advertising plan

1. Republic of the Philippines
Colegio de Liga ng mga Barangay
Pigdaulan, Butuan City
ABDD COMPANY
Your style in unique way
Customize and Personalize Products
Members:
Acierto, Van
Barquin, Analyn
Dumo, Karen
Dacera, Grace RAMIL S. BARQUIN, M.M
Students INSTRUCTOR
October 2014

2. Appendix 1
A. Company History
 This ADDB company is created through the joined ideas of four best friend
who made simple clothes turn to fantastic style last 2012, located in the Plaza
Corporate Bldg., J.C. Aquino Avenue Butuan City. Naming the owners of
ADDB company: Van, a person who loves to paint and canvass, Grace and
Karren like to mix and match the clothes, and Analyn who loves to put
shimmering particles on clothes and through their love of wearing stylish
clothes, they decided to create something on their own which shows their
personality.
B. Product Evaluation:
1.1 SWOT Analysis
Strength
 Uniqueness of our product
 Comfortable services
 Affordable
 Artistic
Weakness
 Emerging process
Opportunities
 Trendy
 Opening eyes for fashionista
Threats
 Already existence of competitor
who is famous and known
 Many RTW exist in city

3. 1.2 Product Differentiation
A. our product is comfortable to wear, the quality is never been to far from
branded clothes, but contrast is that it is not boring hence it is fun and unique that
your clothes outstand in all.
B. kinds of clothes that don’t bring skin allergy.
1.3 Brand Strategy
 The price of our product is affordable
 The features is quite unique and fun
 Enable to consumers create their own style
 To make our product familiarize by costumers
 We want our brand be the one famous in local and other side of country
ABDD COMPANY
Your style in unique way

4. C. Consumer Evaluation
2.1 Consumer Make-up:
Group1
Age: all ages
Sex: female, male
Education: elementary, high school, college, professionals
Race: Filipino
Social class: middle to upper class
Family size: any size
Geographical: Butuan City
Product user: Old and New
Lifestyle: studies, work, family, or career
2.2 Market segmentation:
1. Geographical segmentation: We decide to establish our company in Butuan
City first because we think that Butuan city has the capacity to look for our target
market since their new business firm are established in this area. Especially the
college graduates, teen agers and entrepreneurs.
2. Product user segmentation: Fashion enthusiast, k-pop lover, and creative
people.
3. Lifestyle:
 Studies and family
 Work and family,

5.  Career and family.
2.3 Positioning:
Product:
1. Appeal: this product creates to the needs of person which unique clothing
in reasonable price that has never been too far in known brands of clothes
use in special occasion.
2. Expand of brand share:
 Enable to expand we’ve prepare of possible innovation to our product
conducting surveys to our product.
 Funding is ready for any needs for development.
 Makes our media connection stronger to make our product reach far
consumers.
 And prepare for evolution like change the preferences of our consumers.
D. Competitors evaluation
1.1 primary competitions:
The primary competitors are the customizing company in Butuan City.
1.2 secondary competitions:
The Chinese and mandarin apparel because they may not be that good in
quality but in style they are good.
II. Marketing Goals
Short term:
 To spend the next month learning our primary competition and
brainstorming on what our offer that they don't have. Take a research and
design a new advertising campaign that highlights the unique points about
our business or products.

6.  To redesign the customer service research process to include new
questionnaires and incentives, such as monthly drawings for free products
or discounts on future purchases for customers who take the time to
respond.
 Award employee of the month designations each month throughout the
year to mark the progression of creative input, and to include more
employees in the reward process than is possible with a single annual
award.
 Select a medium for advertising our site other than the Web, such as a
bus campaign where oru advertise your site address on the side of city
buses for one month, or billboards, where you lease a billboard in a
conspicuous place in town for one month.
Long term:
 To double revenue by the end of the current fiscal year
 To receive at least 95 percent positive customer feedback regarding the
service you provide.
 Employee appreciation goal of awarding an employee of the year award to
the employee who provides the most creative input during the year in
terms of practical ideas to improve the company.
 Building the company's name recognition within the community through
community outreach projects.
 Web site to increase traffic to your company's site by at least 50 percent
by the end of the current fiscal year.

7. III. Budget
a. Breakdown of budget allocation
RADIO: ₱12,000/year
SALES PROMOTION: 90×50= 4,500/ month = ₱54,000/year
PRINT ADS: ₱6,000/year
TOTAL BUDGET ALLOCATION FOR ADVERTISING: ₱72,000
Online Advertising
Advertising on the internet is much more cost-efficient than using
traditional mass market. Internet ads can be viewed by millions of people
while being displayed all day and night, while television or radio ads
generally last less than two minutes and are shown a limited a number of
times per day. It simply allows us to reach a large audience with no
expense.
Sales Promotion
By offering a reduced price on a popular item, we can lure
customers away from competitors, which may ultimately help them turn
into regular shoppers.
50%
20%
20%
10%
Budget
online
sales promotion
radio
Prindt ads

