Marketing Strategy for Money Tree Livelihood Program

Pamantasan ng Cabuyao
Katapatan Subd, Banay-Banay, City of Cabuyao, Laguna
COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY
PROPOSED MARKETING STRATEGY FOR MONEY TREE

LIVELIHOOD PROGRAM OF PERSONS
DEPRIVED OF LIBERTY
A Thesis
Presented to the Faculty of College
Of Business Administration and Accountancy of
Cabuyao City
In Partial Fulfillment of the Requirements for the Degree of

Bachelor of Science in Business Administration
Major in Marketing Management
Researchers:
Villanueva, Michael Angello R.
Cestina, Chiela Mae M.
Sumanoy, Sharlene R.
Talosig, Janet M.
Adviser:
LESLIE ANN U. GAMUNDOY, MBA

ABSTRACT
Marketing strategy represents a key element of success for organizations. Executing an
effective marketing strategy is just as important as conceptualizing and creating it. Through
marketing strategy implementation firms employ scarce resources through marketing capabilities
in order to attain the set goals and targets. In order to illustrate the value of marketing strategy
and the process of implementation a detailed literature review was performed. A total of
(Number of Studies Depending On the References Count, After Employee Deletion) studies on
the topic of marketing strategy have been examined. The meta-analysis uncovers two distinct but
related features to marketing strategy content: marketing strategy decisions and marketing
strategy decision implementation. The literature also suggests there is a relationship of marketing
strategy, and marketing mix elements on organizational performance, and emphasizes a further
need to perform conceptual and empirical studies. The originality and value of the review lies in
the fact that marketing strategy has been analyzed both in terms of its outcomes and as a process
that does not yield satisfactory results without effective implementation.
Chapter 1
THE PROBLEM AND ITS BACKGROUND
INTRODUCTION
The purpose of marketing “is not to create leads, it is to create relationship”. “Marketing
strategy is the guide that helps marketers choose, prioritize, plan and execute projects to
influence profitable customer action.” As stated by Keetch (2017), “A marketing strategy is a


process that allows an organization to concentrate its limited resource on the greatest
opportunities to increase sales and achieve a sustainable competitive advantage. A marketing
strategy shoiuld concentrate on achieving objectives over a long time. Even small programs are
not exempted in doing a marketing strategy
Marketing strategy will help the livelihood program in defining how the organization will
successfully engage customers, prospects, and competitors in the market. Livelihood program in
BJMP give livelihood projects to promote inmate’s industry and increase their chance of
economic profitability. Livelihood can best be defined as the methods and means to make a
living in the world, according to Jeffrey Ryan (2016). The concept revolves around resources
such as land / property, crops, food, knowledge, finances, social relations and their interrelated
connection to an individual community's political, economic, and socio-cultural characteristics.
There is a lack of marketing strategy on the product made by these PDL’s to let the public see
their beautiful handicrafts.
According to Nashwan Mohammed Abdullah Saif, Wang Aimin(2016), the marketing
strategy of the Company is an important and critical component of the global market. Marketing
strategies can vary from country to country, from brand to brand and from organization to
organization. In order to achieve a suitable and effective marketing strategy that has a beneficial
effect on global and overall firm performance, the marketing department within the organization
should take into account all the different marketing mix approaches that can affect the overall

result and the cumulative success of the company. If there is no marketing strategies that will be
used, these PDL women will not continue this livelihood to make this as a business. Marketing
strategy will help to incease the awareness of people in the product and to help the PDL’s
promote their handicrafts.
The BJMP has been working to improve the livelihood skills and craftsmanship of
inmates. Most of these PDL products are especially handmade, such as wallets, bags and
pouches made of beads; piggy bank made of recycled containers; furniture made of plastic straws
and wood. These products are shown in one table so that buyers can choose what to buy.
According to Cindy Ferrer (2018), the PDLs were able to produce the items as a result of the
training provided to them and the materials provided by the Inmate Welfare Development (IWD)
program. The purpose of the study is to help PDL’s earn profit even if they are in jail and to also
help their families in fianacial needs.
BACKGROUND OF THE STUDY
We tend to think that, in a traditional organization, people are producing results because
management wants results, but the essence of a high-quality organization is producing effective
results, and to achieve that result is to have strategies. A strategy includes your company's goals

and objectives, the type of products/services that you plan to build, the customers who you want
to sell to and the markets that you serve to make profits. JO4 Regina B. Eballa was deployed in
Cabuyao City Jail in 2018, she started and sponsored a livelihood program creating "Money
Tree". JO4 Regina Eballa introduces how to make this livelihood product. Later on the pdl’s
funded the making of money tree and gain profit from it. However, it is not yet recognized in
the market and they are having a hard time to promote the product due to lack of promotional
activities. According to her, the design of their product was standard.
The Livelihood Program was created for the Persons Deprived of Liberty. The BJMP has
been implementing training to enhance inmates livelihood skills and craftsmanship. Through this
program inmates can be trained to livelihood skills, provide services and improve the moral
spiritual aspects of their life.The objective of livelihood program is to keeps the inmates busy
and provide them money for their personal expenses and their families as well.They make
products like bag, pouch, key chain, money tree, wallet and piggy bank. But our study focus on
the product money tree.Money tree is made out of beads, wire, newspaper and paint.
This study was conducted to assess and propose marketing strategy of the livelihood
program of the PDL’s in the provincial jails in the City of Cabuyao Laguna. It is aimed at
identifying problems and finding out feasible recommendations and solutions that could be
beneficial for the inmates in order to improve their living conditions and enhance their
development as part of their rehabilitation and reformation process while in detention.
THEORETICAL FRAMEWORK

