A marketing plan for the PLDT Alpha Enterprise IP & Data Center Product category

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

Ritchie Ramos

Abstract/Summary

According to study, an estimated 90% of SMEs and large companies rely on information technology (IT) services in order to run their business operations. It became essential for companies to rely on IT services in order to enhance their performance which may impact on their revenue, business hours, and other operating factors. Through IT, people in the business industry are able to work quickly and efficiently. It has been able to bring down barriers of linguistic and geographic boundaries and made it possible for businesses to be open 24/7 all over the globe. With the solutions and IT services, businesses were able to capitalize on market changes and opportunities.

Seeing the opportunity to target a specific market, IT personnel as an influencer to the decision maker, the group has decided to relaunch bundled services in order to lower the cost and to entice clients in availing these services. These bundled services are: BizDSL + (any) Enterprise Voice Solutions and BizDSL + (any) Cloud Services. Services that are bundled can be sold separately by both PLDT ALPHA Enterprise IP & Data Center Product category and PLDT ALPHA Enterprise Voice category. The target market of this marketing plan is all of the IT personnel, influencers, of PLDT ALPHA Enterprise clients. The marketing strategies are to be done through the use of belowthe- line advertising and events. Moreover, proposed public relations programs are to aid in strengthening the brand image of not only PLDT ALPHA Enterprise but also the brand image of PLDT.

Lastly, the projected revenues for five years can be found in the estimates of profitability section. This serves as a proof that BizDSL should not only tap the decision makers, but the influencers as well, hence, strengthening the position and brand image as a market leader in the broadband industry.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022197

Shelf Location

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

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