An Integrated marketing communications campaign for Carb Trim Iced Tea Mix

• Main Author: Meñez, Joseph Albert L.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4944
• Institution: De La Salle University

United Laboratories, one of the biggest pharmaceutical companies in the Philippines launched Carb Trim Iced Tea Mix in 2011. Carb Trim Iced Tea Mix is the first iced tea drink in the Philippine market that has natural Phase 2 White Kidney Bean Extract, clinically proven, safe and effective to block carbohydrate absorption by up to 66%. With the promising 2% Compound Annual Growth Rate (CAGR) of the Consumer Health Industry in the Philippines a projection of 4% CAGR in medium term and the increase in interest of the market with regard to Weight Management and Herbal and Traditional Products Categories, it is imperative for the brand to communicate its attributes well to the target consumers to gain consumption and patronage. This marketing communications campaign aims to reinforce the product attributes as safe, natural, clinically proven and effective. The Indulge without worrying! propose to utilize TV, Radio, Print, Internet and Below-The-Line Media as touch points to reach the target market. A proposed Php 75 Million budget will be utilized effectively and efficiently for the 6-month duration of campaign that will begin in February 2014 and end in July 2014. At the end of the campaign, proposed metrics and parameters are being suggested to evaluate the effectiveness of the proposed program.