CHAPTER IV

Marketing Aspect

Business Description

A day care center is a supervision and care for children by persons other than the child’s

legal guardian. It is an establishment enabling the children’s parents to work full time.

Children are taken care of while their parents are away for work. There are establishment

centers in Bacolod City that provide day care services for children.

Kiddietopia having the aim of being a unique business provides more services than usual

day care centers do. The business aims not just to provide care and security for children while

their parents are away but also seeks to instill good values, discover and develop their

interests or talents and also equip them learning by providing additional education, musical

and artistic workshop.

This business is directed towards achieving a comfortable and harmonious environment

for children and assurance to their parents that their child is in good hands. Kiddietopia seeks

to provide exceptional service at a reasonable price.

Kiddietopia is a partnership type of business wherein two or more people bind

themselves to contribute property, industry and money to a common fund with having a goal

to divide the profits among themselves.

Target Market Analysis

Kiddietopia provides education which will help the child’s overall development. The

intended target market of the center shall be families that not only reside within Metro

Bacolod but also the cities surrounding Bacolod City.

An online survey was conducted and 100 people with children aged 3-10 years old were

randomly selected to participate in the sample population.

Demographic Analysis

The group considers the respondents’ monthly income and sources of income as factors

that may help in price setting. Also information such as age, sex and civil status were

included in the survey considering if there’s any circumstance that they may be needed.

5%
5% Below Php 100000
19%
9% Php 10001-Php 20000
Php 20001-Php 30000
7%
Php 30001 - Php 40000
Php 40001 - Php 50000
31% Php 50001 - Php 60000
24%
Php 60001 and above

Figure 4.1 Respondents’ Monthly Income

Given the information, survey showed that the majority of the survey takers - 31% have

monthly income of Php 10,001- 20,000. Additionally, 24% of the respondents answered they

are earning Php 20,001-30,000 every month. 19% of the answers garnered income below Php

10,000, 9% earned income between Php 40,001-50,000, 7% earned between Php

30,001-40,000, 5% earned between Php 50,001-60,000 and also 5% of the respondents

answered monthly income of Php 60,001 and above .

 1%
3%
6%

8% Job
Business
Allowance
Self-employed
None
82%

Figure 4.2 Respondent’s Source of Income

The result shows that a large number of respondents; 82% answered that they earn

income through their jobs. 8% said that they earn income through family business, 6%

answered none, 3% answered allowance and 1% said self-employed.

Figure 4.3 Respondent’s Age

The result shows that 38% of the respondents are aged between 35-43 years. 29% are

between 27-35 years old. 20% are between 44-51 years old. 7% are between 18-26 years old

and 6% were between 52-59 years old.

 Figure 4.4 Respondents’ Sex
The result shows that 39% of the respondents are male and 61% are female.

Figure 4.5 Respondents’ Civil Status

The respondents were also asked regarding their civil status. 93% of the respondents are

married. 5% are single. 2% are widowed.

Demand Analysis

It is crucial that demand and marketability of an institution must be built prior to its

establishment. The method of determining such demand will be based on the feedback

received from the sample population.

60 54
48 48
50

40

30

20 14

10

0
Painting Playing musical Dancing Others
intrument

Figure 4.6 Respondent’s Desired workshop for their children’s extra-curricular learning
activities
The group wishes to know what workshop(s) the respondents would like their child to

avail. The respondents were allowed to answer as many as they wish. Painting garnered 48

answers. Playing musical instrument garnered 54 answers. Dancing garnered 48 answers and

14 answers are Others.

90 80
80 74 73
70
58
60 50
50
40
30 26
20 16
10 3
0
Reading English Math Science GMRC Filipino History Others
and
writing

Figure 4.7 Respondent’s Desired Subjects for their children’s academically-inclined learning
activities
 The figure shown above shows what subjects the target market customers would want

their child to learn during their stay in Kiddietopia. The respondents were asked to choose as

many as they wish. 80% of the answers went largely to subject Math. 74% of the answers

went to reading and writing & 73% of the answers is subject English. GMRC garnered 58%

of the answers. Science had 50% of the answers and 26% & 16% of the answers are Filipino

and History respectively. 3% of the answers provided other subjects which are Arts,

Language and Basic Computer.

