A marketing plan for SmartNet

Date of Publication

2012

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

Julie B. Tanada

Defense Panel Chair

Milette L. Zamora

Defense Panel Member

Paz Esperanza T. Poblador

Abstract/Summary

Smart Telecommunications, Inc., a pioneer in the Philippine telecommunications industry provides the Filipinos superior communication locally and in the world. The brand has long since centered its marketing efforts to the older generation since 1993. However, with the booming youthful population of the Philippines, the brand started to focus their efforts to the younger generation. The Filipino youth, especially the teenagers and young professionals proved to be strong markets with their large number and positive attitude towards technology.

The group was given the task to handle the marketing of the SmartNet app that caters to the 18, 24 age range belonging to the socio-economic classes C and D. The objectives to further tap the target market are to (1) increase awareness nationwide, (2) gain and maintain competitive advantage over my globe, (3) be one of the leading smartphone applications in the market and (4) to be able to answer the demand of the target market while being profitable.

The implementation of an advertising program and sales promotion program will be used as gauges to accomplish the goals and the objectives stated in the campaign. The attainment of the goals and objectives will be done through the strategic promotions and fitting advertising that the group has produced.

The 6-month marketing plan will require a PHP 19,765,615.00 investment that will yield to 1 million users by 2012 and a net profit of PHP 564, 000, 000.00. To be able to monitor the efficiency and effectiveness of the activities in the marketing plan, tools for evaluation and measurement have been ascertained.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022120

Shelf Location

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

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