Tibay Sarap: KaTIBAYan ng Galing ni Mommy

Flavors
An Integrated Marketing Communications Campaign Submitted To The
Advertising Department
De La Salle University, Manila

In Partial Fulfillment of the Requirements

for the Degree of Bachelor of Science in Advertising Management

Mentored By
Jose Luis R. Liongson

Submitted By
Cheong, Seo Hyen
Escolar, Isabel Angelica U.
Gallardo, Rommel Adrian R.
Jayco, Christelle Anne D. L.
Rigon, Alyssa Denise Kristine N.

December 14, 2017

Signed Approval Sheet

2
 Acknowledgements

We would like to send out our deepest gratitude and appreciation to the following

individuals who, in one way or another, have contributed in making this thesis possible.

Publicis Manila, Inc., our host company, for generously imparting your time,

hospitality, knowledge, and expertise throughout our internship.

Mr. Alan Raheen Navarra, our company representative, for continuously and

tirelessly providing us with your guidance and advice no matter the time of day. For your

assistance and valuable critiques for all our creative executions, and for your words of

encouragement during the team’s hard and down times.

Mr. Jose Luis R. Liongson, our thesis adviser, for your support, guidance, and most

importantly, the unwavering patience you have extended towards the group. The time you have

allotted to meet with us for consultations has been incredibly helpful in finishing the thesis, and

for always having faith in our potential to do better.

Mr. Benison Cu and Mrs. Dar Santos, our panelists, for your time and words of

affirmation towards the group. Your critiques on the content of the paper as well as your

advices immensely contributed to the organization and direction of the thesis.

Mr. Michael Esguerra, for your detailed briefing on the assigned task as well as for

lending us your expertise in answering all our brand-related inquiries.

Ms. Alyssa Sarmiento Co, for imparting your knowledge on statistical analysis, and

for lending us your time to give all the necessary suggestions to make the study and the

presentation better.

3
 Creatives Team of Bear Brand, especially Mrs. Aimee Espiritu, Mr. Ricky Reyes,

and Ms. Cynch Molina, for your time and effort in providing us with your insights, and the

necessary materials required to finish the paper.

Accounts Team of Bear Brand, especially Ms. Bettina Siojo, for providing us with

all the necessary information with regards the brand, and our thesis. For trusting us with

confidential data that surely helped the accomplishment of our thesis.

Ms. Malou Betco, Mr. JJ Henson, and Ms. Bernadette Canzana, for your comments

and suggestions throughout our internship that have greatly improved our thesis.

Mr. Alphonse Manipis, for supporting us from the moment we applied up until we

finished the thesis. For your patience with the group and unwavering trust in our capabilities.

Jan Christian Blaise Cruz, Reine Bantang, and Pamela Arboleda, for lending us

your skills and talents in music production to produce our radio commercial.

Mrs. Angela Go, Erika Go, and Iñigo Abundo, our actors, for accepting to be part of

our thesis, and for cooperating during the shoot. For extending your time and effort to the team

for a whole day.

Tita Iñigo for introducing us to our cast members and providing us with a location for

the television commercial. Your consistent support and quick responses are what made the

TVC output possible.

Pamela Isidro, for lending a helping hand, for the littlest of things has the biggest

impact to us in our thesis.

Green Giant FM, The LaSallian, and Office of Counseling and Career Services for

allowing us to make use of your equipment for the thesis’ creative materials as well as the

defense itself.

4
 Aurora A Quezon Elementary School for allowing us to hold our shoot within the

school’s premises despite the short notice.

Our respondents, for sharing with us your time, and for cooperating with us to

complete our research. Without you, our thesis will have no foundation.

Marketing and Advertising Faculty, our professors and mentors all throughout our

stay in De La Salle University, for imparting your wisdom, and inspiring us to strive to be

better.

Our families, for your unwavering support, who continue to grace us with endless

opportunities to fulfill our dreams and aspirations. Your value to us grows more and more as

we age. This thesis, and most importantly our degrees, are our signs of gratitude to you.

And above all, to God, for the endless blessings and perseverance you graced us with.

For bringing these instrumental persons to our lives to help and guide us to grow up to be the

Children of God you envisioned us to be.

