A Study on the marketing effort that Denmar Publishing Corporation can implement to gain competitiveness

• Main Authors: Amorsolo, Maria Consuelo, Dy, Eva Janelle, Lachica, Maria Lolita S., Tong, Melissa
• Format: text
• Language: English
• Published: Animo Repository 1998
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16747
• Institution: De La Salle University

Denmar Publishing Corporation (DENMAR) is one of the many companies under the Eastern Group of Companies headed and owned by Marilyn Ong, The company has been publishing Tagalog Romance Novels (TRNs) for six (6) years. The company's carrier imprint is Moonlight Romance. Currently, Moonlight Romance is beset with tough competitors and an ongoing financial crisis. These threats emphasize the need for the company to assess its performance for the past years and update itself on the industry's strength in order to gain competitiveness. This research is a descriptive study. Primary data were gathered by surveying TRN readers and interviewing current industry players. The proponents made use of a stratified random sampling technique to obtain the total number of respondents. Data gathered are analyzed by the use of mode, mean, weighted average and Pearson analysis. In conclusion, the proponents were able to update the demographic and psychographic profile of TRN readers. Furthermore, the proponents have also determined the following: 1) how TRN readers evaluate Moonlight Romance in terms of its current marketing effort, 2) most effective distribution channel, 3) most effective promotional tool, 4) price sensitivity of TRN readers to TRN. Recommendations were presented based on the conclusions and implications made.