14th PANAF IMC Students Competition

Initial Screening Questions

Name: Ana Lovella F. Lubiano
Year & Section: MKA-33
Email Address: xii_ana@yahoo.com
Contact Number: 09058868222

1. Why should we choose you to represent DLSU-D, for this years 14th PANAF IMC
Students Competition?
- The Marketing and Advertising Department should choose me because I am a
responsible and flexible student. I believe that through my skills I could help the DLSU-
D team to win the competition. Also, as for my experience in doing marketing and IMC
plans, I am yet to experience real trouble regarding my outputs because as of now, the
works that I made had garnered positive feed backs both from my co students and my
professors. I am also a leader and a dedicated worker.

2. What can you contribute to the team?
- I can contribute effective creative juices and absolute strategies that would make the
imc plan successful. I can also contribute innovative and unique ideas.

3. The theme for this years competition is TOTAL WELLNESS, TOTAL WELL BEING
OF THE YOUTH. Since, Unilab will be sponsoring the venue for the 2013 PANAF
competition, we would like to see if you can provide a brief IMC plan for a hypothetical
vitamin brand which aims to promote over-all wellness to the youth. Can you create a
bulleted plan, using this simple format?

a. Positioning statement (create a positioning statement for a hypothetical vitamin brand
which promotes over-all wellness to the youth)
Fit&Fab Vitamins- Your daily source of wellness
Fit&Fab vitamins would position itself as a vitamin that would give its customers a whole
package benefit every time they would intake it. This vitamins would like to be
remembered as a vitamins that not only will make you fit and active for your daily tasks
and activities but will make you fabulous as well which gives you complete wellness.

b. Target market (identify the target market of the said hypothetical product)
Fi&Fab Vitamins target market are young adults and teens or Generation Y.





c. Specific strategies, plans, and tactics

Campaign, strategies, plans and tactics

TV Advertising
- Produce a 30s tv ad for Fit&Fab vitamins.
- Tv Guestings on morning shows and health oriented shows like Umagang
Kay Ganda, Unang hirit and Salamat Dok.
- Buy a segment in a morning show to show a 5 minute video that would talk
about ways and tips on how to be fit and fabulous every day at work and in
school.

Radio Advertising
- Produce a 30s radio ad for Fit&Fab vitamins.
- Radio show guestings.
- Time check and reminders

Print Media Advertising
- Place ads on lifestyle section of top broadsheets such as Philippine Daily
inquirer, Manila Bulletin and The Philippine Star.
- Place ads on Magazines such as Good Housekeeping, Cosmopolitan and
Mens Health.
- Place billboards on highways such as EDSA, SLEX, NLEX and other major
highways nationwide.
- Usage of LED Billboard in Guadalupe, Makati
- Place ads on MRT and LRT trains and stations.

Sales Promotion
- Mastercard would exchange your Php 1500 charge slips with one box of
Fit &Fab vitamins on selected drugstores.
- Exchange your existing multivitamins brand with 20 pcs of Fit&Fab
vitamins.

Publicity
- Testimonials from active and well known athletes, actors and actresses
such as Mika Reyes and Jeron Teng of La Salle Green Archers, Julia
Barretto and Daniel Padilla.



Events marketing
- Educating schools and universities by giving free seminars about living a
healthy life.
- Sponsoring a fun-run activity.
- Product demo at selected supermarket and drugstores.
- Sponsor a fitness program.
- Sponsor events such as Zumba and Aerobics exercise workshop.

Digital Marketing
- Use of e-mail marketing
- Use of blog campaigns
- Use of Facebook fan page
- Use of twitter accounts and hashtags
- Use of viral video on Youtube
- Use of photo contest through Facebook
- Use of Search for the next Fit&Fab Vitamins Ambassador through
Facebook
- Use of website features and sponsored articles
- Publish website

d. IMC campaign support

Bring out the best in You

Fit&Fab vitamins would use the idea of Bring out the best on you in its campaign. The
advertisements would emphasize and focus on how the fit&fab vitamins would help its
consumers to bring out the best in them.



Note: This screening is open to all 2nd year, 3rd year, and 4th year MKA students. The
Marketing Department will be looking for 7 candidates. 5 main student participants ( 3rd year &
4th year) and 2 student substitutes/ alternates. All 7 students must be enrolled in DLSU-D for
this school year, to be eligible for the competition. Kindly send this application form/entry to
rodelyneileen.torres@gmail.com on or before 9am of July 1, 2013.