Activation Stategies:

- across radio and print

- interactive
- red carpet
- out of home

Psychographic Segmentation
1.) Lapsed beer drinkers
They don’t like the bitter taste and gravitate more to other flavored alcoholic
beverages like Tanduay Ice, Gilbey’s

Day-in-the-life

1.) Lapsed beer drinkers –

Media Strategies
1. Theme: Summer (as suggested by product packaging (tropical, fruity design)
and timing of product launch) Think it’s a good time to launch
2. PR event-SMB partnership/sponsorship for a night party in Boracay ETC
channel
3. ABS-CBN primetime
4. Radio DJ’s talk about SMB beer----without the bitter taste
5. Internet--- Social Media--

TV Costings
1. magic 89.9 = 10,000/30 s
2. RC wave 89.1 = 9,000/30s
3. 24 oras = 575,000/30s
4. Umagang kay ganda = 108, 600/30s
5. Abs primetime shows = 597,000/30s
6. Lifestyle network = 50, 820/30s
7. Facebook game = production usually around 500-800k

Internet Rates
1. yahoo – depends on the property but the minimum buy is 250k
2. twitter has no banner ads – it’s just sponspored links – 4m for 1 day but they
don’t do it yet for APAC
3. youtube = 150k per month
4. fb = 150k-200k per month but the videos ads in fb are 800-1m
5. PR buy for news article = 400k for a week
ABS-CBN’s garnered a 40% audience share or nine points higher than
GMA’s 31% on primetime despite the Kapuso channel’s two new nightly
offerings.
Noah” starring Piolo Pascual and Zaijian Jaranilla got a 27.6%
Mara Clara” on ABS-CBN which rated even higher with 29.6%
On the other hand, ABS-CBN’s own new offering, the fantaserye “Mutya,”
instantly made a splash with a rating of 32.6% during its maiden episode
last January 31.

TV Patrol,” the most-viewed primetime newscast in the country, obtained a

27.2% national ratings and placed third in the top 10 list.

“Imortal” (26.3%)

Proposed Strategies for SMB Flavored Beer

Non – traditional media (March - April)

1. Internet – Like Page in Facebook and updates on Twitter on the PR event
2. Links to major event
3. Bloggers

Tri-Media (March – June)

1.) TV – tv commercials (ABS CBN Primetime), GMA and ad crawlers (ETC tv
programs like GG, PLL, TVD)
2.) Radio – Magic 89.9, 93.1 and Wave 89.1, 93.1 RX (April-June)
- RX – before the event the product will be talked about highlighting its no-
bitterness attribute b.) three weeks before the event, RX will announce the
details of the Ladies’ Night Out, c.) after the event, RX will continue to talk
about the new product and how it is a ‘chick’ drink
3.) Print – Katipunan area (near schools), Pearl Drive (e.g Mozu), Tomas Morato,
near “waterholes”.

Main Event

Women’s Month (May)

SMB sponsorship to a club like Fiamma, Republiq, Encore
The event will be televised on ETC and be featured on magazines like Metro,
Idea: invite young women celebrities (“IT” girls), young female local DJs
~ Free SMB Flavored Beer for ladies
~ Superwomen also deserve a break
~ Empowerment
Costing
Sponsorship – 100
TV Coverage – how many times
Partnership with clubs (half with the club)

- Links