RATIONALE Philippines is known asthe country that has it all, wherein rich in resources and blessed withcreative individuals who genuinely produce a wide variety of products that areas good as or even better than imported ones. Mariculture is the primary andoften source of income in Balingasag, Misamis Oriental, most depend on fishingfor their livelihoods. Mariculture in the Philippinesrefers to the culture of fishes, shellfish, seaweeds and other commodities incages, pens, stakes and rafts in marine environment. Ten years afterlaunching the first mariculture park organized and managed by the country’sgovernment fishery agency, and the nationwide promotion of this program, only273 ha or 0.54% of the 50,150 ha total area planned for developmenthas been established. Mariculture hasnot met its expected results due to a number of problems (Marine Policy:Salayo, Perez, Garces, Pido, 2012).
The name Balingasag was derived fromthe words “baling” which means fishing net and “kasag” means crab. The townpopularized the beauty of mariculture and its abundant of marine resources. Oneof their well-known resources is milkfish also known as “bangus” whereBalingasag proudly offers the most fresh and healthy milkfish in the continent.
They produced variety of products with the main component of bangus such as rawmilkfish, boneless milkfish, and bottled milkfish in corn oil. On the other hand, the BalingasagMunicipality established the Women’s Association of Balingasag since 2012 togive empowerment and provide sustainable livelihood to all the women inBalingasag, Misamis Oriental. The program was run by 70 women registered memberof the association under the supervision of the Women’s Association Board. TheWomen’s Association of Balingasag mainly produces the Balingasag finestproducts with the main component of milkfish. The Balingasag Municipality –Department of Agriculture together with the Balingasag – Local Government Unitestablished the first Balingasag Fish Processing Plant in order to givelivelihood to the people of Balingasag. The Women’s Association run theprocessing plant to produced products, one of their product is the homemadeBottled Bangus in Corn Oil. The product is a new entrant in themarket industry, and it needs to have a strong and consistent promotion inorder to establish a name that is known to the majority and to gain momentum toits potential collaborators, networks, and especially in the eyes of theconsumers. CONCEPTUAL / THEORETICAL FRAMEWORK © Entrepreneurial Insights This paper examines the Marketing Mix ofthe Organization.
It aims to have a comprehensive assessment of the 4 aspects namelythe Place, the Product, the Promotion, and the Price. Place Balingasag is well- known of its capacityto produce milkfish as it has an ecosystem that is suitable for raising aquaticculture. The Balingasag Women have an easy access to the unprocessed milkfish;Production site is in close proximity from the Balingasag Mariculture park (sourceof fresh milkfish). Product The product is home- made by womenvolunteers in the organization who are trained under the program of the Bureau of Fisheries and Aquatic Resources(BFAR) in producing bottled milkfish product. The organization producesother milkfish products such as Boneless Milkfish, Bottled Milkfish in Corn oiland the new introduced product, Bottled Alamang.
The Bottled bangus in corn oilhas a shelf life of one year.Price The price does not vary even if thereis a high or less supply of raw milkfish. You can buy the product for a priceof Php 95 pesos per bottle. The bottle and sealed packaging are imported fromCagayan de Oro City. It garners a gross profit of Php 7 / bottle.
Promotion The Organization is tied under the LocalGovernment of Balingasag, all of their product promotion passes through the boardof the organization and the Local Government Unit. They heavily rely in the LGUfor promotion under the Department of tourism, DTi- Negosyo Centers and theDepartment of Agriculture. This research paper intensivelygathers information on the promotion area of their bottled Milkfish product; itwould examine the effectivity of the Marketing Strategy used in promoting thebottled milkfish. The effectiveness is measured through the Sales Promotioncapacity in converting it into sales while in consideration with the otheraspects of the Marketing Mix. STATEMENTOF THE PROBLEM I. Bottled milk fish of the women’sassociation of Balingasag has developed a new and unique product that theycould sell in their town or even to other cities. As they continue to operatein their business, the group has observed that there is something wrong interms of their information dissemination when it comes to promoting theirlocally made products to other places or even in their own hometown despitetheir 3-4 year stint in selling the bottled milkfish which has a great effectin their sales.
II. SpecificProblem Objective1: The Problems Encountered by theAssociation 1.1 Internal (Association’s Premises) 1.2 External(Resources) 1.
3 Customer satisfaction (in terms ofproduct) Objective2: Location / Demographic 1.1 Production Area 1.2 Distribution 1.
3 Product Placement Objective3: The Association’s Current Status inProduct Promotion 1.1 Strategies of Product Promotion 1.2 SWOT Analysis of the Bottled MilkfishProduct 1.3 E-commerce SIGINIFICANCE OF THE STUDY STUDENTS.
The findings will give information to students on how they can improvethe effectiveness on sales promotion most especially on local products. It willgive the student’s realization on proper implementation of strategies tofurther the flow of sales promotion. At the end of this study, students wouldfinally know that sales will never arise if there is a major trouble on themanagement itself or the strategy being planned and implemented. TEACHERS. The data given would guide theteachers, most especially business teachers on how they would further assesstheir students on sales, not just how to increase sales but also how toincrease it on a long term plan. The best starting point of educating people onbusiness is on business students and passing it through time and a lot ofpeople. SOCIETY. This study actually opens up moreaccess to the mass.
