Service Plan PDF

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COLLEGE OF BUSINESS, ECONOMICS, ACCOUNTANCY AND MANAGEMENT
Chapter I
EXECUTIVE SUMMARY
Businesses use advertising to accomplish varied goals, and companies place those ads in
diverse media. Besides advertising products in traditional venues such as newspapers and
general interest magazines, businesses advertise in media that reach specific markets. For
example, a portable communications device is advertised on a social media site that reaches
younger customers. Home furnishings and decor are advertised in a Home and Garden Show
program guide. Effectively produced ads help to further business goals. People often think of
advertising agencies as managing large, expensive ad campaigns for big brands. But most
advertising agencies make their money by running small ad campaigns and placing advertising in
local media. Advertising agencies can benefit any size business, as long as you keep in mind the
best way to use the agency, and to use advertising, for your particular business. In today's rapidly
changing world, choosing the perfect combination of advertising services for your product or
service is becoming increasingly challenging. Let us help you put together an advertising
campaign that will cut through the clutter and target your audience carefully and thoughtfully.
Channels of advertising services include television, radio, print, outdoor as well as direct
mail, web advertising, podcasts and other alternative forms. Like tools in a toolbox, each
advertising channel can be effective if used wisely. At HaBO we are a full service agency that
helps you plan your advertising, choose the right advertising tools, buy the media and produce
the assets. At PCN Promopro Inc. we look at advertising services like tools in a toolbox. We want
to make sure that we evaluate all the available tools and choose the best tools for the job. A good
marketing strategy typically involves using a variety of advertising channels, with a clear
understanding of the purpose for each. Once we have strategized the best advertising channels
to use, PCN has experience creating assets for all of the advertising you will do. We will create
advertising that reflects your branding message with the creativity we are known for.
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The estimated net sales for the first year is ₱ 12,000,000 while the estimated investment
needed costs ₱ P250,032.00. In order to reach out the estimated sales projection, PCN will do
some marketing efforts such as social media boosting, some sort of promotions, and website.
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Chapter II
CURRENT INDUSTRY SITUATION ANALYSIS
A. The Industry
The Philippines is a brand-conscious market. Advertising industry plays a significant role

in promoting the sale of most consumer goods. Most of the leading advertising agencies in the
country are affiliated with international agencies. Advertising in the Philippines has evolved
beyond traditional tri-media outfits (print, TV and radio). Local advertisers now also use electronic
billboards, web advertising, mass transit or public transport advertising, special events and
product launches, direct marketing, social media promotion, and other tools to promote their
products. Although some advertisements utilize Western image models or concepts, many
market segments are “localized” versions of product advertising and brand-building. The use of
celebrity endorsers or other high-profile personalities is a well-tested and well received formula
for local advertising.
Over the last few years, local organizers have developed numerous industry-specific trade
shows and exhibitions. These trade promotion activities cater to a wide array of sectors, including
construction, clean energy, health and lifestyle, furniture and home décor, food and food
equipment, regional products, giftware, franchise opportunities, education, industrial goods,
automotive, maritime and defense, sporting goods, apparel, telecommunications and IT, among
others.
Advertising is usually the first to go during bad times as marketers press the panic buttons
and cut budgets. Millions of people around the world depend on advertising and its immediate
affiliate industries: print and broadcast media, publishing, printing, film, print and production
houses among others.
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Composition of business/Different sectors

