An integrated marketing communications plan for Ento’s crispy liempo thins

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ID: 286732
2024
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Abstract
Emerging from the turbulent times of the pandemic, Ento’s has embarked on a journey of recovery and adaptation, embracing the realities of the "new normal". In a world forever altered by the crisis, the founders discovered themselves at the intersection of resilience and reinvention. As communities adjusted to a life reshaped by social distancing measures and economic uncertainty, Ento’s recognized the need to pivot their approach. With a deep understanding of the shifting consumer landscape, they aimed to offer more than just food—they sought to provide a sense of comfort and connection through their culinary creations. This post-pandemic era became a canvas for innovation, where Ento's flourished by listening to their customers' evolving needs and responding with agility and creativity—introducing Ento’s Crispy Liempo Thins as a delicious solution. From the backdrop of recovery and adaptation emerged a newfound sense of purpose and opportunity. Ento’s flourished, unveiling multiple avenues for expansion. Strengthened by growing partnerships with Love At First Bite and TBONES Steakhouse, it aimed to strengthen its distribution channels, seeking to increase both sales volume and reach. This paper aims to improve the brand presence and market penetration through an integrated marketing communications plan. The primary objectives are to increase brand awareness by 40%, boost sales by 40%, and strengthen the distribution network by establishing reseller partnerships, thereby expanding distribution by 50%. The study was anchored on the Usage, Awareness, and Image (UIA) Survey, utilizing Google Forms as the survey administration software. A total of one hundred and sixteen (116) respondents, including males and females ages between 20 to 40 years old and residing in the National Capital Region (NCR), participated in the survey. Additionally, a Focused Group Discussion (FGD) was organized with twenty (20) participants, during which they were offered samples of Crispy Liempo Thins in both original and spicy flavors for tasting. The survey findings indicated that most respondents, who dedicate 4-6 hours daily to social media engagement, mainly use Facebook as their primary platform. In regards to chicharrón consumption behavior, the survey highlighted a preference for deep-fried pork-rind snacks, especially when enjoyed as shared snacks typically purchased from physical stores. Regarding brand awareness, participants showed limited familiarity with Ento's Crispy Liempo Thins. However, there was a significant level of interest expressed in trying the brand's product when asked. The key factors influencing their purchase decisions include crispiness (80.2%), taste (81.9%), with meat content (44.8%), affordability (70.7%), quality
Reference Key
persistent_1760659474_68f18812da9ab Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Jose, Aleia Katrine P.
Journal Malay Journal
Year 2024
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/94
Keywords Keywords not found

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