MARKETING

STUDY IN R & F
PENSION HOUSE
GROUP:
GECILLE BORBON
APRIL ROSE DESUYO
ENGEL ALARDE
EXECUTIVE SUMMARY
This executive summary presents key findings from a comprehensive marketing analysis conducted
on R and F Pension House. The study covered various aspects including the establishment's current
situation, environmental factors, competitive landscape, marketing trends, market potential, and
research findings. The analysis of the current situation revealed the establishment's strengths and
challenges, including operational efficiency, financial health, and market positioning. An
examination of environmental factors was conducted to understand external influences such as
local economic conditions, regulatory changes, and societal trends. The competitive landscape was
scrutinized, benchmarking against key rivals in the local hospitality industry. Prevailing marketing
trends were explored, and untapped opportunities and target guest segments were identified.
Insights into customer satisfaction, perceptions of the brand, and preferences were uncovered. This
tailored marketing analysis provides actionable insights for strategic decision-making, positioning
the establishment for sustained success in the dynamic hospitality landscape of Bogo City.
INTRODUCTION
R and F Pension House is a welcoming and comfortable accommodation located in the vibrant
city of Bogo. It offers a blend of modern amenities and personalized service to ensure a relaxing
stay for both leisure and business travelers. The attentive and friendly staff is always ready to
assist guests with any request, and the well-appointed rooms are tailored to meet their needs.
The pension house is conveniently located to provide easy access to the city's attractions,
allowing guests to explore the local culture, indulge in the delectable flavors of the region, and
unwind in tranquility. R and F Pension House is more than just a place to stay; it's a destination
where comfort meets convenience. The pension house implements effective online marketing
strategies, develops targeted marketing strategies within the local community, evaluates the
effectiveness of promotional campaigns, fosters customer loyalty, and maintains a positive
relationship with the local community. R and F Pension House aims to increase revenue streams
by exploring additional services or packages, assessing pricing strategies, and implementing
revenue optimization tactics to drive overall business growth.
 Current Situation of R and F Pension House:

A detailed examination of the current situation revealed the strengths and challenges faced by R
and F Pension House. This included an assessment of its operational efficiency, financial health,
and market positioning. Insights gained from the foundation for strategic decisions to enhance
guest experiences and overall competitiveness.

 Environmental Factors:

An analysis of environmental factors, such as local economic conditions, regulatory changes, and
societal trends, was conducted. Understanding these external influences positions R and F Pension
House to adapt proactively, ensuring resilience in a dynamic market environment.
COMPETITOR ANALYSIS
Competitor analysis is the process of assessing and comprehending the strengths, weaknesses,
techniques, and performance of other businesses in the same sector or market as your own.
Gathering information about competitors allows to make more educated assessments and
improve their own business strategy.
COMPETITOR PRODUCTS AND PRICING MARKETING
SERVICES PROGRAMS AND
PROMOTIONS

COMPETITOR A Accommodation, meals, More expensive Social media platforms as

and additional amenities marketing that been used
such as laundry services, the establishment aside the
Wi-fi, and room cleaning. tarpaulin, flyers.

COMPETITOR B Offer event spaces or More expensive Distributed tarpaulin, social

conference facilities. media marketings are used
by the establishment.
 Marketing Trends:

The study explored prevailing marketing trends in the hospitality sector, including technological
advancements, changing guest expectations, and emerging industry innovations. R and F
Pension House is poised to leverage these trends to enhance its marketing strategies and
maintain a competitive edge.

 Marketing Research Findings:

The core of the analysis focused on marketing research findings specific to R and F Pension
House. Insights into customer satisfaction, perceptions of the brand, and preferences were
uncovered. These findings serve as a guide for refining marketing strategies, tailoring services,
and fortifying guest relationships.
BACKGROUND OF THE
PLAN
Pension houses originated from the European pension system and have evolved globally as a
budget-friendly lodging option for travelers seeking a home-like experience. In the Philippines,
the term "pension house" is commonly used to describe similar establishments. These places aim
to combine affordability with comfort and offer essential amenities.
PROPERTY NEEDS ANALYSIS

A comprehensive analysis was conducted to optimize the guest experience and operational
efficiency at R&F Pension House in Bogo. The location's proximity to amenities, transportation
hubs, and neighborhood safety was evaluated. Facilities, market demand, technology,
compliance, and financial viability were also considered. Additionally, the analysis included
guest experience, sustainability, potential expansion, and branding strategy.
SWOT ANALYSIS
STRENGTHS WEAKNESSES
Strategic Location: Positioned in a convenient and accessible location, making it
attractive to travelers. Limited Amenities: Lack of certain amenities (e.g., gym, pool) that competitors
Well-Maintained Facilities: Clean and well-kept rooms and common areas enhance may offer.
the overall guest experience. Technological Lag: Outdated technology or lack of modern conveniences in rooms.
Local Reputation: Positive word-of-mouth and reviews from previous guests Marketing Presence: Limited online presence and underutilization of digital
contribute to a good reputation. marketing strategies.
Competitive Pricing: Offering competitive room rates compared to other Staff Training: Inconsistency in staff training may affect service quality.
accommodations in the area. Dependency on Local Economy: Vulnerability to economic fluctuations in the local
Customer Service: Trained and friendly staff providing excellent customer service. area.

