An integrated marketing communications campaign for Yellow Turtle Coffee

• Main Author: Tiongson, Maria Czarina B.
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Coffee industry—Philippines—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/39; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1043&context=etdm_market
• Institution: De La Salle University

Coffee is one of the most popular non-alcoholic beverages purchased through the mass grocery retail channel. The Philippine coffee industry has the potential to grow to a Php 69.5M business by 2025. The country has seen continuous growth in this industry and there is a growing market demand for roasted coffee but still lacks the capacity to fill up the demand and about 70% of the coffee that is consumed in the Philippines is imported. Yellow Turtle Coffee advocates for the sale of premium Philippine coffee beans. They aim to be the prime movers that will help contribute and support the growth and development of the Philippine coffee industry, especially the Filipino coffee farmers. But they also know for a fact that there is low visibility and awareness for Philippine coffee. This paper discusses the market situation of Yellow Turtle Coffee and analyzes the external environment as well. The paper also discusses the strengths and weaknesses of the brand against its competitors through the SWOT/TOWS Analysis and Competitive Situation. Recommendations and actionable ideas were also provided to help increase retails sales by at least 15% by the end of the 12-month campaign and gain 10% increase in new customers by the end of 6 months. The proposed campaign will also help start the conversations about premium Philippine coffee which can help bring awareness to these products and local coffee farmers. The IMC recommendations which include digital and on-ground initiatives have a combined worth of Php 180,000.