Date of Publication

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.

Defense Panel Chair

Juli Balarbar

Defense Panel Member

Benj Encarnacion
Jeffrey Kua

Abstract/Summary

Convenience store is a known channel for people in transit and are on the go. In the Philippines, there are thousands of convenience stores, assuring availability and accessibility of products to the Filipino consumers. The convenience industry is headed by 7-Eleven, wherein it's not just the market leader in the Philippines but is also the market leader Globally. Being a business with such credentials, it must not be difficult for consumers to trust 7-Eleven’s product and brand offerings too. but for 7-Select in the Philippines, a private label brand 7-Eleven released, might not be penetrating its market as aggressively as its competitors, nor are they penetrating to the market.

7-Select was released to give the market high-quality products at an affordable cost. Such purpose of a brand and product can be enticing for Filipinos as majority shoppers are price conscious and are price sensitive. Though, 7-Select has never fully released an overall communication plan to increase awareness and purchase for their brand which reflects a minimal awareness of the 7-Select brand for Filipinos compared to its competitors.

This study explores the awareness of the Filipino market to the 7-Select brand and as well as the opportunity of 7-Select to grow in the Philippines wherein other retail private labels are aggressively penetrating themselves to the market. Lastly, the study explores on the different strategies 7-Select can execute, to penetrate itself to the Filipino Market.

With this, this Integrated Marketing Campaign aims to increase the awareness on the 7- Select brand by leveraging on 7-Select’s Social Media Assets within the campaign period, and increase total sales of 7-Select brand by 5% vs the past year with effective promotions connected to the Integrated Marketing Campaign.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Convenience stores—Marketing

Upload Full Text

wf_yes

Embargo Period

8-17-2022

Download

Share

COinS