An advertising campaign for dolly tuna

• Main Authors: Sarte, Mary Karen Angeline B., Monta, Mary Joice, Villagonzalo, Franco, Jr.
• Format: text
• Language: English
• Published: Animo Repository 2004
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17618
• Institution: De La Salle University

Every Filipino household has a stock of canned sardines or tuna at home. They have these in case of emergency situations. In case hunger suddenly strikes, the solution is only a can-opener away. Filipino grocers always offer a couple of more brands of canned of seafood. Their line up of products range from canned sardines, salmon, mackerel, and last but not least, tuna. Canned tuna, because of its relatively low price, is a favorite among Filipino households. As an emergency meal when households run out of meat, consumers will eat canned tuna with rice or bread. They either cook or sauté tuna with fresh garlic and onion. Sometimes they even add water for added broth. Filipinos love some cooked recipes. And it is a known fact that, for them, any canned product would only be a second option. Or a last resort. However, the advent of tuna, prepared in home cooked flavors, suggests otherwise. These days, a number of brands parade the supermarkets and stores: Century, 555, Bluebay, Fresca, Tommy's and adjust recently, Dolly. As a new entrant in the packaged foods industry, Dolly is yet to establish itself as a solid industry player. This study aims to provide the Asia Pacific Tuna Canning Corporation, manufacturer of Dolly tuna, possible ways to effectively penetrate the market and acquire a significant amount of market share. It analytically provides information regarding the industry, competition, and some vital facts about the target market. Data gathering, research, and data analysis enabled the researchers to collect and synthesize enough data to formulate an advertising campaign. The advertising campaign proposed in this study makes use of the traditional media namely, television, radio, and print. It also utilizes non-traditional or below the line mediums such as, billboards, mobile and transit ads, on-air promos, and many others that the researchers believe to be effective in building brand awareness and, in the long run, a substantial amount of profit.