A marketing strategy refers to a business's overall game plan for reaching prospective
consumers and
turning them into
customers of the products
or services the
business provides. A
marketing strategy
contains the company’s value proposition, key brand messaging, data on target customer
demographics, and other high-level elements.
CBBE Model or Keller’s Brand Equity Model
Keller’s Brand equity model is also known as the CBBE model which stands for
Customer based brand equity. As Marketing evolved, the customer became the main focus of the
company. Companies knew that if they keep their customers happy, they will profit. But how do
these companies make a connection with their customers? It is by building a strong brand.
The CBBE model or the Brand equity pyramid is actually a pyramid which tells us how
to build brand equity by understanding your customers and implementing strategies accordingly.
If there is a connection between the brand and the consumer, it results in positive brand equity &
has a better chance of acquiring and sustaining customers, thereby giving a huge advantage to the
companies and products which are considered as “brands”.

Figure 2. CBBE Model or Keller’s Brand Equity Model
Brand Salience- measures the different aspects of the awareness of the brand and how
effortlessly and frequently the brand is evoked under various consumption situations and
circumstances.
Brand Performance- measures brand perform with respect to the expectations or needs of the
customer. According to the model, performance consists of five categories: primary
characteristics and features; product reliability, durability, and service effectiveness, efficiency,
and empathy; style and design; and price.
Brand Imagery- depends upon extrinsic factors associated with the brand. Thus imagery refers
to the more intangible aspects of the brand and consumers can form imagery associations directly
from their own experiences or indirectly through advertising or by some other source of
information like word of mouth.
Brand Judgements- are customers’ personal opinions about and evaluation of the brand basis
the brand performance and imagery associations.These judgments include overall quality,
credibility, consideration and superiority.


Brand Feelings- are customer’s emotional responses and reactions to the brand. The six
important types of brand-building feelings are – warmth, fun, excitement, security, social
approval and self respect.
Brand Resonance- describes the nature of the customers’ relationship and the extent to which
they feel that they are ‘in-sync’ with the brand. Resonance is characterized in terms of intensity,
or the depth of the psychological bond that the customers have with the brand, as well as the
level of activity engendered by this loyalty (repeat purchases, seeking brand information, events
and other loyal customers).


CONCEPTUAL FRAMEWORK
The figure below illustrates the conceptual framework of the study. It attempts to provide a brief
and simple illustration of how the study will be conducted based on input, process and output.
Input Process Output
1.Demographic
profile
1.1 Age Data Gathering Tool:
1.2 Occupation
1.3 Income Salary 1. Survey
 Marketing
2.Marketing strategy 2. Questionnares
strategy to be use
3.CBBE Model or for selling money
Keller’s Brand equity tree
Model
3.1 Brand Salience
3.2 Brand
Performance
3.3 Brand Imagery
3.4 Brand Judgments
3.5 Brand Feelings
3.6 Brand Resonance
FEEDBACK

STATEMENT OF THE PROBLEM
The objective of the study was to determine the basis for marketing strategy of money tree.
Specifically, it sought answers to the following:
1. What is the demographic profile of the respondents in terms of:
1.1 Age
1.2 Occupation
1.3 Income/salary
2. What marketing strategy that respondents use in selling money tree?
3. How satisfied are the respondents in terms of:
3.1 Brand Salience
3.2 Brand Performance
3.3 Brand Imagery
3.4 Brand Judgement
3.5 Brand Feelings
3.6 Brand Resonance
4. What marketing strategy can be proposed based on the findings of the study?

OBJECTIVES OF THE STUDY
In researching the answers to these questions, there were several major objectives to be
accomplished by the researchers:
1. Identify the demographic profile of the respondents.
2. Identify the marketing strategy that respondents use in selling money tree.
3. Determine level of customer satisfaction in the money tree product.
4. To determine marketing strategy that can be proposed based on the findings of
the study
SCOPE AND DELIMITATION OF THE STUDY
This study will focus on proposing marketing strategies to be used on selling of money
tree. This study focuses on proposing Marketing Strategy in selling money tree such as direct
selling, personal selling, and social media There are about six livelihood products of PDL’s in
the City of Cabuyao. The researchers focused only on the money tree.
The study is limited to two sets of respondents; the first repondents will be compose of
the members in BJMP who manage the livelihood program, the second respondents will be
compose of customers who buy the products of the PDL’s.
SIGNIFICANCE OF THE STUDY
This study focus on the providing of a marketing strategy that aims to benefit the
following:

