Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading…
Transcript

STRENGTHS

WEAKNESSES

Situational Analysis

• Outdated technology due to

incompetent IT which affects

customer service

• Established for 71 years since 1928

• Brand name

• Prominent and well-known in the industry of telecommunications

in the Philippines

• Largest capitalization among

Philippine listed companies

(Philippine Stock Exchange and

New York Stock Exchange)

Legal

Industry

Social and Cultural

SWOT Analysis

IP CODE - Republic Act No 8293 “An act prescribing the intellectual property code and establishing the intellectual property office, providing for its powers and functions, and for other purposes”

The rights in a mark shall be acquired through registration made validly in accordance with the provisions of this law. (SECTION 122) The applicant or the registrant shall file a declaration of actual use of the mark with evidence to that effect, as prescribed by the Regulations within three (3) years from the filing date of the application.

During the year 1999, under the governance of former President, Joseph Estrada, the society back then exercised their right in freedom of speech ever since the 1986 People Power Revolution, which paved way in a democratic regime and urged the civil society in participating in political and social affairs.

In the early 1990s, the telecommunications industry is booming along with the rise of call-center agencies. The call-center service business is thriving with the entry of foreign companies like America Online, Etelecare International, People Support, and Getronics.

In 1999, PLDT is still the largest local exchange carrier in the country in terms of facilities, area coverage, number of connections and ravenous, owning and operating the most extensive nationwide transmission network.

OPPORTUNITIES

THREATS

• Partnerships across the globe

• Expansion to provide service to a larger scope of consumers

• Provide consumers with better service by improving technology

• Demand for innovating communication service technology in the Philippines

• Competitors in the same industry

• Rapid changes in technology

• Issues and crises that may damage the company’s reputation and cause volatile costs

PLDT vs. PLDT.COM

How will Philippine Long Distance Telephone Company claim exclusive rights over the trademark “PLDT” and ownership of pldt.com, when it is registered to a different organization under the name of Gerard Kaimo?

Problem and Opportunity Statement

How will PLDT maintain a good image after suing Kaimo and his domain, "pldt.com"?

OBJECTIVES

How will PLDT convince their customers to directly go to their own domain pldt.com.ph, instead of Kaimo's website?

POV: External Public Relations team of Philippine Long Distance Telephone Co. (PLDT)

To protect the company’s reputation throughout the whole period of proceedings in the court

PLDT filed a 1.3 million lawsuit against Mr. Gerardo Kaimo, the owner of the satire site "pldt.com in September 1999

To seek better engagement with the customers, especially the stakeholders of the company by creating a new platform of communication, which is a webpage that would cater to the addressed needs and complaints of the consumers and provide solutions

To settle the case by coming up with a viable solution and an agreement with Mr. Gerard Kaimo

ACTION PLAN

To maintain a good and positive relationship among its stakeholders even after filing a case against PLDTI and Mr. Kaimo, which touches the issue of freedom of speech

To communicate to the publics that the company has nothing to do with the satire site “pldt.com”

PLDT claimed automatic ownership of the domain "pldt.com" and argued that using "PLDT" in meta tags of the satire website is illegal due to trademark dispute

In 2006, Mr. Kaimo turned over the domain "pldt.com" to PLDT after reaching an agreement, ending the 6-year trademark dispute

The case happened on September 1999 when PLDT Co. filed the case against Mr. Gerardo Kaimo in the Quezon City Regional Trial Court

Write here, Right now

“pldt.com.ph is Clearly For You”

“PLDT – Pushing Limits, Developing Technology”

• seeks to provide the current and potential consumers a new platform of communication

• the company will create a website within the next 3 months, made specifically for customer relations only. It will be used to answer inquiries and give solutions to complaints or problems being experienced by the consumers

• the website will be advertised through brochures that will be distributed and are also available in all PLDT branches, and commercials to bring awareness to the publics about the said project

• the management should embrace and promote “pldt.com.ph” to create a trademark that manifests the image of the company with a domain “.com.ph,” since PLDT is in fact the largest telecommunications company in Philippines

• An information dissemination shall be done through a campaign that would last for a maximum of three months, so that the publics would be informed that PLDT is not in any way affiliated with “pldt.com” and would establish a new form of trademark to the publics.

The alleged Mr. Kaimo defended that "pldt.com" was only used as a satire website and a vehicle to intensify public awareness, not for unfair competition and tradename dilution

Mr. Kaimo, together with PLDTI filed a counter suit against PLDT as "maliciously filed" and was favored by the court in year 2004.

• a long-term plan that would have a duration of 1-3 years, which will serve as an investment for the company, because it aims to improve its system and technology for the betterment of its customer service

• PLDT should innovate and offer new services

to compete with other companies

• product launching will be done to gain public awareness once the developments are made.

Background

Information

ACA #1

PLDT should be able to conduct an internal communication first between the company and Mr. Kaimo to find a settlement or an agreement with the domain name and trademark issue without having to sue him along with PLDTI.

In line with this, the company should put their effort in the developments of their website and provide customer care and attend to the complaints and negative feedbacks of their subscribers.

Alternative Courses of Actions

ACA #2

ACA #3

The management should continue to sue Mr. Kaimo to successfully shut down the website and prevent it from causing further damage to the company’s reputation.

PLDT shall be able to communicate with Mr. Kaimo and PLDTI, requesting or negotiating them to give “pldt.com” to the company to serve as its domain name.

Learn more about creating dynamic, engaging presentations with Prezi