An Integrated marketing communications campaign Smart Infinity

Date of Publication

2009

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Smart Infinity is a brand of premium postpaid telecommunications services under Smart Communications. Even though Smart, as a whole, continues to dominate the over-all telecommunications industry, Smart Infinity remains to be in the shadow of its primary competitor, Globe Premium plans.

One major factor identified as a weakness is that Smart, as a brand, is perceived to be a 2pang-masa3 brand. With its success in marketing their products and services specifically targeting the lower social class, Smart Infinitys image, as a high-end postpaid service, is affected. However, even though being associated with Smart is the brands primary burden, it is also their major asset. Smart offers the widest and farthest reach of telecommunications service to its subscribers.

Aside from this, this paper acknowledges a major shift in todays society women are now holding the majority of the executive and senior managerial positions in the country. This is a good opportunity for telecommunications industry, the premium postpaid plans to be exact, to cater to their special needs.

Seizing this opportunity as well as minimizing the weakness, this proposal introduces Infinite, a brand powered by Smart that specifically casters to the female market.

Since the target market of the brand is a niche market – high-end high-class executive women, marketing recommendations are mostly below-the-line carrying the tagline 2empowered communication just for the empowered women3.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006329

Shelf Location

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

Physical Description

computer optical disc.

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