To the community: The findings that will be generated from this study will help the whole
community or even the society to gain new knowledge and to provide an additional source of
income through reselling or making moneytree.
To the PDL’s: The study will help the PDL’s gain knowledge how to sell their product and
provide an additional source of income through production of money tree.
To the future researchers: The result of the study will provide them knowledge on making a
effective marketing strategy that will help them to analyze and come up with new techniques on
selling livelihood products.
To the local government: The study will help the government to establish other sources of
livelihood for the Filipinos to solve issues of poverty and unemployment.
To the researchers: it will serve as a self-fulfillment to the researchers/marketing students as
they endeavor to finish the study. It will also provide the researchers with better understanding
on the making of marketing strategy
DEFINITION OF TERMS
The following unusual terms were used in the study:
Brand equity - refers to a value premium that a company generates from a product with a
recognizable name when compared to a generic equivalent. Companies can create brand
equity for their products by making them memorable, easily recognizable, and superior in quality
and reliability.
Brand Feelings - defines to the customers feeling, for the product or how the customer is
emotionally attached to the product.


Brand Imagery - It is the way people think about the brand abstractly, rather than what they
think the brand actually does (performs).
Brand Judgement - emphasizes customer's personal evaluations and opinions of a given
product.
Brand Performance - the result of desirability and profitability in a brand.
Brand Resonance - refers to the relationship that a consumer has with the product and how well
he can relate with it.
Brand Salience - is the degree to which a brand is appears in the consideration set of a customer
when he or she is in process of buying a product. Brand Salience is a psychological phenomenon
which helps during the buying decision of a customer, based on a perception made in the brain
over a period of time.
Direct Marketing - Direct marketing is a promotional method that involves presenting
information about your company, product, or service to your target customer without the use of
an advertising middleman. It is a targeted form of marketing that presents information of
potential interest to a consumer that has been determined to be a likely buyer.
Livelihood Program - This term refers to the subsistence or employment of prisoners while
serving their offenses. In this study, it refers to the project extended by the government to help
uplift the financial status of the people in the community. A way of earning money in order to
live.
Marketing Strategy - defined as the utilization of the traditional mix of product branding and
improvement, pricing and price adjustments, placing or location, packaging and promotion.

Moneytree - A livelihood product made from beads that used in making leaves and paper mache
for the foundation and trunks of the tree. Another name of moneytree is “Bonsai tree”.
PDL - “Persons deprived of liberty”. A person confined in jail or prison to serve a sentence after
a conviction by a competent court or authority. Also referred to as convict.
Personal Selling - Personal selling is also known as face-to-face selling in which one person
who is the salesman tries to convince the customer in buying a product. It is a promotional
method by which the salesperson uses his or her skills and abilities in an attempt to make a sale
Referral - is the act of telling someone about the positive features of a person or a business, or
the person who is being referred.
Sales Personnel - An individual who sells goods and services to other entities employed by a
company.
Social Media - Social media marketing is the use of social media platforms to connect with your
audience to build your brand, increase sales, and drive website traffic. This involves publishing
great content on your social media profiles, listening to and engaging your followers, analyzing
your results, and running social media advertisements.
Strategies – A plan of action or policy designed to achieve a major or overall aim.
Word of mouth - Word-of-mouth marketing (WOM marketing) is when a consumer's interest in
a company's product or service is reflected in their daily dialog. Essentially, is it is free
advertising triggered by customer experiences — and usually, something that goes beyond what
they expected. Word-of-mouth marketing can be encouraged through different publicity


activities set up by companies, or by having opportunities to encourage consumer-to-consumer
and consumer-to-marketer communications.


Chapter 2
REVIEW OF RELATED LITERATURE
LIVELIHOOD
Livelihood can best be defined as the methods and means to make a living in the world,
according to Jeffrey Ryan (2016). The concept revolves around resources such as land / property,
crops, food, knowledge, finances, social relations and their interrelated connection to an
individual community's political, economic, and sociocultural characteristics. A livelihood
consists of the capacities, assets, and activities needed to live. The UN Economic and Social
Commission for Asia and the Pacific (UN-ESCAP) describes a sustainable livelihood as having
"the capacity to cope with and recover from unexpected events while at the same time
strengthening current and future capacities" (UN-ESCAP, 2008). This definition combines
definitions of resilience, sustainability and livelihoods, as they affect each other, and highlights
how DRR or mitigation strategies directly affect sustainable livelihoods.
This means that a strong focus needs to be placed on reducing community vulnerabilities, includi
ng reducing poverty levels, building capacity and coping mechanisms, and concentrating on com
munity resilience (UN-ESCAP, 2008). According to Heather K. Manion (2015), sustainable
livelihoods can provide livelihoods, economic viability, a sense of identity, social status, and
means of producing and distributing resources and services. While some people benefit from
their livelihoods, the social system is rife with social problems, including lack of access to
employment or sufficient employment and exploitation.


