The Study of Viable Marketing Strategies in Acquiring Client in the

Philippine Hospitality Industry for JAF Digital Marketing & IT

Services.

By:

Angel Marie Iban

Aianna Maryeth Beninsig

Sandra Conejar

Laurence Dela Cruz

Submitted to:

Jiebeth Bueno
 Introduction

1.1 Background of the study

Acquisition marketing is the method of focusing on and marketing to new audiences in order

to attract new clients. The kind of leads that an acquisition strategy is aiming for are in the

contemplation stage of the marketing funnel, so they aren't completely untapped markets

that haven't heard of your company. (2013- 2021, Rock Content)

Any business's marketing plan is essential for creating a strong brand, attracting new clients,

and retaining existing ones. The hospitality sector is similar. Best Hotel Management College

in Haryana has an advantage over competitors since it recognizes the value of marketing in

the hospitality sector. Since tourism makes up the majority of the hospitality industry, a

consistent brand identity is extremely crucial. To encourage recurring business from clients,

marketers work to build brand awareness. Because repeat customers account for a sizable

amount of revenue, marketing strategy must be divided between preserving connections

with existing clients and keeping an eye out for new ones. ( 2017,Geeta University)

Every business has a marketing department, which is crucial. Because of this, it is a

competitive environment, and social media marketing is the "new kid in town" and may

connect with users who frequently access these social media sites. Any corporation or

business needs to be able to communicate, thus they must either adapt how they do this or

risk losing portion of their audience. It is critical for marketing managers to continually

discover a way to attract and retain both new and existing customers. (Schneider, 2009).

A key element that affects a company's performance and competitiveness is marketing.

(Sadiku-Dushi et al., 2019).

Understanding marketing is essential for a company to succeed (Bacon & Schneider, 2019).

But many small business owners lack the marketing expertise that expert marketers do

(Bacon & Schneider, 2019). Company owners that are knowledgeable about efficient

marketing techniques are adept at attracting customers. (Eryigit, 2017).

(DeLone and McLean, 2004) examined that the purpose of product presentation was to

bring attention to items and services, information quality components were studied to assess

how digital media content affected perceptions of utility and satisfaction. Easy-to-understand,

comprehensive, and correct information is necessary for successful websites and online

reservations. The target customer spent less on digital marketing because to the system's

excellence. Based on perceived utility and happiness with the marketing system, it

encouraged customers to embrace online purchasing methods.

according to (Michaelidou, Siamagka, and Christodoulides, 2011). With marketing data that

fueled firm success, digital marketing was the secret to entrepreneurship bliss. The

development of commercial relationships with customers is consistent with marketing

objectives and technological innovation.

(Day, 2011) also noted that including the customer's point of view in marketing materials was

consistent with the effectiveness of digital marketing. According to the literature review, the

hotel sector's digital marketing strategy emphasizes contemporary marketing

communication, the creation of marketing content, online marketing influencers, and online

reputation management.

A corporation can use marketing as a tool to accomplish both short- and long-term

objectives, balance operations, fulfill commitments to many relevant parties, and ultimately

stay ahead of the competition. The most important tool a company has to reach its target

clients is marketing. Traditional marketing for medium- and small-sized enterprises mainly

rely on word-of-mouth referrals for customer acquisition. (Stokes & Lomax, 2002).
Given that it enables marketers to gauge and understand the extent of customers' perceived

and actual brand equity, digital marketing is extremely successful (Madhavaram, 2005). The

ultimate goal of using digital marketing is to consistently attract new clients while keeping the

ones you already have (Dewhirst & Davis 2005).

1.2 Theoretical Framework

The theoretical framework is presented to provide theory and justification for

conducting our research to obtain the findings into "The Study of Viable Marketing Strategies

in Acquiring Clients in the Philippine Hospitality Industry for JAF Digital Marketing & IT

Services". The theoretical framework provided are analysis of existing theories that serves

as a guide for developing the objections in our research study.

