Title

An Integrated Marketing Communications Campaign for Hanabishi

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 Department

Thesis Adviser

Donald Patrick Lim

Abstract/Summary

Hanabishi is a brand of small and home appliance in the Philippines established in 1987. Although at a slow pace, it has been in the industry for more than twenty five years and is known for its affordable yet high quality home products consistent with its promise to be the mothers partners in keeping their homes safe, healthy and conducive for bonding. It is not a top of mind brand but due to recent marketing efforts it started to make a buzz of its name among its target consumers.

According to Euromonitor International Reports in 2013, Hanabishi brand ranked 4th both in the small appliance category and in the overall consumer appliance industry. This goes to show that although the brand is getting a certain share in the market, they are still not in number one spot thereby there is a need for a continuous assessment of its existing strategies and extra push to its marketing efforts.

In order to uncover the thoughts and preferences of the target market an online survey among 82 conveniently sampled individuals was done. The result showed that many people are aware of Hanabishi as the brand of small home and kitchen appliances but it is not a top of mind brand. It was revealed in the survey results that although they know Hanabishi, it is not the brand that they are using in their homes. Awareness and preferences of target market about the brands of small appliance varies depending on the product category it belongs. The top reason why, where and when people buy an appliance, as well as the source of information about the brands were also uncovered. The survey results revealed the main factors the target market considers in choosing home and kitchen appliances is durability and affordability. The survey together with the analysis of the industry, including the competitors marketing activities were reviewed and analyzed in order to set the objectives of this campaign.

The campaign aims to reinforce the brands existing tagline and positioning as Kapartner ng Praktikal na Nanay (Partner of practical mothers). Another objective is to convert the already high rate of market awareness about the brand to the actual usage and preference. To do that, the proponent set forth a proposal on how the brand will achieve these goals and objectives. In order to assess the completion of the plan and its success, several marketing measures focus group discussion and surveys as well as digital fan page assessment should be done after the campaign.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006286

Shelf Location

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

Physical Description

computer optical disc.

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