Marketing Plan (Parasat Cable TV)

Marketing Plan Worksheets for

Capitol University

College of Business Administration


Bryan Agustin B. Oculam

Mkg16 Services Marketing

Ms. Heidi Grace P. Mendoza

October 2014


PARASAT Cable TV


TABLE OF CONTENTS

Cover Page 1

Table of Contents 2

Company Background 3

Existing Marketing Strategy 4

The Marketing Plan

a. Message 5

b. Presentation 6

c. Targets 7

d. Proof 8

e. Image 9

f. Publicity 10

g. Staying Hot 11

h. Getting Customers at the Least Cost 12

i. Maximizing Customer Value 13

j. Referrals 14

k. Sales Surges 15

l. Creative Marketing 16

m. Internet and Social Media 17

Sample Poster 18

Closing Statements 19

Curriculum Vitae 20


COMPANY BACKGROUND

PARASAT Cable TV is Mindanao's only digital television system provider. The headquarters

of the company is located at Cruz Taal Street, Cagayan de Oro City. PARASAT Cable TV, Inc.

started as electronics retail store and repair shop established by Elpidio M. Paras. In 1991, Paras

established PARASAT Cable TV, Inc. To date, PARASAT Cable TV has coverage in the following

areas: entire Cagayan de Oro City, municipalities of Opol and Tagoloan. It has established

branches in Malaybalay and San Carlos. It has also formed partnerships with other cable

operators in Gingoog City and the municipalities of Balingasag, Don Carlos and Valencia,

Bukidnon. It is continuously expanding its coverage to the east and west sides of Misamis

Oriental. (Linked source: http://en.wikipedia.org/wiki/PARASAT_Cable_TV)


Existing Marketing Strategy

The current marketing strategy of PARASAT Cable TV is mainly focusing to product service

awareness to the prospect customer’s and general public with the wrong perception that only

the rich can afford to have a cable connection. Relationship Marketing is as well used and

applied to the PARASAT Cable TV strategy where they focus on building relationships with their

customers instead of always exclusive trying to sell them something. Because they believe that

customers who love their product service bundle offering more will also spend more money and

eventually upgrade their subscription.

The existing marketing strategy that PARASAT Cable TV has is actually proven and tested

as it stands as one of the top contenders in cable TV provider in Northern Mindanao. Apart from

that they also have affordable bundles that currently been offered to its subscribers as it lives up

to what they believe that “We believe in giving you more in less”.


A. Message

1. Research on The Competition and similar Business, Products and Services

Their features, benefits, claims, unique selling propositions, etc.

1. Cignal Digital TV - Guardians of the Galaxy Send Off to Singapore Promo

2. Cignal Digital TV - Send off to Hong Kong Promo

3. Cignal Digital TV - Cignal Prepaid Kit, 1 month free promo

4. Cignal Digital TV - Cignal Prepaid Cards Now Available at SM Malls Nationwide!

5. Cignal Digital TV - E Bill

6. Dream Satellite TV - Electronic Program Guide (EPG)

7. Dream Satellite TV - Parental Lock

8. Dream Satellite TV - Events Timer

9. Dream Satellite TV - Purchased Events List

10. Dream Satellite TV - Pay-Per-View (PPV)

2. Features and Benefits of Your Business or Service of Study

FEATURES BENEFITS

a. BASEBRO Bundle

Number of channels: 73 SD and 6 HD and a

bandwidth of 1MBPS

b. DIGIBRO Bundle

Number of channels: 102 SD and 11HD and

a bandwidth of 1MBPS

c. ZIPBRO Bundle

Number of channels: 113 SD and 14HD and


d. OPTIBRO Bundle Number of channels: 127 SD and 14HD and


e. 5. Basic Package 77 cable channels only for 500 PHP

f. Silver Package 110 cable channels only for 750 PHP

g. Gold Package 123 cable channels only for 950 PHP

h. Platinum Package 140 cable channels only for 1,150 PHP

i. Premium Package 153 cable channels only for 1,350 PHP

j. Pay Per View HD Watch pay per view only at 300.00 PHP


3. Unique Selling Proposition

Describe the USP:

“We believe in giving you more in less” a catchy USP that sates what PARASAT Cable TV

is service all about. Inexpensive cable TV experience to the masses with hundreds of standard

quality and high quality HD cable channels available for its consumers. With its affordable

bundles and promos PARASAT Cable TV is continually upgrade their service, because they

believe that in giving their customers with more options and providing the finest service in lesser

rates will be the key to customer loyalty.

