A Marketing plan for 1993 of the Metro Ferry

• Main Authors: Ching, May, See, Abigail, Sy, Wesley, Yu, Shirley
• Format: text
• Language: English
• Published: Animo Repository 1992
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16841
• Institution: De La Salle University

The Pasig River Transit Co., Inc. owns and operates the Metro Ferry, a water transport system which ferries people from Escolta to Guadalupe and vice-versa using the Pasig river. At present, the company has seven riverbuses or vessels in Metro Manila. These operate from 7 am to 7 pm with 30 minute intervals during peak hours and hourly intervals during slack hours. To utilize the riverbuses during slack hours, the company has introduced the Pasig River Educational Tour which takes in students on a charter basis and provides an educational, guided tour of Pasig river aboard the Metro Ferry. The Metro Ferry as a public transport service is being positioned as an alternative mode of transportation in Metro Manila. This mode of transportation is fast, economical and generally pollution-free (from smoke belchers). There is also no long lines, no overcrowding and no traffic. Meanwhile, the Pasig River Educational Tour is positioned as a supplement for classroom learning as it provides students with a historical and ecological experience of the Pasig river. The marketing plan for 1993 focuses on both the Metro Ferry as a public transport system and as a charter service for the Pasig River Educational Tour. Short term objectives include increasing regular passenger ridership by 20% and increasing charter ridership by 50%. A 30% increase in product awareness is also expected. The main thrust of the marketing plan is to increase ridership. To do this, there should be an improvement of the people's image of the Metro Ferry. Hence, an improvement of the quality of service is the main concern. This includes improvements of the Metro Ferry, the crew, the operations, boat signages and the stations. Meanwhile, itineraries, annotations, tour costs, summer packages will be improved to increase the usership of charter services. An increase in tour costs for charter services is recommended to increase the revenues generated from these activities. Likewise, the plan includes the increase of sales force, the provision of sales trainings, the use of sales brochures, clear books and other sales paraphernalia as part of the sales and distribution strategies. It is also recommended that Metro Ferry go into advertising and promotional activities to increase product awareness and usership. Print and radio ads will be used throughout the year. The advertising concept will emphasize Metro Ferry as an alternative mode of transportation where people can avail of a comfortable, economic, fast and hassle-free ride. A series of PR activities have also been prepared to supplement the radio and print ads throughout the year. The PR objective is to create a more favorable image for Pasig river and consequently, for Metro Ferry. Total investments for the marketing plan will amount to P 2,160,408 but profits of P 306,012.46 can be expected. Evaluations will be done quarterly and annually by the marketing and operations manager.