My Growth in Marketing Management

My Growth in Marketing Management

            Over 5 months, I’ve learned a lot from this class. I’ve been fortunate to work for some of the biggest and well known brands in the industry; Repsol Oil. Throughout that time, I’ve been asked to make a strategy on how to make the company known to most people, since the company is one of the biggest one and originated in Italy, they sell expensive products that mostly their target market can’t afford. We’ve been asked to make a marketing plan on how to help the company expand their branches and make the target consumer buy their products. We’ve been asked to make bundles of their products in lesser price than original to caught the attention of the market.

This experience has brought me a lot of lessons, on how to convince people to at least look at the product. Our experience in the showcase in Limketkai is unforgettable because it made us came out of our comfort zone to call and convince people to look at our table and make them interested to sign our paper. It was very challenging because some of them do not give us their time they would rather go behind us to look at their product because the company they represent is red ribbon so they had free taste. But at least we managed to fill our papers with signatures even though we have to embarrass ourselves in front of them and say whatever that will caught their attention.

            Overall, I’ve learned a lot from this class because it made you become independent to work on what you’re supposed to do. It made me realize a lot of things and it made me become more of a strategists.

MARKETING PLAN

Executive Summary

Repsol is one of the world’s leading integrated oil and gas companies. Their main headquarters are located in Madrid, Spain, and their U.S. headquarters are in Houston, Texas and operates in over 40 countries, with 25,000 employees worldwide. They produce a variety of high quality lubricants for motorcycles that would cater to the preferences of its consumers. 

In expanding, maintaining and gaining more trust of the market in the Philippines, it’s important that Repsol would level with the competition. Considering that their competitors are Caltex, Shell, Mobil, Enoc and Castrol who has also established brand image. Repsol’s oil lubricants are made especially for motorcycle users who are very specific with quality product and performance. Customers could choose from 3 product bundled with limited Repsol collectibles. And 3 discount choices according to the purchases made of the customers.

Aside from exclusive distribution and the team suggested putting up a physical store for Repsol for the consumers to have a place to visit and order their products straight from the shop. It will be located in Osmeña Street, Cagayan de Oro.

In this way, they could order Repsol products available in different places and claim it in the store. And they could also have the service they need for free just by purchasing in the store. There will also be exciting promotions and freebies offered monthly for Repsol customers such as giveaways of Repsol t-shirt, key chains, flash disks, and different Repsol collectibles. 

In this marketing plan are the details and other information for the marketing strategies that the team has come up. 

CUSTOMER EVALUATIONS

Just this afternoon. We ate an early dinner at Shakey's Gateway Limketkai Mall. Don't get me wrong the food was great, as per usual. But what made me dissatisfied is their customer service. When we finished eating, we asked the waiter for our bill and told them to take out the remaining food. It literally took us almost 15 minutes waiting for the bill to arrive, it wasn't even that busy. The clerks were just talking with each other at the counter. It disappointed me because I love Shakey's and they give us this service.

Compared to Shakey's inside Limketkai Mall, their customer service is fast despite the busy crowd. For Shakey's Gateway Limketkai Mall their clerks, and waiters should do their job first and they have to prioritize their customer, for example if in a restaurant company, each one of them should handle at least 3 tables at the same time, with that, the customers wont wait much longer waiting for the bill. Equal division for work. Also, the waiters should wear a smile on their faces at all times because their facial expression affects the mood of their customers, if they see you frowning while taking orders, or like see you annoyed or in neutral expression the customer would get bad vibes from you. That leaves the company of low customer service which will be bad for the company because the usual consumers might not want to come back at the Gateway branch.

ADVERTISING

MESSAGING

Cognitive Goal:





Emotional Goal:






Behavioral Goal:

1. Which Ad do you like most?

Cognitive Goal, because I love how they advertise and raise awareness about the product. I love the message they are trying to imply about the service or product like the attributes and benefits, it has an impact on a person's beliefs or knowledge structure.

2. Which Ad do you like least?

Behavioral Goal, because not all of the consumers mind about online advertisements they just pretend it doesn't exist and more likely just close the ad once they see it because sometimes these ads annoys them. But not all it can also be beneficial, because if your ad is really eye catching then it's a good start.

3. Which Ad stimulated me to learn more about the brand?

Emotional Goal, because it's messaging is builds the consumers ego. It makes us feel smarter, bolder, more sophisticated, or just about any other emotion that is fundamental to our self-esteem. By making us feel better about ourself, the brand transcends mere product status and becomes a friend. This is what gives our brand that special something that builds life-long attachment. These are brands that share our values and priorities. They “get you,” and you get them.

FROM HERE TO THERE

1. If you were an entrepreneur starting from scratch, how would you design a channel to get your high-end luxury goods to your target customers?

