An integrated marketing communication campaign for charmee

• Main Author: Guillermo, Jennylyn A.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: Marketing > Philippines; Advertising campaigns > Philippines; Menstrual products > Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/7126
• Institution: De La Salle University

Charmee, a brand manufactured and distributed by JS Unitrade, offers feminine protection products such as sanitary napkin and pantyliners. At present, Charmee is ranked 4th in the sanitary protection industry in the Philippines with 8.7% market share based on the Euromonitor report. Currently, the sanitary protection industry is experiencing an immense growth. It has a current value growth of 8%. Some of the major factors affecting the growth are the increase in female population, the rising concern in personal hygiene and the product innovations. Moreover, influencing the growth of the industry are full-blown media advertising and commercialization. Top global brands Modess and Whisper capitalize on aggressive advertising, getting celebrity endorsers and adding value to their brands. Sisters, a local brand and the main competitor of Charmee, strategizes on offering lower prices to compete with global brands. Aside from the heavy advertising among the competing brands and introducing product innovations, there are also new manufacturers entering the market which promise same comfort, quality and affordability. Given these, Charmee is challenged of stepping up and be differentiated among its competitors. Thus, the aim of this marketing campaign is to build credibility for the Charmee brand, encourage brand trial and usage, initiate switch and increase customer loyalty by marketing Charmee as a “complete sanitary protection”. Quality, comfort and absorbency are the top characteristics women look for in their sanitary pads, and all these attributes are in Charmee sanitary napkin and pantyliners. Charmee has super absorbent gels, anti-leak channels and cotton cover making it comfortable to wear. Charmee offers quality protection sanitary napkin for heavy period and breathable pantyliners for everyday or lights days use. With these, women can be totally assured that whatever they do they are “Kumpleto Protektodo.” This marketing campaign for Charmee will be communicated through television, print, digital media and event sponsorship. The allotted budget for the whole-year marketing campaign will be Php85 million.