An integrated marketing communications campaign for the Zen institute, facial whitening products

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

Michael Celis

Defense Panel Chair

Romeo M. Catap, Jr.

Defense Panel Member

Alvin Neil A. Gutierrez
Adel Valdecanas
Luz T. Suplico-Jeong

Abstract/Summary

This Integrated Marketing Communications (IMC) campaign is designed for The Zen Institute, a medical spa which pursues holistic health which in turn beautifies one's face, body and health. They carry the principle 'the art of beauty perfected from within.'

The creative and media objectives focuses on The Zen Institute facial whitening products such as soap, toner and cream with a limited budget of 500,000 pesos. It's goal is to effectively communicate the brand as the top of mind safe and effective whitening product towards female college students and young professionals aged 18-30 years old from the SEC A to B who are currently residing in Metro Manila.

The strategy is divided into three phases: Repackaging, Awareness, and Engagement, starting from January 2017- June 2017. Media mix encompasses Below-the-Line and Through-the-Line efforts because of the limited budget.

The collection of information is done via survey, interviews , blog reviews , social media analytics in order to determine the effectiveness of the campaign.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06873; CDTG006873

Shelf Location

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

Keywords

Skin--Bleaching; Zen Institute

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