THE CHALLENGE

•Being new to market

•High-end televisions
with its state-of-the-art
design
 THE CHALLENGE
Based on the proponents’ research, 11% of the
respondents are not satisfied of their television, and
us being new to the market, we will first target those
people who are not satisfied with their televisions
and let them speak the word of their experience from
our product. Every home has their televisions; it is
almost considered as a necessity since television is
one of the channels of information dissemination of
broadcast media. It is also a primary source of
entertainment.
• Goal
The proponents of this entity are:
 introducing the highly pioneering
GENIUS TV that unlike any other
 mainly focuses on giving the
consumers great experience in viewing
their television.
 SITUATION ANALYSIS
• Focus
The entity focuses mainly on production
of high-end televisions, continuous research
about new and advanced technology that
can pioneer the product from the firm to give
Filipinos different, unusual but better
experience with their home television.
 SITUATION ANALYSIS

• Culture
Filipinos are very fond of watching
televisions as much as the television
networks are very much enthusiastic in
creating television shows that are views-
grabber.
 SITUATION ANALYSIS
With broadcast media being advanced,
they offered people with affordable black box
that offers a lot of new channels in free and no
installation. And the proponents pondered on
offering a different and cutting-edge television
which will give a different TV experience. Since
most Filipinos are techy or technology buffs,
advancing to higher technology would surely
engage these people.
 SITUATION ANALYSIS
• Strength
1. State-of-the-art specs
Will give a best overall
performance than the LED/LCD and
Plasma TV that’s already out on the
market.
2. Solar Panel
You can use it without the need of
 SITUATION ANALYSIS
3. 5D and Holographic Display
The dimensions give the TV a more
aesthetic appeal.
4. Works Without The Backlight
Makes it safe because the
backlight bulb present in most
LCD/LED TV has are poisonous and
not very eco-friendly.
 SITUATION ANALYSIS
• Weakness
The immense weakness of the
GENIUS TV is its price that resulted from
its costly production materials.
• Market Share
Television falls under the product category
of technology.
 SITUATION ANALYSIS

Since new to
the market, showing
the GENIUS TV’s
market share is hard
to show but here is
the market share of
television generally
globally:
Figure 1. the statistics show the global TV market share by type in 2018. (statistica.com)
 CUSTOMER ANALYSIS
• Number
After conducting the survey, we found out
that 27% of the respondents as in Class A and
22% are in Class B which are our primary
target market. Since the pricing of the product
will be 4 times greater than other TVs as said
above, that’s why we are aiming for those
people who are in Class A and B classified by
their annual income.
 CUSTOMER ANALYSIS

Figure 2. This figure shows the percentage of the number of respondents’ annual income that is
categorized in classes.
 CUSTOMER ANALYSIS
• Types
According to Dr. Fermin G. Castillo (2018),
emotional branding helps entities utilize their market
strategies and their competitive advantage towards
customer behavior and appeal. This would best help
marketers position their label in a way that they will
affect their customers’ emotions and pursue them to
buying the product. We are targeting several reasons
to push them towards buying our product.
 CUSTOMER ANALYSIS
1. Ability
The ability of the consumer to buy the product is mainly
based on the income they are receiving. And the entity
targets Class A customers. Filipinos buy product as long as
it’s fit for their budget. Not just that, we are aiming to have
them eager to buy our product through its specs., because at
some point, they may be able, but they are not eager to do
so. 1.Also, Filipinos prefer buying branded product because
of its reputable quality and it may also mean that it is a way of
boasting to friends that you have something new and high-
end.
 CUSTOMER ANALYSIS

2. Social Influence
Culture is one of the main reason or the
consumer to buy the product. Needs, wants
and behavior would be based upon it, most
likely. Filipinos in class A visit mall often times.
And since our product would be distributed
through malls, it would gain a big advantage to
us.
 CUSTOMER ANALYSIS

