pampers imc plan

MMC 500 De La Salle University Manila Pampers – Integrated Marketing Communication Plan

1

De Jesus, Fidel, Sta. Cruz, Tan

Submitted by:

Monaliza De Jesus Abigail Fidel

Raphael Sta. Cruz Nicco Joselito Tan


2


Table of Contents

ABSTRACT ..................................................................................................................................... 3

SITUATIONAL ANALYSIS ................................................................................................................ 4 Headlines ............................................................................................................................................................................................... 4 Competitive Landscape ................................................................................................................................................................... 4 Category Data ...................................................................................................................................................................................... 5

SWOT ANALYSIS ............................................................................................................................ 7 STRENGTHS ......................................................................................................................................................................................... 7 WEAKNESSES ...................................................................................................................................................................................... 7 OPPORTUNITIES ................................................................................................................................................................................ 7 THREATS ............................................................................................................................................................................................... 8

KEY STRATEGIC CAMPAIGN DECISIONS .......................................................................................... 8 Objectives .............................................................................................................................................................................................. 8 Target Audience ................................................................................................................................................................................. 8 Brand Position ................................................................................................................................................................................... 10 Communication Strategy .............................................................................................................................................................. 10 Campaign Strategy .......................................................................................................................................................................... 12 Media Objectives .............................................................................................................................................................................. 12 Media Habits ...................................................................................................................................................................................... 12 Media Buying Tactics ..................................................................................................................................................................... 13 Schedule ............................................................................................................................................................................................... 19 Cost Estimates ................................................................................................................................................................................... 21 Key Consumer Insight .................................................................................................................................................................... 23 Message Objectives ......................................................................................................................................................................... 23 Selling Premise ................................................................................................................................................................................. 23 Big Idea ................................................................................................................................................................................................. 23 Message and Design Execution .................................................................................................................................................. 24

OTHER MARCOM TOOLS ............................................................................................................. 28 Sales Promotion ................................................................................................................................................................................ 28 Public Relations ................................................................................................................................................................................ 28 Events Marketing ............................................................................................................................................................................. 30 Personal Selling ................................................................................................................................................................................ 30 Digital Marketing ............................................................................................................................................................................. 30 Merchandise ....................................................................................................................................................................................... 32 Shirts and Baller IDs ........................................................................................................................................................................ 32 Baby Books .......................................................................................................................................................................................... 33 Special Earth Month Green Bags ............................................................................................................................................... 34

Sample Advertising Executions ................................................................................................................................................. 35 Print – Magazines, Newspapers and OOH (Billboards) ................................................................................................... 35 TVC Script ............................................................................................................................................................................................ 37 Radio Commercial Script ............................................................................................................................................................... 37

CAMPAIGN MANAGEMENT ......................................................................................................... 38 Evaluation of Effectiveness .......................................................................................................................................................... 38 Campaign Budget ............................................................................................................................................................................. 40


3


ABSTRACT

This paper is an integrated marketing communications plan for Pampers, a diaper brand under Procter & Gamble. The plan will cover advertising, public relations and other marketing communication strategies that are specific for the Philippine market.

Pampers is currently the market leader in the disposable diaper category, garnering more than 33% market share in 2009. Though maintaining a wide gap over its competitors, the increase in sales of economy brands became more significant in 2009, posing as a threat to Pampers.

Currently, the leading disposable diaper brands (Pampers, EQ and Huggies) are all investing in advertising. To make Pampers clearly stand out from the competition, this marketing communication plan aims to improve on the brand’s current advertising standpoint by shifting it from purely functional to being appealing in both functional and symbolic ways.

To achieve this, a new local tagline will be introduced as the binding element in all advertisements and other below-‐the-‐line efforts like merchandising, online marketing and events. The entire integrated marketing communications plan will revolve around the theme “Walang Kapalit Ang Pagmahahal Ng Pampers” – to further enhance the emotional and symbolic appeal of the brand. Being the current market leader, the campaigns will basically be less aggressive but more impactful by personifying the brand into a loving and caring one – characteristics that the target market (mostly parents) clearly associate with.

To maintain the functional appeal of the brand, most advertisements and support materials such as press releases will highlight the 1 vs. 2 proposition of Pampers – meaning that Pampers gives more “value for money” because a single pad can last as long as 2 pads of a competitor brand.

The creative combination of “Walang kapalit ang pagmamahal ng Pampers” and the “1 vs. 2” proposition, along with the strengthening of distribution strategies and other below-‐the-‐line efforts, is seen to encourage brand switchers and secure the loyalty of existing users.


4


SITUATIONAL ANALYSIS

Headlines • Nappies/diapers increases by 6% in current value terms in 2009, reaching sales of PHP11.9

billion. • Economy brands continue to proliferate and strengthen their shares in 2009. • Unit prices of nappies/diapers increase by less than 1% in 2009. • Procter & Gamble Philippines Inc remains the leader in nappies/diapers in 2009, with a

value share of more than 33%. • Nappies/diapers is expected to see a volume CAGR of almost 6% over the forecast period.

Competitive Landscape • Procter & Gamble Philippines Inc remained the leader in nappies/diapers with a value

share of more than 33% in 2009. The company was able to maintain its position due to the availability of both mass-‐priced and premium lines in its Pampers portfolio. Pampers Comfort was the main sales driver, as its strong brand name gave it an advantage over other mass-‐priced brands. Investment in distribution to smaller retailers and the availability of single packs also assisted Procter & Gamble Philippines Inc in improving its sales despite the economic slowdown.

