A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta.

Ana,
Pampanga

A Final Requirement for the Tourism Marketing Course

Presented to the Faculty of the College of Hospitality and Tourism Management
Don Honorio Ventura State University

In partial fulfillment of the requirements

for the Degree in Bachelor of Science in Tourism Management

Presented by:
Laxamana, Joanna M.
Lising, Erica Joy B.
Lopez, Lucille T.
Loria, Kristine C.
Lugtu, Shelley F.
Macaspac, Hyman Brian
Macaspac, Kaycee N.
Maglalang, James Steven B.
Mallo, Bea Vianca M.
Manabat, Leanne E.
Mandap, Ross Chelsea P.
Mandras, Ahyanie Jane
Manese, Erico John P.

BSTM 1B

Presented to:
Ms. Riches S. Dizon
July 15, 2021
 Table of Contents

Recommendation and Acceptance…………………………………….…………………. iii

Approval……………………………………………………………………………………… iii
Acknowledgement……………………………………………………………………….….. iv

I. Executive Summary……………………………………………………………………. 1
II. Introduction
a. Current Situation of the Company………………………………….…………… 3
b. Environmental Factors……………………………………………………………. 4
c. Competitive Analysis.…………………………………………………………….. 5
d. Marketing Trends…………………….…………………………………………… 6
e. Market Potential…………………………………………………………………... 6
f. Marketing Research Findings……….………………………………………….. 7
III. Background of the Plan
a. Property Needs Analysis………………………………….………………………. 9
b. Strengths, Weaknesses, Opportunities, Threats (SWOT)………..…………... 10
c. Market Positioning Statement .………………………………………………….. 10
IV. Objectives……………………………………………………………………………….. 11
V. Target Market
a. Primary Market……………………………………………………………………… 12
b. Secondary/Marginal Accounts…………………………………………………….. 12
c. New Accounts……………………………………………………………………….. 12
VI. Marketing Strategies
a. Product……………………………………………………………………………… 14
b. Price…………………………………………………………………………………. 14
c. Promotion…………………………………………………………………………... 15
d. Place/Distribution………………………………………………………………….. 15
VII. Timetable………………….……………………………………………………….……. 18
VIII. Budget…………………………………………………………………………………… 20
IX. Conclusion………………………………………………………………………………. 21

Appendix…………………………………………………………………………………….. 22

ii | A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Recommendation and Acceptance

This Tourism Marketing Plan entitled “A Proposed Tourism Marketing Plan for
Happynest Farm Bnb in Sta. Ana, Pampanga” prepared and submitted by Laxamana,
Joanna M., Lising, Erica Joy B., Lopez, Lucille T., Loria, Kristine C., Lugtu, Shelley F.,
Macaspac, Hyman Brian, Macaspac, Kaycee N., Maglalang, James Steven B., Mallo,
Bea Vianca M.. Manabat, Leanne E., Mandap, Ross Chelsea P., Mandras, Ahyanie
Jane, Manese, Erico John P.in partial fulfillment for the Degree of Bachelor of Science in
Tourism Management is hereby recommended and accepted for oral examination.

Ms. Riches S. Dizon

THMKTG Instructor

Approval

Approved by the Committee of Oral Presentation Examiners on July 15, 2021 in

partial fulfillment of the requirements for the Degree of Bachelor of Science in Tourism
Management.

Ms. Riches S. Dizon

Panelist

iii | A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Acknowledgment

History of all great works will never succeed without either passive or active support
of people around us. Immeasurable appreciation and deepest gratitude for the help and
support are extended to the following person who have contributed in making this
marketing plan possible.
We would like to thank the supreme power of Almighty God who guide, give us
wisdom and make it possible to finish this task. Without his grace, this plan will not have
a direction.
Our professor who guides us to have an organized and right marketing plan. With
that, we will have more idea and knowledge on how to do a marketing plan that we can
use for our future career. Family and friends for their unending support on what we are
doing.

