DESTINATION

MARKETING PLAN
(BAGUIO CITY)
MEMBERS:

Tabla, Yella Mae N.

Figueras, Maarni D.

Heres, Ann Rojealine

Jabon, Jhanes Marc E.

Meniano, Justin Dave S.

Nievas, Charles Stephen R.

Salonoy, Aeiyecka
 Background of the Destination
General Information

Location of the Destination MAP Provincial Profile

It is located in the North-Central part of Luzon and

Baguio is a highly urbanized city
in the Cordillera Administrative
encompasses most of the areas within the Cordillera
Region.
Central Mountain range of Luzon. It is bounded by

Ilocos Norte and Cagayan in the North, Pangasinan

The city has a land area of 57.51
square kilometers or 22.20 square
and Nueva Vizcaya in the South, Cagayan Valley in
miles. Its population as determined
the East, and the Ilocos Region in the West. The city
by the 2020 Census was 366,358.
center of Baguio is situated at approximately 16° 25'

North, 120° 36' East, in the island of Luzon.

Elevation at these coordinates is estimated at 1,445.3

meters or 4,740.7 feet above mean sea level.

 · Brief Historical Milestones leading to the current setup of the province

Pre-colonial period Industries

The present Baguio City was once known In terms of agricultural products,
as Kafagway “wide open spaces” named by
Baguio is the best and primary
Ibaloi tribes of the Northern Philippines
(Cordilleras) source of highland vegetables such
as lettuce, broccoli, cauliflower,
Before it was transformed into a colonial carrots, potatoes, cabbage, and other
hill station or summer capital of the
greens. The city's tourism business
Philippines this is where people went in the
summer season to escape from the heat, the also draws in more financial
land was used primarily for grazing their institutions. Lodging, boarding
herds of cattle. The terrain was composed houses, transitory residences, and
of mild and calm nature with a lot of hospitality or related industries have
natural springs where water buffalos
all seen substantial growth.
“carabao,” used to cool themselves too.
 Geography

Physical Geography

★ Topographical Features Atmosphere, Climate, and Weather

Baguio is 8 degrees cooler on the average than any place in

Baguio City is a 1st class highly lowlands.
urbanized city in northern Luzon
known as the Summer Capital of the Baguio is very wet during the Philippine rainy season,
Philippines. which is from June to October

★ Water Forms

The Balili River is the birthplace of civilization in La Trinidad. It began as a little

brook, but as it spread, it became the valley's primary drainage system. The river was
formerly clean, but it became heavily polluted as La Trinidad and Baguio City grew
in population.
 Political Geography

Administrative Divisions

Baguio is divided into 129 barangays, each with its own captain and a seven-man barangay council. Since its
creation in 2000, a projected merger of the city's 130 barangays has not been realized. The planned merger,
which would lower the number of barangays from 130 to around 40 to 50 by combining nearby ones, is
thought to resolve a number of difficulties with border disputes and financial allocation.
 Local Government

Hon. Benjamin B. Magalong

City Mayor

MESSAGE

Welcome to the Summer Capital of the Philippines!

This website was created to showcase the journey our team has
embarked on for a better Baguio; the quest we have braced ourselves
against in guaranteeing that the fifteen-point agenda of this
administration is addressed.

Our objectives are anchored on the principles of good governance

particularly: Transparency, Accountability, Ethics, Integrity,
Competence and Purity of Intentions founded on Humility.

Join us in this journey, together we can all achieve a more dynamic and
responsive Baguio community.
 Current Tourism Destination

Mines View Park Burnham Park

Bencab Museum

Tree Top Adventure The Mansion Strawberry Farm

Igorot Stone Kingdom Valley of Colors Baguio Night Market

 Current Gastronomic Offers

Bulalo Steak, Sugale Baguio Longganisa, Dipasupil Patatim, Rose Bowl

Ube Jam Strawberry Jam Peanut Brittle

Strawberry Shortcake, Vizco’s
 SWOT Analysis

OPPORTUNITIES TREATHS
STRENGTHS
WEAKNESSES

● Panagbenga Festival ● Poor transportation ● Limited drainage system

● Increased in Tourism
● Cool Climate ● Polluted rivers ● Vulnerability from soil erosion
● Increased in Business
● Tourist Spots ● Garbage woes and landslide
Opportunities ●
● Delicious Food ● Landslide Virus Outbreaks like Covid-19
● Increased in Job ●
● Great Schools Competition of products from
● Thrift Shops Opportunities other provinces
● More competition from other
regions in tourist destinations
● Unsustainable urban expansion
 Development Objectives