5
 Table of Contents

Industry Analysis………………………………………………………………………………..8

Current Company & Brand Situation……………………………………………………………12

Competitive Analysis……………………………………………………………………………17

SWOT Analysis………………………………………………………………………………….22

SWOT Matrix……………………………………………………………………………………24

Porter’s Five Forces of Competition……………………………………………………………..25

Advertising Recommendations…………………………………………………………………..28

Statement of General Objectives………………………………………………………...28

Creative Strategy…………………………………………………………………………28

Creative Execution……………………………………………………………………….31

Media Strategy Plus Rationale…………………………………………………………...32

Media Plan and Schedule………………………………………………………………...40

Allocation of Advertising Budget………………………………………………………..43

Statement of Expectation………………………………………………………………...50

Appendices……………………………………………………………………………………….53

Appendix A: Creative Materials………………………………………………………...53

Appendix B: UAI Survey Results and Findings…………………………………………66

Appendix C: UAI IDI Results and Analysis……………………………………………..81

References………………………………………………………………………………………..85

6
 Executive Summary

For the first time, Nestlé Philippines plans to launch Bear Brand Choco and Bear Brand

Real Strawberry under the Bear Brand Flavors line, where Tibay and Sarap meet. The Integrated

Marketing Communications (IMC) campaign, entitled Tibay Sarap: KaTIBAYan ng Galing ni

Mommy, is a nationwide advertising plan for Bear Brand Flavors for the year 2018 with a

budget of Php 100,000,000.00. By using a curated set of communication touchpoints, and

carefully chosen combinations of it for each period, we are expecting BB Flavors to at least have

a 3% increase in awareness, and 4% increase in penetration, as well as maintain Bear Brand

Choco’s leadership in the market. These communication touchpoints include using out-of-home

advertising to kickstart the campaign through guerilla marketing, followed by the airing of a

television commercial, and a jingle radio advertisement. The campaign also utilizes digital

media, social media sites, and traditional print advertisements to promote events and promotions

for Bear Brand Flavors this 2018. The line will also venture into on-site activations, and have in-

store sampling.

7
I. Industry Analysis

Powdered Milk has come a long way since it was first discovered by Russian Doctor

Osip Krichevsky in 1802. Made from dried milk solids, powdered milk had the advantages of

longer shelf life and easier transportation than liquid milk (Hunziker, 1918). With it being

standardized and abiding by the Food Code (Codex Alimentarius) set by the Food and

Agriculture Organization (FAO) of the United Nations and World Health Organization (WHO),

it has made drinking milk more easily available to consumers (FAO, 2017).

Nestlé Philippines, Inc. (Nestlé) is the country’s second biggest packaged food company,

maintaining its value share of 8.00% in 2016, with dairy as one of its leading products with a

28.00% market share. Spearheading this is Bear Brand, which ranks first for both powdered and

shelf stable milk in the Philippines. In the same year, Bear Brand alone is reported to have

65.00% of Nestlé’s total value sales in milk drink products (Euromonitor, 2016).

The company positions Bear Brand as the milk drink that covers every age bracket. They

do so by offering the following products: Bear Brand Jr. 1+, Bear Brand Powdered Milk Drink

(BB PMD), Bear Brand Flavors (BB Flavors), Bear Brand Busog Lusog Cereal Milk Drink, Bear

Brand Yogu, Bear Brand Adult Plus, Bear Brand Ready-to-Drink, and Bear Brand Sterilized

Milk. Through the years, it has positioned itself as the best value-for-money milk, mainly

targeting the lower end of the market segment, and continuously aims to be considered a milk for

all ages. It drives on the idea that consumers need milk in every stage of their lives. Hence, Bear

Brand provides them the needed nutrients by offering Tibay throughout their milk journey.

8
Bear Brand Powdered Milk Drink

Bear Brand was first introduced in the Philippines under the name Marca Oso in 1906 as

sterilized milk. In 1976, Evaporated Milk was the leading milk variant at that time because of its

long shelf life. However, this was countered by Bear Brand when they introduced their BB PMD,

which was more convenient since it was not susceptible to spoilage of leftovers from a can.

In the 1980’s, there was a growing preference for imported goods. This was the time

when Birch Tree and Lactum entered the Philippine market, banking on its foreign heritage. Bear

Brand also took advantage of this trend by highlighting its Swiss heritage, suggesting that Bear

Brand has world class products and was at par, if not better, than its foreign competitors.

In the 1990’s up to the early 2000’s, consumers started becoming more health conscious.