Write Three Different Headlines Based on Your Unique Selling Proposition:

1. PARASAT Cable TV App is now available in Google App store and Apple App Store!

2. PARASAT Bonanza! Cable TV plus WI-FI connection and a Globe UNLI call phone landline

at a cut-rate price!

3. Prepaid subscription for only 100 pesos for 7 days with 45 HD channels only available at

PARASAT Cable TV!

4. Irresistible Offer

Develop One Irresistible Offer Compatible with the Unique Selling Proposition and Summarize the

Offer In Twenty Words or Less:

Avail the Tri Bundle plus that comes with ALL HD channels with WI-FI connection and

Globe UNLI call phone landline!


B. Presentation

1. The Five Steps

Explain The Need of Your Customer:

The customers of today are looking for an affordable bundle package of cable TV

subscription that comes add-ons like internet connection and Wi-Fi and also an add-on

that can cater their needs to be in touch be their peers like a landline plan.

Explain the General "Thing" that Fulfills that Need:

By providing the need that customers wants, offering affordable bundles of cable TV,

add-ons should be available this add-ons includes Wi-Fi and internet connection and a

special add in bundle that comes with a telephone landline connection powered by

Globe Telecom. By these bundle offerings the customers will have a variety of cable TV

bundle choice of their own that will makes them be satisfied and fulfilled.

Explain Why Your Service, or Business is The Best "Thing":

With the advent of technology, PARASAT Cable TV is delivering the best for its customers

as it sees an opportunity to innovate product offerings as a Proactive Strategy for them

and comes up with the right ideas that will cater the need of its modern aged customers.

PARASAT Cable TV will assure the total satisfaction of their customers that they will be

conveying because they offer timely bundles that suites the needs of their customers,

they offer a variety of add-ons for their customer preferences who like to keep in touch

with their peers and still enjoys the comfort of their homes while watching cable channels

on their TVs, so we come up with WI-FI and landline bundles. PARASAT Cable TV believes

in giving you more in less and you the customers are their priority.

What is Your Price? Justify Your Price:

PARASAT Cable TV prices ranges from as low as 100.00 pesos for prepaid subscribers who

will enjoy the luxury of 45 HD channels for 7 days and 1,499.00 pesos for the Tri Bundle plus

that comes with a WI-FI connection and a Globe UNLI call landline phone that is totally

worth every pesos. We also have a special bundle that comes with standard cable

channels that cost for only 500.00 pesos that comes with 77 channels. These price

offerings are adjustable depending to the bundle that the customers wants because at

PARASAT Cable TV believe in giving you more in less.


Give the Reasons the Customers Should Act Now:

PARASAT Cable TV have an alluring offer for you their customers with prices range for as

low as 100.00 pesos you can avail and enjoy watching cable channels in HD and with

affordable bundles that comes with WI-FI and a Globe UNLI call phone landline. A one of

a kind offer only available at PARASAT Cable TV.

2. How Can You Build The Customer's Interest In Your Service or Business?

At Least Five Ideas:

1. Introducing new bundle choices that has never been before offered in the market

2. Introducing an affordable price subscription that everyone can easily purchase

3. Monthly promos for every PARASAT cable subscribers to build up hype for the customers

4. Free of charge installation of the cable satellites for new PARASAT Cable TV subscribers

5. 24/7 customer service for concerned subscribers

3. Set Up Your Call to Action

What Do You Want The Customer To Do?

At Least Three Options:

1. For them to spread a positive word of mouth and promote PARASAT Cable TV to other

prospect customers to be enticed to acquire our cable bundles

2. To upgrade their subscription to the TRI Bundle plus that PARASAT Cable TV offers and for

them to experience firsthand the convenience and affordability of this bundle

3. For them to give honest feedbacks and suggestion on how can PARASAT Cable TV

effectively improve their product service


C. Targets

1. Describe Your Geographic Target Market:

PARASAT Cable TV is focused in dominating the cable industry in Northern Mindanao

and also eying in expanding our range their service also in Visayas where they are

familiar with the culture of the “Bisayan Nations”. These locations are yet to be full grasp

by other cable giants like Dream and Cignal cable, so as a defensive strategy PARASAT

Cable TV is aiming to have and conquer that market.

2. Describe Your Demographic Target Market:

Bisayan Nation citizens have the culture of wanting to have more but having financial

issues to acquire it, so PARASAT Cable TV sees that as an opportunity to focus and supply

them affordable cable product service offerings that will satisfy their need to have a

cable TV in their homes.

