Date of Publication

9-12-2020

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

Noel Sajid Murad

Defense Panel Chair

Julie Balarbar

Defense Panel Member

Aletheia Ordiales
Angela Therese M. Perez

Abstract/Summary

There is no doubt that the Philippines has been highly influenced by the Hallyu wave since the early 90s and that Filipinos have a profound love for all things Korean most especially K-dramas and K-pop music. This is the reason why Korean businesses such as Korean stores, Korean restaurants, merchandise, and even beauty regimens have made their way among Filipino culture attracting several entrepreneurs to forward the culture (Interaksyon, 2019). Samgyup BBQ & Grill is no exception.

Samgyup BBQ & Grill is the first outdoor samgyupsal restaurant located in the City of Lipa, where customers can enjoy a variety of Korean food that have flavors that are expertly crafted to the Filipino Palette. While it enjoys this first- mover advantage, according to the UAI survey that was conducted with young professionals who reside in Lipa, the brand has low awareness. Fortunately, the same respondents see the potential Samgyup BBQ and Grill has to offer and are more likely to recommend it to their workmates and family. Millennials are fully aware of Samgyupsal restaurants in their area and eat there at least once a month, which gives Samgyup BBQ & Grill an advantage when it gets recognized more by the public.

Therefore, this proposed Integrated Marketing Communications Campaign for Samgyup BBQ & Grill aims to build more awareness and consideration for the brand, while also increasing the qualified leads, and promoting the delivery services to adapt to the new normal that we face in the midst of the COVID-19 pandemic that has adversely affected several businesses nationwide.

Taking the SWOT and TOWS analysis into account, as well as the media preferences of the respondents, it is highly recommended to take on a Digital- heavy approach, backed up by Public Relations and an Online Event to increase the awareness and visibility of the brand among its target consumers. It will then be supported by Sales Promotion strategies to be able to increase its leads, and possibly convert some of the online engagements to customers. This approach will also help promote the delivery services of Samgyup BBQ & Grill, which will become its main feature to accommodate orders as the Modified Enhanced Community Quarantine (MECQ) protocols restrict mass gatherings, thereby limiting the seating capacity of the restaurant. In coming up with these proposed strategies, the researcher took into consideration the current COVID-19 pandemic, and the budget for this campaign was optimized taking into account the financial analysis of the brand.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Restaurants—Marketing

Upload Full Text

wf_yes

Embargo Period

8-25-2022

Download

Share

COinS