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Pampers IMC Plan

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De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to …

De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.

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  • 1. MMC  500  De  La  Salle  University  Manila   1   Pampers  –  Integrated  Marketing  Communication  Plan               Submitted  by:     Monaliza  De  Jesus   Abigail  Fidel   Raphael  Sta.  Cruz   Nicco  Joselito  Tan                     De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 2. MMC  500  De  La  Salle  University  Manila   2   Pampers  –  Integrated  Marketing  Communication  Plan    Table  of  Contents  ABSTRACT  .....................................................................................................................................  3  SITUATIONAL  ANALYSIS  ................................................................................................................  4  Headlines  ...............................................................................................................................................................................................  4  Competitive  Landscape  ...................................................................................................................................................................  4  Category  Data  ......................................................................................................................................................................................  5  SWOT  ANALYSIS  ............................................................................................................................  7  STRENGTHS  .........................................................................................................................................................................................  7  WEAKNESSES  ......................................................................................................................................................................................  7  OPPORTUNITIES  ................................................................................................................................................................................  7  THREATS  ...............................................................................................................................................................................................  8  KEY  STRATEGIC  CAMPAIGN  DECISIONS   ..........................................................................................  8  Objectives  ..............................................................................................................................................................................................  8  Target  Audience  .................................................................................................................................................................................  8  Brand  Position   ...................................................................................................................................................................................  10  Communication  Strategy  ..............................................................................................................................................................  10  Campaign  Strategy  ..........................................................................................................................................................................  12  Media  Objectives  ..............................................................................................................................................................................  12  Media  Habits  ......................................................................................................................................................................................  12  Media  Buying  Tactics  .....................................................................................................................................................................  13  Schedule  ...............................................................................................................................................................................................  19  Cost  Estimates  ...................................................................................................................................................................................  21  Key  Consumer  Insight  ....................................................................................................................................................................  23  Message  Objectives  .........................................................................................................................................................................  23  Selling  Premise  .................................................................................................................................................................................  23  Big  Idea  .................................................................................................................................................................................................  23  Message  and  Design  Execution  ..................................................................................................................................................  24  OTHER  MARCOM  TOOLS  .............................................................................................................  28  Sales  Promotion   ................................................................................................................................................................................  28  Public  Relations  ................................................................................................................................................................................  28  Events  Marketing  .............................................................................................................................................................................  30  Personal  Selling  ................................................................................................................................................................................  30  Digital  Marketing  .............................................................................................................................................................................  30  Merchandise  .......................................................................................................................................................................................  32   Shirts  and  Baller  IDs  ........................................................................................................................................................................  32   Baby  Books  ..........................................................................................................................................................................................  33   Special  Earth  Month  Green  Bags  ...............................................................................................................................................  34  Sample  Advertising  Executions  .................................................................................................................................................  35   Print  –  Magazines,  Newspapers  and  OOH  (Billboards)  ...................................................................................................  