intro to ad final presentation
TRANSCRIPT
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STRENGTHS
- Well known brand- Well establish and
trustworthy- Family-friendly brand
WEAKNESS
- Slow in revenue growth as itis always consistent
- Do not attract teenagers oryoung adult as much asparents and older generation
OPPORTUNITIES
- Consumer needs- Big market (food industry)
THREATS
-More price cutting-Value-for-money pricepositioning-Increasing competition
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Product Price Promotion Placement
Ovaltine $3.80 per 10sachets
Currentlyunavailable(Seasonal)
All major supermarkets (NTUCFairprice, Giant, Carrefour,Cold Storage and Sheng
Shiong)
Horlicks $4.50 per 10sachets
Currentlyunavailable(Seasonal)
All major supermarkets (NTUCFairprice, Giant, Carrefour,Cold Storage and ShengShiong)
Cadbury $7.20 per 15sachets Currentlyunavailable(Seasonal)
All major supermarkets (NTUCFairprice, Giant, Carrefour,Cold Storage and ShengShiong)
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Low Quality
High Quality
LowPrice
HighPrice
MiloCadbury
Horlicks
Ovaltine
SuperFairprice
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Demographics Psychographics
Age: 13-18Gender: BothRace: All
Household / IndividualIncome: $800 and aboveEducation: Schooling toworking adultsLanguage literacy: LiterateOccupation: Students to OfficeWorkers
Marital Status: AnyDwelling: FamilyFamily Size: 4Family Life Cycle: 2-3Social Class: All
Lifestyle: Active, Fast-pacedAttitudes: Receptive, easily-influenced
Personality: fun-lovingBuying Influence:- Themselves- Their peersBenefits sought:- Convenience- Nutritious
Usage rate: daily
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Demographics Psychographics
Age: 18-25Gender: BothRace: All
Household / IndividualIncome: $800 and aboveEducation: Schooling toworking adultsLanguage literacy: LiterateOccupation: Students toOffice Workers
Marital Status: AnyDwelling: FamilyFamily Size: 4Family Life Cycle: 2-3Social Class: All
Lifestyle:- Active- Fast-paced
Attitudes:-Receptive- Easily-influencedPersonality:-Fun-lovingBuying Influence:- Themselves
Benefits sought:-Convenience-NutritiousUsage rate: Daily
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24 Years Old Works at Shenton Way daily from 9am to 6pm
Achiever and Perfectionist
Hopes to own company in the future Loves sports and yoga Busy lifestyle Requires a beverage that supplements energy
while not being detrimental to health
Price is not an issue so along as it isreasonable
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Sound: Noisy lunchcrowd
1pm: Flashmob dancers
break into a dance whiledoing a cheer for MILOFUZE WITH CEREAL
Sound: Place quietsdown as onlookers
curiously watch
1.03pm: Cheer anddance finishes and
participants just walks
off nonchalantly
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5pm: Bus stop is
crowded withstudents
Sound: Incessantchatter and buses
driving by
5.05pm: MILO
flashmob participantsruns onto the scene
and freezeSound: Chatter
minimizes as theylook on curiously
5.06pm:
Participants eachthrow a packet of
MILO FUZE withcereal into the airthen move away
Sound: When
throwingsachets up, they
shout MILO!CEREALSLY
GOOD!
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Print The New Paper(6 Insertions)
Readership: 623,200Readership Profile: 15 to 35 years old [Students,young adults, white collar and Professionals,Executives, Managers and Businessmen (PMEB)]Circulation: 106,000Media Environment: Singapore news, humaninterest reports and sports coverage
Cost Per Insertion: $4,400
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Print 8 Days Magazine(8 Insertions for Print Ad)
(6 Insertions for Promo Ad)
Readership: 75,000 per weekReadership Profile: 20 to 35 years old [Youngadults, white collar and Professionals, Executives,
Managers and Businessmen (PMEB)]Circulation: 75,000Media Environment: Showbiz news, lifestyle trendsCost Per Insertion: $3,360
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TV Channel 5 The Noose(Tuesdays 8.30PM to 9.00PM)
Viewership: 4,600,000Viewership Profile: 15 to 45 years old [Students,young adults, white collar and Professionals,Executives, Managers and Businessmen (PMEB)]Media Environment: Parody of local newsCost Per Broadcast: $700
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Radio 987FM Muttons on the Move(Weekdays 4-8PM)
Listenership: 385,000 per weekListenership Profile: 15 to 30 years old [Students,National Service men]Media Environment: Latest hitsCost Per Broadcast: $250
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Outdoors Clear Channel(4 Weeks)
Commuter: 200,000 FacesRetail: 200,000Cost Per 6-Sheet: $60,000
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Client: Nescafe Period: 1 Oct 2010 to 31 March 2011
Product: Milo Fuze 3 in 1
Job No: 1
Programmes/Events
Cost per
insertion
Number of
Spots/
Insertions
Total
Cost OCT NOV DEC JAN FEB MAR
SGD$ 1 8 15 22 1 8 15 22 1 8 15 22 1 8 15 22 1 8 15 22 1 8 15 22
Above the line
PRINT- The New Paper $4,400 6 $26,400.00 1 17, 29 28 4, 11
FPFC
PRINT- 8 Days Magazine $3,360 8 $25,536.00 4 22, 29 6 24, 31 7, 14 25
FPFC
OUTDOOR ADS- Commuter 200 Faces $60,000.00 17-30
OUTDOOR ADS- Retail 200 Faces $60,000.00 13-26
BROADCAST (TV)- The Noose $7,000 8 $21,000.00 5 21, 28 4, 25 1, 8 29
Tuesdays, 2030-2100
BROADCAST (RADIO)- 987FM $250 14 $3,500.00 1, 6, 7, 8 22, 23, 24 29, 30, 31 14 28, 29, 30
Muttons on the Move, Weekdays 1600-1800
Below the line
PROMOTION: DISCOUNT CARD
PRINT- The New Paper $3,360 6 $26,400.00 2, 8 18 28, 29 12
FPFC
MISC- Card Printing $5,000.00
EVENTS: NEW FACE OF MILO CONTEST
PRODUCTION COST- VIDEO $1,000.00
PRIZES $2,000.00
$230,836.00
GST (7%): $16,158.52
$246,994.52
Sub Total:
Grand
Station/Time slot/ Size/ Duration
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Total Cost for Print Ads: $55,571.52Total Cost for Broadcast Ads:$26,215.00Total Cost for Outdoor Ads:
$128,400.00Total Media Cost: $246,994.52
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