An integrated marketing communications campaign for Fita

• Main Authors: Castillo, Lolita Anne T., Lugtu, Marie Ces R., Mayuga, Rafe Nathan R., Reyes, Felicia Mariel F., Tabora, Diandra Albertin K.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18197
• Institution: De La Salle University

Fita Cracker first emerged in the market during the 1950s after World War II. It is a brand under Monde M.Y. San Corporation, a subsidiary company of Monde Nissin Corporation. It was a cracker that was different from the existing brands because of its sweet and salty taste and round shape. The Cracker industry's brand value share, in 2010, totaled 30.1% of the whole Biscuit industry, with the following major players: SkyFlakes having 17.2% of the shares, Rebisco having 9% of the shares, Fita having 3.6% of the shares, and Ritz having 0.3% of the shares. Fita aims to increase brand awareness and loyalty, while increasing shares and sales (to 4%). The campaign aims to reintroduce Fita to the market and communicate how the brand can be their cracker of choice. It will communicate how Fita is a tasty snack that can be enjoyed anytime and anywhere. The campaign aims to reach at least 60% of the target market (ages 16 to 21, male and female, from socioeconomic class C, in tertiary education) within a 3- month period. The Big Idea of the campaign is Fita lang, pwede na! Anytime, all the time. This statement conveys how the cracker is satisfying and best-fitting for the consumers needs and preferences. With the mandated budget of PhP 13 Million, a combination of traditional and nontraditional advertising will be employed. To effectively reach the target audience and fulfill the objectives of the campaign, the following efforts will be done: Television, Out-of-Home (Transit Ads & In-Store), Digital, and Activation (Sports Marketing). As for the media schedule, a combination of continuous and pulsing methods will be applied. To measure the effectiveness of the campaign, various methods will be used such as surveys, evaluation and brand share measurement.