An integrated marketing communications campaign for Fita

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

Milette L. Zamora

Defense Panel Chair

Aristoteles C. Estrella

Defense Panel Member

Jones Campos

Abstract/Summary

Fita Cracker first emerged in the market during the 1950s after World War II. It is a brand under Monde M.Y. San Corporation, a subsidiary company of Monde Nissin Corporation. It was a cracker that was different from the existing brands because of its sweet and salty taste and round shape.

The Cracker industry's brand value share, in 2010, totaled 30.1% of the whole Biscuit industry, with the following major players: SkyFlakes having 17.2% of the shares, Rebisco having 9% of the shares, Fita having 3.6% of the shares, and Ritz having 0.3% of the shares. Fita aims to increase brand awareness and loyalty, while increasing shares and sales (to 4%). The campaign aims to reintroduce Fita to the market and communicate how the brand can be their cracker of choice. It will communicate how Fita is a tasty snack that can be enjoyed anytime and anywhere. The campaign aims to reach at least 60% of the target market (ages 16 to 21, male and female, from socioeconomic class C, in tertiary education) within a 3- month period. The Big Idea of the campaign is Fita lang, pwede na! Anytime, all the time. This statement conveys how the cracker is satisfying and best-fitting for the consumers needs and preferences.

With the mandated budget of PhP 13 Million, a combination of traditional and nontraditional advertising will be employed. To effectively reach the target audience and fulfill the objectives of the campaign, the following efforts will be done: Television, Out-of-Home (Transit Ads & In-Store), Digital, and Activation (Sports Marketing). As for the media schedule, a combination of continuous and pulsing methods will be applied.

To measure the effectiveness of the campaign, various methods will be used such as surveys, evaluation and brand share measurement.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022110

Shelf Location

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

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