35   TVC    Script   ............................................................................................................................................................................................  37   Radio  Commercial  Script  ...............................................................................................................................................................  37  CAMPAIGN  MANAGEMENT  .........................................................................................................  38  Evaluation  of  Effectiveness   ..........................................................................................................................................................  38  Campaign  Budget  .............................................................................................................................................................................  40             De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 3. MMC  500  De  La  Salle  University  Manila   3   Pampers  –  Integrated  Marketing  Communication  Plan       ABSTRACT    This  paper  is  an  integrated  marketing  communications  plan  for  Pampers,  a  diaper  brand  under  Procter   &   Gamble.   The   plan   will   cover   advertising,   public   relations   and   other   marketing  communication  strategies  that  are  specific  for  the  Philippine  market.  Pampers  is  currently  the  market  leader  in  the  disposable  diaper  category,  garnering  more  than  33%  market  share  in  2009.  Though  maintaining  a  wide  gap  over  its  competitors,  the  increase  in  sales  of  economy  brands  became  more  significant  in  2009,  posing  as  a  threat  to  Pampers.    Currently,  the  leading  disposable  diaper  brands  (Pampers,  EQ  and  Huggies)  are  all  investing  in  advertising.   To   make   Pampers   clearly   stand   out   from   the   competition,   this   marketing  communication  plan  aims  to  improve  on  the  brand’s  current  advertising  standpoint  by  shifting  it  from  purely  functional  to  being  appealing  in  both  functional  and  symbolic  ways.  To   achieve   this,   a   new   local   tagline   will   be   introduced   as   the   binding   element   in   all  advertisements   and   other   below-­‐the-­‐line   efforts   like   merchandising,   online   marketing   and  events.   The   entire   integrated   marketing   communications   plan   will   revolve   around   the   theme  “Walang     Kapalit   Ang   Pagmahahal   Ng   Pampers”   –   to   further   enhance   the   emotional   and  symbolic   appeal   of   the   brand.   Being   the   current   market   leader,   the   campaigns   will   basically   be  less   aggressive   but   more   impactful   by   personifying   the   brand   into   a   loving   and   caring   one   –  characteristics  that  the  target  market  (mostly  parents)  clearly  associate  with.  To   maintain   the   functional   appeal   of   the   brand,   most   advertisements   and   support   materials  such  as  press  releases  will  highlight  the  1  vs.  2  proposition  of  Pampers  –  meaning  that  Pampers  gives  more  “value  for  money”  because  a  single  pad  can  last  as  long  as  2  pads  of  a  competitor  brand.  The   creative   combination   of   “Walang   kapalit   ang   pagmamahal   ng   Pampers”   and   the   “1   vs.   2”  proposition,   along   with   the   strengthening   of   distribution   strategies   and   other   below-­‐the-­‐line  efforts,  is  seen  to  encourage  brand  switchers  and  secure  the  loyalty  of  existing  users.               De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 4. MMC  500  De  La  Salle  University  Manila   4   Pampers  –  Integrated  Marketing  Communication  Plan     SITUATIONAL  ANALYSIS    Headlines  • Nappies/diapers  increases  by  6%  in  current  value  terms  in  2009,  reaching  sales  of  PHP11.9   billion.  • Economy  brands  continue  to  proliferate  and  strengthen  their  shares  in  2009.  • Unit  prices  of  nappies/diapers  increase  by  less  than  1%  in  2009.  • Procter  &  Gamble  Philippines  Inc  remains  the  leader  in  nappies/diapers    in  2009,  with  a   value  share  of  more  than  33%.  • Nappies/diapers  is  expected  to  see  a  volume  CAGR  of  almost  6%  over  the  forecast  period.    Competitive  Landscape  • Procter  &  Gamble  Philippines  Inc  remained  the  leader  in  nappies/diapers  with  a  value   share  of  more  than  33%  in  2009.  The  company  was  able  to  maintain  its  position  due  to  the   availability  of  both  mass-­‐priced  and  premium  lines  in  its  Pampers  portfolio.  Pampers   Comfort  was  the  main  sales  driver,  as  its  strong  brand  name  gave  it  an  advantage  over   other  mass-­‐priced  brands.  Investment  in  distribution  to  smaller  retailers  and  the   availability  of  single  packs  also  assisted  Procter  &  Gamble  Philippines  Inc  in  improving  its   sales  despite  the  economic  slowdown.    • In  2009,  the  increase  in  sales  of  economy  brands  was  more  significant  than  its  standard  and   premium  counterparts,  as  parents  tried  to  cope  with  the  recession.  Fiberworld  Inc   experienced  the  biggest  improvement  in  value  sales,  of  12%,  as  it  capitalised  on  its  low   priced  brand  Magic  Color.    • International  brands,  including  Pampers,  Huggies,  EQ,  Drypers  and  Mamy  Poko  held  a  79%   share  of  value  sales  of  nappies/diapers  over  the  review  period.  This  dominance  can  be   associated  with  multinational  companies  having  more  financial  resources  to  invest  in   advertising  campaigns  and  more  premium  shelf  space  in  major  retailers  to  encourage   parents  to  purchase  their  brands.  Nevertheless,  domestic  players  strengthened  their   shares,  as  their  more  affordable  prices  appealed  to  middle  income  and  budget-­‐conscious   consumers.  • Kimberly-­‐Clark  Philippines  Inc  carried  out  the  most  significant  product  launches  in  2009.   The  company  introduced  a  more  affordable  line  of  disposable  pants  called  Huggies  Dry   Pants  to  attract  budget-­‐conscious  potential  users.  Kimberly-­‐Clark  Philippines  Inc  also   unveiled  the  limited  edition  Huggies  Jeans  line  to  boost  volume  sales  and  attract  fashion-­‐ conscious  parents  to  purchase  these  innovative  products.  These  new  products  were  able  to   stimulate  demand  despite  the  economic  slowdown.  • Procter  &  Gamble  Philippines  Inc,  Kimberly-­‐Clark  Philippines  Inc  and  Everbeauty  Corp   continued  to  invest  in  advertising  campaigns  for  Pampers,  Huggies  and  EQ  in  2009.  These   companies  used  television  commercials  to  ensure  a  broader  reach  in  highlighting  the   unique  features  of  their  products.  Celebrity  endorsements  were  also  used  to  persuade   consumers;  Kris  Aquino,  a  famous  talk  show  host,  for  Pampers,  and  Vicky  Morales,  a   popular  newscaster,  for  EQ  Dry.       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 5. MMC  500  De  La  Salle  University  Manila   5   Pampers  –  Integrated  Marketing  Communication  Plan    • Standard  brands  generated  the  bulk  of  sales  of  nappies/diapers  over  the  review  period  due   to  their  proven  efficiency  in  terms  of  absorption,  together  with  competitive  pricing.   Premium  brands  continued  to  exist,  but  their  value  share  remained  small,  as  they  only  cater   to  high  income  consumers.  Economy  brands  continued  to  strengthen  their  positions  as   more  and  more  middle  and  low  income  parents  switched  to  disposables  from  traditional   cloth  nappies/diapers.  • The  contribution  of  private  label  nappies/diapers  remained  small  in  2009,  as  SM  Bonus   was  the  only  visible  brand  in  the  Philippines.  The  wide  availability  of  economy  brands   discouraged  chained  retailers  from  selling  their  own  private  labels,  as  it  was  hard  to  offer   prices  which  were  significantly  lower  than  the  cheapest  economy  brands  in  the  market.    • The  presence  of  eco-­‐friendly  nappies/diapers  continued  to  be  insignificant  due  to  the  lack   of  demand.  The  high  price  commanded  by  these  speciality  products  also  made  them   practically  not  saleable  in  a  market  in  which  demand  is  mostly  dictated  by  price.    Category  Data  Table  1  :  Retail  Sales  of  Nappies/Diapers  by  Subsector:  Value  2004-­‐2009    Ps million 2004 2005 2006 2007 2008 2009Nappies/Diapers 7,734.8 8,345.9 8,951.7 10,028.2 10,987.3 11,645.4- Junior Nappies/Diapers 3,861.4 4,046.8 4,249.1 4,610.3 4,956.1 5,179.1- New Born Nappies/ 976.6 1,054.7 1,133.8 1,224.5 1,334.7 1,417.5 Diapers- Standard Nappies/ 2,896.8 3,244.4 3,568.8 4,193.3 4,696.6 5,048.8 DiapersNappies/Diapers/Pants 7,734.8 8,474.1 9,092.8 10,206.0 11,191.8 11,868.2Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates  Table  2:    Retail  Sales  of  Nappies/Diapers  by  Subsector:  %  Value  Growth  2004-­‐2009    % current value growth 2008/09 2004-09 CAGR 2004/09 TOTALNappies/Diapers 6.0 8.5 50.6- Junior Nappies/Diapers 4.5 6.0 34.1- New Born Nappies/Diapers 6.2 7.7 45.1- Standard Nappies/Diapers 7.5 11.8 74.3Nappies/Diapers/Pants 6.0 8.9 53.4Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates      Table  3:    Nappies/Diapers  Retail  Company  Shares  2005-­‐2009         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 6. MMC  500  De  La  Salle  University  Manila   6   Pampers  –  Integrated  Marketing  Communication  Plan    % retail value rspCompany 2005 2006 2007 2008 2009Procter & Gamble 32.8 33.4 33.4 33.4 33.4 Philippines IncEverbeauty Corp 19.6 19.9 21.4 22.1 22.5Fiberline Industries Inc 13.5 14.0 14.8 15.3 15.9Kimberly-Clark 18.9 18.3 15.0 14.6 14.0 Philippines IncSCA Hygiene Products 4.9 5.3 5.2 5.4 5.4 Phils IncUniCharm (Philippines) 2.3 3.0 3.5 3.6 3.6 CorpFiberworld Inc 1.8 1.8 1.8 1.9 2.0SM Investments Corp 1.5 1.5 1.8 1.8 1.8Philusa Corp 1.9 2.0 1.5 - -Global Sun Inc 1.0 0.7 0.6 0.5 -Associated Hygienic - - - - - Products LLCOthers 1.8 0.1 1.0 1.4 1.4Total 100.0 100.0 100.0 100.0 100.0Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates  Table  4:    Nappies/Diapers  Retail  Brand  Shares  2006-­‐2009    % retail value rspBrand Company 2006 2007 2008 2009Pampers Procter & Gamble 33.4 33.4 33.4 33.4 Philippines IncEQ Everbeauty Corp 18.5 20.0 20.6 21.0Huggies Kimberly-Clark 14.4 15.0 14.6 14.0 Philippines IncCare Fiberline Industries Inc 7.2 7.8 8.1 8.2Happy Fiberline Industries Inc 6.8 7.0 7.2 7.7Drypers SCA Hygiene Products 5.3 5.2 5.4 5.4 Phils IncMamy Poko UniCharm (Philippines) 3.0 3.5 3.6 3.6 CorpMagic Color Fiberworld Inc 1.8 1.8 1.9 2.0SM Bonus SM Investments Corp 1.5 1.8 1.8 1.8Prokids Everbeauty Corp 1.4 1.4 1.5 1.5Kimbies Kimberly-Clark 3.6 - - - Philippines IncBabyflo Philusa Corp 2.0 1.5 - -Hello Angel Global Sun Inc 0.7 0.6 0.5 -Good Nites Kimberly-Clark 0.3 - - - Philippines IncDrypers Associated Hygienic - - - - Products LLCOthers 0.1 1.0 1.4 1.4Total 100.0 100.0 100.0 100.0Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates    Table  5:  Forecast  Retail  Sales  of  Nappies/Diapers/Pants  by  Subsector:  Value  2009-­‐2014         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 7. MMC  500  De  La  Salle  University  Manila   7   Pampers  –  Integrated  Marketing  Communication  Plan    Ps million 2009 2010 2011 2012 2013 2014Disposable Pants 222.9 235.1 247.6 260.2 273.0 285.8Nappies/Diapers 11,645.4 11,941.6 12,319.1 12,786.0 13,324.2 13,941.9- Junior Nappies/Diapers 5,179.1 5,230.9 5,309.4 5,415.5 5,550.9 5,717.5- New Born Nappies/ 1,417.5 1,460.0 1,496.5 1,526.4 1,549.3 1,564.8 Diapers- Standard Nappies/ 5,048.8 5,250.7 5,513.3 5,844.1 6,223.9 6,659.6 DiapersNappies/Diapers/Pants 11,868.2 12,176.8 12,566.7 13,046.3 13,597.2 14,227.7Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates  Table  6:  Forecast  Retail  Sales  of  Nappies/Diapers/Pants  by  Subsector:  %  Value  Growth  2009-­‐2014    % constant value growth 2009-14 CAGR 2009/14 TOTALDisposable Pants 5.1 28.2Nappies/Diapers 3.7 19.7- Junior Nappies/Diapers 2.0 10.4- New Born Nappies/Diapers 2.0 10.4- Standard Nappies/Diapers 5.7 31.9Nappies/Diapers/Pants 3.7 19.9Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates   SWOT  ANALYSIS  STRENGTHS   • Strong  international  brand  name  that  is  directly  associated  to  diapers.     • Diversified  diaper  portfolio  offering  mass-­‐priced  and  premium  lines  targeting  all  socio-­‐ economic  class.   • Strong  national  retail  distribution  channels  offering  single  packs  catering  the  “tingi”   market  of  the  Philippines.     • Very  clear  product  positioning:  “One  vs  Two”  –  One  Pampers  overnight  vs  Two  regular   diapers.   • Diapers  are  made  of  top  quality  absorbent  materials.   • Well-­‐designed  adjustable  bear  hug  types  that  make  sure  it  fits  all  babies.   • Pampers  Comfort  uses  a  Velcro-­‐like  tape  that  sticks  on  the  covers  but  it  does  not  tear  off   the  cover  when  adjusted.    WEAKNESSES   • Product  positioning  not  clear  on  marketing  collaterals   • Higher  priced  than  most  competitors   • Not  enough  presence     • Some  babies  do  not  fit  the  sizes  offered  therefore  causing  leaks.  OPPORTUNITIES   • Smaller  families  mean  equally  cherished  children  and  higher  spending  per  child.   • Working  mothers  mean  more  income  to  spend  and  time  pressures  place  importance  on   convenience.       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 8. MMC  500  De  La  Salle  University  Manila   8   Pampers  –  Integrated  Marketing  Communication  Plan     • Use  of  disposable  nappies/diapers  increases  with  increased  affluence.   • Desire  for  convenience  with  more  working  mothers  and  ability  to  pay.   • Nappies/diapers  still  limited  use  in  developing  and  emerging  markets  –  currently  often   out-­‐of-­‐home  use.   • Single-­‐use  sachets/packs  may  be  needed  to  increase  accessibility  in  developing  and   emerging  markets.   • Advertising  through  social  media  –  especially  for  new  parents.  THREATS   • Smaller  families  mean  fewer  babies  and  so  lower  demand.   • Working  mothers  mean  motherhood  delayed  or  avoided  as  more  choose  career  first.   • Fewer  children  and  so  volume  static/declining.   • Concerns  about  environmental  impact  of  disposable  products  and  changes  in  use  of   landfill.   • Declining  birth  rate  may  lead  to  declining  sales  of  nappies/diapers  in  mature  markets.   • Advertising  regulations     KEY  STRATEGIC  CAMPAIGN  DECISIONS    Objectives   • Increase  market  share  to  38%  by  the  end  of  2011.   • Increase  brand  awareness  through  first  time  trial  usage  by  capturing  70%  of  the  target   market  before  December  2011.   • Develop   a   holistic   marketing   program   that   will   engage   consumers   using   different   marketing  communication  tools  by  the  end  of  4th  quarter.          Target  Audience  The  primary  target  of  Pampers  is  both  current  users  and  non-­‐users  of  disposable  baby  diapers.  In   terms   of   trial   versus   repeat   usage,   the   marketing   communication   plan   will   focus   on  encouraging   trial   to   non-­‐customer   groups   specifically   the   traditional   cloth   diaper   users,   other-­‐brand   loyalists   and   switchers.   Overall,   the   primary   target   of   Pampers   is   parents,   more  specifically  mothers  with  babies  aged  0-­‐3  years  old.    