An integrated marketing communications campaign for Heaven's Care Sweet Crystal Oil

• Main Author: Villamin, Rio Anne S.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing > Philippines; Hygiene products; Health products; Advertising > Health products > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5227
• Institution: De La Salle University

The objective of this campaign is to create awareness on Heaven's Care Sweet Crystal Oil among the female workforce ages 25-29 in the key cities of Metro Manila. While the aromatherapy product does well in Marinduque and in Baguio via direct selling, it has a difficult time penetrating the market in Metro Manila due to lack of marketing efforts. Therefore, a tactical campaign highlighting the functional and emotional benefit of the product will be implemented throughout the campaign messaging. Furthermore, on account of the budget limitation and manufacturing limitation of the company, its six month marketing campaign will focus heavily in capturing the awareness of the target market in the key cities of Metro Manila via below the line marketing. Since most of the target market are digital savvy and make use of the internet to connect to brands, digital media marketing will also be utilized. In order to provide one on one interaction between the brand and the consumers, selected bazaars, company talk sponsorships and additional shelf placement in selected SM Kultura branches as well as consignment in selected spas will be put up during the duration of the campaign.