Philippine Christian University
Graduate School of Business and Management
ONLINE ADVERTISEMENT: A NEW GAME PLAN IN MARKETING STRATEGY
Presented to
The Faculty of the Graduate School of Business and Management
Master in Business Administration
Master in Management Major in Public Administration
In Partial Fulfillment for the Requirements in
Management Research
Submitted to
Professor Russwell G. Gariando, Ph.D.
By:
Michael Acas
Coreen Dianne R. Andrade
Francis Jarvin S. Andrade
Paulo De Vera
Hannah Cecilia S. Panopio
CHAPTER 1
The Problem and Its Setting
Introduction:
The use of internet over the computers and smartphones has greatly evolved over the years. Originally, the
development of the internet was originally funded by the US Department of Defense for the use of the
military, which immediately expanded for the use of communication and research among scientist in the
1960s. In 1990s, the reach of the internet became widely spread with the invention of World Wide Web
(www). This opened more opportunities for government, communities, and business to perform
international commercialization and trade.
Along with the development of the internet (e.g., has faster bandwidth with cheaper cost), technological
gadgets such as computers and smartphones, as well as application platforms (e.g., social media
applications) also evolved from their original purpose 1 to what is it now (i.e., more portable, has faster
processing power and modernized capability/functionality). As such, more individuals have incorporated the
internet in their daily lives such as in conducting research, video or audio streaming, online shopping,
online banking transactions and most especially in social media browsing.
In the Philippines alone, 76 million Filipinos (i.e., 71% of the entire population) were active internet users
based on the We Are Social’s Global Digital Report 2019. Despite of the low bandwidth, Filipinos spend an
average of 10 hours and 2 minutes a day online, out of which, an average of 4 hours and 5 minutes in
social media. Reasons for spending much time on social media varies from catching up with what is
happening with family and friends, job hunting or obtain news updates. As such, a lot of businesses,
whether established companies or start-up entrepreneurs, used the opportunity of using social media to
promote and market their products and services.
Social media marketing involves creating and sharing content on social media networks to achieve their
marketing and branding goals. Social media websites allow marketers to use a broad range of tactics and
strategies to promote content and have people engage with it. Many social media platforms allows users to
provide detailed geographical, demographic and personal information which will enable marketers to
customize their messages to a content that can easily understood by their target audience. More so,
internet audiences can be better segmented than more traditional marketing channels, companies can
ensure that they are focusing their resources on the audience that they want to target.
One of the products that has been trending on social media are healthy food packs. According to a recent
Kantar report, the world now prefers healthy eating. Filipino consumers are now choosing healthier
alternatives when it comes to food. Healthy and balanced meals that have less salt, less sugar and less fat
1
Computers were initially developed to perform calculations, store information, retrieve data and process information, while cellular phones were produced
to make phone calls easier and convenient.
are more commonly attained by home cooking. However, as working professionals nowadays demand
Filipinos to be away from home, many entrepreneurs have seen the opportunity of introducing ready to eat
healthy food packs in the market.
Research Objectives:
Studies revealed that the most widely used social media platform by Filipinos is Facebook, which is used
by approximately 89% of the online population with various age profiles, even senior citizens. As such, our
study aims to determine the influence or the effect of marketing through social media platform Instagram to
Filipino consumers seeing that it is among the social media platform with less Filipino users 2.
Scope and Limitations of the Study:
Scope:
1. Determine the impact of Instagram marketing posts on young professionals’ purchasing decisions on
food.
2. Determine the type of post (e.g., photos, customer feedbacks, etc.) that greatly attract/caught the
attention of young professional?
3. Determine the type of healthy food packs that young professionals look for (e.g., vegan foods, etc.)
Limitation:
1. Focus of the study will only be limited to healthy food packs products.
2. Only Instagram users with white collar workers (i.e., suit and tie/corporate workers) within 20 – 39 years
old.
Research Locale:
Surveys and data gathering will be focused on the young professionals working in the Makati Central
Business District (CBD) and Bonifacio Global City (BGC). Young professionals preferred working in private
companies, multinational firms or auditing firms that would offer good career opportunities with good
compensation package. These companies were often located in Makati CBD or BGC. However, buildings
or office establishments in these locations rarely have canteens that offers affordable home cooked healthy
foods. Fast foods and high-end restaurants dominate the area. As such, young professionals working in the
chosen research locale often opt to patronize healthy food packs.