• In 2009, the increase in sales of economy brands was more significant than its standard and premium counterparts, as parents tried to cope with the recession. Fiberworld Inc experienced the biggest improvement in value sales, of 12%, as it capitalised on its low priced brand Magic Color.

• International brands, including Pampers, Huggies, EQ, Drypers and Mamy Poko held a 79% share of value sales of nappies/diapers over the review period. This dominance can be associated with multinational companies having more financial resources to invest in advertising campaigns and more premium shelf space in major retailers to encourage parents to purchase their brands. Nevertheless, domestic players strengthened their shares, as their more affordable prices appealed to middle income and budget-‐conscious consumers.

• Kimberly-‐Clark Philippines Inc carried out the most significant product launches in 2009. The company introduced a more affordable line of disposable pants called Huggies Dry Pants to attract budget-‐conscious potential users. Kimberly-‐Clark Philippines Inc also unveiled the limited edition Huggies Jeans line to boost volume sales and attract fashion-‐conscious parents to purchase these innovative products. These new products were able to stimulate demand despite the economic slowdown.

• Procter & Gamble Philippines Inc, Kimberly-‐Clark Philippines Inc and Everbeauty Corp continued to invest in advertising campaigns for Pampers, Huggies and EQ in 2009. These companies used television commercials to ensure a broader reach in highlighting the unique features of their products. Celebrity endorsements were also used to persuade consumers; Kris Aquino, a famous talk show host, for Pampers, and Vicky Morales, a popular newscaster, for EQ Dry.


5


• Standard brands generated the bulk of sales of nappies/diapers over the review period due to their proven efficiency in terms of absorption, together with competitive pricing. Premium brands continued to exist, but their value share remained small, as they only cater to high income consumers. Economy brands continued to strengthen their positions as more and more middle and low income parents switched to disposables from traditional cloth nappies/diapers.

• The contribution of private label nappies/diapers remained small in 2009, as SM Bonus was the only visible brand in the Philippines. The wide availability of economy brands discouraged chained retailers from selling their own private labels, as it was hard to offer prices which were significantly lower than the cheapest economy brands in the market.

• The presence of eco-‐friendly nappies/diapers continued to be insignificant due to the lack of demand. The high price commanded by these speciality products also made them practically not saleable in a market in which demand is mostly dictated by price.

Category Data

Table 1 : Retail Sales of Nappies/Diapers by Subsector: Value 2004-‐2009

Ps million 2004 2005 2006 2007 2008 2009 Nappies/Diapers 7,734.8 8,345.9 8,951.7 10,028.2 10,987.3 11,645.4 - Junior Nappies/Diapers 3,861.4 4,046.8 4,249.1 4,610.3 4,956.1 5,179.1 - New Born Nappies/ 976.6 1,054.7 1,133.8 1,224.5 1,334.7 1,417.5 Diapers - Standard Nappies/ 2,896.8 3,244.4 3,568.8 4,193.3 4,696.6 5,048.8 Diapers Nappies/Diapers/Pants 7,734.8 8,474.1 9,092.8 10,206.0 11,191.8 11,868.2 Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor

International estimates

Table 2: Retail Sales of Nappies/Diapers by Subsector: % Value Growth 2004-‐2009

% current value growth 2008/09 2004-09 CAGR 2004/09 TOTAL Nappies/Diapers 6.0 8.5 50.6 - Junior Nappies/Diapers 4.5 6.0 34.1 - New Born Nappies/Diapers 6.2 7.7 45.1 - Standard Nappies/Diapers 7.5 11.8 74.3 Nappies/Diapers/Pants 6.0 8.9 53.4 Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor


Table 3: Nappies/Diapers Retail Company Shares 2005-‐2009


6


% retail value rsp Company 2005 2006 2007 2008 2009 Procter & Gamble 32.8 33.4 33.4 33.4 33.4 Philippines Inc Everbeauty Corp 19.6 19.9 21.4 22.1 22.5 Fiberline Industries Inc 13.5 14.0 14.8 15.3 15.9 Kimberly-Clark 18.9 18.3 15.0 14.6 14.0 Philippines Inc SCA Hygiene Products 4.9 5.3 5.2 5.4 5.4 Phils Inc UniCharm (Philippines) 2.3 3.0 3.5 3.6 3.6 Corp Fiberworld Inc 1.8 1.8 1.8 1.9 2.0 SM Investments Corp 1.5 1.5 1.8 1.8 1.8 Philusa Corp 1.9 2.0 1.5 - - Global Sun Inc 1.0 0.7 0.6 0.5 - Associated Hygienic - - - - - Products LLC Others 1.8 0.1 1.0 1.4 1.4 Total 100.0 100.0 100.0 100.0 100.0 Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor


