MARKETING RESEARCH ON THE EFFECTIVENESS OF ONLINE MARKETING ON SALES

PROMOTION ON WORLD OF PIE IN SURALLAH

Introduction

Background of the study

Pie is a dessert consisting of a filling such as fruit or custard on a pastry shell or topped with
pastry or both. Pies can be a variety of sizes, ranging from bite size to ones designed for
multiple servings. A pie is a baked dish which is usually made of pastry dough casting that
covers or completely contains a filling various sweet or savory ingredients.

Pies are define by their crusts. A filled pie has pastry lining the baking dish and the filling is
placed on top of the pastry but left open. A top-crust pie has the filling in the bottom of the dish
is covered with the pastry or other covering before baking. A pie has filling completely enclosed
in the pastry used for pie crusts, but many things can be used.

Twisting this pie product for a purpose to attract people who like sweets. People consider other
factors like quality, availability, variety and ingredients. So the researchers needs to fulfill people
needs and demands to attract other people.

The first pies were made by early Romans who may have learned about it through the Greeks.
These pies were sometimes made in “reeds” which were used for the sole purpose of holding
the filling and not for eating with the filling. The early pies were predominately meat pies. Pyes
(pies) originally appeared in England as early as the twelfth century. The crust of the pie was
referred to as “coffin”. There was actually more crust than filling.

Often these pies were made using fowl and the legs were left to hang over the side of the dish
and used as handles. Fruit pies or tart pastries were probably first made in the 1500s. English
tradition credits making the first cherry pie to Queen Elizabeth I. pie came to America with the
first English settlers. The early colonists cooked their pies in long narrow pans calling them
(coffins) like the crust in England.

According to popular belief, it was invented by Soledad Pahud, a native Filipino who spent some
time working in the United States. After she had returned, she wanted to adapt the traditional
American apple pie with locally available ingredients. Together with her family, she invented
buko pie, a dessert which soon became a favorite throughout the country.

The Filipino delicacy got its start in Laguna, south of Manila, the reputed home of the finest buko
pies in the country. Buko pie stores line the national highway stretching from Calamba to Los
Banos. It is peddled in the streets and ambulant vendors hawk the sweet inside provincial
buses.The Orient is the oldest buko pie store in the country, but over the past four decades
buko pie stalls have sprung up along the roads of Los Banos and other neighboring towns.The
Orient's buko pie recipe was developed in 1965 by owner Soledad Pahud's sister, Nanette
Risano. Ms. Risano experimented with many different types of pie when she was learning how
to cook. But her buko pie became a hit, leading her to launch the first specialty buko pie shop in
the Philippines.
Online marketing is any web-based strategy, method, or tool used to increase the awareness of
a company’s brand and its product or services. The primary goal of online marketing is to reach
potential customers by targeting the places where they spend the most time online. Online
marketing also allows businesses to accurately track their results as well as provides detailed
analysis.

Review Related Literature

The Ancient Egyptians were the first to invent a dish close to what we know as a pie today.
They had a honey filling covered in a crusty cake made from oats, wheat, rye or barley. A recipe
for chicken pie was also discovered on a tablet carved prior to 2000 BC.

Later on, closer to the 5th Century BC, the Ancient Greeks were believed to invent pie pastry as
it is mentioned in the plays of the writer Aristophanes and it was possible to work as a pastry
chef in this era, a separate trade to a baker.

The Romans took the concept of pies even further. They would make a pastry of flour, oil and
water to cover up meat but this was intended to preserve the juices and flavour of the filling and
was not intended to be eaten. A Roman cookbook from the 1st Century, called Apicius,
mentions recipes that include pie cases. There is even one that we would recognize as a
cheesecake, using pastry for a base, which has the interesting name placenta. With the
Romans came roads, and thus their pies (and their recipes) eventually found their way around
all parts of Europe.

