An integrated marketing communications campaign proposal for ang mahiwagang black box ABS-CBN TVplus

• Main Author: Austria, Matt Alistair Leano
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing > Philippines; Television > Receivers and reception; Digital television > Philippines; ABS-CBN TVplus; ABS-CBN Broadcasting Corporation (Philippines)
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5239
• Institution: De La Salle University

The Philippines has over 17M TV households. Over 80% are on free analog TV service. Pay digital cable TV service remains a luxury that is out of reach for the common Filipino. More than half of the households on analog have poor TV experience with grainy and blurry images. Also, analog can carry only one channel per frequency thus limiting viewing choices for Filipinos. As such, suboptimal TV reception and limited channel choices were the overwhelming norm in the typical Filipino home. In 2015, ABS-CBN ushered in a new era in Philippine television with the launch of its digital terrestrial television (DTT) service. ABS-CBN TVplus, dubbed as the Mahiwagang Black Box, is a digital box that delivers and upgraded viewing experience with digitally clear TV reception and new TV content through four exclusive channels, all for one-time payment with no monthly fees. Despite the social responsibility and consumer needs ABS-CBN TVplus aims to solve, the target market expresses non-interest to purchase, sees it as irrelevant and expensive. The marketing plan for ABS-CBN TVplus aims to create a sense of need in the minds of the target market, help shift the current consumer behavior and strengthen their value perception towards TVplus. It aims to increase interest to purchase to bring sustainable growth to TVplus sales. The plan will recommend a combination of different marketing communication tools and maximize all assets of the network for cost-efficiency. The six month marketing campaign will need P6,260,200.00 to execute the plan. The budget will be strategy allocated in touch points most relevant to the target market such as TV and Radio, Social Media, OOH and Suburb/Grassroots Penetration.