Advertising Campaign Plan
ituation Analysis Two years after its purchase from Sugarlandia Corp., Eight O’cloc has !ecome the Coca"Cola Corp.’s core !rand in the powdered #uice category with a $%& volume sales growth in year $''% compared to $''(. )*rowth has !een propelled, in a large part, !y pushing the !rand into the tertiary maret maret or the sari"sari store, which many households see as an e+tension of their pantry and which oer a!solute aorda!ility- said !y the portfolio director for non"car!onated non"car!onated !everages iganta ey. )At the tertiary level, households can !uy a %/"gram pac for P0. This is what we call the litro"pac, which is e1uivalent to 2ve to si+ glasses of #uice-
The Coca"Cola Company currently has three !rands in the powdered #uice category. category. Aside from Eight O’cloc, the company has Ponana, which is also a lso purchased from Sugarlandia, and 6i"C. Eight O’cloc strongest competitor is the country’s oldest powdered #uice drin, Tang produced !y 7raft 8oods Phils., 4nc. 3ac in $''% , Com!ined , the two multinational companies control 9/& of the powdered #uice maret, maret, which, in turn , account account for :/& of total #uice sales. Eight O’cloc has currently ;'
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S>OT Analysis Strenghts •
•
Eight O’clock already exist in the market. Many people already knew that this product exists. Eight O’clock powdered juice drink has its Immuno Active and diferent itamins that makes it nutritious.
>eanesses !he product product is too usual or too ordinary ordinary.. • !he product product lacks in noise and "u## in the the •
Opportunities •
$ince the product already exists exists in the market% it has a larger chance o& increasing its sales.
Threats •
!he product has lot o& competitors. Its strongest competitor is !ang and !ang !ang has a !' airing at the present.
ey Advertising Pro!le o solve? •
The pro!lem with Eight O’cloc is the attention they get from the maret. They need to mae some !u@@ that will surely get the attention of the target audience.
7ey Strategic Campaign ecisions A.O!#ectives •
•
The campaign aims to get the attention from the new target maret. The campaign aims to increase the sales of Eight O’cloc and get the half of the sales of Tang.
3. Target Audience emographics Segmentation *ender 5ale , 8emale , *=3T Age Tweens Tweens B0";$ The campaign chooses its new target !ecause we all now that this maret is the !iggest in
C. 3rand Position •
!he new Eight O’clock will use the tagline (new (new sweet treat ng Eight O’clock na kids would wou ld surely enjoy). !he tagline aims to get the attention to the tween market that surely love sweets.
. Campaign Strategy •
Marketing Marketing strategy that this campaign used is *iversi+cation. It chooses to innovate the product &or the new target market which is the tween market.
,EA-! • !he product product has its new reason reason to enjoy it. !he product product is innovated to a new and uni/ue sweet treat. ,EA* • Eight O’clock contains Immuno Active % itamins '% E and 01 and $elenium.
5edia Strategy A.5ed A. 5edia ia O!#e O!#ectiv ctives es ;. Communication O!#ectives •. To improve Eight O’cloc’ image as a powdered #uice drin !y introducing its new formula that can !e taen raw that would taste good as a candy that maes it more appealing to the ids. $. Strategic evelopment Plan •. Eight O’cloc is strategically developed to a more appealing product that every ids would love to taste !ecause of the new reason to en#oy of having the new Eight O’cloc. (. Taget Taget Audience Audi ence e2nition •. Target ids !elonging to Class C speci2cally the tween maret, who loves sweets #ust lie candies and love to test new products.
5edia Strategy A.5ed A. 5edia ia O!#e O!#ectiv ctives es ;. Communication O!#ectives •. To improve Eight O’cloc’ image as a powdered #uice drin !y introducing its new formula that can !e taen raw that would taste good as a candy that maes it more appealing to the ids. $. Strategic evelopment Plan •. Eight O’cloc is strategically developed to a more appealing product that every ids would love to taste !ecause of the new reason to en#oy of having the new Eight O’cloc. (. Taget Taget Audience Audi ence e2nition •. Target ids !elonging to Class C speci2cally the tween maret, who loves sweets #ust lie candies and love to test new products.
