An integrated marketing communications campaign for SM Green Bag

• Main Authors: Chan, Mary Gyen, Dela Cuesta, Joanna Marie, Ocampo, Aziel
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18182
• Institution: De La Salle University

SM Supermarket is the leading company in grocery retailing in the Philippines. Given this, SM contributes a huge amount of plastic waste all over the country. To address the growing problem of the environment caused by single-use plastic bags, it launched the Green Bag campaign last 2007. It was part of its Waste Management Program. An advocacy campaign was developed to spread awareness about the Green Bag. The advertising objective of the advocacy campaign for the SM Green Bag is to encourage reusing the Green Bag. The sales objective of the campaign is to sell one million Green Bags within the one year campaign. The target market of the campaign are women grocery shoppers, ranging from 25 to 34 years old, who belong to the socio-economic class C. These women use a lot of single-use plastic bags for shopping, that adds up to the growing problem with plastic bags. This is why the creative materials will aim to communicate the big idea that The simple act of using the Green Bag will have a positive effect in the environment. The message of the campaign will be communicated to the target market through the following media: digital, out of home and SM's customer service. In the end of the one year campaign, it is expected that there is an increase in the frequency of Green Bag usage.