An integrated marketing communications campaign for Meralco Bayad Center

• Main Author: Chua, Marie Joyce A.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Payment > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5357
• Institution: De La Salle University

Meralcos Bayad Center is the pioneer in outsourced payment Processing in the Philippines. The brand has over 20 years of providing a consolidated payment option for consumers, giving the market a trusted one-stop reliable payment service catering to 132 biller partners, 200 kinds of bills in 5,000 plus locations. The industry and brand study done by the brand and discussed in this proposal shows the high level of awareness of Bayad Center especially in the greater Metro Manila area. The challenge comes in the retention of the consumers what will keep them paying only at Bayad Center? There is also great opportunities to expand to the Visayas and Mindanao regions where there is low awareness of the brand. External factors such as the development of technology also pose a threat to the business of Bayad Center. How does a brand like Bayad Center keep up? This integrated marketing proposal for Bayad Center proposes to build brand loyalty with the current market of the brand through creating value for the customer on every touch point. The strategy is to keep them informed, find ways to be of value to them and to make the brand available to a larger market. The aim for this campaign is to develop a long term relationship with consumers who, in the future, will make Bayad Center their preferred payment center for all their bills.