A Proposed marketing plan for 3M Philippines

Date of Publication

1995

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

3M Philippines came out with Scotch Permanent Adhesive Glue Stick only last year. It was a very soft launch. The company only pipelined a certain number of the product to about fifty different stores in Metro Manila. It is, therefore, the aim of this marketing plan to come up with ways by which 3M Philippines can create more awareness for Scotch Permanent Adhesive Glue Stick especially among its four target markets, namely, students, households, top 1,000 offices, and top 20 private schools. In the aspect of product development, the plan is proposing an after-sales service wherein the problems of the customers in connection with the product could be addressed right away. However, in terms of pricing, the proponents are suggesting that the price of Glue Stick should be retained because of the need to protect the image, and since it is a product intended for high end consumers. With regard to distribution, the company will be extending its geographical coverage to include, not only Metro Manila, but the key cities as well, more specifically, Cebu, Bacolod, Iloilo, Davao, and Cagayan de Oro.

In the area of advertising, the use of non-traditional media, namely brochures and point-of-purchase displays (gondolas) is proposed. To further boost sales, the proponents were able to come up with consumer and trade promotions (for the end-consumers and distributors, respectively) as well as incentive programs for the sales representatives. Consumer promotions include: Free Tape on a Stick of 2, Scotch Glue Stick's Back-to-School Treat, On the Race for 3M's Newest School Craze, The Innocent's Blink of the World, and Got Glued on the Holiday Season Promo. Trade promotions include Partners in Progress Price Off. On the other hand, the incentive programs would include an all expense paid trip to a resort, free appliance worth more than P 5,000 and gift cheques. Total investment cost is estimated at P 511,874.

Lastly, the results of the said marketing mix strategies and/or programs should be evaluated and the proponents recommend the following techniques: sales analysis, market share analysis, marketing expense-to-sales analysis, financial analysis, and customer-satisfaction tracking.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09735

Shelf Location

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

Physical Description

101 numb. leaves

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