An integrated marketing communications campaign for Globe GCash beep MasterCard
Date of Publication
2016
Document Type
Master's Thesis
Degree Name
Master of Marketing Communications
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Ireene C. Leoncio
Defense Panel Chair
Mary Julie V. Balarbar
Defense Panel Member
Moireen S. Espinosa
Reynaldo A. Bautista, Jr.
Joseph Ryan Co
Abstract/Summary
On third quarter (3rd) quarter of 2015, G-Xchange, Inc., a subsidiary of Globe Telecom launched the Globe GCash beep MasterCard, a reloadable prepaid card positioned as an Everyday-all-in-one card. The Card can be used for bills payment, buy prepaid load at a discounted price, online shopping and cash withdrawals from any ATM bank machines with MasterCard affiliation/accreditation. The beep feature allows the cardholder to pay for the MRT/LRT fare.
The Globe GCash beep MasterCard is meant to target the younger segment age 18-35 years old that are college student or working professional. The target audience is a user of debit card due to no monthly billings and annual membership fee. The respondents are heavy Internet users and own at least one (1) unit of mobile phone.
Brand awareness and increase card acquisition are the two (2) main objectives of the campaign to be able to rise against the clutter of three (3) competitor brands in the category: PayMaya Visa beep Card, Smart Money MasterCard, and Yazz Visa beep Card.
To reach on the target audience, the following contact points were used: Digital Media such as social media, Search Engine Optimization (SE0) and Banner Ads. Furthermore, Below-the-Line (BTL) such as brand activations through bazaars and school fairs in different areas of Metro Manila were also utilized.
Abstract Format
html
Language
English
Format
Accession Number
TG05987
Shelf Location
Archives, The Learning Commons, 12F Henry Sy Sr. Hall
Physical Description
ix, 168 leaves ; colored illustrations ; 28 cm. + 1 computer optical disc.
Keywords
Communication in marketing; Advertising campaigns; Telecommunication
Recommended Citation
Lunod, A. (2016). An integrated marketing communications campaign for Globe GCash beep MasterCard. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/4853