NETONG’S

PROPOSED MARKETING PLAN

PREPARED BY:

TEAM SOUPERBOWL

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I. INTRODUCTION
A. COMPANY BACKGROUND

Netong’s Original Special La Paz Batchoy, which originated in La Paz Public

Market, claims to be Iloilo’s most authentic batchoy. This means that if you’re wondering
what the real special batchoy tastes like, Netong’s claims to be the place for you.
Despite the rising number of local competitors, Netong’s holds the title of being the Pride
of Iloilo. The great grandfather of the current owner was said to be the one who
discovered the ingredients used in the making a La Paz Batchoy, which makes Netong’s
the original La Paz Batchoy.

Netong’s is a family business founded by Mr. Leonito “Netong” Guillergan in the

year 1948 who was one of the firsts to start a batchoyan in Iloilo City. Aside from its
bestselling batchoy, Netong’s offers a wide variety of Ilonggo cuisine. Most of their loyal
customers belong to the older market segment which ranges from 30 years old and
above. Due to the high demand for Netong’s menu, the owners of the business decided
to expand in the year 2015 upon the opening of Atria District Park in San Rafael, Iloilo
CIty. Now, the business has also opened branches in Ayala Technohub, and Esplanade
Iloilo.

In the year 2016, the business opened a branch located in SM Southpoint with
the brand name, Leonito’s by Netong’s. The brand has also opened its branch in Festive
Walk, Iloilo Business Park. Leonito’s also offer the same variety of food including the
Batchoy but added more specialty food in the menu.

B. CURRENT MARKETING STRATEGY

Current Target Market

Netong’s La Paz Batchoy targets the older segment people ages 60 and above.
In addition, Netong’s also target the tourist segment, ages 20 and above. On the other
hand, the Leonito’s by Netong’s targets the middle-aged people that ages from 35-50.
The price list of the menu ranges from Php 55 to Php 100 in Lapaz Public Market. The
other branches sell a higher price which ranges from Php 60 to Php 150.

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 Current Brand Positioning

Netong’s La Paz Batchoy is still the best Batchoy in Iloilo city. Netong’s practices
the old style art of Batchoy making which remains to be authentic than the other
competitors trying to claim the title.

Leonito’s by Netong’s is positioned to be wide-ranging. The new brand still offers

the original product line with add-ons to the variety of food in the menu list. Despite the
additional variety, the new brand does not cover the original menu of Netong’s.

Product Strategy

Netong’s Batchoy is established to give the taste of one of Iloilo’s original

delicacy. Since the Batchoy ingredients was discovered by the great grandfather of the
current owner, Netong’s have already perfected the taste of Batchoy as it was 60 years
ago.

Moreover, Netong’s offers soy sauce and/or pepper if customers are not satisfied
with the concoction. And to cater those who are health-conscious, customers can
request of not putting MSG.

Place Strategy

Netong’s La Paz Batchoy is currently situated at the La Paz Market, Atria Park
District, Esplanade Iloilo, and Ayala Technohub. Meanwhile, Leonito’s by Netong’s is
located at SM Southpoint. The original branch is located at the heart of the La Paz
Market, where the making of the batchoy was originated, appears to be a typical
carinderia with its exterior design but adheres a restaurant ambiance inside. The
expanded branches and extended brand were positioned in the market to give
convenience, in terms of location, to its consumers. Specifically, Netong’s Atria branch
and Leonito’s by Netong’s was positioned to capture the tourist segment of their target
market since the location is accessible from the hotels near Atria and SM.

Price Strategy

The price list of the menu ranges from Php 55 to Php 100 in Lapaz Public
Market. The other branches sell a higher price which ranges from Php 60 to Php 150,

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specifically, at Netong’s Atria branch due to the high place rentals. Originally, cash
transaction is the mode of payment offered by Netong’s to its customers, however, due
to its expansion in Atria and extension at SM, they offered credit transactions as a
medium of payment. In addition, Netong’s Atria branch offers 10% discounts to their
customers who has a “Turista Card” endorsed by Atria.

Promotions Strategy

Netong’s La Paz Batchoy has been in the industry for over 60 years. Through the
establishment of the business, Netong’s did not focus more on traditional marketing
instead, the business relies on the word-of-mouth communication to further captivate
other customers. The business also engage in event sponsorship and also participate in
promos like discounts. Recently, with the hype of Social Media promotions, Netong’s has
several Facebook pages, focused on a specific branch, where all of the events and
branch openings are posted. Although, Netong’s captured a lot of tourists through blogs
and also postings in Instagram and Twitter of satisfied customers which has increased
its market share.

Meanwhile, Leonito’s by Netong’s which is a new brand has not yet started with
their promotional strategies. The new brand also uses the Facebook page of Netong’s to
entice the loyal customers. Also, Leonito’s by Netong’s has been made popular even
though it is still new because of blogs and reviews in Social Media.

People Strategy

Netong’s La Paz Batchoy utilizes different age groups. In the main branch
located in La Paz Public Market, Netong’s employed the older segment group who are
already experts in Batchoy making. Meanwhile, the other branches of Netong’s La Paz
Batchoy and Leonito’s by Netong’s focus on the younger segment group who have the
background on HRM and other related courses.

Netong’s La Paz Batchoy and the Leonito’s by Netong’s management, hold

meetings for performance evaluation of the employees. Aside from that, the
management also trains the employees on customer service.

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II. STATEMENT OF THE PROBLEM
Because of its prominence in the Ilonggo taste bud after almost 70 years of
existence, Netong’s now aims to strengthen its reputation as one of the heritage brands
in Iloilo city, and be positioned in the minds of its consumers as the real deal—the
authentic La Paz Batchoy of Iloilo. Although, despite its prominence and continuous
efforts to expand its reach, there is an untapped opportunity for Netong’s to integrate its
resources and competencies for it to be able to send a consistent message to its
consumers.

Aside from this, there are several underlying problems or symptoms which need
to be addressed in order to eventually solve the major problem:

 The absence of a differentiation strategy from its competitors

 The inconsistency of the taste of Netong’s batchoy (morning servings taste better
than the afternoon and evening servings)
 The absence of a clear picture of the brand’s target market
 The bad reviews that the Atria branch is facing because of poor quality food
 Lack of marketing efforts to communicate and connect with the target market
 Inconsistency of store design of different branches
 Absence of official Netong’s Facebook page for the brand, as a whole

Thus, as a brand with good foundation and distinct competencies, the challenge
is to create a fully-integrated marketing plan for Netong’s La Paz Batchoy which could
reinforce it as one of the heritage brands in Iloilo offering the value of authenticity,
through strategic innovations in the business organization’s 4P’s, establishing a strong
and long-term relationship with its customers, and strengthening its overall brand equity.

III. OBJECTIVES
A. GENERAL OBJECTIVE

Generally, the primary marketing objective is to solidify brand equity of Netong’s

among its target market through Integrated Marketing Communications (IMC) and
Marketing Public Relations (MPR) Campaign.