The Oxford English Dictionary records pastry as a word in use by the mid-14th Century and
Medieval Latin included the word ‘pie’, meaning ‘meat or fish enclosed in pastry’ from around
1300.In Britain, the first pies had mainly meat fillings and, just as in Rome, the pastry cases
were not necessarily for eating. They were to help food last longer on sea voyages, and also
save space - having a hold stacked with pies was a far more sensible use of precious square
metres than bringing a cook and dozens of livestock along for the journey.

A pie is considered to be any sort of pastry shell that has a filling, either meat or sweet, and is
covered with a top crust. The top crust is an essential component in traditional pies, for
according to Everything Pies, without the top crust, the pastry simply becomes a tart. While a
tart may be considered a subset of a pie, most American pies would be considered tarts in
England. This discrepancy emerged when pies transformed in their travels to America.

.The earliest known dish resembling a pie comes from the Neolithic period in ancient Egypt, as
far back as between roughly 9500 BCE and 2000 BCE. According to the BBC, one example of
an ancient Egyptian pie was made out of barley, oats, rye, or wheat and filled with honey. The
crust is thought to have been rather dense, and since the crusts of some of the early pies
weren't meant to be eaten, it's possible that this crust was meant to hold the filling rather than
be eaten itself, similar to a bread bowl. According to What's Cooking America, drawings of pies
that used fruits and honey can also be found on the walls of the tomb of Ramses II, who ruled
from 1304 to 1237 BCE.

Philippine History of Pie

Buko pie is a traditional Filipino dessert which consists of a flaky pie crust combined with
creamy coconut filling. It is prepared with buko, the young coconut flesh which is cooked
alongside plain or condensed milk, cream, and sugar until it transforms into a thick and creamy
custard.

The Filipino delicacy got its start in Laguna, south of Manila, the reputed home of the finest buko
pies in the country. Buko pie stores line the national highway stretching from Calamba to Los
Banos. It is peddled in the streets and ambulant vendors hawk the sweet inside provincial
buses.The Orient is the oldest buko pie store in the country, but over the past four decades
buko pie stalls have sprung up along the roads of Los Banos and other neighboring towns.The
Orient's buko pie recipe was developed in 1965 by owner Soledad Pahud's sister, Nanette
Risano. Ms. Risano experimented with many different types of pie when she was learning how
to cook. But her buko pie became a hit, leading her to launch the first specialty buko pie shop in
the Philippines.

Stegeman and Sutton-Brady (2012, p.3) analyzed that online marketing issues digital
advertising, campaigning, public relations that have a sophisticated psychological impression in
the minds of the customers. Various organizational authorities find it fruitful to take hold of online
activities related to marketing to reach maximum number of potential customers. People
nowadays extensively use social media, email and they come across a number of websites
everyday for their personal purpose. Online marketing is strategized to be focused on various
websites, social networking sties, emails wher people can get close to the informational
demonstrations issued by various companies and organizations (Tankosi?, and Trnav?evi, A,
2011, p.150)

STATEMENT OF THE PROBLEMS

This study aimed to determine the effectiveness of online marketing on sales promotion
of world of pies.

Specifically, the study would find answer on the following:

1.What are the factors that affect the effectiveness of online marketing on the sales of world of
pie?

2.How effective the online marketing in the sales of pies in Surallah?

3.Is there a significant difference on the volume of sales in online marketing?

Objectives of the study

The objective of this study is to formulate a planning and development framework setting
out guidelines and standards for more effective and comprehensive planning for the proposed
business.

The specific objectives are:

1. To be able to determine the demand and supply of the proposed business in the market.
2. To be able to monitor the sales, production, and inventory with the help of database
system.
 3. To be able to determine possible ways to maximizing the profit and minimizing its cost
4. To be able to prove that the proposed business will provide benefits to people as well as
the government.

Purpose of the study

The purpose of this study is to determine the effectiveness of online marketing on sales
promotion of world of pie in municipality of Surallah. in addition, online marketing is able to help
and making a new and innovative way to come up strategies to promote the product (pie) and
through the help of promoting sales it will boost the sales or product by creating demand.

Significance of the study

This study aims to give people a new taste for dessert. In which pies are offered in a
different type of flavors.

Consumer: it gives the consumer to explore and taste different flavors of pie.

