I.

TARGET MARKET a. Class B to C b. Parents with children ages (6-12, early highschool) Mrs. Angelica Dumagat is a plain housewife who lives in a one-storey house in Tanza, Cavite. She is a single mom with one child named Andrew. Andrew, a 9 year-old child who is very active in school and at home, he is fond of playing outdoor games rather than online/computer games but he is active in Facebook. He loves to read kiddy magazines such as K-zone and sometimes Junior Inquirer. During their leisure time, Mrs. Dumagat and Andrew bonds together by watching TV shows in the afternoon, mostly during primetime, from 6pm to 10pm. They also surf the internet, they are fond of visiting social networking sites like Facebook. They also read broadsheet often especially on weekends. They also visit grocery stores weekly to buy supplies; supplies include the snack of Andrew for school as well as their personal needs at home. She always let her child to choose what snack he wants but ofcourse before buying Mrs. Dumagat inspects first the Nutrition facts before agreeing, since Andrew is her only child, she is very conscious of the nutritional aspect. She always wants an affordable snack for her child without sacrificing its quality.

II.

POSITIONING To parents who want nutritious, affordable and delicious snack foods for their child/children. Fast Break Vanilla and Choco is a cookie sandwich that has Activ-E4.

III.

ADVERTISING OBJECTIVE The company is progressive and competitive. Since the company has been built, the companys market share is going up. Thus, their objectives are:

To create an atmosphere or image Much of the campaign would focus on creating the image of stability to the public, the campaign will show that the product, Fast Break, is a cookie sandwich that is nutritious, affordable and delicious in which parents can entrust their childrens health. Also, to convince the parents as well as the children that Fast Break cookies are really packed with Vitamins and can help in energy production and to make consumers notice Fast Break by using the tri-media and also to build product loyalty.

IV.

CONSUMER BENEFITS Fast Break Cookie Sandwich Good source of Vitamins Fast Break is packed with Activ-E4 which includes Vitamins B1, B2 and Iron, a set of nutrients that help in energy production. It also has Thiamine which helps the body turn carbohydrates into energy and riboflavin which completes several reactions in the energy cycle. It also contains Iron which, together with energy, promotes attention span and mental alertness. And each serving has an energy value of 150 Kcal that supplies about 6% of the average daily energy requirement. Satisfaction Fast Break cookie sandwiches has two delicious flavored fillings, vanilla and choco, that would really satisfy cravings. Fast Break has dark brown colored chocolate biscuits have a mild sweet sort of taste that will not make you easily fed up, which is extremely nice. In between these biscuits is a thin layer of a white creamy vanilla and brown creamy chocolate that has a really nice sweet taste which balances out the mild sweet taste of the dark brown biscuit on either side of it.

Affordability Fast Break retail selling price is P4.50, single pack contains 4 nutritious cookie sandwiches. Pack by 10s selling price is P40.50.

V.

TONE AND MOOD OF ADVERTISING An action packed and energetic tone would be employed since the only way to establish the point that Fast Break cookie sandwiches are rich with nutrients that is good for the body. We would like to appear that the campaign is serious enough to present you the facts with honesty and the only need is to trust in, in return they wouldnt be disappointed. The advertising execution would be Lifestyle/Image since Fast Breaks concern is nutrition. We would use school scenarios such as recitations and exams wherein children . We would use this approach as the look and feel of the campaign so that the children and parents can relate.

VI.

BRAND IMAGE Since Fast Break is a newly launched brand under a well-known company, Rebisco, the only problem is how to make the product known to the public and how to make it remembered by people. In this case, it is important that the brand image should be built up positively to gain the target markets trust for the new product. Fast Break targets to build up an image as an energy cookie sandwich that would help children to be active not only in outdoor activities but also in class recitations, quizzes and exams; this will be brought up to parents as Fast Break: not only body boosting but also mind enhancing.

VII.

TAGLINE Fastbreak is new to the market so it doesnt have any tagline yet. Thus we proposed a tagline, Deliciously Energizing!, since the product is a delicious energy biscuit; we want to reflect its benefits through also our tagline.

A. KEY MEDIA PROBLEM Most of the market is already aware of the direct competitors of Fastbreak Power Cookies or aware of other existing brands because of having a continuous promotion. Since Fast Break is new to the market, the main media problem is how to build awareness to its target audience, incorporate product trust and how to form stability and credibility with the brand. They need facts and information that are relatable to their making. Fast Break aims to make the brand interesting enough for them to get interested in the product offering. B. MEDIA OBJECTIVES Within the Campaign period in two and a half months, the campaign is targeted to spread awareness in at least 75% to 80% of the target market, through the promos and effective ads in TV, Print, and OOH and promos. C. MEDIA STRATEGY The target audience of the campaign is the Parents (esp. with children ages 6-12). So the focus of the campaign will be to attain the market mainly through mainstream up to the placement of OOH ads and promos.

TV Ad placements will include top rated programs, especially in primetime and spots were parents are usually watching TV, in major TV Stations such as ABS CBN, GMA. The airtimes listed above shall be considered because of its reach. Billboard Placements will include places like Monumento near Monumento Circle and EDSA-Pasay Taft (Rotonda) due to its reach and frequency, there is a greater chance for our billboards to get noticed. Transit ads will also be rendered due to the same reason as the billboard has. In addition, there is a great possibility for commuters to notice the ads while on traffic.

Ads in web will be added since nowadays most of the parents are also active in social networking sites such as Facebook and Twitter. Facebook fan page and twitter account will be put up for the online web interaction with the target audience. Standees, gondolas, in-store displays, posters and mobile ads shall be dispersed in POPs.

