Revitalizing the drink of life: Re-launching Lipa Fresh Buko Juice: An integrated marketing communications campaign

Date of Publication

2010

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Change is inevitable in as much as it is never ceasing. As human knowledge expands and gains further awareness as well as understanding of his entire being and that of the world around him, his behavior and attitudes would eventually evolve. And consequently, his demands develop into a more complex set of needs and wants that only tends to further push in his pursuit for something better.

Consumes are bow smarter, in that they have evolved into individuals who no longer simply accept information being fed to them instead, one finds a population more vocal in their needs and wants. And the shift from a manufacturing-oriented market to a more consumer-oriented market is a testament to this. Increasingly, consumers are becoming more aware of themselves and conscious of the things around them whether it be due to the increased number of information and easy access to it or simply because they have become more perceptive of who and what makes them the persons that they are. Today, we see individuals motivating and pushing themselves further, aiming for ideals that were once deemed aspirational.

The concept and pursuit of genuine health and overall wellbeing are concrete examples of this awakening and change in consumers from the simple understanding of eating in order to survive, to demands for specific nutrient-enriched products to improve either their physique or internal system in a particular way. And the true enough, it brought about a multitude of ideas and concepts that did not just cater to the current demand for both tangible and intangible goods that could satisfy this need, but have stimulated further advancements that are opening consumers minds even more to various possibilities that can aid them in their pursuit of achieving their health and wellness goals.

Companies that take note of emerging trends and work its way to converting these opportunities into vantage points for its organization faces an arduous task as at anytime consumer trends can suddenly shift towards a whole new different direction and what was once deemed viable may suddenly burst and just fade away. Then again, if and when opportunities are properly utilized, it has its own rewards that me-too companies could only wonder what if they had jumped on it first.

Lipa Fresh Buko Juice is made from one of the richest natural sources of nutrients for the human body. Filipino forefathers have long acknowledged the health benefits of fresh coconut or buko juice and yet modern Filipino consumers are not so saluting. Not only is it low in fat and calories, but also contains detoxifying agents that aid in cleansing the body and its systems. And with the multitude of recent researchers and studies delving deeper, uncovering more positive health advantages of buko juice intake, product like Lipa Buko Juice can be expected to take off if and when it is able to position and market itself effectively.

This integrated marketing communications (IMC) campaign focuses on Lipa Fresh Buko Juice and its marketability and potentials for future growth and development in the Philippine juice drink industry. This proposal is presented in a chronological manner based on the steps undertaken by the author to complete it. Evaluation and analysis of all data presented follows after each presentation of data.

The Lipa Fresh Buko Juice campaign starts by establishing the background of the campaign, setting definitions and parameters to provide flow and direction to the succeeding sections.

The situational analysis that follows provides in-depth industry information that aims to uncover market situations that justifies the pursuit of Lipa Fresh Buko Juice to own a share in the said market landscape. It addresses concerns of market viability whether or not there is a need or want for Lipa Fresh Buko Juice are there specific consumer needs or wants that are not currently being satisfied and that the product at hand could provide answers to as well as market profitability and outlook where consumer demand is evaluated on whether or not the brand can grow and develop because of it.

This is then followed by an in-depth analysis of the company, its brand and product. This segment aims to further understand the organization and its elements as a whole and as parts of the whole so as to shed light on its current performance in the industry. It shall layout the various strengths and weakness that would inevitably affect the marketing and advertising strategies to be suggested.

After evaluation of all secondary data, primary data based on consumer surveys, focus group discussion and in-depth interview follows with the aim to further understand consumer behaviors that are directly linked to their consumption and purchase behaviors. From these results, analysis of competitors performances and current initiatives have also been flashed out, further shedding light on the most probable and potentially profitable market segment for Lipa Fresh Buko Juice.

Having exhausted all means to uncover consumer truths and brand truths, the campaign moves on to discuss the basis of this campaign based upon all information gathered and analyzed.

The target market is clearly defined and the marketing mix conceptualized to take into consideration which messaged and mediums would the said desired consumers be most susceptible to. Samples of creative executions shall be presented together with media strategy and rationale. Finally, a timetable for media releases have been formulated together with a proposed budget and its allocation that took into account the companys given situation. A summary and presentation of possible campaign evaluation methods as well as recommendations for future initiatives are given at the end of the proposal.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05395

Shelf Location

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

Physical Description

93,108 unnumbered leaves ; illustrations (some colored) ; 28 cm. + 1 computer optical disc.

Keywords

Coconut water--Marketing; Advertising--Beverages; Communication in marketing; Lipa Fresh Buko Juice--Marketing

This document is currently not available here.

Share

COinS