Date of Publication

12-23-2020

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

Noel Sajid Murad

Defense Panel Chair

Luz Suplico-Jeong

Defense Panel Member

Warren Go
Angela Therese Perez

Abstract/Summary

The year 2020 has been one of the most significant years of the past century. It has indeed taken a lot from us—our jobs, livelihood, health, freedom, and enjoyment. We were forced to live a life of isolation to protect ourselves and our loved ones from this unknown enemy. We adapted to the “new normal” and endured the multitude of events that transpired months after months that genuinely tested our strength and faith. However, one thing that can’t be taken away is our Filipino spirit. And this includes our love for food and celebration. Anyone who has been to the Philippines knows that food is more than nourishment. It is a massive part of our culture and tradition. Eating is considered a social affair that brings people together. Currently, all events and catering-related operations were placed on hold. Despite the ongoing pandemic, the Filipinos love for food and celebrations hasn’t been affected. It made us even more creative. We managed to look for ways to connect with our family and friends in the digital world. There has been a rising trend in online events like webinars and e-numan sessions. Hence, the catering industry still has a chance to thrive during these trying times through creative innovations.

The Consumer Foodservice Industry is still relevant and thriving despite the stagnant growth in the last few years. Due to the Philippines’ economic growth and performance, a strong consumer market with increased consumer spending can fuel this industry’s development, which is beneficial for the brand.

Auster’s Catering and Events Planning Services is one of the best caterers located in Lipa, Batangas. They have the Summit Point Golf & Country Club’s scenic landscape as their backdrop for their events. Considering their 12 years of experience, they have already established a strong network of repeat clients. However, the UAI survey conducted with their target market, shows that the brand is suffering from low brand awareness. It could result from their inactivity in the digital world, including their social media accounts and website.

In this proposed Integrated Marketing Communications campaign, we aim to address that by creating a digital-heavy approach that would build awareness and consideration for the brand. This plan is divided into two phases: Awareness and Sales Conversion and considered the internal and external factors affecting the brand and the respondents’ media preference. The Awareness Phase will be backed up by Public Relations and Digital Marketing, whereas Sales Promotion will support the Sales Conversion phase.

We will be working on this campaign’s tight budget, and it will solely focus on using tried and tested strategies to work. It will also look into the digital world’s neglected aspect, which is the brand’s website to be fully utilized. By the end of the campaign, the brand is expected to reach its financial goals, establish awareness, and retain customer loyalty.

Abstract Format

html

Language

English

Keywords

Caterers and catering—Philippines—Batangas—Marketing

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Embargo Period

5-31-2022

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