An Integrated marketing communications campaign for CVerde

• Main Author: Donato, Benjovi A.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4877
• Institution: De La Salle University

C VERDE or Cafeteria Verde is the first vegetarian quick service concept in Metro Manila serving delectable vegetable-based appetizers, snacks and rice meals for individuals seeking tasty and healthy meat-free options. Owned by AgriNurture Inc., the brand opened its first store on February 11, 2011 at The Sports Arena in Robinsins Galleria and because of its potential growth the made, management opened 5 more C Verde stores in GT Tower, RCBC Plaza, Cityplace Binondo, Alabang town center and Promenade Greenhills. The two Makati outlets are complemented by a Big Chill Juice Bar and Fresh Bar while the Binondo and Alabang town center branch outlet complemented by Canecoctions, a sugarcane slush bar. The uniqueness of CVerde lies in the fresh vegetable ingredients that are used to make its appetizers, rice meals, sandwiches, pizza, pasta, and other recipes. Deep-frying is done using vegetable oil to maintain every recipes nutritious quality. One meal may be washed down with equally healthy and refreshing Big Chill, SuperFresh or Canecoctions drinks. This marketing campaign is to increase awareness for the brand CVerde by relating the brand to the words Delicious and Fitness. It is evident that there is a significant increase in population of people who engage in exercises and at the same time living a healthy lifestyle. This campaign will change in tag line the better option to Deliciously Fit to strongly emphasize that the brand will not be associated with words that Healthy food items does not taste good which gives a weak connotation when it comes to food preference. Establishing the tagline Deliciously Fit and settling with the brand name CVerde will be the one of the focal point to further increase the brands awareness in the market. Despite its current minimal marketing such as investing in store locations found in prime places in Makati, Greenhills and Alabang the brand only boosts its store layout and afilliating it with the brand BigChill which is thei sister company to attract consumers as its only marketing strategy as of the moment. The campaign will run from April to September 2013. This will pave way for the summer season that will be relevant to the campaign wherein men and women become more conscious with what they eat and at the same time start their regular exercise routine. The campaign will be consumer-centric using emotional and psychological persuasions and visuals through exposing the brand in various fitness programs to establish the tagline Deliciously Fit. The proposed budget of P 1, 600, 000 will be enough to reach CVerde market where their branches are located which in a way targets the whole Metro Manila as well. The budget will be utilized by advertising in top fitness magazine, distributing freebies in targeted radio stations, establishing tie-ups with fitness establishments, sponsoring events and engaging in below the line marketing to be advertised at its branches and the said fitness establishments to create awareness and brand visibility. Social Media would also be utilized as part of its growing influence in digital advertising. This proposal is limited for execution in the Philippines only. Feedback methods will be implemented after the initial phase of the campaign. Store sales, online buzz metrics, and other market penetration data will be utilized to verify if targets were met.