Tough times are forcing the country’s top corporations to slash prices to be able to compete and keep their market shares.

From telcos to airlines, the game is keeping prices low.

Even food companies like San Miguel have no choice but to keep prices down to keep sales rolling.

When the sales of Ginebra San Miguel, Inc., the Philippines’ No. 1 liquor company and producer of the largest selling gin in the world, flattened a couple of years back due to competition provided by cheap brandy, the company came out with its own brand. This year, sales grew by 14 percent, due to Gran Matador and GSM Blue. Income also soared 93 percent from last year.

Cebu Pacific, JG Summit’s budget airline is living up to its name as the country’s first and most successful budget airline by keeping prices down.

For three days this week it is offering 500,000 seats free. Free in the sense that travelers need only pay fuel surcharge and taxes and in effect slashing fares by more than 50 percent.

Of the 500,000 free seats (called Zero comes before Juan, a play on its slogan It’s time every Juan flies), 400,000 are reserved for local destinations and 100,000 international.

CEB’s new ploy is intended to take the wind out of PAL Express’ wings.

Gokongwei companies from Universal Robina to Sun Cellular, are known for their knack of keeping prices to the minimum.

Sun was the first to offer free texting between Sun subscribers.

Now, the country’s second largest telco, Globe Telecom Inc. is absorbing Touch Mobile, a sister company owned by Innove Communication Inc. to boost its market share.

Globe was even prepared to invest over P1 billion to buy the TM subscribers from Innove to enable it to offer the free Globe to TM texting that will enable it to haul in more customer converts.

The National Telecommunications Commission has approved Globe’s game plan.

Delfin Gonzales Globe chief finance officer said Innove would be paid P125 per TM subscriber. TM has 8.1 million subscribers set to migrate to Globe this month which will boost Globe’s base to 20.5 million.

" With this migration, we will be more competitive, and give value to our customers, that would drive our revenues up" Gonzales said.

Ferdinand M. dela Cruz, Globe’s consumer wireless business head said the migration will boost Globe’s current market share of 38 percent.

Dela Cruz said that all of Globe’s text and call promos can be availed of by both subscribers, giving them cheaper rates.

For 2008, the Globe earmarked about $400 to 450 million in capital expenditures this year to enhance its mobile network quality and coverage, grow its broadband footprint, and improve the resiliency of its Internet network.