Kandama Collective Advertising Strategy

courtesy of Katha Advertising Co.

Who we are

Kandama is a social enterprise incubated by the Singapore International Foundation with

the support of McKinsey & Company under the 2016 Young Social Entrepreneurs Program.

In 2017, it was restructured by its founder Victor Baguilat Jr. in lieu of the Leadership
Excellence Achievement Program (LEAP) of the Organizational Change Consultants International
Inc. (OCCI)

As a social enterprise, Kandama organized women of Julongan village in Kiangan, Ifugao to

start their association of weavers. To ensure a lasting social impact to the villagers of Julongan,
Kandama provides upright looms and it constructed two temporary weaving centers, which also
serves as a day care center and help desk for the weavers of Julongan village in Kiangan, Ifugao.

In order to scale its social impact, Kandama sought the assistance of the Philippine Textile
and Research Institute (PTRI) for training and for additional looms.

Kandama also inspires creative synergy among master weavers, modern designers, and
indigenous artisans to create a lighthouse of living traditions that empower women. It works with
master weavers, modern designers, and indigenous artisans to create beautiful and functional
products that express the timeless traditions of these cultural communities while meeting the
needs of the modern market.

Where are we?

a. Standing in the mind

1. Motivation

Kandama’s customers, being fashion and culture enthusiasts, go to Kandama for the
authenticity of their products, being directly helpful and relevant to the weavers of the north.
They buy the products knowing that they are made by the hands of indigenous weavers.

2. Brand awareness

As a still growing brand, Kandama’s awareness is still low albeit efforts by the company to
inculcate and introduce its product into the market.
3. Current Buyer’s/User’s perception

b. Standing in the market

1. Market size and nature

Kandama’s market is mainly relatively small and are mainly composed of fashion
aficionados and cultural enthusiasts, evidenced by the design of their products which more or
less reflect the creative outputs of the weavers in the northern regions of the country. Average
Filipinos would not be normally seen wearing their designs and products, which is why Kandama’s
market is smaller and more catered to those who have a knack for fashion and the like.

2. Market income

Kandama’s market income would generally be ranging from the higher-middle class income
to the higher class income. Their target market are mostly heavy earners who love exploring a
challenging fashion statement, and a unique set of designs for their clothing. This may also be
gleaned from the pricing of their products which are as follows:

(a) shoes priced at Php 3,500.00

(b) set for female (cropped top and pants) at Php 6,750.00
(c) top for female at Php 2,750.00
(d) unisex shirt at Php 650.00

3. Market position

Kandama is a relatively new company and venture which seeks to establish its name to
possible customers, with its unique designs and products.

4. Market activities

Kandama conducts various events which display and highlight their products to their target
markets like attending fashion shows and fashion festivals. They are also active in their social
media accounts and are reaching out to celebrities themselves for an extensive reach.

5. Market preference

Based on the insights from Kandama’s target market, their preference when it comes to
clothing would be one which promotes Filipino heritage. Kandama’s market, being business and
corporate professionals earning higher income would definitely prefer luxurious clothing which
could also be used for ordinary business transactions and events.

Why are we here?

b. SWOT analysis

Strengths
1. Authenticity
 One of the key factors which make Kandama relevant would be its authenticity and
genuineness, and its commitment to its roots by presenting the fruits of indigenous communities’
labor and creativity which showcase rare Filipino talent.

2. Advocacy for weavers

Related to the first, Kandama prides itself in providing income opportunities for the
indigenous women in skill building and environmental education through the production of
garments which incorporate indigenous woven products into fashionable pieces for the modern
corporate professional.

Weaknesses
1. Relatively unknown to the market in general

Kandama is relatively new compared to other established companies and brands which also
promote local products and culture. In general, an average Filipino would not be able to know
what Kandama is because there are a lot of local clothing lines and brands to begin with.

2. Small and limited target market

Due to the pricing of their products, Kandama caters only to a few individuals in terms of
affordability. Also, Kandama’s style caters only to a few fashion aficionados because of its
eccentricity.