Specifically, the marketing plan aims to:

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 Identify a competitive strategy which could effectively differentiate Netong’s La Paz
Batchoy from other local competitors, improve its market position, and eventually
increase its market share.
 Incorporate the digital strategy in the implementation of the proposed campaigns
 Apply the different marketing strategies and metrics in crafting the promotional strategy
for the proposed marketing plan for Netong’s La Paz Batchoy.
 Ensure the continuous and sustainable growth of the business through the different
strategies and campaign mechanisms formulate

B. MARKETING COMMUNICATIONS OBJECTIVES

Deviating from the classic AIDA model,

and using the DRIP model by Chris Fill (2002)
which focuses on differentiating and
reinforcing the brand message, and informing
and persuading the target consumers, the
primary marketing communications objective is
Figure 1 DRIP Model by Chris Fill (2000)
to reinforce effectively to the minds of the
target market the positioning strategy of Netong’s. It specifically aims to:

 Differentiate Netong’s effectively from its competitors and increase its ranking to
number one as compared to its competitors by June 2018.
 Reinforce effectively the positioning message of Netong’s to 80% of its loyal
customers by June 2018
 Inform deeply 15% of the potential market about the brand with the help of existing
loyalists.
 Persuade 15% of aware potential market to experience Netong’s batchoy, and 40%
of existing loyal consumers to take part in building Netong’s brand equity by June
2018.

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IV. SWOT ANALYSIS
SWOT MARKETING IMPLICATIONS
STRENGTHS
Given that they first opened in La Paz, the birth
place of batchoy, Netong’s was able to establish its
brand as a go-to restaurant to eat authentic Netong’s loyal customers are often a
batchoy source for word-of-mouth advertising,
All of their branches are strategically located, and as they recommend the place to other
accessible for customers. people.
After decades of being in the business, Netong’s Netong’s should therefore make use of
has gained loyal customers, especially in their La their existing loyal customers in helping
Paz market branch them to build brand equity
Netong’s Lapaz Batchoy is known in Iloilo as one
of the original and best restaurants to eat batchoy,
and is often recommended to tourists.
WEAKNESSES
The kitchen of the Lapaz market branch
The kitchen of Netong’s Lapaz Market branch is is located outside the restaurant just
located outside the restaurant, making it vulnerable along the market walkway. It can be a
to sanitary problems. problem since it makes the food they’re
They lack consistency in terms of the taste, and selling more vulnerable to possible
the ambience of the different branches. contaminations.
The main product Netong’s is offering, which is The inconsistency of the different
batchoy, is very much available on the market. branches of Netong’s makes one
branch more superior to another in
Their employees, particularly the waiters, lack terms of the customers’ preference.
customer interaction.

OPPORTUNITIES
Netong’s should invest on
Iloilo, particularly Lapaz, is known for its batchoy, advertisements, especially now that
Netong’s main product offering. they’re expanding their business, to
promote the restaurant and its new
They’ve been featured, and are still being featured,
branches like Leonito’s. It can help build
in various programs and write ups as a place to go
awareness for people from both within
to.
and outside Iloilo.
Their branches are located in places with heavy
Netong’s have been featured in different
foot traffic.
travel programs and blogs, and it
SM City, pushing Netong’s to change its name to helped build awareness for the people
Leonito’s, thus its branding as well, in opening a from outside Iloilo, particularly the
branch in SM City Southpoint, avoids the confusion tourists.
of Netong’s being an expensive and fancy
restaurant.

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THREATS
Direct competitors offer the same main product,
batchoy, at a cheaper price.
Netong’s competitors are more visible in such a Deco’s and Ted’s, Netong’s main
way that they have more branches and are more competitors, have a larger market share
commercialized, with some even located outside as they have move branches in and out
Iloilo of Iloilo.
There are emerging restaurants offering batchoy
as their main product since the industry’s barriers
to entry are low

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V. COMPETITIVE ANALYSIS
A. PORTER’S FIVE FORCES ANALYSIS

Bargaining Power of Buyers

Buyers hold a strong

bargaining power over businesses
in the food industry. One of the
factors that contributes to the
strong bargaining power of the
buyer is the ease of switching
from one restaurant to another.
Because the market is saturated,
buyers have low switching cost
and many alternatives to choose
from. Consumers can easily
increase or decrease their
demand for the product. Figure 2 Porter's Five Forces Model
Buyers are price sensitive and
purchase in relatively high volumes of the product. Because of Netong’s affordable
prices that can cater to individuals who belong to both higher and lower brackets, the
restaurant can cater to a larger market. Netong’s Lapaz Batchoy is known to be a
restaurant for the masses. This means buyers are more concentrated. Consumers have
a high level of awareness for the brand because Netong’s is one of the first batchoyan in
the city and has been serving their delicious noodle soup for almost 70 years. It is one of
Iloilo’s heritage brands, cementing itself in Ilonggo’s history and culture.

Bargaining Power of Suppliers

The business sells their products through their main branch located in La Paz
Public Market and in extended branches situated here in Iloilo City. The menu is
formulated through the company’s preference, where extended branches coordinate with
the main branch to produce products that meets their specifications.

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 The basic ingredients needed to create Netong’s signature La Paz Batchoy
includes thin slices of pork, organs, chicharron (pork cracklings), shrimp, vegetables,
chicken stock, chicken breast, beef loin, broth and noodles (miki, bihon, stotanghon or
miswa).These ingredients are obtained from public markets, specifically in La Paz.

The company had not experienced any significant difficulties in obtaining the
ingredients since they personally gather the ingredients needed for food production and
there are several sources available in the market. However, Netong’s believe that there
would be an adverse effect on the cost of the menu due to price fluctuations of the
ingredients present in the market even if there are alternative sources available.
Therefore, their suppliers have low bargaining power against Netong’s.

Competitive Rivalry

For a business operating in the food industry, competition within the industry is
the most significant external force that can affect the business. The food service industry
has experienced steady growth recently. According to the 2014 Annual Survey of
Philippine Business and Industry (ASPBI), there are 28,059 establishments engaged in
accommodation and food service activities. Restaurants and mobile food establishments
account for 76.4 percent. More than forty restaurants in Iloilo city specializes in Filipino-
style cuisine. Most these restaurants ofters the Ilonggo delicacy– the Lapaz Batchoy, on
their menus.

Netong’s has been around since 1948. It is one of the first in Iloilo city to open a
Batchoyan. The competition between its rivals Ted’s Oldtimer Lapaz Batchoy and
Deco’s is aggressive. The three restaurants claim that they serve the original Lapaz
Batchoy (Netong’s is labeled as “The Original Special Lapaz Batchoy”). Consumers
have claimed that although Netong’s may not be the first in the batchoy industry, taste-
wise, they claim it is the best.

The market is heavily saturated and competition between restaurants is high.

Consumers can choose from many restaurants that serve similar products or those
restaurants offering a wider variety of IIonggo cuisine to choose from. Consumers have
the option of purchasing instant noodles that offer a similar flavor of the dish and prepare
it themselves in the comforts of their home. Consumers have low switching cost. The
quality of the batchoy and the process of preparing it is very similar relative to its

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competitors. Price differentiation between the top competitors in the batchoy business is
relatively low ranging from an estimate of ₱10 to 15. Netong’s differentiates itself by
innovating their products and providing its consumers good and accommodating service.
The determining factors that consumers consider are the batchoy’s taste especially its
saltiness.

