Date of Publication

11-19-2022

Document Type

Integrated Marketing Communications Campaign

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Warren Go

Defense Panel Chair

Joseph Emil Santos

Defense Panel Member

Segundo Barrameda
Geline Del Rosario

Abstract/Summary

The Philippine personal care market is huge as it holds the largest segment in revenue under the beauty and personal care industry generating around 2.5 billion USD in 2021. However, personal care products which are in store in plastic containers are hugely affecting the environment, as study says that each person creates an average of 512 kilograms of plastic waste from just showering (Olchawska, 2021). On the brighter side, awareness and support on “green activism” grows since consumers are looking to brands to take the initiative on climate change issues and are already doing so by purchasing eco-friendly products (Angus & Westbrook, 2022) and going “plastic-free” influences 93% of the Filipinos on the way they shopped as reported by Statista (Tighe, 2020). The ShowerHut, a brand dedicated to promote sustainability and plastic-free shower and self-care lifestyle, was launched in March 2020. They offer eco-friendly bath bars such as shampoo bar, conditioner bar, lotion bar, feminine bar, facial soap and body soap. The business runs through their Shopee, Facebook and Instagram pages, and their own website. They also join pop-up bazaars. However, even if The ShowerHut has been standing for more than the past two years, they still haven’t maximized their online platforms and haven’t reached their target market. A recalibration in its marketing strategies, strengthening its online platforms and partnerships through an integrated marketing communication campaign is deemed necessary in the achievement of the brand’s objectives and goals. The market research revolves around Theory of Planned Behavior and utilized online survey. Since The ShowerHut brand is still in its introduction stage of the product life cycle, the main objective is to increase brand awareness towards its target market through social media marketing, website blog post, media seeding on Preview.ph and Cosmo.ph, partnership with fitness and yoga studios, email marketing, and sales promotion.

Keywords: Sustainability, Personal Care, Eco-friendly, Shower, Shampoo Bars, Bath Bars, Marketing Campaign

Abstract Format

html

Language

English

Format

Electronic

Keywords

Hygiene products—Philippines—Marketing; Green marketing—Philippines

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Embargo Period

12-7-2022

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