Canon PIXMA P200: Cherish moments: An integrated marketing communications campaign for Canon Marketing (Philippines) Inc.

Date of Publication

2013

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

Jose Luis R. Liongson

Defense Panel Chair

Enrique V. Da Rosa

Defense Panel Member

Robert Jaimes Boyles

Abstract/Summary

from digital cameras to inkjet printers. Under the company comes the Canon PIXMA series that handles various kinds of printers from basic home printers to professional ones. Albeit the wide range of models, Canon PIXMA has a unified ambition: to endorse creative connectivity.

Canon PIXMA P200 positions itself as a printer that fits essentially in your household with its compact design. An affordable quality printer with the basic functions of Print, Scan, and Copy, it was released on September 2013 with limited and minimal marketing efforts. With its promising features and accessories, it deserves to be advertised with more aggression and venture.

The campaign aims to establish an integrated marketing communications strategy that would target a potential and growing market that suit s the characteristics of Canon PIXMA P200hip moms. These are moms ages 25-35 from socio-economic classes AB and C who have free time for their kids and are fond of documenting their kids activities.

The campaign would employ advertising strategies that make use of a cross between digital or new media and below-the-line marketing efforts. Per clients request not to implement above-the-line or traditional marketing, the campaign would maximize the other techniques in order to spark the interest and gain the hearts of the consumers.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022221

Shelf Location

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

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