Assessing the Role of Creative Marketing Strategies and the Challenges Faced by Pastry Businesses

This study explored the potential of creative marketing strategies and the challenges pastry businesses face in Iligan City. The principles of Consumer Behavior Theory and Community-Based Marketing Theory underscore the importance of understanding consumer preferences and leveraging local community engagement to improve business performance. By examining existing marketing practices and identifying areas for improvement, this research proposed innovative, cost-effective marketing strategies tailored to the unique characteristics of small-scale food enterprises. Through a combination of surveys and interviews, the study assessed the current state of these businesses, analyzed the effectiveness of their marketing efforts, and evaluated the potential benefits of social media marketing, product differentiation, community-based marketing, and other creative strategies such as branding, promotion, and visual merchandising. These strategies aimed to help businesses differentiate themselves, meet customer demands, and remain competitive. The findings provided business owners in Iligan City with practical information on implementing contemporary marketing strategies, boosting their visibility, customer base, and long-term viability. The objective was to equip local food entrepreneurs with the skills and knowledge needed to compete in an increasingly digital and dynamic market.