Between the three restaurants, Ted’s and Deco’s are available for franchise;
Netong’s is the only one which has not offered its business for franchise. Netong’s only
recently expanded its business its first outlet located in Lapaz Market to four branches
located at Atria Park District, Esplanade Iloilo, and Ayala Technohub. A new brand under
Netong’s called Leonito’s by Netong’s is located at SM Southpoint. In terms of brand
recognition on a national scale, Ted’s and Deco’s are highly recognizes with branches
outside Iloilo City and operating in the nation’s capital. Ted’s has 13 branches in Metro
Manila. Deco’s was bought by the foodservice giant Mang Inasal in 2010. This has
allowed Deco’s to expand outside Iloilo City and open branches in Metro Manila. Not
offering the business for franchise can work as an advantage for Netong’s. By not
opening the business for franchise, Netong’s can preserve the quality, taste and
authenticity of the brand.

Threat of New Entrants

Netong’s Original Special La Paz Batchoy prides itself as being one of the
original makers of the famous La Paz Batchoy. Being one of the oldest La Paz Batchoy
restaurants in Iloilo city gives Netong’s a competitive advantage in this industry.
Although, La Paz Batchoy is only one of the many dishes belonging in the noodle soup
industry, and it is not that difficult for restaurants to enter this industry as well. Also, the
demand for noodle soup increases during the rainy seasons, which may be an
opportunity for some restaurants which offer Filipino cuisine to diversify their menu, and
include La Paz Batchoy in the dishes that they offer.

In addition, Netong’s, along with its direct competitors, way of preparing their
dishes causes them to achieve economies of scale which allows the restaurant to have
the advantage of being able to cater to more demand at a low cost. This becomes a
barrier to entry because a new entrant will have to try to match the scale to achieve the
same cost advantage as Netong’s and its competitors.

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 Threat of Substitution

The noodle soup industry in Iloilo is already saturated. Although the batchoy that
Netong’s offers has a distinct taste that differentiates it from its direct competitors, there
are various noodle soups, such as Pancit Lomi and Pancit Molo, that can serve as
alternatives to Netong’s original La Paz Batchoy. The threat for substitution is therefore
high, considering that, aside from having multiple options available, there is also low
switching cost in opting a different product or brand. This means that the prices of these
alternatives are either lower or only a few pesos higher than that of Netong’s, which
becomes one of the reasons why a consumer would opt for alternatives. Also, these
products are easily accessible since restaurants that specialize in cooking these can be
found almost everywhere. The consumer that would want to switch to a different
alternative will not find it difficult to search for a substitute.

In terms of Netong’s direct competitors, namely Deco’s and Ted’s, the possibility
of consumers shifting to a different brand is high as well. The switching barrier is low in
terms of pricing since the price strategies that these brands observe do not differ much
from each other. Netong’s prices their products around Php55 – Php130. Deco’s
batchoy’s price ranges around Php65– Php120, while Ted’s batchoy has the price range
of Php65 – Php 120. The little difference among these brands’ price strategies creates a
threat for Netong’s, especially because Ted’s and Deco’s have more strategically
located branches as compared to the four branches of Netong’s around Iloilo city.

VI. PROPOSED TARGET MARKET

A. DESCRIPTION

Netong’s Original Special La Paz Batchoy is proposed to target three segments

of the market with one thing in common; the desire to satisfy their cravings of the famous
Ilonggo delicacy, the famous La Paz Batchoy.

Primary Segment: Baby boomers aged 30 to 60 years old who belong to the
ABCD income brackets who live in the urban districts of Iloilo City. This age group is
composed primarily of professional who hold important positions in a company. These
are the Ilonggo parents and grandparents and they are profiled as Boomers.

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 Secondary Segment: Millennials age 18 to 30 years who belong to the BCD
income brackets who live in the urban districts of Iloilo City. This age group is composed
primarily of college students and young professionals and they are profiled as Millys.

B. TARGET MARKET ANALYSIS

1. Results of Quantitative Research

A quantitative research was conducted to measure the consumption behavior,

level of awareness, and perception of the respondents. Given a 10% margin of error and
a 90% level of confidence, the researchers gathered a total of 70 respondents, 50
respondents age 18 to 30 years old and 20 respondents age 31 to 60 years old, within
Iloilo City. The team used convenience sampling. The survey forms were distributed
online and tabulated using SPSS software. Highlights of the survey will be shown in
Appendix _.

On Consumer Awareness

According to the survey results, 62.9% are aware of the word Netongs while
37.1% not are familiar of the name. When asked which batchoyan the respondent was
aware of, between the top three players in the batchoy industry, more respondents are
aware of Ted’s (94.3%) followed by Deco’s (84.3%) and Netong’s (58.6%).

On Consumer Behavior

Based on the survey, consumers dine in restaurants that serve La Paz Batchoy
at least once a month. The respondents usually go with their friends followed by their
families. On average, respondents spend between ₱ 50 to ₱ 69 and ₱ 90 to ₱ 110 when
they eat La Paz Batchoy.

On Consumer Attitude

The top 3 most important attributes they consider when they dine in restaurants
that serve La Paz Batchoy are the following; the first one is taste and cleanliness of the
food the restaurant serves and the restaurant itself, the second one is customer service
and third is the price and location of the restaurant. The mean of these attributes ranges
from 4.70 to 4.02 (important to very important). This means that Netong’s as a restaurant
must prioritize the cleanliness and the taste of the food that they serve.

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15
 On Top Influencers

In order to determine the respondent’s top influencers, the mean of the level of their
encouragement towards the consumption of La Paz Batchoys was multiplied to the
respondent’s degree of compliance. Based on the result the top 2 influencers are the
respondent’s friends followed by his family and lastly his classmates or colleagues with
mean that ranges from 12.72 to 18.19.

2. Results of Qualitative Research

C. CONSUMER PROFILE

BOOMERs

This consumer group is primarily composed of achievers. They put their family
first and value the opinion of people who are close to them. they are goal-oriented and
hardworking. They conduct their own research before they decide to purchase product
or service or purchase from a certain brand. They tend to be loyal to certain brands that
project their personalities. Boomers are known to trust brands that are authentic.

Boomers’ touch points include social media outlets such as Facebook. They
respond to external advertising mediums including flyers, radio advertisements and

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 outdoors advertisement such as billboards, banners and posters. They tend to be
employed full-time and are college graduates or pursed a masters and doctorate degree.
Their household income is well above average.

MILLYs

This consumer group is primarily composed of experience-seekers who are

always in pursuit for excitement in everything that they do. They value local products and
prefer brands that are authentic. They tend to be loyal to certain brands that project their
personalities. Millys still depend on their family and parents. Their family, especially their
parents, influence them in their decision-making.

Millys’ touch points include social media outlets such as Facebook, Instagram
and Twitter. They also respond to external advertising mediums flyers and outdoors
advertisement such as billboards, banners and posters. Millys respond more to online
advertisements such as GIFs and short videos. They tend to be college graduates and
are new entrants of the workforce. Their household income is lower than average.

VII. PROPOSED POSITIONING

Netong’s Original Special La Paz Batchoy will reposition itself as a brand which
serves as an instrument for its target market to remember, embrace, and eventually
pass on the Iloilo heritage which is not exclusive to the authentic batchoy that it offers,
but more of the whole Ilonggo culture. The brand will become an avenue for Ilonggos to
celebrate and preserve the heritage that our ancestors passed on to us, as well as a
reminder of our duty to pass on the heritage to the younger generation. The brand will be
positioned in the minds of the consumer as the authentic La Paz Batchoy which is part of
Iloilo’s rich history and therefore should be preserved, and shared to the younger
generation.

