Integrated marketing communications campaign for Drive Manila

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ID: 286754
2023
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Abstract
The study aims to explore the car rental industry in the Philippines, specifically focusing on Drive Manila, a local car rental services brand. Against the backdrop of the global car rental landscape and consumers' evolving preferences, this study delves into the dynamics of the industry, shedding light on key factors that influence customer behavior and the competitive landscape. The car rental industry is pivotal in providing convenient and flexible transportation solutions in the contemporary world, characterized by fast-paced lifestyles and a growing emphasis on mobility. Globally, there is a notable shift towards preferring rental cars over vehicle ownership, driven by hassle-free travel experiences and cost-effective mobility solutions. The Philippines is no exception to this trend, witnessing an increasing demand for reliable and affordable rental cars, particularly as travel becomes both a favored hobby and a necessity. Drive Manila has navigated through dynamic market conditions. The brand's journey reflects resilience and adaptability, demonstrated by strategic shifts during the challenging year 2020, diversifying into logistics and groceries. In 2022, Drive Manila refocused on its core car rental business, leveraging Meta Chat for customer engagement. The year 2023 saw the brand employing effective marketing strategies, including paid Meta campaigns, indicative of its commitment to adaptability and growth. The study concludes by identifying critical challenges for Drive Manila: weak brand image, inconsistency in branding, low awareness, low social media engagement, and low bookings from new customers. The campaign aims to reinforce the brand, increase brand recognition, and enhance the bond between Drive Manila and its customers. In summary, this research comprehensively explores the car rental industry in the Philippines, with a particular focus on Drive Manila. Through an analysis of industry trends, brand dynamics, financial performance, and marketing strategies, the study sets the stage for proposing an Integrated Marketing Communications (IMC) campaign. The IMC campaign addressed the identified challenges and introduced action plans to improve Drive Manila’s online presence and customer interaction, making the brand the go-to choice for easy, simple, quality, and cost-effective car rental services.
Reference Key
persistent_1760659562_68f1886a6bf72 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors De Jesus, Jun Angelo R.
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/96
Keywords Keywords not found

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