3 in 1 Water Refilling Station 01112019

ACLC College of Butuan
BUSINESS EDUCATION PROGRAM

Butuan City
EVALUATING THE EFFECTIVENESS OF MARKETING STRATEGIES OF

3 IN 1 WATER REFILLING STATION IN BARANGAY DAGOHOY, PILI
DRIVE, BUTUAN CITY, AGUSAN DEL NORTE
A Case Study
Presented to the Faculty of
BUSINESS EDUCATION PROGRAM
In Partial Fulfilment of
The Requirements for the Degree in
Bachelor of Science in Business Administration
Major in Marketing Management
By:
Francis Joseph Puray

Rochelle Ann R. Biol
Claudine P. Daguplo
Hidetoshi Pulido
Harvy G. Ilogon
December 2018
ACLC College of Butuan City
HDS Building, 999 J.C. Aquino Avenue, Butuan City
APPROVAL SHEET
In partial fulfillment of the requirements for the degree in Bachelor of
Science in Business Administration major in Marketing Management. This case
study entitled “EVALUATING THE EFFECTIVENESS OF MARKETING
STRATEGIES OF 3 IN 1 WATER REFILLING STATION IN BARANGAY
DAGOHOY, PILI DRIVE, BUTUAN CITY” has been prepared and submitted
by Claudine P. Daguplo, Rochelle Ann R. Biol, Harvey G. Ilogon, Hidetoshi
Pulido, and Francis Joseph Puray, and is hereby recommend for the
acceptance and approval for oral examination.
CRESENCIO C. CABUGA, JR., MSc JIMMS C. MANLAPAZ, CPA

Case Study Adviser Case Study Instructor
PANEL OF EXAMINERS
Approved by the Panel of Examiners with a grade of PASSED.
JOSEPHINE U. ACHA, MM JOHN EDWARD G. MALAZARTE, AFP, CB

Member Member
DR. FRANCISCA FUDALAN-CUTAO

Chairperson
Accepted and approved in partial fulfillment of the requirements for the
degree in Bachelor of Science in Business Administration.
CRESENCIO C. CABUGA, JR., MSc

Research Productivity Unit
JOHN EDWARD G. MALAZARTE, AFP, CB

Dean, Business Education Program
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION 2019
RIED-ACAD-CS18-011 RESEARCH INNOVATION EXTENSION DIVISION

999 HDS Building, J.C. Aquino Avenue, Butuan City
iii
ACKNOWLEDGMENT
The researcher would like to say thank to the following people who
shared warmed and constant support, encouragement, guidance, financial
assistance and valuable time for the accomplishment of this case study.
To Mr. Jimms C. Manlapaz, for the never-ending support and guidance
and to complete this study. To Mr.Cresencio C. Cabuga Jr., our adviser for
sharing his ideas, guiding and motivating us from the start of the study until the
very end.
To the panelists; Josephine U. Acha, Dr. Francisca Fudalan-Cutao, and
John Edward G. Malazarte for guiding us from the research proposal up to the
report writing. You have motivated and assisted us the whole duration of this
study.
To the administration and employees of 3 in 1 Water Refilling Station
who allow us to conduct a research of the company as well as the respondents
who gave their time to provide with relevant information that supported our
research.
To Researcher’s Family, brothers, sisters, and loved ones for their
prayers and giving us the financial and mutual support we needed in the study.
RIED-ACAD-CS18-011 RESEARCH INNOVATION AND EXTENSION DIVISION

iv
Above all, to Almighty God, for giving us, knowledge and wisdom.
Without his divine provisions, the paper would not have been made possible.
Claudine P. Daguplo
Francis Joseph Puray
Harvy G. Ilogon
Hidetoshi Pulido
Rochelle Ann R. Biol

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CASE ABSTRACT
The Effectiveness in the Marketing Strategies of 3 in 1 Water Refilling

Station in Brgy. Dagohoy, Butuan City, Agusan del Norte was determined. A
purposive-convenience sampling method used in the study. There were four (4)
Marketing Strategies applied. Likert-Scale Model was also utilized to interpret
the marketing strategies employed. A total of 150 respondents randomly
surveyed and able to answer the given questionnaires. Among the four
marketing strategy: Product, Price, Place, and Promotion results show that
Product obtained the highest weighted mean of (2.54) indicating an Effective
Marketing Strategy.On the other hand, the price has a weighted mean (2.46),
Place (2.39) and Promotion (2.32) respectively. These three marketing
strategies were considered Less Effective, and that must be implemented by
the establishment to be able to support the business study. Further, Product is
a significant aspect of marketing strategies and thus ensures quality and could
sustain the needs of the customers. Therefore, evaluating the marketing
strategies help to understand the current condition of any businesses and also
advancement to stabilized its development.

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TABLE OF CONTENTS
COVER PAGE I
APPROVAL SHEET Ii
ACKNOWLEDGMENT Iii
CASE ABSTRACT V
TABLE OF CONTENTS Vi
LIST OF FIGURES & TABLES Vii
I. INTRODUCTION
Company Background 1
Case Overview 3
Employees Sentiments 10
Customers’ Feedback 10
Case Problem 11
Objectives of the Study 11
Scope and Limitation of the Study 12
Definition of Terms 12
II. REVIEW OF RELATED LITERATURE 14
III. METHODS OF RESEARCH AND PROCEDURE
Research Method Used 25
Methods of Data Collection and Development of Instrument 25
Sampling Design 26
Statistical Treatment 26
IV. PRESENTATION AND INTERPRETATION OF DATA
Product 28
Price 31
Place 34
Promotion 37

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V. SUMMARY, CONCLUSION, AND RECOMMENDATION

Summary 41
Conclusion 42
Recommendation 42
Detailed Action Plan 44
BIBLIOGRAPHY
APPENDICES
Appendix A
Appendix B
Appendix C
Appendix D
CURRICULUM VITAE

viii
LIST OF FIGURES & TABLES
No. Figures Page
1 Organizational Chart of 3 in 1 Water Refilling Station 2
2 Annual Number of Refilled Gallons being Disposed by 3 in 6

1 Water Refilling Station from the Year 2014 – 2017.
3 Annual Sales of 3 in 1 Water Refilling Station from 7

The year 2014-2017
No. Tables Page
1 The Production Cost of 3 in 1 Water Refilling Station 4
Some Surveyed Respondents regarding Product as an

Indicator of the Effectiveness in the Marketing Strategies of
2 29
3 in 1 Water Refilling Station.
Some Surveyed Respondents regarding Price as an

3 32
Some Surveyed Respondents regarding Place as an 35

4
Some Surveyed Respondents regarding Promotion as an 38

5 Indicator of the Effectiveness in the Marketing Strategies of
6 Detailed Action Plan of 3 in 1 Water Refilling Station. 44

1
Chapter 1
INTRODUCTION
Company Background
3 in 1 Water Refilling Station was established last July 28, 2013, and
located at WSL Building, Pili Drive, Barangay Dagohoy Butuan City, Agusan
del Norte. This establishment is a sole proprietorship and owned by Mr. Irving
Ilisan and managed by Mr. Roberto Jose. The business guided by the
regulation with a business plate number 21447, DTI number 05343260 and BIR
number 2303. Further, this business complied with a sanitary permit for further
operational purposes, and it has been a pre-requisite requirements for the later.
Moreover, the business hour of the said water refilling station is from Monday-
Saturday, (6:30am-6: 00 pm).
The purpose of the owner to build the business there was limited water
refilling station back then within the City of Butuan. Also, this could be a
potential business not just to obtain profit yet it could help the local community
for a clean water source. Indeed, several competitors were identified such as
Mitz Flow, Splash, Water Boy, and some water refilling station along Butuan
City.
At present, the company has seven (7) employees, consists of one (1)
manager, one (1) cashier, one (1) water collector, two (2) refillers and two (2)
delivery man. This personnel could instigate for the development of such
business hence human resource is a vital factor for the company to develop.

