Innovative Marketing Strategies For Declining Coffee Businesses In Tanauan City, Batangas

Abstract

The growing number of coffee businesses in Tanauan City, Batangas has intensified competition, requiring declining coffee shops to adopt effective marketing strategies. This study examined innovative marketing strategies—including digital and social media marketing, branding and packaging, and customer relationship management—and assessed their relationship to business performance indicators such as sales revenue, customer retention, and product availability and distribution. It also identified factors contributing to business decline and proposed a marketing management framework matrix to address weaknesses. A descriptive-correlational design with a quantitative approach was employed, supplemented by qualitative interviews. The study involved 100 coffee consumers selected through purposive-convenience sampling and 10 non-respondent coffee shop owners. Data were collected using a survey questionnaire and semi-structured interview guide, and analyzed through weighted mean, Pearson correlation, and thematic coding. Ethical standards were maintained, following informed consent procedures and the Data Privacy Act of 2012 (Republic Act No. 10173, 2012). Findings indicated that digital and social media marketing was applied to a high extent (mean=3.51), while branding and packaging and customer relationship management were applied to a moderate extent (means=3.41 and 3.43, respectively). Sales revenue was perceived as high (mean=3.40), and customer retention and product availability and distribution were very high (means=3.61 and 3.59). Significant positive relationships were observed between marketing strategies and certain business performance indicators, though customer relationship management showed no significant relationship with customer retention. Key factors contributing to decline included limited delivery or online platforms, rising prices, and strong competition. Qualitative interviews supported these findings, highlighting operational challenges and customer access limitations. The study concludes that innovative marketing strategies, particularly digital marketing, are essential for improving competitiveness among coffee businesses. The proposed marketing management framework provides practical guidance for enhancing weak areas and sustaining business performance