Date of Publication

3-2013

Document Type

Marketing Plan

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

Philippine Long Distance Telephone (PLDT) is the largest telecommunications company in the Philippines. The company has three (3) main groups in which it specializes in fixed line, wireless, and information and communication technology. PLDT also has three (3) main business sectors which is Home, SME (Small and Medium Enterprise) and ALPHA Enterprise. The group is currently under the ALPHA Enterprise.

The group focused on May 2013, 2014 for the marketing plan which is centered on the fixed line services specifically the Direct Product of PLDT ALPHA Enterprise Voice. The target markets that PLDT ALPHA Voice only caters to the top companies in the Philippines. The top companies are segmented into different categories which are the following: agriculture, offshore and outsourcing, banking and finance, manufacturing, education, information technology, real estate, medical, energy, food and beverage, travel and tourism, telecommunications, mining, media, trading, logistics and distribution, and government. With these industries, the group has decided to expand market share and increase its revenue with four main industries which includes offshore and outsourcing, banking or finance, conglomerates and regional or government. In this study, Roger's diffusion of innovation theory was used in order to segment which industries we would first target for the marketing program.

The group created the Hyper Line Bundle Program to address the stagnant growth of the Direct Line of PLDT ALPHA Voice. Instead of using a UAI for data research, the group instead used a quantitative research interview survey because the target segments are business to business. The marketing plan would also require a budget of 19,925,000 Philippine pesos for the investment plans which includes the advertising and marketing programs. In order to monitor the efficiency and effectiveness of the marketing plan programs, the group used a sales tracker to evaluate and measure the program.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU021108

Shelf Location

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

Keywords

Philippine Long Distance Telephone—Marketing; Telecommunication—Philippines—Marketing

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