Chapter I EXECUTIVE SUMMARY
Chapter II CURRENT CURRENT MARKETING SITUATION ANAL YSIS
A. Industry Advertising Advertising is a form of communication communication used by most businesses businesses as to create awareness and inform their audience about the product or service that they are offering. It also persuades the target audience to create immediate action for consumers to try the product. There
are
many
advertising 'media' such as newspapers, magazines and journals, television cinema, outdoor advertising (such as posters, billboards). Sales promotion
activities
include
advertising
campaigns,
product
demonstrations, trade shows and free sample campaigns, seminars on related topics, media campaigns, telemarketing, door-to-door sales, and direct mail campaigns. Since different companies compete on a day to day basis, many organizations spend thousands of pesos to promote their product or service that leads to the continuous development of the Advertising Advertising industry. industry. The continuous and tight competition between different companies has paved the way to the growth of advertising industry. Most establishments nowadays chose to be part of the industry because of the assumption of development of advertising industry in the Philippines.
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Chapter II CURRENT CURRENT MARKETING SITUATION ANAL YSIS
A. Industry Advertising Advertising is a form of communication communication used by most businesses businesses as to create awareness and inform their audience about the product or service that they are offering. It also persuades the target audience to create immediate action for consumers to try the product. There
are
many
advertising 'media' such as newspapers, magazines and journals, television cinema, outdoor advertising (such as posters, billboards). Sales promotion
activities
include
advertising
campaigns,
product
demonstrations, trade shows and free sample campaigns, seminars on related topics, media campaigns, telemarketing, door-to-door sales, and direct mail campaigns. Since different companies compete on a day to day basis, many organizations spend thousands of pesos to promote their product or service that leads to the continuous development of the Advertising Advertising industry. industry. The continuous and tight competition between different companies has paved the way to the growth of advertising industry. Most establishments nowadays chose to be part of the industry because of the assumption of development of advertising industry in the Philippines.
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Composition of Businesses in different sector of the industry The advertising industry is composed of a huge number of players targeting different segments by offering different advertising media and tools. There are basically four types of advertising: above the line advertising, below the line advertising, traditional advertising and nontraditional advertising. Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising. In other words, below-the-line sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration. Below the line advertising in the Philippines started in the hotel industries. It is introduced by the OTAs’ and BTL Advertising took off after
giving
discounts and creating deals to hotel accommodations and other tour packages.
Another form of below the line advertising is thru discount
savings packages. Online discount vouchers were offered in the Philippines last 2010 by one of the indirect competitor of Granton World.
Granton World is the world’s largest producer of discount savings packages that offers incentives to the people for their personal usage such 3
as restaurants, spa, hospitality, and hotels. They initiate initial usage to the customers. BTL Advertising or Below the Line Advertising, they attract customers to go inside the restaurants, visit a hotel, and go out for a spa.
Usership pattern Below the line advertising in the Philippines aims to target the users of the discount cards, discount vouchers and discount coupons. Most of the businesses in this industry aim to target the impulse buyers.
An impulse buyer is herein defined as a person who purchases purchases a product, avail a service, create immediate action without proper buy on impulse without proper reflection.
Impulse buyers are composed of Filipinos with the age range of 16 and above. Majority of impulse buyers are 18 years old – 30 – 30 years old. There is a 70% difference on the gender distribution of impulse buyers. Most of them are Female.
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Figure 2.1. Distribution of Impulse Buyers depending on Gender
The figure above shows that most of the impulse buyers are female which is 78 and male got 22 only.
In this modern time, people are engaged in a lot of family activities in the Philippines recreational activities are usually done during weekends. During this time, Filipinos, in groups made up of families, friends and officemates indulge in recreational activities based largely on travel and adventures, club and bars, beauty and wellness, fashion, sports and food and restaurants.
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Figure 2.2. Distribution of Impulse Buyers depending on the type of Recreational Activities
The figure shows that percentage of impulse buyer by the type of recreational activities they purchased. Beauty and wellness gather the highest percentage which is 37% of the recreational activities while Clubs and Bars got the lowest percentage among the type of recreational activities which is 6% only.
Usage, attitude and image study The proponents conducted a post evaluation study to know consumers’ perception, behavior, needs and preferences with regard to discount cards. It was done thru a survey conducted by phone calls. The questions used during the survey are the standard questions being used by 6
the Customer Service of Granton World. Respondents were randomly selected from the Granton card receipts.
