University of the Cordilleras

Governor Pack Road, Baguio City

College of Accountancy

ezTravel Application

A Marketing Plan

Presented to the

Faculty of the College of Accountancy

University of the Cordilleras

In Partial Fulfillment

of the Requirements for

Technopreneurship

Submitted By:

Dominguez, Clarine B.

Flores, Alliah Marie A.

Gammod, Jea B.

Magallanes, Roxan G.

Panelo, Edelyn L.

June, 2021
 Table of Contents

Title Page

Table of Contents

List of Tables

List of Figures

I. Marketing Plan

1.1 Description of the Product

1.2 Comparison of the Product with its Competitors

1.3 Location

1.4 Market Area

1.5 Main Customers

1.6 Total Demand

1.7 Market Share

1.8 Subscription Fee

1.9 Sales Forecast

1.10 Promotional Measures

1.11 Marketing Strategy

1.12 Marketing Budget

List of Tables
Table 1: Competitive Matrix
Table 2: Revenue Forecast
Table 3: Computation for the Year 1 of Subscription Revenue (January to June)
Table 4: Computation for the Year 1 of Subscription Revenue (July to December)
Table 5: Computation for the Year 2 of Subscription Revenue (January to June)
Table 6: Computation for the Year 2 of Subscription Revenue (July to December)
Table 7: Computation for the Year 3 of Subscription Revenue (January to June)
Table 8: Computation for the Year 3 of Subscription Revenue (July to December)

List of Figures
Figure 1: Expected Demand to Download and Use the Application
Figure 2: Market Share
Figure 3: Subscription Fee
 MARKETING PLAN

1.1 Description of the Product

ezTravel is a travel application developed and designed primarily for travelers and

commuters who are unsure of the travel restrictions imposed in a specific place within the

country. ETravel offers a variety of functionalities from information about specific restrictions and

requirements to trip recommendations and reviews. Functionalities designed not only in

response to the pandemic, but also helpful for post pandemic.

The application initially lets the users create their account for the full access of the

different features. The users would input the place they want to go and the app would give

notice if the specific place is authorized for visit. If authorized, the app would provide safety

guidelines and travel advisories which includes travel restrictions, travel requirements needed,

COVID-19 related information for the time being, weather forecasts, fair prices and all other

information that the travelers need to know. With regards to the travel requirements, the app lets

the users submit the documents online for convenience.

The application would also provide for a customizable travel journal feature where users

can store their memories of the places they travelled through a diary and pictures which can be

posted on their linked social media accounts. Further, it features top recommended locations

and spots. There will also be an available map to locate restaurants, booking services, and

other establishments. Reviews may also be posted for the reference of other users. Through the

use of the various features and functionalities of this application, the users can guarantee a

safe, trouble-free, convenient, and memorable travel experience.

 Figure 1 Sample Interface of ezTravel application

1.2 Comparison of the Product with Its Competitors

Traveling to different places and going on a trip has become a lot easier and convenient

with the aid of different travel applications. Technology has become so accessible in today's

time that there are a plethora of travel apps to pick from in the app store or google play.

In the Philippines, there have been several travel applications introduced in the market.

Different travel applications specifically designed to cater the different needs of the travelers

within the country. However, ezTravel app is more detailed in nature. It does not only provide for

the user’s different needs but also in response to their changing demands.

Travel Philippines is a direct competitor which is a newly launched app designed as a

guide for reopened locations in the country with their verified information. On the other hand,

KulTOURa is an indirect competitor designed to promote tourism as well as cultural preservation

in the country. The competitive matrix below shows a more specific comparison of the
application with its competitors. It is based on the information available on the two products'

websites.

Factors ezTravel Travel KulTOURa

Philippines
(Our application) (Competitor 2)
(Competitor 1)

Need an account Yes Yes Yes

Available Offline Yes Yes No

Unique Features 4 3 3

Designs 4 5 4

Social Media Presence Yes No No

Ease of Use 5 4 4

Advertisements Yes Yes No

Suggest top locations Yes Yes Yes

Users Interaction Yes No No

Detailed Information 5 4 3

Table 1 Competitive Matrix

5-Excellent 4-Good 3-Fair 2-Poor 1-Very Poor

Based on the competitive matrix, ezTravel and Travel Philippines have more in common.

However, ezTravel has a higher score when it comes to the unique features, ease of use, and

detailed information. Also, it has a social media presence and user interaction which is actually
a result of the proposed app’s unique features. Kultoura on the other hand have the lowest

scores on unique features and detailed information because the app is specific for travel guides

on tourist spots only.

