Added Title

An integrated marketing communications campaign for Rosa Cafe

Date of Publication

2-6-2022

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

Nelson B. Guillen

Defense Panel Chair

Jose Luis Liongson

Defense Panel Member

Kristine Anne Mutuc-Taton
Nelda C. Zulueta

Abstract/Summary

Rosa Cafe is an outdoor farm-to-table restaurant established by Miss Nelda and Ding Zulueta in 2014. The restaurant is situated at the heart of a 12.5 hectare farm in San Antonio, Zambales known as Rosa Farms.

The restaurant serves mango-themed food and beverages using the sweetest carabao mangoes from Rosa Farms. These mangoes are developed through the effort of the Farm Director Ding Zulueta by grafting their cuttings with the best variety of mangoes from the National Mango Research and Development Center in Jordan Guimaras.

Guests who dine in mostly come from Metro Manila and highly urbanized cities within Central Luzon to feel relaxed and rejuvenated because of the fresh air and country atmosphere under the mango trees while enjoying their foods and beverages prepared by the locals using only the best farm-fresh ingredients.

However, on March 16, 2021, President Rodrigo Duterte declared an "Enhanced Community Quarantine" over Luzon and later on in the entire country as part of a continuous measure to contain the spread of COVID-19. Commerce and trades are affected, economies are down and social distancing and travel restrictions were imposed.

To adhere to the government-mandated policies through the IATF on COVID-19, the restaurant needed to close its doors to dine-in guests and began operating online through a pop-up satellite kitchen in East Fairview in Quezon City that delivers within Metro Manila and Greater Manila Area.

As the quarantine eases, the company is preparing for re-opening its door and in the process of creating an unforgettable Food Tourism experience for their future guests.

This integrated marketing plan aims to increase brand awareness through social media platforms to widen the brand’s reach and boost consumer-brand engagement.

It also intends to expand distribution channels and widen its offerings from its ambiance, activities, food, accommodation and even merchandise. The IMC will also introduce additional platforms such as e-Commerce and on-ground activation.

The primary target market of this campaign is 25 - 40 years old, living in the National Capital Region and highly urbanized Cities of Central Luzon.belonging to classes upper B and lower C.

The main financial objective of this marketing plan is to increase 25% of its gross sales every month and at the end of the campaign at a minimal marketing cost.

This proposed campaign starts in the first quarter of 2022, which mainly involves planning and executions. By the 2nd quarter, the marketing plan shall noticeably improve social media contents and additional distribution channels are already activated.

To monitor its success, the management shall observe the number of consumer engagements, inquiries, and business transactions, which should align with the campaign’s statement of expectation.

Abstract Format

html

Language

English

Keywords

Restaurants—Philippines—Zambales—Marketing

Upload Full Text

wf_yes

Embargo Period

2-3-2022

Download

Share

COinS