An integrated marketing communications campaign for Metro

• Main Author: Co, Marion Monique T.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing; Advertising campaigns; Petroleum
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4864
• Institution: De La Salle University

Since the Downstream Oil Industry Deregulation Act of 1998, various independent oil companies joined the Big 3 Petron, Shell, and Caltex, which have enjoyed the biggest market shares for the longest time. With the continuous increase in sales of vehicles in the Philippines, the fuel business in the country will remain profitable. However, a big demand for fuel does not immediately equate to big sales. With so many fuel companies budding plus the strength of the major players, the market is saturated and competition is fierce. For an independent fuel company like Metro Oil who is relatively new in the business and is still in need of brand awareness, such is the case. Therefore, this campaign is designed to increase brand awareness for Metro Oil, and, in the process, encourage trial and conversion of its target market, all within fiscal year January to December 2017.