Growth Patterns Granton World believes that the impulse buyers are increasing. The pattern is increasing since internet now provides them accessible deals and people can choose from a variety of choices. The presence of internet has also given people with opportunity to have access information regarding deals and services of different establishments. Figure 2.3. Estimated Growth of Discount Card Users
Source: Granton World Data
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B. The Service Business Granton
World
serves
as
the
marketing
arm
of
different
establishments. Granton acquire revenue from the discount cards that users will pay for a particular amount. Thus, the larger number of partner merchants means a larger volume of users of discount cards which leads to a higher revenue to the company. Granton World enables establishments to advertise their products and services for free. Hence, it is assumed that Granton World can increase their partner merchants once they established their name in the industry.
Company history and Profile its Divisions Optimo International, the trade name of Granton World in the Philippines, is a growing importer and national wholesaler of consumer items such as small dry goods mainly but not limited to books, toys, household products and other novelty items. These products are sold to commercial, retail, industrial and public and private entities through our Independent Sales and Marketing Distributors from Sales branches nationwide. It also markets their products online through global presence in cyber markets. The company has 6 divisions, namely: Advertising Cards, Online Deals, Flyer, Cosmetics and Events Division. Advertising division which started its operations in 1996, respond to the success of discount promotions offered by other companies.
8
Flyer division provides consumer products like books, toys, and electronic gadget for 50% - 70% discount, directly targeting the consumers and giving them the best quality products and services by our skilled and well-experienced sales people. Cosmetic division, we partnered with Victoria Jackson who achieved success as a Hollywood Makeup Artist, and cosmetics entrepreneur. Avani Dead Sea Cosmetics which is the latest in advance skin-care and offers an innovative luxurious range of Dead Sea Cosmetics offer excellence skin care. Online division, we reinforce our position and that of our clients by establishing our presence in online deals, tapping the global market with confidence in this ever-expanding arena. Events division, host teachers and staff appreciation events as a way to reward employees and boost morale. It provide a NO COST employee savings program to different companies in the Philippines. Their commitment to their clients is to provide the best pricing, quality and on-time delivery. They are resourced with buying offices strategically located throughout the United States, Asia, India and China. Today, the company maintains its focus to continue its planned growth of 50 offices so that its visions are realized and it can continue to provide career opportunities.
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Brief History The company was established in April 30, 1995 under the name of ASIA PACIFIC PRIMESTAR INC. under SEC Registration no. ASO95003860. “Face to Face” advertising leads consumer to business cost effectively. Started Flyer Division in 1996 where they import quality products sold at reasonable and affordable prices with more diverse and interesting selection of consumer goods. In the middle of the same year, the company established the Advertising Division in response to the success of discount dining promotions offered by other companies. The company’s typical certificate sells for P399 and can be redeemed for multiple discounts on products and services offered by a single vendor (single vendor can be coupled for a combine certificate). On September 26, 2005 ASIA PACIFIC PRIMESTAR INC. was changed to DNMC Trade International Inc. by a majority vote of the Board of Directors owning or representing at least two thirds of the outstanding capital stock. By 2009, September 26, the DNMC Trade International Inc. was changed to Optimo International Group Inc. The latest name was amended for doing business under the name and style of Granton Marketing and Corporate Identity Resources on December 22 of the same year. 10
After a year, by the month of March, the company launched Victoria Jackson in the Philippine Market. Then, on April 27, Optimo International Group Inc. was amended for doing business under the name and style of Optimo International Group Inc. and Granton Marketing. Avani is the next line after Victoria Jackson luxurious and top of the line advance skin care product was introduced by the Company by 2011. On August 13, 2012, With the success of the discount card promotions, they started tapping the online market catering customer’s lifestyles. “Live more for less”, is the brand promise of Granton World Philippines. MISSION In Excellence, with integrity honor and passion, we empower people with opportunity to change lives VISION To be the number 1 advertising and promotions company in the Philippines on both online and offline.
Market Segment Target The target markets of this plan are the end users or the discount card users, online users and B2B. Based on a comprehensive analysis of consumers’ values, behaviors and attitudes, as well as demographics, discount card purchasers were categorized into four distinct segments. To be able to determine the different
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segments of the market, the proponents conducted a survey by having a head count of the consumers who matches the characteristics below: Budget Tamers. High-volume purchasers who buy discount cards for themselves as a way to manage their budget and for others as gifts. Card Enthusiasts Enthusiastic discount card buyers who also enjoy receiving gift cards as gifts. Helpful Husbands Older, male consumers who want to give their wife a discount card as a gift. Impulse Buyers People who buy because of the immediate action aroused from emotional factors As shown in the following pie chart, consumers are unevenly divided among the four segments, with Impulse Buyers comprising the largest percentage of the total and Helpful Husbands the smallest.
