In 2022, the Department of Agriculture reported that milk consumption in the Philippines (15.66 liters per capita) was 120 times higher than production (0.13 liters), revealing heavy reliance  on imports (Loresco et al., 2022). Strengthening local dairy production is vital for food security,  resilience and sustainability. Despite being the only dairy manufacturer in Baguio City, Mountain High Dairy Cooperative  (MHDC) remains relatively unknown. Located in Dontogan, MHDC produces milk, yogurt, cheese, ice cream and pastillas but struggles with brand awareness. This study explores MHDC’s market position, strengths and challenges and recommends strategies to enhance visibility and competitiveness.
       
Specifically, this study aims to realize answers to the following questions: 1.What are the consumer’s perceptions of the brand regarding its marketing mix strategies? 2. What is MHDC’s perspective concerning its current marketing mix strategies? 3. What marketing mix strategies could locals/researchers suggest to address the lack of MHDC brand awareness?
       
This study examines Mountain High Dairy Cooperative (MHDC) and its five marketing mix strategies product, price, place, promotion and people to identify factors contributing to limited awareness of its products. Nineteen respondents, including café owners and individual consumers aged 24-73 who have lived or studied in Baguio City for at least one year, were purposively selected. Interviews ensured varied perspectives while adhering to ethical research standards.
       
Findings highlight the central role of the marketing mix in shaping market performance. Fiorillo and Amico (2024) stressed that product, price, promotion and distribution drive growth. Likewise, Alvares et al., (2021) observed that entrepreneurial and contextual factors often limit dairy farmers’ value chain strategies. Furthermore, effective promotion requires clearly communicating product benefits to target markets, but argued that government support enables cooperatives to achieve profitability and contribute to industry development.
       
This study applies Goldratt’s Theory of Constraints (TOC), which identifies bottlenecks limiting performance. For MHDC, addressing marketing mix constraints offers strategies to improve efficiency, competitiveness and long-term sustainability (Boogard, 2022).
       
The study use the Input-Process-Output (IPO) model as its framework to examine Mountain High Dairy Cooperative’s (MHDC) marketing mix strategies. The input identified variables contributing to low brand awareness, particularly gaps in product, price, place, promotion and people. The process involved data collection, interviews and analysis to evaluate these constraints. The output produced recommendations for enhancing MHDC’s marketing mix, focusing on expanding visibility, improving promotion and strengthening consumer engagement. These strategies aim to address awareness issues, help MHDC reach a wider market and reinforce its role as Baguio City’s primary dairy farm.

The study employed a qualitative research approach to explore MHDC’s marketing strategies. A sample of 19 respondents is sufficient for a qualitative study using interview method and produce repeating themes and no new insights emerge. Qualitative research prioritizes deep understanding of participants’ lived experiences and data saturation rather than numerical generalization (Neubauer et al., 2019). When rich and detailed information’s are  solicited and consistently obtained, the sample size is considered methodologically adequate (Hennink and Kaiser, 2022).
       
Nineteen respondents from Baguio City-Philippines, age bracket is 24-73, participated in interviews. They were classified into two groups: Café owners- labelled as capital (CO), who use dairy products in business operations and individual consumers- labelled as capital (C) who consume dairy for personal use. Participants (Coffee shop owners (CO)=10, Individuals/customers (C) Employees, E=2) were selected purposive sampling to meet the specific objectives of the study, Sharma (2024). An interview guide was developed and validated by three marketing professionals to ensure reliability and relevance. The questions focused on personal insights and perceptions of MHDC’s marketing mix strategies. Initial approval was obtained from MHDC’s general manager, who provided background information. Data collection accommodated participants’ convenience to capture diverse perspectives across the wide age range. Interview data transcribed verbatim, summarized and analyzed using thematic analysis. Transcripts were coded and themes were developed through iterative comparison. Descriptive statistics were used to summarize the frequency of themes
       
The participants read and sign the informed consent form before the undertaking. The interview was audio recorded to ensure the reliability and accuracy of the data in the process. Subsequently, the responses were transcribed in word and excel documents and labeled it with codes, Rosala (2022).  Adherence to ethical standards and principles set by the university and the study was conducted sometime June-to December of 2024, in Baguio City-Philippines.

From the interview results, the following are the personal points of view and experiences of participants regarding MHDC products and their existence as the only dairy farm in Baguio City.  Table 1 shows the summary of the respondents and participants of the study.


 
What are the consumer’s perceptions of the brand regarding its marketing mix strategies?
 
Café owners highlighted that a strong brand is essential for attracting business clients, as it builds trust and reduces perceived risk. Previous studies also show that strong branding improves consumer confidence and lowers business risks (Manduri and Morla, 2023). Successful businesses were seen to effectively use social media to increase visibility and reach (Alvares et al., 2021; Farid et al., 2023). However, MHDC’s marketing was viewed as less effective than competitors due to product quality issues, unattractive packaging and weak market segmentation and targeting. This aligns with research showing that advertising and promotion strongly influence customer engagement and sales (Farid et al., 2023).
       
