Finals – FA5 and Final Summative

Assessments

Leader: 1. Gonzales, Julie Marie Section 2

Members:

2. Mateo, Jeraldine Mae

3. Pagtalunan, Albert
4. Posadas, Bench
5. Suinan, Anton
6. Texon, Mikki Ella Joy
The Walled City of Intramuros
(Marketing Plan)
Submitted by:
Gonzales, Julie Marie P.
Mateo, Jeraldine Mae M.
Pagtalunan, Albert T.
Posadas, Bench
Suinan, Anton
Texon, Mikki Ella Joy G.
 Table of Contents

Introduction………………………………………………………………………………… 3
Swot Analysis………………………………………………………………………………. 5
Marketing Analysis………………………………………………………………………..... 6
Target Market Analysis…………………………………………………………………….. 10
Sample Lay out of Marketing Materials (E-brochure) ……………………………….......... 11
Sustainability Aspect……………………………………………………………………...... 13
Conclusion………………………………………………………………………………….. 14
References………………………………………………………………………………….. 15
III. Introduction

The historical ‘Walled City' of Intramuros in Manila comes from a past era, but its historical
value guarantees that it remains popular over the years. It has survived many catastrophes, ranging
from wars to natural disasters. In 1951, Intramuros has been declared as a National Historical
Landmark. Due to its historic value, the National Museum of the Philippines classified the
Intramuros territories, also known as the Fortifications of Manila, as National Cultural Treasures

Intramuros is recognized by many because it is part of the history of the Philippines. It was
built by the Spanish in 1521 and strategically positioned between Manila Bay and the Pasig River.
It was laid out in a tight grid to keep its streets accessible while also keeping it secured. From its
cobbled streets and well-preserved architecture built centuries ago, you will wonder whether you
are still in the Philippines. As a result, many tourists and locals decide to take an Intramuros tour
whenever they explore the area. This location is classified as a tangible-immovable heritage site
due of the fact that all physical objects that are important to a culture and country are referred to as
tangible heritage. The official page of the Intramuros Administration has issued some guidelines for
those planning to visit in light of the current situation. Effective April 12, 2021, all of its gates will
be closed except for two because it is under Modified Enhanced Community Quarantine. The gates
will be accessible 24 hours a day, but during curfew hours, only permitted persons outside their
residence and staff will be given admission.
 We chose this heritage site because we understand its significance in the history of our
country. It is one of our country's most popular tourist attractions, and it makes a major
contribution to our economic progress. In a nutshell, it is one of our most valuable assets.
We believe that this tourist destination should be maintained at all costs, not only because it brings
revenue, but also because it is a part of our Filipino identity.

These are your options if you'd like to visit the Walled City of Intramuros from Nicanor
Street, Sampaloc Manila 1008 Metro Manila; if you do have your own ride, choose via R-8. It is 14
minutes’ drive. From Nicanor Reyes St to Recto Ave/C-1, take R-8 and Padre Burgos Ave to
General Luna St in Intramuros then take Solana Street to Real Street.

If you do have your own ride, choose via R-

8. It is 14 minutes’ drive. From Nicanor
Reyes St to Recto Ave/C-1, take R-8 and
Padre Burgos Ave to General Luna St in
If you do need to commute, walk from
Intramuros then take Solana Street to Real
Nicanor Reyes St. to Legarda St., and
Street.
after that take the "Taytay-Quiapo via
Ortigas Avenue Manila East Road" bus to
Philippine Normal University and walk or
ride a tricycle to Intramuros. This would be
26 minutes depending on the traffic.

IV. SWOT Analysis

STRENGTH

Rich in Historical Places - The walled city, or Intramuros, is rich in historical sites that are
important to our nation, and it preserves events that occurred during the Spanish period.
Tourist Attraction - Intramuros walled city is one of the best tourist attractions in the Philippines,
attracting visitors with oldy and classic views and providing an evocative appeal to tourists.

Preservation of Culture - Not only because of the aesthetic views of the site, but also because the
culture is preserved through the houses and people inside Intramuros and Intramuros is open to the
public without restriction.

WEAKNESSES

Plenty of Informal settlers - Despite the beautiful setting, there are a number of informal settlers.

OPPORTUNITIES

Job Opportunities - Employment can benefit one's wellbeing by rising social capital, improving
psychological quality of life, providing jobs, and reducing the negative health effects of financial
difficulties. However, though there is a clear connection between health and jobs, the causal
connection is more complicated.