3% 0% 2%

5 minutes
22%
28% 10 minutes
15 minutes
30 minutes
45 minutes
Others
45%

Figure 4.8 Respondent's Maximum Willingness of Travel Time from Home to School

Respondents were asked to provide how much time they were willing to spend to travel

from their homes to their children’s school. 2 of the 100 respondents provided that they were

only willing to travel short distances which would take approximately 5 minutes to arrive to.

Also 22 out of 100, were willing to waste 10 minutes on traveling time. The majority 45

respondents then said they were willing to travel 15 minutes away. 28 and 3 respondents said

that their respective maximum travel times would be 30 minutes and 45 minutes.
 8%

Yes
No

92%

Figure 4.9 Respondents Willingness for their child to stay in the formation center

Respondents were asked if they are willing to let their child stay in the formation center.

92% answered Yes and are willing while 8% answered No and are not willing.

4%

Yes
No

96%

Figure 4.10 Respondent’s willingness for their children to undergo musical and artistic
workshops during summer and/or weekends.

Kiddietopia wants to know if the target market customers are interested in making their

child undergo musical and artistic workshops during summer and/or weekends. 96 out of 100

respondents answered that they are willing and 4 respondents answered No.
 9%

Yes
No

91%

Figure 4.11 Respondent’s desire for their child to be graded

Respondents were asked if they wanted to evaluate their child’s performance in

Kiddietopia. They were asked if they would like their child to be graded. Majority of the

respondents (90) answered Yes while 4 answered No.

Figure 4.12 Respondents’ desired maximum amount of time their children may stay in
Kiddietopia
Based on the figure shown 50% of the respondents are willing to let their child stay in

Kiddietopia the whole morning. 31% are willing to let their child stay for the whole day and

19% are willing to let their child stay in the afternoon.

 Figure 4.13 Respondents’ desired days for their child to stay in the formation house

The group wanted to know what days do respondents want their child to stay in

Kiddietopia. Based on the result, the majority which are 47% answered they are willing to let

their child on weekdays. 30% are willing to let their child stay every weekend. 18% and 5%

answered they’re only willing to let their child stay on Monday, Wednesday, Friday and

Tuesday, Thursday respectively.

Figure 4.14 Respondents’ willing amount to spend for their child’s preschool or extra school
education every weekdays
The group surveyed about the amount that the respondents are willing to spend to let

their child stay in the formation house during weekdays. 33% which is the highest percentage

said they are willing to spend Php2000. 24% are willing to spend Php1500. 22% are willing
to spend Php2500. 16% are willing to spend Php1000 and lastly, only 5% are willing to spend

Php3000 and above.

Figure 4.15 Respondents’ willing amount to spend for their child’s preschool or extra school

education every weekend

The group also surveyed about the amount that the respondents are willing to spend to let

their child stay in the formation house during weekends. 48% which is the majority said they

are willing to spend Php1500. 24% are willing to spend Php2000. 21% are willing to spend

Php2500. 7% are willing to spend Php1000. No respondent answered Php3000 and above.
Supply-Demand Analysis

Kiddietopia covers a total of 1976.30 sqm and shall feature facilities such as a

multipurpose room that can be used for music and dance classes and for other activities and

school events, a classroom with a capacity of 20-40 students, an art room, a faculty room, a

stock room for art materials and musical instruments, an office for the director, a lounge, a

counter, a library, a clinic and a playground. The center can accommodate 40 students in a

day.

Competitive Environment

The researchers have identified a number of competitors whose popularity, distance from

the projected location and respective curriculum could potentially compromise the business’

performance and success.

Direct Competitors

1. For kids only learning center

- Located in Redemptorist Road, this preschool has been founded back in 1998. Their

curriculum features “integrated learning” using principles of playing and teaching.