Bear Brand addressed this trend by highlighting its nutritional value. Through the years of

continuous research, Nestlé has learned to adapt to consumer needs by reformulating Bear Brand

products. In fact, in 2012, Bear Brand partnered with the Department of Health (DOH), and the

Food and Nutrition Research Institute of the Department of Science and Technology (DOST-

FNRI), to reformulate its BB PMD to 100% Vitamin C, three times more Iron, and Zinc, to help

give children more Tibay everyday.

Bear Brand Flavors

In 2008, Bear Brand saw a need for a product that could help combat milk satiation in

children; thus, introducing Bear Brand Choco (BB Choco) Milk Drink. Harping on its duality as

a milk and a chocolatey treat, it fueled the conversation “Choco na gatas o Gatas na choco”

without giving a definite answer to the question. This conversation raised awareness and trial for

BB Choco and started its lead in the category.

9
 In 2014, BB Choco was marketed towards cold consumption, and was bundled with a

summer ice shaker along every 800g variant to help reinforce the idea. However, through market

research, Nestlé learned that mothers were skeptical towards BB Choco because it was perceived

as unhealthy when compared to BB PMD. With this in mind, Nestlé relaunched BB Choco to BB

Choco Milk Drink in 2016, to highlight its nutritional value as equivalent to BB PMD. This

marked the start of its current “Katumbas” campaign, addressing the kids’ satiation towards

milk, and moms’ worry on its nutritional value.

In 2017, Nestlé launched a new variant called Bear Brand Real Strawberry (BB Real

Strawberry) Powdered Milk Drink. Through market research, Nestlé discovered that consumers

perceive fruit flavored beverages as healthy as the fruit itself. Similar to BB Choco, BB Real

Strawberry has the same Tibay as BB PMD.

This coming 2018, Nestlé plans on relaunching BB Choco and BB Real Strawberry

together for the first time under the name BB Flavors. For the past century, Bear Brand has

proven itself in providing quality milk drinks for Filipinos. Today, with the help of credible

partners like DOH and DOST-FNRI, along with Nestlé’s development of food technology and

market research, Bear Brand is able to innovate, improve, and expand its line of products to

provide more health benefits to its consumers at an affordable price. With BB Flavors, Nestlé

vows to continue this legacy.

STEP Analysis

Social Environment

There is a growing preference across the globe towards having a healthy lifestyle, and

Filipinos are no exception. Government units such as the Department of Education (DepEd) and

10
DOH promote daily consumption of milk as substitutes to unhealthy snacks — enforcing milk to

be a part of every Filipino’s daily life.

Up to this day, Filipino consumers still prefer buying their milk in powdered form and in

the smallest SKU possible (i.e. sachets). This is heavily influenced by their limited means, and

risk averse behavior. In addition, given that the Philippines is considered a third world country,

most of its consumers are known to be price sensitive. They often purchase the cheapest

commodity available in the market or those that provide value for money (Euromonitor, 2017).

Technological Environment

Recent technological trends show a shift in milk production amongst similar players in

the market. Aside from providing the most organic shelf-stable milk, manufacturers have now

transitioned into being more environment-friendly as a priority. Advanced technologies have also

focused more on creating tailor fitted products for various consumers of milk. Milk companies

do so by narrowing down and enhancing the nutritional values of consumers based on the needs

of specific age brackets (MarketLine, 2014). In addition, companies have started to introduce

new variants of milk to address the varying preferences of consumers.

Economical Environment

The Philippines is currently one of the fastest growing countries in the world. In the third

quarter of 2017, its Gross Domestic Product (GDP) has grown at 6.9%, which is higher than the

projected rate of 6.5% by Bloomberg and Reuters (Dela Paz & Schnabel, 2017). Given the

Philippines’ good economic standing, it brings good and bad implications to the milk industry.

On the one hand, it entails better opportunities for Filipinos because of an expected increase in

11
 their disposable income. On the other hand, this could also mean a shift in preference to ready-

to-drink (RTD) milk. In fact, shelf stable milk grew strongly in 2016, with retail volume sales of

brick liquid cartons growing by 6%, which makes it the highest growth rate recorded by any

pack type in a single category (Euromonitor, 2017). In case the Philippines experiences a

recession, the milk industry will suffer from high production costs derived from backward

linkage and price sensitive consumers.