Full-service agencies provide clients with all the services they need for the entire
advertising function. This includes planning, creating, producing, and placing the ads, as well as
research before the campaign and evaluation after it to assess the campaign’s effectiveness. Full-
service agencies have expanded in recent years through consolidation—larger agencies buy them
when they want to provide a one-stop shop for their global clients. In the process, the types of
services that agencies provide has expanded to include PR, design, and event planning.
The National Telecommunications Commission (NTC) reported that broadcast media in

the Philippines is comprised of 132 AM radio stations, and 349 FM radio stations as of December
2015. The NTC also reports that there are six major television networks that operate 285 stations.
Print media includes more than nine daily newspapers, 19 national tabloids, over 100
regional newspapers, and more than 100 magazines and publications covering a diverse range
of themes (for example, entertainment, leisure and lifestyle, sports, hobbies and recreation,
business and trade, religion, fashion, culinary, specific market segments, health, travel, IT,
agriculture, etc.). These publications are distributed in weekly, bimonthly, monthly, bi-annual or
annual issues. Provincial newspapers and regional publications are also available.
Internet penetration has increased, but is still relatively low compared to Asian neighbors
such as Singapore, Taiwan, and Japan. Online advertising is gaining popularity as social
networking/marketing captured the younger Filipino market. Web-based advertising is typically
placed on the most-visited local websites (online news and entertainment media, local search
portals, etc.). Although most of the major companies in the Philippines maintain their own
websites, the content quality, level of sophistication, and interaction with site visitors varies.
Text messaging (also referred to as SMS or short message service) is a very popular
advertising medium since it is relatively inexpensive and allows businesses to reach out to highly
targeted consumers. The Philippines has 110 million mobile subscriptions with the ability to
receive text messages. Large companies often send promotional messages via SMS, which
serves as an effective marketing strategy.
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The use of other social networks such as Facebook, YouTube, Linked-in, and Twitter have
also gained momentum in reaching niche markets for consumer brands, especially among young
people.
Usership Patterns/ Significant Behaviors of People in the Industry
When one starts a business or is running a business, one needs to make people aware of the
fact. Promotion is important for any type of business to let others know about the business. Any
type of business, whether it is run online or offline requires customers so that it can experience a
good business turnaround. However, the only means of reaching customers is advertising. This
is why advertising is important for a business. Once a business advertises about its products and
services, it is able to run in a competitive environment.
Advertising is important for every aspect of a business. It plays an imperative role for both
manufacturers and consumers. Advertising is important for the business on the whole as it lets
the business gain more customers, thereby increasing business turnaround.
Advertising can be achieved using various media like television, newspapers, radio,
banners, pamphlets, websites etc. Each advertising media has its own pros and cons and one
must evaluate all of them before selecting a particular media. The main thing that needs to be
considered is that the advertising medium selected must be able to reach a large number of
customers.
Generally, businesses hire the services of an advertising agency to promote their products
and services. The advertising agency selected by the business owner can handle the entire
advertisement campaign and all aspects of the companies Marketing. This way the businessmen
can focus on other aspects of the business and need not worry about how to attract more
customers. The advertising agency handles the entire process of promoting a product or service
by breaking it down into stages and then working on each stage.
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Growth/Decline Patterns
Philippines concluded the year on a positive note with double-digit growth in demand for
advertising and marketing executives in December, according to the data provided by the Monster
Employment Index, (Monster.com)
Leading Southeast Asia in terms of an increased appetite for marketing talent was
Singapore at 15% year-on-year growth for December. Not far behind was the Philippines at 13%
annual growth. However, the country had performed better during November, reporting a 21%
annual growth for the same month. Singapore remained flat, recording 15% year-on- year growth
for both November and December.
Table 1. Availability of Marketing and Communication Roles
Table 1 shows that the Philippines displayed a sizeable increase in the availability of
marketing and communication roles in December, clocking in 16% year-on-year growth. The same
could not be said for Malaysia, who reported an annual decline of 4% in marketing roles for the
month.
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Other Market Characteristics
The role of any good marketing agency is to build cohesive and effective brands, bring
organizations closer to their customers and audience, and help drive sales through awareness.
While many agencies promise to do this, your business can prove its worth and stand out in a
vast field of competitors by possessing the ten traits outlined below. After all, organizations have
a lot of marketing agencies to choose from when it comes to finding a company to represent and
build their brand.
B. The Service Business
History of the Company/Profile of Management Team
We are the pioneers in the promotions marketing industry, having been formed in 1988 as
an advertising firm under the name, Promotions & Communications Network. Due to a growing
industry demand for more focused services on below-the-line activities, with ownership changes
within the organization came a change in company direction and name. Thus, we became PCN
Promopro, Inc. Since then, we have grown in size, business volume and clientele, with lasting
partnerships with Unilever Philippines, Inc., PMFTC Inc., Sun Cellular and other companies. In
Year 2000, new clientele, new opportunity, and the PCN employee grew up. A year after Unilever
Philippines was acquired and PCN continuous to grow. 2010 the PCN adapted to the needs of
clients. More clients were satisfied and stayed. By year 2014 PCN starts to put trainings to their
employee, PCN believes that training is a must to develop and enrich employees. Seven regional
offices were build, PCN is committed through service excellence PCN was also awarded by
Unilever’s Annual awarding. Most Valuable Area Activation Agency (AAA) of 2015 & 2017: the
prestigious and highest award given to a service agency. Do More Award 2016: agency with most
number of projects or accomplishments rendered for PCN’s improvement and enhancement such
as Training Development.
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Relevant Service Clients/Definition of the Clients Targeted
Merchandising is the activity of promoting the sale of goods, especially by their

