A marketing plan for Pasig River Ferry Service

• Main Authors: Carreras, Sherry Rose G., Fernandez, Anthony Jake L., Ong, Katrina Kaye S.
• Format: text
• Language: English
• Published: Animo Repository 2007
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17585
• Institution: De La Salle University

The Pasig River Ferry Service is a new alternative mode of transportation that is very much different from the land based mode of transportation. It is the only ferry service running along the historical Pasig River. It goes through historical places such as the Malacanang Palace and the Manila Post Office. Its strongest selling point is cutting through the congested streets of the city. The passengers are not free from the heavy traffic they are also free from pollution. The researchers proposed strategies to strengthen the awareness level of the working class within 4 kilometers radius from the ferry stations. The stations exterior is redesigned, adding a logo of the PRFS and the word is a ferry stationary or passersby to identify it as such. The interior of the stations are redesigned also to offer a very relaxing feel to the passengers waiting for the ferries arrival. New amenities will also be available inside the ferries to cater to the need of the working class which is the primary target market of the study. Surveys and interviews conducted revealed very low awareness of the PRFS with only 28 respondents saying they are aware of it and only 7 who are actually using the ferry service. Of those who are aware but not using it can be observed that their reason for not using is also lack of knowledge on what the ferry is all about. With this the researchers came up with the Pasig River's influence area. Signages, Flyers, Poster ads and a website were the main communication tools used make people aware of the services the ferry provides. The total budget needed in implementing the marketing plan will be P1,699,700 and is projected to increase net income from a loss of P26,438,85 to a gain of P25,603,066.45 at the end of 2008.