Group 7 | 4CA5

Case 1: Cherifer Forte with Zinc

BELTRAN, Alyssa Marie

RODRIGUEZ, Joy Michelle

TORRECAMPO, Ma. Ella Mae

VILLANUEVA, Shekinah Rose

Table of Contents

1

Brief Background 2Where Are We?

Standing in the Market 3Users’ Responses3

Why Are We There? SWOT Analysis 5The S-R Strategy 6

Target Person 6Target Responses 6 Tone Personality 6Key Marketing Issues 6

Where Do We Want To Be? Primary Target Market 7SecondaryTarget Market 7 Key Objectives8

How Do We Get There? Phase 1 9Phase 2 10Phase 3 11Phase 4 11Funds Allocation

Television 12Radio 14Print 15Events 15

Are We Getting There? 17

1

Brief Background

15 years ago, Cherifer was introduced in the Philippine market. The manufacturer of this

brand is GruppoMedica Inc., and the marketer is InterMed Marketing Philippines Inc., under the

Meneses Group of Companies.

In that time, Cherifer was the first to introduce Chorella Growth Factor with other

multivitamins. The actual molecule of CGF is contained in Cherifer. With its formulation and

production, the high-concentration of CGF was made use of. So, Cherifer, because of the pure

form of CGF in every bottle, is said to maximize the growth potential of a child.

Now, one of Cherifer’s product lines is the one called Cherifer Forte with Zinc. This one

is for a child who is currently in his “growth gap” years (2-6 years old) and need to maximize his

growth potential and a boost in his immune system. This is an orange-flavored vitamin with

double strength Chorella Growth Factor that gives greater chance of a child in maximizing his

fullest growth potential. Also, Cherifer Forte with Zinc contains Amino Acids, Lysine, Taurine,

and Zinc. Lysine improves a child’s appetite and helps the body in converting the nutrients of

the food. Taurine helps in enhancing the brain and the development of the retina of the eyes of

the child. Zinc helps in boosting a child’s immune system. And other vitamins, like vitamina A

for giving a better health of the eyes of a child and vitamin B for helping his metabolism, are

also contained in each bottle. All these vitamins and minerals can boost its effects when it goes

along with the proper diet, rest/sleep, and nutrional intake of a child.

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WHERE ARE WE?Standing in the Market

Cherifer has established itself as one of the leading brands in the multivitamins and food

supplement industry that exhibits the “pampatangkad” concept. The brand and its product

lines have positioned themselves in the market as the brand that offers its consumer the help

they need in terms of growing taller. And because of that, Cherifer is able to gain a big market

share.

In the Philippines during the year 2006, Cherifer ranked as the 8 th drug that had the

most number of sales in the May 2006 IMS Drugstore and Hospital Sales. In this rankings,

Cherifer is the only multivitamins and food supplement that was mentioned.

Cherifer and its different variants like the Cherifer Forte with Zinc is currently available

in all most drugstores here in the country. Also, some of its variants are sold in the

supermarket. Internationally, Cherifer is available in Seafood City branches in California and Las

Vegas, Nevada.

User’s Responses

“It has been three years already since I started giving my children, 4 years old and 5 years old,

the Cherifer Forte with Zinc. So far, I haven’t seen any changes when it comes to their height.

The only things that I see are their healthier appetite and a change in their sleeping habit. So,

maybe, the Tangkad-Sagad thing is not real.”

- Gina

“My 6-year old twins are using Cherifer Forte with Zinc for a year and a half now. And I can’t see

any results. It’s just either me or baka masyado pang maaga to tell kung umeepekto. With the

Tangkad-Sagad concept, it’s too soon to tell pero baka totoo nga naman.”

- Faith

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“Hindi naman umepekto ‘yung Cherifer na ‘yan sa anak ko. Dalawang taon din ‘yun mula 3 siya

hanggang 5. Kaya, hindi ako naniniwala dun sa Tangkad-Sagad na ‘yan.”