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MANAGER
CASHIER WATER REFILLERS DELIVERYMAN

COLLECTOR
Figure1. Organizational Chart of 3 in 1 Water Refilling Station, Brgy.Dagohoy,

Pili Drive, Butuan City, Agusan del Norte.
Figure 1 shows the organizational chart of 3 in 1 Water Refilling Station,
headed by the owner. As observed, the owner was not in the organizational
structure since he does not have a function in the business and recently
residing in Cebu.
Manager – He/She is responsible for monitoring the performance of the
employees, making payroll, and reporting the status of the business to the
owner.
Cashier – He/She is responsible for receiving payments from the walk-
in customers and the delivery and make an inventory and responsible for
handling the log book of the employees which served as their attendance.
Water collector - Collects water four times every night from Monday –
Saturday in Santo Nino RTR, Cabadbaran City.

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Refillers – He/She is responsible for operating the machines, washing
and refilling the gallons and cleaning the production area.
Delivery man - Responsible for transporting refilled gallons to
customers home, carry the gallons and also receive payments from delivery
customers.
Case Overview
The name of 3 in 1 was based on the contents of the water which is
alkaline, mineral, and purified. This establishment used an ultraviolet filtration
system in purifying the water in 26 stages. According to the manager, their
product deals with clean and safe water hence it is significant aspects for all the
water refilling station. In relation, a monthly inspection was made by a medical
technologist a representative from Department of Health-Caraga Regional
Office to examine the water quality and further to determine if the water ensure
safety. Also, printed in the gallons were the business name, address, and
contact number. The manager believed it was for the consumers to recognize
the business as well as for any transactions taken.
Nonetheless, the seal of the caps of the gallons also imprinted the
business name of 3 in 1 Water Refilling Station
From the manager’s perspective, as part of the company’s affectivity in
dealing with the consumers, they have one (1) delivery vehicle used for
transporting refilled gallons to the delivery customers to guarantee promptness

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in delivering water within the City of Butuan. And one (1) truck for collecting
water from the primary source.
The price for refilled water is ₱20.00 per gallon, and they offered ₱2.00
discount for every two or more refilled gallons being purchased by walk-in and
new customers while ₱4.00 discount for regular customer whose been buying
in 3 in 1 Water Refilling Station within one (1) year. The business also charged
₱5.00 per gallon for the delivery.
Table.1 Total Production Cost of 3 in 1 Water Refilling Station.
Total Production Cost of 3 in 1 Water Refilling Station
Gasoline ₱11,300.00
Seal ₱3,000.00
Sediment Filter (4pcs.) ₱430.00
Salt (1sack) ₱300.00
Dishwashing Liquid ₱250.00
Electric Bill ₱2,200.00
Refillers and Water Collector Salary ₱29, 280.00
₱ 46, 760/5,000 unit
= 9.35 Actual Cost per
gallon
Note: (There is no cost allocated budget to water since the source is owned by
the 3 in 1 water refilling station located at Santo Nino RTR, Cabadbaran City).

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Further, 3 in 1 Water Refilling Station surrounded by commercial
buildings and some establishments like lodges, apartment, dance studio,
cooperative company, shops, gym, clinic, and eatery. The management stated
that they choose to rent a building in this place since it was near to many
establishments that could be the target market. At the top of the store is signage
with 3 feet by length and 10 feet by width. The signage is not visible at the right
side; it was covered with another signage of the store beside 3 in 1 Water
Refilling Station. The letters in the signage written in black have a white
background with a design of splash water that resembled the business. The
store has a service area, storage, and a production area. The floor tiles in the
service area are cracked, the empty and refilled gallons are stored together in
the storage area, and the production area is half covered with clear glass and
inside are yellowish tiles. The business obtains their water supply every night
from flowing water in Santo Nino RTR, Cabadbaran City. They accept delivery
within the Butuan City downtown area and near establishments only. Their
regular delivery customers are; Department of Health Caraga Region, Gaisano
Mall, Butuan Central, SPED and West Central.
The Water Refilling Station promote their business by giving stickers to
their new customers who visit their store. The label has their contact number
written on it for the new customers to easily contact them. Also, they give water
supply to Wild FM for free, and in return, the radio station promoted their
business on air every day at 4:00 PM for 30 seconds. They also used word of

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mouth as their promotion before up to present by telling their friends, neighbors,
church mates, and relatives about their business.
The figures below show the annual number of refilled gallons being
disposed by 3 in 1 Water Refilling Station from the year 2014-2017 (Figure 1).
While the yearly sales (Figure 2). The management provided the data to
present the current business condition of the company and to describe the
declining number of gallons and its annual sales.
2014 2015 2016 2017

Figure 2. Annual Number of Refilled Gallons disposed of by 3 in 1 Water
Refilling Station from the year 2014 – 2017.

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2014 2015 2016 2017
Figure 3. Annual Sales of 3 in 1 Water Refilling Station from the year 2014-
2017
During the year 2013-2014, the price of their refilled water is ₱25.00 and
additional ₱5.00 per gallon for delivery. The manager said that, their water
contents alkaline that made them decide to set their price to ₱25.00. Also, the
business gives out flyers and spread their business through word of mouth by
introducing the company to their friends, relatives, neighbors, etc. The
management said that, in this manner, it would be a type of strategy to be
known as a newly established business. The administration felt fortunate for it
was a successful year on them for having a large number of gallons disposed
of and a large number of sales.

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While, in the year 2015, the annual number of refilled gallons disposed
of walk-in and delivery customers decreased by 5,000. Pieces and their yearly
sales decreased by ₱450,000.00 During this year; the business discontinued
the giving out of flyers as well as they removed adding alkaline as contents of
their water. According to the manager, the price of alkaline is high that made
them stop adding it into the water. They also changed the amount of their refilled
water to ₱20.00 and still an additional ₱5.00 per gallon for the delivery. The
business also implemented a pricing strategy by giving ₱2.00 discounts for
those who want to refill 2 or more gallons. They also put a fluorescent lamp on
their signage to be visible during the night. The management mentioned that if
the signage is evident even at night, it may aware the customers who passed
by in their store that there is water refilling on that place.
Nonetheless, in the same year, they offer promotional strategy like ten
plus 1 in which in every ten pieces purchased of refilled water, there will be one
free. According to the manager, it is a way to attract customers to buy more to
get one free refilled gallon. The management also stated that they do not accept
delivery if it is outside the Butuan City downtown area unusually far places since
this could also be another add-on in their cost and expenses. From the
managers perspective, some of the customers started to order water to other
water refilling stations. The manager said that they ignore the situation and
thought that they can still acquire more customers.

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In the year 2016, the annual number of refilled gallons disposed of walk-
in and delivery customers decreased by 4,000 pieces and annual sales
decreased by ₱100,000.00. In this year, the management implemented a
promotional strategy like giving out of stickers with their contact number to the
new customers. The manager said this is for their new customers to contact
them quickly. Also, they decided to put their business name, contact number,
and address on their gallons for their newly acquired customers to promptly get
in touch with them. At the same year, the management decided to discontinue
their 10+1 promo. According to the manager, the prices of the raw materials
(salt and sediment filter) gets higher that made them chose to stop their promo.
After implementing their promotional strategy, the number of the refilled gallons
disposed of still decreased.
As well as in the year 2017, the annual number of refilled gallons
disposed of walk-in and delivery customers decreased by 6,000 pieces and
their yearly sales decreased by ₱250,000.00 During this year, and they started
giving calendars on December to make their customers feel important. They
also cleaned their signage for the reason that it is already dirty. At the same
year, they started giving free water in Wild FM, for their business to mentioned
on air. According to the manager, through radio advertising, they might acquire
new customers. They also started giving ₱4.00 discount to their regular
customers. The management stated that it is to motivate the customers to refill
or order water to them regularly. However, during this year, some of the

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customers started to choose other water stations which offered better promos
and lower prices.
Employees Sentiment
From the employee’s perspective, the management was excellent and
approachable that makes them motivated in doing their job well. The manager
treated them well, and they received their salary every month without delay.
They are also allowed to have a cash advance. However, they were not free
lunch, but they are contented because they have benefits like SSS, Phil Heath,
and Pag-big. Further, employees are given bonuses and 13th-month pay.
Nonetheless, they worry that the decreased of gallons they delivered and from
walk-in customers will affect their job.
Customer’s Feedback
As the researchers interviewed some of the customers of 3 in 1 Water
Refilling Station, the customers mentioned that the taste of their water is
excellent and their delivery man is friendly and polite. However, some of the
customers indicated that the delivery takes too long to arrive. The customers
also appreciate the sticker distributed by 3 in 1 because it made them contact
the store quickly. While others said that the delivery charge is much higher and
the price for refilled water is more significant compared to other water refilling

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stations, as well as, selected customers mentioned, that the name of the
business is somewhat cannot easy to recognize as a water refilling station.
Additionally, the others believed that their store is dusted and clutter.
Nonetheless, some customers said that the radio advertisement was fast and
sometimes they cannot hear it aired on Wild FM.
Case Problem
3 in 1 Water Refilling Station is experiencing a declined sales, and a
decreased in some refilled gallons.
The objective of the Study
The purpose of the study is to Evaluate the Effectiveness of Marketing
Strategies in 3 in 1 Water Refilling Station in Barangay Dagohoy Pili Drive,
Butuan City, Agusan del Norte concerning the declined sales and decreased
number of refilled gallons disposed of.
Specifically, it aims:
1. to evaluate the marketing strategies regarding product, price, place, and
promotion;
2. to determine the declined sales and;
3. to determine the decreased number of refilled gallons disposed.

