My Juiz
Group No: 7
Members: Samantha Bernadine Madera (19) Jennyleen Mamauag (20) Cortney Tan (33) John Alexiz Tan (34) Katrina Te (37) Adrianne Yanga (45)
Submitted to: Ma‟am Maribel Chan
Table of Content Executive Summary …………………………………………………………………….3 Situation Analysis ……………………………………………………………………....4 Industry Review ………………………………………………………………………...5 Corporate Profile ………………………………………………………………………..9 Target Market …………………………………………………………………… …….13 Promotional Program ..............................................................................................…....14 S.W.O.T. Analysis ……………………………………………………………………..15 Positioning and Campaign Theme ……………………………………………………..17 Advertising Recommendation ………………………………………………………....19 Media Plan ……………………………………………………………… ……………..22 Other IMC Recommendations ………………………………………………………. ...26 Budget Summary ……………………………………………………………………....28 Campaign Flowchart …………………………………………………… ……………...28 Reference ………………………………………………………………………………29 Appendices ……………………………………………………………………………..30
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Executive Summary The major target audiences of My Juiz are the parents and kids who are class C, D and E. The IMC plan of the company is for two years to increase its growth and to capture target audience attention. In campaign strategy, the purpose of the advertising is to capture more consumers‟ attention to increase its sales in the market, to let people know more about the brand and the product and to encourage many consumer to buy product. In advertising, the target audience was the parents who think about their kid‟s health who want a healthy juice drink for their kids and what‟s good for their kids. The advertising shows that parents can trust the product because it is safe and good for the health. In creative strategy, the product was simple but can be trusted. Kids will enjoy and like it because of different flavor they can choose and delicious flavor that kids can taste. For media, the advertising will be shown in morning under GMA 7, because it will be advertised before or after the show called “Potchi” every morning. The company wants to recommend its product through sales promotion, direct marketing and public relations. In sales promotion, the company wants to let consumer be aware of the product, to give them some idea. For direct marketing, the consumer will be more aware of the brand and product because the company can introduce the product face to face with its customer. And for public relations, the company can give out free samples for customer can try the product; conduct a outreach program for kids to expose the product to different kinds of consumer.
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II. Situation Analysis
A. Introduction The company Columbia started to produce the product called “My Juiz” and tries to expand its market in the Philippines despite of tight competition. In the economy, there are many situations that the product may encounter like decreasing of demand to its client, tight competition and consumer changes their mind easily that the company should meet their needs to satisfy them. There are many macroenvironments that the company will face and these are economic environment, cultural environment and social environment. For political environment, the company must meet the rules and regulation of the law in the country to maintain the purity of the brand name. In cultural environment, the company targets their consumer based on their behavior, attitude and opinion about a product to satisfy and meet the customer needs and wants of what they are looking for, because now a day‟s, people are more health conscious and customer are now more demanding about a certain product due to the changing of people‟s mindset and changing of environment. In social environment, the company offers its product to different ages, both male and female, also to different lifestyle like those customer who are health conscious and safety concerns. Lastly in economic environment, the product that the company offers can be bought by different kinds of lifestyle because people are now conscious about their health, changes their taste easily and looking for some drinks that good for themselves but also help the environment, and meet consumer budget from low standard to high standard of living. (“Taste Trends In Philippines”, 2011)
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B. Industry Review: Size, Growth, Trend.
The food and beverage is part of everyday needs. Beverage industry is same as food industries that are high in demand due to the increasing of growth in Philippines, but even there are crisis still food and beverage has the highest growth in the economy. However, the most contributed growth of the beverage industry is milk, cheese and egg because this is the basic thing that people usually prefer. (“Commodity and Outlet
Survey”, 2010)
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Philippine Commodity and Outlet Survey
Food and Non-Alcoholic Beverages Alcoholic Beverages and Tobacco Clothing and Footwear
Housing, Water, Electricity, Gas, and Other Fuels
3.40% 1.90%
12%
2.30%
39% 7.80%
Furnishings, Household Equipment and Routine Maintenance of The House Health
3% 3.20%
22.50%
Transport 3%
2%
Communication
Recreation and Culture
Education
Restaurants and Miscellaneous Goods and Services
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1. Overall Size
In the year 2008, the overall size of food and non-alcoholic beverage is 39.0% followed by housing, water, electricity, gas and other fuels with a 22.50%, and lastly the restaurant and miscellaneous goods and services with a 1.9% in the share. The previous page shows that food and non-alcoholic beverages are the highly in demand to consumers due to everyday needs. Under food and non – alcoholic beverage, the most purchase product is bread and cereal with a market share of 12.4%. (“commodity and outlet”,
2011)
2. Growth of Industry
In the year of 2007, the economy growth in the Philippines has exceeded 7 % of the gross domestic product but due to the crisis in 2008 the growth slowed down to 4.5%. Philippines should be expanding its market and actively in food and beverage industry due to 98 million of population that can affect the growth of the industry. This industry has a dominant primary industry for more than 40% total output of manufacturing, and this represents the added value that grew by 9.1% as of 2008. (“Food processing sector”,
2010)
3. Projected Growth
The food and beverage industry has strongly increased in 2001-2006 with a 9.8 % of compound annual growth rate and it is expected more to increase 7.5% of compound annual growth rate as of 2007 to present from the previous. Water supply and other
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healthy drinks are projected to move from the previous rate to 15-18% in the future years.