1.3 Location

The main office will be located at Baguio City. Baguio City is one of the most visited

places in the Philippines and is also the center of economy in the Cordillera Administrative

Region. Provided that, most of the users or the travelers will have the opportunity to personally

visit the main office for their concerns and inquiries. Aside from that, Baguio City will also be a

convenient location for the movement of deliveries. Some resources are not readily available in

Baguio however, necessary purchases made outside the city would be delivered smoothly since

it is an open city.

Further, there are several IT professionals and graduates in the city. They would be

given the opportunity to work with the company and harness their skills by taking the job as app

developers. In this way, the company would be able to help the community as well as benefit

from them.

1.4 Market Area

When travelling or visiting new places, the ezTravel application provides real-time

information about the different places within the Philippines. The application will then be

available to users who are in the Philippines and can use it going to various destinations within

the country. For android users, the application can be downloaded in google play store and for

IOS users, it can be downloaded in app store.

With the remarkably and undeniably beauty of the places in the Philippines, many

people enjoyed travelling all over the country. The Philippines ranks eighth among traveler’s
favorite countries in the world because it acquires many beautiful places (Philippines News

Agency, 2019). It scored 90.63, a little lower than Indonesia which topped the list at 92.78

points. This portrays that the places in the country are where the local and even foreign traveler

mostly visits. This was supported by the World Travel and Tourism Council report (2018) as it

identifies the Philippines as one of the world’s top 30 tourism powerhouses. The same report

indicated the country’s absolute growth on its yearly travel and tourism sector performance.

Thus, taking into account the market prospects of a travel application like the ezTravel app, it

would be great to offer the application in the Philippines.

1.5 Main Customers

A target market is the specific group of consumers most likely to buy a product or avail a

service. This would address the needs and demand of a specific group segmented that would

greatly affect the success of the product or service and the performance of the company. Also,

this limits the population funnels research and budgets with the highest profit potential that is an

effective marketing communication strategy.

The ezTravel application is a guide to have safe and fun travels around the Philippines

so this application’s target customer are the travelers who are planning to visit a certain place in

the Philippines. It includes both domestic and foreign travelers, may it be drivers and

passengers of private vehicles or commuters of public transportation. Based on the Household

Survey on Domestic Visitors (2012), an estimated 25.7 million Filipinos who are 15 years old

and above had travelled to any places within the country which is 39.2% of the total Filipinos

who were 15 years old and over. Also, 7.4 million are the total foreign arrivals overseas that is

15.58% higher than the previous years released by the Department of Tourism (2020).
1.6 Total Demand

Demand refers to the willingness and ability of consumers to purchase a given quantity

of a good or service at a given point in time. The total demand now covers the total volume of a

product or service that would be bought by a defined consumer group and geographic area in a

specific period and marketing environment under a defined level and mix of industry marketing

effort.

Based on the data we have gathered through survey questionnaires, 96.1% of the

respondents are willing to download and use the ezTravel application. It signifies a high demand

of the application because of the larger number of respondents who answered yes and are

willing to use the app compared to those who answered no and are not willing to use it.

Figure 2 Expected Demand to Download and Use the Application

1.7 Market Share

Market Share is a key indicator of market competitiveness as it enables executives to

judge total market growth or decline, identify key trends in consumer behavior and see their

market potential and opportunity. It is shown as the percent of the total sales in an industry

generated by a particular company.

Figure 3 Market Share

Out of total purchases of the customer in a specific product or service, the percentage

that goes to a particular company defines its market share. In other words, if consumers as a

whole purchase a product or service, and 40% sales of which are from one company, that

company holds 40% market share.

Shown in the chart, 60% of the customers wish to purchase the product and subscribe

with the ezTravel application that contributes 60% in the market share.
1.8 Subscription Fee

A subscription is where a customer agrees to pay the company for products or services

throughout a specified period of time. The goal of the ezTravel application is to provide updated

advisory and requirements of the local cities and provinces with regards to their implemented

travel restrictions and different fare ranges in benefits of the tourist and commuters. Also to

promote their culture, traditions, and pride by featuring their famous local tourist spots and

destinations.

According to the data we have gathered through survey questionnaires, 42.5% of the

respondents are willing to avail the solo, one time use subscription and 30. 2% are willing to

avail the solo, one month subscription which are the highest percentages among the given

choices. Thus, the ezTravel application will be offering a subscription fee of 99 pesos solo, one

time use and 149 pesos solo for one month.

