An integrated marketing communications campaign for locally blended juice drink

This Integrated Marketing Communications campaign is designed for Locally Blended Juice Drink, a ready-to-drink quirky juice line made from natural home-grown fruits produced by Nutri Asia Philippines, with the following objectives: 1) To increase awareness of Locally at 70% in the SEC A, B and uppe...

Full description

Saved in:
Bibliographic Details
Main Author: Sy, Rachelle Ann E.
Format: text
Language:English
Published: Animo Repository 2016
Subjects:
Online Access:https://animorepository.dlsu.edu.ph/etd_masteral/5232
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: De La Salle University
Language: English
id oai:animorepository.dlsu.edu.ph:etd_masteral-12070
record_format eprints
spelling oai:animorepository.dlsu.edu.ph:etd_masteral-120702024-06-19T06:41:56Z An integrated marketing communications campaign for locally blended juice drink Sy, Rachelle Ann E. This Integrated Marketing Communications campaign is designed for Locally Blended Juice Drink, a ready-to-drink quirky juice line made from natural home-grown fruits produced by Nutri Asia Philippines, with the following objectives: 1) To increase awareness of Locally at 70% in the SEC A, B and upper C ages 18-34 years old by the end of the campaign, 2) To make Locally Blended Juice Drink part of the target market's evoked set of RTDs by the 3rd quarter of 2017, and 3) To increase purchase of Locally at 50% by the 3rd quarter of 2017. Concentrating on the idea that the brand offers four unique fruit juice flavors packed with Vitamin C, a bottle promises a refreshing and healthy way to try something new, perfect for the fun personality of the Filipino barkada. The creative and media objectives of the campaign is to effectively communicate what Locally has to offer, a fun and unique experience for the Phillennial barkada, without compromising their busy lifestyle and the trend towards healthy living. The strategy is divided into three phases: Awareness, Engagement and trial & Retention, two months each phase starting January 2017 - June 2017. Media mix encompasses Above-the-Line, Below-the-Line and Through-the-line efforts. The media strategy will be utilized at times when the target is most open. Post campaign surveys, interviews, blog reviews, social media analytics, sales reports and other research methods will be utilized in order to determine the effectiveness of the campaign. 2016-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_masteral/5232 Master's Theses English Animo Repository Communication in marketing--Philippines Fruit juices--Philippines
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
topic Communication in marketing--Philippines
Fruit juices--Philippines
spellingShingle Communication in marketing--Philippines
Fruit juices--Philippines
Sy, Rachelle Ann E.
An integrated marketing communications campaign for locally blended juice drink
description This Integrated Marketing Communications campaign is designed for Locally Blended Juice Drink, a ready-to-drink quirky juice line made from natural home-grown fruits produced by Nutri Asia Philippines, with the following objectives: 1) To increase awareness of Locally at 70% in the SEC A, B and upper C ages 18-34 years old by the end of the campaign, 2) To make Locally Blended Juice Drink part of the target market's evoked set of RTDs by the 3rd quarter of 2017, and 3) To increase purchase of Locally at 50% by the 3rd quarter of 2017. Concentrating on the idea that the brand offers four unique fruit juice flavors packed with Vitamin C, a bottle promises a refreshing and healthy way to try something new, perfect for the fun personality of the Filipino barkada. The creative and media objectives of the campaign is to effectively communicate what Locally has to offer, a fun and unique experience for the Phillennial barkada, without compromising their busy lifestyle and the trend towards healthy living. The strategy is divided into three phases: Awareness, Engagement and trial & Retention, two months each phase starting January 2017 - June 2017. Media mix encompasses Above-the-Line, Below-the-Line and Through-the-line efforts. The media strategy will be utilized at times when the target is most open. Post campaign surveys, interviews, blog reviews, social media analytics, sales reports and other research methods will be utilized in order to determine the effectiveness of the campaign.
format text
author Sy, Rachelle Ann E.
author_facet Sy, Rachelle Ann E.
author_sort Sy, Rachelle Ann E.
title An integrated marketing communications campaign for locally blended juice drink
title_short An integrated marketing communications campaign for locally blended juice drink
title_full An integrated marketing communications campaign for locally blended juice drink
title_fullStr An integrated marketing communications campaign for locally blended juice drink
title_full_unstemmed An integrated marketing communications campaign for locally blended juice drink
title_sort integrated marketing communications campaign for locally blended juice drink
publisher Animo Repository
publishDate 2016
url https://animorepository.dlsu.edu.ph/etd_masteral/5232
_version_ 1802997511211712512