ASSESSMENT OF PROMOTIONAL AND MARKETING STYLE OF COCO VALLEY

ABSTRACT
Coco valley is a famous resort located at Dasmariñas Cavite, which gives a wonderful
experience to their customer. Recently the resorts celebrate its one year anniversary in the industry
with a great publicity and feedback to their business. The resort is well known in and outside of
the city therefore it is a good location for a business research. The good publicity of the resort
gives a motivation to the student researchers of the University of Perpetual Help System Delta
Molino Campus. The researchers decided to conduct a Descriptive Research about the marketing
and promotional style of Coco Valley that tends to discover the disadvantages and advantages of
Coco Valley in terms of promotional style and effective promotional that makes the customer
choose their resort. The outcomes of research will expectedly help the future business owner,
specially a resort owner to have efficient and effective Marketing and Promotional style.
I. INTRODUCTION

Travel and tourism are both important to a country, it can both brought growth and
employment (Yannopolous& Rotenberg, 1999). One of the study of Cooper, Fletcher, Wanhill,
Gilbert andShepherd (1998) they believe that tourism industry is a major economic activity
worldwide, and is now a vital activity for various countries and regions with a continuous growth
of this activity over the past few years (Krippendorf, 1989). Parallel to that the latest report of
World Travel and Tourism Council or WTTC, Tourism Industry contributed a total of ₱2.85
trillion this is equivalent to 19.7% of our GDP in our local economy in 2016. It is part of global
market competition and one of the things that are needed to be able to survive in this competition
is well-plan marketing and promotional style. This competition is one of the factors why
countries consider market and mixed economy as their form of economy and Philippines are one
of the country that using mixed-economy it encouraging its people to open a business. Thus, this
study will showcase following effective marketing strategies by conducting a research to a resort
that has great publicity.
In the City of Dasmarinas in Cavite Coco Valley is located; it is well-known resort. Resort is
one of the types of Accommodation, it can offer more than just a place to stay in, and it can also
provide a recreational facility and other amenities of normal accommodation. Moreover, since
this is a business there a lot of competitors that will be challenge or threat, the Coco Valley have
a lot of competitors in the area such as Tubigan Resort, Swiss Resort, Saniya Resort and so on.
Thus, Coco Valley is a very good area for a research about marketing and promotional style
because within a year they are already well-known in the city.
In this research, Coco Valley will be evaluate on their safety measures such as life guard,
security guard and the awareness of the staff regarding the safety of their guest, so Coco Valley
can also be a perfect location for school gatherings and celebration were the safety is secure
and satisfaction feeling will be attained. Aside from it, securing the safety of faculties and
students should be a priority especially when the event is outside the school premises. . Also
this study will help Coco Valley to improve what they need to improve, and for the other resort
this study will help them to be competitive as Coco Valley. Since Philippines are Mixed
Economy it will be a benefit to increase the market competition.
 The review of related literature has recognized the significance of Market Segmentation
((McDonald & Wilson, 2011;Kotler,2006; Cooper,2006; ) Cultural and Social Differences
(Hudson, 2008; Geert Hofstede; 1973) Assimilation Theory (Anderson, 1973; Festinger,
1957). These authors might have different theory that it all discusses the Needs and Wants of
tourist that they need to achieve in travelling. One of the reasons why tourists do travel is for
leisure, and these this review will determine the needs that should be filled. Along with it is a
study about marketing Practices of Hotel in ChiangMai that aims to explore marketing style
but mainly focus on Marketing such as 7P’s.This research will reveal the effective marketing
style of Coco Valley and related literature above will help to elaborate the gathered
information. It will support the existing information if ever and we will be able to understand
what factors should be considered to have a productive marketing and promotional style.
Customer satisfaction is an expectation that producer should attained. This literature exposes
the different types of tourist that should be understand to be able to design a plan that will
match the market segmentation of this tourist. It also gives information about satisfying
customer that will help to an efficient marketing plan that will help to reduce risk especially
when market goal is already set.
