MRP Marketing Plan (Contents)

Our Lady of Fatima University - Antipolo Campus
College of Hospitality and Institutional Management
Bachelor of Science in Travel Management
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Chapter I
EXECUTIVE SUMMARY
Marikina, dubbed as “The Shoe Capital of the Philippines” for its notable shoe
industry and its citizens’ undeniable craftsmanship, had revamped itself to acquire the
status of being a renowned city through one of its prominent locations – The Marikina
River Park. During the Spanish colonization, this well-known attraction served as a
location for leisure activities and religious fiestas. The 20th century was a time of heavy
industrialization. Due to the domestic and industrial pollution, illegal settlers, and
structures built on the riverside all contributed to the site’s further deterioration and
extreme environmental contamination of the river.
Despite the unfortunate condition of Marikina River Park, it still exemplifies what
a responsibly operated government can do with great fortitude and strong political will.
The city government used its own coffer to fund the park’s renovation and further
development.
Under the leadership and management of Mayor Lourdes “Marides” Fernando’s
predecessor and husband, former Mayor Bayani Fernando, the city government
introduced in 1993 the “Save Marikina River” Program, a river-cleaning program that
involved clearing the river banks of all encroachments, both factories and informal
settlers, reviving the quality of the river’s water by demanding water treatment facilities
from industries, and establishing the river environment as sports, recreational and
cultural centers. Most of the physical work involved in the cleanup done at the Marikina
River Park had become the city’s eco-tourism setting, complete with its 11-kilometer
biking and jogging lanes, skating rink, picnic and play grounds, sports amenities,

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amphitheater, floating stages, and more. In terms of the river’s support infrastructures,
there were more access roads and wastewater treatment facilities developed.
In the present time, this is a 220-hectare expansive area rehabilitated and
converted into a sports and recreational park. There are various attractions – Roman
Garden, Chinese Pagoda, Kawayanan, Youth Camp, Animal Trail, The Philippines’
largest roller skating rink, Women’s Park and the Senior Citizen’s Lifestyle Center.
There are other amenities provided – such as the 11-kilometer biking and jogging lanes,
park benches, playgrounds, a gazebo, picnic grounds, a floating stage for events and a
riverboat. There are also numerous bars, restaurants, cafés and clubs situated in the
site. It is also a traditional venue for the Marikina Christmas Festival, which begins
annually as early as October and when the park turns into the famous Marikina Night
Market.

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Chapter II
CORPORATE CONNECTION
As the present leader, City Mayor Del R. De Guzman ensures the continuous
progress of Marikina River Park. He is an advocate of environmental sustainability, pro-
people policies and reforms, and the maintenance and/or growth of the city’s economic
stability. He vigorously pursues programs that address key concerns under his 7K
Positioning Statement: Health (Kalusugan), Education (Karunungan), Peace and Order
(Kapayapaan at Kaayusan), Livelihood (Kabuhayan), Environment (Kalikasan), Housing
(Katiyakan sa Paninirahan), and Good Governance (Katapatan at Makataong
Paglilingkod); A new approach, a new atmosphere - one that respects and champions
human dignity. This is what a new Marikina is positioned to be.

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Chapter III
ENVIRONMENTAL ANALYSIS AND FORECASTING
This section is composed of the SWOT, competitive, product and customer
analyses.
A. SWOT ANALYSIS
STRENGTHS
•Has a historicalvalue
•Known forits traditional
ChristmasFestival
•Mostof its facilities still exist
and availableforthe public
•A place forcultural activities,
programsand events
•Accessible to the public
•Has a largespatial capacityto
accommodatelargegroups
WEAKNESSES
•Someare notawareof the site
and how to accessit
•Budgetis limited forfurther
improvementsand promotions
•Situated along thepolluted
Marikina River
•There is no barrier between the
parkand the river which may
lead to accidents
OPPORTUNITIES
•Has accessto other
establishments:SMMarikina,
Riverbanks
•The restorationof theMarikina
River showcasestherich
heritagewithin the city,which
may lead to newand repeat
visitors
•Possiblegeneration of funds
andjobopportunities
THREATS
•Situated in a flood-pronecity.
Naturaldisasterssuchasthis
lead to its deterioration
• With the fastexpanseof
modern infrastructuresand
growth of urbanity in the city, it
facesa tight competitionwith
otherwell-established and well-
knownsites

