Regarding with the marketing aspect of the project, the staff failed to fully attain the

following objectives:

OBJECTIVE 1: Assessing the impact of FNRI technology transfer program for the
period 2010 to 2014
DESCRIPTION: Business Development Unit used survey questionnaires to monitor the
status of transferred FNRI-developed technologies in the regions. 146 Technology
Transfer Monitoring Sheets were dispatched to the DOST Regional offices but the
results presented on the report are partial only, out of 146, 80 monitoring sheets were
returned which is equivalent to almost half of the target adopters or 54.79 percentage
value to be accurate. No data were gathered from NCR, Regions VI, X, XII and
Autonomous Region for Muslim Mindanao. This can consider as a proof that the survey
was slightly unreliable and failed to obtain the desired result in assessing the impact of
FNRI technology transfer program for the period 2010 to 2014.
RECOMMENDATION: There are various types of survey method. The success of
conducting a survey always involves choosing the most suitable survey method by
means of balancing the pros and cons and considering other factors related to the
survey methods. In order to choose the best survey method for a particular survey
project, you need to consider the following:

Population and Sampling - Before choosing a survey method, it is a need to point

out the characteristics of people who belong to the target population. Literacy
levels, language issues, geographic restrictions must be analyzed first. In the
case of the target adopter, face-to-face interview can be used to monitor them
personally and fulfil their promise of providing a technical assistance and
consultancy services to successfully set-up and operate the food processing
plant.
Questions - The types of questions that will be asked matter in choosing the right
survey method can also be a key to a reliable research.
Bias Issues - One of the bias issues that needs to look at is social desirability.
Many respondents might answer questions that make them look good even when
their responses are not really true. Social desirability is a serious concern when
conducting a personal interview survey or a focus group survey, but can also be
present in self-administered online or mail surveys. Another bias issue is
concerned with how the interviewer asks the questions. Judgments may be
created if the interviewer already has strong opinions about the topic and might
not listen to what the respondent has to say. Personal interview survey makes
sure that you are getting the responses from the very person that is included in

the sample. On the other hand, false respondent bias may come to fore when
using a mail survey or an online survey, as it is more difficult to verify the person
who really gave the responses with these methods. A countermeasure often
includes that each participant gets a token or a code which they enter in the
beginning of the survey and researchers may match to the individual.
Resources - Other factors that need to consider when choosing a survey method
include the costs and budget for the survey, the facilities and equipment needed
to conduct and process the survey, the time allotted, and the manpower the
survey demands.

OBJECTIVE 2: To increase the revenue of FNRI

DESCRIPTION: Since impact assessment was not fully attained, there were insufficient
data to present the actual increase in the revenue of FNRI because of the project. If
there is, it is considered as unreliable.
RECOMMENDATION: To increase the revenue of FNRI via technology transfer
program, Business Development Unit must provide effective marketing strategies,
considering the marketing mix (4 Ps Product, Price, Promotion, and
Place/Distribution) of the Institute, hire efficient man power to fulfil the monitoring duties,
and focus more on strategic marketing management to also obtain an increase to
technology adopters which is another objective of the project. They should have a
closure contact and/or communication with the adopters of all regions.
OBJECTIVE 3: To increase awareness on the available FNRI-developed technologies
DESCRIPTION: One of the goals of Business Development Unit is to also increase
awareness to the FNRI-developed technologies available. Their expected output
(deliverable) to this is to update promotional materials using printed product catalogues.
This method is very conventional. If they really wanted to attract prospective technology
adapter with their other FNRI-developed technologies, they should use an effective
promotional strategy.
RECOMMENDATION: Here are some ways to effectively promote FNRI-developed
technologies especially to LGUs (Local Government Units) and Private Sectors:

Equipment Branding - Branding company's vehicles, machinery and equipment

with a recognizable logo and contact information gives the company name a
presence at job sites and all points in between. Establishing local and regional
brand identity with a uniform vehicle logo and color scheme makes equipment
fleet and entire company stand out from the competition. Product and company

are often synonymous in the minds of consumers, and visual presence can go a
long way to establishing a trustworthy corporate identity.
Sponsorships - Sponsorship is a low-cost way to promote company's name
within the community that can result in the establishment of brand recognition
and long-term profits. Sponsoring local athletic teams, community events and
getting involved in local civic activities can give a human element that conveys
reliability and trustworthiness to potential client base. Sponsorship opportunities
range from seasonal festivities, yearbooks and local public media pledge drives.
Charitable Initiatives - Organizations have large charitable arms that give to a
variety of causes, activities and endeavours. Participating in community
charitable events does not just have to mean giving money. Charitable initiatives
promote and advertise company while giving brand a compassionate human
element in the minds of potential clients.
Print Media - Placing a well-designed ad in a local newspaper or other
publication has been practiced by businesses for centuries. There are also
weekly and monthly publications focused strictly on specialty realms of this kind
of industry. Publications range from those tailored to small contractors, to large
outfits, particular materials and tools. Purchasing ad space or having company
profiled in one of these publications can enhance brand exposure and credibility.
Giving out flyers and bill boards will do also.

They can also hire an efficient marketing manager who can strategize effectively
these techniques given.