Navigating the Realm of Product Promotion for Local Chocolates

Ma. Teresa B. Lirag *

Central Bicol State University of Agriculture, Philippines.

Edmundo B. Casaul Jr.

Central Bicol State University of Agriculture, Philippines.

Ramona Isabel S. Ramirez

Central Bicol State University of Agriculture, Philippines.

*Author to whom correspondence should be addressed.


The Philippines is starting to have strong gains in the chocolate confectionery with the steady increase in demand for local chocolates. A study was conducted to determine the promotional media preference and strategies for creating awareness of the local chocolate developed by the university and identify the barriers in the promotion and marketing sphere. A total of 65 respondents were randomly chosen and a structured questionnaire and focused group discussion was undertaken to gather data from the field. Results of the study showed that various marketing technologies and product promotions are preferred for introducing the chocolate developed by the university. Consumers had outgrown their desire to buy chocolates in the traditional market outlet of souvenir shops and utilization of innovative social media marketing is highly predominant. Likewise, inclination in the use of digital platforms has been established and widely employed resulting to the dwindling utilization of traditional media. Towards this end, it is crucial to identify future activities that will make use of digital technology to push and promote the local chocolate to increase its competitiveness, continuous trainings must be provided to entrepreneurs on online marketing strategies, provision of financial support must be continued for upscaling the product and consumer-centered research must be continuously conducted to address the diverse needs of the consumers when new products are introduced in the market.

Keywords: Promotional strategies, confectioneries, marketing mechanism, market outlet, social media marketing, product promotion

How to Cite

Lirag, M. T. B., Edmundo B. Casaul Jr., & Ramirez, R. I. S. (2023). Navigating the Realm of Product Promotion for Local Chocolates. Asian Journal of Research in Agriculture and Forestry, 9(4), 180–186.


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