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B. COMPETITIVE ANALYSIS
Due to the large number of rival companies and the diversity of services, it is
necessary to make further evaluation. A competitor analysis is a technique applied to
obtain information about a site’s important competitors, direct or indirect, and use it to
anticipate the competitor’s behavior while making better business decisions. The aim is
to explore the competition environment, to know the way they measure themselves,
their strategies to date, their major strengths and weaknesses, and how to influence
competitor behavior to the site’s advantage. Not all competitors are necessarily bad.
Good competitors can absorb demand fluctuations, expand the market, increase
motivation, and act responsively to the industry. As of today, Marikina River Park has no
direct competitors, although its indirect competitors are as follows:
 Marikina Riverbanks Center: it is a mall and office complex located off of A.
Bonifacio Avenue in Barangay Barangka, Marikina City, near the Marcos Bridge
over the Marikina River. It is also offers a lot of commercial and office spaces,
restaurants, food chains, and retail shops dot the entire mall, providing the
commercial backdrop to attractions in Riverbanks Center. And it is a one of the
major areas for Marikeños and tourist here in the City.
 Bonfire Grill: it is an amusement, bar and restaurant located in A. Bonifacio
Avenue, Riverbanks Mall Marikina Metro Manila.
 SM Marikina: it is a shopping mall located in Calumpang, Marikina City, which is
currently being rehabilitated and developed.

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 Marikina Riverbank Mall: is the haven for outlet stores for known brands. It is
smaller than the Riverbanks Center. It is located in A. Bonifacio Avenue,
Riverbanks Mall Marikina Metro Manila.
C. PRODUCT ANALYSIS
Marikina River Park is around 2 kilometers away from Marikina Riverbanks. Both
places are also connected by a pedestrian path parallel to the Marikina River and it
would take a 10 - 15 minute walk to get from one to the other.
During the day, it serves as a bike and jogging path to several nearby residents.
Health conscious people also form regular groups and exercise daily at the river park.
Just beside the river park is a prominent statue of a lady and a ship. The Lady statue is
popularly known as “Marikit-Na”, who in one legend is believed to be where the name
Marikina was derived. The ship behind her used to be a floating restaurant but
discontinued service after Typhoon Ondoy.
During the Christmas season, the entire open lot of Marikina River Park is
transformed into a bargain-tiangge area where hundreds of vendors put up stalls to sell
all kinds of items in time for the holiday season. Marikina River Park is also known for its
colorful and lively nightlife.
At night, it suddenly becomes more alive with lights and sounds as several bars
& restaurants are situated along the river side. The likes of bars, such as Bonchalet,
Papajeks, East 53 and Enzimone, offer food, drinks and live entertainment until the wee
hours of the morning. The river at night reflects the well-lighted pedestrian paths ideal
for late night strolls at the park.

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There are many other activities that visitors can enjoy – jogging, skating, biking,
walking, eating, sightseeing, etc.
D. CUSTOMER ANALYSIS
Marikina River Park is located at the left side of SM Marikina and runs alongside
a portion of the 27-kilometer Pasig-Marikina River. It takes a few minutes of walking to
reach the site. The site is accessible to any type of visitor – families, cliques, budget
conscious people, tourists, couples and students.