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Scope and Limitation
The study focuses on evaluating the effectiveness of the marketing
strategy of 3 in 1 Water Refilling Station specifically the product, place, price,
and promotion.
The primary data gathered through conducting a personal interview with
the manager, employees, and customers of 3 & 1 water refilling station which
are the primary respondents of the study. The researchers also gathered
information from books, journals and online sources which are related to the
research that served as the secondary data. Lastly, this study initiated from
June to December 2018.
Definition of Terms
Marketing Strategy. Denotes as the marketing mix of 3 in 1 Water
Refilling Station which consists of product, price, place, and promotion.
Products It refers to the water, labeling, name of the business, service
and the delivery vehicle used for transportation of 3 in 1 Water Refilling Station.
Price. It defines the cost of water per gallon, the discounts and charges
for delivery.
Place. Refers to the location of the business, signage, area of delivery,
appearance of the store and where the supply of water comes.

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Promotion. It means the activities where the business gives flyers and
stickers and spread their business through word of mouth, 10+1 promo and
aired on radio.
Regular Customers. It refers to the customers whose been purchasing
in 3 in 1 Water Refilling Station within one (1) year.
Delivery Vehicle. Defines as the transportation used in delivering
refilled gallons to the delivery customer.

Chapter II
REVIEW OF RELATED LITERATURE
This chapter shows the different readings that can help to understand
the study.
Marketing Strategy
This denotes a marketing logic by which the company hopes to create
customer value and achieve profitable customer relationship (Kotler and
Armstrong, 2014). According to Ferrell and Hartline (2015), Marketing Strategy
involves selecting and analyzing target markets and creating and maintaining
an appropriate marketing program (product, distribution, promotion, and price)
to satisfy the needs of those target markets.
While the marketing mix is a marketing tool that combines some of the
products or services that would solidify and strengthened. The companies have
to come up with strategies to sell the products and coming up with a marketing
mix which represents the 4P's (product, price, place, and promotion) is needed
(Kotler, 2014).
This marketing technique proposes that product means the goods and
services combined the company further offers to the target market. A product
must consist of quality, design, features, brand name and functions. While price
defines as the number of money customers must pay to obtain the product.
Thus, a price must be set effectively by also giving discounts, allowances, and

15
guaranteed payment period. In marketing mix, place defines as the company
activities that make the product available to target consumers. It includes the
coverage, locations, transportation, and logistics. The last letter "P" in the
marketing mix is the promotion which means activities that communicate the
merit of the product and invite customers to buy it. This includes advertising,
personal selling, and other tools to reach customers (Kotler and Armstrong
2014).
Product
This marketing technique encompasses the variety, design, labeling,
quality, features and positioning of a product or service. The emphasis on this
"P" is continually growing as consumers are becoming more knowledgeable
about, and critical of, their purchases (Kareh 2018).
In water stations, it needs to increase brand awareness and brand
recognition by formulating a catchy brand name. Also, it is essential to develop
and sustain long-term, mutually beneficial relationships with its customers.
Nevertheless, the name of the water refilling is necessary because this is what
it will be identified by and if the name is memorable or unique, then it will be
easy enough for the target customers to remember the business and even to
refer the store to others. Ensure that the name is not in use by any other
business especially those in the industry. Also, try using words that describe
the water (Pacinabao 2015).

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In this type of business, quality can mean having the latest technology
in water purification or the newest filtration system. One of the most common is
the reverse osmosis technology which produces purified water and the
mineralized water (Magtibay 2016). The water refilling stations can be a good
source of safe drinking water. Indeed, filtered water can meet the aesthetic
standards easily detectable by the people regarding the taste, odor, and color.
The active water purification processes can make the quality of water superior
to the traditional water systems (Alkivia 2016).
As much as, in this world of commercialization, almost everything has
become products was sold according to the requirement of customers, in water
containers, labeling is important because it provides the information about the
product to the customers. Water refilling stations can use sticker or imprint on
the bottles about the business; the logo or the business name, address and
contact information of the store. Also, include the contents of the water to
spread awareness among the customers about the product they are
consuming, and labeling helps to mention ingredients (Harris 2018).
Also, a fast delivery process lessens the hassle for customers, giving
them better experience as a customer. It may entail having more than one
delivery vehicle and driver at a time, but excellent service helps boost customer
relationship (Fe 2014). From the study of Hexin (2014), added that quickly
fulfilling orders and deliver them to customer’s homes without any delay is
needed to gain customers loyalty.

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Furthermore, another literature states that it is essential to purchase
transportation and other necessities. The need for delivery service is necessary
for a water refilling station business to thrive. A motorcycle with a sidecar is
enough to deliver water containers by bulk. As the company grows, it may need
to invest in delivery trucks to manage the inventories of several stores (Enriquez
2014).
Price
Price is known to be a significant marketing strategy. The cost covers
the actual amount the end user is expected to pay for a product. Another is how
a product priced will directly affect how it sells in the market. This is related to
what the perceived value of the product to the customers, rather than a costing
of the product offered. Therefore if a product priced higher or lower than its
perceived value, then it would not be sold. It is the reason why it is imperative
to understand that how a customer sees what the business is selling; If there
is a positive customer value, then a product may successfully be priced higher
than its objective monetary value (Martin 2014).
Water stations should know their ideal price by knowing their costs. It
may lose customers if the price is too high and it will suffer losses due to this.
That is why it must have an accurate idea of the actual cost. Frequently, only
the direct cost like packaging and water is factored, however, the effect of
overhead on product cost is not carefully examined. In water refilling stations,

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the direct costs are far less than the overhead expenses, so prices are more
affected by overhead (Anlacan 2013)
Pricing strategy will also base on the marketplace. Determine how much
the competitors charge for every water container and price the products
accordingly. Also, offer competitive pricing without sacrificing profit. A
competition-based pricing strategy involves setting the prices based on the
competitors’ prices rather than on the company’s costs and profit objectives
(McCormick 2016).
In every business, even in a water refilling station, consumers will
always look for systems to save money, and they preferred to buy from stores
that offer the best deals. One thing to attract more customers is to provide
discounts on the products or services. Discount is not only beneficial to the
customers, but it can also do great things for the business. Another benefit of
giving discounts is that it will draw more people to the store. The increased
traffic will typically lead to an increase in sales (McMalcolm 2013).
As studied by Roggio (2015), free delivery increase sales revenue,
because customers love free delivery. Although it is not clear that free delivery
help retains customers, believed that there is a relationship among customer's
retention (or customer loyalty) and offering free delivery. According to Kegler
(2014), free delivery can be considered the most successful marketing tool,
because people typically overvalue the benefits of free.