3. Describe Your Association|Affinity Target Market(s):

PARASAT Cable TV provides cable TV channels at an affordable price ranges for its

customers and it vision to be the best cable TV channel provider in the Philippines and in

order to improve its product services it teamed up with Globe Telecom. The benefits of

teaming up with Globe Telecom is to boost up its services especially in delivering

PARASAT Cable TV’s new TRI bundle promo where they offer a Globe UNLI call phone

landline which PARASAT subscribers will have the luxury to use Globe telecoms landline

services together with PARASAT’s cable HD channels and WI-FI connection. It will gain

and boost the interest of the prospect customers to purchase and subscribe the product

service that PARASAT has offers with partnership with Globe Telecom.


D. Proof

1. List All The Types of "Pictorial Proof" You Have:

PARASAT Cable TV has their posters about their bundles that they offer

PARASAT Cable TV has billboards in the strategic locations here in the locale

PARASAT Cable TV has its leaflets distributed to its prospect customers

2. List All The "Testimonial Proof" You Have:

Real People:

Zenon Oculam: “chada kaau ang mga channels nila kai maka kita kog sabong ug mga

karaan nga mga salida nga akoang mga paborito ug barato ra ilang cable, duha naku

ka tuig ani nga serbisyu ug wako nag huna huna nga ani man dai ka chada ang naai

cable, naa pud mi WI-FI ug chada kai maka internet akoang mga anak sa balay ug dili

na mag lakaw lakaw mag hulog piso mag internet kai isa ra amoang bayad sa internet

ug cable sa PARASAT, chada ganahan kaau ko sa ilang serbisyu”

Mary Joy Dagasuhan: “we have been a subscriber of PARASAT Cable TV for almost 5

years now and it never did occurred in my mind to go to other brands that offers the

same as PARASAT because I was satisfied to their service, a clear cable and no

interruption and hastle free, to sum it all up THEY OFFER A GOOD DEAL!”

Celebrities:

Let’s hear what the new celebrity endorsers of PARASAT Cable TV Nadine Lustre and

James Reid has to say:

Nadine Lustre: “thankful po talaga kami ni James that we were given a chance to be

the face of PARASAT Cable TV, excited po kami that marami po mga promos and mall

shows po kaming gagawin at mga projects, na try po naming ni James ang clarity and

HD channels po nang of PARASAT Cable TV and we agreed to be there endorsers

because we believe po that they do deliver quality service po sa mga subscribers po

nila”

James Reid: Wow! The only word that I could think and I do believe that PARASAT Cable

TV has established its name and its brand and we’re thankful to be a part of the

PARASAT Cable TV family, I am looking forward in our projects in the future.


3. List The "Reference Proof" You Have:

PARASAT Cable TV will be launching its new website with the URL

www.PARASATCABLE.com this site will have a live support 24/7 for its subscribers and

updated post of its new promos and events. PARASAT Cable TV has also its app

available in the Google app store and Apple store as an add-on for its WI-FI subscribers

where they can stream online all of the channels that are available in your PARASAT

Cable TV subscription with an online app support service included that will solve and

give additional info for PARASAT Cable TV subscribers.

4. List The "Demonstration Proof" You Have:

PARASAT Cable TV has instructional videos available in their website to address the FAQ

of their subscribers and a specialized YouTube channel dedicated to deliver and post

instructional videos and video posting of the current events of their promos.

5. List Any Other Proof You Have:

Flyers and posters are given and distributed to the prospect customer and online

advertisements will be posted to a number of popular social sites to attract the attention

of the people in the social media and give awareness to the product service that

PARASAT Cable TV is offering.

6. Describe The Guarantee(s) You Offer:

A satisfaction guarantee to the product services that PARASAT Cable TV is offering with a

money back guarantee to the unsatisfied subscribers as compensation. For Mobile App

subscribers an online support is available 24/7 to ensure to answer all the questions on

how to resolve App issue of the PARASAT Cable TV mobile app.

http://www.parasatcable.com/


E. Image

1. Notes on the Appearance of Business Premises:

The branch locations of the PARASAT Cable TV are strategically located in malls and

prime areas in the highways in Northern Mindanao for the subscriber’s convenience. The

ambiance and aura of each branch is modern and has a comfortable sensation for the

cable subscriber’s wellbeing while they are in the branches of PARASAT Cable TV.

