1. 1
Marketing Management Plan
MyPhone Company Inc.
Proposed by:
King Gil R. Reyes
Ran Robert V. Itutud
Vincent Cesar R. Alcantara
Mark Aries M. Ramos
Ruejen Kenneth K. Sangil
John Alvin B. Narvacan
Mel Steven F. Prepotente
Far Eastern University
Institute of Accounts Business and Finance
2. 2
Table of Content
Title Page 1
I. Executive Summary 4
II. Introduction 5
III. Company Profile 6-15
a. Company Background 6-8
b. Product Mix 9
c. Branches Location 10-15
SWOT Analysis 16
IV. Retailing Environmental Analysis 17-18
a. Political 17
b. Economic 18
c. Social 18
d. Technological 18
V. Competitive Analysis 19-20
- Pinoy Phones 19
- China Phones 20
VI. TargetMarket 21
VII. Retail Marketing Objectives 22
VIII. Positioning 23
3. 3
IX. In store Branch Strategy 24-30
a. Current 24
b. Propose 25-30
X. ContigencyPlan 31-32
XI. Action Plan 33-45
a. Sales Plan 33
b. Advertising Plan 34-46
*Additional Information: My Phone 47-52
XII. ProposedBudget 53-54
XIII. ExpectedOutcome of Proposal 55
Bibliography 56
4. 4
I. Executive Summary
MyPhone Company is one of the leading distributor and retailer of Android phones here
in the Philippines. The company is known for selling Locally Made Phones yet has a quality and
reasonable, they MyPhone that can compete to other smart phones in the market. The company
creates a big bump in the market when they introduced there Android Phones.
Generate and increase revenue is the basic goal of every business and so as the MyPhone.
This plan will ensure that there will be no opportunities being wasted during the Marketing
program.By focusing on it’s generally objective which is to gain profit and establish a name in
Cellular Industry, the Marketing team created a program that will be a key to success.
We have created a reasonable promotional activities will attract our customers and build
a strong relationship with them. The promo will use the current events, and holidays as an
advantage and opportunity to promote sales to the customers.
We also generated the best advertising plan for MyPhone, the Company and its product
will be advertise through radio, newspaper, and billboards. We will also make an exposure on
television by sponsoring events, contest and raffle promo. These advertisement plans will help
the company to create a good impression to the public and it will surely attract the customers.
Through the specified Strategy and Tactics, the company will recover all the expenses as
soon as the Marketing plan performed well. At the end of the program our investors will surely
recover on what they invested plus the interest that they are entitled to get.
5. 5
II. Introduction
Being one of the leading distributors of reasonable phones in the Philippines, MyPhone
Company is inducing quality phones that is locally made but has a capacity on competing in
market. MyPhone enter the market by targeting practical customers and position the product and
service of the company into a large set of market consumer like the Low to Average Class of
consumer status.
MyPhone Company is known for its reasonable price yet has a quality that can be
compared to other known Cellular Brands. The Company and its management aimed to establish
a name by making differences among other brands when it comes to technological solutions for
communication, innovative products and services, top notch customer service and constant
celebration of everything beautiful about the Philippines and its people.
When it comes on establishing a good image MyPhone uphold its ideals of maintaining
the credibility of the organization, the business processes, products and services through the
promotion and maintenance of ethical corporate culture and practices. On the maintaining a good
working environment with its employess, MyPhone provides a great continuous training and
development of the people who fuels the success of the company is observed, and where
opportunities for growth and self-improvement are fairly and equally enjoyed by everyone. The
company promise to provide products that have inculcated the direction of uplifting everything
about the Philippines, believing that everything about the Philippines is beautiful and is worth
taking pride in.
MyPhone Company is also engage to constantly study, understanding and keeping up
with the latest technological advancements, demands, and trends, while the management
constantly reminds them to put the changing and evolving needs of our customers in the face of
the changing times, always on top of our priority.
In this paper the Marketing Team conduct a marketing research and analyze the trends
and factors that will affect the image of the company. The team generated a marketing strategy
on how the product will be sold in the market to increase revenue.
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III. Company Profile
A. Company Background
MyPhone’s Filipino Heart
Small as it was then, with only 3 models and 15 dealers distributing its products
nationwide during its first year, MyPhone was built out of a big goal –to be a proudly Pinoy
brand that is in the service of providing Filipinos with excellent quality phones at prices within
their reach. This has been perfectly embodied in the phone brand’s logo which is depicted by the
Philippine flag enclosed in a solid heart. This image clearly shows how MyPhone, as a company,
is committed to uplifting Filipino pride and love for the country. Over the years, the MyPhone
brand has never once strayed away from its vision. From being the first Filipino mobile phone
brand, to being the first to offer dual-SIM mobility in the country, MyPhone has always been a
pioneer in bringing various developments that are heavy on nationalistic themes and pro-Filipino
features.
