A Proposed marketing plan for Liberty skyphone

• Main Authors: Basquena, Cherry Blossom Yu, Chua, Anni Lien Tia, Co, Miriam Choi, De Vera, Kathrina Victoria Dayao, Flores, Edsel Cabiles
• Format: text
• Language: English
• Published: Animo Repository 1996
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16792
• Institution: De La Salle University

Liberty Broadcasting Network Incorporated is a rapidly growing company continuously developing fixed and mobile products that will serve the voice and data requirements of the wireless telecommunications market. Liberty Skyphone, the newest product of Liberty Telecoms is the first and only fixed wireless telephone system available in the Philippine today. It is positioned against the existing cellular phones and landlines in the country. It will be launched in 1997 in urban and rural areas nationwide. Since the Liberty Skyphone is a new product to be offered in the market, brand awareness is the main goal of the marketing plan. By this awareness, penetration and increase in sales in the cities, municipalities and towns of Luzon, Visayas and Mindanao will come about. Marketing programs involving advertising, promotion, public relations, product development, and research & development were proposed by the group. The total investment cost for the proposed programs and activities is P 25,620,061.50. Out of this budget, P 65,000 is allocated for product development P22,851,493.50 for advertising consisting of TV, radio, print and non-traditional advertising P 1,339,568.00 for Promotions P1,214,000.00 for Public Relations and P150,000.00 for Research and Development. With the implementation of the proposed marketing strategies, the company is projected to gain a profit of P46,365,943.34 which is an incremental profit of P19,914,943.34 from a P26,451,000 profit without the marketing plan. Focus group, surveys and monitoring of the sales will be used in order to evaluate the effectivity of the proposed marketing plan.