An integrated marketing communications campaign for Globe's GServices mobile application

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 Leoncio

Defense Panel Member

Shane Bellare
Romeo Catap
Diana Marie Diaz

Abstract/Summary

This study and campaign aims to propose an Integrated Marketing Campaign for Globes mobile application GServices, an easy way to access Globe accounts and request for account modifications anytime and anywhere.

It is noticeable that the mobile industry in the world is fast-growing and all of the people are highly influenced by the high-technology environment. The penetration of smartphones in the Philippines is consistently increasing and still expected to increase by 114% by the end of 2016. The presence of low-end and affordable smartphones is the primary source of the penetration growth with local brands now dominating the market share. Key players on smart phone brands are Cherry Mobile, Samsung, My Phone and Lenovo. Smart phones now are becoming more than just a communication tool for the Filipinos.

Given the wide-availability of internet access anywhere we go, it keeps the Filipinos stay connected with their families and friends through their smart phones. Filipinos now spend most of their time online, about 143 active time per day. Mobile internet users in the Philippines are young with an average population of 88% from age 34 and younger. Social media is the most influential aspect in terms of mobile internet usage to the Filipinos, which is 94% of the internet population.

Mobile applications are the major contributors why smartphones are becoming more than just a plain communication tool. Consumers see the value and benefits of mobile applications in making their lives easier and within reach.

Globe constantly renews its commitment to create a wonderful world for their customers by simplifying communication technology, removing obstacles to improve everyday life. Globe also aims to be a mobile service innovator rather than just another telecom service provider by pioneering digital solutions. One of the major product that Globe offers is their flagship mobile application GServices which aims to provide the best customer service experience. This mobile application will be to empower all Globe customers to access their accounts in the easiest and most convenient way.

This IMC will increase awareness on the existence of introduce GServices as an easy and streamlined access to Globes services at the customers convenience. The campaign shall also drive interest for Globe customers to download and use the app.

The proposed campaign will run for a six-month period and would focus on digital and online media channels where the target consumers are always exposed to.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05996

Shelf Location

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

Physical Description

121 leaves ; colored illustrations ; 28 cm. + 1 computer optical disc.

Keywords

Communication in marketing; Advertising campaigns; Telecommunication; Application service providers; Application software

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