VIII. MARKETING MIX AND ACTION PLAN

BIG IDEA: “Hulama kag Panublia”

With the campaign name, “Ipamana ang Ginpamana”, the whole initiative will be
divided into two parts. The first part of the whole campaign, primarily addressing only the
older segment who are already aware, and are regular customers of Netong’s, develops

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 and reinforces in the minds of the audience the value and experience that a Netong’s
Batchoy makes them realize and feel—the reasons why they patronize the brand. The
second part of the campaign uses its foundation with the older segment to reach the
younger segment.

A. HIGOP (Differentiation Stage)

For this stage, the marketing efforts are directed to the existing consumers of the
brand with the aim to let the consumers be able to put Netong’s on a pedestal,
differentiating it from its competitors. The essential consumer touch points that should
be included on this stage include word-of-mouth and physical and digital
engagements, particularly the use of Facebook as the main social media platform.
This stage makes use of digital marketing and buzz marketing.

Panublion ni Netong (Buzz Marketing Strategy)

As the launch for the whole campaign, an animated video will be released telling
the story behind the paintings inside the Netong’s restaurant in its La Paz and Atria
Branch. The video uses the characters in the paintings, bringing life to each one of them,
and sending a sense of familiarity to the audience who has visited a Netong’s restaurant.
This rich history is what makes the brand different, and authentic.

The video sends the message that Netong is the real author of La Paz batchoy
and let the audience know that only Netong’s can offer them the real deal. The goal of
this campaign is to create buzz, triggering the potential market’s curiosity about the
brand, and give the current market a sense of familiarity towards Netong’s.

Official Netong’s Facebook Page (Digital Marketing Strategy)

Currently, there are two (2) Facebook pages of Netong’s- Netong’s Original
Special La Paz Batchoy and for Leonito’s.

The revamping of the first facebook page of Netong’s is a must since the last
post was on November 2016 and it is more of the construction of Leonito’s. This page
should be updated especially on every event and holidays to promote their business that
cater the needs of the people. This will be same also in Leonito’s page. Also a change in
climate such as rainy seasons can also give an opportunity to them and create pubs that

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 says, “hey! Rainy seasons are coming. Let’s fill your cold tummies with our deliciously
hot served batchoy!”

It is also necessary to post their engagement on events such as Dinagyang so that the
Iloilo community notice their participation on the said festival. Events such as graduation,
Father’s Day, Mother’s Day, Valentine’s Day, Christmas Day, Holy Week can
acknowledge the masses that they care for the them by simply knowing that they are
there on such occasions.

Standardize recipe (Product Strategy)

One of the problems that Netong’s is facing is the inconsistency of the taste of its
batchoy—sometimes being too salty—because the different cooks of each branch
concocts their batchoys according to their taste buds. Also, it was said that the batchoys
served in the morning tend to be more delicious than the afternoon’s servings. This
hinders the brand from effectively positioning itself in the Ilonggo taste bud, and further
making it difficult for the brand to differentiate itself from its competitors. Therefore it is
recommended that the restaurant creates a standard recipe for its cooks to follow.

B. HAKOS (REINFORCEMENT STAGE)

This stage focuses on reinforcing the compelling benefits that a Netong’s batchoy
offers. After being able to differentiate the brand from its competitors in the minds of the
target market, the next step is to remind them what they love so much about the brand,
as well as let them embrace the heritage that comes with eating a Netong’s La Paz
Batchoy. This stage prepares the current target market to eventually share the brand
they have learned to love over the years.

Celebrate with Netong’s Photo Contest (Buzz, Digital, & Advocacy Marketing
Strategy)

A photo contest where customers will post their experience in Iloilo Dinagyang, La Paz
day, heritage products, brands, and places will be held. Contestants will be upload their
photos on Facebook, tagging the Facebook page of the brand. The mechanics of the
contest are:

 Share and like the official Facebook page of Netong’s

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 Upload the photos using the hashtag, #HakosPanublion
 Include a creative caption

The most creative post will get a gift certificate or discount coupon from
Leonito’s. This is to encourage the winners to bring their barkada or family since these
are most people whom they are with, based in the results of our survey, and also to
encourage their other barkadas to come, join and experience the brand.This is to
effectively promote and support the heritage sites in Iloilo City, and to remind the
Ilonggos that Netong’s is a heritage and authentic brand for over 69 years, coping and
adapting to changes while still preserving the history within.The ultimate goal of this
campaign is to encourage the Ilonggos to experience Netong’s.

Event Sponsorships (Public Relations Strategy)

TABU-AN

Heritage Cooking Competition and Food Fair

Tabu-an is a competition that promotes Iloilo as a home of exotic and authentic

Philippine dishes conducted annually during the month of November. They aim to create
a nostalgic feeling among the young generation. This competition proved that Iloilo offers
a variety of good food that endorses the Ilonggo heritage, emphasizing on public
consciousness the importance of authentic dishes.

Ilonggo Heritage Breakfast

Tabu-an also offers a variety of Ilonggo authentic dish during the first meeting of the
annual Tabu-an event. It is when they showcase Ilonggo dishes for participants of the
competition.

Iloilo Heritage Month Celebration

Iloilo Heritage Month is held every May in conjunction with the National Commission on
Culture & the Arts’ annual celebration and was instituted to raise public awareness of the
rich culture Ilonggos ought to preserve. As part of the Heritage Month Celebration, the
council selects notable and exemplary individuals or institutions that observe and
embody the very ideals of cultural preservation.

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 Netong’s sponsorship of the two said events will highlight their vision of positioning
themselves as an Ilonggo authentic dish contributing to the Ilonggo’s Heritage.

Employees and Staff Workshop (People Strategy)

Netong’s employees and staff should undergo training to ensure that they are able to
deliver customer satisfaction, and for the brand to be able to establish a good
relationship with their consumers. It is given that Netong’s provides trainings for their
employees when dealing with customer service upon accomplishment of the hiring
process, although, it is proposed for further workshops to reinforce in the minds of the
employees that they are crucial in the operations. Furthermore, the employees will be
able to understand how to prioritize their customers. Netong’s could practice customer
service training, for example the management will show how they are going to deal with
the customers and the employees will then apply it. The management will execute
evaluation of employee’s performances.

C. HATAG (INFORM STAGE)

Now that the brand has successfully engaged its existing consumers, it is time for
them to tell their experience with the brand to the younger generation, their children or
apos.

Honoring the Loyalists (Public Relations Strategy)

For the month of September, Netong’s will recognize and give honor to identified
15 loyal customers from the Boomers. A ceremony will take place to gather these loyal
customers in one events It is the brand’s way of thanking their loyal customers for
sticking with them through the years. They will be give t-shirts that says “Pioneer
Netong’s Brotheren.” This will in turn create brand advocates out of the 15 that have
been given this award.

When I was Your Age Campaign (Advocacy and Content Marketing Strategy)

According to the research conducted, consumers usually go to Netong’s with

their families. Therefore, a series of videos will be released featuring the loyal customers

21
 of Netong’s, sharing to the younger segment their testimonials or experiences in the
restaurant. The concept of the video is like a grandparent or a parent telling his or her
grandchild stories, specifically their memories with Netong’s. The videos will be released
on Netong’s Facebook page.

