An integrated marketing communications campaign for Butterpanda Pastries

The Filipinos’ obsession for cakes and pastries have grown to different varieties - from the usual sweet variants that satisfy their sweet tooths to savory ones. Philippine Statistics Authority stated in a 2016 Annual Survey of Philippine Business and Industry released in 2019 that bread, cakes, pastries, pies and similar ‘perishable’ bakery products is a top player in the country’s manufacturing industry with an accounted for 7,563 establishments or 27% of the total 28,003 estimated number of manufacturing establishments in the economy (Ilarina, 2019). Online market research firm Statista projected that the industry is expected to have a CAGR of 5.4% from 2018 to 2021 (Ortiguero, 2018), while Euromonitor International reported that its CAGR is 8% from 2020-2024 (Baked Goods in the Philippines, 2019). This obsession has opened opportunities for entrepreneurs to build business, innovate, and explore the endless possibilities in baking. The researcher took a deep dive into an online-based pastry shop which opened in November 2014 - Butterpanda Pastries. Strengths and weaknesses of the company will be discussed as well as the missed opportunities. The researcher made recommendations on what can be done better to improve brand positioning and therefore increase its sales through brand awareness. For the integrated marketing communications campaign, Butterpanda Pastries will be maximizing the practice of digital advertising, followed by market expansion, and sales promotions. Marketing for the brand includes online and offline visibility for the period of April 2021 to March 2022 with a target sales growth of 189%. The advertising budget will be at Php 88,480, including all the above-mentioned marketing executions. Through these efforts, the researcher is confident that the brand’s target audience will be fully catered and that the brand itself will emerge at the top