Asian Journal of Economics, Business and Accounting

The Philippines stands as one of the world's emerging players in the cacao industry with its potential to contribute substantial impact in the global cacao market. A research study was conducted to determine the market landscape and marketing strategies conducted by cacao farmers and processors in Bicol region, Philippines. Surveys and interviews were conducted to capture diverse perspectives and insights of 70 cacao farmers, processors, traders and retailers. Result of the study showed that demographic characteristics of the group shows the predominance of traditional farming activities combined with a significant involvement in processing and trading which highlights a diversified approach to agriculture. Majority are directly involved in selling goods to consumers, either through retail or a combination of wholesale and retail activities. There is a strong inclination towards digital marketing and direct consumer engagement, alongside traditional wholesale and retail strategies. Market outlet for cacao products in the province suggests that most market activities are locally or provincially focused, with some engagement in regional and international markets. In terms of pricing information, there is a reliance on formal and market-based sources. Likewise, most businesses recognize the value of social media in reaching customers and promoting products. Recommendations include developing targeted marketing campaigns to specific consumer segments within the province, harnessing and further strengthening the power of digital marketing channels, including social media, e-commerce platforms, and influencer partnerships, strengthening collaboration with other stakeholders across the cacao value chain to improve market linkages and promotion and continue conducting market research and consumer preferences and monitor market trends.