Table 4: Nappies/Diapers Retail Brand Shares 2006-‐2009

% retail value rsp Brand Company 2006 2007 2008 2009 Pampers Procter & Gamble 33.4 33.4 33.4 33.4 Philippines Inc EQ Everbeauty Corp 18.5 20.0 20.6 21.0 Huggies Kimberly-Clark 14.4 15.0 14.6 14.0 Philippines Inc Care Fiberline Industries Inc 7.2 7.8 8.1 8.2 Happy Fiberline Industries Inc 6.8 7.0 7.2 7.7 Drypers SCA Hygiene Products 5.3 5.2 5.4 5.4 Phils Inc Mamy Poko UniCharm (Philippines) 3.0 3.5 3.6 3.6 Corp Magic Color Fiberworld Inc 1.8 1.8 1.9 2.0 SM Bonus SM Investments Corp 1.5 1.8 1.8 1.8 Prokids Everbeauty Corp 1.4 1.4 1.5 1.5 Kimbies Kimberly-Clark 3.6 - - - Philippines Inc Babyflo Philusa Corp 2.0 1.5 - - Hello Angel Global Sun Inc 0.7 0.6 0.5 - Good Nites Kimberly-Clark 0.3 - - - Philippines Inc Drypers Associated Hygienic - - - - Products LLC Others 0.1 1.0 1.4 1.4 Total 100.0 100.0 100.0 100.0 Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor


Table 5: Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2009-‐2014


7


Ps million 2009 2010 2011 2012 2013 2014 Disposable Pants 222.9 235.1 247.6 260.2 273.0 285.8 Nappies/Diapers 11,645.4 11,941.6 12,319.1 12,786.0 13,324.2 13,941.9 - Junior Nappies/Diapers 5,179.1 5,230.9 5,309.4 5,415.5 5,550.9 5,717.5 - New Born Nappies/ 1,417.5 1,460.0 1,496.5 1,526.4 1,549.3 1,564.8 Diapers - Standard Nappies/ 5,048.8 5,250.7 5,513.3 5,844.1 6,223.9 6,659.6 Diapers Nappies/Diapers/Pants 11,868.2 12,176.8 12,566.7 13,046.3 13,597.2 14,227.7 Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates

Table 6: Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2009-‐2014

% constant value growth 2009-14 CAGR 2009/14 TOTAL Disposable Pants 5.1 28.2 Nappies/Diapers 3.7 19.7 - Junior Nappies/Diapers 2.0 10.4 - New Born Nappies/Diapers 2.0 10.4 - Standard Nappies/Diapers 5.7 31.9 Nappies/Diapers/Pants 3.7 19.9 Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates

SWOT ANALYSIS

STRENGTHS • Strong international brand name that is directly associated to diapers. • Diversified diaper portfolio offering mass-‐priced and premium lines targeting all socio-‐

economic class. • Strong national retail distribution channels offering single packs catering the “tingi”

market of the Philippines. • Very clear product positioning: “One vs Two” – One Pampers overnight vs Two regular

diapers. • Diapers are made of top quality absorbent materials. • Well-‐designed adjustable bear hug types that make sure it fits all babies. • Pampers Comfort uses a Velcro-‐like tape that sticks on the covers but it does not tear off

the cover when adjusted.

WEAKNESSES • Product positioning not clear on marketing collaterals • Higher priced than most competitors • Not enough presence • Some babies do not fit the sizes offered therefore causing leaks.

OPPORTUNITIES • Smaller families mean equally cherished children and higher spending per child. • Working mothers mean more income to spend and time pressures place importance on

convenience.


8


• Use of disposable nappies/diapers increases with increased affluence. • Desire for convenience with more working mothers and ability to pay. • Nappies/diapers still limited use in developing and emerging markets – currently often

out-‐of-‐home use. • Single-‐use sachets/packs may be needed to increase accessibility in developing and

emerging markets. • Advertising through social media – especially for new parents.

THREATS • Smaller families mean fewer babies and so lower demand. • Working mothers mean motherhood delayed or avoided as more choose career first. • Fewer children and so volume static/declining. • Concerns about environmental impact of disposable products and changes in use of

landfill. • Declining birth rate may lead to declining sales of nappies/diapers in mature markets. • Advertising regulations

KEY STRATEGIC CAMPAIGN DECISIONS

Objectives • Increase market share to 38% by the end of 2011. • Increase brand awareness through first time trial usage by capturing 70% of the target

market before December 2011. • Develop a holistic marketing program that will engage consumers using different

marketing communication tools by the end of 4th quarter.

Target Audience The primary target of Pampers is both current users and non-‐users of disposable baby diapers. In terms of trial versus repeat usage, the marketing communication plan will focus on encouraging trial to non-‐customer groups specifically the traditional cloth diaper users, other-‐brand loyalists and switchers. Overall, the primary target of Pampers is parents, more specifically mothers with babies aged 0-‐3 years old.

Majority of the target market belongs to the socio-‐economic class A, B, upper and broad C. The affordability and practicality of using Pampers will appeal to middle income and price conscious segment while perceived quality of the brand would appeal to those consumers belonging to the high-‐income segment.

Strong demand for disposable diapers resides in urban areas where majority of mothers are working and thus, has the need for convenience especially in doing their motherly and domesticated responsibilities. In order to tap non-‐users of diapers, the marketing communication plan will emphasize the functional benefits (e.g. aids in prolonging babies’ sleeping time) of using Pampers.


9


Decision Makers Grid:

These are the roles of the decision maker when it comes to purchasing disposable diapers:

a. Initiator: Expectant mothers/parents and mothers who just gave birth are the ones who initially see the need for baby care products. This audience segment research and inquire about the quality and cost of diaper brands.

b. Influencer: Expectant mothers and mothers who just gave birth often seek advice about baby care products from their family doctors, ob-‐gynes, pediatricians, family and friends. From these sources, the target market builds brand attitude toward brands available, gauging and evaluating positive and negative feedbacks of products.

c. Decider and Purchaser: The mother is often the decider of which brand to buy for

the baby. However, their purchase decision is often affected by budget considerations.

d. User: The babies are the final user of the product. Repeat-‐usage decisions by the target market are greatly influence by the product’s suitability to babies specifically how the product delivers its promise of comfort, quality and longer usage.

