An integrated marketing communications campaign for Meralco Bayad Center

Date of Publication

2017

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

Shane Aldrin M. Bellare

Abstract/Summary

Meralcos Bayad Center is the pioneer in outsourced payment Processing in the Philippines. The brand has over 20 years of providing a consolidated payment option for consumers, giving the market a trusted one-stop reliable payment service catering to 132 biller partners, 200 kinds of bills in 5,000 plus locations. The industry and brand study done by the brand and discussed in this proposal shows the high level of awareness of Bayad Center especially in the greater Metro Manila area. The challenge comes in the retention of the consumers what will keep them paying only at Bayad Center? There is also great opportunities to expand to the Visayas and Mindanao regions where there is low awareness of the brand. External factors such as the development of technology also pose a threat to the business of Bayad Center. How does a brand like Bayad Center keep up?

This integrated marketing proposal for Bayad Center proposes to build brand loyalty with the current market of the brand through creating value for the customer on every touch point. The strategy is to keep them informed, find ways to be of value to them and to make the brand available to a larger market. The aim for this campaign is to develop a long term relationship with consumers who, in the future, will make Bayad Center their preferred payment center for all their bills.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006920

Shelf Location

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

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

Payment--Philippines

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