An Integrated Marketing Communications Plan for Arsenal Content Marketing

• Main Authors: Banaag, Miguel Alberto R., Calsado, Patrick Victor V., Galupe, Alec Gideon, Go, Bianca Patricia Geraldine H., Nebrida, Max Jomokee E.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Integrated Marketing Communications Campaign; Advertising and Promotion Management
• Online Access: https://animorepository.dlsu.edu.ph/etdb_market/4; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1014&context=etdb_market
• Institution: De La Salle University

Bánh Mì Kitchen serves traditional and international flavors all in one crunchy and delicious Bánh Mì made from fresh and healthy ingredients. They aim to provide the freshest, crunchiest, and most innovative bánh mì available for each one wherever you are. This integrated marketing communication plan aims to increase the current customer base by increasing brand awareness and generating more social media interactions. According to the UAI findings and FGD conducted by the researchers, it was found that although the Bánh Mì Kitchen is well known among its current target market, it has yet to make an impactful online presence. With this the researchers aimed to penetrate the market with a marketing campaign made to cater to a younger, more passionate, on-the-go audience that is heavily influenced by the movements and trends on mass media and social media while continuing the already established brand identity available in their available channels and touchpoints. The introduction of a more playful, curious, unique, and approach aims to transform the definition of on-the-go meals for those who choose to live life more productively and actively.