An integrated marketing communications campaign for Rudang Brand Herbs and Spices

Renaldi Kemal

Date of Publication

2008

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Enrique Da Roza

Abstract/Summary

Rumah Rudang, an established Indonesian company in the herbs and spices industry is now in the position where they have the opportunity to expand their business in a new market. The Philippines as a neighboring country will be either first market destination overseas. Rumah Rudang will use the brand name Rudang Asian Spice for easier recognition and recall of the product. The Philippines market is less saturated with only very few major players compare to the Indonesian market. The significant growth of the herbs industry that includes the powder mixes segment makes the Philippines an attractive market to venture. Herbs and spices which has long been the identity of Asia since the earliest centuries has been taken over by global player, and Rumah Rudang will try to reverse that by educating consumer about herbs and spices. To achieve its objective, Rumah Rudang will use an Integrated Marketing Communications campaign, to promote its extensive product lines with a emphasize on customer touch and experience.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05406

Shelf Location

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

Physical Description

63 leaves ; illustrations (some colored) ; 28 cm.

Keywords

Communication in marketing; Sales promotion; Advertising; Rudang Brand Herbs and Spices--Marketing

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