Home⇛Journal of Interdisciplinary Perspectives⇛vol. 3 no. 7 (2025)

Assessing the Role of Creative Marketing Strategies and the Challenges Faced by Pastry Businesses

Romily Mae Ambito | Katherine Dagatan | Lady Rose Rosal | Albert A. Alonzo | Djannez M. Dadole | Ma. Leah Suazo

Discipline: business and management (non-specific)

 

Abstract:

This study explored the potential of creative marketing strategies and the challenges pastry businesses face in Iligan City. The principles of Consumer Behavior Theory and Community-Based Marketing Theory underscore the importance of understanding consumer preferences and leveraging local community engagement to improve business performance. By examining existing marketing practices and identifying areas for improvement, this research proposed innovative, cost-effective marketing strategies tailored to the unique characteristics of small-scale food enterprises. Through a combination of surveys and interviews, the study assessed the current state of these businesses, analyzed the effectiveness of their marketing efforts, and evaluated the potential benefits of social media marketing, product differentiation, community-based marketing, and other creative strategies such as branding, promotion, and visual merchandising. These strategies aimed to help businesses differentiate themselves, meet customer demands, and remain competitive. The findings provided business owners in Iligan City with practical information on implementing contemporary marketing strategies, boosting their visibility, customer base, and long-term viability. The objective was to equip local food entrepreneurs with the skills and knowledge needed to compete in an increasingly digital and dynamic market.



References:

  1. Almeda, S., & Pobre, I. (2012). Micro, small and medium enterprises (MSMEs) in the Philippines: What we know and what we don’t know. AIM Rizalino S. Navarro Policy Center for Competitiveness. Retrieved from https://tinyurl.com/yfh3vdnu
  2. Ali Soomro, Y., Abbas Kaimkhani, S., & Iqbal, J. (2017). Effect of visual merchandising elements of retail store on consumer attention. Journal of Business Strategies, 11(1), 21–40. https://doi.org/10.29270/jbs.11.1(17).002
  3. Bayir, B., Charles, A., Sekhari, A., & Ouzrout, Y. (2022). Issues and challenges in short food supply chains: A systematic literature review. Sustainability, 14(5), 3029. https://doi.org/10.3390/su14053029
  4. Beuren, F. H., Gomes Ferreira, M. G., & Cauchick Miguel, P. A. (2013). Product-service systems: A literature review on integrated products and services. Journal of Cleaner Production, 47(47), 222–231. https://doi.org/10.1016/j.jclepro.2012.12.028
  5. Bondarenko, V., & Vyshnivska, B. (2023). Promotional marketing as a method of increasing sales. Three Seas Economic Journal, 4(2), 21–28. http://dx.doi.org/10.30525/2661-5150/2023-2-3
  6. Crismundo, K. (2022) DTI eyes to tweak definition of MSMEs amid digitalization. Philippine News Agency. Retrieved from https://tinyurl.com/dabkavff
  7. Carson, D., Gilmore, A., & Walsh, S. (2004). Balancing transaction and relationship marketing in retail banking. Journal of Marketing Management, 20(3-4), 431–456. https://tinyurl.com/3kru4pxp
  8. De Jesus, F. S., & Tolentino, L. (2022). Analysis of small food businesses in San Leonardo Nueva Ecija using creative marketing: Basis for development of business plan. International Journal for Research in Applied Science and Engineering Technology, 10(8), 246–258. https://doi.org/10.22214/ijraset.2022.46141
  9. Edsall, C. (2021). What is brand theory in marketing? Brand Theory. Retrieved from https://tinyurl.com/mur634ea
  10. Gotter, A. (2018). 14 creative marketing strategies you need to try. Disruptive Advertising. Retrieved from https://tinyurl.com/ys93v9we
  11. Hefer, Y., & Cant, M. C. (2013). Visual merchandising displays effect on consumers: A valuable asset or an unnecessary burden for apparel retailers. International Business & Economics Research Journal, 12, 1217-1224. https://doi.org/10.19030/iber.v12i10.8132
  12. Iyamabo, J., & Olutayo, O. (2013). A three-component definition of strategic marketing. International Journal of Marketing Studies, 5(1). https://tinyurl.com/52a4xnn6
  13. Jaymalin, M. (2022). DOLE: Informal workers in Metro Manila get P20 million aid. Philstar. Retrieved from https://tinyurl.com/3ub4ztm8
  14. Kapferer, J. N. (2001). [Re]inventing the brand: Can top brands survive the new market realities? Kogan Page.
  15. Kerfoot, S., Davies, B., & Ward, P. (2003). Visual merchandising and the creation of discernible retail brands. International Journal of Retail & Distribution Management, 31(3), 143–152. https://doi.org/10.1108/09590550310465521
  16. Larson, S. (2014). Tasty Filipino pastries you should know about. Escoffier Online. Retrieved from https://tinyurl.com/33a2ksp2
  17. Magboo, H. J., Añonuevo, T., Carmelli, K., Castillo, N., Gulfo, H., Harold, D., Lacay, M., Encio, H., Fernan, R., & Refozar, G. (2020). Creative marketing strategies of food park businesses in Batangas, Philippines. Asia Pacific Journal of Academic Research in Business Administration, 6(1), 31–44. https://tinyurl.com/yfxwa8rp
  18. Martins, A., Branco, M. C., Melo, P. N., & Machado, C. (2022). Sustainability in small and medium-sized enterprises: A systematic literature review and future research agenda. Sustainability, 14(11), 6493. https://doi.org/10.3390/su14116493
  19. McCombes, S. (2023). Descriptive research design | definition, methods and examples. Scribbr. Retrieved from https://tinyurl.com/bdeyncab
  20. Miyazoe, K. (2022). The concept of community-based marketing. Annals of Business Administrative Science, 21(3), 61–73. https://doi.org/10.7880/abas.0220420a
  21. Nelson, N. (2023). What is a micro business? Wolters Kluwer. Retrieved from https://tinyurl.com/52p8eezs
  22. Perco A. (2024). 7 of the biggest marketing problems & how to solve them. Semrush Blog. Retrieved from https://tinyurl.com/2t5st82x
  23. Radipere, S., & Van Scheers, L. (2014). Investigating whether a lack of marketing and managerial skills is the main cause of business failure in South Africa. South African Journal of Economic and Management Sciences, 8(4), 402–411. https://doi.org/10.4102/sajems.v8i4.1171
  24. Rane, N., Achari, A., & Choudhary, S. P. (2023). Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering Technology and Science, 5(5), 427–452. https://doi.org/10.56726/irjmets38104
  25. Roy, P., & Datta, D. (2022). Theory and models of consumer buying behaviour: A descriptive study. SSRN Electronic Journal, 11(8). https://doi.org/10.2139/ssrn.4205489
  26. Sharma, V. (2014). Creative marketing for small businesses. IOSR Journal of Business And management (IOSRJBM), 16(7), 69-77. https://tinyurl.com/3etaw7p7
  27. Shopify. (2023). Micro businesses: Advantages, challenges, popular types (2023) - Shopify Philippines. Shopify. Retrieved from https://tinyurl.com/55sb6zsf
  28. Stylidis, K., Wickman, C., & Söderberg, R. (2019). Perceived quality of products: A framework and attributes ranking method. Journal of Engineering Design, 31(1), 37–67. https://doi.org/10.1080/09544828.2019.1669769.
  29. Tan, B. (2024) Visual merchandising: Strategies for captivating retail displays. Off-Grid Singapore. Retrieved from https://off-grid.sg/visual-merchandising/

Tools


Copyright © 2025  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic