A marketing plan for Groupon Philippines

• Main Authors: Dela Cruz, Alexandra Eloisa G., Olfato, Jea C., Ronidel, Robert Hanzel C.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18218
• Institution: De La Salle University

Groupon is a group buying website that features daily deals in the form of Groupon's or group coupons to be redeemed at local establishments located in three key location points Metro Manila, Cebu, and Davao. Formally launched in the Philippines in February 2011, the site utilizes consumers collective buying power to bring in and be able to offer goods and services at discounted prices of up to 95%. The creation of a marketing plan is for the purpose of planning and executing essential actions to accomplish the goals and objectives for the brand. Although they position themselves as the group buying website in the country, being the global market leader and the pioneer company in the industry, they currently rank fifth in terms of market size, behind major competitors Metro deal (current market leader), Deal Grocer, Ensogo, and Cash Cash Pinoy. Based from the extensive literature collected (primary data) and the Usage, Attitude, and Image (UAI) study (secondary data), the marketing plan proposes strategies to increase brand awareness, conversion, and loyalty. Because the business model of Groupon can be easily copied, spawning similar daily deal sites left and right, they must capitalize on first mover advantage and global market leader status. On the other hand, they must localize certain features to satisfy the needs and the Filipino market, e.g. website revamp and increase in number of deals featured that cater to the preference of consumers. Proposed communication programs are to be executed to help the company attract more consumers such as online advertising, social media push, and blogger activation. Through this marketing plan, net profit will be realized by 2014. If the strategies are enforced efficiently, Groupon can become the market leader in the group buying industry in the Philippines, just like its counterparts in other parts of the globe.