Majority   of   the   target   market   belongs   to   the   socio-­‐economic   class   A,   B,   upper   and   broad   C.   The  affordability   and   practicality   of   using   Pampers   will   appeal   to   middle   income   and   price  conscious   segment   while   perceived   quality   of   the   brand   would   appeal   to   those   consumers  belonging  to  the  high-­‐income  segment.    Strong   demand   for   disposable   diapers   resides   in   urban   areas   where   majority   of   mothers   are  working   and   thus,   has   the   need   for   convenience   especially   in   doing   their   motherly   and  domesticated   responsibilities.   In   order   to   tap   non-­‐users   of   diapers,   the   marketing  communication   plan   will   emphasize   the   functional   benefits   (e.g.   aids   in   prolonging   babies’  sleeping  time)  of  using  Pampers.         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 9. MMC  500  De  La  Salle  University  Manila   9   Pampers  –  Integrated  Marketing  Communication  Plan    Decision  Makers  Grid:    These  are  the  roles  of  the  decision  maker  when  it  comes  to  purchasing  disposable  diapers:   a. Initiator:   Expectant   mothers/parents   and   mothers   who   just   gave   birth   are   the   ones   who   initially   see   the   need   for   baby   care   products.   This   audience   segment   research  and  inquire  about  the  quality  and  cost  of  diaper  brands.     b. Influencer:  Expectant  mothers  and  mothers  who  just  gave  birth  often  seek  advice   about   baby   care   products   from   their   family   doctors,   ob-­‐gynes,   pediatricians,   family  and  friends.    From  these  sources,  the  target  market  builds  brand  attitude   toward  brands  available,  gauging  and  evaluating  positive  and  negative  feedbacks   of  products.     c. Decider  and  Purchaser:  The  mother  is  often  the  decider  of  which  brand  to  buy  for   the   baby.   However,   their   purchase   decision   is   often   affected   by   budget   considerations.     d.  User:  The  babies  are  the  final  user  of  the  product.  Repeat-­‐usage  decisions  by  the   target   market   are   greatly   influence   by   the   product’s   suitability   to   babies   specifically   how   the   product   delivers   its   promise   of   comfort,   quality   and   longer   usage.    Pampers  Diapers  Consumer  Decision  Grid  and  Target  Audience   Role   Consumer   Trade   Initiator   Mothers,   Couple,   friends,   Baby  care  professionals   baby  care  professionals   Influencer   Friends,   Baby   Care   Baby  Care  Professionals   Professionals   Decider   Mothers     Purchaser   Parents     User   Babies        Target  Market  ‘s  Behavioral  Sequence  Model   Consideration   Need  Arousal   Information   Purchase   Usage   at  Each  Stage   Search  and   Evaluation   Decision  roles   Expectant   Friends,   Parents   Babies   involved   mothers/parents,   family,   specifically   Mothers  who  just   doctors,  baby   mothers   gave  birth,   care   Mothers   professionals   Where  stage  is   Home,  Clinics,   Home,  on-­‐line   Supermarket,   Home,   likely  to  occur   Internet,  word-­‐ community,   grocery  store,   outdoor   of-­‐mouth   clinics  and   convenience   hospitals   store,       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 10. MMC  500  De  La  Salle  University  Manila   10   Pampers  –  Integrated  Marketing  Communication  Plan     pharmacy,   department   store   Timing  of  Stage   A  few  months   From   After   Anytime  but   before  and  after   immediately   evaluation   more  often   giving  birth   after  need   during   arousal   bedtime  and   during   outdoor   activities   How  it  is  likely   See  or  hear  about   Seek  info  from   Visit   Wearing   to  occur   a  product   others,  look  up   Supermarket,   diaper  on  a   category  or   info,  ask   grocery,   regular  basis   brand   doctor,  visit   pharmacy  etc   until  babies   supermarket   are  toilet   trained    Brand  Position  One  VS  Two  is  the  current  brand  position  of  Pampers.  It  connotes  as  the  most  practical  diaper  brand  to  purchase  giving  the  consumers  greater  value  for  their  money  by  emphasizing  the  functional  benefit  of  Pampers  specifically  its  longer  absorption  capacity  as  usage  of  one  Pampers  is  equivalent  to  two  ordinary  diapers.  Also,  the  campaign  will  capitalize  on  Pampers  being  the  top-­‐of-­‐the-­‐mind  among  other  brands  perceived  as  the  pioneer,  tested  and  trusted  diaper  brand.    Communication  Strategy  Pampers   is   presently   the   top   diaper   brand   in   terms   of   market   share.   However,   consumers  perceived  the  brand  as  standard  in  terms  of  quality  but  costly  in  terms  of  price.  This  perception  hampers  non-­‐customers,  especially  those  belonging  to  middle  and  low-­‐income  brackets,  to  try  and   switch   to   Pampers.   The   brand   needs   to   counter   consumers’   unfavorable   perception   by  highlighting   Pampers’   functional   positioning   specifically   the   product’s   ability   to   exceed  absorption  quality  of  competing  brands.    Given  the  nature  of  consumers’  perception  of  Pampers,  enhancing  a  favorable  brand  image  will  be   the   primary   communication   objectives.   The   result   expected   after   the   implementation   of   the  marketing   communication   plan   is   for   consumers   to   perceive   the   brand   as   “value-­‐for-­‐money”  and  of  greater  quality  compared  to  competitors  that  will  lead  to  trial  and  continued  usage.  The   overall   task   confronting   the   marketing   communication   plan   is   to   break   through  competitive  clutter  of  competing  brands  by  overcoming  the  key  barrier  which  is  the  consumers’  perception  that  all  diaper  brands  performs  pretty  much  the  same  and  lower  priced  diapers  are  more  practical  to  purchase  than  branded  diapers  like  Pampers.  Below  is  the  summary  task  grid  for  the  IMC  campaign  for  Pampers.           De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 11. MMC  500  De  La  Salle  University  Manila   11   Pampers  –  Integrated  Marketing  Communication  Plan    Summary  Task  Grid  Decision  Stage   Communication   Target   Where  and   IMC  Options   Task   Audience   When  Need  Arousal   Tentative  positive   Expectant   In  home   Television  and   attitude  for   mothers,     print  ad   Pampers  (brand   Mothers  who   Retail  Outlets     attitude)   just  gave  birth,   P-­‐o-­‐P   Mothers   advertising    Information   Provide  enough   Expectant   In  home   Television  ad,  Search  and   information  to   mothers,     print  ad,  online  Evaluation   convince  target   Mothers  who   Retail  outlets   initiatives   market  (brand   just  gave  birth,     attitude)   Mothers   Maternity     Hospitals  brand   Gain  positive   activation   intention  to  try   activities   brand  (brand   purchase   intention)  Purchase   Act  on  positive   Expectant   In  home   Advertising   brand  intention   mothers,       (brand  attitude   Mothers  who   Retail  outlets   P-­‐o-­‐P   and  brand   just  gave  birth,   Sampling   purchase   Mothers   intention)  Usage   Reinforce   Expectant   In  home   Advertising   decision  and   mothers,       brand  usage   Mothers  who   Outdoors   Events   (brand  attitude   just  gave  birth,   Selective   and  brand   Mothers   Promotion   purchase     intention)    The   IMC   campaign   will   focus   in   achieving   brand   attitude   and   brand   purchase   intention  objectives.   The   IMC   campaign   will   first   stimulate   recognition   by   providing   a   strong   visual  package   association   with   the   brand.   