A product marketing plan for My

Date of Publication

2010

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

Luz T. Suplico-Jeong,

Defense Panel Chair

Jaime S. Ong

Defense Panel Member

Rodrigo Cornejo

Abstract/Summary

Through technological advancements, communication has changed over time, from sending letters to sending SMS. Communication has become more convenient with the help of mobile phones. The mobile phone industry is still developing new features that can change the way people communicate to become a more efficient and faster way. Myphone is the first Filipino brand mobile phone and is now concentrating on producing customized phones for the market. These customized phones may connect with the users personality and lifestyle. This company has decided to create a new phone called the Prayer Phone for the urban younger market. The phone is primarily targeted to the Christian-Protestants of the NCR region because of the customized features that will suit them, such as: the 500 songs of worship, 365 daily reflections, and the e-Bible. This product for the Christian- Protestants will be positioned as a prayer phone in the country which contains features that can strengthen the faith of the user. The phone is aimed to become an upgrade to their current phones. This paper intends to plan the steps on how to introduce the Prayer Phone to the market which will be done through a mix of traditional and non-traditional marketing strategies. The plan consists of a press release event which will be on May 2010 to induce word of mouth to the market, and will be followed by newspaper ads, billboard ads, free merchandise in selected retail stores, free bookmarks to selected churches, and in TV shows appearances to introduce the product to the market. This marketing plan aims to introduce the market through different media the market is most exposed to.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022080

Shelf Location

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

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