Sumalinog, Daniel A.

BSTM 2A
Mr. Trinidad
Chapter 3 Industry Analysis

Marketing Mix of the Industry

Okada Manila’s 3T (True clean. True safe. True heart.) Campaign communicates how
Manila’s iconic integrated resort keeps its premises safe for its guests and team members
during the pandemic. Gleaned from the brand’s core values of “omotenashi” (true service) and
“magokoro” (true heart), 3T aims to educate and inform guests and team members about all the
measures Okada Manila is painstakingly taking to keep the resort virus-free while maintaining
its five-star brand of service. The integrated resort's first CSR communications campaign, "Play
Your Part," reflects the brand's core values by assisting and inspiring others during these
difficult times. With stories centered on providing assistance to those at the frontline of the fight
against COVID 19. This pandemic is a call to action for all to play their part in the healthcare
sector and indigent communities. From carrying out and communicating CSR tasks to sharing
volunteer stories from Okada Manila team members, “Play Your Part” emphasizes the value of
being a driving force for doing good.
The Philippine Quill is the country's most prestigious business communication awards
program who have also awarded Okada Manila. This annual recognition program is attended by
marketing communications and public relations practitioners. For nearly two decades, it has
bestowed the seal of approval on the most respectable organizations and companies in the
nation, stressing the use of excellent communication to accomplish business goals and make a
difference in society. Okada Manila's first Quill Awards follow the integrated resort's latest
validation from digital health pioneer Sharecare and Forbes Travel Guide's second five-star
ranking for Manila's grand icon.
Operations of the Industry
Okada Manila, a Philippines integrated resort, has announced that it will resume partial
operations of its casino and other resort facilities following a recent directive from PAGCOR
granting permission to operate at 30% capacity. Universal Entertainment Corp said in a notice
on operations posted on its corporate website that it plans to reopen a portion of its casino area,
including up to 30% of gaming tables and slot machines, as well as hotels and restaurants.
Metro Manila casinos have been closed since March 15 due to the country's community
quarantine directives, though the city's four integrated resorts – Okada Manila, Solaire Resort &
Casino, Resorts World Manila, and City of Dreams Manila – have been running small trials for
invited guests since July. Okada Manila stated that it would “thoroughly enforce hygiene
management protocols such as disinfection and cleaning based on the modes of service of
each facility, and aim to operate facilities that customers will enjoy with ease.” The company
also stated that it has not yet decided its consolidated financial outlook for the fiscal year ending
December 2020, but will do so soon. Okada Manila announced in May that it had been forced to
lay off 1,000 workers as a result of financial strains caused by COVID-19.
Financial Analysis
In August 2019 the Philippine casino Okada Manila reported a 72 percent increase in
revenues to 66.9 million euro in support of VIP development. The financial report from Okada
Manila's operations in August was released this week by Universal Entertainment Corporation
during the previous month's activities, the Philippine property earned €66.9 million in gross
gaming revenue. Universal says that the amount of €66.9 million reflects a 72% growth year-on-
year.  The Okada Manila adjusted EBITDA was 13.1 million Euros, a 254% improvement over
the same time last year. This represents a significant increase. GGR's growth was led by an
increase in the volume of mass markets and a strong VIP win rate. Okada Manila's VIP Games
revenue was €34.8 million, up from August 2018's €13.7 million. This is an improvement of
150% annually.
In the midst of the pandemic, while Universal acknowledged the effect on their company
from COVID-19, it said that it anticipated a much larger impact on the results for the second
quarter, Okada Manila remained closed and pachinko houses were suspended in Japan briefly
in May. The company has said that a business recovery plan is currently being created for
Okada Manila to resume business as soon as casinos in the Philippines can be reopened.
Identify Industry Trends and Industry Problems
In an online message updated on Monday, the Philippine casino resort Okada Manila
announced that its venue had not reopened "absolute" since that day. However, as part of its
secure operational response to the Covid-19 pandemic, it said that it already has robot cleaning
devices on site for property disinfection. "When the resort opens completely, guests can expect
the 'Ben Ben' robot to do its job in keeping OKADA Manila safe and clean." The venue said,
referring to one form of automated presses. In a September 9 announcement, the property’s
parent, Japanese conglomerate Universal Entertainment Corp, had said the temporary closure
order on the Okada Manila casino resort, in effect since March 15 due to the Covid-19
pandemic, had been “partially lifted”.
Aside from the 'Ben Ben' robot,' another kind with a more technical name, "BJDG-
XD100," is also on site. According to the note, the latter type is said to destroy bacteria and
viruses by “misting or fogging” functions. “Like the 'Ben Ben,' it also has UV capabilities to
ensure comprehensive disinfection,” the note continued. The details did not specify how many
robot machines were on the premises. Okada Manila, according to the note, had invested in
specialized cleaning equipment such as electrostatic sprayers and ultraviolet spotlights. “The
resort's entrances now have high-end disinfection chambers that sanitize each person who
enters the enclosure, effectively eliminating the danger of potential risks that could be
transmitted by close contact,” it was also added. Thermal scanners are also installed at each
entrance to securely measure each guest's body temperature when they arrive.”
Summary of Industry Analysis and Identifying the Success Factors
The Philippine Quill is the most prestigious business communication awards program in
the world. Okada Manila's first Quill Awards come on the heels of the integrated resort's
recognition by digital health leader Sharecare and Forbes Travel Guide's second five-star rating
for Manila's grand icon. "Play Your Part" exemplifies the brand's core values by helping and
encouraging others through these trying times. Due to the country's community quarantine
orders, Metro Manila casinos have been closed since March 15. Okada Manila reported in May
that it had been forced to lay off 1,000 employees due to financial pressures brought on by
COVID-19. In support of VIP growth, the Philippine casino Okada Manila announced a 72
percent increase in revenues to 66.9 million euro in August 2019. GGR's expansion was driven
by a rise in the number of mass markets and a high VIP win rate. In the midst of the pandemic,
Universal acknowledged the impact of COVID-19 on their business, but predicted a much larger
impact on second-quarter performance. The company also reported that its consolidated
financial outlook for the fiscal year ending December 2020 has not yet been determined. The
Okada Manila casino resort's temporary closure order, which had been in place since March 15
due to the Covid-19 pandemic, had been "partially removed." According to the venue, it already
has robot cleaning systems on site for property disinfection. OKADA Manila had spent money
on advanced cleaning equipment including electrostatic sprayers and ultraviolet spotlights.
The success of the resort will be seen on how effective their safety measures are to the
clients and by supplying a consistent stream of up-to-date customer data, their customer-facing
staff may deliver amenities and promotions tailored to the guest's needs and previous visits or
purchases, regardless of the facility they visit will help them much upgrade the quality of service
that they offer.

