Manila Ocean Park will be a Center for Learning

About lecturing people about diversity of marine life

More on education than entertainment

Partnership with DepEd

Partnership with World Wide Fund (WWF) Ayala NGO

EDUCATIONAL ATTRACTIONS
The Oceanarium
Divided into six sections
-

Agos (Flow)
Bahura (Reef)
Laot (Fishing grounds)
Buhay na karagatan (Living Ocean)
Pagi (Rays)
Ang Kalaliman (The Deep)

Multimedia Educational Programs

S&R
1. Who is your Client?
a. Turn your product into a person so you can understand them well
and know their characteristics
b. Manila Ocean park Prof. Edward Villegas
c. Pwedeng totoong tao; Pwede kang mag-imbento ng tao
2. How should we react to MOP ads?
a. Should make us feel proud to be Filipino. Knowing the factthat all
fish species came from the Philippines and that our country is
rich in
3. What proposition comes from MOP?
a. MOP is a first of a kind in the country
b. The kind of display on a scale so large
4. What single proposition comes from MOP?
a. MOP is an unbelievable display of Philippine marine species
5. What MOP character should come through?
a. MOP is an educational and attractive..
6. What can make MOP credible?
a. ANo ba positioning mo?
b. We position MOP as an educational institution

SWOT Analysis
Strengths
-

The only oceanarium in the country

Comparable to other oceanariums in the world
Features indigenous Philippine species
High tech facility

Weaknesses
-

Company has lost focus on its main feature: the Oceanarium

Internal turmoil is rampant
Conflicting still-image
After 3 years, construction is still on-going

Opportunities
-

Increase species line

Less than 50%
Can strengthen its stand to become the center to go to for marine
issues and conservation

Threats
-

Endangered species

4Ps
-

Product
Place
Price
Promotion

PESTEL-C

Competition Check
-

Sino ba competition ng client mo?

IMAGE
-

Young, vibrant and dynamic

Wholesome, family oriented
Friendly, helpful

TARGET MARKETS

Primary
-

ABC
Family with kids 21 y/o and below

Secondary
Desired Consumer Responses
-

finally a word class theme park

I just had to go back again and again

PRODUCT POSITIONING
(Table)
MOP
-

Unique value proposition

o First and only Marine theme park
o Only place where you can
Consumer Benefits
o Dgsd

Oceanarium
-

UVP
o Dkfn
o Sdf
Consumer Benefits
o Sdkfn

*Ilalagay yung mga specific products under the product assigned to you

ADVERTISING PITCH
-

Ace search
PIAA
Accesspoint
McCann Ericsson
Jimenez Basic

PR PITCH
-

Stratworks
Agatep & Associates
PIAA

Eon

PIAA Logo maganda

Nagshopping sila
-

PIAA Logo
Accesspoints Educational Program
Agateps PR

Integrated Marketing Communication Plan for Launch included:

-

Branding and logo

Full page ads in major broadsheets and magazines
Radio commercials broadcasted on popular

Creative Materials
-

Print ads
Flyers

Facts on School Sales Channels

-

Ano yung mga nangyari sa target schools

Magkano nakuha?

Suggested Ads and Promo Program for MOPs School Sales Channel
-

MOP main thrustis education and CSR

FRAMEWORK OF PROPOSED AS & PROMO PLAN

-

Ano gagawin nyoooo para sa clients..

Internal PR
External PR
Events
Merchandising Materials
Ghirardelli
INTRODUCTION
-

Study backgroiund and history of client

BRIEF HISTORY
(USP)The Ghirardelli Experience
-

Yung unique selling proposition nung product

The Ghirardelli Difference

Sila mismo gumagawa ng Bean selection,

Product Line
-

Concentrate on Baking products

Product Development and Media Campaign History

-

Kung ano yung ginawa nila in the past

Bullet points; yung pinakaimportante

Existing Media Campaigns

-

For many years, a bright colored parrot and the words

Homemakers target
Lose yourself in the dark
Discover your new desire

Special offerings and happenings

-

Yearly chocolate festival in factory

MARKETING ANALYSIS OF GHIRARDELLI PRODUCTS IN THE PHILIPPINES

Vision and Mission
-

Philippine based

What are the objectives of your marketing plan?

