Ateneo Graduate School of Business Digital Marketing Subject V86.6 Vcoach Bong De Ungria Dad on Duty Baby Bags Jose Miguel Gemora Rimpi Pawra Bryan Sheldon Yu

1. Dad on Duty
(Baby Bags)
Jose Miguel Gemora
Rimpi Pawra
Bryan Sheldon Yu
Digital Marketing V86.6
VCoach Bong De Ungria

2. Marketing Plan
Part 1

3. Dad on Duty
01 Profile:
Juan the Busy Working Dad with a Toddler or infant
02
Problem:
Looking for More Efficient and Comfortable Baby Bag
03 Present:
Baby bags (designed for Mommy’s, Fashion, Style, Capacity,
Bulky)
Messenger bags and sling bags repurposed for Baby bags.
04 Proposition:
A Baby Bag that maximizes on function before style, but still looks good. The
swiss army knife of baby bags.
Marketing Plan Outline

4. Dad on Duty
05 Positioning:
Working Dads, Class A-B, with children current age 3
years and below. Expectant Dad’s
06 Peso: Market Size
Php 157k per Month
07 Product:
Dad on duty bags. The swiss army knife of baby bags
08 Price:
Mid Range
Outline

5. Dad on Duty
09 Place:
No Physical Store. Deliver anywhere in the Philippines
10 Promo:
Via Facebook and other Social Media
11 Panalo:
Niche Strategy Focusing on Working Dads (w/
child 3 years and below)
Outline

6. Juan is a Dad with Toddler or infant
● Age: 28 to 50 years old
● At least one child below 3 years of age
● Class AB
● Dads who accompany their child out to
unavoidable visits during Pandemic(Doctors
Visits)
● Wants to provide bonding moments for his
family going to Malls, Parks, travel Abroad
and so on. (New Normal)
1: Profile

7. Daddy Juan wants what's best
2: Problem
● Juan is a Busy Father. But a family man and
goes out to bond with the children
● Needs to Carry All Baby Essentials in one Baby
Bag
● Baby’s needs are urgent, so he needs to give
comfort to the baby as quickly as possible.
Otherwise tantrums
● Easy Washable, Low maintenance (Pandemic)
● Malls, Airports, Tour buses, Attractions, are
crowded, the Baby bags might snag, Backpacks
might hit someone as you turn (New Normal)
● He works all day, so he needs a pack that is
comfortable and not strain, or give shoulder
and back pains
● He might be exposed to the Elements

8. Mummy bags & Maternity
Bags
Bulky, Style before function
3: Present Choices
Juan’s Current
Choices
Man Packs
For Men but not customized according to purpose.
Tactical Packs

9. The Swiss Army Knife of Baby Bags
4: Proposition
●Prioritizes Function than Style
●All the Essentials in one small
package
●Flexible
●Quick Access to Contents
●Freedom of Movement
●Durable and Rugged
●Easily Washable due to Nylon
Material

10. What Dad on Duty offers
● Prioritizes
○ Function
○ Quick Access to Contents
○ Modularity
○ Flexibility
○ Portability
● At the Cost of
○ Medium Range Price
○ Medium Capacity
● But like the others be
○ Water resistant
○ Durable
○ Effortlessly Washable
5: Positioning

11. Php 157k Per month
● 1,516,042 Live Births for 2020
● 126,336 Average Monthly Births
● Class AB is 1% of Population and has
1,263 AB Dads with infants
● Assume 5% market share. 63 purchases
per month
● 63 x Php 2499 = Php 157,437 Market
Size
● Roughly Php 157,437 per month
6: Peso Market Size

12. The Swiss Army Knife of Baby Bags
● Organized Main pouch with Front and Side
pouches
● Inspired by Military Gears
○ Modular
○ Portable
○ Speed & Efficiency
○ Freedom of Movement
● Uses Military Grade Materials
○ Cordura 1000D (Nylon)
7: Product

13. Middle Range Strategy
● Tactical Bags Php 4000 above
● Mommy Bags Php 2000-4000
● Ordinary Backpacks Php 2000-4000
● Dad on Duty Php 2499
● Maternity Bags Php 400-1000
● Cheap Chinese Knockoff Php 200-1000
8: Price

14. Nationwide Reach
● No Physical Store
● Facebook and Instagram Orders
● Customer Shoulders Delivery Fee
● Utilize Logistic Companies for
Deliveries
● Can be contacted via
○ Email
○ Mobile
○ Instagram
○ Messenger
● Receive Payment thru
○ Gcash
○ COD by logistic company
○ Online Bank Transfers
9: Place

