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Distribute a “Buy 3 take 1 Free” coupon to trigger the direct response of the customers and thus increase sales by 10% by the end of April 2014 Create a jingle that caters the taste and variant of Master Siomai therefore aim to increase awareness of the passengers of jeepneys, FX, Taxi and those who listen in their homes by 5% by the end of April 2014. Brainstorming Integrated
Marketing Communications Plan
For... Realisation Copy Platform The Big Idea "IMC CAMPAIGN" sa Siomai-sarap na Master Siomai!
1.What positioning is best suited for Master Siomai?
2.How will Master Siomai attract customers who are just passing by?
3.What type of advertisement that can help the target market of Master Siomai to increase its brand loyalty?
Problem Statement SWOT Analysis Strenghts Weaknesses Opportunities Threats It has already created brand awareness through co-sponsorship in TV shows
It has a Japanese flavor of Siomai
It can still improve its services because competition is not stiff
•It doesn’t have any on-going advertisement and promotion except the co-sponsorship being said
•Most of its branches lacks customer relationship in order for its customer to repeat purchase and create brand loyalty
•Differentiation of the brand is not remarkable
•Most of the people already know Master Siomai
•People are fond of having choices especially if there is a new flavor in the product variant
•Competition for this type of product in not that stiff unlike the fast food industry
•Competitors might create advertisements that will give impact to their Siomai brand
•Customers have the chances of switching to other brand since Master Siomai lacks effort in advertising and maintaining its customers. It is prone to stereotyping.
•Easy for the competitors to copy its products
Market and Consumer Behavior Analysis Competitive Analysis -Competitors of Master Siomai- Product
# of outlets nationwide
Year established Target Audience Males AGE: GEOGRAPHIC SOCIO-ECONOMIC CLASS 19-30 years old C2-
(10,001-20,000) (10,000 or less) NCR and CALABARZON TV ad Radio ad
Print ad Internet Sales Promotion Direct marketing Events Marketing Public Relations Design a wrap ad for buses to increase brand exposure by 10% by the end of December 2014.
Make an LED ad that will trigger impulsive buying decision by 15% for the passengers of LRT-A by the end of September 2014.
Place an ad in the newspaper for the passengers of PNR and LRT-A Edsa to increase positive buying decision by 10% by the end of November 2014. Develop commercial in-lined with the campaign to attract its target audience and increase sales by 15% by the end of July 2014.
Increase brand loyalty by 20% by the end of December 2014.
Develop a web ad for the tech savvy target audience to add exposure to the brand by 5% by the end of February 2014. Send emails about the Master Siomai encouraging customers to try the product Sponsor event of San Miguel October Fest to add exposure of the brand by 20% Establish business seminars
about Master Siomai Franchising and
other entrepreneurial activities
to help customers recognize
the brand by 5% by the end of April 2014 Radio ad