DIGITAL MARKETING PLAN

A Partial Fulfillment on
Digital Marketing Subject

Group Members:
Bautista, Maynard Niel, N.
Datukon, Jahn Avery Mitchel C.
Palad, Kevyn Mikko B.
Paraiso, John Daniel N.
Sanchez, Ken-Ken D.
Talatala, Nathanael R.

December 17, 2015

I.

Industry Overview

Background:
What is presently known as the pioneering and trusted local mobile phone brand
in the Philippines has a humble beginning which can be traced in 2007. Back then, Mr.
David Lim played the part of a modern-day David when he dared to battle established
international giants in the mobile phone industry with his introduction of the first Filipino
mobile phone brand MyPhone.
Small as it was then, with only 3 models and 15 dealers distributing its products
nationwide during its first year, MyPhone was built out of a big goal to be a proudly
Pinoy brand that is in the service of providing Filipinos with excellent quality phones at
prices within their reach. This has been perfectly embodied in the phone brands logo
which is depicted by the Philippine flag enclosed in a solid heart. This image clearly
shows how MyPhone, as a company, is committed to uplifting Filipino pride and love for
the country.
Over the years, the MyPhone brand has never once strayed away from its vision.
From being the first Filipino mobile phone brand, to being the first to offer dual-SIM
mobility in the country, MyPhone has always been a pioneer in bringing various
developments that are heavy on nationalistic themes and pro-Filipino features.
Offering affordable mobile phone alternative among the Filipinos, MyPhone
consistently grew both in sales and reach. Its product line continually widens as it
offered more variety of phones: from basic call and text phones, to touchscreen phones,
Wi-Fi enabled phones, mobile TV phones, and recently, Android phones.
From a market underdog, the company has continuously and consistently risen
to become a definitive contender in the Philippine mobile phone landscape. Within its
first five years in the business, the company has come far from having just 15 dealers in
2007 to its current roster of 250 dealers and nearly 200 concept stores and kiosks
distributing its products nationwide as of today.

E-marketing can be an advantage for MyPhone because it allows the company to

target a market that hasnt been in their marketing plans before. If they are able to
execute this e-marketing plan flawlessly then it would be very convenient for both them
and their consumers. E-marketing opens the door for a whole new market, but it also
makes it more convenient for the customers they already have and would want to retain.
The URL of the website that we created for this e-marketing plan is:
http://nathanaeltalatala.wix.com/myphone
Mission:
Our mission is to continuously promote and advertise the product offerings of our
affiliated company through the use if internet.
Vision:
Our Company envisions itself to be the most trusted and preferred MyPhone
online retail store across the country, making ourselves visible and accessible to all
types of users online through continuous innovation and monitoring of the behavior of
the netizens, making way for the awareness of people to MyPhone.
Partnership
Our company would be having a collaboration with MyPhone which gives us the
authority to sell their products under their name at the same price, but we will be having
a specific percentage of the profit for every unit that we will be selling. In exchange, we
will be promoting their products all over the Philippines by the use of internet and
different social media. Our partnership allows us to do retail selling via internet with the
permission of MyPhone. We believe that the growing awareness of people to digital
purchasing could lead to a bigger profitability since there is also an abundant growth of
the number of Filipinos who are looking for gadgets that are affordable but competitive
in terms of quality. By knowing these, we had decided to have an affiliation with
MyPhone. Our aim is to gain profit at the same time help to open the minds of the
Filipino in E-commerce since technology is becoming an oxygen nowadays, people

should be more aware of the advantages of having the knowledge of maximizing their
resources.
The choice of which phones or gadgets to purchase depends entirely to the
perspective and loyalty of the buyer and this is what every firm is competing for.
Businesses nowadays are utilizing every resources to innovate and step a level higher,
with that in mind, companies made use of the internet and made websites for them to
tap every person they wanted to interact and do business with. Websites became an
essential tool for a companys profitability.
Our competitors would be those firms who offer the same product category as
what MyPhone gives which also has an online retailers and advertisers. Since MyPhone
is already a known brand, we could actually dominate in internet marketing because we
could continuously enhance our website without worrying about the innovation of the
product because that part would be handled by MyPhone itself.
II.

