A marketing plan for Ginebra San Miguel

Date of Publication

2013

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Regina C. Dy

Defense Panel Chair

Carmelita M. Walton

Defense Panel Member

Robert Boyles

Abstract/Summary

The spirits industry in the Philippines has three major players, Ginebra San Miguel's gin, Emperador's brandy, and Tanduays rum. The competition is very tough among these three major competitors, where Ginebra San Miguel is the leader. These three companies are not only the top selling brands in the country, but also lead in their own categories worldwide. Ginebra San Miguel is the number one selling gin in the world and has been winning numerous awards from the Monde selection. Emperador Brandy is the number one selling brandy in the world. Tanduay Rhum is the number one selling rum in the Philippines and number two selling rum in the world, second to Bacardy. Bacardy sells its products worldwide while Tanduay sells its products only in the Philippines, which is the reason Bacardy has higher volume sales than Tanduay.

Ginebra San Miguel is currently aiming to focus on their secondary target market, belonging to the age bracket between 21 to 34 years old, to gain a bigger market share. The Ginebra San Miguel management wants to create a marketing ad campaign that will appeal to the younger market. This paper is intended to create both above the line and below the line advertising that will center on the secondary market and convey that strong men are winners in life. The goal is to generate a uniquely Filipino appeal to this market. The campaign plans the use of the Barangay Ginebra Basketball Team and do a Barangay Ginebra campaign that will cater to the Filipino culture of camaraderie and sportsmanship especially in the field of basketball.

The campaign is centered on basketball. The brand plans to make use of the Barangay Ginebra basketball team in this public relations campaign.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022208

Shelf Location

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

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