Chapter 1 THE PROBLEM AND ITS SCOPE Introduction In every company, the operation of a marketing plan is vital for

monitoring and tracking of the companys marketing strategies for a certain product or services. The marketing plan is used as a tool by the management or the owner to check whether the strategies that have been put into record are being implemented. It will also be a tool to determine or measure the performance of the certain product or services and also serves as a guide for the management to revise the marketing strategy. The direct selling industry is rather unique. The people who sell the products in this industry are independent salespeople or distributor. They are crucial to the success of the business. They are their own bosses and are independent from the corporate organization which supply them the products. These distributors do not receive any salary or benefits from the corporate office. However, even though they are independent entitles, distributors usually work as a team. This team structure creates a sponsorship line. The sponsoring line shows the relationship between each distributor and the people they recruited below them. The marketing strategy involves both internal and external environment. It involves careful scanning of the internal and external environments. The internal environment refers to the company and its existing products. It also includes the strengths of the company with regard to manufacturing abilities, distribution capacities, and marketing abilities. Internal resources should also be considered while formulating a marketing strategy. In the other hand, the environment includes the competition, other rivals, the market

conditions, customers taste and preference. Anything can be included under competition. The existing rivals, the possible rivals, the product group rivals, and alternatives products to satisfy that particular need also come under external environment. Availability of raw materials and even the customer mindset at that particular period of time can also be considered a part of the external environment. The marketing strategy is also a key functional activity and should contribute to the successful implementation of a business strategy because an organization needs a successful sales manager who must understand customers, appreciate the role of the sales person and have the respect of the sales force. It can be acquired in every direct seller of its different organization by way of recruiting and direct selling to the customers. Indeed it is the easiest way to sell a product through direct selling. To understand more the role of marketing to achieve a companys success, it is important to know the dominance of marketing strategy. This brings the researchers to conduct a research on the dominance of the marketing strategies in Red Logo Lifestyle Incorporated, Cagayan de Oro City Branch. For the reason that the place is accessible and the researchers would like to determine the marketing strategies of the internal environment which greatly needs a feedback to the external environment to attain organizational goals.

Conceptual Framework The study will be anchored on the concept of marketing environment developed by Knoll that the fundamental idea of marketing is that organizations survive and prosper through meeting the needs and wants of the customers. It is necessary for organizations to understand the environmental conditions because they interact with strategy decisions. The external environment has a major impact on the determination of marketing decisions. Successful organizations scan their external environment so that they can respond profitably to unmet needs and trends in the targeted markets. The internal environment generally audited by applying the Five Ms which are Men, Money, Machinery, Materials and Markets. It includes the functioning as a continual internal up skilling process, alignment of the organizations purpose with employee behavior, employees internalizing core values of the organization, the motivation and empowerment of employee attitudes, the inside-out management approach, and retaining a positive customer experience throughout the business objectives. In a direct selling company pertains the demographics of personal income, age, gender, educational attainment and position of the individual in the organization. Age affects the performance of employees at workplace. Different people have different point of views in terms of the performance dominance of a senior manager and younger manager. It is within a certain age group have many buying needs in common. Thus, the age group as a whole creates a specific market demand. Some manufacturers concentrate their entire production on single age groups. Considerable time is spent planning and promoting products for certain age levels.

They classify people by generation. The reason for this practice is that each generation tends to share certain characteristics. Consumer needs and wants change with age although they may still wish to consumer same types of products. So Marketers design, package and promote products differently to meet the wants of different age groups. Good examples include the marketing of toothpaste (contrast the branding of toothpaste for children and adults) and toys (with many age-based segments). Therefore, generations make good market segments to target in increasing sales. Education attainment in an organization is included in the internal and external environment which includes the owner, board of directors, employees, and culture. Such elements directly influence a business organization. Every direct selling requires a certain level of education and training. Gender also could be factor on how a person interacts with his/her clients. It helps to create market segments as well. Selling often requires presenting a convincing presentation. Delivering such presentation normally requires a person to display confidence by way of body language, eye contact and tone of voice. The rapid increase of women in the sales world has brought about debates on the role of gender in contemporary sales organizations. A small but expanding stream of research and expended participation of women in many lines of business questions whether the traditional position of differences based on gender valid today. And the studies of male and female employees suggested that gender can cause differences in job attitudes, job satisfaction and intent to leave. Females are patient and mild tempered compared to males. Pelt (2005), stated that medical research confirms that

males get chemical bath to their brain that sets the stage for men and women to specialize a different way of thinking. Most likely, women are very meticulous in terms of their eating habit. Income or which is also known as wage motivates almost employee or direct seller to work hard and perform well in his work and field of choice. Marketers want to know how much money an individual or groups are likely to have available for spending on different products. Marketing Strategy faces different issues from sales people issues to the performances issues. These critical trends question the conceptions of selling and pose significant challenges to sales leaders in designing and managing their sales organizations. Place is another important matter in marketing. Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/service provider to the user or consumer according to Borden (2011). It also refers to the means by which a customer acquires and the product. Price is also a significant variable in marketing. It is another component of the four Ps of the market mix. Price determines the amount of money charged for a product or service or the sum of the values that consumers exchange for the benefits of having or using the product or service (Armstrong and Kotler, 2010). It is extremely important for marketers to remember that individuals in a market are highly receptive not only to the price of an item, but also to the value offered by the product. Price is the process of determining what a company will receive in exchange for its products. Pricing

