An Integrated marketing campaign for J.Cuppacakes

J.Cuppacakes has been in the cupcake industry for more than three (3) years now. It started by joining in weekend markets in Eastwood Mall and night to morning markets in Mercato until it finally put up its first store/kiosk in SM Megamall. Shortly after, it was followed by a branch in Eastwood, and...

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Main Author: Gigante, Danica C.
Format: text
Language:English
Published: Animo Repository 2014
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Online Access:https://animorepository.dlsu.edu.ph/etd_masteral/4902
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Institution: De La Salle University
Language: English
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spelling oai:animorepository.dlsu.edu.ph:etd_masteral-117402022-10-07T06:17:53Z An Integrated marketing campaign for J.Cuppacakes Gigante, Danica C. J.Cuppacakes has been in the cupcake industry for more than three (3) years now. It started by joining in weekend markets in Eastwood Mall and night to morning markets in Mercato until it finally put up its first store/kiosk in SM Megamall. Shortly after, it was followed by a branch in Eastwood, and its recently opened branch, the newest and biggest, in SM Jazz along N.Garcia, Makati City. The brand falls under the baked goods industry where products of Gardenia, Goldilocks, Marby, etc. is in. But particularly, J.Cuppacakes is in the unpackaged/artisanal category. Although the forecast from Euromonitor of the unpackaged/artisanal category is a bit negative, a decreasing percentage of sales in the future, it still is not a reason for cupcake enthusiasts to close stores or stop whatever they have started. On a lighter note, all J.Cuppacakes branches have a fun and unique artsy feel, a one-stop shop where all type of meals are available. A cupcake store that carries a feel-good ambiance for all ages and a place to celebrate all kinds of event in life. Its target market are teenagers and young professionals who have money to spare to buy a box of cupcake as pasalubong or to hang-out with family and/or friends during weekends after watching a movie, bowling, billards, and so on. These people are also the ones that are not too conscious or too tight on their budget. J.Cuppacakes do not do any above-the-line advertising initiatives. It does promos through its Facebook page, stating where they would be in the following days, if they would be in such expo or not, and so on. This just fits the target market of the brand since according to the survey, they prefer and get information through the three (3) well-known social media platforms Facebook, Twitter and Instagram and blogs. Moreover, the reason as to why the said target market buy cupcakes is because they are curious of the taste and how wide the variety of flavors of a cupcake brand has. With that, J.Cuppacakes is set to do a campaign in the digital platform. The campaign will consist of the following: Facebook advertisements, sales promos through Facebook, bloggers, Twitter and Instagram. These bloggers are set to give out gift vouchers for the winners of whatever the promotion would be. 2014-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_masteral/4902 Master's Theses English Animo Repository Cupcakes—Internet marketing Internet marketing Marketing
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
topic Cupcakes—Internet marketing
Internet marketing
Marketing
spellingShingle Cupcakes—Internet marketing
Internet marketing
Marketing
Gigante, Danica C.
An Integrated marketing campaign for J.Cuppacakes
description J.Cuppacakes has been in the cupcake industry for more than three (3) years now. It started by joining in weekend markets in Eastwood Mall and night to morning markets in Mercato until it finally put up its first store/kiosk in SM Megamall. Shortly after, it was followed by a branch in Eastwood, and its recently opened branch, the newest and biggest, in SM Jazz along N.Garcia, Makati City. The brand falls under the baked goods industry where products of Gardenia, Goldilocks, Marby, etc. is in. But particularly, J.Cuppacakes is in the unpackaged/artisanal category. Although the forecast from Euromonitor of the unpackaged/artisanal category is a bit negative, a decreasing percentage of sales in the future, it still is not a reason for cupcake enthusiasts to close stores or stop whatever they have started. On a lighter note, all J.Cuppacakes branches have a fun and unique artsy feel, a one-stop shop where all type of meals are available. A cupcake store that carries a feel-good ambiance for all ages and a place to celebrate all kinds of event in life. Its target market are teenagers and young professionals who have money to spare to buy a box of cupcake as pasalubong or to hang-out with family and/or friends during weekends after watching a movie, bowling, billards, and so on. These people are also the ones that are not too conscious or too tight on their budget. J.Cuppacakes do not do any above-the-line advertising initiatives. It does promos through its Facebook page, stating where they would be in the following days, if they would be in such expo or not, and so on. This just fits the target market of the brand since according to the survey, they prefer and get information through the three (3) well-known social media platforms Facebook, Twitter and Instagram and blogs. Moreover, the reason as to why the said target market buy cupcakes is because they are curious of the taste and how wide the variety of flavors of a cupcake brand has. With that, J.Cuppacakes is set to do a campaign in the digital platform. The campaign will consist of the following: Facebook advertisements, sales promos through Facebook, bloggers, Twitter and Instagram. These bloggers are set to give out gift vouchers for the winners of whatever the promotion would be.
format text
author Gigante, Danica C.
author_facet Gigante, Danica C.
author_sort Gigante, Danica C.
title An Integrated marketing campaign for J.Cuppacakes
title_short An Integrated marketing campaign for J.Cuppacakes
title_full An Integrated marketing campaign for J.Cuppacakes
title_fullStr An Integrated marketing campaign for J.Cuppacakes
title_full_unstemmed An Integrated marketing campaign for J.Cuppacakes
title_sort integrated marketing campaign for j.cuppacakes
publisher Animo Repository
publishDate 2014
url https://animorepository.dlsu.edu.ph/etd_masteral/4902
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