- Linda

“Gumana naman sa anak ko ‘yun. 2 years old pa lang nagstart na siyang uminom noon. Tapos,

every year, tinitignan ko kung may epekto ba at kung tumatangkad ba siya. At, oo, tumangkad

naman ngayong 8 na. Kaya ‘yang Tangkad-Sagad, kapani-paniwala naman.”

- Encar

“Actually, nagstart ‘yung anak kong uminom nun ng mga 4 ata siya. Napansin ko lang na

lumakas ‘yung kain niya. Pero, ‘yung sa tangkad, parang wala naman. Mga 5 years din siyang

uminom pero wala, eh. Kaya parang ‘di na ko naniwala sa Tangkad-Sagad.”

- Christy

“Maliit talaga anak ko, pati kami ng asawa ko. Kaya pinagamit ko siya nung 5 siya. Eh, 8 na siya

ngayon. Medyo tumangkad naman pero ‘di tulad ng inaasahan ko. Pinapainom ko pa naman

siya kasi naniniwala akong Tangkad-Sagad!”

- Beth

“Hindi. Hindi talaga gumana. 4 years kong pinagamit ‘yon sa anak ko. Mula 8 hanggang 12 siya,

eh hindi naman siya tumangkad. Sayang lang ‘yung pera ko kaya ‘di ko na tinuloy nung sinabi

ng doktor na painumin ko pa nung isang klase ng Cherifer. Hindi na ako naniniwala dun sa

Tangkad-Sagad.”

- Nenette

“It didn’t work for my child na 9 years old na ngayon. She started taking it ng 3 siya pero, ayon.

Wala naman nangyari. She still has the same height. So, ‘di na ko naniniwala sa Tangkad-Sagad

na ‘yan.”

- Digna

WHY ARE WE THERE?SWOT Analysis

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Cherifer Forte withZinc

Product Place Price Promotion

Strength - Cherifer Forte with Zinc has double strength CGF. So, it offers more in maximizing the growth of the child It is fortified with Amino Acid, Lysine, Taurine and other different vitamins.-It has Zinc which offers help in improving the immune system.

-It is available in the drugstores that people usually go to.-Some of its variants are also found in the some local supermarkets.It is also distributed abroad, specifically in California and Las Vegas, Nevada.

-It is very affordable for a product that offers the amount of nutrient that it does.

-It already produced TV commercials.-It already released ads in the print media like magazines and newspapers.-It offers sponsorship for different events.

Weakness -Many people say that it is not effective.-Its loyal consumers were not satisfied with the results that it gave to them.

-It is not available in the small drugstores and those that sell generic medicines.

-It does not justify its price because it is not effective.

-It does not deliver what it advertises. No celebrity endorsers. -No radio ads. -The TV ads are in low quality and very amateurish-looking.

Opportunity -It can use more research on how it can make the product effect.

- Strengthen its push strategy in terms of the distribution of products in the market.

- Make it cheaper or maintain price but make the product justify the price.

-Change brand identity in the market since it is known as a product that helps children in growing taller but does not produce such result.-Produce more high quality ads.

Threat -There are competitors with the

- It competes with other

-The price of the competitors is

-Competitors have better

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same market that offer the same contents in their products. -And competitors’ products are effective.

different brands with the same identity in the drugstores.

much cheaper compared to Cherifer.

advertising campaign.-Competitors have stronger brand identity.

The S-R Strategy

Target Person:

Cherifer Forte with Zinc’s target person or market is a mother who has a child who is 2-6

years old and is in his “growth gap” years. The parent is seeking for a food supplement that

does not only help a child with his health but also for his height and immune system.

Target Response:

“Tinulungan ako ng Cherifer na tumangkad, sumigla, at layuin sa mga sakit!”

Tone Personality:

Cherifer Forte with Zinc is a food supplement that helps a child to improve his growth

potential, to make him healthier, and to enhance his immune system.

