An integrated marketing communications campaign for PERA HUB: Retail brand of Petnet

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

Abstract/Summary

In the Philippines, OFW remittance contributes to 8% of our total GDP. It is composed of the international and local remittance. it is indeed a lucrative industry, this is not a shock that the remittance industry has a tight competition amongst different categories such as Traditional Remittance Centers. Banks and Digital and Mobile Platform. PETNET is one of the pioneer players in the Traditional remittance industry being the largest agent of Western Union. However, just last year of being acquired by Aboitiz Equity group, it has made a rebranding to PERAHUB. This campaign focuses on the introduction, awareness and sustainability of brand preference by trials. It aims to introduce the new fun, friendly and trustworthy brand. The campaign will tap the 360 media channels including the Above-the-line, Below-the-line, digital and OOH. The highlight of the campaign is the Brand Activation and followed by the other visibility in Digital and Radio. PERAHUB will also use a Brand Influencer which is Vic Sotto. The goal of a brand influencer is to be able to empower the goal of the brand which is to introduce the product. in summary, PERAHUB is a new player with a hustler experience to brag about and the campaign will help the brand introduce a fun, friendly and trustworthy brand that caters to almost all cash and payment related needs of customers.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06870; CDTG006870

Shelf Location

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

Physical Description

137 leaves ; illustrations (some color) ; 29 cm.

Keywords

PERA HUB; Marketing--Philippines; Finance--Philippines; Migrant remittances--Philippines; Income--Philippines

This document is currently not available here.

Share

COinS