An integrated marketing communications campaign for Bayani Brew

• Main Author: Tamayo, Christel Joy D.
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Bayani Brew (Philippines) > Marketing; Advertising—Beverages > Philippines; Iced tea > Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/28; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1032&context=etdm_market
• Institution: De La Salle University

This study is an integrated marketing communications campaign for Bayani Brew, which mainly focused on Bayani Brew’s efforts in positioning its brand as the healthier RTD iced tea in the market especially in the pandemic period where there is a shift in customer’s behavior and spending. In order to...