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Use of Online Platform as an Advertisement Tool of Selected Food

Businesses in UST Area.

A Research Proposal

Presented to the

Faculty of Arts and Letters

University of Santo Tomas

In Partial Fulfilment

Of the requirements of the degree

achelor of Arts in

Legal !anagement

"y

#ohn $avid %& Ag"ayani

Athena #eunnesse !ae !& Tria

'L!(

$ecem"er )*(+

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Table of Contents

Chapter 1

1.1 Introduction1.2 O",ectives of the Study1. Theoretical Frame-or.1.! /onceptual Frame-or.1." Statement of the Pro"lem1.# 0ypothesis

1.$ Significance of the Study1.% Scope and $elimitation1.& $efinition of Terms

Chapter 2

2.1 Revie- of Related Literature

2.2 Synthesis

Chapter

.1 Research $esign

.2 Sample Si1e and Sampling $esign

. $ata /ollecting Instrument

.! $ata %athering Procedures

." $ata Analysis

Chapter 1' The Problem and its Bac()round

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1.1 *ntroduction

The use of internet has drastically evolved for the past ten years& According to

I$/2 there are (3 million users of internet in $ecem"er (44+& In an estimate2 #une )*(+

has around 52)6* million users 7Internet 8orld Stats9& :o-2 the internet is part of

everyone;s daily life& People use the internet in ,ust a"out anything they do2 from

"oo.ing a ta

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The study on the use of online platform as an advertisement tool of selected food

"usinesses in UST area aims to e

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Fi)ure 1'

Brian

alli)an/s

*nbound 0ar(etin)

0ethodolo),

In"ound !ar.eting !ethodology -as first coined in )**+ "y rian 0alligan2 an American

author and /?O of Hubspot, an internet mar.eting company "ased in !assachusetts2

USA& In"ound !ar.eting refers to a mar.eting strategy that is focused in mar.eting

activities that "rings in visitors and>or consumers instead of the the traditional mar.eting

strategy -hich is focused on outgoing activities such as telemar.eting2 printed and T@

advertisements as a form of advertisement&

In"ound !ar.eting -as introduced during the time -hen access to mo"ile phones2

internet connection -as on the rise& According to Hubspot2 In"ound !ar.eting is highly

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effective for small "usiness that offers .no-ledge "ased products and services such

-ith limited or small resources allocated for mar.eting&

The goal of in"ound mar.eting methodology is to provide content to attract potential and

future consumers -ho are searching online for ans-ers2 researching the mar.et2

analy1ing and comparing competitors&

In"ound !ar.eting has four course of actions= Attract2 /onvert2 /lose and $elight

Attract'

In"ound !ar.eting starts -ith the idea of attracting the right traffic& Right traffic

are the target consumers "ased on the o",ectives2 specifications and qualifications of

the offered service or product& A "log is the single "est -ay to attract ne- visitors to

your -e"site& In order to get found "y the right prospective customers2 you must create

educational content that spea.s to them and ans-ers their questions& Successful

in"ound strategies are all a"out remar.a"le content and social pu"lishing allo-s you

to share that valua"le information on the social -e"2 engage -ith your prospects2 and

put a human face on your "rand& Interact on the net-or.s -here your ideal "uyers

spend their time&

Convert

$uring this phase2 visitors are converted into leads "y gathering their personal and

contact information& These are done thru forms -hich are filled out and>or call to action

"uttons -hich translates into concrete actions such as attending seminars or

su"mission of requirements&

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Close

$uring this phase2 leads are "eing converted into actual customers& This phase involves

the process of mar.eting automation creating email mar.eting and lead nurturing

tailored to the needs and lifecycle stage of each lead& For e

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Fi)ure 2

1." Statement of the Problem

In a glo"ali1ed and highly competitive "usiness arena "rought "y the changes of

technology2 food esta"lishments had "een using the po-er of internet through social

media and different mo"ile applications to target potential and future customers& In line

