An integrated marketing communications campaign for Session Groceries

Clicks: 3
ID: 286784
2022
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 #3,384 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
With online shops popping up at a rapid rate in the 21st century, brick-and-mortar stores (physical stores) are no longer the only outlet that attracts consumer spending. Compared with physical stores, online shops offer more diverse product choices, individualized products, and service information, shopping convenience, and privacy (Levy & Weitz, 2009). Consumers now give more attention to the importance of online shopping, increasing health awareness (and interest in products that maintain well-being), stockpiling of shelf-safe products, and prioritization of infection containment products, such as alcohols, hand soaps, face masks, and aerosol disinfectants. Hence, due to the increase of COVID-19 cases in the Philippines, online shopping has become one of the mobile activities that Filipinos like to enjoy. 11.5% of the female consumers purchase online while 8.2% of men are making online transactions. Thus, 85.7% of the respondents have been using a shopping app on a mobile phone or tablet. (Datareportal, 2021). With this, Session Groceries falls under the category of retailing but through an online grocery app that offers fresh farm produce that you can buy straight from La Trinidad, Benguet. This has evolved over a period of time due to its convenience and accessibility. As a result, this online grocery has gained immense traction and impact among the urbanized millennial consumers across the globe especially during the COVID-19 pandemic. However, this may target a niche market but there has been a forecast that there will be robust growth in the coming years. (IMARC, 2021). The proposed Integrated Marketing Communications (IMC) Campaign is aligned and monitored through the AIDA Model. It aims to raise brand awareness among the target audience and that would entice and attract people to support the brand. With that, the main push of this campaign is to bank heavily on digital platforms by being visible to Facebook, Instagram, Website, online publications, website revamp, push notifications, and sales promotions. This IMC campaign is expected to increase brand awareness and educate the consumers to support the local farmers of Session Groceries by downloading the mobile application and purchasing fresh produce from the brand. For this 6-month duration of the campaign, the brand will monitor and track the effectiveness of each marketing initiative by evaluating the KPIs such as reach, likes, views, conversions, and website visits.
Reference Key
persistent_1760659648_68f188c0c3865 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Lacanlale, Louren A.
Journal Malay Journal
Year 2022
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/42
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.