Date of Publication

1-15-2021

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

Emily Lourdes R. Mones

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Saman Sohrabi Langroudi
Miguel Paolo Paredes

Abstract/Summary

This IMC campaign aims to strengthen the brand identity of Hossein’s Persian Kebab especially during this time of Pandemic through digital marketing specifically by using it’s website and social media by boosting ads and websites presence using advertisements. The campaign will also use out-of-home media strategies such as giving flyers and maintaining positive word-of-mouth reputation from customers

A survey was conducted to know the insights of customers to know their favorite Middle Eastern food, their budget when dining out, and their decision whether or not to take out food among others. global crisis and other questions to gain customers insights regarding middle eastern food in Metro Manila. This was done to help understand and improve Hossein’s relationship with its customers by providing insight on what they want.

Hossein’s Persian Kebab has been in the industry since 1985. They are loved and recognized by loyal and new customers alike. All thanks to their main marketing strategy, word of mouth, which is one of the strongest marketing Hossein uses word-of-mouth as their main marketing strategy. The restaurant is owned and run by Persian native together with his beloved wife. Mr. Hossein’s four children also help with the family business. The eldest son, Sasan is in charge of finance, followed by the twins, Saman who is in charge of the operations department, Arash, the other twin is in charge of the restaurant's building and architecture since he is also a licensed architect in the Philippines. Arash also earned his Masters Degree in Sydney, Australia. Meanwhile, Sherin is the only girl in the family who finished her culinary studies in College of St. Benilde gained culinary and restaurant managing work experience in the United States of America and Italy. The entire Hossein family has been hands-on in the business for more than 20 years. This business mo. “A recent study by Nicolas Kachaner, George Stalk and Alain Bosch published in Harvard Business Review (Nov. 2012) indicates family-run businesses have an innate advantage over other models. Looking across business cycles from 1997 to 2009, the study cited seven reasons family businesses outperformed their counterpart nonfamily enterprises: They're frugal in good times as well as bad, They maintain a high bar for capital expenditures, They carry little debt, They make fewer and smaller acquisitions, They incorporate a surprising, level of diversification, They're more international, They retain talent more effectively than their competitors.” (Patchin, 2013)

Despite being in the business for decades, Hossein’s does not have any marketing strategy. They only rely on word of mouth and placing their restaurants in different prime locations in Metro Manila. In 2012, they opened their own website. The pandemic forced them to expand their digital presence and partner up with several food delivery couriers in order to survive the lockdown.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Restaurants—Marketing; Internet marketing

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Embargo Period

8-16-2022

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