2. Notes on the Business Premises Facilitating Entry of Customers:

With a well trained staff that are totally equipped with product service knowledge that

PARASAT Cable TV is offering and a friendly aura that each the employees, the

subscribers and prospect customers will not be having a peculiar and uneasy feeling

upon their entry of the branch of PARASAT Cable TV employee that will be facilitating

them.

3. Notes on Community Affairs:

PARASAT Cable TV is also concern with the general public’s wellbeing and will partnering

with NGOs like the Habitat for Humanity foundation that is to ensure the welfare of the

community especially for those people who have lost their homes due to the disasters

caused by natural calamities.

4. Notes on Spokesperson(s):

To the staff: ensuring and delivering the right information that will be disseminated to the

PARASAT Cable TV subscribers.

To the endorsers: bringing a flare and excitement to the subscribers of PARASAT Cable TV

and entice other prospect to subscribe to the bundle offering that PARASAT Cable TV is

offering an deliver positive aura.

5. Notes on Brand-Name Identity:

To be known as a leading cable channel provider not only in Northern Mindanao but

also in the entire archeological island of the Philippines.


F. Publicity

1. Charity|Non-Profit Connection Ideas:

A partnership with NGOs like the Habitat for Humanity foundation is an ideal charity for

PARASAT Cable TV as it seeks to help the unfortunate people in the society to re-establish

not just their homes but also their lives.

2. Personal Self-Promotion Ideas:

Mall shows and barangay caravans with PARASAT Cable TV endorsers (James Reid and

Nadine Lustre) to catch the attention of the younger prospect subscribers and establish

a fresh image of PARASAT Cable TV.

3. Positioning as an Expert:

A concept says that “Consumers build brands, not companies” so position strategy for

PARASAT Cable TV should be concerned for the betterment of its product service

innovation for its subscribers recognize the brand as the leading cable channel provider.

By providing timely product service offering bundles PARASAT Cable TV can cater the

new age subscribers as their need and wants evolve and innovative ways to address

their need is an important key for PARASAT Cable TV to be positioned because

“Consumers build brands, not companies”.

4. Creative Promotions to Media:

Just like its giant competitors, PARASAT Cable TV should step up and create a TRI media

Advertisement promoting its product service offerings:

Regional TV Advertisement with endorsers (James Reid and Nadine Lustre)

Radio Network Advertisement guesting for its endorsers to promote

PARASAT Cable TV

Print Advertisement in regional magazines and news paper

Promotional activities in social medias and weekly promos for its lucky

subscriber to win a special gift pack from PARASAT Cable TV


5. Talk Shows:

TV guesting’s with PARASAT Cable TV endorsers (James Reid and Nadine Lustre) and

promote its product service bundle offerings.

Create a web show that will be simulcast via PARASAT Cable TV YouTube channel with

weekly uploads of videos showing the testimonial of their subscribers and showcase their

talent as well. The winning video entry will receive a gift pack from PARASAT Cable TV.

6. Press Kit:

A bag with a PARASAT Cable TV t shirt embedded with a sign of its endorsers (James Reid

and Nadine Lustre).

A caricature figurine model of PARASAT Cable TV endorsers (James Reid and Nadine

Lustre) holding a TV remote and wearing a t shirt embedded with the logo of PARASAT

A pen and pin that has a PARASAT Cable TV logo embedded.

A gift package bundle prepaid costing 200.00 pesos good for 14 days with 45 HD

channels.


G. Staying Hot

1. Planned|Built-In Constant Change

What's New?

30 Days from Now:

Launching of new product service bundles:

Introducing of the new PARASAT Cable TV endorsers (James Reid and

Nadine Lustre)

TRI Bundle plus

Prepaid cable subscription

60 Days From Now:

The launching of PARASAT Cable TV Application in the Google and Apple app store.

Launching of the promotional medias

Promotional guesting and caravans of the PARASAT Cable TV endorsers

Maintenance update for PARASAT Cable TV App

90 Days From Now:

Update the PARASAT Cable TV Application so to fix some bug issues in the app to

integrate its 24/7 customer service and add easy payment via from Google and Apple

Apps store for the convenience for the subscribers.

