Added Title

An integrated marketing campaign for Acer Predator Philippines

Date of Publication

11-19-2022

Document Type

Integrated Marketing Communications Campaign

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Raymond Allan Vergara

Defense Panel Chair

Miguel Paolo Paredes

Defense Panel Member

Irish Ostrea
Marie Anillo

Abstract/Summary

In 2011, a new term called “gaming laptop” was introduced to the world by Razer, a company based in Singapore known for creating gaming peripherals (mouse, keyboard, controllers, etc.)

For the first time, gamers and power users could experience the full power of their computers while also having the convenience of taking their game with them wherever they went. Thanks to the portability of these gaming laptops, it has become one of the fastest growing categories in their space, even outshining the standard (average) and business laptops.

Predator is the gaming brand of Acer Inc, a Taiwanese hardware and electronics corporation widely known for its desktop PCs, tablets, servers, and laptops. It is the current number 1 gaming laptop brand in the Philippines. Currently, it is being distributed under their authorized reseller Acer Philippines. While the brand is already established, competition from other brands such as Asus ROG (Republic of Gamers), H.P. Omen, Lenovo Legion, and Razer is very much present based on the survey. The respondents will buy a gaming laptop if they know the correct pricing, hardware power, and futureproof specifications.

This proposed Integrated Marketing Communications Campaign for Predator aims to build awareness of the features of its gaming laptops while increasing leads and converting them into buying customers. This campaign will focus only on one of the three selling programs of the company, the July to August season.

With the results of our survey and the analysis of the company’s SWOT and TOWS into consideration, it is suggested to take on a digital approach along with a strong emphasis on the onsite activations that this campaign will do. Lastly, the final push is a comprehensive sales promotion partnering with industry giant Gcash to beat last year’s back-to-school campaign and grow revenue by at least 10%. This campaign will promote the brand’s central message, “Unleash your game.”

Abstract Format

html

Language

English

Format

Electronic

Keywords

Laptop computers—Philippines—Marketing; Computer games industry—Philippines—Marketing

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Embargo Period

12-7-2022

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