An integrated marketing communications campaign for Clara Ole

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

Julie Tanada

Abstract/Summary

Since its introduction in 1937, spaghetti sauces have been used by Filipino Families may it be just in their simple menus or during fiestas.

Our consumers desire for variety in spaghetti/pasta have been very evident with the growth of different variants amongst the different spaghetti sauce brands.

In 2001, SYSU international, came up with its own unique line of spaghetti sauce CLARA OLE Spaghetti Sauce.

This paper reviews the current situation and factors that have to be considered in formulating a marketing communications strategy for Clara Ole and proposes a recommended campaign for it.

With the desire to excite and change the way Filipinos come up with their everyday or fiesta pasta dishes, Clara Ole wants to make a mark that spaghetti can be more than just a meat sauce. It is an adventure worth taking making every Filipino pasta dish an encounter to look forward to.

To enhance this positioning, Clara Ole aims to re-launched its name in the industry by having an integrated marketing communications campaign that embodies Clara Oles adventurous line of spaghetti sauces.

The initial objective is to create awareness of the brand, what it can offer, changing consumer behavior to one of acceptance.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05407

Shelf Location

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

Physical Description

56, 2 unnumbered leaves ; illustrations (some colored) ; 28 cm.

Keywords

Communication in marketing; Sales promotion; Clara Ole--Marketing

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