Date of Publication

4-24-2020

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

Warren Go

Defense Panel Chair

Miguel Paolo Paredes

Defense Panel Member

Alice Tenorio
Dianna Azores

Abstract/Summary

Coffee has been one of the most popular beverages in the Philippines. The rise of coffee consumption in the country are influenced by various factors including change in patterns of consumer consumption, increasing disposable income of consumers, urbanization, change in lifestyle preferences as well as growing demand for premium coffee beverages. With the growing number of millennials, they are seen as drivers of growth for coffee consumption. In the Philippines, the coffee market is seen to grow as consumption of premium products and fresh coffee in retail channels increases and consumer demands are going towards premiumization and health concerns.

With Filipinos being natural coffee lovers, it opens opportunities for coffee businesses in the Philippines. Moreover, with the trend of digitalization together with busy lifestyle of Millennials, demand for online retailing has grown. This online retailing in the coffee market has opened different perspectives to the market such as consumers being more interested with origin of coffee, type, flavor profile, as well as its social and environmental conditions to which it was produced. With this, the fresh coffee market continues to strive as demands increases.

With coffee premiumization becoming a trend, this shows the growing refinement and sophistication in tastes of consumers together with the rise in disposable income and growth of the economy. In fact, more consumers are now willing to pay and spend more for single-origin and premium coffee. With this increase in awareness for high quality coffee, consumers are more inclined to try different ways of preparing coffee in comparison with the usual instant 3-in-1 coffee mixes. Most Filipino consumers now tend to ask more about information with regards to their cup of coffee, and more consumers are also looking into the overall experience, taste, and how their coffee was made and produced.

Primal Brew Coffee offers various coffee products for brewing starting from commercial grade to specialty coffee. Primal Brew wants to provide a whole new brewing coffee experience to consumers. By also having mostly locally produced products, it aims to support local farmers and to connect consumers to farmers through the flavor, taste, and unique experience. However, with instant coffee occupying large market in coffee consumption of Filipinos due to its convenience and affordability, as well as big players in the market, it remains to be a challenge for the brand in terms of establishing itself and encouraging consumers to switch from one habit to another. The proposed integrated marketing communication campaign aims to increase brand awareness for Primal Brew coffee through various marketing strategies including digital media, sales promotions, PR strategies and events marketing. With these efforts together with a well- rounded strategy and messaging prepared, the campaign will be able to inform its target market about the benefits and the whole new experience of drinking brewed coffee.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Coffee—Marketing

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Embargo Period

8-16-2022

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