Marketing Research:

Lola Nena’s Calamba Branch

A Task Performance
Presented to the
Faculty of the Tertiary Department
STI COLLEGE OF CALAMBA

In Partial Fulfilment
Of the Requirements for the Degree
BACHELOR OF SCIENCE IN HOSPITALITY MANAGEMENT

By

Camariñas, Erica
Cruz, Mari Arne
Fernandez, John Carlo
Lorenzo, Aleanoemie
Mustaza, Kristiane Louise

November 2024
 Executive Summary

The marketing plan for Lola Nena’s at Halang, Calamba branch, is detailed in this

document, finalized on November 21, 2024, a comprehensive roadmap that would help the

brand to enhance their presence and engagement in the local market. Crafted collaboratively by

Erica Camariñas, Mari Arne Cruz, Fernandez John Carlo, Aleanoemie Lorenzo, and Kristiane

Louise Mustaza, the plan encompasses marketing strategies and precise target market

identification. The marketing plan aims to highlight Lola Nena’s and their Filipino food brand

which have become favorite household merienda. A competitive analysis, including SWOT

assessment and GANTT timetable informs strategic planning that highlights the timeline for

efficient execution of marketing strategies, and to provide insights into the branch strengths,

weaknesses, opportunities, and threats that would ensure a well-informed strategy, while

SMART objectives serve as guide for marketing efforts. The Marketing Strategy highlights

Product strategies, Pricing strategies, and promotional mix encompassing social media,

traditional advertising, and video marketing to have an engagement with a wider market

designed to attract new patrons of Lola Nena’s and to retain their existing customers. A detailed

budget allocates resources across advertising, digital marketing, product promotion, and

miscellaneous expenses. With this strategic plan, we aim to solidify Lola Nena’s position in the

market while retaining its reputation as a brand that delivers unique and traditional Filipino food

brand.

I. Introduction

Lola Nena’s is a Café Shop that offers a wide range of breads, desserts, beverages, and

many others. Lola Nena’s has 25 branches in and around Metro Manila. They opened 5

branches located in Cavite, Pampanga, and Rizal. Lola Nena’s started operating in 2012 when

the owner decided to recreate their family’s delicious recipe of Pitchi-Pitchi, eventually, it
became a hit among many people, and they took it as a chance to start and become a full-time

business. Lola Nena’s Calamba branch has been in service for two (2) years and has been

operating since 2022 continuing the legacy of its brand that vows to deliver quality products.

Current Situation of the Company

Lola Nena’s have been trying to operate catering to dynamic cultural preferences and

technological advancements. They are giving emphasis on Filipino flavors that resonate

strongly with the local market given that they are a Filipino brand. During the pandemic where

online food delivery and the rise of social media marketing, provided opportunities for Lola

Nena’s to expand their business with more younger and tech-savvy customers. Lola Nena’s sets

itself apart through their unique choices of flavors, product offerings, and various menu of

Filipino snacks that deeply appeal to the demographic despite the Philippines being highly

spread through with cafe and bakery markets. Additionally, with the growing influence of social

media platforms like instagram, facebook, and tiktok, Lola Nena’s stay committed to aligning

their marketing efforts with maximizing the use and engagement of such digital platforms.

Environmental Factors

This refers to the external factors related to physical environment, regulations, and

sustainability issues that can influence the success of a business. Here are the listed factors

that might influence Lola Nena’s:

1. Located near key landmarks such as City Hall, Hospitals, and Government Office. Being

situated near key landmarks is a huge advantage to a business. These landmarks can enhance

the business’s visibility and attract diverse customer groups to visit the establishment.

2. Climate and Weather Conditions. Natural phenomenon like climate and weather patterns

can influence customer behavior, especially the tourism and hospitality businesses. For

instance, many people would rather choose to stay at home when raining.
3. Transportation. The location of the business is accessible make it easier for customers visit

the establishment. Convenient transportation can increase and attract more customers,

especially during peak hours or events.

4. Environmental Impact. The business’s impact to the environment could contribute to its

success by influencing how customers perceive their waste management and regulatory

compliance.

Competitive Analysis

In this study, conducting and examining a thorough competitive analysis is essential for

evaluating the current market landscapes and identifying the key players influencing the

industry.

