1

I.

MEDIA OBJECTIVES AND STRATEGIES Objectives To create implement a new effective and medium budget TV, radio, internet, mobile and print campaign in a period of one month. To increase awareness about the product offered

TV Strategy Since the television is still the primary medium of advertising, Johnsons and Johnsons will provide a TV commercial where it will show a mother having her trust in Johnsons baby powder for the protection of her child. It will be aired on two major channels in the Philippines, GMA (7) and ABSCBN (2), because these two channels compromise 73% of the Philippines national audience share.

The commercial will be scheduled on weekdays and weekends, mostly between 6pm-10pm, the time when Filipinos usually spend their time watching television. It will help the TV commercial be noticed more since it will be seen by many audience.

Radio Strategy Radio ad, specifically the Johnsons jingle, will be utilized also during the launch of the TV commercial and print ads to serve as supporting medium to the implementation of the new advertising and promotion campaign of Johnsons baby powder. Still being the secondary medium for advertising, a radio ad will still be effective for promoting Johnsons baby powder.

The radio ad or jingle will be aired at 6am-10am and 9pm-11pm, weekdays and weekends. These are the times when people usually listen to radio.

Radio jingle will be heard at stations 97.1 Barangay LS, 101.9 For Life and 90.7 Love Radio. The said stations were included on the top 5 radio programs in the Philippines.

Print Strategy In order to effectively reach the target audience and market, we will be putting print advertisements on places that has high foot traffic and especially on places where the target market usually pass by. Using the Good Housekeeping magazine (which is a well -known magazine for the family), LRT advertisements, Bus Transit Advertisements and Advertisements inside the groceries ensures that we will be reaching the target audiences effectively since we are catering to a large segment of the market.

Internet Strategy As our way of reaching the target audience and market digitally, we will be using the internet, particularly the social networking sites. Internet usage is now increasing and many have already considered social networking as part of their way of life. We would be taking advantage of these by using the Facebook and Twitter as an efficient and cost-effective way of reaching the target audience and market.

Rationale

II.

TARGET MARKET AND MEDIA HABITS Target Market DEMOGRAPHIC: Male & Female Ages 1-60 years old Belonging to Socio-economic class ABCD GEOGRAPHIC: Urban and Rural dwellers nationwide

Media Habits on TV
MEDIA REACH 90% of the whole population have their TV sets on.
959291 6265 626258 585858 161815 151816 283030 7 8 9 2008 2009 2010

TV (Past Week)

Outdoor (Past Week)

Cinema (Past 6 Months)

Magazine (AIR)

TYPICAL TV VIEWING DAY TV viewing registers a peak during Primetime, specifically from 8-10 pm.
% of Mega Manila 10+ Population Who Tune in to TV on an Average Quarter-Hour (Tarps %)

40 35 30 25 20 15

10
5 0

TV

TV ownership grew across areas

NUTAM

Luzon

Visayas

Mindanao

94 90

95 91 84 91

86

87

2008

2010

2008

2010

2008

2010

2008

2010

TV Reception and Signal Quality Information 100 80 60 40 55 96 98 97

97
75

76 75

69

72 71 69

75

73
42 43 34

58 49
42

37

26
20
0

2008

2010

NUTAM Base: Total TV Homes CLAIMED VIEWING HOURS IN A DAY (AVERAGE) - NUTAM Claimed viewing hours declined in Luzon and Visayas vs. 2008. Stable for Mindanao.

NUTAM

Luzon

Visayas
9hrs & 6mins

Mindanao

10 8 6 4 2

8hrs & 6 min

7hrs & 8min

7hrs & 54mins

7hrs & 12mins

7hrs & 18 mins

7hrs & 54mins

2008

2010

2008

2010

2008

2010

2008

2010

Base: Total TV Homes

Incidence of Out-of-home Viewing by SEC

60
40 20 0 4 4 7 12

AB

C1

C2
Base: Total TV Homes

NO. OF HOURS IN A DAY SPENT ON WATCHING TV (Claimed) Average Claimed viewing hours declined vs. 2008 in all areas: Mega (-0.5), Metro Manila (-0.4) and highest in the Suburbs (-0.6)

10 8.1 8 6 4 2 0 8.4 7.6 8.0 7.7 7.1

2008

2010

2008

2010

2008

2010

Base: Total TV Homes

TV

(P a

R
9592 91

st

ad i

ee k

O ut
6265

(Y e

do o

MEDIA REACH

r(

st er da

VD
626258

Pa s

y)

/V C

tW ee

Media Habits on Radio

in e

m a
585858

(P as t

k)

(P as

M on

ew
161815

t6

th )

sp

ap e

M on

r( Ye

th s

st e
2008 151816

M ag

rd a

y)

