1

CHAPTER I

THE PROBLEM AND ITS SCOPE

INTRODUCTION

Rationale of the Study

In any business, the sales department is the revenue-generating

department tasked with bringing the money in. The company’s projects, plans

and the like would depend on the budget set by the company. Most of the time,

the budget given would be dependent on the sales that the company has

generated. Like many other small and medium-sized businesses, it is important

to know the importance of promotional and marketing strategies. Promoting a

business is an active process which needs to be very closely examined for

obtaining the best results. One can use the manpower that they have to come up

with competitive strategies to promote the business and let it flourish.

Promotional strategies and marketing always go through the process hand in

hand. Marketing one’s brand or product will go through the process of

manufacturing, promoting, and selling products to the customers. Promotion is a

crucial element in putting across the benefits of your product or service to the

customers. Well-designed marketing and promotional strategies ensure long-

term success, bringing-in more customers and ensure profitability for businesses.

Promotion is the voice of the business which sends out one’s brand

message loud and clear to the audience or customers. Different media platforms

can be used to promote the business and its brand. It includes television, radio,

shopping outlets, billboards, magazines, and social media. Different promotional

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strategies can be used to promote and market businesses depending on its

goals, objectives and priorities. In the absence of marketing promotions, one’s

brand or service may be able to acquire the attention of the preoccupied

customers.

Publishing companies also greatly utilize promotional efforts to gain

customers’ trust. In Cebu City alone, there are at least 20 publishing companies

that cater to the same market as Americans, Europeans, Australians, Canadians,

etc. With so many competitors, it would be a struggle to have a company that

would stand out from the rest. However, taking extra steps to establish brand

recognition and a loyal client base will make a big difference, and can even take

the business a step ahead of its rivals.

The publishing industry is relatively competitive, and strategic

sustainability is necessary. Publishing companies offer a variety of services such

as Editing, Cover Design, Interior Design and Layout, as well as different kinds of

Marketing Services like Radio Interviews, Book Fairs, and Screenplays among

others. A publishing company is just like any other business, will close if all it did

was to enter the field, but not stay ahead. This is where marketing strategies

coupled with customer satisfaction comes in.

A publishing company has to consider the importance of the fulfillment of

the services that were promised to be able to generate more sales and revenue

for the company. This is also to cultivate trust and encourage customers to talk

positive about their experience through word-of-mouth. Likewise, a local

publishing company has to consider the importance of the effectiveness of

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promotional strategies to survive in the fast-growing competition of publishing

houses based in Cebu. This study is selected for the reasons that there are so

many authors and aspiring authors who are seeking established publishers to

make their dreams of becoming a published author come true.

The publishing world can seem daunting at first, which is why Stratton

Press goes out of the way to make the entire process as easy, honest, and

inexpensive as possible without sacrificing quality of service. The company offers

an experience that is one-of-a-kind for both novice and veteran authors, as it

caters to distribution orders, printing, publishing, and marketing — all in one

house. Stratton is committed to excellence in the written art. The company

believes that a true masterpiece deserves its place in the world of publishing and

should not cost its clients a lot. It is the company’s commitment to deliver

excellence in its programs. However, not many authors or other publishers know

about Stratton Press and the services it offers and its sales team has also not

been generating enough revenue for the past few months (September 2018 -

February 2019). Hence, this study will assist the company survive in this

turbulent world of tough competition.

Theoretical Background

In today’s technology-driven world, social networking sites have become

an avenue where retailers can extend their marketing campaigns to a wider

range of consumers. Social media marketing is a connection between brands

and consumers, while offering a persona channel and currency for user centered
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networking and social interaction (Kelly, 2016). The tools and approaches for

communicating with customers have changed greatly with the emergence of

social media. Therefore, businesses must learn how to use social media in a way

that is consistent with their business plan (Mangold et al, 2009). This is especially

true for companies striving to gain a competitive advantage. The phenomenon

has only developed within the last decade, thus social media research has

largely focused on (1) defining new terminology and concepts that make up its

foundations, and (2) exploring the impact of a company’s integration of social

media on consumer behavior (Paquette, 2013).

This research study is anchored on the theory of Correspondent Inference

which predicts that consumers attribute promotional behavior to the disposition of

the brand rather than industry characteristics. Since consumers are more likely to

attribute promotions to brand-related (versus industry-related) factors and

because these factors are typically negative, offering a promotion should affect

brand evaluations unfavorably. (Jones et al, 1965)

With over 2.32 billion active users per month as of February 2019,

Facebook is changing the way billions of people relate to one another and share

information. A rapidly growing body of research has accompanied the meteoric

rise of Facebook as social scientist assess the impact of Facebook on social life

(Di Capua, 2012).

The objectives of product promotion are to increase sales, attract

customers, improve product recognition and enhance brand identity and etc.
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Product promotion benefits businesses by generating consumer demand, and

benefits consumers by providing needed information about product availability

and uses. Because of intense competition, it is critical to pan an effective strategy

before initiating a promotion campaign. It is particularly important for small

businesses to utilize their limited resources effectively. Sales promotion activities

include advertising campaigns, product demonstrations, trade shows, free

sample campaigns, seminars on related topics, media campaigns, telemarketing,

door-to-door sales, direct mail campaigns and others. The breadth of sales

promotion activities is limited only by creativity. To mount an effective production

promotion campaign, however, companies must be aware of customer

psychology and buying patterns as well as the nature and extent of your

competition (Carnes, 2018).

What is market segmentation? Market segmentation is the sub-dividing of

market into homogeneous sub-sections of customers, where any sub-section

may conceivably be selected as a market target to be reached with a distinct

marketing mix (Kotler, 2016) Marketing mix is a term used to describe the

Four P’s of marketing, which are price, product, place, and promotion. These

strategies are ways companies communicate information about their products

and services with the end goal of increasing sales. Examples of promotional

strategies in marketing include advertising, public relations, personal selling and

sponsorship. Advertising is a promotional marketing strategy companies use to

create awareness about their products and services. The goal of advertising as a

promotional strategy is to generate a response from your target customers. A

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variety of different types of advertising can be utilized: television and radio

advertisements; print advertisements in newspapers, magazines and journals;

direct mail advertisements in which you send marketing materials directly to a

select list of customers; and outdoor advertising such as posters, banners, signs

and bus ads (Christ, 2017)

Product promotion is one of the necessities for getting a product to be

noticed by the public and for attracting new customers. There are numerous

ways to promote a product or service. Social networks connect with a world of

potential customers that can view the company from a different perspective.