(“Philippine food, beverage and tobacco forecast”, 2011)
4. Competition a. Identification of Competitors
The direct competitor of my juiz is Tang and Sundays because they offer powdered juice with different kinds of flavor. The indirect competitor of my juiz is Zesto because it offers a juice drink with common flavors but it‟s different because the product is already made. (“Columbia”, 2011)
b. Analysis of Competitors’ Strategies
Tang and Sundays competes its product through pricing and flavored juice drink in the market, both advertise their product through TV commercial to capture people‟s attention. Tang advertises their product to capture parent‟s attention showing that their product contains nutrients and it is good for the kid‟s health. Sunday‟s strategy is to capture parent‟s attention that their kids would like the product and show kids that the juice is delicious. While Zest-O strategy is to provide quality products with reasonable price to their consumer and making it available to their most number of customer, also their product contain vitamin C.
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C.
Corporate Profile Company Snap Shot Columbia International Food Products, Inc was established in 1937 by Don Go Peng Kuan in Divisoria and started with a 3 factories. The company produced candies, and confectionaries and they were able to sell the products to the different parts of the country. Thru the efforts of the founder the product became well-known in providing sweets that is suitable for the taste of most of the Filipino. Today, the company is equipped with advanced equipments that are acquired from other country. For the past decades, Columbia International Food Products became one of the top candy manufacturers and has been recognized and listed in the Top 1000 corporations in the country. With Mr. Reynaldo Go, as the president of the company, it is now renowned as a key player in the market that is producing a world class confections, snacks and beverages. He continuously works hard to attend the needs of the consumer by giving quality products that they may look forward to the company. He also travels in many places to find the best ingredients for the company‟s product were they can offer world class quality yet affordable prices.
At present, following the late Don Go Peng Kuan, Mr. Go works hand in hand to all aspects of the business and takes pride to continuously create new products that lift Filipino standard to global levels. The company now has a to offer a complete confectionery line in the Philippines. (“Columbia History”,N.D.)
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Mission & Vision Mission The company‟s mission is “The Filipino people‟s irresistible attraction for things sweet is very well known. On a daily basis throngs flock to supermarkets, mom and pop go to grocery stores and sari-sari stores to scoop up their favorite chocolates, candies, gums, lollipops, snack foods and beverages. While demanding quality and good taste, consumers
also
seek
reasonably
priced,
affordable
products.
It is in this precise regard that Columbia International Food Products, Inc.‟s line of confections appeal to both the Filipino palate and, wallet. The compan y‟s varied product line effortlessly caters to the whole family- from children to teenagers, and young adults to adults. These consumers come from all walks of life, from students at all educational
levels
to
working
individuals
and
homemakers.
Columbia‟s world-class quality of products renders it ideal gifts for pasalubongs (welcome back gifts). Being in the market for over 73 years and remaining wholly family-owned throughout, the company has managed to maintain its high level of product quality and solid commitment to the community- so much that several generations have been raised on Columbia‟s confections because of consistent quality and proper pricing.
Our commitment to producing finest products at a price affordable to Filipinos translates to consumers‟ continued patronage. Indeed, Columbia‟s products make daily life much more enjoyable for millions of Filipinos. Insofar as the future is concerned, our
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innovative and creative marketing strategies, as well as its continuing product research and development here and abroad, are certain to ensure that the Filipinos will stay loyal to the brands for generations to come.”
Vision
The company‟s vision is “Based on consumer feedbacks, we are perceived to be a manufacturer of quality and affordable consumer products in the market. Consistently producing world-class treats that meet the taste of Filipinos has helped create that market attraction to Columbia products. Whenever they see the Columbia red and white logo, and image they associate with delicious sweets and family favorites, consumers are assured they are buying the right product. After more than 73 years in the market, people have come to recognize us as a manufacturer of quality treats that instantly become family favorites.
