An integrated marketing communications campaign for cosmetics Philippines

Date of Publication

2013

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

Donald Patrick Lim

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Antonio Concepcion
Jhoana Acosta

Abstract/Summary

INGLOT is a Polish cosmetics brand established more than 25 years ago by a young chemist named Wojtek Inglot, whose primary aim was to create high quality cosmetic products at reasonable prices for every woman. The brand was initially available to Poland and nearby European countries and has slowly expanded to the United States and Asia.

This marketing communications campaign is designed to be a localized awareness campaign for Inglot in the Philippines, utilizing media touch points relevant and are standard practice in the local cosmetics industry. The campaigns main objective is to build awareness and engage new users and brand switchers in the young professional market.

The campaign is proposed to run from July 2013 until the end of the year. It will begin with pre-launch activities to excite potential customers and culminate with the creation of an online gateway to purchase products. A proposed budget of P5,500,000 is pegged to cover all expenses to execute the six-month campaign.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006292

Shelf Location

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

Physical Description

1 computer optical disc. 4 3/4 in.

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