Karen A.

Gonzales November 12, 2021

BSIT 1-1A

Ayala Corporation

The Ayala Corporation is the Philippines' oldest and largest conglomerate, with core
businesses in real estate, banking, telecommunications, and power. It also has portfolio
investments in a variety of industries, such as water, industrial technologies, infrastructure, health,
and education, all of which are expected to drive long-term growth. Ayala also has a social
commitment arm, the Ayala Foundation, whose mission is to improve the lives of Filipinos by
focusing on education, youth leadership, sustainable livelihood, and arts and culture. It continues
to expand its regional and global footprint, serving millions of customers across all market
segments, with headquarters in Makati City and operations primarily in the Philippines.

To ensure inclusivity and non-discrimination, Ayala has implemented a Recruitment,

Compensation, and Retrenchment Policy. Gender, sexual orientation, ethnicity, color, religion,
age, marital status, disability, economic status, and political affiliation are not factors in Ayala's
hiring decisions. All applicants are given a fair chance and are judged on their abilities,
qualifications, and experience. Some business units have also hired people with disabilities,
recognizing their competencies and skills that are relevant to the job opening.

When developing innovative approaches to empower customers and increase product value
for a broader consumer base, including those with limited access to goods and services, Ayala
prioritizes these factors. Their customers are at the center of their operations, and they go above
and beyond to ensure that they have a positive and lasting experience with their brand. Their
various initiatives are designed to keep them engaged in the long run as their preferred partner.

As it transitions to a new way of doing business that prioritizes sustainability over

profit, the Ayala Group of Companies is making significant changes to its strategies, business
models, products, and operations. Ayala Corp. chairman and CEO Jaime Augusto Zobel de Ayala
said that for a business to be relevant to society, it must look beyond traditional metrics like
financial statements and balance sheets. This, he said, would necessitate looking at the bigger
picture, as well as the social and environmental impact of the business, rather than just the
economic front, which includes profits, capital expenditure, taxes, and employment. While
adopting sustainability as a business strategy reflects their beliefs about how the Ayala Group
should conduct business, he noted that there is a new idealism in the air, with more young people
looking for institutions that share their values.

Different types of Marketing strategies:

Get existing customers of Ayala Zobel to buy more – It often involves selling accessories
along with the existing products or increase the usage rate of the existing products. Increase usage
rate is comparatively a difficult task even with a war chest of huge marketing resources.

Improve customer loyalty of Ayala Zobel customers – Marketing efforts can be used to increase
loyalty among existing customers by organizing events, and by providing post purchase
information and services.

Increase market share of Ayala Zobel – Marketing efforts can be used to increase market share
either by driving increase in sales to new customers or by driving higher sales to existing
customers.

Introduce a new product or service of Ayala Zobel – It is the traditional function of marketing mix
– launching a new product and communicating its features, superior value proposition, and
uniqueness.

Better establish the brands of Ayala Zobel – Brand awareness and positioning is one of the critical
objectives of marketing and often organization spend a significant part of marketing budget on
brand positioning.

Increase sales of Ayala Zobel – The goal of marketing efforts is to increase sales of the present
products. It may involve selecting a new target segment or positioning an existing product
differently to a new segment.
Bring in new customers to Ayala Zobel – It may involve launching version of product that can
appeal to new segment of customers or entering new markets.