An integrated marketing communications campaign on Vanita

• Main Author: Yao, Irish G.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Communication in marketing; Advertising > Underwear; Lingerie > Marketing; Vanita
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4417
• Institution: De La Salle University

Compared to the Asian countries, the local lingerie industry is still weak. There are only few major players, and a widely available brand substitute lingerie with no brands that can be bought in bazaars. This can be accounted for Filipinos purchase priority. Undergarments being a necessity are not given much weight when shopping. Amongst the target market, undergarments and lingerie are considered different, the former being a necessity and the latter for special occasions. On the other hand, direct selling is strongly associated with low end products. Many brands now are extending their distribution to direct selling because of its cost effectiveness that is why direct sellings image is starting to evolve. Currently, Avon is dominating the direct selling industry, and the companys strength is intimate apparel. Vanita is a lingerie brand from Europe, designed and envisioned by Italian designer Fabiola Marin for Filipino women. The company provides high quality products with Italian mastery, European systems, and Japanese efficiency. It has three product lines, which are Donna, Fiore, and Blu, each being distinct from the other. The company was launched last October 2009, for its first year it aims to be recognized as a high end product and to have increased awareness level among Vanitas target market. This Integrated Marketing Communication (IMC) Campaign focuses on Vanitas brand image, focusing on the emotional benefit of the products and communicating with the new generation of empowered women. To maintain exclusivity and to maximize the companys limited resources, below-the-line promotions and viral marketing will be utilized supported by magazine print ads and announcer on board.