factors are manufacturing cost, market place, competition, market condition, and quality of product. It is a key variable in microeconomic price allocation theory. Product should also be considered as one of the variables, because in the marketing mix it refers to the need-satisfying offering of a firm. Many business managers get wrapped up in the technical details involved in producing a product. Most customers think about a product in terms of the total satisfaction is provides (Perreult and McCarthy, 2008). The idea of product as potential customers satisfaction of benefits is very important. Product should be produced using high-quality, low-cost material and methods. It should be produced on equipment that is or will be available when production begins. The resulting product should be competitive with or better than similar products on the market in terms of quality, appearance, performance, service life, and price. Product must be designed to function with a high probability of success, or reliability; that is, it will perform a specific function without failure under given conditions. Promotion is one of the four elements of the marketing mix (product, price, promotion, and place). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyers purchasing decision. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product. It is concerned with the activities outside of advertising used to promote sales. Some activities are directed to salespeople and others to consumers, all are developed to encourage sales. Much of this promotional work is

done by sales promotion firms whose job is to find out their clients sales promotion goals and meet them. Sales promotions may be geared to increase the sales of a product. It also represents all marketing activities that are used to stimulate consumer purchasing and sales. (Kurtz, 2010). For a clear view of the study, a schematic diagram is presented to show the interplay between the dependent an independent variable.

PROFILE OF THE RESPONDENTS: age gender income position in the company educational attainment

MARKETING STRATEGIES IN TERMS OF: Strategic Plan

Place and Price Product Promotion Portfolio Management

Figure 1 The schematic of the study showing the interplay between the independent and dependent variable

Statement of the Problem The case will be conducted to determine the dominant of marketing strategies in Red Logo Lifestyle Incorporation, Cagayan de Oro City Branch, July, 2011 - July, 2012. Specifically, this study seeks to answer the following questions: 1. What is the profile of the respondents in terms of: 1.1 Age 1.2 Educational Attainment 1.3 Gender 1.4 Income 2. What is the marketing strategy of Red Logo Lifestyle in terms of the following: 2.1 Place 2.2 Price 2.3 Product 2.4 Promotion 3. Is there a significant difference in the dominant of marketing strategies of Red Logo Lifestyle of respondents when grouped according to:

3.1 Age 3.2 Educational Attainment 3.3 Gender 3.4 Income 4. Based on the findings of the study .What strategies may be prepared for portfolio management? Null Hypothesis On the basis of the forgoing problems, the null hypothesis will be tested at 0.05 level of significance. There is no significant difference in the dominance of the marketing strategies of Red Logo Lifestyle when respondents are grouped according to age, educational attainment, gender, income and position in the company. Significance of the Study The findings of the study will offer benefits to the following that are directly involved in the study. The result of this study can help the company to improve their marketing strategies in achieving organizational goals. Dealer and Networks Manager. The result of this study will help them in doing recruits and increase sales.

Management. The result of the study will help the management enhance its marketing strategies of the total sales marketing process, to enhance sales techniques in achieving organizational goals. FutureResearchers. This study may pave the way for future studies related to the marketing strategy and other variables may be explored. Red Logo Lifestyle Incorporated. The result of the study will serve as a

guideline for the company to be dominant and efficient in terms of marketing strategies, to enhance the strengths and overcome the weaknesses of the sales people, and heads in terms of marketing function. Scope and Limitations of theStudy The study will be limited only in determining the dominance of marketing strategies in Red Logo Lifestyle Incorporated, at Cagayan de Oro City Branch. The independent variables will be limited to the dealers, networks managers, age, educational attainment, gender, and income. Marketing strategies will be limited to place, price, product and promotion. Definition of Terms To have a clearer understanding of this study, the following terms are operationally defined: Age. This refers to the length of existence of somebody in earth which is expressed in years.

Business Director (BD). Achieve the sales quota P180,000 group sales 20 direct active recruits in 3 months. Business Manager (BM). Achieve the sales quota of P60, 000 group Sales and 10 direct active recruits in 3 months. Dealers.It is a registered member of Red Logo Lifestyle Inc., they also called the distributor of the company. It is composed of fashion specialist and fashion professional. Dominant- the influence or control over the marketing strategy exerted by a dominant. Educational Attainment. Is a term commonly used by statistics to refer the highest degree of education an individual has completed. Executive Business Director (EBD). Achieve the sales quota P375, 000group sales, 30 Direct active recruits in 3 months Fashion Professional (FP). Purchase of Dealer's Kit or P3, 000 direct dealer sales in one month. Fashion Specialist (FS). Sign in with purchase of product. Gender. Is a range of characteristics distinguishing between male and female, particularly in the cases of men and women and the masculine and feminine attributes assigned to them.

Income. Is the consumption and savings opportunity gained by an entity within a specific time frame, which is generally expressed in monetary terms. However, for Households and individuals, income is the sum of all the wages, salaries, profits, interest, payments, rents and other forms of earnings received in a given period of time. Marketing. Is defined as an ongoing process of planning and executing the marketing mix (Product, Price, Place, Promotion) for products, services or ideas to create exchange between individuals and organizations. Marketing Strategy. Specifies a target and related marketing mix. It is a big picture of what a firm will do in some market. Network Managers. Achievers of Red logo Lifestyle Inc., It is through achieving qualifications of a networks manager. Rank is based on the sales and number of recruits in certain. It is composed of Business Manager, Business Director and Executive Business Director. Place. One of the four controllable variables (product, price, and promotion) of the Marketing mix; the delivery of a good or service to a consumer; also referred to as distribution Position in the company- achieves position in Red Logo Lifestyle Incorporated in July, 2011- 2012.