Customer Acquisition

According to Molly Galetto (2015) that customer acquisition refers to gaining new

consumers. Acquiring new customers involves persuading consumers to purchase a

company’s products and/or services. Companies and organizations consider the cost of

customer acquisition as an important measure in evaluating how much value customers

bring to their businesses. Customer acquisition management refers to the set of

methodologies and systems for managing customer prospects and inquiries that are

generated by a variety of marketing techniques. Some successful customer acquisition

strategies include customer referrals, customer loyalty programs, and the like. One way to

think about customer acquisition management is to consider it the link between advertising

and customer relationship management, as it is the critical connection that facilitates the

acquisition of targeted customers in an effective way.

According to Michael Keenan (June7,2022) customers are the lifeblood of any

business. That’s why you need a strategy to continually bring new customers. Micheal

Keenan also defined customer acquisition as the activities and actions a company takes to
gain new customers. A successful customer acquisition strategy helps you win new

business, retain loyal customers, and improve profits.

The Marketing Concept

According to AMA (2007) it is “the undertaking, set of organizations and processes

for conceiving, communication, consigning, and exchanging services that have worth for

customers, purchasers, partners, and society atlarge”(Best,2009).In yet another study, it is

defined as “managing profitable customer relationships” (Armstrong & Kotler, 2008). The

shift in this definition started in the 80s when relationship marketing arose purporting a

philosophy where customers’ needs and wants were understood to deliver value relatively

better than their competitors and capture value from the customers in return (Armstrong &

Kotler, 2008).

Customer-driven firms align all levels of the organization to the value concept.

Failing to do so is what Levitt (1960) called “marketing myopia” or the tendency of firms to

focus on the product that is offered rather than to the needs of the customer. Marketing

concept differs from the selling concept, focused on meeting sale budgets; or from the

production concept aimed at offering affordability regardless of value. It also overrides the

product concept where the interest in quality and continuous improvement ignores adding

value through effective pricing and promotion. If the marketing concept is linked to societal

marketing, firms will be able to satisfy both individual and society’s needs.

Social Influence As The New Marketing and Business

According to (Tian and Lin 2015, p779), Social influence is another important

situational factor influencing purchase behavior, it refers to interactive social influence of

other people on impulse buying. Nowadays, people consider online communities, such as
blogs, contents and reviews to have more of an influence on them compared to the

traditional reference groups with whom they share mutual interest (De Valck et al. 2009).

According to (Kirill Yakhvan, 2022) social influence mixing with marketing is the

newest forms of advertising. He also stated that, the term “social influence” is the one that

marked the birth of the social media era. Moreover, it has become one of the greatest

markers of the 21st century and consumer culture. The phenomenon of social influence in

marketing must be implemented and utilize in any business.

1.3 Conceptual Framework

The conceptual framework is a tool that helps facilitate the understanding of the

relationship between the various concepts or variables. It is used to illustrate the connections

among these concepts and their relevance to the research study. This conceptual framework

illustrates the format of the study and how its component parts work together to support the

findings.

Competitive Pricing

Company Culture
Client Acquisition in the Philippine
Hospitality Industry

Marketing Campaigns

Digital Marketing

This conceptual framework is the key structure of concepts relevant to the

selected research study. The study's conceptual framework has two components. The first
section contains independent variables, while the second section contains dependent

variables. The independent variables in the research study are the manipulable factors that

influence the dependent variable.

In this study, the independent variables are competitive pricing, company culture,

marketing campaigns, and digital marketing. These are the controllable factors, and once

promoted and presented appropriately, there is a great opportunity to acquire clients in the

Philippine hospitality industry. As the dependent variable, JAF Digital Marketing & IT

Services focuses on getting clients in the Philippine hospitality industry, such as hotels and

tourist attractions, who seek digital marketing. It is either possible for JAF Digital Marketing &

IT Services to successfully acquire the client, or it is possible that the company will not

acquire the client that they are targeting if the marketing strategy is competitive enough.
1.4 Statement of the Problem

This research will determine the most effective strategies to help JAF Digital Marketing

& IT Services in achieving their goal of acquiring more clients in the hospitality industry, as

these are the businesses that are currently in peak season and in constant demand.

