BIBIOGRAPHY
PAPCO-O, MAYBERLYN T. APRIL 2010. Marketing Peactices of Different
Bakeries in La Trinidad. Benguet State University. La Trinidad, Benguet.
Adviser: Clifton D. Llanes
ABSTRACT
The study was conducted to find out the marketing practices of bakeries in La
Trinidad. The study was conducted at the municipality of La Trinidad from December
2009 to March, 2010 wherein there were 26 respondents.
Among the 26 respondent bakeries in La Trinidad, 24 were sole proprietorship
and only 2 were partnership. Ten had start-up capital of 50,001 to 100,000 pesos, and six
bakeries started to operate with 10,000 to 20,000 pesos. Majority of the respondents
claim to earn a monthly income of less than 20,000 pesos. Most of respondent have been
in operation for less than 10 years. Only few have been in operation for 11 to 20 years,
and only 2 have been in operation for more than 20 years. The most commonly produced
products among the bakeries were loaf, Spanish bread and pandesal, cinnamon bread and
muffins. Majority of the bakery has no specific target market for their products. For the
most common bread among the bakeries, stability of demand was the reasons for
production for majority of the respondent.
The choice of packaging material by bakeries is primarily based on their concern
to protect the products more than anything indicating a low appreciation of the

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promotional contribution of packaging. Using various bases for product pricing, the
primary concern was to make products more affordable to the consumers.
There were also various promotional activities practiced by the bakeries but the
primary concern was more for informing the consumers than to influence their buying
decisions. Bakeries in La Trinidad hence tend to be consumer-friendly but most lack on
understanding of marketing to improve on their market share.
It is therefore recommended that assistance be provided to these bakeries in
fortifying their marketing strategies.

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TABLE OF CONTENTS


Page
Bibliography………………………………………………………………….
i
Abstact ……………………………………………………………………... 
i
Table of Contents …………………………………………………………….
iii
INTRODUCTION
Rationale …………………………………………………………..
1
Importance of the Study …………………………………………...
2
Statement of the Problem ………………………………………….
2
Objectives of the Study …………………………………................
3
Scope and Delimitation of the Study ………………………...........
3
REVIEW OF LITERATURE
Product …………………………………………………………….
4
Pricing ……………………………………………………………..
6
Promotion ………………………………………………………….
7
Place/Distribution …………………………………………............
8
Bread ………………………………………………………………
9
History of Bread-making ………………………………………….
9
  
Definition of Terms ……………………………………………….
12
METHODOLOGY
 
  
Locale and Time of the Study …………………………………….
13
  
Respondents of the Study …………………………………............
13
iii

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Research Instrument ………………………………………………
13
  
Data Analysis ……………………………………………………...
13
RESULTS AND DISCUSSIONS
 
  
General Information of the Business ……………………………...
16
  
Products Produced ………………………………………………...
17
  
Product Target Customers ………………………………………...
20
  
Reasons for Producing the Products ………………………............
22
  
Highest Sale Products ……………………………………………..
26
  
Basis of Brands ……………………………………………............
28
  
Reason in Choosing the Brand Name of the Products ……………
30
  
Packaging Materials ………………………………………………
32
  
Reasons in Choosing Packaging Materials ………………………..
33
  
Label Information …………………………………………………
37
  
Characteristics of New Product …………………………………...
38
  
Problems on New Products ……………………………………….
39
  
Price Method ……………………………………………………...
40
  
Objectives in Pricing ……………………………………………...
41
  
Promotional Measures …………………………………………….
42
  
Reasons in Choosing Promotional Measures ……………………..
43
  
Objectives in Promoting the Products …………………………….
46
  
Market Outlet ……………………………………………………...
46
  
Reasons in Choosing Market Outlet ………………………............
46
  
Maintaining Market Outlet ………………………………………..
49
iv

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Selling Product Directly to Consumers …………………………...
50
  
Reasons in Selling Product Directly to Consumers ……………….
51
  
Problems Encountered in Marketing The Products ……………….
52
SUMMARY, CONCLUSION AND RECOMMENDATION
 
  
Summary …………………………………………………………..
53
  
Conclusion ………………………………………………………...
54
  
Recommendation ………………………………………………….
55
LITERATURE CITED ………………………………………………............
56
APPENDICES
 
A. Letter to the Respondents ……………………………………...........
57
        B. Survey Questionnaire …………………………………..................... 
58

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1

INTRODUCTION


Rationale

Marketing is one of the areas of responsibility of a business. It consists of all
activities designed to generate and facilitate any exchange intended to satisfy human
needs or wants. Business activities to plan, price, promote and distribute want-satisfying
products and services to target markets in order to achieve organization objectives.

Marketing mix is the term that is used to describe the combination of the four
comprehensive and consistent inputs that constitute the core of an organization’s
marketing system. These four elements are the product offerings, the price structure, the
promotional activities and the distribution system.

A bakery is an establishment which produces and sells bread, pies, cakes, biscuits,
rolls and other baked goods prepared by bakers. It is a business that needs to design a
strategic marketing mix that is directed towards satisfying the wants of its target market
and to achieve its marketing goals.

La Trinidad is a 1st class municipality in the province of Benguet, Philippines. It is
the capital municipality of Benguet. According to the 2000 census, it has a population of
67,963 people in 13,658 households. It is located 3 km north of Baguio City and 256 km
north of Manila. Residents of La Trinidad are students, businessmen, farmers and other
busy people. Because of being busy, people are fond of buying breads without any long
time preparation. There are many bakeries competing in La Trinidad. As of 2008, there is
a total number of 5,120 businesses registered in La Trinidad. It is composed of 28
bakeries, 879 sari-sari stores, 709 real state lessors, 445 vegetable dealers, 477 liquor
Marketing Peactices of Different Bakeries in La Trin

idad / Mayberlyn T. Papco-o. 2010

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vendors, 252 cigarette vendors, 32 banking and lending services, 22 schools, and other
kind of businesses.

Importance of the Study

This study was conducted to find out the marketing practices of bakeries in La
Trinidad. Result of the study could be a guide in understanding of marketing practices to
those who are interested to engage in bakery business. It could help the La Trinidad
bakery managers themselves to improve their strategies to have a better sales in the
market. They will be able to formulate future effective marketing strategies. This study
could also be a reference for future related studies. As a consumer of bread, the
researcher wants to know the marketing practices of bakeries in La Trinidad. Through
this information, she wants to help the managers who engaged in bakery that need more
information in order to be successful.

Statement of the Problem

The research was conducted to find the answers for the questions:
1. What are the different products being produce by the different bakeries in
La Trinidad and why?

2. Who are the target customers for these products?
3. What are the packaging and labeling practices of products of different bakeries
in La Trinidad and why?
4. What is their pricing method?
5. What are their promotion activities and why?
6. What are their distribution channels and why?

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Objectives of the Study

This study aimed:
1. To determine the different products being produce by the different bakeries in
La Trinidad and their reasons.

2. To identify the target customers for these products.
3. To determine the packaging and labeling practices of products of different
bakeries in La Trinidad and their reasons.
4. To determine their pricing method.
5. To determine their promotion activities and their reasons.
6. To identify their distribution channels and their reasons.


Scope and Delimitation of the Study

This study was conducted in La Trinidad. The main concern is to determine the
marketing mix practices of the different bakeries.










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REVIEW OF LITERATURE


Marketing, the process by which a product or service originates and is then
priced, promoted, and distributed to consumers. In large corporations, the principal
marketing functions precede the manufacture or a product. They involve market research
and product development, design, and testing.
Marketing
includes
planning, organizing, directing, and controlling the decision-
making regarding product line, pricing, promotion and servicing. In most of these areas
marketing has overall authority in others, as in product-line development, its function is
primarily advisory. In addition, the marketing department of a business firm is
responsible for the physical distribution of the products, determining the channels of
distribution that will be used, and supervising the profitable flow of goods from the
factory or warehouse (Robbs, 2006).

The marketing mix is the set of controllable variables that must be manage to
satisfy the target market and achieved organizational objectives. These controllable
variables are usually classified according to four decision areas: product, price,
promotion, and place.

Product

Product strategy is a critical element of marketing and business strategy, since it is
through the sale of products and services that companies survive and grow.
In order to stand a long-term chance in the market, company must design its
products in such a way that they are in accordance with the prevailing market demand.
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The various elements of the product design such as quality, styling, form, color, and
packaging are to be harmonized with each other (WIWAG®, 2008).
A brand is name, term, design, symbol, or any other feature that identifies one
seller’s goods or services as distinct from those of other sellers. For some organizations,
the primary focus of strategy development is place on brand building, developing, and
nurturing activities. Many other companies use branding strategies in order to increase
the strength of the product image. The brand name is perhaps the single most important
element on the package serving as a unique identifier. A good brand name can evoke
feelings of trust, confidence, security, strength and many other desirable characteristics
(Peter and Donnelly, 2001).
Unique packaging is one method of differentiating a relatively homogeneous
product. Companies have begun utilizing packaging strategies to strengthen their brands
by updating the looks. Packaging changes can make products urgently salable to a
targeted segment. Marketing managers must consider both the consumers and cost and
making packaging decisions. The packaging must be capable of protecting the product
through the channel of distribution to the consumer. It is desirable for packages to have a
convenient size and be easy to open for the consumer. Package must also be attractive
and informative, capable of being used as a competitive weapon to project a product’s
image. The marketing manager must determine the optimal protection, convenience,
positioning, and promotional strengths of packages, subject to cost constraints.

Labeling is indispensable to consumers in the exercise of their right to
information and choice, and to businesses in enabling them to cater to their market’s
needs and to promote their products well. But labeling has a far more important function
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than merely contributing to sales; it is double-edged sword with the equal ability to
misinform as much as it provides the right information (Anonymous, 2006).

Pricing

One of the most important and complex decisions a firm has to make relates to
pricing its products or services. If consumers or organizational buyers perceive a price to
be too high, they may purchase competitive brands or substitute products, leading to a
loss of sales and profits for the firm. If the price is too low, sales might increase, but
profitability may suffer. Thus pricing decisions must be given carefully consideration
when a firm is introducing a new product or planning a short-or long-term price change
(Peter and Donnelly, 2001).

There are three basic pricing strategies: (1) “Cost-based” pricing strategy is
pricing a brand based on achieving a given margin over and above costs of
manufacturing, marketing and distribution. Often associated with sales- or production-led
organizations; tends to encourage a mechanistic approach to cost control and pricing, (2)
“Competition-based” is a pricing strategy based on the competitive strategy and on
“attack/defense moves” of competitors against a given brand. Often associated with
“competitive intelligence-led” organizations; characterized by an “against-someone”
positioning, and (3) “Value-based” is pricing based on value of a brand as perceived by
the consumer. Value perceived by consumer may have little to do with the cost of
manufacturing, marketing or distribution. Often associated with marketing-led
organizations, tends to focus organizations on maximizing the value creation process
(Nobilis, 2009).

