ASSESSMENT OF MARKETING STRATEGIES OF FRUITY LEMON BRANCH IN NOVALICHES: BASIS FOR ENHANCING BRAND RECOGNITION

Abstract

This study aims to evaluate the effectiveness of Fruity Lemon's current marketing strategies and identify ways to enhance its brand recognition. Despite having 35 outlets across Luzon, including one in Novaliches, Fruity Lemon faces difficulties in standing out among its competitors and adapting to the growing trend of digital marketing. The company is struggling to effectively promote its products and establish a stronger connection with its target audience. The researcher will assess the brand’s existing marketing tactics and propose improvements to help Fruity Lemon improve its market position and visibility in a competitive and digital-driven marketplace. A recent study focused on evaluating Fruity Lemon's marketing strategies, specifically their impact on the 5 Ps (Product, Price, Place, Promotion, People), as well as customer loyalty, engagement, and competitive advantage among consumers in Novaliches. The research adopted a quantitative descriptive correlational design, with a convenience sample of 50 respondents. Customer responses were analyzed using Frequency and Percentage Distribution methods. Furthermore, the Z test was employed to assess the significant relationship between Fruity Lemon's marketing strategies and the improvement of its brand recognition. The findings offer crucial insights into how effective marketing strategies can enhance brand visibility and customer loyalty. The study found that Fruity Lemon's 5 P's marketing strategy played a vital role in identifying areas for improvement and adapting to the changing market. The product consistently achieved high customer satisfaction, with most respondents rating it as "Strongly Satisfied." The pricing strategy was also effective, attracting a steady stream of customers with its reasonable rates. However, Fruity Lemon's promotional efforts received a "Satisfaction" rating, indicating a need for greater emphasis on digital and social media marketing to stay competitive and engage with a wider audience. The business location was considered favorable by customers, as it was easily accessible and convenient. A significant challenge identified by customers, with 34% of respondents highlighting it, was the lack of sufficient staffing, which contributed to slower service and negatively impacted customer experience, leading to a decline in customer loyalty. In conclusion, while Fruity Lemon’s performance has made a positive impression on its target audience and customers, the brand needs to increase its visibility both physically and through digital channels. This will help the business grow and establish a more prominent presence in the market. The study revealed critical insights into Fruity Lemon's marketing strategies, pinpointing areas that need attention in order to remain competitive. By addressing these gaps, Fruity Lemon can enhance brand recognition, attract more customers, and strengthen its position in the industry for sustainable growth.