Bloggers Sponsorship (Content Marketing Strategy)

Netong’s could be able to gain more customers through bloggers and their write
ups regarding the restaurant. With regards to that, the Ilonggo Bloggers Inc. where they
are locally from Iloilo and are familiar with the Batchoy history. Moreover, these bloggers
are still in their 20’s-30’s and as a result, it would be able to capture the younger
segment since they both share the same taste and preferences in food.

Isama Mo Na Si Apo! (Sales Promotion Strategy)

Netong’s is known for over 60 years and most of the loyal customers are the
older segment. In order to show to the younger generation how Batchoy has been part of
their grandparents’ lives. Netong’s could have the “Buy One Take One” Batchoy. This
promo can be availed by a grandparent bringing his/her grandchild. . Through this
“Isama Mo na Si Apo” campaign, the youth will be able to know the heritage brand of the
Ilonggos and make Batchoy as part of their lives as well.

D. HULAG (PERSUASION)

This stage aims convince the new segment, to visit and make the actual
purchase of Netong’s products. Aside from that, the older market segment are now
ready to represent the brand through the brand community that will be established.

Unlimited Batchoy Sales Promotion (Sales Promotion Strategy)

Many tourists visit Iloilo City during the Dinagyang season. Batchoy has never
been out of a first timer’s bucketlist whenever they visit the city. To comply with the high
demand of Batchoy, Netong’s could offer the “Unlimited Batchoy” for only Php 200. This
will be enticing to customers especially to those not from Iloilo since it is part of their
must try food. And with that, it will also build up the image of Ilonggos as being
hospitable because of the openness of Netong’s to release the unlimited food.

BROTHeren Brand community (Advocacy Marketing)

22
 Netong’s aspires to unite their customers and build its own brand community
which will be called BROTHeren who are composed of individuals having age variations.
The brand community will be established once these customers start to connect and
identify with a specific product, such as Netong’s La Paz Batchoy. Moreover, the brand
community will be composed of individuals who value engagements and lasting
relationships. BROTHers shall ensure that it will remain to its vision of expanding their
reach while adding value to other factors of the consumers behaviour, such as
engagement in conversations and improvement of Netong’s relationship with its
customers. It will be the venue for the batchoy enthusiast to express their views and
feelings and for Netong’s to connect with the individuals who share the same interests
as them. It will also serve as an informative resource for the customers to connect and
find out answers to questions which concern Netong’s product offerings and promotions.

IX. LONG TERM RECOMMENDATIONS

First of all, it is recommended for Netong’s to invest in redesigning their stores,
and give them a uniform façade, as well as interior for it to be easier for consumers to be
reminded of the brand whenever they see a Netong’s batchoyan. Moreover, since the
research conducted revealed that one attribute of a batchoyan that matters to the
consumers is the ambiance of the place, Netong’s is advised to make use of store
atmospherics, which is defined as the conscious planning of the environment to create
certain effects in consumers (as cited Turley, Milliman, 2000). It plays an important role
in influencing customer behavior hence it is considered to be the heart of any retail
business. Its objective is to make the customer feel comfortable and spend more time in
the store by tapping his/her senses that will eventually to induce him/her to buy a
product.

Also, Netong’s is advised to invest in putting up a branch in Iloilo International

Airport. Based on the conducted secondary research, a significant number of Netong’s
consumers are tourists who want a taste of Iloilo’s best La Paz Batchoy. Putting up a
branch in the airport would make it more accessible for these travelers to have a taste of
Netong’s batchoy. It is important that the store design of the branch be uniform with
other branches. Also, the airport branch has the opportunity to give these tourists and

23
travelers a map of the city’s tourist spots, emphasizing the La Paz branch of Netong’s to
encourage them to explore Iloilo city.

24
X. BUDGET

Marketing Objectives Actions Required Key Metric Budget (Php)

Objective: The Netong's Preparation for shooting Social media engagement P 12,000
Panublion Video
Shooting and editing (Views, Shares, Likes and
Comments)
Differentiate Release to social media sites
Social media reach
Netong’s Boosting the video
effectively from its
competitors and Official Netong's FB Creating the page Social media reach
increase its page
Social media engagement
ranking to number 4,500
one as compared
to its competitors
by June 2018.
Photocontest Settle the venue Social media mentions
Inviting participants Social media engagement
Objective: Contest Proper ( Shares, Likes and 4,500
Comments)
Giving of Prices
Reinforce Posting to social media
effectively the Workshops Sending Letters to Speakers Increase in employee
positioning productivity
Inviting participants
message of 10,000
Netong’s to 80% of Finalize the venue
its loyal customers
Settle the venue
by June 2018
Event sponsorships Send letter of interest to Number of sponsored events
prospect companies 10,000
Reach of the sponsored

25
 or organizations to sponsor events
specific events
Flyers Printing and distribution 4,500
Standardized Good customer feedbacks
Recipe
Honoring Loyalists Buying and printing shirts Increase in sales
Choosing loyalists Number of store visitors 20,000
Awarding/ Honoring them
Objective: When I was your Preparation for shooting Social media engagement
age campaign
Shooting and editing (Views, Shares, Likes and 12,000
Comments)
Inform Release to social media 4,500
Social media reach
deeply 15% of the Boosting the video
potential market
Blogger's Send letter to bloggers Website traffic
about the brand
sponsorship 10,000
with the help of Partnering with them to feature
existing loyalists. the products
Sales Promos Create pubs for the sales Actual sales
promotion
Objective: Social media engagements
Release pubs on social media and impressions
sites
Persuade
Brand Community Interaction through social Social media engagements
15% of aware media page and impressions
potential market to
experience
Netong’s batchoy,
and 40% of
existing loyal

26
consumers to take
part in building
Netong’s brand
equity by June
2018.
GRAND TOTAL P 92,000

27
XI. APPENDIX
ANNEX A. PESTLE ANALYSIS

POLITICAL

Consumer Act of the Philippines

Article 10. Injurious, Dangerous and Unsafe Products.

This is just in relation to ensuring the product quality in order to guarantee safety for the
customer in any Netong’s branch. This is a threat for them to lookout for especially in handling
tools in the workplace and even on the restaurant itself.

Article 23. Adulterated Food.

This is in relation to sanitary practices that the restaurant should ensure especially on the
ingredients that may affect the health of any customer. This is a threat in which they need to
conduct proper food handling and secure every ingredient that they use such as monitoring the
freshness and the life span of the ingredients.

Article 97. Liability for the Defective Products

In case of defective products, Netong’s will be held liable if they are found out to be at fault.
Contingency plan for this matter would be either a strength and weakness of the brand
depending on the degree of their internal preparation

Article 110. False, Deceptive or Misleading Advertisement.

A threat to ensure that all advertising must be ethical and must only be what the business is and
not any unnecessary claims

Article 159. Consumer Complaints. 

The customers have the right to complain that is why it is a threat for Netong’s for them to
establish great customer service, effective and efficient workers and quality products to offer.

Food Safety Act

Article 3. Basic principles of food safety

28
This act is to ensure that the products passed quality standards to protect the customers.
Passing quality standards reveals what kind of product that the business offers. That is why this
an opportunity of the brand to leverage on food quality when internal and operational control has
already been done.

Rice policy

There is a ban on rice importation during harvest season in order to buy the product of
the farmers. Economists expect that this could lead into higher price rice and shortages. This is
both a threat and opportunity for the brand. Threat is on their products with rice since they may
adjust the price to drive profits. Opportunity would be on their main products; batchoy, miswa,
sotanghon, etc which does not require to be accompanied by rice.

