Date of Publication

4-2020

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

Dave Vincent Mangilet

Defense Panel Chair

Jose Luis Liongson

Defense Panel Member

Warren Irving Go Ralph
Lawrence Tancinco

Abstract/Summary

Petworld, a Philippine economy or low-priced pet shop chain from Cagayan de Oro with stores in the National Capital Region (NCR), is interested in having its own premium yet competitively priced brand of pet care products. And for this, Petworld is to form a new company, which will be referred to as Petnecessities by Petworld or simply Petnecessities in this paper. Petnecessities dog shampoos and soaps are planned to be launched in two Petworld stores in the NCR, excluding the online store as of the moment. Although with the intention of promoting the Petworld brand as an authority with regards to pets of which the Petnecessities by Petworld brand can really benefit from, the latter brand is requested to be dissociated as much as possible from the Petworld store for it to be able to enter other stores in the future.

This integrated marketing communications (IMC) campaign assumes that Petnecessities is focusing on marketing its new dog shampoos and soaps of three premium scents in two Petworld stores in the NCR, excluding the online store, for six months to meet company targets with a limited budget of around 530,000 PHP, as set by the company. Considering the secondary data which shows that middle class Millennials living in the NCR can be targeted, that the target responds best to recommendations from family and friends, professionals or experts such as retailers and groomers (Visser, 2016), and wanting to know the possibility of anchoring on recommendations for the IMC campaign, primary data gathering considered the Opinion Leadership framework to know the possibility of the target to adopt the new products and/or diffuse the innovation to others. Survey of a sample size of 385 and FGD Results show that the target indeed responds well to recommendations from professionals or experts, family and friends, other customers, dog welfare groups, store and brand staff, but not so much of celebrities or known personalities. Note that recommendations done face-to-face, written, on YouTube, Facebook, and Instagram are all considered influential by the target; and recommendation or sharing of positive experience to others is something considered as something done willingly by the target. Results also show that the target responds to proofs to claims, and immediate visual appeal of the packaging, sampling, product displays, face-to-face product demonstrations, posters/banners, and leaflets/flyers. With these and all that is written, an IMC campaign making the brand recommended is crafted to increase awareness and meet, even surpass, its sales target for six months. Strategies include General Tactics working on the packaging, Recommendation Tactics for quality recommendations, and Personal Selling/Retail Merchandising Tactics, which secure sales as well. Proposals for succeeding months are given, so are suggestions for scenarios where physical store operations and physical contact are prohibited or limited, as experienced in a community quarantine.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Pet shops—Marketing

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Embargo Period

8-15-2022

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