PERSONS DEPRIVED OF LIBERTY LIVELIHOOD
According to BJMP Female Dormitory Head of Jail Inspector Cecilia Tamayo, they are
keen to push the Bureau's mantra,' Changing Lives, Building a Safer Nation,' through humanely
expanding efforts to empower and help all female PDLs. Part of the empowerment initiative is
skills training and development in order to increase the trust of all female PDLs in different
products. This livelihood product aims not only to earn income from it, but also to enhance the
creative potential of each PDL woman while still in custody and awaiting trial. Apart from that,
BJMP aims to restore a solid foundation of trust and faith in the PDL and to function as one of
the supplements to make them feel that they can still bloom. Ensure that the center is not a venue
for punishment but for rehabilitation and upliftment.
LIVELIHOOD PRODUCTS OF PERSONS DEPRIVED OF LIBERTY
The BJMP has been working to improve the livelihood skills and craftsmanship of
inmates. Most of these PDL products are especially handmade, such as wallets, bags and
pouches made of beads; piggy bank made of recycled containers; furniture made of plastic straws
and wood. These products are shown in one table so that buyers can choose what to buy.
According to Cindy Ferrer (2018), the PDLs were able to produce the items as a result of the
training provided to them and the materials provided by the Inmate Welfare Development (IWD)
program.
MARKETING STRATEGY
According to Nashwan Mohammed Abdullah Saif, Wang Aimin(2016), the marketing
strategy of the Company is an important and critical component of the global market. Marketing
strategies can vary from country to country, from brand to brand and from organization to
organization. In order to achieve a suitable and effective marketing strategy that has a beneficial
effect on global and overall firm performance, the marketing department within the organization
should take into account all the different marketing mix approaches that can affect the overall
result and the cumulative success of the company. When launching a product on foreign markets,
businesses may use a traditional marketing mix or adjust the current marketing mix to satisfy the
country in which they carry out their business activities. The link between standardization /
adaptation and corporate performance is complicated and may be affected by other factors
(Shilke, Reiman, Thomas, 2009, Solberg, Durrieu, 2008).
BRAND
Brand is a firm asset that contributes identity and character, guides customers in selecting
a product and establishes customer relationships. Brand has several benefits for businesses,
Customers and society. In terms of customers, brand is a quality measure and generates
awareness for goods the brand offers customer loyalty, stable sales volume and a high profit
margin in terms of businesses. Brand plays a key role in social development, as a result of
customer and company benefits. Companies need to create strong identities under challenging
competency conditions to thrive and achieve a competitive advantage. (Bahtışen Kavak, Elif
Tuğba Sahin and Niray Tunçel, 2015)
BRAND SALIENCE
Ghana, according to Isaac Tandoh (2015). Brand awareness is an important indicator of
customer information about a brand, the strength of a brand identity in the minds of customers,
and how easily that awareness can be recovered from memory (O'Guinn, Allen & Semenik
2009). It is possible that customers can easily recognize the presence and quality of a company's
product or service. Customer loyalty is a measure of the degree to which customers are loyal to a
particular brand over a period of time, which underlines the continuous repurchase of the same
brand (Sheth&Mittal 2004).
BRAND RESONANCE
According to Wasib B. Latif et al, (2014),Brand resonance underlies to the final relationship
that consumers apprehend told a brand as well as the spread that the consumer feels in sync with
a particular brand. With proper brand resonance, through proper brand affinity, customers
express a high degree of commitment to the brand as actively crafting means intermingling with
the brand and allocating their experience to others. Companies capable of creating brand
awareness can gain a variety of advantages or values, such as higher price discounts and more
effective marketing campaigns. In effect, brand resonance is both the ultimate and the final
relationship between a brand and a consumer in which loyalty can play a key role. The level of
relationship that a customer has with a brand can be defined by the amount of action that the
consumer takes towards the brand and the strength of the interaction that the consumer has with
different brand users. A consumer who repeatedly uses the brand or connects to various brand-
oriented activities will be characterized as having a high level of action and activity with the
brand. Even a consumer who continually connects with different brand consumers, participating
brand stories, and helping with the brand's use is characterized by a high level of brand intensity.
BRAND JUDGEMENT
According to Panda, R., and Kapoor, D. (2016), Brand Assessment emphasizes the
consumer's personal assessments and perceptions of a given product. It is about putting together
the brand image and brand performance. Keller (2013) divided it into four categories: brand
consistency, customer understanding of product value and satisfaction; brand reputation, to what
extent brand is deemed to be trustworthy in terms of perceived knowledge, trust and
responsibility; brand consideration, to what extent brand is synonymous with purchasing and
using; brand dominance, to what extent brand is deemed to be unique.Pan and Lehmann (1993)
depicted the impact of a new brand entry on consumer brand judgments and the changes of
consumer choice in brand preference which are consistent with judgment changes. If new
inferior brand is positioned close enough to the existing brand, it may be categorized as in a
subgroup with the superior brand and lose in comparison to the existing brand. Moreover,
country of origin effect influences product judgments (Liu et al., 2005).
BRAND FEELINGS
Travis (2000) argues that products are different from brands, because, unlike products, a
brand arouses feelings. Brand aroused feelings have been receiving growing attention in the
domain of marketing (Escalas et al., 2004). As described in CBBE model, Panda, R., and
Kapoor, D. (2016) stated that brand feelings are consumer response and reactions to a specific
brand and these feelings can be positive, negative, intense, and mild. There are six dimensions of
brand feelings: warmth, extent to which brand makes consumer feel calm; fun, extent to which
consumer feels amuse; excitement, extent to which consumer feels energized; security, extent to
which consumer feels self-assured and comfortable; social approval, extent to which consumer
feel positive about reaction of others towards him; self-respect, extent to which consumer feels
fulfilled.
BRAND IMAGE
The Customer-based brand equity (CBBE) model by Keller (1993) described brand
image and brand awareness as the basis and source of brand equity. Accordingly, positive brand
image could be established through marketing campaigns connecting the unique and strong
brand association with consumer experiences about the brand. Yeh (2015) evaluated brand image
service innovation standards and the relationship of service innovations with the brand image
and buying intention of the customers. He further elaborated on innovation growing customers
believe that a new and unique feature is created by the company. The cycle of branding describes
a new means of creating value for the consumer. Hence, importance is placed on mixing service
with uniqueness to create a strong brand image.
EFFECTIVENESS OF MARKETING STRATEGIES AND PERFORMANCE
According to Afzal, A., & SoltanPanah, H. (2017), Marketing Strategy is considered as
an important principle to organize and appropriate allocation of the organizational resources to
financial profit to the consumers which will help to the organization in the recognition of the
organizational Resources constraints, analysis, recognition and market segmentation and will
help to understand the characteristics of the components market and can be useful in developing
and achieving one clear organizational perspective (Shafi'i, 2013). Aker (2009) In this regard,
states that Marketing Strategy includes different operations such as positioning, pricing,
distribution and global strategies, that their success rate need Sustainable competitive advantage
and their development need to a proper understanding of the target market and its requirements
(Hoeven Kim at al, 2011: According to the Shafi'i, 2013). The main center of the Marketing
strategy is appropriate allocation and coordinating activities and marketing resources in order to
supply operational objectives in terms of market and product. In this way, the main problem
related to the realm of the Marketing strategy is consists of determining the specific markets for a
family of products or a specific product and designing and implementing of the appropriate
programs in the field of mix marketing according to the needs and demands of the potential
customers of the target market and gaining competitive advantage for organizations (Shafi'i,
2013). Recently, in marketing literature specials work of selling is seen at the strategic level of
organization that is away from the merely operational element and improved to strategic element
(Dehdashti, Shahrokh, and Pourhoseini, 2014).
THE EFFECT OF MARKETING STRATEGY ON CONSUMER SATISFACTION
Kingsley Agyapong July, 2017, Marketing Strategy is a unique battle plan that one
company uses to outwit its close competitor. Marketing strategy according to Walker, Boyd and
Larréché (1996) involve specifying the target segments to be pursued and the breadth of product
line to offer. Hence, for customers to be satisfied, effective marketing strategies that deals with
the process of planning and executing programmes designed to influence the behavior of target
audiences by creating and maintaining beneficial exchanges for the purpose of satisfying
individual and organisational objectives (Andreasen and Kotler, 2003).