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Figure 2.3 Market Segment under the Discount Saving Packages Industry
Budget Tamers Impulse Buyers
Card Enthusiasts
Helpful Husbands
The figure shows the different Market segments under the Discount Saving Packages Industry. Impulse buyers got the highest percentage among the market segments which was 53% and the lowest was the Helpful Husbands which only got 10% of the market segment.
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Market Size Since Below the line advertising does not support a definite market size for Granton world, the company and the proponents agreed to define the market size by determining the target market and the total population in three chosen areas of Granton namely, Ortigas Center, Makati City and The Fort.
Area
Total Populat ion
The Fort
20, 741
Ortigas Center
669,773
Makati
529,039
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Figure 2.4. Distribution of Target Market according to Area
The figure shows the distribution of target market according to the three areas Makati, The Fort and Ortigas. The highest percentage of is allocated by the Ortigas area which got 55% and the lowest percentage was gather by The Fort which only got 2%.
C. Competitive Situation Since Granton is the pioneer in the discount savings industry in three channels in the Philippines, it has the capability to set the price in the market. The competition among organizations in this industry is not that tough because they do not directly offer the same products to different channels and different target segment. Most of the companies in this industry compete depending on the deals and the interests of different people. However,
Smart Concepts Philippines, is the only direct 15
competitor of Granton World, they offer discount saving packages thru face to face, event and online.
Major players in the industry and direct competitors, market shares, volumes, marketing efforts
Smart Concepts Marketing Philippines is the major competitor of Granton World who also offers face to face advertising, corporate advertising and online offerings. It was established by the former business partners of Granton world.
Granton World’s indirect competitors are those co mpany whose offering discount saving packages online and thru online vouchers.
Metrodeal Inc. is the undisputed market leader in the Philippines' group buying industry (over 500,000 deals sold in the past 6 months). We feature 16
the best deals on the best things to do, see, eat, and buy across the Philippines since we launched in early 2011.
CheezyDeals.com offers partners free advertising services and guaranteed sales and
potential
for gaining new
and
repeat
customers and
most
importantly, driving more traffic to the establishment. Through Cheezy deals, partner merchant can offer their irresistible deals that everyone or anyone can buy.
We
have
as Restaurants
put
and
up
different
Dining,
categories to
Glamour
and
choose
Appeal,
from
such
Vacation
and
Relaxation, Gadgets, Fashion and Clothing, the business possibilities are limitless.
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Gupo are a bunch of entrepreneurs who have been in the web, telecommunications and trading business for almost a decade. They have come to form GUPO and intention is to deliver a website that provides great deals to their members and fantastic exposure to businesses that participate.
Cash Cash Pinoy started in 2010. Being a pioneer e-commerce business in the archipelago by proposing an online platform where every Filipino could fill every need - from electronic gadgets to fashion accessories, from restaurant discount vouchers, to home furniture, travel offers, beauty treatments and many more but always at an incredible discounted prices.
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Ensogo is part of LivingSocial, a global company with approximately 43 million members in 25 countries. In The Philippines, Ensogo Philippines is a Social Commerce website that offers members discounted deals in Manila, Cebu and soon in Davao. Ensogo also operates in Thailand and in Indonesia as DealKeren. The deals are available for 3 – 7 days to their members at savings of up to 90% off regular price.
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Chapter III SWOT ANALYSIS SWOT MATRIX
Strengths Committed business partners and employees of Granton world
Weaknesses inadequate human resources
lack of trained personnel at all levels
Good relationship with business partners
Being the pioneer in the discount savings packages industry
Stringent employment and industry laws
Company’s first market access in the country
Philippines is a remarkable location to sell a product because of the huge population
Fragment approach to human resources Limited budget
Product durability
Product innovations ongoing
Opportunities New specialists applications
Could have more new business partners
Threats Retention of key staff critical
Possible Negative publicity
Legislation could impact
Could develop new products
Changing consumer habits and lifestyles
Local competitors cannot easily imitate the products
Could serve nationwide sites
Growing online business that offers discount packages
Loyal end-users respond to new ideas 20
STRENGHTS Having committed employees is one of the typical needs of an organization. Fortunately, Granton Marketing have those employees who are very determined on their jobs. Granton also established good relationship with their business partners that enable them to build a good reputation to gain more partners. Granton Marketing moreover, is the pioneer in the discount savings packages industry, thus, players find it d ifficult to imitate their business. Being a Canadian Company, choosing a location here in the Philippines is very suitable to their business since this country has a huge population. Product innovations are still ongoing. Through this, Granton are able to make new product offering for their customers.