Price. Set as the result of the interaction of supply and demand in a market. A value that will purchase a definite quantity, weight, or other measure of a good or service. Product. Is anything that can be offered to a market that might satisfy a want or need. Promotion. Is communicating information between seller and potential buyers or others in the channel to influence attitude and behavior.

Chapter 2 REVIEW OF RELATED LITERATURE AND STUDIES This chapter presents a discussion of related literature and previously conducted studies that have close bearing to the present study. Related Literature In the highly competitive marketplace today, the best of the marketing strategies often do not deliver due to underperforming salespeople. Marketing strategy is the single biggest factor which determines the success or failure of a business. It does not matter if it only involves in selling widgets from an office or run a multi-million dollar company. It is just that simple. If the marketing strategies are right, business may prosper. If it is wrong, the company goes the way of many others who have failed before. Successful business marketing strategy affects every aspect of how to run a business. It is the heart and soul of a successful business, (gray, 2000). A marketing strategy is a plan or an approach for marketing your products and services. Developing a marketing strategy is vital for any business. Without one, your efforts to attract customers are likely to be haphazard and inefficient, (Mason, Rath and Ross, 2001). The focus of the marketing strategy should be to make sure that the products and services meet the customers needs and that the developed long-term and profitable relationship with those customers. According to Berger and Bechwati (2002), the central factor of the relationship marketing is the improvement and continuance of long-term relationship with the customers, rather than simply a sequence of separate transactions. With

long-term relationship with the customer, it is also the way of the company to satisfy their needs. It is important to have more knowledge, especially to those managers, about the behavior of each and every customer. Knowledge management deals with the process of converting data into useful information. That information could be the basis of the companys improvement of their services and product. Shoemaker (2003) acknowledge that the gathering function in knowledge management involves more than compiling data from outside sources; knowledge requires direct customer contract to truly aid in managing customer relations. Having more knowledge on customers about what they really want or need could help the company to analyze how to manage their customer relations dominantly. Rather than computing the profit to be acquired by discrete transactions, companies must consider the importance of a customer and employee over the entire connection towards the company, (Bose, 2004).Create a marketing strategy that makes the most the strengths and matches to the needs of the customers they want to target. For example, if a particular group of customers is looking for quality first and foremost, then any marketing activity aimed at them should draw attention to the high quality of the products services. It will also need to create a flexible strategy that can respond to changes in customer perceptions and demand. It may also help to identify whole new markets that you can successfully target. The purpose of marketing strategy should be to identify and then communicate the benefits of what the business offers to the target market.

Once the strategy is created and implemented, the dominance should be monitored and make any adjustments required to maintain its success. It explains what to include in your marketing and promotional strategies and how they can be used as the basis of dominant action. A dominant marketing strategy is made for dominant by exposing the target audience to the name and the selling points as often as possible, in as many ways as possible, and as cost-dominant as possible, (Sussman, 2005). The marketing concept of building an organization around the profitable satisfaction of customer needs has helped firms to achieve success in high-growth, moderately competitive markets. There must always be a dominant and responsive chain of command if the marketing department is to be managed dominantly. Marketing plan run smother when they are organized similarly operates in terms of chain of command. In this way, communication will be efficient as senior marketing management will not be needlessly pestered with day to day difficulties, (Tillman, 2007). The manager can focus on the bigger picture goals of the marketing strategy, while middle management can provide the proper support to the employees. The employee under marketing department has an accessible manager, who because of an appropriate work load can devote the time and attention necessary to help the employee reach or her full potential. A dominant marketing strategy requires every manager to identify and recognize the individual strengths and weaknesses of their people, and the best way to do that is to pay attention to how they relate to each other, to potential clients, to the managers, and to the duties to their jobs. By encouraging the strengths of their people and help them to improve on their

weaknesses, the manager will be well on his way towards creating a more dominant marketing strategy. It is the responsibility of the manager to set the attitude for his team and to keep his people motivated. Having a highly motivated team with an attitude of confidence makes every managers job a more pleasant experience. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable, (Philip, et al. 2009) to stay competitive; it needs to keep your offerings constantly fresh and new. It will need to keep up with the current trends in the market, any emerging technologies and changes or improvements to the existing products. Avon Products is a multi-level marketing company.[5] The company's chairman and CEO is Andrea Jung, who was promoted to the position in 1999. She has completed a decade as CEO and is the longest tenured female CEO among Fortune 500 companies. Avon uses both door-to-door sales people ("Avon ladies," primarily and a growing number of men) and brochures to advertise its products. In the United States, products may be found through representatives selling through online shops to customers all over the country. In addition to selling, Avon offers representatives the ability to be involved in the Leadership program, Avons network marketing opportunity, where Representatives recruit, mentor and train others to succeed. Although the company has always been more directed toward female customers, Avon's line of male products continues to expand, and its children's products (such as shampoos and toys) have also proved successful.