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Place
A type of marketing mechanism that provides customers accessibility or
the strategic location where the establishment located. The area or placement
has to do with how the product supplied to the customers. Distribution is a
critical element of the arrangement. Placement strategy will help in assessing
the channel and most suited to the products.
Further, the end user accesses a product also needs to complement the
rest of the product strategy. Also, the use of the right place can increase sales
and maintain these over a more extended period. As a result, this would mean
a greater share of the market and increased revenues and profits (Martin 2014).
Accordingly finding the right location of water refilling business is one of
the problems a new business owner must face. The area needs to be near the
target market, making the establishment visible to people or look for a site
heavy in foot traffic. Locate in places near schools, hospitals and clinics, offices,
hotels, apartment and high-rise buildings and subdivisions (Fuentes et al.,
2017).
While, Alto (2017), states that the water refilling stations must be placed
in a very conspicuous location. Also, in the water refilling station, if there are
more than a hundred households in a prospective area, it does not mean they
are all included in the market. Be sure to make it a point to roam around the city
where it can deliver, and try classifying households according to type
(condominiums, apartments, small to medium-sized families). It should also see
if there are many business establishments within the vicinity (Tejome 2017).
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Water refilling station businesses can thrive with its delivery services
alone; it still needs a strategic location to attract the first few customers.
Consider opening the store near or inside a subdivision or exclusive village.
The owner can rent a space or convert their garage into commercial space to
save on rental fees (Wagner 2013).
As studied by Hexin (2014), there is also the lucrative option called
institutional selling wherein the business convince big establishments like
schools, churches, BPO companies, and restaurants to get their water supply
directly from them. If possible, offer 24/7 delivery service to establish the store
as a reliable one that the customers can always count on. Also, go to extra mile
for the customers. Accept delivery if it is by bulks. It may add to the expenses
but taking risk is always necessary for every business.
As mentioned by Hill (2016), to attract customers, make sure a refilling
business cleaning and refilling process is incredibly clean, safe and competitive.
Windham (2014) added that cleanliness of the water refilling station is an
essential aspect of ensuring a customer's visit is a pleasant one. A well-kept
and tidy arrangement of empty and refilled gallons increases the chance of a
return visit and customer recommendation.
Further, Pacinabao (2015), stated that when making a name for the
water refilling station this must clear and well defined. The signage should be
well-defined and visible from a distance. While, Olo (2015) also said that, if the
business is renting commercial space, extend the signage from edge to edge
of the rented area. Usually, place on top of the roll up if it has one. Also, set
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mounting brackets so the signage will be locked in place. If space already has
awning or sunscreen or extensions roofs, this will obstruct the signage and
hiding it. See to it that the signage is visible to bypassers.
Thus, the signage placed in direct sunlight should be adjusted
accordingly. Bright colors (yellow, oranges) and pastel colors will be harder to
see when light shines directly on them. Nevertheless, Inglethorpe (2016) also
said that use darker colors to increase the clarity of letters in well-lit or bright
conditions. Contrasting colors make more of an impact, so the business must
be careful with the color of the fonts it should not be a clash with the background
or surrounding features of signage. The shades of white on black and black on
white offer the best contrast followed closely by yellow on black, Martin (2017).
Promotion
The promotion is the communication aspect of the entire marketing
function. Promotion strategies include advertising, special offers, discounts and
personal selling Martin (2014). The promotional mix about one of marketing
mix's 4Ps; it forms of communication that an organization uses to established
meaning for its product, as well as a way to influence the buying behavior of
targeted customers Lake (2018).
As mentioned by Mishra (2015), water refilling needs to understand the
importance of promotional in a marketing mix. The business promoting is an
active process which needs to be carefully examined for obtaining the best
results. From the study conducted by Pahomi and Leith (2016) shows that the
22
measurement of the effectiveness of the promotional strategy, the business
should know if the product was promoted online, in print or if it is part of an
email campaign. From there, the company will know if the promotions reached
many potential customers.
Also, it is essential to network with local business associations within
the driving region of the water refilling business. Also, build a reputation through
the use of social media, begin with a dialogue on the benefits of water.
Increased public awareness of environmental benefits of water refilling over
individual water bottles and build a unique value proposition that differentiates
the water refilling business from the competition (establish on the features,
advantages, and benefits of the product and services) (Fitz 2017).
While, Pacinabao (2015), also said that increased public awareness of
the dangers of contaminated and chlorinated drinking water, environmental
benefits of water refilling over regular water that comes from the faucet.
Similarly, Anlacan (2015) added that water refilling should always promote their
business by having a budget assigned for promotion so that it will be an on-
going activity. They are finding innovative and cost effective ways to connect
with customers. One of the most successful developments is loyalty programs
so that the customers will keep coming back.
Nonetheless, Water refilling station does not usually appear on
Television and print advertisements. This means that the strategy is often
spread by word of mouth. To spread the word about the outlet, offer fliers or
stickers in crowded areas in the neighborhood like markets and churches. If

23
more people know about the outlet, then there’s a greater chance to get more
clients. Also, provide water station tarpaulin to commercial tricycle in the area
to promote the water station, surprise sales promotion, networking-Refer a
friend Promo and get a two bottle free refill and distributing flyers at market area
(Bagamasbad 2015).
From the study of Hexin (2014), states that it is essential to promote the
business. People do not swarm to the store; it needs to get the business name
in front of as many people as possible. One way to introduce the business is by
distributing flyers and stickers. If the existing location fails to drive enough
human traffic, move to another place where there is enough crowd, or distribute
another set of labels in this place so the business can deliver water supply to
their residences without the need to visit the store.
The information printed on the stickers and flyers is clear and concise.
A sticker reader's span in super-short, also make the name of the business,
contact number, and address blown up to large-scale. Nonetheless, make sure
to feature the images of the product it will give the reader a visual aspect,
(Fussell 2016).
In water refilling stations, the various promotional strategy needed,
because all establishment is not readily available. Potential it is good just
because water is a necessity, but this type of business, as with other business
requires hard work, patience, and ability to sell the product. A word of mouth
and the social media platform can help to boost the business (Alkivia 2016).

24
Moreover, water refilling business doesn’t usually promote and market
their services directly to individuals. To effectively sell a water refilling business
should, one should focus on competing with at least three established brands.
Promotions on various social media websites such as twitter and facebook.
While YouTube channel can help and provides the public information about
cleaning and refilling process. Water refilling businesses tend to have more
success by being transparent (Enriquez 2014).
Radio ads are still a powerful and useful tool for the business, Bunny
(2018). Also, radio ads, the company can effectively target key audience,
associate a voice with the brand and reach millions of passive listeners. A 60-
second commercial is better than a 30-second one. Design your ad for the eyes,
not just for the ears and let the audience imagine the radio ad (Kanapi, 2017).
From the study of Aland (2017), states that the most popular times to run
advertisements on the radio are during the morning and afternoon drive,
because morning has the high engagement of listeners and afternoon drive is
the time where people are already on their way home and tend to listen to the
radio while in the car or a vehicle. However, it is also good to advertise at the
same time every day, because it is more effective when the same people will
hear the advertisement.

Chapter III
METHODS OF RESEARCH AND PROCEDURE
This chapter discussed the research methods, data collection,
development of the instrument, sampling design and statistical treatment.
Research Method
The researchers used the descriptive method in this study to evaluate
the effectiveness of the marketing strategy of 3 in 1 water refilling station.
Data Collection and Development of Instrument.
The process of gathering data needed for the study, the researchers
wrote a letter of consent to survey the respondents. It was signed and approved
by the Instructor. After which, the questionnaires distributed to the respondents.
Researchers explained the objective of the study to the respondents and
guaranteed them that their responses are confidential and used for academic
purposes only. After the respondents thoroughly answered the questionnaires,
it was collected and subjected for analysis. Further, researchers prepared a
tally sheet using frequency distribution in getting the average weighted mean.
Out of the information gathered from the management, staff, and
customers, the researchers prepared a survey questionnaire using a guide

26
template from the Google Scholar, books and journal. The researchers created
four (4) questions for Product, four (4) questions for Price, four (4) questions for
Place, and four (4) questions for Promotions. A total of twenty (16) items for the
survey questionnaire
Sampling Design
The researchers applied purposive-convenience sampling. The
application of purposive and convenience sampling is used to establish
respondents on the study. The sample size was determined through Sloven’s Commented [C1]: Please Cite
Formula. There were 150 customers and non-customers taken as respondents. Commented [a2R1]:
Statistical Treatment
Rating Weighted Verbal Qualitative

Scale Mean Description Interpretation
Beyond customers’
Very expectation; Strategies
4 3.26 – 4.00 Effective are highly efficient.
Meets customers’
expectation; Strategies
3 2.51 – 3.25 Effective are efficient.
Below customers’
Less expectation; Strategies
2 1.76 – 2.50 Effective are less efficient.
Did not meet customers
expectation; Strategies
1 1.00 – 1.75 Ineffective are inefficient.

27
In presenting the data collection of the study, the researchers used a
frequency distribution table using the weighted mean. The tool that used to
analyze the results in the weighted mean is the Likert scale model.

