Delimondo corned beef (Jaka Food Processing Corporation) advertising campaign

• Main Author: Lumanao, Pearl Avone G.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Marketing > Philippines; Canned foods > Philippines; Canned foods industry > Philippines; Processed foods > Philippines; Food industry and trade > Philippines; Corned beef > Philippines; Jaka Food Processing Corporation
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5339
• Institution: De La Salle University

Filipinos has unique appetite for food consuming the meals in average per day. One of the major industries that reaped benets of this significant behavior is the Philippines canned food industry. It is considered as the largest canned food market in Southeast Asia. Corned beef sales alone generated PHP 9.7 billion in 2012. Growth of the Filipino middle class sector posed to be both an advantage and challenge to the industry. It is an advantage because increase in disposable income equates to bigger wallet that brands may penetrate. It is a challenge, on the other hand, because as consumers earn more they are also more empowered to make better choices on brands and services they patronize. NCR, CALABARZON and Central Visayas are the top three regions with the highest processed meat consumption. Supermarkets, hypermarkets and convenience stores appeared to be the most important channels for FMCGs as it exponentially grows in key urban cities nationwide. Among the many players in the canned corned beef industry is Delimondo, a agship brand of Jaka Food Processing, Corp.. Delimondo is positioned as a premium corned beef with natural, meaty taste, cured with the highest quality spices. Capitalizing on its distinct positioning comes its newest tagline Delimondo: The Premium Gourmet Corned Beef. This campaign is targeted towards modern mothers from classes AB and C1. It aims to communicate that Delimondos premium, flavorful corned beef gives the fastidious palate of its target market same satisfaction as gourmet meals could provide them. Since corned beef is a versatile ingredient, Delimondo allows the modern moms to prepare gourmet meals in as easy as 1, 2, 3. The brand can bank on the growing gourmet industry in the Philippines while none of the local premium brands have ventured into this campaign yet. Due to limited resources, the campaign will be launched through social media supported by non-traditional initiatives such as lamp post ads, social media marketing, point-of-purchase displays and product sampling. The campaign will run from November 2017 - January 2018 to maximize the more active spending appetite of market during -Ber months. The campaign is expected to generate PHP 10.6 million at the end of the project period with media values worth 42 million. The proponent highly recommends to replicate the marketing initiatives in the 2nd quarter of 2018.