Advertising

Campaign Plan

Situation Analysis
Two years after its purchase from Sugarlandia
Corp., Eight Oclock has become the Coca-Cola
Corp.s core brand in the powdered juice
category with a 24% volume sales growth in
year 2004 compared to 2003.
Growth has been propelled, in a large part, by
pushing the brand into the tertiary market or
the sari-sari store, which many households see
as an extension of their pantry and which offer
absolute affordability said by the portfolio
director for non-carbonated beverages Diganta
Dey. At the tertiary level, households can buy a
45-gram pack for P8. This is what we call the
litro-pack, which is equivalent to five to six
glasses of juice
Through Philippine Beverage Partners, Inc., a

The Coca-Cola Company currently has three brands in the

powdered juice category. Aside from Eight Oclock, the
company has Ponkana, which is also purchased from
Sugarlandia, and Hi-C.
Eight Oclock strongest competitor is the countrys oldest
powdered juice drink, Tang produced by Kraft Foods
Phils., Inc. Back in 2004 , Combined , the two
multinational companies control 95% of the powdered
juice market, which, in turn , account for 75% of total
juice sales.
Eight Oclock has currently 10 flavors which are Apple,
Calamansi, Grape, Grapefruit, Lemon, Mandarin Orange,
Mango, Mango Orange, Orange and Pineapple. The
orange variant, however, remains the most popular,
accounting for 48% of the total sales.

Old Advertisements

Old Advertisements

Old Print-Ads.

SWOT Analysis
Strenghts
Eight Oclock already exist in the market.
Many people already knew that this
product exists.
Eight Oclock powdered juice drink has its
Immuno Active and different Vitamins that
makes it nutritious.

Weaknesses
The product is too usual or too ordinary.
The product lacks in noise and buzz in the
market. It has no advertisement in the

Opportunities
Since the product already exists in
the market, it has a larger chance of
increasing its sales.

Threats
The product has lot of competitors.
Its strongest competitor is Tang and
Tang has a TVC airing at the present.

Key Advertising Problem

to solve
The problem with Eight Oclock is
the attention they get from the
market. They need to make some
buzz that will surely get the
attention of the target audience.

Key Strategic
Campaign
Decisions
A.Objectives
The campaign aims to get the attention
from the new target market.
The campaign aims to increase the sales
of Eight Oclock and get the half of the
sales of Tang.

B. Target Audience
Demographics Segmentation:
Gender: Male , Female , GLBT
Age: Tweens (8-12)
The campaign chooses its new target
because we all know that this market is the
biggest influencer over family purchaser.
Socio-Economic Segmentation:
Social Class: C
Geographics Segmentation:
Nationwide
Psychographics Segmentation:
Fun Seekers

C. Brand Position
The new Eight Oclock will use the
tagline new sweet treat ng Eight
Oclock na kids would surely enjoy. The
tagline aims to get the attention to the
tween market that surely love sweets.

D. Campaign Strategy
Marketing strategy that this campaign used is
Diversification. It chooses to innovate the
product for the new target market which is the
tween market.
HEART :
The product has its new reason to enjoy it. The
product is innovated to a new and unique sweet
treat.
HEAD:
Eight Oclock contains Immuno Active , Vitamins
C, E and B6 and Selenium.

Media Strategy
A.Media Objectives
1. Communication Objectives
. To improve Eight Oclock image as a powdered juice drink by
introducing its new formula that can be taken raw that would
taste good as a candy that makes it more appealing to the kids.

2. Strategic Development Plan

. Eight Oclock is strategically developed to a more appealing
product that every kids would love to taste because of the new
reason to enjoy of having the new Eight Oclock.

3. Taget Audience Definition

. Target kids belonging to Class C specifically the tween market,
who loves sweets just like candies and love to test new
products.

Media Strategy
A.Media Objectives
1. Communication Objectives
. To improve Eight Oclock image as a powdered juice drink by
introducing its new formula that can be taken raw that would
taste good as a candy that makes it more appealing to the kids.

2. Strategic Development Plan

. Eight Oclock is strategically developed to a more appealing
product that every kids would love to taste because of the new
reason to enjoy of having the new Eight Oclock.

3. Taget Audience Definition

. Target kids belonging to Class C specifically the tween market,
who loves sweets just like candies and love to test new
products.

