A Marketing plan for CalayanSurgicenter Corp.

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Carmelita Walton

Defense Panel Chair

Maria Luisa C. Delayco

Defense Panel Member

Arvin Alivia

Abstract/Summary

Calayan Surgicentre Corp is one of the most well known cosmetic surgery clinics here in the country today. However, the aesthetic industry particularly the cosmetic surgery business started as early as 1960’s here in the country. And over the years, it has gained more popularity and followers.

This marketing plan is focused on socio economic classes A, B and C1 with its primary target market of 24-37 years old males and females. The secondary market are males and females aged 38-60 years old and the tertiary market is 18-23 years old. The main goal of this marketing plan is to regain Calayan's former position as the market challenger in the aesthetic industry here in the country. And in order to achieve this goal, a combination of above-the-line and below-the-line advertising campaigns, coupled with sales promotions and public relations will be done.

The company has allotted more budget to the marketing communications program because they want to gain their past position of being a market challenger. It has ventured into a lot of media such as TV Commercials, Radio Advertisements, and print advertisements. Several sales promotion and public relations program were also conducted to boost the company's image and to increase brand trial. Income also increased as stated in the goal. A 0.59% return on investment is to be achieved by the year 2013. A 3.46% and a 3.23% return on achievement are to be achieved on 2014 and 2015 respectively.

Commodity expenses such as fuel and oil, communications, light and water and dues and subscriptions were made to increase in the following years of operation through the current Philippine Inflation Rate of 3.1% (NSO, 2012).

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022112

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

2 computer optical disc ; 4 3/4 in.

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