Capstone Paper Group 6

DR. FILEMON C.
AGUILAR MEMORIAL COLLEGE OF LAS PINAS

Topland Avenue, Golden Gate Subdivision, Las Pinas City
Building Brand Awareness of a Lemonade

Company through Social Media Marketing
Campaign
IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR DEGREE OF BACHELOR OF SCIENCE
IN BUSINESS ADMINISTRATION MAJOR
IN MARKETING MANAGEMENT
Submitted by
Gonzaga, Diana Mae
Latoza, Jennie
Martinez, Danica Joy
Medina, Geraldine
Ricablanca, Robbie Kate
IV- 4
SUBMITTED TO:
MS. JOANNE CHRISTINE N. SOLON
DR. FILEMON C. AGUILAR

MEMORIAL COLLEGE OF
LAS PIÑAS
MARCH 2022
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PINAS
CHAPTER 1
Introduction
Stellina’s Lemonade was established in 2013. The products include two

flavors, Pure Lemonade which is made with three basic ingredients: lemons, sugar,
and water. And Pink Lemonade is made by combining real cranberry and lemonade
juice. Its lemonade is made from a mix of real fruit juices, premium refined cane
sugar, and pure, clean water. Lemons are packed with numerous health-benefiting
nutrients. The fruit is less in calories, carrying just 29 calories per 100g, the value
being one of the lowest for the citrus fruits group. Lemon’s acidic taste is because of
citric acid. Citric acid constitutes up to 8% of its juice. Citric acid is a natural
preservative. aids in smooth digestion, and helps dissolve kidney stones. Stellina’s
Lemonade is passionate about producing a product that is delightful and refreshing
that everybody can enjoy. It is sold in supermarkets and convenience stores here in
the Philippines.
This Capstone Project aims to help increase the brand awareness of Stellina’s
Lemonade using social media campaign to reach a wider audience and to boost its
engagement. We have chosen this brand to create a better way of advertising by
utilizing social media platforms to deliver a social media marketing campaign.
A. Statement of the problem
Stellina's Lemonade is widely sold in the market, yet it lacks brand awareness
and advertisements, especially on social media platforms. It needs to create an
effective social media marketing campaign to help the brand become popular in the
market.
1. What is the demographic profile of respondents?
2. What is the level of brand awareness of the respondents?

3. What are the social media marketing campaigns tools to be use?
4. What will be the content of marketing tools to be used in Stellina’s for social
media campaign?
5. Based on the findings what will be the marketing campaign of Stellina’s

Lemonade?
Significance of Project for Professional Practice
Choosing the right platform for your brand is just as important as having a good
social media strategy, as it defines how you interact with customers. Every social
platform has its own set of values and approach, and some are better suited for certain
types of businesses than others. Stellina's has never placed a bigger emphasis on
social media marketing. Given the world's digital transformation, it's no surprise that
social media has become the preferred platform for companies and businesses. When
engaging with a customer, social media and its related platforms provide a choice of
organic and advertising options. There are several advantages and potential.
Social media marketing is far more than simply announcing Stellina's to the
world. As a result, Stellina's should make extensive use of social media. The first step
is to create a social networking account that is free of irrelevant content. As a result,
appropriately utilizing social media enhances consumer loyalty and humanizes your
business. They provide for an impressive and effective approach to traverse social
media when combined with similar practices. As a significant promotional tool, social
media is primarily reliant on content. That's why relevant articles are the foundation
of every excellent social media strategy. As a result, Stellina's material should
complement other assets, such as a social media or a comparable offering. Evaluate
your users' needs and supply them with context and useful information. Everything
you write should be planned, truthful, and useful to the reader.
Project Researcher Identification
We are the fourth-year students from Section Four taking up a Bachelor’s

Degree in Business Administration Major in Marketing Management, Group 6.
Hypothesis
If Stellina’s Lemonade will know the effects of having social media marketing
campaign, there will be a huge impact or growth on their sales and an increase in
website traffic.
Theoretical Framework
Social Media Brand

