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Lion Tiger Katol
14
B&B.Co
BAGSIC'S
BASICS
Claude Marie Bagsic - Media Director
Beaufort Ong - Account Manager
Janelle De Jesus - Creative Group Head
Wendeline Ty - Account Director
Harumi Kimura - Art Director
What are our long term objectives for the brand?
Corporate Objective:
To position Greencoil Industries, Inc. as one of the premiere brands of effective mosquito repellants in the Philippines in an affordable price.
Marketing Objective:
To increase the market share by 15% at the end of 2012
II. Why are we doing this particular piece of advertising?
To develop credibility and create product awareness of the brand.
III. Who are we talking to?
Primarily, homemakers ages 30 years old and above. Socio-economic class C.
• What kind of people are they?
Housekeepers who are primarily concerned with the health and welfare of their family members.
• What do they want from our type of product?
They want an affordable and effective mosquito coil killer that produces the best result and will take care of their family’s welfare.
• What do they currently think of us versus competition?
They think that other brands is more effective since it is more advertise not knowing other options with the same result at an affordable price.
IV. What should the advertising say?
Lion-Tiger katol is an effective and efficient mosquito coil killer that protects the family’s health from various diseases in the most affordable way. The advertising will also introduce the new Lion-Tiger Mosquito coil killer Lavender Scent.
V. Why should the consumers believe it?
Lion-Tiger Katol has been in the market for 50 years serving the Filipino people.
VI. What tone of voice should we use
Trustworthy, Informative, credible and caring.
Creative Mandatories
Include tagline:
Sing BANGIS ng LEON, Sing BAGSIK ng TIGRE
LION-TIGER KATOL, subok na sa murang halaga!
VII. What is the seasonality of the product or campaign?
Specifically rainy days but it can be advertised and promoted throughout the year
VIII. What is the time period the media plan should cover?
May-December 2011
- IX. What is the regionality of the product/campaign?
Metro Manila and nearby provinces.
X. Who are the key competitors, and is there anything they are doing that could affect our media strategy?
Primary Competitors: Other Mosquito Coil killers such as:
- Baygon Mosquito Coil Killer
- Crocodile Odorless Mosquito Killer
- Dragon Mosquito Coil
- Elephant Mosquito Coil
Secondary Competitors: Other Mosquito Repellant such as:
- Off lotion
XI. Does client any have any media preference?
TV, Radio, Print, Billboard
XII. What is the media budget?
100 million
The Big Idea
B & B Co.
Product Truth + Consumer Insight = The Big Idea
Compared to other brands, Lion-Tiger katol is an affordable and effective mosquito coil killer + Consumers believe that protecting their family and ensuring their welfare should be within their budget means =LION-TIGER KATOL is an affordable and effective mosquito oil killer giving the consumers the protection that they need in the fits their budget.