Date of Publication

4-28-2020

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

Miguel Paolo L. Paredes

Defense Panel Chair

Luz Suplico-Jeong

Defense Panel Member

Alice Tenorio
Anchesca Ang-Aidasani

Abstract/Summary

Driven by the Cosmetics and Skin Care segments, the beauty and personal care market is thriving and one of the fastest growing consumer markets in the Philippines. The main reason for this strong growth is the generational shift with young consumers entering the market. Farmskin is a skincare line in 2017 whose sole focus is specializing in facial products made with natural and healthy ingredients. This integrated marketing campaign aims to identify how the brand should reinforce its presence with the ever-changing daily beauty and care routine.

To further grow the operations of the brand, the researcher explores further study through Usage, Attitude, and Image (UAI) study with 317 female millennials who are aged 23 to 39, and one Focus Group Discussion (FGD) in validating the company’s objectives. The target market’s average monthly salary as seen in the study was ₱20,000 to ₱50,000, whereas their marital status is single. One of the marketing problems that this campaign addresses is low brand awareness. The study indicated that 62.7% of the market is not aware of the brand.

The campaign will run for a year from June 2020 to May 2021 with a limited fund of ₱1,000,000. The budget will be alloted for Digital Marketing, Sales Promotion, Public Relations, and Events Marketing to enable action and push engagement. The media schedule will be divided into three phases mainly to entice, engage, and enable. The big idea “Your skin’s healthy meal plan” highlights the product benefits and proposition of Farmskin’s Superfood Salad face mask and tries to address the different skin demands of the target market. This will be supported with the tagline “Your healthy skin recipe!”.

Abstract Format

html

Format

Electronic

Keywords

Beauty shop supplies industry; Marketing

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Embargo Period

8-17-2022

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