Opportunities
1. Unique yet authentic Filipino products

Kandama offers unique yet authentic Filipino products which are far from the usual Filipino
clothing worn by most people; even putting a touch of Filipino in various westernized products
as well. It modifies mainstream products and instills a touch of Filipino branding and heritage
which is

Threats
1. Competitors (Kultura)

Kultura is one brand which also offers an array of Filipino products. It is present in many
SM stores exposing it to many customers and consumers. It poses a threat in that it is more
known to the market in general, which more or less includes Kandama’s chosen target market.

Where do we want to be?

a. Objectives
- Increase reach and brand awareness

Kandama aims to increase or expand their target market to include the middle income
corporate professionals and to increase brand awareness within their current target market.

- Recognition of Kandama’s outputs and products and its modern touch in the typical corporate
and formal Filipino clothing

Kandama also aims to instill and inculcate its touch in modern Filipino clothing, particularly
to its target market of corporate professionals. It aims to provide recognition for its products and
its advocacies, and of its efforts to empower the people in the grassroots – particularly the
weaving communities of the north.

How do we get there?

a. Marketing, Advertising, PR Strategies

Since Kandama’s target market is high-earning professionals in the corporate world, Katha
would be utilizing social media as their avenue of advertising Kandama because Katha recognizes
the fact that social media is still heavily used by professionals in their transactions and activities.

Look-books are also to be made by Katha, and distributed to various corporate offices in
the business districts of Metro Manila in order to reach its target market generally.

PRESS RELEASE
Championing the Filipino Heritage in the Corporate World

The corporate world is truly infused with Western ideas, even influencing fashion itself. In
the corporate world, fashion is part of the job. Luxurious and expensive items come with the job
as the way one presents himself could easily make or break that person. Meetings and
presentations are but normal day-to-day happenings – and one has to bring one’s A game every
single day. This entails stepping it up fashion-wise.

In the advent of globalization and widespread assimilation from the west, it must be
emphasized that identity must be strengthened. Kandama’s designs and ideas bring the
corporate world closer to the Filipino. By modifying and upgrading modern apparels by inserting
Filipino designs and craft, Kandama provides but an opportunity to champion the Filipino in the
very Westernized corporate world. Kandama’s products may be used in different events which
require the professionals’ A game – and what better way to do it than to wear something that’s
truly reflective of what’s ours.
a. Campaign goals

In line with the objectives mentioned above, the campaign aims to:
 Increase reach and brand awareness
 Recognize Kandama’s outputs in the formal and corporate setting

b. Desired reach

The campaign will heavily focus on the social media platform. Different ads showcasing
Kandama’s products shall be shown in its Facebook page, in order for its audiences both old and
new, to see Kandama in a different light which is in line with the campaign and press release.
Katha would also be applying and paying for social media ads, particularly Facebook ads in order
to increase its reach. The same shall be measured both through Kandama’s Facebook page and
through the paid advertisements by Katha.

c. Calendar of Activities

PHASE TIME FRAME EXECUTION PLATFORM

Phase 1: Revamping Release of Kandama’s Facebook local
Kandama June 1, 2022 teaser YouTube local
Twitter local
Release of Kandama’s Facebook local
June 18, 2022 main video YouTube local
Twitter local
TV ads international
Airport ads
Habagat: Release of Facebook local
July, 2022 Kandama’s Monsoon
Collection video
Habagat: A Fashion Event Available events places
August 18, 2022 by Kandama near the business
districts
Teaser of Kandama’s Facebook local
September 9, 2022 future collections and Twitter local
collaborations with YouTube local
newer artists video
Release of Kandama’s Facebook local
October 13, 2022 main video on the new YouTube local
collaborations video Twitter local

Release of Kandama’s Mall and hotel events

November, 2022 semi-year-end collection in business districts
 Paskong Kandama: Facebook local
December, 2022 Kandama’s holiday-
themed publication Twitter local
materials and ads

