1. 10 STEP
Marketing Plan for
Maria Nicole Pauline C.
Cruz
October 27, 2010

2. 5 Moves to target and position
1. Couples who finally decide to tie the
knot after a long wait
2. Who need to document their story
3. An artistry that tries to capture or
understand the couple and the nature of
their relationship and give it at a
competitive price
4. Gap is other services focus on pricing
and neglecting quality
5. The market size is P3B with BongVideos
only having less than 1% niche due to
the number of players in the market

3. 5 Moves to mix and strategize
6. Pre-wedding and wedding
videography services using HD
camcorders with HQ-DVD output
7. 14 to 20% of premium
8. Uses online marketing and search
engine optimization
9. Available in Luzon, particularly
in NCR and Region V
10. Uses a differentiation strategy

4. Positioning to the
primary target market
Part 1:
Moves 1 to 5

5. 1. BongVideo’s primary target is..
• Couples 25 to 35 years old, part of
the lower to upper B class who are
getting married
• Artists, mostly have their own
businesses or do freelance work,
young families usually with a young
child
• understand that marriage is not just
an event but a milestone in their
relationship

6. 2. Couples need to Get Bonged!
• To have their day documented
artistically and meaningfully.
• To have their videographer
understand that their story is
unique and would want a unique
output and not just concentrate on
current trends or styles of video
editing

7. Why couples want to
Get Bonged!
Effort to understand the couple and
the dynamics of their relationship
The output or videos entices couples
to Get Bonged!
The couples see the dynamics of
their relationship/wedding and feel
happy and satisfied

8. Couples expect from
Getting Bonged!
• Effort: if the couple works well with the videographer,
the expectation would be a videographer that
understands and sees their dynamics
• Performance: if the video successfully reflects their
style and relationship, the expectation would be a
feeling of pride from a memento that would last
• Reward: satisfaction, happiness, nostalgia, pride,
self-esteem from being together and reaching this new
milestone in their lives
Couples choose BongVideos because of artistry, a fresh take on each video, price, and an
awareness of the couple’s story
Couples expect a story of who they are as a couple that later generations could still
watch

9. 3a. Challengers to BongVideos
• Direct: MartinDV, Kris Katungan,
Marvin Barbarona, Jason Magbanua,
Threelogy, Phoeben Teocson
• Indirect: friends of the couple who
have basic knowledge on videography
and editing, DSLR cameras with video
feature, iPhone 4, nokia N8
• Variables: income, price, style,
quality, flexibility, artistry,
brand

10. 3b. Competitive Position Map
a) Price vs Quality
b) Brand vs Positioning
c) Equipment vs Mobility

11. Mid-range Price for High Quality
Output
Quality
Price
Low High
HighLow
Bong
Videos
Jason
Magbanua
Threelogy
Kris Katungan
Martin DV
Marvin
Barbarona
Kris
Katungan
Martin DV Phoeben
Teocson

12. Competitive Map

13. 4. BongVideos in a sea of
wedding videographers
Bongvideos is the only service
– that has the ability to reflect the
personality of the couple
– that creates personalized poetry that
goes along with the video
– that has emotion, heart, and soul
Other services focus on low price or
high profile weddings though
providing almost the same type or
style of video for all clients.

14. 5a. Wedding Industry at P39B
• Based on NSO data for 2004, there were 212,
236 marriages solemnized in Catholic churches
• Couples who marry in Catholic churches are
usually the ones who spend more for a wedding
• An average wedding budget is P250,000.00 with
only a fourth of the 212,236 that can afford
the budget
• The percentage for video services is 8%
• The total size of the wedding industry is
P39B
• The size of the videography industry for
weddings is P3B

15. 5b. The competition in the market
• High end video services can go up to
P250,000 depending on the location of the
wedding while low end services can only cost
P2,500
• Well-known videographers can average about
2-4 weddings per week or an average of 18
weddings a month which also depends on the
month of the year. Statistics show that
April and January has the most number of
weddings
• High end videographers occupy 39% of the
market, 21% for mid market, and 40% for low-
end videographers

16. 5c. When the market
Gets Bonged!
• Bongvideos officially began in 2008 with 2
clients.
• In 2009, the number of clients increased to
100%.
• In 2010, clients increased 350% or 18
clients. This year, Bongvideos also catered
to destination weddings from Camarines Sur
to California.
• Rates range from P18 to 45,000. Market share
for BongVideos is very minimal because it is
a start up and because of the number of
players in the market.

17. The marketing mix trategy
Part 2:
Moves 6 to 10

18. 6a. Wedding video services
dominated by price range
• Three types: high-end, mid-range, low-
end

19. What does it mean exactly?
• Getting Bonged! means striving to compete with
itself. Its goal is to bring to life the couple’s
story therefore its tagline of “Videos with
emotion. With heart. With soul. Get Bonged.”
• Videos are quirky and nostalgic at the same time.
It tries to mix artistic elements to the video to
enhance the couple’s story but not to the point
where it becomes distracting.
• The service is flexible enough to cater to the
desires of the couple.
• The experience of getting Bonged is all about fun
during and after the event.

20. 7. Price is not a problem
• Bongvideos is priced at 14 to 20% of
premium
• Prices depends on the services that the
couple wants such as pre-nup,
videography, video editing, and photo
slideshows
• It prices itself slightly lower than the
mid-range average
• What makes BongVideos unique is that it focuses on
the couple’s story and not on their budget.

21. 7. Price is not a problem

22. 8a. How to Get Bonged!
• Website, google analytics, SEO,
contests, forums
• W@W yahoogroup forums and
Sulit.com.ph ads

23. 8a. How to Get Bonged!

24. 8a. How to Get Bonged!

25. 8a. How to Get Bonged!

26. 8a. How to Get Bonged!

27. 8b. How others do it
• Wedding expos, exhibits, word-of-
mouth, tie-ups with wedding
planners

28. 9. Where do couples Get Bonged?
EVERYWHERE!
As long as the couple shoulders travel expenses and accommodations

29. 10. BongVideos seeks to be
different
• In a sea of wedding video service
providers, being different could
be difficult
• But it is the only way to stand
out
• Strategy is to bring the couple’s
story to the forefront
• To attract couple’s who understand
what getting hitched really means

30. Summary

31. 5 Moves to target and position
1. Couples who finally decide to tie the
knot after a long wait
2. Who need to document their story
3. An artistry that tries to capture or
understand the couple and the nature of
their relationship and give it at a
competitive price
4. Gap is other services focus on pricing
and neglecting quality
5. The market size is P3B with BongVideos
only having less than 1% niche due to
the number of players in the market

32. 5 Moves to mix and strategize
6. Pre-wedding and wedding
videography services using HD
camcorders with HQ-DVD output
7. 14 to 20% of premium
8. Uses online marketing and search
engine optimization
9. Available everywhere
10. Uses a differentiation strategy

33. 10 STEP
Marketing Plan for
Maria Nicole Pauline C.
Cruz
October 27, 2010