Advertising Plan Outline
PRODUCT KNOWLEDGE: ABOUT OUR YOGURT
Product research: Nutrition Facts and Health benefits of Nourhealth Yogurt
MISSION, VISION AND CORE VALUES
MARKETING PRINCIPLES USED IN OUR YOGURT PRODUCT
Internal and External Analysis
Market Position and Value Proposition
Advertising promotions used
Structure of a Campaign Plan: Message Strategy and Media Strategy
Advertising Strategies: INFORMATION, INFLUENCE, EMOTIONS & EXPOSURE
BASIC INFORMATION ABOUT YOGURT
» Yogurt is a dairy product produced by bacterial fermentation of milk.
» Bacteria used to make yogurt is known as yogurt cultures
• NUTRITION FACTS AND HEALTH BENEFITS
Yogurt is nutritionally rich in protein, calcium, vitamin B6, vitamin B12 and riboflavin. Riboflavin-help treats migraine.
Vitamins B6 and B12 help our brain in performing its functions. It also helps the body to produce energy by the
process of metabolism.
It has nutritional benefits beyond those of milk. Lactose-intolerant individuals can sometimes tolerate yogurt better
than other dairy products, because the lactose in the milk is converted to glucose and galactose, and partially
Ingestion of yogurt also resulted in fewer reports of diarrhea or flatulence than did a similar quantity of lactose
ingested in milk or a water solution.
50% reduction in the risk of developing high blood pressure among people eating 2-3 servings of low-fat
dairy a day (or more), compared with those without any intake. (Source: www.webmd.com)
Scientifically tested. Nourhealth Yogurt, corrects the ph balance of the skin.
When ingested, the yogurt has probiotics (good bacteria) that strengthens the immune system to
fight acne problems.
(Source: Jean Mayer U.S. Department of Agriculture Human Nutrition Research
Center on Aging at Tufts University)
Our Claim: Yogurt cuts down body fats
Organic Yogurt with active cultures help detoxify or clean the intestine. Making it
easier to absorb nutrients from the yogurt itself that eventually stimulating the
metabolism, helping the body system burn more fats.
NOURHEALTH ORGANIZATIONAL VALUES
“Nourhealth Yogurt is committed to creating a healthy
nation who consistently serve the highest quality, cultured
yogurts and provide outstanding service in a vibrant store
“Nourhealth Yogurt will be the most loved and respected
yogurt company nationwide."
Compassion, fairness, honesty, responsibility, respect for others.
As part of the decision process, our objective is to introduce
and sell our Yogurt products. Given the stated internal and
INTERNAL ENVIRONMENT: 5M’s
1. Man: Applying the dvertising organizational structure in our group
Marketing Manager: Gil Alfonso
Advertising Manager: Ahmad Siraj
• Category Manager: Juan Paolo Caponpon
• Brand Manager: Matthew Gacutan
Machine: Advertising Equipment, inventories necessary to sustain operations
E.g. machines for fermentation of Milk products, and warehouse.
Materials: Packaging materials, promotion tools (e.g. Flyers)
Money: Investment Capital Total of P 5,000,000. In more expanded context, this is about
the advertising budget.
Minutes: The traffic pertaining to the strategic time the advertising agency will launch our
– Politico-Legal: Criteria that we will consider in our advertising plan such as the freedom of
speech, Ad Board Ethics and Trade Practices.
– Economic: Economic instability will have direct impact in our advertising
(I.e. change in advertising expenses.)
– Socio-Cultural: a market segment we are trying to target selling our Yogurt, especially subsets
such as consumer’s social status, culture, sub-culture and family life cycle.
– Technological: Yogurt is a very versatile food. Hence, we should establish product
development to provide other yogurt selections. (I.e. Yogurt that can be enjoyed on its own,
used as a dip, or mixed as a sauce or dressing, or Yogurt containing ingredients such as fiber
and omega 3 fatty acids)
– Strength: Yogurt features healthy attributes that is essential towards human
health. Thus, there is always a market for yogurt.
