INTEGRATED MARKETING

COMMUNICATIONSGroup 1

BAPR III-1D

STUDY OF THE PRODUCT

PRODUCT:

Ready to drink Chocolate Beverage.

BRANDNAME:

VIBE chocolate drink

OBJECTIVE:

To develop 50% awareness among our target market (yuppies, belonging to class c) in Metro Manila within the 1year period of our Ad Campaign.

VIBE

VIBE

BRAND DESCRIPTION:

Exhilarating your senses is now possible with VIBE chocolate drink -a ready to drink beverage, made from natural cocoa for a joyful chocolate seizure! Every drop frisks with the greatest concentration of “cocoa solids”-a low fat chocolate component which has 3x more antioxidant than green tea and red wine, PLUS it also helps the body make “serotonin” also known as the “happiness hormone.” Delightfully sweetened and made creamier with non fat cream its definitely a felicitously blend that will brighten and lifts up and sweeps the bad vibes away!

VIBE

TAGLINE:

“Switch on the good vibe!”

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MESSAGE:

Feel the good vibes with VIBE! A chocolate drink that will keep you lively and bright in a healthy way.

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STRENGTH AND WEAKNESS:

STRENGTH:

– Made with natural cocoa, natural stimulant that contains 3x more antioxidant than green tea so it’s naturally healthy.

– More convenient because it’s ready to drink and you can drink it either hot or cold.

– Easy to drink, chill and heat packaging.

VIBE

WEAKNESS:

-- Chocolate drinks currently occupy a very little market share. They are rarely patronized by people.

-- Can be easily substituted by other ready to drink beverages.

-- There is a possibility that it will not be patronized by the market due to the fast growing coffee industry.

-- Chocolate drinks are relatively expensive than tea or coffee.

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TARGET MARKET

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DEMOGRAPHICS:

--- Young Professionals (Yuppies)

--- Class C (upper and lower)

--- Male and Female

--- 23 - 30 years old

.

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GEOGRAPHICS:

--- Metro Manila, Philippines

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PSYCHOGRAPHICS:

--- Career oriented individuals

--- Has obtained a high education degree

--- Has general proximity to liberal thinking elites.

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SOCIAL CHARACTERISTICS:

--- They go out once in a while for casual parties and corporate social gatherings.

--- Has proper recreation and fitness.--- Has obsession over social status

among peers.--- Enjoys cultural attractions and

sophisticated urban life and thought.

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BUYING PATTERNS:

--- They usually practice conspicuous consumption.

--- They have financial freedom.--- They are usually non-price conscious.

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MEDIA PATTERNS:

--- They watch television as a mean of relaxation and to keep updated on news, usually late at night from work.

--- There are instances that they listen to radio when driving, to keep them entertained and not bored when stuck in traffic jam.

--- To keep them updated on current events, they also read newspapers, specifically broadsheets. Aside from newspapers, they also read magazines sometimes.

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COMPETITION

VIBE

DIRECT:

3-in-1 coffee in the market, specifically Nescafe 3-in-1

VIBE

INDIRECT:

Coffee shops (e.g. Starbucks, Figaro, Coffee Bean and Tea Leaf)

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EXTERNAL ANALYSIS

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OPPORTUNITIES AND THREATS:

OPPORTUNITIES:Vibe Chocolate Drink is the pioneer in RTD chocolate beverage made from natural cocoa that can be drink in a hot or cold capable packaging. The success of our brand will lead to the growth of market share of RTD chocolate and will ignite/boost the competition in RTD chocolate industry.

VIBE

THREATS:

The inflationary pressures and other factors pushes the average unit prices of production costs upward, if not met by the demand of our market may cause the brand to decrease its circulation/production.

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JOVITA’S PROFILE

VIBE

Once upon a time, in the midst of the planet, where evil and good permeate during midnight, a magical cocoa fruit sprouted. Little by little it opened like a sunflower and a baby girl was slowly born. She was named Jovita. But luckily, this isn’t her real story…

VIBE

JOVITA CARANZA, a bubbly Zamboangena, was actually a daughter of a fengshui artist who resides beside a cocoa farm. Every time she’ll wake up in the morning, there’s nothing to see but smoking “ incenses”  all over their lawn and her mom saying “Good vibes to the Kitchen, Good Vibes to the Bedroom, Good vibes. Good Vibes everywhere…” As years flew so fast, Jovita grew up and decided to put up a cocoa-related venture. Through the word of mouth, she had created noise in her municipality by making stimulating chocolate drinks. Now with the help of Mr. Chuva Chenex, the 86 year old entrepreneur wanted to introduce her VIBE chocolate drink not just to her town mates, but all over Metro Manila.

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BRAND PACKAGING

VIBEFront View Top

View

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PRICING

VIBE

P35 pesos / 250ml

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ADVERTISING STRATEGIES FOR 1 YEAR

VIBE

JANUARY

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• Mascott

-- every rush hour-- morning, dismissal, break.-- Areas : Mandaluyong, Makati CBD/Ayala,

Eastwood, The Fort, North Edsa, Q.C-- Start: 2nd week.-- End : Last week of the month

VIBE

VIBE

• Samples Distribution

-- Vibe distribution in FM Stations (radio exposure; using mascots)

-- Vibe distribution in TV shows specifically morning shows. e.g : unang hirit, umagang kay ganda. (using mascots)

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Sample Flyer

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• Posters at parking areas

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FEBRUARY

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• Posters at Parking areas

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• Photo booth

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-- placed in every malls like, MOA, Trinoma, SM Megamall, Eastwood, Glorietta 4 and Robinsons Galleria.

-- will be launched only on February 14 (Valentines Day).

-- every purchase of 250ml of vibe will be inclusive of a free shot of his/her partner.

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• Press release on the said events (broadsheets)

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MARCHAPRIL and MAY

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• Free Taste at Supermarkets and offices every weekends (within

3months)

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•Bus Ads

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-- Traveling time, 2months. (april and may)

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JUNE AND JULY

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• Shout for the good vibe!

-- 1st week simultaneously on all target areas; succeeding weeks one area at a time. (while distributing flyers)

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AUGUSTSEPTEMBEROCTOBER

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• “Memo pads” with quotes.• “post it” with quotes.

-- distributed at the offices.

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Post it

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Memo pads

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• “Poster Quotes” on taxi bays and fx bays

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• Flyers with quotes on cars

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NOVEMBERDECEMBER

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• Christmas tree with Vibe empty cups decoration

-- Placed at selected areas like: eastwood, moa, ayala, the fort

-- Start: 2nd week of November,

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• Positive Visions for New Year.

-- Last week of December

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BUDGETING

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MEDIUM CONTRACT PERSON/ITEM PRICE/RATE PER PCS.

TOTAL

1. MASCOT 18 DAYS 20 PERSON P500 P180,000

2. POSTERS 2 MOS. 500 PCS P50 P25,000

3. PHOTO BOOTH 12 HRS. 5 P9000/2HRS P120,000

4. STALLS 3MOS. 5 P9000 P135,000

5. FLYERS 1YEAR 34, 000 P4.00 P36,000

6. BUS ADS 4 MOS. 10 P8000 P320,000

7. MEMO PAD -- 3000 P25 P75,000

8. TARP 1 MO. 6 PCS P18 P6,480

-- -- -- -- P997,480

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