A Marketing plan for Second & Fourth Incorporated

Date of Publication

1998

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

The Second and Fourth Incorporated has entered the greeting cards industry with its unique feature which is the greeting card and envelope in one. The card has the smiling face of Oi for its logo. The card's being humorous helped the company penetrate their target market who are the teen-agers from A, B, and upper C income bracket.

The marketing plan aims to enhance and increase brand awareness to the market through intensive promotional campaigns. Different strategies have been proposed for the areas of concern of Oi cards. Sales targets have been quantified and special promotions have been used to attract new consumers. To hold and sustain current consumers, direct mails are implemented to make the buyers feel that the company gives them importance.

The five-year investment plan of Second & Fourth Inc. is designed to help increase brand awareness and create customer loyalty. With an investment of P 287,038.23 per year from 1999-2004 and a profit of P 2,116,786.12, it is expected that these will help increase their sales.

The performance of the company will be measured in terms of income statements, monthly sales reports, focused group discussions and questionnaires. The first two measurements will reflect the quantitative result of how the product fares in the market. The last two measurements will reflect the buying preference, perception and attitude of the target market concerning Oi cards.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09702

Shelf Location

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

Physical Description

84 numb. leaves

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