Business School

Business Administration
Marketing and sales

Subject:
Market Planning

Subject
Marketing Plan, Viva Dominicana

Authors
 Jorge Alcantara, Registration Number: 2013-4870

 Yohanna Arisleidy Ceballos, Registration: 2018-4157

 Katherine Berroa, Registration: 2017-0910

 Arlyn Cabrera,

Facilitator
Felix Antonio Laraja Abad

Date
25-February-2020
INDEX
INTRODUCTION............................................................................................................................................................3
EXECUTIVE OVERVIEW..........................................................................................................................................3
MARKETING PLAN FOR TELEFÓNICA VIVA............................................................................................5
Historical Review....................................................................................................................................................5
Vision............................................................................................................................................................................. 7
Mission.......................................................................................................................................................................... 7
Values............................................................................................................................................................................ 7
PRODUCTS...................................................................................................................................................................... 7
Mobile Plans:.............................................................................................................................................................7
Residential Plans....................................................................................................................................................8
Viva TV Plans............................................................................................................................................................ 9
Combined Plans......................................................................................................................................................9
CURRENT SITUATION............................................................................................................................................. 9
SWOT ANALYSIS......................................................................................................................................................10
Market Segmentation........................................................................................................................................10
GENERAL OBJECTIVE......................................................................................................................................... 11
Specific objectives............................................................................................................................................. 11
MARKETING STRATEGY.....................................................................................................................................11
Time of Duration...................................................................................................................................................11
ACTION PLAN............................................................................................................................................................. 12
SCHEDULE OF ACTIVITIES...............................................................................................................................12
BUDGET.......................................................................................................................................................................... 13
EVALUATION AND CONTROL.........................................................................................................................16
CONCLUSION............................................................................................................................................................. 17
BIBLIOGRAPHIC DATA........................................................................................................................................ 18
INTRODUCTION

A marketing plan is a fundamental tool in a company or organization, the main

objective of the realization of this plan is to make known the history of viva
dominicana, its mission, reason for being and where the company aims or aims to
reach.

In the same order, the strategies that will be implemented this year, as well as their
implementation in order to increase the number of users and improve the
company's positioning.

We will place a budget in the action plan to know what the investment will be.
Finally, we will design a control plan to ensure that the plan is being followed.

EXECUTIVE OVERVIEW
This summary describes the development of a Strategic Plan for the
telecommunications company Viva Dominicana, a commercial company organized
and incorporated under the laws of the Dominican Republic, with administrative
offices located at Avenida Abraham Lincoln, No. 295, La Julia sector, in the city of
Santo Domingo, National District, Capital of the Dominican Republic.

The company is currently in third place as a telecommunications company in the

preference of Dominicans. Viva currently offers fixed and mobile telephone lines,
Viva TV and internet data services, maintaining its third position as a service
provider. It maintains an upward growth every year. Ending 2019 with 6.9 % of
people using the telephony services.

The company has not been able to develop a sales force that would allow it to
attract customers from competitors and establish a sustainable and stable
technical and professional image.

That is why the present work is proposed to break the existing flaws by structuring
a marketing plan that organizes the activities to achieve the company's objectives.

All these are detailed step by step for the good application of the same, they are
the following:

Situational Analysis, in this part we mention the historical background of the

company, its competitors, internal and external analysis.

Specific and general objectives, based on the interest of increasing sales and
perceptive positioning of the consumer market of VIVA DOMINICANA.

We established strategies and tactics justifying to achieve the objectives set.

In the action plan we detail how we will implement the strategies through the
different tools of the marketing mix.

A four-monthly budget was prepared with a budget of approximately 20,000,000.00

million.
Finally, a control plan is prepared to ensure the proper execution of the marketing
plan.

With this work we propose a route for the company Viva Dominicana to improve
the processes that are being implemented and to consolidate itself in the national
market and be able to project a prestigious image.

MARKETING PLAN FOR TELEFÓNICA VIVA

Historical Review
Founded in 1883 by the All America Cables and Radio Company, it was the first
telecommunications operator to offer telegraph services in the West Indies.

In January 2000, Centennial Commcatns acquired 70% of the company, founding

Centennial Dominicana. Launching a CDMA2000 network and offering Internet
services to users. It becomes the first Dominican company to offer a 3G data
network on the EVDO platform, with the mobile broadband Internet product.

In November 2006, Centenial Communications sold 100% of its shares to Trilogy

International Partners. Then in March 2007, Trilogy International Partners acquired
the operations of Centennial Dominicana, and the Viva brand was launched in April
2008. This is introduced with a different concept, with the objective of providing
Dominicans with a valuable service at an unbeatable price for the market, initiating
an innovative, dynamic and authentic image.

By 2016, Grupo de Medios Telemicro acquires the shares of Viva in the Dominican
Republic. And in August 2017, it launched the country's first 4x4 4g network. With
phrases such as: change the chip, we all speak here and say what you want,
demonstrating that the brand is present in the minds and hearts of Dominicans.

