Marketing plan: IBM anyplace Kiosk Continuum Technology Corporation
Date of Publication
2006
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
Thesis Adviser
Lucas E. Santiago
Defense Panel Chair
Benison Y. Cu
Defense Panel Member
Jhoana P. Acosta
Abstract/Summary
The purpose of this marketing plan is to primarily help Continuum Technology Corporation generate awareness and increase the sales of the IBM Anyplace Kiosk product, which is still fairly new in the market. With that in mind, the goals and objectives are set and the strategies and proposals (4 Ps) are formulated to achieve the purpose of this marketing plan.
The industry study part of this paper is divided into the worldwide self-service industry, the Philippine self-service industry, and the retail industry in the Philippines. The Philippine self-service kiosk industry lacks pertinent information since it is still in its infant stage and the group had to do exploratory research in order to find out the awareness of the touch screen kiosk perception of the IBM Anyplace Kiosk and the preference before investing in such product. Finally, the retail industry is included because the group feels that the IBM Anyplace kiosk will be appropriate to use in such industry, particularly the supermarket sector.
The current product situation explains about the IBM Anyplace Kiosk product, how it was introduced last year, its sales contribution to the company last year, and the current promotions done for the product in the current year.
The goals include building awareness and acceptance of the IBM Anyplace Kiosk product, convincing business sectors on how the product will be beneficial to their businesses, and making IBM the first brand to come up in mind when it comes to solutions for customer service. The objectives part includes increasing the level of product awareness and product sales for each year (up to the fifth year).
Abstract Format
html
Language
English
Format
Accession Number
TU16147
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
99, 34 unnumbered leaves : illustration (some colored)
Recommended Citation
Ortega, J., Reandino, J., Tantamco, R., & Ting, I. (2006). Marketing plan: IBM anyplace Kiosk Continuum Technology Corporation. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/17527