Five out of eight café managers reported having limited control over product materials due to standardization and instead relied on external marketing campaigns to assess effectiveness (CO1, CO2, CO3, CO5, CO7). Others emphasized that consistent product quality is important for building consumer trust (CO4, CO7, CO8). Consumers described effective branding as meeting the needs of the target market. Compared to competitors, MHDC’s marketing was viewed as weak, especially in visibility, product quality and promotions (CO2). Consumers also found the packaging unattractive and the social media content unengaging, which reduced its overall impact (C4, C6). Several participants noted that marketing campaigns strongly influence trust, interest and buying decisions (CO1, CO2, CO5, CO7, C1, C2, C5).
       
The findings also align with broader literature: balanced traditional and digital promotion enhances sales (Tiwari, 2022), social media drives engagement (Gazdecki and Goryñska-Goldmann, 2020), product quality shapes consumer loyalty and efficient marketing fosters resilience and sustainability (Harikumar, 2021) thus. effective advertising depends on timing, placement and delivery. Together, these insights suggest that MHDC must strengthen branding, improve packaging, enhance digital presence and balance traditional with modern promotional tools to remain competitive in the dairy market.
       
Tailored marketing approaches remain vital. Arif (2022) recommended strategies such as market penetration, product development and diversification to strengthen food security and resilience. Dairy production also contributes significantly to local incomes and nutrition and the balanced use of traditional and digital media (Tiwari, 2022) and effective social media engagement (Gazdecki and Goryñska-Goldmann, 2020) help reach wider audiences. Despite issues with quality, pricing and availability,  consumer awareness continues to drive organic dairy growth (Babu et al., 2023). As for Chaturvedi et al., (2024) highlighted that maintaining product quality is key to consumer trust, while Nam et al., (2020) showed that sustainability practices increase willingness to pay. Babu et al., (2023) also linked aligned pricing and branding to consumer loyalty. Harikumar (2021) stressed efficient strategies in high-demand areas and contract marketing as critical for stability. Fiorillo and Amico (2024) noted dairy’s role in farming and employment, though high production costs remain a barrier (Kühl  et al., 2019). Furthermore, segmentation and positioning was expressed and supported by Tiwari (2022) and Manduri and Morla (2023) on branding and awareness. Thereby, product quality, accessibility and promotion strongly influence purchasing decisions.
 
What is MHDC’s perspective with respect to its current marketing mix strategies?
 
MHDC employees (E1 and E2) described their marketing strategy as a work in progress, with current efforts focused on production development and product packaging. While recognizing the potential of their naturally produced dairy products to reach wider markets, they acknowledged significant areas for improvement, particularly in management and workforce capacities. Leadership training, as highlighted by Hieu and Trang (2022), is crucial for employee growth and the promotion of organizational values.
       
Applying the Theory of Constraints (Boogard, 2022), MHDC’s progress is hindered by several bottlenecks. These include limited personnel competencies-such as in-depth knowledge in marketing activities, budget restrictions that constrain marketing plans and product improvements and a lack of technological expertise in both production and marketing, Nam et al., (2020). Although managers aspire to enhance the marketing system, financial limitations and insufficient staff readiness restrict the cooperative’s ability to design and execute effective marketing mix strategies. The success of a dairy farming business depends not only on technical and economic factors, but also on how competitive it is Sutawi et al., (2022); Abhijeet et al., (2021).
 
Product observation
 
Based on the insights of the participants, there are several factors affecting product features. The primary concern with MHDC products was their packaging and branding. Specifically, 11 out of 17 customers (C1, C2, C3, C4, C5, C6, CO3, CO4, CO5, CO6, and CO7) mentioned that the packaging lacked visual appeal and was ineffective in persuading customers to make a purchase. Most of them emphasized how the current branding and packaging of MHDC needs improvement as it is not attractive enough to attract customers and convey the product’s quality. Alvares et al., (2021) stated that one effective factor on the willingness of customers to consume dairy products were brand names. Additionally, some participants (C1, C2, C4, CO4, and CO6) view dairy products like yogurt and pastillas as potential bestsellers due to their natural and preservative-free qualities. Meanwhile, others (C6, C7, C8, and CO1) believe milk should be the primary product for MHDC. Twenty nine percent of the participants (C1, C2, C4, CO1, CO2, CO3, CO4, CO5, and CO6) also mentioned that they prefer dairy products that are natural and fresh. Thereby, aadapt creative, eco-friendly packaging (green marketing strategy) to enhance product appeal (Bellandres  and Fontanilla, 2020). Furthermore, MHDC’s manager acknowledged that their products still require further development and improvement. According to Tiwari (2022), having a balanced approach to different marketing strategies holds significance in driving the sales growth.
 