We consider the Superbrands award a great honor and achievement. Superbrands is perceived by the consumers as a prestigious and credible “product watch” avenue. The recognition thus serves as an inspiration for the company to strive even further for product excellence and consumer satisfaction.” (“Columbia Mission - Vision”, N.D.)
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Product Line Beverages
Candies
Bubblegum
Lollipops
Gummies
“Columbia roducts”, N.D.
My Juiz comes with many flavors.
Chocquik
Vozz
Butterkist
Monami
iMilk
V Fresh
ICool
Yakee
Cherry Gum ball
Pintora
Super Bubble
Jumbo Gumball
VFruit
AGB
Pingpong
Frooty Pintoora Pop
Frooty Twin Pop
Frooty Yakee Pop
Frooty Choco Pop
Frooty Bubble Pop
Frooty Trompo Pop Potchi that comes in different flavors 12
D. Target Market Segmentation Analysis
Demographic segmentation
Age: 6 yrs old and above; non diabetes. Gender: male and female Life stage: Elementary, Collegiate and adult Birth era: generation y
Socioeconomic
Income: class c (5000 to 15000); class d (1000 to 5000)and class E (. Occupation: clerks, teachers, nurses, janitor, helpers, waiters.
Psychographic
Lifestyle: Family-oriented Individuals.
Base on the table above, the target market of the company are class C and class D. Class C people that belong to white collar job who earn a monthly salary of 5,000 – 15,000. While class D people are those who work under contract with monthly salary of 1,000 – 5,000 pesos. The primary target market of the company is the kids who love to drink different flavors of juices, and also the mom‟s.
In addition the company is
targeting family oriented individuals. Their secondary target market of the company is those individual who drink juice occasionally also those sari-sari stores. (“Don
Herrington's”, 2001-2011)
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E. Promotional Program Situation Analysis The strength of the company‟s promotion are that not all juice drinks offer freebies and promos that let consumer be aware that there is an existing product called “my juiz”, also it has a low price that anyone can afford. The weakness of the company‟s promotion is that their product is unknown to many consumers due to the low demand of the product in the market and the advertisement was not that appealing to the audience.
PRODUCT
MY JUIZ
PLACE
PHILIPPINES
PROMOTION
TV ADVERTISTMENT, FREE TASTES, GIVEAWAYS, AND PROMOS
PRICE
7.00 – 8.00 PESOS
Base on the table above, the product of the company is my juiz, the product can be seen in small store and grocery where customer can buy it. The company promotions are TV advertising, free taste giveaways and promos. TV ads to help the product stay in the consumers mind. Free taste to let the consumer have an idea on how does the drink tastes like and because the message of the ad states that the product is filled with vitamins also ideal for family drink. Giveaways or freebies encourage the consumer to buy a product because of the fact that the freebie is free and also to introduce the product to the consumer. Promos encourage consumers to buy because they can get more products in a lesser price; also the company gives out samples for free. (“Columbia”, 2011)
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F. SWOT Analysis
STRENGTHS
IMPLICATIONS
1. Price.
The product has an affordable price of 7.00 – 8.00.
2. Variety of product.
The company introduce the product with different kind of flavours namely are mango, pineapple, orange etc.
WEAKNESS.
IMPLICATIONS
1. Weak product support.
Due to unaware of consumer, the product only receive attention from few customer.
2. Lack of expertise in beverage
It is common with other product.
3. Product Placement.
The product never appears in any kind of movies or other things.
4. Lack of Advertising.
The company only has one T.V. ad as much as their competitor has in the market. The ad is not well – known to many consumers.
5. Few promotions.
The company does not have any promotions about the product.
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OPPORTUNITIES
IMPLICATIONS
1. Availability of new technology.
The company can use new technology to improve the quality of the product and it can construct new delicious juice drink.
2. Population Growth
The population in the Philippines is getting larger every year and many Filipino people are having difficulty in life, this increases potential customer to the company.
3. Summer Vacation
Some people drink juices when summer, giving the company a chance to introduce its product to the target audience.
THREATS
IMPLICATION
1. Increasing number of competitors.
There have been an increasing number of competitors in juice drinks in the market that is not easy to compete with. These include Tang and Sundays.
2. Declining of demand.
Many people now buy drinks that are already made because it consumes more time that powdered juice drink.
3. Unknown product and brand name.
People recognize that product that stays longer in the market, and they are unfamiliar with the new product.