Rather than seeing the company as trying to sell something, the social network

can see a company that is in touch with people on a more personal level. This

can help lessen the divide between the company and the buyer which in turn

presents a more appealing and familiar image of the company. (Hose, 2018).

Where the product is sold is a key marketing decision. A recent

development in marketing theory centers around the effects of technology on

marketing products. Social networking is a relatively new form of communication;

when people discuss a product via email, Facebook pages, Twitter accounts, and

other electronic means, a product may go viral, or start to sell more units with no

direct advertising, public relations or promotions on the part of the company. This

is why more companies are participating in social networking sites, hoping

consumers will then take their goods or services viral. (Edmunds, 2018).
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Facebook is a free popular social networking website that allows

registered users to create personal profiles, upload photos and videos, send

messages and keep in touch with friends, family and colleagues and so much

more. Sponsored stories seen in Facebook Newsfeed provides opportunities for

companies to reach their target audience. Lately, video advertisements and even

Facebook Messenger ads have been popping up, as added avenue for

advertising.

Instagram lets registered users upload photos or videos to the service.

Users can apply various digital filters to their images, and add locations through

geotags. They can add hashtags to their posts, linking the photos up with other

content on Instagram featuring the same subject or overall topic. Users can

connect their Instagram account to other social media profiles such as Facebook

and Twitter, enabling them to share photos to those profiles as well.

Targeted Email Blasts is a campaign wherein digital mails with a particular

message are sent out to a set target audience. The list of Email recipients is

predetermined through various means: surveys, subscriptions (likes and follows),

internet cookies and etc.

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FIGURE 1

Ansoff Matrix

The Ansoff Matrix is a marketing planning model that helps a business

determine its product and market growth strategy.

Market penetration is the name given to a growth strategy where the

business focuses on selling existing products into existing markets. Market

penetration seeks to achieve four main objectives: Maintain or increase the

market share of current products – this can be achieved by a combination of

competitive pricing strategies, advertising, sales promotion and perhaps more

resources dedicated to personal selling, Secure dominance of growth markets,

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Restructure a mature market by driving out competitors; this would require a

much more aggressive promotional campaign, supported by a pricing strategy

designed to make the market unattractive for competitors, Increase usage by

existing customers – for example by introducing loyalty schemes.

A market penetration marketing strategy is very much about “business as

usual”. The business is focusing on markets and products it knows well. It is

likely to have good information on competitors and on customer needs. It is

unlikely, therefore, that this strategy will require much investment in new market

research.

Flow of the Research Process

The Research flow chart shows the step-by-step progress about a

particular study. It shows a graphical symbolic presentation of a process that

consisted of the input, process and output.

The Input shows the marketing mix of the company, particularly

promotions strategies that Stratton Press Publishing has emphasis on.

The second phase – the Process, shows the flow of the formulation,

distribution and retrieval of the questionnaires, including tabulation of data and

interpreting its results.

Finally, the Output shows the outcome or result of the study, and possible

recommendations or proposals to address the needs of the study, specifically

Amazon Advertising.
 INPUT

I
I

T
T

E
Y
E
V
S
E
V
P
S
E

D
H
R
U
R
C
D

O
M

-TABULATION
PR
-PRESENTATION - O
DATA QUESTIO
-ANALYSIS FORMULATION NNAIRE
- -FINALIZATION CE
INTERPRETATION ADMINISTRATI
ON
SS

Research Flow Chart

-RETRIEVAL

FIGURE 2
Amazon Advertising
OUTPUT

Proposed Promotional Improvement Schemes:

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THE PROBLEM

Statement of the Problem

The purpose of this study is to evaluate the promotional strategies and

sales efforts of Stratton Press Publishing located at 831 N Tatnall St. Suite M

#188 in Wilmington, Delaware 19801 and Rm. 608, 6F, Jesa-ITC Bldg., Gen.

Maxilom Avenue, Cebu City, 6000.

In order to attain the objectives, the following questions were asked:

1. How effective are the existing promotional strategies of Stratton Press

Publishing in terms of the following:

1.1 Facebook Sponsored Stories/Ads;

1.2 Instagram Posts; and

1.3 Targeted Email Blasts

2. What are other general customer preferences on the factors affecting

client satisfaction?

3. Based on the findings of the study, what recommendations can be

proposed for further improvement?

SIGNIFICANCE OF THE STUDY

This study is beneficial to the following sectors:

The Management/Company

The study helps the management or the organization to fully understand

what needs to be maintained for good marketing performance. Furthermore, it

also helps the management create an action plan to address the problems and
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underlying issues to boost sales and marketing outcome, after examining its

promotions efforts. Finally, this study is done in order to propose better/more

strategies to increase customer traffic and revenue.

The Respondents/Customers

The customers will be better informed on the process and performance of

the company. They may also be able to avail of and enjoy the services they

wanted from the improved services provided by the company.

The Researcher

The study serves as an all-around basis for understanding the business.

Not only can the researcher address the flaws of the business but can also help

improve the business’ performance by having the view from the customers’

perspective. This further enhances the researcher’s business acumen and

translates marketing theories into industry practice.

The Future Researchers

The future researchers can utilize the output of this study as basis or

reference for future and related studies. The research focuses on an unorthodox

type of business; thus, this study is very helpful as there are few known sources

for this type of research in the self-publishing industry.

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RESEARCH DESIGN

Research Method

This research study utilized the descriptive survey method where the

questionnaire is used as the main tool in the data collection which is aimed at

assessing the existing promotional strategies of Stratton Press Publishing. This

was done through the distribution of a questionnaire to the respondents. The

data gathered were tabulated, analyzed, and interpreted thoroughly to obtain

accurate results.

Research Environment

This study is conducted at the main office of Stratton Press Publishing Inc.

located at Room 608, 6th Floor, JESA ITC Building, Gen. Maxilom Ave., Cebu

City, 6000. However the questionnaires will be distributed via email to authors

from United States of America, Canada, and Australia and even across Europe

and other territories.

