An integrated marketing communications [campaign] for Grant Industries, 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

Ireene Leoncio

Defense Panel Chair

Nino Jose B. Gonzales

Defense Panel Member

Ma. Victoria Benedicto
Luz T. Suplico-Jeong
Bienvenido Lorenzo C. Encarnacion

Abstract/Summary

This study and campaign aims to propose an integrated marketing campaign for Grant Industries, Inc., producer and manufacturer of Gransil the cold-processed capable silicone elastomer dedicated for personal care products and formulations.

This research was conducted to understand the current situation of silicone usage in cosmetic products, competitive landscape in the market, and have an insight about attitude and mindset of personal care manufacturers towards new supplier and ingredients. The study looked into the past, current and projected growth of the beauty and personal care industry. Formulators and product developers are continually using Silicone to provide sensory profiles for their product.

The one year campaign will focus on increasing the level of brand awareness among target market, to include trial and eventual usage of material, to develop preference and initiate sales. It will use print, digital advertising, experiential marketing. Personal Selling, and mobile marketing strategies to achieve the said objectives. The allotted budget is set at PHP 2,342,984. Three to four months after the campaign runs, evaluation and measurement of campaign effectiveness will be measured based on different methods and metrics.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06875: CDTG006875

Shelf Location

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

Keywords

Marketing; Grant Industries; Inc.

This document is currently not available here.

Share

COinS