In t
7 89 2009

az

er ne t

in e

(P a
283030

(A IR )

st

M on th )
2010

Radio complements TV as an advertising channel 40 35

30
25 20 15 10 5 0

Time spent listening

Radio Total

TV AM FM

12 11 10 9 8 7 6 5 4 3 2 1

11 9

10

PROFILE OF RADIO LISTENERS

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Gender

50

50

Female

50

50

Male

All People

Radio Listener

Age
17 17 22

18 14 19

50+ 40-49 30-39 20-29 '10-19

22

22

26 All People

23 Radio Listener

Eco Class

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26

14

60 58

C2

C1

C1,3 AB,2 11 All People

C1,5 AB,3

18

AB

Radio Listener

Media Habits on Magazine

MEDIA REACH
2008 9592 91 6265 6262 58 2009 2010

585858 283030 161815 151816 78 9

y)

(A IR ) in e az In t er ne t (P a

k)

st er da

tW ee

M on

M on

st

Pa s

st e

(P as t

(Y e

r( Ye

(P a

t6

(P as

TV

do o

/V C

m a

O ut

VD

in e

ew

sp

ap e

ad i

M ag

r(

st

M on th )

th )

ee k

th s

rd a

y)

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MAGAZINE READERSHIP

100 90 80 70 60 50 40 30 20 10 0
Sin Tai Msia HK Thai Phil Indo Aus NZ

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30

2008 2009
20

18 16 14 12 13 7 7

2010

10

9 5 3 5 6

0 Mega Manila Metro Manila Cebu Davao

PROFILE OF MAGAZINE READERS Gender

50

56

Female

50

44

Male

All People

M. Readers

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Eco Class

26

15

57 58

C2

C1

C1,4 AB,1 11 All People AB,4

18
AB

7 M. Readers

Age

18 14

12 13 20

50+ 40-49 30-39

19 23 27
20-29

27 All People

28 M. Readers

'10-19

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Media Habits on Out of Home (OOH) Print Ads

Filipinos are becoming Mobile. More than a fourth of the Metro Manila population are working. These segments are more likely to be exposed to Out-of-Home Media.

NonWorking 64%

Working 36%

TV Billboards/Posters Radio 60 60

94

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STATION PROFILE Age

40+

27 38

30 50

30 to 39

27 19 37 26 31 37 15 TOTAL 27 6 LRT1

20 to 29

15 to 19

24 0 LRT2

6 MRT

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Gender

Female

53

50

53

60

Male

47

50

47

40

TOTAL

MRT

LRT1

LRT2

Media Habits Online Ads

MEDIA REACH
2008 9592 91 6265 6262 58 585858 283030 161815 151816 7 8 9 2009 2010

Radio (Yesterday)

Newspaper (Yesterday)

TV (Past Week)

Cinema (Past 6 Months)

Outdoor (Past Week)

DVD/VCD (Past Month)

Magazine (AIR)

Internet (Past Month)

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INTERNET USER PROFILE Internet usage continues to grow in the Philippines and the rest of the regions with mostly young users.

13

4 1

6
12

7
15

13
20

9
23

50+ 20 40-49

29

14

20
19

33

25 28 25

30-39 20-29

39 19 39 19 48 26 22
Indonesia

31 23 28 23 12
Taiwan

10-19 years

50

21
HongKong

Select Monthly Online Activities (%)

Philippines

2009 58 54 63 54 63 53 25 33 22 23 19 15 28

2010 76 73 63 67 65 53 45 37 36 36 34 30 30 24 20

Search Internet Portal Instant Messaging Visiting Public chat rooms Email Visiting Social Networking Sites Played Games Online Download or uploaded music files online Used a webcam/made a video conferencing call on internet Watched TV programs or video clips online Sent internet SMS Visited website where you find knowledge contributed others Visiting UGC sites Shared/posted something online that you created yourself Listen to internet radio

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Media Habits Mobile

MOBILE OWNERS PROFILE Age

9 50-up 18 14 40-49 years old 30-39 years old 20-29 years old 10-19 years old 26 22 14 24 19

22

30

All People 10+

Mobile Phone Owners

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Gender

50

52

Female

50

48

All People 13+ Male

Mobile Phone Owners

MOBILE PHONE SUBSCRIPTIONS 98% of all Mobile Phone Subscribers are Prepaid subscribers. Smart still leads the Mobile Service Provider race having almost 60% of all mobile phone owners.

98 98 98

2008 2009 2010

67 62 61

27 27

25

9 9 2 2 1
Postpaid Prepaid

4 0 0 0
Both Globe Telecom Smart Communications Sun Cellular

9 6 8

11 10

Talk 'N Text

Touch Mobile

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TOP MOBILE FEATURES USE

SMS/TEXT

56

Camera

23

Radio

17

MMS

13

Mp3 Player

10

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III.