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Promotion

According to Kotler (2000), there are five promotional tools. Each of these tools
has its own unique characteristics and costs. These tools are advertising, sales promotion,
public relations and publicity, personal selling and direct marketing.

Advertising can be used to build up a long-term image for a product or trigger
quick sales. It can efficiently reach geographically dispersed buyers. Certain forms of
advertising (TV advertising) can require a large budget, where as other forms (newspaper
advertising) can be done on a small budget. Advertising must have an effect on sales
simply through its presence. Consumers might believe that a heavily advertised brand
must offer “good value”.

Stanton and Futrell, (1987) stated that sales promotion is designed to supplement
and coordinate personal selling and advertising effort. Sales promotion include such
activities as setting up store displays, holding trade shows, and distributing samples,
premiums, of coupons. Although these tools are highly diverse, they offer three
distinctive benefits: first is communication, they gain attention and usually provide
information that may lead the consumer to the product. Second is incentive. They
incorporate some concession, inducement, or contribution that gives value to the
consumer. Lastly is invitation. They include a distinct invitation to engage in the
transaction now. Companies use sales promotion tools to draw a stronger and quicker
buyer response (Kotler, 2000).

Public relations is used to manage the image of an organization with its
stakeholders and to close the gap between a company’s desired image and the way in
which it is perceived by its various publics. Public relations has gained greater
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prominence in recent years as companies recognize the importance of managing
relationships with key stakeholder groups and the contribution that these relationship can
have on corporate image and reputation. In comparison to other communication tools,
public relations has a broader scope, although its use can make a business’ marketing
activities easier (Brennan et al., 2007).

Peter and Donnelly, (2001) defined personal selling as a two-way flow of
communication between a potential buyer and a salesperson that is designed to
accomplish at least three tasks: (1) identify the potential buyer’s needs; (2) match those
needs to one or more of the firm’s products or services; and (3) on the basis of this match,
convince the buyer to purchase the product. The personal selling element of the
promotion mix can encompass diverse forms of direct interaction between a salesperson
and potential buyer, including face-to-face, telephone, written, and computer
communication.
Direct marketing involves interaction between individual costumers and the
vendor organization, with costumer responses to communication from and transactions
with the vendor being recorded and the data used to guide the formulation, execution and
control of relationship management programmes with those customers (Brennan et al.,
2007).

Place/Distribution

Place includes the various activities the company undertakes to make the product
accessible and available to target customers. A manager must identify, recruit, and link
various marketing facilitators to supply its products and services efficiently to the target
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market. They must understand the various types of retailers, wholesalers and physical
distribution firms and how they make their decisions (Kotler, 2000).

Channel or distribution decisions involve numerous integrated into the total
Marketing mix. Because of the time and money required to set up an efficient channel,
and since channels are often hard to change once they are set up. These decisions are
critical to the success of the firm. Channels of distribution should provide the ultimate
consumer or organizational buyer with time, place, and possession utility. Thus an
efficient channel is one that delivers the product when and where it is wanted at a
minimum total cost (Peter and Donnelly, 2001).

Bread

Bread, highly nutritious food eaten in one form or another by nearly every person
on earth. An excellent source of vitamins, protein, and carbohydrates, bread has been an
essential element of human diets for centuries in all regions but rice-growing Southeast
Asia. The simplest breads are made from grains—such as wheat, oats, barley, rye, millet,
and corn—mixed with milk or water. These ingredients are mixed into dough, shaped,
and cooked, usually by baking. Salt, eggs, sugar, and other ingredients may be added to
give the bread flavor, change its texture, or increase its nutritional value. A special
ingredient called a leavening agent is often added to make the bread rise by enlarging air
pockets in the dough, giving it a lighter texture and more volume.

History of bread-making
Although people have been making bread for thousands of years, its exact origins
are unknown. During the late Stone Age, nomadic tribes probably made a thick gruel
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from wild grain and baked it into flat cakes on hot stones in their campfires. About
10,000 years ago nomadic tribes settled and began cultivating grains, among them
einkorn and emmer, the ancestors of modern domestic wheat. Around 6000 BC Swiss lake
dwellers improved on the wild grain-gruel recipe by crushing grains to make a flatbread.
Archaeological evidence suggests that yeast-risen wheat breads were developed in Egypt
around 4000 years ago. The Egyptians are also believed to be the first to grind wheat
flour in a process analogous to modern milling.
Technical advances continued to improve bread-making techniques, among them
the use of the yeast-containing residue of the brewing process as a leavening agent. Bread
bakers no longer had to rely on wild airborne yeast or sourdough starters, and by the 3rd
century BC, yeast was manufactured commercially in Egypt.
Greeks who colonized the Mediterranean between about 700 and 130 BC were
avid bakers. They refined flours to eliminate the impurities; seasoned their breads and
cakes with honey, sesame, and fruits; and invented a stone oven for baking bread. By the
2nd century AD Roman bakeries produced several different kinds of bread, and the
Romans introduced their bread to all the lands they conquered.
During the early half of the Middle Ages, around the 5th century to the 10th
century, political conditions caused trade between countries to decline. Wheat crops,
grown in warm, dry climates, became less available to bakers in the cool, damp countries
of northern Europe. Northern bakers perfected rye, oat, and barley breads, and a tradition
of dark, hearty bread making persists in some regions of northern Europe today.
Colonial Americans made bread from cornmeal at home, baking it in the fireplace
hearth. Wheat for bread became available as American settlers migrated westward to the
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plains—regions with climates suitable for wheat farming—and established cooperative
mills for grinding grain. Railroads made grain and flour distribution efficient and cost-
effective. Bread makers had to make their own yeast or rely on old dough starters for
leavening until 1868, when prepared packaged yeast was made available for sale to the
public.

In the 20th century, industrial and technological improvements made the time-
consuming flour-refining process less expensive. White flour, once considered a delicacy
for the upper classes, replaced whole wheat flour as the cheapest, most widely produced
flour. Until the early 20th century, white flour was not fortified with the vitamins and
minerals lost during the refining process, and conditions caused by vitamin deficiencies
became more prevalent as white bread replaced whole wheat bread in popularity. Cases
of beriberi, a condition resulting from a lack of thiamine, and pellagra, caused by dietary
niacin deficiencies, increased dramatically. Many governments, including the United
States, began enforcing mandatory vitamin and mineral fortification requirements. These
programs have been quite successful, and cases of beriberi and pellagra are now very rare
in industrialized countries.
In the 21st century, consumers in Canada and the United States began to favor a
greater variety and more healthful types of bread. In response to this demand,
supermarkets began to offer more than just white bread and whole wheat bread. Breads
made with different types of grains and without fats, which are produced when
polyunsaturated oils are hydrogenated, were sought after. Breads made of organically
grown wheat also became popular, and chain stores offering freshly baked, hand-kneaded
varieties of bread began to open across the North American continent (Ryan, 2007).
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Definition of Terms
Bakery – is a business that produces and sells breads.
Bread – a kind of food made of flour or meal that has been mixed with milk or
water and other ingredients.
Marketing- refers to all activities designed to generate and facilitate any exchange
intended to satisfy human needs and wants.
Marketing strategy – the set of marketing tools that the firm uses to pursue its
marketing objectives.
Place – refers to the market outlet.
Place/Distribution strategy – plan or method in distributing products to the market
outlets.
Price – amount of money for which anything is bought or offered for sale.
Pricing strategy – plan or method in pricing a certain product.
Product - features that provide benefits desired by the target market.
Product strategy – plan or method in making the product more attractive to the
customers.
Promotion – conveying information about the product that will attract customers
to buy.
Promotion strategy – plan or method to promote products.




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METHODOLOGY


Locale and Time of the Study

The study was conducted at the municipality of La Trinidad from December,
2009 to March, 2010.

Respondents of the Study

The respondents of the study are the owners and managers of the different
bakeries in La Trinidad. There are 28 bakeries registered in La Trinidad. There are only
26 respondents on the study. The researcher obtained the list of all bakeries registered in
La Trinidad from the municipal office.

Research Instrument

Survey questionnaire was used in gathering the data needed in the study.

Data Analysis

Correlation analysis between bakery profile and marketing practices was used.
Descriptive analysis using percentage and frequency counts was used primarily to
describe the data.






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Following are the respondent bakeries that were registered in the municipality of La
Trinidad:

Name Address
1.Apple Blossom Bakeshop
FA-271 Km.4 Balili
2.Blessed Assurance Bakeshop
Lubas
3. Cherry Blossom Bakery
JC-189 Central Pico
4. Chezen Bakery
FD-251 Pinespark Balili
5. Cranberry Bakeshop
Senly loy Bldg. Km. 4 Balili
6. Danjem's Small Bakery
LB-111 Rockyside I, Lubas
7. David's Bakery
C-63 Rockyside Lubas
8. Dexyn's Bakery
KB-51 Cruz
9.Dreamland's Bread Corner
Bik. 6 lot 34A Dreamland Subd. Pico
10. F&F Bakery
FD-108 Balili
11. Four N's Bakery
Alumit Bldg. Town Poblacion
12. George's Bakery
FB-116 Tabangaoen, Balili
13. GLG Bakery
MB-171 Puguis
14. Gracia's Food Products
KF-003 Kangas rd., Cruz
15. Green Arrow Bakeshop
AE-202, West Buyagan
16. JML Family Bakery
Km.12 Shilan
17. Junction Bakery
BB-004 Alapang
18. Karate's Bakeshop
FA-153 A Balili
19. Lazaro's Dainty Bakeshop
JF-94 Pico
20. Marosan's Bakery
JB-144 Km.4
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21. Mister Hopia
Km.5 balili
22. Praise Bakeshop
IC-117 Betag
23. The Valley Bread
AE-220, Poblacion, Buyagan
24. Tita Helen's Bread
AD-70 Buyagan
25. Town Fiesta Bakeshop
Alumit Bldg. Town Poblacion
26. Wongking.com Bakeshop
Km.5 Balili

















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RESULTS AND DISCUSSION


General Information of the Business


Table 1 presents general information on the respondent businesses in terms of
form of business, years in operation, beginning capital and monthly business income.

Form of business. From the 26 respondent bakeries in La Trinidad, 24 (92.3%)
were sole proprietorship and only 2 (7.7%) were partnership.

