An integrated marketing campaign for Torre Lorenzo

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

Jose Luis R. Leongson

Abstract/Summary

There are now a lot of options to choose from when it comes to having your own place. From the typical house to townhouses to apartments now there is what we call as condominiums. Though condominiums have been there for a very long time, more and more Filipinos are choosing to stay and live in a condo because of the practicality and convenience it offers.

Currently, the real estate industry in the Philippines has been dominated by large key players such as Ayala Land, DMCI and SMDC. They have been in the business for years and have already established awareness among Filipinos. Developers such as New San Jose Builders Inc and Vista Land have also provided affordable housing situated in strategic locations as well. These are one of the challenges for new players in the industry to introduce its project offers and be on top of the mind the end users.

In choosing a condominium, there are several factors that a typical Filipino would choose from and reasons that will prompt him to make a purchase. This integrated marketing communications campaign for Torre Lorenzo aims to build brand awareness among end-users in both local and international markets through the use of marketing tools. It also aims to capture its target market and be able to convert them to sales eventually. The marketing budget that will be used for this campaign is 1% of the total sales from the year 2014.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006339

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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