An integrated marketing communications campaign for Belo Baby

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

Regina Dy

Defense Panel Member

Jose Luis Liongson
Shane Bellare
Prima Angela Sarmientos

Abstract/Summary

Being a Mother is a gift from God, a special gift that God puts into all Moms, a gift to love their kids and protect them even if it meant putting their own life at risk to make sure that there is no danger against their kids. It is a trust from our Heavenly father that he puts into every Mother, to look after owns kids while they live on earth. Unknown

Every Baby is truly a gift from God, a special gift to all Moms. Moms will go extra mile just to give all needs to her baby from nutrition, pampering, protection, security and welfare. They will surely get the best products in the market and do everything right for their baby. The Mother and Baby Care industry consists of products that address the needs of infants in the age group of 04 years and also those of mothers before, during, and after pregnancy. Diapers, baby toiletries, baby accessories, baby bedding, baby care products, baby clothes, baby food, baby shoes, cradles, baby hygiene products, feeding bottles, toys and baby gifts, baby cosmetics, and strollers are a few examples of baby products.

The number of small regional manufacturers of mother and baby care products is steadily increasing, and they are gradually gaining their space in this emerging industry. Small regional players focus on regional needs and accordingly launch their products. The rapid economic growth and high birth rates in the emerging markets increase the demand for these products to a larger extent as compared to the low birth rate in developed countries.

One of the local manufacturers to invest in the Baby Care products is Intelligent Skin Care Inc. (ISCI), which was founded in 2007, and a member of the Belo Medical Group of Companies founded by Dr. Vicki Belo. ISCI also the makers of Belo Essentials skin care formulations, Belo Nutraceuticals, Belo Sunexpert and Belo Men and the recently launched Belo Baby. ISCI is a mainstream consumer skin care line now found in supermarkets nationwide. Even though they are new in the industry, the powerful branding and quality control drove sales beyond expectations.

This integrated marketing campaign will focus on Belo Babys strategy in penetrating the baby care industry it will target millennial moms who seek new information thru research in Internet. They usually gather facts before purchasing specific product for their baby. They are health oriented moms, which means they are keen in selecting which products to use to their baby and most especially they are familiar with Belo brand. All communication materials were strategically located in touch points where moms usually go.

As a Fast Moving Consumer Goods (FMCG) company, which distributes heavily in supermarket channel, a strong presence of Belo Baby in retail including trademarketing programs such as deployment of different point-of-sales-materials, push-selling, cross merchandising and sales promotion and bundled pack is recommended. TV, Print media and Advertorial will also be present to introduce Belo Baby in wider market. Moreover, events marketing is also recommended to add hype and noise to the brand. Finally, a digital campaign strategy is presented to reach out the millennial moms who are tech savvy. Belo Baby will penetrate social networking sites or SNS such as Facebook and Instagram to continuously promote the brand to the mind of consumers. E-commerce business will also be given a priority for mothers who find it difficult to leave the house just to buy a couple of baby necessities. All possible touch points of the target market were covered in the campaign to increase Belo Baby awareness and usage and penetrating to millennial Moms.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05986

Shelf Location

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

Physical Description

201 leaves ; 28 cm. + 1 computer optical disc.

Keywords

Communication in marketing; Advertising campaigns; Infants' supplies

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