Date of Publication

9-2020

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

Shane Aldrin Bellare

Defense Panel Chair

Rayan Dui

Defense Panel Member

Alice Tenorio
Janna Ong

Abstract/Summary

The proposed integrated marketing communications campaign is made for Danes Cheese, a CDO Foodsphere Inc. dairy brand, focusing on their newly introduced flavored cheese block variant called Danes Cheese Sweet and Creamy. The acceptance of Filipinos towards sweetened food products as well as flavored cheeses contributed to the cheese industry’s growth in the past years and a promising growth in the coming years enabled the company to see this as a great opportunity to utilize such demand. As a brand that caters to its primary target market, millennials or young professionals aged 25 to 34 years old, living or working in Metro Manila and nearby cities, it personifies itself as a jester, someone who is usually fun, humorous, and witty making them relatable.

What sets Danes Cheese Sweet and Creamy apart from its direct competitors is its perfect balance of sweetness and cheesiness which makes it more versatile as it can be used for dishes and even desserts. This becomes its unique selling proposition as well as the product truth of the campaign. Meanwhile, the consumer insight focuses on the fact that millennials tend to be adventurous when it comes to food to the point that they go out with their friends and family to eat out in order to destress but since people are forced to stay at home during the pandemic, they want to get re-excited with their eating experience. With that said, the big idea of the integrated marketing communications campaign is “Bring delight to your home-cooked meals with Danes Cheese Sweet and Creamy” as it encourages the millennials to continue having fun and be creative at home by creating dishes with Danes Cheese Sweet and Creamy which will continue to excite them when it comes to their food despite the pandemic.

The IMC campaign aims to increase Danes Cheese Sweet and Creamy variant’s sales by 15% amounting to Php 57,500,000 based on its previous sales of Php 50,000,000 at the end of the campaign period. Moreover, it also aims to increase its brand awareness by 29.5% using several digital channels and some offline efforts. Since the majority of Filipinos are stuck inside their own homes, digital and TV are the channels that are most accessible to them and will be utilized for this campaign. The campaign will have a pre-launch, launch, and sustaining phase which starts in December and will run for six more months. Furthermore, since the brand is eager to push this variant to the public, they are willing to invest Php 12-15 million pesos for its advertising campaign.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Dairy products—Marketing; Dairy products industry—Philippines

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Embargo Period

8-25-2022

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