ICA-ROAP RESEARCH CONFERENCE Presentor s Name Mrs Zenaida S

ICA-ROAP RESEARCH CONFERENCE Presentor’s Name: Mrs. Zenaida S. Diola Centro Escolar University Philippines

STRENGTHENING CO-OPERATIVE VIABILITY THROUGH MARKETING STRATEGIES Increasing the Volume of Co-operative Business A university cooperative from: P 3 million (&53, 667) in payables and only P 15, 000 ($268) in cash to: A successful cooperative with P 1. 3 million net income ($23, 244) and assets of more than P 6 million (107, 335)

u First – Study current co-operative situation: STRATEGIES 4 P’s of Marketing PRODUCT PRICE PLACE PROMOTION

MARKETING MIX STRATEGIES

Product strategies a. determine target market and their needs b. offer products customers need and buy c. put on sale slow-moving products d. add other services: leasing delivery repair and maintenance travel

Price strategies a. Determine customer purchasing power b. Compare prices with competitors c. Adjust mark-up (if feasible) d. Look for other sources of low-price products

Place strategies a. b. c. d. make sure the product readily available and the place accessible for busy or distant – located customers, offer free delivery or at minimal cost Distribute order slips – especially for products not always available at the co-op ENSURE RIGHT PRODUCTS AVAILABLE RIGHT PLACE RIGHT QUANTITY

Promotion strategies A. advertising a. 1 audio-visual materials, display, flyers, poster, streamers, outdoor advertising B. direct marketing b. 1 door-to-door selling b. 2 use catalogs

C. sales promotion c. 1 buy-one, freeone, sales contest reward, tangkilik/patronage card, tiangge (flee market), free sample, discount coupons, discount corner, raffle, Valentine’s Day sale, Christmas sale, School opening sale

Tiangge (Flea Market)

Furniture and Appliance Bonanaza

Student Organization Mr. & Ms. Cooperative Contest

D. publicity/public relations d. 1 news releases in local or university news papers d. 2 participation in community projects d. 3 participation in seminars, conventions, public events, sportsfest, community outreach

Basic Component – CO-OPERATION u BOD – Committed and supportive u Employees – Efficient and hardworking u Manager – Knowledgeable and trustworthy

Centro Escolar University More than 1, 400 members (professors, non-teaching employees, students) u 2003 12% dividend 20% patronage refund u Net income – P 1. 3 M u Assets – P 6 M+ u

Co-operative Store

LET US CONTINUE TO WORK TOGETHER FOR THE GROWTH AND DEVELOPMENT OF COOPERATIVES THROUGHOUT THE WORLD

Thank you very much