Objectives
a. Task
Our objectives is to sell and advertise products via internet and social media. The

other objective is consumers can buy the products using digital devices so they can
come to us to close the sale. We are eyeing for customers which are oriented to online
buying and willing to do online transactions. Giving information to the consumers/buyers
about the products that they have or they are about to buy is the main objective of this
marketing plan.
In the website that we created and designed, our task is to give information about
the product and the company that we are in partnership with. We also included online
shop to sell the products in the website and for the consumers to have an easy
transactions to get in touch with the product. We also put a tab for contacts for the
costumer to inform and approach us if they have any concerns or inquiries.

b. Pricing
Our pricing objective is to be able to gain market share by pricing our service at a
lesser cost. The company wishes to maximize the number of subscribers in the online
internet access business, even though the profit gained from a customer is lower. It will
be convenient for us in the long term because more subscribers will mean more
potential repeat customers. The bottom line is that we get more profit in the long run.
c. Measurable Quantity
Philippines has a population of over a hundred million people. We intend to cover
the whole Philippines as our target market since most of the residents around the
country are in need of mobile phones and different gadgets for their everyday use. We
can achieve our purpose with the help of different legit courier which deliver packages
with proper diligence and honesty that we would be partnering with. We would be selling
5% each of the total unit of gadgets produced by MyPhone quarterly and it would be
available in the web or they could contact us through email and contact number.
III.

Situational Analysis
a. PEST Analysis

Political Analysis
The political environment of the company MyPhone could be affected by the laws
and regulations made by the government that has to be abided in order to be permitted
to continue doing business. The company should ensure the safety of the environment
and be considerate of the policies of the government.
The business also could be affected politically by the changing of terms of the
law makers and chairpersons of the state. Laws and policies concerning trades and
product selling may shift according to the new rules that would be implied by them.
Taxes, may also change drastically depending on the people who would be governing
our regulating offices.

Economic Analysis
A rising economy always means rising of economic status which could be a big
factor in one nation's buying power. Inflation is one of the biggest factor that could affect
a company's economic environment because sales, trends and demands comes along
with the increase of financial status of a person.
The company would earn more profit if the economic state of the country is doing
well thus, if more people would be employed and earn, more products could be
introduced to the market for merchandise.
Socio-cultural Analysis
Culture is definitely a big factor when it comes to product preference. Every
person's choice could be influenced by their beliefs and behavior which companies
study and take into consideration before they introduce a product to their target market.
The increasing popularity of mobile devices and the continuous advancement of
technology made several of preferences and trends which could be a challenge to every
firms.
Technological Analysis
Technology is now the basic foundation of a growing business. Innovative tools
and machineries produces innovative products and services which people yearn for. A
company's lifeline depends on how well they can manage to continuously evolve with
the use of their technology.
High productivity level and manufacturing capacity also depends on how well the
speed of a firm's technological adaptation is. The performance of a company would be
greatly affected with the technological advancements.

b. SWOT Analysis

Strengths:

Weaknesses:

Frequent updates for people to be

More people are discouraged to do

aware about our product

online buying due to trust issues

Made by Filipinos

Ignorance of people to E-commerce

Smooth transactions

Some applications and features are

Accessible for the use of social media.

Software is competitive and updated

User Friendly

Stalls are available nationwide even in

mostly imitated

Untrusted

by the

majority of the

masses

Operating systems are easily bugged

the web

Price is affordable and reasonable

Customer Support Online

Opportunities

More

advertisements

Threats
could

be

Aggressive making of ads and banners

launched

of competitors

Social media as a gateway to brand

False web pages

exposure

Large scale reach of social media

Brand loyalty

Innovation of other companies

Expanding Innovation

Increasing Popularity of other phones

Putting up more Service Centers

Competitors Negative feedbacks

Can hire skilled Filipino worker

Slow internet connection from the user

IV.

E- Marketing Strategic Planning

a. Segment Analysis
Segmentation is the process of dividing the market into segments based on

customer characteristics and needs, and the consumer who are using the internet as
their source of information is the main target of this e-marketing strategic planning. We
segmented the analysis into 4 parts Geographic, Demographic, Psychographic, and
Behavior with regards to the product, this are the following:
Geographic segmentation:
Country: Philippines
Region: All regions
Demographic segmentation:
Age: Suitable for all ages, 18 and up.
Social Class: Upper C, Lower C, D.
Social Status: Single/ Married
Psychographic Segmentation:
Lifestyle: Studying, working, and connecting to friends and family.
Interest: Music, videos, games, social media, camera, and special features.
Behavior with regard to the product:
Attitudes and behavior: Calling, texting, internet surfing, online shopping,
analyzing and surveying

