Marketing plan: IBM anyplace Kiosk Continuum Technology Corporation

• Main Authors: Ortega, Johann, Reandino, Jeremiah, Tantamco, Ryan, Ting, Ivan Richmond
• Format: text
• Language: English
• Published: Animo Repository 2006
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17527
• Institution: De La Salle University

The purpose of this marketing plan is to primarily help Continuum Technology Corporation generate awareness and increase the sales of the IBM Anyplace Kiosk product, which is still fairly new in the market. With that in mind, the goals and objectives are set and the strategies and proposals (4 Ps) are formulated to achieve the purpose of this marketing plan. The industry study part of this paper is divided into the worldwide self-service industry, the Philippine self-service industry, and the retail industry in the Philippines. The Philippine self-service kiosk industry lacks pertinent information since it is still in its infant stage and the group had to do exploratory research in order to find out the awareness of the touch screen kiosk perception of the IBM Anyplace Kiosk and the preference before investing in such product. Finally, the retail industry is included because the group feels that the IBM Anyplace kiosk will be appropriate to use in such industry, particularly the supermarket sector. The current product situation explains about the IBM Anyplace Kiosk product, how it was introduced last year, its sales contribution to the company last year, and the current promotions done for the product in the current year. The goals include building awareness and acceptance of the IBM Anyplace Kiosk product, convincing business sectors on how the product will be beneficial to their businesses, and making IBM the first brand to come up in mind when it comes to solutions for customer service. The objectives part includes increasing the level of product awareness and product sales for each year (up to the fifth year).