A marketing plan for warner home video-Philippines

Date of Publication

2003

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

Jaime S. Ong

Defense Panel Member

Millette Zamora

Abstract/Summary

Warner Home Video Philippines (WHVP) was establish in the year 1987 as an affiliate of Warner Brothers International, USA, which is one of the leading producers and distributors of films from Hollywood.

WHVP introduced the VCD and format to the Philippine market. Currently it has captured 21% of the VCD market and 35% of the DVD market which rank 3rd and 2nd respectively. However, since it placed third overall in revenues since 2001, the company has not increased its standing amongst other video distributors. This may be attributed to the fact that WHVP has fewer new title release compared to other distributors. Due to this predicament the group has decided to push the old titles of WHVP in order to increase its revenues.

This marketing plan aims to increase awareness of the end-users of WHVP titles by 50%. This would be done through extensive advertising and promotional programs which would lead to a projected 10.6% increase in its revenues. The plan also aims to create a customer database for WHVP to establish good customer relationship with the end users. As a result, total investment would amount to Php 11,405,382.12 for the fiscal year which covers all of the marketing programs proposed in this marketing plan.

With this, the group anticipates the effectiveness of the proposed marketing plan. This, hopefully, will lead to a long term benefit for WHVP increasing their revenues and market share and in the long run, achieve its goal of being the number one player in the video industry.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16344

Shelf Location

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

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