AREA OF STUDY I.

Channel of Distribution How does the Ayala Museum use various venues to market its product as a destination?: A. One Level B. Two Level C. Three Level

II. ADVERTISING What are the advertising efforts of the Museum?: A. RADIO B. Television C. Print D. Internet

EXAMPLES Ayala Museum uses One and Two Level of Distribution to market its product as a destination. In level One of distribution channel no intermediaries involved, the distributor sells their product directly to the customers. This is also called direct marketing channel. For example Ayala Museum markets their services directly to their customers without taking the help of any retail intermediary (travel agent). The user only needs to directly contact the museum to avail its product. In level Two of distribution channel intermediary or retailer (travel agent) is used. A Retailer sells goods/services directly to the customers. Best example of this is conducting field trips of students at the museum. The school cooperates with the travel agents to have their tour at the museum. The advertising effort of the museum was through Print ads and Internet. The museum established its own brochures showing brief images of what they offer inside, they also have their websites that includes every details a tourist would need; their official website is www.ayalamuseum.org .

VISUALS One Level of Distribution: Ayala Museum AYALA MUSEUM

TOURISTS Two Level of Distribution: Ayala Museum AYALA MUSEUM

TRAVEL AGENTS

TOURISTS

III. PROMOTIONAL ACTIVITIES A. Direct Mail B. Emails C. Discount Coupons D. Tie-ins with companies E. Public Relations

They also have their facebook and twitter accounts which nowadays is the best way to promote a product, establishment and etc. Ayala museum engaged in Direct Mail, Emails, Discount Coupons (for residents, seniors, students and children), Tie-ins with companies through travel agencies and Public Relations. Examples: Direct mail; unlike other forms of advertising, in which you're never sure just who's getting your message, direct mail lets you communicate one-on-one with your target audience. This is through the use of brochures that allow the museum to control who receives their message, when it's delivered, what's in the envelope and how many people they would reach. Email; the museum have their email account which helps them communicate with foreign tourist who wants to know more about their establishment. Discount coupons are available for the residents of Makati including students, seniors and children. Tie-ins with the companies; the museum is in partnership with British council to have a film exhibition about

IV. Impact on Culture A. How does the museum promote Philippine culture? B. Does contemporary art reflect Philippine Culture?

V. Visual Signs A. Directional signs B. Description of displays C. In house promotional materials displayed

VI. Demographic Profile of Visitors during the visit A. Students (below 21) B. Interest groups (21-40) C. Seniors

fashion this helps the museum to gain more attention in promoting their self not only in the country but also internationally. Public Relations; the museum has been working with the Ayala foundation in helping Filipinos. The Ayala Museum promotes Philippine culture by showcasing the works of Filipino artists from past to present. This way, Filipinos will not only have an awareness of the richness of their past, but also develop a sense of pride in their identity. Contemporary arts reflect Philippine culture by educating the tourists about the countrys history through exhibits. The museum websites and brochures provide effective visual signs. All of the arts that have been exhibited in the museum have its details for the tourists to fully understand its meaning. They also give brochures which have the map of the museum itself; it also holds information about the different work of arts that can be seen there. Most of the visitors are students who have their tour inside and also seniors who undoubtedly love arts and exhibits.

1. DEFINE YOUR OBJECTIVE

2. SWOT ANALYSIS A. STRENGHTS B. WEAKNESS C. OPPORTUNITIES D. THREATS

Ayala Museum wants to promote the Philippines art, history and culture through the exhibition of different Filipino works to instill the pride of our being to everyone. Strength- Housed in an impressive building, the Ayala Museum is an excellent museum with changing exhibits on Filipino culture, art and history. Past exhibits have included a well-curated one on the proselytising of the early Catholic Church. At the heart of the collection are dozens of dioramas tracing the nation's history. Just as stained-glass windows were a way for churches to engage and educate the masses, so too are these models. Weakness- Ayala Museums location is inconvenient for those commuter travellers, it is also surrounded by malls which distract potential tourists instead of going to the museum they might prefer to just hang around.