Significance of the Study:
The study will benefit healthy food packs business owners, such as Yummy Diet, Smart Meals, Gourmet
Chef Manila, etc. The questions used in our study are geared towards understanding how Instagram
influence consumers, what post usually catches their attention, and the type of healthy food packs they are
looking for. Further, the different healthy food packs business owners may utilize the data gathered, as well
2
Instagram is the 6th and 7th top social media platforms used in the Philippines according to Social Media Stats – Philippines and
Comprehensive Look on the Top 7 Social Media Platforms, respectively.
as the analysis derived from this study to have a better strategy in their marketing their products to boost
their sales.
Definition of Terms:
Bandwidth – describes the maximum data transfer rate of a network or internet connection.
Computer – is a machine or device that performs processes, calculations and operations based on the
instructions provided by a software or hardware program. In this study, computer will be the generic term
that will be used either for desktop or laptop.
Healthy Food Packs – are pre-ordered, pre-pack set of healthy meals that are being sold based on a
consumer diet (e.g., vegan).
Internet – is a global wide area network that connects computer systems across the world.
Organic Social Media Marketing – refers to an act of getting customers come to you naturally over time
rather than “artificially’ via paid links or boosted post. This is also known as free social media marketing.
Paid Social Media Marketing – is a method of displaying advertisement or sponsored marketing messages
on popular social media platforms and targeting a specific sub-audience.
Smartphones – is a cellular phone with an integrated computer and other telephones such as operating
system, web browsing and the ability to run software applications.
Social Media Platform – mobile or internet based websites and applications used to communicate
informally with others, find people and share similar interest. Examples of widely used social media
platform in the Philippines are Facebook, YouTube, Twitter, LinkedIn, Pinterest, and Instagram.
Social Media Marketing - involves creating and sharing content on social media networks in order to
achieve your marketing and branding goals.
Instagram - is a free photo and video sharing app available on Apple iOS, Android and Windows Phone.
People can upload photos or videos to our service and share them with their followers or with a select
group of friends. They can also view, comment and like posts shared by their friends on Instagram. Anyone
13 and older can create an account by registering an email address and selecting a username.
Facebook is a social networking site that makes it easy for you to connect and share with family and friends
online. Originally designed for college students, Facebook was created in 2004 by Mark Zuckerberg while
he was enrolled at Harvard University. By 2006, anyone over the age of 13 with a valid email address could
join Facebook. Today, Facebook is the world's largest social network, with more than 1 billion
users worldwide.
Streaming – is video and audio data transmitted over a computer network for immediate playback rather ta
for file download or later offline playback. Examples of streaming include YouTube and Netflix.
White Collar Workers – defined as the “shirt and tie” set, defined by occupations that are typically
performed in an office environment and involve clerical, administrative or managerial duties. These jobs
usually pay more and require a higher degree of education.
Young professional – young people in their 20s and 30s who are employed in a profession or white collar
occupation.
World Wide Web – is an information system on the internet which allows documents to be connected to
other documents by using hyperlinks, enabling the user to search for information by moving from one
document to another.
CHAPTER 2
Review of Related Literature and Studies
Literature:
Studies:
CHAPTER 3
Research Methodology
Methods of Research Used:
Respondents of the Study:
Instruments Used:
Sampling Design and Techniques Used:
Statistical Treatment:
LIST OF REFERENCES
Who Invented the Internet by Evan Andrews Updated October 28, 2019, Original December 19, 2013
https://www.history.com/news/who-invented-the-internet
Revolution of the Internet
https://sites.cs.ucsb.edu/~almeroth/classes/F04.176A/homework1_good_papers/Alaa-Gharbawi.html
What is the Purpose of Computers by Bella Sanders
https://www.techwalla.com/articles/what-is-the-purpose-of-the-computer
At 10 Hours, 2 Minutes a Day, Filipinos Spend Most Time in Social Media by Doris Dumlao-Abadilla
https://business.inquirer.net/264438/at-10-hrs-2-mins-a-day-filipinos-spend-most-time-online
4 More Reason Why Social Media in the Philippines is a Huge by Ian Estartes
https://www.d8aspring.com/eye-on-asia/4-more-reasons-why-social-media-in-the-philippines-is-huge
Social Media Marketing Defined by Will Kenton Updated February 4, 2018
https://www.investopedia.com/terms/s/social-media-marketing-smm.asp
Social Media Marketing for Business
https://www.wordstream.com/social-media-marketing
Social Media Stats Philippines July 2019 – July 2020
https://gs.statcounter.com/social-media-stats/all/philippines
Comprehensive Look on the Top 7 Social Media Platforms
https://digitalmarketingphilippines.com/comprehensive-look-on-the-top-7-social-media-platforms/
https://techterms.com
https://www.techopedia.com
(in APA Format)
