SELLING WRAPPED DESSERT: A MARKETING STRATEGIES OF SELECTED

GRADE 11 ABM STUDENTS OF ARELLANO UNIVERSITY – MALABON

S.Y. 2018 – 2019

A Special Research

Presented to the Senior High School Department

Arellano University - Malabon

A Partial Fulfillment of the

Requirements for the Senior High School Grade 11

Accountancy and Business Management

Bautista, Rica

Emperado, Marilyn

Jovero, Crisanne

Maugdang, Merry Joy

Quinosa, Trisha

Verba, Mica

Villanueva, Jhon Marvin

 2019

SELLING WRAPPED DESSERT: A MARKETING STRATEGIES OF SELECTED

GRADE 11 ABM STUDENTS OF ARELLANO UNIVERSITY – MALABON S.Y.
2018 – 2019

INTRODUCTION

BACKGROUND OF THE STUDY

Marketing strategy is a long-term and continuous planning that details

how company can achieve their specific goals. Essentially a formula for how a

business is going to compete, what its goals should be and what policies will be

needed to carry out these goals (Michael Porter, Competitive Strategy: Techniques

for Analyzing Industries and Competitors, NY, Free Press, 1980). The marketing

strategy lays out target markets and the value proposition that will be offered based

on an analysis of the best market opportunities (Philip Kotler & Kevin Keller,

Marketing Management, Pearson, 14th Edition).

Consumers are the ultimate source of revenue for companies and it its

vital to understand consumers in order to gain a competitive advantage in the

market. Researchers and practitioners have been delving into the study of consumer

behavior for a long time (Zhang & Zhang, 2007). Typically, customers purchase

product based on how it is marketed and brand reputation. Customer always

consider customer service, brand and price in selecting a product. However, many

people nowadays don’t actually look for a quality product but instead an affordable

one because of the social status in life.

 Wrapped dessert is a course consists of chocolates, cakes, pies and

brownies that will satisfy everyone with its mouthwatering taste and delectable

aroma. Many people will surely enjoy and love wrapped desserts but not with its

expensive price. It is costly so the probability of selling the product is low specially

with the students being the target customer of selling the wrapped desserts.

In Arellano University – Malabon, ABM students studies various

marketing strategy in promoting a specific product to make grades out of it. Many

Grade 11 ABM students are capable of persuading customer to choose their product

over the product of others.

Getting in touch to this situation, this research would like to give effective

marketing strategies in selling wrapped desserts.

SCOPE AND DELIMITATIONS

This study was conducted during the second semester of school year

2018-2019 to determine what is the most effective marketing strategies in selling

wrapped dessert for the target customers.

The respondents of this research are specifically Grade 11 ABM student

that studies marketing and promoting products in Arellano University – Malabon.

The purpose of this study is to seek only for the best and most effective

marketing strategy in selling wrapped dessert. The research does not include other

potential products.

The study is delimited to selected students enrolled in Grade 11 second

semester during the year of 2018 – 2019 in Arellano University - Malabon.

STATEMENT OF THE PROBLEM

This study is designed to figure out what marketing strategy will Grade 11

ABM students use in selling the wrapped dessert. The researches intended to

answer the following questions:

What are the profile of participants in terms of:

 Name (optional)

 Age

 Gender

 Section

What are the factors that needs to consider in order to create an effective

marketing strategy in terms of:

 Product

 Price

 Place

 Promotion

SIGNIFICANCE OF THE STUDY

 This study entitled “The Marketing Strategies in Selling Wrapped Desserts of

Selected Grade 11 ABM Student in Arellano University – Malabon S.Y. 2018-

2019” will be valuable and significant to the following:

 Future Entrepreneur Student - This study will provide

information on the effective marketing strategies in

promoting and selling the particular product in the future.

  Parents – This study will be able to give ideas about the

learning and knowledge of their children from chosen

strands and how they apply it in a given situation. This will

serve as a proof that their children have learned from the

specific strand that they are taking.

 Future Researchers – The study will also serve as basis in

the study of business related research of the students in

respective strands. It will give them ideas and overlook on

the effective marketing strategy in selling a particular

product that is essential in making a successful business.

METHODOLOGY

RESEARCH DESIGN

This study uses a descriptive qualitative design to identify, analyze and

describe the Effective Marketing Strategies in Selling Wrapped Dessert of Grade 11

ABM students. By the definition, qualitative descriptive study is a comprehensive

summarization, in everyday terms of specific events experienced by individuals or

groups of individuals (Pacific Rim Int J Nurs Res, 2012)

RESEARCH LOCALE

The data used in this study are from the selected Grade 11 ABM

students enrolled in Arellano University – Malabon, they are the primary sources of

our study. The secondary sources are from the published documents, articles,

newspaper, and textbooks we used.

RESEARCH INSTRUMENTATION
 The researcher used interview form of questionnaire to assess them

about the effective marketing strategy. There are total of 8 open-ended questions for

further information regarding the topic. The content of the questions is consisting of

random question that may help the researcher formulate accurate data.

