Background: Mountain High Dairy Cooperative (MHDC) supplies dairy products in Baguio City-Philippines and holds strong potential to dominate the local market. However, limited brand recognition among residents and visitors restricts its growth. This study examined MHDC&rsquo;s marketing exposure and proposed strategies to enhance brand awareness. The study aimed to determine consumer perceptions of MHDC&rsquo;s products and marketing mix, assess its current strategies and identify recommendations to address brand visibility challenges. The study was conducted sometime June-to December 2024. 
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Methods: A qualitative approach was used, with 19 respondents comprising caf&eacute; owners and individual consumers. Interviews were conducted, transcribed and analyzed. The study focused exclusively on MHDC&rsquo;s marketing practices, while financial, managerial and production aspects were excluded, suggesting areas for future research. Ethical standards and data privacy protocols were observed throughout. 
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Result: Findings revealed that MHDC&rsquo;s products remain poorly recognized due to ineffective marketing mix practices. Weak promotional activities, limited distribution and unappealing packaging hinder consumer engagement and brand awareness. While MHDC products are valued for quality and freshness, these strengths are overshadowed by deficiencies in visibility and positioning. The study recommends adopting innovative marketing mix strategies: enhancing social media presence with consistent updates, participating in local events to strengthen community ties and improving packaging to increase consumer appeal. Additionally, maintaining competitive pricing, expanding distribution channels and leveraging technology for efficiency are essential to improve brand recognition. By aligning strategies with consumer preferences and adopting modern marketing practices, MHDC can strengthen its market presence, improve customer engagement and unlock its full potential in the dairy industry.

Assessment of the Current Marketing Mix Strategies of Mountain High Dairy Cooperative (MHDC): A Qualitative Analysis