presentation in retail outlets. Merchandising includes the determination of quantities, setting prices
for goods and services, creating display designs, developing marketing strategies, and
establishing discounts or coupons. PCN offers to merchandise any business you own, by
providing merchandiser, develop, execute & monitor of plan-o-grams, monitoring of reports
availability, deployment, installation, maintenance of brand assets in selling area.
PCN target market for their services is those new players in transnational consumer
goods company, and those who are well establish company in this industry,
Positioning Strategies Adopted in the Past by the Business
Product Positioning and Merchandising in the sale outlet are a part of a process of presenting
the product to the consumers. Good positioning in the sale outlet is the key of the success in
selling the product. It is important to understand that not all locations within sale outlet are good
for the specific product.
Usual “good” positions within the sale outlet are near the entrance of the sale outlet ( or in front
of entrance in some cases ), in front sides of the racks, not behind, before competitor, in areas of
sale outlet where consumers spend most of their time while shopping ( Hot Spots ), in the eye
level of consumer ( not too high or not too low ), next to the cashier
Past and Current Marketing Strategies
Currently, PCN Promopro Inc. has not have grand marketing efforts compare to other
players and competitors, PCN promopro Inc. have only social media accounts and website. Other
than that PCN does not have any marketing effort.
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Figure 1. Social Media Accounts
Figure 1 shows the Facebook Page of PCN, although it has 13k followers it is quite low.
Even on twitter accounts PCN has only 32 followers. We consider that these social media
accounts is below average of what we need in order to put PCN the number 1 in the industry.
Figure 2. Webpage
Figure 2 shows the webpage of the PCN Promopro Inc., The webpage includes a brief
history of PCN, services offered by PCN, jobs offered by PCN, and contact number and address
of PCN Promopro Inc..
C. Competitive Situation
PCB Promopro is a provider of marketing, brand communications, merchandising, project

management, and training services for businesses. PCN Promopro is a Private company. Robin
Carico is the Co-Founder of PCN Promopro. PCN Promopro's main competitors are Dnes
Marketing, Karen Friedland and Upswingstore. As of March 2019, PCN Promopro has 13.7K
fanson Facebook and 34 followers on Twitter.
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Table 1. Direct Competitors of PCN Promopro Inc.

Picture Name Description Marketing Efforts
• Uses social media

such as Facebook,
Full service boutique Instagram,
agency specializing in
custom event • Uses of website
DNES MARKETING activations &
promotions.

