A marketing plan for SmartNet

• Main Authors: Galura, Kamille Andrea L., Saquido, Margaret Loise C., Trinidad, Albert David D.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18204
• Institution: De La Salle University

Smart Telecommunications, Inc., a pioneer in the Philippine telecommunications industry provides the Filipinos superior communication locally and in the world. The brand has long since centered its marketing efforts to the older generation since 1993. However, with the booming youthful population of the Philippines, the brand started to focus their efforts to the younger generation. The Filipino youth, especially the teenagers and young professionals proved to be strong markets with their large number and positive attitude towards technology. The group was given the task to handle the marketing of the SmartNet app that caters to the 18, 24 age range belonging to the socio-economic classes C and D. The objectives to further tap the target market are to (1) increase awareness nationwide, (2) gain and maintain competitive advantage over my globe, (3) be one of the leading smartphone applications in the market and (4) to be able to answer the demand of the target market while being profitable. The implementation of an advertising program and sales promotion program will be used as gauges to accomplish the goals and the objectives stated in the campaign. The attainment of the goals and objectives will be done through the strategic promotions and fitting advertising that the group has produced. The 6-month marketing plan will require a PHP 19,765,615.00 investment that will yield to 1 million users by 2012 and a net profit of PHP 564, 000, 000.00. To be able to monitor the efficiency and effectiveness of the activities in the marketing plan, tools for evaluation and measurement have been ascertained.