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Strengthening Co-operative Viability Through Marketing Strategies

Learn how Centro Escolar University transformed a university cooperative from minimal cash to a successful business by studying the 4 P's of Marketing and implementing strategic marketing mix strategies. Discover product, price, place, and promotion strategies to increase sales and grow assets. Explore the importance of cooperation within the organization and how it contributed to their success. Join us in working together for cooperative growth worldwide!

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Strengthening Co-operative Viability Through Marketing Strategies

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  1. ICA-ROAP RESEARCH CONFERENCE Presentor’s Name: Mrs. Zenaida S. Diola Centro Escolar University Philippines

  2. 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)

  3. STRATEGIES • First – Study current co-operative situation: 4 P’s of Marketing PLACE PRODUCT PRICE PROMOTION

  4. Second – Plan, Implement & Control MARKETING MIX STRATEGIES

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. Tiangge (Flea Market)

  11. Furniture and ApplianceBonanaza

  12. Student Organization Mr. & Ms. CooperativeContest

  13. 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

  14. Basic Component – CO-OPERATION • BOD – Committed and supportive • Employees – Efficient and hardworking • Manager – Knowledgeable and trustworthy

  15. 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+

  16. Co-operative Store

  17. LET US CONTINUE TO WORK TOGETHER FOR THE GROWTH AND DEVELOPMENT OF CO-OPERATIVES THROUGHOUT THE WORLD

  18. Thank you very much

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