You are on page 1of 21

The Land of Learning: Muntinlupa School for Child Development

Unabia, Lance Andre D. Vivar, Gershy A. Rongavilla, John Iban M. Paras, Tammy P.
Market Research
4MM3

Abstract

The promotional mix is an important ingredient in a business, it includes

promotional activities such as advertising, promotions, and public relations. The use of

the IMC strategy is the perfect way to promote a business to the public. These are the

key tools that may help an establishment increase their brand awareness. In the case of

Muntinlupa School for Child Development, they have poor promotional strategies which

they need to improve on in order to be known in the industry and compete with other

schools. While doing so, the researchers’ goal is to answer what effective promotional

strategies will be used for the success of the educational institution.

The researchers conducted a survey to gather information in Bayanan, Muntinlupa

City nearby the location of the school to know the brand awareness of the market.

Keywords: promotional mix, brand awareness, promotional strategies

I. Introduction

1
Educational institutions in Muntinlupa are many in number. Although some are

offering limited programs for specific levels, but there are some famously known with their

academic achievement. Schools like Muntinlupa Science High School, De La Salle

Santiago Zobel, Muntinlupa National High School, to name a few. These are the big

names that are well noticed by parents and students in Muntinlupa. But of course there

are other schools which offers the same but not as popular as the ones mentioned. A

school established in the year 1994 and still not as popular like the big brands. This school

is Muntinlupa School for Child Development, its mission is to provide a godly and positive

environment to students , parents and teachers to help them gain life and values based

on the Word of God. It is a Christian school that offers Preschool and Grades 1-10. The

reason we wanted to research the school is to identify marketing strategies that would

help them promote their brand, which can lead to brand awareness to the public. In order

to so, our objectives is to establish brand awareness, to identify possible ways to create

brand awareness, to come up with marketing strategies that we can recommend to the

school, to guide them to be a well known and competitive school here in Muntinlupa, and

to encourage them the importance of connecting with other schools. The target market of

course will be the parents and the students. The research will be conducted in the

Muntinlupa School for Child Development.

II. Problem Statement

2
The Muntinlupa School for Child Development has been around for 24 years in the

industry, yet people living in Muntinlupa is unaware of this school. The school provides

quality education for not only regular students but also those students with special needs.

The school lacks promotional strategies that may help them increase the number of

students. The school doesn’t focus on social media that may be used as a tool to interact

with the public, and also they don’t have a website for the parents to see and verify if the

school offers quality education. They may able to solve such problems through

extracurricular events involving other schools, where the students of Muntinlupa School

for Child Development may participate. Muntinlupa School for Child Development is one

of the old schools in Muntinlupa but the said school are not known in the city compared

to other schools. Some of the people think that the said school offers only Special

Education Program without knowing that they also have programs for elementary and

high school for General Education. The researcher agrees and believes that the main

problem of the said school is the brand awareness of the customer regarding their school.

The said school doesn’t have the latest marketing strategy that will allow them to be

known in the Muntinlupa. The study aims to answer the following questions concerning

the demographic profile of the respondents in terms of age and sex, also the awareness

of the market regarding on the promotional strategies of the school in terms of promotion,

advertising and public relation.

SIGNIFICANCE OF THE STUDY

3
The results will provide the students with some knowledge on options in

school selection. It will give the students’ a choice and opportunities in choosing school

that can lead them in their academic path. The given data would guide the teachers and

give them opportunities in applying. It will also give them knowledge about the school in

case of job opportunities. Like the students, the parents will also gain knowledge and

options on selecting schools that will guide them in their academic pathway. The research

can also be a source of data about marketing strategies that can help the school in

developing their institution. The ideas presented may be used by future researchers as

a reference data in conducting researches and in the validity of other related findings.

