A marketing plan for V-­ Kool Philippines, Inc.

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

Raymond Vergara

Defense Panel Chair

Bienvenido Lorenzo C. Encarnacion

Defense Panel Member

Bienvenido Lorenzo C. Encarnacion

Abstract/Summary

The use of automobiles is increasing in the Philippines due to the rising incomes of the people and is evident in the increasing number of car sales, which shows that the automotive industry is indeed profitable. Automotive films or tint, being one of the major car accessories that people usually install, provides many benefits such as privacy, security, heat protection and safety. V-KOOL Philippines took the initiative to re-introduce V-KOOL's spectrally-selective technology back in 2011 as it saw the need for the product here in the country. Despite being introduced by the last distributor years ago, the product still lacks awareness in the market. Acknowledging the potential of V-KOOL's products that surpasses the industry standards for automotive films, the group proposed to create a product marketing plan to increase both brand awareness and sales. This will be executed starting January 2013. The marketing plan aims to change its target market from a broad scope to a narrower market, which are young urban professionals, ages 28-35, and middle-aged adults, ages 40-50. Both of these markets belong to the socio-economic class ABC1 that was determined based on the primary and secondary data gathered by the researchers.

Objectives of the marketing plan are to increase awareness among the new target market that there are several variants of V-KOOL and to focus V-KOOL's marketing efforts towards them, that would eventually lead to sales. With this being said, the goals or the first year are 1) To make 50% of the primary target and 15% of the secondary market aware of the four variants by the end of 2013, 2) To expand the distribution of V-KOOL products by tapping into the aftermarket area of Makati, Paranaque and Muntinlupa, 3) To increase product sales of V-KOOL by 30% by the end 2013.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022166

Shelf Location

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

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