b. Market Opportunity Analysis

1) DEMOGRAPHICS
Filipinos are known to be thrifty and a conservative type of persons which affects
their choice of food, clothes, and specially gadgets. Even before buying anything they
take into consideration the specs the features and the totally of something, they make
researches and studies about the product they wanted before making the purchase.
Filipinos also take into consideration the price of the product they wanted to buy. In the
Philippines budget always counts as a major factor in buying anything. They always
wanted the best for their money and that is what the company MyPhone aims to offer.
Making quality gadgets for an affordable price for every Filipinos which gives rise to
economic innovation and at the same time nationalism.
2) GEOGRAPHIC
MyPhone aims to provide excellent products with high quality performance which
every Filipinos in every part of the Philippines could enjoy. The company aims to make
everyone available and oriented to product they offer. In every cities, municipalities, and
in every region My Phone products could be bought and are available online.
3) ECONOMIC ENVIRONMENT
The Philippines is a fast growing country with numerous projects and innovations
on going. With these, more people are given the opportunity of being employed and
more money is being circulated in the economy which paved way to more opportunities
to Filipinos in enjoying different types of getaways and the ability to purchase what they
are yearning for.
A rising economy comes with the introduction of different businesses and
products. With that in mind, MyPhone took the chance of creating and developing a
product which would be of good use to all Filipino residents with the proper insurance of
what they have worked hard for. Thus, the innovation of the gadgets they created also

comes hand in hand with the innovation of the country. The more people who patronize
their product the more the economy rises.
4) POLITCAL- LEGAL ASPECTS
In every business proper paper works and legalities are needed to ensure the
countrymen that the product or service a firm is offering is legal and certified original.
The government regulates and conducts inspections for the safety of the consumers.
Changes in the government policy make up the political factors. The change can
be economic, legal or social. Every business should be wary of the risks and the
outcomes of the changes that could happen while they are doing transactions because
there are many factors that can affect their way of doing business politically. Some of
the factors are the following:

Bureaucracy

Corruption level

Freedom of the press

Tariffs

Trade control

Education Law

Environmental Law
Health and safety law
Competition regulation
Regulation and deregulation
Tax policy (tax rates and incentives)

Government stability and related changes

Government involvement in trade unions and agreements

In doing business one company must consider every aspects that may affect

their business and social status and culture is one of them.

A company should always align their product to their target market, the volume of
the consumer and their capacity to buy the product or service would greatly affect the
profit of the company, also the values and beliefs of a specific person should also be
accounted in making the product. Since the Philippines is known to be a wholesome
country and are known to always save as much as possible MyPhone had built the
gadget just right for those characteristics. The company had made their gadget suitable
for what the Filipinos values are and how exactly they wanted their gadget to be with a
very affordable and reasonable price.
Their product could satisfy what their target market is which is the mass in all
ages because what they offer has all the features which Filipinos needed like Radios,
T.V., Game oriented, available to send messages and make calls, etc. they even have
their own original app which have jokes on them and also religious prayers which only
Filipino culture has.
5) TECHNOLOGICAL CHANGES
The world today continuously innovates and finds ways to make new trends, and
to continuously adapt to those changes the firms and businesses also apply changes to
their products and services to be able to compete with their competitors and to stay in
the industry.
With the advancements of technologies comes the advancement of gadgets.
New features are made, new models are introduced and new competitor arises. With
the technological change that is happening, new modifications also comes in. A
company should not get outdated with the new trends that people wanted because if
they do, they will be forgotten and their customers will switch to another brand.
MyPhone continuously innovates and apply changes to their product offerings
align to what their consumers wanted. Every quarter or every year they are introducing
new types of smart phones or android phones which many Filipinos are enticed to buy
because of its unique features and of course affordable price. They also offer phones
that is suitable for emergencies for an affordable and reasonable price.

In every business it is important that they take into consideration the new trends
and new technology to be able to adapt to new changes and for them to be able to stay
alive in their industry.

V.

