An integrated marketing communications campaign for Bonakid Choco Boost

• Main Authors: Dizon, Laureen S., Qui, Angeline Suzette G., Sarmiento, Sara Nicole G., Tan, Katrina Joyce U., Yu, Eliza Dominique T.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing; Bonakid Choco Boost
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18205
• Institution: De La Salle University

As a new entrant in the chocolate flavored powdered milk drink industry, Bonakid Choco Boost was introduced by Wyeth in March 2012. It grabbed 9.9% market shares from the 5th age formula milk market and 28.5% market shares from the 5th age chocolate formula milk market six months after its launch. A...