Marketing Awareness
 Search
Marketing
 Online PR
 Online
Partnerships
 Interactive
Advertising
 Viral
Marketing
This study focuses to increase the brand awareness of Stellina’s Lemonade

through a social media marketing campaign. In relation to this study, the relevant
theoretical model of David Chaffey’s social media marketing will be applied as the
theoretical framework of this research.
Social media marketing Organic sharing and paid advertising using social
networks and their messaging services to gain awareness and response from target
audiences. Also involves facilitating and monitoring customer-to-customer and
customer-to-company interactions and participation on social networks and other
online communities where user-generated content is created (2020). Chaffey et al.
(2018) thus describe internet marketing as the application of the Internet and related
digital technologies to achieve marketing objectives (Chaffey et al. 2018). These
marketing objectives can be realized by the use of social media networks which is a
subset of internet applications. Social media networking platforms serve as a tool for
marketers (Qualman 2017). This implies that Facebook, Twitter, etc. are means of
accomplishing marketing strategies through the internet. It is therefore imperative for
Stellina’s Lemonade to find suitable platforms to suit its marketing objectives. A good
marketing objective enables Stellina’s Lemonade to increase brand awareness hence
acquire new customers while retaining the already existing ones through customer
satisfaction.
Conceptual Framework
INPUT PROCESS OUTPUT
 The respondents
chosen through
Building Brand
simple random
Thirty (30) Awareness of
sampling.
Respondents Stellina's
from Talon  Survey Lemonade
III, Las Pinas questionnaire through Social
City through google Media Marketing
form. Campaign
 Analysis of data
 Data
presentation
Figure 1. illustrate the thirty (respondents) from Talon III, Las Pinas City as an input,
the process are the respondents chosen through simple random sampling, conducting
survey through google form, analysis of data and data presentation. The output was
Building Brand Awareness of Stellina's Lemonade through Social Media Marketing
Campaign
Scope, delimitation and limitation of the study
The main focus of this study is Building Brand Awareness of Stellina’s

Lemonade. It intends to establish the benefits of Stellina’s Lemonade can gain from
improving their social media. The researchers will consider the social media
marketing campaign as the independent variable. On the other hand, the researchers
will utilize brand awareness of Stellina's Lemonade as the dependent variable, which
will be influenced by the independent variable.
In obtaining this study, the researchers will use simple random sampling as a
method of objectively selecting 30 respondents with an age range of 18 to 60 years
old. The researchers may encounter problems in gathering data during surveys since
the country is still facing pandemic. In order to overcome this situation, the
researchers will use google forms to conduct survey.
The researchers assume that the distribution of survey question through google
forms will take two (2) to three (3) days while the expected day for collecting the data
is about three (3) to five (5) days. Then, four (4) to seven (6) days will be the
forecasted days for analyzing the data. After gathering and analyzing the necessary
information, the researchers will provide the appropriate conclusions and

recommendations for the research.
Literature Review
According to Chen and Qasim (2021), there has been tremendous growth in
the use of social media platforms such as WhatsApp, Instagram, and Facebook over
the past decade. People are using these platforms to communicate with one another,
and popular brands use them to market their products. Social activities have been
brought from the real world to the virtual world courtesy of social networking sites.
Messages are sent in real time which now enable people to interact and share
information. As a result, companies consider social media platforms as vital tools for
succeeding in the online marketplace
Ibrahim and Aljarah (2018), indicates that the use of social media to
commercially promote processes or events to attract potential consumers online is
referred to as social media marketing (SMM). With the immense rise in community
websites, a lot of organizations have started to find the best ways to utilize these sites
in creating strong relationships and communications with users to enable friendly and
close relationships to create online brand communities.
According to Hafez (2021), social media marketing efficiently fosters

communications between customers and marketers, besides enabling activities that
enhance brand awareness. Ibrahim (2021) states for that reason, SMM remains to be
considered as a new marketing strategy, but how it impacts intentions is limited. But,
to date, a lot of research on SMM is focused on consumer’s behavior, creative
strategies, content analysis and the benefits of user-generated content, and their
relevance to creating virtual brand communities.
According to Tarsakoo and Charoensukmongkol (2020), New channels of

communication have been created, and there have been tremendous changes in how
people interact because of the internet developing various applications and tools over
time. Companies now appreciate that sharing brand information and consumer’s
experience is a new avenue for brand marketing due to the widespread use of
smartphones and the internet, with most people now relying on social media brands.
Therefore, developing online communities has become very efficient. Social groups
create a sense of continuity for their members without meeting physically.
According to Yadav and Rahman (2017), a community that acquires products

