Date of Publication

5-7-2021

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

Honor/Award

Nominated for Best Thesis

Thesis Advisor

Warren Erving C. Go

Defense Panel Chair

Jose Luis Liongson

Defense Panel Member

Robert Espiritu
Janice Burgos-Diesta

Abstract/Summary

This Integrated Marketing Communications campaign is intended for Cafe Amadeo Development Cooperative, the home of “Pahimis” Blend and located in the Coffee Capital of the Philippines, Amadeo, Cavite. The cooperative was established on June 28, 2002 and registered under the Cooperative Development Authority Registry No. LGA-5363 by Hon. Ireneo “Ayong” Maliksi, Governor of Cavite. The cooperative was formed to revive the coffee production, provide livelihood opportunities, and promote Amadeo, Cavite as one of the producers of high quality coffee in the country. It was started with 20 members mostly coffee farmers and millers and up to date it has grown to 300 members. Cafe Amadeo Development Cooperative is living with its mission to promote the cooperative as a way of life by improving the social and economic well-being of the people and guided with their vision to be the country’s leading quality coffee producer and distributor.

Although Cafe Amadeo has different strategies to promote their products, the pandemic and Taal eruption that happened in early 2020 had a great impact not only on the cooperative and the coffee farmers but the whole coffee industry in the country. According to the Coffee in the Philippines report of Euromonitor (2020), although the Coffee Industry recorded growth in 2020, there are industry’s sub-categories that were greatly affected by the pandemic, specially the fresh coffee category. Aside from the fact that fresh coffee was mostly served in cafes and restaurants, the stay at home and social distancing policies led to forced closure of these food service businesses. Also, the report added that most of the sales of the coffee industry were from instant coffee since it is more affordable, easy to make, and more accessible. With this, Cafe Amadeo together with its members started to sell their products online particularly in Lazada and Shopee. The members help the cooperative to expedite the sale of their remaining stocks during the lockdown to ensure that it will not go to waste. Also, despite being affected by the pandemic, Cafe Amadeo didn’t forget their community and came up with a project to help the frontliners of the province by giving them coffee products.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

128 pages, color illustrations

Keywords

Cafe Amadeo Development Cooperative (Philippines)--Marketing; Coffee industry--Philippines--Marketing

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Embargo Period

5-24-2022

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