Price observation
 
Interviews revealed that 8 of 19 respondents (C1-C6, CO3, CO6) found MHDC’s prices affordable, noting that local production increases value and positively shapes purchasing decisions. This affordability contributes to consumer perception of MHDC as offering quality at reasonable prices. Some respondents (C1, C5, CO7) emphasized consistent product quality and expressed willingness to pay more, while CO3 and CO4 suggested discounts and promotions for budget-conscious students and residents. These findings align with Tiwari (2022), who highlighted that appropriate pricing strategies combining affordability, consistency and promotions boost sales and influence purchasing behavior, a view supported by Ali and Anwar (2021).
 
Place  observation
 
Accessibility is a crucial factor influencing customers’ decision to buy from Mountain High Dairy Cooperative (MHDC), according to the interview responses (C1, C2, C3, C4, C5 and C6). Most participants think the present location restricts their ability to obtain the items and is inconvenient. For increased visibility, several advised MHDC to consider putting its products in busy places, including supermarkets and grocery shops, as well as well-known spots like Session Road and the public market. Kena et al., (2022) emphasized the importance of improving market infrastructure and distribution channels to strengthen brand visibility, which aligns with the recommendation to expand MHDC’s presence in high-traffic areas. According to Arif (2022); Ponnusamy and Kumar (2020); Ponnusamy et al., (2020) implementing market penetration and development strategies is essential for raising product exposure.
 
Promotion observation
 
Interviews revealed that MHDC lacks sufficient social media presence, limiting its visibility in the general market. Participants (CO1, CO3, CO7, C1, C3, C4, C9) stressed the need to strengthen Facebook advertising to reach a wider audience, while others (CO3, C1, C2, C4, C8, C9) found current posts unappealing. Improving and regularly updating social media content is therefore essential. This supports Cañete (2019), who emphasized updating marketing strategies across all mixes and Arif (2022), who recommended market penetration and development strategies through online promotion and product placement in high-traffic areas.
 
People observation
 
The interviewees emphasized that people, in terms of customer service, must be well-informed and approachable when engaging with customers.  Participants CO2, CO5 and CO7 highlighted how MHDC’s staff need to interact with their customers and actively share the benefits of their products. At the same time, participants C1, C4 and C8 felt that MHDC products lack customer engagement, so many are unaware of what the brand offers. CO1 mentioned that staff attitude is crucial when promoting the product, as it significantly impacts customer experience and develops a connection with the brand. This is supported by Fiorillo et al., (2024), who emphasized that business performance is deeply influenced by effective marketing, where the role of people is crucial in driving market share and overall success. Dairy products  is only profitable if there are proper marketing facilities, Kaur and Toor (2024).
 
What are marketing mix strategies that may address the locals’ lack of MHDC brand awareness?
 
Most respondents (CO1, CO2, CO4, CO7 and C1) acknowledged that a brand with effective marketing creates efforts to communicate with its customers. They learn about business and their offerings through strategic investments in social media platforms like Facebook, TikTok and Instagram, as they effectively showcase the brand’s products through engaging content that captures consumer interest and encourages purchases (Tiwari, 2022). Additionally, CO1, CO2 and C5 expressed how providing the company’s human resources with knowledge of excellent customer service can draw in both locals and tourists. Tiwari (2022) highlighted the importance of marketing strategies in traditional and digital way to drives sales growth and improves overall performance.

The findings of this study unequivocally demonstrate that strategic marketing is essential not only for large industries but also for small-scale enterprises such as Mountain High Dairy Cooperative (MHDC). MHDC’s low brand awareness in Baguio City is attributed to underdeveloped marketing strategies. These deficiencies in marketing strategies significantly constrain customer engagement and overall competitiveness despite strong product potential. Thus, enhancing the marketing mix especially branding, strategic and competitive pricing, engage in digital promotion, packaging, and distribution is imperative to improve visibility and consistent service quality are vital in sustaining customer satisfaction and loyalty.
 

This study was successfully completed with the support of MHDC’s General Manager Mr.  Jeff Panlaqui. Great appreciation was extended for accommodating our research topic and generously provided the necessary information needed and openly welcome all the suggestions provided for the improvement of the dairy farm. Heartfelt thanks to the research assistants for their dedication: Jeuri Mae C. Guinto and Balintaculo, Justinne Marie Divina, as well as the RISE team of Saint Louis University-Baguio City, Philippines for their kind assistance, encouragement and motivations.
 
Disclaimers
 
The views and conclusions expressed in this article are solely those of the authors and do not necessarily represent the views of their affiliated institutions. The authors are responsible for the accuracy and completeness of the information provided, but do not accept any liability for any direct or indirect losses resulting from the use of this content.
 
Informed consent
 
NO Animals involved in the conduct of the study nor use as an experiment. Milking cows are present in the dairy farm during the tour farm visit. 

The authors declare that there are no conflicts of interest regarding the publication of this article. No funding or sponsorship influenced the design of the study, data collection, analysis, decision to publish, or preparation of the manuscript.