An integrated marketing communications campaign for Kaisa Academy

• Main Author: Tumalad, Mark Albert V.
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Kaisa Consulting Company, Inc. (Philippines)—Marketing; Self-managed learning—Marketing; Workflow management systems; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6276; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13338/viewcontent/Tumalad_MarkAlbert_11797479_Redacted.pdf
• Institution: De La Salle University

As market leader in enterprise application software, Systems Applications and Products (SAP) has helped companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device, SAP empowered individuals and organizations to work together more efficiently and used insights to effectively deliver tangible results or stay ahead of the competition. It has 440,000 customers in 190 countries with 92% of Ford Global 2,000 companies, along with 98% of the 100 most valued brands, use SAP solutions. In the Philippines, SAP has a little over 1,800 large and medium companies and about 72% of the Top 50 corporations have implemented their enterprise systems. To ensure a wide range of competent professional working on the SAP software landscape, the company run a training and certification program with more than 350,000 individuals globally has been SAP certified. Capitalizing on its strong demand worldwide as an opportunity, Kaisa Consulting Company, Inc. (Kaisa) registered as one of the solutions partner of SAP in the Philippines. Kaisa is a Philippine-based consultancy formed under the RAMCAR Group of Companies in 2005. Kaisa is the first and only Philippine-based SAP Partner to be certified in three ISO standards: ISO 9001, 20000-1, and 27001. The company also won the SAP Services Partner of the Year award for 2007 and 2008 – a mere two years after its incorporation. As one of the few with a SAP Partner Center of Expertise certification, SAP recognized the ability of Kaisa to effectively deliver end-to- end SAP solutions and high-quality support services to the corresponding businesses that need them. Kaisa was also officially accredited as an SAP Education partner in 2006 and was the first SAP Education partner in the Philippines authorized to run SAP Academy certification courses. Branded as Kaisa Academy, markets to the Philippines majority of SAP Education offerings which were Instructor-Led Training – classroom training that involves in-person instruction from SAP experts, Self-Paced Training – online curriculum caters to a wide range of learning styles and subject-matter requirements, and Certification – validate the expertise and experience of SAP partners, software users, customers and professionals who are looking to be placed in a SAP environment. On the other hand, a drop in terms of sales performance was observed since 2016 which was led by significant business events such as employee attrition, low sales pipeline and unrecognized opportunity in marketing. With most of the sales revenue generated from corporate clients and SAP-endorsed clients, the company is aiming to revitalize its SAP Education business by increasing individual trainings. This integrated marketing campaign aims to achieve aims to achieve the SAP assigned annual target of twenty one million (Php 21,000,000.00) sales revenue of Kaisa Academy for 2020 through implementation of marketing approaches targeting to stimulate professionals who were aspiring to acquire SAP skills which will help them in their professional careers. The researcher identified the behavior of millennial professionals and SAP practicing professionals with desire to improve their SAP competencies as well as analyzed the internal efficacy of the company to execute an SAP training through surveys and existing company data. Moreover, industry reports and studies were referenced out to understand the industry landscape externally. Based on this initiative, the researcher crafted its marketing plan which is towards implementation of programs aiming to improve its service quality and market scope generating sales from both corporations and working professionals.