ECONOMIC

Iloilo attracting more investors

The Department of Tourism (DOT)-6 urged tourism-related and tourism-oriented establishments

in Western Visayas to upgrade and enhance their services and products amid the vibrant
growth of the region’s tourism industry[ CITATION Leo16 \l 1033 ]. With a lot of participation to
promote the tourism such as participation in national and international conferences to improve
economic activity in the Western Visayas, Netong’s have the opportunity to make customer
experience and promote the local cuisine of Western Visayas particularly Iloilo’s Batchoy.

Dutertenomics

It is an effort of the government to invest on infrastructures in order to boost the

economy of the Philippines through building subways and railways on the country.
Infrastructures means more jobs, faster travel and even tourism. This is a future opportunity for
the brand because of its possible benefits of incoming customers and higher-paying market.
However, there is also a threat for possible entrants of competitors and even substitutes.

Inflation rate

Inflation has been high in this administration compared to the previous. The current
inflation rate is 3.4% which is comparably higher to the 1.6% in the Aquino administration.

29
Netong’s need to lookout on how they could lower their cost in order to have profits or find a
way in which they could offer their products on higher price by creating value.

Market-matching between restaurants and farmers

This could provide profitable relationship between their suppliers and the brand while
helping those in the agricultural sector sell their products. This could lower costs and ensure
that the availability of their supply.

Development of Megaworld Festive walk

With Netong’s four branches: La Paz Market, Atria Park District, Esplanade Iloilo, and
Ayala Technohub and the recent new brand at SM Southpoint under Netong’s, called Leonito’s
by Netong’s, Megaworld Festive Walk which is still undergoing different phases in construction
could be another area for expansion of Netong’s. This is to take part of the development in
Mandurriao area which is a great potential market especially because of their impressive
infrastructures and variety of shops and restaurants.

Foreign Brands entering Filipino markets

The number of foreign brands is continuing to grow in the Philippines’ consumer

foodservice, as local companies perceive that the launch of an international brand is strategic
compared to creating a home-grown brand. Moreover, Filipinos have a high regard for foreign
brands due to the authenticity they provide when it comes to the food they offer[ CITATION
Con16 \l 1033 ]. This pose a threat for Filipino cuisine especially because of the Filipinos’
colonial mentality seeing foreign brands as superior than ours. The entrance of S&R here in
Iloilo is already one of the noticeable example of the threats brought by the entrance of these
foreign businesses.

SOCIOCULTURAL

Koreans, Chineses, Taiwanese are top spenders in western Visayas

In a media release, DOT-6 Regional Director Helen Catalbas said that Korea, China, and
Taiwan are also the top three foreign tourist markets for Region-6 last year[CITATION Leo17 \n
\l 1033 ]. These foreigners are potential market for Netong’s since most of them are staying for
long period of time for business and study.

Health-conscious customers

30
According to Pulse Asia Survey, Filipinos are getting health-conscious as an urgent concern on
their lives[ CITATION Jod16 \l 1033 ]. Staying healthy is a main concern since 2012. This
makes them conscious of what they eat from high-calorie meals to healthy ones like vegetables
and fruits. This is both a threat and an opportunity for the brand. The threat comes from those
market who would rather choose to go on a restaurant offering healthier foods compared to the
high-carb meals from Netong’s. This is a possible area to which Netong’s could improve like
offering variety of other Filipino cuisines which are healthier than their present menu aside from
their main product, batchoy.

Lifestyle-on the go

Filipinos want food, beverage and cooking choices to be fast, easy and convenient[ CITATION
Kan13 \l 1033 ]. With the nature of the business, it would be difficult to address such qualities.
However, there is just a need to compensate this with short serving time, effective employees
and systematic operational activities.

Festivals

It is revealed that the peak season for Batchoy of the brand is during Dinagyang. That is why
annual preparation for such activity could be both a threat and opportunity for the brand. It could
harm the brand if the some branches would not be ready for the surge of customers during this
period while it is a good opportunity to maximize profits during this time.

Legal Factors

Sanitation code of the province of ILOILO, also called as PROVINCIAL ORDINANCE

NO. 2015 – 120, can be both an opportunity and a threat for Netong’s.

Section 2. Declaration of Principles and Policies. Paragraph (2) which states

There is also a need for updating and codifying sanitary laws to ensure that they are in keeping
with the advances in the standards of health and sanitation to provide a handy reference guide
for their implementation and enforcement.

SECTION 7. Prescribed Standards and Procedures.

Standards for drinking water and their bacteriological and chemical examinations, together with
the evaluation of results, shall conform to the criteria set by the Philippine National Standards
for Drinking Water. The treatment of water to render it safe for drinking, and the disinfection of

31
contaminated water sources, together with their distribution shall be in accordance with the
procedures prescribed by the DOH.

SECTION 10. Sanitary Inspection-Monthly Water Samples.

The sanitation inspectors of the component LGUs of the Province shall conduct periodic on-the-
spot inspections of the facilities of water suppliers or haulers.

SECTION 42. Food Service Spaces.

Spaces for food service shall not be used as living or sleeping quarters. Clothing or personal
effects shall be kept away therefrom and no animal or live fowl shall be allowed in such spaces.
Persons not directly connected with food preparation and serving shall not be allowed nor
handle any food preparation.

In the La Paz branch, this should be strictly implemented by the business since it is
within the wet market. The cooking area is exposed to the market that can triggered the
sanitation of the business. Without compliance of the ordinance can lead to the closing of the
establishment.

The existing provisions of RA 7394, commonly known as the consumer act of the
Philippines, also provide both opportunities and threats for the business.

Specifically, Article 5. Declaration of Policy. Paragraph (a), which states

Art. 5. Declaration of Policy. - It shall be the duty of the State:

(a) To develop and provide safety and quality standards for consumer products, including
performance or use-oriented standards, codes of practice and methods of tests. (htt1)

And Article 6: Implementing Agencies, which states

Art. 6. Implementing Agencies. - The provisions of this Article and its implementing rules and
regulations shall be enforced by:

(a) The Department of Health with respect to food, drugs, cosmetics, devices and substances;

(b) The Department of Agriculture with respect to products related to agriculture; and

(c) The Department of Trade and Industry with respect to other consumer products not specified
above.

32
These articles imply that the government, specifically the Department of Trade and Industry
(DTI) may interfere in some of the company policies. These means that the business must
maintain a good relationship with these government departments and make the service as
consumer-friendly as possible.

Article 110 - deceptive or misleading Advertisement

Art. 110. False, Deceptive or Misleading Advertisement. - It shall be unlawful for any person to
disseminate or to cause the dissemination of any false, deceptive or misleading advertisement
by Philippine mail or in commerce by print, radio, television, outdoor advertisement or other
medium for the purpose of inducing or which is likely to induce directly or indirectly the purchase
of consumer products or services.

These are both threats since if the company cannot deliver the promised value proposition to
the customers it may smut the image of the company. Furthermore, trust from the customer is
then compromised and the company cannot capture value from the customers.

Generally, this republic act is the only existing Legal factor that affects Netong’s operations
since there are not much bills and laws that are directly related in the public storage industry.
Although many of the provisions in RA 7394 can have implications to the operations of Netong’s
the ones mentioned above are the important articles that needed the company’s attention.

