An IMC campaign for Globe Postpaid for Luzon

Date of Publication

2013

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

Donald Patrick Lim

Defense Panel Chair

Carmelita B. Masigan-Walton

Defense Panel Member

Mary Julie B. Tanada
Allen Go

Abstract/Summary

Globe Telecom is one of the largest and most technologically advanced providers of mobile, fixed line and broadband Internet services in the Philippines. Its ownership is shared by SingTel and Ayala Corporation. Its flagship brand, Globe Postpaid, launched the My Super Plan in 2010. It is the first fully customizable mobile postpaid plan which aims to give the customers flexibility and more value for their money. Together with its Stores transformation initiative done in the same year, the campaign resulted to a growth in the brands subscriber share. For the year ending 2012, the company reported more than 32 million mobile subscribers which translates to about 32% ownership in the mobile market industry consolidated numbers of competitors Smart Telecommunications and Sun Cellular account for 68% market share. (Credit Suisse Equity Research, 2012, pg. 12)

As the mobile market continuously post year-on-year growth, saturation is imminent. Therefore, it is imperative that Globe Telecom create new ways of building its stronghold and maintaining its leadership in the mobile postpaid business. More than creating new value added offers via the mobile data services opportunity, there remains a huge existing base of high-spend mobile prepaid that is ready for conversion.

The Get Connected Get Together campaign is inspired by an insight that the target market is willing to pay a premium for good handset devices, and a single network that would give them consistent and reliable service. While the Get Connected deals with the inclination for great gadgets, the Get Together will touch on the insight that the target markets behavior and choices are highly influenced by family and friends. The campaign wants to impart that with Globe Postpaid, the subscriber gets the best handsets and the best plans that they can use to communicate with their loved ones.

This marketing communications plan is designed to be a localized sustaining campaign for Globe Telecoms Globe Postpaid brand in key areas in Luzon. Presented with the opportunity of converting the competitors huge mobile prepaid customers and influencing them to behave like Globe Postpaid subscribers, the region was selected as a kick off point given its huge base as compared to the other geographic cuts. Supported by the promise of complete network modernization by mid-2013, Globe Postpaid is ready to deliver a stronger, faster and more stable connection.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006282

Shelf Location

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

Physical Description

computer optical disc.

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