PROPOSED MEDIA PLAN (TRIMP) Story Board for TV commercial Setting: Home, Living Room 1st scene Time Frame Audio/Sound Effect Explanation

00:00s 00:02s

Background Sound: Two Voices One Song Instrumental

2nd scene

00:03s 00:06s

Background Sound: Two Voices One Song Instrumental Voice over: Bilang isang ina, wala akong ibang gusto kung di ang

A little girl is watching her favorite artist who sings and performs gracefully, which makes the kid admire her. The little girls mother saw her and felt the eagerness and desire within her daughter. The mother wanted her daughter to do the things that will make her happy. But, she wanted to have an assurance that nothing would cause harm to her daughter once she lets her

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maging masaya ka.

3rd scene

00:07s 00:12s

Background Sound: Two Voices One Song Instrumental Voice over: Kaya sisiguraduhin ko na lagi kang protektado lalo na sa mga oras na wala ka sa piling ko. Background Sound: Two Voices One Song Instrumental Voice over: Buti na lang may Johnsons Baby complete care powder, na banayad sa skin ni baby, maingat na proteksyon, iwas pawis at laging fresh. Background Sound: Two Voices One Song Instrumental Background Sound: Two Voices One Song Instrumental Voice over: Para sa alagang tiwala si mommy, Johnsons.

free. She gets the Johnsons Baby Powder and thought that it would help her in taking care of her daughter. The mother went to her daughter to put some Johnsons Baby Powder on her daughters face and body.

4th scene

00:13s 00:23s

While wiping the Johnsons Baby Powder, the mother believes that her daughter would have the fresh feeling while having fun. Then, she let her daughter be like her favorite artist. The little girl ran through the television. The little girl enjoys singing and dancing like her favorite artist. The mother felt glad seeing her daughter enjoying. The Johnsons Baby Powder will appear with the new tagline.

5th scene

00:24s 00:27s 00:28s 00:32s

6th scene

Jingle Para sa alagang tiwala sa Mommy Lyrics by: Ruth Anne Soliven Music: Two Voices One Song instrumental Panatag ako sa Johnsons Alagang tiwala alay sayo

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Ikaw man ay malayo sa piling ko

Banayad sa skin ni Baby Parati siyang fresh at happy Oooh, Johnsons Radio Time Frame 00:00s 00:06s Audio/Sound Effect Background Sound: Two Voices One Song Instrumental Voice over: Bilang isang ina, wala akong ibang gusto kung di ang maging masaya ka. Kaya sisiguraduhin kong lagi kang protektado. Background Sound: Two Voices One Song Instrumental Plus the Jingle Background Sound: Two Voices One Song Instrumental Voice over: Para sa alagang tiwala si mommy, Johnsons. Internet

00:07s 00:29s 00:30s 00:33s

Facebook Page

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Mobile Johnsons Advisory: Free baby health care tips; just register by texting JOHNSONS CARE to 2431. Sample baby health care tips: 1. Babies thrive on schedules. Even when traveling, do your best to stick to the regular routine and schedule to keep your little one in the best mood possible. 2. There is nothing wrong with the basics: patty-cake and peekaboo are games that have been used for years to entertain babies, while helping their brains grow. Your child will respond to the stimulation and enjoy the interaction. 3. Most babies experience diaper rash in their lifetime. Whether it is caused by a new food, wet diaper or side effect from medicine, the red, chapped skin is painful to baby and worrisome for Mom and Dad. The best treatment? Johnsons baby powders complete care system. 4. Sunscreen isn't recommended for children under 6 months of age. Keep them in the shade until you can safely protect their skin.

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Print Ads Groceries Size: 4ft x 7ft

Hypermarket

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Puregold

Transit

LRT Edsa station

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Size: 4ft x 7ft

LRT Handle Ads Size: 3inches x 5inches

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Bus Advertisements

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Magazine The poster will be previewed in Good HouseKeeping which is the number one family and home magazine in Philippines.

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Sales Promotion 1. Family Fun Day - We will have Family Fun days in the numerous cities in NCR. It will be filled with fun games and group activities. With this event, we promote family bonding. Mechanics: 1. Johnsons core team will have their stalls on different groceries in NCR wherein parents could register. 2. They just have to bring any of the following on the event: Johnsons Baby Powder 200g Two Johnsons Baby Powder 100g Four Johnsons Baby Powder 50g

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2. Back-to-School Bundle - One Johnsons Baby Powder 200g (SRP: P78.75) - One Johnsons Baby Powder (SRP: P42.75) Free: Johnsons Baby Powder 15g and Mini bag

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Total Price: P152.50 (save 20%)