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

Noel Sajid I. Murad

Defense Panel Chair

Raymond Allan Vergara

Defense Panel Member

Jose Luis Legaspi
John Carlo Sampan

Abstract/Summary

The Philippine sporting industry was thriving in 2016 to 2019 with an average revenue of 152.52 million Philippine pesos. However, 2020 has been a challenging year as the sports revenue dropped due to the COVID-19 pandemic. Different industries were affected, including the brand to be introduced in this paper. Trisports Solutions, Inc., a sports tourism company, is one of the organizers of triathlons and multisport activities in the country. With its primary goal to boost sports tourism in the Philippines, the brand currently has 4 races entitled TINMAN: Tri Ilocos Norte, Turbo Sprint, Tigasin Triathlon, and Biathle. Moreover, the brand unites all sports enthusiasts thus paving another way in achieving the goal. With all the successful races that Trisports Solutions Inc. has organized since 2012, it has received different awards over the years which have added credibility to the triathlon and multisport community. The most recent one was last year in 2020 when the brand garnered the Best Sport Tourism of the Year for its TINMAN Tri Ilocos Norte race. However, 2020 was also a challenging year as COVID-19 started to hit the country and affected several industries and companies including the sports industry and Trisports Solutions, Inc.

To understand the perception, preferences, and behavior of the target market, a survey was conducted to 176 respondents from the Greater Manila Area aged 25 to 45 years old. This survey consisted of questions using the User, Image, and Attitude format, BMAT Model, and AIDA Model. Based on the data gathered, Trisports Solutions, Inc. is not the top of mind organizer for most of the respondents, with the majority answering Ironman as the first organizer they think of. In relation to that, only nearly half of the respondents are aware of Trisports. Moreover, the respondents reiterated that they would prefer having an online race to still feel the thrill and excitement even within the comforts of their homes.

Based on the data gathered, a SWOT analysis was created to identify the internal and external factors that affect Trisports Solutions, Inc. For this proposed Integrated Marketing Communications for the brand, the initiatives are to be done in the digital space including public relations efforts and new product development initiatives. This direction came from the findings of the survey with the consideration of the ongoing pandemic. For the digital marketing side, advertisements on social media particularly Facebook and Instagram, Google, and e-mail are to be used. For public relations, there will be key opinion leaders and feature articles to further extend the objectives of the campaign. An event is to be held online also to launch the corporate social responsibility activity which will benefit student-athletes who have lost their scholarships. This activity will be based on the registration of new product development, TRISPORTS: Siklab Online, an online race that helps the sports enthusiasts still fulfill their triathlon/multisport experience even within the comforts of their home or their preferred places where they feel safe. All these initiatives are backed up by the goal of the brand to boost the sports tourism of the country and the campaign’s big idea.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

181 pages, color illustrations

Keywords

Trisports Solutions, Inc. (Philippines)--Marketing; Sports tourism--Philippines--Marketing

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Embargo Period

5-24-2021

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