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

Noel Sajid Murad

Defense Panel Chair

Mary Julie Balarbar

Defense Panel Member

Iris Lenore Ostrea
Roshni R. Mansukhani


How does one go out of their comfort zone when being encouraged to stay there? With more time spent at home due to mobility restrictions as a precautionary measure for COVID-19, occupational and leisure activities have shifted indoors which inspired many to delve into improving their homes since spaces became more multifunctional (Nielsen, 2020). This consumer sentiment on home and self-improvement parallels the researcher’s findings that habits in home-cooking increased, amplified with more frequent shopping habits for homeware products.

How does a brand breakthrough barriers amid the pandemic? Kitchen Charm Marketing (KCM) is a family-run business that started as a B2B wholesaler and distributor of kitchenware items that envisions providing quality yet affordable products to every Filipino household. Since the pandemic when malls, hotels, and restaurants limited their operations, KCM started to strengthen its digital channels as a medium for advertising and distribution. Albeit, the brand is not fully known by many based on the survey conducted; Therefore to be viable in the market, there is a need for a marketing push for B2C online retailing starting with awareness and consideration.

The strategy for this proposed campaign lies in identifying the strengths and weaknesses of the brand versus its competitors and analyzing the current market situations such as opportunities and threats. In a situation where there is a red-ocean in the e-tailing industry as businesses adapt to the pandemic, it is vital for KCM to have a successful image differentiation to gain a competitive advantage among homeware brands. Banking on KCM’s original tagline ‘Live Life Magically’, this proposed Integrated Marketing Communications Campaign extends its big idea to ‘Cooking Magically Made Easy’ which aims to relay a message that consumers can look for the magic in the mundane through home cooking with KCM’s wide range of kitchenware products. Having digital and public relations executions, the campaign is set to run from July 2021 to June 2022 with the goal of increasing brand awareness, maintaining brand relevance to the target market, generating engagement, and increasing traffic towards the brand's newly revamped e-commerce website that will ultimately lead to a growth in direct sales.

Abstract Format



"Live life magically."





Physical Description

141 pages, color illustrations


Kitchen Charm Marketing (Philippines)--Public relations; Kitchen utensils industry--Public relations--Philippines; Kitchen utensils industry--Philippines--Marketing

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