Years in operation. Most (76.9%) of respondent have been in operation for less
than 10 years. Only a few (15.4%) have been in operation for 11 to 20 years, and only 2
(7.7%) have been in operation for more than 20 years. This implies that most respondent
bakeries are relatively new in the industry.
Beginning capital. Putting up a bakery needs enough resources and other inputs to
start the operation. Ten (38.5%) of the respondents had start-up capital of 50,001 to
100,000 pesos, this includes the partnership. Six (23.1%) bakeries started to operate with
10,000 to 20,000 pesos.
Business income. Majority of the respondents (57.7%) claim to earn a monthly
income of less than 20,000 pesos.













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Table 1. General information of the business
BUSINESS FORM
SOLE
PROPRIETORSHIP PARTNERSHIP TOTAL
YEARS IN OPERATION
F
%
F

%

F
%
<10 19
73.1
1
3.8
20
76.9
11 - 20
3
11.5
1
3.8
4
15.4
>20
2
7.7
0
0
2
7.7
TOTAL 24
92.3
2
7.6
26
100.0
BEGINNING CAPITAL


10,000-20,000
6
23.1
0
0
6
23.1
20,001-30,000
4
15.4
0
0
4
15.4
30,001-40,000
1
3.8
0
0
1
3.8
40,001-50,000
4
15.4
0
0
4
15.4
50,001-100,000
8
30.8
2
7.7 10
38.5
TOTAL 23
88.5
2
7.7
25
96.2
MONTHLY BUSINESS
INCOME

<20,000 15
57.7
0
0
15
57.7
20,001-30,000
4
15.4
1
3.8
5
19.2
30,001-40,000
2
7.7
0
0
2
7.7
40,001-50,000
2
7.7
1
3.8
3
11.5
TOTAL 23
88.5
2
7.7
25
96.2


Products Produced

Tables 2, 3 and 4 present the products produced by the bakeries are tabulated
against their form of business, years of operation, and monthly income.
All respondents produce loaf, Spanish bread and pandesal, 25 (96.2%) produce
cinnamon bread and 23 (88.5%) produce muffins. These hence, are the most commonly
produced products among the bakeries.
Other products produced by a majority of respondents are cheese bread (80.8%),
ensaymada (57.7%), rolls (57.7%) and buns (53.8%)
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Business form. Table 2 further shows that the partnership produce almost all of
the listed products thus indicating that they have a deeper product line than most of the
respondents.
Years in operation. Table 3 shows that respondents operating from 11 to 20 years
produce almost half of the listed products but those operating for more than 20 years are
selective as to loaf, spanish bread, cinnamon bread, ensaymada and pandesal. The
products they produce are the more common products among respondents.
Monthly income. Table 4 shows that respondents who estimate their monthly
income to be more than 40,000 pesos produce the more commonly produced products
among the bakeries. The same could be seen for those with an estimated monthly income
of 20,001 to 30,000 pesos except that some of them also produce the other products
listed.

Table 2. Products produced and business form

BUSINESS FORM
SOLE
PROPRIETORSHIP PARTNERSHIP
TOTAL
F
%
F
%
F
%
PRODUCTS
Loaf
24
92.3
2
7.7
26 100.0
Raisin bread
9
34.6
2
7.7 11 42.3
Spanish bread
24
92.3
2
7.7 26 100.0
Cheese bread
19
73.1
2
7.7 21 80.8
Cinnamon bread
23
88.5
2
7.7 25 96.2
Ensaymada
13
50.0
2
7.7 15 57.7
Muffins
21
80.8
2
7.7 23 88.5
Pandesal
24
92.3
2
7.7 26 100.0
Cakes
6
23.1
2
7.7 8 30.8
Rolls
12
46.2
2
7.7 14 53.8
Buns
13
50.0
1
3.8 14 53.8
Siopao
4
15.4
1
3.8 5 19.2

Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

19

Table 2 continued…

BUSINESS FORM
SOLE
PROPRIETORSHIP PARTNERSHIP
TOTAL
PRODUCTS
F
%
F
%
F
%
Pies
3
11.5
2
7.7 5 19.2
Pandecoco
8
30.8
0
0 8 30.8
Pudding
5
19.2
1
3.8 6 23.1
San Nicolas
3
11.5
0
0 3 11.5
Long john
5
19.2
1
3.8 6 23.1
Cookies
8
30.8
1
3.8 9 34.6
*multiple response


Table 3. Products produced and years in operation

YEARS IN OPERATION
<10
11 - 20
> 20
TOTAL
F %
F
%
F
% F %
PRODUCTS
Loaf
20
76.9
4
15.4
2
7.7
26
100.0
Raisin bread
7 26.9
3
11.5
1
3.8 11 42.3
Spanish bread
20 76.9
4
15.4
2
7.7 26 100.0
Cheese bread
16 61.5
4
15.4
1
3.8 21 80.8
Cinnamon bread
19 73.1
4
15.0
2
7.7 25 96.2
Ensaymada
12 46.2
1
3.8
2
7.7 15 57.7
Muffins
18 69.2
4
15.4
1
3.8 23 88.5
Pandesal
20 76.9
4
15.4
2
7.7 26 100.0
Cakes
5 19.2
3
11.5
0
0
8 30.8
Rolls
9 34.6
4
15.4
1
3.9 14 53.8
Buns
8 30.8
4
15.4
2
7.7 14 53.8
Siopao
3 11.5
2
7.7
0
0
5 19.2
Pies
2 7.7
3
11.5
0
0 5 19.2
Pandecoco
6 23.1
1
3.8
1
3.9
8 30.8
Pudding
4 15.4
2
7.7
0
0
6 23.1
San Nicolas
2 7.7
1
3.8
0
0 3 11.5
Long john
4 15.4
1
3.8
1
3.9
6 23.1
Cookies
7 26.9
2
7.7
0
0
9 34.6
TOTAL 20
76.9
4
15.4
2
7.7
26
100.0
*multiple response

Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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20


Table 4. Products produce and business income

BUSINESS INCOME
20,001-
30,001-
40,001-
< 20,000
30,000
40,000
50,000 TOTAL
PRODUCTS
F %
F
%
F
%
F % F
%
Loaf
15 57.7
5
19.2
2
7.7
3 11.5
25 96.2
Raisin bread
5 19.2
3
11.5
0
0
3 11.5 11 42.3
Spanish bread
15 57.7
5
19.2
2
7.7
3 11.5 25 96.2
Cheese bread
11 42.3
5
19.2
1
3.8
3 11.5 20 76.9
Cinnamon bread
15 57.7
5
19.2
2
7.7
3 11.5 25 96.2
Ensaymada
8 30.8
3
11.5
2
7.7
2 7.7 15 57.7
Muffins
12 46.2
5
19.2
2
7.7
3 11.5
2 84.6
Pandesal
15 57.7
5
19.2
2
7.7
3 11.5 25 96.2
Cakes
3 11.5
2
7.7
1
3.8
2 7.7
8 30.8
Rolls
6 23.1
3
11.5
1
3.8
3 11.5 13 50.0
Buns
6 23.1
4
15.4
2
7.7
2 7.7 14 53.9
Siopao
3 11.5
2
7.7
0
0
0 0
5 19.2
Pies
1 3.8
2
7.7
0
0
2 7.7 5 19.2
Pandecoco
6 23.1
1
3.8
0
0
0 0
7 26.9
Pudding
2 7.7
2
7.7
1
3.8
0 0 5 19.2
San Nicolas
2 7.7
1
3.8
0
0
0 0 3 11.5
Long john
4 15.4
1
3.8
0
0
0 0
5 19.2
Cookies
5 19.2
3
11.5
0
0
0 0
8 30.8
*multiple response


Product Target Customers

Table 5 shows that majority of the bakery has no specific target market for their
products. It is for anyone who happens to like their breads. In addition, there were few
bakeries that have the target market of the white collar worker for raisin bread, cinnamon
bread, cakes and pies. Few also targeted blue collar worker for cheese bread, cinnamon
bread, muffins, rolls and pies. There is only one bakery targeted teeners for muffins.



Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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21

Table 5. Target costumers


YEARS IN OPERATION

<10
11 - 20
>20
TOTAL
TARGET CUSTOMERS
F
%
F
%
F
%
F
%
1. LOAF

Anyone
20
76.9
4
15.4
2
7.7
26 100.0
2.RAISIN BREAD

White collar worker
1
9.1
0
0
0
0
1
9.1
Anyone
6
54.5
3
27.3
1
9.1
10
90.9
3. SPANISH BREAD

Anyone
19
73.1
4
15.4
2
7.69
25
96.2
4. CHEESE BREAD

Blue collar worker
1
4.8
0
0
0
0
1
4.8
Anyone
14
66.7
4
19.0
1
4.8
19
90.5
5. CINNAMON

White collar worker
1
4.0
0
0
0
0
1
4.0
Blue collar worker
1
4.0
0
0
0
0
1
4.0
Anyone
18
72.0
4
16.0
2
8.0
24
96.0
6. ENSAYMADA

Blue collar worker
1
6.7
0
0
0
0
1
6.7
Anyone
10
38.5
1
6.7
2
13.3
13
58.5
7. MUFFINS

Blue collar worker
1
4.4
0
0
0
0
1
4.4
Teeners
0
0
1
4.4
0
0
1
4.4
Anyone
17
73.9
3
13
1
4.4
21
91.3
8. PANDESAL

Anyone
20
76.9
4
15.4
2
7.7
26 100.0
9. CAKES

White collar worker
1
12.5
0
0
0
0
1
12.5
Anyone
4
50.0
2
25.0
0
0
6
75.0
10. ROLLS

Blue collar worker
1
7.1
0
0
0
0
1
7.1
Anyone
8
57.1
3
21.4
1
7.1
12
85.6
11. BUNS

Anyone
8
57.1
4
28.6
2
14.3
14 100.0
12. SIOPAO

Anyone
3
60.0
2
40.0
0
0
5 100.0
13. PIE

White collar worker
1
20.0
0
0
0
0
1
20.0
Blue collar worker
1
20.0
0
0
0
0
1
20.0
Anyone
1
20.0
3
60.0
0
0
4
80.0



Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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22

Table 5 continued…


YEARS IN OPERATION
<10
20-Nov
>20
TOTAL
TARGET CUSTOMERS
F
%
F
%
F
%
F
%
14. PANDECOCO







Anyone
6
75.0
1
12.5
1
12.5
8
100.0
15. PUDDING

Anyone
3
50.0
2
33.3
0
0
5
83.3
16. SAN NICOLAS

Anyone
2
66.7
1
33.3
0
0
3
100.0
17. LONGJOHN

Anyone
4
66.7
1
16.7
0
0
5
83.4
18. COOKIES
7
77.8
2
22.2
0
0 9
100.0
Anyone
*multiple response


Reasons for Producing the Products



Table 6 presents the reason given by the bakeries for producing each product.
For loaf, spanish bread, pandesal, cinnamon bread, and muffins which are the
most common bread among the bakeries, stability of demand was the reasons for
production for majority of the respondent. For pandesal, however, less than half gave this
as their reason as other cited the low cost of production and increasing demand as their
reasons. Furthermore, not all respondents producing these common products cited
stability of demand as their reason.
Additionally, most respondents producing the other commonly produced products
like cheese bread. Ensaymada rolls and buns cited stable demand as their reason.
However, less than half of the respondents gave this as a reason for producing buns citing
also its ease of production as another equally important reason.
Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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23

In general, the bakeries have varied reasons for producing various products, the
more common reason being stability of demand implying that bakeries tend to prefer
certainly of sale of their products more than any other reasons.


