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 Toledo

Defense Panel Chair

Miguel Paolo L. Paredes

Defense Panel Member

Rajan Sadhwani

Abstract/Summary

LAVADA is a self-service and full-service laundry shop that promises to deliver a superior laundry experience through convenience and quality washing machines (Maytag machines). As of September 2022, Lavada has 11 branches strategically located all over Metro Manila, and more branches are opening soon.

Over the years, a growth in the dry cleaning ang laundry services industry has been observed and several laundry shops have been emerging, especially in Metro Manila. Due to this, there is a moderate to tough competition in the dry cleaning and laundry services industry and this poses as a challenge to Lavada. With all the data and consumer insights gathered, the campaign aims to raise Lavada’s brand awareness and become the laundry shop of choice of Female Millennials living in Metro Manila. The campaign plans to communicate that there is life beyond laundry and Lavada is here take the load off them.

The objective of the campaign is to increase brand awareness by 20%, from the 36% Brand familiarity on the survey results and increase sales profit by at least 15% by the end of December 2023. These objectives will be measured by relevant metrics and will be monitored on a weekly basis.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Self-service laundries—Marketing

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Embargo Period

12-9-2022

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