An integrated marketing communications campaign for Growee vitamins

• Main Author: David, Julius Adrian F.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Dietary supplements—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/88
• Institution: De La Salle University

Growee is the brand of Multivitamins + Chlorella Growth Factor (CGF) carried under Pediatrica, the pediatric division of Unilab. Growee is a dietary supplement for children with the combination of Vitamin D and Chlorella Growth Factor (CGF) that helps kids reach their maximum height potential while aiding in the development of strong bones and muscles. The researcher conducted an internal audit on the brand’s communication strategies and materials, then rolled out a Usage, Attitude, Image (UAI) survey along with a questionnaire to analyze the factors that influence brand switching among moms in the Philippines with kids aged 0 - 12 years old. The brand switching intention framework was adapted from the studies of Chang (2008) and Manzoor et al (2020) and investigated Price, Promotional Offer, Perceived Quality of the Product, Product Value, and Brand Reputation as influences on a consumer’s brand switching intention. Results showed that only Price, Promotional Offer, and Product Value were deemed significant. The proponent also conducted focus group discussions to gather qualitative insights among the target market and determined that moms defer to their Pediatrician when it comes to choosing and switching the multivitamins brands of their kids. With all the information gathered, the researcher was able to develop this Integrated Marketing Communication (IMC) campaign for Growee. This study aims to increase the relevance of Vitamin D, its USP, to the target audience and grab market share from the leading brand, Cherifer. This IMC campaign aims to achieve the brand’s goal with a budget of 33.565 Million PhP that will run from September 2023 to August 2024 by executing various marketing efforts that will ultimately make Growee a stronger challenger in the pediatric growth vitamins market.