COMMUNICATIONS
Group 1
BAPR III-1D
STUDY OF THE
PRODUCT
PRODUCT:
BRANDNAME :
VIBE
BRAND DESCRIPTION :
TAGLINE :
VIBE
MESSAGE :
VIBE
STRENGTH AND WEAKNESS :
STRENGTH :
VIBE
TARGET MARKET
VIBE
DEMOGRAPHICS :
.
VIBE
GEOGRAPHICS :
VIBE
PSYCHOGRAPHICS :
VIBE
SOCIAL CHARACTERISTICS :
VIBE
BUYING PATTERNS :
VIBE
MEDIA PATTERNS :
COMPETITION
VIBE
DIRECT :
VIBE
INDIRECT :
VIBE
EXTERNAL
ANALYSIS
VIBE
OPPORTUNITIES AND THREATS :
OPPORTUNITIES:
Vibe Chocolate Drink is the pioneer
in RTD chocolate beverage made from natural
cocoa that can be drink in a hot or cold
capable packaging. The success of our brand
will lead to the growth of market share of
RTD chocolate and will ignite/boost the
competition in RTD chocolate industry.
•
VIBE
THREATS:
VIBE
JOVITA ’ S PROFILE
VIBE
•
Once upon a time, in the midst of
the planet, where evil and good permeate
during midnight, a magical cocoa
fruit sprouted . Little by little it
opened like a sunflower and a baby girl
was slowly born. She was named Jovita .
But luckily, this isn’t her real story…
VIBE
•
BRAND PACKAGING
VIBE
Front View Top View
VIBE
PRICING
VIBE
VIBE
ADVERTISING
STRATEGIES FOR
1 YEAR
VIBE
JANUARY
VIBE
• Mascott
VIBE
VIBE
• Samples Distribution
VIBE
Sample Flyer
VIBE
•
VIBE
VIBE
VIBE
VIBE
FEBRUARY
VIBE
VIBE
VIBE
VIBE
•
•
• Photo booth
VIBE
--
placed in every malls like, MOA,
Trinoma, SM Megamall, Eastwood,
Glorietta 4 and Robinsons Galleria.
-- will be launched only on February 14
(Valentines Day).
-- every purchase of 250ml of vibe will
VIBE
VIBE
VIBE
MARCH
APRIL and MAY
VIBE
VIBE
VIBE
• Bus Ads
VIBE
VIBE
VIBE
VIBE
VIBE
AUGUST
SEPTEMBER
OCTOBER
VIBE
VIBE
Post it
VIBE
Memo pads
VIBE
•
•
• “Poster Quotes” on taxi bays
and fx bays
VIBE
VIBE
VIBE
VIBE
VIBE
VIBE
NOVEMBER
DECEMBER
VIBE
•
• Christmas tree with Vibe empty cups
decoration
VIBE
VIBE
VIBE
VIBE
VIBE
VIBE
VIBE
BUDGETING
VIBE
MEDIUM CONTRAC PERSON/IT PRICE/RAT TOTAL
T EM E PER PCS.
MASCOT 18 DAYS 20 PERSON P500 P180,000
2. POSTERS 2 MOS. 500 PCS P50 P25,000
3. PHOTO 12 HRS. 5 P9000/2HRS P120,000
BOOTH
4. STALLS 3MOS. 5 P9000 P135,000
5. FLYERS 1YEAR 34, 000 P4.00 P36,000
6. BUS ADS 4 MOS. 10 P8000 P320,000
7. MEMO -- 3000 P25 P75,000
PAD
8. TARP 1 MO. 6 PCS P18 P6,480
-- -- -- -- P997,480
VIBE
VIBE
VIBE