Political Environment

Globally, the milk industry must adhere to the Codex Alimentarius set by FAO and

WHO. In the Philippines, it must abide by the Milk Code or Executive Order 51, which was

implemented in 1986 and is currently regulated by the DOH, and Food and Drug Administration

(FDA). This ensures the protection of breastfeeding amongst Filipino mothers, as it is believed to

decrease mortality and is the best option for kids. In terms of marketing and advertising milk

brands, the industry must also adhere to the guidelines set by the Ad Standards Council (ASC),

specifically the limitations of marketing milk, and who these advertisements must be addressed

to. Failure to do so would mean legal actions against milk brands.

II. Current Company & Brand Situation

For more than 40 years, Filipino consumers have been reaping the health benefits of BB

PMD. In 2008, Nestlé Philippines, Inc. introduced BB Choco to address the concern of

children’s satiation towards white milk, which last May 2017, was accompanied by BB Real

Strawberry as Nestlé’s second flavored powdered milk drink. For the first time this 2018, the

company is launching BB Choco and BB Real Strawberry into one line — BB Flavors.

12
 The flavored powdered milk drink category is a relatively new market in the Philippines,

where Bear Brand competes with other well-known brands such as Alaska, Anchor, and Nido.

Despite having high levels of competition, Bear Brand continues to be the market leader with a

35.94% market share in the milk industry (Euromonitor, 2017).

Its success in the market is reliant on several factors, such as having intensive research

and development, and cutting-edge technology, that help in producing good quality products

(Nestle, 2016). However, what sets Bear Brand apart from other brands, are its abilities to listen

to the concerns of mothers, and craft their products to the taste and preferences of children.

Bear Brand, being a lifetime brand, recognizes that growing toddlers experience a shift in

preference to sweeter beverages, while mothers worry over their kids’ health. Living up to its

brand, Bear Brand has come up with the BB Flavors line, which combines the benefits of taste

and health in one drink.

Product

BB Flavors, BB Choco and BB Real Strawberry, is a line of healthy flavored milk drinks

targeted to mothers, and is primarily consumed by children. Aside from its taste, BB Flavors has

the goodness of milk and vitamins similar with that of BB PMD. It is fortified with Tibay, which

refers to Zinc, 100% Vitamin C, and now with three times more Iron. Building on the Bear

Brand name, BB Choco and BB Real Strawberry is positioned as a nutritious and delicious drink

priced affordably, and is available in various packages — 900g, 300g, 150g, and 29g for BB

Choco, and 300g and 33g for BB Real Strawberry (Nestlé, 2017).

13
Price

BB Choco and BB Real Strawberry are available in different pack sizes. Its budget packs

(900g with an Suggested Retail Price (SRP) of Php 280.00, 300g at Php 99.00, and 150g at Php

50.00), and Swak Packs (29g for BB Choco and 33g for BB Real Strawberry with both an SRP of

Php 12.00) cater to a variety of consumer needs.

Place

Similar to BB PMD, BB Flavors is a mass market brand, which targets both urban and

rural areas nationally. Since its release in 2008, BB Choco has been prominently available in

supermarkets, convenience stores, sari-sari stores, and online stores, such as Lazada. BB Real

Strawberry, on the other hand, is available in limited stores.

Promotion

Today, Bear Brand utilizes mass media as means to reach its consumers. Most of its BB

Flavors promotions are aired on television, and are played in radio stations. It also has been

increasing its efforts in digital media, such as Pay-Per-Click advertising under Lazada and social

media advertising in Facebook and Youtube, to reach Filipino moms in urban and rural areas.

Across all lines of Bear Brand advertisements, Tibay and a mother’s responsibility are

consistently highlighted. BB Flavors continues this promise by emphasizing its vitamin and

nutrient content equal to that of BB PMD, which is expressed by “laging katumbas,” and is

visually represented by an equal sign (=). However, compared to BB PMD advertisements, BB

Flavors has a lighter tone and fun mood.

14
 In some advertisements, BB Choco made use of key endorsers, such as Eugene Domingo,

Kiray Celis, Zaijan Jaranilla, and Coco Martin. In addition, like most of Bear Brand

advertisements, BB Choco and Real Strawberry incorporated jingles. The brand also includes

freebies into its packaging, such as shakers, raincoats, and containers, to entice purchase and

promote user experience.

As mentioned in the previous paragraphs, Bear Brand utilizes television commercials the

most among all media touchpoints. Table 1 shows the television advertisements of BB Choco

since its launching in 2008, and BB Real Strawberry’s first and only commercial.

