Date of Publication

4-1-2023

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

Emma Lourdes R. Mones

Defense Panel Chair

Raymond Vergara

Defense Panel Member

Segundo Barrameda, Jr.
aJoelle Eila Robles

Abstract/Summary

This integrated marketing communications (IMC) campaign plan was created with the intention of promoting the automotive aftermarket business of Petron Corporation: the Petron Car Care Center. Launched in 2006, the Petron Car Care Center has been in the business for the past 17 years but is still in the introduction stage—with target customers still lacking awareness about the brand. The IMC campaign strategies included in were based on combined primary and secondary research on how to promote the brand, with the objective of increasing awareness about Petron Car Care Center and Car Care Center Express offered services. Marketing campaign will present the Petron Car Care Center as a dependable provider of high-caliber, “casa-like” services, at affordable rates—executed by (1) embodying and leveraging on the “Automotive Fluids Specialist” thrust, (2) establishing an online community through social media, and (3) increasing both online and on-ground presence of the brand. It is important to note, however, that this proposed IMC campaign plan for Petron Car Care Center may only be applicable to the NCR audience of the brand—considering coverage of the study is limited to NCR audience as well. Further research must be conducted to check and validate preferred channel and content for regional campaigns.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Service stations—Philippines—Marketing

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Embargo Period

4-14-2023

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