An Integrated Marketing Communications Plan for Majestic Monarch Corporation
Submitted to The Marketing Department College of Commerce and Business Administration University of Santo Tomas
In Partial Fulfillment of the Requirements for the Degree of Bachelor of Science in Business Administration Major in Marketing Management
By: Corre, Ian Paolo Manzo, Eugene Kaye Reyes, Michelle Ann Ty, Dempster Regan 4M5 November 4, 2012
I. Proposed product Today we live in a world where almost everything is available in the market. Companies create products and soon after others will attempt to at least replicate or imitate the product.
Our consumers desire a variety of products and a wide range to choose from. Without this variety, they may become tired of the same product and switch to a competitor. Through the Usage, Attitude and Image (UAI) Survey, researchers have identified a new product extension: bacon bits hotdogs. Of the respondents, 24% expressed interest in this new product, while the remaining 76% offered different suggestions. Majestic Monarch Unlimited Corp., known for its processed meat manufacturing industry and the Seven Kids hotdog brand, aims to introduce new flavors that will appeal to the target market. They plan to launch a new product called the bacon hotdog, which offers a convenient and less messy way to enjoy bacon-wrapped hotdogs. This unique hotdog incorporates bacon bits from the same manufacturer and is made with natural ingredients. The product concept revolves around the idea of easily eating your favorite bacon-wrapped hotdogs without any mess or hassle.
Your favorite hotdog now contains bacon bits and will retail for P135.00 per kilo.
1. Product Description (including packaging and labeling)
B. Target market
1. Geographic – People residing in NCR (National Capital Region)
2. Demographic – Men and women between the ages of 15-40 years old
3. Psychographic – Individuals on-the-go; mostly single; some are average income households; who enjoy high quality and tasty food.
4. Buyographic – Individuals with the tendency to spend or with high disposable income; people employed in business process outsourcing.
C. Proposed positioning:
“Quality Product Creates Excellent Food”
Majestic Monarch Unlimited Corp. (formerly known as Asia Food Canning Manufacturing) has been a leader in the meat manufacturing industry since 1992 and has built a solid reputation. The company’s chosen positioning for the brand is considered ideal for the following reasons: The products from Majestic Monarch are made from carefully selected and formulated raw materials to create excellent sausages, cold cuts, bacon, and other meat delicacies. With a focus on product development, adjustments are made based on customer preferences and specifications.
Considering these factors, the product positioning aligns with the product’s intended image in the market. II. Marcom objectives for the first year 1. To have consumers purchase Majestic Monarch’s products in groceries, supermarkets, convenience stores, and other retail stores. A. Awareness Reach Currently, our products are typically only purchased at the point of processing or delivery to the customer’s location. As part of our company’s expansion efforts, we aim to distribute them in places where customers can easily and conveniently purchase them at any time and location.
Additionally, this is another approach to enhance the recognition of our brand and product in the market. The frequency of distribution plays a crucial role in expanding its reach to a wider customer base. This distribution process will not cease, but instead progress to new locations to attract more customers. The only scenario where distribution would discontinue is if customers do not show interest in our product. The weight of this strategy greatly influences the company as it represents a significant milestone in gaining visibility among a larger audience and generating income through customer patronage.
Trial rate: When the process of distributing the product in easily accessible places begins, it will continue until customers stop buying it.
This company’s objective is to cater to people who want to try their products without purchasing a whole pack. They plan to have a restaurant or cafe where they will serve their products as dishes on their menu. This will allow customers to select their favorite products and potentially purchase them in processed form to take home.
Frequency: If this type of business begins operating and remains successful, it will continue to operate. However, if it does not generate any profit within 3 months, it will be closed down and the company will focus solely on their processed meat business.
Weight: This allows new customers to be persuaded to purchase our products by offering them a chance to taste our dishes. By trying our food, they will be able to determine which type of processed meat from our company they should buy.
Trial rate: This trial period will span 3 months, but if the cafe or restaurant continues to attract loyal customers, it can continue operating. Additionally, we aim to distribute our products not only in Metro Manila but also in other provinces.
Awareness Reach: Our company also desires to introduce our products to individuals residing outside Metro Manila. That is why we plan to distribute our products in provincial areas, allowing us to cater to customers in other regions.
If the cafe or restaurant prosperously gains patronage in the provinces, we will continue distributing in those areas. However, if it fails to do so, we will solely distribute within Metro Manila.
Having a broad audience recognition and generating revenue from customer purchases is crucial for the company’s success. The trial rate will depend on customer support in different provinces; otherwise, distribution will be restricted to areas where the product is being bought. Furthermore, our goal is to form partnerships with additional hotels and establishments to enhance awareness and expand our market reach. At present, we are collaborating with hotels, restaurants, and caterers who incorporate our processed meat in their menus.
