An integrated marketing communications campaign for Cochemax

Date of Publication

11-10-2023

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

Thesis Advisor

Dave Vincent Mangilet

Defense Panel Chair

Raymond Vergara

Defense Panel Member

Bienvenido Encarnacion
John Michael Montilla

Abstract/Summary

Officially launched in 2019, Cochemax, manufactured by Oxychem Corporation, is a complete line of high-quality automotive cleaning products designed to restore, improve, and prolong the quality and durability of the vehicles of its consumers (Cochemax, 2022). Although Cochemax offers a diverse range of cleaning products, this study will focus on its newly launched product-- the Bike Care Kit.

In this study, the researcher aims to understand the behavior, attitudes, and perceptions of motorcycle and bike owners and evaluate the brand awareness of Cochemax products to address the challenge of making Cochemax the go-to bike care kit in the market.

To gather data, the study conducted a survey with 202 respondents and three focus group discussions (FGDs) of motorcycle and bike owners to gather insights on their purchasing and usage behavior, beliefs, awareness of Cochemax as a motorcycle and bike cleaning product, and willingness to consider purchase of the brand. The study then analyzed the respondents' answers through Jamovi and SmartPLS based on the Theory of Planned Behavior (TPB) conceptual framework.

From this, the study identified motorcycle and bike owners as predominantly male, aged 27 to 34, residing in Metro Manila, who frequently use Facebook, YouTube, and Instagram for media consumption, regularly clean their bikes and motorcycles, and value quality, price, and accessibility in choosing cleaning products. The study also found that although Cochemax has low brand awareness, most respondents are willing to purchase the Bike Care Kit.

The analysis based on the TPB framework shows a positive association between attitude, subjective norm, and perceived behavioral control with the intention to use motorcycle and bike cleaning products.

Based on these findings, this study proposes an IMC Campaign that includes digital, KOL, e-commerce, partnerships, sampling, and SEO as the main touchpoints, emphasizing quality, affordability, and accessibility in its communications.
/="/">
/="/">Keywords: Cochemax, bike care kit, motor cleaning, bike cleaning, motorcycle maintenance, bike maintenance, auto care products

Abstract Format

html

Language

English

Format

Electronic

Keywords

Branding (Marketing)—Philippines

Upload Full Text

wf_yes

This document is currently not available here.

Share

COinS