Ad Campaign for Arce dairy

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Ad Campaign for Arce dairy

  1. 1. ARCE DAIRY BRANDING CAMPAIGN
  2. 2. COMPANY BACKGROUND
  3. 3. • OPENED business in 1935, by RAMON ARCE SR. • Used the “AMERICAN” technology in making ice cream.
  4. 4. Did you know that: Arce Dairy was originally “SELECTA”
  5. 5. But due to family conflict, the Arces were forced to sell “Selecta”.
  6. 6. The Arce’s said that if they don’t resurrect their ice cream business, their grandfather might resurrect from the grave and revive the business himself.
  7. 7. After years of hard work, the Arces finally got back on their feet, thus “ARCE DAIRY” 
  8. 8. Arce Dairy is very proud of their high quality ice cream product. • They strictly follow their tradition of using ONLY fresh CARABAO MILK and other fresh ingredients in making their ice cream.
  9. 9. SWOT ANALYSIS
  10. 10. STRENGTH
  11. 11. • More expensive than other brands. • Maintained a clean reputation for making quality ice cream, proven by several awards given to Arce Dairy. • Arce Dairy ice cream is scientifically proven much healthier compared to leading ice cream brands. • Has variety of unique ice cream flavours not available in other brands.
  12. 12. WEAKNESS
  13. 13. • Has very limited advertising/promotion materials, leading to unpopularity amongst the masses. • Product is poorly distributed, making it available to very limited stores and locations. • Not top of the mind when asked about an ice cream product. • Has a “local” image, therefore viewed as “cheap”.
  14. 14. OPPORTUNITY
  15. 15. • Health and wellness campaigns encouraging people to go for the healthier choice. • Social media network serving as effective vehicle in product promotion.
  16. 16. THREAT
  17. 17. • Heavy promotion and advertising of competitors. • Economic Crisis • Entrance of new ice cream brands, adding competition on market share. • New trends like Frozen Yoghurts, Milk Tea, etc.
  18. 18. MARKETING MIX
  19. 19. PRODUCT • Arce Dairy started from three generations. They produce different variety of flavours like Mango, Chocolate, Blueberry Cheesecake, Buko Lechias, Avocado, Quezo Real, Vanilla, Strawberry, Dark Chocolate, Cheese, Ube, Almonds and Chips and many more.
  20. 20. FACT! Arce Dairy actually has their own farm where they get most of their fresh ingredients especially the “CARABAO MILK” which they use as base for their ice cream.
  21. 21. PRICE ARCE DAIRY ICE CREAM CONTAINER SIZE PRICE RANGE 425 mL ₱ 70.00 (Classic) ₱ 80.00 (Supreme) ₱108.00 (Sugar-free) 750 mL ₱ 120.00 (Classic) ₱ 205.00 (Supreme) 1.5 L ₱228.00 (Classic) ₱408.00 (Supreme, Sugar-free)
  22. 22. PLACEMENT • Arce Dairy has been in business for more than two decades already but it only has a few branches in the country. Although it has only a total of six main scooping stations and a few mini-stations all in all, these are all placed in locally popular or well-visited areas like malls and plazas.
  23. 23. Scooping stations:
  24. 24. PROMOTION • Unfortunately, Arce Dairy has almost NO promotion. They’ve produced no TV ad, very few and unmemorable print ads. • No promotional efforts are done, and they rely on word of mouth to get cutomers.
  25. 25. THE COMPETITION
  26. 26. SELECTA ICE CREAM • One of the leading ice cream brands in the Philippines, selling a wide variety of ice cream products with reasonable price. • Was originally owned by the Arce family. • Their product “MAGNUM” is currently the “it” ice cream.
  27. 27. MAGNOLIA ICE CREAM • Another one of the leading ice cream brands in the Philippines, with products celebrating the “Pinoy” flavors. • Reasonable price
  28. 28. BEN & JERRY’s • Imported ice cream brand, known for innovative flavour combinations, resulting in fun and unique ice cream creations. • Quite expensive. • The “Yuppie comfort food”.
  29. 29. TARGET MARKET
  30. 30. “Yuppies” or young urban professionals, 20-26 years old, class A-B, male and female, living and working in/around NCR.
