An integrated marketing communications campaign for Tanduay Cocktails

• Main Authors: Aquino, Ivy Rose A., Baruelo, Adrian John B., Caritativo, Cristina Micaela G., De Castro, Joanna Christina Marie J., Maniego, Gianelle Ann G.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18188
• Institution: De La Salle University

This Integrated Marketing Communications campaign was designed as a formal launch of Tanduay Cocktails. The campaign's objectives are: 1.) To boost awareness of the entry of Tanduay Cocktails in the alcoholic beverage industry in 60% of consumers ages 21-27, predominantly female, in the socio-economic class C over a period of 3 months. 2.) To generate traffic by getting in front of the consumers and drive them to share their enjoyable Tanduay Cocktails experience. 3.) To be the top of mind and encourage trial and feedback for premixed cocktails. The campaign will run continuously and in equal weights from March- May. The target market, 21-27 year olds from socio-economic class C, like mixing and experimenting with drinks, but never get the perfect mix like the ones done by experts. They are constantly looking for the right mix, thus the big idea of the campaign, If it's mixed right, it tastes right it's got to be the true ready-to-drink Tanduay Cocktails. With the tagline, More flavor, less awkward moments. Tanduay Cocktails. The media mix encompasses Above-the-Line and Below-the-Line efforts. The media strategy will be utilized at times when the target is most open. Post-campaign surveys, interviews, FGDs, sales reports, and other research methods will be utilized in order to determine the effectiveness of the campaign.