An integrated marketing communication campaign for the launching of paintball blaster (Multiline Import & Export Co., Inc.)


Jayson Lo

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications


Ramon V. Del Rosario College of Business


Marketing and Advertising

Thesis Adviser

Julie Tanada


Despite the global financial crisis, the Toys industry is still experiencing growth in almost all regions of the world. In Asia, China is considered as one of the manufacturers and exporters for toy products catering to almost 70% of the world market. Looking forward, China will be expecting a 40% growth by year-end. In the Philippines, there are approximately 80 distributors of toys from different categories and various product lines. Toys are made available in the market through retail distribution in major malls such as SM, Robinsons and Ayala. Some of the distributors are already more than 20 years in the business making them experts in the toy retailing field. Because of the presence of a wide variety of product offerings and veteran players in the toy industry, the challenge for Multiline Import and Export Co, (MIECI) is how to stand out from all the communication clutter and emphasize the companys positioning, being a new player with only five years of productive experience, amidst competition. This Integrated Marketing Communication (IMC) campaign aims to promote MIECIs company image as a reliable distributor and leading provider of pioneering, unique and innovative products better than competition. The company will explore fresh new toys and brands in the form of safe, non-toxic paintball guns under the Paintball Madness Campaign targeted to the B2C market, in order to ignite attention and promote awareness of the toy brand and of the corporate brand simultaneously. The paintball gun category is currently unexplored and unsaturated. In order to further realize these campaign objectives, creative executions will be heavy on Below the Line (BTL) promotion since it was considered the most effective media for communication according to consumer insights. Nevertheless, Above the line (ATL) promotions will also be done to support these media initiatives. Banking on the companys competitive advantage, MIECI will be able translate these communication strategies to improvement in productivity and profitability.

Abstract Format






Accession Number


Shelf Location

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

Physical Description

164 leaves ; 28 cm.


Advertising--Toys; Communication in marketing; Multiline Import & Export Co; Inc--Marketing

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