Date of Publication

1-19-2020

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Shane Aldrin M. Bellare

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Segundo P. Barrameda, Jr.
Jonas A. Yap

Abstract/Summary

Drinking coffee is an essential part of the life of Filipinos. The warmth and comfort that a cup of coffee gives make every morning special. While there is a plethora of coffee options that are within reach of coffee drinkers, beneficial factors make the coffee industry as broad as it is now. The Philippines is one of the biggest consumers of instant coffee. That is why the major coffee producers and manufacturers in the country offer this variant.

As Filipinos age, they tend to be more cautious about the food and drink they consume. Even the Millennial generation puts a premium on health more than the generations before them. This phenomenon has become an opportunity for several local producers to launch instant coffee choices that are more suitable for health-conscious consumers.

Kaffea is the only healthy instant coffee brand that uses coconut sugar that has the lowest glycemic index among all the available sweeteners in the market. Aside from this, it has ten essential ingredients that carry notable health benefits. These are arabica coffee, vegetable-based creamer, Agaricus mushroom, collagen, CoQ10, Ganoderma, grape seed extract, glutathione, and L-Carnitine. It is an instant coffee that considers the health concerns of its drinkers.

Kaffea has a strong selling proposition considering the ingredients that are beneficial for its users. However, based on the conducted survey, roughly 21% of the respondents are familiar with the brand despite being present in the market for the past seven years.

The category where Kaffea belongs has strong players that are aggressive when it comes to marketing and advertising. Currently, MX3 is the preferred healthy instant coffee drink of the majority of the target market despite that it is not the main product of its mother company. It also makes sense that only a few healthy instant coffee drinkers know Kaffea because of its insufficient marketing efforts. This integrated marketing communications campaign intends to empower the brand to be at par with other players present in the competition.

This campaign has been guided by several objectives that primarily aim to establish a strong brand awareness while considering profitable returns for the business. It follows the AIDA model that will funnel the Millennial target market and older segments into getting to know the brand better and eventually lead to actual purchase or conversion. In this light, the campaign will utilize several media platforms that are relevant to the target market to communicate its message effectively.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Instant coffee—Marketing

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Embargo Period

8-15-2022

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