An integrated marketing communications campaign for Heaven's Care Sweet Crystal Oil

Date of Publication

2016

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 M. Catap, Jr.

Defense Panel Chair

Luz Suplico Jeong

Defense Panel Member

Jose Luis C. Legaspi
Emma M. Cabildo

Abstract/Summary

The objective of this campaign is to create awareness on Heaven's Care Sweet Crystal Oil among the female workforce ages 25-29 in the key cities of Metro Manila. While the aromatherapy product does well in Marinduque and in Baguio via direct selling, it has a difficult time penetrating the market in Metro Manila due to lack of marketing efforts. Therefore, a tactical campaign highlighting the functional and emotional benefit of the product will be implemented throughout the campaign messaging. Furthermore, on account of the budget limitation and manufacturing limitation of the company, its six month marketing campaign will focus heavily in capturing the awareness of the target market in the key cities of Metro Manila via below the line marketing. Since most of the target market are digital savvy and make use of the internet to connect to brands, digital media marketing will also be utilized. In order to provide one on one interaction between the brand and the consumers, selected bazaars, company talk sponsorships and additional shelf placement in selected SM Kultura branches as well as consignment in selected spas will be put up during the duration of the campaign.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06782; CDTG006782

Shelf Location

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

Physical Description

iii, 112, 16 unnumbered leaves ; colored illustrations ; 28 cm. + 1 computer optical disc.

Keywords

Communication in marketing--Philippines; Hygiene products; Health products; Advertising--Health products--Philippines

Upload Full Text

wf_no

This document is currently not available here.

Share

COinS