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Chapter IV
SEGMENTING AND TARGETING
Marikina River Park is accessible to the public market for them to enjoy and
experience anything that it has to offer. Some of the target markets that benefit the site
are as follows:
MARIKINA
RIVER
PARK

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 Families: River Park serves as a place for families to enjoy and bond together.
They may have picnics, outdoor games, sightseeing and other activities.
 Cliques: whether it is a group of friends, co-workers or any collection of people
who like to enjoy doing things together, they may choose visiting the site,
because it is surrounded by restaurants, bars, picnic areas, biking lanes, and
other establishments for them to access.
 Budget Conscious People: for those who want to spend a little and save more,
the River Park is the right place for them to visit. The site offers a wide variety of
quality products and services at very affordable prices that conform to their
budget.
 Tourists: travelers benefit directly to the site, because Marikina River Park is one
of the well-known attractions in the city.
 Couples: the River Park can also be a place for romantic and passionate lovers.
 Students: the site may also benefit those who undergo academic programs,
because the site has some historical value and is essential to the city itself.

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Chapter V
NEXT YEAR’S OBJECTIVES AND QUOTAS
As part of the aim to promote and regenerate the beauty of Marikina River Park,
the following objectives and quotas are created for the next year's operation to generate
a new image for the park:
 Prevent deterioration by the maintenance and enhancement of its facilities.
 Provide damage assistance when affected by natural calamities such as floods.
 Provide more recreational opportunities for visitors by building new hubs or
centers for events and activities and by considering their preferences.
 Encourage visitors to donate to established programs, which provide financial
assistance for the preservation and development of the Marikina River Park
 Cooperate with organizations that support environmental sustainability and to
interact with historical agencies for the purpose of protecting and enhancing its
historical and environmental value for present and future generations.
 Encourage volunteerism. In recognition that Marikina River Park resources, both
human and financial, are limited, it is necessary to seek volunteers in assisting
with the provision for the park and its recreation.
 Maintain secure and reliable facilities in an efficient and most effective manner.
 Additional Security for the safety of the tourist
 Increased number of new and repeat visitors
 Quarterly image enhancement of the park
 Develop a safe welcoming and accommodating park.

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Chapter VI
ACTION PLANS: STRATEGIES AND TACTICS
An example of the researchers’ marketing strategy is the utilization of the tagline:
“Maganda Rito Parati, Masaya Rito Parati”. This means that Marikina River Park offers
a wide variety of appealing facilities that meet and exceed the standards of its visitors. It
is also a venue for activities and attractions that suit the visitors’ preferences. Another
form of strategy is using the power of media. “#MRP” is posted with sets of pictures and
videos to promote the tagline and even the site itself. Other strategies are listed below.
A. SUCCESS STRATEGY
M EET AND EXCEED EXPECTATIONS
A DAPT TO CHANGING TRENDS
R ECKON WITH RISK
I NNOVATE TO STAND OUT
K NOW THE MARKET
I DENTIFY COMPETITORS
N URTURE STAFF
A DVERTISE ON SOCIAL MEDIA
B. SERVICE STRATEGY
R ECRUIT HIGH-POTENTIAL EMPLOYEES
I MPROVE CUSTOMER EXPERIENCE
V ISUALIZE AND DELIVER
E DUCATE PERSONNEL
R ENDER QUALITY SERVICES WITH RESPECT

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C. RECOVERY STRATEGY
P RIORITIZE COMPLAINTS
A NTICIPATE POTENTIAL PROBLEMS
R ESPOND, DON’T REACT
K NOW POSSIBLE SOLUTIONS

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Chapter VII
RESOURCES NEEDED TO SUPPORT STRATEGIES AND MEET OBJECTIVES
The usage of action points or strategies plays a big role in meeting goals, such
as promoting and conserving Marikina River Park. To attain these goals, resources are
needed in supporting the courses of action to be taken. The resources are grouped in
several categories:
 Human resources: existing staffing resources and changes required to resources
 Financial resources: existing finance funds and ability to raise new funds
 Physical resources: production and marketing facilities, technology
 Intangible resources: goodwill, reputation, brands

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Chapter VIII
MARKETING CONTROL
The control function is of high importance to the marketing plan, as it does not
only manage and evaluate activities, but it assists in identifying needed adjustments and
in setting guidelines to achieve marketing objectives and quotas. The following action
points aid the control function:
 Review marketing and sales activities regularly throughout the year
 Redirect any parts of the marketing plan that are not aligned with the goals
 Update strategies periodically to meet the needs of a changing environment,
including new opportunities and emerging opposition to the applied tactics
 Monitor performance of any promotional activities
 Profile the competition and identify the site’s competitive advantage
 Evaluate the effectiveness, completeness and accuracy of the proposed
strategies
 Assess employee performance

