An integrated marketing campaign for Starmobile Diamond XI

• Main Author: Tayko, Bryan T.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4924
• Institution: De La Salle University

This report was commissioned to create awareness for Starmobiles phablet (phone tablet) segment called the Starmobile Diamond Series and develop awareness and reinforcement for the brand as the best alternative for mobile phone users who want to switch to an equally innovative yet affordable brand that combines a smartphones connectivity and instant access to information and a tablets wider screen for a richer viewing experience. The research draws attention to the fact that ever since the introduction of mobile phones in the Philippines in the early 1990s, the mobile phone industry has continued to grow as an important part of peoples lives. Although it has started a little more than 20 years ago, manufacturers have created an abundance of new technologies that keep mobile phone users coming back for more. Smartphones in particular are changing the traditional mobile phone dynamics. There has been a shift of consumer preference from just the mere design of the mobile phone to its overall functionality. Consumers now give priority into finding the right phone with choice features highlighting personal experience. The continuous growth in the mobile phone industry will particularly benefit the smartphone market as it continues to increase its share not only globally, but also in the Philippines where smartphones are notably doing really well. The tablet segment is also showing increase in demand most especially as it can co-exist with other connected devices such as computers and smartphones. As the mobile phone industry continues to grow, so does the continuous development and introduction of innovative products such as that of the phablets. An IMC campaign will be implemented for the general objectives of (1) increasing brand awareness for Starmobile in the phablet category by 25 %, (2) increasing category awarenessfor the phablet in the smartphone market by 35 % and lastly, (3) increasing brand trial for Starmobile Diamond X1 by 15 % all at the end of the 6-month campaign. The campaign will also prioritize brand reinforcement to further strengthen loyalty of current Starmobile users and invite both brand switchers and new users. The success of the campaign will be evaluated through brand awareness tracking studies (survey) and the percentage of smartphone users who actually switched/or purchased Starmobile based on sales figures and inventory (peso and unit) before and after the 6-month campaign.