Marketing plan for MYX mega brand

• Main Authors: Lim, Monique Alexis B., Sy, Gem Myka C., Tee, Thomas Owen J.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18163
• Institution: De La Salle University

Creative Programs, Incorporated (CPI) is itself as the cable television production company of Philippine-based multi-media conglomerate, ABS-CBN or Alto Broadcasting System-Chronicle Broadcasting Network. It currently owns, operates, and distributes the cable channel MYX the local music channel, which primarily broadcasts programs relevant to Filipino music and artists. The marketing plan is geared towards improving the present brand status of MYX by broadening its target audience to the A and B market through a new platform. From being the top music channel in the country if it can broaden its target market and capture the classes` AB, this study seeks out further to aim on young Filipinos of age group 15-19 years old as the primary target, and 20-24 years old as the secondary target market. The radio-aficionado adolescents and internet-savvy young adults are targeted for they have the utmost need for online radio that caters to their music-oriented lifestyle. MYX has been in the industry for 10 years now, and it should further expand and reach a wider market and thus, MYX.FM is born. Its noble goal of promoting OPM and Filipino music artists, together with its competitive advantage over other entrants, and opportune benefit for its target market, the marketing team concurred to capitalize on the advertising tactics and utilize the sales promotion program designed specifically for the target audience, in order to reverberate the right tune of MYX online radio for the youth of the country and the world.