Title

An Integrated marketing campaign for Mojo Sandals: Step Up With Comfort Technology

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 Department

Thesis Adviser

Donald Patrick Lim

Abstract/Summary

With his passion, Jose Cuerdo created Mojo Sandal starting from a very simple design which at start only aims to protect the feet. His creations have gone far, and received a positive response from peers and friends, this was the day he bent on to realize his passion can be a good business. Cuerdo explored more, and worked on , manufacturing his hobby to real business. Mojo sandals had grown, and has conquered several cities and provinces in the Philippines, which include 43 outlets. Mojo became known as well because of the below the line efforts, particularly in surfing, kayaking, trekking, and mountaineering activities to sports enthusiasts.

Mojo sandals became an outdoor activity wear in 2006, when it partnered with the Outward Bound Gear Incorporated. Mojo sandals for sometime had been aggressive focusing on seasonal events. Budgets were allocated more on the outdoor events since it tries to position for niche market. However, this time Mojo is proposed to embrace a new market positioning, which is eyed eventually to help the brand prosper and penetrate wider target market.

This new market positioning will work on the broad C market. All measures and activities proposed activities aligned to the company, real budget figure, culture of the company.

The goal of this campaign is strategically well stitched to create Awareness, Interests, Desire, and Action from the buyers who are in general demand and experience Comfort and Style, the reason why Step Up to Comfort Technology is born.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006311

Shelf Location

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

Physical Description

computer optical disc.

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