Chapter IV
RESULTS AND DISCUSSION
This chapter contains the presentation, interpretation, and analysis of
the data gathered. It shows the evaluation of the effectiveness of marketing
strategy regarding product, price, place, and promotion of 3 in 1 Water Refilling
Station from Barangay Dagohoy, Pili Drive, Butuan City, Agusan del Norte.
A. Product
The number of surveyed respondents regarding Product as an indicator
of the Effectiveness in the Marketing Strategies of 3 in 1 Water Refilling Station
shown in Table 1. Among the four (4) rating statement evaluated the rating
statement No. 4 (Labeling of the Gallons) found to have the highest weighted
mean (WM) of 3.19. Followed by, rating statements No 3. (The business offers
high quality drinking water) with a weighted mean (WM) of 2.51. While rating
statement No. 2 (Familiarity of the company) has a weighted mean of 2.34 and
lastly rating statement, No. 1 (Uniqueness of the business name) has the lowest
weighted mean of 2.13.

29
Table 2. Some surveyed respondents regarding Product as an indicator of the

Effectiveness in the marketing strategies of 3 in 1 Water Refilling Station.
Rating Statement VE E LE IE Total WM Verbal
(4) (3) (2) (1) Description
1. The
uniqueness of the 14 4 119 13 150 2.13 Less Effective
business name (3
in 1 Water
Refilling Station).
2. Familiarity with Less Effective
the business. 9 38 98 5 150 2.34
3. The business
offers high quality 27 36 73 14 150 2.51 Effective
drinking water.
4. Labeling of the 56 68 24 2 150 3.19 Effective

gallons.
Average 2.54 Effective
Note: VE = Very Effective, E = Effective, LE = Less Effective, IE = Ineffective
Results indicated that the marketing strategies of 3in1 Water Refilling
Station regarding product have the average weighted mean of 2.54 with its
equivalent to “Effective,” of which it meets customers expectation; strategies
are effective. According to the respondents, the taste of the water of 3in1 Water
Refilling Station is excellent, and the water they offered is clean, and it satisfied
their needs. The non-customers of 3in1 Water Refilling Station also said that it
is essential in a water refilling station to offer safe and clean drinking water.
Alkivia (2016), stated that water refilling stations could be a good source of safe
drinking water. The purified water can meet the aesthetic standards easily
detectable by the people regarding the taste, odor, and color. The active water

30
purification processes can make the quality of water superior to the traditional
water systems.
Since rating statement No.4 (Labelling of the gallons) obtained the
highest weighted mean of 3.19, this indicates that this type of marketing
strategy goes most effective as data interpretation is a concern. This marketing
strategy could also be an indicator that it helps to sustain more customers.
Nonetheless, it is also known as an effective mechanism of which it meets
customer’s expectation. Thus the strategy is efficient. Further from the
respondent’s side, the label of the gallons was made them easy to contact the
store if they want to buy and order water while the non-customers of 3 in1 Water
Refilling Station also said that labeling the gallons is indeed an important factor
in order for the customers to know the location of the store as well as how to
contact the store.
The result was supported by the study of Harris (2018), in water
containers, labeling is important because it provides information about the
product to the prospective customers. Water refilling stations can use sticker or
imprint in the bottles the logo or the business name, address and contact
information of the store. Also, include the contents of the water to spread
awareness among the customers about the product they are consuming, and
labeling helps to mention ingredients.
While, rating statement No.1 (Uniqueness of the business name (3in1
Water Refilling Station) obtained the lowest weighted mean of 2.13 in which, it
is below customer’s expectation, and thus the strategy is less efficient. Further,
31
this indicates that this type of marketing strategy goes less effective as data
interpretation is a concern. This marketing strategy could be improved to help
sustain more customers. Some of the respondents mentioned that the name of
the business is somewhat cannot be easily recognized as a water refilling
station. Also, the non-customers of 3in1 Water Refilling Station said that the
name of the company is not catchy and they even thought it referred to a
different product.
In addition to it, Pacinabao (2015) believed that, in water stations, it
needs to increase brand awareness and brand recognition by formulating a
catchy brand name, also it is essential to develop and sustain long-term,
mutually beneficial relationships with its customers. Nevertheless, the name of
the water refilling is necessary because this is what it will be identified by and if
the name is memorable or unique, then it will be easy enough for the target
customers to remember the business and even to refer the store to others.
Ensure that the name is not in use by any other business especially those in
the industry. Also, try using words that describe the water.
B. Price
The number of surveyed respondents regarding Price as an indicator of
the Effectiveness in the Marketing Strategies of 3 in 1 Water Refilling Station
displayed in Table 2. Among of the four (4) rating statement evaluated, the
rating statement No. 2 (₱2.00 discount for a non-regular customer who
purchases 2 or more refilled gallons) found to have the highest weighted mean
32
(WM) of 2.91. Followed by, rating statements No 3. (₱4.00 discount for regular
customers) with a weighted mean (WM) of 2.74. While rating statement No. 1
(₱20.00 price per refilled gallons) has a weighted mean of 2.17 and lastly rating
statement, No. 4 (₱5.00 charged per gallon for delivery) has the lowest
Table 3. Number of surveyed respondents regarding Price as an indicator of

the Effectiveness in the marketing strategies of 3 in 1 Water Refilling Station.
1. ₱20.00 price per

refilled gallons. 11 6 131 2 150 2.17 Less Effective
2. ₱2.00 discount
for a non-regular 43 59 39 9 150 2.91 Effective
customer who
purchases 2 or
more refilled
gallons.
3. ₱4.00 discount
for the regular 28 65 47 10 150 2.74 Effective
customer.
4. ₱5.00 charged
per gallon for 3 7 130 10 150 2.02 Ineffective
delivery.
Less

The result showed that the marketing strategies of 3in1 Water Refilling
Station regarding price have the average weighted mean of 2.46 with its
equivalent to "Less Effective,” of which it is below customers expectation;
strategies are less efficient. According to the respondents, there are many
water refilling stations nowadays, who offered lower prices and with no delivery
charges. McCormick (2016) states that pricing strategy will also base on the
33
marketplace. Determine how much the competitors charge for every water
container and price the products accordingly. Also, offer competitive pricing
without sacrificing profit. A competition-based pricing strategy involves setting
the prices based on the competitors’ prices rather than on the company’s costs
and profit objectives.
Since rating statement No.2 (₱2.00 discount for non-regular customers
who purchased 2 or more refilled gallons) obtained the highest weighted mean
of 2.91, this indicates that this type of marketing strategy goes most effective
as data interpretation is a concern. This marketing strategy could also be an
indicator that it helps to sustain more customers. Nonetheless, it is also known
as an effective mechanism of which it meets customer’s expectation. Thus the
strategy is efficient. Further, from the respondent’s side, the ₱2.00 discount per
refilled gallon make them save a lot especially when they purchased more than
two refilled gallons. The non-customers of 3in1 Water Refilling Station also said
that it is a good offered, because it makes the price a bit cheaper for those who
purchased 2 or more refilled gallons. The study was supported by McMalcolm
(2013) that, in every business, even in a water refilling station, consumers will
always look for ways to save money, and they prefer to buy from stores that
offer the best deals. One thing to attract more customers is to provide discounts
on the products or services. The discount is not only beneficial to the
customers, but it can also do great things for the business. Another benefit of
giving discounts, it will draw more people to visit the store; Increased traffic will
typically lead to an increase in sales.

