A marketing plan for Durastar Corporation

Date of Publication

1998

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

Thesis Adviser

Luisa Chua

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Lucas Santiago

Abstract/Summary

Durastar Corporation belongs to the consumer electronic sub-sector of the Philippine Electronics Industry. It has wide variety of product lines ranging from small to large items, making up a complete consumer electronic product provider. The company is currently serving the C and D market as shown by its low prices and plain advertising and promotions. This marketing plan aims to maintain the current market of Durastar while trying to create an impression from the AB class market through the various pricing, promotional and advertising programs. The marketing efforts will be directed to both the dealers and end users. Media options for television, newspaper, and others will be utilized to communicate the company's continuing commitment for durability and high-tech features. Brand image will be enhanced through the use of product category tag-lines, and Durastar's current unique selling proposition, world's most number of automatic features. Sales and distribution will likewise be improved by increasing sales force in order to cover more areas and extend its reach. Finally, results will be evaluated through sales and market share analyses.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16591

Shelf Location

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

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