An integrated marketing communications campaign for snok

• Main Author: Tumesa, Anna Clariza M.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Vending stands > Philippines; Food service management > Philippines; Food industry and trade > Philippines; Beverages > Philippines; Consumers > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5311
• Institution: De La Salle University

The consumer food service industry in the Philippines continues to grow. Therefore, the purchasing power of the consumers is also increasing especially in their food and beverage selections. Business owners and aspiring entrepreneurs are taking this advantage to put up their food business despite the heightened competition, particularly in the food stall/kiosk category. Given the lucrative landscape growth of the industry, new food stall/kiosk brand like Snok can take this opportunity to introduce its 2-in-1 snack and drink concept with value for money. The new brand is under the management of Bounty Agro Ventures Inc. (BAVI) which is one of the leaders in providing high quality raw and ready-to-eat chicken in the Philippines. This research was conducted to understand the current situation of the food service industry particularly in the category of food stalls/kiosks offering 2-in-1french fries and drink combo. The population behavior and the perspective of Filipinos as consumers were also recognized. This integrated marketing communications campaign mainly aims to generate awareness by taking advantage of Snoks concept and its unique selling proposition which is the quality of its products. The insights of consumers about the 2-in 1 snack and drink concept were deliberated to come up with strategies that will help increase the awareness of Snok in the target market. Moreover, this campaign aims to drive consumers to repeat the purchase of Snok and consider it as their top of mind 2-in 1 snack and drink combo.