from a certain brand is referred to as a virtual brand community. Customers are not
just interested in buying goods and services but also in creating worthwhile
experiences and strong relationships with other customers and professionals. So, when
customers are part of online communities, there is a cohesion that grows among the
customers, which impacts the market. Therefore, it is up to the companies to identify
methods or factors that will encourage customers to take part in these communities.
As stated by Seo and Park (2018), The online community’s nature is like that of
actual communities when it comes to creating shared experiences, enabling social
support, and attending to the members’ need to identify themselves, regardless of the
similarities and variances existing between real-world communities and online. This
is supported by Chen and Lin (2019), Regarding manifestations and technology,
online communities are distinct from real-life communities since the former primarily
use computers to facilitate their operation. A certain brand product or service is used
to set up a brand community. Brand communities refer to certain communities
founded based on interactions that are not limited by geographical restrictions
between brand consumers.
Moreover, Arora and Sanni (2019). Said that since consumers’ social
relationships create brand communities, these communities have customs, traditions,
rituals, and community awareness. The group members learn from each other and
share knowledge about a product, hence appreciating each other’s actions and ideas.
So, once a consumer joins a particular brand community, automatically, the brand
becomes a conduit and common language linking the community members together
because of sharing brand experiences.
According to Shareef et al. (2019), based on the perspective of brand owners,

most research has focused on how social communities can benefit brands. However,
there are also some discussions regarding the benefits that come from brand
community members according to the members themselves to analyze how social
community impacts its members. Alalwan et al. (2017) indicates that consumer’s
behavior is influenced by value so, when a consumer is constantly receiving value, it
leads to consumer’s loyalty toward that brand. A valuable service provider will create
loyalty to a company and enhance brand awareness. Consumer value is essentially
used in evaluating social networking sites. With better and easier options to create
websites coming around, most consumers are attracted to a social community to know
about a company and its goods. Furthermore, operators can learn consumer’s behavior
through maintaining social interactions with customers. However, the social
community should have great value. It should be beneficial to the potential customers
by providing them with information relevant to the brand in question. Furthermore,
customers should be able to interact with one another, thus creating a sense of
belonging. From that, it is evident that a brand social community’s satisfaction affects
community retention and selection.
Social Media Marketing Activities
According to Wang and Kim (2017), most businesses use online marketing
strategies such as blogger endorsements, advertising on social media sites, and
managing content generated by users to build brand awareness among consumers.
Social media is made up of internet-associated applications anchored on technological
and ideological Web 2.0 principles, which enables the production and sharing of the
content generated by users. This is supported by Arrigo (2018), that due to its
interactive characteristics that enable knowledge sharing, collaborative, and
participatory activities available to a larger community than in media formats such as
radio, TV, and print, social media is considered the most vital communication channel
for spreading brand information. Social media comprises blogs, internet forums,
consumer’s review sites, social networking websites Twitter, Blogger, LinkedIn, and
Facebook.
Moreover, Cheung et. al (2021), said that social media facilitates content sharing,
collaborations, and interactions. These social media platforms and applications exist
in various forms such as social bookmarking, rating, video, pictures, podcasts, wikis,
microblogging, social blogs, and weblogs. Social networkers, governmental
organizations, and business firms are using social media to communicate, with its use
increasing tremendously. Governmental organizations and business firms use social
media for marketing and advertising. Integrated marketing activities can be performed
with less cost and effort due to the seamless interactions and communication among
consumer partners, events, media, digital services, and retailers via social media
According to Liu et al. (2021), marketing campaigns for luxury brands consist of
main factors such as customization, reputation, trendiness, interaction, and
entertainment which significantly impact customers’ purchase intentions and brand
equity. Activities that involve community marketing accrue from interactions between
events and the mental states of individuals, whereas products are external factors for
users. But even though regardless of people experience similar service activities, there
is a likelihood of having different ideas and feelings about an event; hence, outcomes
for users and consumers are distinct. According to Beig and Khan (2018, in future
marketing, competition will focus more on brand marketing activities; hence, the
marketing activities ought to offer sensory stimulation and themes that give customers
a great experience. Now brands must provide quality features but also focus on
enabling an impressive customer.
According to Keller (2016), In terms of strong, favorable, and unique brand

associations, brand equity is defined as high brand recognition and a positive brand image in
the minds of consumers. In his CBBE-model, he employs the brand-knowledge notion to
better understand how to develop brand equity. He believes that a brand's strength is
determined by what customers have experienced and remembered about it, and thus their
brand knowledge. The brand image exists in the minds of consumers and is based on the sort
of association that occurs and how customers perceive this association in terms of strengths,
distinctiveness, and flavors.
As stated by Aaker (2017), brand awareness is the capacity of consumers to recognize or

remember a brand, and there is a linkage between the brand and the product class, but the link
does not have to be strong. Brand awareness is a process from where the brand is just known
to a level when the consumers have put the brand on a higher rank the brand has become the
“top of mind”.
According to Keller (2016), The two aspects of awareness are recognition and
recollection. The degree to which customers in a store recognize a brand that they have
recently been exposed to, such as in an advertisement, is known as recognition. When given a
relevant indication, such as going to buy cereals and recalling Kellogg's Corn Flakes from
memory, recall is the ability of customers to recall the brand from memory. Increased brand
familiarity through repeated exposure for brand recognition and strong linkages with the
relevant product category and consumption indicators for brand recall can be used to promote
brand awareness. Feelings, experiences, and the brand personality all have an impact on brand
equity, according to the study.
Definition of Terms
This section provides a glossary of the conceptual definition of terms used in

