Marketing Plan for Optimo International

Chapter I

EXECUTIVE SUMMARY

Chapter II

CURRENT MARKETING SITUATION ANALYSIS

A. Industry

Advertising is a form of communication used by most 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 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.

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 non-traditional 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