By tele-media marketing, I'll consider advertising using television, radio or billboards. I will also make out flyers and place them in public places or have people hand them out at bus parks, train stations, shopping malls, etc. And by creating my own website. It is mandatory that you have your own website. These days, more people are embracing internet shopping and you should take advantage of that by creating your own website. After creating your website, you can employ search engine optimization techniques that you know to make your website highly ranked and more visible. You should also make your website easy to navigate. Most people cannot be bothered with a website that is too complex. You can also make your website fun by regularly posting video clips of your fashion shows, updating your content with new styles and offering promotional codes and discounts regularly.

2. If you were to take your company global, which three countries would be your first targets? Why?

       1. Philippines
       2. United States of America
       3. Europe

    If I want to have a business for myself that would be selling clothes or be a leading designer boutique or brand clothes for men and women. Since I am from the Philippines, I'm gonna have to target my own country to buy my clothes, next to it is USA, since a lot of men and women are trend setters from the United States, and if I could, I would want the base of my clothing to be in the United States. Last but not the last, Europe, they have the most attractive and most likely leading brand personas in the fashion industry. They have the best designers, and I'm going to slowly but surely climb my way up the ladder to be in their standards.

3. What kinds of strategies fit with those countries' segments of customers? Include a map in your blog and mark the countries.

Strategies:

1. Fashion Show

2. Increase my publicity

3. Create my own website

4. Event Hosting

5. Tele-media Marketing

6. Celebrity Endorsement

7. Newsletters and Catalogues

8. Social Media

9. Affiliate marketing

10. Street teams and Store branding techniques

WILLINGNESS TO PAY

1. What is your willingness to pay for dinner with a friend at a decent restaurant in Centrio?

I'm probably not willing to pay for dinner with a friend aside from Mcdonald's or Jollibee, since it is just within my student budget. Even then, I'd still be contemplating the whole time if I made the right decision to treat a friend or if I've chosen the right place.

2. What happens to your willingness to pay if you are choosing a restaurant to impress your boss?

I'm going to be willing enough to treat him at a much classier restaurant since I'm trying to impress him and give him a good impression about myself. And to be in his/her good side I have to show her the best of me, not just bring him/her somewhere common, though I'm not exactly saying Bigby's is common but it is slightly within my budget, and has good ambience and great food.

3. What is your WTP for a haircut?

I would spend right money for haircut, since I love my hair, and the style reflects me so I'm willing to spend money for my hair, though it doesn't need much because I love to keep my hair long and straight, not much high maintenance.

4. What happens to your WTP if you must have a haircut now for a special occasion tomorrow?

I'd be willing to spend just enough for the haircut but not much since I'm unprepared, but I'm still spending little amount of money, like I said it doesn't need much haircut because I like to keep my hair long.

5. What's the nature of the changes in your willingness to pay?

It varies from time to time, depending on the mood of the occasion, it goes from not wanting to spend, to having to expend, and willingness to impress the boss.

TRACKING THE PRICE

Cebu Pacific or Cebu Pac  is a Philippine low-cost airline based on the grounds of Ninoy Aquino International Airport(Manila Terminal 3), Pasay City, Metro Manila, the Philippines. It offers scheduled flights to both domestic and international destinations.

The pricing strategy they us are:

• Economy Pricing
• Penetration Pricing
• Psychological Pricing
• Optional Product Pricing
• Captive Product Pricing
• Promotional Bundle Pricing

Philippines Airline or PAL  is the flag carrier of the Philippines. Headquartered at the PNB Financial Center in Pasay City, the airline was founded in 1941 and is the first and oldest commercial airline in Asia operating under its original name.

PAL’s prices in November were already expensive. Pal is a lot more expensive the Cebu Pacific because of its world class treatment. Pal is using Premium Pricing because it is a first class airline in the country. There are little promotions about Pal during peak season because they are confident that they already have a market share in the market that are theirs.

They uses Optional Product Pricing because it has known for the airlines to have hidden charges and it is already expected among it clients.

1. Are airline prices fixed or erratic? 

Their prices will eventually increase during peak seasons because airlines are taking the advantage to maximize their sales. There are many promotions in the airline industry. The prices of both airlines are based on seasonal events.

2. What are your thoughts? 

If I plan to buy a ticket, I would book early or wait for a promo going on in order for me to save. Airline tickets are very expensive.

I HAVE THE PRODUCT FOR YOU

[A.] The baby boomers will experience health problems

I have the best product for baby boomers that has health problems. I will make a candy that gives them the feeling of calmness and chill vibe. The taste and style of it may be somewhat old school because baby boomers are old school, that'll take them or make them reminisce about the past, and somehow see the present. They are smart and and they know what they want. I will  make sure they enjoy the product.