Respondents

The number of the respondents of the study is 60. The respondents are

chosen using stratified sampling and randomly chosen through the ‘fishbowl

method’ alternatively used with the aid of a random number generator app. Sixty

random names will then be picked from the said fishbowl to identify the

respondents.
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Computation:

n = N / 1+Ne ²

= 150 / 1+ (150) (10%) ²

= 150/2.50

= 60

As of February 2019, there are roughly 150 authors who have published

with Stratton Press Publishing from which the respondents are chosen. Out of

the 60 respondents that the questionnaires were sent to, only 57 have

responded.

TABLE 1

Respondents

n = 57

Location f %
USA 37 64.91%
Europe 10 17.54%
Australia: 10 17.54%
Total 57 100%

Table 1 shows that out of the 60 published authors who were randomly

selected, only 57 authors responded and among these, 64.91% are from the

United States of America whilst both Europe and Australia have 17.54% each.
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Respondents’ Profile

TABLE 2

Age of the Respondents

n = 57

Age f %
18-25 5 8.77%
26-35 4 7.02%
36-45 13 22.81%
46-55 11 19.30%
56-65 13 22.81%
Above 65 years of age 11 19.30%
Total 57 100.00%

Table 2 presents the age bracket of the respondents. Most of the

respondents were within the age bracket of 36-45 years old and 56-65 years old,

tied at first place each with 13 respondents and a percentage share of 22.81%.

This is followed by those within the age bracket of 46-66 and those above 65

years old, both with 11 respondents each and a percentage share of 19.30%. A

smaller portion of the respondents, belong to the 18-25 age bracket, and an even

smaller one at the age 26-35 bracket.

TABLE 3

Gender of the Respondents

n = 57

Gender F %
Male 32 56.14%
Female 25 43.86%
Total 57 100.00
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Table 3 presents the gender of the respondents. The table above shows

that the majority of the authors who have written books and published through

Stratton Press Publishing are Male with a count of 32 and a percentage share of

56.14% while only 25 are Female with a percentage share of 43.86%.

TABLE 4

Employment Status

n = 57

Employment Status F %
Probationary Employee 5 8.77%
Regular Employee 12 21.05%
Self-Employed/Proprietor 8 14.04%
Supervisor/Manager 4 7.02%
Retired 23 40.35%
Student 5 8.77%
Total 57 100%

Table 4 presents the employment status of the respondents. The table

shows that majority of the respondents are retired with 23 respondents or

40.35%, followed by regular employees with 12 respondents or 21.05%, self-

employed/proprietors with 8 respondents or 14.04%, probationary employees

and students with 5 respondents each or 8.77% for each and finally,

supervisors/managers who are only 7.02% of the whole count with only 4

respondents.
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TABLE 5

Gross Monthly Income

n = 57

Range of allowance or
f %
income per month
Less than $500 3 2.73%
$501 - $1,000 4 3.64%
$1,001- $ 1,500 7 6.36%
$1,501- $ 2,000 8 7.27%
$ 2,001 - $2,500 11 10.00%
Above $2,500 24 21.82%
Total 57 100%

Table 5 shows the gross monthly income of the respondents. The table

displays that 24 respondents or 21.82% receives above $2,500 monthly salary,

followed by $2,001-$2,500 gross monthly income or 10.00% with 11

respondents. 8 respondents or 7.27% earns $1,501-$2,000 and 7 respondents or

6.36% of the respondents earn $1,001-$1,500 while 3.64% or 4 respondents

earn $501-$1,000 and only 3 or 2.73% earn less than $500 a month.

Research Instrument

The primary instrument used is a questionnaire. The questionnaire is

divided into three (3) parts with Parts I and II having four (4) questions, and Part

III having five (5) questions. The respondents were asked to answer Part I for the

researcher to better understand the customer profile, and Part II to rate the

existing promotional efforts of Stratton Press Publishing and Part III for future

references to help the company better its products and services.

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For items 2, 3, and 4 of Part II: Stratton Press Publishing’s Promotional

Efforts where the respondents are asked to rate, the scales are interpreted as

follows:

4 – Very Effective Means that the item meets the expected

service of the business in all aspects.

3 – Effective Means that the item meets the expected

service of the business in most aspects.

2 – Less Effective Means that the item meets the expected

service of the business in a few aspects.

1 – Not Effective Means that the item does not meet the

expected service of the business at all.

Data Gathering Procedure

A letter was sent to the management requesting permission to conduct the

study to the qualified respondents. Upon the approval of the questionnaire and

during the consultation with the project study adviser, the researcher created the

survey/questionnaire. Thereafter, qualified respondents were identified to

participate in the study and proper instructions were given to the respondents in

accomplishing the questionnaire. The said questionnaires were distributed and

retrieved via email, and data was then retrieved, tabulated, analyzed, and

interpreted. It took the researcher one week to finish data collection.

Data Treatment
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A stratified sampling technique was used in this study for the selection of

respondents. The proponent of the study created a total sample by selecting the

appropriate proportion of the respondents. It is important that the total number of

samples is determined first by using the Slovin’s (1960) formula, which is as

follows:

n = __N____

1 + Ne²

Where

n = is the sample size

N = total no. of population

e = margin of error (10%)

1 = is a constant value

To compute the percentage, the researcher divided the frequency of each factor

by the number of respondents and multiplied by 100.

The formula is as follows: P = f/n x 100

Where : P= percentage

: f= frequency

:n= number of respondents

: 100 = constant no. used as a multiplier

The data collected are subjected to the weighted average mean formula to

determine the central tendency of the responses.

The formula is as follows:

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µ=∑fx
N

Where: µ = weighted mean

∑ = summation
F = number of respondents under each scale
X = weight assigned to each scale
N = number of respondents

For the researcher to facilitate the analysis of the weighted mean, the
following mean range and interpretation are utilized:

Mean Range Description

3.26 – 4.00 VE Very Effective

2.51 – 3.25 E Effective

1.76 – 2.50 LE Less Effective

1.00 – 1.75 NE Not Effective

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DEFINITION OF TERMS

The following terms are operationally defined as follows:

Data Mining. Is the practice of examining large databases in order to generate

new information.

Effectiveness. The degree to which something is successful in producing a

desired result; success.

Facebook. This is a popular free social networking website that allows registered

users to create profiles, upload photos and video, send

messages and keep in touch with friends, family and colleagues.

Hybrid Publishing. It is an emerging area that occupies the middle ground

between traditional and self-publishing and therefore includes

many different publishing models.

Instagram. This is a popular free social media platform that allows its users to

edit and upload photos and short videos through a mobile app.

