A marketing plan on JBL Home Theater Systems

Date of Publication

2011

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

Angel Felix D. Basilio

Abstract/Summary

The home theatre industry is a booming industry due to the advancement in technology, not just in audio equipment but in all media players. Reports show that annual gross income and disposable income have been increasing for the previous years. The growth is partially due to the large amount of OFW remittances that are coming in the country. Number of households is seen to be growing as well. This implies that more people can now afford to construct homes or renovate their own homes to make it bigger and better. Aside from that, Filipinos now have more disposable income that they can use for leisure and recreational products such as home theatre systems.

The JBL Studio L Series is engineered to make the same clear, accurate and dynamic sound quality heard by the studio pros available to home theatre enthusiasts and music lovers alike. Consumers not only get high quality sounds in their homes but the prestige that comes with owning such a luxurious product. The target market of the product are males ranging from 30 60 and from socio-economic classes A and B since they are the ones who can afford such high end products.

To reach and penetrate the company's target market, the product will be advertised through flyers, posters, lifestyle magazines, and newspapers. Non-traditional advertisements through online websites such as Facebook will also be used to increase awareness. To encourage repeat purchases and improve customer relations and brand loyalty, the company will make use of sales promos as well as public relations advertising like tie up events and after sales letters.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022077

Shelf Location

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

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