the study.
Advertisement - is the promotion of a product, brand or service to a viewership in

order to attract interest, engagement and sales.
Brand awareness- is the measure of how memorable and recognizable a brand is to

its target audience.
Customer – a person that buys good s or services from a store or a business.
Facebook advertising - social networking site, Advertisements generated and

published on the Facebook network that are targeted to its users. Facebook
advertisements are a type of display ad that is only visible to Facebook users who
have been targeted using the platform's targeting capabilities.
Interactive Advertising- is a media-based marketing techniques which encourages

consumer participation. The focus of interactive advertising is to have consumers
engage and interact with the ad in some way and directly or indirectly provide
feedback on a campaign.
Marketing campaign - a set of corporate tactics for achieving certain objectives,

such as raising brand awareness, delivering customer information, or launching a new
product.
Search Marketing- is a digital marketing strategy used to increase the visibility of a

website in search engine results pages.
Online PR (Online Public Relation)- is the public relations work of communicators

via available online communication channels and communication tools.
Online Partnership- refers to the creation and management of long-term agreements

to promote the product/services on third-party websites or through email.
Search Marketing- is a digital marketing strategy used to increase the visibility of a

website in search engine results pages.
Social Media - are computer-mediated communication software that enable users to

create, share and view content in publicly networked one-to-one, one-to-many, and/or
many-to-many communications.
Social Media Pub Mats – online posters used in social media platforms to advertised
in public to reach a wider audience.
Viral Marketing- is a sales technique that involves organic or word-of-mouth

information about the product or services to spread at an ever-increasing rate. The
internet and the advent of social media have greatly increased the amount of vial
messages in the form of memes, shares, likes, and forwards.
Visual content – refers of using images and videos which convey information to the
audience.
CHAPTER II
METHODOLOGY
Design
Quantitative data are used when a researcher is trying to quantify a problem,
or address the what or how aspects of a research question. It aims to collect data and
analyze it statistically.
Setting
The researcher chose Barangay Talon 5 in Las Pinas City because it has easy
access. The researchers will collect the relevant data utilizing survey forms and
questionnaires.
Sample size
In obtaining the data, the researcher will be use simple random sampling in
selecting thirty (30) respondents from Barangay Talon III Las Piñas City.
Instrumentation
In this study, the researcher utilized a survey questionnaire to gather the

necessary data for this study. Likert scale and verbal interpretation was used to
evaluate the brand awareness through social media marketing campaign of Stellina’s
Lemonade.
Table 1. The four-point Likert scale used in rating the brand awareness
through social media marketing campaign of Stellina’s Lemonade.
Rate Equivalent Verbal Interpretation

4 3.26- 4.00 Extremely Aware
2 2.51- 3.25 Aware
3 1.76-2.50 Less Aware
1 1.00- 1.75 Not Aware
Procedure
The researchers devised a plan for distributing survey questionnaires to the

thirty respondents in Barangay Talon V in Las Pinas City. The participants were
chosen by the researcher and are eager to take part. The researcher prepared
questionnaire as the major tool to gather the data, the questionnaire was comprised of
twenty (20) questions that has been ask to participants regarding the advertisement of
Stellina’s Lemonade.
In gathering the data, the researchers set that the distribution of survey
question through google forms will take two (2) to three (3) days while the expected
day for collecting the data is about three (3) to five (5) days. Then, four (4) to seven
(6) days will be the forecasted days for analyzing the data. After gathering and
analyzing the necessary information, the researchers will provide the appropriate
conclusions and recommendations for the capstone study.
Evaluation of Effectiveness
The researcher uses survey questionnaire and four-point Likert scale to rate. A
Likert scale is a psychometric scale often used in research to express people's
thoughts and attitudes toward a topic or subject matter. The goal of employing four-
point scales is to get explicit responses from participants when they agree or disagree
with a certain issue or statement. The data will be presented in table format, with
weighted mean used to determine the proposed building of Stellina's Lemonade brand
awareness through a social media marketing campaign, and frequency and percentage
used to determine the demographic profile of the respondents in terms of age and
gender.
CHAPTER III
RESULTS, FINDINGS, INTERPRETATION AND DISCUSSION
Tables and Figures
The result shows that the majority of the respondents are 18-30 years which is 90% of
the total respondents. While the remaining respondent's ages ranged from 31-40 and 41-60
years old.
The result shows that the majority of the respondents are female with 66.7% of total
respondents, while the male has 33.3% of total respondents.
II. Level of Brand Awareness of the Respondents
As per the survey results shows, the majority of our respondents, 96.8% of them have
social media accounts.
As per the results of our survey, 76.7% usually uses facebook as their social media
platform. While 13.3% of the respondents uses instagram and the remaining 10% uses
youtube.
This survey result shows that majority of the respondents 66.7% haven’t heard the brand
Stellina’s before. While the remaining 33.3% already heard the brand Stellina’s.
This result shows that 53.3% of the total respondents doesn’t recognize the Stellina’s
Lemonade product while 46.7% of the total respondents recognizes the product of Stellina’s
Lemonade.
As per the survey result shows, 53.6% of the respondents seen or heard Stellina’s
Lemonade by friends, family or colleagues. Whereas the 25% of the respondents seen or
heard Stellina’s lemonade through social media. While the remaining respondents seen or
heard the product through online search, online videos and mobile app ads.
Logo of Stellina’s Lemonade is color yellow.

