An integrated marketing communications campaign for Vita Milk

• Main Authors: Cayao, Criselda Jane R., Dionisio, Natalla Patrich C., Maske, Rhalyn Claire B., Perez, Jed Mikhail C., Sadian, Daisy Lili A.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18214
• Institution: De La Salle University

Despite the lack of effort in advertising, Vitamilk has established itself as the leading soy milk brand. Because of this, it is believed that Vitamilk is now ready to tap into a new market which is the ready-to-drink tea consumers. Due to the increasing health and wellness trend in the country, many beverages that claim to be good for the health has began to rise which stiffens the competition even more. The campaign aims to inform the target market about Vitamilk being a truly healthy and delicious drink. The campaign's strategy is to create ads that are in line with the objective of changing the perception of consumers about soy milk, in general. The target market of the campaign are male and female college students, ages 17 to 22 belonging to socio-economic class broad C. These are college students who are socially and physically active. This is why the campaign is aimed towards capturing the attention of the target group through interactive activities, wherein they can participate in the online and event efforts incorporated in the IMC campaign, and ambient ads. By the end of the three-month run of the campaign, it is expected that the level of awareness of Vitamilk has increased by at least 200,000 fans in Facebook community. Furthermore, the level of sales of Vitamilk is also expected to reach a 3-5% increase. In conclusion, the campaign aims to capture the interest and desire of the health and wellness market, which would encourage them to try Vitamilk, which is the truly healthy drink.