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
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
Recommended Citation
Cifra, C. (2008). An integrated marketing communications campaign for Clara Ole. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/4420