vibe ppt
TRANSCRIPT
![Page 1: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/1.jpg)
INTEGRATED MARKETING
COMMUNICATIONSGroup 1
BAPR III-1D
![Page 2: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/2.jpg)
STUDY OF THE PRODUCT
![Page 3: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/3.jpg)
PRODUCT:
Ready to drink Chocolate Beverage.
![Page 4: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/4.jpg)
BRANDNAME:
VIBE chocolate drink
![Page 5: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/5.jpg)
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
![Page 6: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/6.jpg)
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!
![Page 7: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/7.jpg)
VIBE
TAGLINE:
“Switch on the good vibe!”
![Page 8: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/8.jpg)
VIBE
MESSAGE:
Feel the good vibes with VIBE! A chocolate drink that will keep you lively and bright in a healthy way.
![Page 9: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/9.jpg)
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.
![Page 10: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/10.jpg)
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.
![Page 11: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/11.jpg)
VIBE
TARGET MARKET
![Page 12: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/12.jpg)
VIBE
DEMOGRAPHICS:
--- Young Professionals (Yuppies)
--- Class C (upper and lower)
--- Male and Female
--- 23 - 30 years old
.
![Page 13: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/13.jpg)
VIBE
GEOGRAPHICS:
--- Metro Manila, Philippines
![Page 14: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/14.jpg)
VIBE
PSYCHOGRAPHICS:
--- Career oriented individuals
--- Has obtained a high education degree
--- Has general proximity to liberal thinking elites.
![Page 15: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/15.jpg)
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.
![Page 16: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/16.jpg)
VIBE
BUYING PATTERNS:
--- They usually practice conspicuous consumption.
--- They have financial freedom.--- They are usually non-price conscious.
![Page 17: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/17.jpg)
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.
![Page 18: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/18.jpg)
VIBE
COMPETITION
![Page 19: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/19.jpg)
VIBE
DIRECT:
3-in-1 coffee in the market, specifically Nescafe 3-in-1
![Page 20: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/20.jpg)
VIBE
INDIRECT:
Coffee shops (e.g. Starbucks, Figaro, Coffee Bean and Tea Leaf)
![Page 21: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/21.jpg)
VIBE
EXTERNAL ANALYSIS
![Page 22: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/22.jpg)
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.
![Page 23: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/23.jpg)
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.
![Page 24: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/24.jpg)
VIBE
JOVITA’S PROFILE
![Page 25: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/25.jpg)
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…
![Page 26: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/26.jpg)
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.
![Page 27: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/27.jpg)
VIBE
BRAND PACKAGING
![Page 28: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/28.jpg)
VIBEFront View Top
View
![Page 29: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/29.jpg)
VIBE
PRICING
![Page 30: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/30.jpg)
VIBE
P35 pesos / 250ml
![Page 31: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/31.jpg)
VIBE
ADVERTISING STRATEGIES FOR 1 YEAR
![Page 32: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/32.jpg)
VIBE
JANUARY
![Page 33: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/33.jpg)
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
![Page 34: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/34.jpg)
VIBE
![Page 35: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/35.jpg)
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)
![Page 36: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/36.jpg)
VIBE
Sample Flyer
![Page 37: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/37.jpg)
VIBE
• Posters at parking areas
![Page 38: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/38.jpg)
VIBE
![Page 39: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/39.jpg)
VIBE
![Page 40: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/40.jpg)
VIBE
![Page 41: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/41.jpg)
VIBE
FEBRUARY
![Page 42: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/42.jpg)
VIBE
• Posters at Parking areas
![Page 43: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/43.jpg)
VIBE
![Page 44: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/44.jpg)
VIBE
![Page 45: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/45.jpg)
VIBE
• Photo booth
![Page 46: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/46.jpg)
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.
![Page 47: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/47.jpg)
VIBE
![Page 48: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/48.jpg)
VIBE
• Press release on the said events (broadsheets)
![Page 49: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/49.jpg)
VIBE
MARCHAPRIL and MAY
![Page 50: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/50.jpg)
VIBE
• Free Taste at Supermarkets and offices every weekends (within
3months)
![Page 51: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/51.jpg)
VIBE
![Page 52: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/52.jpg)
VIBE
•Bus Ads
![Page 53: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/53.jpg)
VIBE
-- Traveling time, 2months. (april and may)
![Page 54: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/54.jpg)
VIBE
![Page 55: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/55.jpg)
VIBE
JUNE AND JULY
![Page 56: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/56.jpg)
VIBE
• Shout for the good vibe!
-- 1st week simultaneously on all target areas; succeeding weeks one area at a time. (while distributing flyers)
![Page 57: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/57.jpg)
VIBE
AUGUSTSEPTEMBEROCTOBER
![Page 58: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/58.jpg)
VIBE
• “Memo pads” with quotes.• “post it” with quotes.
-- distributed at the offices.
![Page 59: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/59.jpg)
VIBE
Post it
![Page 60: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/60.jpg)
VIBE
Memo pads
![Page 61: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/61.jpg)
VIBE
• “Poster Quotes” on taxi bays and fx bays
![Page 62: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/62.jpg)
VIBE
![Page 63: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/63.jpg)
VIBE
![Page 64: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/64.jpg)
VIBE
• Flyers with quotes on cars
![Page 65: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/65.jpg)
VIBE
![Page 66: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/66.jpg)
VIBE
![Page 67: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/67.jpg)
VIBE
NOVEMBERDECEMBER
![Page 68: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/68.jpg)
VIBE
• Christmas tree with Vibe empty cups decoration
-- Placed at selected areas like: eastwood, moa, ayala, the fort
-- Start: 2nd week of November,
![Page 69: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/69.jpg)
VIBE
![Page 70: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/70.jpg)
VIBE
• Positive Visions for New Year.
-- Last week of December
![Page 71: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/71.jpg)
VIBE
![Page 72: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/72.jpg)
VIBE
![Page 73: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/73.jpg)
VIBE
![Page 74: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/74.jpg)
VIBE
![Page 75: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/75.jpg)
VIBE
BUDGETING
![Page 76: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/76.jpg)
VIBE
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
![Page 77: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/77.jpg)
VIBE
![Page 78: vibe ppt](https://reader033.vdocuments.us/reader033/viewer/2022061123/54730095b4af9fad068b4625/html5/thumbnails/78.jpg)
VIBE