Table 6. Reasons for production and years in operation

YEARS IN OPERATION
<10 11-20 >
20 TOTAL
F
%
F
%
F
%
F
%
REASONS
1. LOAF


Increasing demand
4
15.4
3
11.5
1
3.8
8
30.7
Low cost of production
3
11.5
0
0
0
0
3
11.5
Easy to produce
2
7.7
0
0
0
0
2
7.7
Stable demand
13
50.0
1
3.8
1
3.8
15
57.6
2.RAISIN BREAD


Increasing demand
2
18.2
0
0
0
0
2
18.2
Customer request
1
9.1
2
18.0
0
0
3
27.1
Easy to produce
0
0
1
9.1
0
0
1
9.1
Stable demand
4
36.4
0
0
1
9.1
5
45.5
3. SPANISH BREAD


Increasing demand
5
19.2
1
3.8
0
0
6
23.0
Low cost of production
3
11.5
0
0
0
0
3
11.5
Customer request
0
0
2
7.7
0
0
2
7.7
Easy to produce
2
7.7
1
3.8
0
0
3
11.5
Stable demand
11
42.3
0
0
2
7.7
13
50.0
4. CHEESE BREAD


Increasing demand
2
9.5
0
0
0
0
2
9.5
Low cost of production
3
14.3
0
0
0
0
3
14.3
Customer request
0
0
1
4.8
0
0
1
4.8
Easy to produce
1
4.8
2
9.5
0
0
3
14.3
Stable demand
12
57.1
1
4.8
1
4.8
14
66.7
5. CINNAMON BREAD


Increasing demand
3
12.0
1
4.0
0
0
4
16.0
Low cost of production
2
8.0
1
4.0
0
0
3
12.0
Easy to produce
2
8.0
1
4.0
0
0
3
12.0
Stable demand
12
48.0
1
4.0
2
8.0
15
60.0






Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

24

Table 6 continued…

YEARS IN OPERATION
<10 20-Nov
>
20 TOTAL
F
%
F
%
F
%
F
%
REASONS
6. ENSAYMADA




Increasing demand
2
13.3
0
0
0
0
2
13.3
Customer request
1
6.7
1
6.7
0
0
2
13.3
Easy to produce
1
6.7
0
0
0
0
1
6.7
Stable demand
8
53.3
0
0
2 13.3
10
66.6
7. MUFFINS







Increasing demand
1
4.4
2
8.7
0
0
3
13.1
Low cost of production
2
8.7
0
0
0
0
2
8.7
Customer request
0
0
1
4.4
0
0
1
4.4
Easy to produce
2
8.7
2
8.7
0
0
4
17.4
Stable demand
15
65.2
0
0
1
4.0
16
69.6
8. PANDESAL


Increasing demand
7
26.9
1
3.8
0
0
8
30.7
Low cost of production
9
34.6
0
0
0
0
9
34.6
Customer request
3
11.5
1
3.8
0
0
4
15.3
Easy to produce
8
30.8
3 11.5
0
0
11
42.3
Stable demand
10
38.5
1
3.8
1
3.8
12
46.1
9. CAKES


Increasing demand
2
25.0
0
0
0
0
2
25.0
Customer request
2
25.0
1 12.5
0
0
3
37.5
Easy to produce
0
0
1 12.5
0
0
1
12.5
Stable demand
1
12.5
1 12.5
0
0
2
25.0
10. ROLLS


Increasing demand
1
7.1
0
0
0
0
1
7.1
Customer request
0
0
2 14.3
0
0
2
14.3
Easy to produce
1
7.1
0
0
0
0
1
7.1
Stable demand
7
50.0
2 14.3
1
7.1
10
71.4
11. BUNS


Increasing demand
1
7.1
1
7.1
0
0
2
14.2
Low cost of production
3
21.4
0
0
0
0
3
21.4
Customer request
3
21.4
0
0
0
0
3
21.4
Easy to produce
4
28.6
2 14.3
0
0
6
42.8
Stable demand
3
21.4
1
7.1
2 14.3
6
42.8
12. SIOPAO


Customer request
0
0
2 40.0
0
0
2
40.0
Stable demand
3
60.0
0
0
0
0
3
60.0



Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

25

Table 6 continued…

YEARS IN OPERATION
 
<10 20-Nov >
20 TOTAL
F
%
F
%
F
%
F
%
REASONS
13.
PIE



Increasing demand
1
20.0
0
0
0
0
1
20.0
Easy to produce
0
0
1
20.0
0
0
1
20.0
Stable demand
1
20.0
2
40.0
0
0
3
60.0
14. PANDECOCO
 
 
 
 
 
 
 
 
Stable demand
6
75.0
1
12.5
1
12.5
8
100.0
15. PUDDING
 
 
 
 
 
 
 
 
Increasing demand
1
16.7
0
0
0
0
1
16.7
Customer request
1
16.7
1
16.7
0
0
2
33.4
Easy to produce
1
16.7
1
16.7
0
0
2
33.4
Stable demand
2
33.3
0
0
0
0
2
33.3
16. SAN NICOLAS
 
 
 
 
 
 
 
Easy to produce
1
33.3
0
0
0
0
1
33.3
Stable demand
1
33.3
1
33.3
0
0
2
66.6
17. LONG JOHN
 
 
 
 
 
 
 
 
Easy to produce
1
16.7
1
16.7
0
0
2
33.4
Stable demand
3
50.0
0
0
1
16.7
4
66.7
18. COOKIES
 
 
 
 
 
 
 
 
Increasing demand
0
0
1
11.1
0
0
1
11.1
Low cost of Production
2
22.2
0
0
0
0
2
22.2
Easy to produce
0
0
1
11.1
0
0
1
11.1
Stable demand
5
55.6
0
0
0
0
5
55.6
*multiple response
















Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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26

Highest Sale Products
When asked to list down the products that earn them the highest sales, the
bakeries listed the most commonly produced products with the addition of cakes for the
few who do produce these. Table 7 present these results.
Overall, 8 (30.8%) of the respondents named loaf as their highest selling product
and cinnamon bread comes next with 7 (26.9%) respondents. Out of 8 cake producers
only half had this as their highest selling product.
Pandesal and spanish bread are not listed as the highest selling products by any of
the partnerships nor for those operating for more than 11 years.
Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

1






Table 7. Highest sale products

BUSINESS FORM
YEARS IN OPERATION
BUSINESS INCOME
SOLE
PART
40,001-
PROPRIE
NER-
20,001-
30,001-
TOTAL <10
50,000 TOTAL
TORSHIP
SHIP
11 - 20
> 20
TOTAL > 20,000 30,000 40,000
PRODUCTS
F % F % F
% F
% F % F % F
% F
% F % F
%
F
% F
%
Pandesal
4 15.0 0
0 4
15.0 4
15.0 0
0 0
0 4 15.0 2
7.7 0
0 2 8.0
0
0 4
15.0
Cinnamon
6 23.0 1 4.0 7
27.0 5
19.0 1 4.0 1 4.0 7 27.0 5 19.0 2 8.0 0
0
0
0 7
27.0
Loaf
7 27.0 1 4.0 8
31.0 6
23.0 1 4.0 1 4.0 8 31.0 5 19.0 2 8.0 0
0
1 4.0 8
31.0

Cakes
3 12.0 1 4.0 4
15.0 3
12.0 1 4.0 0
0 4 15.0 1
3.8 1 4.0 0
0
2 8.0 4
15.0
Spanish bread 3 12.0 0
0 3
12.0 3
12.0 0
0 0
0 3 12.0 2
7.7 0
0 0
0
0
0 2
8.0
*Multiple Response
Marketing Peactices o

f Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

1

Basis of Brands
According to Peter and Donnelly (2001), branding is identifying one seller’s
goods or services as distinct from those of other sellers. If the name of a business is too
close to another company's then people are likely to mix you up, which reduces revenue.
Table 8 present the results of the basis for the brand name of the bakeries.
Considerable number of respondents based the brand name of the bakery on the
owner’s name or the owner’s relative and very few named it to reflect the kind of product
it would sell. This practice is done particularly by respondents with less than 10 years of
operation.
All respondents with more than 20 years of operation and earning more than
40,000 pesos in income per month base their brand name on their intent to reflect their
product offerings.
Furthermore, it indicates that there is no significant differences between the basis
of brand name and business form, years in operation and business income with a chi-
square of .478, .123 and .176 respectively.

Marketing Peactices of Different Bakeries in La Trin

idad / Mayberlyn T. Papco-o. 2010

---

1

Table 8. Basis of brand name

BUSINESS FORM
YEARS IN OPERATION
BUSINESS INCOME
SOLE
PART
PROPRIE
NER
TO-
11 -
20,001- 30,001- 40,001-
BRAND
TORSHIP
SHIP
TAL <10 20
> 20
TOTAL < 20,000 30,000 40,000
50,000 TOTAL
NAME
F
% F %
F
%
F
% F
% F %
F
%
F
% F
% F % F
%
F
%
BASIS
Name of
the owner
8 31.0 1 3.8 9 35.0 7 26.9 2
7.7 0
0 9 34.6 5 19.2 3
11.5 1
3.8 0
0
9
34. 6
Name of
the owner’s
relative
3 12.0 0 0 3 12.0 3 11.5 0
0 0
0 3 11.5 3 11.5 0
0 0
0 0
0
3
11. 5
In
relation with
the kind of
products
2 8.0 1 3.8
3 12.0 2 7.7 1
3.8 0
0 3 11.5 1 3.8
0
0 0
0 2
7.7
3
11.5
Location
of the
business
4 15.0 0 0
4 15.0 1 3.8 1
3.8 2
7.7 4 15.4 3 11.5 0
0 0
0 1
3.8
4
15.3
TOTAL
17 65.0 2 7.6 19 73.0 13 49.9 4
15.0 2
7.7 19 72.9 12 46.0 3
11.5 1
3.8 3
12.0 19 72.8




x²
0.48




x²
0.12





x²
0.18

Marketing Peactices o

f Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

1

Reasons in Choosing the Brand Name of the Products

Table 9 present the reasons for choosing the brand name based on the business
form, years of operation and monthly income. Many of the respondents have no
particular reason in choosing the brand name of their products. It implies that bakeries of
La Trinidad based their brand name intentionally.





