• MyPhone was the first to develop customized Cory and Ninoy phones in honor of the
great Filipino icons of democracy,
• MyPhone was the first to introduce music album phones showcasing the music of great
OPM icons,
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• MyPhone was also the first to develop a mobile phone with a built-in fake money
detector in support of the anti-counterfeit campaign of the Bangko Central ng Pilipinas.
Offering affordable mobile phone alternative among the Filipinos, MyPhone consistently
grew both in sales and reach. Its product line continually widens as it offered more variety of
phones: from basic call and text phones, to touchscreen phones, Wi-Fi enabled phones, mobile
TV phones, and recently, Android phones.
From a market underdog, the company has continuously and consistently risen to become
a definitive contender in the Philippine mobile phone landscape. Within its first five years in the
business, the company has come far from having just 15 dealers in 2007 to its current roster of
250 dealers and nearly 200 concept stores and kiosks distributing its products nationwide.
Presently, MyPhone is considered a reputable name in the Philippine mobile phone
market. It has even gotten ahead of some of its multinational counterparts.
The company considers its products’ customized “Pinoy Content” as its key
differentiator. It prides itself to be the only company to offer software exclusively created for
MyPhone with a gamut of data such as recipes, jokes, and even prayers.
MyPhone is distributed by MySolid Technologies and Devices Corp. Its head office is
located at 2000 Solid Laguna Corp., Km 16 East Service Rd., Bicutan, Paranaque City.
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KEY OFFICER OF MyPhone
Mr. Jaime R.
Alcantara
(President)
Mr. Kevin Lim Tan
(VICE PRESIDENT)
Mr. Richard de Quina
(VP FOR MARKETING
AND BUSINESS
DEVELOPMENT)
Mr. John Luke Chica
(MARKETING HEAD)
Mr. Jonathan
Janorabon
(NATIONAL SALES
MANAGER)
Mr. Kirt Ugas
(BUSINESS
DEVELOPMENT
MANAGER)
Mr. Anthony Posadas
(VP FOR FINANCE)
9. 9
B. Product Mix
The My Phone Company is not only engage on selling economical and quality phones but
they are also selling Tablet PC which is one of the hottest gadget in IT industry.
My Phone introduces a Pinoy made Tablet PC known as the MyTab. It is conveniently load
the apps and games of your choice from Google Play Store as MyPad2 operates on Android Ice
Cream Sandwich (ICS). MyPad is built with a 1 GHz Single-Core Processor that’s well-suited in
powering this tablet, be it the apps, your multimedia player. It lets you play with your tablet—
virtually socialize on Facebook and Twitter via Wi-Fi and use the roster of apps you want and it
has 7.0” Capacitive Touchscreen, What’s more, you’ve got a handy snapper as MyPad 2 has a
2.0 MP Back Camera.
10. 10
C. Branches Location
NCR:
SM Southmall
SM Las Pinas
SM Bicutan
SM Moa
Gateway Cubao
Robinsons Ermita
SM Pasig
Market Market
Greenhills Theater Mall
SM Muntinlupa
SM San Lazaro
VISAYAS:
Gaisano Antique
Gaisano Kailbo
Robinsons Bacolod
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NORTH LUZON:
Session Road Baguio
Victoria Galeria Bataan
Save More Apalit
SM marilao
MINDANAO:
Gaisano Davao
GS Illustre Davao
Gaisano marbel
Abreeza Mall Davao
Gaisano Butuan
Gateway Zambaonga
Gaisano CDO
Tagum City
Gaisano Coronadal
SM Davao
Gaisano Tagum
Ecoland Davao
Bankeruhan Davao
Panabo Bus Terminal
Gaisano Digos
Limketkai CDO
SOUTH LUZON:
Robinsons Lipa
SM Dasma
SM Bacoor
SM Rosario
Lotus Mall Imus
LCC daraga
Ongville Lucban Quezon
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CONCEPTBOOTS:
NCR:
SM North
SM Fairview
SM Manila
SM Sta Mesa
SM Cubao
SM Megamall
SM Marikina
SM Masinag
Ever Ortigas
Starmall San Jose
Ever Recto
Ever Comm
Tutuban Center mall
Robinson Metro East
Starmall Alabang
Circle C congressional
Saint Francis Square
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Waltermart Sucat
Market Place
Puregold Valenzuela
Marikina Public Market
Puregold Paso de blas
Taguig Market
Mart One Guadalupe
cvc caloocan
Big R CaintaPuregold Cubao
