Submitted by: Submitted by catrinapamatmat
Views: 11
Words: 2722
Pages: 11
Category: Business and Industry
Date Submitted: 09/13/2015 08:19 PM
Title: Marketing Plan for Western Union new e-Channel “WU Send Mobile App”
Maria Catrina R. Pamatmat
International American University
MKT 500 Marketing Management
Professor Christopher Lloyd, MBA
June 27, 2015
1. Executive Summary
Moving money for better. This is the Western Union brand’s tag line for its line of business – Money Transfer Company. Western Union has established a competitive brand through the years and a quality service which fits the demand of people in different status around the globe. Having said this, it is reasonable for WU’s marketing team to drop the “What We Do” agenda but put emphasis on “Why We Do It”.
Who will promote a product that they are not aware of? Who will use a service that they don’t know about? Who will shift from one to another if they are not aware of the difference? The company’s current strategy is focusing more on the people who knows and needs their service but has failed to introduce their brand and services to its viewers.
Deals can increase by getting more people to know the brand and what is has to offer. The company has different type of services which will help people make their lives easier – pay bills, easy-to-use mobile app transaction, reloadable prepaid card for shopping, Agent locations and Kiosks are almost everywhere, assurance of security and years of experience. These are just few reasons why people should use Western Union which the company has failed to promote and people wouldn’t know until it is introduced.
This Marketing Plan aims to increase awareness, expand the target audience through technology advancement and focus not only on “Why We Do It” but together with “What We Do” and “Why We Do It”. This will explain further the benefits of targeting the different type of audience/market, promote the unknown service to potential users and compare what we have and others don’t.
Western Union Mission and...