ASSESSMENT ON THE EXISTING MARKETING STRATEGIES OF PUREGOLD IN BAGONG SILANG LEADING TO COMPETITIVE ADVANTAGE

Abstract

In the highly competitive retail market, the success and profitability of businesses are increasingly dependent on their marketing strategies. The supermarket industry, in particular, faces intense competition due to the wide variety of alternatives available to consumers. To maintain a competitive advantage, retail businesses must adopt effective marketing strategies that attract and retain customers. With consumers prioritizing convenience and savings, the ability to offer both time and cost-effective solutions is essential. This study aims to evaluate the current marketing strategies of Puregold in Bagong Silang and how these strategies contribute to the supermarket's competitive edge in the industry. The researchers adopted a mixed-methods research design, integrating standardized responses for the quantitative component and interviews for the qualitative aspect. This approach enabled a thorough evaluation of Puregold's marketing strategies in Bagong Silang, Caloocan, and their role in establishing competitive advantages. The quantitative data was gathered through survey questionnaires, providing quick, valuable insights, while the qualitative interviews facilitated a deeper understanding of customer perceptions. The researchers utilized a convenience sampling technique, selecting participants based on their availability and willingness to complete the surveys, ensuring efficient and effective data collection. The data collected from the respondents strongly indicated that customers highly agreed with the effectiveness of Puregold's existing marketing strategies, with an overall weighted mean of 3.55. Customers appreciated several key initiatives, including the opportunity to provide feedback and reviews, the distribution of discount coupons, buy-one-take-one promotions, loyalty cards for frequent shoppers, and the entry raffle for every purchase. These strategies were viewed as instrumental in enhancing customer satisfaction and fostering long-term loyalty. After a thorough analysis of the survey data and interpretation of the results, the researchers conducted a comprehensive evaluation of the effectiveness of Puregold Bagong Silang's existing marketing strategies. Among the strategies reviewed, the "Buy One, Take One" promotion was identified as the most successful in driving customer engagement. Building on these insights, the researchers formulated a detailed action plan that directly addresses the preferences and feedback provided by customers. This plan aims to optimize Puregold's marketing strategies, ensuring continued customer satisfaction and sustained business success.