An integrated marketing communications campaign for Belo SunExpert
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
Bienvenido C. Encarnacion
Julie Balabar
Jeaune Padua
Abstract/Summary
According to Euromonitor International, CAGR of Sun Care category is anticipated to increase in its current value by 9% reaches Php 414 million in 2014. Sun care is expected to post a constant value CAGR of 5% by the end of 2019 with total value sales of Php 526 million.
Nivea Sun of Beirsdorf Philippines is the market leader with a value share of 47% in 2014. As they have the largest product line to offer, diversity for the broad market. Multi-international companies such as Nivea Sun outperformed domestic players in the mentioned category as the wider range of products are enabling them to cater to a broader consumer segment.
Domestic sun care player like Belo SunExpert has thoroughly been evolving in the sun care category. The continuous efforts have been taken by the brand to remain competitive in the market.
To create brand equity, this campaign intends to extend product usage and to express how important applying sunscreen daily. The campaign use significant media channels that can directly communicate towards the target market, with a series of sub-campaigns that are promotional driven: Skin Squad (#SquadRules, #TravelSquad and #BestSquadStory).
Abstract Format
html
Language
English
Format
Accession Number
TG05999
Shelf Location
Archives, The Learning Commons, 12F Henry Sy Sr. Hall
Physical Description
103 leaves ; colored illustrations ; 28 cm. + 1 computer optical disc.
Keywords
Communication in marketing; Advertising campaigns; Sunscreens (Cosmetics); Skin--Care and hygiene
Recommended Citation
De Silva, D. (2016). An integrated marketing communications campaign for Belo SunExpert. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/4865