Group 4

iv | A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Chapter I
Executive Summary

In the Philippines, we have numerous destinations and attractions that can be

enjoyed by the tourists of our country as well as the other nations. Every part of the
country has its own tourists destinations that makes them popular, standout, and proud
of. Farm resorts is one the destinations that is being loved by the tourists because of its
ambiance such as Happynest Farm Bnb that is located in Sta Ana, Pampanga. This
destination is a mixture of farm life and a resort. It offers numerous activities and
amenities that is perfect for everyone. This marketing plan is being conducted to know
what are the factors and marketing status of the farm. It is a way to identify what are the
possible innovations, how they operate during this pandemic, their marketing mix and
more.
Happynest is a happy place to greet your day. It is a typical farm life where you can
see chicken freely roaming around, organic pigs walking on rice husks, and some
vegetables on garden plots. Flowering trees and fruit trees are abound to cool the place.
it is nice to try to sleep on their brooder cottages or at their elegant main house. There's
also a pool to freshen you up. Meals are also offered. Great for day tours, team buildings
and stop overs. This destination is suitable for the people who has an interest in farming
with fresh air coming from tall trees while having a sip in your drink.
Happynest farm Bnb is a former poultry farm developed in a venue where guests
can have their stay and vacation. This farm is suitable for the guests who are looking for
a spacious, budget-friendly venue wherein they can do a lot of activities, family outings
and more. They also have a spacious activity hall called “Poultry House” that is available
for separate booking. It can accommodate up to 60 people for seminars, workshops, and
others. In the present day, our country is experiencing pandemic that gives a huge
impact when it comes to the tourism industry. Happynest Farm Bnb navigated some
changes when it comes to its operation to maintain its state. This marketing plan talks
about what is the status of the farm when it comes to its market. It also includes the
activities, attractions, amenities, and facilities that the farm offers to its guests. Marketing
trends of the farm comes different social media platforms such as Facebook and
Instagram. Nowadays, social media has a huge contribution when it comes to the
promotion of any business, industry, or even a destination. People spend their time on
1 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
their phone and because of that, they can easily see a promotion about the farm. They
can now have an easy way to book their stay. Happynest farm has its numerous
objectives that mainly focuses to the increase in number of the tourists including the day
and night tourists. The Facebook page and Instagram account of the farm is mostly
about the guests doing farming and harvesting. It shows that Happynest farm is a perfect
destination for the people who has an interest in this field like farming and harvesting.
Market potential of the destination is also included to see if what are the other
potentials that can be a reason for the Happynest Farm’s growth. In any company or
destination there is always a “SWOT” or the strengths, weakness, opportunities, and
threats. This are situations that makes the destination ready as well as a way for
innovation. In terms of pricing, farm is using penetration pricing to have an organized
and appropriate pricing within the farm. The farm also offers different products and
packages for the tourists. They will have an access on a specific or activity area. The
target market of Happynest Farm is not only the people around Pampanga but also
outside the province. It may lead to the growth in of its target market as well as a way to
catch the interest of many individuals. In this marketing plan,people can look for the
operation of the farm and the impact of farm towards the market. Though, we are facing
a serious situation, it proves that the industry is a resilient one. This marketing plan aim
to make the business more popular to people and show the beauty of farm even at the
time of pandemic.

2 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Chapter II
Introduction

I. Current Situation of the Company

Happynest Farm Bnb is a former egg-laying poultry farm which has been
repurchased and remodeled into a great rural tourist attraction. The backyard farm is
located at 200 Paroba Street, Santa Maria, Santa Ana, Pampanga. The destination can
be access in private or public transportation. This private farm is ideal for visitors seeking
a spacious, budget-friendly place for relaxation, family trips, and indoor and outdoor
team activities. Other than that, the farm also caters several events and activities such
as camping, bonfire, company team building, pilgrimage / parish seminars, Mount Arayat
hike, tree & vegetable planting, feeding animals and painting workshops.
Currently Happynest Farm Bnb has three farm cottages called Brooder Houses,
feed mill, outdoor amenities (swimming pool, grassy garden picnic lawn, volleyball &
basketball court, treehouse, bonfire, and campgrounds), free Wi-Fi, poultry house
(venue intended for seminars, workshops, and parties) and karaoke.
For the Brooder house each has two large communal bamboo beds, two toilets, and
two shower rooms with hot and cold running water. Each cottage can accommodate 12
persons. In total, those three cottages can accommodate approximately 36 persons.
Upon booking on Brooder house, the farm will provide pillows, linen, mattresses, and
basic toiletries. In house guests can access the dining hall, called the Feedmill that
offers a lot of healthy fresh foods and beverages with free Wi-Fi, bonfire set up,
swimming pool, tree house, basketball court (half court) and the grassy garden lawn. If
you would like to spend a night at the backyard farm, you can check in at 2 pm and
check out at 11 am. For daytime tours they are open at 8 am to 5pm.
We all know that our world is facing a big challenge, many establishments,
businesses and even our economy has been affected by this pandemic likewise.
Happynest Farm is also in the midst of many challenges brought by this pandemic. The
current situation of the said farm is far away from its original daily routine because of its
safety protocols. Currently they need follow the government (IATF) rules. Which the only
accommodate 50% of its maximum guest capacity that is allowed to enter the farm. They
also need to follow the 1-meter social distancing and also due to the current situation
many tourists declined to go to different places like Happynest Farm therefore the
income is lesser than the expected daily income. With that they need to pull out some of
3 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
their employee and even cost cutting the whole system of the farm. They used this kind
of times to grow their plants and put it into something that can be freely say that it is a
“home” for the tourists who wants to experience a wonderful farming field to rest.