TOP COMPETITORS

STARBUCKS ANGEL’S PIZZA AMBER’S

 Has a wide range of  Medium range of  Has a small range of

marketing strategies. marketing strategies. marketing strategies and
 Quality Product  Quality Product offers almost the same
 Famous among products as Lola Nena’s
consumers
 Established Brand

Table 1

LOLA NENA’S STANDS

AGAINST STARBACKS AGAINST ANGEL’S PIZZA AGAINST AMBER’S

  Affordable  Affordable  Accessible

 Accessible  Quality  Quality

 Brand Awareness

Table 2

Marketing Trends

This section answers the current marketing trends in the tourism and hospitality industry.

Identifying marketing trends will help the business to have the ability to become competitive

and dominate the competition with their competitors. These are the top leading marketing

trends:

1. Augmented Reality (AR) and Virtual Reality (VR) Marketing

AR and VR provide an immersive customer experiences, such as virtual tours or interactive

product presentations, helping customers to have an idea with the brand before seeing in

person.

2. Video Marketing

Video content continuous to reign as one of the most effective marketing strategies. This

engages audiences more effectively and boost the brand visibility on social media platforms like

FaceBook, YouTube, Tiktok, and many more.

3. Social Media Shopping

Social Media became the most viral and used platform in the world. It connects millions of
people to online world. Integrating e-commerce into social media allows businesses to sell

directly through online activities.

4. Influencer Marketing

One of the viral marketing strategies that uses influencers’ credibility, who have a large engage

followers, to expand brand reach and attract new audiences.

5. Voice Search Optimization or VSO

According to Spiralytics, 31% of mobile users worldwide are using voice engine more than once

a week. This suggests that consumers will most likely to grow more accustomed to hands-free

online browsing.

II. SWOT Analysis

This section evaluates the business’s internal strengths and weaknesses, as well as

external opportunities and threats. This aims to identify the key factors that influence its market

position.

STRENGTH OPPORTUNITIES
  Offers traditional and unique Filipino  Introduce new products or fusion offerings to

desserts that appeal to locals looking attract a larger audience, including non-

for a taste of home. Filipino customers.

 Offers high-quality and authentic  Collaboration with food festivals, school

Filipino desserts and dishes. events, and influencers increases exposure

 Provides a relaxed, homey atmosphere and reaches a larger audience and sales.

that appeals to people looking for

comfort food in a cozy setting.

 Loyal customers who appreciate its

Filipino-inspired menu and nostalgic

feel.

WEAKNESSES THREATS

 Limited menu, limiting its appeal to a  Rising food prices and changes in buyer

wider audience. behavior affecting the brand's profitability.

 Limit its ability to attract non-Filipino  Changing customer demands and

customers who are unfamiliar with the preferences

products.  Competition from other café chains and local

 Highly dependent on local customers eateries that serve similar Filipino desserts

 Challenges in expanding beyond its and food.

existing customer base.

III. Objectives
 The primary purpose of this study is to assess the viability of Lola Nena’s and determine

its potential for success. The study aims to achieve the following objectives:

1. To promote the business and its products.

Increased brand awareness and product recognition by launching a targeted marketing

campaign across social media platforms, achieving a 20% increase in engagement within three

months.

2. To reach and acquire new customers.

Attract 400 customers by implementing marketing strategies within six months.

3. To increase sales and revenue of the establishment.

Boost monthly sales revenue by 15% by introducing new product strategies and using efficient

pricing strategies within three months.

IV. Target Market

The primary customers are aged 20 to 40, including young adults and middle-aged

individuals, with a secondary segment of those under 20. Most are based in Calamba City and

are working professionals, such as office workers, teachers, and students, who value quick,

affordable meals to suit their busy schedules. Psychograpically, many customers of Lola Nena’s

are drawn to the traditional Filipino flavors the brand offers. They value comfort food that

reminds them of home, family gatherings, and warmth. This group feels an emotional

connection to the taste of authentic Filipino cuisine, making them more likely to seek out Lola

Nena’s for a sense of nostalgia.

V. Marketing Strategies

This section outlines the approach to promoting Lola Nena’s and achieving its sales and

customer acquisition goals. This highlights the Product Strategy, Pricing strategy, Promotional

mix, and Branding of the business.

