An integrated marketing communications campaign for Ekotek

• Main Author: Sayat, Michelle Ann D.
• Format: text
• Language: English
• Published: Animo Repository 2015
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4932
• Institution: De La Salle University

This Integrated Marketing Communications Plan was developed with the primary objective of increasing awareness for the Ekotek line of products with special focus on the Ekophone Sage. As a new entrant to the highly cluttered category of Smartphones, Ekotek needs to establish a sound positioning for the brand that is relatable in order to catch the attention of its intended target market. Aside from fixing their marketing strategy, there is also a need for the company to fix their distribution network, manpower capacity, and product portfolio line in order to compete head on with other brands. Pricing wise, the company is positioned to target the D segment primarily young adults. Key touch-points such as social media, blogs and tech reviews, and word of mouth were taken into consideration given that these are channels that are mostly frequented by the market. Research shows that there is high potential for mobile gadgets in the Philippines due to the improvements in infrastructure, flexible payment schemes both for gadgets and telecommunications, and the availability of wireless internet access in the country. This partnered with the obsession of Filipinos with social media have continuously increased mobile gadget sales which in turn resulted to the growing number of tech companies entering the country all hoping to grab a chunk off the pie. This paper will discuss in detail the current market situation in the Philippines, the smartphone category, consumer behavior and in the end the proposed plan of action to help achieve the marketing goals of Ekotek.