Users can add a caption to each of their posts and use hashtags and

location-based geotags to index these posts and make

them searchable by other users within the app.

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Internet Cookies. These are small text files created by a website that is stored in

the user’s computer either temporarily for that session only or

permanently in the hard disk. Cookies provide a way for

the website to recognize you and keep track of your preferences.

Marketing Strategy. A plan of action designed to promote and sell a product or

service.

People. Refers to the staff and salespeople who work for your business,

including yourself.

Physical Evidence. This refers to everything your customers see when

interacting with your business.

Place. This is where your products and services are seen, made, sold or

distributed.

Price. This refers to your pricing strategy for your products and services and how

it will affect your customers.

Process. This refers to the processes involved in delivering your products and

services to the customer.

Product. This refers to what you are selling, including all of the features,

advantages and benefits that your customers can enjoy from

buying your goods or services.

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Promotion. These are the promotional activities you use to make your

customers aware of your products and services, including

advertising, sales tactics, promotions and direct

marketing.

Published Author. Refers to a person who has his/her manuscript published

and copyrighted.

Self-Publishing. Refers to the publication of media by its author without the

involvement of an established publisher. In common parlance,

the term usually refers to physical written media, such as books

and magazines, or digital media, such as e-books and websites.

Social Media. These are websites and applications that enable users to create

and share content or to participate in social network.

Sponsored Stories. These are built around user activity. Advertisers simply pay

to highlight an action that users have already taken on the

social media network or within a Facebook-connected app.

Target Market. A particular group of consumers at which a product or service is

aimed.

Targeted Email. Direct Email marketing is a format for Email-based campaigns

in which standalone advertisements are sent to targeted list of

recipients. The messages, which may be text, HTML, or

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rich media, look like Web-based ads rather than typical email

messages.

Traditional Publishing. Is when traditional book publishing company buys the

rights to an author’s manuscript. Usually an agent,

representing the author negotiates the deal with the book

publisher and in return gets a percentage of any monies earned

from the sale of the author’s book.

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CHAPTER II

THE DATA

This chapter presents, analyzes and interprets, the data collected in the

study. The data gathered pertains to the evaluation of the existing promotional

strategies of Stratton Press Publishing in order to propose more promotional

strategies to increase customer traffic and satisfaction.

This chapter is composed of three sections. Section 1 helps us measure

the effectiveness of the existing promotional strategies of the Company. Section

2 presents the general preferences of tstatehe randomly selected respondents,

and finally, Section 3 is on Other Recommendations.for Stratton Press

Pubishing’s Products and Services

SECTION 1:

Assessment of the Effectiveness of the Existing Marketing Strategies

Before we can gauge the effectiveness of the existing promotional

strategies of Stratton Press Publishing, it is important that we first know the

percentile rate of our total respondents in terms of encountering the said tools.

The following tables initially discusses how the respondents heard about

the company, and then moves on to demographics. Frequency counts, including

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totals and percentages were also computed, except for some questions allowing

multiple responses, and as such ranking were used instead.

TABLE 6

Source of Company Information

n = 57

How did you hear about Stratton Press Publishing? Please

f Rank
check all that apply.
Facebook 48 1
Instagram 30 2
Email 29 3

Others (Please specify) Referred by friends 3 4

The table above shows that 57 of the respondents have seen the

Company’s Facebook Sponsored Stories/Ad, 30 respondents have seen the

Company’s Instagram posts, and 29 respondents have received the targeted

Emails. This question allows for multiple responses so percentages were not

computed. Knowing the age bracket of the respondents will give us information

about the target market that has been responsive to the products that Stratton

Press Publishing offers.

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TABLE 7

Evaluation of Facebook Sponsored Stories/Ads

n = 48

Out of the 57 respondents, 48 have seen Stratton Press Publishing’s

Facebook Sponsored Stories/Ads.

Facebook Weighted Mean Interpretation

2.1 Provides complete and accurate

information on offered products and 3.25 Effective
services
2.2 Informs customers about
3.44 Very Effective
promotions/discounts

2.3 Promptly gives updates of posts Very

3.73
related to company announcements. Effective

Very
Grand Mean 3.47
Effective

Table 7 shows that in terms of Facebook Sponsored Stories/Ads as a

promotional strategy, the ability to provide complete and accurate information on

offered products and services to its customers has been rated Effective with a

mean of 3.25. The same Sponsored Stories/Ads’ ability to inform customers

about promotions/discounts has been rated Very Effective with a mean of 3.44
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while its ability to promptly give updates of posts related to company

announcements has also been rated Very Effective with a mean of 3.73.

TABLE 8

Evaluation of Instagram Posts

n = 30

Out of the 57 respondents, 30 have seen Stratton Press Publishing’s

Instagram Posts.

Instagram Weighted Mean Interpretation

3.1 Showcases and highlights finished
3.70 Very Effective
products and other offered services
3.2 Uses correct and accurate keywords Very
3.83
and hashtags Effective
3.3 Promptly gives updates of posts
3.57 Very Effective
related to company announcements.
Very
Grand Mean 3.70
Effective

Table 8 shows that in terms of Instagram Posts as a promotional strategy,

the ability to showcase and highlight finished products and other offered services

has been rated Very Effective with a mean of 3.70. The same Instagram Posts’

ability to use correct and accurate keywords and hashtags has been rated Very

Effective with a mean of 3.83 while the post’s ability to promptly give updates of

posts related to company announcements has also been rated Very Effective

with a mean of 3.57.

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TABLE 9

Evaluation of Targeted Email Blasts

n = 29

Out of the 57 respondents, 29 have received Stratton Press Publishing’s

Targeted Email Blasts.

Email Weighted Mean Interpretation

4.1 Shows accurate recipient profile 3.72 Very Effective

4.2 Provides complete and accurate content
3.52 Very Effective
and information on products and services
C4.3 Provides reliable contact information for
3.66 Very Effective
inquiries
Very
Grand Mean 3.63
Effective

Table 9 shows that in terms of Targeted Email Blasts as a promotional

strategy, the ability to Shows accurate recipient profile has been rated Very

Effective with a mean of 3.72. The same Targeted Email Blast’s ability to

Provides complete and accurate content and information on products and

services has been rated Very Effective with a mean of 3.52 while the post’s ability

to provide reliable contact information for inquiries has also been rated Very

Effective with a mean of 3.66.