II. Environmental Factors

Political
A good governance was built to this business where they involve and obey all the
regulation of constructing this type of farm. With the provision on having a garden in the
farm, the food they cater or serve condiments were freshly harvest at their yard. It
became their passion to plant that also help them to build a market to offer an organic
vegetable to all the tourists or vacationists. Because of this, they were molding a value
and a behavior that can bring by the society to pursue it in their home and also thought
to be satisfied in simple life and bringing you to love the nature.

Economic Factors
Happynest Farm in Santa Ana, Pampanga is a former poultry farm developed into a
venue where guests can regroup and recharge. Due to the current economic situation of
the people, they can't afford to book for staycations because of pandemic. The
Happynest Farm Bnb can't hire employees in this time of pandemic, because of limited
people who are booking or visiting in farm, and we have to follow the health protocols as
per government.

Socio - Cultural
This private farm venue is ideal for guests looking for a spacious, budget-friendly
venue suitable for relaxation, family outings and team building activities, whether indoor
or outdoor. The Happynest Farm Bnb has a offer of team building with the Guests. We
know that high performing teams need a venue to recollect, consolidate, assess, and
align their strategies with team goals. Our guests have specific needs. Happynest, we
believe, meets your requirements.

Technological
Organizations consider technology as an important tool for improving operations and
functions. The technology is used by the Happynest Farm Bnb everytime they have

4 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
Team Building activities. Every guests need reliable internet access. Happynest has
FTTH (Fiber to the Home) Internet Connection. They used laptop and white screen to
discuss their presentation to their teammates. They used these to explain more about
what are they going to do with their activities. They also used gadgets, like cellphone
and laptop to access their bookings with their business website, Instagram, and
Facebook page.

III. Competitive Analysis

The competition in the field of business means customers were having a various
option to select in which the target of a businessperson is to catch the attention and
interest in order to have the credit and increase the ratings of the company nor a
business. The Happynest Farm Bnb in Santa Maria, Santa Ana, Pampanga have
competitors wherein the progress of their business should maintain their consistent
excellencies in terms of service and hospitality to remain its tourist attraction factor. Its
competitors in the province of Pampanga were the St. Isidore 'The Farmer' Learning
Center Inc. in Barangay San Isidro 2022 Santa Ana Pampanga and the Manalili’s Farm
and Resort in San Joaquin 2022 Santa Ana Pampanga.
Despite the competition occurred, the Happynest Farm Bnb have its major
advantage that could help to top the said competitors. The farm resort had a unique and
cooperative way of giving service and learning that might adapt by the tourists. Their
special farm project is the “Rebels” which means “Readers become Leaders” wherein
their business was inspired by the family travelers in the year 2019 when they saw a
container van turned into a public library at the wharf in Auckland NZ as a result of
building the garden library in Happynest Farm. They used old shelves and their family’s
collection of books displayed in addition of the donations from another individual. The
aim of the farm resort’s project is to encourage young rebels to love reading in order to
gain knowledge and wisdom that leads to a product of reading. They can be a leader
and one of the volunteers in the Philippines to teach people who needed it. As a case in
point, this special farm project makes the tourist attentive in the field of learning during
an either short or long vacation stay inside the farm resort. The tourists will experience a
delight, relaxation, and the essence of learning due to the massive benefits of
Happynest Farm BnB among the competitors inside the business matters.