Figure 4 Subscription Fee

Online Advertisements can also help in boosting businesses growth and sales.

Therefore, ezTravel’s average cost per click of an ad varies from as low as 50cents to 75cents

per click.
1.9 Sales Forecast

The sales forecast serves as a road map for the company to get to where it wants to go.

It enables revenue teams to prioritize the steps that the company will need to take in order to

achieve its objectives. Forecasting sales with the correct model and strategy is critical to any

company's performance, whether it's a little firm or a multinational corporation.

The computed Revenue Forecast for the first three years is shown in the table below.

Every year, the total revenue projected from the earnings of the said application is expected to

grow by a certain amount. In addition, the total views annually of the advertisements is expected

to rise 20% each year.

YEAR 1 YEAR 2 YEAR 3

Subscription Revenue 529,254.00 637,857.00 714,582.00

Advertising Revenue 480,000.00 576,000.00 691,200.00

TOTAL REVENUE 1,009,254.00 1,031,697.00 1,177,092.00

Table 1 Revenue Forecast

YEAR 1 YEAR 2 YEAR 3

Viewing times per hour 1 1 1

Viewing times per week 2 2 2

Number of weeks in a year 48 48 48

Charged per ads 0.5 0.5 0.5

Annual Revenue per view 48 48 48

Total Views Annually 10,000 12,000 14400

TOTAL ADVERTISING REVENUE 480,000.00 576,000.00 691,200.00

Table 2 Computation of Advertising Revenue

 The comprehensive computation of the subscription revenue per month for three years is

presented in the table below. The 99 pesos is a one-time use subscription that received the

most votes from respondents among the other subscriptions in the survey.

FIRST YEAR Jan Feb Mar April May June

Starting 0 290 250 290 280 310

Subscribers

New Subscribers 230 200 190 230 220 210

Cancellations 10 25 20 10 15 12

Net Additions 220 175 170 220 205 198

Ending 220 465 420 510 485 508

Subscribers

Monthly 99 99 99 99 99 99
Subscription Fee

Subscription
Revenue 21,780.00 46,035.00 41,580.00 50,490.00 48,015.00 50,292.00

Table 3 and 4 Computation for the Year 1 of Subscription Revenue

FIRST YEAR July August September October November December

Starting 300 280 273 270 305 320

Subscribers

New Subscribers 190 190 150 170 210 210

Cancellations 20 30 30 30 10 10

Net Additions 170 160 120 140 200 200

Ending 470 440 393 410 505 520

Subscribers

Monthly 99 99 99 99 99 99
Subscription Fee

Subscription
Revenue 46,530.00 43,560.00 38,907.00 40,590.00 49,995.00 51,480.00
 Table 4

SECOND YEAR Jan Feb Mar April May June

Starting 300 310 320 400 350 350

Subscribers

New Subscribers 210 200 200 240 245 300

Cancellations 10 25 20 10 15 12

Net Additions 200 175 180 230 230 288

Ending 500 485 500 630 580 638

Subscribers

Monthly 99 99 99 99 99 99
Subscription Fee

Subscription
Revenue 49,500.00 48,015.00 49,500.00 62,370.00 57,420.00 63,162.00

Table 5 and 6: Computation for the Year 2 of Subscription Revenue

SECOND YEAR July August September October November December

Starting 350 250 250 300 350 400

Subscribers

New Subscribers 310 150 150 170 250 310

Cancellations 20 30 30 30 10 10

Net Additions 290 120 120 140 240 300

Ending 640 370 370 440 590 700

Subscribers

Monthly 99 99 99 99 99 99
Subscription Fee

Subscription
Revenue 63,360.00 36,630.00 36,630.00 43,560.00 58,410.00 69,300.00

Table 6
 THIRD YEAR Jan Feb Mar April May June

Starting 150 100 100 100 100 100

Subscribers

New Subscribers 99 88 92 95 100 92

Cancellations 10 25 20 10 15 12

Net Additions 89 63 72 85 85 80

Ending 239 163 172 185 185 180

Subscribers

Monthly 99 99 99 99 99 99
Subscription Fee

Subscription
Revenue 23,661.00 16,137.00 17,028.00 18,315.00 18,315.00 17,820.00

Table 7 and 8: Computation for the Year 3 of Subscription Revenue

THIRD YEAR July August September October November December

Starting 100 100 100 100 100 100

Subscribers

New Subscribers 93 91 87 67 72 90

Cancellations 20 30 30 30 10 10

Net Additions 73 61 57 37 62 80

Ending 173 161 157 137 162 180

Subscribers

Monthly 99 99 99 99 99 99
Subscription Fee

Subscription 17,127.00 15,939.00 15,543.00 13,563.00 16,038.00 17,820.00

Revenue

Table 8
1.10 Promotional Measures

Promotions are one of the most significant components of the Marketing Plan since they

allow a big number of people to learn about the application. The goal is to get people or

organizations in a target market to take action. In a profit-driven company, the intended action is

for the customer to purchase the promoted goods, hence effective and efficient techniques are

preferred. Creating awareness, enticing people to try items, offering information, maintaining

loyal consumers, expanding product use, and discovering potential customers are all examples

of promotional goals.