Puregold Taguig
Cash & Carry
Waltermart North Edsa
Isetan Recto
Sta Lucia Mall
Marikina River Banks
Welcome Mall Pasay
Festival Alabang
SM Taytay
Sunshine Mall Taguig
Waltermart Makati
Montalban Town Center
Puregold QI
Robinsons Novaliches
Puregold Multinational
Victory Antipolo
Tutuban Center Mall 2
Pasig Public Market
Puregold bf
168 Mall Tutuban
Ever Comm
Puregold San mateo
Zabarte Mall
Western Caloocan
Baclaran Central Mall
NORTH LUZON:
SM Pampanga
SM Pampanga 2
Nepo Mall
Jenra Mall
SM Clark
Baguio Center Mall
SM Baliuag
SM Bagiuo
Magic Mall Pangasinan
SM Rosales
CB Mall Pangasinan
paseo Tuguegarao
Aparri
brixton mall tuguegrao
save More Tuguegarao
savemore San jose NE
Robinson Laoag
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Savemore Iba
Waltermart Plaridel
SM Tarlac
Waltermart Gapan
SM Olongapo
North Harbour Olongapo
NE Cabanatuan
VISAYAS:
SM Cebu
SM Iloilo
Mary Mart Mall Iloilo
Amigo Mall Iloilo
Gaisano Iloilo
Lee Plaza Mall
168 Mall Iloilo
SM Bacolod
J Center Mall Cebu
888 tacloban
Robinsons Tacloban
BQ Mall
Shopwise Cebu
Gaisano Country Mall
SM Consolacion
Lee Plaza Mall
SOUTH LUZON:
SM Lipa
Pacific Mall Lucena
Sun Star Laguna
SM Calamba
Waltermart Dasma
Pavillion Laguna
Waltermart Sta Rosa
Waltermart Calamba
SM batangas
Ultramart San pablo
Budgetlane Batangas
Waltermart Tanuan
Waltermart Makiling
NCCC Palawan
Central mall Binan
Rengel Dept. Palawan
SM San Pablo
LCC Iriga
Puregold Tagaytay
MINDANAO:
NCCC Matina
NCCC Magsaysay
Robinson Gen San
Southseas Cotabato
Gaisano Digos
Market City CDO
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Ace Marbel
Kimsan Plaza Tacurong
Kcc Marbel
Fitmart gensan
Gaisano iligan
Mindpro Zambaoaga
Cogon market Complex CDO
KCC Mall Gen San
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MyPhone SWOT ANALYSIS
SWOT ANALYSIS
INTERNAL
Strengths:
Affordable
Updated Software
Good product endorsement
User friendly
Easy to find shops
Weaknesses:
Long charging time
Hard to find accessories
EXTERNAL
Opportunities:
People looking for more cheaper smartphones with good quality
Myphone Brand becomes more popular
Awarded “SuperBrand” in Philippines Awarded “SuperBrand” in Philippines
Threats:
Increasing popularity of China Phones
Local competitors offer more affordable phones.
Foreign brands also offer cheaper phones
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IV. Retailing Environmental Analysis
A. Political
Local smartphones have warranties depending on the unit. And with these warranties,
there are legal terms. One of this is the voidance of warranty if the phone is rooted or the seal of
warranty is broken. Common laws for phones include, subscriber confidentiality, driving while
texting laws, pornography, and crime related laws applicable to cellphones.
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B. Economic
Local smartphones here in the Philippines are competing in a low price. Because larger
percentage of Filipinos belong to class B to D, local phones set their prices in a more affordable
and cheaper manner. But with cheaper price comes with good quality. Local smartphones also
compete on product offers and specifications.
C. Social
The Philippines emerged as the fastest growing market for smartphones in Southeast Asia
over the last 12 months thanks to Filipino consumers’ growing love affair with SMS or short
message service as well as media networking sites such as Facebook and Twitter. Philippines are
known as the texting capital of the world. Filipinos really love cellphones because it gives easy
access to communication. But nowadays, Filipinos doesn’t only love to text, they now also love
to participate more on social networking. Smartphones are a trend in the Philippines nowadays.
They really loved the smartphone that they produced local phones to meet up the Filipino’s
needs. Filipinos created cheaper, yet quality phones.
D. Technological
Local smartphones here in the Philippines create phones that offer just the same as what
foreign and high end phones give. Local smartphones tend to compete not only to their class but
also to the high end class.