Business Expansion - Goods and services of the site could be exposed to a wider audience as a
result of business development. Increasing your customer base would allow you to convert more
leads and increase your revenue. Profits increase as a result of this. Customers, like your
employees, are crucial to the growth of your business.

 Increase your stock and money.

 Increase the number of sales and profits
 to reach out to potential clients or markets
 Invest more capital in your business.
 Reduce external threats, such as those posed by competition, market developments, or
technological shifts
THREATS

New Trends - People are more likely to visit new places than they are to visit old places, and in this
case, the business's establishment will not expand, will decline, and will not increase its
performance.

V. Marketing Objectives

 To bring back Intramuros as one of the top tourist destinations in the Philippines by offering
its historical artifacts and events that showcase the Filipino culture to the world and to the
next generations to come.
 The aim is to preserve and rehabilitate its glory to have more sustainable resources in the
future.
 To regain and boost walled city of Intramuros despite the crisis we are facing today.

VI. Target Market Analysis

Intramuros and its walls is classified as a tangible-immovable heritage site and a national
shrine in the Philippines. Being one of the distinct destinations in Manila, our target market will not
only focus on Filipino’s but also to other nationalities as well, regardless of the age, gender, and
travel preferences. It is a best place for them to enjoy, be educated and be mesmerized by the
spanish colonial period structures and varied sites of Intramuros.

Product:
Intramuros offers a variety of sites which have historical significance. Hence, our target market
will be able to experience the past of the Philippines in Intramuros being a distinct heritage site.
Here are some of the notable sites within the walled city:

● Fort Santiago - It is one of the main features in Intramuros which is located along the Pasig
river. During the time of Spanish, American and Japanese colonization, it served as the
 main fortress of the colonizers and it also served as a prison cell and barracks. Currently, it
is open to visitors who want to explore the dungeons of Fort Santiago.
● Manila Cathedral - It is the first cathedral in the Philippines, which was originally a small
church established in 1571. Being the first, the old architectural style of the cathedral was
gone due to the impact of World War II and was constantly rebuilt. Currently, the structure
of the Cathedral has a Neo-Romanesque style with mosaic walls.
● Museo de Intramuros - A famous museum in the walled city being managed by the
Intramuros Administration. The museum is filled with hundreds of religious artifacts and
paintings.
● Casa Manila - Another museum in the walled city depicting colonial style of architecture.
The museum consists of artifacts from the spanish era.
● Baluarte de San Diego - A fortification wall with a bastion style located in the southwest
corner of Intramuros. It is also used as a drowning chamber during the spanish colonization.
Currently, it can be a place for parties, weddings and other special occasions.
● Barbara's Heritage Restaurant - A beautiful 18th century structure restaurant located in
Plaza San Luis near the San Agustin Church. The restaurant has an outstanding ambiance of
the Spanish colonial period and served authentic Filipino foods. It also offers cultural shows
to guests, showcasing traditional dance in the Philippines such as Tinikling and Pandanggo
sa Ilaw.
● San Agustin Museum - It is a premier ecclesiastical museum located in the center of
Intramuros. The museum consists of old paintings, carvings, furniture, and choir books.
● Bahay Tsinoy - A distinct museum that houses the documents, history, and contributions of
ethnic chinese in the Philippines. The museum shows the emergence of the Chinese
community, ceramic collections, rare shell collections, rare printed photographs, and many
more.
● Destileria Limtuaco Museum - This museum structure is carved stone house. It also houses
artifacts from decades ago.
● Bagumbayan Light and Sound Museum - A museum in Intramuros with various materials
and unique structures from the history of the Philippines. Wherein visitors can retrace the
life of Jose Rizal, and see different artworks through sounds, visuals and robotics.

Place:
 The walled city of Intramuros is located east of Manila bay and south of the Pasig River,
and it is considered as one of the oldest district in Manila. Intramuros is near the famous Rizal Park
and the National Museum of the Philippines, also a 2km away from the Quiapo church or the Minor
Basilica of the Black Nazarene. In terms of accessibility, the walled city is accessible to both
domestic and international visitors. Furthermore, land transportation such as taxi, private/public
utility vehicles and other vehicles for hire such as Grab is the easiest and most convenient means of
getting to Intramuros.