-ith this2 the researchers had posed the follo-ing questions=

INEFFECTI

VE

EFFECTIV

E

ATTRACT

STRANGERSPROFIT LOSS

LIMITED AND/OR

REDUCED

MARKET SHARE

EXPAND

CUSTOMER BASE

RETAIN MARKET

SHARE

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(&9 8hy selected food esta"lishments employ online media platform as a mar.eting tool

for their "usinessB

)&9 0o- does these various online platform "enefit the selected food esta"lishmentsB

5&9 0o- can these esta"lishments ,ustify the costs of these mar.eting methodsB

'&9 8hat are the advantages and disadvantages of Online !ar.eting !ethod as

compared to the Traditional !ar.eting !ethodB

1.# ,pothesis

ull ,pothesis'

The use of various online media platforms as a mar.eting tool has no significant effect

for selected food esta"lishments

Alternative ,pothesis'

The use of various online media platforms as a mar.eting tool has significant effect for

selected food esta"lishments

1.$ Si)nificance of the Stud,

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Internet had drastically changed from "eing a -ant into a need particularly in the

"usiness sector& Ten years ago it may have "een a choice to ,ump on the online

"and-agon2 "ut no- it;s an a"solute must to survive and thrive as a small "usiness

7Reyhle2 )*(+9& In a glo"ali1ed and competitive mar.et2 internet is a tool in ma.ing

daily tas.s fast2 efficient and convenient& Internet has also "een a versatile facility in

helping create "usiness opportunities particularly in promoting2 informing and educating&

The researchers aimed this study to "e significant and "eneficial to gro-ing

entrepreneurs2 particularly in the sector of food& The study -hich is aimed in identifying

and understanding the effects of various online mar.eting methods -ill help present

and future entrepreneurs on the right usage of mar.eting methods&

1.% Scope and elimitation

The research shall focus only on the effects of usage of online platform "y

selected food esta"lishments in the UST area& The research shall not cover other

various mar.eting forms such as printed and "roadcast media to the effect that it -ill

highlight its effectiveness and rationale2 ho-ever other mar.eting methods shall "e

present in the study as a comparison to have a "etter understanding on the

effectiveness of online mar.eting methods&

Respondent esta"lishments are selected "ased on their nearness on the nature of

vicinity2 -hich is the University Of Santo Tomas area& This includes esta"lishments

inside the campus2 along the ma,or streets of ?spaCa2 $apitan2 Lacson2 Padre :oval

and secondary streets accompanying them&

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1.& efinition of Terms

CustomerD a person or organi1ation that "uys goods or services from a store or

"usiness&

i)ital 0ar(etin)D the promotion of products or "rands via one or more forms of

electronic media&

*nternetD is the glo"al system of interconnected computer net-or.s that use the

Internet protocol suite 7T/P>IP9 to lin. "illions of devices -orld-ide&

0ar(etin)D the action or "usiness of promoting and selling products or services2

including mar.et research and advertising&

0ar(et ShareD the portion of mar.et controlled "y a particular company or product&

Traditional 0ar(etin)D refers to any type of promotion2 advertising or campaign that

has "een in use "y companies for years2 and that has "een a proven success rate&

0obile ApplicationD is a soft-are application develop specifically for use on small2

-ireless computing devices2 such as smartphones2 ta"lets2 rather than des.top and

laptop computers&

0a+or Streets 7-or.ing definition9 D streets found around the UST Area including

$apitan2 Padre :oval2 A&0& Lacson Ave& and ?spaCa lvd&

Secondar, Streets 7-or.ing definition93 streets that are ad,oining the ma,or streets

found -ithin the vicinity of UST area&

Social 0edia -e"sites and applications that ena"le users to create and share

content or to participate in social net-or.ing&

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Chapter 2' 4evie- of 4elated 5iterature