– Weaknesses: n/a
– Opportunities: Yogurt is a very versatile food. It can be enjoyed on its own,
used as a dip, or mixed as a sauce or dressing. By choosing our target
segments, we have the opportunity to take advantage of specific yogurt
demands that might arise.
– Threats: Threat of substitute for yogurt and the threat of being a new entrant
in the market.
– Threat of Substitute: Unless a consumer is lactose-intolerant, they usually prefer milk over
– Threat of Entry and Competitive Rivalry: We are new entrant in the market; our firm should
immediately construct market stability to stand out over competitors.
– Bargaining Power of Consumers: for the sake of penetrating the market and creating a brand
identity, we are initially passive to consumer's bargaining power.
– Bargaining Power of Suppliers: We lessen the emphasis on this factor because this is more on
Operations’ standpoint and not in Marketing, particularly Advertising.
“Right Product at the right price, at the right place and at the right time (advertising
Product: Nourhealth Yogurt
SM Mall of Asia
Along Makati Ave
Fort High Street
Paseo de Roxas
SM North Edsa
Alabang Town Center
SM Sta. Rosa
Radio, Internet, Post Ads
Geographic by size: We are targeting consumers living in the urban areas like Makati, Taguig, Quezon City, Manila, Pasig,
Paranaque and Muntinlupa. We also include in our target market selected Sub-urban areas like Mandaluyong, , Caloocan,
and other major cities in Region III and IVA such as Angeles Pampanga, Marilao Bulacan, Bacoor Cavite, Lipa Batangas, Sta.
Rosa and Calamba Laguna.
Demographic by age: 21 to 45 years old. The age segment is clustered into two: 21-30 or the Young professionals and 31 to
45 years old referred to as the executive/managerial stage.
Demographic by income: P18k to P25k. Generally, the income bracket is consistent to occupation. Consumers receiving this
range of income are those who can avail yogurt regularly.
Psychological by need motivation: Health needs. Young professionals are inclined to perform personal healthy activities
such as exercising plus, modifying their diet programs.
Psychological by personality: Extrovert (always updated about the new and best products launched in the market. Yogurt is
a sophisticated, fast-moving product where people “on the trend” mostly catch this product.)
Psychological by Perception: A consumer whose behavior to consumption is Low-risk (Buys freely. This is a type of
consumer who immediately tries new and appealing products.)
Psychological by Attitude: A type of market segment where a consumer, has a positive attitude/outlook towards the
nutritional benefits of drinking yogurt.
Psychographic by Lifestyle: Primarily our target consumers are those who live a healthy lifestyle. Second are those lives like
Couch potatoes; they do not exercise yet they compensate it by eating and drinking health-sensitive products including
Socio-cultural by Social class: We cluster our target market into 3 social classes: A, B and upper middle class. Generally,
these three classes of consumers focus on their health. They surpassed the first, second and third hierarchy of needs
wherein they have job security and have plenty of personal belongings. Hence, they proceed to perform the self-esteem
need that requires being healthy.
Socio-cultural by family life cycle: We are targeting consumers in a Bachelorhood stage to develop a marketing campaign.
This consumer who’s in the stage of bachelorhood is occupied with meeting, dating and mating. Thus, they have direct
intention of eating or drinking healthy products that’ll improve their physical appearance, making them attractive.
Use-related, by Usage rate: Given those sets of segments, we are also targeting consumers who’ll drink yogurt frequently.
Use-situation, by Time: Generally, Health-conscious people will drink yogurt during morning time. This is relevant for our
Use-situation, by Objective: A yogurt drinker usually drinks yogurt as part of their meal (breakfast).
”To busy professionals who are
seeking for a deliciously-nutritious
drink that complements their diet
program, Nourhealth Yogurt is a
cultured-health drink organically
containing billions of active
probiotics that stimulates the
immune system for fat burning and
Broadsheet: Philippine Daily Inquirer
Why we choose this: Country’s most widely read and circulated newspaper.