A. Product Strategy

1. Personalized Options - To further increase customers’ satisfaction and Lola Nena’s

customer range, allowing customers to customize or personalize their orders would

contribute to their overall experience. In this strategy, customers may choose assorted

products within Lola Nena’s Menu according to their likings, such as combination of Pichi

pichi, Triple Cheese Donuts, Classic Donuts, and Shopao Tostado.

2. Product Bundling - the only product bundling that Lola Nena’s has is their Budget Meal

that consists of Pansit and Toasted Shopao. Adding more combo meals can influence

customer’s buying behavior and promote products. An excellent example of product

bundling is the combination of any food product like toasted shopao and donuts with any

drinks like coffees and other beverages.

3. Student-Friendly Meal - Lola Nena’s products are known for its qualities. But having this

upper hand makes the prices more expensive. The establishment offers family bundles

most of the time like Box of pichi pichi, toasted Shopao, and donuts, making it harder for

normal students to afford such meals. Offering smaller portions will not only help students

to afford these expensive dishes, but also can increase the sales of a product since it can

now be bought at a cheaper price.

B. Pricing Strategy
 1. Buy One, Get One - one of the most famous pricing strategies is buy one, get one

strategy. This lets customers get an additional meal or drink for free after availing a

product. This could help to increase the sales of products with low selling rate by

partnering them with popular products. For example, Lola Nena’s may combine their

number one selling meal, Triple Cheese Donut, with a less popular drink, matcha (just for

example), to boost matcha’s sales.

2. Loyalty Discounts - This strategy will help customers to stay and encourage them to

return more frequently. By earning points after ordering something, they could get a

discount ranging 10-20% or even a free meal or drink depending on how often they buy and

return to the establishment.

3. Psychological Pricing - One of the most popular pricing strategies. This will encourage

customers to spend and buy a product by creating a perception of better value, though it

only has a small difference in price. For example, the original price of their Hot Chocolate

Drink is 80 pesos. If it decreased to 79 pesos, a normal person would usually ignore the 1

peso difference and mistakenly think that it is a lot cheaper now than before.

4. Seasonal Promotions - To further boost Lola Nena’s sales and attract more customers,

seasonal promotion is one of the most effective pricing strategies. This can drastically

boost a product and the revenue of a business. For example, offering sale-discounts during

the Christmas season or special holidays like Halloween.

5. Discriminatory Pricing - based on Lola Nena’s existing customers, there are only few

students who visit their premises. Most of their customers are middle-age and seniors.

Offering a discriminatory discount for students and seniors, who have a large customer

demographic, could attract more customers and can help the business to bloom even more.

C. Promotional Mix
1. Traditional Promotion - This strategy involves conventional or classic ways of marketing.

The proponents planned to create posters and flyers that highlight some specific products

of the establishment and promote them.

Examples.

2. Digital Promotion - This marketing strategy would further help Lola Nena’s marketing

operations and the whole business itself. Some of its advantages are:

1. This will help customers to have further insight into the establishment and its

products.

2. This can further promote and market the business using fewer resources and

money.

3. This can help them to know what strategies and operations they will execute to

meet customers’ expectations.

3. Video Promotion - The proponents create a promotional video to further market and

promote the products of the establishment. The video will highlight the products and the

business.
D. Branding

1. Tagline - Tagline represents the values and goals of a business. Lola nena’s current

tagline is “Made fresh daily”, and to fully apply the proponent’s marketing strategy, we

change the tagline to “Made with warmth”. This proposed tagline will be the foundation of

the group’s marketing operations. The old tagline delivers a very straight forward message

which is to provide customers a quality and newly produced products. The proponents

proposed “Made with Warmth” as an option for Lola Nena’s to use. Made with Warmth

signifies the business’s commitment to creating a high-quality products, indicating that

they are made with dedication, passion, care, and love. It also focuses on emotional values

of customers by evoking feelings of comfort and hospitality.

2. Logo - Lola Nena’s current logo does not represent the business well. The proponents

believed that changing the logo will further help the organization to promote and market its

business and its products.

Current
Proposed
Logo
Logo
 As you can see, there are changes from Lola Nena’s current logo. The current logo is made

simple, minimal and there is no text present, maintaining a traditional look. On the contrary, the

proposed logo has the business name and proposed tagline on it. The proposed logo give more

details and includes elements. It is featuring red as a primary color. This logo adds a more

vibrant, modern, and engaging personality to Lola Nena’s branding. The proposed logo’s design

represents the business well. It used the main color of the business, red, which also contributes

to the appetite of the customers. The ribbon symbolizing the word “new”. Transforming

traditional branding into modern. Lastly, the original logo is still visible in the proposed logo,

which is the main foundation of Lola Nena’s.

