Acabar Marketing International, Inc.

What Acabar Marketing International, Inc. does

Acabar Marketing International, Inc. is a Philippines-based, privately held sales and marketing services company founded in 1996 that delivers retail merchandising, in-store product sampling, product detailing, trade audits, and below-the-line activation services for multinational and local brand owners. The firm serves clients including Nestle, Rebisco, Johnson & Johnson, Haleon, Mercury Drug, Bayer, San Miguel Corporation, Samsung, and Lazada across food & beverage, pharmaceutical/healthcare, technology, and e-commerce verticals, with operations delivered through a directly employed field workforce. Service delivery is anchored by 14 provincial administrative facilities spanning Luzon, Visayas, and Mindanao (Manila, Batangas, Bicol, Cavite, Isabela, Pampanga, Pangasinan, Bacolod, Cebu, Iloilo, Tacloban, Cagayan de Oro, and Davao), and the company reports 10,000+ employees.

The company's service offering is organized into Core Services — trade merchandising, product sampling and demonstrations, product detailing and sales booking, in-house and warehouse bundling, raffle/redemption promotions, merch and promo materials deployment, trade audits, school and mall tours, trade shows and dealer conventions, public market selling, merchandising blitz, and medical events/free clinics — and Allied Services including delivery and courier, booth design and fabrication, events planning, creative services, trade and shopper marketing strategy development, and mobile applications and in-store digital tools. Operational consistency is maintained through proprietary Standard Operating Procedures called S.A.L.T. and a Management Development Program (MDP) for leadership training.

Acabar generates revenue on a B2B professional-services basis via contract-based engagements with enterprise brand owners; pricing is not publicly disclosed. The firm holds the distinction of being the first ISO 9002-certified sales and marketing services company in the Philippines, is compliant with D.O. 174 (legitimate service contracting), is a member of PALSCON, and is the founder of ARMSCOP. Its headquarters is located at 5542 G/F JM Bldg. II, Pres. Osmeña Highway corner Rockefeller St., San Isidro, Makati, Metro Manila, and its digital presence is anchored at acabar.com.ph.

Name

Acabar Marketing International, Inc.

Legal name

Acabar Marketing International Inc.

Website

https://acabar.com.ph

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Acabar Marketing International, Inc. is a Philippines-based B2B sales and marketing services firm founded in 1996 that delivers retail merchandising, product sampling, detailing, trade audits, and below-the-line activation services to multinational and local brand owners across the country.

Ownership category

akta.pro rank

Product category

Retail Marketing Services

NAICS

Advertising Agencies (54181), Advertising Material Distribution Services (54187), Convention and Trade Show Organizers (56192)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Promotional Product Distribution & Fulfillment (BPAFAMAB)

Keywords

• Retail merchandising
• Field marketing
• Sales activation
• Promotional services
• Below-the-line marketing

Headquarters

HQ city

Makati

HQ country

Philippines

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Sales and Marketing Services: Acabar generates revenue through providing fully integrated sales and marketing services to client partners, including retail merchandising, promotions, and below-the-line activations. The company operates on a B2B contract basis serving multinational and local companies.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Acabar Marketing International, Inc. is a Philippines-based sales and marketing services company that delivers retail merchandising, sales activation, promotional campaigns, and below-the-line marketing execution to multinational and local consumer goods companies seeking consumer-facing field marketing across the Philippines.

Product overview

Acabar Marketing International, Inc. is a fully integrated sales and marketing services company operating since 1996. The company provides a comprehensive suite of retail services organized into Core Services (Trade Merchandising, Product Sampling/Selling/Demo, Product Detailing/Sales Booking, In-house and Warehouse Bundling, Raffle/Redemption Promo, Merch and Promo Materials Deployment, Trade Audits, School and Mall Tours, Trade Shows/Dealer Conventions, Public Market Selling and Sampling, Merchandising Blitz, Medical Events/Free Clinic) and Allied Services (Delivery and Courier Services, Booth Design/Fabrication and Refurbishment, Events Planning and Conceptualization, Creative Services, Trade and Shopper Marketing Strategy Development, Mobile Applications and In-Store Tools). The Core Services form the primary service offerings focused on retail merchandising and field sales execution, while Allied Services provide complementary logistics, event management, creative, and technology capabilities that enhance the core offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Merchandising Services On-ground retail merchandising services for multinational and local consumer goods companies in the Philippines, covering in-store product placement, display management, and shelf-level execution.
• Sales Activation Services Sales activation services designed to drive consumer goods sell-through at retail, including in-store promotions, product sampling, and sales-driving activity execution across Philippine retail channels.
• Promotional Services Below-the-line promotional services for brand owners, including campaign execution, event-based promotions, and tactical activations supporting consumer-facing brand marketing in the Philippines.
• Allied Services Allied services complementary to Acabar's core merchandising and sales offerings, provided to multinational and local companies as adjunct support to retail and promotional campaigns.

Named customers10 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered supporting and core.

• PALSCON (Philippine Association of Legitimate Service Contractors)supportingOthersMember of PALSCON, the Philippine Association of Legitimate Service Contractors, indicating compliance with labor regulations and legitimate contractor standards.
• ARMSCOP (Alliance of Retail Marketing Services Companies in the Philippines)coreOthersFounder of ARMSCOP, the Alliance of Retail Marketing Services Companies in the Philippines. This founding position establishes industry leadership and influence in the retail marketing services sector.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Acosta Group: US-based retail sales and marketing services provider covering merchandising, category management, and trade marketing for CPG brands worldwide; a direct functional analog to Acabar's B2B field execution and below-the-line activation offerings.
• Crossmark: Global retail services agency providing merchandising, compliance, and in-store execution for consumer brands; directly competes with Acabar in the same retail-execution services category and serves many of the same multinational FMCG, health, and electronics clients.
• Advantage Solutions: US-headquartered sales and marketing services giant offering retail merchandising, in-store execution, and shopper marketing to consumer brands globally — the most direct global comparable to Acabar's B2B merchandising-and-activations model, with the same end customers (FMCG multinationals).

Direct peers

• Premium Retail Services: US retail merchandising and in-store execution provider serving CPG and electronics brands; comparable to Acabar in core service line and in deploying large field workforces against the same Fortune 500 client base.
• Smollan: South Africa-headquartered international retail services and field-marketing company with strong Asia-Pacific presence; provides in-store execution, merchandising, and brand activation services for FMCG multinationals — a direct peer to Acabar in both service mix and cross-border growth profile.
• Atlantic Advancement: US-based retail merchandising and in-store execution firm serving large CPG and electronics clients; directly comparable in deploying managed field workforces against the same type of multinational brands Acabar serves.
• Gekko Field Marketing: Australia/UK-based field marketing agency delivering in-store activations, merchandising, and brand experiences; an internationally relevant peer because it competes in the same below-the-line activation and retail execution space as Acabar.
• Marketing Force Group: Field marketing and retail services provider focused on shopper marketing and in-store execution for consumer brands; comparable to Acabar in activating and merchandising FMCG products across retail outlets.

Regional players

• DEMO Group (Australia): Australia-based merchandise and retail execution agency serving consumer brands with field teams; comparable to Acabar in service scope and target clients, but operating in a different geography.

Emerging players

• PSM Global (Philippines): Philippine-based promotional and field marketing services company providing merchandising and below-the-line activations to local and multinational brands; a likely direct in-country competitor to Acabar in the Philippines retail execution space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/acabar-marketing-international-inc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Acabar Marketing International, Inc.