Transcript Document

ICA-ROAP RESEARCH
CONFERENCE
Presentor’s Name:
Mrs. Zenaida S. Diola
Centro Escolar University
Philippines
STRENGTHENING CO-OPERATIVE
VIABILITY THROUGH MARKETING
STRATEGIES
Increasing the Volume of Co-operative Business
A university cooperative
from:
P3 million (&53,667) in payables and only P15,000
($268) in cash
to:
A successful cooperative with P1.3 million net
income ($23,244) and assets of more than P6
million (107,335)
STRATEGIES

First – Study current co-operative situation:
4 P’s of Marketing
PLACE
PRODUCT
PRICE
PROMOTION
– Plan, Implement & Control
MARKETING MIX STRATEGIES
 Second
Product strategies
a. determine target market and their needs
b. offer products customers need and buy
c. put on sale slow-moving products
d. add other services:
leasing
delivery
repair and maintenance
travel
Price strategies
a. Determine customer purchasing power
b. Compare prices with competitors
c. Adjust mark-up (if feasible)
d. Look for other sources of low-price
products
Place strategies
a.
b.
c.
d.
make sure the product readily
available and the place accessible
for busy or distant – located
customers, offer free delivery or at
minimal cost
Distribute order slips – especially
for products not always available at
the co-op
ENSURE
RIGHT PRODUCTS
AVAILABLE
RIGHT PLACE
RIGHT QUANTITY
RIGHT TIME
Promotion strategies
A. advertising
a.1 audio-visual materials,
display, flyers, poster,
streamers, outdoor
advertising
B. direct marketing
b.1 door-to-door selling
b.2 use catalogs
C. sales promotion
c.1 buy-one, freeone, sales contest
reward,
tangkilik/patronage card,
tiangge (flee market),
free sample, discount
coupons, discount
corner, raffle, Valentine’s
Day sale, Christmas sale,
School opening sale
Tiangge (Flea Market)
Furniture and Appliance
Bonanaza
Student Organization
Mr. & Ms. Cooperative
Contest
D. publicity/public
relations
d.1 news releases in local
or university news papers
d.2 participation in
community projects
d.3 participation in
seminars, conventions,
public events, sportsfest,
community outreach
Basic Component – CO-OPERATION

BOD – Committed and
supportive

Employees – Efficient and
hardworking

Manager –
Knowledgeable and
trustworthy
Centro Escolar University
More than 1,400 members
(professors, non-teaching
employees, students)
 2003
12% dividend
20% patronage refund
 Net income – P 1.3 M
 Assets – P 6 M+

Co-operative Store
LET US CONTINUE TO WORK
TOGETHER FOR THE
GROWTH AND
DEVELOPMENT OF COOPERATIVES THROUGHOUT
THE WORLD
Thank you very
much