Customer Satisfaction
According to Oliver (1997) customer satisfaction is the core philosophy of marketing
strategy of any organisation and plays a key role in an organisation’s success and Kotler (2000)
believes that satisfaction is the overall customer attitude or behaviour towards the difference
between what customers expect and what they receive, regarding fulfilment of a goal. Kapiki
(2012) observed that excellent services quality by companies’ results in excellent customer
satisfaction and loyalty. Customer satisfaction has been given different definitions by many
gurus in the area of marketing. Zethaml and Bitner (2000) in their service marketing approach
define customer satisfaction as the customer evaluation of a product or service in terms of
whether that product or service has met their needs and expectations. Bagram and Khan (2012)
also see satisfaction as features or characteristics that can fill a need or want of a consumer in a
better way than competitors and that satisfied customers are more likely to share their
experiences with other five or six people around them. Sherry (2003) believes that
communications from faculty that directly engages students and offers timely feedback
contributes to interchanges between the organization and students and leads to success in the
course of study. Anderson (1994) concludes that customer satisfaction is the key factor used to
measure the company’s internal and external performances and assigning funds to each and
every activity within the organization. Anderson (1994) further asserts that the importance of
customer satisfaction cannot be dismissed because happy customers are like free advertisers.
Anton (1996) also states that customer satisfaction is positively associated with repurchase
retention and that there is a likelihood of recommending a product or service to others. These
views bring to bear that when customers are satisfied, they will spread positive word of mouth
communications to help a company strengthen its competitive position. Sivadas and Baker-
Prewitt (2000) further maintained that customer satisfaction influences the likelihood of
recommending a company and its good or service as well as repurchases. Wood (2008) adds that
if value is present for both organization and consumer, the resulting relationship may take the
form of a one-time purchase and referrals to other potential customers. Thus, effective marketing
covers everything about an organisation and must consistently provide value to win customers
and earn their loyalty (Wood, 2008). Bowen and Chen (2001) opined that a high level of
customer satisfaction decrease the perceived need to switch service provider, and increase
customer repurchase and ultimately enhancing profitability of the organization. Evans and
Lindsay (1996) emphasised that companies with satisfied customers have a good opportunity to
convert them into loyal customers who purchases from those firms over an extended time period.
THE EFFECT OF PERSONAL SELLING AND MARKETING ON FIRM SALES
GROWTH
Solomon Oluyinka January 2019, Personal selling is a direct spoken communication
between sellers and potential customers, usually in person but sometimes over telephone.
Personal selling serves as a communication bridge between the organization and the target
audience. It is effective because it permits a direct two-way communication between buyer and
seller. This gives the organization a much greater opportunities to investigate the needs of their
consumers and a greater flexibility in adjusting their offers and presentation to meet these needs
(Perreault and McCarthy, 2000; Doyle and Stern, 2006). According to Kotler and Armstrong
(2010) in today’s hyper-competitive markets (including manufacturing industry) buying is not
about transaction anymore; Company salespeople must know their customers businesses better
than customers do and align themselves with customers’ strategies. Personal selling remains an
essential promotional mix element that listens to customers, assess customer needs, and organize
efforts to solve customers’ problems. Personal selling is the most expensive form of promotion.
In essence, Personal Selling involves the building of relationship through communication for the
purpose of creating a sales transaction. Weitz and Castleberry (2004) study defined personal
selling as an interpersonal process whereby a seller tries to uncover and satisfy buyers’ needs in a
mutual long term manner suitable for both parties. Thus, personal selling affirmed to be an
interpersonal communication relating to the goods and services. Engel & Kollat (2011) affirmed
that communication is the most basic activity for the sales representative during personal selling
and exchange; It is a social situation involving two persons in a communication
exchange.Success depends on how well both parties achieve a common understanding enabling
mutual goal fulfillment through social interaction (Kotler, 2013). Furthermore, Weitz et al (2004)
states that the role of sales representative is to engage and collect information about a
prospective customer, develop a sales strategy based on that information, transmit a message that
implements organizational strategy, evaluate the impact of these messages and make adjustments
upon this evaluation. Kotler (2013) noted that personal selling is a useful vehicle for
communicating with present and potential buyers. Personal selling involves the double ways
flow of communication between a buyer and seller often in face to face encounter designed to
influence a persons or groups purchase decision.

