"An integrated marketing communication plan for gentle tears" by Mary Ann Grace Divina Blanch

An integrated marketing communication plan for gentle tears

Date of Publication

2017

Document Type

Project Paper

Degree Name

Master of Business Administration Major in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Ireene C. Leoncio

Abstract/Summary

The researcher’s integrated marketing communications campaign is for Euro-Med’s relaunch of its eye drop brand Gentle Tears. Euro-Med launched Gentle Tears in 2006 in selected hospitals and optha-clinics nationwide as an eye drop brand to lubricate and relieve the symptoms of dry eyes. Since its launch ten years ago, Euro-Med decided to broaden its consumer base within the Metro Manila area. Currently, Visine is the top-of-mind choice of eye drop brand for people experiencing eye issues such as irritation, tiredness, itchiness, and dryness. Most of the major players in the eye care segment have preservatives as part of its solution, while Gentle Tears will re-enter the market as the only preservatives-free eye drop solution that can improve dry eye symptoms and provide a refreshing relief from irritated, tired, and dry eyes. Through the communication of Gentle Tears’ product truth, it will establish brand awareness and induce trial amongst a larger target market. With the Filipino’s increased access to information on consumer health care, specifically for the eye care segment, this provides Gentle Tears the opportunity to promote its benefits of protecting the eye from future vision problems through relieving the symptoms of dry eye. The campaign proposal for Gentle Tears will have a business-to-consumer (B2C) model scale concentrating on Metro Manila consumers. The marketing efforts will focus on product sampling and in-store promotion of the identified drugstore. The campaign will define the recommended media channels and effective touch points, given the target market’s behavior on information consumption and media reach utilization. The budget provided by Euro-Med will utilize all media channels that are opportunistic, and hardworking but not limiting in terms of communicating Gentle Tears’ product truth.

Abstract Format

html

Note

Undated; Publication/creation date supplied

Language

English

Format

Electronic

Accession Number

CDTG006866; TG06866

Shelf Location

Archives, The Learning Common's, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc; 4 3/4 in.

Keywords

Marketing; Branding (Marketing)

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Embargo Period

10-16-2024

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