[B.] The population in the country is more diverse than ever before
Each person is different. Well I have a product that will make all races, and religion become one. We have different beliefs and perspective in life. This product will bring unity to all it'll give them the sense of belongingness like an iPod or mp3/4 since everyone loves music. We all know music is one of the only things that people love and we're everyone unites because of their love for music.

[C.] People care about the environment
First of, the world needs a cleaner environment especially since we have an air pollution, water, and etc. I will market an awareness about what is happening in the world. The easiest way but at the same time hardest is by segregating our wastes. But for the world to change we have to mind this for us and for the future generations. I'm gonna have a small digital billboard that tells us to reduce, reuse, recycle.

[D.] Everyone wants to feel special
I will use music, or compose a song that compliments each and everyone one of us, a song that makes you feel, that makes you realize your worth and a song that understands you.

[E.] Everyone wants purchases of good quality at good prices
I have the best product for people who wants good quality product at good prices. We all know most clothes in a thrift shop are old but gold, some of them aren't even used yet but they are branded and it sells at a lower price than in branded stores, shops, or boutiques. We'll make a trend of the outfits seen in the thrift shop and make the people feel good in an affordable price.

[F.] People are spending less time reading newspapers
Most people these days doesn't like to open a book anymore much less on newspapers. Since almost all of us are techy, I would promote an app that will update them on what is happening in the world. That way it's handy and very accesible.

[G.] Christmas is still the most important holiday
Christmas is the most beautiful time of the year, this is where the family and relatives reunite. By this, I would promote a service like an event that has everything to offer, that caters their wants and needs and also values the importance of spending time with the family.

[H.] More Are Open To The Idea Of Shopping From Home
Most people these days likes the idea of shopping in your own home. This will give them the time to relax and just chill, not walking around and finding specific stores. I will promote an app that updates them on today's trend. And will sell products that may pique their interest. That way they'll shop in the comfort of their homes by using smartphones or iPad's. This app will be called "iShoppe"

[I.] Increased Concern For Looks and Grooming
I'll have a home service for this kind of concern it'll be more like a personal stylist.

[J.] More Time Is Spent Online, Doing Anything
The product will be in a category of a Game, like cards, and anything that pique's the consumers interest.

BRANDING ME

I am Exciting. I like everything and go with anything spontaneous.

I like surprises and adventures. I may look like an arte or snob girl but in truth I am as a laughing stock as a "dumb blonde" not literally. I may look suplada on the outside but I'm just a normal person that looks like the kind of girl who talks behind your back or make fun of you but I'm really not if you get to know me I am as normal as you, I can talk about anything for hours, especially if have the same interests.

This image represent me as being unapproachable. I am not unapproachable if anything I like how people depend or approach to me when they ask something or need something it makes me feel important and worthy. My friends often told me their friends, especially guys gets intimidated by me because of how I bring and poise myself. As if I give off a "bitch" vibe, sorry for the word, but I really am not. My attitude just really depends on how you treat me. I can be a bitch and at the same time the sweetest girl you could ever meet. Just be real with me and we'll be good friends.

I mean how could you know me without actually really trying to get to know me. Spend time with me then that's when you judge me. What's there to judge if you haven't spent time in my presence.

GOODS VS. SERVICES

[1.] Are there any purchases that are purely goods? Are there any purchases that are purely services? Explain.

        For example in a grocery store, you pick your own things you need for your house, yourself, food, car, whatever. You push your own cart and deliver it to the cashier and the cashier punches in your purchases. That's purely goods. Pure tangible products. While purely services are intangible services that you cannot see, taste, or whatever. An example of this is Teacher and Student, the teacher teaches the students about stuff and the lessons she taught is stock right in the students knowledge. So it is purely services.

WHAT MAKES UP A PRODUCT?

Apple

Tangible Good: iPhone's, iPad's, iPod, watches, and etc.

Intangible Service: iTunes Store application, where you can purchase a lot of the latest songs these days. Books, and more.

Both goods and services are perfect, unless of course when you break your iPhone, because when the damage is done you can never really go back, iPhone's are very fragile. And iTunes Store, some of the music, book, applications in their are expensive, and can be quite complicated and scary when you're using your card.

Globe

Tangible Good: Smartphones, Cellphone's, Sim cards, and etc.

Intangible Good: Family Plan Package, Load, Rewards, approachable when needed.

Globe offers a lot of things, most of them are smartphones comes n handy when you want to start using plan. The plan mode, is when you can text and call unlimited, depending with the package.

Xavier University Ateneo de Cagayan

Tangible Goods: Books, Library, Chairs, Tables, the School Campus, and etc.

Intangible Service: Teacher and student. Knowledge. Understanding.

Both benefits the customer and marketer.