An Integrated marketing communications campaign for Free Fish

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications


Ramon V. Del Rosario College of Business


Marketing and Advertising Department


Free Fish is a Japanese footwear brand for women that started in 2009. The brand distributes PVC footwear, which is more commonly known as jelly shoes. Free Fish is now one of the newest players amongst PVC footwear brands in the country, having been brought in by the Primer Group of Companies in 2012. The brands jelly shoes come in a selection of styles, colors, and a range of designs, making Free Fish very versatile.

Although the brand is widely distributed, nationwide, the brand lacks in consumer awareness and trial. Though the brand has much potential to thrive, given the growth in the womens footwear category, the brand is limited by its inability to differentiate itself from its competitors coupled by its limited marketing resources. However, young Filipino women of today are known to have become very fashion conscious. The brand then finds an opportunity to mold its identity according to the various fashion needs of its target market.

This proposed integrated marketing campaign aims to communicate to the market that Free Fish is the footwear brand that can cater to the various fashion styles of young Filipino women. Because it is able to do so, the brand further communicates its support toward the various lifestyles chosen by such women, all of which reflect on their various personal styles.

Because the brands marketing resources are limited, the campaign places more focus on below-the-line strategies, which allow for a more targeted approach, as well as a more direct communication strategy with the target market. The campaign will make use of a media mix that includes a media event, magazine advertorials, and social media platforms. Such media mix aims to promote the brand and boost awareness amongst the target market. The campaign will also make use of sales promotions so as to induce trial amongst consumers.

The campaign will run for six months, from the months of April to October of 2014. After such given period the campaigns success will be evaluated. The campaign expects that the brands awareness and trial amongst consumers increase by 50% at the very least by the end of the campaign period.

Abstract Format






Accession Number


Shelf Location

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

Physical Description

computer optical disc.

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