A. Theoretical Framework
SOSTAC is a marketing model developed by PR Smith in the 1990s and
later formalized in his 2004 book, Strategic Marketing Communications. It
is an acronym for Smith's six fundamental facets of marketing: situation,
objectives, strategy, tactics, action and control. SOSTAC is a model develop
by PR Smith in 1990’s to help to develop an effective marketing style and
also can be a guide to have one.
B.Conceptual Framework
Coco Valley is the setting of our research, it will link the 2 two variables
the independent variables that is coco valley’s Marketing and Promotion
Style where on the other hands is the dependent variables which is the
admin and staff also the guest. The conceptual framework will simply
connect the independent and dependent variables, Promotion and
marketing style will determined by interviewing and surveying the guest,
admin and staff.
OBJECTIVES OF THE STUDY
This research is a descriptive research and question below will serves as the guidelines in
doing the research. This seek for, (1) the advantages and disadvantages of Coco Valley in terms of
Promotional and Marketing Style. (2) Uniqueness of Coco Valley among the other resort. (3)
Finally identify the effective marketing style of Coco Valley that some other resort can also adapt.
II. METHODOLOGY
A. Research Design
The researchers will be both using Qualitative and Quantitative research, because the forms of
data collection that will perform are survey questionnaires for the staffs and guests and an
interview for the Staffs and Administrators of the said resort. This research will collect information
by surveying to improve the service and attain the highest customer satisfaction ratings. In this
method, the researcher will do a series of questions to the respondents, summarizes their responses
in percentages, frequency distribution and some other statistical approaches. Survey research
typically employs face-to-face interviews.
B. Setting
This study will be conducted in Coco Valley Richnez Waterpark. Coco Valley is located in
315 Molino – Paliparan Rd, Dasmariñas, Cavite. This resort was chosen because of the number of
costumers visiting them each day. Since it is a growing resort, it is necessary to know what makes
it one step ahead among its competitors. Moreover, this resort just celebrates its first anniversary
but immediately earns a great publicity in and outside of the city therefore the researcher picks it
as good setting to learn what are the effective marketing and promotional style of a resort to gain
such publicity. The good feedbacks of the guests also contribute an impact to motivate a researcher
to dig deeper about the resort.
C. Participants
To identify what effective Promotion and Marketing Strategies, a total of 25 participants will
be selected, compose of Guest 80%, Staff 15% and Administrators 5%. For the customer,
supposedly 15 yrs. old and above will be chosen as respondent of said survey so that they can
understand the survey aside from it another category for participants is their availability since the
form of sampling is non-probability sampling. In interview, a marketing staff (if available) will
answer the structure interview question to be able give the information needed by the researchers.
D. Data Collection
This research is a descriptive research that will undergo survey, and interview for gathering of
information. In this research, we have 3 participants – costumers, staffs, and manager/s. Different
sets of questions and method of collecting data are prepared for participants depending on their
categories. If the participant is the costumer and staff, they have to answer survey questionnaire
form that contains 12 questions depending on their availability since this is a non-probability
sampling. If the participant is the manager, a set of 10 structure interview question will be asked
and record through a phone recorder. The survey questionnaires differ depending on the
participant- customer satisfaction for costumers, promotion for the staffs, and marketing strategies
for the manager/s.
E. Data Analysis
The gathered data will analyse using statistical method, descriptive statistic to be exact.
Descriptive statistic are used to interpret data, it has 2 out of 3 central tendency will be used. Mean
is average while the mode is the frequency. The formula for mean that will be used is 𝑚 = 𝐷𝑎𝑡𝑎 ÷
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑡ℎ𝑒 𝑑𝑎𝑡𝑎 . Another central tendency that will be used is mode; it is a set of data where
the frequency of the data is actually the X. This will be computed manual and graphics like chart
and table will used to present the data. While in the interview, the Thematic Analysis and Content
analysis will be used. The analysis will be gone through the coding process, to establish a pattern
to explain a specific phenomenon.
F. Research Instrument
The proponents have used the Descriptive Research method, the technique that we will be
using is survey method. The researcher-made questionnaire will be drawn through research
previous knowledge, readings and unpublished and published topic relevant to study to gather the
needed information to the study. In the preparation for the survey and interview the circumstances
and issues will be explained to the respondent to match the needed information for the research.