Their mission features offering the right stimuli to achieve total development through

right activities.

2. L’Ecole

- Located near Capitolville, directly in front of University of St. La Salle Gate 1, this

preschool used to be a house before it was remodelled to cater to a considerable

population of children. It is considered as one of the most known code 1 schools in

Bacolod City.
3. A child’s place

- Located in Capitol Subdivision, this preschool has been garnering loads of

positive feedbacks from parents and considered highly accommodating. Even with

high educational fees, their slots are more than always filled a month before

school starts. Their curriculum features actual interaction with the real world and

how things work. They were ranked 2nd in the list of Top Feeder Schools for

Grade School Level by USLS-IS for SY 2015-2016.

4. Creative Beginners

- Located directly in front of St. Scholastica’s Academy, this pre-school has been

around for a good amount of time and has been said to provide a well-rounded

approach to learning. They also offer the Kumon Curriculum for Math and

English.

5. Heartstone Academy

- Located in Eroreco, this pre-school caters to children aged 1.5-6.5 years old and

offers class tutorial services for preschool up to high school students.

6. Woodbridge Academy

- Located in 23rd Street, Woodbridge Academy is a franchise that started out with

20 students the year it opened in 1998 and has now been considered one of the

best in providing preschool education within the city. Their pride is within their

curriculum having the Virtues Integration Program that has been implemented

since 2006.
Indirect Competitors

1. USLS - Integrated School

- Located in La Salle Avenue, it is a Catholic primary and secondary school run by

the De La Salle Brothers. Its main campus in Montelibano Drive, houses the high

school and grade school (collectively, the Integrated School). USLS-IS offers

programs in (preschool) Prep, (Special Education) Angel's Center, elementary,

secondary levels. The Integrated School also plans to be transferred to another

campus in Estefania in the near future.

2. St. Scholastica’s Academy

- A Catholic, Benedictine, Filipino educational institution that envisions the

formation of Christ-centered, socially-oriented Scholasticans with reverence for

God. Located in La Salle Avenue, this academy has been considered one of the

top schools in the city.

3. St. John’s Institute

- Located at Hilado St., St. John’s Institute is a Chinese-Filipino catholic institution

for basic education committed to the holistic development of the youth imbued

with a firm Christian faith, respect for the richness of the Chinese and Filipino

heritage, a good sense of discipline and desirable values of a person dedicated to

the service of God and neighbor. It is also considered as one of the best schools in

the city.
Market Analysis

The market can be unpredictable due to many factors that cannot be quantitatively

measured. Because of this, the qualitative data gathered is carefully taken and some of these

are in subjective manner.

Strengths Weaknesses

 The location can be found easily  The formation center is new and

and child-friendly. there will be many doubts if

 The center has a top-notch indeed the center provides quality

facilities that is necessary for the education.

learning of the children.  Area is limited, small and not that

 Employees are well experienced spacious.

and trained  It is limited for children ages

 There are other services besides 3-10 years.

daycare and education

Opportunities Threats

 Encourages more customers  L’Ecole and Montessori

because it is near commercial pre-schools are within the area

buildings and it can easily be seen where the school is located

by the public.  Area is prone to traffic

 Location is near B.S. Aquino  Holidays and special occasions

Drive where many land  Actions made by competitors

transportation pass by.  School fees may increase due to

 There can be a possible expansion some factors.

 in other cities around Philippines  Change in government policies

 It easily catches the attention of may make it difficult for the

the public. school to comply with business

requirements

 Preference of parents for the

existing and more experienced

day care centers

Specific Marketing Objectives

A. Product/Services

1. To provide quality service aiming holistic development through accommodating all

children very well.

2. To gain the trust of the parents that their child is in good hands through quality service.

B. Price

1. To set a reasonable price the customers could afford and that matches the quality of

service.

2. To set a price that could maximize long term profit.

C. Place

1. To find a place to put up the firm that is easily accessible and available to the target

market.

