A marketing plan for MINI Cooper Philippines presented to the Autohub Group of Companies

• Main Authors: Chua, Regine Elissa U., Garcia, Jose Alvaro B., Sta. Ana, Katrina Janine M.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18206
• Institution: De La Salle University

The automotive industry in the Philippines is thriving with an increasing rate of passenger cars being sold all over the country. Under passenger cars there are those sold at a premium price in which can be further classified by size. Brands like Audi, BMW, Lexus, Mercedes-Benz, Peugeot, Beetle, Volvo and MINI have variants that qualify under the premium compact segment. Out of these brands, Mini Cooper is an iconic and instantly recognizable brand of compact cars that first came to prominence in 1960s England. It has since rebranded and adapted MINI, a new name with a whole new line of more sophisticated premium compact models. In 2009, it came to the Philippines under the distributorship of Autohub Group of Companies. Over the years it has failed to meet its expectations gaining only a meager 5.36% in market share. It is then the group's job to hone MINI's strength through a marketing plan that will hopefully increase market share. The plan contains a proposed new sales structure, a wide array of events, sales promotions, public relations, and advertising. In making these, a UAI was conducted which composed of face-to-face surveying and in-depth interviews. Through these, the group has gained insight on how consumers think when purchasing and using the cars and how MINI satisfies their need for esteem. To correspond to these, a comprehensive income statement was made with all the costs for the strategies included. All of these will then be evaluated to check if the plan delivers what it aims to achieve.