A marketing plan for Alcatel One Touch

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

Thesis Adviser

Bienvenido Lorenzo C. Encarnacion

Defense Panel Chair

Milette L. Zamora

Defense Panel Member

Alvin Alivia

Abstract/Summary

Can you survive a day without a mobile phone?

Technology has become an integral part of our daily lives. Mobile phones have greatly shaped our communication, especially in urban areas. Since the invention of mobile technology, people have become more dependent on mobile phones. Time has caused for phones to evolve and push its own limits by having more and more features. These added features such as video call, music player and camera has literally made the phones smarter to serve the consumers better.

Despite Alcatel One Touch having low unit sales, there is a high reach ratio for the brand of 97.50%. However, compared to its reach ratio, Alcatel has relatively low conversion rate of 11.11% and retention rate of 15.38%. It also has a poor brand perception and no unique selling proposition being associated to the brand. The company aims to acquire sales through open-line Alcatel One Touch phones, since Sun Cellular became a parallel distributor for postpaid users. Considering all these factors, marketing plans in this paper aim to encourage trial usage and improve brand image of Alcatel One Touch.

One Touch mobile phones serve quality at a competitive price. Their phones have on the edge specs that can satisfy the needs of any person who strives to be empowered and independent. With these traits, Alcatel fits in satisfying the needs of college students and career starters. Consequently, Alcatel shall promote trial usage by conducting campus tours and sponsoring university-related activities. Relating to the market cannot only harvest potential consumers, but also uplift its brand equity.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022001

Shelf Location

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

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