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TABLE 10

Summary Table

n = 57

Table Nos. Particulars Weighted Mean Interpretation

7 Facebook 3.47 Very Effective

8 Instagram 3.70 Very Effective

9 Email 3.63 Very Effective

Grand Mean 3.60 Very Effective

Table 10 shows the summary of the effectiveness of the promotional

strategies that Stratton Press Publishing uses. Facebook Sponsored Stories/Ads

as a promotional strategy is Very Effective with a mean of 3.47, as well as

Instagram Posts and Targeted Email Blasts with the means of 3.70 and 3.63

respectively. Overall, the promotional strategies used by Stratton Press

Publishing is very effective in reaching customers and promoting its products and

services.

SWOT Analysis

A SWOT analysis is a structured planning method used to evaluate the

strengths, weaknesses, opportunities and threats involved in a business or a

project. Before having a marketing strategy, companies need to analyze their

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own strengths and weaknesses, customer needs and the competitors, which are

the strengths, weaknesses, opportunities and threats analysis. SWOT analysis is

a technique especially designed to help identify suitable marketing strategies for

a company which can be carried out based on external analysis and internal

analysis. (Hollensen, 2003). A SWOT analysis includes both internal and external

environments of the company. Internally, the framework addresses a firm’s

strengths and weaknesses on key dimensions, and an organization should

consider what strengths it has and what weaknesses in relation to the following

factors. It also considers what could be avoided and what are they key

bottlenecks.

Stratton Press Publishing’s SWOT analysis aimed at researching their

competitive advantage and the ability to compete in this industry. The following

diagram in the next page shows the SWOT analysis in detail.

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FIGURE 3

SWOT ANALYSIS

STRENGTHS WEAKNESSES
 Products has a mass appeal – anyone who  Not as well-known as competitors.
can read is a potential customer  There are instances of delays in the
 Services are competitively priced compared production.
to other publishing houses  Has a few negative reviews in BBB.
 Fairly good reputation among customers.  Limited brand positioning
 Quality Books publishing  Limited advertising
 Book production is done locally, hence, any
changes can be done swiftly

SWOT
OPPORTUNITIES
 Available avenues for internet advertising
 Digital book market expansion possibilities
 Direct internet sales (book & eBook) to end
users
THREATS
 Existing and emerging competitors
 Lower responsiveness to customer demands
in terms of book publishing periods
 Downward trend of book sales over many

 Upcoming book expos and other related year, across the industry

events

Stratton Press Publishing is fairly new to the industry, having been around

for a mere 2 years and unlike most of its competitors whose main offices are in

the United States, Stratton Press Publishing is based in Cebu City, Philippines.

Despite having been around for only a short time, the company has a fairly good

reputation among its customers as evidenced by several positive customer

 34

feedback that the company proudly boasts on their Facebook page and website.

Another edge is that since the majority of the book production is done in Cebu, it

would be faster to manage and considerably cheaper. However, despite Stratton

Press Publishing slowly creating a name for itself, its competitors like Xlibris,

Author House, iUniverse and etc. are still more well-known compared to the

company who may have limited advertising and brand positioning. Despite its

several weaknesses, Stratton Press Publishing is looking forward to several

opportunities in the future that include digital book market expansion possibilities,

upcoming fairs and events and etc. all the while preparing for threats like existing

and emerging competitors, among others

 35

SECTION 2:

Customer Preferences on Products and Services

TABLE 11

Turn-Around-Time for Publishing Process

n = 57

On average, how long was the turn-around

time for the whole publishing process? f Percentage
Please check.
Less than 3 mos. 2 3.51%
3 to 4 mos. 5 8.77%
5 to 6 mos. 38 66.67%
More than 6 mos. 12 21.05%
Total 57 100%

This table shows that 66.67% or 38 respondents said that it took 5 to 6

months for their book project to be completed while 12 or 21.05% said it took them

more than 6 months. 8.77% or 5 respondents said it took them 3 to 4 months for

their book to be completed while 2 respondents or 3.51% said it took less than 3

months for them.

 36

TABLE 12

Ranking of Factors Affecting Customer Satisfaction

n = 57

How would you rank the following factors affecting your

satisfaction with the whole business partnership? Write 1 as the Mean Rank
highest priority and 6 as the lowest.
Value for Money/Cost 1.42 1
Marketing & Distribution Assistance 1.93 2
Process: Design & Illustration, Lay-out, Editing 2.81 3
Customer Service Support 3.96 4
Print Quality 5.00 5
Quick Print Turn-around Time 5.88 6

Table 12 shows that Value for Money/Cost is the number 1 factor that

affects Stratton Press Publishing’s Customer Satisfaction with a mean of 1.65

followed by Marketing & Distribution Assistance with a mean of 4.26, Process:

Design & Illustration, Lay-out, and Editing with a mean of 4.65, Customer Service

Support with a mean of 4.95

SECTION 3

Other Recommendations

MARKETING MIX OF STRATTON PRESS PUBLISHING

PRODUCT – In marketing their products, Stratton Press Publishing should

continue to understand their customers’ needs. The company has to anticipate and

recognize the ever dynamic needs and wants of their customers to continuously

offer exceptional customer service.

 37

PRICE – Stratton Press Publishing’s prices are considerable lower than that of its

competitors without compromising the quality of work that they produce since most

of the production of the books are done in Cebu City, Philippines. The financial

position of a business is determined by its effectiveness at pricing its goods and

services, and in the company’s case, there have been several customers who

have said to go with Stratton Press Publishing versus its competitors due to the

affordability of the products and services offered.

PROMOTION – Since the customers of Stratton Press Publishing are from the

United States, Europe, Australia and etc., the company is unable to utilize physical

signages such as tarpaulins or posters and etc. to boost its promotion. Instead, the

company has been marketing their products and services online through the

internet and several Social Media platforms as these have consistently proven to

be an effective and efficient medium to help generate customers who are always

online.

PLACE- the Company’s primary office is located in Gen. Maxilom Ave., while its

customers are abroad. Although the company does have a Delaware address, the

said address is still temporarily a mail-forwarding address as the company works in

getting a proper office set-up in the United States.

PEOPLE – Stratton Press Publishing has a dynamic team of people who hail from

different departments, the Acquisitions Team are the ones who initiate contact with

their potential customers and are the ones who makes the sales while the

production and support teams are there to help fulfill the requests of the

customers.
 38

PROCESS – The Company has a very solid process from the generation of leads

to be contacted by the Acquisitions Team to the Author Support Group who are in-

charge of assisting authors and non-authors with any possible questions that they

may have.