For the preference of the structured questionnaire research assumption will be consider like
unbiased questionnaire and pressure for immediate answer. The questionnaire will be validated by
the TVL-Department and research teachers and professionals.
III. RESULT AND DISCUSSION

The research was set to discover Coco Valley’s marketing style and to improve what should
be improve and able to identify their effective marketing style. Part of the Global Market
competition are able to survive in every competitions especially in the market and one of the keys
in surpassing it is having a well-planned marketing strategies. Also, having a good quality of
service and amenities will also have a great impact in a competition; with such quality customer
tend to keep on coming back. As the researchers undergo with the data gathering, there are some
points that they discover, realize and prove.
The first data to present is the customer rate satisfaction (4 as the highest and 1 as the
lowest)
Figure 1: Average Ratings of Guest to Coco Valley’s Services
Figure 1 shows that the mean are
Mean above average, that showcase how
satisfied the customers to the Coco
4
Valley service. Another point is the
3 “recommendation”, as we go and
2
reflect in it we concluded that guest
3.3 3.4 3.3 2.9 2.9 3.1 can also market it through the use of
1 word of mouth; suggest the resort to
0 their friends and relatives. On the
Decoration Cleanliness Cottage's Housekeeping Food Quality Overall
Condition Service Experience
other hand, none of the category got
the perfect score which is 4,
therefore the staffs and administration should work harder to achieve a higher rate soon, but as
“Beginner” (remember that Coco Valley just celebrated their first anniversary last 2017) in this
field, the resort is actually doing good.
Some service like; staff, guests are also satisfied to the personalize approach or friendliness
of the staff, aside from it, the security of the resort is very important since the customers are
enjoying their time with their family, so safety is an important factor to consider when choosing a
resort or any place where you can relax and enjoy. However the firmness of the resort got 2.7 as
ratings somehow satisfied but the result also good to reflect because in any cases the firmness and
rapidness of the staff’ response also significant.
Figure 2: Average Ratings of Guests to Coco Valley’s Amenities
 Figure 2 shows the rating of amenities,
Mean having good amenities also attracts
4 guests/customers because their primary
purposes are to relax, enjoy and
3
experience some leisure activities. The
2 decoration of the resort got also above
3 2.86 3.2 2.7 3.1
1 the average ratings which is good, one
way to attract guest is the setup, if the
0 view of the of the resort is
Staff Necessity Security Service's Firmness Recommendation
instagramable specially now millennial
are on the run, with the picture provided by the administration or staff they tend to go for it so
decoration definitely affect the market. Cleanliness, the resort a high ratings so the resorts
personnel should maintain it because some guest conclude that “bago pa kasi’’(It just open
recently) perception so consistency is the key to remove such perception. Room’s condition and
housekeeping are both got above the average also like cleanliness it should be maintain to have a
good reputation. The overall experience of the guests was also in good rating which are 3.1 so they
are satisfied.
Figure 3: The Most Frequent Marketing Media
Figure 3 showcases the most powerful marketing
media which is the Websites, Social Media to be
Mode exact because this is now the most common sources
of information. The most popular social media is
Social Media Facebook developed by Mr. Mark Zuckerberg in
25% 38% Television 2004, Facebook has a total of 901 Million users and
Brochures/Flyers 57% of the Filipinos have Facebook account. This
8% Word of Mouth facts is supported the conducted survey 38% of the
29% Guests got the information through Social Media and
most commonly, Facebook Page. While the 29% of
the guests got their information about the Coco
Valley were from Television, Coco Valley once figured on TV show this was a great impact of
their publicity. The 25% is the Word of Mouth it can sales talk, or suggestion from friends and
relatives, in marketing industry word of mouth is one of the most effective marketing style though
it hard build because first you have a good reputation that is why customer satisfaction were also
import in assessing the marketing style. One of the survey question asked are about
recommendation and the news is 71% of the guests agree that they will suggest of recommend
Coco Valley to their friends and relatives. While the remaining 8% got their information through
the traditional marketing media which are brochures, flyers and tarpaulin that also contribute
impact on Coco Valley’s promotion.
