An evaluative report on the marketing activities of the Philippine Long Distance Telephone Company

• Main Authors: Bautista, Joan Genevieve J., Macalagay, Mary Joy E., Ramos, Ma. Monina M., Vida, Fresminda A.
• Format: text
• Language: English
• Published: Animo Repository 1991
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16793
• Institution: De La Salle University

Through the years, the Philippine Long Distance Telephone Company (PLDT) has been serving and providing people with their telecommunication needs. The company has come up with various services to meet the growing demand for more technologically advanced telecommunications services. Recently, they have introduced two new services: the Telecharge card which is the first telephone credit card in the Philippines and the International 800 Freephone Service (1-800) which allows business entities abroad to call businesses here in the Philippines without incurring the cost of overseas calls. Also, the company installed the Tamra W15 multi-coin payphone which accepts coin denominations of P 0.25, P 0.50, P 1.00, P 2.00. Though the company have come up with various services which can boost its revenue in the coming years, they still face a number of problems. First in the list is their competitors. Although the number of competitors is very small, PLDT cannot just sit back, relax and see what happens. They have to be on guard also of their competitors' moves. Because of this, the company has embarked into extensive advertising campaigns. Recently, it came up with the corporate ad on Lea Salonga entitled Tagumpay Nating Lahat which presents the talents and victories of our fellow countrymen. Promotions are launched to give incentives to PLDT employees. An example is the Mega Promo '91 which is an internal contest among PLDT employees for them to solicit subscription of telephone services such as extension phone, push button (PBRD) and EWS special features. Second in the list is that there are certain services that need to be re-evaluated in terms of their use, distribution and the marketing strategy being implemented. Examples of these services are the Red Payphones and the Telecharge card. Evaluation of the marketing department under which the trainees have worked during their office practice would also be discussed. With these problems in mind, the group aims to come with various recommendations on how to improve the company's services as well as the company's image.