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V. Competitive Analysis
Pinoy Phones:
1. Torque
Dual SIM Capacity
Wi-Fi enabled
Android Phones
Up to Quad band Capacity
Muti-Functional Cameras
2. Star Mobile
Dual SIM Capacity
Wi-Fi enabled
Android Phones
Up to 42.2 Mbps
Up to Quad band Capacity
Up to Quad Core Processor (1.2 GHz)
Muti-Functional Cameras
Equipped with Corning Glass Technology
20. 20
China Phone:
1. Cherry Mobile
Wi-Fi enabled
Android Phones
Quad Core 1.5 GHz
Camera: 18 MP autofocus with flash rear
cam and 8 MP front camera
Up to 1 GB RAM Capacity and up to 16
GB internal storage
It has USB Port
2. Huawei
Brilliant 4.7” screen HD display
Wi-Fi enabled
Android Phones
Muti-Functional Cameras
RAM: 2 GB and ROM: 8 GB
Durable (Water Proof,Dust Proof and Shock Proof
21. 21
VI. Target Market
MyPhone’s Primary TargetMarket:
Pinoy
Demographics (All, Ages, Male and Female, Social class: Low to the Upper class,
Single/Married)
Lifestlye(Study, Working, Connect friends and family anytime wherever)
Generally our target markets in our product are all Pinoy (working or non-working and
students). Pinoy is the primary target market of MyPhone because they the potential buyer of the
product, because foreigner will prefer to have Samsung, Nokia and Iphone. We chose students
because students are more likely to buy cellular phone nowadays especially high technology
phones and because of their lifestyle preferences nowadays, such as being urban dweller that’s
why almost wants to be updated when it comes to technology. People in an working are also one
of the target market of our product not only because high technology phone suits their lifestyle
but also because this phone can also help them in their work by means of making their job more
easier with the help of the convenience of their phone. For the non-working our phones are
reasonable such everyone who is in lower class up to the middle class has a capacity to buy it.
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VII. Retail Marketing Objective
Increase sales by 5% at the end of year
Reduce expenses by 10%
Increase product awareness among the target audience by 30% in one year
Decrease or remove potential customers' resistance to buying our product, leading to a
12% increase in sales that are closed in six months or less.
Increase the average number of items purchased per sale to 2
Increase the percentage of customers who are returning customers to 2%
Increase the number of new customers by 25 per month
Increase customer satisfaction. Reduce the number of complaints in complaint box while
making complaint box more visible.
Increase new customers from referral and word of mouth to be 20% of overall new
customers per month
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VIII.Positioning
To all “Pinoy” aging 10-50years old, male or female who is in lower class to higher class,
single or married, who needs a cell phone for everyday use, the “MyPhone” is a cell
phone that they can use because of its special
features.
After purchasing “MyPhone” they will enjoy
the 24/7 calls and texts anytime and
anywhere.
MyPhone will also teaming up with Smart
Telecommunication for mobile plans, it can
take pictures and listen radio and music.
Unlike other cell phones that were high in
price, less design and not handy in size and
weight our “MyPhone” is low in price, full of
functions, with great packaging designs and
handy at the same time.
“MyPhone” will do a promotional and advertising campaign for the product to be known
to our target market.
24. 24
IX. In store Branch Strategy
A. Current
Great news guys especially to all
graduates out there, the counter part of
cherry mobile which is MyPhone has great
promos to offer. Now My Phone Philippines
is on sale, the Gradget Craze Sale Promo
will last until March 31, 2013 and the said
My Phone Sale Promo will be available in
all accredited my store and kiosk
nationwide. So guys hurry and grab your
chances now.
For those who are planning to buy a new
smartphone this June, try to check out
MyPhone's newest "ANDROID
INVASION!" promo this Friday (June 14,
2013) and save as much as P2,000 on these
phones - MyPhone A848i Duo, MyPhone
A919 Duo and MyPhone A888 Duo! The
MyPhone Android Invasion promo will be
available on all MyPhone concept stores,
kiosks and dealers nationwide (limited offer
only). More details after the jump.
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B. Proposed
Our strategy is to have a promo or program of every month, Its either for profit or for
Building up our image and introducing our company to the public to make public relations.
Halloween program
Description:
We will sponsor a Cosplay event that is hosted by Hero TV, a cable channel that the
shows are only anime that is dubbed into Filipino language. We will choose the top 8 among the
contestants then choose the top 3 first. The grand winner of the event will get, gift check of
2,500 plus our latest phone, MyPhone Iceberg and the 2nd placer will have a gift check of 2000
plus A919i Duo and the third place will receive a gift check of 1,500 plus A919 3D Duo. The
remaining five will receive gift checks of 1,500 each.
