A marketing plan for WolfPac Communications, Inc.

• Main Authors: Quiat, Noreen H., Ricasio, Angeline P., So, Maria Katrina S.
• Format: text
• Language: English
• Published: Animo Repository 2004
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17682
• Institution: De La Salle University

The mobile market has become the pre-dominant growth driver of the telecommunications industry due to the increasing demand for cellular phones. This has led to opportunities for new companies to offer new services that cater to the growing mobile market. Among the existing developers of wireless value-added services is WolfPac Communications, Inc. It has grown to be a successful wireless applications and content provider for the Philippines leading wireless service network, SMART Communications, Inc. This and the threat brought by rapid changes in technology have prompted the company to continuously come up with new services that take advantage of the wide subscriber base of SMART. This study was made to help WolfPac cope with the advancements in the wireless market through the proposed service, SMART BISTRO. This seeks to make best use of the company's strengths and existing resources to further provide convenient access to quality information about food establishments in Metro Manila. Also, presented in this paper is the marketing communications program for SMART BISTRO that aims to create awareness among its target market. The group suggests the use of radio and print ads for the advertising of the product. Together with the sales promotions and public relations programs, media cost is calculated to be within a given budget of P15,000,000 to be shouldered by SMART. The product is estimated to bring a 33.25% increase in WolfPac's revenue for the year 2004 while incurring minimal cost for product execution.