15. We can reach you buy
● Facebook Page
● Facebook Ads
● Instagram Page
● Youtube Channel
● Chat
● Promotional Videos
● Promotional Photos
10: Promotion
https://www.instagram.com/dadonduty.ph
/
https://web.facebook.com/dadonduty.ph
INSTAGRAM
FACEBOOK
https://www.youtube.com/channel/UCZR
0lC4x5liVKgPDVuLOW6w
YOUTUBE

16. Dad on Duty is a Niche Player
● Targets only AB Daddy caring for infants
or Toddlers
● Specific solution to a specific problem
● Does not compete with price
● Nationwide Reach
● Has Indirect competitors only
11: Panalo

17. Marketing Campaign
Part 2

18. 01 Z Campaign Objective
Brand Awareness and Brand Curiosity
02
Y Campaign Rationale
Awareness is the first step on
Customer Path
03 X Campaign Tasks
Promote Brand Awareness on Facebook
04 Campaign Results
Good Start
Dad on Duty
Marketing Plan Outline

19. Z = Light the Torch
Brand Awareness
Target market must be
made aware of the unique
solution
● Have 2000 reach
● Have 300 page likes
Brand Curiosity
Entice curiosity to further
explain features of
product.
● Have 50 engagements
Z: Campaign Goals

20. Y = Why Brand Awareness?
● Brand awareness = first step on customer
path
● PTM cannot buy if PTM doesn't know
● Product, and solution is new
● Solution is effective but radical
● Experienced the problem but unaware of
the solution
● Curiosity may generate word of mouth
● Selling the sizzle might be ineffective if PTM
does not know the Steak
● Benefits should be well communicated
Y: Campaign Rationale

21. X = All Systems Go
● Create 15 second videos to sell the sizzle
● Create 30 second videos to explain the
steak
● Create FB page
● Influence Friends, Family, and Families to
Like the FB page
● Post pictures to communicate benefits
● Boost the page
● Boost an Ad with call to action to inquire
● Share Videos and posts to Facebook Groups
that permits Buy and Sell
X: Campaign Tasks

22. Moment of Truth
Objectives vs Results
Brand Awareness
● Achieved 5363 total reach
vs objective of 2000 reach
● Achieved 229 Page likes
vs objective of 300 page
likes
Brand Curiosity
● Achieved 396 page &
1602 videos engagement
vs objective of 50
engagement
Results
Z: Campaign Results
Results as of 2:00 pm Sept 4, 2021

23. Moment of Truth Results
Z: Campaign Results
Attraction (1587/5363)
Engagements/Reach
● =0.30 or 30%
Curiosity (18/1587)
Messages/Engagements
● =0.0113 or 1.13%

24. Z: Campaign Results 1

25. Z: Campaign Results 2

26. ● We created two campaigns (video format that is 39 secs
long and a static image showing the bag)
● The video format gained more traction when it comes to
reach and engagement. It is noted that we spent more
for the video format but also the cost per click for both
campaigns is cheaper for the video format
● Audience reached were mostly men which is actually
our target market
● The group also thought that aside from men, maybe
another target market are the wives who usually are the
decision makers when it comes to baby stuff.
Campaign Results Summary

27. Marketing Plan
1. Profile: Juan the Busy Working Dad with a Toddler or infant
2. Problem: Looking for More Efficient and Comfortable Baby Bag
3. Present: Baby bags (designed for Mommy’s, Fashion, Style,
Capacity, Bulky) Messenger bags and sling bags repurposed for
Baby bags.
4. Proposition: A Baby Bag that maximizes on function before style,
but still looks good. The Swiss army knife of baby bags.
5. Positioning: Working Dads, Class A-B, with children current age 3
years and below. Can also be Dads with pregnant wife or upcoming
Dads
6. Peso: Php 157k per Month
7. Product: Dad on duty bags. The swiss army knife of baby bags
8. Price: Mid Range
9. Place: No Physical Store. Deliver anywhere in the Philippines
10. Promo: Via Facebook and other Social Media
11. Panalo: Niche Strategy Focusing on Working Dads (w/ child 3 years
and below)
Summary

28. Marketing Campaign
1. Z Campaign Objective: Brand Awareness and
Brand Curiosity
2. Y Campaign Rationale: Awareness is the first
step on Customer Path
3. X Campaign Tasks: Promote Brand Awareness
on Facebook
4. Campaign Results: Good Start
Summary

29. Dad on Duty
(Baby Bags)
Jose Miguel Gemora
Rimpi Pawra
Bryan Sheldon Yu
Digital Marketing V86.6
https://www.instagram.com/dadonduty.ph
/
https://web.facebook.com/dadonduty.ph
VCoach Bong De Ungria
INSTAGRAM
FACEBOOK