Humanitarian charity works of PARASAT Cable TV foundation

Promotional discounts for subscribers of PARASAT Cable TV

2. Seasonal Promotions

Priority Things to Do:

Launching of new product service bundle offerings

Promotional Activities

Humanitarian activities


Monthly Calendar:

January

Introducing of the new PARASAT Cable TV endorsers

Launching of TRI Bundle plus

Launching of Prepaid cable subscription

Newbie Promo 5, win and greet the PARASAT Cable TV endorsers (James Reid and

Nadine Lustre)

February

The launching of PARASAT Cable TV Application in the Google and Apple app store

Launching of Regional TV Advertisement with endorsers (James Reid and Nadine Lustre)

Valentine’s day mall show (James Reid and Nadine Lustre)

Launching of web show that will be simulcast in PARASAT Cable TV YouTube channel

Run for a cost: A Parsat Cable TV and Habitat for Humanity fun run


Nadine Lustre)

March

Radio Network Advertisement and guesting for its endorsers to promote PARASAT Cable

TV

Monthly update of PARASAT Cable TV Application in the Google and Apple app store

Humanitarian act “Habitat for Humanity house building for the poor inhabited”


Nadine Lustre)

April


April Fools mall show (James Reid and Nadine Lustre)

Regional TV Advertisement with endorsers (due to change every 3 months)


Nadine Lustre)


May


TV

Summer mall show (James Reid and Nadine Lustre)



Nadine Lustre)

June


Back to school season package upgrade sale discounts for its subscribers (15%

dropdown)


Nadine Lustre)

July




Nadine Lustre)

August


TV



Nadine Lustre)


September


Humanitarian act “Habitat for Humanity house building for the poor inhabited”


Nadine Lustre)

October




Nadine Lustre)

November


TV

PARASAT Cable TV tales of Horror event (November 1)



Nadine Lustre)

December


Christmas season package upgrade sale discounts for its subscribers (20% dropdown)


Nadine Lustre)


H. Getting Customers At the Least Cost

1. Inbound Telephone Procedures:

Receiving Calls Standard Procedures in the PARASAT 24/7 Customer Service:

Preparation:

Maintenance checks up by the technicians from the Technical Department to see if the

computer and the telephone lines are in good condition.

Procedural standard protocol for call center agents of PARASAT Cable TV customer center line:

(10 minutes standard maximum duration of the call)

Answer the phone after two rings (standard protocol)

Greet the caller and state your name (the call center agent) and mention that they are

calling at PARASAT Cable TV customer center line

Then ask for the first name of the caller (so that you can address the caller’s name in the

duration of the call)

Ask the caller how we can assist his concern

Listen patiently to the concern of the caller

Then, answer the concern of the caller

Ask the caller if you answered his concern

If his not still satisfied, give the caller another optional recommendation to his

concern until the caller is satisfied

Ask the caller if he still haves additional concern

Then, give optional recommendations to address his additional concern

If the caller is done with his concern, thank the caller (let the caller drop the call first)

2. Telephone Up-sell Procedures:

Up-sell procedural standard protocol for call center agents of PARASAT Cable TV customer

center line:

Answer the phone after two rings (standard protocol)

Greet the caller and state your name (the call center agent) and mention that they are

calling at PARASAT Cable TV customer center line

Then ask for the first name of the caller (so that you can address the caller’s name in the

duration of the call)

Ask the caller how we can assist his concern about the product bundles that PARASAT

Cable TV offers


Let the caller decide for 3 minutes (don’t hung up)

Listen to the reason of the caller upon choosing that bundle

Then give recommendation of bundle upgrades that has a better specs of the bundle

that caller choose

If the caller is satisfied of your offer and welling to avail the bundle, offer to sign an online

form in his behalf that will be automatically be saved in the servers of the PARASAT Cable

TV branches

Give the caller the control number that he will present to any PARASAT Cable TV the

branch so that his bundle choice will be processed directly (with no priority number

needed and hassle free)

If the caller is done with his concern, thank the caller (let the caller drop the call first)

4. Outbound Telemarketing Ideas:

Prospect Calling Price Rip-Off

This telemarketing strategy will offer a special 20% discount for those prospect customers

that will avail a PARASAT Cable TV bundle that comes with a free installation.

Convince 1 and get 1

This telemarketing strategy will be exclusive to the current PARASAT Cable TV subscriber,

where the PARASAT Cable TV caller agent calls a random subscriber of any bundle of

PARASAT Cable TV and explains about the mechanics of the new special offering of

PARASAT. If they will convince a prospect customer to avail a bundle of PARASAT Cable

TV, the convincer (the present subscriber) will get a free month of charge.

4. Pro-Active Ideas:

The Hooking

This is a defensive strategy where PARASAT Cable TV external field agents will pirate the

subscriber of the competitor and offer special discount bundles in exchange that they

will cut their subscription of the competitor cable provider and avail their special

discount bundles.