A. Media
Objectives
Time

Activity

4. Media Itinerary
Weekends Daily Routine
6AM-8PM

Wake-up time
Taking their breakfast
Watch television
Lunch
Went to grocery stores
with their mom
Play/Browse Internet
Dinner
Watch Television
Sleep

Media Exposure
Daytime Prime TV(cartoons)
Posters along the road
Newspaper(Philippine Star)
Magazines(K-Zone, and Yummy
magazines for kids)
Internet exposure
Afternoon TV programs
Event Sponsorship

A. Media
Objectives
Time

Activity

Wake-up time
Weekdays Daily Routine
4.6AM-8PM
Media Itinerary Take a bath

Taking their breakfast

Preparing for school
Class
Break time/Recess Time
Class
Lunch Time
Class
Go Home
Merienda Time
Do Assignments
Play/Browse Internet
Dinner
Watch Television
Sleep

Media Exposure

Daytime Prime TV(cartoons)

Posters along the road
Newspaper(Philippine Star)
Magazines(K-Zone, and
Yummy magazines for kids)
Internet exposure
Afternoon TV programs
Event Sponsorship

B. Media Selections
1.Broadcast Media
Television will be the major medium due to its high target market consumption
as it provides visual for the newly innovated product. It will use to inform the
new reason why would they love to taste the new Eight Oclock.

2.Print Media
Magazine will be used as an optional medium just to support the launching of
the product because some of the target market may be exposed to kiddie
magazines just like K-zone and Yummy Magazine.
Newspaper will also be used as an optional medium depending on the
availability of the budget.
Poster will be used and be posted on strategic place just like schools , sari-sari
store etc.

3.Internet and Web Advertising

Banner Ads will be used because the target market are tweens and most of
them usually go online. The banner ads will be posted on websites mostly used
just like facebook.
4.OOH Advertising
Video Game Media will be used because the target market is highly connected
with online games.

C. Media Planning and Buying

1. Vehicle Selection
TVC 30s ads , The channel stations
will be ABS-CBN , GMA7 and TV5
Print Advertisement Size 45 x 5 ,
full color , Saturday and Sunday Edition,
Philippine Star in the health section.
Magazines Magazines such as K-zone
and Yummy.

C. Media Planning and Buying

TELEVISION

December

January

February

March

April

ABS-CBN2, TV5, GMA7

30s

*Primetime

*Daytime

Newspapers

*Philippine Star

Magazines

*Yummy magazine

*K-zone magazine

Posters

Video Game Media

Banner Ads

Sales Promotion

*Promotional Pricing

*Sampling and Trials

*Free Products

PRINT

OOH, INTERNET AND NEW MEDIA

MARKETING COMMUNICATION
TOOLS

Events, Sponsorships, etc

Message Strategy
1.Key Consumer Insights
I want a juice that is sweet. Tristan , 9
I want a juice that tastes like a candy Bella, 8
I want a new treat from Eight Oclock Kris , 10
2.Message Objectives
The messages goal is to let the target audience know that there is a
new reason to enjoy Eight Oclock. To make a buzz and noise for the
product and let the product be appealing to its new target market.

3.Selling Premise
BENEFIT SOUGHT:
1. Immuno Active
2. Vitamin C
3. Vitamin E
4. Vitamin B6 helps iron metabolism
5. Selenium helps in Immune System

PROMISE:
Eight Oclock Candy Juice Drink is a powdered juice is the newest
sweet treat of Eight Oclock that your kids would surely enjoy

CREATIVE EXECUTIONS:

For TV

For PRINT & INTERACTIVE MEDIA

This print advertisements would be used in
newspapers , magazines , posters and
banner Ads.

For OOH
Video Game Media
Eight Oclock would sponsor an online game
which is Cut the rope. It would help alot in
letting the product be known in the market.

Buntings
This buntings would be use
when Eight Oclock would be
sponsoring school events.

Other Marketing
Communication
A.Sales Tools
Promotion
used in Support
1.Promotional Pricing
The product will be sold in a bundle pack. For every
bundle pack there would be 12 litro-pack and they can
save P5.00 . In this way, It would push the costumers to
buy the product.
2.Sampling and Trials
The product will have booths in different market
nationwide that will be giving free sample of the new
product. This would help the product to be introduced to
the market.
3.Free Products
The product may have free tumblers for every large pack
of the juice. This would help in encouraging the kids to
buy the product.

Other Marketing
Communication
Tools used in Support
B. Sponsorship
Eight Oclock will be sponsoring school
events such as sports fests, foundation
day ,etc. It would help the product to be
engage with the target market because
our target market are tweens who
usually go to school.

Campaign
A.Management
Campaign Budget

Thank You!