Date of Publication

3-2020

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

Emma Lourdes Mones

Defense Panel Chair

Mary Julie Balarbar

Defense Panel Member

Joseph Emil Santos

Abstract/Summary

This is an Integrated Marketing Campaign for Chef RV cafe restaurant. Chef RV is one of the most popular cafe restaurants in the City of Life; Biñan, Laguna. It proudly presents itself as one of the few home-grown cafes in the city that has a wide following in the country, at ninety thousand four hundred. It is owned by esteemed Chef Rudolf Vincent Manabat, an award winning author of Baking secrets, 2012 and More baking secrets, 2018. Chef Manabat is a known personality in the culinary industry, having trained by the best pastry chefs not just in the Philippines but also in other countries.

Chef RV’s humble beginning started with Chef Manabat’s cooking classes in San Antonio, Biñan. Due to requests and popular demand by his students, family and friends, Chef Manabat was encouraged to open his own cafe. With his popularity, skills and family’s prominence in Biñan, it was impossible for Chef RV not to be a success. Chef RV started as a small cafe that served only coffee, pastries and a few cakes on the menu, until it grew even bigger due to the consumers’ suggestions and requests for hot meals. Now, Chef RV is operating as a full service cafe restaurant, and has recently opened its second branch at the famous Alberto Mansion, also in Biñan.

Chef RV is not only known to deliver delicious cuisines, cakes and pastries but also positions itself as a local community cafe that translates Chef Manabat’s love for his hometown. The cafe is proud to have local dishes that has local ingredients, mainly procured from Biñan’s public market. It is said by Chef Manabat himself that the cafe boasts the authentic flavors of Biñan that’s familiar and is loved by the Biñanenses. One of the secrets of the cafe is that it exudes the perfect and

original taste or as Chef Manabat calls it, “timpla ng Biñan”, which he claims is the main reason for his success. The campaign would like to highlight that strength and make it the brand’s core message, claiming that Chef RV offers an experience of the true taste of Biñan.

Apart from that, the vision of Chef RV is to promote the cafe restaurant along with its promotion of the beauty of his hometown. Chef Manabat encourages people to visit Biñan as much as he wants them to visit his café. It makes the campaign centered on the following themes; loyalty, love for family and hospitable community; or what the campaign call as the Biñan Heritage. All of this effort is due to Chef Manabat’s love for his hometown, and eagerness to establish Biñan as a great city that can also be visited by tourists and other neighboring cities in Laguna.

The goal of this campaign is to strengthen Chef RV's brand. At present, Chef RV is alreadt recognized in the area but there are areas that needs to be improved to better establish the café restaurant’s position. The proposal includes the brand reinforcing through its collaterals to give it a stronger position in the market. Its new social media presence would help make Chef RV a household name. The campaign would run mostly through digital efforts, namely on Facebook, Instagram, and YouTube. Apart from digital, an addition of simple OOH in a form of lamp post banners will be created to increase the visibility of Chef RV, and point out the proper location, that would welcome domestic tourists.

The campaign will also include sales promotion in terms of digital content and events, which will supplement the building of Chef RV’s branding. Participating in events such as baking fairs and pop-up stores as part of Chef RV’s public relations is included in the campaign’s additional proposal as other strategies that is nice to have.

The campaign aims to target the Generation Xers and Millennials of Laguna, specifically Biñan, San Pedro and Santa Rosa, belonging to ages 20-50 years old, with an income size that falls mainly under SEC B, and broad C. advertising efforts is mainly on digital media, with a combination of OOH in terms of lamp post banners. This data was gathered from surveying Biñan and other Laguna residents that are familiar with Chef RV.

Measures of the campaign would be based on increase in number of likes and followers of Facebook, Instagram and YouTube. For Facebook, at the end of this campaign, an estimated 10% increase of likes and improved number posting to 20-35%. For Instagram, since it will not be used as much, it will be a tool for sustaining the activities for both Facebook and YouTube. And lastly for YouTube, with the current number of two thousand nine hundred twenty followers, by the end of this campaign an approximate increase by 20% is the objective.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Restaurants—Marketing

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Embargo Period

8-15-2022

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