E-marketing Strategy
a. Product Strategies:
Our main strategy would be product differentiation. MyPhone offers different

types of gadgets which capitalizes in fulfilling the needs and wants of the Filipino
people. Different phones and gadgets have been adjusted and designed specifically to
make the daily lives of the consumers easier and more convenient.
b. Pricing Strategies:
Our company would be using different pricing strategies namely:
i. Penetration Pricing
Since MyPhone was founded in 2008, it is still in its infant stage. With that being
said, penetration pricing will be key to our marketing strategy because the goal is to set
a low initial price in order to penetrate quickly in the mass market. It is also the best
approach when many segments of the market are price sensitive.
ii. Competitive Pricing
Paying attention to what your competitors charge for a similar product or service
is vital in e-business. It is all too easy for customers to search and find a lower price. We
aim to undercut our competition, at first at least, until our company becomes more
established. This may narrow the companys profit margin, but we can make up the
difference by selling more than we would if our prices have been higher.
iii. Odd-even Numbers Pricing

This type of pricing strategy takes advantage of human psychology. Studies of

price points by direct marketers have found that products sell best at certain price
points, such as Php999, Php1299, and Php1599, compared to other prices slightly
higher or lower.

c. Distribution Strategies
Through the use of the created website, we would be selling our products using
that channel mainly and the products being purchased would be delivered via the help
of trusted local courier companies.
d. Marketing Communication Strategies
These type of strategies are all about the company trying to project and show the
necessary information of the products and services to the consumers. Our strategies
would be the following:
i. Web Site
Since the web site is the starting point of every e-business, it would mean that
most information necessary would come from here. Just through a click, consumers can
canvas the different products that are being offered in the site.
ii. Search Marketing
This type of channel is all about promoting the website by increasing the visibility
in search engine results by using the two types of search engine optimizations namely
organic search results and paid search results.
iii. Email Marketing
Through the use of emails, the company will be able to directly send commercial
messages with necessary information of the products, thus making them more aware of
recent promos and news.

iv. Mobile Marketing

Via text messages, consumers will be updated with the recent news and promos
since it is assumed that most people always bring their handheld devices anywhere
they go. It is also the easiest way to spread information because just by texting, it can
be transferred from one person to another.
v. Web Banner/ Banner Ads
By putting up banner ads and web banners in different web sites, people would
be more inclined and curious about the products we offer. A simple click of those ads
would lead them directly to our web site.
vi. Pop-ups
The company would also make use of these types of advertisements in order to
spread information of our products online. It would be key to have pop-ups in online
games, videos, blogs, and different web sites for more convenience.
vii. Social Media
Our company will utilize social networking websites as a marketing tool to
produce content that different users can share with their network, in order for our
company to increase brand exposure and to broaden customer reach.
e. Relationship Management Strategies
The plan for this kind of strategy is to increase our performance of customer
relationship strategies. A good way of retaining relations with customers is by gaining
and keeping their trust. Warranties would be key for MyPhone to keep their repeat
customers, Good customer service that replies to the needs and queries of our
customers would also be relevant for retaining our customers whether online or in local
branches/stores, and to always relay new information to customers especially about
discounts, promos, and new products.
VI.

Implementation plan

a. Marketing Mix Tactics

Product
Product differentiation is the method used to implement because MyPhone
caters the needs of the Filipino consumers. MyPhone have differentiated features and
products compared to their competitors. The Philippines is an archipelago that consist
of 7000 islands give or take. Many of these regions are common places where natural
disasters strike every year. MyPhone has innovated the SOS phone which was created
to enable the locals there to be ready for any calamity that comes their way. SOS button
is one of the features of that phones, it is designed for emergency purposes. The
battery of SOS phone can last longer than any ordinary phone because it lasts for
seven days when fully charged. The phone itself is shock proof and water resistant.
Another example of a phone is the My32. It is known for a fact that Filipinos always
prefer having the latest technology in their gadgets. MyPhone has innovated a phone
which caters to that need but is still affordable for the Filipino masses. It has an Octacore processor and a HD camera that is a main need when Filipino consumers look for
a phone.
Pricing
As mentioned in the paper, MyPhone has been in the industry for seven years
now. Compared to its competitors, the company is still in its infant stage. In order to gain
market share, we need to set a low initial price so that we can infiltrate the market
easily.
Odd-Even pricing is a psychological pricing strategy in which numeric value is
utilized to affect the consumers perception of the products value. It is understood that
Filipinos are cost sensitive and they prefer the most affordable product so the odd-even
pricing really is essential in targeting the Filipino demographic. It is evident that
MyPhone also uses this strategy even in their direct selling marketing plans. It has
worked for them then, and it will work for us now.
Place

For digital marketing, its all about consumers and potential customers finding out
about the brand, products, services, and information about MyPhone. We would be
selling our products to the digital market and its domain.

