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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:
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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
Second – Plan, Implement & Control MARKETING MIX STRATEGIES
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 • 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.2use catalogs
C.sales promotion c.1 buy-one, free-one, 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
Student Organization Mr. & Ms. CooperativeContest
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+
LET US CONTINUE TO WORK TOGETHER FOR THE GROWTH AND DEVELOPMENT OF CO-OPERATIVES THROUGHOUT THE WORLD