Readership: 2.7 M readers per day
Traffic/Day to advertise: Every Sunday (Base Rate P407/cm)
Frequency: We will advertise in newsprint twice a month.
Advertising Rate: Source http://www.inquirer.com.ph/pdf/pdi_display_rates.pdf
¼ page with Full Color
P 87, 912
Add: 20% Position surcharges (FrontPage Lifestyle)
Add: 12% VAT
• 1 Month (P114, 121 x 2 times advertising)
1 Quarter January to March 2013 (P114, 121 x 6 times)
Magazine: Enrich Magazine
Why we choose this: Only P65 per copy, affordable for everyone and is very popular.
Distribution: Nationwide through Mercury Drugstore
Readership: 500,000+ readers monthly
Traffic/Month to advertise: Monthly
Frequency: Every first Sunday of the Month
Advertising Rate: Source httpwww.enrich.com.phadvertisingrates.html
½ page with Full Color
P 33, 000
Add: Inside Covers
P 75, 000
P 120, 960
X 1 year contract (January 2013 to January 2014)
P1, 451, 520
Less: 5% Frequency Discounts
Annual Adv. Rate for Enrich Magazine
P1, 378, 944
Single Face Billboard: COCJIN RYMAR ADVERTISING (Rymar Cocjin Contact Person)
Advantage: Billboard availability + strategically located within our target market.
1. Edsa Guadalupe Bridge (South bound)
2. Makati Ave. cor. Jupiter St.
Frequency: Subscribed for 6 months (Launching on January to June 2013)
Advertising Expenses: source COCJIN RYMAR ADVERTISING and Volumetarp Proprietor
At Edsa Guadalupe
(46ft x 23ft)
Advertising Monthly Rate
Add: 12% VAT
P 46, 800
Billboard expenses (P14 x 1,058 sq ft)
At Makati Ave
(40ft x 40ft)
Advertising Monthly Rate
Add: 12% VAT
Billboard expenses (P14 x 1,600 sq ft)
Total Monthly Billboard Expenses (P451, 612+ P313, 600)
P 765, 212
Edsa Guadalupe Bridge
Makati Ave. corner Jupiter Street
Total Advertising Expense
News Print: Philippine Daily Inquirer
Magazine: Enrich Magazine
P 120, 960
Single Face Billboard at Edsa Guadalupe Southbound
Single Face Billboard at Makati Ave. corner Jupiter St.
Total Advertising Expense
P1, 114, 414
We were challenged by determining the advertising rates for radio and television.
Presuming: We will advertise on radio;
1. Radio Station: Magic 89.9
2. When to Launch
January 2013 – Consumers has their own New Year’s resolution to start a healthy lifestyle
3. Times: 7 – 8am (Target audience usually tuned in these times before, during and after
doing an exercise) and 10 – 11am (Appealing to audience, they crave something for
Note: The figures in the MS Excel is a presumption.
Carl Dair’s Typography
Contrast of Size Bold text on Variant name
Contrast of weight Font Arial
Contrast of structure “different volume,
Contrast of texture
Contrast of colour emphasis on tonal value
Contrast of direction all texts are arranged
we will emphasize the product on advertising because it provides product
information and benefits.
With guarantees (E.g. DOH, BFAD)
Nourhealth Yogurt does not
only aids digestion, it also
treats acne problems.
Strengthens the immune
– We will emphasize the price because the supply is abundant. (E.g. Milk
used for fermentation of Nourhealth Yogurt were imported from New
1. Commitment: Large changes
“Thanks to Nourhealth diet, it helps me lose weight in
two months” –Mr. Gacutan
– We will emphasize the benefits because it is new to the market.
– It has long term benefits.
Emotion (Maturity Stage)
1. Fear Threat likely
(E.g. It prevents colon cancer, helps digestive system to function well,
and nourishes your health. )
consumer are less likely
to have colon cancer.
Boost the immune
system and helps the
Exposure (Pre-decline Stage)
- Through experience we came up with new variants ( flavors).
Alfonso Jr., Gil
Caponpon, Juan Paolo
Gacutan, Matthew Efraim