SYNTHESIS OF RELATED LITERATURE

Schools are designed to provide learning spaces and positive environment for the

teaching of the students while building their confidence and personality under the

direction of the teachers. Nonetheless, educational institutions should have a strong

impression in terms of promotional strategies since these organizations should have a

big impact in the minds of their customers. Yet some organizations don’t focus on

marketing communications, as it is said by Quaetapo in 2014 that many educators have

regarded marketing with a degree of negativity of scepticism, accepting marketing as an

essential management function has seen a shift in the minds of these educators, with the

positive results speaking for themselves. Quaetapo added that enrolling students is

critical to your school’s existence. Without students your school simply could not function

and greater number of students the greater the chance your school has for making an

4
impact in your community. Right across the country it’s evident that schools that are

managing their school’s image and have embraced marketing and public relations

devices such as websites and social media, professional prospectuses, advertisements,

direct mail and billboards have increased enrolments and improved community

engagement. Image may not be everything but it’s certainly worth getting right. Coming

from school marketers, School Webmasters added that 68% of the adults own

smartphones. Hence, more and more parents are using phones and mobile devices to

access the school’s website. By not offering responsive, mobile friendly access and

helping parents get to the information they need quickly and conveniently you cause

frustration and create some bad branding for your school. Lastly, as school choice

becomes the new norm, and that looks to be the way things are moving with the change

in administration, it means the school must embrace marketing as an essential aspect of

communication efforts. This applies to your external audiences (parents, community

members, taxpayers and your internal audiences (staff, prospective staff, students,

volunteers). If you don’t make the effort, serious efforts, to highlight your strengths, tell

your stories, and provide easy access to information, you are failing to market your school.

If you fail to market, you fail to grow and to create a strong and respected brand. Whether

you are a small or rural school, a private or public school, a large unified district or a

prestigious prep school, marketing efforts are a requirement. You can start small, and

with consistent, strategic steps, you’ll soon see impressive results.

5
RESEARCH FRAMEWORK

Advertising

Public
Promotion
Relations

Promotional
Mix

Figure 1 Research Framework (IV/DV System)

The research framework of the study shows the relationship of promotional mix

between promotion, advertising and public relations. The promotional mix is dependent

on promotion, advertising and public relations which will be used to increase brand

awareness. In our theory Integrated Marketing Communication stated that it is an

approach used by organizations to brand and coordinate their communication efforts. It

is a comprehensive plan that evaluates the strategic roles of a variety of communication

disciplines and combines these disciplines to provide clarity, consistency and maximum

communication impact. In order for MSCD (Muntinlupa School for Child Development) to

increase its brand awareness in accordance to the public, they need to focus on the

6
utilization and optimization of the IMC so there is a consistent and effective interaction

with the public. It is also said that the brand’s core image and messaging are reinforced

as each marketing communication channel works together as parts of a unified whole

rather than in isolation. IMC coordinates all from websites, direct mailing, to school visit

experiences, to phone calls and family interviews. Therefore, the school needs a deeper

understanding and to consider the importance of the IMC in communicating with the

public.

METHODOLOGY

The study is a quantitative form of research that uses the help of simple

statistical methods of measurements such as mean and relative frequency.

With a sample of 100 respondents delimited in the area of Bayanan, Muntinlupa

City, the researchers have used a simple random sampling technique in order to achieve

the 100 sample respondents of the study.

The research was conducted in Muntinlupa School for Child Development at

Bayanan, Muntinlupa City and the neighbouring areas around it.

The researchers gathered information through interview with the students enrolled

and parents affiliated with the school, and with the School Admin provided along with a

questionnaire. A likert scale type of survey questionnaire has been constructed for the

respondents of the study.

7
RESULTS AND DISCUSSION

This section of the research will show the results of the survey conducted by the

researchers.

Age Frequency Relative Frequency Percentage

26-30 23 23%
31 and above 77 77%
TOTAL: 100 100%

Table 1 shows the age profile of the respondents which indicates that over 100

respondents there are 23 counts of having the age of 26-30 and has a percentage of

23%. While there are 77 counts of the age of 31 and above and has a 77% of the relative

frequency.

SEX Frequency Relative Frequency Percentage

MALE 27 27%
FEMALE 73 73%
TOTAL: 100 100%

Table 2 shows the sex profile of the respondents which indicates that over 100

respondents there is 27 counts of male participants and has percentage of 27%. While

73 female respondents participated in the research and that is 73% of the relative

frequency.

