An integrated marketing campaign for Super 8 Grocery Warehouse

• Main Author: Yao, Manilyn A.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4920
• Institution: De La Salle University

Super 8 Grocery Warehouse was established in 2006 and has grown to 38 branches over the period of eight (8) years. The companys mission is to be in the top 3 in the retail industry by 2018. The goal of this campaign is to support the companys mission by increasing the number of reseller accounts by 3% and achieving PhP11 billion sales in Metro Manila / GMA by the end of 2015. The overall size of the grocery retailers market is at PhP1.8 trillion on 2013 that composed of 27% of modern grocery retailers that includes supermarkets, hypermarkets, etc. and 73% of traditional grocery retailers that includes mostly sari-sari stores. The grocery retailers market grew by 8% from 2012 and has projected a double-digit growth at 23% by 2018. Modern and traditional grocery retailers are expected to grow by 26.6% and 21.7%, respectively, from 2013 to 2018 with a compound annual growth rate (CAGR) of 4.8% and 3.9%, respectively. With this expected growth, Super 8 faces a tough challenge from its competitors such as Puregold, SM Retail Inc., Robinsons Supermarket and Rustans Supermarket which were all established supermarkets and have branches nationwide. This paper will take advantage on the strengths of Super 8 in terms of pricing, quality of promotions and most importantly, the quality of customer service it can provide. The target market of this campaign is 30 to 45 years old, male and female, in Broad C and D social class, married and living in Metro Manila and Greater Manila Area (GMA). The occupations of the target market are mostly sari-sari store owners, housewives, distributors, and small retailers. Based on the survey done by the researcher, it appears that Super 8 Grocery Warehouse is not the top of mind of the target market and most of them are not persuaded to visit Super 8 despite the awareness of the brand. Aside from this, visibility of communication materials is also relatively low. The aim of this campaign is to encourage trial to the target market through increased number of reseller accounts and achievement of PhP11 billion sales in Metro Manila and GMA through the 12-month campaign period. The campaign revolves around the Big Idea: Super 8 Ikaw ang Bida! wherein it will take advantage on Super 8s strength on customer service and translate the whole campaign to Bida promotions such as Bida sa Serbisyo!, Bida sa Papremyo!, Bida sa Discounts!, Bida sa Points! and Bida sa Negosyo!. The media touch points that this campaign will focus on are below the line advertising through promotions, personal selling, and in-store merchandising and above the line advertising through television, radio, and out of home advertising via transit ads. The researcher aims to achieve its objective of converting more Super 8 customers through aggressive promotion of its campaign and increased visibility of communication materials within its target market. The campaign will be measured through the sales achievement of Super 8 by the end of 2015, number of sari-sari store owners sign up of Super 8 Rewards Card and a survey on the awareness of the target market on the brand and campaign during the 12-month period.