Viva is currently a growing company; from its beginnings to date it has made large
investments in the country in both technology and architecture.

These actions have made the company the most competitive telecommunications
operator in the country. Among the company's direct competitors are Claro
Dominica, the company with the first place in contracted services, and Altice
Dominica, the second company.

Viva currently offers fixed and mobile telephone lines, Viva TV and internet data
services, maintaining its third position as a service provider. It maintains an upward
growth every year. Ending 2019 with 6.9 % of people using the telephony services.

The company's future plans are to position itself as the second company with the
largest number of users in the Dominican Republic, for which it needs to improve
sales by 30%.
Vision
Being a digital company that adapts to change to better connect people

Mission
We give our best every day to provide the customer with a great digital experience
in a socially responsible company with an attractive brand.

Values
-commitment

-Teamwork

-Customer focus

-Re silences

-Creativity

-Inspirational leadership

PRODUCTS

Mobile Plans:

 Apperisimo Prepaid Plan

Unlimited Data Packages, unique with Unlimited Data packages for Browsing,
Social Networks, Music and Videos, Emails and Chats.

 Infinity Plans

WhatsApp full that includes Videos and calls, without consuming your GB.
  Unlimited Mobile Internet MIFI Prepaid

Share your WiFi with your friends, connect your home or business to the most
modern 4G 4x4 network in the country.

 Mobile Internet by Capacity

Activate all the Internet you need on the most modern 4G 4x4 network in the
country.

 Recharge your Viva Mobile

Recharge the cell phones of your family and friends, anytime, anywhere.

Residential Plans

 Fixed Prepaid

Minimum recharge of RD$20 and 1 favorite Fixed or Mobile number of the VIVA
network with which you can talk for free for each recharge of $100 or more.

 Fixed Postpaid

Open lines that allow you to talk to any residential number in the Dominican
Republic, United States, Canada and Puerto Rico without limits or worries.

 Fixed Controlled
Fixed monthly fee with which you can control your budget and allow you to talk to
any residential number in the Dominican Republic, United States, Canada and
Puerto Rico.

Viva TV Plans

 HD Prepaid
Choose the most convenient payment method starting at RD$25 per day. No
contract, no strings attached.

 Postpaid HD
Enjoy the best content with up to 113 channels and 23 HD channels included
starting at RD$599 per month, with no additional charges.

Combined Plans

Combine your VIVA TV with our Viva Mi Casa Residential Plan and save even
more.

CURRENT SITUATION

With the acquisition of Viva by Telemicro Media at the time of its purchase, the
company was in the last place in the raiting offered by Indotel in terms of its
growth, largely due to the fact that the Dominican telephone user has a perception
of poor coverage in relation to the coverage in different parts of the country.
In response to this concern or media perception, Telemicro has invested in state-
of-the-art equipment and antennas and redesigned all its infrastructures, seeking
acceptance in the hearts of Dominicans.

SWOT ANALYSIS

STRENGTHS WEAKNESSES
 Trained personnel
 Poor user perception of coverage in
 Affordable prices some parts of the country. Dom.

 Availability of resources for  Very limited variety in cell phone

investment offerings.

 Modern and cozy buildings.

OPPORTUNITIES THREATS
 Expansion of the services provided  Incursion of new competitors in the
by the company throughout the market.
country.
 Government tax increase for
 Number portability telecommunication services

 Good relations with customers and  Failures in the telecommunications

suppliers. systems by the operator.
  .  Political and economic instability.

Market Segmentation
It is aimed at all regions of the country, both men and women between 18 and
older.

GENERAL OBJECTIVE
Increase sales and perceptual positioning of the consumer market of VIVA
DOMINICANA.

Specific objectives
 To inform users about the services we offer.
 Increase the number of users at the regional and district levels.
 Create loyalty among our users.
 Create a good perception among users regarding the prices and services
offered.

MARKETING STRATEGY

Through different social media channels (Instagram, Twitter and Facebook) as well
as television channels, Viva will be announcing its new offers.

Creation of posters with the details of the services and products we provide and
the advantages offered by viva

Offer personal and telephone advice to customers so that they can choose the
service that best suits their needs.
 The service presented to customers will be personalized, committing the company
at all times, generating loyalty and trust on the part of users.

Offers and promotions, services for attendance to activities.

Time of Duration

We will carry out a four-monthly promotional plan for a year in which we will be
publicizing through the media by creating promotions to encourage the purchase of
the products through the points of sale on a massive scale.

ACTION PLAN
In the post-payment plans, users will earn points that can be redeemed for cash
towards the payment of your cable service or internet rental.

Service personnel will be trained so that users can receive better guidance
according to their needs.

In the month of February, sponsorship will be given to the Ritmo Caribeño

comparsas.