Introduction

In this chapter2 the researchers shall provide a "road scope of the topics -hich

shall encompass the study& Theories of Internet2 !ar.eting Strategies2 $igital !ar.eting

are present to provide an indepth concept -hich shall "e "eneficial in the determination

of the result of the research&

)&( Revie- of Related Literature

A& Importance of Internet In This %eneration

Internet is considered as a need in this generation& It is considered as a tool for

satisfying people -ith various services related to various different fields& It can help in

completing many tas.s easily in ,ust a fe- clic.s& It can "e a part of life for daily usage

or any specific service -hich may need research or for other purposes& Almost

everything is no- a fe- clic.s a-ay -ith the po-er of internet& Part of the people;s

general practice no-adays -hen they loo. for a particular solution they use internet&

And these people usually gets satisfied -ith the appropriate solution& 7Taylor2 )*(59

& Importance of Social !edia !ar.eting to usinesses

In this generation2 it is not enough to ,ust have a -e"site for "usiness& The digital

storefront of a "usiness should include social media sites li.e Face"oo.2 T-itter2 and

Instagram& It;s time for "usinesses to reali1e that they should start capitali1ing on these

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sites& They should have online presence or these "usiness may start losing over

competition&

8ith social media2 the company can get to see their target mar.et& They can interact

-ith their customers& They can read their reactions and revie-s -hich can help them

get insights and "e a"le to ad,ust their mar.eting strategy&

It can also help them address the customerrelated pro"lems immediately& If there;s

a pro"lem -ith a company;s product or service2 "usinesses need to .no- it immediately&

A feed"ac. the company gets in the process of social media mar.eting2 can

immediately inform the company and ta.e steps to resolve them as soon as possi"le&

/onsumers tend to appreciate the companies that are a"le to respond to customer

complaints&

Internet users tend to "e receptive of the company;s messages& They vie-

Face"oo. and T-itter as social net-or.ing sites and not as mar.eting machines&

ecause of this2 the internet users are less li.ely to treat the posts as advertisements

and they -ill tend to hear -hat the company -ants to say&

Social media can help a company gain more sales& 8hen the "usiness stays in

front of their customer "ase2 they are more li.ely to "uy from them if they need the

products this company sells& Social media mar.eting does not only .eep a company;s

name in front of potential "uyers "ut it also gives them the opportunity to constantly

provide the incentives to "uy& One effective -ay is posting coupon codes that -ill "e

availa"le to your Face"oo. fans and>or T-itter follo-ers&

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/& $igital !ar.eting Strategy

$igital mar.eting drives the creation of demand -ith the po-er of Internet& It also

satisfies the demand in ne- and innovative -ays& It uses the Internet as an interactive

medium&

A "usiness -ith online presence can gain value in the form of attention2 time and

advocacy from consumers& To create value2 it is important that a "usiness should also

focus on content mar.eting& $igital mar.eting is a t-o-ay street that provides to "oth

parties simultaneously 7Alan2 )*('9

The Internet changed the -orld of "uy and sell& The Internet created a ne-

paradigm for the -ay in -hich consumers can connect -ith the "rands2 and the "rands

to their consumers& A complete scope of mar.eting is present on the Internet& The

products and services are positioned and promoted2 purchased2 distri"uted and

serviced&

The Internet can provide the consumers -ith more choice2 more influence and -ith

more po-er& rands can no- have ne- -ays of selling2 launching ne- products and

services -hich they can sell and ne- mar.ets& ?ven the roles played "y the mar.eting

agencies are no- shifting& The socalled Etraditional agencies are getting "etter at

digital mar.eting -hile the agencies that had started as digital shops are no- starting to

play in the traditional advertising space&

/onsumers no-adays are no- more fluent in their movement across channels

and in using multiple channels at once& /onsumers no- e

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-ith -hich they connect& $igital !ar.eting does not mean thro-ing out the rule "oo. on

mar.eting and "usiness principles& 8hat the Internet does is provide a ne-

environment in -hich people can "uild on these& The principle profit is still revenue less

cost is still applica"le even -ith the po-er of Internet&

rands can "uild loyalty among consumers -ho love their products or services&

/onsumers can fall in love -ith the products and services -hen their e

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Second2 does the products2 services or "rands suited to em"race digital mar.etingB In

this generation2 the ans-er is usually yes& Today2 it doesn;t matter -hat is the product2

service or "rand& As long as there is a via"le online audience2 then a "usiness should