Related Studies The researchers refer to some studies in giving a clear perspective on this investigation. These studies are hereby presented. In the study conducted by Johne and Davies, (2000) on how marketing adds values, organizations experiencing competitive business threat can operate efficiently and dominantly through the marketing strategies of market innovation, product innovation and process innovation. To have a dominant marketing strategy, the company needs to have the summary of the companys products and position in relation to the competition; sales and marketing plans are the specific actions that the business is going to undertake to achieve the goals of marketing strategy. Marketing, also, has been implicated as the most exposed organizational function to change in environment factors (Mann, 2001). The company implements different marketing strategies which consist of different promotion and price levels, different quality characteristics of the product and different number of leaders. It has the power to change the quality characteristics of price of the product, as well as the promotion and leader strategy, (Karakaya, Badur and Aytekin, 2011). The dominance of marketing research is often studied in relation to specific marketing and costumers decisions. According to Solomon (2009), an elementary marketing concept states that organizations exist to satisfy consumers wants and needs. These wants and needs can only be satisfied by understanding the consumers that will use the product. In consumers personal preferences and needs, there are psychological and sociological affects that influence the

consumers purchasing decisions. They can make purchasing decision based on their past experience or in order for them to achieve a social status or belong to a group, (Janssen and Jager, 2001). In the study conducted by Jenny Haberer (2008) marketing mix strategy is a strategy that has been formulated after taking into consideration the 4 Ps of marketing: product, price, place and promotion. A product is anything that satisfies a customers need. The product may be a tangible commodity like cars, accessories, gadgets, etc. or may be an intangible service like health care service, hotel service, etc. The product is the first P of the marketing mix and is by default the most important aspect of the marketing mix. This is because the product is the bait of the company, without which it cannot get the fish. Bad, stinky bait will not lead to hooking soda cans. So this explains how crucial a good, innovative and impressive the product has to be. A useless, unimpressive product can never succeed no matter how good the other three Ps of the marketing mix are. Thus, companies need to conduct thorough market research, to check if customers need this product and then need to come up with a product that has a cutting edge above other products and then need to come up with a product that has a cutting edge above other products sold by competitors. Second P in the marketing mix goes to price. However, this is not true. Price alone will not attract consumers. Before arriving at a price, the company needs to consider the prices of similar products sold in the market. Moreover, depending on the features provided by the product they will have to raise or lower

the price. It doesnt end here! Price administration is also required, wherein the company needs to consider factors like geographic location, times for special sales, distributors, etc. to determine the price at special situations. The third P in the marketing mix stands for place. This refers to the methods of distributing finished products from the manufacturing unit to the final consumer. This would involve transportation and storage of goods, till they are availed by the customer. Its all about providing the right product to the right place at the right time with the help of an efficient distribution channel chosen by manufacturers will depend on whether they find it convenient to sell it to wholesalers or directly to retailers or consumers via specific dealers. The fourth P in the marketing mix stands for Promotion. This refers to a companys communication line with the end consumer. Just like how, having talent is useless till one actually uses it and lets the world see it, same is the case with a product. No matter how good the product is, if it remains in the factory or warehouse, it will never rope in profits. It needs to be publicized among people who need it, who will buy it and come back to make more purchases. Marketing has been and dominant tool and strategy for increasing the sales of a product (Jager, 2007). For marketing strategies, companies look for segmentation of its consumers, provision of successful goods and services for each consumer and also employment of right promotional tools and pricing strategies to accomplish the companys objective (Walker, mullins and Larreche, 2008). The first step in developing a marketing plan and marketing strategy is to

create specific marketing objectives and write them down, (Ward, 2009). The customer or client is, or should be, the focus of the organization. While much research exists which can help companies implement marketing research strategies and policies, relatively little work has been done which suggests how these marketing research variables relate to organizational performance and dominance, either in absolute terms or in relation to other marketing factors (Baker & Hart, 2010). Marketing must have a wide range of skills to complete successfully. Gone are the days when salesperson required simple presentation and closing skills to be successful. Sales strategies and management are afforded a more holistic perspective and tend to cover the whole organization. According to the study conducted by David Jobber and Geoff Lancaster, 2000, Practical actions which sales managers can take to direct, influence and control sales staff are examined together with implementation issues such as sales force recruitment and selection, sales training motivation and Selling Management Dissertation. Dominant Strategy Management encompasses the planned course of actions to manage vanguard. Sales Force development will produce sales people who have adequate knowledge, skills and behavior required for superior performance that sales force competence development influences marketing performance through team staffing, skill training, coaching, and mentoring studied by Asiegbu, Awa, Akpotu and Ogbonna (2000), entitled The Dominance on Sales Force Competence Development and Marketing Performance.

Chapter 3 RESEARCH METHODOLOGY This chapter deals with the research design, sampling procedure, research respondents, research locale, research instruments, data gathering procedure, scoring procedure, reliability and validity of instruments and statistical treatment of the study. Research Design This study used the descriptive method of research. It is method designed to gather information about existing conditions. Descriptive research is concerned with the description of data and characteristics about the population. It involves collection of data in order to test hypothesis or answer questions concerning the current status of the subject of the study. As defined by Aquino (1974), a descriptive research is concerned with conditions of relationships that exist; practices that prevail; beliefs, processes that are going on; effects that are being felt or trends that are developing. The research choose this method because descriptive studies are undertaken to deeply understand the characteristics of an organization, that follow certain common practices which will fit to the present study in knowing the dominance of marketing the strategies of Red Logo Lifestyle Incorporated. The goal of the descriptive study is to offer the researchers relevant aspects of the phenomena of the interest from an individual organizational, industry oriented in

sales and in other perspectives in which the researchers need in the present study. It is less expensive and time consuming than quantitative experiments. Research Respondents The respondents of this study will be the Dealers (fashion specialist and fashion professional), Network Managers (Business manager, Business Director, Executive Business Director) of Red Logo Lifestyle Incorporated (internal market) and fifty customers in Capitol University and Corrales St. Cagayan de Oro City (external market). The Red Logo Lifestyle Incorporation the Dealers and Network Manager is compose of dealers (fashion specialist and fashion professional), Network Managers (Business manager, Business Director, Executive Business Director). The total population of the study was one hundred two. Table 1.Number of Respondents in Red Logo Lifestyle. Dealer / Networking Manager Fashion Specialist Fashion Professional Business Manager Business Director Executive Business Director Total Customer Grand total Number of Respondents 18 22 8 3 2 52 50 102

