5 IMC Cases PDF

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5 IMC Case Exercises1. The campaign to Buy Filipino Goods and Services has been revived. How is this beneficial or harmful to the country?The campaign to buy Local goods and services is beneficial for the Filipinos and to our economy. This is for the reason that Philippine local products are facing ...

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5 IMC Case Exercises 1. The campaign to Buy Filipino Goods and Services has been revived. How is this beneficial or harmful to the country? The campaign to buy Local goods and services is beneficial for the Filipinos and to our economy. This is for the reason that Philippine local products are facing challenges due to economic globalization which allows us to have a single global market. Because of that, consumers tend to purchase cheaper products but lower quality standard making it a threat to consumers and the local industry. That is why Philippine organizations namely the Federation of Philippine Industries (FPI) and the Department of Trade and Industry (DTI) launched campaigns and programs to promote and market Filipino Goods and Services. The Federation of Philippine Industries launched the “Buy Pinoy, Buy Local” campaign. This campaign is to motivate the consumers to purchase locally manufactured products. The campaign aims to support the local industry, provide jobs for Filipinos, and open more opportunities in business to satisfy the country’s manufacturing industry, unlike purchasing imported goods where only the traders and owners benefit from their sale (Arranza, 2020). Additionally, the Department of Trade and Industry (DTI) launched “Buy Local, Go Lokal” national media campaign to help our country’s micro, small, and medium enterprises (MSMEs) to revive their businesses amid the COVID-19 pandemic. Buy Local, Go Lokal aims to change consumers’ shopping habits toward the consumption of Philippine manufactured goods. In the article of Crismundo (2020), it was explained that private sectors, companies, and business organizations launched the “Buyanihan” program to support the DTI’s “Buy Local, Go Lokal” campaign. Trade Secretary Ramon Lopez said that the “Buyanihan” aims to help us bring a better normal, not only new normal, and to strengthen the purchase of local products and services while improving costumer trust as the country gradually reopens the economy. In line with that, “Buy Local, Go Lokal” is available on the website https://www.shopinas.com/go-lokal where we can visit Filipino stores and purchase Filipino products and ‘Go Lokal!’ stores nationwide. So why is it beneficial for our country? Supporting Philippine-made products will generate more jobs for Filipinos and help build the Philippines’ economy. Locally produced products that roll out of Philippine factories are made by Filipino workers, who raise money to buy food and other essential necessities. Therefore, purchasing locally made products indirectly benefits the farmers, sewers and tricycle drivers, among others, as well. Supporting local strengthens the Philippine’s economic base in the sense that when we purchase local products, money stays in the community as MSMEs also buy from other local businesses including banks, service providers, and farms. The goals of the campaigns will actually benefit our country. The need of this campaign is to market and spread awareness among the Filipinos. Two of the elements of IMC namely publicity and advertising through different forms of media would help to spread these benefits, to encourage Filipino consumers to consider locally made products even if imported products are equally priced or cheaper than them. This is to strengthen the standard of Philippine products in terms of quality, and to be globally competitive. Finally, public relations which is also one of the elements of IMC, would be effective in communicating these goals so that consumers can build connection with

those local products that would lead them to not only think of buying Filipino products, but to actually do, apply, and practice it. 2. Do you feel that IMC should be used by the following: (international agencies, national and local government units, and priests, monks, churches, and/or evangelists?) Integrated Marketing Communication is significant not only for enterprises and private sectors, but also in international agencies, national and local governmental units, and churches. According to Kotler and Armstrong (2010), Marketing is a social process by which individuals and organizations achieve what they need and want by creating and exchanging values with others. In that sense, marketing isn’t only about selling and promoting products and services, but it is also about building connection, especially when “selling” policies, programs, or campaigns with the stakeholders. International agencies like United Nations and ASEAN use IMC to promote their plans and goals for the countries under them. For example, United Nations promote the 17 Sustainable Development Goals (SDGs) and respect to Human Rights while ASEAN promote for the economic growth (e.g. ASEAN Tourism Marketing Strategy), social progress, cultural development, and peaceful community for the Southeast Asian nations. It is important for national and local government units to use IMC. This is to determine the interests and needs of the stakeholders and meticulously delivering strategies to address them. According to Dyess (2016), governments need marketing to envision their mission, establish the values, and communicate it successfully. In this regard, marketing in government is about building relationships that are mutually beneficial, creating services that people want, and delivering them in ways that delight and improve people's lives. Furthermore, marketing also helps to generate profits in a government setting. Branding a local tourist spots and municipalities increase tourists which will help local businesses. Increased income from non-tax programs including sponsorships is a winning proposition for all parties. Lastly, churches and ministers of different religion also utilize IMC. For me, the “word of mouth” marketing strategy is the most common for churches. Oftentimes, I can observe religious groups (e.g. Mormons and Jehovah witnesses) going house-to-house to share about their faith and ministers from churches promoting the good, practices, and rituals aligned with their religious belief. As a Born-Again Christian, we create posters, banners, and invitation cards for our upcoming fellowships. We utilize digital media as tools in sharing/promoting our upcoming church events and programs. As a whole, IMC is vital to these sectors as they employ different elements of marketing and communication to attain their goals as they identify, communicate, and meet the interests and needs of their stakeholders. 3. The Ingat Angat Campaign. Do you think this is a good IMC campaign? Justify. At first glance, the video seems like a heart-warming clip of different brands and companies like Petron, Jollibee, Coca-Cola, Foodpanda and the like are coming together in unity to help one another in reviving the Philippine economy. Even though the video is inspiring, it might mislead the viewers because the video can be understood as it is now okay to go outside and enjoy different products and services like the way people consume different goods before. The video, at some point, encourages people to go out when in reality, there is still a high risk and danger of contracting the COVID-19 virus. In the PSA, it can be observed that there are too many people outside including elderly people and children, people who do not observe proper physical

