An integrated marketing communications campaign for Okuya

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

Abstract/Summary

Food business in general has always been promising. Obviously, all people eat and as the population grow so does the demand for food. These businesses have been most of Filipinos dream. It is like the next step to having acquired a certain taste is to plan of opening a restaurant.

OKUYA FOOD EXPRESS prides itself as being true to its Japanese root. Together, the Okuya Family has grown their business to 5 branches. All branches are in major malls within the business districts in Metro Manila. In this study, the business finds itself on another verge of expansion. Also, the territory might not be familiar. Having been in the food courts for so long, the business is gearing up to now put up a standalone business establishment.

Nag- Naga is in the center of Camarines Sur, about 377 kilometers towards south of Manila, around 7 hours by car travel. It has a total land area of 8448 hectares. Naga the citys name, even before the Spaniards, was derived from the famous narra trees that flourished in the lands. Naga also prides itself for having the Lady of Penafrancia which draws millions of pilgrims every year. Apart from other industries, Outsourced Business Processing (BPO) is firing up Nagas urban areas. Continuous developments are ongoing in CBD-I and II, Naga Centro, Brgy. Triangulo

Introducing Okuya to Naga City- With the Naga City being open to fresh ideas and concepts, Okuya has to bank on the optimism that the market provides. The brand and message should be distributed to the maximum reach possible. Despite that, having a lean budget for marketing strikes a balance for acquisition of advertising efforts.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006316

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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