An integrated marketing communications campaign for cosmetics Philippines

• Main Author: Gualberto, Ma. Angelica Grace A.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4873
• Institution: De La Salle University

INGLOT is a Polish cosmetics brand established more than 25 years ago by a young chemist named Wojtek Inglot, whose primary aim was to create high quality cosmetic products at reasonable prices for every woman. The brand was initially available to Poland and nearby European countries and has slowly expanded to the United States and Asia. This marketing communications campaign is designed to be a localized awareness campaign for Inglot in the Philippines, utilizing media touch points relevant and are standard practice in the local cosmetics industry. The campaigns main objective is to build awareness and engage new users and brand switchers in the young professional market. The campaign is proposed to run from July 2013 until the end of the year. It will begin with pre-launch activities to excite potential customers and culminate with the creation of an online gateway to purchase products. A proposed budget of P5,500,000 is pegged to cover all expenses to execute the six-month campaign.