An Integrated marketing communications campaign for PIL Pacific International Lines

• Main Author: Que, Precious B.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing > Philippines; Shipping > Philippines; Container industry > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5226
• Institution: De La Salle University

This study intends to propose an integrated marketing communications campaign for Pacific International Lines, a shipping line company that offers containerized cargo shipping services. The research is conducted to better understand the current situation of the Philippines in terms of shipping industry market trend, and its customers' buying behavior. The study looked into the current, past and projected growth of the industry and it shows a positive rise in the Philippine economy for the past years, and expected to continue for the next years. This paper aims to study and evaluate the company's current service processes and systems to determine which marketing plan will be most effective. Determining the market leader in the shipping industry is based on per trade lanes. With limitations of data in the Philippines, the study focuses on Manila container export to Intra-Asia lanes wherein PIL ranked 7th among 13 major players. With the current market situation, competition is tough for these companies and complacency is not an option for PIL. Given these, an IMC campaign for Pacific International Lines is proposed by the researcher to address the issues and concerns PIL is facing. This campaign will convey to the target market for the goal of increasing Intra-Asia market share and brand's services awareness. The campaign will run for 12-month period and will be focusing on client servicing, digital and event.