An integrated marketing communications campaign for Tanduay Cocktails

Date of Publication

2012

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

Luz T. Suplico-Jeong

Defense Panel Member

Esperanza Poblador

Abstract/Summary

This Integrated Marketing Communications campaign was designed as a formal launch of Tanduay Cocktails. The campaign's objectives are: 1.) To boost awareness of the entry of Tanduay Cocktails in the alcoholic beverage industry in 60% of consumers ages 21-27, predominantly female, in the socio-economic class C over a period of 3 months. 2.) To generate traffic by getting in front of the consumers and drive them to share their enjoyable Tanduay Cocktails experience. 3.) To be the top of mind and encourage trial and feedback for premixed cocktails. The campaign will run continuously and in equal weights from March- May.

The target market, 21-27 year olds from socio-economic class C, like mixing and experimenting with drinks, but never get the perfect mix like the ones done by experts. They are constantly looking for the right mix, thus the big idea of the campaign, If it's mixed right, it tastes right it's got to be the true ready-to-drink Tanduay Cocktails. With the tagline, More flavor, less awkward moments. Tanduay Cocktails.

The media mix encompasses Above-the-Line and Below-the-Line efforts. The media strategy will be utilized at times when the target is most open.

Post-campaign surveys, interviews, FGDs, sales reports, and other research methods will be utilized in order to determine the effectiveness of the campaign.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022100

Shelf Location

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

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