Extremely Aware Not Aware
Aware 17% 20%
17%
Less Aware
47%
Not Aware Less Aware Aware Extremely Aware
Brand Recognition
Logo of Stellina’s Frequency Percentage

Lemonade is color yellow.
Not Aware 6 20%
Less Aware 14 46%
Aware 5 16%
Extremely Aware 5 16%
TOTAL 30 100%
The table and chart show above that out of 100%, most of the respondents are less
aware that the logo of Stellina’s Lemonade is color yellow. Less aware got the highest
percentage of 46% while 20% of the respondents are not aware. On the other hand, 16% of
the respondents are aware and another 16% of the respondents are extremely aware that the
logo of Stellina’s Lemonade is color yellow.
According to Krause (2020), logo is vital to your firm, since it shows ownership,
quality, and values. It's etched on your products, business cards, websites, social media, and,
most importantly, in your clients' brains. Logo is likely to be one of the first experiences
people have with your business, and it's your chance to make a good first impression,
demonstrate that you provide good service, and visually represent your mission. A logo is a
company's first introduction to customers. It can capture the public's curiosity and invite them
to learn more about the company if it's well-designed; if it's not, you've just alienated a
prospective client base and effectively ruined your business.
Stellina’s Lemonade has two (2) kinds of container, one

glass bottle and one canned form.
Extremely Aware
17% Not Aware
30%
Aware
13%
Less Aware
40%
Stellina’s Lemonade has Frequency Percentage

two (2) kinds of container,
one glass bottle and one
canned form.
Not Aware 9 30%
Less Aware 12 40%
Aware 4 13%
TOTAL 30 100%
aware that Stellina’s Lemonade has two (2) kinds of container which is one glass bottle and
one canned form. Less aware got the highest average of 40% while 30% of the respondents
are not aware. On the other hand, 16% of the respondents are extremely aware and 13% of
them are aware.
According to Kotler and Keller (2018), product packaging plays an important

influence in consumer buying behavior, because it is the buyers' initial encounter to the
product and produces lasting impressions during the purchase and consumption process.
Packaging is described as the process of creating and designing a container for a product.
Similarly, Ferrell (2018), indicates packaging is the creation of a container and a

graphic design for a product. Primary, secondary, and tertiary packaging are the three layers
that make up most product packaging. The primary package comes into direct touch with the
product, while the secondary package protects the primary package's contents and can be
discarded once the product has been consumed. The tertiary package encircles the earlier
types of packaging, facilitating distribution, unification, and product protection along the
supply chain.
Stellina’s Lemonade logo has lemon picture on it.

Extremely Aware
17% Not Aware
23%
Aware
27%
Less Aware
33%
Stellina’s Lemonade logo Frequency Percentage

has lemon picture on it.
Not Aware 7 23%
Less Aware 10 33%
Aware 8 26%
TOTAL 30 100%
aware that the Stellina’s Lemonade logo has lemon on it. Less aware got the highest average
of 33% and 23% of the respondents are not aware. On the other hand, 26% of the respondents
are aware and 16% of the respondents are extremely aware that Stellina’s lemonade has
lemon logo on it.
According to Drecker (2018), placing your logo on all of your marketing, packaging,
products, social media, website, and other materials is a great method to continually promote
your brand and message, whether it's in the store, in your consumers' homes, or online.
Everything you do and create becomes connected with the logo and the brand once you've
built your brand message and successfully tied it to your logo.
The tagline of Stellina’s Lemonade is “Always the perfect

