BOTH 1989 AND 1991, THE ENTREPRENEUR WON THE GOLD MEDAL AWARD
BY THE WORLD INTELLECTUAL PROPERTY ORGANIZATION (WIPO)

9. ❑ SIX YEARS LATER, MRS. REX DORAN WIN UNE MEDAILLE D'ARGENT AT THE 25TH
SALON INTERNATIONAL DES INVENTIONS IN GENEVA, SWITZERLAND
❑ THE INVENTOR WON THE GOLDEN MILLENNIUM AWARD (2003), IN THE
PHILIPPINES
❑ 2010, MRS. REX DORAN’S SUCCESS HAD CONTINUED UNABATED
❑ CRD HAD BECOME A MULTI-MILLION PESOS COMPANY
❑ THE COMPANY ARE ABLE TO PRODUCED BIONEEM AND GUGO-BASED COSMETICS
AND OTHER PRODUCTS FOR SALE TO COUNTRIES SUCH AS THE INDEPENDENT
STATE OF PAPUA NEW GUINEA, JAPAN, THAILAND, AND THE UNITED STATES OF
AMERICA.