A marketing plan and advertising campaign for Bank of the Philippine Islands express credit line
Date of Publication
12-18-2007
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
Jose Luis R. Liongson
Defense Panel Member
Anlex Basilio
Raymond Allan G. Vergara
Abstract/Summary
The concept of credit card started in America, and moved to the East. In the Philippines, credit cards have successfully penetrated the market through efforts of international banks Citibank and HSBC who mass marketed an item supposedly meant for only the elite. Even if penetration was evident, there still remains the portion of non-credit card users in the market for BPI to ambush, to capture as cardholders.
Survey conducted says key preference drivers are Value for Money, Innovation and Customer Service. Leveraging on these service points, BPI will highlight their distinct services in each of the categories (i.e. Real 0% and S.I.P for Value for Money, Real Thrills and the Smart Chip Technology for Innovation, and their 24/7 Hotline 89-100 as consumer touch point. From the population, the most desirable segments are the age groups 21-30 and 31-40, serving as primary and secondary target market, respectively. These segments have frequent purchasing patterns and exhibit a relative willingness (over the older ones) to switch cards.
In communicating with the target market, BPI will take the position of the bank that knows what the Filipino values, and will offer just that. Advertising will be thematic in form to communicate the position. Later, support will arise in the form of tactical advertisements showcasing Special Installment Plans, Real 0% Interest and the Smart Card Technology as well as the cards in the BPI Express Credit Card line. Advertising will be on television, radio, newspapers, magazines, billboards and on the Internet, and because credit cards are a product of relative complexity, a frequency of at least 5 hits is required. Efforts will extend to below-the-line advertising methods (i.e events, promotions and direct marketing).
The communications program aims to increase card usage among existing cardholders and is expected to generate 200, 000 new cardholders by the end of 2008 allowing BPI to reach its mark for one-millionth card issued.
Abstract Format
html
Language
English
Format
Accession Number
TU16107; CDTU016107
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Keywords
Bank marketing--Philippines; Lines of credit; Consumer credit
Recommended Citation
Flordeliza, M., Manlapas, A., Mukhi, S., Santiago, S., & Tan, R. (2007). A marketing plan and advertising campaign for Bank of the Philippine Islands express credit line. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18743
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Embargo Period
3-8-2026
