A proposal marketing plan for Neff

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

Ma. Luisa C. Delayco

Abstract/Summary

The action sports scene in the Philippines is currently growing and subsequently, people are becoming increasingly interested in being part of the lifestyle and that certain image regardless of whether they actually participate in those sports. Existing action sport brands in the Philippines however, are sold at a high price. The main goal of this marketing plan is to raise awareness for Neff Vision as it enters into the Philippine market and establish it as a valued and essential option in the action sports lifestyle category.

Neff Vision satisfies the aspirations of an action sport lifestyle enthusiast while maintaining its accessibility to the target market.

The primary target of Neff Vision are college students and young professionals from the ages 18 to 25 under the socio-economic class A B and Upper C, who frequently go out and show interest in music and sports. They show interest in the action sports scene in the Philippines and aspire to be part of the action sports lifestyle.

The group proposes to utilize below the line marketing in order to minimize advertising cost. The proposed total investment is PHP1,637,652.5which includes product seeding, advertising, public relations and an event.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU021016

Shelf Location

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

Keywords

Extreme sports; Neff Vision--Marketing

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