2008 - Marketing Educators' Association

associated with the current products will suffer. It
was recommended that they design and produce
other leather good items such as handbags and coin
purses. This helped lessen the garbage problem,
and added a new product line with the use of excess
raw materials, adding more income to the business.
Branding and Packaging. The Brand name is
perhaps the most important element of a package.
The logos, designs and symbols of the products in
all the case studies were improved, adding an
identity of the company distinct from competitors
producing and selling the same product line.
Distinctive or unique packaging is one method of
differentiating a relatively homogenous product. The
packaging design, labels, and product information
were improved, creating new attributes of value in
the product brand.
Target Market and Marketing Plan. Consumers
vary as to their needs, wants, and preferences to
products sold in the market. Market segmentation
and consumer behavior was discussed to the
company owners and brand managers. In most of
the business case studies, development of product
positioning was the main concern. Resolving it gave
clear and focused marketing strategies specifically
designed for their respective industries.
Advertising and E-marketing. With a tight budget
for advertisement expenditure, the companies in this
case study developed new and clear advertising
objectives. Advertising budgets were properly
allocated, and e-marketing strategies were
strengthened.
Resource and Facilities Management. Findings
show that all of the businesses in the case study
incurred big expenditures on electricity and water
bills, communications costs, excess raw materials,
and mismanaged human resources. Ventilation,
lighting and fixtures were greatly improved, and
factory/plant layout for faster production was
improved dramatically. Uniforms were given to the
staff and factory workers. Proper daily time allotment
for work breaks and personnel schedule shifting was
improved. Other tasks and production were
40
outsourced, thus reducing labor costs, space and
warehousing problems, and product standards and
quality.
RECOMMENDATIONS
Success stories of entrepreneurs under study may
be used as classroom examples and may be the
subject of plant visitation activities. From the
businesses studied, more similar activities may be
conducted to elicit recommendations from the
students themselves.
Businesses which have tried marketing rescue
techniques by the author were featured on a national
television program. More television programs of this
nature should be produced to help entrepreneurs
and business owners who may be faced with the
same business concerns.
The academe may include in their marketing
curriculum the conduct of marketing rescue
consultancy as outreach. The program would be a
good venue for students to practice their
management and marketing skills, with the
supervision of their professors.
REFERENCES
Chaffey, D., Mayer, R., Johnston, K., & Ellis-
Chadwick, F. (2000). Internet marketing. Upper
Saddle River, NJ: Pearson Education Limited.
Czincota, M. R., & Rokainen, I. A. (2007).
International marketing (8th ed.). Singapore:
Thomson Learning Asia.
Keat, P. G., & Young, P. K. Y. (2003). Managerial
economics, Economic tools for today’s decision
makers (4 th ed.). Upper Saddle River, NJ:
Prentice Hall.
Peter, J. P., & Donnelly, Jr., J. H. (2004). Marketing
management: Knowledge and skills. New York,
NY: McGraw-Hill.