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Christmas “Give Phones on Christmas day” promo
Description:
When December starts, we will launch our Christmas program that will be called
Christmas “Give love on Christmas day” promo. We will be having a 1 week sale for all the
android phone,the original price of these units will be P500.00 less than its original price starting
December 23, 2013, to December 29, 2013.
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“Kung Hei MyPhone 5 days madness”
Description:
From January 26-31, whenever you purchase any MyPhone product, you will get a
limited edition MyPhone Year of the horse Silicon Case for your Phone and also a Screen Guard.
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MyPhone “My Date”
Description:
Starting Feb 1, For every purchase of any Smart phone of MyPhone, Our customers will
get a raffle entry to win A trip for 2 to El Nido Palawan for 3 days. The duration of the promo is
until Febuary 20 and the winner will be announced on the 23 and the schedule of the trip is on
March 1.
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Summer Special
Description:
Starting March 25, For every purchase of any Smart phone of MyPhone, Our customers
will get a raffle entry to win A trip for 5 to Boracay for 3 days. The duration of the promo is until
April 25 and the winner will be announced on the 27th of April.
30. 30
Back to School promo plus
Description:
For the “Back to school” promo, For every purchase of any Smart phone, there will be a
free Fuego phones.
Also, in partnership with National book store whenever our customer will buy smart
phone, there will be free school supplies
For purchase of any MyPhone product that the customer will buy, there will be a free
limited edition MyPhone umbrella
The duration of the promo is from May 25 until June 22
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X. Marketing Contingency Plan
A marketing contingency plan can help a small business protect revenue, profitability and
customer relationships by preparing for unexpected events. The sudden arrival of a powerful new
competitor, a problem in your supply chain, the resignation of an important sales representative,
a virus attack on your website or the discovery of a major product defect can have serious
consequences. If you have a contingency plan in place, you can respond quickly to changes and
protect your company against the risk of business and financial damage.
Awareness
Our marketing team will be aware of the possible risks in the company that will possibly
happen during the marketing program. We will make a list of potential vulnerabilities in our
marketing program, focusing on items outside our control like:
Changes in economic conditions.
Example: Could this impact our customers’ spending power and hit sales of our products.
Changes in personnel at key accounts could weaken the customer relationships you have
developed and open opportunities for competitors.
Environmental Factors.
A major marketing campaign or massive price cut by a competitor could lead to loss of
business. By having our Team working through a series of “what happens if” scenarios, we can
identify areas where you need to prepare a response.
Monitor
After identifying the vulnerabilities, we will monitor the condition to try to get an early
warning of any increase in risk.
Our sales team will be in contact with our potential customers at all times and ensure
them with proper knowledge about the company and products.
We will check industry publications and media for competitive advertising.
32. 32
Response
We will set out the actions that we will take in the event of threat or problem.
If our competitor cuts prices, we will set out the prices that we can offer to maintain the
volume of sales. If the company is not gaining enough sales, we will identify customers
or prospects we could increase our sales to cover the loss.
We will setup procedures for dealing with a product defect and a possible recall
campaign such as service centers.
If an important member of our sales team leaves, we will identify a replacement and
prepare a training program to bring that representative up to speed.
We will identify alternative sources of important components in case one of your suppliers has
delivery or quality problems.
Manage
When the plans are completed, we will share it with members of the sales and marketing
team so that they are aware of their role in monitoring risk and responding to threats. We will
appoint a member of the team to keep the plan up to date by incorporating any new research or
important information from the field.
33. 33
XI. Action Plan
A. Sales Plan
Constructing our Sales plan we shall follow the following steps:
Sales Success Requires Planning - we shall formulate our sales strategy and tactics to
achieve our sales success. To implement this we will generate promotional activities
throughout the year and use every event in the season as a opportunity to conduct sales
and gain profit.
Analyze Our Potential - we shall step through a structured process that will prepare us
for the development of our sales strategy.
Strategize Around Strengths - the description of our sales activity will be analyzed
producing a report that reveals factors impacting our sales potential.
DevelopOur Tactics - we shall receive guidance to develop a comprehensive tactical
plan to achieve our success such as advertisement and promotional strategies.
Measures Our Success - we shall constantly develop key measurements that mark the
progress of financial estimates that guide our growth.
Employ an Action Plan for Success - we shall provide our sales force a clear tactical
plan that is also aligned with management's strategic objectives.
