An integrated marketing campaign for Street Chef

Date of Publication

2015

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

Romeo Catap, Jr.

Abstract/Summary

The Consumer Foodservice Industry in the country continues to grow as the full-service restaurant category has a current value growth of 4% and cafes and bars category sees a current value sales rise of 3% in 2013. Dining out becomes a favorite past time of more Filipinos as a form of family bonding, relaxation, and indulgence it is further stimulated by the proliferation of shopping and commercial centers in urban cities and value-for-money meals, promos, and discounts from group buying discount sites.

Filipinos have a strong appreciation of and place premium on restaurants that serve food that offers authentic flavors. Foreign brands have taken advantage of the growing affluence of Filipinos in urban cities and have begun to enter the consumer foodservice industry bringing in new full-service restaurant concepts thereby challenging local full-service restaurant brands to be more innovative in creating new food options and better dining experiences.

Given the lucrative landscape growth of the industry local and independent full-service restaurant brands like Street Chef Resto Bar can take advantage of this opportunity by introducing its food concept of reinventing popular traditional Filipino dishes and street food into an upscale gourmet-style experience.

This integrated marketing communications campaign will take advantage of Street Chef Resto Bars unique selling-proposition which is its food concept with the tagline Filipino Food Reinvented. The campaign aims to create brand awareness for the brand within the Mandaluyong area where the resto bar is located and to nearby cities in Metro Manila. It also aims to create a positive brand image to its target market by highlighting the resto bars advocacy in providing employment for individuals who are talented in cooking and are service-oriented but have no formal education in the culinary arts. Furthermore, the campaign also aims to improve its overall look, service, and marketing efforts in order to increase the number of its customers and at the same time capture new markets.

The campaign will be mostly using the e-marketing platform thru the following: website, social media sites, group-buying discount sites, and online directory listing sites and will be supported by direct marketing efforts thru flyering, promos and events marketing and other forms of in-house promotions for six months. By the end of this campaign it is predicted that there will be an increase in Street Chef Resto Bars brand awareness and brand image online and offline as well as an increase in the number of diners and regular customers thereby also leading to an increase in sales.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006331

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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