PHYSICAL EVIDENCE – Although the main office of Stratton Press Publishing is

in Cebu City, Philippines, during big events like the New York Rights Fair or the

Book Expo America, Stratton Press Publishing sees to it that they attend these

said events and similar ones to boost brand exposure.

III. General Customer Preferences

TABLE 13

Cover Format Preference

n = 57

Which cover format do you prefer to avail

f Rank
of? Please check all that apply.
Paperback 57 1
EBook 48 2
Hardcover 34 3

Table 13 shows that 100% of the respondents want a Paperback copy of

their book while 34 respondents or 59.65% of them want the Hardcover format as

well and 48 respondents or 84.21% want the eBook format. No percentages were

computed as this question allows for multiple responses.

 39

TABLE 14

Preferred Source of Company Information

n = 57

How would you prefer to receive information

about the promotions offered by our
f Rank
company? Please check those that are
applicable.
Social Media Notifications 36 2
Email 57 1
Newspapers and/or Magazines 10 3
Radio Advertisements 9 4
Television Advertisements 5 5
Others (Please Specify): ___________ 0 6

Table 14 shows that the top choice for receiving information about company

promotions is through Email with 57 counts, 36 respondents are okay with Social

Media Notifications, and 10 respondents prefer Newspapers and/or Magazines

and 9 respondents, are okay with Radio Advertisements. Finally, 5 respondents

prefer Television Advertisements. No percentages were computed as this question

allows for multiple responses.

TABLE 15

Suggestions/Recommendations for a Product and/or Service

If you would like to suggest/recommend a

product and/or service that you want Stratton f Rank
Press Publishing to offer, please state below:
Cheaper Services 30 1
New Marketing Services 23 2
Stand-alone Services 18 3
 40

This table shows that after asking for suggestions or recommendations

regarding potential new products or services, 30 respondents or 52.63% requested

for cheaper services while 40.35% or 23 respondents want New Marketing

Services while 18 or 31.58% want Stratton Press Publishing Services to be offered

as stand-alone. No percentages were computed as this question allows for

multiple responses through the open-ended question. Similar answers were

grouped and counted together as one criterion.

CHAPTER III
 41

THE PROPOSAL

This chapter presents improvement schemes to address marketing and

promotions strategies of Stratton Press Publishing to improve overall

competitiveness and increase customer traffic.

Proposal Title

Amazon Advertising: The Improvement of Promotional Tools of Stratton

Press Publishing:

Rationale

After discussing thoroughly the findings of this research, it has been

discovered that Stratton Press Publishing has Satisfactory to Very Satisfactory

ratings over-all in terms of promotional efforts. Further recommendations were

made to improve these on Chapter II, but the study indicates that Stratton Press

Publishing’s strengths could take it one step further considering that the

management has determined that the sales from September 2018 to February

2019 are still low. Since the existing promotional tools being used by Stratton

Press Publishing are Effective and Very Effective, the company should use the

Ansoff Matrix to focus on Market Penetration.

 42

Sponsored Brands through Amazon Advertising allows companies to feature

their brand logo, a custom headline, and up to three of their products. These ads

appear on search results and help generate recognition for your brand and product

and portfolio. The reason why Stratton Press Publishing should venture into having

ads put up on Amazon is because that is that place to be. As of February 2019,

Amazon has 310 million active users, most of whom go onto Amazon.com to

purchase books. Although Amazon is not the distributor, it serves as a platform

where readers and writers can search for their favorite book and order several

copies and even sell their own work. Amazon.com is an international market where

anyone who has access to the internet can visit. In fact, in 2016, Amazon’s print

book sales grew by 15% and eBook sales grew by 4%. Another key reason why

this is being proposed is because there are no other publishers who are

advertising their products and services through Amazon.

Budget Proposal

The graphics for the advertisement will be made by our in-house graphic

designers and the advertising will be managed by our marketing team and social

media experts, hence, budget is no longer needed for both tasks as these should

already be included in the tasks of the said team members. A fee of $100 USD or
 43

PHP 5,000 is allocated for the Amazon Marketing expenses through its

membership.

Proposal Design

This proposal primarily addresses in logical and concrete steps, the ways in

which Stratton Press Publishing can pursue its market penetration through

Sponsored Brands on Amazon Advertising.

 44

TABLE 16

Action Plan for Sponsored Brands through Amazon Advertising

TIME
ACTIVITY RATIONALE POC RESOURCES
FRAME

The CEO -
To come up with a
Mr. Aaron
Business Plan concrete plan to
Dancel and Computers/Laptops, May to
Finalization launch the
the Marketing Paper Works, Budget July
(based on this Sponsored Brands
Manager - for and Fees 2019
Project Study) through Amazon
Ms. Airine
Advertising.
Francisco

Design of To come up with a Creative

Advertisement design that is Design Aug to
Computers, Graphic
to be displayed catchy to the eye Manager - Oct
Editing Software
on and informative to Mr. Ronchon 2019
Amazon.com potential customers. Villaester

To determine who
will work on the
The Computers, Amazon
project and Nov to
Assignment Marketing Seller’s Account,
continuously Dec
and Delegation Team and Paper Works and
monitor the 2019
Sales Team Reports
advertisements and
progress of sales

To start advertising
The Computers and
Beginning of the Company Brand Jan
Marketing Amazon Seller's
Advertisements through 2020
Team Account
Amazon.com
Evaluation To meet and see if The Computers, Paper Feb
the Advertisements Marketing Works and Amazon 2020

POST EVALUATION FORM

 45

This is the process in which Stratton Press Publishing will evaluate its sales

volume and performance. The effectiveness of the promotional strategies,

especially the Amazon Advertisement, is determined by the Company’s sales

performance. The evaluation will be done three months after its first launch and will

continue each month thereafter.

Instruction: Pease indicate your level of agreement with the following

statements:

P – Poor F – Fair G – Good E – Excellent

No. Criteria P F G E
1 Increase in customer inquiries online

2 Increase in customer inquiries over the phone

3 Increase in customer inquiries through social media

4 Increase in customer inquiries via Email

5 Gained New Customers

6 Increase in the number of returning customers

7 An upward trend in sales

Comments/Suggestions:

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

Evaluation Scheme
 46

This will show how the promotional strategies employed by Stratton Press

Publishing is evaluated before and after the implementation of the proposal.