5. Co-Op Projects:

PARASAT & Globe Bonanza

This will be an event where PARASAT Cable TV and Globe will have a joint bazar that will

showcase their partnership bundles, this includes the PARASAT Bonanza! Cable TV plus

WI-FI connection and a Globe UNLI call phone landline. The bazaar will also have variety

games for the general public to be entice to come in the bazaar and hopefully avail a

bundle offering by PARASAT Cable TV and Globe Telecom.

6. Window Displays:

Electronic Signage

This will be a new way to advertise the new offerings of PARASAT Cable TV by just using a

flat screen TV where the advertisements will be shown and these will be placed in the

windows of the PARASAT Cable TV branch’s walls and windows.

7. "Teaser" Newspaper Advertising:

This is a proposed poster for the newspaper advertisement of PARASAT Cable TV; this will

be placed strategically on the entertainment/lifestyle section.


I. Maximizing Customer Value

1. Honored Guest Greeting Procedures:

Preparations:

The staff should be given a noticed a day before the VIP will be arrive in their branch,

Proper etiquette should be observed to all of the employees.

Procedure upon arrival of the VIP:

Greet the VIP guest with a pleasant smile (Security Guards)

Open the doors for the VIP guest (Security Guards)

Offer to show the way to the General Manager’s Office where the VIP guest will be

heading (Manager)

Greet the VIP with a smile and hear out the concern on why the VIP guest is visiting and

accompany him (general Manager)

2. Product Knowledge & Team Building:

Harmony and intelligence in the workforce of the co-employees and product

knowledge is a major factor for the effectiveness of the employees. Seminars should not

the stereotyped and boring ones; so PARASAT Cable TV HR management should come

up with an ideal actvity of fusing the seminars about product knowledge and team

building activity. Learning fun, happy employees will be result to productively

knowledgeable employees.

3. Policy Control:

A creation of Policy Control Unit Department should be established with in the premises

of each branch of PARASAT Cable TV, this will regulate if the policies are followed and

observed in accordance of the code of conduct of the company. If revisions of the

policies are needed to applied, the Policy Control Unit Department is much responsible

together with the approval of the CEO of PARASAT Cable TV for that policy to be

standardized in each branch.


4. Complaint-Resolution Process:

This process will cover be the standard procedures to resolve if a customer complaint arises:

PARASAT Cable TV should have a separate room for complaints to be resolve and to

avoid any unnecessary scenes when an aggravated customer is in rage.

Show the way where customer complaints area is situated (staff)

The complainant subscriber will be in the office where together with the manager

of PARASAT Cable TV.

Listen to the complain of the subscriber (manager)

Then, give recommendations on how PARASAT Cable TV will be able to extend its

aid to the complainant unit they are satisfied. (manager)

If the complainant is satisfied with the recommendations given, greet and thank

them for letting them know and gave a chance to address the complaint and

staying loyal to PARASAT Cable TV.

5. Customer Retention Plan:

Improve and Save Plan

By continual improvement of the product service offered by PARASAT Cable TV that is

affordable yet quality bundles that will surely keep their subscriber and gain loyalty from

them.

Interest Linger Plan

By providing the needs and wants of the subscribers of PARASAT Cable TV and

implementing promotional activities that will linger their interest to look forward on what

activities that will be in stored for their subscribers.

6. The Servicescape:

PARASAT Cable TV has a modern minimalistic architectural design for its branches that

will entice its subscribers with a welcoming staff and a great ambience of professionalism

handed by its staff to its subscribers during their visit.


J. Referrals

1. EARN Ideas:

A Marketing Advertisements will be shown in the local TV networks in Northern Mindanao

and together with its other marketing advertisement tools and social Medias in

promoting what PARASAT Cable TV is offering and to gain awareness to the general

public on the affordable bundles that it offers.

2. ASK Ideas:

How Can We Convey Our Expectations:

By providing the customer satisfaction and product service innovations and being

actively providing events that can entice not just the subscribers put also the prospect

customers. (Note please: Refer to the Calendar of activities)

Referral Promotions:

Convince 1 and get 1

PARASAT Cable TV caller agent calls a random subscriber of any bundle of PARASAT

Cable TV and offers a special promo that if they will convince a prospect customer to

avail a bundle of PARASAT Cable TV, the convincer subscriber will avail a 1 month free of

charge subscription. (Note: originally from Getting Customers at the Least Cost)

Referral Events:

Mall shows and barangay caravans with PARASAT Cable TV endorsers (James Reid and

Nadine Lustre) to catch the attention of the younger prospect subscribers and establish

a fresh image of PARASAT Cable TV. (Note: originally from Publicity Part)

3. Recognize and Reward:

By promoting contest events that is lined up in the calendar of activities and announcing

the winners with gift packages from PARASAT Cable TV.