5 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
IV. Marketing Trends
Happynest Farm is utilizing and/or it’s under the short-term market trends. Short-
term market trends occur over a few hours or days. Meaning, some of the strategies of
this business are greatly partnered by current events, social media trends and/or sales
events. Happynest Farm is an eco-friendly attraction that promotes green environment
and planting plants (ornamental, flowering and etc.) and consumable plants such
veggies and fruits. Whenever you go in their place, they are teaching their visitors to
classify and how to use herbal plants and herbal medicines which attracts more
customers and visitors, and that is one of their strategies.
Happynest Farm isn’t dependent to the events that will happen and will have an
impact in their business. This farm is making their own events that captures the interest
of their customers and possible visitors and one of these events was the “Happy Plants
Market” this event was very impactful in their sales, and in their business. First, this
event attracted a lot of customers, especially, the people who love plants. Second, the
Happynest farm sold their plants and resulted for a big profit. And lastly, because of
social media and variety of posts that were posted by the customers, the business got
promoted and advertised.

V. Market Potential
Market potential helps a destination to determine the entire size of its market for a
product in a given time. It is also a way to help business plan better and launch their
products as well as services with better preparation. In Happynest Farm Bnb, their
market potential may be seen in their Facebook and Instagram account where most of
the people who visit the farm are doing activities related to farming and harvesting. The
farm offers a wide range of activities not only for the residents of Pampanga but also
outside the province.
Guests can do a lot of activities in Happynest Farm Bnb. They can do a leisure
activities as well as farming activities. Interaction with the animals of the farm is also one
of the things you can do in Happynest Farm. Most of their guests are family that loves to
do activities in a farm specially kids. Kids love to have an interaction with the animals but
of course, they will be guided by the staff and their parents. The market potential from
the service, amenities, activities, the beautification of the farm earn a rating of five out of
five for an excellent review from the Facebook page of Happynest Farm Bnb. In their

6 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
Instagram account, visitors mostly do activities that are related to farm. With that, people
who has an interest or who love farming, harvesting, and experience life in a farm is the
market potential of the farm. Those who love to spend their vacation in a place like
Happynest Farm Bnb where they can do swimming and harvesting at the same time. It is
perfect not only for the family outing but for everyone as well. Because of the
outstanding performance and numerous activities that the Happynest Farm Bnb offer to
its guests this become an opportunity for them to be known by people around the
province or even outside the province. The farm has been featured in vlogs and article
where people really enjoy their stay in Happynest Farm.

They were thoroughly shown an amazing way to let the people feel the farm in life. It
was truly amazing and wholesome safe place for kids we they can enjoy it well. A great
place indeed for the staycation of any kind of group who wants to make a good
memories.

VI. Marketing Research Findings

In order to identify the feasibility of the products or services that a certain destination
offers to its guests, Marketing Research Findings is being conducted. Through this
process, we can determine the viability of the services which is directly conducted with
the guests. Happynest Farm is a private farm that provides numerous activities such as
camping, karaoke, harvesting, and more that will be enjoyed by the guests. One of the
main reason why people visiting this farm is because of the farm itself. Different crops
such as fruits and vegetables attract the tourists to try harvesting here in Happynest
Farm. It is usually done by families, friends, team-building or related to business and
more. In the Instagram and Facebook account of Happynest Farm, 50% to 60% of the
guests do harvesting as well as enjoying the relaxing ambiance of the farm while the
remaining percentage is for the other activities.
Happynest Farm offers a wide range of activities to its guests. They can do
swimming while having a drink in their hand, experience life in the farm, and try their
mouthwatering dishes. Happynest Farm has three farm cottages called the “Brooder
House” that can accommodate 36 persons. The farm also accepts school field trips so
they can have a view on one of the private farm here in Pampanga. Other outdoor
amenities are available for the guests including free Wi-Fi access all over the dining area,
7 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
grassy garden picnic lawn, treehouse, karaoke machine, and more. Happynest Farm’s
target market are those people who love the scenery of farm with a pool in it. It brings
relaxation for the people and spend their vacation in a farm.

8 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Chapter III
Background of the Plan

I. Property Needs Analysis

Safety Lodging
All the brooder house, feed mill, poultry house, penthouse and other are good in
structure. Beds are not that luxurious you will never feel a discomfort. Most of the
brooder doesn’t have any frills, non-airconditioned but cool and airy. Though they
provide electrical insect killer and electric fan, the bugs, and insects hard to eliminate in
the area. This was because of the past where it was an egg-laying poultry over 50 years.