Figure 4: Marketing and Promotional Style of Coco Valley
Marketing and Marketing Style of Coco Valley
Promotional Style of
Coco Valley
A. Advertisements - In marketing
Current
Advertisement
Style advertisements are the most common method to
Facebook Trial and
disseminate the information about the product
Tarpaulin Studying
Page Error example of advertisements that Coco Valley adapt
Flyers
Featured in
Open for
Suggestion
are Tarpaulin, flyer or TV shows. It was also aired
some TV shows
from guests
on TV show in GMA it cost actually ₱15,000 and
Future give them 2 minutes video and use it as
Location
Plans
Guests from
Advertisement it YouTube, Facebook and their
Advertising Open for
outside of the
city
Competitors
Company Expansion Website. Advertisements was usually paid and
Add more
based on interview they have no exact allocated
Taguig Tubigan
amenities
budget for advertisings. For future plans, their
Antipolo Saniya marketing staff currently reviews a tying up with
an advertising company and still seeking for
Meds and
Bulacan
Blue stronger advertisement campaign.
B. Word of Mouth - Websites reviews can
consider word of mouth because from the information of other guests the potential guests can
also have idea about it and visualize the experience that can expect to Coco Valley since Coco
Valley is new open resort in Paliparan, Cavite, bloggers are try and visit it to do some reviews
regarding the resort which eventually have a positive impact on promotion of the resort.
C. Place (7P’s) - In the marketing mix, place should also consider. Coco Valley has a lot of
competitors with in the vicinity so it is a challenge to go beyond them and excel among the
rest. The positive impact aside from competitors are the accessibility of the place, guests from
other places like Taguig, Antipolo, Bulacan and some parts of manila was able to experience
the fun in Coco Valley, having guests from different city is a good overview of the promotion.
D. Market Expansion - Market expansion offer more products or service for more profit,
opportunities, and for larger market. Coco Valley is open for expansion but currently studying
about it more cause it cost a lot of sources and engaging in high risk.
IV. CONCLUSION AND RECOMMENDATION
The research was conducted to know the advantages and disadvantages of Coco Valley in terms
of Promotional and Marketing Style also to know their effective marketing strategies to help the
future business owner. The following are effective marketing style of Coco Valley; first it the FB
page it should sustain in giving information through social media because it is the fastest way,
however they should also consider their traditional marketing media like flyers to be more
attractive and provide some pool pictures on it. Moreover, the tarpaulin is also effective especially
in having it along road or in more noticeable area. The TV shows also contribute great impacts on
publicity because once the resort or business figured on TV this gives a pleasing anticipation to
the viewers. Apart of it is the customer satisfaction ratings of Coco Valley’s guests, and the result
says that 82% of the ratings are satisfied to the service and amenities that resort was given to them,
however the researcher concluded that this affect the publicity because of the word of mouth or
the feedback of the guests affects the potential guests to effect more about the resort. The constant
improvements of resorts amenities are actually needed because it has a lot of competitors with in
the vicinity. And finally, here are the recommendations that the researcher conclude through the
research findings, Trial and error stage should be vanished completely because it cannot sustain a
long-term success in terms of promotional, but the good thing about it is the suggestion and good
feedback about the Coco Valley somehow help them to have marketing style, though the owner
should not only focus on the positive feedback but also to negative in that way they can improve
whatever it is. Considering the researchers findings should be their first step in overcoming the
trial and error promotional style, because situational analysis is first step to come up in more
effective marketing strategy (SOSTAC marketing model developed by PR Smith in the 1990s) a
study like this reveal what are the future they should done to sustain a good reputation to their
guests. The future plans like tying up on advertising company should still consider and the
expansion of the resort can motivate the guests to come over especially the competitors like
Tubigan offers a wider and more pool to enjoy nevertheless the current state in terms of
promotional style they are actually doing well but they should work harder to make it better. The
staff should also be informed about the marketing and promotional value and give them task on
they can promote Coco Valley not just on Facebook, also provide them information about the
resort’s future plans like having another pools they can pass the information to the guests so the
guests will be back to try the pool. Furthermore, add some recreational activities and amenities
such as speaker and videoke to improve the ambiance of the resort.
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