Research Locale This study will be conducted at Red Logo Lifestyle Incorporated. It is located at Justiano R.Borja Street Cagayan de Oro City Misamis Oriental,

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Penong s

emcor r QAP P

Xavier University

Ororama

Research Instrument A researcher-made questionnaire will be used as the main tool in gathering the data. The questionnaire consists of two parts. The first part will determine the profile of the respondents such as age, educational attainment, gender, income and position. The second part will solicit the date on the marketing strategies, which will be determined in terms of place, price, product, and promotion. Reliability and Validity of the Instrument The constructed instrument will undergo a dry run to Dealers (fashion specialist and fashion professional), Network Managers (Business manager, Business Director, Executive Business Director) of at least 11 who are not respondents of the study. The try out will be done to determine if there are necessary changes in the questionnaire. The result will be presented to the adviser and some authorities who have expertise on this field for final content validation. The result then will be analyzed for revisions in some items. Then the reliability coefficient will be then obtained and will give the implications if either the questionnaire is consistent or not. Data Gathering Procedure Since one of our members was one of the Business Manager's in Red Logo Lifestyle Incorporated, he just verbally asked permission to the branch manager to conduct research study. The researchers verbally explained to the respondents how the questionnaire will be accomplished. The questionnaire will then be

retrieved after they have been completely filled in the respondents scoring and interpretation. Scoring Procedure The following scoring procedure will be used in describing the data of this study: Scale 5 4 3 2 1 Mean 4.21 5.00 3.41 4.20 2.61 3.40 1.81 2.60 1.00 1.80 Description Strongly Agree Agree Moderately Agree Disagree Strongly Disagree Interpretation Very Effective Effective Moderately Effective Less Effective Not Effective

Statistical Treatment Problem 1. The frequency counts and percentage distribution will be

used to measure and determine the ratio of the personal profile of the respondents in terms of age, educational attainment, gender, and income. Problem 2. The weighted mean will be used to determine the dominance

of marketing strategies in Red Logo Lifestyle Incorporated. The weighted mean is used to calculate the variable and variance of the study.

Chapter 4 PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA This chapter presents the analysis and interpretation of the findings based on the following problems. Problem 1. What is the profile of the respondents in terms of age, educational, attainment, gender, Income and position in the company? Table 1. Distribution of Respondents by Age Group Dealers Age group Frequency 18 - 28 29 - 39 40 - 50 51 above Total 26 15 8 3 52 Percent 50.0 28.8 15.4 5.8 100.0 Frequency 43 5 2 0 50 Percent 86.0 10.0 4.0 0 100.0 Customers

Half of the dealer respondents are the youngest of the group with ages from 18 to 28 years old. About one fourth of the respondents are in the mature adult ages from 29 39. About one fifth of them also are from the middle and prime of their life from 40 years old and above. While in the customer respondents 43 or Equivalents to 86% respondents are also in the bracket of 18-28 years old. This

table 1 show that lesser number of respondents is involved in the business as the age gets older. Table 2. Distribution of Respondents by Educational Attainment Dealers Attainment Frequency high school level high school grad college level college graduate post graduate Total 1 3 26 20 2 52 Percent 1.9 5.8 50.0 38.5 3.8 100.0 2 38 6 4 50 4.0 76.0 12.0 8.0 100.0 Frequency Percent Customers

Table 2 presents the distribution of respondents according to their highest educational attainment. Half of the dealer is still in the college level and about 38.5 percent or 20 respondents are college graduate. Only 2 respondents are in post graduate level while 4 respondents or 7.7 percent are at most high school graduates. While on the other concern in the customer respondents 76 percent or 38 of them still in college level and about 12 percent or 6 respondents is college graduate. This shows that engage in the business and the customer is still in the college level. Most students of college and university get involved in this direct selling business because they want to earn money through direct selling.

Furthermore most of their customers is their classmates school mates and friends in the school. Table 3. Distribution of Respondents by Sex Dealers Sex Frequency Male Female Total 22 30 52 Percent 42.3 57.7 100.0 Frequency 23 27 50 Percent 46.0 54.0 100.0 Customers

The industry is dominated by females. Table 3 appears to confirm this observation as 57.7 percent of the respondents are female direct seller. Quite a number of male respondents, however, are also in the same work that involves direct selling, in the sense that most direct seller is females it also came out that large number of customer are females. Table 3 shows most involved in the business are females, It appears that most females have a huge number of count because most of the product of Red.Logo Lifestyle Incorporated are for female and merely male get involved in this business because they think that it is awkward to them to sell such product.

Table 4. Distribution of Respondents by Monthly Income Income Group Dealers Frequency 1000 - 5000 5001 - 10000 10001 - 15000 15001 above No response Total 52 100.0 11 20 12 9 Percent 21.2 38.5 23.1 17.3 Customers Frequency 15 10 9 3 13 50 Percent 30.0 20.0 18.0 6.0 26 100.0

The profile of respondents according to their monthly income is presented in Table 4. The bigger proportion of respondents representing 38.5 percent are earning from Php 5,001 to Php 10,000. Some 12 respondents or 23.1 percent are earning more from Php 10,001 to 15,000. Only 9 respondents or 17.3 percent are earning from Php 15,001 and above while 11 respondents or 21.2 percent are earning Php 5,000 and below. In the customers respondents 30 percent or 15 respondents have an income bracket of 1,000-5,000. 20 percent or 10 respondents have and monthly income of 5,001-10000. This result shows that most of the college student early get involved in business and fan in the direct selling products. One of the reasons of it is the product they order to the dealer are payable for a month, It is also connects to the study of the some individuals that Filipino fan of credit.

