Bme-4 3tu1t

WIN BLINDS

A Compilation Submitted to the College of Business istration University of the Cordilleras

In Fulfillment of the Requirements for the Subject BME 4 (Media Plan) 1:45-3:00 (MWF) 2nd Term, SY 2016-17

Group #5 : Casas, Jeeliane Gantas, Carol Lamsis, Decenia Sinong, Jovani James Villanueva, Kaychelle

Submitted to: Sir Nolan Guillao

Submitted when: March 24, 2017

Company Overview

Our company HOJOON TRADE INTERNATIONAL INC is doing business under the name WINBLINDS, a retail company specializing in the sale of window treatments; such as window blinds and louver system. Our company offers a new line of window blinds and louver system with varied innovative, competitively priced fabrics and classy design imported from Korea – from unique designs and colors to automatic motorized ones. Over the course of the operation of our business, we have made it our nature to provide service that complements the high quality of our products. We will not stop moving to the next level day by day. Providing the best quality yarns, textiles and coatings to withstand Asia’s climate and consumer requirements, we are also equipped with specialized and experienced installation team that guarantees you the fastest and high-quality service. Company Profile VISION Beautiful House. Beautiful Family. MISSION The best window blinds company in North Luzon by 2017 VALUES Development. Improvement. Challenge., Time Management. Integrity. Initiative. Location: #B49 Centerpoint Plaza, Marcos Highway, Baguio City Company owner: Hojoon Lee (Sean)

Executive Summary The medium that the media planners used to WINBLINDS are Newspaper specifically Midland Courier, Flyers, and Tarpaulin. The target audience for our medium is mostly female and in the age bracket of 20-60 years old who have an interest in modernized Korean blinds. The company’s annual sales is P9,600,000. They allotted 500,000 or at least 5.2% of their sales. One of the media planners’ media objectives is to minimize the cost of their client in of advertising their product. With great thinking and budgeting, the media planners reached their goal and minimize the P500,000 cost down to P367,874.

I.

Media Objectives

A. To help our client increase their sales by 5% at the end of the year through our media strategy. B. To expand the reach of our client through our media vehicles. C. To help our client introduce their product to the general market. D. To minimize the cost of our client in of advertising their product. E. To build good relationship between our client and their customers

II.

Media Strategy

A. Target Audience Characteristics

 Demographics  Age: 20-60 years old  Gender: Female  Geographic  City/Province: Baguio  Psychographic  Social Class: Middle and Upper Class  Interest: Modernized Korean Blinds B. Consumer Profile

 Demographics  Age: 20-60 years old Our target audience belongs to the 20 to 60 years old age bracket because we believe that within these ages, people are already settled down or may have finished their studies which are the ideal customer for Win Blinds. Since the company is offering not so cheap blinds, we are narrowing down our potential customers to these age bracket.

 Gender: Female We specifically chose female audience because often times, mothers are the ones who are in charge of purchasing household items such as curtains or blinds. Women are more meticulous in choosing designs and colors. However, we are not closing the opportunity for males to purchase the product since blinds are not just used for houses but also used in offices which may be led by a male manager or boss.

 Geographic  City/ Province: Baguio Win Blinds have two branches nationwide which one branch is located at Baguio and the other one is located at La Union. Hence, we are focusing in their branch here in Baguio because it is more convenient for the natives of Baguio to visit it if ever they felt the need to change their old blinds and change it to more trendy ones.

 Psychographic  Social Class: Middle and Upper Class Win Blinds offer modernized Korean blinds which doesn't come cheap. In order for the customers to purchase these types of blinds, they should be part of the middle and upper class.

 Interest: Modernized Korean Blinds Our client, Win Blinds, is the perfect place for people who have great interest or just fond of having modernized Korean blinds at their houses or offices. C. Product Market Factors

 Features  Retail company  Specialized in window treatments such as window blinds  Offers a new line of window blinds and louver system with varied innovation

 Advantages  Competitive-priced fabrics  Classy-design from Korea  From unique designs and colors to automatic motorized ones  Equipped with specialized and experienced installation team that guarantees you the fastest and high-quality service

 Benefits    

Free installation 5 years warranty Free measurement Provides the best quality window blinds to withstand Asia's climate and consumers' requirement.