3. Competing Demands for Resources

Many television types are out in the
market but the consumer’s choice will
prevail. Consumers buy product for the
reason that they want them and wish for it
because it serves as their status symbol.
 VALUE DRIVERS
• Decision Process
Since many people are technology buff,
it’s a must that they own GENIUS TVs
newest technology. Even though they do
not necessarily need to have that new
technology, but most often, people are
under the impression that they must have it
in order to have something to show off.
 VALUE DRIVERS
Ease of use also drives the consumer’s
willingness to purchase a product. GENIUS TV is
easy to use. Therefore, ease of use is considered as
a crucial value driver.
One factor that also affects a consumer’s
purchasing desire is the product’s high performance.
And since we are proud to present GENIUS TV’s
impressing specs, high performance is also a value
driver that heightens GENIUS TV’s value on
consumer’s impressions.
 VALUE DRIVERS

Entertainment also enhances the value

of the product for the consumer. And
GENIUS TV is packed with entertaining
features like its built-in videoke mode and
high quality sound system.
 VALUE DRIVERS
• Concentration of Customer Base for
Particular Products
In the figure 2, it is shown that 27% of our
respondents are in class A base on their annual
income. And that is what the entity is targeting. Also,
11% of them are not satisfied with their current
television. And also, purchase of products are mainly
affected by the ability to buy, social influence and
competing demands for resources.
 COMPETITION ANALYSIS
We collaborated with SM Appliances
and Abenson to distribute our product. We
chose to launch our product in these
outlets because they are the primary
outlets and distributors of similar products.
Also, we partnered with Youtube and
Google for its online capabilities and Magic
Sing for the built-in videoke mode.
 CLIMATE
Macro-environmental PEST ANALYSIS
• Political and Legal Environment
The political environment is highly important for the
Television companies as it provides government
legislations, licenses, quality standards and other
governing information. Security for Exchange
Commission (SEC) is the government agency in the
Philippines responsible for regulating the country’s
security industries and company registrations.
 CLIMATE
The regulations implemented have significant
impact on TV companies because the distribution
and sales takes place inside the country. The
government laws affect the operations of the TV
companies: the content, advertising space,
advertising price, employment issues and etc. The
environmental laws enforced by the government
imply certain rules on the corporate responsibility
of the companies.
 CLIMATE
• Economic Environment
The economic environment is presented by the factors that
affect the consumer’s buying power and spending pattern. The
interest rates affect the TV companies for when the interest rates
rise, the people spend less money and when the interest rates
fall, the people spend more money. The level of the disposable
income of the customers influences their spending pattern and
affects the TV companies for this will determine the customers’
ability to buy our product. The inflation rate also affects the TV
companies. It affects the prices at which the companies need to
pay to their suppliers and the money that they will receive from
their customers.
 CLIMATE
• Social and Cultural Environment
It is The third aspect of PEST focuses its attention
on forces within society such as family, friends,
colleagues, neighbors and the media. Social forces
affect our attitudes, interests and opinions. These forces
shape who we are as people, the way we behave and
ultimately what we purchase. There is factor that affects
the social factors that need to be considered are those
that have an impact on your market. These are the
following:
 CLIMATE
Lifestyle
The lifestyle analysis adds a great amount of
understanding to a typical demographic
description. A person buying a television may be
the people who has a high income it can be 30
above- years old, married and living in the social
classes. The lifestyle analysis would help us
marketers to paint a more human portrait to our
target market.
 CLIMATE
Attitude and Beliefs
The attitude and beliefs will help our product
which is the television to identify the belief and
perception of the customer regards on buying a
product. And the tool that help us to identify the
customer attitude and belief on product is the
survey questionnaire. The respondent chooses
their choice when they have a chance to buy a
television.
 CLIMATE
Social mobility
Social mobility is a good in and of itself; it
represents equality of opportunity for all. But the
impact of increasing social mobility can be more
significant. Social mobility is shifting from one
social status to another, commonly to a status that
is either higher or lower. So as the marketers it
helps us our business to gain more profit because
our target social class, is the class A.
 CLIMATE
Demographic
The demographic tends to be concrete variables
that are concise and sometimes quantitative. A
marketing plan attempts to show how customer
demographics influence a product's appeal. In our
market plan we do a market segmentation in which
we do a random sampling. In the demographic we
know the age, gender, income, of our respondent
because it helps a lot to identify if the product that we
sell as the marketers is affordable.
 CLIMATE
• Technological Environment
This element has become a key factor for
organizations in assessing and listing issues that
could have a potential impact on its operations
and that could be critical to its long term future.
The pace of change in technology is becoming
more rapid, and often changes that impact your
market come from unexpected sources.
 CLIMATE
Automation
Since our product is television we do not
make our product a handmade because the
chemical that the television has is dangerous to
human, so that our automation or automatic
control is the use of various control systems for
operating equipment such as machinery,
processes in factories.
 CLIMATE
Improved quality of parts and end
product
The quality of the parts that our television
has is not an ordinary parts that the television
has, it has an anti-radiation in which it may not
affect to the health of our customer. Since our
product is innovated the parts of the product is
can only buy to our business.
 CLIMATE
Incentives
Using incentive marketing can help improve
overall customer loyalty. We decide as one that
we will give promo and additional product to our
customer. This kind of incentives will help our
business entity to attract more customer
because the promo that we gave to our
customer is well-known.
 CLIMATE

