An Integrated marketing communications campaign for Cable Car Bar & Restaurant, Tomas Morato Avenue

• Main Author: Menez, Philip Michael F., Jr.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4912
• Institution: De La Salle University

The Philippines Consumer Foodservice Industry is steadily growing due to the increase in remittance of Overseas Filipino Workers (OFW) and the disposable income of consumers. More and more Filipinos are dining out due to their busy schedule, and even some OFWs are actively investing for franchises of foodservice. The Tomas Morato, Quezon City area is also growing in terms of Foodservice Industry, led by the popularity of artisanal/gourmet food of Full Service Restaurants, Cafes/Coffee Shops, and Bars/Pubs. The area is still largely profitable and highly competitive, with various segments indirectly competes with each other. Differentiation, positioning, and marketing of each brand contribute to their own success and profitability. Cable Car Bar & Restaurant is a new entrant in Tomas Morato, but is having success in gaining market share due to its Beer Pong Games, crowd ambiance, and products and services. Although the brand is the pioneer of Beer Pong Games, there is an increase of other competitors offering the game too to its consumers, thus weakening the hold of the brand to the games. Thats why the time is now for Cable Car to position itself as the pioneer and innovator of Beer Pong Games, and with 6 months Integrated Marketing Campaign, with a budget of Php1,369,000, will help Cable Car in spreading awareness to its target market and strengthen their positioning and identification with the Beer Pong Games.