GENERAL OBJECTIVES SPECIFIC OBJECTIVES

We all know that Baguio is well known place in To specify all that, our goal is to enhance and
the Philippines because of its weather and the develop some of the attractions in Baguio, also
attractions and establishments they offer, it was to apply the Covid-19 health and safety
called the “Summer Capital of the Philippines”, regulations to have a better and safety
because of its cool climate, this is the best place
experience for every tourist, and lastly to
promote the gastronomic offers to every
to escape the chaotic scenes in Manila. It was also
attractions and establishments in Baguio. It is
called the “City of Pines”, because the city is also
one of our goal to promote the foods and
home to tropical pine forests. With this beauty, delicacies that Baguio produce and to
there is also flaws that can be a great threat to this implement the Beauty of the city after
beautiful city. Our main goal is to enhance and enhancing and developing process.
maintain the beauty of Baguio, also to share its
famous foods, cuisines, or dishes that can be a
great advantage to promote Baguio not just only
because of its weather and attractions, but also the
signature famous food that Baguio can produce.
 Situational Analysis

Due to the attractiveness of the weather and overbuilding, the city is experiencing severe overpopulation and
congestion problems leading to a serious degradation of the environment and quality of life.

As of 2021, Baguio was producing an average of 180 tons of garbage per day before COVID-19 struck. It’s
now down to a daily volume of around 150 tons under the pandemic. Due to this situation, thirty towns and
cities, including Baguio, are paying Urdaneta for the use of its dumpsite
 Strategic Marketing Policy

Description of the Slogan

SLOGAN
Our slogan is all about being concerned to the
people whose encountering stress, anxiety,
and tired that needs to unwind for them to
relax and have some time for themselves. We
come up with this slogan because we are all
aware that there are people who is facing
some stress and anxiety. We want to tell them
that don’t let that stress rule and change you.
As our strategy, we will surely get the
attention of people who wants to unwind and
relax. Even the people who isn’t stress will
surely go to Baguio City since we will make
sure that their time will not be wasted and
they will have an unforgettable journey.
 Target Market
Target market may include travelers, funs of sporting activities, passion for wildlife and excursion services for
· lovers or couples among others ·
· Family International and Local Tourist Youth

The city is home to recreational areas To advance worldwide harmony Because many young people love the
where you can go for a cookout, through the making of different adventurous, and nature that they want
trekking or relaxation strolling. linkages and the producing of sister to stay away from metro manila life so
Allow your children to detach from city relations with homegrown and that they can have some refreshment
their electronic device and play unfamiliar urban communities based in themselves and thinking because
outside on suitable, shared improvement of Baguio is one of the Fresh air, the
best practices in viewpoints, for smell of sweet pine scent and the
example, Governance, Tourism, awesome view of mountains. Needless
Education, Trade and Industry, Arts to say, you can have a nature overload
when you are in this city. Time to give
Culture and Tradition
our lungs a break from air pollution
and reinvigorate our weary bodies
 Marketing Strategies

● Unique
● Promote
● Print
● Place
Product Development Strategies
 Baguio Night Market

It’s no secret that Baguio City is an “ukay-ukay wonderland”. A Baguio vacation isn’t complete without heading to the famous Baguio Night
Market, the best place in the city to go thrift shopping. Located along Harrison Road beside Burnham Park, the night market starts at 9 p.m.
until 4 a.m. For first-timers, it’s easy to spot the area when you’re walking along the overpass.

Project Needs Project Descriptions

Project Objectives
Make a barrier for the night market, so we only have one
Our goal is to enhance night market by making it This project for the
safer for tourist and costumers, we all know that exit and one entrance, each has a guard. 6 sets of tables and
chairs for the food stalls, extra 4 long benches that will be development of Baguio
markets are prone to pick-pocketers and it is
possible to Baguio night market to have this kind put to the sides. 20 trash cans, 4 cleaners that will clean the Market is to have a safe eating
of problems, we also want to implement night market before it opens and after the opening hours, 2 and buying of the tourist or the
cleanliness to the place by putting trash cans customers who wants to enjoy
alcohol stand for entrance and exit, 2 temperature sensors
mostly everywhere, and since it is a market we the souvenirs and the foods
want to put a tables and chairs for the food for entrance and exit, and also, we will sell masks in the
entrance for those people who forgot or lost their mask. that the night market offer.
stalls,also organized the stall by categories, we
also want to implement some covid-19 health and Putting some signages for the trash cans, signages for the
safety regulations to the market cause we all “no mask, no entry” also signages for the categorizations of
know that markets are very crowded place.
stalls.
 PARTICULARS PRICE PER UNIT COST PARTICULARS PRICE PER UNIT COST