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Chapter IX
PRESENTING AND SELLING THE PLAN
 Create a communications strategy. The goals is to sell the products and services
by creating awareness, delivering information, educating the market and
advancing a positive image.
 Offer complementary products and services. This considers the other needs of
tourists that visit the site.
 Advertise the park through sales promotion techniques, such as utilizing online
advertising, launching contests and events, leafleting and installing promotional
stalls.
 Create a promotional video that utilizes the tagline: “Maganda Rito Parati,
Masaya Rito Parati” and the media movement “#MRP”.
 A miniature of the Marikina River Park will also be presented with the
presentation.

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Chapter X
APPENDICES/PREPARING FOR THE FUTURE
A. APPENDIX A – SURVEY QUESTIONNAIRE SAMPLE
DISCLAIMER:
This survey is based on a marketing plan aiming to promote the Marikina River
Park. A questionnaire is constructed by the researchers from Our Lady of Fatima
University for the partial fulfillment for the degree of Bachelor of Science in Travel
management. Please feel assured that your anonymity and the information you will give
will be treated with the strictest confidentiality.
CONSENT:
I have read and understood all the information written above. My participation in
this survey is voluntary and I am willing to share necessary information.
Instructions: Please complete the following questions to reflect your opinions as
accurately as possible to answer factual questions to the best of your knowledge.
Encircle the letter of your answer.
Age:
Gender: Status:

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Where did you hear about Marikina River Park?
□ I already knew it.
□ Internet
□ Friends and relatives
□ Books and guides
□ Other: _______________________________
Is this your first visit to this tourist destination?
□ Yes
□ No (How many times have you visited in the past: _____ )
By which means of transport did you come to Marikina River Park?
□ Private car
□ Jeepney
□ Taxi/FX
□ Tricycle
□ None
Do you think Marikina River Park is worth visiting?
□ Yes
□ No
What are the main reasons for your visit to this tourist destination?
□ Rest and relaxation
□ Attending an event or form of education

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□ Fun
□ Sports and recreation
□ Religious reasons
□ Other: _______________________________
Who is accompanying you on your current visit to this tourist destination?
□ No one
□ Partner
□ Family and/or relatives
□ Friends
□ Co-workers
□ Others: _______________________________
Which one do you prefer?
□ Marikina River Park during daytime
□ Marikina River Park during nighttime
Do you visit MRP often?
□Yes
□No
Do you think the Marikina River Park night market should be available all
year round?
□ Yes
□ No

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B. APPENDIX B – DIVISION OF LABOR
Aldon: Segmenting and Targeting, Next Year’s Objectives and Quotas, Prop
making, Miniature for Presentation
Bonifacio: Competitive Analysis, Product Analysis, Prop making, Miniature for
Presentation
Castrudes: Prop making, PowerPoint Presentation, Printing
Monleon: Prop Making, Miniature for Presentation
Moton: Prop Making, Miniature for Presentation, Printing
Noleal: Presenting and Selling the Plan, Prop Making, Miniature for Presentation
Policarpio: Customer Analysis, Next Year’s Objectives and Quotas, Prop
Making
Quijano: Prop Making, Survey Questionnaire, Miniature for Presentation
Rempillo: PowerPoint Presentation, Printing
Sitchon: Prop Making, Miniature for Presentation
Soriano: Overall editing, Promotion video directing, Promotion Video Script,
Prop Making, Miniature for Presentation, PowerPoint Presentation
Ty: Resources Needed to Support Strategies and Meet Objectives, Prop Making
Miniature for Presentation
Usi: Prop Making, PowerPoint Presentation, Printing

MRP Marketing Plan (Contents)

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MRP Marketing Plan (Contents)