Pampers Diapers Consumer Decision Grid and Target Audience

Role Consumer Trade Initiator Mothers, Couple, friends,

baby care professionals Baby care professionals

Influencer Friends, Baby Care Professionals

Baby Care Professionals

Decider Mothers Purchaser Parents User Babies

Target Market ‘s Behavioral Sequence Model

Consideration at Each Stage

Need Arousal Information Search and Evaluation

Purchase Usage

Decision roles involved

Expectant mothers/parents, Mothers who just gave birth, Mothers

Friends, family, doctors, baby care professionals

Parents specifically mothers

Babies

Where stage is likely to occur

Home, Clinics, Internet, word-‐of-‐mouth

Home, on-‐line community, clinics and hospitals

Supermarket, grocery store, convenience store,

Home, outdoor


10


pharmacy, department store

Timing of Stage A few months before and after giving birth

From immediately after need arousal

After evaluation

Anytime but more often during bedtime and during outdoor activities

How it is likely to occur

See or hear about a product category or brand

Seek info from others, look up info, ask doctor, visit supermarket

Visit Supermarket, grocery, pharmacy etc

Wearing diaper on a regular basis until babies are toilet trained

Brand Position One VS Two is the current brand position of Pampers. It connotes as the most practical diaper brand to purchase giving the consumers greater value for their money by emphasizing the functional benefit of Pampers specifically its longer absorption capacity as usage of one Pampers is equivalent to two ordinary diapers. Also, the campaign will capitalize on Pampers being the top-‐of-‐the-‐mind among other brands perceived as the pioneer, tested and trusted diaper brand.

Communication Strategy Pampers is presently the top diaper brand in terms of market share. However, consumers perceived the brand as standard in terms of quality but costly in terms of price. This perception hampers non-‐customers, especially those belonging to middle and low-‐income brackets, to try and switch to Pampers. The brand needs to counter consumers’ unfavorable perception by highlighting Pampers’ functional positioning specifically the product’s ability to exceed absorption quality of competing brands.

Given the nature of consumers’ perception of Pampers, enhancing a favorable brand image will be the primary communication objectives. The result expected after the implementation of the marketing communication plan is for consumers to perceive the brand as “value-‐for-‐money” and of greater quality compared to competitors that will lead to trial and continued usage.

The overall task confronting the marketing communication plan is to break through competitive clutter of competing brands by overcoming the key barrier which is the consumers’ perception that all diaper brands performs pretty much the same and lower priced diapers are more practical to purchase than branded diapers like Pampers. Below is the summary task grid for the IMC campaign for Pampers.


11


Summary Task Grid

Decision Stage Communication Task

Target Audience

Where and When

IMC Options

Need Arousal Tentative positive attitude for Pampers (brand attitude)

Expectant mothers, Mothers who just gave birth, Mothers

In home Retail Outlets

Television and print ad P-‐o-‐P advertising

Information Search and Evaluation

Provide enough information to convince target market (brand attitude) Gain positive intention to try brand (brand purchase intention)


In home Retail outlets

Television ad, print ad, online initiatives Maternity Hospitals brand activation activities

Purchase Act on positive brand intention (brand attitude and brand purchase intention)


In home Retail outlets

Advertising P-‐o-‐P Sampling

Usage Reinforce decision and brand usage (brand attitude and brand purchase intention)


In home Outdoors

Advertising Events Selective Promotion

The IMC campaign will focus in achieving brand attitude and brand purchase intention objectives. The IMC campaign will first stimulate recognition by providing a strong visual package association with the brand. Through television and print advertising with trade and point-‐of-‐purchase advertising, the IMC campaign aims to strengthen brand recognition.

During the information search and evaluation stage, the IMC campaign will focus on providing enough information about Pampers in order to convince its target market that Pampers is indeed worth trying, to instill a positive brand attitude and stir purchase intentions. These objectives will be achieved through print and TV advertisements, promoting the brand through promotions on mothers’ on-‐line communities and blogs. Also, through promotions and sponsorships on baby-‐care seminars conducted during brand activation activities in hospitals, clinics and/or health centers.


12


Purchase decision occurs in supermarkets and retail outlets like pharmacy or community sari-‐sari stores. Using point-‐of-‐purchase displays and other merchandising at retail will trigger brand recognition and remind the target market of intentions to try the brand.

The IMC campaign will also focus in achieving brand usage and brand loyalty through advertising that will constantly remind consumers of their conviction and wiser choice of purchasing Pampers, a brand that offers an advantage over competitors.

Campaign Strategy In order to communicate the brand position, Pampers will invest in an integrated marketing communication campaign and will take advantage of the following marketing communication tools:

• Advertising – TV, Radio and Print • Sales Promotion • Personal Selling • Events Marketing • Digital Marketing • Direct Marketing • Public Relations

MEDIA STRATEGY

Media Objectives • Develop a national TV Ad campaign that will target 100% TV viewership by end of 2011. • Produce a localized radio and print ads targeting rural areas from different regions. • Create programs that will use out-‐of-‐home and digital platforms.