VI. Time Table

ACTIVITIES MONTH

OCT NOV DEC JAN FEB MAR

PLANNING

BUSINESS
OVERVIEWING
DATA GATHERING

INTERVIEW

DATA
SUMMARIZATION
MARKETING PLANNING

BRAINSTORMING

MARKETING
IDEA TESTING
FINALIZING
MARKETING STRAT
DESIGNING
POSTER MAKING

PROPOSING
TAGLINE
LOGO MAKING

FINALIZING POSTER

FINALIZING LOGO

FINALIZING TAGLINE

ACTIVITIES MONTH

OCT NOV DEC JAN FEB MAR

VIDEO MARKETING

SCRIPT PLANNING

SCRIPT WRITING

FINALIZING SCRIPT

VIDEO SHOOTING

DATA CHECKING

VIDEO EDITING

FINALIZING
VIDEO POUTPUT
SOCIAL MEDIA

BRAINSTORMING

PAGE CREATION
DESIGNING PAGE

FINALIZING PAGE

OUTPUT

PRINTING OF
POSTERS
POSTING IN PAGE

VIDEO ADVERTISING

PROMOTION
CAMPAIGN

VII. Budget

ACTIVITIES DESCRIPTION AMOUNT (PESO)

INITIAL INVESTMENT COST

CAPITAL Capital Money ₱750,000.00

EQUIPMENT Supplies, Machineries ₱250,000.00

FUNDS Funds for day-to-day ₱150,000.00

activities

TOTAL INITIAL ₱1,150,000.00

INVESTMENT

MONTHLY OPERATING COST

UTILITIES Water, Electricity, Internet, ₱15,000.00

etc.

MARKETING Advertising and Promotions ₱45,000.00

MISCELLANEOUS Unexpected Expenses ₱15,000.00

 EXPENSES

SALARIES Labor/Wages ₱100,000.00

ACTIVITIES COSTS Resources Cost from ₱50,000.00

materials used, etc.

TOTAL MONTHLY ₱225,000.00

OPERATING COSTS

PROJECTED REVENUE

PRODUCT SALES Estimated monthly Sales ₱250,000.00

Revenue

SERVICE REVENUE Business Income P280,000.00

TOTAL MONTHLY REVENUE P530,000.00

PROJECTED MONTHLY Total Monthly Revenue – P305,000.00

PROFIT Total Monthly Operating

Cost

ANNUAL PROFIT Projected Monthly Revenue x P3,660,000.00

12

VIII. Conclusion

In conclusion, The proposed marketing plan for Lola Nena's, Halang, Calamba branch is

feasible because it aligns with the brands' proven capability and stregth to cater the needs of

its local market.This ensures that the quality of products, pricing, and appearance reasonates

well with the target market in the area. With the cost-effective marketing and promotional

strategies, it maximizes the reach for a budget-friendly plan. Furthermore, collaborative

understanding of the local market, the proposed marketing plan is both practical an sustainable.
 This marketing plan for Lola Nena’s Halang, Calamba branch addresses the challenges

of strengthening brand visibility and engagement while staying competitive in the food industry.

It builds on Lola Nena’s strength as a provider of traditional Filipino delicacies loved by many.

Key strategies include personalized product options, student-friendly meals, and innovative

promotional tactics like video marketing and social media engagement. The proposed tagline,

“Made with Warmth,” and a refreshed logo aim to create a stronger emotional connection with

customers and attract more attention. Pricing strategies like seasonal discounts and loyalty

rewards are designed to bring in more customers and keep them coming back. This plan shows

the importance of understanding customer needs, managing budgets wisely, and staying

updated on trends like online marketing. With these efforts, Lola Nena’s can grow its business,

stay popular with its loyal customers, and attract new ones long-term success.

Reference/s:

Alos, J., & Sih, M. (2024, August 20). 10 Biggest Digital Marketing Trends in the

Philippines for 2024. Spiralytics. https://www.spiralytics.com/blog/digital-

marketing-trends-philippines-2024/