Promotion:
In terms of promotion, the Intramuros Administration (IA) is an agency of the Department
of Tourism (DOT) being responsible for the development and promotion of Intramuros. IA has
always used branding campaign advertising as a main communication to visitors. The branding
campaign includes printed advertisements, online campaigns, brochures, maps, and other brand
materials for the promotion of Intramuros. With this guide, utilization of E-brochures is one the
best way to communicate to future visitors in the online platform, which will surely boost interest
from the people and create heritage awareness during this time of pandemic.

Price:
Currently, the Intramuros district is free to visitors and they can walk through the vicinity of
the walled city. On the other hand, some sites require an admission fee ranging from P50 to P200
such as in Fort Santiago, Baluarte de San Diego, Destileria Limtuaco Museum, Casa Manila, San
Agustin Museum, Bahay Tsinoy and Bagumbayan Light and Sound Museum. Furthermore, there
are also senior, student and child discounts deducting P20 to P50 from the admission fee depending
on the site.

People:
For this marketing plan, we are utilizing the online platform as a medium for branding
campaigns during this time of pandemic. In order to produce timely and informative marketing
materials, we will be recruiting staffs that are knowledgeable and proficient in the field of online
marketing. They will be placed in the marketing strategies division, advertising division, creative
services division and public relation division. Each division will provide efficient services to
people, in order to maintain the brand image of Intramuros.

Physical Assets:
In terms of physical facilities, Intramuros is comprises of multiple museums, churches,
parks, and other Spanish style establishments. While in terms of presentational and representational
methods such as interactive media, there is the official website and Facebook page of Intramuros
Administration. By utilizing these virtual assets, the staff of IA can interact with people and answer
their inquiries using the social media platform. While on their website, people can see different
promotional materials wherein they can be updated on the current situation of Intramuros and they
can also view and download walking maps as their basis for future visitation in the site.

Process:
In this time of Pandemic, the process of interaction with visitors limits face-to-face contact.
Hence, important health guidelines are implemented in order to stop the spread of virus in the site.
As mentioned in the physical assets, the Intramuros Administration is utilizing online platforms to
provide online services and further interaction to visitors. Furthermore, marketing materials such as
e-brochures will also serve as a significant process of interacting with visitors during this time of
crisis.

VII. Sample Layout of Marketing Materials (E-brochure)

VII. Sustainability Aspect
Visitor Management Systems

Issuing of tickets
This Sustainability scheme is a form of technique in which the administration of the Walled
City of Intramuros to issue just enough tickets for any period. It also ensures they can have a high-
quality tourist experience while also safeguarding the heritage. Tourism companies may be
concerned that such interventions may be viewed as a negative regulation by tourists, but the result
will be the contrary. Visitors will think of the destination as more unordinary, authentic, and
unique. By this strategy this could help to decrease the flow of visitors while earning the budget for
the sustainability of the attraction.

Pricing
People depend on discounts all the time, and in many cases, increasing the ticket price for
sensitive areas of the web on high-volume days will result in a decrease in traffic. Be mindful,
nevertheless, that such yet other opportunities are perceived as more appealing because they are
more costly, and as a result, the intended outcome can be lost. Pricing can be an effective way to
encourage tourists to disperse out over the course of the day or week. By offering much cheaper
tickets during slow seasons and much more expensive tickets during peak periods, you can create a
more even visitor flow and relieve extreme peak stress. Also, introduce advance booking for
educational purposes, particularly now that we are in the midst of a pandemic, private site viewing
is beneficial not only to the attraction but also to the visitors.

Environmental Programs and Awareness

To prevent mundanity, these tours in “Walled City” of Intramuros should be planned to
include all heritage features in the area as well as some leisure activities. Mandate activities that
could be well used, such as organizing seminars and workshops to explore the story of the history
behind the beauty of the attraction and to help visitors appreciate issues related to the sustainability
of total heritage through collaboration between the site's administration and a variety of
organizations or distinguished guests who are interested in partaking awareness to the tourists. The
people in charge of cultural education and tourism sectors in general must create a wall and an
electronic magazine; collaborate with influencers to acquire the aim of raising consciousness about
the value of history and culture in Walled city of Intramuros and how to preserve it for future
generations to come.

