Bulacan State University - Malolos

Comprehending Effective Ways of Promotion and Awareness

for Improving Sales Volume of Kerrimo

Christine joy Campos Marinas

Bachelor of Fine Arts Major in
Visual Communication
Section 4B

In Partial Fulfillment of the Requirements for

The Degree of Bachelor in Fine Arts

INTRODUCTION

Kerrimo is an innovative concept of food staff and drinks in one cup outlet that
serves hot delicious snacks or finger food fast, fresh and ready to go. So now you can
enjoy easy snack time while on the go or while busy doing something on your free hand.
Beat the hustle and bustle of having to hold your snack on one hand and drink on the
other. Kerrimo are pioneering the idea of holding a snack and drink in one cup.
It is comes from the word Carry Mo (you can carry it). It got on its name since it
offers innovative and patented way of enjoying the favorite snacks. The convenience of
holding and enjoying our favorite fries and ice-cold drink in one hand.
In Arjolan Premiere Corporation Kerrimo started as one franchises. In year 2011
when it decided to acquire Kerrimo and become the brands full-pledged owner. Even if
Kerrimo has been in the industry for quite sometime, the new management never
looked back and continued to expand its market coverage. And now Kerrimo has over
90 proud branches including stalls and carts, all over Luzon and Mindanao.
The Major supplier of fries in Kerrimo that supplies frozen potato to the world
wide restaurants and consumers are mostly from Lamb Weston of Canada. They have a
history of rapid growth, which will continue through innovative technical advancements
exciting product developments and by continuously improving every aspect of the
production process to assure efficiency, product consistency and quality.

Kerrimo serves our top quality imported yet affordable; to our costumers to
satisfy their cravings and thirstiness here is fries as our core product along with local
favorites like chicken nuggets, hotdogs, siomai dumplings, squid balls, kikiam, buchi,
cheese and shanghai sticks and even some takoyaki and Japanese cakes. Kerrimo
providing the convenient handy and fun while the costumers are eating quality local and
imported snacks and drinking at the same time in one cup. It is a innovative snacking
easy to carry products. A patented snack- dish that can be fitted to a 16 oz or 22 oz
drinking cup. Kerrimo foods-cart franchising is the first and one of its kinds in the
Philippines.
The main goal of this study is to promote and create awareness to the
consumers mind, the innovative breakthrough snack drink in one cup to purchase the
product.
.

The difficulty of eating and drinking of snacks while walking in

The convenience is you comfortably can easy to carry product in one hand
Commercial areas, malls, schools and universities, and other high foot traffic areas
with good visibility and access.

STATEMENT OF THE PROBLEM

This study will create an effective advertising strategy for Kerrimo in

order for them to establish consumers awareness to their product.
Specifically, the research sought answers to the following questions:
1. What are the consumers perceptions regarding the idea of holding a snack
and drink in one cup?
2. How aware are the consumers about the existence products of Kerrimo?
3. How familiar are the consumer regarding the store locations of Kerrimo?
4. What kind of advertising media, strategy and promotion should be used by
Kerrimo?
5. How can Kerrimo sustain its relationship to its target market?

SIGNIFICANCE OF THE STUDY

THE COMPANY

This study will benefit the company to be notice and to grow popularity in industry
that surely helps in increasing the sales volume of Kerrimo. It will help the emerging
Kerrimo to promote and raise their products be widely known in this Industry. And to
establish to the consumers mind the innovative Kerrimo products.

THE CONSUMERS
This study will create awareness to the people about the existence of Kerrimo to
boost its sales and to easily locate the stores.
THE FRANCHISER/ ENTREPRENUERS
This study will inspire people who want to start a business through franchising
Kerrimo.
THE RESEARCHERS
This study will help the future researchers to have guide and knowledge about
Comprehending Effective Ways in Promotion and Awareness.

STUDY FRAMEWORKS
THEORETICAL FRAMEWORK

Lavidge & Steiners Hierarchy-of-effects model

According to this model customers do not switch from being completely
uninterested to become convinced to buy the product in one step. Lavidge and Steiners
Hierarchy-of-effects model is created to show the process, or steps, that an advertiser
assumes that customers pass through in the actual purchase process (Barry & Howard,
1990). The model is based on seven steps, which as with the other models must be

completed in a linear way . The big difference between this model and the others is not
only the steps, but also the view on how to pass them. Lavidge and Steiner (1961) write
that the steps has to be completed in a linear way, but a potential purchaser sometimes
may move up several steps simultaneously which is supported by Munoz (2002) who
writes that normally ultimate customers do not switch directly from being interested to
become convinced buyers.
Lavidge and Steiner identify the six steps in the following order:
1. Close to purchasing, but still a long way from the cash register, are those who are
merely aware of its existence.
2. Up a step are prospects who know what the product has to offer.
3. Still closer to purchasing are those who have favourable attitudes toward the product
those who like the product.
4. Those whose favourable attitudes have developed to the point of preference over all
other possibilities are up still another step.
5. Even closer to purchasing are customers who couple preference with a desire to buy
and the conviction that the purchase would be wise.
6. Finally, of course, is the step which translates this attitude into actual purchase.

