GetzMo? gets ko!: A marketing plan for GEtzMo Inc

Date of Publication

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

Abstract/Summary

For more than ten years now, the increase in Internet usage and access in the Philippine market have changed and evolved the way individuals and organizations live and conduct work and leisure. Many web companies developed web portals to answer to the ever changing trends in terms of communication, networking and entertainment. With the increase in websites, Internet users and online traffic, many multinational companies are now investing to advertise through this fourth medium, which is the Internet or E-commerce. The internet has become one of the most relied upon sources of information, entertainment, exposure and revenue.

GetzMO, Inc.’s primary product, GetzMO.com is an online portal that features the latest news and entertainment that specifically interests college students and young adults. For almost a year since its existence, the company has been dedicating its product for free, so that schools and students that embody them can come together in one venue, and in time attract other companies with the same target market to advertise in the site. GetzMO.com aims to build a community of writers (contributors), viewers (end users) and corporate partners (sponsors/advertisers) in order to fully operate its business. Not like other traditional business models, the length of time it will take for GetzMO, Inc. or any website company, to realize and earn revenue is very hard to forecast; companies in this kind of industry can be successful in two months to in two years’ time.

This Marketing Plan aims to increase brand awareness of GetzMO.com above the current 48% from survey results in the next six months. To achieve this, the researchers focused on improving the site’s content (product), the site layout and graphic design (place), and the promotions used to capture its target viewers. With a marketing budget of P60,000 for the whole year, the marketing communication tools and strategies recommended here are mostly heavy on below-the-line promotions: Online promotions, marketing collaterals, company tie-ups, link building, viral marketing, event and campus tours, sponsorship of school events, and PR campaigns for its three main stakeholders. After the implementation of these recommended strategies, a computed investment plan, estimates of profitability from first to fifth year of implementation, and evaluation of results are also provided in the last three chapters of the paper.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16090; CDTU016090

Shelf Location

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

Physical Description

2v. ; 28 cm. + 1 computer optical disc

Keywords

Internet advertising; Internet marketing; Electronic commerce

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3-4-2026

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