Table 5. Distribution of Respondents by Position in the Company and the Customers Percent of Position Frequency dealers Fashion Specialist Fashion Professional Business Manager Business director Executive Business Director Sub-total Customers Total 18 20 7 3 4 52 50 102 34.6 38.5 13.5 5.8 7.7 100.0 49.0 100.0 Cases 17.6 19.6 6.9 2.9 3.9 Percent of

Twenty respondents or 38.5 percent are dealers called fashion professionals and eighteen or 34.6 percent are fashion specialists. Table 5 reveals that there are more respondents in the group whose prime job is dealing the products. Only 4 of them or 7.7 percent are executive business directors. These are the people who are expected to earn bigger income together with the other 10 network managers comprising 19.3 percent of the group. And 50 customers have a 49 percent get involved in the study experienced to purchase the product in the dealer. This shows that in the direct selling business the dealer personally look for the customer it may their classmates, friends and relatives. Because they always brought the brochure with them. It is the so called the market of the company called

this one as a market, where all the products of the company post in this type of market. 2. What is the marketing strategy of LOGO in terms of Place, Price, Product, and Promotion? Table 6. Mean Values of the Indicators of effectiveness of Marketing Strategy by Place Dealers Indicators
Mean Description Mean Description

Customers

Strongly The location is accessible 4.4423 agree They deliver the product to the distant dealer The transportation is not a problem to the dealer the security guard is at hand the building is equipped with 24/7 CCTV the police headquarter is near to the area The display shelf is presentable to the dealer The shelves are furnished to avoid product 4.2157 damage The labeling of the shelves is visually appealing 4.2549 and well organized according to the brand name agree agree Strongly 3.6000 agree 4.0588 4.1569 4.1569 3.4510 3.7255 4.1346 Agree Agree Agree Agree Agree Agree Strongly 3.7400 3.7959 3.8000 3.6600 3.5600 3.7400 agree agree agree agree agree agree

and code Strongly The display shelves are clean and spacious 4.2692 agree The area is highly elevated to avoid water to 4.2500 come in Emergency fire signage is present and functional The division of the area unit is well planned to 4.1569 accommodate and to have smooth transaction All personnel have its area assign to 4.1538 accommodate and serve Strongly There is area for dealers and other concerns 4.2157 agree There is a table and chair allotted to the dealer for recruiting and any other activity that may done when the dealer is in the branch The 5s (Sort, Shine, Set in order, Standardize,, 4.1346 Sustain) is maintained Daily clean up before and after the company 4.3137 operates Maintenance is present and functional They can operate smooth and fast transaction 4.1765 4.1346 agree Agree Agree 3.6122 3.8776 agree agree Strongly 3.6600 agree Agree 3.6800 agree 4.1961 Agree 3.6735 agree 3.4600 agree Agree 3.6327 agree Agree 3.7200 3.8800 agree Agree 3.8163 agree Strongly 3.7000 agree 3.8163 agree

agree

There is a first come first serve basis rule to the 4.2549 dealer

Strongly 3.6800 agree Strongly

agree

The shopping basket is useable and sufficient

4.2549 agree

3.7400

agree

Manual and computerized transaction is 4.1961 available and functional at all time Agree 3.5510

agree

Table 7. Mean Values of the Indicators of effectiveness of Marketing Strategy by Price

Dealers Indicators
Mean Description

Customers
Mean Description

Prices are reasonable enough to the buyers It is affordable to the user The price of the product is enough to purchase

4.0769 4.0000

Agree Agree

3.7083 3.6939

agree agree

3.9808 number of order It is a competitive price compared to other 4.1176 direct selling company The products are dependent to the 4.0196 classification of the product The price of the products is classified to the 4.1538 size, weight and style

Agree

3.6327

agree

Agree

3.6531

agree

Agree

3.7347

agree

Agree

3.7347

agree

An apparel product is priced separately from 4.2941 the beauty products The style and design of the product are price 4.4231 according to the materials used on it They set a price level to a match competitor 4.3922 direct selling company Price is comparably different from other 4.1569 competitior The price of the product is lesser than those 4.0000 other direct selling company It has its own strategy to price the product like 4.2745 P99, P199, and etc, to attract buyers The price is based upon competition of other direct selling company and customers feedback It is easy to market the product because it is 3.8039 cheaper Even non-working individuals can afford to buy 3.8824 the products They offer low price to a product which are new 3.9231 to consumers They offer demo price to new released 4.1176 products 4.0192

Strongly 3.7143 agree Strongly 4.1400 agree Strongly 3.9400 agree

agree

agree

agree

Agree

3.9184

agree

Agree

3.9184

agree

Strongly 3.8200 agree

agree

Agree

3.8571

agree

Agree

3.0000

Agree

3.8800

agree

Agree

3.7000

agree

Agree

3.6400

agree

They offer buy one, take one for products especially if it ie new to the face of the dealer and user They offer big discounts on the product not yet 4.1961 sold for almost a month Agree 3.7200 agree 4.1731 Agree 3.6200 agree