Through   television   and   print   advertising   with   trade   and  point-­‐of-­‐purchase  advertising,  the  IMC  campaign  aims  to  strengthen  brand  recognition.  During  the  information  search  and  evaluation  stage,  the  IMC  campaign  will  focus  on  providing  enough   information   about   Pampers   in   order   to   convince   its   target   market   that   Pampers   is  indeed   worth   trying,   to   instill   a   positive   brand   attitude   and   stir   purchase   intentions.   These  objectives  will  be  achieved  through  print  and  TV  advertisements,  promoting  the  brand  through  promotions   on   mothers’   on-­‐line   communities   and   blogs.   Also,   through   promotions   and  sponsorships  on  baby-­‐care  seminars  conducted  during  brand  activation  activities  in  hospitals,  clinics  and/or  health  centers.       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 12. MMC  500  De  La  Salle  University  Manila   12   Pampers  –  Integrated  Marketing  Communication  Plan    Purchase   decision   occurs   in   supermarkets   and   retail   outlets   like   pharmacy   or   community   sari-­‐sari   stores.   Using   point-­‐of-­‐purchase   displays   and   other   merchandising   at   retail   will   trigger  brand  recognition  and  remind  the  target  market  of  intentions  to  try  the  brand.  The   IMC   campaign   will   also   focus   in   achieving   brand   usage   and   brand   loyalty   through  advertising   that   will   constantly   remind   consumers   of   their   conviction   and   wiser   choice   of  purchasing  Pampers,  a  brand  that  offers  an  advantage  over  competitors.    Campaign  Strategy  In  order  to  communicate  the  brand  position,  Pampers  will  invest  in  an  integrated  marketing  communication  campaign  and  will  take  advantage  of  the  following  marketing  communication  tools:   • Advertising  –  TV,  Radio  and  Print   • Sales  Promotion   • Personal  Selling   • Events  Marketing   • Digital  Marketing   • Direct  Marketing   • Public  Relations     MEDIA  STRATEGY    Media  Objectives   • Develop  a  national  TV  Ad  campaign  that  will  target  100%  TV  viewership  by  end  of  2011.   • Produce  a  localized  radio  and  print  ads  targeting  rural  areas  from  different  regions.     • Create  programs  that  will  use  out-­‐of-­‐home  and  digital  platforms.      Media  Habits     All   Moms  25  -­‐  40   Media  Exposure   People   ABCD   Population  (000)   7613           %   %   Affinity   TRADITIONAL   Tv  viewership   100   100   100   Cable  viewership   35   39   110   Radio  Listenership   82   85   103   Broadsheet  read  yesterday   6   5   86   Tabloid  read  Yesterday   10   8   80   Monthly  magazine  Read  in  Past  Month   5   7   128       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 13. MMC  500  De  La  Salle  University  Manila   13   Pampers  –  Integrated  Marketing  Communication  Plan     DIGITAL   Mobile  phone  used   64   75   117   Internet  at  least  once  a  month  Home   9   10   117   Internet  at  least  once  a  month   elsewhere   11   14   124   OOH   Cinema  at  least  once  a  month   3   3   95   Shopping  at  least  once  a  month   76   82   108   Supermarkets  at  least  once  month   84   90   106   MRT  at  least  once  a  week   4   4   95   LRT  at  least  once  a  week   3   4   112   Fastfood  at  least  once  a  week   81   83   103   Coffee  shop  at  least  once  a  week   2   2   130  Source:  Media  Index,  Neilsen    Media  Buying  Tactics    TV   • Thematic  TVCs  15s   Main  medium  of  awareness  to  build  "no  palitan  overnight"  key  message     • Interstitials   30-­‐sec  station  produced  material  on  ways  to  nurture  babies  incorporating  the  message   of  the  TVC  material       • Segment  Buys   (5-­‐min)  Creative  buy  in  morning  shows  that  will  talk  about  ways  to  bond  with  babies   and  proper  ways  to  nurture  them     • Push  plugs     5-­‐seconder,  attached  to  TVC  15s     • OBB  and  CBB  for  all  sponsored  programs     • TV  Guestings   Guesting  on  morning  shows  and  mom-­‐oriented  programs               De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 14. MMC  500  De  La  Salle  University  Manila   14   Pampers  –  Integrated  Marketing  Communication  Plan    Radio   • Radio  Commercials  Spot  Buys   • “Di  papalitpalit  sa  Pampers”  tongue  twister  contest   • Radio  Guesting   • Maximize  AOBs   AOBs  could  be  used  to  promote  tongue  twister  contest  and  events   • Segment  Buys   • Radio  Tour/  Discussion   • Time  checks  and  reminders  Print   • Broadsheet   o Half  page   o ¼  page  ad   o Floating  ad     • Magazine     o Full  page  ads  and  1/3  page  vertical  ad   o Product  feature   o Editorial   First  aid  for  babies   1/3  Page   Full   (vertical)   pag e                             De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 15. MMC  500  De  La  Salle  University  Manila   15   Pampers  –  Integrated  Marketing  Communication  Plan    OOH   • Billboards                 De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 16. MMC  500  De  La  Salle  University  Manila   16   Pampers  –  Integrated  Marketing  Communication  Plan                                               De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 17. MMC  500  De  La  Salle  University  Manila   17   Pampers  –  Integrated  Marketing  Communication  Plan         • Shed  Ads   Area:   o EDSA  after  Jollibee  Kamias   o Libis  across  Mercury               De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 18. MMC  500  De  La  Salle  University  Manila   18   Pampers  –  Integrated  Marketing  Communication  Plan     • Bathroom  Ads   Area:  Market  Market,  Taguig  City       • LRT  1  Cube  Ads                              Female  Section                                         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 19. MMC  500  De  La  Salle  University  Manila   19   Pampers  –  Integrated  Marketing  Communication  Plan    Schedule     SCHEDULE  OF  ADVERTISEMENTS   Duration  /   Station  /   Program  /  Size  of  Print   Total  Spots  /   Published   Day/Timeslot   Publication  /   Ad   No.  of  Ads   Date   Location       TV   30  weeks   Show  Time   Mon-­‐Fri  10:30  -­‐  11:30  AM   750   ABS-­‐CBN   25  weeks   Umagang  Kay  Ganda   Mon-­‐Fri  5:30  -­‐  8:00  AM   625   ABS-­‐CBN   8  weeks   Salamat  Dok   Saturday  6:00-­‐7:00  AM   200   ABS-­‐CBN       Mon-­‐Fri  11:00  AM  -­‐  12:00   12  weeks   Love  ni  Mister  Love  ni  Misis   300   GMA   PM   25  weeks   Unang  Hirit   Mon-­‐Fri  5:30  -­‐  8:30  AM   625   GMA   25  weeks   24  Oras   Mon-­‐Fri  6:30  -­‐  7:30  PM   625   GMA       8  weeks   Moms   Mon-­‐Fri  5:00  -­‐  6:00  PM   200   QTV   RADIO       The  Wake  Up  Show   6:00  -­‐  10:00  AM   400   Mellow  94.7   The  Afternoon  Cruise   2:00    -­‐  4:00  PM   200   Mellow  94.7   40  weeks   C  &  C  Music  Factory   4:00  -­‐  8:00  PM   200   Mellow  94.7   Run  of  Station   Mon-­‐Fri  /  Sun  Whole    Day   600   Mellow  94.7       Morning  Smooth  Brews   Mon-­‐Fri  6:00  -­‐  10:00  AM   400   92.3  Xfm   40  weeks   Smooth  Jazz  Cruise   Mon-­‐Fri  2:00  -­‐  7:00  PM   400   92.3  Xfm   Run  of  Station   Mon-­‐Fri  /  Sun  Whole    Day   400   92.3  Xfm       BROADSHEET  (for  Jan)   Jan.  1,  2011   One  fourth  ad   Saturday   1   Philippine  Star   Jan.  2,  2011   Floating  ad   Sunday   1   Philippine  Star   Jan.  3,  2011   Floating  ad   Monday   1   Philippine  Star   Jan.  5,  2011   Floating  ad   Wednesday   1   Philippine  Star   Jan.  7,  2011   One  fourth  ad   Friday   1   Philippine  Star   Jan.  8,  2011   One  fourth  ad   Saturday   1   Philippine  Star   Jan.  9,  2011   One  fourth  ad   