A CASE STUDY OF THE PROMOTIONAL STRATEGY OF GREENWICH IN

CONJUNCTION WITH ITS BARKADA BUNDLES PROMO

A Quantitative Research Presented to the Faculty of

Senior High School Department

STI College Caloocan City

In Fulfillment

of the Requirements for the

Senior High School Tourism Operations Strand

By

Denver Dumo

Rhea Joy Egamino

Louise Marie Fernando

Lovely Francisco

Jovelyn Fuentes

August 2017
 CHAPTER I

INTRODUCTION

Nowadays , many teenagers love to travel because they want to see different

places and they want to see outside their own environment and its one of the reason

why they travel is to taste different kinds of foods here in the Philippines. They try

many different kinds of foods that satisfy their cravings and foods that bring joy to

them.

One restaurant that offers different kinds of foods is Greenwich. This restaurant

serves different varieties of pasta dishes and pizza. This company aim to satisfy their

customer by giving the customers wants and they make a promo called “Barkada

Bundle” that containing their specialties that can the customers affords it by a small

prize.

The researchers conducted a study about this restaurant for us to know how they

patronize their product and what are their strategies to attract customers. Furthermore,

to give an idea to the future workers if they intend to create a business and to help them

how to promote their business.

Statement of the Problem

This study seeks to gather information about promotional strategy of

Greenwich in conjunction with its Barkada Bundles promo

This research will also answer this questions

1. How the Barkada Bundle increase the sales of Greenwich ?

2. What kind of strategy that Greenwich sangandaan do to encourage the customers

buy their product

3. How can Greenwich maintain their sales

Significance of the Study

The study will give a benefits to our society considering that many people in our

country are really love to eat pizza that was popular nowadays in social media as we

browse in the internet like Facebook, Twitter and Instagram.

The generalization of this study would be a big contribution to our food industry

and will help the customers to get some tips about the strategy of Greenwich behind of
their successful marketing business, The essential result of this investigation could be

an motivation and beneficial to the following:

Greenwich - The study will help the Greenwich restaurant to become aware about

customer's expectations to their product and services.

To the Future Workers- The idea of the study would help them to gain knowledge that

they can use for the future

Scope and Limitations of the Study

The research study will focus in the promotional and bundles offered by

Greenwich. The research will look at a restaurant that has a popular of making pizza

offers that can be satisfy for teenagers. The research finds results or a detail proves that

Greenwich is the one of most business company offering a variety of pizza and pasta

dishes.

The study will look for what are they strategies to attract customers to buy their

products. The research paper will not cover like the customer services, their financial

income to create their business, the employees etc. which not related in our study.
Hypothesis

The purpose of this research is to know how the Greenwich promote their

products and also to ensure that their food can satisfy the cravings of their customers ,

how can maintain their sales, and find out what are their strategies to attract the

customers in terms of their quality of their service.

The study specifically wants to prove that there is a significant relationship between the

Promotional Success/Income of Greenwich to its Barkada Bundles Promo.

 TABLE OF CONTENTS

Page

TITLE PAGE………………………………………………….........i.

TABLE OF CONTENTS…………………………………………..ii.

CHAPTER

I. THE PROBLEM AND ITS BACKGROUND

Introduction…………………………………………2

Statement of the problem…………………………..3

Significance of the Study…………………………...3

Scope and Limitations of the Study………………..4

Hypothesis…………………………………………..5
 CHAPTER II

Review of Related Literature and Studies

This chapter presents some of the related literatures and studies which provided the

researchers with relevant information in support to the current study

Foreign literature

Food Quality

According to Dewiet Miller, during the current state of today’s ever-changing

economic environment, customers are even more often constantly evaluating the

presented value versus actual quality. Sometimes the customer’s perceptions of quality

is usually thought of as meeting the needs and expectations of guests and thereby are

able to provide product satisfaction.

Food is the most crucial part of the overall restaurant experience (Sulek and Hensley,

2004) because food is the reason why customers wants to go back to the certain

restaurant, like in Greenwich Sangandaan pizza and pasta is of the reason why

customers go back to that restaurant and not only by food but also for the affordable

price. Peri (2006) also considered food quality as an essential condition to fulfilvarious

expectations and needs for customers. Furthermore, Gagić et al. (2013) found that food

quality was a key contributor to customer satisfaction and behavioral intention.

