An Integrated marketing communications campaign for Carb Trim Iced Tea Mix

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

Donald Patrick Lim

Abstract/Summary

United Laboratories, one of the biggest pharmaceutical companies in the Philippines launched Carb Trim Iced Tea Mix in 2011. Carb Trim Iced Tea Mix is the first iced tea drink in the Philippine market that has natural Phase 2 White Kidney Bean Extract, clinically proven, safe and effective to block carbohydrate absorption by up to 66%.

With the promising 2% Compound Annual Growth Rate (CAGR) of the Consumer Health Industry in the Philippines a projection of 4% CAGR in medium term and the increase in interest of the market with regard to Weight Management and Herbal and Traditional Products Categories, it is imperative for the brand to communicate its attributes well to the target consumers to gain consumption and patronage.

This marketing communications campaign aims to reinforce the product attributes as safe, natural, clinically proven and effective. The Indulge without worrying! propose to utilize TV, Radio, Print, Internet and Below-The-Line Media as touch points to reach the target market. A proposed Php 75 Million budget will be utilized effectively and efficiently for the 6-month duration of campaign that will begin in February 2014 and end in July 2014.

At the end of the campaign, proposed metrics and parameters are being suggested to evaluate the effectiveness of the proposed program.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006257

Shelf Location

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

Physical Description

computer optical disc.

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