An integrated marketing communications campaign for TOSOT

Added Title

TOSOT cares for you and your surroundings.

Yao Qu

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

Nino Jose B. Gonzales

Defense Panel Member

Angelo A. Abejero
Romeo M. Catap, Jr.
Vernon Calivara

Abstract/Summary

The Integrated Marketing Communications campaign of TOSOT is proposed as a formal launch from April to September 2017. The campaign's objectives are 1.) To increase 10% brand awareness of TOSOT when consumers purchase air conditioner with consideration of Price, powerful cooling and energy consumption during the campaign period from April to September 2017. 2.) To increase TOSOT sales in 0.5% during the campaign period from April to September 2017 and acquire 0.1% market shares at end of the year. 3.) To convey the message to the consumers that TOSOT positions itself as international brand with high performance to satisfy the coolness and comfortable quality time to the consumers.

Concentrating on the Big Idea Power Cooling Power Saving. TOSOT is a reliable air conditioner brand that provides consumers high efficiency cooling power with saving up to 50% of energy consumption.

TOSOT, targets mid youth both male and female ranging between ages 35 to 45 years old which belongs to SEC AB to upper C., residing the urban area around in the country, are employed as working professionals with family monthly income PHP 70,000 to PHP 120,000 in a household size of 3 to 5 members are composed of mother, father and children.

The media mix encompasses Below-the Line effort with 1.5 million pesos campaign budget as TOSOT just newly entered the local market. The marketing strategy for this campaign focuses on building brand awareness in the market.

Post-campaign surveys, interviews, sales reports, and other research method will be utilized in order to determine the success and effectiveness of the campaign.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06786

Shelf Location

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

Physical Description

161 leaves ; colored illustrations ; 28 cm. + 1 computer optical disc.

Keywords

Communication in marketing--Philippines; Air conditioning; Brand name products; Advertising--Brand name products

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