Price Fairness

According to Lim (2010) that, customers are likely to come back again and again if

price is perceived to be fair. On the other hand if they perceive that the price is
unfair they will complain and finally defect to other restaurants. Just like in

Greenwich Sangandaan they serve a food package called The Barkada Meal which

have an affordable price and can satisfy the customers, they made this for the

customers to easily afford and taste the foods they want.

Local Literature

Customer Satisfaction

According to Sabir et al. (2014), customer satisfaction has become the most significant

aspect in the field of business, because satisfied customers have significant impact on

the profits of business. The strategy use by Greenwich Sangandaan is by introducing

new products to capture an even broader base of highly satisfied customers. Greenwich

offered new products including Pizza Square, the delicious and popular BLT (Bacon,

Lettuce and Tomato), Pepperoni Overload, Mozzarella Garlic and introduced Chicken

Pasta in the pasta line while making the Lasagna Supreme and Baked Chicken

Macaroni creamier, cheesier and meatier. Greenwich offered new dessert products as

well. Through its advertising campaign “Sa Totoo Lang, Masarap!” (Honestly, It’s

Delicious!), Greenwich drove home the message of bringing customer satisfaction

through its focused effort in improving and broadening its menu.

Service Quality

Service quality is not an easy task to quantify and being evaluated, because it is not

a product to quantify but it is customer’s evaluation and subjective perception

about something (George & Jones, 1991). The researcher found that greater you

give service as per customer requirement or need, greater will be the level of

satisfaction and vice versa. If the restaurants personnel have good characteristics

towards the customers the restaurants receive a good feedback from the customers.
 BIBLIOGRAPHY

Miller, D. Getting Food Quality Precise is an Ingredient for Sustaining and Growing a

Successful Restaurant. Hotel Business Review

Peri, C. (2006). The universe of food quality. Food quality and preference, 17(1), 3-8.

Gagić, S., Tešanović, D., & Jovičić, A. (2013). The vital components of restaurant

quality that affect guest satisfaction. Turizam, 17(4), 166-176.

Lim H (2010). Understanding America customer perceptions on Japanese food and

services in the U.S. UNLV Thesis/ Dissertations/Professional papers/capstones. Paper

654.

Sabir, R. I., Ghafoor, O., Hafeez, I., Akhtar, N., & Rehman, A. U. (2014). Factors

affecting customer‟s satisfaction in restaurants industry in Pakistan. International

Review of Management and Business Research, 3(2), 869-876.

George, J. M., & Jones, G. R. (1991). Towards an understanding of customer service

quality. Journal of Managerial Issues, 3, 220-238.

 CHAPTER III

Research Methodology

This chapter illustrates and explains the research design, locale of the study, the

population of the study/sample size, research instrument, data gathering procedures and

statistical treatment.

Research Design

The researchers used the quantitative research in obtaining reliable data about

the promotional strategy of Greenwich in conjunction with its Barkada Bundles promo.

Quantitative research is explaining phenomena by collecting numerical data that are

analyzed using mathematically based methods (in particular statistics).The researchers

also used descriptive research design as the measurement of what exists and may be

able to help uncover new facts and meanings.

Sampling Technique

The researchers utilized purposive sampling technique to gather the general

target population and the number of customer who experience taste the foods offered by

Greenwich. The customers who will attend in Greenwich to experience eating their

foods. This type of purposive sampling technique is a probability sampling that can

represent the population. Purposive sampling may also be used with both sampling

methods to determining the required number of samples in our study.

Locale of the study

This study is conducted in Greenwich in all branches in CAMANAVA area.

Population of the study

The target population of this research is the customer who experience eating in

Greenwich. The researchers obtained 50-100 people to interview in order to satisfy our

research.

Research Instrument

The researchers used survey for data gathering, if the respondents cannot

answer the some question, the researcher will base on customer satisfaction, customers

reviews, and magazines about the Barkada Bundles Promo of Greenwich.

