Date of Publication

5-2020

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

TIrso P. Cinco, Jr.

Abstract/Summary

This Integrated Marketing Campaign is intended for the brand Taza Mia Coffee (TMC), one of the fastest growing Filipino coffee shop brands in the Philippines. TMC was founded by Mr. Rodel G. Lacorte (RGL) in 2011 and was inspired by his personal experience of integrating coffee to his everyday life - from starting his morning, to setting meetings, to hanging out with friends, and bonding with his family and loved ones. This is carried over to TMC’s coffee and food selection that can cater everyone which includes variety of coffee blends, breakfast, lunch, dinner, snacks, pastries and even alcoholic beverages.

Despite the wide menu selection and functional amenities, deviating from the traditional coffee shop offerings with just pastries, TMC faces a challenge of growing its target market. Being in the industry for nine years, the brand awareness amongst its primary market remains low, in which has to be addressed by strengthening the efforts to remain relevant and sustainable in the future competitive and promising menu offerings.

The focus of this Integrated Marketing Campaign’s initiatives is intended to reach and communicate to the primary target market of the brands, ages 30 to 55 years old, of the broad C the population. In addition, the cited budget in this campaign formulated from the official 2018 advertising budget record of the brand. The pegged budget will be utilized to materialize and communicate through identified touch points of the target market. These are through media platforms aligned with the target markets media consumption.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Coffee shops—Marketing

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Embargo Period

8-14-2022

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