A marketing plan for Durastar Corporation

• Main Authors: Castillo, Vanessa, Lumaguni, Richard, Ong, Lawrence
• Format: text
• Language: English
• Published: Animo Repository 1998
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17575
• Institution: De La Salle University

Durastar Corporation belongs to the consumer electronic sub-sector of the Philippine Electronics Industry. It has wide variety of product lines ranging from small to large items, making up a complete consumer electronic product provider. The company is currently serving the C and D market as shown by its low prices and plain advertising and promotions. This marketing plan aims to maintain the current market of Durastar while trying to create an impression from the AB class market through the various pricing, promotional and advertising programs. The marketing efforts will be directed to both the dealers and end users. Media options for television, newspaper, and others will be utilized to communicate the company's continuing commitment for durability and high-tech features. Brand image will be enhanced through the use of product category tag-lines, and Durastar's current unique selling proposition, world's most number of automatic features. Sales and distribution will likewise be improved by increasing sales force in order to cover more areas and extend its reach. Finally, results will be evaluated through sales and market share analyses.