Stepping Into New Era: A Strategic Rebranding Approach to Boost Sales and Sustain Market Competitiveness of National Bookstore

• Main Authors: Comia, Maria Carmelita Gabrielle R., Martinez, Oona Claire N.
• Format: text
• Published: Animo Repository 2024
• Subjects: Campaign Materials, Digital Zine, Marketing, Market competitiveness, National Bookstore, Online Presence
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2024/arts_da/2; https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/2428/viewcontent/DA_COMIA_MARTINEZ__1____Maria_Carmelita_Gabrielle_Comia.docx.pdf
• Institution: De La Salle University

The COVID-19 pandemic has accelerated the shift to online shopping, impacting National Bookstore's traditional retail model. The closure of physical stores and the rise of online education have challenged the company's market competitiveness. The study aims to assess the effectiveness of an online store in addressing issues that determine customer migration from brick-and-mortar retailing towards online shopping. It particularly focuses on the difficulties National Bookstore faces in meeting changing consumer needs through its analysis of viewpoints, preferences, and occurrences. Moreover, the analysis evaluates competitors' strategies to help National Bookstore reform its strategic rebranding through a digital zine. The purpose of the study is to increase online presence, promote revenue generation, and facilitate its sustained competitiveness after this pandemic, which will ensure success in terms of store expansion through new strategies for marketing. A survey will be conducted by gathering data from De La Salle University students and alums. Their participation will contribute to the study and artwork to determine how they perceive National Bookstore's branding. Through the survey, the proponents will be able to determine how De la Salle University students and alums perceive National Bookstore's campaign materials that can help improve its online presence and regain its image. With this, the data will reveal how the rebranding of National Bookstore can effectively recover its marketing presence.