Table 1. Bear Brand Flavors Television Advertisements (2008-2017)

Date Title Content

BB Choco was launched through this advertisement, which

made use of Eugene Domingo, a comedian, as its main
2008 Choco o Gatas endorser, along with a well-known child actor, Kiray Celis. The
advertisement revolves around Celis insisting that she is
drinking choco and not milk.
The commercial also makes use of Domingo as an endorser, but
May 2008 Punchbowl introduces the new 800g pack of BB Choco, which could fill
twenty-eight (28) glasses.
Korek stars three kids who are questioning whether BB Choco
November
Korek is either “Choco na Gatas” or “Gatas na Choco,” which aimed
2009
to spark the audience’s curiosity regarding the product.
The advertisement shows a group of kids looking forward to the
November
Boys vs. Girls results of a votation on whether BB Choco is indeed “Choco na
2009
Gatas” or “Gatas na Choco.”
Choco na Gatas o Gatas na Choco stars Zaijan Jaranilla and
Robert Villar as its main characters. These two friends share a
Choco na
November drink and try to decipher what BB Choco is. They disagree with
Gatas o Gatas
2009 each other at first but change their views after drinking from the
na Choco?
other’s glass; thus, ending the commercial with the same
unanswered question.
March The commercial shows a drum band, and a crowd of children
Cheer
2013 wearing brown or white, who are cheering that you must try BB

15
 Choco. It continues to make use of “Choco na Gatas” or “Gatas
na Choco” in its cheer.
For the first time, BB Choco is advertised as a milk drink for
cold consumption — perfect to beat the summer heat. To
further support this new feature, BB Choco released its first
March Sarap Pag May
freebie collectible, the Summer Ice Shaker. A jingle with the
2014 Ice
same catchphrase was used but added the word “ice,” turning it
into a catchy song with the line “Choco na Gatas na Choco na
may ice. Gatas na Choco na Gatas na may ice.”
Lasap na Lasap is a relaunching of BB Choco, which
emphasizes the reformulation of the drink. It uses the tagline
September
Lasap na Lasap “Mas Pinachocolatey! Mas Pinatibay!,” which is supported by
2014
the 20% increase in cocoa, and added Vitamin C, Iron and Zinc
in the formula.
Hapon Habit Alarm Clock repeatedly shows an alarm ringing at
Hapon Habit four o’clock in the afternoon, a signal that it is time for
November Alarm Clock merienda. The commercial attempted to position BB Choco as a
2015 and/or Ice merienda drink consumed after a long day in school. Another
Surprise Mug version of this was aired, but ended with a promotion for the
free ice surprise mug per purchase of BB Choco.
This a fifteen seconder advertisement that greatly emphasizes
March
Price Rollback on the price rollback from Php 109.00 to Php 99.00 of the 300g
2016
pack of BB Choco.
Side A starts with the mother singing her worry that her child is
starting to lose interest in drinking BB PMD. Coco Martin
comes in and sings, arguing that BB Choco is the answer to her
problem. This ad pioneered the use of the following key visuals:
June 2016 Side A
a glass of white milk, an equal sign, and a glass of BB Choco,
to present the “katumbas” spiel in its advertisements. This
informs mothers that BB Choco has the same Tibay content as
its white counterpart.
Nestlé released Summer Shaker Katawan, which once again
Summer
March makes use of Coco Martin. It features the Summer Ice Shaker
Shaker
2017 with new designs. The ad is brought to life by a jingle in the
Katawan
tune of Hagibis’ “Katawan.”
Berry Good sa Tibay is the launching advertisement for BB
Real Strawberry. It stars a mother and a child who are seem
Berry Good
June 2017 dancing while singing “So Berry Good!” all throughout the
sa Tibay
commercial. In addition, it uses the katumbas spiel used in BB
Choco’s recent advertisements.

16
III. Competitive Analysis
A. Alaska Chocolate Powdered Milk

Product

In 2012, Alaska Milk Corporation launched Alaska Chocolate (Alaska Choco) Powdered

Milk Drink, its first flavored powdered milk drink. It entered the market four years after BB

Choco’s release, which makes it the first and main competitor of BB Choco in the Philippines up

to this day. Similar to BB Choco, Alaska Choco is a chocolate flavored powdered milk drink that

promises health and nutritional benefits, such as vitamins and minerals found in their original

powdered milk. However, it emphasizes growth, energy, and mental alertness, as opposed to

Bear Brand’s Tibay. Currently, Alaska Chocolate Powdered Milk Drink is available in different

pack sizes: 800g, 300g, 80g, and 25g (Alaska, 2017).

