An integrated marketing communications campaign for The Ramp Crossings

• Main Authors: Co, Karyn Eliana S., Estipona, Eunice Margot G., Tan, Jieza Jizell C., Tan, Cherielyn D.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18141
• Institution: De La Salle University

The continuous growth of the apparel retailing industry in the Philippines over the past few years is solid evidence that fashion is given more importance nowadays. The rise of fashion needs in the market has paved the way for numerous designers and businesses both eagerly trying to supply to these demands. This had then led to the popularity of shopping in department stores, bazaars, and online apparel stores for Philippine shoppers. The multi-branded apparel retailing industry is dominated by companies such as SM Department Store, Robinsons Department Store, and The Landmark, which offer a wide range of prices for their clothing, shoes, and accessories. A relatively new entrant in this industry is The Ramp Crossings, the fashion section of Crossings. With seven years in the market and six years of promotions, its four branches, sixty consigned and eight in-house brands, two past celebrity endorsers, various fashion shows, and print campaigns have made The Ramp Crossings a recognized brand when it comes to stylish and globally updated clothing. Though the market is familiar with The Ramp Crossings, the latter still has not yet fully maximized its advertising capabilities. The group's Integrated Marketing Communications campaign, a six-month campaign that starts on January 2012, aims to strengthen brand awareness towards the target market through better advertising placements and to redefine the brand image of The Ramp Crossings to a more youthful feel. The campaign targets female high school and college students, ages 15-21 from the socio-economic classes (SEC) C1 and C2. With this in mind, media used are print, digital, out-of-home (OOH), and event these creative executions will be revolving around the idea that wherever these young fashionistas go, they will always look fashionable. The detailed media schedule, advertising and production costs are to keep the campaign in line with its objective and its advertising budget of twenty million pesos.