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

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 o...

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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
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Institution: De La Salle University
Language: English
id oai:animorepository.dlsu.edu.ph:etd_masteral-11750
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spelling oai:animorepository.dlsu.edu.ph:etd_masteral-117502021-02-10T03:22:07Z An Integrated marketing communications campaign for Cable Car Bar & Restaurant, Tomas Morato Avenue Menez, Philip Michael F., Jr. 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. 2013-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_masteral/4912 Master's Theses English Animo Repository
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
description 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.
format text
author Menez, Philip Michael F., Jr.
spellingShingle Menez, Philip Michael F., Jr.
An Integrated marketing communications campaign for Cable Car Bar & Restaurant, Tomas Morato Avenue
author_facet Menez, Philip Michael F., Jr.
author_sort Menez, Philip Michael F., Jr.
title An Integrated marketing communications campaign for Cable Car Bar & Restaurant, Tomas Morato Avenue
title_short An Integrated marketing communications campaign for Cable Car Bar & Restaurant, Tomas Morato Avenue
title_full An Integrated marketing communications campaign for Cable Car Bar & Restaurant, Tomas Morato Avenue
title_fullStr An Integrated marketing communications campaign for Cable Car Bar & Restaurant, Tomas Morato Avenue
title_full_unstemmed An Integrated marketing communications campaign for Cable Car Bar & Restaurant, Tomas Morato Avenue
title_sort integrated marketing communications campaign for cable car bar & restaurant, tomas morato avenue
publisher Animo Repository
publishDate 2013
url https://animorepository.dlsu.edu.ph/etd_masteral/4912
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