Phase 2: Kultura at Teaser of Kandama’s Facebook local

Korporasyon collection for the coming Online magazines
year
January, 2023 Culture in the Corporate Facebook local
World: Release of Twitter local
Kandama’s teaser YouTube local
TV ads international
February 14, 2023 Valentines Day-themed On-hand magazines
invitations to Kandama’s Online magazines
showroom to be
published and sent
March, 2023 Printing of Kandama On-hand magazines to
Corporate look-book be delivered to various
corporations in the
Metro
Online magazines
Billboards with Billboards along
Kandama’s products in Ortigas to Makati
the corporate scene
April 9, 2023 Araw ng Kagitingan: Ang Facebook local
mga manghahabi bilang YouTube local
mga bagong magiting Twitter local
video release TV ads international
May 1, 2023 Video release: Ang Facebook local, Asia
manghahabi at ang mga YouTube local, Asia
propesyonal bilang pulso Twitter local, Asia
at buhay ng bansa in TV ads international
celebration of Labor Day
May 12, 2023 Release of interview Facebook local, Asia
video Twitter local, Asia
YouTube local, Asia
 Gawad Kalinga Enchanted Farm Advertising Strategy
courtesy of Katha Advertising Co.

Who we are

The Gawad Kalinga Enchanted farm is a platform in raising social entrepreneurs, helping
the local farmers and creating wealth in the rural areas.

It was founded by Antonio Meloto in 2003. It was during his assignment as the Country
Coordinator for Australia when he felt the call to start the work with the poor. It happened
through a youth development program for gang members and juvenile delinquents in Bagong
Silang, Caloocan City. Since then, the program has now evolved to become Gawad Kalinga, a
global movement that builds integrated, holistic and sustainable community in slum areas. It has
become a concrete manifestation of the healing relationships in the Philippines, bridging the gap
between the rich and poor, government and private sector by simply bringing back what is
uniquely Filipino — the spirit of “bayanihan.” It sparks hope in the dream for a poverty free world
— one family, one community, and one country at a time.

The Gawad Kalinga Enchanted Farm is fused with different concepts namely, The Village
University for Sustainable Community Development, Silicon Valley for Social Entrepreneurship,
and Disneyland for Social Tourism.

The Village University for Sustainable Community Development is where classrooms are
connected to communities. In this concept, students learn how to start social enterprises.
Children in the village experience the natural environment, while their elders are exposed to
social entrepreneurship.

The Silicon Valley for Social Entrepreneurship is where young entrepreneurs are provided
with an enabling environment to help them bring their ideas to life and challenge them to aspire
for greater social impact.

Disneyland for Social Tourism is where Filipino and foreign visitors can have a first-hand
experience of the Gawad Kalinga community, and gain insight into the social problems millions
of Filipinos are currently facing.

Where are we?

a. Standing in the mind

1. Motivation
 The primary motivation of consumers for buying Gawad Kalinga’s products would be its
lenience to typical Filipino culture which was exemplified by food and drinks that scream Filipino
both in flavor and in marketing.

2. Brand awareness

The awareness of Gawad Kalinga’s market is relatively medium to high, considering that
some of its products are already sold in various convenience stores around the country. However,
consideration must be given to the fact that some of its products are still left unrecognized and
unknown to many because it offers more products than the ones recognized by the general
market.

3. Current Buyer’s/User’s perception

More or less, it is difficult to ascertain the buyer’s/user’s perception when it comes to

Gawad Kalinga’s products because products and brands are meddled, and only a few brands of
food and drinks are known to them such as Del Monte, Coca Cola, etc. However, the perception
with its products would quickly result to its being more affordable and more inclined and lenient
towards the average Filipino family.

b. Standing in the market

1. Market size and nature

The target market for Gawad Kalinga’s advertisement focuses more in the working class,
specifically ages 22-30 years old.

Logically speaking, Gawad Kalinga’s products are in a way of support for their advocacies.
Oftentimes, the working class are more capable of supporting such advocacies or programs. They
are frequently introduced to these organizations by their respective companies since most of the
latter have their own partner NGOs or charities.

Also, this age group should be our focus since they are the ones who are more likely to
spend on the said things. Teens or young adults are into other things than the ones sold by Gawad
Kalinga.

On the other hand, in terms of promoting the place (Enchanted Farm), there can be a wider
range of target viewers. From teens up to adults came to be the prospect market for the farm.
Nowadays, more people want to travel and explore especially when the place is unique.

