A marketing plan for Netopia

• Main Authors: Brandes, Nichola F., Buenaventura, Jia E., Carandang, Patrician Gabrielle C.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18138
• Institution: De La Salle University

The Internet Cafe industry in the Philippines once boomed. It used to have a higher rate of access compared to home, but nowadays, many prefer to make use of their home internet connection. Due to lower costs of Internet connection, the strength of competition, and even the rise of smart phones and tablets, greatly affected the growth of Internet Café. However, it is seen in the gaming industry that many still go toInternet Cafés to play online or network games. Even gaming publishers consider Internet Cafés as part of their growth. As seen in the access of the gaming industry, it is profitable. Netopia Internet Café has long been in the market for sixteen years. Two computer enthusiasts, namely James Guiab and Axel Kornerup, initially owned it during the year 1996. It was acquired by the PLDT Company during the year 2001. It was then sold to IP Ventures in the year 2011. This marketing plan aims to target college students belonging to the socio-economic class C with ages ranging from 16 years old to 25 years old. The objectives of this plan are the following: (1) to increase brand awareness by 5%, (2) to increase sales by 10%, (3) to increase product conversion by 44%, and (4) to increase retention by 32%. In order for the objectives to be achieved, a new and improved gaming division will be introduced by Netopia which is Netopia Extreme. Through extensive programs using advertising, consumer promotions, and public relations, Netopia aims to strengthen its gaming image and at the same time offer the market a whole new gaming experience never been offered before by the company.