A marketing plan for 3M Philippines

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Raymond G. Vergara

Defense Panel Member


Nina Tesoro-Poblador

Abstract/Summary

The use of smart phones in the Philippines is rapidly increasing. Hence, various smart phone accessories were created and are still being invented to continuously satisfy consumer needs, one of these being mobile privacy. 3M responded to these by introducing the 3M Privacy Screen Protector. Despite being in the Philippine market since 2004, the product still lacks awareness and visibility in distribution channels nationwide. Recognizing the potential of the product, the group proposed to create a product marketing plan to increase its awareness and sales. This will be executed on November 2012. The marketing plan also aims to change its target market to college students, ages 16-22, and young professionals, ages 23-33. Both of these markets belong to the socio-economic class upper C that was determined based on primary and secondary data gathered through extensive research.

Objectives for the marketing plan are to create a new market for 3M Privacy Screen Protector and to increase awareness amongst target market that would eventually lead to an increase in sales. With that being said the goals for the first year are 1) To gain at least 35% product awareness in the primary target market 2) To gain at least 15% product awareness in the secondary target market, 3) To increase the visibility of 3M Privacy Screen Protector in Metro Manila, and to 4) Increase net income of 3M Privacy Screen Protector by at least 15%. To attain these goals and objectives, strategies and programs such as below the line and traditional advertising programs, consumer and trade promotions, public relations, and communication program will be implemented.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022142

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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