Personal Selling channels using modern technology
Personal selling also takes place over the telephone, through video conferencing and
interactive computer links between buyer and seller though personal selling remains a highly
human intensive activity despite the use of technology. Personal selling serves three major roles
in a firms overall marketing effort. Salespeople are the critical link between the firm and its
customers; salespeople are the company in a customer’s eyes. They represent what a company is
or attempts to be and are often the only personal contact a customer has with the company; and
lastly, personal selling may play a dominant role in a firms marketing program (Kotler, 2013).
Personal selling creates a greater level of participation in the decision process by the vendor
especially when combined with tailored messages in response to the feedback provided by the
buyer (Fill, 2009). However Cravens, (2012) argues that since personal selling messages are not
controlled, they may lead to inconsistency which in turn leads to confusion of the client.
Therefore the messages presented by the sales personnel should be regulated and the time they
spend with the prospects limited to avoid jeopardizing the communication process, (Pierrcy et
al., 2004)
EFFECTIVENESS OF SOCIAL MEDIA
Icha Oyza, Agwu M. Edwin (2015), Social media networks are platforms or sites that
facilitate the building of social relationships among people of different races and provide
opportunities for them to share interests, activities, backgrounds, or real-life connections. Social
network services consist of a representation of each user’s social connections, and a variety of
additional services. Social media is the medium to socialize as well as connect with existing and
prospective customers. The social media network community services are groups centered and
considered as a social network service.
SOCIAL MEDIA AS CHANNEL TO A FASTER FEEDBACK
Social networks are contents created online by people using highly scalable and accessible
communication technologies. It represents how people discover, read and share news,
information and contents. Social network applications provide users with new forms of
empowerment and means of information sharing. Customers are able to communicate online
exchanging information, comments and product reviews beyond the marketer’s control. Social
media marketers make use of social media sites to raise visibility on the internet and to promote
products and services. Social media sites are useful for building social (and business) networks,
and for exchanging ideas and knowledge.
SOCIAL MEDIA AS A INFORMATIONAL TOOL
Social media sites are becoming the go-to place for consumers who want to learn more about a
business. That’s because these sites allow businesses to offer the most up-to-date information
about anything from products, services, or upcoming events. Also, much of organizational
activities and profiles on social media sites can be made public meaning they can be indexed by
search engines — one more way to make sure your business or organization comes up as the
answer when someone is searching for a local solution to a problem.