Media Habits

Media Exposure All People

Moms 25 -‐ 40 ABCD

Population ('000) 7613 % % Affinity

TRADITIONAL Tv viewership 100 100 100 Cable viewership 35 39 110 Radio Listenership 82 85 103 Broadsheet read yesterday 6 5 86 Tabloid read Yesterday 10 8 80 Monthly magazine Read in Past Month 5 7 128


13


DIGITAL Mobile phone used 64 75 117 Internet at least once a month Home 9 10 117 Internet at least once a month elsewhere 11 14 124

OOH Cinema at least once a month 3 3 95 Shopping at least once a month 76 82 108 Supermarkets at least once month 84 90 106 MRT at least once a week 4 4 95 LRT at least once a week 3 4 112 Fastfood at least once a week 81 83 103 Coffee shop at least once a week 2 2 130

Source: Media Index, Neilsen

Media Buying Tactics

TV

• Thematic TVCs 15s Main medium of awareness to build "no palitan overnight" key message

• Interstitials 30-‐sec station produced material on ways to nurture babies incorporating the message of the TVC material

• Segment Buys (5-‐min) Creative buy in morning shows that will talk about ways to bond with babies and proper ways to nurture them

• Push plugs 5-‐seconder, attached to TVC 15s

• OBB and CBB for all sponsored programs

• TV Guestings Guesting on morning shows and mom-‐oriented programs


14


Radio

• Radio Commercials Spot Buys • “Di papalitpalit sa Pampers” tongue twister contest • Radio Guesting • Maximize AOBs

AOBs could be used to promote tongue twister contest and events • Segment Buys • Radio Tour/ Discussion • Time checks and reminders

Print

• Broadsheet o Half page o ¼ page ad o Floating ad

• Magazine

o Full page ads and 1/3 page vertical ad o Product feature o Editorial

First aid for babies

Full page

1/3 Page (vertical)


15


OOH

• Billboards


16


NLEX near (north bound) Valenzuela, CDO Factory

30’Hx50’W


17


• Shed Ads Area:

o EDSA after Jollibee Kamias o Libis across Mercury


18


• Bathroom Ads Area: Market Market, Taguig City

• LRT 1 Cube Ads

Female Section


19


Schedule

SCHEDULE OF ADVERTISEMENTS

Duration / Published Date

Program / Size of Print Ad Day/Timeslot Total Spots /

No. of Ads

Station / Publication / Location

TV

30 weeks Show Time Mon-‐Fri 10:30 -‐ 11:30 AM 750 ABS-‐CBN 25 weeks Umagang Kay Ganda Mon-‐Fri 5:30 -‐ 8:00 AM 625 ABS-‐CBN 8 weeks Salamat Dok Saturday 6:00-‐7:00 AM 200 ABS-‐CBN

12 weeks Love ni Mister Love ni Misis Mon-‐Fri 11:00 AM -‐ 12:00 PM 300 GMA

25 weeks Unang Hirit Mon-‐Fri 5:30 -‐ 8:30 AM 625 GMA 25 weeks 24 Oras Mon-‐Fri 6:30 -‐ 7:30 PM 625 GMA

8 weeks Moms Mon-‐Fri 5:00 -‐ 6:00 PM 200 QTV

RADIO

40 weeks

The Wake Up Show 6:00 -‐ 10:00 AM 400 Mellow 94.7 The Afternoon Cruise 2:00 -‐ 4:00 PM 200 Mellow 94.7 C & C Music Factory 4:00 -‐ 8:00 PM 200 Mellow 94.7 Run of Station Mon-‐Fri / Sun Whole Day 600 Mellow 94.7

40 weeks Morning Smooth Brews Mon-‐Fri 6:00 -‐ 10:00 AM 400 92.3 Xfm Smooth Jazz Cruise Mon-‐Fri 2:00 -‐ 7:00 PM 400 92.3 Xfm Run of Station Mon-‐Fri / Sun Whole Day 400 92.3 Xfm

BROADSHEET (for Jan)

Jan. 1, 2011 One fourth ad Saturday 1 Philippine Star Jan. 2, 2011 Floating ad Sunday 1 Philippine Star Jan. 3, 2011 Floating ad Monday 1 Philippine Star Jan. 5, 2011 Floating ad Wednesday 1 Philippine Star Jan. 7, 2011 One fourth ad Friday 1 Philippine Star Jan. 8, 2011 One fourth ad Saturday 1 Philippine Star Jan. 9, 2011 One fourth ad Sunday 1 Philippine Star Jan. 12, 2011 Floating ad Wednesday 1 Philippine Star Jan. 15, 2011 One fourth ad Saturday 1 Philippine Star Jan. 16, 2011 One fourth ad Sunday 1 Philippine Star

Jan. 1, 2011 Half page ad Saturday 1 Philippine Daily Inquirer


20


Jan. 2, 2011 One fourth ad Sunday 1 Philippine Daily Inquirer

Jan. 17, 2011 Floating ad Monday 1 Philippine Daily Inquirer

Jan. 22, 2011 Floating ad Saturday 1 Philippine Daily Inquirer

Jan. 23, 2011 One fourth ad Sunday 1 Philippine Daily Inquirer

MAGAZINE

January 2011 Full page ad 1 Good Housekeeping

March 2011 Full page ad 1 Good Housekeeping

April 2011 Full page ad 1 Good Housekeeping

May2011 1/3 page vertical 1 Good Housekeeping

June 2011 1/3 page vertical 1 Good Housekeeping

August 2011 1/3 page vertical 1 Good Housekeeping

November 2011 Full page ad 1 Good

Housekeeping

December 2011 Full page ad 1 Good Housekeeping

January 2011 Full page ad 1 Smart Parenting March 2011 Full page ad 1 Smart Parenting May 2011 Full page ad 1 Smart Parenting June 2011 Full page ad 1 Smart Parenting

