ASSESSMENT OF PROMOTIONAL STRATEGIES AND CUSTOMER ENGAGEMENT OF CUEVAS BAKERY IN BAGONG SILANG BRANCH 1: BASIS FOR ACTION PLAN

Abstract

In 1967, Cuevas Bread emerged as a small bakery founded by the uncles of Roland A. Cuevas. Over time, it has grown significantly, passing through generations of the Cuevas family while maintaining its tradition of hand-baked bread. However, despite its longstanding presence, Cuevas Bread faces challenges in boosting sales and establishing strong consumer relationships, as revealed by a recent study. The study, conducted in Bagong Silang, Caloocan City, employed a quantitative research approach to assess Cuevas Bakery's promotional strategies and customer engagement. A survey questionnaire was used to gather feedback from customers, with a convenience sampling method chosen due to the consistent daily foot traffic of 35 customers. Surprisingly, the study found no significant correlation between Cuevas Bakery's promotional strategies and consumer engagement levels. However, it highlighted key factors influencing customer decision-making, such as price transparency, product quality, cleanliness, and effective promotions. The study also emphasized the crucial role of brand loyalty and customer engagement in driving sales performance. Identified challenges included issues like inadequate transaction change and poor store environment upkeep. To address these concerns, the study recommended various strategies to enhance Cuevas Bakery's promotional efforts and improve customer engagement. Suggestions included implementing daily specials, seasonal promotions, and bulk discounts, as well as leveraging social media for marketing. Introducing limited-edition flavors, collaborating with local suppliers, and emphasizing exclusivity could further enhance product appeal and drive sales. To improve customer security, recommendations included installing security cameras, conducting staff training, and reviewing protocols. Additionally, fostering engagement through user-generated content, social media campaigns, and tasting events could strengthen brand loyalty. Interactive promotions, such as contests and challenges, were also highlighted as effective strategies to boost sales and customer excitement. By adopting a customer-centric approach, Cuevas Bakery can refine its strategies based on feedback, explore new marketing tactics, and ultimately enhance customer satisfaction, driving long-term business growth.