Technological Factors

The emergence of technology has introduced the society a more efficient and convenient way
on getting things done. The advancement of technology can trigger every business
establishment. Without adapting the digital age, they will slowly generate growth then can lead
to the loss of business.

Computers also contributed a great part in the advancements in this macro environment sector.
Computers are have made a great impact in virtually in all areas of an individual’s life. It
increased the accuracy and efficiency of daily work activities. It also drastically brought down
the cost of the business and its operations. The company greatly benefits this development for
the reason that the Netong’s is computer operated and is greatly dependent to it. Thus, the
company requires continuous improvement in the business operating systems.

Disturbances in the system cannot be avoided. The drastic increase in the number of hackers
and hacking systems are the main threats to the company. Report shows that cyber-crime is

33
now on the rise. According to the Verizon’s 2014 Data Breach Investigations Report (DBIR),
there are more than 63,000 security incidents during the year. Of these 63,000 incidents, just
1,367 were confirmed data breaches affecting 95 countries. The report compiled by Verizon’s
security arm found that 97% of the crimes fall into nine categories of security breaches,
including point sales intrusions, web app attacks, cyber espionage, insider misuse, card
skimmers, DoS attacks, crimeware, miscellaneous errors and physical theft. As a result, the
company system must ensure that the system must be maintained and updated from time to
time to guarantee the steady operations of the establishment.

Natural Environments

A major concern is the natural environmental factors that will affect the business. Due to
the uncontrollable environmental forces, the business should be responsive to every natural
occurrence and utilize information of some forecasted natural events to enhance business’s
preparedness.

Nowadays, the country is facing various calamities, such as typhoons and earthquakes,
and these can greatly affect the supplies of raw materials and resources of the business. The
resources are very important to Filipinos in the everyday life. It will not only the business
competes for the resources but also the masses. And the low stock of supplies will lead to the
increase of prices. These will burden the business since they will incur more costs.

Philippines is situated in the Pacific and is considered as the most vulnerable to tropical
cyclones. It has at least 20 typhoons per year, 5 of which may considered as destructive
according to PAG-ASA. Last 2013, the country was hit by one of the strongest tropical cyclone
even recorded named Typhoon Haiyan and a killing of at least 6,300 people. Albeit having
prepared for the calamity in comparison to previous disasters, political factors like the lack of a
strong central government and provincial governors have virtual autonomy in dealing with local
problems exist.

34
ANNEX B. REFERENCES

References

Consumer Foodservice in the Philippines. (2016). Retrieved from Euromonitor International:

http://www.euromonitor.com/consumer-foodservice-in-the-philippines/report

Gavilan, J. (2016, January 12). Health is Filipinos' top personal concern for 3 years now – Pulse
Asia. Retrieved from Rappler: http://www.rappler.com/nation/118663-top-concerns-filipinos-
pulse-asia-survey-december-2015

Pineda, L. (2016, June 9). Increase in tourism activities means better services - See more at:
http://news.pia.gov.ph/article/view/2421465448272/#sthash.k3cljAWQ.dpuf. Retrieved from
GOV.PH: http://news.pia.gov.ph/article/view/2421465448272/

Pineda, L. (2017, January 30). Koreans, Chinese, Taiwanese – WV’s top spenders. Retrieved
from GOV.PH: http://news.pia.gov.ph/article/view/2421485744704/koreans-chinese-taiwanese-
wv-s-top-spenders

Worldpanel, K. (2013, September 6). 4 factors explain Filipino buying behavior. Retrieved from
Rappler: http://www.rappler.com/business/38219-4-factors-explain-filipino-buying-behavior

35
ANNEX C. SURVEY QUESTIONNAIRE
Good day! We are marketing students from the University of the Philippines Visayas College of
Management. We are conducting a survey on the Consumption Behavior of Individuals towards
the Ilonggo Delicacy, La Paz Batchoy. There are no right or wrong answers. Your honesty will
be greatly appreciated. Rest assured, the information obtained will be strictly kept confidential.
Thank you very much!

Screening Questions

1. Have you been/visited Iloilo City for the past two years?
a. Yes
b. No
2. Do you eat in restaurants that serve Ilonggo delicacies?
a. Yes
b. No
3. Do you eat La Paz Batchoy?
a. Yes
b. No

____________________________________________________________________________

1. When you hear the word “batchoy”, what comes to mind?

________________________________________________________________
2. How often do you dine in restaurants that serve La Paz Batchoy?
 Daily
 1- 3 times a week
 4- 6 times a week
 2- 3 times a month
 More than 3 times a month
3. Who are you usually with when you eat in restaurants that serve batchoy?
 Family
 Friends/ Barkada
 Classmates/ Colleagues

36
  I go alone
 Others: _____
4. What attributes in a restaurant do you value most? (choose 3)
 Ambiance
 Price
 Quality of Food
 Customer Service
 Presentation of Food
 Different Modes of Payment
 Having multiple dishes to choose from
 Cleanliness (restaurant & food)
 Customization
5. What are the reasons why you eat in restaurants that serve La Paz Batchoy?
 To experience/ taste Ilonggo delicacies
 To satisfy craving
 Comfort food
 Affordable
 Convenient
 Go to Food during the rainy/ cold season
 Others: _________
6. Where do you usually buy La Paz Batchoy
 Commercial Areas (e.g. malls)
 Public markets
 Karenderias
 Others:___________
7. On average, how much do you spend when you eat La Paz Batchoy?
 ₱ 50- ₱ 69
 ₱ 70- ₱ 89
 ₱ 90- ₱ 110
 More than ₱ 110

37
8. What is your most favorite part of La Paz Batchoy?
 Broth
 Thin strips of Pork
 Slices of Beef loin
 Shredded Chicken Breast
 Organs (liver, kidneys, intestine)
 Bone Marrow
 Chicharon (Pork Cracklings)
 Vegetables
 Noodles
 Others: ______
9. Below is a list of attributes related to restaurants that serve La Paz Batchoy. Please
indicate the importance of each factor and rate them from 1 to 5 (1= least important, 5=
very important).

Least Not Very

Neutral Important
Important Important Important
1 2 3 4 5
Ambience
Price
Customer
Service
Presentation
of Food
Different
Modes of
Payment
Variety of
Dishes to
Choose From
Location
Cleanliness
(Restaurant
and Food)
Customization

38
10. Below are statements regarding restaurants that serve La Paz Batchoy. Please indicate
your level of agreement for each statemen by rating them from 1 to 5 (1= strongly
disagree, 5= strongly agree).

