An integrated marketing communications campaign for XTREME One-Stop Appliances

• Main Author: Mata, Marco B.
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Xtreme Appliances (Philippines) > Public relations; Electric apparatus and appliances—Public relations > Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/4; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1009&context=etdm_market
• Institution: De La Salle University

The integrated marketing communication campaign is for XTREME Appliances, a local consumer appliance brand established in 2016, mainly offering video and audio appliances. By 2018, the brand has expanded to a new line of appliances under XTREME Cool and XTREME Home. With its broad and continuously growing portfolio, XTREME is a “One-Stop-Shop-Appliances” brand that stands for the value of delivering “Premium Quality at Best Price” for Filipinos. The research study was structured to explore and analyze untapped opportunities for the development of the brand. Using a Usage, Awareness, and Image questionnaire format, the survey saturated insights from the respondents about consumer appliances in general, purchase behaviors, and feedback about the brand. One of the key findings in the research results was the low awareness for the brand despite its efficient efforts in growing its social media presence. The big idea "Fulfilling Dreams for Your Home" was used for this campaign to emphasize that XTREME is with the journey of hardworking Filipinos aiming to provide the quality of life they dream for their family and their home. XTREME Appliances guarantees to offer value for money and efficiently leverage our daily living with quality modern appliances.