Philippine E-Journals

EFFECTIVENESS OF THE MARKETING STRATEGY OF HERB REPUBLIC IN LOS BAÑOS, LAGUNA

Zahara Ahnud M. Abdulla | Justine M. Cernero | Jaica A. Payra | Bernardita C. Bautista

Discipline: Hotel and Restaurant Management

 

Abstract:

This qualitative/quantitative research that used observation checklist, survey questionnaires and interview guide, determined the effectiveness of the application of marketing 4p’s (price, place, promotion, and product) by Herb Republic Restaurant in Los Baños, Laguna. Findings revealed excellent ratings, with minor variances, in all the 4 p’s, except in promotion. Customers were satisfied in the location, pricing and product of the restaurant. Product and place were the most effective tools among the 4p’s. The restaurant location was visible and its physical appearance caught the attention of the passersby. Herb Republics merchandise also got a high rank, the menu and over all decoration was appropriate for the restaurant theme. Herb Republic as an organic restaurant succeeded in serving its food to the customers who claimed that their reason for continuous patronage was the good taste and the nutritional value of the food.