An integrated marketing communications campaign for Fashion 21 Cosmetics

Added Title

Fashion 21

Long Quan

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

Ma. Luisa C. Delayco
Bienvenido Lorenzo C. Encarnacion
Jim Marty Ting

Abstract/Summary

Fashion 21 is a cosmetics brand which positions itself as one of the top local cosmetic brands that has undeniable good quality, comes in trendy and stylish packaging with a very friendly price. It caters to the wise value shoppers who know how to make every pero count.

Considering the saturated market of the beauty care industry in the Philippines, identifying the right target market and be able to communicate to them the brand's value proposition is extremely vital. Hence, this IMC campaign aims to increase the level of awareness of Fashion 21 cosmetics through engagement strategies. This milestone is taking off from the survey result that although the respondents are aware of Fashion 21, their awareness does not turn into purchase.

More specifically, this IMC campaign will be using the tagline Always my best everyday, Fashion 21. Further, this campaign will be capitalizing on the strengths of social media, digital marketing, print and through an off-line event which will serve as the post activity of the six-month campaign.

Abstract Format

html

Note

Always my best everyday, Fashion 21

Language

English

Format

Print

Accession Number

TG05990

Shelf Location

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

Physical Description

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

Keywords

Communication in marketing; Advertising campaigns; Cosmetics

This document is currently not available here.

Share

COinS