Date of Publication

3-17-2023

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 Erving Go

Defense Panel Chair

Mary Julie V. Balarbar

Defense Panel Member

Dave Vincent Mangilet
Arnold M. Leoncio

Abstract/Summary

Metro Supermarket is the 6th largest supermarket chain in terms of the number of stores which is owned by Gaisano under the Metro Retail Stores Group. Inc. (MRSGI) and in many years it expanded its core business from a Supermarket to a Department Store offering products that will cater to a wide range of consumers. (Statista, 2021). Also, it includes the business of Leasing as a support for financial growth and additional retail offerings for the consumers.

In 2021, the food retail industry experienced a decline in sales due to the effect of the extended community quarantine in some areas of the country. Additionally, Filipinos became more conscious about their purchasing habits by only acquiring essential items. Some retail stores were also allowed to open late last year which gave the consumer more options to shop from (Euromonitor, 2022).

This research uses the triangulation method in consumers, existing and potential tenants, and the researcher’s observation of Metro Market Market in order to solidify the research. This is the technique to analyze the results of the same study by using various methods of data collection such as surveys and In-Depth-Interviews (IDI) and internal observation. The main purpose of this method is to enhance validity, to have a depth perspective on the research, and to thoroughly understand the research problem in different ways (Nightingale, 2020).

In line with this, the researcher identified the problem of Metro Market Market that it needs to build more interest or desire for potential tenants to lease the space, maintain its current tenants and build a strong connection with customers which led to the Integrated Marketing Communication with the big idea “One Stop Affordable Food Hub” to support that campaign with the tagline which is also derived from the Big Idea is “Affordable Everyday Eats” this will be reflected on the key visuals to effectively communicate with the target audience.

The campaign will be rolled out in three phases based on the concept of the AIDAR model: Awareness and Interest (Phase 1), Brand Activations and Engagement (Phase 2), and Retention (Phase 3) that are composed of media strategies such as Digital Marketing, Direct Marketing, Advertising, Public Relations, and Events Marketing.

Overall, the campaign will spend P1,149,500 which will help incur a revenue of P25,130,368 which is at 31.55% revenue growth from 2022 that will run from April to December 2023. By the end of the campaign, we are expecting a 100% occupancy rate and achieving a full potential revenue growth versus 2022.

Abstract Format

html

Language

English

Keywords

Food service—Philippines—Taguig City—Marketing; Retail trade—Philippines—Taguig City; Marketing—Philippines—Taguig City; Vending stands—Philippines—Taguig City—Marketing

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Embargo Period

4-9-2023

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