-

Primary objectives
o To launch on October 2011, the Ghirardelli baking .
Secondary objectives

5 Forces Analysis (Marketing Tool)

-

Bargaining power of supplier

o Does your supplier exert effort on you?
o Sya ba nagcocontrol sa inyo dahil sila nagbibigay ng supply?
o Nagbibigay ba ng discount
o Identify LOW, MEDIUM, HIGH yung bargaining power
o G supplier control LOW kasi sila gumagawa
Threat of new entrance
o Marami bang pumapasok na competition
o G LOW
Bargaining power of customers
o G LOW
o Di naman sila makakatawad
Threat of substitutes
o G Madaming pedeng substitutes kaya HIGH; other chocolates

Competitive Rivalry within an Industry

o Yung competition within industry, malakas ba sila sa advertising?
Sa advertising?
o G LOW
Conclusion
o Threat of of substitutes has the largest

BCG Matrix
-

G Question Mark

SWOT Analysis
4Ps
SEGMENTATION, TARGETING AND POSITIONING
Primary Targets
-

Demographics
Psychographics

Secondary Targets

Positioning
The Ghirardelli 6-Pack (Parang yung sa MOP din yung questions)
-

Sino si G

How should we react to G positioning?

What single proposition
Competition Check
-

Lindt
Hersheys
Local: Ricoa, Goya

Desired Consumer Response

Trends in Chocolates
Market Size and Share DTI; pag wala directly yung pinakamalapit na
industry
PROPOSED MARKETING PLAN, CREATIVE APPROACH, IMC
Porters Generic Strategy

Focused Strategy?

Bench Mark Analysis

-

Product
Price
Store Keeping Unit
Quality

Marketing Plan Entry Strategy

-

Test potential market

Search and start negotiations and possible distributors

Marketing Plan Distribution Strategy

-

Why focus on distribution? G --? Import from San Francisco

Marketing plan Trade Marketing Strategies

-

Push strategies
o Push distributor to sell more for you
o To help your distributors to sell more
o Sales Training
o Merchandisers incentives
o In house promo merchandisers
Pull Strategies
o Consumers
o Target market
o For them to consume more
o Advertising and PR

Integrated media Mix

Include:
-

Television PR
Print

Develop 3 ADS:
How the ads should look like?
-

Premium
Adaptable
Encouraging

Option 1: Focus on Product with Recipe Element

-

Dapat in line lahat ng medium

Option 2: Focus on Brand name with Recipe Element

-

Gear-Rar-Delly

Option 3: Focus on baked goods and Recipe

-

Bake in the dark

USE: GEAR RAR DELLY 1st 3 months

Next months option 3
Merchandising Recipe Cards
Merchandising Baking Essentials
Merchandising Point of Purchase, etc.
E-media Philippine Website
-

Philippinized lahat

The Ghirardelli Cookbook

Public Relations
-

Guesting, whatsoever

Corporate Social Responsibility

-

Main objective: support farmers

Calendar television
-

San lalabas yung TV ads nyo. In line sa products kung san lalabas

Calendar Emedia, Events, Merchandising

Budgets Television
Budgets Print Ad
Table
Print Ad
-

Frequency per week

No. of Weeks
Size tingnan sa internet
Cost per release
Total Cost

E-media
-

Production cost

Maintenance for 1 year

Total cost

Event
-

Frequency per week

No. of weeks
Productioncosrs

Merchandising
-

Quantity
No. of designs

TOTAL BUGET
MEDIA

COSTING

TV

000

Print Ad

000

Total

000

A proposed advocacy program

-

What is a family?
What is addiction?
Addiction tears a family
Addicted member is not the only victim
All members of the family is a victim

Background
Types of Addiction
Statistics
Effects
What should they do?

Proposed CSR Program.

CSR Setup
-

Advice and couselling group

Target: families; not the addict

Which agencies should be involved?

CSR Program Objectives
-

Primary
Secondary

6-Pack
-

Who is help?
How should we react to help ads
What propositions
What single proposition
What proposition should come through positioning

SWOT
4Ps
Target Markets
Desired Consumer Response
Proposed Creative Strategy
-

Integrated Media Mix

Creative Approach
Slogan
Ad Options
Recommendation: Option 3
o Why this ad?
o Yung itsura ng napili sa print ad yun din sa TV
TVC Storyboard 15 secs.
Pwede rin gumawa ng video
o Should carry the same message
PR
o TV
o Print E media
OOH Out of House Billboards Outdoor Advertising
Calendar TV 1 year lang (Month; week #)
Calendar print
Calendar New media
Calendar events
Calendar OOH
Budgets TV, Print, Events, OOH, E-media
Budgets Total
Dapat lahat merong budget allotted

PPT Presentation at least 40 slides

Word File detailed

FINALS
(1)Group 1 : Group 4

(2)Group 5 : Group 7

(3)Group 2 : Group 3 : Group 6

Philippines)

Silver Swan Soy Sauce (Product)

David Salon (Service)

Advocacy Program (UNICEF

Next Meeting: Submission of Outline (November 7)

-

Budget Skys the limit

Consistency
Choose the media fit for you
Use Excel for budget
Be very creative

NOVEMBER 21 Finals (Corporate Attire); 15 mins per group to present