Globe Broadband

• Main Authors: Chua, Ceena Giselle, Reaport, Katherine Pearl., Sy, Aurus Feal., Yu, Wendy Grace.
• Format: text
• Language: English
• Published: Animo Repository 2006
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17534
• Institution: De La Salle University

With Internet users estimated to be around 7.8 million, and projected to grow at around 20 million in the year 2008, the Philippine internet market continues to expand vigorously. However, only a few percent of these users access the internet through broadband. The problem is, while both PLDT myDSL and Globe Broadband are targeting dial-up users, PLDT myDSL has been more successful in acquiring old narrowband users. In reality, these broadband services do not differ. In terms of speed and functionality, all are the same. Currently, the advertisements of the competitors focus on the speed, price and other functional benefit, but not all of the market understand what these technical terms mean for them. The ‘opportunity for Globe Broadband is to communicate in a human and emotional level. In our proposed advertising campaign, the group is targeting mothers primarily and high school to college students secondarily, both belonging to B and C1 SEC living in key urban cities. The main idea is to survey that “With Globe Broadband, lagi kayong una sa buhay.” It appeals to the mothers because they do not want their kids to left behind or napag-iiwanan. Hence, the group suggests who campaigns. In the “Replaces Everything” campaign, to be ahead is to be modern and up-to-date. Encyclopedia are now outdated. More people b=now are watching shows and listening to music via the internet. The being the case, mothers would not want their children to be old-fashioned or behind the times by sticking to these soon-to-be-obsolete media. In the “Family” campaign, to be ahead means to be up-to-date in relationships. One should keep constant communication with their love ones, so they would not miss moment. If they do not, they would not know what is happening to their love ones. They will feel detached. This idea will appeal to parents, particularly to mothers working abroad, because they could not be there for their children in their important moments in life. With Globe Broadband, they can keep in touch with their children as if they were there. Below the line efforts will focus on communicating the speed of Globe Broadband versus dial-up in a manner that the market will understand easily by providing analogies using familiar elements. The campaign will make sure of TV, print, radio, and other below the line efforts such as transit ads, event sponsorship, school sampling, store displays, and sponsorship of traffic signs. TV commercials will come out during primetime. Radio commercials will come out during morning and evening rush hour. Print ads will be scheduled on both weekdays and Sundays. Transit ads and store displays will run for the entire year. School sampling will only be from June to December. Event sponsorship depends on the scheduling of the partner companies. Sponsorship of traffic signs will be made during the first part of the year and will be permanent structures. The total budget of each of the campaigns is P300 million as given by the client. The effectiveness of the advertisement campaign will ne evaluated through the increase in sales as well as the result of the post-evaluation survey that focuses on assessing the level of advertisement awareness and inclination of the market to subscribe.