"e promoting online&

There are plenty of items "eing mar.eted effectively through digital channels that most

people -ouldn;t e

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creatures& 0umans need to interact -ith other people and it is hardcoded into human;s

$:A& It;s part of -ho and -hat humans are -hich is true -hether online or offline& It is

one of the main reasons -hy many find social media incredi"ly compelling&

!ar.eters thin. venturing in social media as an open2 interactive2 anythinggoes2

consumerchampioned -orld as daunting and scary& The rules in social media are not

dictated "y mar.eters "ut "y the consumers -ho are mediasavvy& They can spot

mar.eting hype a mile a-ay and -ill not -ant to do anything -ith it&

Social !edia mar.eting is a dynamic2 unpredicta"le -orld2 if one -ill get things

-rong2 it -ill ris. the very real prospect of a "ac.lash that may travel throughout the

net-or. in the "lin. of an eye& One should remem"er that at the end of the day2 social

media is a"out people tal.ing2 connecting and sharing -ith other people& The mar.eting

industry should also "e all a"out people2 understanding them and trying to communicate

-ith them&

The customers are already tal.ing to each other online& They tal. a"out the

"usiness; industry2 their competition2 the company2 the "rand and other topics that are

already relevant& The conversation is already happening2 regardless -hether the "rand

choose to get involved or not& It;s "etter to "e a-are of -hat;s "eing said2 to listen2

engage and foster relationships -ith the communities rather than stay quiet& ?ffective

social media mar.eting is a"out leaving a mar. to approach the product promotion even

at home& 8ith social media2 the "rand can find out -hat people are interested in and

-hat they are tal.ing a"out& The "usiness can provide useful information2 advice and

content for the consumers& The "usiness can tal. to them and listen to them& If a

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"usiness can manage to do that effectively then social media can "ecome a very

effective tool to have an incredi"ly positive impact on the organi1ation;s online profile&

8hen "usinesses use social media to get involved2 they may have a great

advantage to engage deeper -ith customers and get insights not availa"le any other

-ay&

$epending on ho- deep a "usiness choose to step in the social media mar.eting

game -ill depend a lot on the "usiness2 the customers2 the goals and the overall digital

mar.eting strategy& There really is something out there for everyone&

These are some of the potential "enefits of engaging -ith the customers through

online social channels=

(& e informed& The "usiness can find out -hat customers really thin.& The

"usiness can get invalua"le insight into the perception of the products2 services2

"rands2 industry and other general topics on interest& Gno-ing the customers is

the .ey to a very effective digital mar.eting& ?ngaging -ith the customers on the

social media platform can "e incredi"ly revealing -ithout "eing intrusive to

consumers&

)& Raise the "usiness profile& 8hen "usiness engage proactively through social

media2 the "usiness -ill appear responsive and the "usiness can "uild reputation

as an authoritative and helpful player in their field&

5& Level the playing field of "usiness& The "usiness can focus on groups2 mar.et

research surveys and use other offline methods of gauging consumer sentiment

"ut it is e

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consumers are tal.ing a"out and -hat the consumers feel -ith little to almost no

financial outlay&

'& The "usiness can influence the influencers& The people -ho are most active in

social media circles can "e the element of the target mar.et and can "e

classified as influencers& They are small in num"er compared to the mar.et as a

-hole "ut theses influential individuals have already gained the trust and respect

of their peers& Fostering their good opinion can have a disproportionate impact to