Lavidge and Steiner further qrouped these six stages into tree main stages of
consumer behavior:

Cognitive (thinking) so that the consumer becomes product aware and gathers

product knowledge
Affective (feeling) so that the consumer likes the product brand and has

conviction on it
Conative (behavior) so that the consumer buys the product brand

CONCEPT FRAMEWORK

The marketing strategy method that figure above is shown the partition of the
component that is arranged into each part. This strategic process will aim through
promotion in order to achieve the purposive objectives, possessing vigor to this
composed stages that must be accomplished in order to satisfy optimization and
achievement of the proposed objectives.
SCOPE AND LIMITATIONS

This study will focus on the effective advertising strategies to establish consumers
awareness to their product. This study will able to help the company to promote their
products in the market through promotion and advertisements. This study will sure help
them to achieve their mission and goals to their product

DEFINITION OF TERMS
The following terms are defined on how it used in the study to further understand
the study made the researchers.

Comprehend- To understand something such as a difficult or complex subject.

Breakthrough- It is a sudden increase in knowledge and understanding. An important
discovery that happens after trying a long time to understand and explain something.
Innovative- Introducing or using new ideas and methods about how something can be
done.
Patented- its originated by or peculiar to one person or group
Tactical- An method that is planned and used to achieve a particular goal.
Expedient- Providing an easy and quick way to solve the problem or to do something
Partition- Divided into two or more parts having separate one from another
CHAPTER 2
RELATED LITERATURE
Sales promotion

According to John and William (1986), the sales promotional marketing activities
considered to be more efficient than advertising publicity and personal selling. In
addition to that other researchers considered sales promotion as a direct inducement,
proposing special added value for goods to target salesperson, customers or resellers
(William and Ferrell, 1987; Gardener and Treved, 1998). According to Joncos (1990)
sales promotion is an effective way of competitive retaliation rather than marketing
activities. Mercer (2002) definedpromotion as it is a technique which mainly used by
marketer on a temporary basis to create an attractive goods or services to encourage
the customers to purchase goods or services in a specific time period by providing more
benefits. Belch and Belch (1996) defined sales promotions as direct encouragements
provide an additional stimulant for the products to be sold or distributed in a short period
of time. Both Kotler (2002) and Totten & Block (1994) defined sales promotion as any
activity which obtained by the producers usually short term designed to encourage
quicker or greater amount trade retailer or wholesaler as well as influence individual to
buy the product. According to Perreault, Cannon & McCarthy (2006) and Shimp (2003)
sales promotion defined as a communicating information within two parties, seller and
potential buyers, which is obtained to effect customers decisions.
Samples
According to Clow and Baack (2007) they defined the free sample method as a
technique to induce customers to try new lunched products.
Coupons
According to Cook (2003) customers can easily be convinced with the coupons
technique since it is very useful tool for trial buying, and it considered as a good way to
be used to induce customers brand switching. According to Gilbert and Jackarias,

(2002) they found that coupon promotions have no significant effect on volume of
product purchased by a consumer.
Price discount
According to Fill (2002) price reduction is a valuation approach where goods or
products are offered in a good discounted buying price and it seems to be a reduced
cost to the consumers, mostly applied in hypermarkets and point of purchase displays.
Price discount is reduce the price for a given quantity or increase the quantity available
at the same price, thereby enhancing value and create an economic incentive to
purchase (Raghubir and Corfman, 1999). Other studies found that price discounts (cut
off prices) playing an important role in stimulating new customers behaviors to try the
offered products (Brandweek, 1994; Blackwell, Miniard and Engel, 2001; Fill, 2002;
Shimp, 2003).
Short-terms peaks (seasonal) in sales usually attracted the occasional users of the
same brand more likely than getting new customers to purchase the discounted good,
moreover, these occasional users after getting benefit of this promoted good would
most likely getting back to their preferable brand or type rather than buying that
promoted brand at full price after discounted season (Ehrenberg et al, 1994). According
to Percy (2001) consumers are more to be attracted to price discount promotions.
Ndubisi and Chiew (2006) claimed that product trail has a relationship with price
discount, in a sense that the first can be increased by price reduction for any product.
Others stated that price reduction has a relationship with different promotion tools in a
way that they are effecting each other and pushing the customers to buy the product,
such as coupons and samples (Huff and Alden, 1998; Krishna and Zhang, 1999; Mela
etal., 1997; Gilbert and Jackaria, 2002)It is also indicated that a huge discounted price
for any product which happened to be in sales seasons would exercise by dealers

