An integrated marketing communications campaign for Pure Nectar
Added Title
Integrated marketing communications campaign for pure nectar cold-pressed juice.
Pure Nectar.
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
Shane Aldrin M. Bellare
Defense Panel Chair
Luz Suplico Jeong
Defense Panel Member
Nina Ana Marie Jocelyn A. Sales
Alfredo Escalona
Arielle Escalona
Abstract/Summary
This integrated marketing communications campaign is curated for Pure Nectar, a cold-pressed juice brand, a new-comer in the Philippine juice market. It was formally launched earlier in 2015 by its mother company, Fruit Magic. So far, the biggest challenge for the brand is spreading awareness among consumers. But with the increasing number of health-conscious and affluent millennials in the Philippines (Euromonitor, 2016), more and more consumers are looking for the healthier option. Hence, services like meal plan delivery and juicing became an instant hit among affluent consumers. However, competition remains competitive, given that most of its competitors have been in the market for quite some time. Furthermore, the trend among RTD juices positioning themselves as healthy beverages (Euromonitor, 2016) pose a threat to Pure Nectar and brands alike, given that these RTD juice brands are relatively priced lower compared to naturally healthy 100% fruit juice. In order to achieve the brands goals, Pure Nectars integrated marketing campaign will utilize a mixture of traditional and new media in order to communicate and engage with its consumers. The idea is not just to communicate the brands message to its audience, but for the consumers to experience the brand as well. Although it is relatively a small brand, growth rate since its launch has been promising, while its mother brands growth rate, started to decline. Having said that, Fruit Magic will act as financial support to Pure Nectars marketing campaign, to allow its newest brand to grow and penetrate the market. Together with its marketing objectives, the brand is expected to achieve a 10% increase in sales in 2017, with the help of this marketing campaign.
Abstract Format
html
Language
English
Format
Accession Number
TG06755; CDTG006755
Shelf Location
Archives, The Learning Commons, 12F Henry Sy Sr. Hall
Physical Description
163, 6 leaves ; illustrations (some colored) ; 28 cm. + 1 computer optical disc.
Keywords
Communication in marketing--Philippines; Fruit juices--Philippines; Juicers; Advertising--Philippines; Consumer education--Philippines; Consumer behavior--Philippines
Upload Full Text
wf_no
Recommended Citation
Buenaventura, M. D. (2016). An integrated marketing communications campaign for Pure Nectar. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/5244