In the month of April Viva donde quiera contigo, will be conducting a course in
which our users will be able to upload photos to the Viva page of tourist spots in
the country. These will benefit from free Viva a Viva minutes and the photo with the
most likes will be entered in a drawing for an iPhone.

Month of May first month free in the purchase of any of our Internet, Cable or Voice
services.

SCHEDULE OF ACTIVITIES
Activities Description Location Time Date
Talks 4 service Main Branch 6:00pm- Fridays from
personnel 7:00pm February 21 to
training vests March 6, 2020

Sponsorship Sponsorship will La vega 8:00 a.m. The whole month

 be given to the to 8:00 of February
Ritmo Caribeño p.m.
dance troupe.
Boucher In this part, the Agora mall. 4:00PM- Every Friday for 3
Distribution media will be Sambil. 5.00PM months
informed about Down town center.
Viva's new Blue mal.
campaign and its Mega center.
objectives. Central square.
Gallery 360.

Contests Users will be End-to-end program 3.00 p.m. Thursday, April 9

able to post their
photos in tourist
places in the
country and the
photos with more
likes will receive
minutes and
data within the
live network and
the first place an
iPhone phone
offers One free month All branches From May 1 to May
per activation on 31, 2020
all services
provided
BUDGET

Type of advertising Local Province Regional National

Press ✔
TV ✔
Radio ✔
Exterior ✔
Internet ✔

External Media Budget

BTL Quantity Tariff Total

Billboards 15 $250,000 3,750,000
Illuminated signs 15 $2,700 40,500
Video-Screen 2 $40,000 120,000
Facade tarpaulin 7 $10,000 70,000
Poster 300 $35 10,500
Total 3,991,000

Support

Support Weather Cost per Total cost

month
Billboards 4 Months $750,000 3,000,000
Illuminated signs 4 Months $40,500 162,000

Video-Screen 4 Months $120,000 480,000

Facade tarpaulin 4 Months $70,000 280,000

Poster 4 Months $10,500 42,000

Totals 1,066,000 3,964,000

Press and TV budgets

Medium Duration Monthly Unit Cost Total

Size Placement quarterly
cost
Listín Diario 2 Col* 4 18 3,750 67,500
module Publications
Monthly
El Manero 30 Seconds 20 30,500 610,000
Diario Libre 2 Col*4 18 6,500 117,000
module Publications
Monthly
The 30 Seconds 20 40,000 800,000
Government of
the Morning
Morning 30 Seconds 20 30,500 610,000
Rhythm
From End to 30 Seconds 40 65,000 2,600,000
End
Option 13.0 30 Seconds 35 50,000 1,750,000
Tonight 30 Seconds 35 60,000 2,100,000
Mariasela
Piano Mouth is 30 Seconds 25 60,000 1,500,000
a Show
TOTAL 10,154,500

Promotion budgets

Activity Quantity Cost Total

Brochure 10,000 8 800,000
Promotional Items 8,000 25 200,000
 Competition - - 200,000
Sponsorship - - 190,500
Total 1,390,500

Employee Training Budget

Activity Quantity Cost Total

Classroom material 200 $500 100,000
Trainer 4 100,000 400,000
Total 500,000

Total campaign cost

Quarterly
$20,000,000

EVALUATION AND CONTROL

In order to have or keep better control of all the planned strategies, dates will be
established for the completion of all the proposed activities in a chronogram.

Monthly feedback meetings to know the effectiveness of the strategies and at the
same time to know the growth of users in the company.

Periodic evaluation of the company's market share and positioning based on its
presence in digital media.

Allocate an annual budget for digital media that meets the objective already set.
CONCLUSION

Viva Dominicana is a company dedicated to the commercialization of cellular

telephony, internet and cable services. Currently in the Dominican Republic, it is
the third most popular telephone company among users of telephone services.

By analyzing the company's situation, we learned about the company's history and
background, its organizational culture, positioning and so on. By analyzing the
organization, we validated the company's strengths and weaknesses, which
reflected the company's main problems.

We developed a strategic plan based on the objective of positioning the brand in

the consumers' minds in order to increase sales. Based on this objective, we were
able to develop the tactics and action plan.
The budget allowed us to distribute and validate the amount needed to achieve the
objective, then we detailed the action plan to ensure that everything previously
proposed would be fulfilled.

BIBLIOGRAPHIC DATA

Jimenez, Lucia. How to make a marketing plan step by step [Blog post]. Retrieved
from: https://www.luciajimenezvida.es/plan-de-marketing/
Fernandez, Carlos.(11 October 2018). Fundamental steps to develop a marketing
plan [Blog post] Retrieved from: https://comenzandodecero.com/aprende-los-
pasos-fundamentales-para-elaborar-un-plan-de-marketing/
Web Sites
https://www.empleos.net/do/viva/
https://es.wikipedia.org/wiki/Viva_(company_telef%C3%B3nica)
https://viva.com.do/cobertura/
https://www.eldinero.com.do/13164/las-telefonicas-orange-claro-viva-o-tricom/