Food And Beverages Service

Feedmill is an in- house guest place where they served a breakfast buffet and can
be a place for a boodle fight or for an ala carte order. This was the center of all of the
food and beverage they serve in the farm. They serve food with a time allotment for the
guest or when it can be available. Dur to this kind of approach, it’s not accessible at all
time because they cannot fulfill all your needs if you forgot bring something. It may
happen that you may go out and find a place on buying necessities.

Animal Farm Ground

All the animals have its own place to rest. Barns and cages have its unique wooden
plates. Those things make sense to see how artistic they are. They were all labeled
based on their classification. All of the animals were all taken care well in here. They do
have their own shelter, but they let them out to roam around in the farm. Their shelter
must organize well so that they were good for our eyesight.

Plants Backyard Farm

This farm has its different vegetables plants, flower, herbs, spices and others. This
caters a playdate for the kids just to enjoy gardening and also to learn more about the
different plants inside the farm. Funlaan where also made for the small plants that will be
plant sooner or later with huge garden or in the farm. It shows a good view after
everything will be harvest an also all of the are chemical free. Green melas came the
container garden they have. because of having a different plant, it was better if they put
a name and a description.
9 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
Location Searching
Going back to the happy nest farm as you enter inside, every corner was already
made with different structure and also it surrounded by different trees anywhere. Due to
the big location that this farm has, a day will never be enough to see all the beauty of
every corner of it. If you are inside farm already no one will show you the path unless
you will ask like for the swimming, gym place and others. It’s hard for vacationists to see
all the beauty of it because sometimes one place is enough for along hour to rest with.

II. Strengths, Weaknesses, Opportunities, Threats (SWOT)

Strengths
➢ Happynest Farm Bnb has its
numerous strengths which can help
the destination to achieve and
succeed their goal
➢ Happynest Farm Bnb is a perfect
destination for the people who wants
to stay in a spacious, budget-friendly
place with pure fresh air that will
surely love by the guests. It is a
suitable destination for family, friends,
company trip, educational trip, and
more.
➢ The management and employee of
the destination are approachable.
➢ There is a numerous activities that will
guaranteed the enjoyment as well as
the stay of every guests because of
their amenities and services such as
team building, tree and vegetable
planting, workshops, and more.
➢ Cottages of the farm are clean, and
10 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
Weaknesses
➢ Limited land for expansion and
development is a weakness for the
farm. If there is a need for renovation
and expansion for the growth of the
destination, they need a space to
achieve it.
➢ Lack of cooperation among the staff or
employee. In a group of people, there
will always have the possibility of
misunderstanding. It may lead to
unorganized work and affects the
production as well as the operation of
the destination.
➢ Outdated websites coming from their
page such as Facebook and
Instagram. People nowadays rely on
social media platform, if their websites
are not updated the guests will have a
outdated information about the farm
especially during this pandemic.
➢ There will be a hindrance about the
 the facilities are well-maintained. parking area because of the limited
➢ It is a perfect destination for the space that may lead to
people who want to swim and do misunderstanding among guests.
some activities like harvesting at the
same time.

Opportunities Threats
➢ Innovation of different facilities, ➢ Due to pandemic, Happynest Farm
amenities, and other attractions within and other destinations need to
the destination. cancel as well as stop their
➢ Additional services, foods, and operations in accordance to the
activities that will enjoy by the guests. safety protocols.
➢ Cater huge events such as debut, ➢ Calamities and typhoon will surely
conference, and more. have a huge impact towards the
➢ Promote the destination especially in farm since it is mostly surrounded
different social media platforms such by trees.
as Facebook, Instagram, and ➢ Change in travel pattern and is also
YouTube so that it will become more a threat for Happynest Farm Bnb.
popular to people. Consumer or tourist’s behavior is
changing from time to time.
Sometimes, they prepare buying an
inflatable swimming pool especially
during this pandemic.
➢ Change in government policies. If
there is an unexpected and serious
situation like pandemic, there is a
change in government policies that
will affect the operation of the farm.
Also, if there is increase in taxes.