KEY MARKETING ISSUE:

The main issue that is needed to address the most is the many consumers do not accept

the “Tangkad-Sagad” concept anymore. They do not believe so much in this any longer because

of the ineffectiveness of the product and that the product makes them hope for nothing.

WHERE DO WE WANT TO BE?

Primary Target Market:

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Moms with kids 7-12 years old

Classes from A, B, and C

Our campaign will focus on Filipino moms with kids 7-12 years old because most often they

are the ones that decide on which vitamin supplement their child would take. We imply that

either a working mom or a household one, being a mom is the most important factor. We

included the following social classes because a bottle of Cherifer is a little bit pricey but still

offers more for them when it comes to what it contains.

Psychographics:

A caring and supportive mother who wants the best for her growing child especially on

the growth gap years. She expects her child to grow taller, healthier, with better eyesight and

smarter – all of this to its utmost potential. With this, she expects that her child will face his life

with enthusiasm that will mold his bright future.

Secondary Target Market

Mothers with children from 2-12 years old

Classes C and D

Cherifer Forte with Zinc’s secondary target market is mothers with children that have

the ages of 2-12 years old. This is because that even those who are under the age of 7 can also

take the food supplement. And it is much suggested that a child starts drinking this at the age of

2 onwards because that is when growth gap years start.

Then, the classes C and D are also in the secondary target market because usually, they

are the families who have numbers of children which need nutrition like vitamins and minerals

in their bodies.

Key Objectives:

Communication Program Objectives:

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- To generate brand recall and establish a strong brand identity is the main goal of

Cherifer Forte with Zinc through redefining its position as a vitamin supplement for

children.

The agency was tasked to put together a communications platform that will equate Cherifer

Forte with Zinc to being a leading brand on bone growth, and at the same time, re-define the

current perception of the consumers that its benefit is only focused on making the child taller,

depending on the “Tangkad Sagad” tagline.

Marketing Objectives

- To generate sales by 10%

- To make the non-followers switch to Cherifer Forte with Zinc

Expected Deliverable: To drive and maintain the growth of the product.

Campaign Duration and Timing: Twelve months

Phase 1 – Presentation of Print Advertisements through the use of Guerilla marketing in

newspapers, family magazines, and public areas emphasizing on the other benefit of the

product.

Phase 2 – Introduction of Radio Advertisement and Television commercial

Phase 3 –Introduction of a new Television Commercial with the celebrity endorser.

Phase 4 –Launch of a Summer family event to mark the end of the 1-year campaign

HOW DO WE GET THERE?

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We will utilize Tri media and events marketing to quell advertising problems. In line

with this, Paradigm came up with a 4-phased solution that would run in a year’s span having

four quarters, starting from June 2013 to May 2014. Each quarter the company will provide

strategies that would guide the product in achieving the key objectives.

Phase 1: June 2013-August 2013

For the first quarter, we will introduce the product through the use of Print as our media

to the public. Guerilla style of marketing is chosen in order to minimize the expenditure but not

compromising the effectiveness of the campaign. The first phase will run from June to August

next year and is aimed to raise the product’s awareness. It will be shown in newspapers,

lifestyle magazines, and public areas such as MRT and LRT stations, waiting sheds, Ad spaces in

malls and the like to amplify awareness to the new message of the product. A sample is

presented below.

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Phase 2: September 2013-November 2013

Radio advertisement and a short TV commercial will be introduced on the second phase

of the campaign while the print ads are still publicized. The duration of this phase is from

September to October next year. This is to serve as a strengthening the appeal of the ads

concerning the campaign. A fifteen-second radio ad will be aired on selected FM radio stations

according to its target listeners parallel to our target consumers who are the moms then class

A, B and upper C consumers. In the case of this campaign, the following radio stations are

selected:

1. Wave 89.1

2. Monster RX 93.1

3. Mellow 94.7

4. WRock 96.3

The aforementioned top 5 radio stations will be the prior stations that will air the radio

ad. If successful, the radio ad will be aired to other stations depending on the consumer’s

response and return of investments.