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III. Positioning and Campaign Theme A. Positioning and Campaign Theme
My Juiz is positioned to have reasonable price because the company offer a product with an affordable price that people surely can afford and the product is made mostly for average type of consumers. My Juiz is positioned for some benefits within their juice drinks because it contains vitamins, it is perfect for people who love to drink juice most especially the kids. B. Unique Selling Proposition/Positioning Statement
For class C, D and E mother and kids, My Juiz is an affordable powdered juice drink and it provide nutrients like vitamin c, plus the powdered juice drink is more affordable than the competitors.
C. Campaign Objectives
Create a campaign slogan
Execute a new TV commercial that will have an impact to the TV viewers.
Participate in some outreach program.
Increase the curiosity of the consumer to buy and try the product because of its flavored juice drink with a reasonable price.
Create a loyalty for the target customer and increase satisfaction in current customer that it is the right choice to but the product.
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D. Campaign Strategies
Create a campaign slogan that can capture people‟s attention.
Create more advertisements showing all the benefits of the product over the other competitors.
Put different forms of mediums such as billboards, magazine, television.
Create a 15 or 30 minutes advertising for target market to see and increase awareness about the product.
E. The Big Idea
The advertising focuses on how the company can convince its target audience to buy the product that it is more affordable than the competitor. The company also focuses on how to convince the target audience to buy its product and that the product taste good.
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IV. Advertising Recommendations A. Statement of General Objectives The company wants to reach the expected taste of every child and to enhance the flavor to encourage all the parents to buy the product, to let consumer know that the product has many flavors for the children to choose, love and enjoy more, vitamin C to give kids nutrients. The company„s slogan is wants to persuade its customer to buy the product because it is good for health, kids will like it and it is affordable. The company also wants to aware its customer that the product has many flavors that kids can choose what they like and the product is more on vitamin C. The product is still new in the market and many consumers are unaware of the product, and within two years the company would like to continue its advertising to let many consumers be aware of the product and to give them knowledge about the product.
B. Creative Strategy 1. Target Person
The target person of the company is mother ages 25 – 40 who give their kids powdered juice in morning, lunch, supper or dinner, who always care about their kids health and what nutrients their kids can get from the product, she likes to shop for her kids in stores to know what is good to her child. The target people also are kids who love to drink juices that are sweet, delicious and meet the taste of the kids.
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2. Creative Objectives
To assure the target audience that the product is healthy for their health.
To convince the target audience that the product is safe to drink because it contain vitamin C.
To persuade all parents that the juice is good for their kids because it has nutrients.
To let the consumer knows that the product can be used 5 times.
To capture the attention of the consumer.
3. Customer Promise The package of the product is simple with the brand name, the flavor of the juice. The product may be simple but it contains vitamin and family can trust the product that it is safe, good for their health and kids will love it because of its sweet juice.
4. Support The group has tried the product and can be sure that it taste good that kids will like it and it is safe and delicious .
5. Brand Personality The brand of the product is called My Juiz, where consumer can interpret the brand as their own juice, especially when the product meet their taste, the consumer can say the juice suit them and called it as my juice.
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6. Advertising Appeals The advertising shows that family will surely like it, let their kids drink the product and the product surely will loved by their kids. The product is convenient to use because the product can be use in 5 glasses per sachet and if there are some more left, the parents can keep them this influences that parents can trust the product and give their kids a drink of My Juiz.
7. Executions
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C. Media Plan 1. Target Audience
The target audience of the advertising is parents who are working or housewife that are Class C, D and E. 2. Media Itinerary
Weekdays:
Time of Day
Activity
Media Exposure
7 :00- 9:00 Commute to work am
Transit ads, banners, posters and bill boards, radio.
9 :00-12:00 Work nn
News paper, Internet, mobile marketing on her cell phone.
12:00pm
Outside office: billboards, streamers, banners, news paper, magazines.
1:00 Lunch Break
Inside Office: magazines. 1:30 – 5:00 Work pm 5:30pm
Radio (AM/FM), News
paper,
News paper, Internet, mobile marketing on her cell phone
7:00 Evening commute going Billboards, banners, posters, transit ads, radio. home
8:00 – 9:30 Dinner pm
TV, Radio
9:30pm
Magazines and periodicals, TV.
11:00 Bedtime
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Time of Day 7:00am
9:00 Breakfast
9:00-12:00 nn 12:00pm
Activity
Doing household choirs
1:00 Lunch
Remarks TV, New paper, Magazine, Radio
TV or Radio
TV or Radio
1:30 – 5:00 Weekend Grocery pm
Billboards, banners, posters, transit ads, radio. Mall ads.
5:30pm
TV or Radio
7:00 Preparing for Dinner
8:00 – 9:30 Dinner pm
TV
9:30- 11 pm
Magazines and periodicals, TV.
