An integrated marketing communications campaign for meat depot

• Main Author: Mayor, Anna Patricia G.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Meat industry and trade > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5237
• Institution: De La Salle University

Meat Depot is a meat shop and restaurant in one. It was established in 2014 in Aguirre Avenue, BF Homes, one of the many food strips in Metro Manila. It currently has two branches, the second one located in Quezon City, and caters to both dine-in and walk-in customers (those who only purchase frozen meat). One of the main selling points of Meat Depot is the affordability of its meat products compared to other restaurants. This is because the meat products sold at the store come directly from the company and not from an external supplier. Thus, even dine- in customers can enjoy steak dishes that are significantly more affordable than in other casual dining restaurants. Since Meat Depot has only been in the business for two years, brand awareness is still low, especially for those who do not frequent BF Homes and Banawe, Quezon City, where the two branches are located. Given this insight, the researcher has created a marketing campaign that can boost brand awareness and can be sustained through mostly digital marketing efforts, since this is the preferred platform of the chosen target market (millennials ages 25 to 33 living in Metro Manila). The researcher also proposed promotional strategies that will encourage social media engagement and dine-in transactions among the target market.