An integrated marketing communications campaign for Vitress

• Main Author: Camitan, Michaela L.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Advertising and Promotion Management
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18044
• Institution: De La Salle University

Vitress is the premier hair cuticle coat brand here in the Philippines. Launched in 2005, it was one of the first of its kind in the country, and the product distinction helped set it apart from other already existing styling agents. In 2007, Vitress further developed their product line to expand to other variants. Along with delivering on the product's promise of instant, intense shine, three specialized cuticle coats were introduced that could more specifically meet the needs of each hair type. For considerable time now, Vitress has dominated the market despite the emergence of challengers from both local and international standing. However, because of the increasing growth of the hair cuticle coat category, there has been a similarly growing need to secure the brand's position as market leader as it faces competition from multinational giants such as Unilever and L'Oreal. This campaign aims for Vitress to redefine the hair cuticle coat market in order to defend its market leader status against both cheaper imitations of the product and higher-end variants launched by better known brands in the hair care industry. By communicating the deeper, more subconscious benefits of Vitress vis-Ã -vis improving confidence and self-recognition, the campaign will show how the product shifts from addressing just a physical need to an emotional one. The set objective is to improve market share from 68% to 75% by reaching at least 60% of the target audience for this campaign: women of 20 to 24 years of age, from the broad C socioeconomic class. The core of the campaign is built around the idea 'outshine', emphasizing on how women in today's competitive social and career-driven landscape should constantly aspire for excellence and be the best version of themselves. To ensure effective allocation of the mandated P20 million budget, the media mix mostly consists of a non-traditional approach. The only form of traditional media used is print, which will include advertorials and print advertisements in magazines. The reach of out-of-home ads will be maximized through billboards, underground walkways, mall posters, and ambient placements. As for below-the-line vectors, the campaign will induce product trial via in-store activation, experiential road shows in malls, and an educational and interactive event. Due to lack of TVC and radio commercials, the campaign will also substantially rely on digital advertising by employing a viral video, photos, a mobile application, and thrusts through social networking sites to create awareness and buzz. At the end of the six-month period, post-launch UAI assessments, online third party metrics, impressions and click-through-rates, and sales reports will be implemented, collected, and analyzed in accordance to set objectives to determine the effectiveness of the campaign.