8. Radio Advertising
Local radio broadcast is not very expensive, it is more cost-effective
than television commercials. Radio ad works as an anywhere medium.
Consumers don’t have to be in front of their television. They don’t have to
acquire magazine and newspaper, locate their eyeglasses or even know
how to read.
Outdoor Ad (Posters/Tarpaulins)
Posters provide a logical and cost effective way of communicating
to a particular target market. When placed correctly, attractive posters can
lure nearby people into a specific event and alert them of an upcoming
product or service. Posters have ability to stick in viewers mind.
IV. Advertising Recommendation
A. Target market:
1. Demographic Profile: all ages
2. Psychographic characteristic: We think this group is having priority of
family and work which also practically face life. Since in work they
should look good so they wear clothes but sometimes they want styles
so they prefer to buy clothes in 15th day salary. Then there are some of
them like to be look like their idols.
B. Advertising objectives
 Increase awareness in 10% of target market with in 1 month time
period
 Enhance perception of superiority within ½ year time period
 10% of current users will purchase product within 3 month period.

9. Creative strategy
 Our product is in introductory position.
 The quality is never far branded one and affordable.
C. Executions
Print layout
ADDB Company
Having problem on how to have outstanding style?
In every part of our lives shelter; food and clothing are important. And as
time passes by, people have change in preference on clothing. Then
many clothing industry exist, but it seems people always want a style that
creates impact to their personality and making them feel cool and good.
So what are you waiting for? Get into your style in unique way here ADDB!
Where you can style yourself in your unique way. Be fabulous at ADDB
and create your style in unique way.
Radio Script:
Van: Hey girls what are you doing?
Grace: grrr... We find it hard to choose what to wear for party.
Karren: yeah! our clothes seemed so look old and boring.
Analyn: you said it right!

10. Van: well, no worries anymore! in affordable price you can wear amazing
party dresses. And take note, you can select a design the way you want it!
Grace, Karren, Analyn: really?? Where???
Van: at ADDB! Where your style of clothes are uniquely made.
Grace: what are we waiting for? let’s go!!
ALL: ADDB your style in unique way!
Story board:
Grace: hhmmm,, hmmm(humming)
Analyn & Karren: hey grace! (while walking near to grace)
Grace: hey girls lalalalalalalala (happy)
Analyn: you seems so happy.(confused)
Karren: yeah what going on!. Oh I get it you wear such beautiful dress.
(Looking amaze to grace)
Analyn: oh yeah right, where did you buy it? It seems so expensive.
(Staring at grace)
Grace: oh (disagree) oh no, it is so affordable you can visit ADDB were
located J.C Aquino avenue. You can wear beautiful dress in your unique
way. You don’t have to worry any more in feel and look good in affordable
price. (Expressive)
Grace & Analyn: yeah!! so let’s go!!
Outdoor board design:
ABDDCOMPANY You’re STYLE in UNIQUE Way

11. Advertising specialties:
Sales promotion ideas: poster
Internet ads: pop-up

12. V. media recommendation
a. media objectives:
1. The target audience is college graduates and entrepreneurs we
want to reach the other like fashionista and k-pop lover in other city,
rural and urban in CARAGA REGION.
2. Enable to produce effective product always have contingency plan
through internet to reach other people live in other side of the
country.
3. And I think in cities we have a lot of consumers.
4. Radio can reach far flung area, news paper can reach local
readers, and internet can reach other side country consumers.
5. Creative strategy implication
B. Media strategy:
Radio: we use these because our primary target is our local consumers
first.
Newspaper: we will might use in Sunday edition in section of business
section.
Magazines:
Avon and Natasha is featuring mens and ladies clothes
will help to reach our target market release

13. Internet: Twitter, face book, MySpace, Google; multiply olx.com that
targets the online users and online buyers.
Outdoor transits: Bus depots: where people goes and come from
different place.
Direct mail: Gmail they can purchase their product and they can have
offers.
VI. integrated Marketing Recommendations
(Includes Explanation of the following)
A. Sales Promotion
1. Sales promotion is :new, sale, thank you & new arrival
 New: product that new style
 Sale: bargain for some stock for regaining the capital.
 Thank you: for the consumer who trust our product.
 New arrival: new release of new features product for new
like of our consumers
2. Sales promotion strategies
 Incentives are offered that give each middle-carrier
motivation to convince the next person to buy the product.
 Premiums, wholesale discounts and buy-back guarantees.
 Offering a bonus to your staff or selling the product or
service of-the-week.
 Customers a free item for referring a friend to your business.
3. Sales promotion
 SALES PROMOTION = 90×50=4500/month=54000 a year
 RADIO= 2000/YEAR
 PRINT ADS: 6000/YEAR
B. Public Relations Recommendation
Goal/Objective Action Timeline Desired
Income
Objective Build awareness to
our business
Over the
course the
next year
Get 10
customers
within a day
Objective Established web First three Generates

14. presence month likes and
follows
Goal Get media
coverage for launch
First month One article in
news paper