A marketing plan for Picture Books

• Main Author: Amis, Aaron Kevin
• Format: text
• Language: English
• Published: Animo Repository 2009
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18054
• Institution: De La Salle University

The photo book industry is an emerging industry in the Philippines. This is the modern day photo album wherein instead of printing photos and placing them in an album, pictures are printed and serve as a page of the book. One company that saw the potential of this industry is PictureBooks, a photo book company owned by Central Books Supply Incorporated which opened its first kiosk in Goodwill Bookstore in Glorietta 3, Makati City in 2006. The methodology used for this marketing plan is inclusive of primary research, in the form of an in-depth interview with Central Books Incorporated Chief Operating Officer, Mr. Jose Paolo Sibal, several focus group discussions and a survey participated in by three hundred eighty four (N=384) respondents from different demographics. Secondary research was also utilized to determine the trends in the printing and photo book industries at present, and the standing of PictureBooks against its direct and indirect competitors.The most pressing issue that emerged from the research gathered is the company's lack of aggressive marketing strategies. In line with this, it is highly recommended for PictureBooks to increase its target market's brand awareness and ensure the quality and efficiency of its products and services. These goals can be achieved through aggressive marketing, consistent product development and establishing efficient communication channels between the company, its employees, and its target market. In order to assess the performance of PictureBooks after implementing these recommended strategies, different monitoring and evaluation programs are also suggested in this marketing plan.