WEAKNESSES Granton Marketing lacks in terms of their Human Resour ces. They have inadequate number of advertisers to promote their products. Also, they do not have enough training for their sales people. Another problem is they do not have sufficient policies when it comes to offering their products to their customers especially in pub lic places where they are not permitted to sell a product. Granton Marketing has limited budget wherein they cannot support the needs of some project for the betterment of their company. In terms of their products, specifically their discount cards, they are not durable to last for six months, the validity of each card.
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OPPORTUNITIES Since Granton Marketing have already established good reputation, they could have more business partners to deal with them. In addition, as they innovate products th ey could develop new products to offer to their clients. Local competitors cannot easily imitate the products as well since they use unique selling proposition. The Granton advertisers have road trips which serve as their opportunity to offer their products nationwide. Lastly, loyal end-users always respond to their new ideas which mean increase in sales revenue.
THREATS Key employee retention is critical to the long term health and success of your business. Granton Marketing finds it hard to retain employees since they do not h ave program suitable to keep them. Since most of their advertisers do not have enough knowledge in selling products which often g ives misinformation, this can possibly leads to negative publicity. Another is when the advertisers violate the law, they could be imprisoned which affects the reputation of the company. Today, no thing is constant except changes. People are changing their habits and lifestyle, but in Granton Marketing’s side, it is not positive since there is the possibility that they could not capture their new preferences. Lastly, growing of online business that offers discount packages may be one of their competitors, maybe not direct but it can a lso affect the profitability of the company.
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Chapter IV GOALS AND OBJECTIVES In formulating the marketing strategies for Granton World, the proponents were guided by the following objectives as cited by the Granton World executives:
Short Term Objectives •
To increase a 25% of revenue
•
To increase the number of 30 clients to 100
•
To establish a second independent branch location in Manila
•
To increase the number of distributors from 50 to 100
Medium Term Objective •
To increase profitability by 50%
•
To promote 35 managers and expand into 5 offices in Manila
Long Term Goal •
To increase price from 499 to 799 as to increase the revenue
•
To open up 100 branches in different location and to promote 200 managers with 100 percent Filipino local content
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Chapter V MARKETING MIX STRATEGIES AND PROGRAMS Current Marketing Programs of Granton World Strategies 1. Company Website
Description
Granton World online users can choose products and service from the website Granton world website informs customers about new deals and new products Through Granton World website, customers can order and choose payment method
2. Social Media
Granton World Social Media strengthen the connection between the customers and the company Granton World Social Media informs customers about the products and new deals being offered
Through Granton World Social Media, customers can post their comments, inquiries and suggestions
3. Facebook Sign Up
The Facebook Sign Up allows the user to register without filling out information and by just connecting their account to facebook
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4. Granton Rewards
5. Granton Raffle
6. 10 + 1 Promo
In every purchase of products of online buyers they can earn points and redeem exciting prices
Every purchase of online buyers entitle them to join the raffle by having the promo codes in their purchase
In every purchase of ten (10) discount cards you can get 1 free discount card
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7. Appreciation Events Roll Up Banner
8. Appreciation Events Raffle
9. Appreciation Events Flyer
The Appreciation Event Roll Up Banner is a promotional tool used during events so that the customers become aware of the events
Every purchase of discount card entitle them to join the raffle by having the promo codes in their purchase
The Appreciation Event Flyer is another promotional tool used to inform the customers about the products and new deals being offered It also serves as the registration form for the raffle
26
10. Appreciation Events Menu Board
The Appreciation Event Menu Board is another promotional tool used to inform the customers about the products and new deals being offered
27
11. Appreciation Events email Blast
The Appreciation Event email Blast is used to invite other companies to be host from different event
28
12. Appreciation Events Employee Blast
The Appreciation Employee Blast is used to inform
29
13. HR Referral
30
a. Product development/innovation program Granton World promo cards are offered in three ways: 1.
