Integrated marketing communications campaign for Warung Indo


FeiYing Wang

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications


Ramon V. Del Rosario College of Business


Marketing and Advertising Department


This Integrated Marketing Communication campaign is created to expand awareness of potential customers of Warung Indo Restaurant. Warung Indo Restaurant serves sumptuous food ranging from breakfast, lunch, and dinner. This campaign aims to increase the lunch and dinner sales of the Warung Indo Restaurant and promote the interaction between Warung Indo Restaurant and its target market.

Indonesian food restaurants experience lesser but tighter competition as compared to restaurants with other cuisines this is due to the smaller number of Indonesian food restaurants in Manila, but it is also because of the fact that there is a potential market.

The big idea of the IMC Campaign: A Taste of Indonesia- Your Everyday Indonesian Meal . Considering Warung Indo Restaurant's target market, digital/ social media would prove to be most useful in advertising. It is the best way to communicate with the customers. It would also cost less and would be an effective way to reach customers.

Target market of the campaign: 1) Male and Female, 20-50 years old, living or working in Salcedo Village, Makati, belonging to the social economic class B and upper C. 2) Food lovers and professionals whom usually bring friends and families to the restaurants. Not limited to Indonesian food lovers, especially to people who would like to take a food adventure. Delectable-looking foods attract people to try and taste, especially foreign cuisines people like to try new food all the time which is why Warung Indo Restaurant could prove to be very enticing and appealing.

Abstract Format






Accession Number


Shelf Location

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

Physical Description

leaves ; 28 cm + 1 computer optical disc.


Restaurants--Marketing; Sales promotion; Warung Indo

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