8
CONCLUSION AND RECOMMENDATION

The researchers have seen that the numbers of respondents are almost unaware

of the promotional activities of Muntinlupa School for Child Development. Therefore, the

researchers conclude that the school must focus on using the promotional mix to have a

big impact in terms of branding.

MARKETING PLAN

I. Executive Summary

MSCD (Muntinlupa School for Child Development) has been in the industry for 24

years and still haven’t reached its full potential. MSCD (Muntinlupa School for Child

Development) offers so much for its current and potential market, the school uses a

God-centered education and a developmental approach to child learning ,which is a

traditional method of teaching that gives more value to experience than formal learning

and concentrates on the development on the child’s talent, and adapts the XSEED

curriculum. It is a research-based program for schools, and it promotes higher order

thinking skills in the child which helps boost his positive self-esteem. However, the

school has been inconsistent from year to year having an up and down average of

number of students, due to lack of proper usage and enhancement of the promotional

mix of the school. The school needs to consider having a strong brand awareness so

that customers are able to identify their services apart from other school through the

utilization of the IMC strategy, it will not only help the brand recognition but also it will

improve its relationship with its customers. The identification of the environmental

analysis and SWOT analysis are the basis of producing an effective marketing plan.

9
The objective is to create an improved set of promotional strategies and effectively

use the IMC strategy and the promotional mix.

II. Environmental Analysis

MSCD (Muntinlupa School for Child Development) is an educational institution

which offers a quality service in terms of education system. It started a pre-school and

later on developed as a high school establishment to cater the needs of the parents

for their children’s academic path.

A. The Marketing Environment

1. Competitive forces. Since Muntinlupa is still on the stage of improve the


quality of its education there are small schools that are still competing with

other institutions. However, there are also numbers of school in Muntinlupa

that are known for its greatness and brand image, which may be a threat

for substitute.

2. Economic forces. The cost of different resources is increasing like books,


papers, technology, and staffs. The underfunding of education system

which may affect the financial motivation of the teachers. Also, the high

demand and shortage of licensed professional teachers.

3. Political forces. Since MSCD (Muntinlupa School for Child Development) is


an educational institution, government agencies like DepEd which is the one

who assesses and evaluates the performance of the teachers, environment

of the facilities and the school, who also gives orders, memoranda and

10
advisories, and changes the curriculum in aligned with the education

needed for the students. PRC is also involved for the verification of the

licensure of professional teachers.

4. Technological forces. The use of social media platforms to advertise and


promote the school, but doesn’t focus on improving the use of these

communication tools. Since the school needs or is required equipments,

computer hardwares and softwares must be updated for the learning of the

children and must have programs that can protect it from viruses.

5. Sociocultural forces. MSCD (Muntinlupa School for Child Development) is


known as a Christian school which also offer a God-centered education

which may be an advantage and a disadvantage at the same time because

of different cultures and beliefs in the Philippines, and since there are

demographic factors like students with disabilities and mental disorders

which the school is specialized at. Additionally, the school has high tuition

fee that only social classes A, B, and C can financially meet. The school

may also use reference groups and opinion leaders may be used to improve

brand awareness.

B. Current Target Market(s)

11
MSCD’s (Muntinlupa School for Child Development) market are individuals who

want to achieve academic excellence through a progressive approach in a healthy

environment and a God-centered education. Regardless of the religion, the school still

accepts anyone who wants to be a part of the school. The school admin and teacehrs is

skillful in creating relationships which is why they targeted the parents of the students,

since they are the decision makers.

C. Current marketing objectives and performance

As of now, MSCD (Muntinlupa School for Child Development) objective is all about

the concern of the parent, and the teacher. The school’s objective is to focus on the

experience of the student by facilitating the learning process, helping the child to discover

himself and boost his self-esteem, building his character and develop nationalism, and

become a channel for training parents and teachers to perform their roles.

However, the school is consistent in terms of the number of students enrolled per year.

They are providing excellent service, but they lack on promoting their brand to the public.

They need to focus on using the promotional mix to be known in the industry and to

optimize of the IMC strategy.

