Man up with Gatsby styling wax: Integrated marketing communications campaign for Mandom Philippines Corporation

• Main Authors: Delos Santos, Giardino, De los Santos, Orencio James, Gaite, Gian Carlo
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: Hairdressing—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18168
• Institution: De La Salle University

Gatsby is the current market leader in the Philippines under the styling wax and pomade category. However, Nielsen reported a 4% decline in its market share from 2012 to 2013. A recent survey by the campaign proponents also showed that Gatsby is not the top-of-mind brand for the male college students, 16-21 years old, socio eco class BC. According to Kantar, this market has the highest affinity of usage for hair styling wax. It was also found in a focus group discussion by the proponents that despite being the market leader, Gatsby lacked brand image among this target market because it is seen as a product for the man who is already established and at the top of his game. The market aspires for this image, but believe they are too young to be that man. To create a new image that will increase brand preference among the target market, the group proposes an IMC campaign for Gatsby Styling Wax based on the idea Be a Man. This will influence the market to believe that age does not matter in becoming the man they aspire to be. The campaign will have a budget of Php 50 million for the Philippines from May to October 2014. Post-evaluation of the campaign will be based on campaign awareness, product trial and brand preference.