An integrated marketing communications campaign for Globe myLifestyle plan and Samsung Galaxy S7

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications


Ramon V. Del Rosario College of Business


Marketing and Advertising Department

Thesis Adviser

Edward Joseph Francisco

Defense Panel Member

Romeo Catap
Lysa Sanchez
Mark Pasaylo


According to Euromonitor International March 2015, the competition among the leading mobile network operators in the Philippines Smart Communications, Sun Cellular, and Globe Telecom reduced voice tariffs and enhanced mobile penetration. The demand for data services in urban areas has made the telecom companies invest heavily in their 3G and 4G LTE infrastructure. Moreover, low-cost smartphones and mobile broadband have boosted m-commerce, social networking and digital media consumption. With the increasing number of smartphones and widened coverage of 3G and 4G LTE networks, uptake of the latest mobile application has been growing rapidly among young, urban and tech-savvy Filipino citizens.

Given this scenario, the competition is becoming tight for both smartphone and telecom industry. Samsung maintains its lead on smartphones, specifically in the Android category but its market share continues to decline year on year. Apple turned into a strong rival last year when it introduced its iPhone 6 and iPhone 6 Plus models, thus affected the sales of Samsung S6 and S6 Edge. Also, another cause to the decline was the rise of low-cost smartphones with almost the same capabilities than the higher priced models.

In the telecom industry, Globe remains the dominant player in the postpaid category with the highest revenue market share year on year. However, in the past four years, its revenue market share has decline and PLDT Group, which has Smart postpaid and Sun postpaid, slowly eats up Globes customers and in turn, revenues.

This marketing communications plan aims to use the latest Samsung Galaxy S7 and S7 Edge to reinforce Globes leadership in the postpaid segment. This campaign will be running for 6 months and would focus on the following mediums: digital specifically social media, television with higher volume of placements in cable channels, radio, out-of-home, event activation, in-store marketing. With the current products value proposition by Samsung as a revolutionary phone, which boasts highly enhanced features and one-of-a-kind design that caters to adventure-seeker market, the campaign will focus on why its best to get Samsungs latest smartphones, the Galaxy S7 and S7 Edge, from Globe, by highlighting that the features of the S7 work best with the Globe myLifestyle Plan, an innovative postpaid plan that offer customers access to the best content and apps and worry-free connectivity that they need.

Abstract Format






Accession Number


Shelf Location

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

Physical Description

100 leaves ; 28 cm. + 1 computer optical disc.


Communication in marketing; Advertising campaigns; Telecommunication

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