October 2011 Full page ad 1 Smart Parenting

December 2011 Full page ad

1 Smart Parenting

BILLBOARD

150 days Regular billboard 1 EDSA P. Tuazon Blvd., Quezon City

150 days Regular billboard 1 EDSA cor. Libertad St., Mandaluyong

270 days Regular billboard 1 North Luzon Expressway (North bound)

120 days Regular billboard 1 Cebu City Arch. Reyes St. Cor. Gorordo

180 days LED Board (250 spots/day) 45,000.00 EDSA Guadalupe SHED AD

30 days Shed Ad 1 EDSA after Jollibee Kamias

30 days Shed Ad 1 Libis across Mercury


21


LRT TRAIN ADS 270 days LRT Ad 15

BATHROOM ADS 60 days Female bathroom ad 20 Market Market

Cost Estimates

COST ESTIMATES MEDIUM DESCRIPTION BUDGET FOR 1 YR.

TV Material Program

ABS-‐CBN Interstitials & TVC 15s Show Time PHP 29,325,600.00 Interstitials & TVC 15s Umagang Kay Ganda PHP 7,082,550.00 Segment Buy 30s Salamat Dok PHP 3,777,360.00

GMA TVC 15s

Love ni Mister Love ni Misis PHP 3,801,600.00

Segment Buys 30s Unang Hirit PHP 6,969,600.00

TVC 15s 24 Oras PHP 39,204,000.00 QTV TVC 15s Full-‐time Moms PHP 4,014,960.00

Subtotal for TV PHP 94,175,670.00 RADIO

XFM RC 10s Morning Smooth Brews

PHP 400,000.00 AOBs Smooth Jazz Cruise Run of Station

Mellow

RC 10s The Wake Up Show

PHP 1,000,000.00 AOBs The Afternoon Cruise Segment Buy C & C Music Factory Run of Station

Subtotal for Radio PHP 1,400,000.00 PRINT Size Color

Philippine Daily Inquirer

Half Page 29.74 cms (L) x 27.94cms (H)

Full Color

PHP 3,580,536.96 1/4 Page 16.38 cms (L) x 24cms (H) Full Color

Floating Ad 9 cms (L) x 5cms (H) Full Color

Philippine Star

1/4 ad 16.38 cms (L) x 24cms (H) Full Color

PHP 3,493,717.92 Floating Ad 9 cms (L) x 5cms (H) Full Color


22


Good Housekeeping

Full page Type Area: 7 1/2" by 10" Trim Area: 8 1/2" by 11" Bleed Area: 8 3/4" by 11 1/4"

Full Color PHP 650,000.00

1/3 page (vertical) Type Area: 2 1/4" by 10" Trim Area: 2 13/16" by 11" Bleed Area: 3" by 11 1/4"


Smart Parenting

Full Page Type Area: 7 1/2" by 10" Trim Area: 8 1/2" by 11" Bleed Area: 8 3/4" by 11 1/4"


Subtotal for Print PHP 8,524,918.88 OOH Location

Billboard EDSA P. Tuazon Blvd., Quezon City Php600,000.00 North Luzon Expressway (North bound) Php465,000.00 Cebu City Arch. Reyes St. Cor. Gorordo Php130,000.00

LED Billboard Placement EDSA Guadalupe PHP 1,800,000.00

Shed Ad Placement EDSA after Jollibee Kamias PHP 40,000.00 Libis across Mercury PHP 40,000.00

Bathroom Ads Market Market, Taguig PHP 60,000.00 LRT Train Ad Placement LRT2 PHP 700,000.00

Subtotal for OOH PHP 3,835,000.00 DIGITAL Social Networks PHP 100,000.00 PPC Campaign PHP 200,000.00

Subtotal for Digital PHP 300,000.00 EVENTS

How To Love Your Baby

Seminar-‐workshop about nurturing babies, proper ways to take care of them, ways to bond, etc.

PHP 300,000.00 Let Your Love Float: Mom and baby water bonding

Swimming lesson for baby with mommy PHP 300,000.00

Subtotal for Events PHP 600,000.00 DIRECT MARKETING

Mailers

first batch of mailers with diaper samples; creative mailers PHP 100,000.00

GRAND TOTAL PHP 108,935,588.88


23


MESSAGE STRATEGY

Key Consumer Insight • Consumers (parents) tend to be brand loyal. Most of them are not prone to switching

once they have found the perfect diaper for their babies. From that point on, they will likely buy the same brand until their babies outgrow the nappy stage.

• Most consumers buy in bulk. Diapers are considered necessities, and a good supply must always be within reach.

• Perceived quality of the product/brand is the most important factor in deciding which brand to buy. Price and design/features are just secondary.

• TV is still the best avenue to showcase the diaper brand/product because of its high reach. Referral from family members and visibility in supermarkets/sales promos, on the other hand, also help drive consumers into purchasing the product.