Cherifer Forte With Zinc

Radio Ad

Duration: 00:00:15

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Narrator: Moms, Alam niyo ba na ang Cherifer Forte with Zinc ay hindi “Tangkad Sagad” lamang?

Hindi lang double-strength Chlorella Growth Factor ang Cherifer Forte with Zinc.

Music Fade-in: Cherifer BGM “Tangkad Sagad” Minus One

Mayroon itong:

Taurine: pampatalas ng isipan at mata

Lysine: pampagana sa pagkain

Vitamin B-complex: pampasigla ng katawan

At Zinc: pampalakas ng resistensya

Kaya, hustuhin ang paglaki ng iyong anak. Tangkad, Lusog, Talino: All –in-one bitamina

ng iyong anak, Cherifer Forte with Zinc!

Music Fade-out

Regarding the short TV commercial, it will be only a commercial that will showcase the

product’s other features, in line with the redefining campaign for the product. No celebrity

endorser will be shown yet. It is the same as the script that is used for the radio ad but with

visuals showing the product. The commercial will be shown to GMA, ABS-CBN and TV5. This is

done to ensure that the new message of the product will be widely known to the target

consumers. The celebrity endorser will be revealed in the next commercial for the next phase.

The focus of this phase is to instill the new message in the target consumer’s mind.

Phase 3: December 2013-February 2014

The third phase starting November until January will introduce the longer, thirty-second

commercial with the celebrity endorser, Jillian Ward, included. The commercial will be aired to the

same TV stations aforementioned.

Phase 4: March 2014-May 2014

The fourth and last phase of the campaign will start from March and end in May. The

highlight of this phase is the summer event called “All-in-One Lakas ng Pamilya!” that will start

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its promotional activities on February and the event will be held on April and May. This two-day

event’s purpose is to promote family bonding through water games and sports on the beach.

This event is open for families in the National Capital Region with 4-6 family members. 100

families are the maximum number of families that can join the event.

For the families who want to join the event, they just need to buy Cherifer Forte with

Zinc in a Mercury Drugstore and show their receipt to a Cherifer sales representative in the

drugstore. They will be given a stub for every receipt and they need to fill out the registration

form that will be also given by the sales representative. The first 100 families to register will be

the ones to participate in the event.

The first day of event will be held on April 20 at Laiya White Cove Beach Resort at Brgy.

Laiya, San Juan, Batangas. Then, the second day will be on May 15 at Thunderbird Resort Poro

Point at San Fernando City, La Union.

The event will start from 3PM – 7PM and the families will enjoy this since it will be

composed of different family games, short variety shows like puppet shows, and prizes. The

main highlight of this event will be the relay games. For the first day, the first 10 families that

will accomplish the relay game will advance to the second day of event. On the second day,

there will be three winners: 2nd place, 1st place, and the champion that will win Php10,000,

Php25,000, and Php50,000 respectively.

Funds Allocation

TELEVISION

Channels Rate Duration Airing Schedule

GMA

Primetime spot

Afternoon spot

P400,000

P30,000

15 seconds

September: 2x/week

Wednesday and Friday

October: 3x/week

Monday, Tuesday, and Thursday

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ABS-CBN

Primetime spot

Afternoon spot

P400,000

P30,000

15 seconds

September: 2x/week

Monday and Wednesday

October: 3x/week

Tuesday, Thursday, and Friday

TV5

Primetime

spot

Afternoon

spot

P400,000

P30,000

15 seconds

September : 2x/week

Tuesday and Thursday

October: 3x/week

Monday, Wednesday, and

Friday.

