An integrated marketing communications campaign for transcycle

Date of Publication

2015

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

Regina Dy

Defense Panel Member

Jose Luis Liongson
Maria Victoria P. Tibon
Tirso B. Arnado

Abstract/Summary

Transcycle is the trade name of Gentrade International Philippines Inc. (GIPI). In 1996, Transcycle were granted to be one of the dealers of international motorcycle brands in the Philippines namely Honda, Yamaha, Kawasaki, Suzuki, and Kymco. Today, Transcycle is one of the leading motorcycle dealers in the country with 200 branches in key cities and municipalities nationwide. Transcycle carries various motorcycle lines namely business, cub, scooter, and sports motorcycles.

Though admittedly Transcycle has fewer branches and came in later part of 90s amongst their competitors, Transcycle manage to keep up with the target of maintaining 5-7% market share. Their main goal is to increase or not go below their target, sell 50,000 brand new units every year and sell 30,000 repossessed units.

Transcycles marketing budget is heavy on sales promotions. This study aims to create a campaign that will not focus only on sales promotions but other communication strategies as well such as advertising, personal selling, social media and online, sales promotion, direct marketing and events.

The main objective of this campaign is to let people be aware that Transcycle is here - to be with you at your journey - in life.

Transcycle struggled with the entry of local and China made brands. By using Kellers Brand Equity model or also known as Customer-Based Brand Equity (CBBE) Model, this campaigns goal is to turn a struggling brand into a successful one.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006341

Shelf Location

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

Physical Description

1 computer optical disc. 4 3/4 in.

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