An integrated marketing campaign for Fit 'n Right

Date of Publication

2011

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

Aristoteles C. Estrella

Defense Panel Chair

Angel Felix D. Basilio

Defense Panel Member

Jones Campos

Abstract/Summary

Fit 'n Right has established itself as one of the top contenders of slimming beverages since it launched its first variant in September 2006. Pioneering in L-Carnitine, it has introduced and set to the minds of the market its association of the brand to weight loss. Because of its innovative breakthrough, it has become the number one juice drink shortly after its release, which resulted to the emergence of the healthy ready-to-drink (RTD) trend in the Philippines.

Due to the increasing health and wellness trend in the country, a lot of other slimming beverages began to rise which stiffened the competition. Though Fit 'n Right's main competitors in the Polyethylene terephthalate (PET) RTD sector are few, a lot of indirect substitutes continue to rise with each of them having their own unique components that claim to aid in losing weight. Some of them also followed the brand in putting L-Carnitine into their products. However, it has not given up on the competition as it continues to transform its brand over the years to improve its fat-fighting power. In October 2011, Fit 'n Right has released its newest variant, now with LCarnitine and Green Coffee Extract (GCE) that blocks sugar absorption and burns fat which could aid in weight loss.

The campaign aims to inform and educate its target market, also known as the yuppies, about the new product variant and how the complement of GCE and L-Carnitine has become one step further in aiding weight loss. The campaign's strategy is to create ads that are in line with the objective of educating the market about GCE and making them aware of Fit 'n Rights new variant. This will be done by coming up with ads that are proactive, amusing and casual that the market can interact with. By the end of one quarter, it is expected that level of awareness will increase by 30% among the Facebook community. In conclusion, the campaign aims to capture the interest and desire of the increasing health and wellness market, which would encourage them to try the product.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022058

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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