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

Rhiana Marie M. Toledo

Defense Panel Chair

Joseph Emil N. Santos

Defense Panel Member

Emma Lourdes R. Mones
Kriscel Santoyo Lagman

Abstract/Summary

Focolare Carpentry is a furniture brand based in Cainta, Rizal. Established in 1968, the brand boasts over 50 years of woodworking experience and specializes in custom-made furniture primarily for residential clients within the area and some B2B clients such as churches, schools, and offices. Under the recommendations of the Transformation and Efficiencies Head, the brand has decided to pursue a new business direction which includes retargeting to the AB market (soon also international buyers) and offering Interior Design services. A macro-environment and UAI survey reveals that the local furniture industry is fragmented yet competitive even for niche segments. Combined with the uncertain economic situation and relatively low brand awareness, insights suggest that a semi-aggressive and strategic digital marketing campaign is key to capturing relevant market segments and a successful premiumization.

With the Big Idea of "Make Your Space A Better Place", the advertising objective of the IMC campaign is to highlight the brand's USP of handcrafted furniture made to fit their client's lifestyles with a noble cause, inspiring female older millennials to trust and collaborate with the brand to elevate their spaces and make a difference in their communities. Widening brand visibility, increasing customer engagement, and e-commerce integration is the primary target of the proposed marketing initiatives. With a media budget of Php ₱ 1, 954, 266.6, the campaign is expected to garner a 110% increase in website traffic (from 31 to 65 daily inbound visits) and a 23.08% increase in sales performance (from Php 39M to at least Php 48M) by the end of the campaign period of 1 year. Additionally, the proposed new branding kit will not only reposition Focolare Carpentry as a premium brand but also establish a clear brand identity to separate itself from its competitors.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Furniture industry and trade—Philippines—Cainta—Marketing; Furniture industry and trade—Internet marketing—Philippines—Cainta

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Embargo Period

12-9-2028

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Available for download on Saturday, December 09, 2028

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