Marketing Peactices of Different Bakeries in La Trin

idad / Mayberlyn T. Papco-o. 2010

---

1

Table 9. Reasons in choosing the brand name of the products
BUSINESS FORM
YEARS IN OPERATION
BUSINESS INCOME
SOLE
PART
PROPRIE
NER
20,001- 30,001- 40,001-
TORSHIP
SHIP TOTAL <10 11-20 >20 TOTAL
< 20,000
30,000
40,000
50,000
TOTAL
REASONS
F %
F
% F
%
F
% F
% F
%
F %
F
% F
% F
% F
%
F
%
Easy to be
remember
8 30.8 1 3.8 9
34.6
6
23.1 1 3.8 2
7.7
9 34.6 7 26.9 0
0 0
0 2 7.7
9
34.6
Easy to
pronounce
4 15.4 1 3.8 5
19.2
4
15.4 0
0 1
3.8
5 19.2 3 11.5 0
0 0
0 2 7.7
5
19.2
It has a
pleasant
meaning
3 11.5 1 3.8 4
15.3
3
11.5 0
0 1
3.8
4 15.3 2
7.7 0
0 0
0 2 7.7
4
15.3
Name is
well-known
locally
3 11.5 1 3.8 4
15.3
3
11.5 1 3.8 0
0
4 15.3 0
0 1
3.8 1 3.8 2 7.7
4
15.3
Emphasize

quality of

produce
4 15.4 1 3.8 5
19.2
3
11.5 2 7.7 0
0
5 19.2 1
3.8 3 11.5 0
0 1 3.8
5
19.2
No
particular
reason
11 42.3 0 0 11
42.3 10
38.5 1 3.8 0
0 11 42.3 8 30.8 1
3.8 1 3.8 0
0 10
38.4
*multiple response

Marketing Peactices o

f Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

1

Packaging Materials.
Table 10 present that all bakeries of La Trinidad are using cellophane in
packaging their products except for cakes, pies and rolls wherein they use box and
paperboard. In addition, a bakery is using box in packaging cinnamon bread. Wax paper
is also used in muffins. This implies that choosing packaging materials of bakeries is
intentionally.

Table 10. Packaging materials


YEARS IN OPERATION

<10
11 - 20
>20
TOTAL
PACKAGING
F
%
F
%
F
%
F
%
MATERIALS
1. LOAF


Cellophane
20
76.9
4 15.0
2
7.7
26
100.0
2.RAISIN BREAD


Cellophane
6
54.5
3 27.3
1
9.1
10
90.9
3. SPANISH BREAD


Cellophane
16
61.5
4 15.4
2
7.7
22
84.6
4. CHEESE BREAD


Cellophane
12
57.1
4 19.0
1
4.8
17
80.9
5. CINNAMON


Cellophane
19
76.0
4 16.0
2
8.0
25
100.0
Box
0
0
1
4.0
0
0
1
4.0
6. ENSAYMADA


Cellophane
8
53.3
1
6.7
2
13.3
12
73.3
7. MUFFINS


Cellophane
14
60.9
3 13.0
1
4.4
18
78.3
Wax paper
1
4.4
1
4.4
0
0
2
8.8
8. PANDESAL


Cellophane
10
38.5
3 11.5
1
3.8
14
53.8
9. CAKES


Box
5
62.5
3 37.5
0
0
8
100.0
Paperboard
5
62.5
3 37.5
0
0
8
100.0
10. ROLLS


Cellophane
4
28.6
2 14.3
1
7.1
7
50.0
Box
1
7.1
2 14.3
0
0
3
21.4
11. BUNS








Cellophane
8
57.1
4 28.6
2
14.3
14
100.0
Marketing Peactices of Different Bakeries in La Trin

idad / Mayberlyn T. Papco-o. 2010

---

33

Table 10 continued…

12. SIOPAO


Cellophane
3
60.0
2
40.0
0
0
5
100.0
13. PIE








Box
2
40.0
3
60.0
0
0
5
100.0
14. PANDECOCO


Cellophane
5
62.5
1
12.5
1
12.5
7
87.5
15. PUDDING


Cellophane
1
16.7
1
16.7
0
0
2
33.4
16. SAN NICOLAS


Cellophane
1
33.3
1
33.3
0
0
2
66.6
17. LONG JOHN


Cellophane
1
16.7
0
0
1
16.7
2
33.4
18. COOKIES


Cellophane
3
33.3
1
11.1
0
0
4
44.4
*multiple response


Reasons in Choosing Packaging Materials

Packaging breads are very important. The materials in packaging must be chosen
properly. Using packaging materials protects the product, it is also for the ease of
handling for consumers, easy to transport and can also attract customers to buy. Table 11
shows that most of the bakery chooses their materials in packaging to protect the
products, few bakeries also responded that packaging material also attracts customers.















Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

34

Table 11. Reasons in choosing packaging

YEARS IN OPERATION
<10 20-Nov >
20 TOTAL

F
%
F
%
F
%
F
%
REASONS
1. LOAF

It protects the product
17
65.4
4
15.4
2
7.7
23
88.5
It attracts customers
1
3.8
1
3.8
0
0
2
7.6
It is easy to transport
5
19.2
1
3.8
1
3.8
7
26.8
Low cost
4
15.4
2
7.7
1
3.8
7
26.9
Ease of handling for
consumers 8
30.8
2
7.7
1
3.8
11
42.3
2. RAISIN BREAD

It protects the product
5
45.5
3
27.3
1
9.1
9
81.8
It attracts customers
1
9.1
1
9.1
0
0
2
18.2
It is easy to transport
1
9.1
1
9.1
1
9.1
3
27.3
Low cost
1
9.1
2
18.2
1
9.1
4
36.4
Ease of handling for
consumers 2
18.2
2
18.2
1
9.1
5
45.5
3. SPANISH BREAD








It protects the product
11
42.3
4
15.4
2
7.7
17
65.4
It attracts customers
1
3.8
1
3.8
0
0
2
7.6
It is easy to transport
4
15.4
1
3.8
1
3.8
6
23.0
Low cost
4
15.4
2
7.7
1
3.8
7
26.9
Ease of handling for
consumers 6
23.1
2
7.7
1
3.8
9
34.6
4. CHEESE BREAD
 
 
  

  
 
 
It protects the product
11
52.4
3
14.3
1
4.8
15
71.5
It attracts customers
1
4.8
1
4.8
0
0
2
9.6
It is easy to transport
4
15.4
1
4.8
1
4.8
6
25.0
Low cost
3
14.3
1
4.8
1
4.8
5
23.9
Ease of handling for
consumers 6
28.6
2
9.5
1
4.8
9
42.9
5. CINNAMON
 
 
  

  
 
 
It protects the product
16
64.0
4
16.0
2
8.0
22
88.0
It attracts customers
1
4.0
1
4.0
0
0
2
8.0
It is easy to transport
5
20.0
1
4.0
1
4.0
7
28.0
Low cost
4
16.0
2
8.0
1
4.0
7
28.0
Ease of handling for
consumers 7
28.0
2
8.0
1
4.0
10
40.0
Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

1

Table 11 continued…

YEARS IN OPERATION

<10 20-Nov
>
20 TOTAL
REASONS
F
%
F
%
F
%
F
%

6. ENSAYMADA
 
 
 

  
 
 
It protects the product
6
40.0
1
6.7
2
13.3
9
60.0
It attracts customers
1
6.7
0
0
0
0
1
6.7
It is easy to transport
2
13.3
0
0
1
6.7
3
20.0
Low cost
3
20.0
1
6.7
1
6.7
5
33.4
Ease of handling for
consumers 0
0
1
6.7
1
6.7
2
13.4
7. MUFFINS
 
 
 
 

  
 
 
It protects the product
9
39.1
4
17.4
1
4.4
14
60.8
It attracts customers
1
4.4
1
4.4
0
0
2
8.8
It is easy to transport
4
17.4
1
4.4
1
4.4
6
26.2
Low cost
2
8.7
2
8.7
1
4.4
5
21.8
Ease of handling for
consumers 6
26.1
2
8.7
1
4.4
9
39.2
8. PANDESAL
 
 
 

  
 
 
It protects the product
10
38.5
4
15.0
2
7.7
16
61.2
It attracts customers
1
3.8
1
3.8
0
0
2
7.6
It is easy to transport
4
15.4
1
3.8
1
3.8
6
23.0
Low cost
3
11.5
2
7.7
1
3.8
6
23.0
Ease of handling for
consumers 6
23.1
2
7.7
1
3.8
9
34.6
9. CAKES
 
 
 
 

  
 
 
It protects the product
4
50.0
2
25.0
0
0
6
75.0
It attracts customers
3
37.5
1
12.5
0
0
4
50.0
It is easy to transport
2
25.0
1
12.5
0
0
3
37.5
Ease of handling for

consumers 2
25.0
3
37.5
0
0 5
62.5
10. ROLLS
 
 
 
 

  
 
 
It protects the product
4
28.6
4
28.6
1
7.1
9
64.3
It attracts customers
2
14.3
1
7.1
0
0
3
21.4
It is easy to transport
3
21.4
1
7.1
1
7.1
5
35.6
Low cost
1
7.1
0
0
1
7.1
2
14.2
Ease of handling for
consumers 2
14.3
2
14.3
1
7.1
5
35.7







Marketing Peactices of Different Bakeries in La Trin

idad / Mayberlyn T. Papco-o. 2010

---

36

Table 11 continued…

YEARS IN OPERATION

<10 20-Nov >
20 TOTAL
REASONS
F
%
F
%
F
%
F
%

11. BUNS
 
 
 

  
 
 
It protects the product
5
35.7
4
28.6
2
14.3
11
78.6
It attracts customers
1
7.1
1
7.1
0
0
2
14.2
It is easy to transport
1
7.1
1
7.1
1
7.1
3
21.3
Low cost
1
7.1
2
14.3
1
7.1
4
28.5
Ease of handling for
consumers 3
21.4
2
14.3
1
7.1
6
42.8
12.
SIOPAO