distancing, and customers enjoying food services inside malls without the sense of caution. It seems like the Philippines, who’s included in the list of top countries with the most number of COVID-19 cases and has yet to flatten the curve or has slowed down its rate of infection, is promoting the restoration of the economy without minding the COVID-19 outbreak in our country. If other countries that have succeeded in flatting their COVID-19 curve were to see this local campaign, they might perceive it differently and question why this campaign is promoting the restoration of the Philippine economy through a more lenient implementation of COVID-19 guidelines and restriction. Maybe the PSA will be better if it highlighted the new ways of how people are interacting with different services being offered and delivered to them. For an instance, purchasing of products and services may be enjoyed at the comforts of their own home and done through cashless transactions. Furthermore, the video focused on the big brands and corporations. In my perspective, the inclusion of small businesses and online selling in the PSA would be nice because it will show the reality of life that these compensatory jobs became the most common source of income for those Filipinos who have lost their jobs and have been affected by the pandemic. As a whole, a good IMC campaign should show truthfulness to the audience and consider appropriate actions to be taken for a certain situation. 4. Because of the dispute on the West Philippine Sea, there are certain groups or sectors calling for a boycott on Chinese made goods and services. Do you support this call why or why not? In this case, my stance is that I support the call for a boycott on Chinese made goods and services. Calling for a boycott on products and services from China is a way of showing/protesting that we are displeased over their abuse in the disputed waters of the West Philippine Sea. Moreover, it is very evident how Chinese products and businesses in our country increases as time progresses. Because of that, it became a threat to Filipino entrepreneurs and business owners. There are also small Filipino businesses who were bankrupted because of competing with Chinese enterprises and products. This is due to some Chinese businesses who sell their products with lower costs compared to Filipino products which are definitely high quality compared to products made in China. Because of the low pricing, some consumers tend to purchase Chinese products without considering the quality of the product. Furthermore, the rise of Chinese stores in the Philippines alarms micro, small, and medium enterprises (MSMEs). In a report of Aurelio and Salaverria (2019) for Inquirer.net, Sen. Panfilo Lacson explained that businessmen in Boracay were complaining about the sudden increase of Chinese restaurants operating along the main road on the world-famous resort island. That is why Sen. Lacson called on the Department of Trade and Industry (DTI) and other local governments to use their authority to keep Chinese investors away from MSMEs. As a whole, I support calling for a boycott on Chinese products and services will be beneficial in the promotion of purchasing or choosing Filipino products and services.

5. What can trademark owners do to minimize counterfeiting? Give examples of effective strategies or campaigns.

Counterfeiting is to imitate a trademarked product from a company without their approval, with the intent to trick individuals into thinking that fake is of equal value with the real one. Counterfeiting goods such as apparel, accessories, music, shoes, medications, and the like are growing in numbers as time progresses due to the demands of the consumers. It became a threat to trademark owners as counterfeiters sell their imitated products in a much lower prices. As it is a threat to trademark owners, it is also a threat to consumers because counterfeit products are made from lesser quality materials. Continuous counterfeiting of products may gradually affect the brand’s reputation. Lower quality counterfeit products can sometimes be associated with the company’s trademark that can lead to decrease in consumer confidence in a brand. To address the issue of counterfeiting trademarked products, it is necessary to remember two of the objectives of IMC which are awareness and educating customers. It is important to build customer awareness and to educate the customers about counterfeiters and their counterfeited goods to protect the brand’s image and reputation. Trademark owners can create publications that includes a list of authorized sellers on their official social media accounts so that consumers can check them. In that way, they can warn their customers about those who sell counterfeited products. With regards to campaign, I propose to implement an Anti-counterfeiting campaign with the Big Idea, “SEAL THE REAL.” The goal of this campaign is to provide a distinct seal to trademarked products that cannot be copied by counterfeiters and allow the consumers to easily identify legitimate products from counterfeited goods. This campaign would also include the owners of trademarked products to publish a list of known counterfeiters as a way to prevent potential counterfeiters to replicate their products.

References:

Arranza, J. (2020). Buy Filipino: Let’s be heroes and patriots as consumers. Retrieved from https://businessmirror.com.ph/2020/01/22/buy-filipino-lets-be-heroes-and-patriots-asconsumers/ Aurelio, J. & Salaverria, L. (2019). Palace to investigate reports on Chinese-only businesses. Retrieved from https://newsinfo.inquirer.net/1114679/ Crismundo, K. (2020). Private sector launches program to support ‘buy local’ drive. Retrieved from https://www.pna.gov.ph/articles/1108677 Dyess, D. (2016). 5 REASONS WHY THE PUBLIC SECTOR NEEDS MARKETING. Retrieved from https://www.careersingovernment.com/tools/gov-talk/about-gov/5-reasons-why-thepublic-sector-needs-marketing/ Kotler, R. & Armstrong, G. (2010). Principles of Marketing. Englewood Cliffs, N.J.: Prentice Hall....