An integrated marketing communications campaign for Surfer Girl - Philippines

Date of Publication

2016

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

Nino Jose Gonzales

Defense Panel Member

Bienvenido Encarnation
Shane Bellare
Kristin Chua

Abstract/Summary

This Integrated Marketing Communications (IMC) campaign was designed as a re-introduction of Indonesian footwear and apparel brand Surfer Girl in the Philippines.

The brand was launched in the country on September 2013. In its three years in the Philippines, Surfer Girl strived to compete in the cluttered market. However, most of its target market - teen girls ages 13-18 in Metro Manila, are not aware of the existence of the brand. Based on the UAI survey conducted by the researcher, 86% revealed that they are not aware of Surfer Girl. Therefore, this IMC campaign was recommended to create awareness on Surfer Girl and its presence in its current store locations to induce purchase of its products.

Using flip-flops as the flagship product of the brand, the six-month campaign desires to create awareness on Surfer Girl as a brand for teen girls, ages 13-18 years old from socio-economic class broad C and be among the preferred flip-flops brand of teen girls for its comfortability, quality, durability, unique design and reasonable price. This will be done through cost-efficient Online efforts (social media), Out-of-Home execution and Events marketing.

The success of the campaign will be measured through the increase in its social media followers, reach and engagement. The increase in engagement should not just mean creation of awareness, but also translate to action and purchase of Surfer Girl products, specifically the flip-flops. Positive reviews and comments are also expected throughout the campaign because this would mean satisfied customers.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05982

Shelf Location

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

Physical Description

152 leaves ; colored illustrations ; 28 cm. + 1 computer optical disc.

Keywords

Communication in marketing; Advertising campaigns; Footwear industry--Philippines

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