SOCIAL MEDIA AS AN INFLUENTIAL PLATFORM
The publicity emanating from social media marketing is such that can be trusted by consumers
because the source is within the peer group either through a comment on ‘Facebook’ or a
‘retweet’ on twitter about a particular organization or product. In today’s globalized world,
communication is available and constant and Just-in- Time, real time basis, everyone is updated
on what is happening around the globe depending on which river of information you wish to
drink from. Traditionally, the Word of Mouth (WOM) approach has been an important
marketing strategy adopted by various organizations for decades but the Electronic Word of
Mouth (EWOM) and Consumer’s Online Brand Related Activities (COBRAs) reaches a wider
horizon because it is based on the internet and therefore can be assessed by anybody around the
world with internet access or a device.
Synthesis of the Reviewed Related Literature and Studies
The researchers sorted and analyzed the information above-mentioned literature and
studies of other researchers with different materials considered, related and pertinent information
were adapted which may serve as guide for the researchers in the conduct of study.
The results and findings of the previous studies concluded that in order to have a
effective marketing strategy, business must undergo the process of planning and understanding
of the product by recognition of the resources, analysis and understand the characteristic of the
component of market. By building a strong brand, customers might recognize products easily
from the competitors. Considering the customers preferrences might give positive insights about
the product. The way to market the product is also considered to have a effective marketing
strategy, creating a unique way of selling it can affect greatly the profitability of the business.
This study have a strong assurance of a successful outcome on proposing the effective marketing
strategy to gain profits and market the products of PDL.

Chapter 3
Research methodology
This chapter discusses the method used in gathering quantitative data. It explains how the
instruments used for data collection are constructed. It also includes essential details to make the
study such as respondents, population and sampling techniques, location, research instrument,
validation of instrument, data gathering procedures, evaluation and scoring, and statistical
treatment.
Research Design
The study was engaged in proposing a marketing strategy that can be applied in selling
money tree made by persons deprived of liberty of City of Cabuyao, Laguna. This study seeks to
determine and present a vivid description of the assessment of the respondents towards the
livelihood product.
In order to gather the necessary data, the researchers utilized the descriptive method using
quantitative approach. Burns and Grove (1993) define quantitative research as a formal,
objective, systematic process to describe and test relationships and examine cause and effect
interactions among variables. A survey is used to collect original data for describing a population
too large to observe directly (Mouton 1996). It obtains information from a sample of people by
means of self-report, that is, the people respond to a series of questions posed by the investigator
(Polit & Hungler 1993). In this study the information was collected through self-administered
questionnaires distributed personally to the respondents by the researcher.

Research Locale
The study will be conducted in the City of Cabuyao, Laguna.
Population and Sampling
The respondents of this study will be consisted of members in BJMP who manage the
livelihood program and the customers who buy the products of the PDL’s.
Instrumentation and Validation
The researchers will used survey questionnaire which serve as the main instrument in
gathering data. A questionnaire is a printed self-report form designed to elicit information that
can be obtained through the written responses of the subjects. The information obtained through
a questionnaire is similar to that obtained by an interview, but the questions tend to have less
depth (Burns & Grove 1993).
The survey questionnaire consisted of structured or closed questions to ensure answer for
the study. It will also help the researchers to have a reliable data and to minimize the risk of
misinterpretation and to tabulate and present the result easily.
The first part of questionnaires is about the respondent’s demographic profile. Part two is
about the marketing strategies used by the BJMP for selling the money tree. And lastly, the
assessment of the respondents about the money tree product in terms of Brand salience,Brand
Performance,Brand Imagery,Brand Judgement,Brand Feelings Brand Resonance. The
researchers will use a Likert-scale in the second part of the questionnaire.
To validate the reliability of the survey questionnaire, it will be shown to a research
professor and research experts. The researchers will also present it and asked the comment of
their adviser. They will also conduct a pre-survey to some respondents to ensure they can answer
all questions completely and correctly.
Evaluation and Scoring
The questionnaire contains multiple choices type of questions where the respondents can
select according to their self-evaluation. There are some options with assigned points to
determine the respondent’s assessment. The following scales will be used in the reference to the
respondent’s response:
Scale Interpretation
4 Strongly Agree
3 Agree
2 Disagree
1 Strongly Disagree
Data gathering procedures
The researchers gathered ideas and information from different sources such as library
books, internet and other references that are related to the study. Another important thing that the
researchers did was to read literary works and related theories to understand the principle of the
study.

The researchers also prepared a survey questionnaire to make this study more reliable and
valid. This study will help to determine the assessment of the respondents towards the money
tree livelihood product of the persons deprived of liberty.
The researcher will conduct pre-survey to ensure the availability of the respondents.
Furthermore, they will distribute the survey questionnaire personally to respondents. The results
of questionnaire were well-analyzed to have a valid and reliable interpretation. This
interpretation will help to easily understand the outcome of the study.
Statistical Tools and Treatment of Data
The researchers will collect the necessary data needed for the study and send it for the
statistical treatment. The collected data will be tabulated and analyzed statistically. To be able to
obtain the results of the gathered data, the researchers will use the following formula, or the
following statistical tools:
1.Percentage (P) used to describe the demographic profile of the respondents
The formula is:
f
p= x 100
n
Where:
P = the percentage value
F = the sample
N = the total number of respondents
100 = constant
2.Weighted Mean (x̅) used to evaluate the assessment of the respondents.
The formula is:
Σfx
x̅ =
n
Where:
x̅ = weighted mean
F = frequency
X = assigned value
N = total
Σ = the summation notation
A Likert-type scale assumes that the strength/intensity of experience is linear, i.e. on a
continuum from strongly agree to strongly disagree and makes the assumption that attitudes can
be measured. Respondents are offered a choice of five to seven or even nine pre-coded responses
with neutral point being neither agree nor disagree.

