A marketing plan for Innov8 Academy, Inc. School of Animation Arts

Date of Publication

2007

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

With the advent of American colonization came the media known as the cartoon strip to the Philippines, which eventually evolved into the animated cartoon. Since then, Filipinos have taken great strides as international animation firms began to train local animators in an effort to capitalize on cheaper labor and quality output, evolving the industry from a medium of propaganda to a profitable one as part of the country's IT-Enabled Services sector. Eventually, local animation studios began to train local animators for outsourcing, opening up their own dedicated schools, such as the case of Innov8 Academy. This also led to existing academic institutions and universities to introduce their own courses and offerings.

Unfortunately, recent studies have shown that employment growth and available manpower locally for animation were the lowest among IT-Enabled Services, which implies three problems: first, local animators prefer to work abroad for big-budget projects second, any available training or education for animation may be lacking in efficiency and third, competition from other Asian countries specifically India and China is negatively affecting local demand.

There are two solutions that can solve all these problems: first, increase the number of local animators to address the global demand and second, the animator performance must meet international quality and requirements. The first solution requires an increase in student enrollment for existing animation schools and training institutions, while the second requires training regimens and curriculum be developed to meet international benchmarks.

Innov8 Academy has achieved the second solution by developing their own courses catering to the international market specifically, based on their experiences as an animation subcontractor. To achieve the first solution, however, it is recommended that Innov8 Academy pursue the goal of establishing itself as a prestigious school akin to college universities and international art schools. Among the objectives for this goal is to acquire TESDA accreditation for its students to receive nationally-recognized diplomas upon graduation increase its prices to match the high product position of its offerings to increase its value proposition and to raise public awareness of the school name and brand.

In effect by raising its brand position and value proposition, it will also increase the same for its studio division, lowering animation turnover and attracting greater employment number furthermore, it will promote marginally higher growth for the local animation industry.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16118

Shelf Location

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

Physical Description

2v. : ill. (some col.)

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