An Advertising campaign for San Miguel Packaging International, Limited

• Main Authors: David, Delice C., Gonzales, Lesley Ann C., Kiokan, Jielor S., Sy, Sherry Genevieve G.
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16873
• Institution: De La Salle University

San Miguel Packaging International Limited is a holding company of San Miguel Packaging Products in the Philippines. The holding company was established only in 1993. Their vision is to internationalize operations, specifically in the Asian Pacific region. The company has currently entered into the China, Indonesia, and Vietnam market. India would soon be another penetrated market. With this in mind, the advertising campaign aims to achieve a 43% awareness for its target audience. This proposed campaign would include a print advertisement and a video documentary. The print ad will be published in the two of the top four Asian business magazines, namely: Far Eastern Economic Review and Asian Business. The idea of the ad would focus on the expansion in the Asian region. This way, it would be able to present that San Miguel Packaging International Limited is a company for all through its joint ventures abroad. A video documentation is made especially for local and foreign business partners, investors, visitors, and friends. Its purpose is to inform these people of the products and services they offer including their established strategic alliances abroad, not to mention, their joint ventures in the targeted countries in Asia. With this campaign, San Miguel Packaging Products including its holding company, hopes to attain their target of 43% awareness level, at the same time, provide better services for its clients and be able to expand further in Asia, aside from the four countries.