The sales strategy of My Phone is simple. The key to customer satisfaction is having the
product and services that meet the customer's needs and have it on a reasonable prize. A crucial
part of that is to also have knowledgeable employees to help customers quickly find what they
want.
34. 34
B. Advertising Plan
To advertise the product, we will use media such as radio commercials, billboards,
newspaper and magazine ads we will also events and TV shows to extend exposures and
minimize the expenses rather than using TV Commercials.
For the endorser of our product, we will use Daniel Padilla because he is the new face of
My Phone and because he is an apple of the eye for the teenagers as they are our largest
target market.
For the radio commercial, his voice will be heard on air advertising the product.
We will also promote the product through Prizes in a TV and radio shows, raffles and
event gimmicks like Christmas, Valentines, New Year, Back to School etc.
For the promotional ads of the MyPhone in radio and TV MyPhone products will be
utilized as prizes on TV and Radio shows or gimmicks to minimize the advertising
expense. We will give away gift checks from My Phone.
For the billboards ads, we will put a billboard establishment in a place where many
commuters and motorist are passing by such as EDSA, Expressways and even LRT
Stations.
For the newspaper ads we will occupy a space in all leading newspaper and magazines in
the Philippines contractually.
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Newspaper Ads Plan
Broadsheets:
It is the largestbroadsheetin circulation size followedby the Philippine Daily
Inquirer.
Daily Circulation of 280,000 copiesonweekdays and300,000onSundays)
44. 44
The PhilippineDaily Inquirer, popularly knownas the Inquirer
The most widely read broadsheet newspaperin the Philippines
Daily circulation of (260,000 and280,000onSundays) copies.
One of the Philippines' newspapers ofrecord.
It is a member of the Asia News Network.
It is among the topthree broadsheets inthe country.
Daily circulationof (271,687) copies.
45. 45
Tabloids:
The most popular tabloid is Abante according to NationalCommissionfor
Culture and the Arts (NCCA)
Daily Circulation of 417,600 copies.
Tabloid style newspaperpublished in the NationalLanguage.
Daily Circulation of 250,000
Daily Circulation of 240,000Copies
46. 46
Radio Ads Plan
GMA Network’s flagshipFM station
It is one of the topFM stations in Metro
Manila.
17 Radio Stations over the Philippines
Brgy. Love Stories as Top Rating Radio
Show
Ratedas Best RadioStationby Yahoo OMG
FlagshipFM stationof ManilaBroadcasting
Company in the Philippines.
ConsistentTop-RatedRadioStationby
WikiPilipinas.
20 Stations over the Philippines
Most Popular RadioStation.
Papa Jack as the Key DJ.
Sister Stationof Love Radio
Consistentonthe Top 10 RadioStationin the Philippines
9 RadioStationin the Philippines
47. 47
*Additional Information: My Phone
Smart Communication
Smart Communications, Inc. (Smart) is the Philippines' leading wireless services provider
with 54.2 million subscribers on its GSM network as of end-2012.
A wholly owned subsidiary of the country’s dominant telecommunications carrier, the
Philippine Long Distance Telephone Co. (PLDT), Smart and its subsidiaries operate a
nationwide cellular network, a wireless broadband service, a satellite phone service, and mobile
commerce services.
Smart has the most extensive and modern digital communications GSM network and
infrastructure in the country—operating 10,509 cell sites, 13,149 cellular/mobile broadband base
stations, and 2,806 fixed wireless broadband-enabled base stations, covering all of the country's
1,634 cities and municipalities.
Smart offers the widest array of cellular service brands designed to address the needs of
different market segments. Its subsidiary Smart Broadband, Inc. (SBI) offers a wireless
broadband service, Smart BRO, with over 1.73 million subscribers as of end-2012.
Smart has built a reputation for innovation, having introduced world-first wireless
services, including Smart Money, Smart Load, Smart Padala, the Netphone, and Smart LTE —
the world’s first multi-band LTE service. Smart also offers 3G and HSPA+ services. Its Smart
Link service provides communications to the international maritime industry.
48. 48
National Book Store
The largest bookstore and offices supply store chain in the Philippines. National Book
Store is a joint venture of retail giants SM Prime Holdings (75%) and Ayala
Corporation (25%). Robinsons Land Corporation and Megaworld Corporation exited the twenty
year-old National Book Store retail joint venture on 1 January 2010.
Hero TV
Bida ka dito sa Hero TV, being the FIRST and ONLY all Filipino-dubbed anime channel
made for the fun, energetic and adventure-loving Filipino youth of today. They tune in to HERO
TV for their daily dose of animation entertainment because it helps define their identity and
individuality by making them feel like a hero, the reason for Hero TV being a consistent Top 10
dweller in cable rankings, making it the most wanted anime channel in the Philippines.
