Republic of the Philippines POLYTECHNIC UNIVERSITY OF THE PHILIPPINES PUP Open University System Sta.

Mesa, Manila

Name: Course: Subject:

RAY ALVIN O. RED Master in Communication Integrated Marketing Communication Strategies

Date:

May 20, 2012

Following the four (4) steps in the power-point, focus on one existing product in the market today and create your own marketing message and media mix. Be ready to present your output next meeting in not more than 5mins. Be creative, comprehensive and concise.

PRODUCT PROFILE: In its glory days from 1930s to 1970s, the product that I will feature was the commonly used footwear in the Philippines. Originality, quality, history, culture, and tradition in the Philippines are the core ingredients of my product the Baky. The wooden clog or Baky is the national footwear of the Philippines that is usually paired in the past with our national costume Barot saya. The wooden part of this footwear is usually made out of the trees Santol (Sandoricum koetjape) and Laniti (Wrightia pubescens). Carabaos help pull down the logs into the town to be crafted into slippers. Craftsmen for this product use band saw to specially cut the logs for different foot sizes before shaven and smoothen. Because of its wood material, the Baky is very sturdy. It does not get deformed even for years and could be painted or varnished. The plastic part is fastened using clavitos (tiny nails) and the Baky is now ready to be worn and can be used for all seasons and different occasions. The market for Baky production totally decreased and almost vanished when the Japanese came to the scene and introduced in our country their rubber-made slippers or thongs, a flexible, longer-lasting, and one-size-nearly-fits-all type of slipper. It changed the perspective and taste of our native folks and the rest of the Filipino people. Our native Baky is only remembered as one of our countrys unique products and for foreign tourists as souvenirs for their families and friends after their visit in the Philippines. At present, imported brands like Ipanema, Havianas, Crocs, and other footwear (slippers) products contribute to the near extinction of our native Baky. Nevertheless the product name or the word Baky is not simply a fond reference to who we are but it reflects and correlates to our humble beginnings.

PROMOTIONS PLANNING PROCESS: In order to gain competitive advantage and to ensure added value for the customer, the communication process needs to be planned in a systematic and controlled manner. With an ever-increasing choice of communication methods and ways of combining these, it is vital that any decisions made are based on accurate, up-to-date and relevant information (McQuail, 1987). 1. Identify target audience It is a given fact that societies do changefrom revolution to industrial to information. This compels people to cope with the different impacts of a certain change. Hence, not only people are affected by this impact but even the products that they are using in their day-to-day living. This leads to an idea to create a footwear product (Baky) that can serve the women of different social classes in our society. The main target market of the Baky products are females (starting from age 12 onwards) regardless of her social status and social class. The product can be worn by teenagers, mothers, professionals, or women in different strata of life in all seasons and occasions. Because of the innovation in the products, in its quality, design, and texture, it is capable in competing with other renowned slipper products and with the global footwear market demands. FEMALE (age12+) UPPER CLASS MIDDLE CLASS LOWER CLASS

2. Determine Communication Objectives The core objective of the Baky product is to give quality footwear for Filipino women. It was designed to reminisce the past and remind every Filipino of our humble beginnings through our native Baky products. Specific objectives: a. Rekindle the historical account of our nation. b. Encourage every Filipino woman to wear Baky as the national footwear of our country. c. Promote the different Philippine tourist destinations through Baky slippers. d. Strengthen its product distribution to reach even the far flung communities. Also part of our communication objectives is for the company to have its stand for the betterment of our people, our nation, and the rest of humanity. Having a goal that encompasses all of the objectives, its corporate social responsibility (CSR) is to contribute and launch campaigns to lessen the impact of global warming. The Baky product aims to reduce the use of plastic, rubber, and operations of big energy-consuming companies that largely contribute to the said phenomenon.

3. Design message Baky: Filipinos Walk of Life The tagline Baky: Filipinos Walk of Life which contains the vast information about the richness of our history, culture and tradition will be reflected in all the Baky products. Its message was derived from its objectives giving the impression that a real Filipina wears Baky as her recognition to her historical foundation. Guided by the AIDA framework, the message will be dissected and expounded for a specific media tool for its successful promotional campaigns. The product will also tap different non-government and government agencies like the Department of Tourism (DOT) to boost our tourist destinations in the country, execute the product objectives, and fulfil its secondary message Choose Philippines, Choose Baky that will eventually add to the reasons why our country should be visited by foreign tourists. With its contribution, needless to say, its more fun in the Philippines.

The conceptual domain of the promotional picture relies on the idea that when you wear Baky, you are a true Filipina and you posses a real Filipina beauty. Darna, a Philippine superhero first established in comics by Carlo J. Caparas, portrayed by one of the hottest and prettiest actress in the country Marian Rivera, bears the inspiration of an ideal Filipina woman. Darnas alter ego Narda, a simple Filipina who takes care of her family and is always seen on television wearing Baky, will help justify that the products can help bring out the best in you. Product communication statement and positioning To every fashionable Filipina shopper, Baky is the brand of native slippers that will make you even more beautiful like a true Filipina beauty. This product communication statement and positioning assist the creative people behind the campaigns to focus on the target market or consumers with strong and specific messages that answer the prospective buyers question, Whats in it for me?.

