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

Rayan Dui

Defense Panel Member

Rajan Sadhwani
Stella Bella Ruiz Pickmans

Abstract/Summary

This Integrated Marketing Communication plan focuses on Diabetasol, nutrition milk powder manufactured by Kalbe Farma, Indonesia. Diabetasol is a powdered drink contains all the essential vitamins that specially formulated for people with diabetes to achieve balanced nutrition. In the Philippines, a 2008 review in the Philippines Journal of Internal Medicine found diabetes on the rise: 7.2% of the population is reported to be diagnosed with diabetes, equivalent to about 6.3 million Filipinos. While, on the other hand, about 14.2% of the population in the Philippines already live with the risk of pre-diabetes, or have high blood sugar levels. According to the brand manager of Diabetasol, after this brand entered Philippines market in 2009, its continuously reached number one position in term of sales compared to the other brand in the same category. Until for these past 2 years, when suddenly they pushed to the second position, in term of volume of sales.

Despite the current potential and actual reach of the brand, competition has heightened in the market in the recent years, they have new challenge competing with their bigger competitor, Glucerna, which suddenly change their marketing tactic that makes them the market leader now. In addition, there are new incoming players to the industry such as Glucobest and Nutren Diabetes. Diabetasol also needs to improved their product, especially in terms of exposure, reach and customer acquisition and retention.

This Integrated Marketing Communication plan help to solve the marketing challenges faced by the brand to create a strong brand message that can resonate to its target market, ages 45 to 70 years old, of the class A up to middle C of the population. The campaign will mainly use PR initiatives, social media, on-ground activities and partnership with diabetes organization. The campaign will run for 12 months. The cited budget of this campaign is derived from the pegged 2019 budget of the brand manager at P21 million and will be utilized in order to communicate to touch points identified by the target market as media that they most often interact or come across with.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Diabetasol—Marketing; Diabetics—Nutrition

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Embargo Period

8-16-2022

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