III. Market Positioning Statement

Happynest Farm is a great destination that aims to make the guest feel the
atmosphere living in a rural destination. Where you can hear the birds chirping and
11 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
the crow of the rooster, which will undoubtedly wake you up in the morning. In
addition, you can feed the animals, collect fruits and veggies from the garden or
plant trees. In Happynest farm they guaranty you that they will offer healthy cuisine
and freshly pick fruits and vegetables for salads. They also offer several events and
activities such as camping and bonfire, mount Arayat hike, company team building,
pilgrimage or parish seminars and painting workshops. Aside from those, they also
have a swimming pools and caters private events such as birthday celebrations.
Because in Happynest Farm they wanted you to enjoy, relax, learn, and connect
with nature.

12 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Chapter IV
Objectives

• To provide a world class farming experience in our guest with a budget-friendly cost.
• To increase the number of day tourist by 25% and night tourist by 30% in the year
2022.
• To increase product sales by 45% in the year 2022.
• To assure future guest that Happynest Farm Bnb is one of the leisure area in
Pampanga that is suitable to their indoor and outdoor activities with a safety
protocols.
• To increase sales for atleast 30% per month.
• To create a healthy eco-system farm that is eco-friendly to everyone.
• To create Facebook Page for Happynest Farm Bnb and reach the Facebook page
10, 000 likes in just 1 month.
• To achieve double digit growth rate for each future year.
• To Experience a growth in new customers who are turned into long-term customers.

13 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Chapter V
Target Market
I. Primary Market
The ideal customers or market of Happynest are those ages between 25 to 40 who
loves nature because the place is good for unwinding. Target groups are employees out
of the province and holiday travelers. Originally, Happynest was just a simple farm, but
over a time, the farm expanded their services by adding some activities because the
place is good for team building purposes.

II. Secondary/Marginal Accounts

Due to the stressful days of times and a generation of modern technologies, most of
the individual who explore this kind of environment are those who are in urban places or
outside Pampanga. So, it became suitable for those individual who are at the age of
young adult ( 18-21yrs.) who goes to a college. Their target guest are also the preschool
(3-5 yrs.) and grade schooler (5-12 yrs.) that will bring them an overwhelming surprises
just to experience a different activities like planting, painting and logic game like rubrics
cube scrabble and others. Also, it became a perfect family getaway as their market it.

III. New Accounts

The new accounts include the people who love the art of an area surrounded by the
green ambiance that would refresh their mind and self in the midst of staying in
Happynest Farm Resort wherein their age ranges between 20 to 40. They known as
Early Adulthood that contains a gender of female and male whose refers to citizens of
the Philippines. They are the individual whose have the possibilities to be interested and
experience the beauty of nature inside the farm resort. These persons will surely have
the heart of Happynest Farm due to being nature lover and good atmosphere seeker. As
well as the attention of an individual over the reason of high quality of service and
the eye-catching appearance. The individual who created a green backyard in their
house are also part of the target market due to their capability and interest when it
comes to farming in which it is the highlights of Happynest Farm Bnb. Their age ranges
between 40 to 65 known as Middle adulthood. It strengthens the cultural viewpoint of
giving value to our nature and use them as a resource in a precise and accurate way
that could help everyone. In that case, these individuals also called as nature lovers who

14 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
used to stay in their homes busy giving care to their plants should also make a try to visit
the Happynest Farm Resort. In order to share and gain knowledge within the
environment and feel the satisfaction of the freshness of nature and the hospitality of
people within the organization.

15 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Chapter VI
Marketing Strategies