Economic Benefits
Collaboration with local groups and the wider community to create sustainable economies is
one of the main goals of cultural heritage tourism. Tourism boosts local economies by creating
employment and business growth. It safeguards natural and cultural heritage, enhancing the quality
of life for locals and visitors who use the services and tourist attraction. Heritage tourism also
fosters public awareness by allowing individuals to aim to improve economic and cultural growth
through diverse community potentials and by promoting our country's heritage sites, especially the
Walled City of Intramuros, around the world. It is undeniable that travelers prefer to visit locations
with a good sense of patriotism in the community.

The Impact of Pandemic

From research to restoration and security, and from advocacy work to training and
development, the COVID-19 crisis has affected every aspect of the cultural heritage stability.
Heritage sites around the world were temporarily closed for both tourists and workers during the
quarantine. Staff may still function remotely in some situations, but this raised major concerns
about the sites' and their contents' stability. Some heritage sites, especially the Walled City of
Intramuros, were left unsecured and maintenance work was halted, putting them at risk of decay.
Debunk of employment due to the pandemic was also the main problems encountered. But
nonetheless the negative impact brought by pandemic doesn’t stop the Intramuros administration to
think of other solution to rise up despite of the problems occurred due to pandemic.

The COVID-19 crisis has the benefit of fostering the heritage sector's digitalization, but it
also helps to emphasize and even add to current and important disparities. Because of the
pandemic's alarming consequences and the general sense of dread about the future, a significant
number of heritage administration have attempted to turn obstacles into opportunities. Most cultural
institutions have taken advantage of this opportunity to reconnect with their audiences and connect
with new audiences by using innovative and groundbreaking digital solutions like free streaming
media, social media promotions, online workshops, and webinars. In the midst of the crisis, the
heritage sector is taking the chance to collaborate on approaches, gain positive impacts and reboot
itself by adapting to the new normal. Digitally exchanging information and heritage material, as
well as fostering virtual ties between themselves and respective audiences. Heritage organizations
and practitioners are learning and adapting to a new way of living, working, learning, and
communicating at a rapid pace today.

IX. Conclusion

Intramuros is one of the faces of the Philippines, the heritage serves a deeper meaning to the
country. Historically, Intramuros plays a big role on reminding how Philippines crawl up and stood
to its independence. However, the limitations employed by the pandemic have been dramatically
changing the course of every conventional activity everyone used to participate. Finding light from
this predicament, the utilization and directly targeting the most in-demand platform people resort to
would grant a huge leverage in promoting or laying out information. Having said so, the
reintroduction of Intramuros through the internet will be resurfaced in the radar like never before.
Using the technology, E-brochures could be the friendliest material to reach the far-fetch visitors of
Intramuros and get their curious, interest, and their bored vibe to be enticed into coming to
Intramuros. Also, through the e-brochures travelers could already have a vivid idea about the safety
precautions, rules, and facilities which they could anticipate experiencing when visiting the site.
The supposition that through this E-brochure, both end of the spectrum acquires an efficient and
advantageous impact on their convenience, financial aspects, and safety. Finally, the proposed
objectives are in line to address and aid the potential threats that might cause a further
overwhelming damage to the aspects which makes Intramuros stagnate

X. References:
Aquino, R. (2017) Historical Accuracy and Adequacy of Information in the Conduct of City Tours
in Metro Manila. Ugong 2017, Volume 9. https://www.sanbeda-
alabang.edu.ph/bede/images/researchpublication/UGONG/ugong2017vol9-5.pdf

Conde, M. (2018, June 30). The history of Manila’s walled city of Intramuros. Culture Trip.
https://theculturetrip.com/asia/philippines/articles/the-history-of-manilas-walled-city-of-
intramuros/

Fernando, C. (2021) Intramuros Tour Guide: 10 Places That Will Let You Travel Back in Time.
Retrieved from https://www.zenrooms.com/blog/post/intramuros-tour/

Intramuros: Sustainable creative urban heritage district. (2020, January 4). Manila Standard.
https://www.manilastandard.net/lifestyle/travel-and-leisure/314073/intramuros-sustainable-
creative-urban-heritage-district-01042020.html

San Jose, C. (2019) Students, senior citizens, PWDs can visit Intramuros’ many attractions for
under P200 using this pass. Retrieved from https://nolisoli.ph/64587/visit-intramuros-pass-
csanjose-071019/

Tangible heritage in archaeology. (n.d.). SpringerLink.

https://link.springer.com/referenceworkentry/10.1007%2F978-1-4419-0465-2_1141

UNESCO World Heritage Centre. (n.d.). World heritage and sustainable tourism

programme. https://whc.unesco.org/en/tourism/