Date of Publication

3-15-2024

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Advertising and Promotion Management | Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Defense Panel Chair

Mary Julie Balarbar

Defense Panel Member

Dave Vincent Mangilet

Gabrielle Lopez

Abstract/Summary

Emerging from the turbulent times of the pandemic, Ento’s has embarked on a journey of recovery and adaptation, embracing the realities of the "new normal". In a world forever altered by the crisis, the founders discovered themselves at the intersection of resilience and reinvention. As communities adjusted to a life reshaped by social distancing measures and economic uncertainty, Ento’s recognized the need to pivot their approach.

With a deep understanding of the shifting consumer landscape, they aimed to offer more than just food—they sought to provide a sense of comfort and connection through their culinary creations. This post-pandemic era became a canvas for innovation, where Ento's flourished by listening to their customers' evolving needs and responding with agility and creativity—introducing Ento’s Crispy Liempo Thins as a delicious solution.

From the backdrop of recovery and adaptation emerged a newfound sense of purpose and opportunity. Ento’s flourished, unveiling multiple avenues for expansion. Strengthened by growing partnerships with Love At First Bite and TBONES Steakhouse, it aimed to strengthen its distribution channels, seeking to increase both sales volume and reach.

This paper aims to improve the brand presence and market penetration through an integrated marketing communications plan. The primary objectives are to increase brand awareness by 40%, boost sales by 40%, and strengthen the distribution network by establishing reseller partnerships, thereby expanding distribution by 50%.

The study was anchored on the Usage, Awareness, and Image (UIA) Survey, utilizing Google Forms as the survey administration software. A total of one hundred and sixteen (116) respondents, including males and females ages between 20 to 40 years old and residing in the National Capital Region (NCR), participated in the survey. Additionally, a Focused Group Discussion (FGD) was organized with twenty (20) participants, during which they were offered samples of Crispy Liempo Thins in both original and spicy flavors for tasting.

The survey findings indicated that most respondents, who dedicate 4-6 hours daily to social media engagement, mainly use Facebook as their primary platform. In regards to chicharrón consumption behavior, the survey highlighted a preference for deep-fried pork-rind snacks, especially when enjoyed as shared snacks typically purchased from physical stores.

Regarding brand awareness, participants showed limited familiarity with Ento's Crispy Liempo Thins. However, there was a significant level of interest expressed in trying the brand's product when asked. The key factors influencing their purchase decisions include crispiness (80.2%), taste (81.9%), with meat content (44.8%), affordability (70.7%), quality (81%), larger size options (69%), and positive product reviews (36.2%).

The online survey effectively reached participants across various media channels, including Facebook, Messenger, Instagram, and email via Google Mail. Simultaneously, face-to-face interactions were conducted in the locales of Quezon City and Caloocan City to secure direct responses promptly, addressing potential time constraints and ensuring a timely completion of the survey.

Based on the comprehensive analysis of the industry, competitive audit, and survey results, it has been determined that the majority of respondents have not yet engaged in any form of reselling. However, they do possess a moderate understanding of the concept of reselling products or services, particularly regarding its potential profitability and the advantage of additional income. Therefore, there is a 53.4% likelihood that they are inclined to venture into reselling Ento’s Crispy Liempo Thins.

This Integrated Marketing Communication (IMC) campaign proposal, with its focus on the overarching idea of “Sarap na ‘di THIN-nipid" is set to roll out over a six-month period from July to December 2024, following the AIDA Model, which includes three (3) phases: Awareness, Consideration, and Conversion.

The main goal is to achieve a 40% increase in sales, building on the July to December 2024 Total Sales Trajectory of ₱170,430.00, which already reflects a 40% growth compared to 2023. The net profit projection for the next six (6) months reflects a sales increase. Achieving this projection would result in a commendable return of investment (ROI) of 142.03%, with a breakeven point in quantity at 401 pieces of Crispy Liempo Thins. The goal is to reach these objectives through strategic social media marketing, public relations, promotional activities, on-ground activation, and CSR, supplemented by regular online monitoring to gauge effectiveness.

Given this context, the campaign's budget has been revised to ₱60,000 from the initial allocation of ₱70,000, with the projection of achieving a higher net profit. The primary objective remains focused on sustaining sales while effectively managing costs. This adjustment results in a cost-saving of ₱10,000 while ensuring the implementation of key initiatives aimed at maintaining sales momentum. The budget is allocated as follows: 4.6% for Digital Marketing, 35.71% for Public Relations, 9.91% for Sales Promotion, 24.68% for On-ground activation, 15.57% for CSR efforts, and 9.52% for a contingency plan.

The approach is rooted in maximizing the impact of every peso spent, ensuring that resources are used efficiently across all aspects of the campaign. By carefully managing the budget, the aim is to achieve the sales targets while indicating smart spending and adaptability within budget constraints.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Marketing; Communication in marketing

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Embargo Period

4-25-2024

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