BIBLIOGRAPHY
Tanveer Islam, Jeffrey Ryan, in Hazard Mitigation in Emergency Management, 2016
Retrieved from
https://www.sciencedirect.com/topics/social-sciences/livelihood
Cherie Joyce V. Flores, Empowering Persons Deprived of Liberty towards Bloomy Incarceration
Retrieved from
https://pia.gov.ph/features/articles/1015921
Cindy Ferrer (Oct. 2018), W. Visayas inmates showcase products in livelihood bazaar
Retrieved from
https://www.pna.gov.ph/articles/1051787
Saif, N.M.A. & Aimin, W. (2016). Exploring the Value and Process of Marketing Strategy:
Review of Literature. Journal of International Business Research and Marketing, 2(2), 7-18.
Retrieved from
https://researchleap.com/exploring-the-value-and-process-of-marketing-strategy-review-of-
literature/
Kavak, Bahtışen & Kazancı Sunaoğlu, Şerife & Şahin, Elif & Tuncel, Niray. (2015). A
Literature Review on “Brand” in between 2010-2015. International Journal of Trade, Economics
and Finance. 6. 303-307. 10.18178/ijtef.2015.6.6.486.
Retrieve from
https://www.researchgate.net/publication/318963920_A_Literature_Review_on_Brand_in_betw
een_2010-2015
Isaac Tandoh,Ghana THE IMPACT OF BRAND AWARENESS ONCUSTOMER LOYALTY:
A CASE STUDY OFSINAPI ABA SAVINGS AND LOANS GHANALIMITED. South
American journal of management, Volume-1, Issue-1, 2015
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https://www.scribd.com/document/387472832/the-impact-of-brand-awareness-on-custome-pdf
Bin Latif, Wasib & Islam, Md. Aminul & Mdnoor, Idris. (2014). Building Brand Resonance in a
Competitive Environment: A Conceptual Model. Advances in Environmental Biology. 8.
Retrieved from
https://www.researchgate.net/publication/263807259_Building_Brand_Resonance_in_a_Compet
itive_Environment_A_Conceptual_Model
Panda, Rajshree & Kapoor, Deepa. (2016). Managing loyalty through brand image, judgement
and feelings for leveraging power brands. Management & Marketing. 11. 10.1515/mmcks-2016-
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Afzal, A., & SoltanPanah, H. (2017). Reviews about the Effectiveness of Marketing Strategies
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Marketing Strategy for Money Tree Livelihood Program

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Pamantasan ng Cabuyao

Katapatan Subd, Banay-Banay, City of Cabuyao, Laguna

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

PROPOSED MARKETING STRATEGY FOR MONEY TREE

In Partial Fulfillment of the Requirements for the Degree of

LESLIE ANN U. GAMUNDOY, MBA

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Marketing strategy represents a key element of success for organizations. Executing an

that does not yield satisfactory results without effective implementation.

THE PROBLEM AND ITS BACKGROUND

influence profitable customer action.” As stated by Keetch (2017), “A marketing strategy is a

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

opportunities to increase sales and achieve a sustainable competitive advantage. A marketing

not exempted in doing a marketing strategy

connection to an individual community's political, economic, and socio-cultural characteristics.

their beautiful handicrafts.

According to Nashwan Mohammed Abdullah Saif, Wang Aimin(2016), the marketing

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

promote their handicrafts.

help their families in fianacial needs.

BACKGROUND OF THE STUDY

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

activities. According to her, the design of their product was standard.

development as part of their rehabilitation and reformation process while in detention.

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

turning them into

customers of the products

demographics, and other high-level elements.

CBBE Model or Keller’s Brand Equity Model

companies and products which are considered as “brands”.

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Figure 2. CBBE Model or Keller’s Brand Equity Model

customer. According to the model, performance consists of five categories: primary

and empathy; style and design; and price.

information like word of mouth.

credibility, consideration and superiority.

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

approval and self respect.

and other loyal customers).

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Input Process Output

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Specifically, it sought answers to the following:

1. What is the demographic profile of the respondents in terms of:

2. What marketing strategy that respondents use in selling money tree?

3. How satisfied are the respondents in terms of:

3.1 Brand Salience

3.2 Brand Performance

3.3 Brand Imagery

3.4 Brand Judgement

3.5 Brand Feelings

3.6 Brand Resonance

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

accomplished by the researchers:

1. Identify the demographic profile of the respondents.

3. Determine level of customer satisfaction in the money tree product.

4. To determine marketing strategy that can be proposed based on the findings of

SCOPE AND DELIMITATION OF THE STUDY

compose of customers who buy the products of the PDL’s.

SIGNIFICANCE OF THE STUDY

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

income through reselling or making moneytree.

provide an additional source of income through production of money tree.