An integrated marketing communications campaign for Ento's Lechon Belly

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ID: 286766
2023
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Abstract
When the pandemic started, lockdowns began to unfold. Stocks dropped drastically across all types of markets affecting big and small businesses. Hundreds of flights were cancelled, public places are closed indefinitely, and people had to adjust to the sudden change of the times. Schools closed down, cancelling all classes at all levels. Mass layoffs happened and for those employees lucky enough to stay in their companies, work shifted from face-to-face to work-from-home–blurring the lines between work and home. However, for Ian Constantino and Gab Lopez, it was the opening they needed to start creating their own business–Ento’s Lechon Belly. Ento’s Lechon Belly sells same-day delivered homemade lechon belly marinated with 12 special herbs and spices and with pork skin “crispy-fied” to perfection that can stay crunchy even after 24 hours. They also have other products like Crispy Liempo Thins and Abella’s Chuuka Timplado. The main goal of this integrated marketing communications plan is to increase Ento's Lechon Belly’s brand awareness and position itself as an affordable lechon belly provider that can be made available even on normal days. The three main objectives of this campaign are (1) to establish the brand as a competitive lechon belly provider through cohesive branding and strategically crafted message, (2) to increase brand awareness among millennials residing in Manila City from 12% to at least 80%, and (3) to reach at least 3,000 likes and follows on Facebook, 1,000 followers on Instagram, and 1,000 followers on TikTok. The marketer gathered data using a Usage, Awareness, and Image (UIA) survey that was administered online through Google Forms. The questionnaire had 165 male and female respondents who reside in Manila City with ages 20 years old and up. A Focused Group Discussion was also conducted among 6 participants wherein they were served Ento’s Lechon Belly to taste. Results of the survey showed that the majority of the respondents are exposed to social media for 4 hours and up and are adept at using it through smartphones. In addition to that, the majority of the respondents fall under the income category of lower and upper middle income earners. Some of their behavior towards special occasions include celebrating them with their family and friends at home. The participants were also asked about their familiarity with Ento’s Lechon Belly and it was apparent that they are not aware of it. However, when asked if they would be willing to try
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persistent_1760659597_68f1888d45d08 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Parian, Beverly C.
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/80
Keywords Keywords not found

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