Since local products are mostly unknown, a lot of peoplewill tend to know and appreciate more homemade and local products in theregion. This will also help the community on finding affordable and worth itproducts along the neighborhood. FUTURE RESEARCHERS. The study will benefit and helpfuture researchers as their guide. The study can also open in development ofthis study. Chapter II REVIEW OF RELATED LITERATURE This section reviews the related written works andstudies of how effective the sales promotion of the Bottled milkfish ofBalingasag Women Asso. This holds a number researches both in local and foreignsetting to provide more information and knowledge to the study with right andauthentic background, insights, and investigation.
1. Milkfish in the PhilippinesInthe section of ” Milkfish marketingin the Philippines.”, (2010) Nerissa D. Salayo statedthat milkfish marketing literature showed that meeting the milkfish demand-supply gaps, ingeographic and temporal sense, is an immediatemarket objective for the Philippines: Milkfish produced fromaquaculture is one of the most traded fish in local markets and it alsoprovides export earnings for the Philippines. Annual per capita consumption ofmilkfish among Filipinos is 4 kg which comprise the major portion of the 25 kgannual intake of all types of fresh fish.
Increasing milkfish production fromaquaculture constitutes the strategies for securing fish food supply,especially for the growing middle- and low-income households.There is enormouschallenge for the industry in view of the declining productivity of capturefisheries, the emerging preference for organic food and value-added formsarising from socio-cultural transformationsand lifestyle changes among consumers. (Salayo.
N.(2010) Milkfishmarketing in the Philippines) Thereis money in milkfish production in the Philippines. One real constraint to expandingproduction from aquaculture is the lack of knowledge or information on theeconomic relationships between inputs andoutput, in other words between what goes into a pond and what comes out. In the case of Philippine milk-fishfarming, the inputs include everythingfrom seed (fry or fingerlings) to farm labor, feed, fertilizers, pond maintenance and repairs, rental andpesticides. Some other variables that canaffect production relate to the experience of the farmer and the size, age and tenure of his ponds, as well astheir geographic location.
The Philippine milkfish industry involves at least150,000 people servicing farms totaling close to 180,000 ha which produce some115,000 tons annually. Recognizing the importance of the contribution thatknowledge of these relationships can make to this industry, the FisheryIndustry Development Council (FIDC), the Bureau of Agricultural Economics (BAEcon)and the International Center for Living Aquatic Resources Management (ICLARM) jointly undertook in1979/80 a study of milkfish input-outputrelationships in a broad sample of 324 farms over the whole archipelago. (Chong, K.C. (1982) (https://www.worldfishcenter.org/content/there-money-milkfish-productionphilippines) Dissemination and Adoption of Milkfish Aquaculture Technology in the Philippines.Milkfish aquaculture in the Philippines dates back to the 14th century.
Today it accounts for 53% of nationalaquaculture production of fish andshellfish, with 99% of the harvest consumed domestically. Milkfish is a mainstay in the Philippine dietand traditionally considered the national fish.It is farmed under conditions ranging from freshwater ponds to marine pens, but mostly in brackish ponds.Milkfish production employs over 800,000people and contributes to the tax base at all levels of government. It is vital to Philippine nutritional security,providing 8% of all animal protein consumed. Unrealized potential exists forearning foreign exchange through exports and for alleviating rural povertythrough employment. Milkfish aquaculture is therefore a natural target forscience-based improvement andsustainable expansion.( http://pubs.
iclarm.net/resource_centre/WF_2028.pdf) Historical and current trends inmilkfish farming in the Philippines The Philippines ranks among the top 12 largestfish producers in the world and the milkfish, Chanos chanos, is the official national fish. The milkfishproduction in the Philippines has fluctuatedsharply, but on average, has relatively stagnated over the past decade, partly due to the shrimp boom and lowprice of milkfish. The milkfish industry has been responsible for thesignificant loss of valuable mangrove swamps and forests. The loss of mangrovemeans loss of habitats and biodiversity including nursery grounds for feedingand refuge of commercial fishes, shrimps,crabs and mollusks.
Milkfish ponds in the Philippinesare either privately owned or leased from the government. Brackish water fishponds are valuable real estate and good management adds to their value. Formilkfish farming, stocking rate should be based on the pond environment andcarrying capacity, and the fish size at stocking and the market size desired.(https://repository.
seafdec.org.ph/handle/10862/421?locale-attribute=en) 2. Marketing StrategiesCredit, whether provided by non-institutional sources of finance such asfish traders, wholesalers or moneylenders or by financial institutions, fulfils the principal function ofadvancing capital, either in cash or in kind. Credit is needed to take advantage of economic opportunities such asbuying, selling and processingfish or other aquatic organisms . According in a section of “Production, Accessibility, Marketing andConsumption Patterns of FreshwaterAquaculture Products in Asia: A Cross-Country Comparison”,(2001)Celestino Olalo enumerate the role of credit in marketing fish in the Philippines: Credit has been crucial in: >developing the fisheries sector, including aquaculture, >alleviating rural poverty, > improving employmentopportunities, > providing anutritional diet, > increasingexport earnings.