Researchers: this study will serve as an experience and discovering creativity in related to pie.

Business owner: the proposed study will help them to make an idea if what are the product that
they need to sell of how they can pursue the consumer’s to buy their product also how it can
influence the product that they have to the consumer.

Government: this study will help the government by collecting the taxes from this business.

Scope and limitation

Scope of the study

The study covers of pies that are available in the municipality of surallah and that could produce
higher number of pies per year. These studies will also include behavior of consumer with
regards to pies and willingness of stores, department stores and another specialty store to
market produce. Pies readiness to upgrade their existing business will form as part of the study.

Limitation of the study

There are the factors and conditions that will limit the researchers in the conduct of the study.
These availability of data from municipality of Surallah, limitation of data from existing consumer
who are into pies production and the distance of major players from the location of the study.

Definition of terms

The following terminologist which we’re used in the study were operationally defined to
translate clearly the ideas of the researcher to the reader of the study.

Pie- a baked dish which is usually made of pastry dough casing that contains a filling of various
sweet or savoury ingredients.
Online marketing- is an advertising and marketing the products or services of a business over
internet.

Sales promotion- a marketing strategy in which a business uses a temporary campaign or offer
to increase interest or demand in its product or service.

Chapter ll

Research methodology

Research Design

Researcher’s study used qualitative and quantitative method since we are using number
in this research. The researchers conducted survey randomly within the population in
municipality of Surallah and asked about some related question that talks in this business which
is world of pie. Furthermore, the researchers do some observation about the trends in these
days. Researchers do some surveys that the establishing of world of pie in Surallah has a big
potential by observing the population and the target market in Municipality of Surallah.

Locale of the Study

The study will be conducted in municipality of Surallah province of south Cotabato. Since
this municipality are growing rapidly, it is good to establishing a businesses like world of pie in
this municipality.

As of 2022 the municipality of Surallah province of South Cotabato has a population of 84,539.
The potential market shares are expected in this business enterprises. Surallah is considered to
be a strategic location for a business because it lies about in the different intersection of other
municipality and those are banga, Sto.niño, Lake Sebu and T’boli. Because of that the potential
customers are not only the residents of Surallah municipality but also to those municipality who
passed and travels in town.

Sample size

The researchers will randomly choose 200 respondents from the selected group of
individuals, including the friends of friends/ barkadas, young professionals, non-professionals
and others who are capable and suitable to the study that will answers the surveys.

Respondents

In this research the respondents are the people who likes or eat a pie. The respondents
are the people of municipality of Surallah province of South Cotabato. They are the one who
have an enough knowledge to answer the problem posed in our study and also they answered
the questionnaire that we gave to them which supplies the information that we need.
Sampling design

The researchers used purposive sampling design. The audience was chosen relatively
in pies industry, some of them are the market players who are the prime subject of this
enterprise. In addition, the competitor would interview on how their business operation just like
pies would flow as good example in every organization. The researchers have chosen two from
their employees related to the operation of their business.

The identified market we’re also asked about their preferred pies flavors, the focused of
the interview are about the market ability of pies in the locality.

Research Instrument

The research instrument was the tool used to collect and analyze the data gathered from
the conducted survey in municipality of Surallah. The researcher conducted a survey using a
questionnaire that will be distributed to the respondents. All information that will gathered from
the questionnaire were analyzed in every factor that focused to the feasibility of the study.

Data Gathering Procedure

The researchers observed the following procedure. First, the researchers gathered
information from online about the background of the product, all information about market,
supply and demand. Second, the researchers identify the market players in the industry within
the municipality of Surallah some of the market players are interviewed about their organization
aspect and financial aspect. Lastly, the researchers conducted a survey in municipality of
Surallah and to the other municipalities who passed and travel.

The researchers used a questionnaire and gathered all the data from that and analyze it.
Other information will be gathered and acquired to the websites in the internet and also other is
came from the books, journals and published feasibility study as a secondary data. Those
information that will gathered will help the proponents in conducting a feasibility study in
municipality of Surallah.