OPPORTUNITIES THREATS
•Tourism Growth: Capitalizing on the increasing tourism in Bogo by attracting Competition: Intense competition from other pension houses, hotels, or alternative
more travelers. accommodations in the area.
•Partnerships: Collaborating with local businesses for mutual promotion and Economic Downturn: Economic challenges in the region affecting travel budgets
benefit. and demand.
•Technology Upgrade: Investing in modern technology to enhance guest experience Changing Consumer Preferences: Shifts in consumer preferences for alternative
and operational efficiency. accommodation types.
•Diversification of Services: Introducing additional services or packages to cater to Regulatory Changes: Unforeseen changes in local regulations impacting the
a broader range of guests. operation of pension houses.
•Sustainability Trend: Embracing eco-friendly practices to appeal to Public Health Concerns: External factors such as pandemics affecting travel and
environmentally conscious travelers. hospitality industries.
MARKETING POSITIONING STATEMENT

R&F Pension House in Bogo offers budget-conscious travelers a comfortable and authentic
experience with personalized service. They aim to increase revenue by 15% over the next
quarter through targeted marketing and promotions. To achieve an average monthly occupancy
rate of 80% within the next six months, they plan to implement dynamic pricing strategies and
optimize booking platforms. The hotel aims to increase its online visibility through SEO
strategies, achieve a 4.5 out of 5 rating on review platforms, and increase social media
engagement by 25%. They will track and analyze results regularly to ensure realistic and
attainable goals.
OBJECTIVES
Within the next six months, R and F Pension House aims to develop a marketing plan that will
increase occupancy rates, attract local tourists, and enhance online visibility. The plan will be
developed in three phases. In the first phase, the outline of the marketing plan will be created,
and feedback from key decision-makers will be obtained. In the second phase, a visual
representation of the marketing plan will be developed, fostering understanding and buy-in from
the team. In the third phase, specific marketing objectives will be identified and strategies and
tactics will be implemented, closely monitoring performance indicators and making necessary
adjustments for continuous improvement.
TARGET MARKET

 The primary market for accommodations in Bogo City consists of business travelers, local
tourists, and event attendees. Backpackers and budget travelers, extended stay guests, and
special occasion celebrators make up the secondary/marginal accounts. New accounts include
digital nomads and medical tourists. The demographics, geographics, psychographics, and
behavioral characteristics of each market segment are outlined to help provide an
understanding of their needs and preferences.
MARKETING STRATEGIES

R&F Pension House's product strategy focuses on affordable and comfortable accommodations
with personalized service and a local experience. The core product is clean and well-maintained
rooms, while the augmented product includes additional services like breakfast, guided tours, or
local experience packages. Their unique selling proposition emphasizes personalized service and
a genuine local atmosphere. Pricing strategies include competitive pricing, seasonal pricing, and
bundle pricing. The promotional mix includes advertising, public relations, sales promotion,
direct marketing, social media marketing, and content marketing. Distribution strategies include
partnering with online travel agencies, encouraging direct bookings, collaborating with local
businesses, and establishing relationships with travel agents.
TIMETABLE
This schedule outlines the person in charge and daily operations from Mondays to Sunday. The
opening time is at 8:00 AM, followed by seven hours of operation until 3:00 PM, then another
four hours until closing time at 7:00 PM. Dinner is served at 7:00 PM, and operations resume
until closing time at 12:00 AM. Lunch break is at 12:00 NN. Each day has a designated person
in charge, with a rotating schedule of Ms. Lepiten, Mr. Sol, Ms. Estrera, and Mr. Dalman.
BUDGET

Promotional Activities Estimated Budget (2023)

Social Media Promotion Facebook Page, YouTube and
Airbnb 4,000x12)= 48,000
Wi-Fi 1,499x12= 17,988

Total 65,988
 CONCLUSION
R&F Pension House in Bogo can achieve success in the hospitality industry by implementing a
comprehensive business approach. The product strategy focuses on providing affordable and
comfortable accommodations with a personal touch, emphasizing the local experience. This is
complemented by a pricing strategy that balances competitiveness, seasonality, and bundled
offerings. The promotional mix incorporates various channels, including advertising, public
relations, sales promotion, direct marketing, social media, and content marketing, to increase
visibility, engage with the target audience, and build a positive brand image. A robust distribution
strategy leverages online travel agencies, direct bookings, local partnerships, and travel agents,
ensuring accessibility to a wide range of potential guests. Continuous monitoring and adaptation of
these strategies are essential to stay responsive to market dynamics, changing consumer preferences,
and evolving industry trends. R&F Pension House can establish a distinct and successful presence in
the hospitality landscape of Bogo by maintaining a commitment to excellent customer service,
embracing technology, and fostering connections within the local community.