Date of Publication

7-5-2024

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

Rayan Dui

Defense Panel Chair

Jose Luis Liongson

Defense Panel Member

Segundo Barrameda

Joseph Emmanuel Tan

Abstract/Summary

Coffee is the most famous drink globally, with around 167 million 60-kilogram bags consumed yearly (Statista, 2023; Samoggia & Riedel, 2019; Caprioli et al., 2025). With an average of 25% increase in coffee revenue each year, there are predictions that the coffee trend will continue to rise until 2028. In regards to the Philippines setting, it has since slowly increased production value, with P3.37 billion in 2022. Given its popularity, cafes are leveraging this second and third-wave coffee generation, resulting in the best-performing food service in 2023 (Euromonitor).

One of the cafes that have been riding on coffee trends is Stockwell Café + Lounge (Stockwell). The café is a unique one-stop cafe that offers different varieties of high-quality coffee-brewing beverages, a cozy ambiance, and excellent customer service – all of which give customers a tremendous overall café experience. However, many café shops have been opening around Metro Manila with aggressive sales and marketing strategies. This bears fruit as customers flock more to these new establishments, leading more tenured cafés, like Stockwell, to keep up in the fast-paced environment of the café industry. Given Stockwell’s overall problem of standing out of the crowd and by situating itself as one of the known one-stop cafés, the approach is to uplift its overall brand equity with a 360-integrated marketing communications (IMC) plan.

From quantitative (convenience sampling survey with User, Image, and Attitude research tool and The Theory of Planned Behaviour) and qualitative (focus group discussion) data gathering, it has been identified that the target markets are in their exploration stages and seeking a purposeful café experience. The comprehensive nature of our data-gathering process should inspire confidence in the proposed plan. Furthermore, we found that Stockwell has low brand awareness and information dissemination, hindering its customer reach. With these insights, the researcher designed the IMC campaign to focus on the customer journey at Stockwell, from arrival to departure. The overarching campaign, “Savor The Sip”, aims to increase brand awareness, generate interest, create desire, and encourage repeat purchases.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Coffeehouses—Philippines—Marketing

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Embargo Period

6-5-2027

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Available for download on Saturday, June 05, 2027

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