After downloading the application, the user will be given a one-month free trial to try it

out and familiarize themselves with it. This will enable the user to become familiar with all of the

features of the application, making it easier for them to utilize it once they subscribe. Also, they

can cancel it anytime if they want to. In addition, ezTravel will be advertised on social media

sites such as Facebook and YouTube, where a large number of people utilize it nowadays.

Through this we will be able to communicate with our potential consumers and learn what

others are saying about our application.

1.11 Marketing Strategy

The way of marketing your app is the most critical part since it will leave a mark in order

to reach a profitable app marketing strategy. In promoting your, there are many ways to do it and

many are unable to decide which they will use to market their app. Hence, the Marketing

strategy of ezTravel will mirror its main purpose as a travel app and to become profitable

enough to sustain the business’ operations.

According to BMPLUS, Filipinos are engaged in social media and they tend to spend 4

hours and 15 minutes as their average time in using social media. Due to Filipinos being

engaged in social media, we intend to rely more on social media marketing also considering that

media marketing is highly influential to use a tool to promote our app in order to gain users

Since we intended to rely more on social media marketing, we will increase the

appearance of the ezTravel app through paid ads.

1.12 Marketing Budget

ezTravel app will be using social media as a medium of marketing strategy. For the first

year, the annual budget would be Php 51,864 to be distributed for the promotional cost, social

media marketing cost and the process costs. For the second year, the budget decreased by

24.09% since, the promotions and marketing strategy was already apportioned on the first year.

As for the third year, the total budget was Php 39,577 to cover the expense for promotions,

marketing and process costs.

FIRST YEAR JANUARY FEBRUARY MARCH APRIL MAY JUNE

PROMOTION 1499 1599 1299 1799 1499 1699

MARKETING 1599 1699 1499 1799 1899 1599

STRATEGY

PROCESS 899 999 599 799 699 1299

COSTS

TOTAL 2697 3697 3397 3397 4097 4597

Table 9.1 Marketing Budget for Year 1 (January to June)

FIRST YEAR JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

PROMOTION 1899 1499 1599 1899 1999 1399

MARKETING 1999 1399 1299 1799 1999 1599

STRATEGY

PROCESS 1999 899 799 899 1199 799

COSTS

TOTAL 5897 3797 3697 4597 5197 3797

Table 9.2 Marketing Budget for Year 1 (July to December)

SECOND YEAR JANUARY FEBRUARY MARCH APRIL MAY JUNE

PROMOTION 1299 1499 1699 1469 1479 1579

MARKETING 1457 1458 1468 1468 1578 1468

STRATEGY

PROCESS 644 724 975 536 825 257

COSTS

TOTAL 1932 2906 4142 2540 3882 3304

Table 10.1 Marketing Budget for Year 2 (January to June)

SECOND JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

YEAR

PROMOTION 1999 1769 1249 1689 1429 1589

MARKETING 1568 1367 1487 1347 1356 1479

STRATEGY

PROCESS 246 2567 2578 899 642 753

COSTS

TOTAL 3813 5703 5314 3935 3427 3821

Table 10.2 Marketing Budget for Year 2 (July to December)

THIRD YEAR JANUARY FEBRUARY MARCH APRIL MAY JUNE

PROMOTION 1469 1359 1369 1659 1349 1459

MARKETING 1689 1764 1467 1114 1628 1936

STRATEGY

PROCESS 564 763 953 434 965 954

COSTS

TOTAL 1692 3290 3798 1982 3942 4349

Table 11.1 Marketing Budget for Year 3 (January to June)

THIRD YEAR JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

PROMOTION 1479 1539 1649 1639 1869 1769

MARKETING 1597 1836 1657 1287 1564 1245

STRATEGY

PROCESS 1096 358 954 965 854 965

COSTS

TOTAL 4172 3733 4260 3891 4287 3979

Table 11.2 Marketing Budget for Year 3 (July to December)