Product Campaign Plan_ Tamarind Juice

I. SITUATIONAL/MARKET ANALYSIS
Divine Herbs Corporation is a company, which produces herbal supplements. It introduces its new product, the Tamarind Juice.
The company is producing cheaper but effective herbal supplements, which can be substitutes for medicines produced by large pharmaceutical companies in the Philippines.

II. ADVERTISING STRATEGY
Key Issues
'Go Natural'

Objectives
To introduce the new product in the market.
To make the product gain acceptance from the public in spite of medicines, which are usually prescribed.
To make the public choose Tamarind Juice over other herbal supplements.

Target Consumers
The target consumers are from the Classes C and D.

Competitive Advantage
The product is different from other juice drinks because it is sugarless and it has no preservatives added to it. Moreover, it has more health benefits than other herbal juice drinks because it targets not only the immune system, but also it helps lower cholesterol and it serves as a laxative agent. It also caters to a wide variety of ailments.

Positioning Strategy
Brand the product in a way that even teenagers will likely buy it. It will be a drink for all ages and not just for adults as others might think because it is an herbal drink.

III. CREATIVE PLAN
“Abot kaya na, masustansiya pa.”

IV. SALES PROMOTION PLAN
Free taste of the product

V. MEDIA PLAN
The media channels to be used are: tv, posters and flyers, and AM and FM radio.
The target television channels are RPN 9, ABC 5, PTV 4, and IBC 13 for the first part of the promotion. In the latter part, the target will be the large networks (GMA and ABS-CBN). There will be certain shows where the ad of the product will come out. For the first part of the product campaign, the target showing of the ad will be during the Lotto Draw. On the latter part of the promotion, the targeted shows will be RX Men, Salamat po, Doc, Unang Hirit, and Umagang Kay Ganda.
The product will be launched during a celebration of a certain feast of a particular place in Metro Manila. After the launching, the product will be promoted using media, which changes after every week.
The strategy of the product will be the mystery effect--- to be able to create curiosity among potential consumers.
The product will be first promoted at bus stations and markets before hitting big groceries and supermarkets. Non traditional advertisements will be used such as stickers (that will be attached to public transportations such as buses, tricycles, and jeepneys).
“MAY TAMA KA BA? INOM NA NG TAMARIND JUICE… (DHAMIR, 2007)”

TIME TABLE:
April and May- Launching of the product
Promotion at bus stations and markets
Putting of stickers to public transportations
June- Radio Ads and Free tastes
July- TV ads
Introduction of product into the market
Grassroots Marketing
(combination of other strategies)
VI. EVALUATION
Focused Group Discussion
Consumers of different age groups and gender will be asked about what they look for in a product, especially newly launched products.
The success of the campaign will be measured through the testimonials after interviews. Moreover, the company will hire people, which can conduct House-to-House surveys in the selected Manila areas where the stickers have been put.

VII. CAMPAIGN BUDGET
Media: 7 million
Others: 5 million