Bedtime
3. Media Objectives
To be able to reach 80 at the frequency of 3.
To increase advertisement and sales promotion in NCR.
4. Media Mix
CPRP 30sec. (GMA) = (90,000/9.3%) = 9677.419
CPRP 15sec. (GMA) = (54,000/9.3%) = 5806.452
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BDI
_ Percentage of Youngstown_____ x 100 Percentage of NCR Population
6.5% 1.3%
x 100 = 500
5. Media Rationale
6. Media Flowchart
Television Month
Days
Channe l
Program
Time
Freque ncy
Cost per exposure
Total cost
(2011 rates) 1 FEB.
SAT.
GMA 7
POTCHI 9 – 10 am
2 SAT.
GMA 7
POTCHI
9 – 10am
Total:
(30s) P90,000.00
P90,000.00
(15s) P54,000.00
P108,000.00
P 198,000.00
V. OTHER IMC RECOMMENDATIONS A. Sales Promotional Recommendations 24
1. Target Audience
The company‟s audiences is parents and kids that are class C and D, because this consumer can afford to buy the product.
2. Objectives
To help the target audience to be interested with the product. To increase customer awareness that there is an existing brand called My Juiz
To maintain current customer and acquire new one.
To build strong relationship with target audience.
3. Techniques
To avail this promo, customer must buy 10 sachets of My Juiz powdered juice drink and there‟s a free sachet. And giving out freebies, to let the target audience try the product.
B. Direct Marketing Recommendations 1. Target Audience
The target audience of the company is parents and kids of class C and D who loves to drink juices.
2. Objectives
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The objective is to let consumer know more about the brand, to let consumer be aware about the product and its taste.
3. Techniques
Free taste to introduce the product to the public. Give out samples to let the consumer try the product.
C. Public Relations Recommendations 1. Target Audience
The target audience of the company is parents and kids that are class C, D and E. 2. Objectives
To promote the product to the market to be able to expose to consumer who are not aware of the product.
To be engage in public services to support the less fortunate.
3. Strategies
Tie up with an orphanage foundation and conduct an outreach for kids.
Offers free taste to the consumer.
Give out samples.
VI. Budget Summary 26
VII. Campaign Flowchart Start of campaign on February 2011 TV Ads ABSCBN
Jan
Feb
March
April
May
June
July
Aug
Sept
Oct
Nov
Dec
Food Expo
Year 2012 Activities
Jan
Feb
March
April
May
June
July
Aug
Sept
Oct
Nov
Dec
Promos Billboard
REFERENCES
27
All Business. (N.D.). Retrieved August 15, http://www.allbusiness.com/glossaries/macroenvironment/4954903-1.html
2011,
from
Top Commodities/Services Commonly Purchased/Availed of by Filipino Households Based on the Results of the2007-2008 Commodity and Outlet Survey. (2011). Retrieved July 22, 2011, from http://www.census.gov.ph/data/sectordata/sr11560tx.html Compete and Succeed in the International Marketplace. (2011). Retrieved July 26, 2011, from http://www.foodexport.org/Resources/CountryProfileDetail.cfm?ItemNumber=1030 Philippines Food,http://www.upvery.com/35462-philippines-food-beverages-and-tobacco-marketBeverages and Tobacco Market Forecast till 2011. (2008). Retrieved August 4, 2011, from forecast-till-2011.html Columbia (N.D.). Retrieved August 12, http://columbiafood.net.ph/ABOUT%20US%20-%20history.html
2011,
from
Columbia (N.D.). Retrieved August 12, http://columbiafood.net.ph/ABOUT%20US%20-%20mission.html
2011,
from
Columbia (N.D.). Retrieved August http://columbiafood.net.ph/PRODUCTS%20-%20main.html
2011,
from
12,
Living in the Philippines. (2011). Retrieved August 14, 2011, http://www.livinginthephilippines.com/cost_of_living/philippines_classes_of_wage.html
from
Billboard in Edsa (N.D.). Retrieved September 23, 2011, from http://www.sulit.com.ph/index.php/view+classifieds/id/3056942/Billboard+in+Edsa?referralKey words=billboard+ads#imageGallery Bus Ads (N.D.). Retrieved September 22, 2011 from http://www.sulit.com.ph/index.php/view+classifieds/id/3442464/bus+ads?referralKeywords=bill board+ads
APPENDICES
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a. billboard
b. Location of Billboard 29
Edsa Mandaluyong
c. Transit Ad 30
Route: Cubao to Edsa Bus Company: Pascual
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