Integrated Marketing Communications Campaign for Meat Bros Deli Pampanga

• Main Author: Sanchez, Airam Sharissa J.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Meat industry and trade—Philippines—Pampanga—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/47
• Institution: De La Salle University

Meat Bros Deli is a specialty food store located in San Fernando Pampanga — the culinary capital of the Philippines. The store offers a wide selection of imported steaks, seafood, wine, cold cuts, cheese, and other deli items. Meat Bros Deli is also known to be one of the first deli stores in Pampanga. The goal of this integrated marketing plan is to increase awareness of Meat Bros Deli and position it as a go-to deli shop for special events and occasions. The campaign also aims to strengthen brand equity by making the brand relatable and appealing to the taste of its target market, which is the young millennials, ages 26-32 years old. The strategy of the campaign is to sell the products of the brand to customers during life’s special occasions; thus, appetite appeal will be combined with emotional marketing. Life events are seasonal therefore promotional opportunities during these events will be used to generate sales. The sales objective is to increase sales by 10% per month vs. the monthly sales target of the previous year. This will be supported by the campaign’s promotional activities to gain incremental sales. This will be made feasible by following various promotional activities and achieving the brand's objectives such as: educating customers on product offerings, creating brand awareness, and focusing on offline to online efforts and vice versa.