An integrated marketing communication campaign on domestic parcel in JRS Express

• Main Author: Rosacena, Grace P.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Express service > Marketing; Advertising > Shipment of goods; Parcel post > Marketing; JRS Epress > Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4395
• Institution: De La Salle University

The Campaign is to increase the awareness of the people with regards of the JRS Express product and services. LBC was the top leading courier company in terms of numbers of branches, Air 21 was known on its service innovations. There are several promotions and advertisements which should continuously innovating. JRS Express is one of the top three (3) leading courier service providers in sending domestic parcel. They only have few branches nationwide compare to other courier companies but still the company remains in the courier industry. They focus more on the delivery and the services that they can offer to the consumers. The company will use handrail advertising that will captivate the interest of the passenger in train (MRT and LRT) regarding the promotions and services of the company. Promotions such as My Experience in JRS, Ang Lupet in cooperation of the 51st anniversary celebration of JRS will be posted in the Manila Bulletin Newspaper online ads such as facebook, ayosdito.com. and sulitipid.com posters and banners in JRS existing branches, Makati underpass and Ministop. Radio ads will also be capitalizing since according to UAI states in a weekly basis. The primary target market is male and female ages 22 to 30 years old Class A, B and C in economic status. The JRS Express is one of the founders of the courier service in the Philippines, having been in the industry for the past fifty (50) years with minimal advertisement and ad campaign the company still remain as one of the top (2) leading courier provider in domestic parcel. It may not be the leading as LBC in terms of number of branches but when it comes to services, JRS is the best. This ad campaign aims to increase the awareness of the people regarding JRS Express, with a particular amount and budget the campaign would be able to meet the requirement. The new image of the company will help to attract new customers and maintain their valued clients.