Barrier Fence P 30,000 P 30,000 Alcohol stand (2) P 1,000 P 2,000

Security Guard (2) P 15,000 monthly P 30,000

Temperature Sensor (2) P 1,000 P 2,000

Tables and Chairs (6 sets) P 1,500 P 9,000

Masks (10) P 32.00 P 320

Trash Bin (20) P 2,000 P 40,000

Signages for trash bin (20) P 20.00 P 400

Cleaners (4) P 12,000 monthly P 48,000

Signages for “no mask, no entry” P 20.00 P 40.00

Alcohol stand (2) P 1,000 P 2,000

Total P 161,760
 REVENUE FROM SALE

Rent from stalls P 100 P 11,827,200

per day

Masks (10 boxes) P 2,500

TOTAL P 11,829,700

RENT FROM STALLS P 100 PER DAY (352 STALLS)

PER DAY P 35,200

PER WEEK P 246,400

PER MONTH P 985,600

PER YEAR P 11,827,200

 MASKS (10 BOXES, 50PCS) P 5.00 EACH

1 BOX MASK (50PCS.) P 5.00 EACH P 250

10 BOXES P 2,500

GROSS REVENUES P 11,829,700

LESS; TOTAL YEARLY COSTS P 161,760

NET YEARLY PROFIT P 11,667,940

 StoBoSa Hillside Homes Artwork (Valley of Colors)

Charming colors, cold breeze, pine and up and down paths. There’s a lot more to look forward to as you head north to Baguio City. One of them is the “StoBoSa
Hillside Homes artwork”, known as the Valley of Colors. The Valley of Colors is located along the Halsema Highway in La Trinidad, Benguet. Most people think it is
located in Baguio city, but it is actually located a few miles from the city. The estimated travel time from Manila to Benguet is 4-5 hours depending on departure.

Project Objectives Project Needs Project Descriptions

Our project goal for StoBoSa, also known as the To make the 2 designated area for arriving tourist, we are This project development is to
Valley of Colors, is to ensure that the artworks of the going to make a parking space that can accommodate at make the valley of colors
residents living there will not go to waste. Some of least 10 cars or 20 single motorcycles. We will put 5 food getting more convenient and
the tourists aren’t able to stay there for long because stalls and 2 souvenir stores inside the parking area or tourist also to help the tourist make
they don’t have any spaces to go or to park on. We lounge so they can have a snack while taking a picture or their visit memorable.
are going to enhance the place by making a two
making a memory with their family. Also, we need a health
designated place for the vehicles and also for the
and safety protocols for our tourist so we can prevent the
people, so they can have much longer times in taking
spreading of virus. So, we are going to put an alcohol and
their pictures. Also, we are going to put food stalls
that will serve Baguio’s delicacies and some sweets thermometers on entrance to ensure that the tourist’s health
for the children. To ensure the health and safety of is not endangered.
the tourists, we will also implement the health and
safety regulations so that the tourists will be safe.
PARTICULARS PRICE PER UNIT COST

50sqm Lot P 12,000/sqm P 600,000

Steel Fence (50) P 500 P 25,000

Alcohol Stand P 500 P 500

Thermometer P 2,000 P 2,000

Sweepers (5) P 1,250 P 15,000

Trash Bin (20) P 200 P 4,000

TOTAL P 637,750
 REVENUE FROM SALES

Parking rent (Car) P10/hr. Minimum of P50 P 180,000

Parking rent (Motor) P10/hr. Minimum of P30 P 108,000

Stalls rent (5) 250/day P 450,000

Souvenir Shop rent (2) 200/day P 360,000

TOTAL P 1,098,000
 Parking rent (Car) P10/hr. Minimum of P50

Per day P 500

Per month P 15,000

Per year P 180,000

Parking rent (Motor) P10/hr. Minimum of P30

Per day P 300

Per month P 9,000

Per year P 108,000

 Stalls rent (5) 250/day

Per day P 1,250

Per month P 3,500

Per year P 450,000

Souvenir Shop rent (2) 200/day

Per day P 1,000

Per month P 30,000

Per year P 360,000

GROSS REVENUES P 1,098,000

LESS; TOTAL YEARLY COSTS P 637,750

NET YEARLY PROFIT P 460,250

 TREE TOP ADVENTURE

Tree Top Adventure in Baguio gets you soaring through the air on a number of amazing high-flying activities! There's something for everyone: the Canopy Ride lets
you sail down a motorized cable line 100 feet above the trees, as the Silver Surfer lets you glide with a friend from treetop to treetop.

