Date of Publication

8-28-2021

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

Thesis Advisor

Jeannievilyn Ola

Defense Panel Chair

Reynaldo Bautista, Jr.

Defense Panel Member

Carlo Miguel Saavedra
Laurene Thera Reyes
Nicole Shane M. Briones

Abstract/Summary

This study is an integrated marketing communications campaign for Bayani Brew, which mainly focused on Bayani Brew’s efforts in positioning its brand as the healthier RTD iced tea in the market especially in the pandemic period where there is a shift in customer’s behavior and spending.

In order to gain insights on the purchasing behavior, perceptions, motivations during the pandemic, and awareness of the target audience of SEC AB & upper C, the researcher conducted a survey and focus group discussions belonging to this segment. It aims to gain deeper insights on what kind of marketing strategies and materials are appealing to these target segments, as well as gain insights on what kind of marketing materials would trigger them to purchase.

This integrated marketing communications campaign's proposed target market are 25-35 yrs old from SEC AB and upper C, working in the National Capital Region. This campaign will be utilizing social media, on-ground, and influencer marketing as a means to attain its objective. This IMC campaign will run for 12 months.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

131 leaves, color illustrations

Keywords

Bayani Brew (Philippines)--Marketing; Advertising—Beverages--Philippines; Iced tea--Marketing

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Embargo Period

9-20-2021

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