An integrated marketing communications campaign for Lavada

• Main Author: Indig, Crystal Vine L.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Self-service laundries—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/69; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1071&context=etdm_market
• Institution: De La Salle University

LAVADA is a self-service and full-service laundry shop that promises to deliver a superior laundry experience through convenience and quality washing machines (Maytag machines). As of September 2022, Lavada has 11 branches strategically located all over Metro Manila, and more branches are opening soon. Over the years, a growth in the dry cleaning ang laundry services industry has been observed and several laundry shops have been emerging, especially in Metro Manila. Due to this, there is a moderate to tough competition in the dry cleaning and laundry services industry and this poses as a challenge to Lavada. With all the data and consumer insights gathered, the campaign aims to raise Lavada’s brand awareness and become the laundry shop of choice of Female Millennials living in Metro Manila. The campaign plans to communicate that there is life beyond laundry and Lavada is here take the load off them. The objective of the campaign is to increase brand awareness by 20%, from the 36% Brand familiarity on the survey results and increase sales profit by at least 15% by the end of December 2023. These objectives will be measured by relevant metrics and will be monitored on a weekly basis.