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 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 worlds 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 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 years old. There
is a 70% difference on the gender distribution of impulse buyers. Most of
them are Female.

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.

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

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.

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.

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 companys 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 customers 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

11

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.

12

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.

13

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 Population

The Fort

20, 741

Ortigas Center

669,773

Makati

529,039

14

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 Worlds indirect competitors are those company 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.

17

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.

18

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.

19

Chapter III
SWOT ANALYSIS
SWOT MATRIX

Strengths

Weaknesses

Committed business partners and

employees of Granton world

inadequate human resources

Good relationship with business

partners
Being the pioneer in the discount
savings packages industry
Companys first market access in the
country
Philippines is a remarkable location
to sell a product because of the huge
population

lack of trained personnel at all levels

Stringent employment and industry
laws
Fragment approach to human
resources
Limited budget
Product durability

Product innovations ongoing

Opportunities

Threats

New specialists applications

Retention of key staff critical

Could have more new business

partners

Possible Negative publicity

Could develop new products

Local competitors cannot easily
imitate the products

Legislation could impact

Changing consumer habits and
lifestyles
Growing online business that offers

Could serve nationwide sites

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 difficult 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 Resources. 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 public 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.

21

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 they 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 have
program suitable to keep them. Since most of their advertisers do not have enough
knowledge in selling products which often gives 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, nothing is constant except changes.
People are changing their habits and lifestyle, but in Granton Marketings 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 also affect the profitability of the company.

22

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

23

Chapter V
MARKETING MIX STRATEGIES AND PROGRAMS
Current Marketing Programs of Granton World
Strategies
1. Company Website

Description

2. Social Media

3. Facebook Sign Up

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

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

The Facebook Sign Up

allows the user to register
without
filling
out
information and by just
connecting their account to
facebook

24

4. Granton Rewards

In every purchase of
products of online buyers
they can earn points and
redeem exciting prices

5. Granton Raffle

Every purchase of online

buyers entitle them to join
the raffle by having the
promo codes in their
purchase

6. 10 + 1 Promo

In every purchase of ten

(10) discount cards you
can get 1 free discount
card

25

7. Appreciation Events Roll Up Banner

The Appreciation Event

Roll Up Banner is a
promotional
tool
used
during events so that the
customers become aware
of the events

8. Appreciation Events Raffle

Every
purchase
of
discount card entitle them
to join the raffle by having
the promo codes in their
purchase

9. Appreciation Events Flyer

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 also 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 advertising

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

Measure to achieve
objective

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.

Time table

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.

Cos

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

36

Proposed Medium

Modification of website

Objective

Measure
objective

to

achieve

Time table

Cost

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
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 promotion program (consumer 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 consumer 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 program

A. Objectives

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 costing.

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

44

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.

Measure to achieve
objective

Survey

Time table

3 months ( April 2014 June 2014)

Cost

P6500

Proposed Medium

Social Media

45

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.

Measure to achieve
objective

250, 000 Facebook Likes

Time table

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.

Measure to achieve
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)

46

Cost

P125000

Trip to Boracay
December 2014
The employee who will have the highest sales for the year
would have the chance to have a Trip to Boracay reward. This may be
a tool to motivate most of the employees to put more focus and effort
in their jobs. At the same time, the company may generate more
profits.

47