An integrated marketing campaign on Nescafe 3in1
Date of Publication
2010
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Advertising Management
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Anlex Basilio
Defense Panel Chair
Aristoteles C. Estrella
Defense Panel Member
Jose Luis Liongson
Abstract/Summary
This is an Integrated Marketing Campaign for Nescafe 3in1 that aims to improve its competitiveness. Situational analysis concludes that Kopiko, one of its major competitors based in Indonesia, is becoming a serious threat because of its continuous and rapid growth in the local market for the past three years. This campaign seeks to address this competitive threat and arrest the growth of Kopiko by re-assessing Nescafe 3in1 target market and communicating the unique selling proposition of the product the strong Nescafe heritage and reputation. The media channels that will be used in this six-month campaign to communicate the new message are television, radio and out-of-home advertisements.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU022055
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Cunanan, D. C., Domingo, K. F., Garcia, M. C., Naval, M. S., & Uy, K. T. (2010). An integrated marketing campaign on Nescafe 3in1. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18154