3. Market position
- it has a couple of recognized products but not all
 GKEF has few recognized products, but not all could be said to be receiving the same
amount of recognition. For example, Bayani Brew is a familiar product because it is commonly
sold, but its Enchanted Nuts, Karabella Dairy, First Harvest etc. are not so knowable for the
average Filipino.

4. Market activities

GKEF has utilized both television and social media networks as its means of advertising
itself.

5. Market preference

Based on its market being composed of adolescents and working class men and women,
the general market preference would be affordability and genuineness in terms of taste and
experience.

Why are we here?

b. SWOT analysis

Strengths
1. Well-renowned advocacy for social enterprise

GKEF has a recognized advocacy for social enterprise, being built on the premise of helping
the less-fortunate earn a decent living by teaching them the necessary skills to do so. It is
recognized both locally and in other countries as well.

2. Authenticity and passion in their work

GKEF prides itself in its authenticity and genuineness, especially when it comes to
handcrafting its products by the beneficiaries themselves. Its passion towards achieving social
justice is infallible which made it last this long and this strong.

Weaknesses
1. Relatively unknown to the general market

GKEF’s products are relatively unknown to the general market because a lot of mainstream
products are similar to what they have to offer (e.g. C2 for Bayani Brew).

Opportunities
1. Products made by social enterprises may appeal more to the Filipino spirit of bayanihan

One opportunity which could be utilized in this regard would be GKEF’s story – how it clearly
exemplifies the Filipino culture and spirit of bayanihan.
Threats
1. Other locally made products which are also affordable and conveniently accessible to the
market

GKEF’s threats are those mainstream products similar to theirs which are also within
reach of its target market and consumers. These products receive more recognition and
promotion especially from the influential people.

Where do we want to be?

a. Objectives
- brand awareness

GKEF aims to increase their brand awareness in order to better help their beneficiaries. It
recognizes the fact that it isn’t as known as its local and foreign counterparts when it comes to
the products offered.

- increased reach and brand loyalty among its consumers

GKEF aims to increase their reach and their brand loyalty especially among its current and
future market and build a strong and lasting image to the market in general for its commitment
to social justice.

How do we get there?

a. Marketing, Advertising, PR Strategies

- target market is composed of working class men and women and adolescents secondarily
so we put more ads in places where they go to and produce ads in avenues commonly
accessible to families (TV, SocMed, Magazine article)

GKEF’s target market is composed mainly of working class men and women ranging from
ages 22-30 and, subsidiary to that, adolescents. And so, Katha devised a strategy to put more
advertisements in conspicuous places easily accessible to these people like television ads, social
media ads, and magazine articles.

PRESS RELEASE
CELEBRATING BAYANIHAN IN THE MODERN AND FUTURE HEROES
 Indeed, you can’t define Filipino without the word bayanihan. It has been a staple of
Filipinos for centuries, and has since been one of the lasting trademarks of the Filipino culture.
Bayanihan is a way of life, a culture shared among and between Filipinos. While some may argue
that the spirit of bayanihan is lost in today’s generation, one brand begs to differ.

All of Gawad Kalinga Enchanted Farm’s products bleed and scream bayanihan. Infused in
its array of colorful, vibrant, and tasty products is the spirit of bayanihan, along with the stories
that exemplify the truth that bayanihan is not dead in the Philippines. Embodying the ideals of
social justice in its products and services, Gawad Kalinga Enchanted Farm’s products are but an
ode, and a salute to the commitment of Filipinos to modern heroism – labor. This is why its
products are catered to the modern heroes of today, the working class men and women who
deserve the comfort brought about by GKEF’s products, at the same time participate in the
celebration of bayanihan by helping people indirectly in buying GKEF’s products.

a. Campaign goals

In line with the aforementioned objectives, the campaign aims to:

 Increase or establish brand awareness
 Increase reach and brand loyalty among its consumers

b. Desired reach

The campaign will heavily focus on television and social media advertising. Different ads
showcasing GK’s products shall be shown in its Facebook page, in order for its audiences both old
and new, to see GK in a different light which is in line with the campaign and press release. Katha
would also be applying and paying for the aforementioned ads in order to increase its reach.

