An integrated marketing communications campaign for Pocofino

Clicks: 5
ID: 286758
2023
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Steady

Ranked #313 of 3,757 articles by views in Malay Journal

Most read Least read

Bar heights use a square-root scale. Only the 120 most-read articles are drawn; the journal has 3,757 in total.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
Pocofino Retail Products is a Philippines home-grown brand with Italian roots, committed to serving authentic Italian, international, and premium quality coffee products. In a fast-paced world, Pocofino Retail Products gives consumers the liberty to take a powerful pause so that they can savor life’s small moments with a premium cup of coffee. To stand out in a highly saturated market, a study on Pocofino Retail Products was conducted, specifically on consumers' premium coffee consumption. Research findings show that coffee consumers, in general, are open to premium coffee products regardless of Hedonistic or Utilitarian motivations. This approach to understanding motivation is used in creative content and media triggers, capturing those slow-down or pick-me-up coffee moments. Data shows that consumers' attitude toward Premium Coffee Products has a positive effect on their intention toward Premium Coffee Products, highlighting the need to push USPs. Furthermore, word-of-mouth is important in building brand awareness and consideration. Learning about a brand through trustworthy sources like friends, families, baristas, and real reviews is important to the consumer and this is supported by the study wherein data shows that the opinion of others is influential on their positive decision-making towards Premium Coffee Products. Data also shows that the intention to purchase Premium Coffee Products has a strong positive relationship with the purchase of Premium Coffee Products. These findings are mirrored in the proposed Integrated Marketing Communications campaign to increase awareness and consideration among young Filipino Millennials aged 25 - 34 yo. The Integrated Marketing Communications Campaign focuses on the Pocofino Retail Products and excludes any efforts made by the coffee shop, Caffe Pocofino. The marketing objective is to increase consumer purchases of Pocofino Retail Products by 39% from various distribution channels, one year after the campaign’s initial launch. To create a communications distinction in the retail coffee industry, Pocofino Retail Products is rebranded to Casa Pocofino. The campaign has the communication objective to increase brand visibility (awareness) of Pocofino Retail Products by 30% one year after the campaign. The plan involves focusing efforts on digital marketing to address the media objectives. This is expected to increase Casa Pocofino’s media following and engagement and generate earned media through picked-up publications, sharing of content, and word-of-mouth. With this campaign, Pocofino Retail Products has the opportunity to accelerate growth in the market and profitability for the Pocofino business.
Reference Key
persistent_1760659574_68f18876055c4 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Eusebio, March Patricia M.
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/84
Keywords Keywords not found

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.