34
Subsequently, rating statement No.4 (₱5.00 charged per refilled gallon
for delivery) obtained the lowest weighted mean of 2.02 in which, it is below
customer’s expectation. Thus the strategy is less efficient. Further, this
indicates that this type of marketing strategy goes less effective as data
interpretation is a concern. This marketing strategy could be improved to help
sustain more customers. From the customer's side, they said that the delivery
charged is high, that made the price of per refilled gallons for delivery
expensive. Also, the non-customers of 3in1 Water Refilling Station reported that
there are many water stations today, who offered free delivery and they would
prefer to choose that store compared to those who do not provide free delivery.
From the study of Kegler (2014), he said that free delivery could be
considered as a most successful marketing tool because people typically
overvalue the benefits of free. Roggio (2015) added that a free delivery might
increase sales revenue because customers love free delivery. Although it is not
clear that free delivery help retains customers, it was believed that there is a
relationship between customer retention and or customer loyalty in offering free
delivery.
C. Place
The number of surveyed respondents regarding Place as an indicator of
the Effectiveness in the Marketing Strategies of 3 in 1 Water Refilling Station
displayed in Table 3. Among the four (4) rating statement evaluated, the rating
statement No. 1 (Is strategically located) found to have the highest weighted

35
mean (WM) of 2.83. Followed by, rating statements No 2. (Visibility of the
signage) with a weighted mean (WM) of 2.32. While rating statement No. 3
(Coverage area of delivery) has a weighted mean of 2.29, and lastly, rating
statement No. 4 (Neatness of the store) has the lowest weighted mean of 2.11.
Table 4. Some surveyed respondents regarding Place as an indicator of the

Effectiveness in the Marketing Strategies of 3 in 1 Water Refilling Station.
1. It is strategically
located. 44 42 58 6 150 2.83 Effective
Less Effective
2. Visibility of the 22 17 98 13 150 2.32
signage.
3. The coverage Less Effective
area of delivery. 19 12 112 7 150 2.29
4. Neatness of the 22 6 89 33 150 2.11 Less Effective

store.
Less
Result showed that marketing strategies of 3in1 Water Refilling Station
in terms of place have the average weighted mean of 2.39 with its equivalent
to “Less Effective”, of which it is below customers expectation; strategies are
less efficient, because according to the respondents, the signage cannot easily
be seen and the coverage area of delivery is at downtown area. Also, the non-
customers of 3in1 Water Refilling said that some water refilling stations accept
delivery even if the place of delivery has distance. The claim of the respondents
was supported by the study of Pacinabao (2015), who stated that when making
a name for the water refilling station this must clear and well defined. The
36
signage should be well-defined and visible from a distance and that the water
refilling must accept delivery if it is by bulks. It may add to the expenses but
taking risk is always necessary for every business (Hexin, 2014).
Since rating statement No.1 (Is strategically located) obtained the
highest weighted mean of 2.83, this indicates that this type of marketing
strategy goes most effective as data interpretation is a concern. This marketing
strategy could also be an indicator that it helps to sustain more customers.
Nonetheless, it is also known as an effective mechanism of which it meets
customer’s expectation. Thus the strategy is efficient. Further, from the
respondent’s side, the customers and non-customers of 3in1 Water Refilling
Station stated that the location of the water refilling station is good since it was
in the center of the city and was surrounded by some establishment that might
be the prospect's customers of the business. The statement is supported by
Fuentes et., al (2017) in this study, in which he stated that the location of water Commented [C3]: What year?
refilling station needs to be near the target market, making the business visible
to the public or look for a site that is heavy in foot traffic. Situate in places near
schools, hospitals, and clinics, offices, hotels, apartment and high-rise
buildings, and subdivisions. This was supported by Hexin (2014) that, there is
also the lucrative option called institutional selling wherein the business
convince big establishments like schools, churches, BPO companies, and
restaurants to get their water supply directly from them.
On the other hand, rating statement No.4 (Neatness of the store)
obtained the lowest weighted mean of 2.11 in which, it is below the customer’s
37
expectation. Thus the strategy is less efficient. Further, this indicates that this
type of marketing strategy goes less effective as data interpretation is a
concern. This marketing strategy could be improved to help sustain more
customers. From the customer’s side, they said that the store is dusted and
cluttered. The gallons were not appropriately arranged in the storage area.
Instead, it was placed anywhere in the service area which is dusty. The non-
customers also said that their choice when it comes to water refilling stationis
based on the appearance of the store.
As mentioned by Hill (2016), to attract customers, make sure a refilling
business cleaning and refilling process is incredibly clean, safe and competitive.
Windham (2014) added that cleanliness of the water refilling station is an
essential aspect of ensuring a customer's visit is a pleasant one.
A well-kept and tidy arrangement of empty and refilled gallons increases the
chance of a return visitor customer recommendation.
D. Promotion
The number of surveyed respondents regarding Promotion as an
indicator of the Effectiveness in the marketing strategies of 3 in 1 Water Refilling
Station displayed in Table 4. Among the four (4) rating statement evaluated, the
rating statement No. 4 (Staff spread the business through word of mouth) found
to have the highest weighted mean (WM) of 2.57. Followed by, rating
statements No 2. (Airing of advertisement every day at 4:00 pm in Wild FM)
with a weighted mean (WM) of 2.35. While rating statement No. 3 (Radio
38
advertisement in Wild FM for 30 seconds) has a weighted mean of 2.22 and
lastly rating statement No. 1 Giving of stickers to new customers) has the lowest
Table 5. A number of surveyed respondents regarding Promotion as an

indicator of the Effectiveness in the marketing strategies of 3 in 1 Water Refilling
Station.
Less
1. Giving stickers to 17 17 83 33 150 2.12 Effective
new customers.
2. Airing advertisement Less
every day at 4:00 pm in 11 38 93 8 150 2.35 Effective
Wild FM.
3. Radio advertisement Less
in Wild FM for 30 20 18 87 25 150 2.22 Effective
seconds.
4. Staff spread the
business through word 21 79 14 36 150 2.57 Effective
of mouth.
Less
The result showed that the marketing strategies of 3in1 Water Refilling
Station regarding promotion are “Less Effective,” of which it is below customer’s
expectation; strategies are less efficient with an average weighted mean of
2.32. According to the respondents, sometimes they cannot hear that the water
station aired on radio, and when it is mentioned, it just takes a second. The
non-customers also said that it would be great if the radio advertisement will be
aired several times a day and not only once, to have many customers that might
hear the ad. The statement supported by the study of Anlacan Jr. (2015), that
water refilling should always promote their business by having a budget

39
allocated for promotion so that it will be an on-going activity. Finding innovative
and cost effective ways to connect with customers is essential.
Since rating statement No.4 (Staff spread the business through word of
mouth) obtained the highest weighted mean of 2.57, this indicates that this type
of marketing strategy goes most effective as data interpretation is a concern.
This marketing strategy could also be an indicator that it helps to sustain more
customers. Nonetheless, it is also known as an effective mechanism of which
it meets customer’s expectation. Thus the strategy is efficient. Further, from the
respondent’s side, some of the customers of 3in1 Water Refilling Station said
that the very reason why they know the business is that of word of mouth. While
the non-customers also said that, information is quickly spread nowadays when
it is through word of mouth because the customer will soon get the information
because it is directly uttered.
Alkivia (2016) stated that, in water refilling stations, the various
promotional strategy needed, because all business is not instant magic. The
potential is good just because water is a necessity, but this type of business, as
with other business requires hard work, patience, and ability to sell the product.
The word of mouth and social media platform advertisement can help to boost
the industry.
Subsequently, rating statement No.1 (Giving of stickers to new
customers) obtained the lowest weighted mean of 2.12 in which, it is below
customer’s expectation; thus the strategy is less efficient. Further, this indicates
that this type of marketing strategy goes less effective as data interpretation is
40
a concern. This marketing strategy could be improved to help sustain more
customers. While most of the respondents, especially the non-customers said
that, it would be better if the staff of 3in1 Water Refilling Station will give a
sticker even to those who are not their customers for them to know the
business. The statement was supported by Hexin (2014) that it is essential to
promote the business. People do not swarm to the store; it needs to get the
business name in front of as many people as possible. One way to introduce
the business is by distributing flyers and stickers. If the existing location fails to
drive enough human traffic, move to another place where there is enough
crowd. Or allocate another set of labels in this place so the business can deliver
water supply to their homes without the need to visit the store.
Moreover, among of the four marketing strategies evaluated, it was
observed that Product obtained the highest weighted mean (2.54) followed by
Price (2.26), Place (2.39) and Promotion (2.32). The data shows that most
effective techniques that were considered by the consumers were the product
which merely defines the totality of the business established. Thus, suggested
that product must be emphasized and developed in the aspects the customers
need and satisfaction.

Chapter V
SUMMARY, CONCLUSION, AND RECOMMENDATION
This chapter discussed the summary, conclusion, and recommendation
of the study.
Summary
3 in 1 Water Refilling Station subjected to determine its marketing
strategies such as Product, Price, Place, & Promotion. Among the strategies,
Product obtained the weighted mean (2.54) followed by Price (2.46), Place
(2.39), & Promotion (2.32), while the overall weighted mean of the four (4)
strategies was 2.43 with the verbal description of less effective. Based on the
result shown of the study, the strategy of the business are less effective
specifically the uniqueness of the business name, familiarity of the company,
₱20.00 price per refilled gallons, ₱5.00 charged per gallon for delivery, visibility
of the signage, coverage area of distribution, neatness of the store, giving of
stickers to new customers and radio advertisement. These must be improved
by the establishment to sustain their financial stability for business progress.