III. SWOT Analysis

A. Strength

12
1. MSCD (Muntinlupa School for Child Development) offers progressive

teaching that boosts self-esteem and provides a God-centered education

that adopts the XSEED curriculum.

2. MSCD (Muntinlupa School for Child Development) provides a good and

healthy environment for the students along with neat facilities and friendly

staffs.

3. MSCD (Muntinlupa School for Child Development) has highly skilled

professional teachers with good teaching and relationships skills.

4. MSCD (Muntinlupa School for Child Development) offers

discounts/scholarships for academic achievers and others.

5. MSCD (Muntinlupa School for Child Development) is recognized as one of

the top 5 in best elementary schools in Muntinlupa, Metro Manila in yelp

reviews.

B. Weaknesses

1. MSCD (Muntinlupa School for Child Development) has low brand

awareness and lacks the focus of using the promotional mix such as

advertisements, promotions and public relations.

2. MSCD (Muntinlupa School for Child Development) has a high tuition fee

that potential market cannot afford.

3. MSCD (Muntinlupa School for Child Development) has very low

participation in extracurricular activities outside the school.

C. Opportunities

13
1. MSCD (Muntinlupa School for Child Development) could partner up with

famous universities with the same field of expertise to increase brand

awareness.

2. MSCD (Muntinlupa School for Child Development) could offer more

payment processes and bigger discounts/scholarships to students.

3. MSCD (Muntinlupa School for Child Development) could expand their

education system into K-12 so that they can cater more students.

D. Threats

1. MSCD (Muntinlupa School for Child Development) has a fierce competition,

not to mention the famous schools in Alabang and Katarungan.

2. MSCD’s (Muntinlupa School for Child Development) geographical location

is not that accessible.

E. Matching strengths to opportunities/converting

weaknesses to threats

14
1. MSCD (Muntinlupa School for Child Development) should consider

focusing the utilization of the promotional mix and the optimization of IMC

strategy to increase brand awareness.

2. Refining the secondary level’s education system/curriculum in order to

compete with other famous educational institutions.

3. MSCD (Muntinlupa School for Child Development) should put social media

platforms into good use as well as creating a website for accessible

information.

4. MSCD (Muntinlupa School for Child Development) could encourage

academic achievers enrolled in competing extracurricular activities outside

the school.

IV. Marketing Objectives

Muntinlupa School for Child Development has been in the industry for a long time, yet

still it is still unnoticed by the public. Nonetheless, the school hasn’t failed to deliver what

the customers expect it to provide. For many years, it still an underdog not yet in its full

potential, still overshadowed by the greatness of other well-known educational

institutions. In using the IMC tools, the school may able to increase their brand awareness

by updating their facebook page, creating their own website for accessible information,

media advertising, sales promotion and etc. Considering the importance of branding could

also make them a well-known educational institution.

V. Marketing Strategies

A. Target Market(s)

15
The target market of the school is still the adults/parents of the students, since

family is a huge factor that can influence and affect the behaviour of the student, and they

are the also the ones who make the decisions for their children. The researchers have

also suggested to the school to keep on penetrating the market nearby the location of the

school because they can easily access the school and see the facilities and the

environment, unlike others who are far from the location of the school. Little by little they

could develop their market into different geographic segments, they could start first by

penetrating the market in Bayanan, Muntinlupa City. The researchers also suggested in

segmenting their market according to sociocultural factors, like individuals with the same

religion as the school education is offering and children with disabilities and mental

disorders which is also the specialization of the establishment.

Marketing Mix

The services that MSCD (Muntinlupa School for Child Development) offers has

been the means of its survivability, it has an up and down number of student per year yet

the school is still up and running in the industry, this is because of the education that they

provide to their loyal customers. They have a progressive approach of teaching which

develops the student’s self-esteem and boost their confidence, while also focusing on the

talent of the student. They also have a God-centered education which will be the basis of

the education system and adapts the XSEED curriculum that ensures children to learn,

builds thinking skills & problem solving confidence in children that is thought by qualified,

experienced, trained, innovative, caring and patient teachers. The school has a canteen

where delicious and nutritious meals are served by the students for a price. They also

have educational toys for kinder to prep students so that they can play during their break