A. 5edia O!#ectives %. 5edia 4tinerary Tim e Weekends Daily Routine 6AM-8PM
Media Exposure
Activity
Wake-up time Taking teir !reak"ast Watc television #unc Went to grocery stores $it teir mom Play%&ro$se 'nternet Dinner Watc Televisio Television n (leep
Daytime Prime T)*cartoons+ Posters along te road ,e$spaper*Pilippine (tar+ Magaines*.-/one0 and 1ummy magaines "or kids+ 'nternet exposure A"ternoon T) programs Event (ponsorsip
A. 5edia O!#ectives Time
Weekdays Daily Routine %.6AM-8PM 5edia 4tinerary
Activity
Wake-up time Take a !at Taking teir !reak"ast Preparing "or scool 2lass &reak time%Recess Time 2lass #unc Time 2lass 3o 4ome Merienda Time Do Assignments Play%&ro$se 'nternet Dinner Watc Television (leep
Media Exposure Daytime Prime T)*cartoons+ Posters along te road ,e$spaper*Pilippine ,e$spaper*Pilippine (tar+ Magaines*.-/one0 and 1ummy magaines "or kids+ 'nternet exposure A"ternoon T) programs Event (ponsorsip
3. 5edia Selections ;.3roadcast 5edia •Television will !e the ma#or medium due to its high target maret consumption as it provides visual for the newly innovated product. 4t will use to inform the new reason why would they love to taste the new Eight O’cloc. $.Print 5edia •5aga@ine will !e used as an optional medium #ust to support the launching of the product !ecause some of the target maret may !e e+posed to iddie maga@ines #ust lie 7"@one and Fummy 5aga@ine. •Dewspaper will also !e used as an optional medium depending on the availa!ility of the !udget. •Poster will !e used and !e posted on strategic place #ust lie schools , sari"sari store etc. (.4nternet and >e! Advertising •3anner Ads will !e used !ecause the target maret are tweens and most of them usually go online. The !anner ads will !e posted on we!sites mostly used #ust lie face!oo. %.OO6 Advertising •Gideo *ame 5edia will !e used !ecause the target maret is highly connected with online games.
C. 5edia Planning and 3uying ;. Gehicle Selection • TGC H 23s ads % !he channel stations will "e A0$4'05 % 6MA7 and !8 • Print Advertisement Si@e H 98 x 8 , &ull color % $aturday and $unday Edition% :hilippine $tar in the health section. • 5aga@ines H Maga#ines such as ;4#one and
C. 5edia Planning and 3uying TELEVISION ABS-CBN2, TV!, "MA# $%& '(rime)ime 'Day)ime (*INT Ne+&paper& '(hilippine S)ar Maaine& '.ummy maaine '/-0ne maaine (0&)er& OO1, INTE*NET AND NE MEDIA Video Game Media
Banner A3& MA*/ETIN" COMM 4NICATIO 4NICATION N TOOLS Sale& (r0m0)i0n '(r0m0)i0nal (ricin 'Samplin an3 Trial& 'Free (r03uc)& E5en)&, Sp0n&0r&hip&, e)c
December
January
February
March
April
5essage Strategy ;.7ey Consumer 4nsights )4 want a #uice th that at is sweet.- H Tristan Tristan , 9 )4 want a #uice th that at tastes lie a candy- H 3ella, 0 )4 want a new treat from Eight O’cloc- H 7ris , ;' $.5essage O!#ectives The message’s goal is to let the target audience now that there is a new reason to en#oy Eight O’cloc. To mae a !u@@ and noise for the product and let the product !e appealing to its new target maret. (.Selling Premise 3EDE84T SOI*6T ;. 4mmuno Active $. Gitamin C (. Gitamin E %. Gitamin 3J H helps iron meta!olism /. Selenium H helps in 4mmune System PKO54SE ) Eight O’cloc Candy Luice rin is a powdered #uice is the newest
CKEAT4GE CKEAT4GE EMECIT4ODS
8or TG
8or PK4DT N 4DTEKACT4GE 4D TEKACT4GE 5E4A This print advertisements would !e used in newspapers , maga@ines , posters and !anner Ads.
8or OO6 Gideo *ame 5edia • Eight O’clock would sponsor an online game which is ('ut the rope). It would help alot in letting the product "e known in the market.
3untings • !his "untings would "e use when Eight O’clock would "e sponsoring school events.
Other 5ar 5 areting eting Communication ools used in Supp Support ort A.Sales T Promotion ;.Promotional Pricing • !he product will will "e sold in a "undle pack. =or =or every "undle pack there would "e >? litro4pack and they can save :8.33 . In this way% It would push the costumers to "uy the product. product. $.Sampling and Trials • !he product will will have "ooths in diferent market market nationwide that will "e giving &ree sample o& the new product. !his would help the product to "e introduced to the market. (.8ree Products may have &ree tum"lers &or &or every large pack • !he product may o& the juice. !his would help in encouraging the kids to
Other 5ar 5 areting eting Communication Tools used in Supp Support ort 3. Sponsorship • Eight O’clock will "e sponsoring school events such as sports &ests% &oundation day %etc. It would help the product to "e engage with the target market "ecause our target market are tweens who usually go to school.
Campaign A.5anagement Campaign 3udget
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