Date of Publication

3-21-2022

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

Shane Bellare

Defense Panel Chair

Raymond Vergara

Defense Panel Member

Joel Legaspi
Chiara Ocampo

Abstract/Summary

Mambo’s Lechon is a limited-service restaurant that offers a variety of authentic artisan Lechon sizes and dishes. The brand launched in 2020 with the original vision of being a stand-alone restaurant in Lactao, San Juan. However, due to disruption in consumer patterns and overall uncertainty brought by the pandemic, the firm decided to stick to online platforms to sell and distribute its products.

The Lechon category is dominated by big-name players such as Lydia’s and Rico’s Lechon. Moreover, the owner identifies Pig Senyor and Abub’s Cebuana Lechon as the key competitors in terms of scale and competitiveness in brand visibility. Key findings from SWOT/ TOWS matrix, competitive analysis, and UAI show that Mambo’s Lechon lags behind brand awareness. However, insights offer promising growth in the increase of face-to-face celebrations and highlight the brand’s USP of providing authentic artisan Lechon of various sizes, catering to all types of events, be it small or grand ocassions. Furthermore, Mambo’s Lechon leverage on targeting millennial ABC segment, making products readily available via online food delivery, and highlighting premiumization through its brand identity, which none of its direct competitors haven’t done.

Although facing financial hurdles being a new player in the industry in a period where the businesses are just beginning to bounce back from the pandemic, the brand seeks to expand through a market penetration strategy that focuses on digital to raise awareness, influence consideration and drive conversion through a six month campaign. The campaign aims to to satisfy media objectives such as reaching 20% of the target population, achieving exposure within the target market of at least twice a week, and retaining contant to at least 50% by the end of the campaign. Through these objectives, is expected to gain an increase in social media followers and engagement, acquire earned media through publications or organic shares in online groups, and gain word of mouth.

Lastly, the proposed creative materials aim to communicate the brand’s USP and create a notable differentiation from competitors. An elevated but not out-of-touch tone cited from market research will be utilized and cascaded across a copy and visual identity, from product name systems, key visuals, and packaging. These initiatives will establish Mambo’s Lechon’s unique brand voice, and ultimately convince the target market that they can have Mambo’s tasty and fresh artisan Cebu Lechon on any occasion.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Restaurants—Philippines—Marketing; Internet marketing—Philippines

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Embargo Period

6-22-2022

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