It protects the product
2
40.0
1
20.0
0
0
3
60.0






It at
tracts custo
mers
1
20.0
0
0
0

0
1
20.0








It is easy to tran
sport
1
20.0
0
0
0

0
1
20.0
Low cost
1
20.0
1
20.0
0
0
2
40.0
Ease of handling for

consumers 0
0
1
20.0
0
0 1
20.0
13. PIE

It protects the product
1
20.0
2
40.0
0
0
3
60.0
It attracts customers
2
40.0
1
20.0
0
0
3
60.0
It is easy to transport
1
20.0
1
20.0
0
0
2
40.0
Low cost
1
20.0
3
60.0
0
0
4
80.0
Ease of handling for

consumers 0
0
1
20.0
0
0 1
20.0
14. PANDECOCO

It protects the product
5
62.5
1
12.5
0
0
6
75.1








It is easy to tran
sport
3
37.5
0
0
0

0
3
37.5






Low cost
2
25.0
0
0
0

0
2
25.0
Ease of handling for

consumers
3
37.5
0
0
0
0 3
37.5
15. SAN NICOLAS

It protects the product
1
33.3
1
33.3
0
0
2
66.6
16. COOKIES

It protects the product
3
33.3
1
11.1
0
0
4
44.4
*multiple response






Label Information

Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

37

Completeness of the label of product is a big help to a manufacturer. It is one also
of promoting it. It gives information to the consumers. Eighteen or 69.2% of bakeries
indicate the name and address of their operating place. There were only four bakeries
who are indicating the nutritive value. This means that labeling practices of bakeries in
La Trinidad were intentional.

Table 12. Label information

YEARS IN OPERATION
<10
11 - 20
> 20
TOTAL
LABEL INFORMATION
F
%
F
%
F
%
F
%
Name and address of the
manufacturer 13 50.0
4 15.4
1
3.8
18
69.2
Kind of bread
1
3.8
3 11.5
1
3.8
5
19.1
Nutritive value
2
7.7
1
3.8
1
3.8
4
15.3
Ingredients
4 15.4
4 15.4
1
3.8
9
34.6
Expiration date
12 46.2
3 11.5
1
3.8
16
61.5
Weight content
1
3.8
4 15.4
1
3.8
6
23.0
*multiple response







Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

38

Characteristics of New Product

Table 13 shows that 12 out of 17 bakeries that operated for less than 10 years was
considering new product that provides similar performance at a lower cost. Only 3 are
considering new products that create an entirely new market. There is a total of 16
bakeries who considers new product that provides similar performance at a lower cost.
This implies that bakeries of La Trinidad were focusing on the costs of production in
their new-product development.

Table 13. Characteristics of new product

YEARS IN OPERATION
NEW PRODUCT
<10
11 - 20
> 20
TOTAL
CHARACTER
F
%
F
%
F
%
F
%
Create an entirely new
market 2
7.7
1
3.8
0
0
3 11.5
Allows the business to enter
an established market for the
first time
3
11.5
1
3.8
0
0
4 15.4
Supplements the business
established product lines
2
7.7
2
7.7
0
0
4 15.4
Provides greater taste and
replace existing products
5
19.2
1
3.8
0
0
6 23.1
Provide similar
performance at lower cost
12
46.2
2
7.7
2 7.7
16 61.5
*multiple response
Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

39

Problems on New Products

Fourteen (53.8%) of the respondents have a problem on capital shortage. There is
only one who responded that has a problem in few ways to improve the product. A
bakery that operated for more than 20 years has a problem on the high cost of R&D. This
implies that capital shortage was the reason why they were considering products that
provides similar performance at a lower cost.

Table 14. Problems on new products


YEARS IN OPERATION
PROBLEMS ON NEW
<10
11 - 20
> 20
TOTAL
PRODUCTS
F
%
F
%
F
%
F
%
Government requirements
2
7.7
1
3.8
0
0
3
11.5
High R&D, manufacturing and
marketing cost
2
7.7
0
0
1
3.8
3
11.5
Capital shortage
11 42.3
3 12.0
0
0 14
53.8
Small market segment
3 11.5
1
3.8
0
0
4
15.4
Few ways to improve the
product 1
3.8
0
0
0
0
1
3.8
Shortage product life cycles
3 11.5
1
3.8
0
0
4
15.4
*multiple response




Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

40

Price Method
Table 15 indicates that majority of the bakeries (17 or 65.4%), are using cost-
based pricing. Four (15.4%), using competition-based pricing, 3 (11.5%) market-oriented
pricing and two were using premium pricing. With a chi-square of .682, it indicates that
there is no significant difference between the price method and years of operation.

Table 15. Price method

YEARS IN OPERATION
<10
11 - 20
> 20
TOTAL
PRICE METHOD
F
%
F
%
F
%
F
%
Cost-based pricing
14
53.8
2
7.7
1
3.8
17
65.4
Competition-based pricing
2
7.7
1
3.8
1
3.8
4
15.4
Market-oriented pricing
2
7.7
1
3.8
0
0
3
11.5
Premium pricing
2
7.7
0
0
0
0
2
7.7
TOTAL
20
76.9
4
15.4
2
7.7
26
100.0


x²
.682















Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

41

Objectives in Pricing of Bakeries



Table 16 shows the ranking of objectives of bakeries of La Trinidad in pricing
their products. First objective of the bakeries of La Trinidad in pricing is making it
affordable to consumers with the mean of 2.04. Second (2.92) objective is to maximize
profit, third (3.12) is to emphasize the quality of produce, fourth (4.08) is to emphasize
the value of produce, fifth (4.29) to increase market share, sixth (4.83) is survival and the
last with a mean of 6.57 is to discourage new entrants.

Table 16. Objectives in pricing

OBJECTIVES IN PRICING
MEAN
RANK
Profit maximization
2.92
Second
Make it affordable to consumers
2.04
First
Increase market share
4.29
Fifth
Discourage new entrants
6.57
Last
Survival
4.83
Sixth
Emphasize the quality of produce
3.12
Third
Emphasize the value of produce
4.08
Fourth







Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

42

Promotional Measures

Table 17 indicates that majority (22 or 84.6%) of the Bakeries are displaying their
products for promotion. Fourteen are directly inviting customers and 8 bakeries are using
signboards. There is only one bakery that is conducting seminars as one of their
promotional measures.

Table 17. Promotional measures

YEARS IN OPERATION
PROMOTIONAL
<10 20-Nov >
20 TOTAL
MEASURES
F
%
F
%
F
%
F
%
A. ON ADVERTISEMENT


Radio
1
3.8
2
7.7
1
3.8
4 15.4
News paper
1
3.8
0
0
1
3.8
2 7.7
Billboards
0
0
0
0
0
0
0 0
Brochures and booklets
3
11.5
1
3.8
1
3.8
5 19.2
Poster
1
3.8
1
3.8
1
3.8
3 11.4
Signboards
5
19.2
1
3.8
2
7.7
8 30.8
B. ON SALES PROMOTION


Product display
16
61.5
4
15.3
2
7.7
22 84.6
Use of coupons
1
3.8
0
0
1
3.8
2 7.7
Buy one-take-one
1
3.8
1
3.8
0
0
2 7.7
Participation on trade
fairs
1
3.8
1
3.8
0
0
2 7.7
Distributing samples
1
3.8
1
3.8
1
3.8
3 11.5
C. ON PERSONAL SELLING


Door to door selling
4
15.4
1
3.8
0
0
5 19.2
Directly inviting
customers
11
42.3
1
3.8
2
7.7
14 53.8
D. PUBLIC RELATIONS


Seminars
1
3.8
0
0
0
0
1 3.8
Charitable donations
3
11.5
1
3.8
2
7.7
6 23.1
Sponsorship
3
11.5
2
7.7
1
3.8
6 23.1
*multiple response
Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

43

Reasons in Choosing Promotional Measures


Table 18 shows that majority of the Bakeries choose their promotional measures
because it reaches the masses with ease. Some bakeries using product display and
inviting customers because it is affordable. This implies that bakeries were using their
promotional measures to reach easily the masses.

Table 18. Reasons in choosing promotional measures

YEARS IN OPERATION
<10 11-20
>
20
TOTAL
F
%
F
%
F
%
F
%
REASONS
1. RADIO


Reaching out to the masses
with ease
1
25.0
2
50.0
1 25.0 4 100.0
Easily gain feedback from
consumers
0
0
0
0
1 25.0 1
25.0
2. NEWSPAPER






Reaching out to the masses
with ease
0
0
0
0
1 50.0 1
50.0
Easily gain feedback from
consumers
0
0
0
0
1 50.0 1
50.0
Affordable
1
50.0
0
0
0 0 1
50.0
4. BROCHURES AND
BOOKLETS





Reaching out to the masses
with ease
2
40.0
1
20.0
1 20.0 4
80.0
Easily gain feedback from
consumers
0
0
0
0
1 20.0 1
20.0
5. POSTER








Reaching out to the masses
with ease
2
66.7
0
0
1 33.3 3 100.0
Easily gain feedback from
consumers
1
33.3
1
33.3
1 33.3 3 100.0
Can make adjustments in
promotion message
1
33.3
0
0
0 0 1
33.3
Affordable
1
33.3
0
0
0 0 1
33.3




Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

---

44

Table 18 continued…

YEARS IN OPERATION
<10 20-Nov >
20
TOTAL
F
%
F
%
F
%
F
%
REASONS
6. SIGNBOARDS








Reaching out to the masses
with ease
3
37.5
0
0
1 12.5 4
50.0
Easily gain feedback from
consumers
0
0
0
0
1 12.5 1
12.5
Affordable
2
7.7
1
3.8
1 12.5 4
50.0
7. PRODUCT DISPLAY


Reaching out to the masses
with ease
8
36.4
2
9.1
1 4.5 11
50.0
Easily gain feedback from
consumers
2
9.1
0
0
1 4.5 3
13.6
Affordable
11
50.0
2
9.1
1 4.5 14
63.6
8. USE OF COUPONS


Reaching out to the masses
with ease
0
0
0
0
1 50.0 1
50.0
Easily gain feedback from
consumers
1
50.0
0
0
1 50.0 2 100.0
9. BUY ONE-TAKE-ONE




Reaching out to the masses
with ease
1
50.0
0
0
0 0
1
50.0
Can make adjustments in
promotion message
0
0
1 50.0
0 0
1
50.0
10. PARTICIPATION ON
TRADE FAIRS