Message Objectives • To highlight the efficiency of using Pampers by communicating that one Pampers

Overnight is equal to two of another brand, thus, “Walang palitan”. • To provide additional emotional appeal to target the buyers (mostly mothers), thus,

“Walang kapalit ang pagmamahal ang Pampers”

Selling Premise The selling point of Pampers is its quality based on the length of use of each diaper pad. This adopts the one versus two selling proposition of most P&G products, wherein one Pampers is equal to two of another brand. Pampers is not the cheapest brand (in terms of price per piece), but it is of best value through the extended use of each pad. Therefore, it is more economical to use Pampers over other brands because you do not need to change it frequently.

Big Idea


24


“Palit” is a Filipino word that can either mean switch (i.e. switch to another brand) or change (i.e. change your diaper). This communicates that with Pampers, you do not need to switch brands because you do not even need to change your baby’s diaper often (1 pad can last up to 12 hours).

“Walang kapalit”, on the other hand, means irreplaceable, referring to the quality and comfort of the brand Pampers as something you cannot replace. This phrase also connotes an emotional appeal to mothers by suffixing “ang pagmamahal ng Pampers”. This shows that the brand transcends physical benefits—by personifying it as a caring and loving product/brand—characteristics that parents, especially moms, identify with.

Message and Design Execution

The message will mainly be conveyed through simple posters such as the one above – which also serve as the main marketing collaterals of the campaign. Very clean and straightforward, this message communicates the core of the campaign, which is love and care. This will be used


25


in distribution channels like supermarkets, malls, drugstores and the like, and may complement existing point-‐of-‐purchase materials.

This execution will be localized in various provinces through the use of local dialects. This will make sure that our message is communicated effectively to every Filipino. Below are sample executions in various dialects:

Bisaya – “Wa’y mukambyo sa gugma ni Pampers”


26


Ilocano – “Awan makasukat ni ag-‐ayat ni Pampers”


27


Ilonggo – “Wala sang kabaylo ang pagpalangga ni Pampers”


28


OTHER MARCOM TOOLS

Sales Promotion • Citibank Exchange your Php1500 charge slips with one 12 Packs Pampers Comfort at

selected supermarkets. • Buy one Pack Get One Pack Promo for 58pcs pack to push for the larger quantity items. • Exchange your other brands with one pack Pampers (4pcs bundle) to encourage

switching to Pampers.

Public Relations Publication Genre Communication strategy/Angle Yes (Summit Media)

Celebrity Testimonials from Celebrity moms (Kris Aquino, Claudine Barretto, Jodi Santamaria, Judy Ann Santos, Gladys Reyes)

StarStudio Celebrity “What’s in your baby bag?” sponsored feature Good Housekeeping (Summit Media)

Household, moms

Convenience and practicality of using Pampers

Cradle (October 80)

Baby Highlight on superior features of Pampers for the baby

Smart Parenting (Summit Media)

Parenting Convenience and practicality of using Pampers

Reader’s Digest Asia

General Reading Sponsored article – Trivia/facts about babies

Inquirer News -‐ Broadsheet

Lifestyle/Parenting – Coverage of Pampers events

Philippine Star News -‐ Broadsheet


Manila Bulletin News -‐ Broadsheet



29



30


Events Marketing

• In store Campaign – product demo at selected supermarkets. • Hospital Activations – product sampling and education program for new moms

regarding proper use of diapers for newborn babies. • Barangay Activations – education program targeting 1000 barangay for first quarter. • “How to love your baby” -‐ Seminar-‐workshop about nurturing babies, proper

ways to take care of them, ways to bond, etc. • “Float Love” Mom and baby water bonding -‐Swimming lesson for baby with

mommy on Mother’s Day

Personal Selling • House to house selling targeting villages, subdivisions and barangay. Standard spiel will

be localized per region.

Digital Marketing • Website features/Sponsored articles – PEP, ABS-‐CBN, ClickTheCity, QTV/wmn.ph,

push.com.ph • Online banner advertising • Pampers forum for moms • Facebook Fanpage • Blog Campaigns • Pay-‐Per-‐Click Campaigns • E-‐mail Marketing


31


Online banner advertising in selected websites like ABS-‐CBN and QTV will also double as a data capture tool where we can opt-‐in subscribers to Pampers’ eNewsletters. This is a way of building the community of Pampers mommies.


32


Sponsored articles in entertainment websites like push.com.ph and pep.ph will subtly introduce the brand to entertainment gossip aficionados (who may be a market for Pampers). This will complement our PR efforts in making the brand more appealing by integrating it with feature stories that are not hard sell and pique the interest of the readers.

Merchandise

Shirts and Baller IDs

Pampers shirts, with a heart emblem (the same heart used in the current Pampers logo), will be distributed and used during events, trade launches and even in TV guesting of endorsers and brand ambassadors. The heart symbolizes the tagline “Walang kapalit ang pagmamahal ng Pampers” – with the heart being known for its association with love and affection. Through this, the emblem of Pampers’ irreplaceable love and care will be more visible, and its impact will last longer, without being hard-‐sell (the word Pampers or taglines will not be visible in the shirts).

Similarly, baller bands will be distributed as a cost-‐effective means of making people carry the brand wherever they go.


33


Baby Books

Pampers will be printing baby books to be distributed to pediatricians. The baby book will serve as the parents’ (and the pediatrician’s) guide from the day of their baby’s birth. Apart from the printing of the logo on the cover, the brand Pampers will be visible throughout the baby book through some articles, baby tips and other forms of branding. This marketing effort will not be a hard selling activity, as Pampers’ branding will go seamlessly with the baby book. No promotional advertisements will be placed in the material.