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
1 2 3 4 5
I prefer
batchoyans that
has a good
ambiance (has
great music, with
a/c, beautiful
interior design)
I prefer to buy
batchoy that are
cheaper
I prefer to eat at
batchoyans with
friendly,
accommodating
and hospitable
staff
I prefer
batchoyans that
serve food that
looks appetizing
I prefer
batchoyans that
has different
modes of
payment
I prefer
batchoyans that
serve a wide
variety of food
aside from
batchoy
I prefer
batchoyans that

39
 are near my
home, school or
workplace
I prefer
batchoyans that
serve distinct
and delicious
batchoy
I prefer
batchoyans that
observe sanitary
procedures in
preparing the
meals and in the
restaurant, itself
I prefer to eat la
paz batchoy that
give me the
option to
customize my
meal (e.g. more
chicharron, no
msg)

11. Who influences/ 12. From your answers in 13. Based on your
convinces you to eat # 10, what do these answers in # 10, will
La Paz Batchoy? influencers want you you comply with their
(Check all that to do with regard to wishes? Please your
applies). your consumption of by choosing your level
La Paz batchoy? of compliance. (1= will
(click N/A if it is not definitely not comply,
applicable) 5= will definitely
comply) Click N/A if it
4= stop consumption is not applicable.
3= decrease level of 5= will definitely
consumption comply
2= retain consumption 4= will comply
1= increase level of 3= neither will or will
consumption not comply
2= will not comply
1= will definitely
comply
Family

40
 Friends
Siblings
Classmates/ colleagues
Social Media
Online reviews & Ratings
Website
Travel & Food Blogs
Celebrities/ online
Personalities
Others

The following are the statements regarding the factors that can hinder or can promote your
consumption of la paz batchoy. Please indicate your level of agreement by using the scale:

1- strongly disagree

2- disagree

3-neutral

4- agree

5- strongly agree

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
14. I eat La Paz
Batchoy because
it is affordable.

15. I avoid consuming

la paz batchoy
because people
close to me
believe it is not
good for me.
16. I consume
batchoy because
it is located near
me.

41
 17. I do not consume
batchoy because
it is time
consuming.
18. I am hesitant to
consume batchoy
because has
artificial
seasoning.
19. I am confident that
I can consume la
paz batchoy
anytime,
anywhere.

The following questions are regarding your control over factors that can facilitate or hinder your
consumption la paz batchoy. Please check the box that corresponds to your level of control.

No Strongly
Control Control
20. Financial
Resouces

21. Beliefs of Others

22. Time
23. Presence of
artificial
ingredients.
24. Accessibility

25. Which of the following restaurants that serve La Paz Batchoy are you aware of? Check
all that applies.
 Benoy’s
 Deco’s
 Lola Di Batchoy
 Ted’s
 Netong’s
 Casa Ilongga

42
  Others: ___________
26. What do you like the most about these restaurants?
_______________________________________________________________
27. What are the things you like the least about these restaurants?
28. Are you aware of Netong’s Original Special La Paz Batchoy?
 Yes
 No
29. How did you find out about Netong’s
 Social Media
 Word of Mouth
 Print Advertisement
 Others: _______
30. What comes to mind when you hear the name Netong’s?
________________________________________________________
31. Have you been to Netong’s?
 Yes
 No
32. Which branches have you visited? (Check all that applies).
 La Paz Market
 Atria Park District
 Esplanade Iloilo
 Ayala Technohub
 Others: ____________
33. What do you like the most about Netong’s?
____________________________________________________________
34. What do you like least about Netong’s?
____________________________________________________________
35. Which social media outlets do you actively engage in? (Choose top 3).
 Facebook
 Instagram
 Twitter

43
  Snapchat
 Youtube
 Tumblr
 Pinterest
 Others: _______
36. Which promotional materials usually catch your attention? (Choose top 3).
 Flyers
 Trade fairs
 Radio Ads
 Magazine Ads
 Outdoor Ads (Posters, banners, billboards)
 Social Media Ads
 Newspaper Ads
 Others: ______________

On the scale of 1 to 5, indicate how each statement best describes you.

Strongly Strongly
Disagree Neutral Agree
Disagree Agree
1 2 3 4 5
37. I am a creative
person
38. I value local
products.
39. I do not like food
that has artificial
ingredients.
40. I am an achiever
41. I am goal-oriented
42. I put my family
first over my work
43. I do my own
research before
buying a product.
44. I value the
opinions of people
close to me.

44
 45. I am up-to-date
and follow the
latest trend.
46. I am loyal to
certain brands.
47. I prefer brands
that are authentic.

Demographics

Gender:

 Male
 Female

Status:

 Single
 Married
 Widower/ Separated

Highest level of education attained:

 Elementary
 High School
 College Undergraduate
 College Graduate
 Vocational Course Graduate
 Masters
 Doctorate

Employment Status:

 Employed (Full or Part-time)

 Self-employed
 Fulltime Student
 Unemployed

45
 Annual Household Income

 Php 135,001 - Php 250,000

 Php 250,001 - Php 500,000
 Php 500,001 - Php 1,000,000
 Php 1,000,001 and above

ANNEX D. RESULTS
Summary of Results

How often do you dine in at least once a 2-3 times a

46
 restaurants that serve La Paz month week

Batchoy? (Top 2) 30.0 % 67.1%

Who are you usually with Friends Family

when you eat in restaurants
45.7% 32.9%
that serve batchoy? (Top 2)

Are you aware of Netong’s Original Yes No

Special La Paz Batchoy? 62.9% 37.1%

What attributes in a restaurant do you value most? (Top 3)

Attributes Mean

Quality of Food 1.8

Taste of Batchoy 1.6

Cleanliness 1.5

On average, how ₱ 90- ₱ 110 ₱ 50- ₱ 69 ₱ 70- ₱ 89 More than ₱ 110

much do you spend
when you eat La Paz 34.3% 34.3% 14% 10.0%
Batchoy?

What is your most favorite part of La Paz Batchoy? (Top 3)

Ingredients Mean

47
 Broth (Soup) 1.45

Noodles 1.41

Chicharon 1.30

From a scale of 1 to 5, with 1 Taste and Customer Price and

being least important and 5 being Cleanliness Service Location
very important, how important are
the following factors when
Mean: 4.7 Mean: 4.41 Mean: 4.02
considering a restaurant that
serves La Paz Batchoy? (Top 3)

Below are statements regarding restaurants that serve La Paz Batchoy. Please indicate
your level of agreement for each statemen by rating them from 1 to 5 (1= strongly
disagree, 5= strongly agree). (Top 3)

Statements Mean

I prefer batchoyans that observe sanitary procedures in preparing the 4.64

meals and in the restaurant, itself

I prefer batchoyans that serve distinct and delicious batchoy 4.52

I prefer to eat at batchoyans with friendly, accommodating and hospitable 4.44

staff

Listed are the Influencer (Top 3) Degree of

people and
Influence (mean) Compliance Influence x
external
(mean) Compliance

48
 12.72
Friends 3.00 4.24

15.05
Family 3.21 4.69

18.19
marketing
stimuli that may
influence your Classmates/Collea
3.63 5.01
decision in gues
consuming LA
Paz Batchoy

Please indicate

Statements that Perceived

Degree of
encourage consumption Mean Behavioral
The following are the Control
of La Paz Batchoy Control
statements regarding the
factors that can hinder or can I eat La Paz Batchoy
promote your consumption of because it is affordable. 3.79 3.68 13.94
la paz batchoy. Please (Financial Resources)

indicate your level of I am confident that I can

agreement from 1 to 5 where consume la paz batchoy
3.69 3.46 12.77
1 (strongly disagree) and 5 anytime, anywhere.
(strongly agree). (Top 2) (Accessibility)

Psychographics. On the scale of 1 to 5, indicate how each

statement best describes you. (1= strongly disagree and 5=

49
 strongly agree).

Psychographic
Age Bracket Frequency Percentage (%)
Attributes

Value Local
39 78.0
Products

Value Authentic
18 to 30 37 74.0
Brands

Loyal to Certain
36 72.0
Brands

Goal-oriented 18 90

Conduct Own
Research
18 90
before making
decisions
31 to 60
Value opinion of
18 90
others

Puts family first 17 85

Value Authentic
16 80
Brands

50