Provide Premium Membership that will have exclusive access to the events and promos

that PARASAT Cable TV has to offer.


K. Sales Surges

1. Big Discount, Reason Why - Ideas:

Back to school season package upgrade sale discounts for its subscribers (15%

dropdown)

This is a promotional discount bundle for PARASAT Cable TV subscribers who would like to

upgrade their bundle subscription during the month of June which is also considered to

be the back to school month here in the Philippines.

Christmas season package upgrade sale discounts for its subscribers (20% dropdown)

A special promotional discount bundle offering for PARASAT Cable TV subscribers who

would like to upgrade their bundle subscription during the month of December.

2. Sweepstakes & Coupons Winners - Ideas:


Nadine Lustre)

New subscribers will be given coupons to keep until the end of the month, every month

last day of the month 5 newbie subscribers will be given a chance to win PARASAT Cable

TV gift pack and a chance to greet and date the PARASAT Cable TV endorsers (Nadine

Lustre and James Reid)

3. Premiums - Ideas:

Premium Membership

Avail the premium membership and experience the following benefits:

24/7 Technical Support

Pay-per-view access (free of charge)

Globe pocket WI-FI will be exclusively available for premium subscriber

Priority seats for every event shows that PARASAT Cable TV will be hosting

4. Sports-Related Promotions - Ideas:

Run for a cost: A Parsat Cable TV and Habitat for Humanity fun run

This is a sports and humanitarian awareness promotional event that will be hosted by

PARASAT Cable TV and Habitat for Humanity, where all collected funds will be donated

to Humanitarian act “Habitat for Humanity house building for the poor inhabited”

project.


5. E-Z Payment Terms - Ideas:

In-App Payment

This is one of the functions of the Parsat Cable TV App for Android and IPhone subscribers

where they will be able to pay their monthly subscription via phone mobile app.

PayPal Payment

Credit Cards/ Debit card users can also pay online by just login to PARASAT Cable TV

website

6. Internet Links - Ideas:

www.PARASATCABLE.com will be the URL of the new PARASAT Cable TV website, where it

will be easily be remembered by its subscribers and prospect subscribers who are

interested in their product service bundle offerings and will be visiting there website.

7. Celebrity Appearances - Ideas:

PARASAT Cable TV will be signing celebrity endorsers Nadine Lustre and James Reid for

their appearances in the events and activities as it was mention in the calendar of

activities.

http://www.parasatcable.com/


L. Creative Marketing

1. Non-Threatening First Contact|Record Message - Ideas:

Upon entry of the PARASAT Cable TV branches:

A welcome message from the security guard “Gooday ma’am/sir, welcome to

PARASAT Cable TV”

A staff will come and will ask how will they be able to assist “Hai ma’am/sir, how

may I assist you?”

2. Toll-Free number - Ideas:

111-PARASAT (7272728)

This will be the toll-free hotline number for PARASAT Cable TV subscribers, easy to

remember and a 224/7 hotline number.

3. Audio Brochure - ideas:

Radio Advertisements featuring the voice of PARASAT Cable TV endorsers Nadine Lustre

and James Reid promoting to subscribe with the new bundles of PARASAT.

Radio Network Advertisement guesting for its endorsers to promote PARASAT Cable TV

4. Video Brochure - Ideas:

Regional TV Advertisement with endorsers (James Reid and Nadine Lustre)

The TV ad of PARASAT Cable will run for 15 seconds and will be shown specifically

in the regional TV networks of Northern Mindanao.

5. Info-Mercial - Ideas:

Infomercial will be shown at PARASAT Cable TV advertisement channel and regional TV

networks in Northern Mindanao.

The Info-Mercial will be hosted by the celebrity endorsers of PARASAT Cable TV

featuring the executives and managers of PARASAT explaining its bundle offerings

and benefits of availing it.


6. Desktop Publishing|Marketing - Ideas:

This is an advertising promotion tool that

PARASAT Cable TV will be adopting. The PUV

Advertising is where a signage of the offering

bundle of PARASAT Cable TV will be put top on the

contracted PUV.