Data Gathering Procedures

The researchers utilized the following procedures in conducting the study:

1. The researchers made a questioner for the customers of Greenwich for them to know

if the strategy of making the Barkada Meal is effective and has a great impact to the

sales of the company.

2. The researchers gather and their surveys is within in CAMANAVA area only.

3. The researchers made at least 7 questions per survey for them to satisfy their study.
 CHAPTER IV

Result, Analysis and Interpretation of Data

This chapter presents the data and findings of the research. The statement of the

problem that discussed in Chapter I was answered in this area.

1. Which product of Greenwich do you prefer?

80

70

60

50

40

30

20

10

0
Pasta Dishes Pizza Rice Meals

Graph 1 showed the average number of customers Who answer what product of

Greenwich they prefer.

Based from the answers given by the Greenwich customers. The researchers proved

that 71% of the customers answered Pizza, it means they more prefer to eat pizza in

Greenwich. The 23% of the survey contains the customers who choose pasta dishes

as the product they more prefer when they eat in Greenwich. Lastly the 6% of the

respondents choose rice meals as the product they prefer. It means their pizza dishes

is the food that their customers much prefer when they eat in the restaurant
2. Why did you choose Greenwich?

100

90

80

70

60

50

40

30

20

10

0
Because of the food Instgramable Affordable Favorite Fast Food

Graph 2 showed the average number of customers who answer why they

choose Greenwich.

Based from the answers given by the Greenwich customers. The researchers

proved that the 91% of the total respondents answered that they choose

Greenwich because of their food. The remaining 9% of the total respondents

they choose Greenwich because the places is instagramable, affordable and it

was their favorite restaurant. It means that Greenwich has good food quality

that helps them to attract more customers and help th increase their sales.
3. What promo of Greenwich do you prefer?

70

60

50

40

30

20

10

0
Overloaded Meals Barkada Bundle Big Barkada Feast

In Graph 3 showned that 62 people who have been surveyed, The promo that

they prefer is Barkada Bundle. The 26 people choose the Over loaded Meals and

the remaining 12 people choose Big Barkada Feast.

Based from the people who have been surveyed they have a different taste in

terms of the food. 62 people choose Barkada Bundle and the 26 people choose Over

loaded Meals and the remaining people choose Big Barkada Feast and the total of

100 people. The researchers encounter different people with different taste. They

have their own promo that they preferred.

4. Why did you choose that promo ?

70

60

50

40

30

20

10

0
Delicious Affordable Friends/Family No comment

In table 4 showned the people who have been surveyed 62 people who choose

their promo says ‘’It is Affordable’’ and 21 people says because of their

‘’Friends/Family’’ and 14 people says because It is ‘’Delicious’’ and the remaining

1 says ‘’Nothing’’.

Based from the answers of 100 people who have been survey 62 of them says

because it is Affordable and 21 people says because of their Friends/Family AND

14 people says because it its Delicious and the remaining 1 says nothing. Going

back from the Table 3 the people who choose their own preferred promo like

Barkada Bundle, Over loaded Meals and Big Barkada Feast have been explained in

table 4 and the answers are : Because it is delicious, Because it is Affordable,

Because of my Friends/Family and no comment.

5. If you choose Barkada Bundle , Rate it ? (For Barkada Bundle answers only)

40

35

30

25

20

15

10

0
Very Good Good Satisfied Poor

In this graph,representing persons who choose the barkda bundles promo and

what their rate for it.Most of their answered is very good that has a 36%,21% for

good,5% in satisfied and 0 poor which are considered has their own rating in

choosing promo that they prefer.

6. Without Barkada Bundle do you still eat in Greenwich? (For Barkada Bundle

Only)

60

50

40

30

20

10

0
Yes No Maybe

In this graph,shown of most answered are yes because some persons had still eat

in greenwich even without barkada bundles and not all of them are together with

their friends.But others are did not yet to still eat in greenwich because they are

prefer if have a barkada bundles for their friends.

.
7. Are you satisfied to their services

120

100

80

60

40

20

0
Yes No