16
time. The school also has counselling for parents on child related topics like child

psychology and child parent relationship. Their price is aligned with what the students

and parents want which is admission fees, high-maintenance facilities, educational books,

school supplies, healthy environment, school computers/equipments and highly skilled

professional teachers for the success of the students’ academic path and for the

extracurricular activities and events for the whole SY. However the place strategy of the

school is not that accessible but it has a very beautiful setting, it has a good environment

surrounded by plants and trees, and it even has an own garden for the children to learn

with, and it has a nearby covered court for P.E activities. The promotion is what the school

is lacking, they have a traditional way of promoting the school which is through direct

selling and through word-of-mouth which they need to improve on, by using the IMC tools

or promotional mix the school may increase their brand awareness.

VI. Marketing Implementation

A. Marketing organization

17
Muntinlupa School for Child Development first task is to evaluate the performance

of the teachers and replace staffs with better one if needed so that they can compete with

other educational institutions in terms of service quality in the secondary level.

Since the school is not known very well by the public, they need to improve their

promotional mix so that there is effective and efficient communication between the public

and the school. Through the help of the mass media, the school can increase their brand

awareness and be a competitive establishment.

By updating their social media pages and creating a website for the parents to see

and access information about the school, since adults nowadays are investing their time

in their smartphones. They can also use their alumnus for testimonial videos so that

parents can see what the school can do for the students. Lastly, they can use Michael

Christian Martinez for promoting the school since he is a product of the school.

a. Activities, Responsibilities and Time tables of

completion

18
The implementation and execution of the activities for MSCD (Muntinlupa School

for Child Development) is set to start next year in the month of February 1. Since the

proposed plan for the school requires a lot of time and effort for a greater purpose.

On February 1, there should be an evaluation of performances and efficiency of all

the teachers in both primary and secondary level for the rebuilding of the establishment

and refining of service quality.

On February 15, after the evaluation of the performances of the teachers has been

assessed, replace those with poor and ineffective performances with a better highly

skilled professional teacher with a good attitude and has values.

On February 30, look for a marketing team for the execution of the IMC strategy,

that includes the advertising, promotion, and public relations. The marketing team should

comply with day-to-day reports about the proposal.

On March 1, the marketing team consists of a writer, seo specialist, a website

master, marketing operations & analyst and a leader to administer the team. Altogether

they create a plan for the execution of the IMC strategy.

On March 5, marketing team executes the plan for the improvement of the brand

awareness of Muntinlupa School for Child Development and reports day-to-day

performances

On May 30, the marketing team reports their assessment of the proposal.

VII. Evaluation and Control

A. Performance standards and financial controls

19
The following are the performance standards and financial controls:
1. The performance of the teachers will be evaluated by the principal for

the rebuilding of the establishment.

2. The teachers will have a meeting day-to-day for motivational speeches

to be reminded of the refining of quality service.

3. The teachers will also report the output of the students to the principal

and parents.

4. The marketing team will report about the progress of the proposal.

5. All expenditures for the resources needed in the school will need a

financial statement for transparency.

6. 20% of the budget will be put for the improvement of school equipment,

technology and the maintenance of the facilities.

B. Monitoring procedures

The activities, responsibilities and timetables are monitored carefully until it

executed properly. The following procedure will be used to monitor the activities.

1. All the activities by the teachers should be monitored by the school principal.

2. The marketing operations will analyze and evaluate the progress of the proposal.

3. After the execution of the final activity, it should be reported immediately to the
school admin along with the principal.

References:

Links

20
https://www.msp.com.au/news/why-you-should-promote-your-school

https://www.schoolwebmasters.com/Blog_Articles?entityid=252785

https://xseededucation.com/

https://en.yelp.com.ph/search?cflt=elementaryschools&find_loc=Muntinlupa

%2C+Metro+Manila

https://www.slideshare.net/VishnuSharma7/imc-promotion-mix

https://www.slideshare.net/kalleshbhajantri/7-ps-of-marketing-mix

http://multimediamarketing.com/mkc/marketingcommunications/

21

You might also like