Sunday   1   Philippine  Star   Jan.  12,  2011   Floating  ad   Wednesday   1   Philippine  Star   Jan.  15,  2011   One  fourth  ad   Saturday   1   Philippine  Star   Jan.  16,  2011   One  fourth  ad   Sunday   1   Philippine  Star       Philippine  Daily   Jan.  1,  2011   Half  page  ad   Saturday   1   Inquirer       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 20. MMC  500  De  La  Salle  University  Manila   20   Pampers  –  Integrated  Marketing  Communication  Plan     Philippine  Daily   Jan.  2,  2011   One  fourth  ad   Sunday   1   Inquirer   Philippine  Daily   Jan.  17,  2011   Floating  ad   Monday   1   Inquirer   Philippine  Daily   Jan.  22,  2011   Floating  ad   Saturday   1   Inquirer   Philippine  Daily   Jan.  23,  2011   One  fourth  ad   Sunday   1   Inquirer   MAGAZINE   Good   January  2011   Full  page  ad       1   Housekeeping   Good   March  2011   Full  page  ad       1   Housekeeping   Good   April  2011   Full  page  ad       1   Housekeeping   Good   May2011   1/3  page  vertical       1   Housekeeping   Good   June  2011   1/3  page  vertical       1   Housekeeping   Good   August  2011   1/3  page  vertical     1   Housekeeping   November   Good   Full  page  ad       1   2011   Housekeeping   Good   December  2011   Full  page  ad       1   Housekeeping       January  2011   Full  page  ad       1   Smart  Parenting   March  2011   Full  page  ad       1   Smart  Parenting   May  2011   Full  page  ad       1   Smart  Parenting   June  2011   Full  page  ad       1   Smart  Parenting   October  2011   Full  page  ad       1   Smart  Parenting     December  2011   Full  page  ad     1   Smart  Parenting       BILLBOARD   EDSA  P.  Tuazon   150  days   Regular  billboard       1   Blvd.,  Quezon  City   EDSA  cor.  Libertad   150  days   Regular  billboard       1   St.,  Mandaluyong   North  Luzon   270  days   Regular  billboard       1   Expressway  (North   bound)   Cebu  City  Arch.   120  days   Regular  billboard       1   Reyes  St.  Cor.   Gorordo   180  days   LED  Board  (250  spots/day)       45,000.00   EDSA  Guadalupe   SHED  AD   EDSA  after  Jollibee   30  days     Shed  Ad       1   Kamias   Libis  across   30  days   Shed  Ad       1   Mercury       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 21. MMC  500  De  La  Salle  University  Manila   21   Pampers  –  Integrated  Marketing  Communication  Plan     LRT  TRAIN  ADS   270  days   LRT  Ad       15       BATHROOM  ADS   60  days   Female  bathroom  ad       20   Market  Market    Cost  Estimates     COST  ESTIMATES   MEDIUM   DESCRIPTION   BUDGET  FOR  1  YR.       TV   Material    Program       Interstitials  &  TVC  15s     Show  Time    PHP                29,325,600.00     ABS-­‐CBN   Interstitials  &  TVC  15s     Umagang  Kay  Ganda    PHP                    7,082,550.00     Segment  Buy  30s   Salamat  Dok    PHP                    3,777,360.00     Love  ni  Mister  Love  ni   TVC  15s     Misis    PHP                    3,801,600.00     GMA    PHP                    6,969,600.00     Segment  Buys  30s   Unang  Hirit   TVC  15s     24  Oras    PHP                39,204,000.00     QTV   TVC  15s     Full-­‐time  Moms    PHP                    4,014,960.00     Subtotal  for  TV   PHP  94,175,670.00   RADIO   RC  10s       Morning  Smooth  Brews   XFM   AOBs   Smooth  Jazz  Cruise   PHP  400,000.00       Run  of  Station   RC  10s     The  Wake  Up  Show   AOBs   The  Afternoon  Cruise   Mellow   PHP  1,000,000.00   Segment  Buy   C  &  C  Music  Factory       Run  of  Station   Subtotal  for  Radio   PHP  1,400,000.00   PRINT   Size   Color       Half  Page                                                                                                     29.74  cms  (L)  x    27.94cms    Full  Color   (H)                                                           Philippine  Daily   1/4  Page                                                                                                                 Full  Color   PHP  3,580,536.96   Inquirer     16.38  cms  (L)  x    24cms  (H)   Floating  Ad                                                                                                           Full  Color   9  cms  (L)  x    5cms  (H)   1/4  ad   Full  Color   16.38  cms  (L)  x    24cms  (H)   Philippine  Star   PHP  3,493,717.92   Floating  Ad   Full  Color   9  cms  (L)  x    5cms  (H)       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 22. MMC  500  De  La  Salle  University  Manila   22   Pampers  –  Integrated  Marketing  Communication  Plan     Full  page                                                                                                           Type  Area:  7  1/2"  by  10"   Trim  Area:  8  1/2"  by  11"   Full  Color   PHP  650,000.00   Bleed  Area:  8  3/4"  by  11   1/4"   Good  Housekeeping   1/3  page  (vertical)   Type  Area:  2  1/4"  by  10"   Full  Color   PHP  326,664.00   Trim  Area:  2  13/16"  by  11"   Bleed  Area:  3"  by  11  1/4"   Full  Page   Type  Area:  7  1/2"  by  10"   Smart  Parenting   Trim  Area:  8  1/2"  by  11"   Full  Color   PHP  474,000.00   Bleed  Area:  8  3/4"  by  11   1/4"   Subtotal  for  Print   PHP  8,524,918.88   OOH   Location       EDSA  P.  Tuazon  Blvd.,  Quezon  City   Php600,000.00   Billboard     North  Luzon  Expressway  (North  bound)   Php465,000.00   Cebu  City  Arch.  Reyes  St.  Cor.  Gorordo   Php130,000.00   LED  Billboard   Placement   EDSA  Guadalupe   PHP  1,800,000.00   EDSA  after  Jollibee  Kamias   PHP  40,000.00   Shed  Ad  Placement   Libis  across  Mercury   PHP  40,000.00   Bathroom  Ads   Market  Market,  Taguig   PHP  60,000.00   LRT  Train  Ad   Placement   LRT2   PHP  700,000.00   Subtotal  for  OOH   PHP  3,835,000.00     DIGITAL   Social  Networks   PHP  100,000.00   PPC  Campaign   PHP  200,000.00   Subtotal  for  Digital   PHP  300,000.00   EVENTS   How  To  Love  Your   Seminar-­‐workshop  about  nurturing  babies,  proper   Baby   ways  to  take  care  of  them,  ways    to  bond,  etc.   PHP  300,000.00   Let  Your  Love  Float:   Mom  and  baby  water   Swimming  lesson  for  baby  with  mommy   bonding   PHP  300,000.00   Subtotal  for  Events   PHP  600,000.00   DIRECT  MARKETING   first  batch  of  mailers  with   diaper  samples;  creative   Mailers   mailers       PHP  100,000.00           GRAND  TOTAL   PHP  108,935,588.88         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 23. MMC  500  De  La  Salle  University  Manila   23   Pampers  –  Integrated  Marketing  Communication  Plan     MESSAGE  STRATEGY  Key  Consumer  Insight   • Consumers  (parents)  tend  to  be  brand  loyal.  Most  of  them  are  not  prone  to  switching   once  they  have  found  the  perfect  diaper  for  their  babies.  From  that  point  on,  they  will   likely  buy  the  same  brand  until  their  babies  outgrow  the  nappy  stage.   • Most  consumers  buy  in  bulk.  Diapers  are  considered  necessities,  and  a  good  supply   must  always  be  within  reach.     • Perceived  quality  of  the  product/brand  is  the  most  important  factor  in  deciding  which   brand  to  buy.  Price  and  design/features  are  just  secondary.   • TV  is  still  the  best  avenue  to  showcase  the  diaper  brand/product  because  of  its  high   reach.  Referral  from  family  members  and  visibility  in  supermarkets/sales  promos,  on   the  other  hand,  also  help  drive  consumers  into  purchasing  the  product.  Message  Objectives   • To  highlight  the  efficiency  of  using  Pampers  by  communicating  that  one  Pampers   Overnight  is  equal  to  two  of  another  brand,  thus,  “Walang  palitan”.   • To  provide  additional  emotional  appeal  to  target  the  buyers  (mostly  mothers),  thus,   “Walang  kapalit  ang  pagmamahal  ang  Pampers”    Selling  Premise  The  selling  point  of  Pampers  is  its  quality  based  on  the  length  of  use  of  each  diaper  pad.  