An integrated marketing campaign on Hacienda Macalauans Pure & Best: A low fat flavored milk drink in Metro Manila

• Main Author: Parondo, Nicole M.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4871
• Institution: De La Salle University

Since 1995, Hacienda Macalauan Incorporated has been listed in the Securities and Exchange Commission as a dairy farm entity with the primary purpose of breeding and selling cattle farm animals and other dairy related products. They decided to further expand the business by venturing into dairy processing operations after the acquisition of 100 heads of Freshian Sahiwal cows from Australia. In the late 1990s Pure & Best, the companys brand of all natural, no preservatives milk along with other dairy products were delivered to Manilas exclusive subdivisions and villages thus earning the moniker The Milkman. With minimal advertising efforts Hacienda Macalauan has gained a small following. The ready to drink milk category in Metro Manila is already saturated with product offerings from established global brands, the challenge, therefore is to make the target market stand up and notice Pure & Best by highlighting its unique product attributes. Research would confirm that there has been a lifestyle change, a revolution especially among the members of the upper social economic classes. This is due to the availability of information through the internet about diseases and other health problems which may stem from consuming unhealthy food, having little or no exercise and poor stress management. It is also because of the easy access to information through the website that the target market has evolved and become more meticulous with what products they consume. The opportunity lies in the timeliness of the campaign and the unique attributes of Pure & Best Flavored Low Fat Milk drink. HMIs Pure & Best Flavored Low Fat milk will become the companion of a healthy, active lifestyle without sacrificing the taste, and to attain this objective is to let the target market become aware of its existence in the market. By making use of the proper touch points to effectively reach the target market the brand will be able to realize its objective.