  31. 31. “THE YUPPIE CULTURE”
  32. 32. “I bought this bag yesterday at Divisoria mall for just P100!!!”
  33. 33. “The pricier, the better.”
  34. 34. “iPAD 5 now available!”
  35. 35. YUPPIES CHASE TRENDS! • What’s in?! • What’s new?! • What’s cool?!
  36. 36. CHOCNUT? FERERRO?
  37. 37. “BRAND CONSCIOUS” I am what I buy.
  38. 38. “FICKLE-MINDED” They are not loyal to their brand-picks. If something better comes out, they’d switch quickly.
  39. 39. CONCEPTUAL TARGET MARKET
  40. 40. James is a 25-year old advertising practitioner working at McCann, living in a condo with his older sister in Makati. He spends his weekdays working in their office, and after-work hours in nearby malls with his colleagues. On weekends he plays pro tennis, and then mostly spends his time watching dvds in his condo.
  41. 41. PURCHASE BEHAVIOUR
  42. 42. • Stressed? • Date? • Friends coming over? • Movie marathon? • Hungry? • Can’t take the heat? • Dessert? EAT ICE CREAM!!
  43. 43. THOUGHT PROCESS
  44. 44. Target Consumer Group • Health-conscious, self-indulgent young urban professionals or “yuppies” who have the money to lavishly spend on anything they want, and also who are fickle in choosing their brand choices, depending on what is trending or getting good reviews.
  45. 45. Current Belief: “Local” ice cream is cheap and low quality.
  46. 46. Current Behaviour • Yuppies purchase the brand that’s “in”. When a new brand is introduced, and hits the “mainstream” air, they easily switch brands.
  47. 47. Desired Future Behaviour • To make Arce Dairy one of the yuppies’ top ice cream brand choices.
  48. 48. Customer Insight • A lot of my friends and colleagues eat this new premium ice cream “Magnum”, that’s why it’s also my ice cream choice.
  49. 49. Compelling Future Belief • Arce Dairy is a high quality, delicious and healthier ice cream that’s in par with imported brands.
  50. 50. SUMMARY of INTERVIEW WITH THE TARGET MARKET
  51. 51. THOSE WHO HAVE TRIED “ARCE DAIRY ICE CREAM”
  52. 52. • 4/5 of the people who are familiar with the brand “Arce Dairy” have claimed that it’s their favourite ice cream in the Philippines. • Even though they have flavour favourites, they try the different flavours every now and then. • Though they love Arce Dairy, they consume other brands more often because Arce Dairy is not available on many local stores. But whenever there is Arce Dairy available, it’s their first choice.
  53. 53. • What they love about Arce Dairy is the consistency of the ice cream, the smooth creamy texture, and the mild sweetness of the flavours. • Most of them found out about Arce Dairy first from personal references like friends, and relatives. Once they tasted Arce, it was immediately their “new” favourite ice cream. • According to them, the price doesn’t bother them, since the taste is worth the price they pay. They also mentioned that they wish Arce was available to more stores.
  54. 54. 5/5 were NOT aware that Arce Dairy uses CARABAO MILK in their ice cream.
  55. 55. People who are NOT familiar with the brand ARCE DAIRY
  56. 56. • 2/5 of the people who aren’t familiar with Arce Dairy said that their favourite brand of ice cream is Selecta (particularly Magnum) • 2 of the 5 said his favourite ice cream is Ben & Jerry’s, and the other one said Haagen Dazs. Those who picked Ben & Jerry’s as favourite said they love the variation in flavours.
  57. 57. 5/5 are WILLING to try Arce Dairy if anyone recommends it to them.
  58. 58. ICE CREAM TASTE-TEST!
  59. 59. All 5 of them instantly loved the ice cream!
  60. 60. One feedback that was all and the same from all five is something about the “creaminess, boldness of flavour, and silky smooth texture” of the ice cream. They said there’s something different about it but they couldn’t point a finger on what it is.
  61. 61. Surprisingly, all 5 declared that it is easily their favourite ice cream, and tastes better than their past favourites. They said they can’t wait to try the other flavours.
  62. 62. What is your ideal ice cream?Both the familiar and non- familiar interviewees were asked what they’d like their ice cream to be.