Opportunities- Ayala Museum could use the developing market on the Internet. Mergers, joint ventures or strategic alliances such as their partnership with Google, British council and universities in the Philippines. Threats- The lost of interest of people on arts.

3. COMMUNITY PROFILE

With state-of-the-art facilities, Ayala Museum reinforces its position as the leading private museum in the country. The museum's new facilities, groundbreaking inaugural exhibitions, and dedicated staff place it at the forefront of cultural and technical exchanges between Filipinos at home and abroad and counterpart international institutions.

4. Target Market 5. Choose a marketing objective for each segment

Target market includes every people who loves and appreciates arts. Specific - need to understand the latest preferences of customers in the identified segments and appropriately target each stationary item such as souvenirs, brochures and visuals. Measurable level of success can be measure by setting time frame to achieve the desired goals. Achievable - ensuring technical competency and commitment of all personnel involved in the development and implementation of strategy. This can range from having an experienced and knowledgeable marketing team to capable sales staff and accommodating frontlines. Realistic - the objective is realistic as the marketing resources are in place to conduct the segmenting and targeting exercise. Time Specific - the increase is to be achieved within 12 months, a regular progress update will be taken every month to track level of success

6. Create your marketing strategy

7. Plan your implementation (make a calendar if necessary indicating seasons, holidays, important events, etc.)

Work the most out of the internet in promoting and advertising the museum since nowadays most of the people access the web. Example: Conducting events that would draw attentions of the public just like how they have their previous contests that have been participated by the different universities in the country. This helps the museum to gain more artworks to be offered to the tourists. It also helps to show the talents of Filipinos on arts especially the young artists. A list of marketing activities in a 12 month basis that would identify the plans undertaking by the establishment. It also includes the monitoring of success of the strategies of the museum. It also defines the

8. Write a budget

9. Evaluation Plan (consider how much You are going to spend vs. the incremental sales you are going to generate) Prepared by:

changes they should apply. Since Ayala Museum uses the internet to advertise thyself it wont cost them much. The budget will only be focused on producing brochures and hiring sales agent to introduce the museum to the public. The maximum amount of the budget that would be allocated for promotion will be approximately Php 300,000. Spend Less, Gain More this is the main goal of our Marketing Plan.

NEBRE, CHARMAINE T. OSANA, DIANA P. BSTM 3Y1-3

TARGET MARKET STUDENTS SENIORS

ARTISTS

MARKETING OBJECTIVE For them to appreciates arts To deliver appreciations and relaxations For them to be motivated to continue making incredible work of arts

MARKETING STRATEGY Discounted Tours Discounted Tours

BUDGET Php 120,000 Php 120,000

Holding events that would show their talents

Php 60,000

EVALUATION (MEASURE OF SUCCESS) MARKETING ACTIVITY The use of web advertising The use of Brochures Sales Experts INCREMENTAL SALES Boosts 25% of the revenue Boosts 20% of the revenue Boosts 15% of the revenue BUDGET Php 100,000 Php 85,000 Php 115,000 SUCCESS RATE 90% 50% 60%

MARKETING CALENDAR MARKETING ACTIVITIES Social Media Public Media Advertising Sales Event Attendance Google Ad Words JANUARY 01 08 11 18 FEBRUARY 02 07 10 19 MARCH 01 10 11 15 APRIL 01 08 10 18 MAY 01 08 9 16 JUNE 01 07 08 14

19 26 28 30

20 23 24 28

16 23 26 31

19 25 27 30

19 22 25 31

15 21 22 30

MARKETING ACTIVITIES Social Media Public Media Advertising Sales Event Attendance Google Ad Words

JULY 01 05 10 15

AUGUST 01 06 11 17

SEPTEMBER 02 08 12 18

OCTOBER 01 04 08 14

NOVEMBER DECEMBER 01 10 11 19 01 12 13 18

16 21 28 31

19 26 26 31

19 27 29 30

16 22 23 31

20 25 26 30

20 25 26 31

Marketing Plan
Prepared by: Nebre, Charmaine T. Osana, Diana P. BSTM3y1-3