II. REACTION PAPER

What Makes Coca-Cola a Marketing Success Around the World? Coca-Cola knows a
thing or two about global marketing as the most recognized brand on the planet. Coke has been
a world leader in product distribution and promotions for more than a century. Coca-Cola has
never strayed from its timeless and simple values, despite having developed into a huge global
industry of countless goods. Coca-Cola has been consistent in communicating one powerful
and effective message: pleasure, through decades and a variety of marketing campaigns. Easy
slogans like "Enjoy" and "Happiness" are timeless and got told around the world. Coca-Cola
knows despite its position as a world symbol that it has to talk to customers in a more
personalized and regional manner. The company's Share a coke initiative, initially launched in
Australia, has now successfully spread to more than 50 countries. The offerings in each nation
are tailored to their local culture and language, with each region's most famous names imprinted
on cans and bottles rather than the company moniker. This campaign is a good example of a
regional positioning technique being successfully applied for a global market. Social networking
is one of the fastest growing instruments of successful international marketing, enabling
businesses to reach customers on a single forum worldwide. Besides being an efficient
localization strategy, the Share a Coke program also uses social networks effectively to engage
customers to share their experiences with others. In just one month after the movement was
initiated in the United States there were over 125,000 tweets, according to the Wall Street
Journal. So, when creating a competitive global mark, what do we learn of Coca-Cola?
Coca Cola's position as a global leader has been contributed by the creation of human
interactions, being creative while remaining true to basic values, and creating branded
experiences even after 125 years.
This is almost a trick question, but apart from odd foreigner shops, you won't find Fanta
in the Philippines! So, why doesn't the Philippines have Fanta? It is simply because it is now
called Royal. I recall seeing bottles of Coke, Sprite, and Royal in the Philippines. I asked my
friends if it was Fanta because it was orange and had the distinct branding and look of a Fanta,
and she responded, "No, it is Royal, what is this Fanta you speak of?" Almost no one in the
Philippines has heard of Fanta, despite the fact that it is one of the most famous brands in the
world. Royal, it turns out, has a similar story to Jollibee in that it was not a clone of an American
drink, but instead existed in the Philippines and was highly popular. Royal True Orange, also
known as Royal, was created by the San Miguel Brewery and became a popular beer in the
twentieth century. Coca-Cola bought the brand in 2007 and essentially transformed it into Fanta.
After all, if you can't beat them, simply buy them and eliminate them, as is the Coca-Cola way!