D. Legal Voluntary Constraints/Merchandising Requirements Media Vehicles Newspaper Fliers Tarpauli n

Associations Philippine Association of National ment (PANA) - A non-stock, nonprofit organization committed to the promotion of truth in Advertising. Advertising Board of the Philippines (ABP) The umbrella organization of the advertising industry that upholds the progress of Philippine advertising through self-regulation. Outdoor Advertising Association of the Philippines (OAAP) - Ensure general public safety and welfare outdoor advertising signs and structures be constructed in accordance with the National Building Code specifications and standards. E. Creative Requirements Media Vehicles Newspaper   

Section: Classified Ads Size: ¼ page Color: Black and White

Fliers    

Location: Upper Session Rd., Baguio City Size: 1/8 Bond Paper 1500 pcs/month Color: Black and White

Tarpaulin 

Location: Harrison Rd., BCT Building, Baguio City

Creative Requirements            

Cluttered Black and White Physical Form Fast production time Local medium- Midland Courier Longer and more profitable time requirements Pictures Prestigious medium Printing requirements Production technique costs Response forms Words

       

Cluttered Black and White Physical Form Fast production time Intrusive medium Printing requirements Production technique costs Words only

   

Cluttered Colored Physical For Intrusive medium

 

 

Size: 2m x 3m Color: Red, Blue, Black

  

Illustrations Longer and more profitable time requirements Printing requirements Production technique costs Words only

F. Media Vehicles  Print  Newspaper  Midland Courier  Classified Ads  ¼ page  Black and White  4 times a week  Outdoor  Fliers  Upper Session Rd.  1/8 bond paper  Black and White  3500 pcs/month  Outdoor  Tarpaulin  Harrison Rd. BCT Bldg.  2m x 3m  Colored G. Media Schedule/Timing/Distribution

 Timing: 

Newspaper



Fliers



Tarpaulin

Continuous Advertising

 Distribution:

Month Media Vehicles

Ja n

Fe b

Ma r

Ap r

Ma y

Ju n

Jul

Au g

Se p

Oct

No v

Newspape r Fliers Tarpaulin

Legends: Heavy Advertising:

Light Advertising:

No advertising:

Dec

 Media Schedule: Jan.

Feb.

Mar.

Apr.

May. Jun.

Jul.

Aug. Sep.

Oct. Nov.

Legends: Newspaper: Fliers: Tarpaulin: H. Budget Allocation  Allotted Company Advertising Budget Annually: P500,000  Annual Sales: P9,600,000 Media Vehicles Newspaper  Section: Classified Ads  Size: ¼ page  Color: Black and White Fliers  Location: Upper Session Rd., Baguio City  Size: 1/4 Bond Paper  3500 pcs/month  Color: Black and White Tarpaulin  Location: Marcos

Cost per unit P5888.00

P0.125

P80,000

Frequency 4 weeks x 12 months = 48 times/year 3500 pcs x 12 months = 42,000 pcs/year

1 year

Sub-total P282,624. 00

P5,250.00

P80,000

Highway  Size: 2m x 3m  Color: Red, Blue, Black Grand Total III.

P367,874

Media Rationale

Media Vehicles Midland Courier  Section: Classified Ads  Size: 1/4 page  Color: Black and White

Fliers  Location: Upper Session Rd., Baguio City  Size: 1/8 Bond Paper  1500 pcs/month  Color: Black and White

Tarpaulin  Location: Harrison Rd., BCT Building, Baguio City  Size: 2m x 3m  Color: Red, Blue, Black

Advantages 1. Most famous local newspaper in Baguio. 2. Most outstanding provincial newspaper. 3. Best in business and economic reporting. 4. Best edited weekly newspaper. 5. Has a prestigious image. 1. Session: Central Business District. 2. Increasing the awareness and probability of has 3500 customers monthly. 3. Catering to different types of audience. 4. Can be easily ed to other people. 5. Can be easily seen and read. 1. Many cars and people ing by the area. 2. Colored- to catch audience’s attention. 3. Large size of tarpaulin to catch the audience’s interest. 4. Long lasting material. 5. Location is appropriate for

Disadvantages 1. Once a week issuance of newspaper. 2. ment competitors. 3. Less catchy. 4. Readers tend to skip the business section. 5. Bigger size of other ads.

1. Peoples’ negligence to the fliers. 2. People can dispose it easily. 3. Time-consuming. 4. There are other competitors distributing different fliers. 5. Plain words.

1. Peoples’ negligence to the tarpaulin. 2. Restrictions. 3. Outsized by other tarpaulins. 4. Less pictures. 5. Plain and simple.

the tarpaulin. IV.

Flowchart

Media Channel Print: Newspaper

Allocatio n P141,312 .00

Print: Fliers P5,250.0 0

Outdoor: Tarpaulin

P80,000

Description

Rationale

Midland Baguio Classified Ads – ¼ page Black and White

Most outstanding provincial weekly newspaper.

Session Rd. 1/8 bond paper Black and White

Catering to different types of audience.

M

Center point plaza, Marcos Highway 2m x 3m Colored

Long lasting material.

M

REFERENCES Costing Basis: Baguio Midland Courier – Hamada Printers & Publishers Corp. Unique Printing Press – Flyers rate Company Information: Jerome C. Canono – WINBLINDS’ Technical and Marketing Staff Circulation Sources:

Target M

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141,312 x 1000 1,176,000 ¿=P 120.16

5250 x 1000 42,000 ¿=P 125.00

80000 x 1000 596,667 ¿=P 134.08

http://www.gobaguio.com nap.psa.gov.ph