squeeze”
Extremely Aware
13% Not Aware
37%
Aware
17%
Less Aware
33%

The tagline of Stellina’s Frequency Percentage

Lemonade is “Always the
perfect squeeze”
Not Aware 11 36%
Less Aware 10 33%
Aware 5 16%
TOTAL 30 100%
The table and chart show above that out of 100%, most of the respondents are not
aware that the tagline of Stellina’s Lemonade is “Always the Perfect Squeeze”. Not aware got
the highest percentage of 36% and 33% of the respondents are less aware. On the other hand,
16% of the respondents are aware while 13% of the respondents are extremely aware with the
tagline of Stellina’s Lemonade which is the “Always the Perfect Squeeze”
Murphy (2019), stated that Simple and memorable tag lines are the finest. It should
communicate the value of your company and highlight its major strengths; it is sometimes
referred to as a memory hook. A tagline's company should simply and succinctly
communicate the benefits your clients receive when they interact with your firm. Explain why
you're in business and how your consumers benefit from doing business with you.
A lemonade image reminds me of Stellina’s Lemonade

brand.
10% 20%
Aware
17%
Less Aware
53%
A lemonade image Frequency Percentage

reminds me of Stellina’s
Lemonade brand.
Not Aware 6 20%
Less Aware 16 53%
Aware 5 16%
TOTAL 30 100
aware that lemonade image reminds them of Stellina’s Lemonade brand. Less aware got the
highest percentage of 53% while 20% of the respondents are not aware. On the other hand,
16% of the respondents are aware and 10% of them are extremely aware that lemonade image
reminds them of Stellina’s Lemonade brand.
According to Somani (2021), The ability of a consumer to remember the name of a

brand is measured by brand recall. It is a component of brand awareness that assesses the
customer's spontaneous recall of the brand from memory when the product category prompts
them. Every company's ultimate goal is to be at the top of the consumer's mind whenever they
think of a product category, since this not only leads to greater sales, but also helps the
business carry out its word-of-mouth marketing techniques, referral marketing methods, and
so on.
Yellow Combinations of refreshing beverage remind me of

Stellina’s Lemonade brand.
Extremely Aware
10% Not Aware
Aware 23%
27%
Less Aware
40%
Yellow Combinations of Frequency Percentage

refreshing beverage
remind me of Stellina’s
Lemonade brand.
Not Aware 7 23%
Less Aware 12 40%
Aware 8 27%
TOTAL 30 100%
The table and chart show above the out of 100%, most of the respondents are less
aware that Stellina’s Lemonade has a yellow combination of refreshing beverage. Less aware
got the highest percentage of 40% and 23% of the respondents are not aware. On the other
hand, 27% of the respondents are aware while 10% of them are extremely aware that
Stellina’s Lemonade has a yellow combination of refreshing beverages.
However, Somani (2021) also added that one of the factors at the top of the marketing
funnel, brand memory, indicates the initial stage of the buyer's journey. Brand recall refers to
a person's comfort and familiarity with a certain brand. It gives you an advantage over the
competition's brand while making a purchase.
Fruity Beverages reminds me of Stellina’s Lemonade brand
Extremely Aware
13% Not Aware
Aware
20% 27%
Less Aware
40%
Fruity Beverages reminds Frequency Percentage

me of Stellina’s Lemonade
brand.
Not Aware 8 27%
Less Aware 12 40%
Aware 6 20%
TOTAL 30 100%
The table and chart above show that out of 100%, most of the respondents are less
aware that the Stellina’s Lemonade is a fruity beverage. Less aware got the highest percentage
of 40% and 27% of the respondents are not aware. On the other hand, 20% are aware while
13% are extremely aware that Stellina’s Lemonade is a fruity beverage.
According to Walgrove (2019), brand recall can achieve a variety of commercial

aims and goals. It may broaden your audience, boost website traffic, foster brand loyalty, and
generate leads. It should come as no surprise that brand recognition stands at the very top of
the marketing funnel.
Stellina’s Lemonade is halal certified