Majestic Monarch is actively seeking partnerships with hotels or establishments to expand our reach and increase visibility within the industry. These ongoing partnerships will be agreed upon by both parties and stipulated in the contract. Collaborating with reputable establishments is crucial for strengthening brand awareness and boosting revenue.
In addition, we have plans to advertise our products through various media channels to further raise awareness. Both print and electronic media will effectively introduce our brand to new audiences who may not be familiar with us. By utilizing media advertisements and print ads, customers will become acquainted with our products, recognize them, and remember them in the future. The duration of these advertisements will be approximately 2 to 3 months before introducing a new set of commercials and print ads that will also run for 2 to 3 months.
This will greatly help increase the visibility of our products and persuade customers to support them in the market.
Our product advertising campaign will last for 2 to 3 months, followed by a new type of commercial and print advertisement that will also run for approximately 2 to 3 months.
To sponsor events that promote our brand and raise awareness of our products among a wider audience. Because our product is new in the market, sponsoring events will assist us in promoting it during these gatherings simply by being a sponsor.
Frequency: This type of promotion is costly, especially since we are new in the market. Therefore, it should only be conducted for a month or two. However, as time progresses and our products gain popularity, sponsoring events can still be considered, although not excessively.
Weight: Sponsoring events will aid in creating brand awareness as it serves as a means of promoting and advertising our products.
B. Trial rate: Due to its expensive nature, this promotional strategy will only be implemented for a limited period of around one to two months.
IV. Advertising plan:
A. Historical brand advertising
In the past, the company tried to promote their brand by handing out flyers and brochures. However, they only targeted existing clients and a few potential customers. Unfortunately, this approach resulted in limited brand recognition among a small audience and failed to reach the general public. The brand’s popularity primarily relied on word of mouth.
Traditionally, the company has relied on distributing brochures and flyers as their chosen advertising method.
For their proposed advertising strategy, the company plans to distribute flyers and brochures in prominent supermarkets. These materials will provide additional information about the new product, including its location, while also showcasing other products offered by the company.
Posters will be displayed in supermarkets and wet markets to increase awareness of the new product. Advertising in grocery carts is an effective way to reach consumers, as they can see the new product while shopping. The company will place advertisements in a magazine that caters to the same target market to promote their products and increase awareness. Additionally, transit advertising will also be utilized.
The use of delivery trucks displaying advertisements is an effective and cost-saving method of promoting our product. It serves to raise public awareness and acts as an efficient form of advertising. As part of our proposed marketing communications activities, we will engage in media advertising by sponsoring or tying-up with food-related TV shows. Our message, “Seven Kids Hotdog in CHARGE: It’s the Bits that makes you eat,” will highlight how our hotdog pack satisfies hunger and cravings for bacon and hotdog flavor, making it the consumer’s best friend.
The marketing campaign for Seven Kids bacon bits hotdog aims to enhance the bacon flavor by incorporating bacon bits inside the hotdog. Majestic Monarch plans on promoting the hotdogs as a cost-effective and convenient food option for all, not just children. The campaign aims to dominate the target market’s psychographics and foster brand preference and loyalty. To maintain advertising visibility, the company plans to collaborate with food-related TV shows. An example is the show “CHEFBOYLOGRO Kusina Master.” The execution entails featuring Seven Kids Bacon Bits Hotdog as a recipe on various networks’ food shows, such as ABS-CBN, GMA, and TV5. During the segment, the packaging image of the bacon bits will be displayed on screen. The host will then express gratitude, saying “Thanks to Seven Kids Bacon Bits Hotdog, kasiiii… It’s the bit that makes you eat.” Additionally, magazine advertising will also be part of the marketing strategy.
Ads will be placed in magazines such as Men’s Health Magazine, Cany Magazine, Urban Mom, and Yes magazine, all catering to the same target market of class A & B individuals. In addition, in-store and point of purchasing advertising will be implemented within supermarkets like Puregold, SM Supermarket, SM hypermarket, Robinsons’ supermarket, Rustans’ Supermarket, and S&R. These ads will be situated beside grocery baskets and pushcarts, as well as banners atop refrigerators and product stands near store entrances.
Collateral Used:
- Transit Advertising
- Fliers
Mobile ads can serve as a moving advertisement and can probably reach our target market. We will have our delivery trucks around Metro Manila.
These will be distributed around Metro Manila to inform them about the new product of Majestic Monarch Unlimited Corporation. It will also be given to our loyal clients with the help of our promotion team. Around 30,000 pcs of fliers will be produced and the distribution of fliers will last for three days, estimating to distribute 10,000 pcs/day.