7. Robot Telemarketing - Ideas:

A.I. Call Agent

When the hotline numbers of the call center customer service of PARASAT Cable TV are

busy for the moment, a programmed A.I. will take over the task and assist the caller of his

concern.

Disadvantage: limited options will be available for the A.I. program

Advantage: callers will have an alternative option if the toll-free is busy

8. Focus Groups - Ideas:

Grab a random niche of the subscribers, and conduct a survey evaluation about

product service bundles that PARASAT Cable TV offerings and what are the services that

PARASAT Cable TV can offers that the subscribers want to add in the future.

9. Experiment! - Ideas:

The winning PARASAT Cable TV subscribers will have chance to meet and greet the

Hollywood movie stars with a trip to Movie Studios internationally for a set visit and see

the behind the scene of a Hollywood movie shoot.


M. Internet and Social Media

1. Social Media Services to Tap

Social Networking - Ideas:

Creation of Facebook official page and a Foursquare account.

This social media accounts will be significantly post an hourly advertisement

covering on what’s new, winners of promos and other events that PARASAT

Cable TV will be hosting.

Online Videos – Ideas:

The launching of YouTube channel:

Videos and instructions of FAQ of the subscribers

Web show that will be simulcast via YouTube channel of PARASAT Cable TV

With weekly uploads of videos showing the testimonial of PARASAT Cable

TV subscribers and showcase their talent as well

Online Diary or Posts - Ideas:

Creation of twitter account that is linked to Facebook, Foursquare and YouTube channel

for a synchronization of post of what are the news, winners of promos and other events

that PARASAT Cable TV will be hosting.

Online Photo Sharing - Ideas:

Instagram and Pinterest account will also be linked to the social Medias of PARASAT

Cable TV and for also the convenience of the subscriber to also post their photos

tagging PARASAT Cable TV.

Online Messages to Customers - Ideas:

An hourly update greet to the loyal subscribers that are linked to the social accounts of

PARASAT Cable TV and update of the Channel Program of each of the channel

available.


2. Other Internet Capabilities

Customer Review Sites - Ideas:

Subscribers can also drop messages to the official linked social media accounts of

PARASAT Cable TV and expect to have a message reply by the 24/7 customer service

agents, or do like and rate the PARASAT Cable TV Application at Google and Apple App

store

Developing Applications for Mobile Devices - Ideas:

Creation of the mobile App of PARASAT Cable TV where subscribers can view and

stream real time online cable channel of the bundle subscription that they are

subscribed, with 24/7 customer service agents support, and payment capabilities.

Online Payment Option - Ideas:

Note: (Repeated Description from E-Z Payment Terms - Ideas)

In-App Payment

This is one of the functions of the PARSAT Cable TV App for Android and IPhone

subscribers where they will be able to pay their monthly subscription via phone mobile

app.

PayPal Payment

Credit Cards/ Debit card users can also pay online by just login to PARASAT Cable TV

website


Sample Poster


Closing Statement

“Innovation distinguishes between a leader and a follower” a quote from Steve Jobs

saying that you either a leader or a follower, a trend setter of trend disciple with PARASAT Cable

TV will be at its best performance as innovations in terms of marketing, promos, and bundle

offerings will be in line in the next year to come. I’m totally confident to the fact that sales will be

up soaring with more innovative ideas will be realize and the opportunities it holds not just for the

subscribers but also especially for its loyal subscribers and prospect subscribers in the future.

As product service bundle offering is concern, PARASAT Cable TV will live up to its

promise that “We believe in giving you more in less”, with the lineup of its offering with a high

quality yet affordable for every subscribers, PARASAT Cable TV will continue to produce quality

service for guaranteed customer satisfaction. I personally would say that watching cable TV is

never been this fun! So avail and grab the affordable bundles that PARASAT Cable TV has to

offer!


Curriculum Vitae

Profile:

Name: Bryan Augustine B. Oculam

Birthday: Aug. 25, 1992

Age: 22yrs. old

Address: Osmeña Street, Cagayan de Oro City

Nationality: Filipino

Religion: Roman Catholic

Email Address: [email protected]

Mother: Dorotea B. Oculam

Father: Zenon A. Oculam

Educational Background:

Primary: City Central School

Secondary: Misamis Oriental General Comprehensive High School

Tertiary: Capitol University

Course: Bachelor of Science in Business Administration major in Marketing Management

Favorite Quote:

The only thing that standing between you and your goal is the bullsh*t story of you

keep telling yourself as to why you can’t achieve it

-Jordan Belfort

Marketing Plan (Parasat Cable TV)

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