An integrated marketing communications campaign for Concepstore.ph

Date of Publication

6-2021

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

Rayan P. Dui

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Emma Lourdes Mones
Jayvee Nasol

Abstract/Summary

ConcepStore.ph is a new venture started by Concepcion Industrial Corporation that aims to provide customers with consumer home appliances that can cater to their needs and make their day-to-day lives easier.

The researcher conducted an audit on its communication materials and rolled out a Usage, Attitude, Image (UAI). The survey questionnaire for the analysis was formulated on the basis of TAM theory items to further examine if perceived usefulness, perceived ease-of-use, website security and privacy, social influence, and online marketing collaterals have an impact to consumer’s intention to utilize and purchase from the platform. Based on the study results, there is extremely low awareness among the respondents given that the platform had just launched.

The research study shows that perceived ease-of-use, perceived usefulness, security, online marketing, and social influence directly impacts the consumers’ intention to use a home appliance platform.

The UAI study results show that 72% of respondents are millennials aged 26-44 and they are currently employed mostly by private companies. 41% of the respondents earn Php 21,914 - Php 43,828 while 25% earn between Php 43,828 and Php 76,699. The respondents were a mix of young professionals employed across different sectors, both private and public.

As the framework used in this study suggests, perceived usefulness meaning that a technology will enhance the user’s performance, and perceived ease-of -use, meaning that using a technology will result in a hassle-free transaction. Integrating the social influence as a factor to this framework along with the online marketing factors prevalent in today’s marketing space, the researcher concludes that effective communication of these constructs to ConcepStore.ph’s marketing collaterals and executions would boost the user’s brand awareness and platform trial.

Awareness for ConcepStore.ph is extremely low based on the survey results. Only 1% of the total sample is aware of the platform. There is a need to roll out a campaign to boost awareness in order to reach its target audience. ConcepStore.ph can also bank on the brands that it carries as they have already been in the home appliance industry longer and have their own brand recalls. As per the study, the channels that are best utilized for this campaign are Facebook, Instagram, and Youtube. The brand can also utilize paid media ads so we can target the communication materials directly to our desired demographic. The researcher suggests that we roll out a wide-scale awareness campaign to be sustained by conversion efforts through paid media.

This led to the development of this Integrated Marketing Communications (IMC) campaign for ConcepStore.ph. This study aims to establish ConcepStore.ph among the stated target market with a budget of Php 7,000,000 that will run from June 2022 to May 2023 through Advertising, Sales Promotions, Public Relations, and Out-of-Home Activations.

Abstract Format

html

Language

English

Keywords

Household appliances—Marketing

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Embargo Period

6-23-2022

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