I. Product
Happynest is a fantastic place to live as if you don’t need anything and escape
urban place to feel you living with a 90’s life with a twist of modern need. It is a barn yard
style compelled all the elements to looks the place as an elegant one. Perfect for
relaxation and a bonding place for family, friends, kids, colleagues and others. For our
goal to an everlasting and unforgettable experience, we will be providing a clothes
suitable for farm fashion to the tourists to feel the life in the yard especially on roaming a
around in the farm, planting, harvesting, interacting with animals, a great endeavor for
getting to know themselves and find out where they excel while doing something in their
leisure time and many more. This must be something will dress you up from head to toe
composing of headwear like hat, like cowboy handkerchief, garden gloves, trousers,
jumper, boots and many more.
For the chill out night vibe, a Kapampangan instruments (gitara like lumanong,
rondallas, kudyapi and etc.), foods (bringhi, tabang talangka, the "tocino" or pindang),
cultures, products( murcon, betuteng tugak,sisig and etc.) and crafts(parul, pasu and
etc.,) will be catered. It will be a break free from technologies where at the same we are
discovering a tremendous encounter to be happy for a sleep head friends and family.
On the other hand, a farm map will be provided to all the guest so that they will have
an opportunity to visit all the site that farm offer. This is much easier for this kind of field
because it was too wide, and the service of the severer will be limit to their job they have.
It would also efficient if this farm will provide those bamboo bike that was also in to the
theme and a nature friendly too because of the material used. This will also help us to
our bone muscle and not to fill illness while exploring the farm.
II. Price
Happynest Farm, penetration pricing, is one of their marketing strategies.
They used to capture market share by setting product prices at a below-market level to
gain customers.
Once the company gets a sizable market share, they readjust the pricing accordingly.
This pricing method is very effective because, aside from their visitors or customers
are entertained, they can also purchase varieties of plants and flowers in a low or
budget-friendly price.
16 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Some of the facilities of the farm are a dining hall called “Feedmill” with wifi access,
bonfire set-up, swimming pool, tree house, basketball court, and grassy garden lawn.

IV. Promotion
Promotion is a method of informing others about the business and encouraging
them to become more interested in the products and services. The researchers will
conduct social media accounts such as a Facebook page, an Instagram account,
and brochure a small book or magazine containing pictures and information about a
product or service. Where customers may message for reservations or bookings at
Happynest Farm. One simple approach to market Happynest Farm is to disseminate
brochures and post information, images, and videos about it on various social media
channels. Those who are unfamiliar with Happynest Farm, particularly those from
outside of Pampanga, will be informed. This marketing plan may aid Happynest Farm in
being more well-known in Pampanga and attracting more customers.
V. Place/Distribution
A distribution Strategy is a way for the company's product or service to be sold in a
specific location. A company's sales strategies may include telemarketing, direct selling,
catalogs, mail orders, trade fairs, merchants, reps and distributors, or joint ventures
(Tracy 2004). Nowadays, mobile phones are extremely used in people’s daily lives. This
allows connecting to the internet anytime, anywhere. Products and information can be
brought closer to attract possible customers. Currently, because of the amidst pandemic
walk-in, visitors are not allowed. For those who wanted to visit Happynest Farm, they
have to book for a reservation prior to the day they’ll visit. You can book to their 3 online
media platform such as Facebook, Instagram, and Company Website. But those social
media platform needs to be improved. Happynest farm aims to improve its social media
platform such as Facebook. That needs to be updated about the farm information. Such
as the opening hours of the farm and schedule time when does the farm open for
reservation and when does the farm already occupy. To avoid perishable product waste,
they aim to engage in online selling. For those customers who wanted to taste their
healthy foods and freshly picked fruits and vegetable salads, from Happynest farm they
can contact through Facebook and Instagram and they will deliver it in front of your door.

17 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Chapter VII
Timetable.

Activity Person-In- Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.
Charge
Educational Tour
Field Trips Guides and
Special
Speakers
Farming Farmers
and Farm
Manager
Company Staff
Team Building
Activities
(Human
Chain, Save
the Water
Balloon, etc.)

Seminars that Counselor,

are related to Staff
plants,
farming, and
harvesting.
Recreational Staff
Activities
(Patintero,
Bulan-Bulan,
Slackline, etc)
Painting Staff, Artist
Workshops for
kids and
adults

Events Event
(Debut,
organizers
Wedding,
Christening, - Caterers
etc.)

Summer Staff
Season (Yoga
, youth camp,
summer
lesson)
18 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
Christmas Staff
Season (Parol
making,
retreat)

Feed and Staff and

have an Farmers
interaction
with their
friendly
animals.
Day Trips Staff and
(includes a Tour Guide
welcome
drink, use of
swimming
pool, open
farm,
treehouse,
basketball
court, picnic
grounds)
Sports Sports
Activities Coordinator
(basketball and Staff
and volleyball)

19 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Chapter VIII
Budget
Item Size Quantity Cost Total
Printed Materials ₱33,343.00
1. Farm Map 4x5 ft 100pcs ₱40.5

2. Posters 12” x 18” (305 x 100pcs ₱65.8

450mm)

