Date of Publication

5-7-2021

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Nelson B. Guillen

Defense Panel Chair

Raymond Allan G. Vergara

Defense Panel Member

Rajan Sadhwani
Karen Barba

Abstract/Summary

This integrated marketing plan aims to increase awareness of BPI Philam Critical Care 100 and made it more appealing to the target market segment of BPLAC, which consists of Millenial Preferred Clients of BPI living in Southern Metro Manila, who are professionals and are earning at least Php 44,000 and above. In the short term, the researcher targets to acquire 4041 number of clients who will avail CC100 in the first year, improve brand recognition among millennials and promote a digital selling platform (email marketing, messaging, and video chat applications) in reaching the market during the pandemic. For the overall goal, the strategy targets to increase the Annual Premium of the product to P268M and to contribute to the percentage increase of BPLAC’s annual profit. This will all be possible by achieving the brand’s marketing objectives such as: strengthening sales force, increasing brand awareness, brand recognition, engaging, and building customer loyalty of the specific target market.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

111 pages

Keywords

BPI-Philam Life Assurance Corporation Critical Care 100--Marketing; BPI-Philam Life Assurance Corporation Critical Care 100--Public relations

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Embargo Period

5-26-2021

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