D. MEDIA PLAN

The proposed ad campaign will run for two and a half months. Pulsing will be used in the campaign. Fast Break will intensify advertising before an open aperture on back-to-school season. The campaign will be starting on May 16 to August 15, 2011. This time will be the ideal point wherein the ads will be launched because it is when the target market, parents, will be busy in preparation for their childrens back-to-school. Since Fast Beak is a snack food and an energy cookie sandwich at the same time, it is appropriate to introduce them to parents at this time, since most of the parents want a delicious, nutritious and affordable snack for their children.

The airing of the Fast Beak TVCs will be on leading TV stations also start in the Month of May 16, 2012, Wednesday. It will be aired on ABS CBN, Umagang kay Ganda 6:00 am 8:00 am and on GMA 7 Unang Hirit, same time. Developed POPs and packaging will be distributed nationwide starting May 16 to July 31, 2011. For the Sales Promotion shall run from May 16 to July 16, this includes the sampling and In-store display.

This graph represents the span of time where the consumers are active most.

BUDGET
This will require the following budget into the building the marketing campaign success. The budget for the whole advertising campaign of the Fast Break cookie sandwich is Php 25, 782,710.00. This amount money is divided on every expense for the whole ad campaign. Below is the breakdown of cost estimates for the whole campaign. ABS CBN Full Length Ads (May 15 to June 15 2011) Programs Umagang Kay Ganda Noontime show Happy Yipee Yehey Time 5:30 am Days M/W/F Rate per 30s P 22 939.00 Amount P 321, 146

12-2 pm

T/TH

P 99,492.00

P 994, 920

Primetime

7:45- 9:50 pm

M/W/F

P 198 984.00

P 2, 785 , 776

Total: P 4, 101, 842.00

GMA Programs Unang Hirit Noontime Show Time 5:30 am 12-2pm Days M/W/F M/W/F Rate per 30s P 96 025.00 P216,000.00 Amout P 1, 344, 350 P 3, 024, 000

Eat Bulaga Primetime 7:45- 9:50 pm T/TH P 432 000.00 P 4, 320 , 000

Total: P 5, 667, 374.00

TVC Placement ( Sustaining Ads) ABS CBN Programs Umagang Kay Ganda Noontime Show Time 5:30 am Days M/W/F Rate per 15s P 11 469.50 Amount P 298,207

12-2 pm

T/TH

P 49,746.00

P 845, 682

Happy Yipee Yehey Primetime 7:45- 9:50 pm M/W/F P 99 492.00 P 2, 586, 792

Total: P 3,730,681.00
GMA Programs Time Days Rate per 15s Amount

Unang Hirit Noontime Show

5:30 am 12-2 pm

M/W/F M/W/F

P 48,125.00 P 108,000.00

P 1,251,250.00 P 2,808,000.00

Eat Bulaga Primetime 7:45- 9:50pm T/TH P 216 000.00 P 3 672 000.00

Total: P 7, 731, 250.00

NEWSPAPER

Broadsheet and Tabloid Philippine Daily Inquirer Libre

Ad Description Full page (9x53cm) Full Page (7 cols X 30cm) Full Page (9x53cm)

Cost per Newspaper P 303,085.80

Number of Prints 3

Amount

P 909,257.04

P 96,012.00

P 288,036.00

Manila Bulletin

P 175,490.00

P 526,470.00

Total: P 1, 723, 763.00

BTL Budget Placement Fees/ Production Cost Kind of Mobile Quantity Duration of Exp. Production Cost

Bus (Full wrap) Jeepney

5 30

3 months 3 months

P 375 000.00 P 540 000.00

Total: P 915, 000.00

Light box Place Number of Light box 2/station Price per LB Amount

LRT -1 Monumento Central Terminal EDSA Pasay Taft Cubao

P 20 000.00

P 120 000.00

2/station

P 20 000.00

P 120 000.00

North EDSA

Total: P 240, 000.00

Billboards Billboards/ Location EDSA-Pasay Rotonda Quantity Printing Duration of Exposure P 350 000/ 3 months exposure P 350 000/ 3 months exposure Placement Fee

P 64 400.00

P 414 400.00

Monumento

P 64 400.00

P 414 400.00

Total: P 828, 000.00

Posters Description And Size 18x24 1500 Convenience stores/ Sari sari stores/ Supermarkets Convenience stores/ Sari sari stores/ Supermarkets P 19.00 P 28, 500 Quantity Placement /s Cost/ Qty. Total cost

12x36

1500

P 20.00

P 30, 000

Total: P 58, 500.00

Gondolas Description and Sizes Diff. Sizes Quantity Placement/s Cost/ Qty. Total Cost

30

Supermarket/ Groceries

P 2, 500

P 75 000.00

Total: P 75, 000.00

Shelf Talkers Quantity 1000 Placement/s Supermarket/ Groceries Cost/ Qty. P 5.00 Total Cost P 5 000.00

Total: P 5, 000.00
Web Ad Size 16 x 16 Placement www.facebook.com Duration 3 months Amount P 27 000.00

Total: P 27, 000.00

Sales Promotion Promotion Sampling In-store Wrapper Promo Amount P 160 000.00 P 75 000.00 P 165 000.00

Total: P 400, 000.00

Budget Summary TV Prints BTL ads Sales Promotion P 21,231, 147.00 P 1, 723, 763.00 P 1, 983, 800.00 P 400, 000.00

Others (Posters, Shelftalkers, Web Ad, Gondolas)

P 107, 000.00

Agency Imbursement

P 500,000.00

Total: P 25, 945, 710.00