An integrated marketing communications campaign proposal for Big D's Smokehouse

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

Mary Julie V. Balarbar

Defense Panel Member

Luz Suplico Jeong
Lysa J. Sanchez
Stef Leuterio

Abstract/Summary

Big D's Smokehouse is a casual thematic dining restaurant. It specializes in ribs and other Southern American cuisine. This paper discusses and analyzes Big D's Smokehouse business and overall operations. It also includes a competitor analysis to better understand how Big D's can differentiate itself and communicate this effectively. There are several ribs restaurant and the challenge is for Big D's to be top-of-mind in this type of food.

In the past, Big D's has implemented different strategies and campaigns. However, there is lack of integration, cohesiveness and single purpose. The author observed that most of their past strategies are spur of the moment and not really well planned. Thus, this paper will recommend a whole year campaign anchored on: Make everyday a Big Day. This emphasizes the size of its servings which is expected on ribs and accentuate the name of the restaurant as well.

Based on primary and secondary research, the author will recommend strategies that will increase consumer awareness, induce trial and create new customers for the restaurant to improved its customer database, and improve sales. The following are the author's recommendations:

Create a website with online order for food deliveries within Metro Manila.

Promote dine-in group/party packages and catering services.

Use social media to increase brand awareness and connect with customers.

Expand local advertising to residential, business and busy mall areas.

Leverage on tie-ups with corporate, mall and credit card marketing initiative.

Start promos and incentives to keep and attract new customers.

Use customer testimonials to strengthen online Big D's Smokehouse accounts.

Implement a loyalty program.

Bring live entertainment and events to attract customers.

Update food packaging and restaurant exteriors to keep up with the trends.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06795

Shelf Location

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

Physical Description

147 leaves ; colored illustrations ; 28 cm.

Keywords

Communication in marketing--Philippines; Restaurants; Advertising--Restaurants--Philippines; Ribs (Cooking); Consumer education--Philippines; Consumer behavior--Philippines

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