An Integrated marketing communication campaign for Alaska Evaporada

• Main Author: Cruz-Aguinaldo, Riza
• Format: text
• Language: English
• Published: Animo Repository 2012
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4917
• Institution: De La Salle University

Alaska Evaporada was initially launched in 2003 in response to the growing need of Filipino consumers for products that deliver value for money. It is an evaporated creamer that is often a key ingredient in creating and enhancing the taste of various food and beverages. The demand for the product increases during summer and Christmas. During these seasons, extensive media campaign and massive merchandising efforts were rolled-out to drive consumer usage. Furthermore, in response to intensified competition, the brand adopted a more aggressive strategy in its marketing and selling activities to stimulate demand by veering away from being a seasonal product and reinvigorating the industry by offering consumers a real value proposition, which is the lowest-priced evaporated milk available in the market. The brand pioneered the annual Halo-Halo and Samalamig Festival in 2006, to enhance the equity of Alaska brand across different socio-economic classes. The title was used the very popular negosyo item during summer and favorite summer indulgence of many Filipinos called halo-halo. The event aims to promote livelihood of small entrepreneurs particularly halo-halo and samalamig vendors in different barangays in the city (E.P. de Luna, personal communication, 8 November 2012). The event also features fun games and raffle prizes like the roleta, sack race, tug of war, halo-halo eating contest, biggest fruit, oldest Alaska poster or label, oldest picture of Alaska events, novelty items, among others.1 Furthermore, Alaska Evaporada uses celebrity endorsers, sisters Janice and Gelli de Belen because of their mass-based appeal which the target market can relate to. They have been the brand ambassadors for almost six years chosen because they are family-oriented, a value shared by Alaska Milk Corporation.2 Over the years, Alaska Milk Corporation has created communications campaigns that help build a strong connection between its products and its consumers. With the timeless tagline: Sa sustansiyat lasa, wala pa ring tatalo sa Alaska (in nutrition and taste, nothing beats Alaska), Alaska Milk has since been associated with providing quality milk products for good nutrition and health. As a responsible corporate citizen, the company is committed to making a difference to society at large. It believes that its brands can be used as a tool to uplift the lives of Filipinos by championing social causes that promote changes in behavior and attitudes. This Php 40 million integrated marketing communication campaign is designed to sustain brand recall on Alaska brand of evaporated milk specifically Alaska Evaporada among the consumers and build a brand image that will encourage consumers to patronize the product. The Alaska Evaporada campaign aims to empower Filipino mothers and help them improve their lives and their family and will focus on the most efficient media mix to communicate its product benefits. The big idea for the campaign Alaska Evaporada is the evaporated milk for smart and practical mothers who want a product that does not compromise on quality and taste will be the foundation of the creative executions. The media mix is comprised of traditional and non-traditional media. Above-the line efforts will emphasize television and print, and will run from February 1, 2013 till June 30, 2013. On the other hand, below-the-line efforts such as point of purchase, sales promotion, Internet, public relations, in-store activation and experiential marketing will be part of a longterm advocacy of Alaska Evaporada through its Bida si Nanay program. The campaigns effectiveness will be measured through post-campaign research methods such as survey, sales report, publicity report and online digital metrics.