(http://www.fao.org/docrep/004/Y2876E/y2876e1a.htm) Inthe marketing strategies for the small enterprises, in the section of “13 BestMarketing Strategies for Small Businesses”, (2017) Mary Lister said that: The most basic type of local marketing is to use a business card.You can give these out as you meet new people or begin work projects. Thisenables the individual to refer to your business, website or phone number whenfuture contact is necessary.
You also need to design a specialized online local marketing strategy tocomplement your offline marketing strategy, we all know the majority of peoplesearch the internet to learn more about companies they are evaluating doingbusiness with. Althoughprice discounts are by far the most common form of sales promotions employed byfirms, the increasing use of premiums as a promotionalstrategy may imply that they are occupying a more important place in thepromotional strategy. Since price discounts are quite costly and can reduce consumers’ referenceprices, under-mine perception of quality,and hurt brand equity, it is crucial to know what type of promotion is the most preferred and valued by consumers.As the most recent works in the field have argued that the promotional benefitlevel is an important determinant of promotional effectiveness, this researchreports the results of twoexperimental studies that investigated the interaction effect between promotionalbenefit level and promotion type across three levels of benefit (low, moderate,high). The results obtained suggest that at high benefit lev-els pricediscounts are more effective than premiums, while the oppose-site occurs at lowlevels. However, a similar evaluation of promotional tools was found atmoderate benefit levels.
The findings offer guid-anceto managers who might benefit from knowing what is the best strategy to promotetheir products and services. Our work also extends prior related researchbecause, to this date, the effectiveness of price discounts and premiums across promotional benefit levels is an under-researched issue. © 2009 WileyPeriodicals, Inc.(http://onlinelibrary.wiley.com/doi/10.1002/mar.
20315/epdf?r3_referer=wol &tracking_action=preview_click&show_checkout=1&purchase_referrer=l. messenger.com&purchase_site_license=LICENSE_DENIED) 3. Condition of the milkfish in the PhilippinesThebulk of the milkfish produced in the Philippines is consumed fresh, although smallamounts of canned milkfish are now appearing on the market.
As they do for most fishery products, brokers play a keyrole in the disposition ofmilkfish. They provide the crucial link between producers and fish buyers, performing important facilitatingfunctions such as selling, pricing,and, often, supplying credit. About 60 per cent of milkfish farmers in the country use brokers.Nevertheless, the husbandry of milkfish calls f orthe producer to assume some marketing functions also, before the milkfish reachthe brokers.
For example, at the farm level, some sorting and grading takeplace, as many farmers believe these practices attract buyers and allowproducers to take advantage of price differentials by size and grade.Consequently, some value is being added to the product before it leaves the farm. ( http://archive.unu.edu/unupress/unupbooks/80346e/80346E0a.htm) Theviability of any agricultural endeavor is one of the main concerns of plannersand policy makers in the agricultural and fishery sector.
In support of this concern, goals andstrategies are geared towards increasingproductivity and profitability. Thus, there is a need for adequate and relevant marketing informationwhich would include marketing structure,cost and margins, prices and other marketing-related information. The Bureau ofAgricultural Statistics (BAS) recognizes the need for such marketinginformation and has incorporated the generation of such in its data system.
While data on prices has been regularly-generated, the other marketinginformation are collected periodically. These are limited to selected types of crop, livestock and fisherycommodities. (http://psa.gov.ph/psada/index.php/catalog/69) 4.Promotion of the local productsPromotionsto the consumer include coupons, rebates, in-store temporary price cuts,feature advertising, and in-store displays. In analyzing promotion effects, we distinguishbetween immediate effects (the impact in the week t the promotion isimplemented), medium-term effects (the weeks surrounding week t) and long-termeffects (that take place after the medium-termeffects).
Much of the work on sales promotion has focused on the sales promotion bump. The goal inmodeling this bump is to allocate theincrease in sales that occurs in period t to one or more of thesources listed in the secondcolumn of Table 2.1. The timing of the sources contributing the bump maybe in week t itself (immediate effect) or in the surrounding weeks(medium-term effect). We discuss the immediate and medium-term effects in Sects.
2.1–2.5. The effects ofsales promotions on consumerbehavior beyond the sales promotion bump are classified as long-term effects. These effects arelist in Table 2.
1 as well and discussed in more detail in Sect. 2.6.
(https://rd.springer.com/chapter/10.1007/978-3-319-56941-3_2 ) Promotions to theTradeManufacturersuse promotional discounts to the trade as an incentive for the trade to buy more of the brand, andto sell more to consumers by passingthrough at least part of the discount. The key two phenomena that determine the effectiveness of trade promotionsare forward buying (Sect.
2.8)and pass-through (Sect. 2.9).
In Sect. 2.11 we present decision models for manufacturers who want tooptimize their trade promotions, and inSect. 2.12 we discuss models for retailers who want to optimize pass-through and forward-buying (https://rd.springer.com/chapter/10.1007/978-3-319-56941-3_2 )