42
Conclusion
The effectiveness of Marketing Strategies of 3 in 1 Water Refilling
Station is determined through the various indicator of marketing strategies
(Product, Price, Place, & Promotion). Based on the overall result showed that
the Marketing Strategies of 3 in 1 Water Refilling Station is less effective, and
so it is below the customer’s expectation. Thus indicating less effective
marketing strategies and made to decrease the refilled gallons disposed of and
importantly the declined sales. Furthermore, it is necessary that the business
must implement active strategies to sustain its business & thus can compete in
the growing water refilling business. Therefore, the outcomes of the study
benefit the company to understand the current condition of the business and
also an advertisement to stabilize its development.
Recommendation
3 in 1 Water Refilling Station should focus on improving their marketing
strategies in the four areas, the Product, Price, Place, and Promotion.
1.) Create a catchy tagline.
2.) Offer free delivery. Commented [C4]: Where areas? Downtown, far places? Please
specify
3.) Place the signage vertically, at the top of the roof of the store to become
more visible to the bypassers.

43
4.) Clean the service area especially the production area.
5.) Distribute stickers even to those who are not customers of 3 in 1 Water
Refilling Station.
6.) Pay the radio advertisement to Wild FM for them to be obliged to air the ad.

44
DETAILED ACTION PLAN

Based on the results in 3 in 1 water refilling station in Brgy. Dagohoy, Pili
Drive, Butuan City, it indicates that the water refilling station should improve the Commented [C5]: What restaurant???
four indicators of marketing strategy mentioned. Through the results, the
researchers come up with a detailed plan of action for the recommendations
shown below.
Table 6. Detailed Action Plan of 3 in 1 Water Refilling Station in Brgy. Dagohoy,

Pili Drive, Butuan City
Recommendation Objectives Activity Person Budget Time
Involved Frame
1. Create a 1. For the 1. Manager N/A 2-3

catchy tagline. business Communicate and
to become all the employees days
familiar. employees for
the plan in
2. To making a
capture creative
people’s tagline.
attention.
2. Ask for their
3. To opinion, what
become would be the
memorabl excellent
e to the tagline.
mind of
the 3. The
customers. management
will finalize
and ensure
that the
tagline is
2. Free delivery. 1. To unique
1. Informandthe Manager, N/A Two
boosts creative.
delivery man Cashier
average and cashier and days
order that there is Delivery
value of no more 5.00 Man
refilled charged per
gallons. refilled gallon
for delivery.
2. To
BACHELOR OF SCIENCE
attract IN BUSINESS
2. Include ADMINISTRATION
in 2019
customers
RIED-ACAD-CS18-011 the RESEARCH INNOVATION EXTENSION DIVISION
stickers/flyers
about the free
delivery.
45
3. Place the 1. To 1. Assign an Manager, ₱4,000 One

signage vertically, become employee to assigned
at the top of the more purchase employee day
roof of the store. visible to materials in and hired
the hardware a
bypasser. such as steel carpenter
bar and
welding rod.
2. Hire a
carpenter.
3. Instruct the
carpenter to
where the
signage
should be
placed.
4. The hired
carpenter will
place the
signage at the
top of the roof
vertically.
4. Clean the 1. To 1. Assigned Manager N/A One

store. make the each of the and
store employees to employees day
presentabl clean the
e. store every
day.
2. To
ensure 2. The cashier
that the will sweep the
customers floor in the
will service area
become before the
comfortabl store opens
e inside and before the
the store. store will
close.
3. The
delivery man
will arrange
46
the empty and

refilled gallons
in the storage
area.
4. The refillers
will map the
floor tiles in
the production
area before
the store
closes.
5. The
employees
will maintain
the
cleanliness of
the store.
5. Distribute 1. For 1. Assign the Manager N/A 2-3
stickers to more employees and
anyone. people to randomly to Employee days
know distribute s
about the stickers 2-3
water times a week.
refilling
station. 2. Inform the
employees to
2. To distribute
acquire sticker to
more anyone.
customers.
6. Pay the radio 1. To 2. The Manager ₱3,000 5-6
advertisement. ensure manager will per
Wild FM go to Wild FM month. days
oblige to to make a
air the ad. deal with the
management
2. To of Wild FM
deliver the about the
radio payment,
advertisem speed and
ent well. time of the
Advertisement
.
3. Sign a
contract to
Wild FM.
BIBLIOGRAPHY
Aland, M. (2017). Radio Advertising Guide: How to Get Started Today.

(https://fitsmallbusiness.com.)
Ancalan Jr., R. (2013). Top Tips for your Water Refilling Business.
(www.businesscoaphil.com.)
Bagamasbad, R. (2015). Purified Water Station business plan.

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Appendix A
Letter
June 20, 2018
ROBERTO JOSE
THE MANAGER
3 in 1 Water Refilling Station
Dear Sir,
Greetings of Peace!
The ACLC College of Butuan aims to deliver quality education in the region.
Essential on its pursuit is the assessment of the competency level of its
students, in particular, the aspirants of business administration. To realize this
vision, the conduct of a business Case Study has been integrated into the
curriculum of the Level IV BSBA program. Aside from teaching the passion of
research, the case study also aimed at helping the management of the subject
either business or institution in identifying the possible problem, and further
proposing resolutions, respectively.
We have searched several businesses to conduct this research and decisively,
we choose your organization as the best subject where we believe we could
expound the proficiency we have acquired and relate these to the actual
situation.
Anent to this, we humbly ask for your official approval to allow us to gather and
collect data that will help us exercise analytical skills on actual issues
confronting the real world and putting to good use what we have learned
theoretically. The study would be conducted from June to October 2018. The
scope of the study would be on the Marketing Strategy with a specific focus
on the following data:
 Company Profile
 Vision and Mission Statement
 Organizational Objectives
 Organizational Chart
 Business Situation/Status from recent up to the present year
 And other Documents that may be needed

In addition to the above listed, if possible we would like to conduct interviews

with your selected employee’s at most convenient and approved schedule.
Your approval will help us in many ways to develop and appraise our academic
skills. At the end of the course, a copy of the completed study would be given
to your company as a token of appreciation for your sincere cooperation at
developing our professional skills.
The school is open to receive your queries. Rest assured that all data to be
gathered and collected remain confidential at standard research ethics.
We sincerely look forward to your positive response. Please do contact us with
number 09481989720. Thank you very much and may GOD BLESS YOU.
Respectfully Yours,
(Sgd.) Harvy G. Ilogon (Sgd.) Claudine P. Daguplo

BSBA Level IV Marketing Mngt. BSBA Level IV Marketing Mngt.
(Sgd.) Hidetoshi Pulido (Sgd.) Rochelle Ann R. Biol

BSBA Level IV Marketing Mngt. BSBA Level IV Marketing Mngt.
(Sgd.) Francis Joseph Puray

BSBA Level IV Marketing Mngt.
Noted by:
(Sgd.) JIMMS C MANLAPAZ

Case Study Instructor

Appendix B
Survey Questionnaire
Dear Respondents,
Good day!
We, Claudine P. Daguplo, Rochelle Ann R. Biol, Harvey G. Ilogon,
Hidetoshi Pulido, and Francis Joseph Puray, graduating students in ACLC
College of Butuan taking Bachelor of Science in Business Administration major
in Marketing Management. As per the requirements of our course, we are
currently conducting research on the effectiveness of the marketing strategy of
3 in1 Water Refilling Station.
With this, we have randomly chosen you to be one of the respondents
on this study. We are hoping that you will take time answering the questions
honestly. Rest assured that all data gathered will be treated with utmost
confidentially and will be used for academic purpose only.
Thank you for your cooperation.
Respectfully yours.
(Sgd.) CLAUDINE P. DAGUPLO (Sgd.) HARVY G. ILOGON

Researcher Researcher
(Sgd.) ROCHELLE ANN R. BIOL (Sgd.) HIDETOSHI PULIDO

Researcher Researcher
(Sgd.) FRANCIS JOSEPH PURAY

Researcher

Appendix C
Photo Documentation
Figure 1. Customer Interview. Figure 2. Staff Interview of 3 in 1

Water Refilling Station.
Figure 3. Dissemination of Survey Figure 4. Survey of Respondents.