This  adopts  the  one  versus  two  selling  proposition  of  most  P&G  products,  wherein  one  Pampers  is  equal  to  two  of  another  brand.  Pampers  is  not  the  cheapest  brand  (in  terms  of  price  per  piece),  but  it  is  of  best  value  through  the  extended  use  of  each  pad.  Therefore,  it  is  more  economical  to  use  Pampers  over  other  brands  because  you  do  not  need  to  change  it  frequently.      Big  Idea         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 24. MMC  500  De  La  Salle  University  Manila   24   Pampers  –  Integrated  Marketing  Communication  Plan    “Palit”  is  a  Filipino  word  that  can  either  mean  switch  (i.e.  switch  to  another  brand)  or  change  (i.e.  change  your  diaper).  This  communicates  that  with  Pampers,  you  do  not  need  to  switch  brands  because  you  do  not  even  need  to  change  your  baby’s  diaper  often  (1  pad  can  last  up  to  12  hours).  “Walang  kapalit”,  on  the  other  hand,  means  irreplaceable,  referring  to  the  quality  and  comfort  of  the  brand  Pampers  as  something  you  cannot  replace.  This  phrase  also  connotes  an  emotional  appeal  to  mothers  by  suffixing  “ang  pagmamahal  ng  Pampers”.  This  shows  that  the  brand  transcends  physical  benefits—by  personifying  it  as  a  caring  and  loving  product/brand—characteristics  that  parents,  especially  moms,  identify  with.    Message  and  Design  Execution      The  message  will  mainly  be  conveyed  through  simple  posters  such  as  the  one  above  –  which  also  serve  as  the  main  marketing  collaterals  of  the  campaign.  Very  clean  and  straightforward,  this  message  communicates  the  core  of  the  campaign,  which  is  love  and  care.  This  will  be  used       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 25. MMC  500  De  La  Salle  University  Manila   25   Pampers  –  Integrated  Marketing  Communication  Plan    in  distribution  channels  like  supermarkets,  malls,  drugstores  and  the  like,  and  may  complement  existing  point-­‐of-­‐purchase  materials.  This  execution  will  be  localized  in  various  provinces  through  the  use  of  local  dialects.  This  will  make  sure  that  our  message  is  communicated  effectively  to  every  Filipino.  Below  are  sample  executions  in  various  dialects:     Bisaya  –  “Wa’y  mukambyo  sa  gugma  ni  Pampers”       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 26. MMC  500  De  La  Salle  University  Manila   26   Pampers  –  Integrated  Marketing  Communication  Plan       Ilocano  –  “Awan  makasukat  ni  ag-­‐ayat  ni  Pampers”       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 27. MMC  500  De  La  Salle  University  Manila   27   Pampers  –  Integrated  Marketing  Communication  Plan       Ilonggo  –  “Wala  sang  kabaylo  ang  pagpalangga  ni  Pampers”                 De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 28. MMC  500  De  La  Salle  University  Manila   28   Pampers  –  Integrated  Marketing  Communication  Plan     OTHER  MARCOM  TOOLS  Sales  Promotion   • Citibank  Exchange  your  Php1500  charge  slips  with  one  12  Packs  Pampers  Comfort  at   selected  supermarkets.     • Buy  one  Pack  Get  One  Pack  Promo  for  58pcs  pack  to  push  for  the  larger  quantity  items.     • Exchange  your  other  brands  with  one  pack  Pampers  (4pcs  bundle)  to  encourage   switching  to  Pampers.      Public  Relations   Publication   Genre   Communication  strategy/Angle   Yes  (Summit   Celebrity   Testimonials  from  Celebrity  moms  (Kris  Aquino,   Media)   Claudine  Barretto,  Jodi  Santamaria,  Judy  Ann   Santos,  Gladys  Reyes)   StarStudio   Celebrity   “What’s  in  your  baby  bag?”  sponsored  feature   Good   Household,   Convenience  and  practicality  of  using  Pampers   Housekeeping   moms   (Summit  Media)   Cradle  (October   Baby   Highlight  on  superior  features  of  Pampers  for  the   80)   baby   Smart  Parenting   Parenting   Convenience  and  practicality  of  using  Pampers   (Summit  Media)   Reader’s  Digest   General  Reading   Sponsored  article  –  Trivia/facts  about  babies   Asia   Inquirer   News  -­‐   Lifestyle/Parenting  –  Coverage  of  Pampers  events   Broadsheet   Philippine  Star   News  -­‐   Lifestyle/Parenting  –  Coverage  of  Pampers  events   Broadsheet   Manila  Bulletin   News  -­‐   Lifestyle/Parenting  –  Coverage  of  Pampers  events   Broadsheet         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 29. MMC  500  De  La  Salle  University  Manila   29   Pampers  –  Integrated  Marketing  Communication  Plan                     De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 30. MMC  500  De  La  Salle  University  Manila   30   Pampers  –  Integrated  Marketing  Communication  Plan      Events  Marketing   • In  store  Campaign  –  product  demo  at  selected  supermarkets.   • Hospital  Activations  –  product  sampling  and  education  program  for  new  moms   regarding  proper  use  of  diapers  for  newborn  babies.   • Barangay  Activations  –  education  program  targeting  1000  barangay  for  first  quarter.     • “How  to  love  your  baby”    -­‐  Seminar-­‐workshop  about  nurturing  babies,  proper   ways  to  take  care  of  them,  ways    to  bond,  etc.   • “Float  Love”  Mom  and  baby  water  bonding  -­‐Swimming  lesson  for  baby  with   mommy  on  Mother’s  Day    Personal  Selling   • House  to  house  selling  targeting  villages,  subdivisions  and  barangay.  Standard  spiel  will   be  localized  per  region.      Digital  Marketing   • Website  features/Sponsored  articles  –  PEP,  ABS-­‐CBN,  ClickTheCity,  QTV/wmn.ph,   push.com.ph   • Online  banner  advertising   • Pampers  forum  for  moms   • Facebook  Fanpage   • Blog  Campaigns   • Pay-­‐Per-­‐Click  Campaigns   • E-­‐mail  Marketing       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 31. MMC  500  De  La  Salle  University  Manila   31   Pampers  –  Integrated  Marketing  Communication  Plan    Online  banner  advertising  in  selected  websites  like  ABS-­‐CBN  and  QTV  will  also  double  as  a  data  capture  tool  where  we  can  opt-­‐in  subscribers  to  Pampers’  eNewsletters.  This  is  a  way  of  building  the  community  of  Pampers  mommies.         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 32. MMC  500  De  La  Salle  University  Manila   32   Pampers  –  Integrated  Marketing  Communication  Plan    Sponsored  articles  in  entertainment  websites  like  push.com.ph  and  pep.ph  will  subtly  introduce  the  brand  to  entertainment  gossip  aficionados  (who  may  be  a  market  for  Pampers).  This  will  complement  our  PR  efforts  in  making  the  brand  more  appealing  by  integrating  it  with  feature  stories  that  are  not  hard  sell  and  pique  the  interest  of  the  readers.  Merchandise  Shirts  and  Baller  IDs    Pampers  shirts,  with  a  heart  emblem  (the  same  heart  used  in  the  current  Pampers  logo),  will  be  distributed  and  used  during  events,  trade  launches  and  even  in  TV  guesting  of  endorsers  and  brand  ambassadors.  The  heart  symbolizes  the  tagline  “Walang  kapalit  ang  pagmamahal  ng  Pampers”  –  with  the  heart  being  known  for  its  association  with  love  and  affection.  Through  this,  the  emblem  of  Pampers’  irreplaceable  love  and  care  will  be  more  visible,  and  its  impact  will  last  longer,  without  being  hard-­‐sell  (the  word  Pampers  or  taglines  will  not  be  visible  in  the  shirts).  Similarly,  baller  bands  will  be  distributed  as  a  cost-­‐effective  means  of  making  people  carry  the  brand  wherever  they  go.       