An integrated marketing campaign for The Store at DLSU

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

Thesis Adviser

Jose Luis Liongson

Abstract/Summary

The DLSU Store, The Store at DLSU, or simply called The Store is the official merchandise outlet and boutique shop of De La Salle University. The stores physical store has already been active since 2012 and is the go-to place for various kinds of official university merchandise ranging from apparel like shirts, jerseys and jackets to other items like bags, USBs, ID lanyards etc. A portion of the money made by The Store is given to the One La Salle Scholarship fund, which will help provide the best and brightest aspiring high school students of the country the opportunity to enrol and study at DLSU with free tuition.

The target consumers of The Store are the entire collective of the DLSU community which includes students, faculty personnel, staff, alumni as well as professors and teachers. The Store also caters to the people outside the DLSU community who are enamoured by the DLSU brand. Although not part of the university itself, this part of the market can help increase brand visibility and exposure for the brand as well as the school itself.

The current marketing efforts to promote The Store at DLSU consist of a mix of both modern and more traditional trends that the target market is usually exposed to. To capitalize on the steadily growing trend of online social media, the store has an existing, yet rarely updated, Facebook fan page. The Store is also actively present in DLSUs official website through web banner announcements and also featured on the official university blog during promo events and new item launchings. For internal marketing, digital banner announcements for The Store at DLSU can be seen sometimes in the various LED Green Screens strategically placed in key campus locations. The Store at DLSU is also sometimes featured in the official university newsletter: 2401. The flagship boutique store is located at the second floor of the Enrique Razon Sports Center at the DLSU Manila campus. A second will soon open at the new DLSU Science and Technology Complex at Laguna during the 3rd quarter of 2014.

This Integrated Marketing Campaign will focus on the discovery of new channels that The Store may utilize to maximize its reach of the target market. The IMC will also maximize the channels and other existing marketing efforts currently being used by The Store to further increase sales which in turn will help the university continue its goal of providing scholarships for the best and brightest.

Successful and effective executions of the IMC for The Store will help increase the brands visibility and sales, help the schools scholarship program efforts, as well as provide easier access to official merchandise for the target market.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006336

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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