Determining the most effective promotional tools for low-end Metro Manila game fowl raisers: A research study on the product vionate

• Main Authors: Bartolome, Harold O., Co, Paul Gershenson, David, Allan S., Ngo, Jeffrey Sy
• Format: text
• Language: English
• Published: Animo Repository 1998
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16789
• Institution: De La Salle University

Novartis is the world's leading life sciences company. It dedicates itself to continuous improvement through innovations of new products. In the Philippines, the company offers several product lines in its three divisions. This includes Vionate-a product under the Animal Health Division manufactured specifically for use of game fowls. Based on the product's marketing mix, the identified problem lies on the product's promotions. The researchers have analyzed that the study should be focused on the role of promotions in increasing consumer awareness and patronage for Vionate. The study is both descriptive and exploratory in approach. It utilized the general cluster sampling to have a good representation of the population. A survey questionnaire was handed out to a sample size of 100 respondents. The study also utilized in-depth interviews to supplement the survey questionnaire. Descriptive and inferential statistics were utilized in statistically treating the data. Percentages and averages were presented in the former while chi-square was used for inferential statistics. Results showed that a greater number of the respondents are not aware of the brand Vionate. It also showed that television is the main promotional medium suitable for increasing brand awareness are the promotional tools print advertisement and non-traditional forms of advertisements. Acting as support for television in increasing patronage are the promotional tools giveaways and conducting free seminars.