Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories



Ramon V. Del Rosario College of Business


Marketing and Advertising

Thesis Advisor

Warren Go

Defense Panel Chair

Mary Julie V. Balarbar

Defense Panel Member

Nelson Guillen
Marcilla C. Romaraog


With online shops popping up at a rapid rate in the 21st century, brick-and-mortar stores (physical stores) are no longer the only outlet that attracts consumer spending. Compared with physical stores, online shops offer more diverse product choices, individualized products, and service information, shopping convenience, and privacy (Levy & Weitz, 2009). Consumers now give more attention to the importance of online shopping, increasing health awareness (and interest in products that maintain well-being), stockpiling of shelf-safe products, and prioritization of infection containment products, such as alcohols, hand soaps, face masks, and aerosol disinfectants.

Hence, due to the increase of COVID-19 cases in the Philippines, online shopping has become one of the mobile activities that Filipinos like to enjoy. 11.5% of the female consumers purchase online while 8.2% of men are making online transactions. Thus, 85.7% of the respondents have been using a shopping app on a mobile phone or tablet. (Datareportal, 2021).

With this, Session Groceries falls under the category of retailing but through an online grocery app that offers fresh farm produce that you can buy straight from La Trinidad, Benguet. This has evolved over a period of time due to its convenience and accessibility. As a result, this online grocery has gained immense traction and impact among the urbanized millennial consumers across the globe especially during the COVID-19 pandemic. However, this may target a niche market but there has been a forecast that there will be robust growth in the coming years. (IMARC, 2021).

The proposed Integrated Marketing Communications (IMC) Campaign is aligned and monitored through the AIDA Model. It aims to raise brand awareness among the target audience and that would entice and attract people to support the brand. With that, the main push of this campaign is to bank heavily on digital platforms by being visible to Facebook, Instagram, Website, online publications, website revamp, push notifications, and sales promotions.

This IMC campaign is expected to increase brand awareness and educate the consumers to support the local farmers of Session Groceries by downloading the mobile application and purchasing fresh produce from the brand. For this 6-month duration of the campaign, the brand will monitor and track the effectiveness of each marketing initiative by evaluating the KPIs such as reach, likes, views, conversions, and website visits.

Abstract Format






Physical Description

209 leaves, color illustrations


Farm produce—Philippines—Marketing

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