An integrated marketing communications campaign for Eight O'Clock Juice

Date of Publication

2014

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

Abstract/Summary

The concentrates category is composed of liquid concentrates and powdered juice concentrates. Majority of the category volume and value is driven by the powdered juices due to its popularity among middle and lower-income segments and the ease of the product format that it offers consumers. The powdered fruit juice category is dominated by two known brands, Tang and Eight OClock, despite the entry of big manufacturers such as Nestle Philippines, Pepsi-Cola Philippines, Liwayway Corporation, Ginebra San Miguel, just to name a few.

The advertising landscape of the category is dictated by Tang, who has been the top spender for the past 4 years with over 60% in advertising tri-media spending, maintaining category leadership through product innovation, promos, activation, and continuous communication. Despite the lack of advertising spending by the number two brand, Eight OClock, it has managed to maintain its volume share and is closing in on the category leader. Product innovation is one of the keys to gain more market share as Filipino consumers are looking for value for money and variety in taste.

Product innovation should go together with promotion as clutter in the category starts to increase, having brand awareness must be taken in consideration and communicate how your brand is different from competition. The campaign highlights the product innovation of Eight OClock as well as educating consumers that powdered fruit juice products are not just about taste but also about nutritional value. The integrated marketing communication campaign aims to build awareness for the brand and strengthen association with health through the mix of different communication platforms anchored on the unique selling proposition of the brand and key consumer insights.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006275

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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