Integrated marketing such as Facebook,
NGP Integrated communications and Instagram,
Marketing public relations
Communications agency • Uses of website

such as Facebook,
Instagram,
Dot Digital Digital marketing
Philippines agency • Uses of website
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Chapter III
Table 3. Swot Analysis for PCN PROMOPRO INC

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
• . A lack of
• Strength of its marketing • Market • Fluctuating
relationships efforts fluctuations market
with • Much • An conditions
customers bigger evolving • Upcoming
• a strong direct market, legislation
organizational competitors such as
culture. • Possession the Internet
• The of clients
possession of who consist
an especially mainly of
PCN talented businesses
PROMOPRO creative with low-
INC. team. quality
products
and
services or
products
that are
difficult to
differentiate
from others
in the
market
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Chapter IV
GOALS AND OBJECTIVES
Our main goals or main points for this plan are to have a high quality and professional
service in the field of advertising and marketing, to make marketing and advertising that gives
concrete results to clients, to have dedication to the client and its goals, and to build best
advertising and marketing service.
● Short term objectives (by 2020)

● To double the profit.
● To have more clientele.
● To get those newly grown business
as a client.
● To have continuous improvement
● Medium term objectives (by 2021-2022)

● To have an Expansion
● To maintain its good image to the
client
● To get total clientele satisfaction
● Long-term objectives (by 2023 and

above)
● To have continuous growth

● To have INNOVATION through
service development, organizational
efficiency & excellent client servicing.
● To be the preferred below the line
agency in the industry
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Chapter V
TACTICS, STRATEGIES, AND PROGRAM
A. Service Development Program
PCN Promopro Inc. expertise are in-store and field merchandising, in which we
offers to deploy our employee to merchandise your product. Our employees that are
chosen to merchandise product will undergo on training for the PKS “Product Knowledge”.
To exceed clients expectation, we believe that training our own employee will increase
their work efficiency and knowledge. Unilever, one of the world's oldest multinational
corporations, with extensive product offerings in the food, detergent, and personal care
businesses is our biggest client. We provide the merchandiser man power for each product
of Unilever. Since then, PCN continuous to grow.
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B. Pricing Program
Date:
181719-SSA
Client: Unilever Philippines, Inc.
Name of Activity: Batangas Superstore Summit
Category: Special
Classification: Activation
Type of Activity: Activation
Area of Coverage: Luzon
Account Coverage: Luzon
Date of Implementation/Duration: March,2019
Shipping Address: Unilever
PID:
DO Number:
CE Number:
Budget Alloted:
Actual CE: ₱155,470.28
Variance
Name of Requestor
Assumptions:
I. Manpower
₱1,470.28
Type of Expense Rate Qty # of Days Total Cost ₱147.03
Helper 735.14 2 1 1,470.28
II .Meals
₱102,000.00
Type of Expense Rate Qty # of Days Total Cost ₱10,200.00
Cater(Lunch/Tables/Chairs) 450.00 150 1 67,500.00
Add Ons(Lechon/Dessert/Drinks) 30,000.00 1 1 30,000.00
Dinner 300.00 15 1 4,500.00
III. Venue
₱28,000.00
Function Hall/Rooms/Photobooth 28,000.00 1 1 28,000.00
IV. Miscellaneous
₱10,000.00
Contingency(Streamers/Invitaton/Paper Plates etc.) 10,000.00 1 1 10,000.00
MANPOWER COST ₱1,470.28