Project Objectives Project Needs Project Descriptions

The goal is to preserve local foods as it has We will upgrade the area to ensure the safety of our staff This initiative aims to keep the
inspired and recognized the country for its and visitors and we will put 3 food stall. Not only for tree top adventure safe and
multicultural and unique foods that provide good cleanliness and safety, but also to lure people who are clean, as well as to improve
health. hungry from riding rides and participating in activities at the economy and make it a
tree top adventure to eat Filipino foods. better place for our future
family. Maintaining the tourist
industry and maintaining
cleanliness, safety and our
culture foods, In tree top
adventure will help to boost
the city's image.
PARTICULAR PRICE PER UNIT COST

TENT 3X6 METERS (3) 4,000 12,000

TRASH BIN (6) P 1,000 P 6,000

TABLE AND CHAIRS (5 set) P 2,000 P 10,000

ALCOHOL STAND (3) P1,000 P 3,000

FOOD STALL (3) P 15,000 P 45,000

BARRIER FENCE (5) P 3,000 P 15,000

ENTRANCE FEE P5 P5

TOTAL P 91,005
REVENUE FROM SALES

RENT FROM FOOD STALL (P200 PER DAY) P 1,562,400

ENTRANCE FEE (P 5 PER PERSON) P 100,000

TOTAL P 1,662,400

RENT FROM STALL ( P 200 PER DAY ) ( 3 FOODSTALL)

PER DAY P 600

PER WEEK P 4,200

PER MONTHS P 130,200

PER YEAR P 1,562,400

ENTRANCE FEE (5 PESOS PER PERSON)

PER DAY P 850

PER WEEK P 5,000

PER MONTH P 23,500

PER YEAR P 100,000

GROSS REVENUE P 1,662,400

LESS TOTAL YEARLY COST P 91,005

NET YEARLY PROFIT P 1,571,395

 THE HEART OF BAGUIO CITY

Burnham Park is considered to be one of the most famous parks in the country. It is located in Jose Abad Santos Drive, Baguio City 2600 Benguet Philippines. It
covers a total land area of 32.84 hectares. The park is named after Daniel Hudson Burnham, an American architect and urban planner. He was also the one who laid
the plans and design for Baguio City. Most of the park’s features were originally from Daniel Burnham’s design but a few changes and alterations were made to
enhance the park’s beauty.

Project Objectives Project Needs Project Descriptions

Our goal is to enhance Burnham Park by making it more secure Make a boundary for the Burnham Park, were tourist can This venture for the
for vacationer and costumers, and it is feasible to Burnham Park rent a life vest for the security of the vacationers who wants improvement of Burnham Park
to have this sort of issues, we likewise need to carry out tidiness to try the boats, we will sell masks, and we will put some is to have a protected touring
to the spot by putting garbage bins for the most part all over, signage for the safety protocol for covid-19. We need 5 of the vacationer or the clients
and putting a few signage. And since it is Lake we want to put a cleaners for the boats and 10 janitor/janitress for the who needs to partake in the
life vest for the safety of tourist who wants to try the Swan boat. cleanliness of the place. And we need 5 sets of alcohol stand rides and the spot.
We additionally need to execute some covid-19 health and for all over the place. And we need 5 maintenances for all
safety guidelines to the Burnham Park cause we as a whole the rides.
realize that Burnham Park are extremely packed place.
 PARTICULARS PRICE PER UNIT COST PARTICULARS PRICE PER UNIT COST

LIFE VEST (100) P 185 P 222,000 MAINTENACE (5) P 2,000 monthly P 120,000

CLEANERS (5) P 350 P 21,000 MASK (10) P 32.00 P 3,840

JANITOR/JANITRESS P 350 P 42,000 SIGNAGE FOR SAFETY  P 1O.00  P 1,200

(10) PROTOCOL (10)

ALCOHOL STAND (5) P 700 P 42,000

TOTAL: P 452,040
REVENUE FROM SALE

LIFE VEST ( P 150,000/monthly) P 1,800,000

GROSS REVENUE P 1,800,000

LESS: TOTAL YEARLY COST P 452,040

NET YEARLY PROFIT P 1,347,960

 Mines View Park

The park is named Mines View since it overlooks the spectacular Baguio view of the Cordillera mountains and Benguet's gold and copper mines.  