Face to face Advertising – Well-trained advertising guys offer promo cards directly to customers in the assign target location either thru residential and offices and makes impulse buying.
2.
Appreciation Events Division/ Corporate Selling – Granton host teachers and staff appreciation events as a way to reward employees and boost morale. It provide a NO COST employee savings program to different companies in the Philippines. Granton offer promo cards and discount packages like Spa, restaurants, hotels, fitness center, derm clinic and amusement parks to employees in different establishments along Manila area.
3.
Online Channel – Granton reinforce their position and that of their clients by establishing their presence in online deals, tapping the global market with confidence in this ever-expanding arena.
Strategy: Selling promo cards not only in employees’ event but als o in huge event such as seminar, conferences and workshops.
31
Product positioning, benefits, performance, quality, usage Granton world cards are valid for 6 months upon purchase regardless of the date of the first visit. It is fully transferrable. Strategies: Extend the validity of cards into one full year instead of 6 months, Allowing the buyers to use the cards only with the coupon instead of bringing the whole card. Improve the fully transferrable feature
Product features Granton World cards let the user enjoy up to 90% discount in recreational activities by providing them freebies and discounts valid for six months that is fully transferrable. Strategy: Every deal must be clearly stated in the card because it always bring confusion. Instead of putting percentages, they should put the exact amount saved for each services.
b. Pricing program Product costing Psychological Pricing: 499 – 399 Granton World offers discount card packages with a competing price of P399-499. The company uses Psychological pricing to encourage higher sales. By pricing products strategically, the company may increase sales without significantly reducing prices. In some cases, a higher price is actually more likely to increase sales. 32
Computation of selling price As of 2013, they have standardized the prize of the upcoming deals into 499. Since all of the cards should be sold at 499, the deals and perks vary on the establishment and the promotion mix of the establishments as well.
c. Sales and distribution program Extent/ terms of distribution Granton world cards were distributed in two ways:
On the spot cash Potential buyers receive the cards upon paying the cards directly to the
distributor. Delivery
Interested buyers who want to have additional orders can reach the customer care hotline where they can also place their order, replacement and additional orders.
33
d. Marketing communication program Advertising Program
Proposed Medium
Objective
Endorsement advertis ing
Measure to achieve objective
Time table
Cos
To draw more customers and users of discount cards To make the people aware of employee savings program offered by Granton World To bring awareness about the deals that Granton World operate The media that can be used for Granton World is placing the clip/video ads in company LCD TVs that are commonly placed in their lobby, pantry and lounges.
To be able to reach their target market effectively, Granton World can place the advertisement once the event is confirmed and it will end after the event.
P55,000
34
a.
Objectives
To attract more merchants to be partner establishment in the company
To draw more customers and users of discount cards
To make the people aware of employee savings program offered by Granton World
To bring awareness about the deals that Granton World operate
To attract HR managers to have the event in their company
b. Target audience Merchants
Human Resource Manager/ Employee Engagement Officer
Online Users
Other customers
c. Creative approach Endorsement advertising Since Granton cards potential users need assurance before using the product, a satisfied consumer can endorse the product as to give credibility to the product. Media planning Media Mix The media that can be used for Granton World is placing the clip/video ads in company LCD TVs that are commonly placed in their lobby, pantry and lounges.
35
Frequency As for Ads for Company Event, Granton World can give the DVD copy of the commercial to the HR once the event was confirmed. The proposed Advertisement is a 30 seconds commercial. The frequency of showing the commercial is depending on the approval of the HR manager. The standard viewing time will be during employees’ lunch break and breaks. Schedules To be able to reach their target market effectively, Granton World can place the advertisement once the event is confirmed and it will end after the event. TARF Computation Estimated computation for advertising program: Endorsement of product: Advertising Agency – P55,000 Cost in placing the ads in event – P0 Total cost
P55,000
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Proposed Medium
Objective
Modification of website
To attract more merchants to be partner establishment in the company To attract HR managers to have the event in their company To attract more customers of Granton World
Measure objective
to
achieve
Time table
Cost
Granton World can modify their website and include a link where establishments can have partnership with the company. A link where HR managers can register as host for Appreciation Event can be also an effective tool for getting more clients. To be able to reach their target market effectively, Granton World can place the advertisement after the design was done and they can have the web designer to maintain it for a year then he/she can endorse it to the IT personnel of the manager
P27,000
Modification of Website Web designer – P15,000 Maintenance of the site/year – 1,000 x 12 months = 12,000 Total cost
P27,000
Total Advertising Program cost – P82,000
37
Proposed Website Design The proponents suggest adding a pop up in the website. This pop up is designed to have a chance to win iPad Mini once the online user signed up in Granton World.