Extremely Aware
17% Not Aware
27%
Aware
7%
Less Aware
50%
Stellina’s Lemonade is Frequency Percentage

halal certified.
Not Aware 8 27%
Less Aware 15 50%
Aware 2 6%
TOTAL 30 100%
The table and chart show above that out of 100% most of the respondents are less
aware that Stellina’s Lemonade is a halal certified. Less aware got the highest percentage of
50% and 27% of the respondents are not aware. On the other hand, 16% of the respondents
are extremely aware while 6% of them aware that Stellina’s Lemonade is a halal certified.
According to Boni and Forleo (2019), Consumers' propensity to buy is influenced by

halal branding. If a product gets halal certified, it will gain a larger market share, especially
for things that are unfamiliar to Muslim consumers. The halal certificate assures consumers
that food products are manufactured in accordance with Shariah law, are clean, hygienic,
ecologically friendly, and adhere to animal welfare standards.
Stellina’s Lemonade is oriented for health-conscious

people
Extremely Aware
17% Not Aware
20%
Less Aware
Aware 20%
43%
Stellina’s Lemonade is Frequency Percentage

oriented for health-
conscious people.
Not Aware 6 20%
Less Aware 6 20%
Aware 13 43%

TOTAL 30 100%
The table and chart above show that out of 100%, most of the respondents are aware
that Stellina’s Lemonade is oriented for health-conscious people. 43% of the respondents are
aware, and 17% of them are extremely aware. On the other hand, 20% of the respondents are
not aware and 20% of them as well are less aware that Stellina’s Lemonade is oriented for
health-conscious people.
Kang J. et al. (2015) found that consumers choose healthy food to keep healthy and
fit, and they make choices for a healthy diet using individual subjective knowledge. Food
safety often linked to human health and food quality, and it plays a vital role in consumer
choices is represented. Consumers’ purchase intentions become more potent when they find
that eating healthy food can help them achieve their health goals.
Stellina’s Lemonade are ideal choice for refreshing bev-

erages
20% 23%
Aware
33%
Less Aware
23%
Stellina’s Lemonade are Frequency Percentage

ideal choice for
refreshing beverages
Not Aware 7 23%
Less Aware 7 23%

Aware 10 34%
TOTAL 30 100%
that Stellina’s Lemonade are ideal choice for refreshing beverages. 34% of the respondents
are aware, while 20% of them are extremely aware. On the other hand, 23% of the
respondents are not aware while 23% also of the respondents are less aware that Stellina’s
Lemonade are ideal choice for refreshing beverages.
Chaya et al., 2015; Chonpracha et al., 2020; Geier et al., 2016; Mora et al.,
2020; Ramirez et al., 2020, the majority of these studies were published in the recent
decade, indicating that the refreshing concept is an important aspect of the food
consumption experience and is gaining increasing attention.
Stellina’s Lemonade conveys a delightful image
Extremely Aware
17% Not Aware
20%
Aware
40% Less Aware
23%
Stellina’s Lemonade Frequency Percentage

conveys a delightful
image
Not Aware 6 20%

Less Aware 7 23%
Aware 12 40%
TOTAL 30 100%
that Stellina’s Lemonade conveys a delightful image. Aware got the highest percentage of
40% while 17% of the respondents are extremely aware. On the other hand, 20% of the
respondents are not aware and 23% of them are less aware that Stellina’s Lemonade conveys
a delightful image.
Twylor (2015) opined that when consumers have a favorable brand image, the
brand’s messages have a stronger influence in comparison to competitor brand messages
therefore; brand image is an important determinant of a buyer’s behaviour (Burmann et al.,
2008).
Assessment of the respondents in connection to the building brand awareness of

a lemonade company through social media marketing campaign.
Brand Recognition
Statement Weighted Mean Verbal Interpretation
Logo of Stellina Lemonade is color 2.3 N.A

yellow.
Stellina’s Lemonade has two kinds of 2.16 N.A

container, one glass bottle and one
canned form.
Stellina’s Lemonade logo has lemon 2.36 N.A

picture on it.
The tagline of Stellina’s Lemonade is 2.06 N.A

“Always the perfect squeeze”
Brand Recall
A lemonade image reminds of 1.83 N.A

Yellow combinations of refreshing 2.23 N.A

beverage remind me of Stellina’s
Lemonade brand.
Fruity beverages remind me of 2.2 N.A

