An integrated marketing communication plan for Tullys Coffee Philippines

• Main Author: Bermudo, Genelyn T.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4991
• Institution: De La Salle University

Tullys Coffee entered the Philippine market to further cater the needs of the growing out-of-home coffee industry. This promising coffee franchise firmly believes it can carve its name in this competitive niche industry as it boasts their premium products and taking pride with their original four points of difference namely: its roasting technique and flavor profile, employee style and dedication, a warm and inviting store environment and a commitment to the health and well-being of the children in the community. The road that is usually trekked by a new brand in a foreign country was experienced by Tully’s Coffee Philippines (TCP). The brand decided to take a step further to stand out by means of sampling and sponsorships. From the series of events that were sponsored by TCP, the brand was able to get the attention they were aiming for especially form their target market. However, it did not reach as many. This integrated marketing communication campaign aims to better position TCP in the market. Being launched as a new brand in the country, it never had a chance to position itself in the competitive scenario. From the study of its target market and the industry it is in, it showed that the market now invests on premium taste, quality of service and ambiance. With consideration of the marketing 4 P’s (Product, Price, Place and Promotion), the researcher delved mainly on how to better connect the brand to the market with the main aim of giving them an effective brand recall of TCP. The over-all advertising and promotions budget for this campaign is based from average monthly sales of the total number of stores multiplied to the advertising and promotions percentage. Existing tie-ups, barter deals and product shots will include the campaign to make it cost-efficient and give consistency to the brand alignment. The whole creative executions and other artworks are carefully based from the brand book ad with concept exposure to its market and as suggested by the management committee of the company. The plan will run from June 2013 – October 2013 as this season is a pre-season for the holidays and the following month after the last month of the campaign is TCP’s anniversary here in the Philippines. Media clutter is also less in this season therefore giving a better chance for the brand to be seen. A continuing plan is highly recommended to further push for the products and uplift the brand’s equity highlighting the anniversary by the following month. Evaluation after the initial phase will be done to better re-align the campaign if needed and necessary. The post evaluation will be mainly focused on the average daily sales, transaction count, product pre-mix, evaluation of promo reach as well as redemption and lastly, metrics that will determine market penetration and brand market share.