38
Public relation program
39
1. Sales promotio n program (consu mer and trade) i.
Objectives
To design sales promotion program for events division
To invite huge traffic in the event location.
To generate higher sales for the company
ii. Specify whether for cons umer or trade This program would be for consumer only. This is to attract more buyers to come into the booth so that the Events Coordinator would have the chance to pitch them.
iii .
Types/ frequency
Usually, the Appreciation Events Coordinators hold the program in a location where they cannot disturb the operation of the company (like cafeteria or lobby). To be able to attract the attention of the employees, the proponents recommend a simple contest. The EC would have a program to be called “Appreciation -Corporate Game”. The announcement of the game would be included to the flyers that they are distributing on or before the events.
40
Description: This would include the following games:
Company Henyo! The one who could answer the EC questions (about the
company where the events is being held) if the employee get the correct answer, he/she would win a souvenir prize. Sample questions: o
Full name of their C.E.O
o
Mission-Vision
o
Core Values The questions being asked would be just basic information so
that it can be easily derived from the HR Manager or even through internet.
Sit and seek – in the preparation of the booth, the Events Coordinator would put Granton sticker under the selected chair inside the cafeteria or lobby. The one who would sit in the lucky chair would win a souvenir prize.
iv.
Coverage Greater Makati Area
41
The coverage of the program would be at the location that was designated by the HR personnel. The Events Coordinator would automatically sales pitch the magnetized employee.
v.
Promo schedule April 2014 – September 2014 The promo runs during the events period so that the employees would be continuously attracted to come into the events area.
vi.
Promo costing Prizes: (30 prizes per event) Souvenir Items with Granton World Logo Ballpen – 15 pcs. X P5.00
= P75.00
I.D Lace – 5 pcs. X P8.00
= P40.00
Notebook – 5 pcs. X P10.00
= P50.00
Ecobag – 5 pcs. X P10.00
= P50.00
Granton Sticker – 5 pcs x P0.30 = P 1.50 Total: P216.50 x 20 days x 6 months = P25, 980.00 Source: www.sulit.com - Metro Printer International Incorporated 42
Flyers: ream with printing cost 1 Ream Short Bond Paper – P250.00 each 4 Reams per month = P1000.00 x 6 months Total: P6000.00 Source: www.sulit.com - Omel Printing Press
3.Public relation pr ogram
A. Obj ectives
To create a positive image toward Granton World
To set a positive opinion towards Granton cards as to decrease the number of complaints and add credibility to the products. To motivate the employees to work harder, to generate higher profit
B. Strategies
Word-of-mouth referrals Granton world can improve word of mouth by awarding referrals special discounts and gifts.
Advertorial
Granton world can eliminate negative impression towards the brand by writing positive segments about the company and about the service. 43
C. PR materials to be used and cos ting. • Survey
Researchers Fee
- P600/day x 3 persons x 2 months = P3600
Travel Allowances - P100/day x 3 person x 3 months= P900
Printing Budget (Survey Questionnaires) - 1000pcs x P2= P2000 Total for Reasearch 6500
Social Media
Facebook
- P15 x 365 days = P5475
Libre Computation Php 12,500 per week (posted in one week) X
10 weeks
Php 125, 000
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Proposed Medium
Research on Consumers Perception Towards Granton Cards
Objective
To create a positive image toward Granton World
To set a positive opinion towards Granton cards as to decrease the number of complaints and add credibility to the products.
Measur e to achi eve objective
Time table
Survey
3 months ( April 2014 – June 2014)
Cost
P6500
Proposed Medium
Social Media
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Objective
To create a positive image toward Granton World
To set a positive opinion towards Granton cards as to decrease the number of complaints and add credibility to the products.
Measur e to achi eve objective Time table
250, 000 Facebook Likes
1 year (January 2014 – December 2014)
Cost
P5475
Proposed Medium
Advertorial
Objective
To create a positive image toward Granton World
•
To set a positive opinion towards Granton cards as to decrease the number of complaints and add credibility to the products.
Measur e to achi eve objective
Libre Newspaper
Granton world can eliminate negative impression towards the brand by writing positive segments about the company and about the service.
Time table
10 weeks (July 2014 – mid September 2014)
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