Significant cost savings

Our product is not to expensive regards on
high class, because the television that we sell is
a full packed television in which it has a high
sound quality system, holographic display and
etc. It is very unique than other television.
 SWOT ANALYSIS
Strength
1. State-of-the-art specs
Will give a best overall
performance than the LED/LCD and
Plasma TV that’s already out on the
market.
2. Solar Panel
You can use it without the need of
 SWOT ANALYSIS
3. 5D and Holographic Display
The dimensions give the TV a
more aesthetic appeal.
4. Works Without The Backlight
Makes it safe because the
backlight bulb present in most
LCD/LED TV has are poisonous and
not very eco-friendly.
 SWOT ANALYSIS

• Weakness
The immense weakness of the GENIUS
TV is its price. The production price starts
out great that would make the launch of the
product on commercial level be 4 times
greater than other TV brands.
 SWOT ANALYSIS
• Opportunities
Proponents of GENIUS TV sees opportunities in its
weakness. We are now working through a research to have
promising technological advancements while its production
cost will drop.
Also, Magic Sing, Youtube and Google wants to be a part
of the online capabilities of the GENIUS TV. And, other
companies are trying to adapt GENIUS TV’s special features
but since their efforts are still lagging, GENIUS TV has the
opportunity to pioneer its features and conquer the market.
 SWOT ANALYSIS
• Threats
With its advancements of technology,
GENIUS TV’s price raised higher than
others and is now having a price war with
other TV brands. Also, we are facing highly
dynamic competitive brand that can
drastically enhance their own technology
and mark their own niche.
 MARKET SEGMENTATION
Segment
• Description
Every household has their own television
sets. GENIUS TV gratifies not only household
members from young adult to middle aged but
also the kids and old aged. But the apparent
target would be those technology buff belonging
in class A.
 MARKET SEGMENTATION
• Percent of Sales
Forecasted Total Daily Total Annual Projection Projection
Sales in Sales Sales 3% increase 5% increase
Quantities for 2019 for 2020
75%

