2014 Make It happen make it Makati marketing plan

Vina Banting

Date of Publication

2013

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

Currently, there are several cities that have campaigns as a form of promoting their area of responsibility. Included in this are nearby cities such as Caloocan, Malabon, Mandaluyong, Paranaque, Pasay, Quezon, San Juan, Valenzuela, Taguig and Marikina. Under the city's respective campaigns, different tools are used to promote it. As of now, the main competitor of Make It Happen Make It Makati campaign is the city campaign of Marikina and Taguig, which is Make It Marikina and Love Taguig respectively. Comparing the three most active city campaigns, Make It Happen Make It Makati has the highest marketing efforts, which gives them highest market share in return. However, despite the fact that it has the highest market share, the campaign still has not reached its full potential. Based on the survey, 99 over 120 people are still unaware that the events are spearheaded by the campaign. Thus, this paper aims to refocus the marketing efforts of the campaign in order to have a more efficient and effective marketing plan for the coming year.

In the following year, the campaign will maximize all their marketing effort to be able to efficiently use the fund. The events that will be produced are directly targeted to the primary and secondary target market in order to increase participation. Increase of participation of the primary and secondary target market translates to increase awareness of the campaign. Advertising materials that will be used will have a pattern in all of the posters in order for people to distinguish if a certain event is made by Make It Happen Make It Makati. Use of radio as a means to communicate the target market will be used. Lastly, tie-ups with different companies and organizations will also increase. Tie-ups with different companies is needed in order to gain financial support that will be used to heighten the campaign. Partnership with organizations is also important to widen the network of the company.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020433

Shelf Location

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

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