"roader the online reputation&

+& The "usiness can nurture the "rand advocacy& 8hen "usinesses engage

positively -ith people -ho already have a positive attitude to the "rand& The

"usiness can nurture passionate "rand evangelists -ho can voluntarily advocate

the organi1ation through social media&

3& The "usiness can pass it on& One of the considered most po-erful aspect of

social media is its capacity to go viral& It is the online equivalent of the traditional

-ordofmouth mar.eting2 e

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communities -ith the use of social media& It;s afforda"le and effective& It can help

solve the real "usiness dilemmas and help you ma.e more informed research

design and develop decisions "ased on -hat customers -ant&

F& Forums and $iscussions Sites

Online forums and discussion sites have "een around in the early days of internet&

%eneral discussion groups li.e Hahoo %roups and %oogle %roups -here anyone can

sign up and start their o-n discussion community on any topic is still popular& There is a

mass of other discussion sites focusing on general or specific and niche communities

covering almost every topic&

These are some of the "enefits of forum and discussion sites=

(& rands can get closer to customers& rands can chec. out -hat consumers are

tal.ing a"out in forums& It is a great -ay to find out -hat ma.es customers tic.&

The more the "rand learns a"out their customers2 the "etter they can "e

prepared to engage -ith customers in a meaningful -ay&

)& Raise the "rand profile& rands can contri"ute to the discussion2 offer help and

advice and demonstrate their e

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'& Targeted traffic and audience& Traffic is not necessarily the main reason for

,oining a discussion forum& Offtopic promotion and lin.ing the "rand;s o-n site

for their sa.e -ill "e fro-ned upon even though most forums allo- one or t-o

lin.s in the signature of the profile& rands should remem"er to follo- the rules of

each forum& In including lin.s in the signature2 the "rand can give other people

on the forum a convenient -ay to find the "rand;s site to discover more a"out the

"rand and the company& !any people -ill tend to clic. through for a closer loo.

especially if the "rand -ill ma.e a regular2 valua"le and relevant contri"utions in

the forum&

%& !edia Sharing Sites

?ven media sharing sites are popular& Flic.2 Picasa 8e" Al"ums allo- communities of

mem"ers to upload2 share and comment on the photographs& HouTu"e2 H @ideo2 !S:

@ideo Soap"o< and others can do the same even for video content& Other social media

sites support alternative media types li.e Slideshare can allo- people to upload2 share

and discuss on presentation slide on the 8orld 8ide 8e"& These sites typically allo-

the "rands to ma.e content pu"licly availa"le or restrict them so specific people can

vie- them&

These are some of the "enefits of media sharing sites=

(& rands can find out -hat turns their target mar.et on& rands can analyse the

popularity of items "ased on content su"mission sites& rands can read the user

comments -hich can help the "rand gain insight into their target mar.et through

li.es and disli.es& They can incorporate them into their o-n content creation&

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)& It;s the "rands readymade vehicle for content distri"ution& These sites are ideal

for rapid distri"ution of their o-n digital media content& A -hole microdiscipline of

digital mar.eting has already evolved around HouTu"e and viral video content& If

the "rands can hit the right "uttons -ith their audience2 it can ma.e their video

clip viral li.e the famous E$ove ?volution& 7Ryan and #ones9

2.2 S,nthesis

Internet has "ecome a po-erful tool in today;s perspective& ?verything is made

easier2 from ordering your favourite poc.et"oo.2 to "oo.ing your ne

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right costumers "oils do-n into t-o things2 first2 the content to "e made "y the

entrepreneur -hich shall caught the attention of the targeted customer2 and the internet2

as a tool for avenue -ill do the rest& This is an effective mar.eting strategy2 -ith

minimi1ed effort and investment2 yet targeting a larger customer "ase&

CAPT64 ***

4esearch 0ethodolo)ies

*ntroduction

The purpose of this study entitled EThe use of online platform as an

advertisement tool of selected food "usiness in UST areais to e

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gathering information on the study& It descri"es the specific methods employed and

attempts to provide an indepth e

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A list of registered and operating food esta"lishment -as o"tained from the

usiness Promotions and $evelopment Office of the !anila /ity 0all totaling to &

Researchers -ill use the Slovin;s Formula to get the desired num"er of

participants -ith a +M margin of error& The researchers -ill use the Systematic Random

