A marketing plan for Lenovo Mobile's Vibe Series presented to the Open Communications, Inc.

Date of Publication

2014

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

Abstract/Summary

Technology has played an important role in the 21st century. It has improved the quality of life for the people. The advancements in technology have made our lives easier. Technology has also made an impact in almost every part of our lives it has impacted medical science, communications, entertainment and many more.

One aspect of technology that has greatly made an impact today is the way we communicate with our friends and family. Every year, more and more features and improvements are being built in our mobile phones, being able to do more. As a result, demand and sales of smartphones are growing bigger and bigger. This is why more and more companies are starting their own product line in selling their own smartphones. In the Philippines, more and more local brands are being introduced to the market because of the high demand. Samsung and Apple are two of the top global brands in the smartphone industry, which are known for their innovations and services to their consumers.

This thesis will focus on gaining more sales and a larger market share in the industry with Lenovo’s new line of smartphones called the Vibe series. This paper also aims to increase the awareness for the Vibe series because according to the UAI survey conducted, only 9% of the total respondents were aware of the Vibe series.

The marketing plan shows the different marketing mix from Advertising, Sales, and PR programs in promoting the Vibe series. The campaign in the marketing plan will last throughout the school year of 2014-2015 being the duration of the UAAP competition. A total of P21, 197,000will be the budget for the different projects of the thesis. After the execution, Lenovo hopes to become a strong competitor to Samsung in terms of market share.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU021025

Shelf Location

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

Keywords

Cell phones; Marketing; Lenovo Mobile's Vibe Series; Open Communications, Inc

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