4. Choosing Media (Media mix) PERSONAL COMMUNICATION CHANNEL In personal communication channels as described in IMC strategy, two or more people communicate directly with each other. They can communicate face to face, over the telephone, or even through the mail or e-mail. Personal communication channels are effective because they allow for personal addressing and feedback. a. Internet marketing Most of the people in our country and also around the world have access to computer technology that gives high speed transfer of knowledge and information to its user. Internet marketing is an effective tool in reaching people especially its target market, regardless of his or her culture and diversity. They can be accommodated and served by the Baky products. Its capacity for face-to-face conversation or communication through chat with the use of social networking websites like Facebook and Twitter will help in the promotion of the product like the word of mouth strategy where it seeks opinions of other people specially a friend. b. Word of mouth influence The word of mouth is a personal communication channel that goes far beyond marketing strategy and this, in effect to the marketing system, considered as its end tail channel, is uncontrollable by the product producers, but nonetheless its outcome gives a powerful considerable effect to the consumers. This kind of personal influence carries great weight for Baky products, since its new to the youth and no one is using Baky today, it often seek the opinions of knowledgeable people. It is also with the word of mouth that our Baky products could penetrate a certain footwear perspective of a family being the smallest unit of community where it could possibly grow to its neighbouring houses and much bigger communities. c. Buzz marketing Another marketing strategy is buzz marketing where the Baky products will be offered or sell to renowned personalities, fashion icons, and leaders, thus creating opinion leaders. This strategy will sought opinions from different influential people to boost the Baky products and using their personal testimonies or comments for a more powerful, authoritative, and influential advertising campaigns. d. Personal selling The personal selling strategy is an effective tool at the stages of the buying process, particularly in building up buyers preference, conviction, and action toward the Baky products. Its strategy is to involve personal interaction between two or more people or establish a consumer-seller relationship, so each of them can observe the others needs and wants that make quick adjustments to the product.

 NON-PERSONAL COMMUNICATION CHANNEL The Non-personal communication channels are media that carry messages without personal contact or feedback. They include major media, atmospheres, and events.

a. Advertising (TV & Radio) Television (TV) Advertising the product using this media can reach mass of people at a given time. But, with so many TV ads today and expensive airings, it is important to get the viewers attention immediately. The promotional ideas of the product are: 1. Creating an infomercial that deals with the historical account of our nation and Baky products, 2. Before and after comparison of the Baky products with other products, 3. A short movie containing a slice of life of an ordinary woman with the product blended in, 4. Show various types of women using the Baky products, and 5. Testimonials of celebrity endorsers. Radio Compared to television, radio is considered a companion medium or background noise while doing other things. To capture attention, its radio ads will be using unique voice, music, and sound effects to advance its strategies: 1. Celebrity endorsement (same celebrity in TV ad), 2. Dialogue between two people that contains problems and solutions with the help of Baky products, and 3. Sponsorship of some radio programs for constant announcement of the product on-air by the radio announcers.

b. Catalogue magazine The main strategy of catalogue magazine as media channel is not to produce a companys magazine but to tie-up with different companies who have already established their own magazines like airline companies of Cebu Pacific with their Smile magazine and the Mabuhay Philippines of Philippine Air Lines (PAL), fashion & sexy magazine like Cosmopolitan, Star Studio, YES, and FHM. Featuring the Baky products in the renowned magazines around the country will boost its marketing strategy and help the product reach its target market especially the women who belong to upper class and middle class society. Magazines can be read by everybody for a number of months or even years.

c. Tarpaulins & Billboards These are outdoor advertising strategies that are usually put near public roads or areas where a great number of people is crossing every day. This will add to the consistency of Baky products image building and brand recall for its target consumers. One of its strategies is to serve as a teaser campaign with a bit more added each week or month for a new product, and the same celebrity endorser on TV and radio will feature that product. This will help to the orientation of the people or its target consumers that there is an innovation in the Baky products.

d. Contests An effective, popular and most preferred form of promotional method is to arrange certain contests for the customers. The goal in choosing contest as medium for the Baky product is for the target consumers who are Filipina women to participate in the activities that will give them an extra bonus or incentives. We all will agree to the fact that winning surprise prizes in a shopping mall or fashion store is simply exciting. This marketing promotional mix strategy is one of the most attractive marketing strategies, organizing contests among the customers is a brilliant way to promote the products and it will give additional value to them as consumers that attracts their attention and provide information that may lead to a product purchase. Strategy includes: 1. Raffle promos, 2. Fun run, and 3. Discounted products if you will buy a minimum purchase.

e. Brochures Baky products will use this media marketing strategy to relay the gist of the products idea to the masses and to its target market. Most of the business enterprise today uses brochures as their initial souvenirs to the curious and by-passer customers where it initially display or demonstrate the beauty and capacity of a product. The gist of the product will be displayed on a colourful brochure that will catch the customers attention; information and instruction will also be included in the material to help them lead their way to different stores where they can purchase the Baky products.