The specified questions were constructed according to the needs of the

researcher, for example the section, age, track, etc. Although the researcher has the

question it must be accurate that’s what the researcher search for a teacher,

professionals to validate the questions.

RESEARCH ETHICS

In selecting the participants of our study, we didn’t force them in

engaging with our research but instead choose participants who fully understand our

study and volunteered to be part of it. The confidentiality of data will be maintained

all the time, and identification of participants will not be available during or after the

study.

RESEARCH QUESTIONS

1. Being the target customer, what characteristics will you look for in wrapped

dessert?

2. Will you buy the wrapped dessert not considering its price, but the quality

itself?

3. Where do you think is the best platform to market the wrapped dessert?

4. Do you consider free tasting in purchasing a product?

5. Do you think building relationship with customers is effective in selling

wrapped dessert?

6. Is “word of mouth” an effective marketing technique?

 7. What do you think is the best promotional activities in selling wrapped

dessert?

8. Is direct selling more effective than online selling?

DATA COLLECTION

Table 1. AGE OF RESPONDENTS

Based on the table, 34.00% of AGE NO. AVERAGE

18 2 13.00%
the respondent are in the age of
17 8 53.00%
16. 53.00% are 17 years old, 16 5 34.00%
and 13.00% are 18 years old. Total 15 100%

Age of Respondent
16 34.00%
17 53.00% Age of
18 13.00% Resp…

Table 2. GENDER OF RESPONDENTS

GENDER NO. AVERAGE

Based on the table 2 presented 27% of the
FEMALE 11 73%
respondents are male and 73% are female.
MALE 4 27%

Total: 15 100%

Table 3. SECTION OF THE RESPONDENTS

SECTION NO. AVERAGE

1P 10 67%
 2P 5 33%

As illustrated in the table 3 that 67% of the

Total: 30 100%
respondent in ABM1P participated in the
interview and in the ABM2P, they are 33% that answered the questions.

Table 4

Question 1 2 3 4 5 6 7 8

Participant Taste, No Mall Yes Yes Yes Commercial Yes

No.1 Price

Participant Price, No School Yes Yes Yes Commercial Yes

No.2 Presentation

Participant Taste, Yes Public Yes Yes Yes Distribution of Yes

No.3 Presentation Places fliers

Participant Price No School Yes Yes Yes Commercial Yes

No.4

Participant Taste Yes Mall Yes Yes Yes Free tasting Yes

No.5

Participant Taste Yes School Yes Yes Yes Distribution of Yes

No.6 fliers

Participant Taste Yes Mall Yes Yes Yes Sales Talk Yes

No.7

Participant Taste Yes Mall Yes Yes Yes Distribution of Yes

No.8 fliers
 Participant Taste Yes Mall Yes Yes Yes Distribution of Yes

No.9 fliers

Participant Taste, No Mall Yes Yes Yes Free Tasting Yes

No.10 price

Participant Presentation Yes Mall Yes Yes Yes Commercial Yes

No.11

Participant Taste Yes Mall Yes Yes Yes Distribution of Yes

No.12 fliers

Participant Presentation Yes School Yes Yes Yes Distribution of Yes

No.13 , fliers

Taste

Participant Taste, price No Mall Yes Yes Yes Free Tasting Yes

No.14

Participant Taste Yes Mall Yes Yes Yes Distribution of Yes

No.15 fliers

RESULTS

About 57% of the participants were between the ages of 18 and 16; 73% were

female. 67% were ABM 11 – 1P and 33% were 11 – 2P.

Analysis of the interview revealed that the customers consider the quality of

the product rather than the price of it. The study of analysis shows that the best

platform in selling the wrapped dessert is mall and the best promotional activities is

the distribution of fliers in order to attract customers. Almost 99.9% percent of the
participants suggest that building relationship with customers is the most effective

marketing strategies in selling the wrapped dessert.

DISCUSSION

Participants says that the quality and taste of wrapped dessert is still the basis of

purchasing the product, 2 participants say that they want an affordable price in

buying it. The data suggests that the best platform in selling the wrapped dessert is

malls because most of the people who goes there is in the middle class which

means that they can afford the price of wrapped dessert. In selling the product,

participants say that distribution of fliers is the best promotional activity to be done in

attracting the customers because it provides description and benefits that will help in

promoting the product.

The study shows that direct selling is more effective than online selling,

participants said that ‘sales talk’ and ‘word of mouth” is still the best way in building

relationship with consumers that is essential in selling the wrapped dessert. In that

way, they can provide more information and convince the consumer to buy their

product and recommend it to other people.

CONCLUSION

As the result, the effective marketing strategies in selling the wrapped dessert is

direct selling in the way that it will provide enough information and apply flowery

words in promoting the product which will be located in the malls where it fits in. The

best way in selling the product is building relationship with consumers that will

provide revenue to the business.

RECOMMENDATION

The researchers recommend that the first thing needs to be prioritized are the

target consumers because they will be the key to the succession of a business. The

marketing research must be highly prioritized because it will be the guide in creating

an effective marketing strategy.

Lastly, the researchers recommend that the product, price, and place needs to

be well coordinated and fitted to each other in order to create a successful business.