Statement of the problem

Specifically, the study aims to provide answer to the following questions:

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

1.1 Age

1.2 Gender

1.3 Geographic location

1.4 Income

2.What are the winning methods and strategies of digital marketing companies for the

hospitality industry?

A. Hotel Marketing Campaigns

B. Local Online Marketing

c. Search Engine Optimization

D. Content Making

3. What are the effective tactics that JAF Digital Marketing & IT Services can use to get more

clients in the Philippine hospitality industry in terms of:

A. Competitive Pricing

B. Company Culture

C. Marketing Campaigns

D. Digital Marketing
1.5 Hyphothesis

Through viable marketing campaigns and competitive pricing, JAF Digital Marketing & IT

Services will acquire more clients from hospitality industry. And by employing a credible

marketing strategy, JAF Digital Marketing & IT Services is capable of successfully

acquire their target market.

1.6 Scope and Limitation

The pandemic crisis hardly affects the company's performance in all form of business

worldwide, even those who are in digital market business activity no matter how fully

equipped with the latest technology and with top of the line program they used. digital

marketing succeeds and profitable base on how it caters to the needs and taste of an

audience or recipient, but somehow it is also depending on how effective and efficient the

market strategy they used to fulfill to gain trust and satisfaction from customer they're with.

positive feedback gains a profitable impact on a business.

This study will be focusing on finding out the effective tactics that can help JAF Digital

Marketing & IT Services can use to get more clients in the Philippine hospitality industry. The

recent studies and researcher will be used as references in finding out what are the

Marketing opportunities and restrictions, market strategy development and implementation,

and marketing plan effectiveness assessment.

 This study will not cover any other problem of JAF Digital Marketing & IT Services that

can affects into acquire more clients from hospitality industry. But the study will help to

determine the Marketing plan effectiveness evaluation and the formulation and

implementation of JAF Digital Marketing & IT Services on acquiring more clients from

hospitality industry.

1.7Significance of the Study

The purpose of this show how effective to market the company services using the different

marketing strategies through social media platform.

Company - using a modern digital marketing aspect the. Business can acquire clients,

transact business contract through online and provide services according to their customers’

needs and wants in a most possible way with less time and effort.
Customer- lessen the time consumed in providing all the tools and manpower needed in a

business especially in introducing the business to market world, and promoting product and

services to be rendered.

Community - As the technology evolved in the area or community it symbolizes progress

and evolution of human standard of living in all aspects and what it has can be provided.

Researcher -  people must aware that the evolution of technology always followed by

evolution of human activity, decision, proposition and on how they applied for a possible

solution for a positive outcome.

Summary -  the evolution of technology the evolution of all especially in business world, the

more the high technology applied the more the business become productive, the more the

employees use the technology the more they become skillful.

1.8 Definition of Terms

Acquisitions- Aims to expand the purchasing company's consumer base and market reach,

which may also result in an increase in revenue. An acquisition could be necessary to

oversee an expansion in your company and encourage sales growth. In short the act of

obtaining or beginning to have something, or something obtained.

Marketing- the activity or business of promoting and selling products or services, including

market research and advertising.

Strategies- is a general plan or set of plans intended to achieve something, especially over a

long period.

Business- are all about producing items or services to sell, meeting a particular need for

society, and are mainly concerned with profit. Though their main focus is being profitable,

businesses also focus on meeting societal needs and reaching common goals.

Customer- is someone who buys products or services from a company, while a client refers

to a certain type of customer who purchases professional services from a business.

Generally speaking, customers buy products while clients buy advice and solutions.

Effectiveness- refers to the quality of the results you see from resource investments into

functional departments. It isn't enough to do more with less; that less also has to generate

more revenue through improved output.