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  • 1. 10 STEP Marketing Plan for
    Maria Nicole Pauline C. Cruz
    October 27, 2010
  • 2. 5 Moves to target and position
    Couples who finally decide to tie the knot after a long wait
    Who need to document their story
    An artistry that tries to capture or understand the couple and the nature of their relationship and give it at a competitive price
    Gap is other services focus on pricing and neglecting quality
    The market size is P3B with BongVideos only having less than 1% niche due to the number of players in the market
  • 3. 5 Moves to mix and strategize
    6. Pre-wedding and wedding videography services using HD camcorders with HQ-DVD output
    7. 14 to 20% of premium
    8. Uses online marketing and search engine optimization
    9. Available in Luzon, particularly in NCR and Region V
    10. Uses a differentiation strategy
  • 4. Positioning to the
    primary target market
    Part 1:
    Moves 1 to 5
  • 5. 1. BongVideo’sprimary target is..
    Couples 25 to 35 years old, part of the lower to upper B class who are getting married
    Artists, mostly have their own businesses or do freelance work, young families usually with a young child
    understand that marriage is not just an event but a milestone in their relationship
  • 6. 2. Couples need to Get Bonged!
    To have their day documented artistically and meaningfully.
    To have their videographer understand that their story is unique and would want a unique output and not just concentrate on current trends or styles of video editing
  • 7. Why couples want to Get Bonged!
    Effort to understand the couple and the dynamics of their relationship
    The output or videos entices couples to Get Bonged!
    The couples see the dynamics of their relationship/wedding and feel happy and satisfied
  • 8. Couples expect from Getting Bonged!
     
    Effort: if the couple works well with the videographer, the expectation would be a videographer that understands and sees their dynamics
    Performance: if the video successfully reflects their style and relationship, the expectation would be a feeling of pride from a memento that would last
    Reward: satisfaction, happiness, nostalgia, pride, self-esteem from being together and reaching this new milestone in their lives
    Couples choose BongVideos because of artistry, a fresh take on each video, price, and an awareness of the couple’s story
    Couples expect a story of who they are as a couple that later generations could still watch
  • 9. 3a. Challengers to BongVideos
    Direct: MartinDV, Kris Katungan, Marvin Barbarona, Jason Magbanua, Threelogy, PhoebenTeocson
    Indirect: friends of the couple who have basic knowledge on videography and editing, DSLR cameras with video feature, iPhone 4, nokia N8
    Variables: income, price, style, quality, flexibility, artistry, brand
  • 10. 3b. Competitive Position Map
    Price vs Quality
    Brand vsPositioning
    Equipment vs Mobility
  • 11. Mid-range Price for High Quality Output
    MarvinBarbarona
    Quality
    Price
    Low
    High
    Low
    Kris Katungan
    Kris Katungan
    BongVideos
    PhoebenTeocson
    Martin DV
    Martin DV
    Threelogy
    Jason
    Magbanua
    High
  • 12. Competitive Map
  • 13. 4. BongVideosin a sea of wedding videographers
    Bongvideos is the only service
    that has the ability to reflect the personality of the couple
    that creates personalized poetry that goes along with the video
    that has emotion, heart, and soul
     
    Other services focus on low price or high profile weddings though providing almost the same type or style of video for all clients.
  • 14. 5a. Wedding Industry at P39B
    Based on NSO data for 2004, there were 212, 236 marriages solemnized in Catholic churches
    Couples who marry in Catholic churches are usually the ones who spend more for a wedding
    An average wedding budget is P250,000.00 with only a fourth of the 212,236 that can afford the budget
    The percentage for video services is 8%
     
    The total size of the wedding industry is P39B
    The size of the videography industry for weddings is P3B
  • 15. 5b. The competition in the market
    High end video services can go up to P250,000 depending on the location of the wedding while low end services can only cost P2,500
    Well-known videographers can average about 2-4 weddings per week or an average of 18 weddings a month which also depends on the month of the year. Statistics show that April and January has the most number of weddings
    High end videographers occupy 39% of the market, 21% for mid market, and 40% for low-end videographers
  • 16. 5c. When the market Gets Bonged!
    Bongvideos officially began in 2008 with 2 clients.
    In 2009, the number of clients increased to 100%.
    In 2010, clients increased 350% or 18 clients. This year, Bongvideos also catered to destination weddings from Camarines Sur to California.
    Rates range from P18 to 45,000. Market share for BongVideos is very minimal because it is a start up and because of the number of players in the market.
  • 17. The marketing mix trategy
    Part 2:
    Moves 6 to 10
  • 18. 6a. Wedding video services dominated by price range
    • Three types: high-end, mid-range, low-end
  • What does it mean exactly?
    Getting Bonged! means striving to compete with itself. Its goal is to bring to life the couple’s story therefore its tagline of “Videos with emotion. With heart. With soul. Get Bonged.”
    Videos are quirky and nostalgic at the same time. It tries to mix artistic elements to the video to enhance the couple’s story but not to the point where it becomes distracting.
    The service is flexible enough to cater to the desires of the couple.
    The experience of getting Bonged is all about fun during and after the event.
  • 19. 7. Price is not a problem
    Bongvideos is priced at 14 to 20% of premium
    Prices depends on the services that the couple wants such as pre-nup, videography, video editing, and photo slideshows
    It prices itself slightly lower than the mid-range average
    What makes BongVideos unique is that it focuses on the couple’s story and not on their budget.
     
  • 20. 7. Price is not a problem
  • 21. 8a. How to Get Bonged!
    Website, google analytics, SEO, contests, forums
    W@W yahoogroup forums and Sulit.com.ph ads
  • 22. 8a. How to Get Bonged!
  • 23. 8a. How to Get Bonged!
  • 24. 8a. How to Get Bonged!
  • 25. 8a. How to Get Bonged!
  • 26. 8b. How others do it
    Wedding expos, exhibits, word-of-mouth, tie-ups with wedding planners
  • 27. 9. Where do couples Get Bonged?
    EVERYWHERE!
    As long as the couple shoulders travel expenses and accommodations
  • 28. 10. BongVideosseeks to be different
    In a sea of wedding video service providers, being different could be difficult
    But it is the only way to stand out
    Strategy is to bring the couple’s story to the forefront
    To attract couple’s who understand what getting hitched really means
  • 29. Summary
  • 30. 5 Moves to target and position
    Couples who finally decide to tie the knot after a long wait
    Who need to document their story
    An artistry that tries to capture or understand the couple and the nature of their relationship and give it at a competitive price
    Gap is other services focus on pricing and neglecting quality
    The market size is P3B with BongVideos only having less than 1% niche due to the number of players in the market
  • 31. 5 Moves to mix and strategize
    6. Pre-wedding and wedding videography services using HD camcorders with HQ-DVD output
    7. 14 to 20% of premium
    8. Uses online marketing and search engine optimization
    9. Available everywhere
    10. Uses a differentiation strategy
  • 32. 10 STEP Marketing Plan for
    Maria Nicole Pauline C. Cruz
    October 27, 2010