An integrated marketing communications campaign for smart water closet from HCG

• Main Author: Cheng, Yung-Hsin
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Toilets—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/65
• Institution: De La Salle University

This paper is an integrated marketing communications for a new smart water closet from Hocheng Philippines Corporation (HCG) for one year. The purpose of the paper is to present marketing communication tools that are accepted by the target market within the industry and its market standards. And the purchasing behavior and the perspective of its target market as consumers were also recognized. According to industry analysis research, basic industries such as home and garden, construction and real estate are expected to flourish in the future, which will drive the growth of the sanitary ware market at least until 2030 based on the research of industry analysis. Besides, people pay more attention to the maintenance a better hygienic home environment after the pandemic. These are the factors driving the development of smart water closets. HCG is a sanitary ware product manufacturer that has been working in the Philippines for more than 20 years, and has also become one of the market leaders in the country many years ago. The company launched a new type of smart water closet that offers several high-tech features in response to the public’s pursuit of hygiene and antibacterial products in the wake of COVID-19. However, the product was just launched in the middle of this year (2022), therefore, the market is still unfamiliar with this type of smart water closet of HCG, and the awareness is not high enough. This paper adopts the strategy of increasing marketing efforts in the target market segment and strengthening brand influence through product features and benefits. And this integrated marketing communication campaign is also aimed at increasing market awareness through the smart functions and convenience for users provided by the smart water closet, and is expected to increase sales of the product within a year. This plan will utilize the following media avenues: In-store’ sales-of-point, Out-of-home billboards, Flyers, PR and advocacy event and Digital marketing (Google ads, Social media platforms like Facebook, Instagram and YouTube). Keywords: Home and garden sector, Construction industry, Real estate industry, Sanitary ware market, Hygienic life, Smart water closet