Brand Image
Stellina’s Lemonade is 2.13 N.A

halal certified.
Stellina’s Lemonade is 2.56 N.A

oriented for health-
conscious people.
Stellina’s Lemonade are 2.5 N.A

ideal choice for refreshing
beverages.
Stellina’s Lemonade 2.53 N.A

conveys a delightful image.
Summary of Findings
The results of the study show, respondents are active in social media and they usually
used to be Facebook app which means that online pages can help to attract consumers and to
become popular. Due to lack of social media platform, print ads and tv commercials Stellina’s
lemonade has not been recognize by the consumers. They will only know that it exists when
their family, friends or colleagues introduced it or talked about it. Stellina’s lemonade should
also consider the appearance and packaging of their product to boost the number of their
consumers especially now that we are in modern world, consumers are very attracted to the
products that has unique packaging or can be post in social media while they are drinking it
(instagrammable).
CHAPTER IV
RECOMMENDATIONS, CONCLUSIONS, AND APPLICATIONS
Conclusions and Lessons Learned/Recommendations
Recommendations
 Stellinas should have an active social media presence. Anticipating what your
customers are looking for and giving them with updates is important. To guide clients
along their path, the ideal search page includes all the information and
recommendations about the product that other customers have viewed and purchased.
 Customers crave flavor and diversity when dining out, thus Stellina's lemonade
should include additional flavors. Tropical-inspired flavors such as coconut,
watermelon, and passion fruit are among the newest flavor trends.
 Stellina's lemonade should provide discounts, freebies, and coupons to help

customers know the brand.
 Stellina's tagline should also be improved because taglines are important because they
attract buyers' attention. When customers hear the tagline, they immediately
comprehend the benefits of your product.
 Stellinas should have a Category page for the flavors that they have it is one of the
most important to discover the online page. It includes all of the relevant products and
expose them on a dedicated page, giving the shopper the opportunity to find exactly
what they are looking for.
Reference
Aaker, D.A. (2002) Building strong brand. UK: Free press business.
Keller, L.K. (2003) Building, measuring, and managing brand equity. (2nd edn) New Jersey:
Prentice Hall.

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DR. FILEMON C.

AGUILAR MEMORIAL COLLEGE OF LAS PINAS

Building Brand Awareness of a Lemonade

IN PARTIAL FULFILLMENT OF THE REQUIREMENT

DR. FILEMON C. AGUILAR

Stellina’s Lemonade was established in 2013. The products include two

A. Statement of the problem

1. What is the demographic profile of respondents?

2. What is the level of brand awareness of the respondents?

3. What are the social media marketing campaigns tools to be use?

5. Based on the findings what will be the marketing campaign of Stellina’s

Significance of Project for Professional Practice

Project Researcher Identification

We are the fourth-year students from Section Four taking up a Bachelor’s

Social Media Brand

This study focuses to increase the brand awareness of Stellina’s Lemonade

INPUT PROCESS OUTPUT

Building Brand Awareness of Stellina's Lemonade through Social Media Marketing

Scope, delimitation and limitation of the study

The main focus of this study is Building Brand Awareness of Stellina’s

information, the researchers will provide the appropriate conclusions and

According to Hafez (2021), social media marketing efficiently fosters

According to Tarsakoo and Charoensukmongkol (2020), New channels of

According to Yadav and Rahman (2017), a community that acquires products

According to Shareef et al. (2019), based on the perspective of brand owners,

Social Media Marketing Activities

According to Keller (2016), In terms of strong, favorable, and unique brand

As stated by Aaker (2017), brand awareness is the capacity of consumers to recognize or

This section provides a glossary of the conceptual definition of terms used in

Advertisement - is the promotion of a product, brand or service to a viewership in

Brand awareness- is the measure of how memorable and recognizable a brand is to

Customer – a person that buys good s or services from a store or a business.

Facebook advertising - social networking site, Advertisements generated and

Interactive Advertising- is a media-based marketing techniques which encourages

Marketing campaign - a set of corporate tactics for achieving certain objectives,

Search Marketing- is a digital marketing strategy used to increase the visibility of a

Online PR (Online Public Relation)- is the public relations work of communicators

Online Partnership- refers to the creation and management of long-term agreements

Search Marketing- is a digital marketing strategy used to increase the visibility of a

Social Media - are computer-mediated communication software that enable users to

Viral Marketing- is a sales technique that involves organic or word-of-mouth

In this study, the researcher utilized a survey questionnaire to gather the

Rate Equivalent Verbal Interpretation

The researchers devised a plan for distributing survey questionnaires to the

RESULTS, FINDINGS, INTERPRETATION AND DISCUSSION

Tables and Figures

II. Level of Brand Awareness of the Respondents

Logo of Stellina’s Lemonade is color yellow.

Not Aware Less Aware Aware Extremely Aware

Logo of Stellina’s Frequency Percentage

Lemonade is color yellow.

Not Aware 6 20%

Less Aware 14 46%

Extremely Aware 5 16%

Stellina’s Lemonade has two (2) kinds of container, one

Not Aware Less Aware Aware Extremely Aware

Stellina’s Lemonade has Frequency Percentage

Not Aware 9 30%

Less Aware 12 40%

Extremely Aware 5 16%

According to Kotler and Keller (2018), product packaging plays an important

Similarly, Ferrell (2018), indicates packaging is the creation of a container and a

Stellina’s Lemonade logo has lemon picture on it.