c. Calendar of Activities, Expenses

PHASE TIME FRAME EXECUTION PLATFORM

Phase I: Introducing January, 2023 Release of GK teaser YouTube local
GKEF’s products vid Facebook local
Twitter local
TV ad local
February 1, 2023 Health campaign: YouTube local
Release video about TV ad local
authenticity of
GKEF’s products
 February 12, 2023 Kalinga ng Gawad YouTube local
Kalinga: release
Valentine’s-themed
ad featuring GKEF
products
TV ad local
Facebook local
Twitter local
March, 2023 Food stalls in Crowded malls within
crowded malls for and beyond the
free tastes Metro

Phase II: Celebrating May 1, 2023 Release video Labor TV ads

Bayanihan Day-themed video YouTube local
Facebook local
Twitter local
Publication Facebook local
Materials: GKEF Twitter local
products – the Billboards
reward for the
modern hero
June, 2023 Social media posts: Facebook local
GKEF products are Twitter local
for the future heroes
July, 2023 The heroes behind On-hand magazines
the product for every
hero: Magazine
article publishing
August 30, 2023 Heroes’ Day: how a YouTube local
modern hero may be Facebook local
a hero by buying Twitter local
GKEF’s products TV ads local
September, 2023 Social media posts: Facebook local
GKEF scholars Twitter local
TV ads: GKEF scholars YouTube local
Facebook local
TV ads local
October 1, 2023 Publish magazine On-hand magazines
article: About GKEF
Publish billboard Billboards
containing GKEF’s
advocacies
November 30, 2023 Release GK main vid TV ads local
 YouTube local
Facebook local
Twitter local
December 25, 2023 Isa nanamang taon TV ads
ng pagiging bayani: YouTube local
release video about Facebook local
GKEF’s year-ending Twitter local
celebration of its
campaign

Stilts Calatagan Advertising Strategy

courtesy of Katha Advertising Co.

Who we are
 Stilts Calatagan is a 24-hectare beach resort located in Calatagan, Batangas. It is known
for being a white sand beach. It also has a breathtaking view of the sunset and the sunrise.

Moreover, Stilts Calatagan Beach Resort accommodates remarkable services as well as

exciting activities to give their guests memorable and fun experiences. This Maldives-inspired
resort offers its guests a great quality of Floating Cottages, Beach Cottages, Simplicity Villa and
Bungalow, Tree houses, Camping Trips, and Day Trips. This resort allows its guests to relax and
bond with their companies when they decide to have an outing and experience recreational
activities. Guests will feel as if it is their actual home because of its cozy ambiance and relaxing
interior designs.

Aside from these, Stilts Calatagan Beach Resort also offers accommodation for Corporate
Events like team building and special occasions from unique proposal to romantic dinners,
birthday surprises, and from dream weddings to intimate honeymoons and anniversaries.

Where are we?

a. Standing in the mind

1. Motivation

The primary motivation for consumers to go to Stilts would be its proximity to Manila, and
its affordability. Another would be its relatively unknown stature when it comes to resorts and
outing spots.

2. Brand awareness

The awareness regarding Stilts is relatively low mainly because it has not been heavily
advertised unlike its competitors in Batangas. However, it is worth noting that the resort is
starting to gain popularity.

3. Current Buyer’s/User’s perception

The perception regarding Stilts is relatively good – given its low popularity among tourists,
standing like a hidden gem among jewels.

b. Standing in the market

1. Market size and nature

The market of Stilts varies, as it could range from ages 13-45 for it is open to various ages
of people. However, the focus would be on ages 17-30 for the array of activities offered by the
resort itself.
3. Market position

Brand awareness regarding Stilts is low because, as previously mentioned, it has not been
heavily advertised and promoted. It sits like a hidden gem waiting to be seen.

4. Market activities

Stilts operates a website and a Facebook account upon which it posts its facilities and
premises for its consumers to see.

5. Market preference

Based on its target market mainly being composed of adolescents to early-adults, the
preference of the said market would be on affordability, accessibility, cleanliness, and natural
beauty.