34


Special Earth Month Green Bags

To celebrate Earth Month in April, special Pampers bundles (12-‐piece packs) will come in “Green” earth-‐friendly reusable shopping bags. This will be in partnership with SM Supermarket, Hypermarket and SaveMore branches, in line with the retailer’s advocacy of going green and reducing the use of plastic bags.

Special Pampers bags may be reused in any SM branch, and in-‐store promotions apply – such as the extra points for SM Advantage cardholders and “Bring Your Own Bag” Wednesday campaign.

This reusable bag will be a limited edition offer.


35


Sample Advertising Executions

Print – Magazines, Newspapers and OOH (Billboards)


36



37


TVC Script (Mom changes diaper during midnight) Dad: Mommy, gising ka pa? Mom: pinapalitan ko lang diaper ni baby (Clock at 3am) Dad: Nagpapalit ka nanaman ng diaper? Mom: Basa nanaman si baby (Dad looks grumpy kasi di na sila nakakatulog ng maayos) Dad: Palitan mo na nga yan. (Referring to diaper brand)

Radio Commercial Script Title: “Snore” Product: Pampers Overnight TRT: 10 seconds

(SFX: SNORE, SNORE)

(SFX: BABY CRIES)

Female: Palit diaper na naman si baby?

Male: Palitan mo na nga yan!

(MUSIC UP AND UNDER: INSTRUMENTAL)

VO Female: Sa Pampers mahimbing ang tulog ni baby at ng buong family! Dahil walang kapalit ang pagmamahal mo, walang kapalit ang pagmamahal ng Pampers Comfort.

(SFX UP AND UNDER: SNORE)

VO: (WHISPER) <DTI Line>


38


CAMPAIGN MANAGEMENT

Evaluation of Effectiveness

The diaper industry expects a 19.9% growth in 2011 with an estimated 12,566.7M pesos of retail sales. Pampers still holds the top market share among diaper brands in the industry with 33%. In order to achieve Pampers’ objective of increasing market share to 38%, the brand needs to generate 4.7B of sales in 2011. In line with this, expected return-‐of-‐investment from marcom activities are computed based on budget allocated for each activity and schedule of each activity relative to the target sales per quarter and per marcom activity.

To illustrate, the second quarter of the marcom campaign is the most aggressive period consuming 30% of the budget allocated for the plan. (See Media Plan) TV ad is the most expensive among the marcom tools used with 61.9% of the budget is allocated for it. The 40.7B target sales of Pampers are divided based on the budget allocation of each marcom activities per quarter. Thus:

4.76B x .30 x .619= 883.93M

Where:

4.76B – target sales for 2011 to increase market share to 38%

.30-‐ percent of budget allocated for 2nd quarter ( refer to media plan)

.619-‐ percent of budget allocated for TV ads for the 2nd quarter (refer to media plan)

MARCOM TOOLS

Target Sales Qualitative 1st Quarter Metric

TV Ads 736.61M Launch New TV Ad in 2 Major Stations

Radio Ads 9.12M Start Radio Ad Campaign

Print 211.07M Launch Print Ad Campaign Metro Manila

OOH 119.38M Launch OOH Campaigns

Digital 650M Launch Revamped Website and Forum

Events 65.06M Suyod Campaign on Hospitals and Villages

TOTAL 1,794.81


39


MARCOM TOOLS

Target Sales Qualitative Metric

2nd Quarter

TV Ads 883.93M Product Placements in Morning Shows

Radio Ads 10.88M Start of Tongue Twister Campaign

Print 253.28 Target North and South Luzon (Localized Ad)

OOH 143.26M Target North and South Luzon Areas

Digital 45.84M Social Media Marketing Campaign

Events 78.07M North and South Luzon Barangay an d Hospital Events

TOTAL 1,405.21

MARCOM TOOLS


3rd Quarter

TV Ads 823.95M Product Placements in Noon Time Shows

Radio Ads 10.2M Regional Campaign -‐ North and South Luzon

Print 236.39M Target Visayas (Localized Ad) OOH 133.71M Target Visayas

Digital 43.7M Start of PayPerClick and Forum Management

Events 72.87M Visayas Barangay and Hospital Events.

TOTAL 1,320.91

MARCOM TOOLS


4th Quarter

TV Ads 495.20M Christmas TV Ad Campaign

Radio Ads 6.20M Christmas Radio Campaign. Visayas and Mindanao Regional Campaign

Print 143.52M Target Mindanao (Localized Ad) OOH 81.18M Target Mindanao

Digital 26.54M Use database for Mobile and Internet Campaigns

Events 44.24M Mindanao Barangay and Hospital Events.

TOTAL 796.88


40


Campaign Budget

The annual campaign budget for 2011 is PHP 110,956,000. This is 2.36% of the target sales for next year which is PHP 4.7 B.

CAMPAIGN BUDGET FOR 2011

Media Placements TV PHP 94,175,670.00 Radio PHP 1,400,000.00 Print PHP 8,524,918.88 OOH PHP 3,835,000.00 Digital PHP 300,000.00

Production TVC PHP 500,000.00 Radio Commercial PHP 20,000.00 Direct PHP 100,000.00 Events PHP 600,000.00 Merchandise PHP 1,500,000.00 TOTAL BUDGET PHP 110,955,588.88

85%

1% 8%

4% 0.27%

0.45%

0.01%

0.09% 1% 1%

2011 Budget Allocation

TV

Radio

Print

OOH

Digital

TVC

Radio Commercial

Direct

Events

Merchandise