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 student...