Typical Advertising Plan
Carla Gianelle T. Abril
Marketing Segmentation
Behaviour
Occasion:
Regular Occasion
Benefits:
Inexpensive, good quality cosmetics
User Status:
Potential Users, first time users, regular users
Usage Rate:
Heavy-Light
Loyalty Status:
Heavy-Light
Readiness Stage:
Product desire, Awareness
Attitude toward Product:
Interesting
Geographics
Regional:
NCR (National Capital Region)
Exact City:
Metro Manila, Philippines
Population:
11, 855,975
Male: 5, 781,807
Female: 6,015,066
Female (Age 14-35): 195,763
Makati: 113,852
Pasay: 81,911
Density:
Urban
Climate:
Tropical Monsoon Climate
Demographics
Age:
14-35 years old
Gender:
Female
Income:
Php 2,000 and below, Php 2,001 and above
Occupation:
Students, managers, Professionals and technical, Business person
Education:
High School, College Graduates
Religion:
Any Religion
Social Class:
Middle-Lower
Psychographs
Social Class:
Class C-D (Middle – Lower)
Lifestyle:
Strivers
Personality:
Image conscious, limited discretionary incomes, spend in clothing and personal care products.
Product: Nichido Cosmetics
Objective:
General Objective:
* Increase sales by 20% in 2016
Specific Objectives:
* Increase the awareness of the consumers by 50% within Metro Manila using print ads and internet.
* To make consumers recognize or recall the brand within the category in sufficient detail to make a purchase.
Female Population ages 14-35
Target Market 100% = 195,763
Attention 75% = 146,822
Interest 50% = 73,411
Desire 35% = 25,693
Action 30% = 7,708
Loyal 25% = 1,927
Situational analysis
Context:
Background Research
Company Brand and Product
Source
Pricing
Promotion
Company Brand and Product
Nichido cosmetic is a complete product line of make-up for teenagers and adults. It is one of the growing cosmetic brands in Japan and exported here in the Philippines. For years, the brand was created to cater the demands of today’s generation. It suits the taste of the adventurous, young, carefree and fun loving
Marketing Segmentation
Behaviour
Occasion:
Regular Occasion
Benefits:
Inexpensive, good quality cosmetics
User Status:
Potential Users, first time users, regular users
Usage Rate:
Heavy-Light
Loyalty Status:
Heavy-Light
Readiness Stage:
Product desire, Awareness
Attitude toward Product:
Interesting
Geographics
Regional:
NCR (National Capital Region)
Exact City:
Metro Manila, Philippines
Population:
11, 855,975
Male: 5, 781,807
Female: 6,015,066
Female (Age 14-35): 195,763
Makati: 113,852
Pasay: 81,911
Density:
Urban
Climate:
Tropical Monsoon Climate
Demographics
Age:
14-35 years old
Gender:
Female
Income:
Php 2,000 and below, Php 2,001 and above
Occupation:
Students, managers, Professionals and technical, Business person
Education:
High School, College Graduates
Religion:
Any Religion
Social Class:
Middle-Lower
Psychographs
Social Class:
Class C-D (Middle – Lower)
Lifestyle:
Strivers
Personality:
Image conscious, limited discretionary incomes, spend in clothing and personal care products.
Product: Nichido Cosmetics
Objective:
General Objective:
* Increase sales by 20% in 2016
Specific Objectives:
* Increase the awareness of the consumers by 50% within Metro Manila using print ads and internet.
* To make consumers recognize or recall the brand within the category in sufficient detail to make a purchase.
Female Population ages 14-35
Target Market 100% = 195,763
Attention 75% = 146,822
Interest 50% = 73,411
Desire 35% = 25,693
Action 30% = 7,708
Loyal 25% = 1,927
Situational analysis
Context:
Background Research
Company Brand and Product
Source
Pricing
Promotion
Company Brand and Product
Nichido cosmetic is a complete product line of make-up for teenagers and adults. It is one of the growing cosmetic brands in Japan and exported here in the Philippines. For years, the brand was created to cater the demands of today’s generation. It suits the taste of the adventurous, young, carefree and fun loving