An integrated marketing campaign on Nescafe 3in1

• Main Authors: Cunanan, Daniel Angelo C., Domingo, Karen F., Garcia, Maximillian C., Naval, Miguel Carlos S., Uy, Katrina Theresa T.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18154
• Institution: De La Salle University

This is an Integrated Marketing Campaign for Nescafe 3in1 that aims to improve its competitiveness. Situational analysis concludes that Kopiko, one of its major competitors based in Indonesia, is becoming a serious threat because of its continuous and rapid growth in the local market for the past three years. This campaign seeks to address this competitive threat and arrest the growth of Kopiko by re-assessing Nescafe 3in1 target market and communicating the unique selling proposition of the product the strong Nescafe heritage and reputation. The media channels that will be used in this six-month campaign to communicate the new message are television, radio and out-of-home advertisements.