  63. 63. 10/10 prefer that an ice cream is not too sweet, but still rich, creamy, and smooth in texture. They’d also love the main flavours to dominate the product. A sugary sweet ice cream is a let-down. They prefer thick ice cream. (THAT’S SO ARCE)
  64. 64. To the yuppies, quality of ice cream and product feedback is vital. If it hits home, they might actually stick to it. All they need is a good push to try the product  BUT: “I’ve never heard of it, I wouldn’t buy it.” INTERVIEW CONCLUSION:
  65. 65. COOKING UP THE BIG IDEA
  66. 66. PROBLEM STATEMENT: Arce Dairy produces high quality ice cream products that is proven to be better tasting than most leading ice cream brands and could actually compete with important brands.
  67. 67. BUT, they obviously lack promotions, therefore a lot of people aren’t even aware that a certain “Arce Dairy” ice cream brand exists.
  68. 68. And those aware are in a way, PREJUDICED. Arce Dairy had this “LOCAL” image, making the market think that Arce Dairy is CHEAP, MEDIOCRE, and NOT WORTH TRYING.
  69. 69. If this was a formula: • Selecta = Magnum = WOW MAGNUM. IKAW NA. • Ben & Jerry’s = Crazy flavors = FUN! Arce Dairy = =
  70. 70. Arce Dairy’s advantageous disadvantage.
  71. 71. CARABAO MILK It is scientifically proven that carabao milk is way more nutritious than cow’s milk. It contains protein, fat, lactose, vitamins and minerals, and water. In addition, carabao’s milk is richer and creamier compared to cow’s and goat’s milk due to its high percentage of milk fat which is a good source of energy.
  72. 72. • Carabao’s milk also contains very little cholesterol, compared to other milks.
  73. 73. The carabao milk ingredient makes Arce Dairy ice cream HEALTHIER and GUILTLESS compared to other brands.
  74. 74. The disadvantage is, “carabao milk” screams “LOCAL”. There’s a risk of driving away our target market. Therefore we need to hush on the carabao milk subject.
  75. 75. “ARCE, THE SEXY ICE CREAM.”?
  76. 76. MARKETING OBJECTIVES
  77. 77. • Increase sales • Brand Awareness/Exposure. • Brand Image establishment.
  78. 78. MARKETING STRATEGY
  79. 79. • Reintroduce Arce Dairy with its new “sexy” image. • Take advantage of social media opportunities in promoting the brand.
  80. 80. ADVERTISING OBJECTIVE
  81. 81. • Trigger the curiosity of the target market and make them try the product. • Promote Arce Dairy’s new “sexy” image. • Cover up Arce Dairy’s “local/low class” image to people. • Expose people to the brand.
  82. 82. ADVERTISING STRATEGY
  83. 83. • Launch print ads that will capture the target market’s attention. • Execute an effective guerrilla ad that stays faithful to Arce Dairy’s new image. • Release a TVC to be aired during primetime. • Document the active guerrilla campaign and post it as a viral video. • Use imagery that implies.
  84. 84. Advertising Strategy Statement
  85. 85. • “Convince (Who-Target): Health-conscious, self- indulgent young urban professionals or “yuppies” who have the money to lavishly spend on anything they want, and also who are fickle in choosing their brand choices, depending on what is trending or getting good reviews. • That (What-Benefit/Belief): Arce Dairy is not only a very delicious ice cream that’s in par with imported brands but is also healthier compared to other brands. • Because (Why-Reason Why/Support): Arce Dairy uses only the freshest high quality ingredients in making their ice cream.
  86. 86. Healthy + Delicious = ?
  87. 87. “GUILTLESS PLEASURE”
  88. 88. Creative Execution
  89. 89. OUT OF HOME ADS
  90. 90. BILLBOA RD -To be located along EDSA.
  91. 91. TAXI AD
  92. 92. 3 PRINT ADS • To be published in magazines such as Healthy Living, Men’s/Women’s Health, Cosmopolitan, Glamour, and Yummy magazine.
  93. 93. ACTIVE GUERILLA AD
  94. 94. PASSIVE GUERILLA AD
  95. 95. • Prepared by: Censon, Angelie Castillo, Jedidiah Fajardo, Paulo Figueroa, Ed Kevin Palomo, Christine

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