Marketing plan for CMV express

• Main Authors: Bacani, Ma. Veronica R., Lawenko, Michelle M., Olizon, Anna Celina O.
• Format: text
• Language: English
• Published: Animo Repository 2005
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17605
• Institution: De La Salle University

CMV Services Corporation aims to become the market leader in the photo and digital imagining industry. To concretize this goal, the company's main focus is expansion in order to photography. The objective is to open ten kiosks (one per month) in 2006 and earn a first-year sales revenue of P4 million. By the end of 2007, twenty-two kiosks must be operational to earn sales revenues of P20.35 million. The primary target market the group has selected is composed of people aged 20-29, living in Metro Manila, and part of the upscale C socio-economic segment. Jobseekers and employees belonging to this segment are the ideal customers for the product since these are the consumers who care more about the quality of their ID photos and need photos on a regular basis, as shown by the survey. The secondary target market is college students due to their regular use of ID photos and large population. The recommended positioning for the product is quick, professional photography. Digitally-enhanced portraits or ID photos will be delivered in 5 minutes to match this positioning. The price should be set at P120. Suggested locations for the kiosks are malls where there are no existing CMV branches. It is also suggested to set up CMV Express kiosks in malls with CMV stores as long as the malls have an annex building. The selected locations include malls such as GT Tower and LKG Tower in Makati and Wynsum Plaza in Ortigas. Advertising will consist of flyers, banner stands, poster stands and backlit posters. These ads will carry the message that CMV Express is the place to go when looking Great counts and because a Great picture makes all the difference. Sales promotions will be composed of discount coupons on the opening month, frequency cards and free trials. Other marketing communications recommendations are told a photo contest and sponsor a job fair. The total cost of all marketing communications is P173,350. Projected sales for the first year of operations is computed at P4.23 million. Net profit is projected at P1.26 million.