Promotion
We intend to promote MyPhone products by airing their different commercials,
infomercials, and print advertisements in the different use of the channels of digital
marketing. We need to capitalize on this in order to gain market share and increase the
knowledge of consumers about our product.
b. Relationship Management Tactics
Customer plays a big role in a company, without them the company will not gain
any profit. MyPhone must establish and maintain strong relationship with their target
market since they are only new to the industry, it is also a key in building a strong
following for their products and growing the profitability of MyPhone.
One way to build strong relationship with the customer is to listen and review
their comments and suggestions, this gives the MyPhone to have a free market survey.
MyPhone doesnt have to spend a huge amount of money in order to get that info. They
just have to include customer service in their site and create a page in any social media
that allows the customer to give their feedbacks and suggestions.
The reasons why our company must build strong relationship with their customers are
the following:

Customer can spend more money in their products

Brand loyalty of the customers

Public trust in the event of crisis

Repeat purchases of customers

Influence of word-of-mouth marketing

c. Marketing Organization Structure

Strategic marketing involves offering and selling your products in a way that will
lead to achieving the organization's goals. Tactical marketing outlines specific steps that
need to be taken to implement the strategy.

ACTIVITIES

OBJECTIVE

Customer Service

To

attend

DEPT./PERSON RESPONSIBLE

to

the Customer Service Agent

needs and concerns

Online Inquiry

and to give a genuine

information.

Build the website and

To help create strong

launch it

brand-customer
relationship

Web designer/Web developer

Establish a monitoring

To track and check

mechanism,

the inventory

Shipping to local areas

To distribute the

to constitute the first

products

Finance Manager

Operations Department/
Production

stock

Provide support to

To have their Loyalty

local manufacturer

and Trust

Marketing Department

d. Information-Gathering Tactics
One of the best ways to get inputs and insights from customers is having a good
relation. It is important to build connection with your customers to gain loyalty and
credibility. Using forums, web forms, and feedbacks are the main sources of a company
to be able to know and understand what exactly does a customer wanted for the
product or service that they are offering.
Social media is the most commonly used portal in giving comments, reactions
and suggestions. The new trends and updates about everything that is happening
around the world could also be seen using social media. So, by maximizing the use of
these sites people could be aware of the trends.
Our company would be using Feedbacks, forums and online communities to
continuously be updated to what the customer think about the product and what more

they could suggest to further innovate our service. We could also use these portals to
enhance our marketing strategies and to respond to the problems and casualties we are
facing and about to face.
VII.

Evaluation Plan
A. Tracking systems in place to measure results.
The application Web-stat is a system/application for website trafficking that costs

Php 2,791/year. A person is only considered a visitor in the site once they have
accessed the web site and at least browse and click in the any of the pages. Bounce
visitors arent recorded in this statistic. Enables the company to keep track of how many
people actually visit their site once or on a regular basis. In Web-stat, the referrer or the
link which leads the costumer in our website is also indicated.
The more visitors there are in a site, the more successful the marketing plan will
become. In short, brand exposure has increased and therefore being a plus factor for
us.
Newsletter that will costs Php 1,692/year is a measurement that will show the
increase in the number of subscribers to the newsletter situated in the website, it means
an increase on the consumers

interested with the products, services, news of the

company.
B. Various metrics relate to specific plan goals.
Website bounce rate is a metric that indicates the percentage of people who land
on one of your web pages and leave without clicking to anywhere else on your website.
The cost of an online store is Php 5,546/year. This will help indicate that the
higher sales you have the more close you are to attaining company goals for that year.
Having this metrics makes us, online marketers, to measure and know what are
the interest or behavior of the consumers in viewing our website. This metrics will be the
measure if we attain the desired consumer who visited and returned. It will also give us
the information if we achieved the objectives of the marketing plan.

References:
A Beginners guide to Digital Marketing (2015) Retrieve from
http://www.ondigitalmarketing.com/learn/odm/
MyPhone (2007-2015) Retrieved from
http://myphone.com.ph/
Online Marketers Segmentation Guide (2007) Retrieved from
http://assets.omniture.com/en/downloads/datasheets/07_datasheet_segmentatio
nguide.pdf
The Big Picture: How to build a CRM Strategy by Davey Neil, Retrieved from
http://www.mycustomer.com/selling/crm/the-big-picture-how-to-build-a-crmstrategy