Project Objectives Project Needs Project Descriptions

In order for us to make the Mines View Park an amazing For us to make this happen, we
- Make Mines View Park a safe place to visit by and safe place to visit, we will post a 3 tarpaulin in Mines will do our best to improve the
reminding them to remember the Covid-19 view such as, Covid-19 protocols and the Do and Don'ts. Mines View Park by making
protocols Moreover, we will improve the toilets and place a sanitizer the tourist safe while enjoying
and hand soap inside to keep the cleanliness and safeness Mines View Park and we will
-Improve toilets while enjoying the Mines View. In addition, due to Covid- make the Mines View Park an
19 we have to prevent the overcrowding by making an amazing, hassle-free, and safe
-Making an Online Reservation Online Reservation where tourist can book online if they place to visit.
want to visit the Mines view. Lastly is to have a
-Provide a Photographer to give a better and photographer for you to have an amazing souvenir because
amazing souvenir in Mines View Park your pictures can be place in Refrigerator magnet, mug, or
t-shirts.
 PARTICULARS PRICE PER UNIT COST

Toilet Renovation (2 toilets) ₱ 50,000 ₱ 100,000

Janitors (2 staffs) ₱ 12,000 ₱ 288,000

Temperature sensor ₱ 600.00 ₱ 600.00

Alcohol stand ₱ 700.00 ₱ 700.00

REVENUE FROM SALES

Rent from Toilets (₱ 20,000/month) ₱ 240,000

Rent from Photographer stalls (2 stalls, ₱ 1000 per day) (₱ ₱ 360,000

30,000/month)
Gross Revenues ₱ 600,000.00

Less: Total Yearly Costs ₱ 389,300

Net Yearly Profit ₱ 210,700

 Bencab Souvenir Mart

Mines View Park

A trip to Baguio can be tiring, but the city always rewards visitors with stunning works of art featuring original works by local artists and sculptors. Bencab Souvenir
Mart featured art forms such as art books, photography, paper products such as postcards, and notepads, painting sculpture, highland art & crafts such as textiles and
wood carvings as well as other souvenir items from t-shirts and hats/caps.

Project Objectives Project Needs Project Descriptions

The souvenir shop will be having a total of 8 stalls and each The Bencab Souvenir Mart
The aim of this project is to help make the
stall will vary depending on what kind of arts and it will be will be operating at 9 AM to 6
tourism experience more interesting, and
located near the exit of the museum, and will be having a PM, the shop ensures that the
providing satisfaction. Souvenirs is an important
security guard. Each stall will be having 2 long tables and 4 products will be high quality
component of the tourist experience, with most
cabinets for the display of the art products, the stalls for T- made by qualified artists and
tourists bringing back mementos and souvenirs
shirts and cap will be having clothing rack and clothes will definitely enjoyed by the
as evidence. People like to be reminded of
hangers. customers after touring the
special moments in their lives and to hold
museum.
evidence of those special moments.
 PARTICULARS PRICE PER UNIT COST

Long Tables (16) P 1,500 P 24,000

Cabinets (36) P 3,450 P 124,200

Clothing Rack (6) P 1,500 P 9,000

Clothes Hangers (15) P 150 P 2,250

Cleaners (4) P 12,000 monthly P 48,000

Security Guard (2) P 15,000 monthly P 30,000

Cashier and Staff (8) P 15,000 monthly P 120,000

Total P 357,450
 RENT FROM STALLS P 100 PER DAY (8 STALLS)

PER DAY P 8,000

PER WEEK P 56,400

PER MONTH P 240,000

PER YEAR P 2,920,000

GROSS REVENUES P 2,920,000

LESS; TOTAL YEARLY COSTS P 357,450

NET YEARLY PROFIT P 2,563,000

END
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The team CEO

W end y W riter

Di r. o f S ale s Di r. o f E ngi nee rin g

Ro nny Read er Abb y Au th or

N ort h Am er ica Le ad A s ia Le ad Eur ope Le ad Fr on t E nd L ea d Ba ck End Le ad

Perr y Pr esen ter Vin ny V iewer M oll y M aker Casey Creat or Berry Bo oks