An Integrated marketing campaign for Yuxin

• Main Author: Tan, John Christopher F.
• Format: text
• Language: English
• Published: Animo Repository 2015
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4929
• Institution: De La Salle University

This Integrated Marketing Communications Plan was developed with the primary objective of increasing awareness for the YuXins line of tutorial services, with special focus on the Singapore Math Program. As a new entrant competing with a giant brand - Kumon, YuXin needs to establish its own identity and position itself relevant to the identified target market. Communicating the features and benefits of the brand is also the primary goal for this campaign, in order to compete head on with other brands. In terms of price, the company is positioned to the Upper C to B segment particularly working parents. Developing effective customer touch-points with the brand such as social media, out-of-home advertisements and the spread of positive feedback through word of mouth were included in the campaign to achieve its set objectives. It is evident in the Filipino culture the importance given to education. Research shows that a substantial part of the household budget is allocated to education. There is a positive association between education and success, thinking that a person will reach greater heights with quality education. The sense of competition in school to do better, paved the way for rapid growth of after-school tutorial centers that develop and enrich the childs academic performance. This paper will discuss in detail the current market situation in the Philippines, the tutorial services category, consumer behavior and in the end the proposed plan of action to help achieve the marketing goals of YuXin.