An integrated marketing communications campaign for Metro

Added Title

Integrated marketing communications campaign for Metro Oil

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

Shane Aldrin Bellare

Defense Panel Member

Joshua John Padolina
Romeo Catap, Jr.
Sidney Tan

Abstract/Summary

Since the Downstream Oil Industry Deregulation Act of 1998, various independent oil companies joined the Big 3 Petron, Shell, and Caltex, which have enjoyed the biggest market shares for the longest time. With the continuous increase in sales of vehicles in the Philippines, the fuel business in the country will remain profitable.

However, a big demand for fuel does not immediately equate to big sales. With so many fuel companies budding plus the strength of the major players, the market is saturated and competition is fierce.

For an independent fuel company like Metro Oil who is relatively new in the business and is still in need of brand awareness, such is the case. Therefore, this campaign is designed to increase brand awareness for Metro Oil, and, in the process, encourage trial and conversion of its target market, all within fiscal year January to December 2017.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05998

Shelf Location

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

Physical Description

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

Keywords

Communication in marketing; Advertising campaigns; Petroleum

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