Date of Publication

7-2024

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Luz Suplico Jeong

Defense Panel Chair

Noel S. Murad

Defense Panel Member

Iris L. Ostrea
Patricia Poco Palacios

Abstract/Summary

Global Dominion Financing, Inc. (Global Dominion) is one of the leading financial services providers in the country, catering mainly to the underbanked Filipinos, especially small and medium enterprises (SMEs) through financing products such as car and truck refinancing, and car and truck financing. The company’s consideration to further strengthen its brand equity beginning in 2022 made a substantial improvement in its sales, growth, and popularity. From 79 branches in 2022 to 84 branches in 2023 to 116 branches at the beginning of 2024 up to its target of reaching more than 200 branches and marketing offices by the end of 2024, its massive expansion nationwide calls for more assertive marketing communications, and its recent successes only tell the organization that it is heading the right direction in various aspects of its operations. With this, this paper aims to comprehensively tackle the rationale for expanding current marketing communications efforts with the continued application of consumer-based brand equity framework, the use of brand ambassadors, and detail the action plans that will improve brand awareness and consequently improve the target audience’s purchase intention, using insights from reviewed literature, focus group discussion, survey, and current data analysis, to bring the marketing objectives of Global Dominion into fruition in 2025. Unlocking our understanding of effective marketing communications campaigns for a non-bank lending and financing company can result in not just cost efficiency for firms but convenience to financial consumers as well. Connecting a service that is relatively novel to some communities aids in improved financial services awareness, increased monetary velocity, and consequent economic development.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Financial services industry—Philippines—Marketing

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Embargo Period

7-2024

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