because of consumers price awareness (Kopalle and Mela, 1999; Banks and Moorthy,
1999; Smith and Sinha, 2000).
Buy one get one free
According to Sinha & Smith (2000) Buy one get one free defined as one of the common
used promotion tools of sales promotion, in a sense that if you buy one product, you get
another one for no cost, by using this technique the customer can be easily attracted to
buy the product because there is no additional cost and it should be more valued from
the customer perspective, therefore customer cant ignore such great deal.The bonus
packages and extra products without cost inspire the customer buying behavior to
purchase the product; because customers are getting good feeling towards such offer
especially if it is in large sizes packages and properly advertised. According to Li, Sun &
Wang (2007) Buy one get one free type promotions is a very helpful tool especially to
marketers and manufactures who want to clear their stock more quickly.
Consumer buying behavior
The impact of sales promotion on consumer buying behavior has been widely stated in
many researches and studies, they have shown that there are a lot of factors can effect
consumer buying behavior, either to buy or not (Nagar, 2009; Smelser and Baltes,
2001). According to Nijs, Dekimpe, Steenkamps and Hanssens (2001) sales promotions
have a huge impact on consumers buying behavior such as purchase time, product
brand, quantity and brand switching. Moreover, consumer purchase decisions
sometimes based on the price sensitivity, individuals are more attracted to promoted
products (Bridges, Briesch and Yim, 2006).According to Schiffman and Kanuk (2004)
there are four views for explaining consumer decision and behavior such as, economic
view which it has the more impact followed by passive view, emotional view and
cognitive view,they also stated that consumer buying behavior concerned on how

customers decide what product they want and how that evaluation is going to be and its
impact on future purchases. According to Naimah and Tan (1999) some factors affect
consumer to buy a specific product such as high purchasing power and other sales
physical surroundings. Kotler (2003) argued that other social and economic factors may
affect consumer decisions for example culture and fundamental factors of consumer
behavior.
Brand Loyalty
Brand loyalty divided into three parts from a behavioral aspect, they are: primary
behavior, secondary level behavior and re-buy intention. In regards to primary behavior
the customer repurchase or otherwise continue using the brand, and it can be verified
by repeating to buy a product or a service; while secondary level behavior indicated to
other positive behaviors such as word of mouth advocacy and commitments; rebuy
intention indicates to consumer future intention to repurchase product or service.
(Chen, Chen and Hsieh, 2007; Jones and Sasser, 1995; Dick, Alan S. and KunalBasu,
1994) Many marketers believe that brand loyalty is a key factor for business successful.
According to Oliver (1999) brand loyalty indicates to customer willingness and
commitment to repurchase or patronize a likely product or preferred service regularly for
a long term, therefore it leads to same brand set purchasing. Chen and Ching (2007)
stated that loyalty consist of two major dimensions: behavior and attitude, the first one
indicates to consumer frequent actions as a result of brand loyalty, the second one
indicates to influential behavior as commitment. Rust and Zahorik (1993) stated that it is
more valuable, beneficial and cheaper to retain firm current customers rather than get
new ones.

1: What are the consumers perception regarding the idea of holding a snack and
drink in one cup?
1.) Was it easy to use?
o Yes
o No
2.) Is the product are the same with the ordinary pen when it is in use?
o Yes
o No
3.) What can you say about the Product?
o Funny
o Interesting
o Other(please state what you can say about the product)

2: How familiar are the consumers about the existence products of Kerrimo?
4.) What comes in your mind when you hear 3Doodler Pen?
________________________________________________________________
________________________________________________________________
5.) Have you ever heard about 3Doodler Pen?If yes do you know what does it do?
o Yes
o No
___________________________________________________________________
___________________________________________________________________
6.) Where did you hear about it? What was your reaction?
o Family

o
o
o
o

Friends
Neighbours
Internet/Social Media
Other please specify

______________________________________________________________________
______________________________________________________________________
7.) Would you like to buy it? Why?
o Yes
o No
______________________________________________________________________
______________________________________________________________________
8.) How did you know about the product?
o Poster
o Banners
o Promotional Ads
o Word of mouth
o Standee
o Others( please specify)

3: How familiar
are the consumers regarding the store locations of Kerrimo?
9.) Have you ever visited any of their stores?
o Yes
o No
10.) Did you know where their stores are located?
o Yes
o No
o I have no Idea.
11.) Where do you prefer to visit most?
o SM Malls

o
o
o
o

Robinsons Malls
Gallerias
Megamall
Victory mall

7.) Do you think their stores are easily accessible (like Metro Manila)?
o Yes
o No
4: What kind of advertising media strategy and promotion should be used by
Kerrimo?
8.) What advertisement do you suggest for 3Doodler Pen to compete with big
competitors
o Newspaper
o Transit Ad
o Flyers
o Local Radio Ad
o Local TV Ad
o Loyalty Card
o Bunting
o Billboard
o Other(please Specify)

9.) What factors do you consider in order to say that the advertisement is effective?
o Concept
o Image
o Message
o Other:
__________________________________________________________
10.)
Will it be effective if the advertisement had celebrities in it?
o Yes
o No
11.)
Do you think online advertisements can help attract more customers?
o Yes
o No
Why?
______________________________________________________________
______________________________________________________________

12.)
Do you think free workshops would be an effective advertisement to make
3Doodler attract its customers?
o Yes
o No

5:How can Kerrimo sustain its relationship to its target market?

13.)

Do you think social media can affect their sales?

o Yes
o No
Why?
________________________________________________________________
________________________________________________________________

14.)

Are you aware of their Facebook page?

o Yes
o No

15.)

If yes, would you give it a "like"?

o Yes
o No

16.)

Which advertisement do you prefer?

o Online Advertisement
o Print Advertisement