• BACKGROUND

o This is grounded on research. Details for the background may include

the following: advertising campaigns and taglines, other
products/services offered by the brand/company, direct/indirect
competitors,
o Do not try to describe your audience in demographic terms. That's
boring for a background. Describe the audience as if you're describing
your friend or your boyfriend/girlfriend.
• WHAT IS THE OPPORTUNITY FOR YOUR BRAND?
o Explore. Look at the possible markets that the brand is not targeting
but YOU can target. Look at the possible features that the brand is not
highlighting but YOU can highlight. If they keep on promoting that they
have cheap facial prices, maybe it's more appealing to sell what
substances they use for the facials.
o Their advertising efforts are never 100% perfect. You could be the key
to make them realize that they're missing something!
o Treat the product as it is. Avoid recommending to lower the price, to
add more features, to change its packaging, to remove some
ingredients. As the strategic planner, the challenge is to find the
ultimate potential of your product.
• STRATEGIC PATH
o Use the format of the USP/UEP that we discussed in class. You should
have two propositions: a current and a future.
o The strategic path can be (1) from USP to USP (2) from USP to UEP (3)
UEP to UEP or (4) UEP to USP. This strategic path is dependent on the
opportunities you've seen in your product.
• WHO ARE WE TALKING TO?
o You should include the following: demographics, psychographics and
buying behavior.
o Be descriptive about your audience. Use lots of adjectives and be
detail-oriented. Describe your target audience as if you're describing
your crush to a friend :)
o Go into the mind of your target audience. Know their likes, dislikes,
interests, hobbies.
• WHAT CONSUMER INSIGHT CAN HELP YOU ADDRESS THE NEED?
o Use the shopping list of needs to know what your target audience
needs. If you don't find it in the shopping list of needs, you may create
your own.
o In advertising, needs are interchanged with wants. People need water
for survival. Some people want bottled water. People need love from
other people. People want love from a particular person.
o The highest possible need is not always the best need to highlight. If
you've seen the highest possible need, ask yourself: does the audience
want this need or a lower need? Minsan kasi, mababaw ang
kaligayahan ng tao.
• WHAT IS THE BRAND'S PROMISE TO ANSWER THE INSIGHT?
o Why should the audience trust the brand? It's not as simple as
"because they have L-carnitine" or "because it has vitamins from A to
zinc".
o What's the feature of the brand that can answer the insight? You can
describe it like a process. Example: Because it has L-carnitine, it helps
burn fat. And burning fat helps weight loss, and the target audience
wants to lose weight because they are very conscious on how they look
 in front of people. They do not want to be modelesque, but they just
want to look good. And part of looking good is looking slim."
• WHY SHOULD THE CONSUMER BELIEVE YOU?
o Be on the defensive mode when you answer this question. You will do
more convincing statements here aside from the convincing that you
did in the previous question.
o Be more insightful. Use your combined knowledge of brand, audience
and marketplace.
• SUM UP YOUR PROPOSITION
o Make a tagline for your product based on how you answered your
questions above.
o You can do either English or Tagalog. Your tagline should not exceed
10 words.
o Make it short but not vague.
o When you do your tagline, think of this as a way to get your target
audience's attention. Use words that appeal to them. Speak their
language. Know their language. If you're talking to a male CDE
audience about a beer, you don't say "This is the right way to be
fabulous". You say "Pare, ito ang tama."

Barrio fiesta

About Us

50 Golden Years in food service is your guarantee that Barrio Fiesta Manufacturing
Corporation (BFMC) knows good food!

Barrio Fiesta Manufacturing Corporation (BFMC) was established to bring to the tables
of Filipino families high quality food and to share the experience they gained in Barrio
Fiesta restaurants since 1958.

In 1987, BFMC launched their first product – Ginisang Bagoong (Sautéed Shrimp
Paste) which made them the first manufacturer of bottled Sautéed Shrimp Paste in
the Philippines and in the world. The product was well received not only in the
Philippines, but also in other countries such as United States of America, Hong Kong,
Korea, Canada and Japan.

Barrio Fiesta Ginisang Bagoong (Sautéed Shrimp Paste) evolved in three variants:
Regular, Sweet and Spicy.

In 1997, BFMC introduced the ready-to-eat canned meals to the Philippine market.
These products are the popular dishes among Filipinos, which are prepared in the
traditional home-cooked way but presented in the convenient canned form to the
consumers. In keeping with its commitment to home-style cooking, these bottled and
canned products have no preservatives.

To be able to fully compete in the condiments industry, by 2002 BFMC decided to

manufacture their line of sauces; starting with Sukang Puti (White Vinegar), Patis (Fish
Sauce), Toyo (Soy Sauce), and Lechon Sauce (All Around Sauce).
In the following years, BFMC continued expanding by launching their own Fruit
Preserves and Pancit Canton (Flour Sticks).

Currently, BFMC has the following product lines, locally and abroad: Bagoong; Canned
Meals ;Condiments ; Fruit Preserves ; and Pancit Canton .

Throughout the years, Barrio Fiesta Manufacturing Corporation continuously brings

only the finest Filipino food, which provides happy memories of family, friends, and
traditions.

Specialties: Guisadong Betchuelas, Pansit Malabon,

Pla Pla sa Dahon, Rellenong Talong, Adobo Fried Rice, Sago at gulaman,
Kalamanis Juice, Halo Halo Special, Leche Flan