MARIKINA POLYTECHNIC COLLEGE

Munding Cor., Mayor Chanyungco St., Sta. Elena

Marikina City - 1800

Title:

E-MARKETING: CAPACITY BUILDING ON SHOE

LEATHERCRAFT INDUSTRY IN MARIKINA CITY

Researcher/Presenter:

AND

Quiles, Joseph D.
Marikina Polytechnic College, Munding Cor., Mayor
Chanyungco St., Sta. Elena, Marikina City (1800)
Email: mpc09_college@yahoo.com
Contact Information: 3696790

Topic areas:

Shoe and leathercraft, Marikina City

ABSTRACT
The researchers identified the traditional practices of selling and commercialization
of shoe and other leather products and found out its moderate help in the total sales of the
producers. On the findings, it was proposed that the E-Marketing of its products and services is
of best strategy which includes the use of online marketing such as: social networking
sites, sulit.com, AyosDito.com, Groupon Philippines, DealSpot, Deals Tent, CashCashPinoy,
MetroDeal, and Living Social PH Ensogo. Respondents were LGU officials and personnel,
local producers, and consumers..
The groups assessed that the traditional marketing strategy was effective but a need to
improve it is a must to help sales and marketing improvement scheme. Problems found
were the importation and selling of China made shoes and items which were available at the
local market that posted danger in the marketing of Marikina made shoes..
The conclusion includes non-awareness of the respondents of the E-Marketing Strategies
but they are willing to utilize it due to easeness and nationwide accessibility. It was
recommended that the proposed E-Marketing strategies be imposed as a shift from the usual
traditional marketing with LGU help as the Center of its development, and management to
maintain that Marikina City is known as the Shoe Capital of the Country.