An integrated marketing communications campaign for Double A Copy Paper

• Main Authors: Agcaoili, Marianne Carla M., Mariano, Jowell Carlos J., Reyes, Ma. Gabrielle Louise C., Syquia, Ma. Erika Gabrielle M.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18139
• Institution: De La Salle University

Double A is a world-renowned Thailand-based brand of high-quality copy paper. It entered the Philippine market in 2004 against locally established brands such as PaperOneâ„¢, Orange, Best Buy, and Hard Copy. The no jamâ– quality of Double A is the company's competitive feature. This is due to its low dust content and smoother surface to name a few. However, Double A in the Philippines has been incurring a net loss, which is why an integrated marketing campaign, with a budget of P70 million, would be effective in improving the company's position. The campaign will only cover Double A's line of Copy Paper and will target the Meticulous Money-Makers,– a term coined for any male, 35-40 years old, belonging to the AB and upper C socio-economic class, and is employed in a reputable company or has his own business. A Meticulous Money-Maker is very particular with the quality of the products he purchases and uses. At work, he makes sure that the paper he uses is of the best quality. He admires people who are efficient and is very meticulous himself. Obstructions to his work are unacceptable to him, thus, he becomes frustrated when problems, such as paper jams, occur. This also contributes to his being particular with the quality of paper since it is his belief that good quality paper will reflect his output in work. Double A's campaign will be year-long, beginning on January 2011. Print ads, billboards, ambient, direct mail, experiential marketing, and e-marketing will cover Double A's campaign. These marketing efforts fall under one idea which is: you are what you print. This big idea stems from the insight that the frustration due to paper jam reflects what is printed on the paper. The Integrated Marketing Campaign aims to: re-launch Double A in the Philippines to increase the awareness of the target market to 10% to increase the visibility of Double A Copy Paper at points of purchase by 35% to make 30% of the target market prefer Double A Copy Paper over other brands in the copy paper segment of the market.