Date of Publication

12-30-2023

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Honor/Award

Nominated for Best Thesis

Thesis Advisor

Dr. Jonalyn Baquillas

Defense Panel Chair

Joseph Emil Santos

Defense Panel Member

Emily Mones

Paul Thomas Puthenpurekal

Abstract/Summary

The Philippines ranks first in the world for releasing the most plastic into the ocean, generating an estimated 356,371 metric tons of plastic waste each year (World Population Review, 2021). Adding to this problem, 70% of the Philippine population lacks knowledge and access to proper disposal facilities, leading them to dump waste into the oceans.

In response to this environmental crisis, Green Antz was founded in 2013 with a mission to create sustainable and environmentally responsible communities through innovative solutions.

The focus of this integrated marketing campaign is the 'Pezara App' developed by Green Antz to act as an environmentally impactful tool for plastic recycling and collection. This user-friendly app aims to make recycling enjoyable while benefiting users through a reward system and positively impacting the environment.

The Integrated Marketing Communications plan aims to enhance Green Antz's brand image while effectively launching the Pezara App. Key objectives include boosting brand awareness, achieving 50,000 Pezara app downloads by the end of Q4 2024 with an 80% retention rate, encouraging positive app store reviews, and generating revenue through advertising partnerships, aiming for a 15% increase by the end of Q4 2024.

The target market for this campaign comprises Gen-Z and Millennials in the Greater Manila area. Research, utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) and a Usage, Image, and Attitude (UAI) survey, highlighted factors influencing users' intentions for using recycling apps, such as Performance Expectancy, Facilitating Conditions, Impact Awareness, and the Desire for Notoriety.

The proposed campaign aims to leverage these findings, emphasizing the Pezara App as a reflection of users' commitment to the environment. Social media emerges as a crucial channel for the target market, as revealed by the UAI and in-depth interviews. The Attention, Interest, Desire, Action, and Retention (AIDAR) marketing strategy are structured in three phases: The Loop Begins, Sustainability Revolution, and Circular Pledge and Beyond.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Marketing; Sustainable development—Philippines

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Embargo Period

12-10-2023

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