NON-MANPOWER COST ₱140,000.00
NON-MANPOWER COST ASF ₱14,000.00
TOTAL PROJECT COST W/ASF ₱155,470.28

ASF ₱15,547.03
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C. Service Distribution Program
PCN PROMOPRO INC. offers a merchandising service, in which PCN will provide
merchandisers who will promote the sale of goods, especially by their presentation in retail outlets.
The activity of promoting the sale of goods at retail. Merchandising activities may include display
techniques, free samples, on-the-spot demonstration, pricing, shelf talkers, special offers, and
other point-of-sale methods. According to American Marketing Association, merchandising
encompasses "planning involved in marketing the right merchandise or service at the right place,
at the right time, in the right quantities, and at the right price." (AMA)
Producers
PCN PROMOPRO INC..
PCN PROMOPRO MERCHANDISER(MAN POWER)
Consumers
Figure 10. Sales and Distribution
● Policies
There will be a contract signing for those clients who will avail the services of PCN
Promopro Inc., the terms and conditions are stated on the contract.
● Sales targets by target market or geographical areas
The company targets are those newly startup business who wants to promote their
business or product.
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● Extent/terms of service functions
After signing the contract, the company will get all the information of the client’s
product for study. The study will be used to train the man power of PCN. 5 days after the
training, the merchandiser of PCN is ready to deploy.
D. Advertising
Website
Objectives To Increase awareness of the
company.
Target Audience The target audience of this strategy are

those business owners who have
access to Internet.
Creative Approach Through this website the company can

showcase all of the information that the
client needs.
Media Planning Website Launching: August 2019

• Cost: 12,000 payment for website
creation and launching.
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SOCIAL MEDIA BOOSTING

Table 6. Social Media Boosting
• Increase the awareness of the clients
Objectives who are using social media accounts
Such as Facebook and Twitter. To
attract more clients by seeing those
regular updates that are posted on
Social Media.
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• The target audience of this strategy would

Target Audience be everyone who has access to different
social medias like Facebook, and Twitter.
Social media is computer-based

technology that facilitates the sharing
of ideas, thoughts, and information
Creative Approach through the building of virtual networks
and communities. The social media will
not only be used to attract clients but it
will also use to update all in the
community who are also in the
industry.
Boosting of social Media Accounts: August

Media Planning 2019
Costing : 3,668.00 per 14 days.
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Social Media
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2. Sales Promotions
150,000.00 Gift Cheque

Increased Traffic Offering
discounts for a limited time will
attract clients into your service
Objectives and most likely draw them into
applying these service right away.
The raffle entry is consist of all

clients from January to November
Type of Frequencies
All clients that will avail the service

Coverage form January 2019-November
2019.
The promotion will last upto
Promo Schedule November 30, 2019
The promo will be posted on

Promo Casting Social Media accounts of PCN for
the awareness of the clients. First
Friday of December will be the
raffle draw, the winner will also be
announce on social media
accounts and Website
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Chapter VI
INVESTMENT PLAN
This chapter shows the financial projections and forecast of the profitable financial cost of
the company in its marketing communication programs. This will help the company to estimate
the possible investment the company needs to devote for its marketing communication program.
Investment Plan
1. Advertising Program
a. Website P 12,000.00
b. Facebook Boosting P 88,032.00
Total Advertising Program
2. Sales Promotion
a. 150,000.00 Discount P 150,000.00
Total Sales Promotion
TOTAL INVESTMENT PLAN P250,032.00
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Chapter VII
ESTIMATES OF PROFITABILITY
The table below shows the profit forecast for three consecutive years.
Fiscal Year 2020 2022 2023
Sales ₱ 12,000,000 ₱ 14,400,000.00 ₱ 15,600,000 ₱ 16,800,000.00
Projected Sales Increase And Allocation of Marketing Budget

Year Fiscal Year 2020 2022 2023
Projected profit increase: 20% 30% 40%
Gross Sales: ₱ 12,000,000 ₱ 14,400,000.00 ₱ 15,600,000 ₱ 16,800,000.00
Net Sales 12,000,000 ₱ 14,400,000.00 ₱ 15,600,000 ₱ 16,800,000.00
Less:
Less: Operating Expense
Marketing budget estimates
Advertising program 100,032 ₱110,035.2 ₱130,041.6 ₱140,044.8