Questionnaires.

Survey Questionnaire
CUSTOMER’S SURVEY QUESTIONAIRE
Direction: Put a check (/) mark on the table to indicate the effectiveness of
the marketing strategy offered by 3 in 1 water refilling station, use the
following scale.
4- Very Effective - Beyond customers’ expectation;

Strategies are highly efficient.
3- Effective - Meets customers’ expectation;

Strategies are efficient.
2- Less Effective - Below customers’ expectation;

Strategies are less efficient.
1- Ineffective - Did not meet customer’s expectation;

Strategies are inefficient.
A. Product
RATING STATEMENT Very Effective Less Ineffective

Effective Effective
(4) (3) (2) (1)
1. The uniqueness of
the business name (3 in
1 Water Refilling
Station)
2. Familiarity with the
business.
3. The business offers
high quality drinking
water.
4. Labeling of the
gallons.

B. Price

Effective Effective
(4) (3) (2) (1)
1. ₱ 20.00 price per
refilled gallons.
2. ₱ 2.00 discount for a
non-regular customer
who purchases two or
more refilled gallons.
3. ₱4.00 discount for
regular customers.
4. ₱5.00 charged per
gallon for delivery.
C. Place

Effective Effective
(4) (3) (2) (1)
1. It is strategically
located.
2. Visibility of the
signage.
3. The coverage area of
delivery.
4. Neatness of the store.

D. Promotion

Effective Effective
(4) (3) (2) (1)
1. Giving of stickers to
new customers.
2. Airing of advertisement
every day at 4:00 pm in
Wild FM.
3. Radio advertisement in
Wild FM for 30 seconds.
4. Staff spread the

business through word of
mouth.

CURRICULUM VITAE
PERSONAL INFORMATION
Name: Claudine P. Daguplo
Address: P-16 Upper Doongan,
Butuan City
Date of Birth: March 31, 1995
Gender: Female
Contact No. : 09481989720
E-mail Address: claudinedaguplo@gmail.com
Father’s Name: Cirilo P. Daguplo
Mother’s Name: Loriza P. Daguplo
EDUCATIONAL BACKGROUND

A.Y. 2018-2019
AFFILIATION
Member of Junior Executive Marketing Association (A.Y. 2016 - 2019).
Junior Executive Marketing Association Vice President for Non-Academics

(A.Y. 2016-2017).
Member of ACLC Bookworm Circle (A.Y. 2018 – 2019)

CURRICULUM VITAE
Name: Rochelle Ann R. Biol
Address: P-2 Kinamlutan, Butuan City
Date of Birth: November 24, 1995
Gender: Female
Contact No. : 09164073810
E-mail Address: Biolrochelleann24@gmail.com
Father’s Name: Ronald E. Ravelo
Mother’s Name: Annabelle O. Ravelo

A.Y. 2018-2019
AFFILIATION

CURRICULUM VITAE
Name: Harvey G. Ilogon
Address: Philippine Match, Butuan City
Date of Birth: May 05, 1997
Gender: Male
Contact No. : 09663242399
E-mail Address: harvy.ilogon@gmail.com
Father’s Name: Realino F. Ilogon
Mother’s Name: Elizabeth G. Ilogon

A.Y. 2018-2019
AFFILIATION

CURRICULUM VITAE
Name: Hidetoshi Pulido
Address: P-14 Relocation Doongan,
Butuan City
Date of Birth: December 17, 1997
Gender: Male
Contact No. : 09770879572
E-mail Address: Hidetoshipulido@yahoo.com
Father’s Name: Katsuyki Echizenya
Mother’s Name: Marites P. Echizenya

A.Y. 2018-2019
AFFILIATION
Junior Executive Marketing Association Vice President for Communication 3rd

year (A.Y. 2017-2018).
Business Education Department PIO External (A.Y. 2017-2018).

CURRICULUM VITAE
Name: Francis Joseph Puray
Address: P-5 Upper Aupagan,
Butuan City
Date of Birth: August 14, 1996
Gender: Male
Contact No. : 09157526866
E-mail Address: purayfrancis@yahoo.com
Mother’s Name: Marilou Hanspach

A.Y. 2018-2019
AFFILIATION
Junior Executive Marketing Association President (A.Y. 2016-2017).



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ACLC College of Butuan

BUSINESS EDUCATION PROGRAM

EVALUATING THE EFFECTIVENESS OF MARKETING STRATEGIES OF

Francis Joseph Puray

In partial fulfillment of the requirements for the degree in Bachelor of

Science in Business Administration major in Marketing Management. This case

study entitled “EVALUATING THE EFFECTIVENESS OF MARKETING

STRATEGIES OF 3 IN 1 WATER REFILLING STATION IN BARANGAY

by Claudine P. Daguplo, Rochelle Ann R. Biol, Harvey G. Ilogon, Hidetoshi

acceptance and approval for oral examination.

CRESENCIO C. CABUGA, JR., MSc JIMMS C. MANLAPAZ, CPA

Approved by the Panel of Examiners with a grade of PASSED.

JOSEPHINE U. ACHA, MM JOHN EDWARD G. MALAZARTE, AFP, CB

DR. FRANCISCA FUDALAN-CUTAO

Accepted and approved in partial fulfillment of the requirements for the

degree in Bachelor of Science in Business Administration.

CRESENCIO C. CABUGA, JR., MSc

JOHN EDWARD G. MALAZARTE, AFP, CB

RIED-ACAD-CS18-011 RESEARCH INNOVATION EXTENSION DIVISION

shared warmed and constant support, encouragement, guidance, financial

To Mr. Jimms C. Manlapaz, for the never-ending support and guidance

To the panelists; Josephine U. Acha, Dr. Francisca Fudalan-Cutao, and

To the administration and employees of 3 in 1 Water Refilling Station

who allow us to conduct a research of the company as well as the respondents

To Researcher’s Family, brothers, sisters, and loved ones for their

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION 2019

RIED-ACAD-CS18-011 RESEARCH INNOVATION AND EXTENSION DIVISION

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION 2019

RIED-ACAD-CS18-011 RESEARCH INNOVATION AND EXTENSION DIVISION

The Effectiveness in the Marketing Strategies of 3 in 1 Water Refilling

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION 2019

RIED-ACAD-CS18-011 RESEARCH INNOVATION EXTENSION DIVISION

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION 2019

RIED-ACAD-CS18-011 RESEARCH INNOVATION EXTENSION DIVISION

V. SUMMARY, CONCLUSION, AND RECOMMENDATION

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION 2019

RIED-ACAD-CS18-011 RESEARCH INNOVATION EXTENSION DIVISION

LIST OF FIGURES & TABLES

No. Figures Page

1 Organizational Chart of 3 in 1 Water Refilling Station 2

2 Annual Number of Refilled Gallons being Disposed by 3 in 6

3 Annual Sales of 3 in 1 Water Refilling Station from 7

No. Tables Page

1 The Production Cost of 3 in 1 Water Refilling Station 4

Some Surveyed Respondents regarding Product as an

Some Surveyed Respondents regarding Price as an

Some Surveyed Respondents regarding Place as an 35

Some Surveyed Respondents regarding Promotion as an 38

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION 2019

RIED-ACAD-CS18-011 RESEARCH INNOVATION EXTENSION DIVISION

Saturday, (6:30am-6: 00 pm).

RIED-ACAD-CS18-011 RESEARCH INNOVATION EXTENSION DIVISION

CASHIER WATER REFILLERS DELIVERYMAN

Figure1. Organizational Chart of 3 in 1 Water Refilling Station, Brgy.Dagohoy,

Figure 1 shows the organizational chart of 3 in 1 Water Refilling Station,

Manager – He/She is responsible for monitoring the performance of the

Cashier – He/She is responsible for receiving payments from the walk-

Saturday in Santo Nino RTR, Cabadbaran City.

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION 2019

RIED-ACAD-CS18-011 RESEARCH INNOVATION AND EXTENSION DIVISION

Refillers – He/She is responsible for operating the machines, washing

and refilling the gallons and cleaning the production area.

Delivery man - Responsible for transporting refilled gallons to