Date of Publication

3-2023

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 Saijd Murad

Defense Panel Chair

Jose Luis Liongson

Defense Panel Member

Alice Katherine Tenorio
Tuesday S. Angliongto

Abstract/Summary

Pocofino Retail Products is a Philippines home-grown brand with Italian roots, committed to serving authentic Italian, international, and premium quality coffee products. In a fast-paced world, Pocofino Retail Products gives consumers the liberty to take a powerful pause so that they can savor life’s small moments with a premium cup of coffee.

To stand out in a highly saturated market, a study on Pocofino Retail Products was conducted, specifically on consumers' premium coffee consumption. Research findings show that coffee consumers, in general, are open to premium coffee products regardless of Hedonistic or Utilitarian motivations. This approach to understanding motivation is used in creative content and media triggers, capturing those slow-down or pick-me-up coffee moments. Data shows that consumers' attitude toward Premium Coffee Products has a positive effect on their intention toward Premium Coffee Products, highlighting the need to push USPs. Furthermore, word-of-mouth is important in building brand awareness and consideration. Learning about a brand through trustworthy sources like friends, families, baristas, and real reviews is important to the consumer and this is supported by the study wherein data shows that the opinion of others is influential on their positive decision-making towards Premium Coffee Products. Data also shows that the intention to purchase Premium Coffee Products has a strong positive relationship with the purchase of Premium Coffee Products.

These findings are mirrored in the proposed Integrated Marketing Communications campaign to increase awareness and consideration among young Filipino Millennials aged 25 - 34 yo.

The Integrated Marketing Communications Campaign focuses on the Pocofino Retail Products and excludes any efforts made by the coffee shop, Caffe Pocofino. The marketing objective is to increase consumer purchases of Pocofino Retail Products by 39% from various distribution channels, one year after the campaign’s initial launch. To create a communications distinction in the retail coffee industry, Pocofino Retail Products is rebranded to Casa Pocofino. The campaign has the communication objective to increase brand visibility (awareness) of Pocofino Retail Products by 30% one year after the campaign.

The plan involves focusing efforts on digital marketing to address the media objectives. This is expected to increase Casa Pocofino’s media following and engagement and generate earned media through picked-up publications, sharing of content, and word-of-mouth.

With this campaign, Pocofino Retail Products has the opportunity to accelerate growth in the market and profitability for the Pocofino business.

Abstract Format

html

Language

English

Keywords

Coffee industry—Philippines—Marketing; Retail trade—Philippines—Marketing

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Embargo Period

4-14-2023

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