An integrated marketing campaign for Fit 'n Right

• Main Authors: dela Cruz, Renee Lynn Tayag, Go, Camille Franchesca Cruz, Go, Wingelyn Wendy Chua, Ko, Tiffany Ang, Ting, Adrianne Quebrar
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18156
• Institution: De La Salle University

Fit 'n Right has established itself as one of the top contenders of slimming beverages since it launched its first variant in September 2006. Pioneering in L-Carnitine, it has introduced and set to the minds of the market its association of the brand to weight loss. Because of its innovative breakthrough, it has become the number one juice drink shortly after its release, which resulted to the emergence of the healthy ready-to-drink (RTD) trend in the Philippines. Due to the increasing health and wellness trend in the country, a lot of other slimming beverages began to rise which stiffened the competition. Though Fit 'n Right's main competitors in the Polyethylene terephthalate (PET) RTD sector are few, a lot of indirect substitutes continue to rise with each of them having their own unique components that claim to aid in losing weight. Some of them also followed the brand in putting L-Carnitine into their products. However, it has not given up on the competition as it continues to transform its brand over the years to improve its fat-fighting power. In October 2011, Fit 'n Right has released its newest variant, now with LCarnitine and Green Coffee Extract (GCE) that blocks sugar absorption and burns fat which could aid in weight loss. The campaign aims to inform and educate its target market, also known as the yuppies, about the new product variant and how the complement of GCE and L-Carnitine has become one step further in aiding weight loss. The campaign's strategy is to create ads that are in line with the objective of educating the market about GCE and making them aware of Fit 'n Rights new variant. This will be done by coming up with ads that are proactive, amusing and casual that the market can interact with. By the end of one quarter, it is expected that level of awareness will increase by 30% among the Facebook community. In conclusion, the campaign aims to capture the interest and desire of the increasing health and wellness market, which would encourage them to try the product.