Reaching out to the masses
with ease
1
50.0
1 50.0
0 0
2 100.0
11.DISTRIBUTING SAMPLES





Reaching out to the masses
with ease
1 33.3
0
0
1 33.3 2
66.6
Easily gain feedback from
consumers
0
0
1 33.3
1 33.3 2
66.6
12. DOOR TO DOOR SELLING


Reaching out to the masses
with ease
4 80.0
1 20.0
0 0
5 100.0
Easily gain feedback from
consumers
2 40.0
0
0
0 0
2
40.0
Can make adjustments in
promotion message
1 20.0
0
0
0 0
1
20.0
Affordable
2 40.0
0
0
0 0
2
40.0
Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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45

Table 18 continued…

YEARS IN OPERATION
<10 20-Nov
>
20
TOTAL
F
%
F
%
F
%
F
%
REASONS
13. DIRECTLY INVITING
COSTUMERS






Reaching out to the masses
with ease
3
21.4
0
0
1 7.1 4
28.5
Easily gain feedback from
consumers
4
28.6
1
7.1
1 7.1 6
42.8
Can make adjustments in
promotion message
5
35.7
0
0
0 0 5
35.7
14. SEMINARS


Reaching out to the masses
with ease
1 100.0
0
0
0 0 1
100.0
Easily gain feedback from
consumers
1 100.0
0
0
0 0 1
100.0
Can make adjustments in
promotion message
1 100.0
0
0
0 0 1
100.0
Affordable
1 100.0
0
0
0 0 1
100.0
15. CHARITABLE DONATIONS


Reaching out to the masses
with ease
3
50.0
1 16.7
1 16.7 5
83.4
Easily gain feedback from
consumers
0
0
0
0
2 33.3 2
33.3
16. SPONSORSHIP


Reaching out to the masses
with ease
3
50.0
2 33.3
1 16.7 6
100.0
Easily gain feedback from
consumers
0
0
0
0
1 16.7 1
16.7
*multiple response













Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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46

Objectives in Promoting the Products



Table 19 shows the order of objectives of bakeries of La Trinidad in promoting
their products. First objective of the bakeries in La Trinidad is providing information with
the mean of 2.12, second (2.19) is to convince customers to make a purchase, third (2.58)
is building product awareness and last is creating interest with the mean of 3.12.

Market Outlet

Table 20 shows that majority of the bakeries (15 or 57.7%) have a market outlet
of convenience stores, seven (26.9%) groceries and only three operates their own outlet.
This implies that bakeries of La Trinidad prefer convenience as their market outlet than
groceries and to manage own outlet.

Reasons in Choosing Market Outlet

Table 21 shows that three bakeries choose groceries as their market outlet because
it is easy to catch the attention of passersby and three bakeries also responded that
groceries order large quantities. Four bakeries also chooses convenience stores because it
offer lower prices and two bakeries choose to operate their own outlet because it easily
catch the attention of passersby.












Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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47

Table 19. Objectives in promotion

OBJECTIVES IN PRICING
MEAN
RANK
Building product awareness
2.58
Third
Providing information
2.12
First
Convince customers to make a purchase
2.19
Second
Creating interest
3.12
Last


Table 20. Market outlet

YEARS IN OPERATION
<10
11 - 20
> 20
TOTAL
MARKET OUTLETS
F % F % F % F %
Groceries
5 19.2
1 3.8 1 3.8 7 26.9
Convenience
stores
13 50.0
1 3.8 1 3.8 15 57.7
Operate own outlet
1 3.8 1 3.8 1 3.8 3 11.5
TOTAL
20 76.9 4 15.4 2 7.7 26 100.0

















Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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48

Table 21. Reasons in choosing market outlet

YEARS IN OPERATION
<10 20-Nov >
20 TOTAL
REASONS
F
%
F
%
F
%
F
%
GROCERIES






Easily catch the attention
of passersby
2
29.0
0
0
1
14.3
3
42.9
Offer lower prices
2
29.0
0
0
0
0
2
28.6
Easily entry and exit
1
14.0
0
0
1
14.3
2
28.6
Order large quantities
1
14.0
1
14.3
1
14.3
3
42.9
CONVENIENCE STORES






Easily catch the attention
of passersby
2
13.0
0
0
1
6.7
3
20.0
Offer lower prices
4
27.0
0
0
0
0
4
26.7
Close in parking
1
6.7
0
0
0
0
1
6.7
Easily entry and exit
1
6.7
0
0
0
0
1
6.7
Order large quantities
0
0
1
6.7
0
0
1
6.7
OPERATE OWN OUTLET






Easily catch the attention
of passersby
1
33.3
0
0
1
33.3
2
66.6
Offer lower prices
1
33.3
0
0
1
33.3
2
66.6
*multiple response



















Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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Maintaining Market Outlet

Table 22 shows that all respondent bakeries have responded almost equal of the
listed outlet care.

Table 22. Maintaining market outlet

YEARS IN OPERATION
MAINTAINING MARKET
<10
11 - 20
> 20
TOTAL
OUTLET
F
%
F
%
F
%
F
%
Offering product for
consignment
5
19.2
1
3.8
0
0
6
23.1
On-time delivery
6
23.1
0
0
1
3.8
7
26.9
Providing display rack
4
15.4
0
0
1
3.8
5
19.2
Delivering complete order
5
19.2
3
12.0
0
0
8
30.8
*multiple response




















Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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50

Selling Product Directly to Consumers


Table 23 shows that majority (69.2%) of the respondent bakeries are directly
selling their products to consumers. They display their products in their operating place.
There were only two bakeries that were not displaying their products in their operating
place.

Table 23. Selling product directly to consumers
YEARS IN OPERATION
DIRECTLY SELL
<10
11 - 20
> 20
TOTAL
PRODUCTS
F
%
F
%
F
%
F
%
Directly selling products
15
57.7
3
12.0
0
0
18 69.2
Not directly selling products
1
3.9
0
0
1
3.9
2
7.7
TOTAL 16
61.6
3
12.0
1
3.9
20 76.9





















Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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Selling Product Directly to Consumers
Table 24 shows the reasons of the bakeries for both displaying and not displaying
their products in the operating place. It shows that 8 (30.8%) bakeries display their
products in the operating place to gain higher profit and because it is easy to manage.
Many outlets was the reason why two bakeries were not displaying their products to their
operating place.

Table 24. Reasons in selling product directly to consumers

YEARS IN OPERATION
REASONS IN DIRECTLY
<10
11 - 20
> 20
TOTAL
SELL PRODUCT
F
%
F
%
F
%
F
%
To gain higher profit
6
23.1
2
7.7
0
0
8 30.8
Easy to manage the outlet
3
11.5
1
3.8
4
15.4
8 30.8
Costumer want to buy breads
1
3.9
0
0
0
0
1
3.9
To minimize spoilage
1
3.9
0
0
0
0
1
3.9
Many outlets
1
3.9
0
0
1
3.8
2
7.7
*multiple response







Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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52

Problems Encountered in Marketing the Products

Table 25 shows that there were 15 (57.7%) of the bakeries that had a problem on
price competition, Thirteen (50%) had a problem on transportation cost and five of the
respondents had a problem on Physical deterioration of products. This implies that
majority of the respondents had a problem on price competition. None of the old bakeries
with more than 20 years in operation responded any of the problems identified.

Table 25. Problems encountered in marketing

YEARS IN OPERATION
<10
11 - 20
> 20
TOTAL
PROBLEMS
F % F % F % F %
Price competition
12
46.2
3
12
0
0
15
57.7
Transportation cost
11
42.3
2
7.7
0
0
13
50.0
Physical deterioration
5
19.2
0
0
0
0
5
19.2
*multiple response


















Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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53

SUMMARY, CONCLUSION AND RECOMMENDATION


Summary

The study was conducted to find out the marketing practices of bakeries in La
Trinidad. The study was conducted at the municipality of La Trinidad from December
2009 to March, 2010 wherein there were 26 respondent bakeries. Survey questionnaire
was used in gathering the data needed in the study. Tabular analysis was used to match
bakery profile with their marketing practices. Descriptive analysis using percentage and
frequency counts was used primarily to describe the data.
Among the 26 respondent bakeries in La Trinidad, 24 were sole proprietorship
and only 2 were partnership. Ten had start-up capital of 50,001 to 100,000 pesos, and six
bakeries started to operate with 10,000 to 20,000 pesos. Majority of the respondents
claim to earn a monthly income of less than 20,000 pesos. Most of respondent have been
in operation for less than 10 years. Only few have been in operation for 11 to 20 years,
and only 2 have been in operation for more than 20 years.
The most commonly produced products among the bakeries were loaf, Spanish
bread and pandesal, cinnamon bread and muffins. Other products produced by a majority
of respondents are cheese bread ensaymada, rolls, and buns. Majority of the bakery has
no specific target market for their products. It is for anyone who happens to like their
breads. For the most common bread among the bakeries, stability of demand was the
reasons for production for majority of the respondent. The bakeries listed pandesal,
cinnamon, loaf spanish bread, and cakes to be their highly saleable products. Except for
cakes, these are also the most commonly produced products.
Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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54

The more reasoned respondents based their brand name on their intent to reflect
the quality of product offerings. All bakeries of La Trinidad are using cellophane in
packaging their products except for cakes, pies and rolls wherein they use box and
paperboard. In addition, a bakery is using box in packaging cinnamon. Wax paper is also
used in muffins. Most of the bakery choose their materials in packaging to primarily
protect the product. Eighteen of the bakeries indicate the name and address of their
operating place. There were only four bakeries who are indicating the nutritive value.
Fourteen of the respondents have a problem on capital shortage in their new
product development. Majority of the bakeries are using cost-based pricing, four using
competition-based pricing, three for market-oriented pricing and two were using
premium pricing. The calculated mean of the objectives in pricing of the bakeries resulted
that making products affordable to consumers was the first objectives of bakeries in
pricing their products and discourage new entrants was the last. Majority, of the Bakeries
are displaying their products for promotion, fourteen are directly inviting customers and 8
bakeries are using signboards. Providing information to consumers was the main intent of
bakeries in their choice of promotional activities. Most of the bakeries have a market
outlet of convenience stores.

Conclusion

The following conclusions were drawn based on the findings.
1. The most commonly produced products among the bakeries were loaf, Spanish
bread and pandesal, cinnamon bread and muffins because these products has a stable
demand.
Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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55

2. Majority of the bakeries have no specific target customers for their products.
This means that bakeries hope to catch a wider customer base.
3. The primary concern of bakeries on the type of packaging material used is the
protection of the product and less for other considerations as to it help in promoting the
product indicating a low of appreciating of packaging as a marketing tool. This is further
shown by the lack of product details or information on their labels.
4. Bakeries have various bases of pricing their products but their primary concern
was to make their products more affordable to consumers more than any other reason.
5. Bakeries of La Trinidad applied varied promotional measures. However, their
main concern for doing so was to provide more information to consumers.