The business owner, the marketing team and the sales team will be the

ones to answer the form to gauge the Company’s performance on sales, as well as

the promotional strategies being implemented.

The same form will be utilized and the comparison of both forms will be

done to see the result of the new study to figure out the effectiveness in the

change made to the promotional strategies

CHAPTER IV
 47

SUMMARY, FINDINGS, CONCLUSION AND RECOMMENDATION

This chapter presents the summary, findings, conclusion, and recommendation of

the research study.

SUMMARY

The purpose of this study is to evaluate the promotional strategies and

sales efforts of Stratton Press Publishing located at 831 N Tatnall St. Suite M #188

in Wilmington, Delaware 19801 and Rm. 608, 6F, Jesa-ITC Bldg., Gen. Maxilom

Avenue, Cebu City, 6000.

In order to attain the objectives, the following questions were asked:

1. How effective are the existing promotional strategies of Stratton Press

Publishing in terms of the following:

1.1 Facebook Sponsored Stories/Ads;

1.2 Instagram Posts; and

1.3 Targeted Email Blasts

2. What are other general customer preferences on the factors affecting

client satisfaction?

3. Based on the findings of the study, what recommendations can be

proposed for further improvement?

The researcher employed a quantitative and qualitative survey methods to

gather data aimed to improve the marketing strategy of the Company. This study

primarily utilized a descriptive survey method where a questionnaire was used as

the main tool in the data collection which aimed at assessing the existing
 48

promotional strategies of Stratton Press Publishing in order to propose promotional

strategies to increase customer traffic and customer satisfaction.

FINDINGS

In the course of the study, the following findings are gathered from the

analysis of the data.

1. In the terms on how effective the existing promotional strategies of Stratton

Press Publishing are on the following:

1.1. The terms of the effectiveness of Facebook Sponsored Stories/Ads as a

promotional strategy, the respondents surveyed that it is very effective.

1.2. The terms of the effectiveness of Instagram Posts as a promotional

strategy, the respondents surveyed that it is very effective.

1.3. The terms of the effectiveness of Targeted Email Blasts as a promotional

strategy, the respondents surveyed that it is very effective.

2. After gathering all the data, we find that Stratton Press Publishing’s average

customer is a retired male, averaging 45 to 66 years old who earns above

$2,500 monthly and that average customer and finds that the existing

promotional strategies of the Company, namely Facebook Sponsored

Stories/Ads, Instagram Posts, and Targeted Email Blasts are all Very Effective.
 49

The average customer prefers to have a paperback format for his cover and

that it takes an average of 5 to 6 months for the production of his book project

where the Value for Money/Cost is the top priority for customer satisfaction. The

average customer would prefer to receive information related to the company,

its products and services via Email and they recommend having cheaper

product and services.

3. Based on the findings of the study, the Researcher presents the proposed

program to add to the existing promotional strategies of Stratton Press

Publishing.

CONCLUSION

The findings revealed that the summary of the data gathered was generally

rated as very effective, hence, the researcher concludes that the results of the

research study conforms with the theory of Correspondent Interference by Jones

et al, (1965). Based on the findings of the study, the researcher concludes that the

existing promotional strategies of Stratton Press Publishing are very effective,

however that does not mean that there are no areas that the Company can

improve in in terms of promoting its brand.

RECOMMENDATION
 50

It is recommended that Stratton Press Publishing expands its horizons by

adding a new platform, specifically Amazon Advertising to reach a broader market.

This way the company will be the first to do so on the said platform and could

potentially be ahead of its competitors.

BIBLIOGRAPHY
 51

BIBLIOGRAPHY

Book Sources:

Kotler et al, (2016) Marketing Management Always Learning, 3 rd edition, Pearson,

2016.

Kelly, D (2016) Social Media: Strategies to Mastering Your Brand, Golden

Publishing, 2016.

Jones et al, (1965) From Acts to Dispositions: The Attribution Process in Person

Perception,” New York Academic Press, 1965

Paquette, I. (2013) Social Media as a Marketing Tool: A Literature Review Holly

Roseburry Press, 2013

Internet Source

Carnes, D (2018) Examples of Promotional Strategies in a Product. Retrieved on

March 9, 2019 from http://smallbusiness.chron.com/examples-promotional-

product-17706.html

Christ, S (2017) Promotional Strategies in Marketing. Retrieved March 9, 2019

from https://bizfluent.com/info-7741968-promotional-strategies-

marketing.html

Di Capua. I. (2012) The Open Communication Journal. Retrieved on March 9,

2019 from https://benthamopen.com/ABSTRACT/TOCOMMJ-6-37

 52

Edmunds, S. (2018) Examples of Marketing Theory. Retrieved on March 9, 2019

from https://smallbusiness.chron.com/examples-marketing-theory- 21058.html

Hose, C. (2018). Top Ten Promotional Journal. Retrieved on March 10, 2019 from

http://smallbusiness.chron.com/top-ten-promotional-strategies-10193.html

Smith, S. (2018) Marketing Strategy Theories. Retrieved on March 10, 2019 from

http://smallbusiness.chron.com/marketing-strategy-theories- 62016.html

Thomas, J (2017) Market Segmentation. Retrieved on March 10, 2019 from

https://www.decisionanalyts.com/media/downloads/MarketSegmentation.pdf

https://www.nchannel.com/blog/amazon-statistics/

https://www.janefriedman.com/9-statistics-writers-know-amazon/
 53

QUESTIONNAIRE
54
55
56
 57

APPENDICES
 58

APPENDIX A

Project Study Proposal Letter

 59

APPENDIX B

CERTIFICATION

March 26, 2019

TO WHOM IT MAY CONCERN:

This is to certify that the research study entitled GAUGING THE

EFFECTIVENESS OF PROMOTIONAL EFFORTS OF STRATTON PRESS

PUBLISHING: THE BASES FOR INCREASED CUSTOMER TRAFFIC by

ALFONSO Y. MANUE JR., a graduate of BACHELOR OF SCIENCE IN

BUSINESS ADMINISTRATION MAJOR IN MARKETING MANAGEMENT (BSBA -

MM), has been edited by the undersigned.

This certification is issued to Mr. Manuel for whatever legal purpose this

may serve him best.

