An integrated marketing campaign for Chef's Classics Stainless Steel Cookwares

Date of Publication

2012

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

Ramon M. Barredo

Abstract/Summary

The cookware category is a diverse category in the Homewares Industry. It is mainly dominated by stainless steel cookwares according to respondent preference and is followed by non-stick cookwares in second place. Furthermore, there are three common types of cookware in Greater Manila Area (GMA) namely: the frypan, the casseroles and the sauce pan. The Usage, Attitude, and Image (UAI) study also revealed that the respondents are looking for cookwares that are durable, affordable and has health benefits, all on which stainless steel cookware can deliver.

Department stores are still the leading distribution channel. It is safe to assume that different commercial complexes like malls are greatly influencing this form of distributing cookwares. Maximizing cooking demonstrations inside the department store is one effective tool in promoting and increasing brand awareness among cookware brands. It is also a good thing that products like kitchen tools will be readily available for purchase because it is the most mentioned item that the respondents by together with their cookware.

Lastly, we should always remember the attitude of the buyer is to purchase alternative brands in case their preferred brand is not available in their chosen distribution channel.

With this in mind, we are proposing a) to inform 60% or 10.12million of the 23 to 29 year olds of GMA on the variety of stainless steel cookwares offered by Chefs Classics, b) increase brand awareness by 45% among the 23 to 29 year olds in GMA, c) increase the usage of stainless steel cookware among 23 to 29 year olds by 45% by highlighting the key cookware qualities like durability, value for money and health benefits and d) to raise product usage by 40% among the secondary target market of 30 to 39 year olds highlighting key cookware qualities.

The creative objectives are to increase the awareness that stainless steel cookwares are the most durable, health-friendly and reasonable priced kind of cookware and convince the target market that stainless steel cookwares are durable, health-friendly and reasonable priced cookware compare to non-stick coated cookwares.

The campaign would like to emphasize that Chefs Classics stainless steel cookwares are well-rounded, dependable, and simple. This will reflect the tone and mood of the campaigns advertising: Confident, Fun and Slice of Life. The campaigns target market will be female, 23 to 29 year olds that are starting a family. They are also under the foodie segment where they take pictures of the food, they have strong interest with food and they tend to replicate it at home. Not only that, the target market is known to be internet savvy and highly sociable.

The media objective is to be able to reach 60% of foodies that belongs to the 23 to 29 year olds in GMA to improve brand awareness and increase product usage with a frequency of at least 5 exposures to cookwares through various media executions.

The media mix includes: press and product launch, print and billboard ad placements, culinary competitions and participation in different bazaars and food expositions. The highlights of the campaign are the following: First, Culinary Boot Camp, a sales promotion approach to reward the Chefs Classics loyal customers with a free cooking class. Second, launching of the mobile application, the concept is to create a mobile application where foodies can upload/share their recipes and pictures. Recipes from other foodies can be downloaded as well using the mobile application. Lastly, a Mobile kitchen wherein an 18-wheeler truck will be transformed into a kitchen where a live cooking demonstration will be happening. The concept is to bring the mobile kitchen to different bazaars, food expositions and food market like Mercato in Bonifacio Global City and Salcedo Market in Makati.

The campaign is expected to incur expenses of Php 22.73 million having the billboards, hangsigns, and electric billboard getting most of the budget wit Php 7.2 million (31.70% of the total expenses). Followed by PR with Php 6.6 million (28.99% of the total expenses) and print and online ad placements with 2.7 million (11.97% of the total expenses).

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006262

Shelf Location

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

Physical Description

computer optical disc.

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