Table 8. Mean Values of Indicators of Effectiveness for Marketing Strategy by Product Dealers Indicators Mean It meets customers expectation The beauty products are effective on the end 4.0392 users The apparel products have its uniqueness to 4.2308 other competitive brands Emphasizes the new features and benefits of 4.3137 the product They provide product orientation and 4.3333 assessment to the dealer The materials used in the product are safe of the 4.3137 user and to the environment Materials used in the beauty products are safe 4.2308 agree Strongly 3.8800 agree agree Strongly 3.7000 agree agree Strongly 3.7800 agree agree Strongly 3.7400 agree Strongly 3.6800 agree 4.0962 Description Agree Agree 3.7400 Mean 3.8000 Description agree Customers

agree

to the user and to the environment

agree Strongly agree

The products are4 licensed by the authority

4.3529 agree

3.8750

The products are BFAD approved to be safe to 4.4314 the end user

Strongly 3.0000 agree Strongly

It is visually appealing and attractive

4.3922 agree Strongly

3.6200

agree

The design of the product is on the latest trends

4.4423 agree

3.5800

agree

The materials used are durable and nice to 4.4200 water and apply The color of the product used is enough to 4.3725 attract customers The design and style are unique compare to 4.3000 other company The design and style is different from other 4.2941 direct selling company

Strongly 3.6000 agree Strongly 3.6939 agree Strongly 3.6800 agree Strongly 3.5200 agree Strongly

agree

agree

agree

agree

It is competitive design

4.3529 agree Strongly

3.4800

agree

The brands of the product are sellable

4.2745 agree

3.6122

agree

Table 9. Mean Values of the indicators of Effectiveness of Marketing Strategy by Promotion

Dealers Indicators Mean The company and practice incentives program 4.4231 for those achiever dealer Giving plaque and gift (in kind or in cash) to 4.2941 those who achieve the sales and recruits Advance payees dealers have a raffle coupon Strongly availed for a chance to win in weekly and or monthly dealers/networks manager gathering Attendees in the training and or seminar have Strongly an opportunity to increase their credit line or a free product Encourage the customers to try new product 4.2500 that they had tried before agree Strongly Provide a buy 1 take 1 4.2745 agree Giving discount for the new product and free 4.2941 testing Exciting freebies for the dealer who have a big 4.4314 purchase agree agree Strongly Strongly Strongly 4.3137 agree 4.2308 agree agree agree Strongly Description Strongly

Customers Mean Description agree

3.7200

3.7600

agree

3.7000

agree

3.6200

agree

3.7400

agree

3.6327

agree

3.6000

agree

3.6000

agree

They used catalogues and ads to promote the 4.4615 product and generate sales

Strongly 3.6000 agree Strongly

agree

The Magaloque is issued every

4.3725 agree

3.6000

agree

They advertise the company to leading ads 4.1373 advertiser They give promotion and incentives to the 4.3846 attendees of seminar and training agree Strongly Attendees will avail additional credit line 4.2941 agree Attendees can have a chance to win products 4.3600 during the seminar or training. Giving certificates and acknowledgement for 4.2041 those who attend the seminar or training a dealer or network manager can avail Strongly additional credit line for those who pay their obligation before the maturity date Strongly They accept verbal and non- verbal feedback 4.2800 agree The company accepts feedback from the 4.2917 dealer who is the direct complainant The company is open to any suggestion from 4.3673 the dealer or network manager agree agree Strongly 3.9800 Strongly 3.7000 3.6800 4.2857 agree 3.9000 Agree 3.9800 agree Strongly 4.1600 3.7600 Strongly 3.6600 Agree 3.5800

agree

agree

agree

agree

agree

agree

agree

agree

agree

1.0 1.80: strongly disagree; 1.81 2.60: disagree; 2.61 3.40: moderately agree; 3.41 4.20: agree; 4.21 5.0, strongly agree

Summary Mean Values of Marketing Strategies Dealers Strategy Mean Deviation PLACE 4.1298 .46263 Agree Strongly PRODUCT 4.2788 .45263 agree PRICE 4.0591 .57439 Agree Strongly PROMOTION 4.3106 .49869 agree 1.0 1.80: strongly disagree; 1.81 2.60: disagree; 2.61 3.40: moderately agree; 3.41 4.20: agree; 4.21 5.0, strongly agree 3.7356 0.66219 Agree 3.7768 0.67495 Agree 3.6830 0.81021 Agree 3.7021 Std. Description Mean Deviation 0.65193 Agree Customers Std. Description

3. Is there a significant difference in the effectiveness of marketing strategies of LOGO respondents when grouped according to Age, Educational Attainment, Gender and Income?

Table 10. F values and significance level using Analysis of Variance to test significant difference of Marketing Strategies as Perceived by Dealers

Marketing Strategy PLACE PRODUCT PRICE PROMOTION F

Age Sig. 0.629 0.728 0.707 0.246 F

Sex Sig. 0.478 0.909 0.398 0.644

Education F 0.788 0.320 0.255 0.875 Sig. 0.461 0.728 0.776 0.423 F

Income Sig. 0.588 0.933 0.688 0.380

0.583 0.436 0.466 1.430

0.512 0.013 0.726 0.216

0.649 0.145 0.494 1.047

Significant level of the observed F statistics in all marketing strategies of respondents when grouped by age, sex, educational attainment and income are all bigger than the expected confidence level at 0.05. Thus, the null hypotheses are not rejected. The effectiveness of the marketing strategies as described by the indicators does not seem to vary statistically among categories in the age, sex, educational attainment and income of respondents. The company has exerted all four marketing strategies in the same extent as perceived by dealers and managers. The result show that Red Logo Lifestyle Incorporated is dominant in the marketing strategies in the two of four marketing mix as perceived by the dealers and customers.