Channels Rate Duration Airing Schedule

GMA

Primetime spot

Afternoon spot

P1,000,000

P200,000

30 seconds November: 1x/ week, every Friday

December: 2x/week, Monday and

Wednesday

January: 2x/week, Tuesday and

Thursday

ABS-CBN

Primetime spot

P1,000,000 30 seconds November: 1x/week every

Thursday

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Afternoon spot

P200,000 December: 2x/week every

Wednesday and Friday

January: 2x/week every Monday

and Tuesday

TV5

Primetime

spot

Afternoon

spot

P1,000,000

P200,000

30 seconds

November: 1x/week every

Wednesday

December: 2x/ week every

Monday and Friday

January: 2x/week every Tuesday

and Thursday

RADIO

Station Rate Duration Airing Schedule

Wave

89.1

P 10,000 15 seconds

September: 6x/week

Friday, Saturday and Sunday

2x afternoon, 2x evening)

October: 6x/week

Friday, Saturday & Sunday

(2x afternoon, 2x evening

Monster RX 93.1

P 5, 880 15 seconds

September: 6x/week

Friday, Saturday and Sunday

(2x afternoon, 2x evening)

October: 6x/week

Friday, Saturday & Sunday

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(2x afternoon, 2x evening)

Mellow

94.7

P 5,000 15 seconds

September: 6x/week

Friday, Saturday and Sunday

(2x afternoon, 2x evening)

October: 6x/week

Friday, Saturday & Sunday

(2x afternoon, 2x evening)

WRock 96.3

P 6,000 15 seconds

September: 6x/week

Friday, Saturday and Sunday

(2x afternoon, 2x evening)

October: 6x/week

Friday, Saturday & Sunday

(2x afternoon, 2x evening)

PRINT

Newspaper Rate Size Schedule

Philippine Star P 400,000 Full page June: 1x/week-Sunday

Philippine Daily Inquirer

P 400,000 Full page July: 1x/week-Sunday

Manila Bulletin P 400,000 Full page August: 1x/week-Sunday

Magazines Rate Size Schedule

Good

Housekeeping

P650,000.00/month Full page

June, July, and August

Smart

Parenting

P474,000.00/month Full page

June, July, and August

OOH For the month of June (30 days)

Shed Ad Placement P80,000

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LRT 2 Train Ad Placement P700,000

Billboard P1,195,000

Events

April 20

Resort 600,000

Transportation 150,000

Miscellaneous 150,000

May 15

Resort 200,000

Transportation 100,000

Miscellaneous 250,000

Total Budget per Advertisement Placement:

A. Television: Php 97,800,000

B. Radio: Php 1,290,000

C. Print

-Newspaper: Php 4,800,000

-Magazine: Php 3,372,000

-OOH Php 1,975,000

D. Events Php 1,450,000

TOTAL: PHP 110,687,000

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ARE WE GETTING THERE?

One of the marketing objectives of this IMC plan for Cherifer is generate sales by 10%.

This percentage should maintain Cherifer’s position as the leading brand in its market and

category. So, Cherifer is targeting to gain 2.1B of sales by the end of June 2014. The target sales

will depend on each phase’s activities. From the 110.687M expenses, the likely return of

investments is the 1.8B target sales.

For the first 2 phases, the expected response of the market is the stronger awareness of

the Cherifer Forte with Zinc product. Through the print ads and the radio ads, the market is

expected to know more about Cherifer Forte with Zinc. And also, it is expected that on this first

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two phases, the non-followers of the brand and the secondary target market will be able to

start testing the product.

For the third phase, this is the time that the campaign will be able to establish their

strong brand identity by pushing more through the release of the second TV commercial with

the new celebrity endorser. But also, this phase only includes the TV commercial since it is also

the time that the campaign will be starting to prepare for the last phase.

The last phase is consisted of the summer event. By this time, it is expected that the

campaign has been able to gain loyal consumers to the brand. Also, it is important that on this

phase, the campaign will be almost reaching their 10% target in terms of the sales.

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