OCK TRADING INTEGRATED MARKETING COMMUNICATION CAMPAIGN

Target Markets
OCK Trading currently offers products ranging from lights, fixtures and
furnitures to clients all over the Philippines. Its subsidiary, CTS Lightings, focuses on
providing high quality lighting to households and establishments all over Cebu and
other parts of the country. The target markets detailed in this Integrated Marketing
Communications plan should generally include people ages 28-60 years old, within
the middle to upper class income segments, with an income of around 30,000 Php
and above. As for geographic location, CTS Lightings should target clients at a
nationwide scale, generally being more involved in clients located at the Metro
Cebu area with exceptions to clients outside Cebu that have been ordering at CTS
for years. As for buying behaviour, it should be maintained that CTS Lightings will
target customers who are not just looking for lights, but who are looking for high
quality lights. CTS Lightings goes beyond the expectations when it comes to quality,
and so most clients tend to forego affordability so long as they get the high quality
products and service expected from CTS Lightings, and so this segment should be
included as a target market as well.
Situational analysis (SWOT)

STRENGTH
Good quality
Assembles most of their
products
Lifetime service and 1
year warranty
Store location
LED bulbs are directly
from Taiwan
Good customer service
Strong involvement in
the Chinese-Filipino
community
Nationwide coverage
Customer loyalty

WEAKNESS
No marketing team
Less sales associate
Less exposure
Weak advertisement
Lackluster connection
with retail store
No proper brand
positioning
Lack of a
distinguishable
faade
Neighboring
environment is
unpleasant
Less walk in
customer on a daily
basis
Multiple company
names
No website
Expensive
Weak security

OPPORTUNITY
New branch is still at its
infancy
Strong connections with
loyal customers
Filipino Chinese
Community
Able to cope up with
the latest technology
Being able to ride with
the trend in a digital
perspective
Building can be used for
branding exposure
Lighting industry is
currently dominated
with international
brands
Current designs of the
company fits the design
needs of the modern
generation

THREAT
Major competitors
New technology
Above average price

Current Marketing Strategies

The marketing strategies currently employed by CTS Lightings are concentrated into
3 marketing practices: Direct Marketing, Telemarketing and Marketing via
Affiliations.
CTS Lightings accepts a bulk of their orders via phone, by telemarketing. There are
4 agents in the sales office telemarketing the products at a daily basis, each with
their own quota to achieve. Telemarketing works well for the company, due to the
convenience of contacting clients either near or far with ease. Aside from
convenience, it is generally easier to get in touch with the proper and important

contacts within a certain company that our agents are trying to reach. Direct
marketing is also observed in the form of field work for sales employees. The agents
are tasked to reach out to other places all over the Philippines, with the intent of
securing sales deals by showing up in person and presenting the product portfolio.
This differs from telemarketing in the sense that it is much more personal and
therefore present more room for improvisation and presentation. The 3 rd marketing
strategy is marketing via affiliations. This is evident in the form of large-scale deals
that CTS has with other businesses or large-scale companies and contractors. These
are known to be long-term deals that present a high cost but come with high rate of
return. As such, the relationships formed with affiliations are one of the most
important relationships to cultivate.
Pricing Strategies
The prices of the products at CTS Lightings range from as low as 35 pesos for the
small-sized lightbulbs to as much as 17,000 pesos for the large-scale, high-lumens
street lights. In calculating the pricing for their products, CTS uses cost-based
pricing, specifically cost-plus pricing. Their usual mark-up is at 5% for SRP. Their
higher-than-average prices for their products are backed up by the fact that CTS
uses only the best and highest quality materials, with their electrical workings and
Led bulbs imported from Taiwan. CTS is also very transparent with their wattage,
having an extremely accurate wattage reading for each bulb, with supplementary
testing before repackaging. All these factors contribute to the generally higher price
of their products, and clients generally appreciate the quality of the products so
much that they are willing to pay the premium price of CTS in exchange for a
lifetime of service from the company.
Target market for INDUSTRIAL Buyers
For clients involved in the industrial sector, products are offered to target
markets especially upper class income sector, business owners, contractual
architects, contractors, developers and government related clients. Further target
markets involved are, in general, nationwide in terms of geography and customers
seeking high quality products including wholesalers.

COMMUNICATION OBJECTIVES
The main communication objectives that should be the focus of CTS Lights are:
A. Increase Brand Awareness
B. Influence Purchasing Intention
C. Brand switching from competitors
Specific Objectives:

To increase sales to a minimum of 10% for the next 12 months

To provide better positioning for the company
To provide the maximum exposure possible for the company in the specific
target segments
To increase the number of walk-in customers at the V. Rama branch
To improve brand identity and establish a stronger brand image
To associate the brand name CTS as a household name for lightings
To achieve a strong word of mouth campaign

Proposed Brand Message (Unique Positioning Statement):

The following messages/slogans are proposed statements that carry with
them the objectives of the company which shall be used for all kinds of future
promotions for the company.

The Leader in LED

Brighten Up Your Life
Make Your Life Bright

These slogans can be used for future promotions that can entice younger
audiences with its relatable feel:
(humorous)

Brighter Than Your Future

Brighter Than Your Future, Stronger Than Your Relationship

Marketing Communication Tools:

Detailed as follows are the marketing tools that the company may use and
invest time and money on in order to achieve the communication objectives
detailed in this IMC Plan.

Advertising
Social Media
Trade Shows
Newsletters/Catalogues
Aggressive Word of Mouth

These communication tools are important in achieving the company goals

and objectives for a stronger presence among the masses. Among these
tools, the following are of top priority because they are ensured to have the
maximum impact for the company especially in the long run:
A. Social Media (expound)
Facebook Account now known to be the number 1 marketing
tool being used by business professionals. it has been a staple

digital tool for most companies since it offers a wide coverage

for advertising purposes.
Instagram Account- a supplementary digital tool next to
Facebook. It lets you post photos of your offered products and
gives the viewers a more convenient way of viewing their
products.
Usage of hashtags- one is to increase the reach of the message
and second is to link people that are interested about CTS
lightings

B. Advertising
Usage of Visible Signage
Billboard Ads (along the vicinity and outside the area)
Newspaper Ads
Radio Ads (inexpensive and frequency of broadcast)
Flyers, brochures and catalogs
Investment in Sponsorships on Major/Minor EventsRealty Conventions
Trade Fairs
Client/Company Portfolio Updating
Marketing communication tools for industrial companies
Aside from marketing communication tools, there are specific strategies that
the company may employ in order to improve their overall promotions, which can
be a major factor in how they reach out to the many potential customers seeking
high-quality lightings.
Direct Marketing (E-mail and order catalogs)
Personal Selling
Telemarketing
Trade Advertising(targeted to marketing channels such as wholesalers,
distributors and retailers)
Promotions on Bulk Purchases
Affiliate Marketing (commission for finders fee)
Magazine Advertising
Referrals
Evaluation and Measurement of Results:
These are the specific results that are expected once the company achieves
the communication objectives:

Increased Sales
Increased Exposure

Increased
Increased
Increased
Increased

Walk-ins and Phone calls

Customer Inquiries
Repurchases
Brand Awareness

Once these specific strategies are employed by the company, there are
certain methods in order to determine whether the strategies are deemed effective.
These methods also determine which of the strategies work best, and which ones fit
the company for the short term or long term.

Online and Traditional Reviews

Surveys using Company-Approved Questionnaires

*These objectives will be measured throughout the 12 month period. Pre and Post
Testing will be conducted to observe how effectively the objectives are met.