49. 49
Yes FM
MBC holds the distinction of being the pioneer broadcast institution in the Philippines.
Taking over the reins of Heacock-owned KZRH following World War II, Don Manolo Elizalde
had a new studio built atop the Insular Life Building on Plaza Cervantes within 40 days after
Liberation. By 1949, KZRH (now known as DZRH) began broadcasting nationwide – becoming
the first station to reach audiences as far north as Basco, and as far south as Jolo. Throughout the
50’s and the 60’s, it established itself as the leading news and entertainment station in the
country – a distinction it holds until today.
Tonight
Ngayon ay natamo ng TONITE, isang pahayagang nasusulat sa Pilipino, ang
pinakamalaking sirkulasyong hindi pa nararating ng alinmang pahayagan sa Pilipinas, ito man ay
nasusulat sa Pilipino o Ingles.
Nilalathala ng Monica Publishing Corporation (MPC), ang TONITE ay lumalabas
pitong araw sa isang linggo. Isinilang ito noong 1988 at sa maikling panahon ay naestablisa nito
ang sariling mambabasa sa merkado ng panghapong pahayagan.
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BULGAR Company Profile
Ang Sison’s Publishing House Inc ay nagsimula noong Disyembre, 1990 sa pagbubukas
ng dalawang publikasyon — BULGAR at CHISM. Pareho itong lingguhang babasahin na
naglalaman ng mga artikulo at istoryang nakapokus sa entertainment at showbusiness.
Makaraan ang isang taon ng masusing pagsusuri at serye ng mga konsultasyon sa print media at
dealers maging sa mga mambabasa, nagpasya ang kumpanya noong Disyembre 2, 1991 na
gawing araw-araw ang paglalathala ng BULGAR bilang isang seryosong daily tabloid
newspaper kasabay ng pansamantalang pagtigil sa publikasyon ng CHISM magazine.
Manila Bulletin
Manila Bulletin Publishing Corporation (MB) was founded as the Daily Bulletin on
February 2, 1900 for the purpose of engaging in the publishing business. It was incorporated on
June 12, 1912 as Bulletin Publishing Company and re- incorporated in 1959 as Bulletin
Publishing Corporation. On June 22, 1989, the corporate name was amended to Manila Bulletin
publishing Corporation.
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Philippine star
Philstar.com is a Philippine news and entertainment portal for the Filipino global
community. It is the online presence of the STAR Group of Publications, a leading publisher of
newspapers and magazines in the Philippines.
Our publications include The Philippine STAR, one of the leading English broadsheets in
the country;Pilipino STAR Ngayon, a tabloid style newspaper published in the national
language; Freeman, Cebu's oldest English language newspaper; Banat, a tabloid published in
Cebuano; and People Asia Magazine, which profiles personalities in the Philippines and the
region.
Philipine Daily Inquirer
The Philippine Daily Inquirer is undeniably the country’s most credible and influential
newspaper. With over 2.7 million nationwide readers daily, it enjoys a market share of over 50%
and tops the readership surveys.
Not only is it the most read among all sectors and ages, it is also the country’s most
trusted source of hard-hitting news and countless exposes. Distinguished by award-giving bodies
like the Catholic Mass Media Awards, Jaime Ongpin Awards for Investigative Journalism, Anvil
Awards and IFRA Asia Media Awards, it is the Philippines’ most awarded broadsheet with over
400 awards and citations.
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Barangay LS
Barangay LS is DWLS-FM 97.1Mhz, the FM radio station of GMA Network Inc. in
Mega Manila, Philippines.
Barangay LS 97.1 TugStugan Na! is the new station ID. It embodies the whole idea of
having fun while listening to the radio. TugStugan Na! is a 'crazy fun' mix of popular songs,
endearing programs and happy people.
Barangay LS is located within the GMA Network Complex, EDSA corner Timog Ave.,
Quezon City, Philippines.
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XII. Proposed Budget
We request a total of P22,158,220.00 budget for our advertising plans and projects. The
majority of funds will go towards advertising expenses for the promotion of our products and
also for us to make name for our company to become more competitive than our competitors.
This includes compensation for advertising in radio channels such as Love radio, Yes Fm and
Barangay LS, Billboards in North Luzon Express way and South Luzon express way and
Newspaper ads in Bulletin and tabloid. The advertising will be the one responsible for lunching
of the said proposed advertisements provided they will agree to our proposals and will be
approved.