1095 ₱624,000 ₱170,820,000 ₱175,944,600 ₱184,741,830

 MARKET SEGMENTATION
• What they want
People always want something new.
Something that might draw the attention of
others to them. And our GENIUS TV would
give them the satisfaction and great
experience, since people, these days,
always seeks for something advanced and
one-of-a-kind.
 MARKET SEGMENTATION
• How they use the product
Since our product comes with pioneering
specs, there are many ways in using the TV.
Though it is mainly for viewing broadcast
channels and multimedia files, from offline to
online. It can also turn into videoke mode
without plugging or installing anything, even
wireless microphone can be used since it is
bluetooth capable.
 MARKET SEGMENTATION
• How to reach them
Our customers can be reached
anywhere through the country, from their
homes, to their workplace, through the ads
in social media that will be used in the
introduction and promotion of the product in
the intervening time.
 MARKET SEGMENTATION

• Price sensitivity
This is where the will of the consumers
to purchase a product is affected by its
cost. The consumer’s demand for the
product is greatly affected by the price.
 ALTERNATIVE MARKETING STRATEGIES

1. Running ads on apps; seems a bit

costly since we are still starting and people
might only get irritated with the ad
repeatedly playing whenever opening the
app.
2. TV announcements; too expensive for
a company still starting.
 SELECTED MARKETING STRATEGY
GENIUS TV’s marketing strategies would be:
1.Post an advertisement video through social media
(i.e. Facebook, twitter)
• It will let the consumers see an actual video of our
product television.
2.Post advertisements through business newspaper
• This will make them curious about the television’s
special features and will let them want to see and own
one of our product.
 SELECTED MARKETING STRATEGY
3. Flyers
• The flyers will contain the special features of the
television as well as its whereabouts.
4. Putting up our website
• This will keep the consumers in-touch with us through
knowing the whereabouts of our product, its price and
even new models to be launched.
5. Billboards
• Compared with TV announcements, billboard ad had less
cost that’s why we chose billboard ad.
 PRODUCT

GENIUS TV, a television brand has

unique specs that will not affect the
consumer’s health, and regards on the
quality of the product it is efficient and
effective to use.
 BRAND NAME

The brand name is Genius TV, from the word

itself genius it is very great ability or skill in a
particular subject or activity and TV stands for a
telecommunication medium used for transmitting
moving images in monochrome (black and white),
or in color, and in two or three dimensions and
sound. Television is a mass medium for
advertising, entertainment and news.
 QUALITY

The quality is not yet ensured until

the actual production of the televisions
and been subjected to multiple quality
control.
PACKAGING
 PRICE
The entity decided to use the cost based pricing
method wherein the entity will implement the price of
the product based on the sum of the overall cost
spent in making the product and the markup
percentage. The overall expenses include the
materials expenses, labor expenses and equipment
expenses. After that the entity will charge the markup
percentage to create a profit margin. From the
overall cost, we will charge a 30% markup interest
for each product.
 LIST PRICE
Size Unit Cost Unit Price Retail Price
48 inches ₱120,000 ₱156,000 ₱166,000

60 inches ₱130,000 ₱169,000 ₱179,000

75 inches ₱140,000 ₱182,000 ₱192,000

80 inches ₱150,000 ₱195,000 ₱205,000

 BUNDLING
Size For every 6 pcs. For every 10 pcs. For every dozen
(discounted (discounted (discounted
price) price) price)
48 inches ₱907,920 ₱1,450,800 ₱1,684,800

60 inches ₱983,580 ₱1,571,700 ₱1,825,200

75 inches ₱1,059,240 ₱1,692,600 ₱1,965,600

80 inches ₱1,134,900 ₱1,813,500 ₱2,106,000

 PAYMENT TERMS AND FINANCING OPTION
For the financing options, the customers
can either pay through cash payment, debit
card or credit card if they directly purchase from
the shops, the malls or our company building.
As for online purchasing, they can purchase
from our official website and the payment can
be made through Cash on Delivery (COD) but
an additional interest will be added according to
its outright term.
 OUTRIGHT TERM FOR COD
Days before delivery Additional Interest
30 days 1%
60 days 2%
90 days 3%
150 days 5%
 DISTRIBUTION
• Distribution Channels
GENIUS TV will be distributed
through SM Appliance Centers and
Abenson within the Philippines as of
the time of delivery wherein consumers
can purchase it through retail.
 MOTIVATING THE CHANNEL