3. Brochures Half fold (11” x ₱62.5

17” or 432 x 100pcs
280mm)
8.3” x 11.7” (210
4. Magazine x 297mm) 100pcs ₱150

5. Flyers 8.5” x 5.5” (216 x 100pcs ₱14.63

140mm)
Farm Clothes ₱14,940.00
10pcs ₱350
1. Head wear
10pcs ₱35
2. Handkerchief
10pcs ₱129.
3. Garden gloves
4. Trousers 10pcs ₱250

5. Jumpers 10pcs ₱350

6. Boots 10pcs ₱380.00

Bamboo Bike 2pcs ₱13,000.00 ₱13,000.00

Manpower ₱10,000.00
Freelancers(Social
₱10,000.00
Media Advertisement,
Posting
Total ₱92, 883

20 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Chapter IX
Conclusion

Philippines consists of numerous destinations that can surely love by the tourists
and guests including this farm in Sta Ana, Pampanga. Happynest Farm Bnb is a good
place to visit if you are a person who loves nature, farming, and have some enjoyment at
the same time with a budget-friendly cost. It offers a lot of amenities that can help the
guests feel more comfortable as well as enjoy their stay in the farm. They can do a lot of
activities to build social relationship with others, helping our nature, and have some
quality time with your friends, and family.
During this pandemic, we need to prioritize our health and follow the safety protocols
they have implemented. This situation really affects the tourism industry, but this industry
prove that we are a resilient one. Happynest Farm Bnb continue to serve and give
people the refreshing moment that the farm offer while following the safety protocols.
Tourist’s destinations are distinct to one another in terms of what they offer or their
uniqueness. Happynest Farm strives to give their guests a comfortable, relaxing, and
budget-friendly cost that the people must discover.

21 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Appendix

For Overnight Package, they have All-in package for Brooder house bookings:
• P950 per head includes breakfast buffet.
• Max guests per brooder: 12pax
• Minimum guests per brooder: 8pax

*Note: If guests staying in 1 Brooder are less than 8pax, the minimum charge will be
@ P7,600 per Brooder

Also, School Field Trips, Happynest accepts field trip bookings.

Schedule:
• Tuesday to Friday
• 9am - 12pm or 2pm - 5pm
• Rates are P300 per head (students, teachers & guardians) This includes 1
healthy snack and drink, farm tour, treehouse, basketball court, picnic grounds.

Lastly, Day Trips, are currently by appointment only, no walk-ins allowed.

• We are open from Tuesday to Sunday 9AM - 5PM
• Rates are P350/ adult, P300/ child 2-12yo
• This includes a welcome drink, use of swimming pool, open farm, treehouse,
basketball court, picnic grounds

Brooder House

22 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Feed Mill (Dining Hall)

23 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
 Other Facilities

Tree Cottage Swimming Pool

Planting Area Animals

Library

Bonfire
24 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
Happynest Farm Bnb (2018) Happynest Farm Retreat in Santa Ana Retrieved from:
https://www.happynestfarmbnb.com/ Retrieved date: June 2021

Mama the Explorer (2019) Day Trip from Manila: Happynest Farm Bnb Retrieved from:
https://www.mamatheexplorer.com/index.php/2019/08/03/daytrip-from-manila-
happynest-farm-bnb/ Retrieved date: June 2021

Aladdin Print Philippines (2018) AladdinPrintPhil.com Retrieved from:

https://www.aladdin
printphil.com Retrieved date: June 2021

GuitarPusher (2021) Guitar Pusher Store Retrieved from: https://www.guitarpusher.

com/ Retrieved date: June 2021

Bomb Ecological Technology Inc. (2020) Bambi Bike Revolution Cycle Retrieved from:
https://www.bambike.com/shop Retrieved date: June 2021
25 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga
Ferangeli Guitar Handcrafter (2021) Retrieved from: https://www.ferangeliguitar.com/
Retrieved date: June 2021

Happynest Farm B&B Retrieved from: https://www.facebook.com/happynestfarmbnb/

Retrieved date: June 2021

@happynest_farm_bnb Retrieved from: https://instagram.com/happynest_farm_bnb

?utm_medium=copy_link Retrieved date: June 2021

26 |A Proposed Tourism Marketing Plan for Happynest Farm Bnb in Sta. Ana, Pampanga