Mr. Heno Rey S. Chin

Editor
 60

APPENDIX C

PICTURES

The Company Logo

Local Address:

RM. 608, 6F, Jesa-ITC Bldg.

Mango Avenue, Cebu City, 6000

 61

The Researcher with Mr. Aaron Dancel after being awarded as the MVP for Sales

for the Year 2018.

The Researcher with Mr. Kristoffer Vince Regis after being awarded as the MVP

for Sales for the Year 2018.

 62

The Marketing and Support Teams, Christmas Party 2018.

A Screenshot of the Company Website: www.Stratton-Press.com

 63

The Researcher’s Core Sales Team: Pride of Saul

 64

A screenshot of a few books on the shelf as shown on the Company Website

 65

APPENDIX D
CURRICULUM VITAE

I. PERSONAL DATA
Name : Alfonso Yap Manuel Jr.
Address : 1102 Ubos-Pundok, Brgy. Basak-Pardo, Cebu
Birth Date : September 23, 1990
Gender : Male
Civil Status : Single
Father’s Name : Alfonso A. Manuel (deceased)
Mother’s Name : Ma. Preciosa Y. Manuel

II. EDUCATIONAL ATTAINMENT

College : Bachelor of Science in Business
Administration- Major in Marketing Mgt.
University of San Jose-Recoletos
Expanded Tertiary Education Equivalency and
Accreditation Program, Magallanes St., Cebu
City 2018-2019

High School : University of Southern Philippines Foundation

2002 - 2006
Grade School : University of Southern Philippines
1997 – 2000

III. WORK EXPERIENCE

STRATTON PRESS PUBLISHING : January 2018 – PRESENT

 Sales Supervisor
 Rm. 608, 6th Flr. Jesa ITC Bldg. Mango Ave, Cebu City

TELEPERFORMANCE PHILIPPINES : August 2013 – January 2018

 Operations Supervisor Supervisor
 Teleperformance Towers, IT Park, Lahug, Cebu City

QUALFON PHILS. INC. : August 2011 – August 2013

 Escalations Agent (Tier 3)
 Sky Rise 3 Bldg., IT Park, Lahug, Cebu City
 66

THE EFFECTIVENESS OF PROMOTIONAL EFFORTS OF

STRATTON PRESS PUBLISHING

__________________

A Project Study

Presented to the ETEEAP Faculty of

University of San Jose-Recoletos

Cebu City, Philippines

__________________

In Partial Fulfillment

Of the Requirements for the Degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN MARKETING MANAGEMENT

__________________

By

ALFONSO Y. MANUEL JR.

April 2019
 67

APPROVAL SHEET

This project study entitled GAUGING THE EFFECTIVENESS OF PROMOTIONAL

EFFORTS OF STRATTON PRESS PUBLISHING: THE BASES FOR

INCREASED CUSTOMER TRAFFIC prepared and submitted by ALFONSO Y.

MANUEL JR. in partial fulfillment of the requirements for the degree, Bachelor of

Science in Business Administration major in Marketing Management, is

hereby accepted and recommended for Presentation and Oral Examination.

MR. HENO REY S. CHIN DR. ADELA C. CATIPAY

Adviser ETEEAP Director

ACCEPTED as partial fulfillment of the requirements for the degree

of Bachelor of Science in Business Administration, major in Marketing

Management.

DR. EDGAR R. DETOYA, CPA

Dean, College of Commerce

APPROVED by the tribunal at the Oral Examination with the grade of

________.

MR. HENO REY S. CHIN

Adviser

DR. EDGAR R. DETOYA, CPA DR. VICTORIA D. GABISON

Member Member

DR. ADELA C. CATIPAY

Chairman
 68

ACKNOWLEDGMENT

Heartfelt gratitude is due to the entities and persons who have extended

their assistance in making this study a reality.

To Mr. Heno Rey S. Chin, the researcher’s adviser for sharing his time and

expertise; the following Panel of Examiners: Dr. Victoria D. Gabison, External

consultant; Dr. Edgar R. Detoya, CPA, Dean of the College of Commerce; and Dr.

Adela C. Catipay, ETEEAP Director, for their insights and valuable suggestions;

the ETEEAP faculty experts, facilitators and staff for sharing their wisdom and

valued assistance;

The company, Stratton Press Publishing, for allowing the researcher to

conduct the study. All the respondents, for their patience and cooperation in

sparing a part of their time in answering the questionnaires;

To the researcher’s family, relatives and friends for their unqualified support

and fervent prayers; and all those who, in one way or another helped in making

this study a reality; and most of all, to the Almighty Father for all the graces and

guidance.

ALFONSO Y. MANUEL JR.

Researcher
 69

TABLE OF CONTENTS

CHAPTER PAGE

I THE PROBLEM AND ITS SCOPE 1

INTRODUCTION 1

Rationale of the Study 1

Theoretical Background 3
Flow of Research Process 9
Flow Chart 10

THE PROBLEM
Statement of the Problem 11

SIGNIFICANCE OF THE STUDY 11

The Management/Company 11

The Respondents/Customers 12

The Researcher 12

The Future Researcher 12

RESEARCH DESIGN 13

Research Method 13

Research Environment 13

Respondents 13

Research Instrument 17

Data Gathering Procedure 18

Data Treatment 19

DEFINITION OF TERMS 21
 70

II THE DATA 40

III THE PROPOSALS 40

IV SUMMARY, FINDINGS, CONCLUSION AND RECOMMENDATION 46

BIBLIOGRAPHY 49

APPENDICES 53

CURRICULUM VITAE 64

LIST OF TABLES
 71

TABLE TITLE PAGE

1 Respondents 14

2 Age of the Respondents 15

3 Gender of the Respondents 15

4 Employment Status 16

5 Gross Monthly Income . 17

6 Source of Company Information 26

7 Evaluation of Facebook Sponsored Stories/Ads 27

8 Evaluation of Instagram Posts 28

9 Evaluation of Targeted Email Blasts 29

10 Summary Table 30

11 Turn-Around-Time for Publishing Process 34

12 Ranking of Factors Affecting Customer Satisfaction 35

13 Cover Format Preferences 37

14 Preferred Source of Company Information 38

15 Suggestions/Recommendations for a Product and/or Service 38

16 Action Plan for Sponsored Brands through Amazon Advertising 43

FIGURE TITLE PAGE

 72

1 Ansoff Matrix 8

2 Research Flow Chart 10

3 SWOT Analysis 32