Professional Documents
Culture Documents
Unabia, Lance Andre D. Vivar, Gershy A. Rongavilla, John Iban M. Paras, Tammy P.
Market Research
4MM3
Abstract
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
City nearby the location of the school to know the brand awareness of the market.
I. Introduction
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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
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
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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,
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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.
Schools are designed to provide learning spaces and positive environment for the
teaching of the students while building their confidence and personality under the
big impact in the minds of their customers. Yet some organizations don’t focus on
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
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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
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
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
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RESEARCH FRAMEWORK
Advertising
Public
Promotion
Relations
Promotional
Mix
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
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
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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
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
City, the researchers have used a simple random sampling technique in order to achieve
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
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RESULTS AND DISCUSSION
This section of the research will show the results of the survey conducted by the
researchers.
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.
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.
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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
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
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
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.
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The objective is to create an improved set of promotional strategies and effectively
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
that are known for its greatness and brand image, which may be a threat
for substitute.
which may affect the financial motivation of the teachers. Also, the high
of the facilities and the school, who also gives orders, memoranda and
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advisories, and changes the curriculum in aligned with the education
needed for the students. PRC is also involved for the verification of the
computer hardwares and softwares must be updated for the learning of the
children and must have programs that can protect it from viruses.
of different cultures and beliefs in the Philippines, and since there are
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.
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MSCD’s (Muntinlupa School for Child Development) market are individuals who
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,
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
A. Strength
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1. MSCD (Muntinlupa School for Child Development) offers progressive
healthy environment for the students along with neat facilities and friendly
staffs.
reviews.
B. Weaknesses
awareness and lacks the focus of using the promotional mix such as
2. MSCD (Muntinlupa School for Child Development) has a high tuition fee
C. Opportunities
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1. MSCD (Muntinlupa School for Child Development) could partner up with
awareness.
education system into K-12 so that they can cater more students.
D. Threats
weaknesses to threats
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1. MSCD (Muntinlupa School for Child Development) should consider
focusing the utilization of the promotional mix and the optimization of IMC
3. MSCD (Muntinlupa School for Child Development) should put social media
information.
the school.
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
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
V. Marketing Strategies
A. Target Market(s)
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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
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
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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,
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
A. Marketing organization
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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
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
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.
completion
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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.
the teachers in both primary and secondary level for the rebuilding of the establishment
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
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
master, marketing operations & analyst and a leader to administer the team. Altogether
On March 5, marketing team executes the plan for the improvement of the brand
performances
On May 30, the marketing team reports their assessment of the proposal.
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The following are the performance standards and financial controls:
1. The performance of the teachers will be evaluated by the principal for
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
6. 20% of the budget will be put for the improvement of school equipment,
B. Monitoring procedures
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
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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/
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