Why are we here?

b. SWOT analysis

Strengths
1. Relatively untarnished

Stilts remains relatively untarnished by tourist activity despite being located in a place that
is brimming with tourists, especially during the summer season. It has preserved its natural
beauty because of the minimal to regular tourist activity.

2. Various fun activities offered

Stilts offers a lot of activities which could be considered additional attractions for potential
guests.

Weaknesses
1. Relatively unknown to the general market

Stilts is known only by word of mouth, as no form of promotion has been heavily done in
its favor.

Opportunities
1. The kind of experience it could offer to its guests
 Since it is relatively unknown and untouched, the kind of experience it could offer would
vary because of the level of relaxation one could feel at Stilts. The experience it would provide to
its guests may also be adjusted, and even improved throughout the years.

Threats
1. Other more recognized resorts

Obvious enough. Stilts’ threat would be the more renowned beach resorts in Batangas.

Where do we want to be?

a. Objectives
- brand awareness

Stilts aims to establish its market’s brand awareness especially with regard to its services.
It aims to instill itself and leave a mark on the market and potential markets both those who
would be visiting it and who would be seeing it.

- increased reach but retain preservation of natural beauty

Stilts still aims to preserve its natural beauty and its pristine condition despite undergoing
such heavy advertising and promotion.

How do we get there?

a. Marketing, Advertising, PR Strategies

Since Stilts’ target market is composed mainly of ages 17-30 years old, emphasis must be
put on visuals since Stilts is to bank on the pristine beauty of its premises. Hence, Katha would
be utilizing avenues which would efficiently utilize visuals such as television and social media
advertisements.

PRESS RELEASE
A HOME AWAY FROM HOME

People living in Metro Manila know too well that home may sometimes feel like it’s not.
What with the rambunctious noise of jeepneys and cars, and even trucks passing by for almost
24 hours, it is but natural for people to get drained of home in Manila.
 Luckily, Stilts offers a home away from home by providing a home of serenity and peace, a
home of relaxation and tranquility. What’s more is that the actual home isn’t really far away from
this tranquil wonder of a home for it is only a few hours drive away from the buzzing city of
Manila. A home that’s always available when one needs peace with nature.

a. Campaign goals

In line with the aforementioned objectives, the campaign aims to:

 Increase or establish brand awareness
 Increase reach but retain preservation of natural beauty

b. Desired reach

The campaign would heavily focus on social media and TV ads particularly during the peak
seasons or summer season for it is then when the market for resorts would be in chaos. However,
Katha aims for Stilts to be relevant not only during summer season, but in all seasons.

c. Calendar of Activities

PHASE TIME FRAME EXECUTION PLATFORM

Phase I: The Good January 1, 2023 Social media blast: YouTube local, Asia
Life drone shots of Stilts Facebook local, Asia
Twitter local, Asia
TV ads international
February 10, 2023 Any kind of love at YouTube local, Asia
Stilts: release video Facebook local, Asia
about various Twitter local, Asia
activities for TV ads international
couples/singles
March, 2023 Away from March Facebook local, Asia
madness: social Twitter local, Asia
media campaign YouTube local, Asia
featuring the beauty
of Stilts
April 1, 2023 #WelcomeHome: a YouTube local, Asia
series of videos are Facebook local, Asia
to be released Twitter local, Asia
featuring local and
international
vloggers at Stilts
May 2023 Release of teaser YouTube local, Asia
video Facebook local, Asia
Twitter local, Asia
 June 2023 Release of main YouTube local, Asia
video Facebook local, Asia
Twitter local, Asia
TV ads international
Release of videos YouTube local, Asia
with travel blogs, Facebook local, Asia
channels, etc. TV ads international
July, 2023 Publish articles in In-flight magazines
travel magazines, in-
flight magazines
August, 2023 The Good Life: Peace, YouTube local, Asia
Tranquility, Serenity;
release of video
narrated by famous
vlogger
Facebook local, Asia
Twitter local, Asia
Phase II: Home is November, 2023 Publish of article in Online Magazines
where the good life is online magazines:
Undas Break
Getaways
December, 2023 Warm yourself up in YouTube local, Asia
Stilts! Release of Facebook local, Asia
video greeting Twitter local, Asia
people for the
holidays