4.35 4.3 4.25 4.2 4.15 4.1 4.05 4 3.95 3.9 Place product price promo Series1

Chart 1

Table 11. F values and significance level using Analysis of Variance to test significant difference of Marketing Strategies as Perceived by Customers

Age Strategy F PLACE PRODUCT PRICE PROMOTION 0.906 1.956 2.885 3.125 Sig. 0.411 0.153 .066 .053 F

Sex Sig. 0.024 0.067 0.089 0.112

Education F 1.483 1.289 2.370 3.012 Sig. 0.232 0.290 0.083 0.040

Income F 0.398 .542 0.053 1.139 Sig. 0.755 0.656 0.984 0.343

5.464 3.517 3.032 2.623

Perception of customers about the marketing mix of Red. Logo was quite varied across categories in sex, and educational attainment. Table 11 presents F values of the mean distribution which are significantly different among customers when grouped according to sex category particularly in their perception about the place. Observed F value of 5.464 is significant at 0.024, therefore the null hypothesis of no significance is rejected. There is a significant difference in how male and female customers look at the effect of location in helping market Logo products. Perception of customers in the promotional efforts of Logo Philippines also varies significantly when grouped according to educational attainment at a significance level of 0.040. Table 11 reveals further that marketing efforts of Logo through product, price, place, and promotion strategies do not vary significantly as perceived by customers when grouped according to income.

Chart 2

Significant level of the observed F statistics in all marketing strategies of respondents when grouped by age, sex, educational attainment and income are all bigger than the expected confidence level at 0.05. Thus, the null hypotheses are not rejected. The dominance of the marketing strategies as described by the indicators does not seem to vary statistically among categories in the age, sex, educational attainment and income of respondents. The company has exerted all four marketing strategies and the dominant of the four marketing mix is the product and promotion. though the other two marketing strategies merely not behind of the dominant it has a little rate than the product and promotion because every direct selling aspects products differ and the promotional activities has a great difference in making the marketing strategies. The test shows that Red Logo Lifestyle Inc. has its good marketing strategies and different form the other direct selling company in terms of product and promotion which shows in the table 10.

Chapter 5 SUMMARY, CONCLUSION, AND RECOMMENDATION This chapter presents the summary, conclusion and recommendations on the findings of the study. Summary of findings This study was designed to assess the level of dominance on the marketing strategy in Red Logo Lifestyle Inc. In the context, the study sought to answer the following aspects of the problem: (1) The profile of the respondents based on age, educational attainment, gender, income and position in the company ; (2) the level of dominance of the marketing strategies in Red Logo Lifestyle Inc.; (3) the significant difference on the level of dominance on the marketing strategies when grouped according to age, educational attainment, gender, income and position. Summary of Findings The findings of the study are summarized as follows: 1. The result of the study showed that most of our respondents belong to the age bracket 18-28 years old which accounted to 26 respondents or 50%. Majority of the respondents were College level which accounted to 26 dealer/network manager or 50%. Majority of the respondents were

female which accounted to 30 dealer/network manager or 57.7%. Most of the dealer/network manager had monthly income from 5,001-10,000 pesos which had 20 respondents or 38.5 %. Most of the respondents were fashion professionals which accounted to 20 respondents or 38.5 %. 2. The dominance of marketing strategies was found to be a strongly agree. (table 6,7,8,9; page) 3. On the other hand, there was no significant difference on the dominance of marketing strategies of Red Logo Lifestyle Incorporated Cagayan De Oro City Branch when respondents were grouped according to age, educational attainment, gender, income and position in the company. 4. It was only when the respondents were grouped according to educational attainment, monthly income and position of the company. That the significant difference existed in the dominance of the marketing strategy of Red Logo Lifestyle Incorporated Cagayan De Oro City Branch. Conclusion Based on the findings, the following conclusions are drawn. Majority of the respondents were females ranging from 18-28 years old, college level which had a monthly income of 5,001-10-000 pesos. The dominance of the marketing strategies of Red Logo Lifestyle Incorporated Cagayan De Oro City Branch was strongly agreed. There was no significant difference in the dominance of marketing strategies when respondents were grouped according to gender and monthly income, thus, the null hypothesis was accepted. It was only when the respondents

were grouped according to age, educational attainment and position in the company that the significant difference existed in the dominance of marketing strategies. Therefore in this item, the null hypothesis was rejected, and the dominance of the marketing strategies of Red Logo Lifestyle Incorporated Cagayan De Oro City Branch was been strongly agreed as the result of the study. Recommendations Based on the findings and conclusions of the study the following recommendations are presented The management should find more ways in terms of marketing strategies for the price and place in order to be most dominant in a direct selling organization. The management should set objectives not only for themselves but also to its dealer/networks manager; and assure aims and targets of sales and recruits are attainable. ( General ) The management should serve as the dealer/network managers inspiration and guidance for the dealer/network managers to perform well in sales (group or personal) and recruits. ( General ) The management have its dominant in terms of promotion in this case they should look new strategy to maintain its dominance. ( refers to Promotion ) The management has a low impact in terms of place and one of the factor the recherch found out that the company do not have CCTV and fire prevention equipment for the security and safety of the Dealer/networks

managers as well as the stocks in the warehouse and the employees of the company.( refers to Place) The management also considers improving place and price in strategy in their marketing mix because it has a percentage in the study being held. The management should have its price determinant of the product in order for the customer will purchase more.

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