All branches delivered with GENIUS TV will have a

margin of:
Size Unit Price Retail Price
48 inches ₱156,000 ₱166,000
60 inches ₱169,000 ₱179,000
75 inches ₱182,000 ₱192,000
80 inches ₱195,000 ₱205,000

One way we can motivate our prospect customers to buy is

through raffle draws which can give them a chance to win cash
prizes. Also, first ones to purchase will luckily get various freebies.
 CRITERIA FOR EVALUATING DISTRIBUTORS

SM Appliance Center
Owned by SM Prime Holdings, is a chain of
shopping malls in the Philippines. SM Supermalls
has become one of the biggest mall operators
in Southeast Asia. It has 17,230 tenants in the
Philippines. Also Sm Supermalls has 70 malls
located across the country. And if people wanted to
purchase appliances such as Television, SM
Appliance Center would be their first destination.
 CRITERIA FOR EVALUATING DISTRIBUTORS

ABENSON
ABENSON is the nationwide chain of
retail stores in the Philippines established
to satisfy the growing needs of the
Philippine market for home and business
appliances and furniture, information
technology products and consumer goods.
 LOCATION

The location of SM Appliance

Center and ABENSON would be inside
SM Malls in urban areas and prime
locations or business districts.
 LOGISTICS
All the raw materials would be imported from
CDW, a supplier of hardware and IT materials,
the packaging would be from India Mart and
would be picked up by our closed van at the port.
Distribution would also be done by delivering our
products to outlets through our own truck.
Warehouse is rented by the company which
can handle the production of the product.
 PROMOTION
• Advertising
Since, this is the most common and
traditional way to promote the product,
our company will also fund the
advertising where in we’ll use flyers,
billboard, trade journals and
newspaper.
 PROMOTION
• Public Relations
Due to the rapid exposure of technology to people, the
marketers took it as an opportunity to advertise their products and
service. Our company will also use social media for us to easily
access our target clients. We will use Facebook where there are
1.44 billion monthly active users. By using pages, Facebook and
YouTube ads, it will be assured that our product will be noticed by
the market. Also, our company will conduct an exclusive preview
for the product wherein, clients will see by themselves how the
products works and the new features in order for them to see and
experience it. This exclusive preview will be conducted in Malls
where people most likely are.
 PROMOTION

• Promotional Programs
Our company will host an event in
various areas to introduce our product
to the people. By this event, we can
physically show them the features of
our product.
 PROMOTION
Variable Cost
Raw MaterialsInjection molded plastic (for exterior)Audio reception and P128 878 300 (1095 pcs)
speaker systemPrecision made glasses (for picture tube)Fluorescent
chemical coatings (for picture tube)Electronic attachments (for picture
tube)CablesAntennae inputMetal solder (for computer chip)Silicon (for
computer chip)Access buttonsRemote controlSolar PanelMicrophone
PackagingCardboard boxesPlasticBubble wrapAdhesive tapeFoam wrap P76 700 (1095 pcs)
PromotionsBillboardNewspaperFlyersSocial media promotionsSocial P300 000 (per year)
events
Fixed Cost
Rentals P600 000 (per year)
Utilities P60 000 (per year)
Travel expense P24 000 (per year)
Salary P1 560 000 (per year)
TOTAL P131 400 000
 PROMOTION
• Projected result of the promotional
programs
Because of the consistent
promotion through billboards and flyers,
we expect to sell at least four
televisions a day which will be equal to
P624 000.
 CONCLUSION
Consequently, we, the proponents, conclude that
this marketing plan would be of great help for the
decision-making course of the company owner through
the process of pushing the business plan of producing
high quality televisions. The marketing plan and
strategies propositioned above would be of assistance
in promoting the product and raising awareness about
the satisfaction the company can offer. And base on
the projections, these activities would bring the capital
turnover within the next 3 years.