A proposed marketing plan for AKG Philippines

• Main Authors: Melendres, Ian Paolo DG., Zheng, Richmond, Pamiloza, Jairus
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18187
• Institution: De La Salle University

The portable consumer electronics industry is a booming industry due to advancement in technology, not just in portable media players but also in portable audio equipment such as earphones, headphones and wireless headphones. Reports show that annual gross income and disposable income have been increasing for the previous years. This implies that more Filipinos now can afford to purchase things that they can use for leisure and recreational products. AKUSTISCHE und KINO-GERÄTE (AKG) is an Austrian company founded in 1947. They are known worldwide for their innovations in the professional audio industry. Today, AKG has been synonymous to excellence in sound quality and is known for its reputation of being a formidable player in the headphone industry. The current target market of AKG here in the Philippines is the niche market of audiophiles and now, this marketing plan will tackle the new market segment of AKG which are the young professionals and college students located in the NCR region. The objectives are (1) to increase top-of-mid awareness by 30% (2) to increase product trial by 50% (3) to increase sales by 20%. To reach and penetrate these new target segments, the brand will be advertised using out of home advertisements and digital media. Social networking sites will be used as a tool to reach these segments to increase brand awareness among mentioned target audience. To encourage purchase and improve customer relations, sales promos as well as public relations will be implemented.