II.
III.
IV.
EXECUTIVE SUMMARY
GENERAL BACKGROUND
MARKETING GOALS
SITUATION ANALYSIS
Political factors:
Economic factors:
3. Social factors:
Egg myths
Increased in the demand for egg
Designer eggs (enriched eggs) are showed in the supermarkets
Consumers are getting conscious for health
WEAKNESSES
Myths about the egg(cholesterol issue)
OPPORTUNITIES
High Malnutrition rate in the Philippines
Importance of Balance Diet
Free Internet Access
High Level of Smartphone Users in the Philippines
Low rate of mothers who doesnt have a source of income but
active in social media
THREATS
V.
VI.
VII.
Salmonella Virus
Environmental factors such as calamities, typhoon, flood etc.
MPR RECOMMENDATIONS
Positioning Statement
The only campaign by a local feed company that promote eggs
nutritional benefits.
A. MPR Objectives
1. Share and Give the Greatness of The Good Egg
B. MPR Strategies
C. MPR Recommendations
1. The Message
EGGcite Your Life with THE GOOD EGG
2. The Media
3. The Program
4. The Timetable
5. The Budget
Evaluation
Conclusion
To intensify The Good Eggs effort on encouraging the market towards egg
consumption, there would be a cooking contest which will be participated by mothers.
Because they are the major deciders of the familys meal, they will be asked to
introduce new recipes that will make use of eggs so to make the eggs luring and an
exciting meal when served on the dining table.
The competition will be held in selected barangays within key cities in the
Philippines. The dishes could be for breakfast lunch, merienda or dinner and they must
be nutritious and at the same time, budget friendly for they will be provided only with
limited supply of ingredients. Therefore, the main challenge will be to come up with a
thrilling taste and good food presentation without exceeding the budget constraint. The
supplies of ingredients will be provided by Puregold, as the events major sponsor.
Sarimanok will be involved in a tie-up or partnership with the mentioned retailer.
Once the cooking contest concludes, there will be a proceeding activity for kids
who are less fortunate and so they are receiving insufficient nutrition. They will be a part
of a banquet wherein the meals made by the competing mothers will be shared by the
selected children. The contestants will be wearing aprons that contain the The Good
Eggs brand elements to push the advocacy campaign to the general public. The
exposure of it is anticipated to create buzz and awareness regarding the Sarimanoks
promotion. The message intended to be disseminated is that, eggs are good for the
health and as the main movement for the promotion of egg consumption, The Good Egg
will be perceived as being involved in good deeds.
The new recipes discovered from the practical and talented mothers will be
shared on The Good Eggs official digital pages. This is the action for retention. Those
who are active in the digital community of The Good Egg will also learn something new
and will likely share the newly-acquired knowledge to their friends or followers. In this
way, continuous publicity and exposure will be achieved.
Due to the shift from broascasting to narrowcasting nowadays and because the
importance of customization and customerization is being emphasized by the
contemporary marketing, The Good Egg campaign will be communicated in a way that
the target audience would feel that the message was crafted and personalized just for
them. The key here is to touch the market geographically. Meaning, strategies will be
implemented on ground particularly, on areas where the mothers ages 23-35 usually
spend their time. In this light, Sarimanok will host a Zumba session programs to