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INTEGRATED MARKETING

COMMUNICATIONS
Group 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
 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!”


VIBE

 MESSAGE :

 Feel the good vibes with VIBE!


A chocolate drink that will keep
you lively and bright in a
healthy way.

VIBE
 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.

VIBE
 TARGET MARKET

VIBE

 DEMOGRAPHICS :

 --- Young Professionals (Yuppies)


 --- Class C (upper and lower)


 --- Male and Female


 --- 23 - 30 years old


 .
VIBE


 GEOGRAPHICS :

 --- Metro Manila, Philippines


VIBE

 PSYCHOGRAPHICS :

 --- Career oriented individuals


 --- Has obtained a high education


degree

 --- Has general proximity to liberal


thinking elites.


VIBE
 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.

VIBE

 BUYING PATTERNS :

 --- They usually practice conspicuous


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

VIBE

 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.

VIBE

 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)

VIBE

EXTERNAL
ANALYSIS

VIBE
 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.

VIBE

 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
VIBE
just to her town mates, but all over Metro Manila.

 BRAND PACKAGING

VIBE
Front View Top View

VIBE

 PRICING

VIBE

 P35 pesos / 250ml

VIBE

ADVERTISING
STRATEGIES FOR
1 YEAR

VIBE

 JANUARY

VIBE

• 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)

VIBE
 Sample Flyer

VIBE

• Posters at parking areas


VIBE
VIBE
VIBE
VIBE

 FEBRUARY

VIBE

• Posters at Parking areas


VIBE
VIBE
VIBE


• Photo booth

VIBE

--
 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.

VIBE
VIBE

• Press release on the said events


(broadsheets)

VIBE

 MARCH
 APRIL and MAY

VIBE

• Free Taste at Supermarkets and


offices every weekends (within
3months)

VIBE
VIBE

• Bus Ads

VIBE

 -- Traveling time, 2months. (april and


may)

VIBE
VIBE

 JUNE AND JULY

VIBE

• Shout for the good vibe!


-- 1st week simultaneously on all


target areas; succeeding weeks one


area at a time. (while
distributing flyers)

VIBE

 AUGUST
 SEPTEMBER
 OCTOBER

VIBE

• “Memo pads” with quotes.


• “post it” with quotes.

 -- distributed at the offices.

VIBE
 Post it

VIBE
 Memo pads

VIBE


• “Poster Quotes” on taxi bays
and fx bays

VIBE
VIBE
VIBE

• Flyers with quotes on cars


VIBE
VIBE
VIBE

 NOVEMBER
 DECEMBER

VIBE


• Christmas tree with Vibe empty cups
decoration

 -- Placed at selected areas like:


eastwood, moa, ayala, the fort
 -- Start: 2nd week of November,

VIBE
VIBE

• Positive Visions for New Year.


 -- Last week of December

VIBE
VIBE
VIBE
VIBE
VIBE

 BUDGETING

VIBE
MEDIUM CONTRAC PERSON/IT PRICE/RAT TOTAL
T EM E PER PCS.
MASCOT 18 DAYS 20 PERSON P500 P180,000
2. POSTERS 2 MOS. 500 PCS P50 P25,000
3. PHOTO 12 HRS. 5 P9000/2HRS P120,000
BOOTH
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 -- 3000 P25 P75,000
PAD
8. TARP 1 MO. 6 PCS P18 P6,480
-- -- -- -- P997,480

VIBE
VIBE
VIBE