Integrated marketing campaign for Philippine FamilyMart CVS, Inc.

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 Chair

Luz Suplico Jeong

Defense Panel Member

Shane Aldrin M. Bellare
Abigail Cabatay

Abstract/Summary

Nowadays, the number of convenience stores in the Philippines has increased as a result of the Filipino lifestyle changing over the past years. Every day, people buy variety of products such as sandwiches, rice meals, candy, ice cream, beverages, cigarettes, and newspapers from convenience stores. Furthermore, convenience stores also provide other services such as electronic prepaid mobile phone cards and bill payments. The rapid expansion of the number of convenience stores has penetrated the community in both the capital and provincial areas. As a result, convenience store growth drive leading brands such as 7 Eleven, Ministop, Family Mart, and other new entrants to expand their outlets and try to offer products and services that differentiate them from others and satisfy their customers. Increasing income and shifting lifestyle has supported the development and modernization of retailing in the city. Therefore, convenience stores have to identify and understand their customers' behavior in order to provide and develop new products and services to meet the customer's needs in a highly competitive situation.

Filipinos of various income profiles are leading hectic lifestyles. This drives them to opt for products that provide convenience. As such, ready meals and food service are popular meal options among busy individuals. Thanks to time pressed consumers, the need for convenience is paramount and retailers, in all channels, are deploying tactics to get consumers what they want as conveniently as possible. Millennials, in particular, value convenience in urban areas. Retailers across all channels are now competing on convenience, making the environment tougher for players in the traditional convenience/forecourt retail channels. However, there are tactics that traditional convenience retailers can use to remain competitive.

From the conducted survey, it was discovered that the market go to FamilyMart because of location, snacks, and beverages. In that regard, problem was identified for the growth of the brand.

This six-month campaign for FamilyMart which will start on January 2017 aims to meet and satisfy customer needs better than main competitors and be the preferred convenience store through providing more product information associated with better advertising placements.

The campaign targets male and female, 18 to 34 years old, respectively, who belong to the socio-economic class B and upscale C. The psychographics of the target market are quality seekers, impulse and convenience driven, and aspirational working and middle class. With this, to be able to capture the target market, the creative materials will aim to communicate with them the idea: FamilyMart, part of your life.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06788

Shelf Location

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

Physical Description

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

Keywords

Communication in marketing--Philippines; Convenience stores--Philippines; Advertising--Philippines; Consumer education--Philippines; Consumer behavior--Philippines

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