De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 33. MMC  500  De  La  Salle  University  Manila   33   Pampers  –  Integrated  Marketing  Communication  Plan        Baby  Books    Pampers  will  be  printing  baby  books  to  be  distributed  to  pediatricians.  The  baby  book  will  serve  as  the  parents’  (and  the  pediatrician’s)  guide  from  the  day  of  their  baby’s  birth.  Apart  from  the  printing  of  the  logo  on  the  cover,  the  brand  Pampers  will  be  visible  throughout  the  baby  book  through  some  articles,  baby  tips  and  other  forms  of  branding.    This  marketing  effort  will  not  be  a  hard  selling  activity,  as  Pampers’  branding  will  go  seamlessly  with  the  baby  book.  No  promotional  advertisements  will  be  placed  in  the  material.                 De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 34. MMC  500  De  La  Salle  University  Manila   34   Pampers  –  Integrated  Marketing  Communication  Plan      Special  Earth  Month  Green  Bags    To  celebrate  Earth  Month  in  April,  special  Pampers  bundles  (12-­‐piece  packs)  will  come  in  “Green”  earth-­‐friendly  reusable  shopping  bags.  This  will  be  in  partnership  with  SM  Supermarket,  Hypermarket  and  SaveMore  branches,  in  line  with  the  retailer’s  advocacy  of  going  green  and  reducing  the  use  of  plastic  bags.  Special  Pampers  bags  may  be  reused  in  any  SM  branch,  and  in-­‐store  promotions  apply  –  such  as  the  extra  points  for  SM  Advantage  cardholders  and  “Bring  Your  Own  Bag”  Wednesday  campaign.  This  reusable  bag  will  be  a  limited  edition  offer.                           De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 35. MMC  500  De  La  Salle  University  Manila   35   Pampers  –  Integrated  Marketing  Communication  Plan    Sample  Advertising  Executions    Print  –  Magazines,  Newspapers  and  OOH  (Billboards)             De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 36. MMC  500  De  La  Salle  University  Manila   36   Pampers  –  Integrated  Marketing  Communication  Plan               De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 37. MMC  500  De  La  Salle  University  Manila   37   Pampers  –  Integrated  Marketing  Communication  Plan      TVC    Script    (Mom  changes  diaper  during  midnight)  Dad:  Mommy,  gising  ka  pa?  Mom:  pinapalitan  ko  lang  diaper  ni  baby    (Clock  at  3am)  Dad:  Nagpapalit  ka  nanaman  ng  diaper?  Mom:  Basa  nanaman  si  baby  (Dad  looks  grumpy  kasi  di  na  sila  nakakatulog  ng  maayos)  Dad:  Palitan  mo  na  nga  yan.  (Referring  to  diaper  brand)    Radio  Commercial  Script  Title:  “Snore”  Product:  Pampers  Overnight  TRT:  10  seconds  (SFX:  SNORE,  SNORE)  (SFX:  BABY  CRIES)  Female:  Palit  diaper  na  naman  si  baby?    Male:    Palitan  mo  na  nga  yan!  (MUSIC  UP  AND  UNDER:  INSTRUMENTAL)  VO  Female:  Sa  Pampers  mahimbing  ang  tulog  ni  baby  at  ng  buong  family!  Dahil  walang  kapalit  ang  pagmamahal  mo,  walang  kapalit  ang  pagmamahal  ng  Pampers  Comfort.  (SFX  UP  AND  UNDER:  SNORE)  VO:  (WHISPER)  <DTI  Line>                   De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 38. MMC  500  De  La  Salle  University  Manila   38   Pampers  –  Integrated  Marketing  Communication  Plan     CAMPAIGN  MANAGEMENT    Evaluation  of  Effectiveness       The   diaper   industry   expects   a   19.9%   growth   in   2011   with   an   estimated   12,566.7M  pesos   of   retail   sales.   Pampers   still   holds   the   top   market   share   among   diaper   brands   in   the  industry   with   33%.     In   order   to   achieve   Pampers’   objective   of   increasing   market   share   to   38%,  the   brand   needs   to   generate   4.7B   of   sales   in   2011.   In   line   with   this,   expected   return-­‐of-­‐investment  from  marcom  activities  are  computed  based  on  budget  allocated  for  each  activity  and  schedule  of  each  activity  relative  to  the  target  sales  per  quarter  and  per  marcom  activity.     To   illustrate,   the   second   quarter   of   the   marcom   campaign   is   the   most   aggressive   period  consuming   30%   of   the   budget   allocated   for   the   plan.   (See   Media   Plan)   TV   ad   is   the   most  expensive   among   the   marcom   tools   used   with   61.9%   of   the   budget   is   allocated   for   it.     The  40.7B   target   sales   of   Pampers   are   divided   based   on   the   budget   allocation   of   each   marcom  activities  per  quarter.  Thus:  4.76B  x  .30  x  .619=  883.93M  Where:  4.76B  –  target  sales  for  2011  to  increase  market  share  to  38%  .30-­‐  percent  of  budget  allocated  for  2nd  quarter  (  refer  to  media  plan)  .619-­‐  percent  of  budget  allocated  for  TV  ads  for  the  2nd  quarter  (refer  to  media  plan)   MARCOM   Target  Sales   Qualitative     st TOOLS   1  Quarter   Metric   TV  Ads   736.61M   Launch  New  TV  Ad  in  2  Major  Stations   Radio  Ads   9.12M   Start  Radio  Ad  Campaign   Print   211.07M   Launch  Print  Ad  Campaign  Metro  Manila   OOH   119.38M   Launch  OOH  Campaigns   Digital   650M   Launch  Revamped  Website  and  Forum   Events   65.06M   Suyod  Campaign  on  Hospitals  and  Villages   TOTAL   1,794.81                   De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 39. MMC  500  De  La  Salle  University  Manila   39   Pampers  –  Integrated  Marketing  Communication  Plan     MARCOM   Target  Sales   Qualitative  Metric   TOOLS   2nd  Quarter   Product  Placements  in  Morning   TV  Ads   883.93M   Shows   Radio  Ads   10.88M   Start  of  Tongue  Twister  Campaign   Target  North  and  South  Luzon   Print   253.28   (Localized  Ad)   OOH   143.26M   Target  North  and  South  Luzon  Areas   Digital   45.84M   Social  Media  Marketing  Campaign   North  and  South  Luzon  Barangay  an  d   Events   78.07M   Hospital  Events   TOTAL   1,405.21         MARCOM   Target  Sales   Qualitative  Metric   TOOLS   3rd  Quarter   TV  Ads   823.95M   Product  Placements  in  Noon  Time  Shows   Regional  Campaign  -­‐  North  and  South   Radio  Ads   10.2M   Luzon   Print   236.39M   Target  Visayas  (Localized  Ad)   OOH   133.71M   Target  Visayas   Start  of  PayPerClick  and  Forum   Digital   43.7M   Management   Events   72.87M   Visayas  Barangay  and  Hospital  Events.   TOTAL   1,320.91         MARCOM   Target  Sales   Qualitative  Metric   TOOLS   4th  Quarter   TV  Ads   495.20M   Christmas  TV  Ad  Campaign   Christmas  Radio  Campaign.  Visayas   Radio  Ads   6.20M   and  Mindanao  Regional  Campaign   Print   143.52M   Target  Mindanao  (Localized  Ad)   OOH   81.18M   Target  Mindanao   Use  database  for  Mobile  and   Digital   26.54M   Internet  Campaigns   Mindanao  Barangay  and  Hospital   Events   44.24M   Events.   TOTAL   796.88               De  Jesus,  Fidel,  Sta.  Cruz,  Tan      
  • 40. MMC  500  De  La  Salle  University  Manila   40   Pampers  –  Integrated  Marketing  Communication  Plan    Campaign  Budget    The  annual  campaign  budget  for  2011  is  PHP  110,956,000.    This  is  2.36%  of  the  target  sales  for  next  year  which  is  PHP  4.7  B.   CAMPAIGN  BUDGET  FOR  2011   Media  Placements   TV   PHP  94,175,670.00   Radio   PHP  1,400,000.00   Print   PHP  8,524,918.88   OOH   PHP  3,835,000.00   Digital   PHP  300,000.00   Production   TVC   PHP  500,000.00   Radio  Commercial   PHP  20,000.00   Direct   PHP  100,000.00   Events   PHP  600,000.00   Merchandise   PHP  1,500,000.00       TOTAL  BUDGET   PHP  110,955,588.88       0.01%   2011  Budget  Allocation   0.45%   0.09%   1%   1%   0.27%   TV   4%   1%   8%   Radio   Print   OOH   Digital   TVC   85%   Radio  Commercial   Direct   Events   Merchandise         De  Jesus,  Fidel,  Sta.  Cruz,  Tan      

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