Date of Publication

9-5-2020

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 Erving C. Go

Defense Panel Chair

Luz Suplico Jeong

Defense Panel Member

Paula Nicola De Asis
Reynaldo R. Tugade, Jr.

Abstract/Summary

There is no place like home. BalaiKamay came from the conjoined words, “Balai” which means house in different dialects and ethnicities like Ilokano, Bisaya and Ilonggo while “Kamay” because all of their products are handcrafted by our fellow Filipinos. The brand was launched and registered in 2016 by Ms. Reynaline Roseos Tugade “Ms. Rei”, carrying sustainable wooden products. Influenced by her childhood lifestyle in Baguio where there used to be surrounded by trees, she developed an interest in further developing wooden products. BalaiKamay started with clocks made from repurposed wood, then with the help from the Department of Trade and Industry (DTI), BalaiKamay were able to design and develop more products. Currently, they mainly focus on desk and home organizers. They are also commissioned works where the design varies on the client’s requirement.

The brand is hugely into collaborations and partnerships with their fellow social enterprises that also promote making conscious lifestyle decisions. They carry different sorts of products and almost speak in one same voice. BalaiKamay has always been committed to this purpose of living sustainably and they would also like to establish their very own brand voice which is one of the objectives of this marketing campaign. Next is to communicate to its target market the three main attributes of their products that set them apart from their competitors: story of Filipino craftsmanship, design for function and aesthetic appeal. BalaiKamay is moving forward on focusing and acquiring more direct consumers as this can provide the highest margin compared to their institutional buyers and retailers. Seeing how businesses today are so digitally driven, BalaiKamay recently launched their e-commerce site. Therefore, this marketing plan would also like to address putting up strategic traffic online that can drive the leads into their site then convert into sales.

In communicating with direct consumers, BalaiKamay is suggested to use the tagline “Shop with Purpose at BalaiKamay” across digital marketing collaterals. This marketing campaign is focused on platforms online as the direction set by the brand.

In reaching the target audience, an investment of 5% of the total average margin is suggested to be allocated. With the help of this, strategy of this campaign can be implemented. The strategy is built after the AIDA Model (Awareness, Interest, Desire and Action) and with today’s technology and tools available, it is simplified into Awareness, Consideration and Conversion. Building loyalty and deeper connection from the successful conversions are also taken into consideration. As being said, BalaiKamay’s effort shall start on building awareness, engagement and connecting with potential customers by utilizing social media - trying to convert the cold leads into warm leads. In this platform, contents to be shared includes both pull and push marketing efforts. Keeping in mind that BalaiKamay wants to empower and inspire them but also have successful transactions. From these efforts, BalaiKamay can drive traffic to e-commerce site. With the right tools, actions taken inside by the visitors can be used to retarget them even after they leave to remind them of the organizers that help them with decluttering and convert into sales. Moreover, sales promotions shall involve Bundle Offers, Payday Promos, PH Holiday Promos. The researcher also suggests automating its messaging touchpoint where call-to-action buttons can be integrated. Although the campaign is mainly digital, BalaiKamay is also recommended to have in-store placement for awareness purposes while the power of custom print will be used to build loyalty.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Decorative arts—Marketing; Internet marketing

Upload Full Text

wf_yes

Embargo Period

8-25-2022

Download

Share

COinS