Sampling in order to determine the participants for the quantitative research method&

. ata Collectin) *nstrument

The research had t-o methods of acquiring data2 first is through an indepth

selection of related literatures through "oo.s2 electronic "oo.s2 maga1ines2 ne-s

papers2 ,ournals and articles -hich are deemed fit and related to the study&

For an updated and timely research2 the researchers had carefully e

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Section T-o= consists of seven openended questions -hich can "e ans-ered "y

the respondents "ased on their e

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." ata Anal,sis

The researchers had carefully incorporated methods and processes in analy1ing2

inspecting and filtering ra- data in -hich -ill "e transformed into information useful in

decisionma.ing of researchers&

Li.ert + Point Scale -as used to determine and analy1e the adequacy and

importance of certain su",ects and to scale the respondent;s attitude to-ards the factors

presented& 8eighted !ean -as used to com"ine the means of the groups to ta"ulate

the results of the questionnaire& Ttest -as also incorporated to compare the results

ta.en from the questionnaire from the t-o groups that are su",ect of this research&

%athered data from the surveys -ere carefully categori1ed in descriptive

statistical analysis to provide comparisons&

Ta"ulation and /harts -ere used to provide a clean and easy comparison

"et-een the categories& !oreover2 the researchers have placed a deep consideration to

the findings and results of related literatures as to the aid of interpretation of the

gathered data specifically to qualitative questions&

!icrosoft ?

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Sources'

Alan2 T& 7)*('9& Principles of direct2 data"ase and digital mar.eting 7Fifth ed&2 p& '+9&

:e- Hor.= Pearson&

ird2 $ 7)**69 /ommonsense $irect and $igital !ar.eting2 +th edn2 Gogan Page2

London

/haffey2 $&2 N ?llis2 F& 7)*('9& $igital mar.eting = Strategy2 implementation and practice

7+th ed&2 pp& 36*9& 0arlo-= Pearson&

/ocoran2 I 7)**69 The Art of $igital randing2 All-orth Press2 :e- Hor.

Lee2 G& 7)*('2 April )49& 0o- to -in friends and influence Hour audience= (* theories to

.no- for greater persuasion& Retrieved :ovem"er 5*2 )*(+2 from

https=>>"log&"ufferapp&com>socialmediainfluence

!eerman Scott2 $ 7)**69 The :e- Rules of !ar.eting and PR2 #ohn 8iley N Sons2

0o"o.en2 :#

Pride2 8&2 N Ferell2 O& 7)*(39& !ar.eting 7pp& (*((*59& Ohio= /engage Learning&

Reyhle2 :& 7)*(+2 #une (+9& The Single !ost Important Reason 8hy Online !ar.eting

Is !ore Important Than ?ver& Retrieved :ovem"er 5*2 )*(+2 from

http=>>---&for"es&com>sites>nicolelein"achreyhle>)*(+>*3>(3>thesinglemostimportant

reason-hyonlinemar.etingismoreimportantthanever>

8ertime2 G and Fen-ic.2 I 7)**9 $igimar.eting= The essential guide to ne- media and

digital mar.eting2 #ohn 8iley2 Singapore

:ine Reasons Social !edia !ar.eting Should Top Hour To$o List Retrieved $ecem"er

52 )*(+2 from http=>>---&contentfac&com>4reasonssocialmediamar.etingshouldtop

yourtodolist>9

http://www.contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/http://www.contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/http://www.contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/http://www.contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/

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3&9 $o you use internet"ased applications or social media as a part of yourmar.etingB

6&9 If yes2 -hat are these applications>social media sitesB

*** . Please chec. the appropriate "o

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