An integrated marketing communications campaign for Refuse PH

• Main Author: Magallanes, Michelle Irene D.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Green marketing—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/35
• Institution: De La Salle University

The zero-waste industry is still in a start-up stage although people are showing interest in zero waste or sustainable lifestyle and products (Nielsen, 2018; Bautista, 2019). With the emerging interest in eco-friendly and sustainable products, Refuse PH was established. Refuse PH is a zero-waste concept store which aims to provide locally sourced eco-friendly and zero-waste products to customers. The company’s goal is offer customers a greener alternative for frequently purchased goods to help reduce waste and eliminate carbon footprint, and to also invest in sustainable practices. As Refuse PH has been affected by the current situation caused by the pandemic, they closed their physical stores in 2020 and with that they are trying to start all over again with a new concept for the people. To help the brand, different activities, online and offline will be created to push awareness, traffic, and sales for Refuse Ph. Aside from the online efforts with the use of the brand's social media assets, it is also suggested to create an e-commerce website and utilize bundling, sale promo to attract current and potential customers of the brand.