Recommendation

Based on the conclusions of this study, most bakeries tend to be consumer
friendly but lack marketing strategies to improve their market share. It is therefore
recommended that assistance be provided to these bakeries, most especially for the start-
ups, in the area of target marketing, product innovations, and promotions strategies.













Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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56

LITERATURE CITED


ANONYMOUS, 2006. “Labeling” Microsoft® Encarta® 2009. Redmond, WA:

Microsoft Corporation.

BRENNAN, R., CANNING, L. and MCDOWELL, R. 2007. Business-to-business

marketing. SAGE publications Inc. P. 195, 204.

KOTLER, P. 2000. Marketing management. Prentice Hall International Inc. P. 87.
NOBILIS, L. 2009. Biz Development - Manage Your Business Development.

Retrieved October 8, 2009 from. http://www.biz-development.com/Finance/7.6.
BasicPricingStrategies.htm

PETER, J. and J. H. JR DONNELLY 2001. Marketing management. Pp.92-93, 95-
96,170.

ROBBS, B. 2006. “Marketing” Microsoft® Encarta® 2009. Redmond, WA: Microsoft
Corporation.

RYAN, N. 2007. “Bread”. Microsoft® Encarta® 2009. Redmond, WA: Microsoft
Corporation.

STANTON, J. and FUTRELL, C 1987. Fundamentals of marketing. McGraw-Hill Inc. P.
418.

WIWAG®. 2008. Business weeks. Education for Youth Enterprise Foundation Inc. P.
9/6.









Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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57

APPENDIX A
Republic of the Philippines
Benguet State University
DEPARTMENT OF AGRICULTURAL ECONOMICS
AND AGRIBUSINESS MANAGEMENT
College of Agriculture
La Trinidad, Benguet

March, 2010
_____________________
_____________________
_____________________

Sir/Madam:



The undersigned is a fourth year Bachelor of Science in Agribusiness (BSAB)
student of Benguet State University majoring in Enterprise Management who is
presently conducting a research study on the marketing practices of various bakeries in
La Trinidad, Benguet in fulfillment of the requirements of AB 200: Agribusiness Special
Problem.


The intent of the study is to document and identify differences in strategies of the
bakeries in terms of marketing. It does not however gauge the success or failure of the
various strategies employed.


In this connection, the researcher would like to request for your cooperation
towards filling questions contributory to the success of the said study. Rest assured that
identifies of respondents will be held in confidence.


Thank you very much for your consideration of this request.


Respectfully yours,


MAYBERLYN T. PAPCO-O








Researcher



Noted by:


CLIFTON LLANES
Adviser
Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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APPENDIX B
Survey Questionnaire


I. General Information of the Business
1.) Name of the bakery business: __________________________________
2.) Address: ___________________________________________________
3.) Form of the business: _________________________________________
4.) Number of years of operation: ________
5.) Beginning capital: [ ] 10,000
[ ] 20,000
[ ] 30,000
[ ] 40,000
[ ] 50,000 [ ] 100,000
[ ] others, specify: ____________________________

6.) Business income per month: [ ] 15,000
[ ] 20,000
[ ] 30,000
[ ] 40,000
[ ] 50,000
[ ] 100,000

[ ] others, specify: ____________________

II. Product Practices
1.) What are the different products you produce, your target customers and
your reasons? Pls. check.
Products
Target Customers
Reasons
a b c d e f a b c d e
____1.) Loaf











____2.) Raisin bread











____ 3.) Spanish bread











____4.) Cheese bread











____ 5.) Cinnamon











____ 6.) Ensaymada











____7.) Muffins











____8.) Pandesal











____9.) Cakes











____10.) Rolls











____11.) Buns











____12.) Siopao











____13.) Pies











____14.) Pandecoco











____15.) Pudding

____16.) Sanicolas











____17.) Longjan

____18.) Cookies




Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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Target customers Reasons
a.) White collar worker a.) increasing demand
b.) Blue collar worker
b.) low cost of production
c.) Children c.) customer request
d.) Teeners d.) easy to produce
e.) Senior citizens e.) stable demand
f.) Anyone f.) others; specify: ___________________

2.) Which among your products has the highest sales? ___________________

3.) What is your basis in coming up with the brand name of your products? Pls.
check
_____ name of the owner
_____ name of the owner’s relative ( parent, son/daughter, sister/brother,

cousins, friend, etc.)
_____ in relation with the kind of products
_____ Location of the business
_____ others; specify: _________________________________________

4.) What are your reasons in choosing the brand name of your products? Pls. check
_____ easy to be remember
_____ easy to pronounce
_____ it has a pleasant meaning
_____ name is well-known locally
_____ emphasize quality of produce
_____ no particular reason
_____ others; specify __________________________________________

5.) What are the materials you use in packaging your products and why? Pls. check
(you may check more than one).


Products
Packaging
Reasons
Materials
a b c d a b
c
d
e
____1.) Loaf









____2.)
Raisin
bread

____
3.)
Spanish
bread
____4.) Cheese
bread

____
5.)
Cinnamon

____
6.)
Ensaymada

____7.) Muffins









____8.) Pandesal









____9.) Cakes









____10.) Rolls









____11.) Buns









Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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____12.) Siopao

____13.) Pies









____14.) Pandecoco

____15.) Pudding

____16.) Sanicolas









____17.) Longjan

____18.) Cookies


Packaging materials Reasons
a.) Cellophane a.) it protects the product
b.) Box b.) it attracts customers
c.) Wax paper c.) it is easy to transport
d.) Paperboard d.) low cost
e.) ease of handling for consumers

6.) What are the informations that were indicated to the label of your
products?
Pls.
check
_____ name and address of the manufacturer
_____ kind of bread
_____ nutritive value
_____ ingredients
_____ expiration date
_____ weight content
_____others; specify: __________________________________________


7.) In your product development, what are the characteristics of new products
you
are
considering?
_____ create an entirely new market
_____ allows the business to enter an established market for the first time
_____ supplements the business established product lines
_____ provides greater taste and replace existing products
_____ provide similar performance at lower cost
_____ Others; specify: _________________________________________


8.) What are the problems you encounter in your new-product development?
_____
government
requirements
_____
high
R&D,
manufacturing and marketing cost
_____
capital
shortage
_____
small
market
segment


_____ few ways to improve the product


_____ shortage product life cycles


_____ others; specify: _________________________________________




Marketing Peactices of Different Bakeries in La Trin

idad / Mayberlyn T. Papco-o. 2010

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61

III. Price Practices

1.) What method you are using to price your product?
_____ Cost-based pricing
_____ Competition-based pricing


_____ Market-oriented pricing
_____
Premium
pricing
_____
Promotional
pricing

2.) What is your main objective in pricing your products? Pls. rank according to
importance.
_____ to maximize profit
_____ make product affordable to consumers
_____ increase market share
_____ discourage new entrants into the industry
_____ survival
_____ emphasize quality of the product


_____ emphasize value of the product
IV. Promotion Practices

1.) How do you promote your products and why? Pls. check

Promotional measures
Reasons for choice
a b c d
a.) On advertisement




_____ radio
_____ news paper




_____ billboards




_____ brochures and booklets




_____ posters




_____ signboards




b.) On sales promotion




_____ plain product display
_____ use of coupons




_____ buy one-take-one




_____ participation on trade fairs




_____ distributing samples




c.) On personal selling




_____ door to door selling
_____ directly inviting customers




d.) Public relations




_____ seminars
_____ charitable donations




_____ sponsorship








Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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Reasons
a.) reaching out to the masses with ease
b.) easily gain feedback from consumers
c.) can make adjustments in promotion message
d.) affordable
e.) others; Pls. specify: ____________________________________

2.) What are your objectives in promoting your products? Pls. rank
_____ building product awareness
_____ creating interest
_____ providing information
_____ convince customers to make a purchase

V. Place / distribution Practices

1.) Who are your market outlets? Pls.check

Market outlets
Reasons


a b c d e
_____
groceries

_____
convenience
stores

_____ operate own outlet





_____
others;
specify_____


Reasons
a.) Easily catch the attention of passersby
b.) Offer lower prices
c.) Close in parking
d.) Easily entry and exit
e.) Order large quantities
f.) Others; specify: _____________________________________

2.) How do you maintain your outlets?
_____ offering product for consignment
_____ on-time delivery
_____ providing display rack
_____delivering complete order
_____ others; specify; ___________________________________________
3.) Aside from your retailers, do you sell your products directly to consumers?
_____ yes
_____ no
Why? ________________________________________________________

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IV.What are the problems you encounter in marketing your products? Pls. check (you

may check more than one)
_____ price competition
_____ transportation cost
_____ physical deterioration
_____ others; specify: _________________________________________












---- THANK YOU VERY MUCH AND GOD BLESS----


Marketing Peactices of Different Bakeries in La Trinidad / Mayberlyn T. Papco-o. 2010

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Document Outline

• Marketing Peactices of DifferentBakeries in La Trinidad
  • BIBIOGRAPHY
  • ABSTRACT
  • TABLE OF CONTENTS
  • INTRODUCTION
    • Rationale
    • Importance of the Study
    • Statement of the Problem
    • Objectives of the Study
    • Scope and Delimitation of the Study
  • REVIEW OF LITERATURE
    • Product
    • Pricing
    • Promotion
    • Place/Distribution
    • Bread
    • History of bread-making
    • Definition of Terms
  • METHODOLOGY
  • RESULTS AND DISCUSSION
    • General Information of the Business
    • Products Produced
    • Product Target Customers
    • Reasons for Producing the Products
    • Highest Sale Products
    • Basis of Brands
    • Reasons in Choosing the Brand Name of the Products
    • Packaging Materials.
    • Reasons in Choosing Packaging Materials
    • Characteristics of New Product
    • Problems on New Products
    • Price Method
    • Objectives in Pricing of Bakeries
    • Promotional Measures
    • Reasons in Choosing Promotional Measures
    • Objectives in Promoting the Products
    • Market Outlet
    • Reasons in Choosing Market Outlet
    • Maintaining Market Outlet
    • Selling Product Directly to Consumers
    • Selling Product Directly to Consumers
    • Problems Encountered in Marketing the Products
  • SUMMARY, CONCLUSION AND RECOMMENDATION
    • Summary
    • Conclusion
    • Recommendation
  • LITERATURE CITED
  • APPENDIX

---