Sales Promotion 150,000 ₱165,000 ₱195,000 ₱210,000
Note: The amounts stated above are mere estimates and may be changed upon further
assessment.
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Chapter VIII
EVALUATION OF RESULTS
PCN the one of the pioneers in BTM Advertising is aiming to be the well preferred service
agency in the Philippines. Considering its big companies clients, PCN is still aiming to get
some big clients in the industry. Aiming to maintain its stability in the industry, one of our
mission is to provide effective and reliable Marketing and Sales Solutions with our local
expertise and global competitiveness. We creat a work environment where employees are
encouraged and trained to be productive to achieve their full potential. Nurturing a mutually
beneficial partnership with our clients. To be socially responsible and environment-friendly
is also one of our visions. The PCN Promopro Inc. will continue to be a profitable venture
for all our stakeholders.
Inorder to reach those goals, missions and visions, PCN Promopro needs Reliable
Sales promotions by having a Raffle of 150,000 gift cheque for clients who availed the any
service of PCN Promopro Inc in a period of time, starting January 2019 upto Nobember
2019. Also, PCN Promopro Inc. needed intensive advertising program by using the online
digital platforms such as Facebook and Twitter Boosting to increase potential clients
awareness of the services offered. We will also launch a website in which all of the
information needed by the client will be found there. That will include: Services offered,
Job vacancies, contact numbers, and the history of PCN promopro Inc. We are confident
that this service plan will be well executed, and the estimate of profitability will be reach.
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DE LA SALE LIPA

CURRENT INDUSTRY SITUATION ANALYSIS

The Philippines is a brand-conscious market. Advertising industry plays a significant role

Composition of business/Different sectors

The National Telecommunications Commission (NTC) reported that broadcast media in

Usership Patterns/ Significant Behaviors of People in the Industry

Table 1. Availability of Marketing and Communication Roles

Other Market Characteristics

B. The Service Business

History of the Company/Profile of Management Team

Relevant Service Clients/Definition of the Clients Targeted

Merchandising is the activity of promoting the sale of goods, especially by their

Positioning Strategies Adopted in the Past by the Business

Past and Current Marketing Strategies

Figure 1. Social Media Accounts

PCB Promopro is a provider of marketing, brand communications, merchandising, project

Table 1. Direct Competitors of PCN Promopro Inc.

• Uses social media

• Uses social media

• Uses social media

Table 3. Swot Analysis for PCN PROMOPRO INC

GOALS AND OBJECTIVES

● Short term objectives (by 2020)

● Medium term objectives (by 2021-2022)

● Long-term objectives (by 2023 and

● To have continuous growth

TACTICS, STRATEGIES, AND PROGRAM

A. Service Development Program

MANPOWER COST ₱1,470.28

TOTAL PROJECT COST W/ASF ₱155,470.28

C. Service Distribution Program

PCN PROMOPRO INC..

PCN PROMOPRO MERCHANDISER(MAN POWER)

● Sales targets by target market or geographical areas

● Extent/terms of service functions

Target Audience The target audience of this strategy are

Creative Approach Through this website the company can

Media Planning Website Launching: August 2019

SOCIAL MEDIA BOOSTING

• The target audience of this strategy would

Social media is computer-based

Boosting of social Media Accounts: August

Costing : 3,668.00 per 14 days.

150,000.00 Gift Cheque

The raffle entry is consist of all

All clients that will avail the service

The promo will be posted on

Total Advertising Program

Total Sales Promotion

TOTAL INVESTMENT PLAN P250,032.00

Fiscal Year 2020 2022 2023

Sales ₱ 12,000,000 ₱ 14,400,000.00 ₱ 15,600,000 ₱ 16,800,000.00

Projected Sales Increase And Allocation of Marketing Budget

Projected profit increase: 20% 30% 40%

Gross Sales: ₱ 12,000,000 ₱ 14,400,000.00 ₱ 15,600,000 ₱ 16,800,000.00

Net Sales 12,000,000 ₱ 14,400,000.00 ₱ 15,600,000 ₱ 16,800,000.00

Advertising program 100,032 ₱110,035.2 ₱130,041.6 ₱140,044.8

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