Integrated marketing communications campaign for BPI-Philam Life Assurance Corporation (BPLAC) Critical Care 100

• Main Author: Balquiedra, John Patrick
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: BPI-Philam Life Assurance Corporation Critical Care 100 > Marketing; BPI-Philam Life Assurance Corporation Critical Care 100 > Public relations; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/1; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1015&context=etdm_market
• Institution: De La Salle University

This integrated marketing plan aims to increase awareness of BPI Philam Critical Care 100 and made it more appealing to the target market segment of BPLAC, which consists of Millenial Preferred Clients of BPI living in Southern Metro Manila, who are professionals and are earning at least Php 44,000 and above. In the short term, the researcher targets to acquire 4041 number of clients who will avail CC100 in the first year, improve brand recognition among millennials and promote a digital selling platform (email marketing, messaging, and video chat applications) in reaching the market during the pandemic. For the overall goal, the strategy targets to increase the Annual Premium of the product to P268M and to contribute to the percentage increase of BPLAC’s annual profit. This will all be possible by achieving the brand’s marketing objectives such as: strengthening sales force, increasing brand awareness, brand recognition, engaging, and building customer loyalty of the specific target market.