Marketing Strategies of Selected Milk Tea Shops in Barangay Poblacion, San Isidro, Nueva Ecija

Abstract

Business owners regularly develop strategies for the output of their business operations. These marketing strategies' effectiveness depends on the preferences and reachability of their target market, along with the choices of the owners and managers based on what they choose as more suitable for their business’s growth. This study aimed to explore the marketing strategies of selected milk tea shops in Barangay Poblacion, San Isidro, Nueva Ecija. The descriptive method was used. Using a phenomenological research approach, the researchers could interpret the respondents' answers individually and in full detail. Six (6) milk tea shop owners in Barangay Poblacion, San Isidro, Nueva Ecija responded to an interview conducted by the researchers. A semi-structured interview was conducted, where the questions were set but still gave the respondents the ability to give fully expressed answers.This study was done in Poblacion San Isidro, Nueva Ecija. This study found that the marketing strategies that milk tea shop owners used are as follows: (1) use of social media marketing for advertisement and influence since many students use social media like Facebook and Instagram; (2) promos are used to attract customers so that the sales and popularity increase; (3) having an affordable price of products ; (4) providing good quality products that help them achieve the loyalty of their customers; and (5) maintaining the attractiveness and safety of the shops' environment which have a good impact on customers behavior and sales. The study found out that the marketing strategies used by the respondents, which are the use of social media marketing, giving promos, having affordable prices, providing good quality products, and maintaining the attractiveness and safety of the shops' environment, all lead to a high chance of business success, smooth business operation, and their customer’s satisfaction. The results demonstrate that by implementing these strategies, businesses could attract new customers, retain existing ones and ultimately boost their sales.