An integrated marketing communications campaign for GNC Live Well

Mo Mo

Date of Publication

2013

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

Benison Y. Cu

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Arvin M. Alivia
Ritchie B. Ramos

Abstract/Summary

The sports nutrition industry has been growing every year due to the increase of consumers health conscious. Sports nutrition products is used for Gym goers, both professionals and non-professionals. General Nutrition Center, GNC (Philippines), the subject of this paper, has the largest network with 37 outlets nationwide. The target market for sports nutrition products is the young professional aged 24-33 years old and college students aged 18-23 years old, both SEC A, B and upper C. They lived a great life, and they want to look good, fell good, they would spend hours in the gym just to get a nice body, the body image becomes one of their communication tools. However, the toughest competitor - MuscleTech, still did so well in the Philippines without any official outlets and promotions.

The industry offers so much similar products, the informations about its products are overwhelmed. GNC has its own communication tools to the target market, and events every now and then, the sales increased during the event and dropped again after the event.1 The problem for GNC is that they haven't fully established the communication tools to connect with the entire target market.

To address this problem, this IMC campaign aims to develop a clear brand positioning for GNC by emphasizing its quality as the strength of the products, to focus more on the target market, utilize and maximize the advertising and marketing strategies efforts to increase its trial usage. And its sports nutrition products would be recommended by the most of Gym goers and trainers during and after the one-year campaign.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006283

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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