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

Print

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

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