2. To find a place that is easily visible with enough space to accommodate the children.
D. Promotions

1. To spread awareness and gain customers by using media like posters, radio and online

advertisements.

2. To advertise the right information about the services and offerings of the business.

E. Physical Evidence

1. To be equipped with facilities needed for safety, security and others needed to satisfy

customer needs.

F. People

1. To be open for suggestions and feedback from the customers for the improvement of

business operations thus also have good relationship with valued customers.

2. To maintain good employee-employer relationship and also ensure productivity and

effective services from the employees.

G. Processes

1. To have an operating process that is in line with customer needs and wants.

2. To make immediate response to customer queries and orders.

Market Positioning

Kiddietopia offers services different from its competitors. Kiddietopia has three

services/functions namely pre-school tutorial, artistic & musical workshop and day care.
Product Strategy

Kiddietopia would make sure to produce well knowledge children with core values of a

good child and also well developed with their talents and interests. This could be done

through academic tutorials in the morning and/or workshops (painting, musical, dancing) in

the afternoon.

Price Strategy

The business would like to set prices that are reasonable enough provided that their child

is/are in good hands, a pricing that would be affordable to the child’s parents.

If the parent/guardian chose to avail their child for a session (tutorial) in the morning

during weekdays, the pricing is Php2000/month. The same pricing will be applied if

afternoon session (workshop) is chosen. If the parent chose to enrol their child for both

morning and afternoon sessions, a half of the price will be added (Php1000) thus having the

total amount of Php3000/month.

The business also offers weekend services which will have a different pricing. If the

parent/guardian chose to avail their child for a session (tutorial) in the morning, the pricing is

Php1500/month. The same pricing will be applied if afternoon session (workshop) is chosen.

If the parent chose to enrol their child for both morning and afternoon sessions, a half of the

price will be added (Php750) thus having the total amount of Php2250/month.

Place Strategy

The business is located at BS Aquino Drive, Bacolod City in front of Redemptorist

Church which is easily visible. Also the location is near to residential areas like Capitolville,

Gatuslao Street, Lacson Street etc. residential areas. The potential or existing customers can

have approximately 15 minutes to waste for travel time. Thus the place is just enough to be
accessible and suitable for this type of business. Surrounded by hospitals, commercial

establishments and other institutions the business could have a great opportunity to be

acknowledged and have many or enough customers.

Promotion Strategy

Since social media is widely used by a lot of people, the business will be using it for

advertisement. Kiddietopia will have its own facebook page, instagram and twitter account.

The group believes that social media is a very effective medium for advertising.

Also, Kiddietopia will be spreading posters having its logo, contact information and

business offerings, services and pricing.

The business will also avail radio advertisements also for widespread information.

People Strategy

Having the right people is essential because they are as much a part of the business

offering as the product or services. Thus a good relationship between the staff and also the

managers is important. Employees must be compensated fairly. Concerns and the voice of the

staffs and faculties should be entertained.

Also the customers should be valued. The business will make sure that customer orders

and queries are satisfied. Kiddietopia will be open also to suggestions from them, suggestion

box will be provided.

Physical Evidence Strategy

Parents would want to ensure the safety of their kids so Kiddietopia will be well

equipped with facilities and personnel that would make sure that the place would provide a

safe and secure environment for the kids. First aid kits will be provided; there will be a nurse

and security guard. The place will not provide anything that could be a potential harm to their
kids. Parents will be well oriented about the place, equipment, policies and safety measures in

Kiddietopia before they enroll their child.

The kids would like a colourful environment. Kiddietopia will have a colourful place that

will be pleasant for kids. Also, there will be a play place were the children may have fun

whenever they don’t have class. There will be child care crews that would look out for them.

Process Strategy

In order for the business to be successful, it must carry out its business processes

effectively and efficiently. The business will make sure that the processes are carried out

appropriately and the information regarding its operation stated in the technical aspects of

this paper will be followed accordingly.