The budget will consist of the following: Radio advertisement, we plan to have contract
with 3 of the biggest radio station in our countries which are 90.7 Love radio, 101.1, Yes FM and
Barangay LS, 97.1. The contract is for 6 months, The radio stations will air a short script that
will advertise our product for 15 seconds that will run 5 times a day with an agreement of 2 sets
of 3 months package that costs P1,387,500 per package which equals to P2,774,000 per radio
station and with the totality of P8,325,000 for all 3 stations. Next is Newspaper ads, we talked
with 3 bulletin newspaper and 3 tabloid newspaper. The Newspaper ads in bulletin which are
costs P226,800 each, with a totality of P680,400. For the tabloid, it costs P23,500 each with a
totality of P141,120 for all three. The last one is the billboard advertisement which are located in
North Luzon Express way, Paso de Blas Valenzuela City which costs P220,000/month and it’s
for 2 months then South Luzon Express way, On the top of Metropolis Mall, Alabang which costs
P280,000/month, also for 2 months, the total cost of the billboards is P1,000,000. For our
projects and promos, We are planning to lunch different promos or projects each month such as
Back to school promos, Valentines “My date” getaway, that will cost P24,042 and Summer
Special, a trip to Boracay and more and it may cost us P95,040.00.
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Budget Item remarks amount total
Radio advertisement -6 months
Love radio 90.7
Barangay LS 97.1
Yes FM 101.1
Runs 5 times a day for 15
seconds
With 2 sets of package for 3
months(50% discount
1,387,500.00
1,387,500.00
1,387,500.00
8,325,000.00
News Paper ADS(bulletin)- 3 months
Manila Bulletin
Philippine Star
Philippine Daily Inquirer
For weekdays, 25,200 rate
for 1/6 page. It will be
advertised every Monday,
Wednesday and Saturday.
75,600x3=226,8
00
75,600x3=226,8
00
75,600x3=226,8
00
680,400
News Paper ADS(tabloid)- 3 months
Abante-tonight
Bulgar
Remate
Amount+12% EVat
½ (7 col. X 15cm or 5 col x
21cm) 2 times a month
23,520.00
23,520.00
23,520.00
141,120.00
Billboard advertisements-2 months
North Luzon Express way
(Paso de Blas Valenzuela City)
South Luzon Express way
(On the top of Metropolis Mall,
Alabang)
C-5 Bagong Ilog, Pasig City
Edsa Guadalupe
(Atop Princess traveler’s Inn)
Size: 25h x 60w feet
220,000/month+vat
Size:40h x 50w
280,000/month+vat
Size: two 60h x 40w feet
260,000 per face/month+vat
Size:40h x 40w feet
270,000/month+vat
440,000.00
560,000.00
520,000.00
540,000.00
2,060,000.00
LRT advertisement -2 months
LRT line 1 advertisement 15,000 per unit every
month
30,000.00 30,000.00
Promos
Halloween program
Christmas Promo
(average of 5000 units sold during
the duration of sale
Chinese new year Promo
(average of 2500 units sold during
the 5 day promo)
Valentines
Iceberg,
A919i Duo
A919 3D Duo
8 gift checks(2,500, 2000,
1500 and 5 1000)
All Android Phones are less
P500
Silicon Case
Screen Guard.
Trip for 2 to El Nido
11,988.00
9590.00
7390.00
11,000.00
500 x no of
phone sold
500.00
150.00
25,000.00
39,968.00
2,500,000.00
1,625,000.00
25,000.00
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Summer Special
Back to school promo
(Average of 6000 units sold)
Palawan for 3 days
Trip for 5 to Boracay for
Free fuego phones for every
smart phones bought
Free school supplies
Free Myphone umbrella
50,000.00
No of phone
sold x 999
P50 per units
sold
P50 cost of each
customized
umbrella
94,990.00
6,594,000.00
Total budget proposed 22,158,220.00
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XIII.Expected Outcome of Proposal
With the entire proposal about the programs and promos, we are expecting that the
outcome of the proposals will increase the sales of our product for about 15% at the end
of the span of 1 year if it will be continued.
The price competition may also be affected because of our promos. During the duration
of our promos, the competitors may also be forced to make promos to match our promos
which may harm them if they also go low on price and will not be able to afford it
We expect our product to become well known or at least, increase its fame that will give
it a competitive edge with the other competing products of our competitors
This may also result to us, having an idea about our future products. We may get
references from customer feedback.
The budget proposed may be big but it is expected to recover in just a short span of time,
in about a span of 6-10 months
