An integrated marketing communications campaign for Brownies Unlimited

• Main Author: Arellano, Vernette Anne A.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing > Philippines; Baked products > Philippines; Baked products industry > Philippines; Brownies (Cooking) > Philippines; Desserts; Cake
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5215
• Institution: De La Salle University

Desserts Plus Inc., is one of the pioneer mother companies in the Philippines that specializes in confectionary and baked desserts goods that are premium in taste yet very affordable for the Filipinos share of wallet. Through the years, brands under it has evolved from a single store to dominating the market arena in this industry. One of its brands, Brownies Unlimited, has been in the market for more than two decades and has continuously became a part of its consumer eating habits. From the studies and surveys the researcher has conducted, it was known that even though Brownies Unlimited is considered one of the pioneers in baked dessert industry, it is not the top of mind brand of the market. However, it has the highest loyal consumers and repeat purchase among its competitors. Knowing this detail of information, the brand has a gap of not creating loyalty programs to take care of these consumers and encourage them to create a word-of-mouth about Brownies Unlimited. Brand message and campaign handle, although it has been used for quite a while, are also not familiar to the market. This poses a problem for the brand especially in their growth amidst all efforts of making it standout like having a new look of their kiosk cafes. With this, the campaign has evolved in directing and answering the following general objectives: 1.) To generate 35% of brand awareness from 25% in baked desserts category versus its competitors by investing on online advertising efforts. 2.) To increase trial and usage from 10% to 20% through a new limited product offering, sales promotion, placements in targeted on-ground and digital media platforms. 3.) To reach 30% of the target sales from 2014 by the end of 2017. The primary target market of the campaign is the young professionals ranging from 20 to 27 years old, living in urban areas, love desserts, and have a purchasing power to buy and decide what they want. On the other hand, secondary target market is the college students ranging from 18 to 21 years old, lives and studies in urban and key cities in the country. They love dessert and can buy it through their allowance. Both the purchasing behavior of the target market find happiness in eating any sorts of desserts and satisfy cravings. Because of this reason and the nature of Brownies Unlimited, big idea concept and creative executions revolve around unboxing delight and slices of life. Lastly, the messaging of the campaign is communicated on the following medium: 1.) Path-to-purchase mall ads 2.) Native Ads 3.) Online Ads 4.) Social Media Maximization 4.) In-store Ads 5.) Internal Communications PR. Campaign will also run a one-year omnibus campaign simultaneously with per quarter campaign highlighting the 4 product variants of Brownies Unlimited. At the end of the 12-month campaign, it is expected that growth by 10% in awareness, 10% to 20% product usage, and 10% increase in sales from 2016 would be achieve. Most importantly, messaging of Unboxing Delight would already be owned by Brownies Unlimited.