Added Title

An integrated marketing campaign for Squeaky Clean Kids

Date of Publication

5-2-2020

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 Bellare

Defense Panel Chair

Jose Luis Liongson

Defense Panel Member

Warren Go

Abstract/Summary

This integrated Marketing Campaign is intended for the brand Squeaky Clean Kids, a social enterprise brand founded by a public health doctor, Dr. Winston Pascual together with two other doctors have seen hundreds of consistently sick children from underprivileged families in underserved communities all over the country, the company works to make good hygiene accessible to those left unprotected from infectious yet preventable diseases by conducting seminars on proper hand washing as well as in every purchase of their antibacterial organic soap, they give one bar for kids in need.

Despite being in the market for three years, the brand still lacks brand awareness especially with the growing population of working millennial moms and those who are health and environment conscious individuals and are more likely to provide opinions and recommendations to others, with this, it is a great opportunity for the brand to remain relevant and sustainable for the years to come.

This Integrated Marketing campaign’s efforts is only limited to a full-year campaign duration from May 2020 - April 2021. It is intended to increase brand awareness and to communicate to its target market, who are Working Millennial Moms ages 26 to 35 years old, of the upper to middle class population. The budget of this campaign will be a total of P201,196 this marketing budget will be utilized in order to communicate to its target market through social media as were they usually spend their time across with a total sales increase of 90% or a total of P3,706,520 by the end of the campaign on April 2021.

Abstract Format

html

Note

Title on approval sheet: An integrated marketing campaign for Squeaky Clean Kids

Language

English

Format

Electronic

Keywords

Hygiene products—Marketing

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Embargo Period

8-15-2022

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