Price

Like Nestlé for Bear Brand, Alaska Milk Corporation introduced four (4) different pack

sizes for Alaska Choco to satisfy the needs of customers who want to drink flavored powdered

milk. Aside from the 300g pack, Alaska Choco has smaller packaging sizes and is priced

relatively cheaper than that of Bear Brand. Alaska Choco is priced at Php 241.20 for a large pack

(800g), Php 93.70 for a medium pack (300g), Php 20.85 for a small pack (80g), and Php 6.85 for

a sachet (25g).

Place

As BB Flavors’ main competitor, Alaska Choco is also made available in urban and rural

areas nationwide. It can be found in supermarkets, groceries, and convenience stores, and is

heavily present in sari-sari stores. It is also available online in Lazada.

17
Promotion

According to Marketing Vice President Blen Fernando of Alaska Milk Corporation,

drinking milk alone is not enough to live a healthy lifestyle, which is why they are promoting

milk consumption alongside outdoor games and organized sports (Go, 2014). In fact, Alaska

Milk Corporation is known for consistently organizing events and activations. In 2016, they

hosted “Alaska Milk Day,” a fun run and fitness activities event across four different cities in the

Philippines, namely, Davao, Cebu, Naga, and Metro Manila (Euromonitor, 2017).

Every now and then, Alaska would launch TV commercials, and upload event videos on

their YouTube account and other social media sites. Most of Alaska’s efforts, however, promote

the overall brand name, rather than specific product lines, such as Alaska Choco. Ever since the

launching of Alaska Choco, the company has not produced any effort to advertise it using mass

media. Instead, they utilize activations, especially basketball, to promote the Alaska Choco

variant. In addition, unlike Bear Brand that uses jingles, all of Alaska’s commercials end with a

defining tone following their famous line “Walang makakatalo sa Alaska.”

B. Anchor Choco Powdered Milk

Product

Anchor introduced Anchor Family Milk Choco (Anchor Choco) in the Philippines to gain

market share in developing countries. Compared to BB Flavors, Anchor Choco is positioned as a

family drink that is enriched with Vitamins A and D, protein, and high quantity of calcium,

which fulfills the daily required nutrition for growing children and adults. Currently, Anchor

Choco is available in two pack sizes in the market: 700g and 150g (Anchor, 2017).

18
Price

Among all the competitors of BB Flavors, Anchor Choco has the least available SKUs in

the market. Since it is positioned as a family milk drink, it is expected to be sold in bigger

packages. For the large pack (700g), it is priced at Php 210.00, while the small pack (150g) is

priced at Php 52.00.

Place

Anchor Choco is available in supermarkets and groceries, but difficult to find in small

shops, such as convenience stores and sari-sari stores. In addition, it is mostly available in urban

areas only. However, Anchor products can be purchased online, specifically in online grocery

stores, and Lazada.

Promotion

Compared to its competitors, Anchor Choco brands itself as a family drink, rather than

just a children’s milk. Recently, there have been no television advertisements or radio

commercials on Anchor Choco. During the early 2000’s, however, Anchor had several television

ads for Anchor Family Milk Powder. When it newly launched in the Philippines in 2001, it aired

a TV commercial emphasizing that it is the “No. 1 milk from New Zealand” along with a tagline

“Trusted by Mothers” to appeal to its target market. In years 2006 and 2007, Anchor diverted

from advertising itself as a “New Zealand quality” milk product, and instead, focused more on

the benefits of powdered milk on children by showing scientific data and charts. With regards to

Anchor Choco, the company has not invested in promoting it using mass media. Hence, the

absence of television commercials for the line.

19
 Even in Anchor Philippines’ social media accounts, there are no recent online

advertisements for Anchor Powdered Milk and Anchor Choco. Instead, they upload recipes using

Anchor’s fresh dairy products, such as butter, milk, and cream. Anchor’s advertising efforts are

then focused on its fresh dairy products rather than its powdered milk variants. In fact, Anchor

Choco is not even found in the official Anchor Philippines website (Anchor, 2017). Moreover,

the company regularly hosts baking classes using Anchor products with its loyal consumers.

C. Nido Forti-Chocolate Powdered Milk

Product

Nestlé introduced Nido Forti-Choco (Nido Choco) in 2012, which became a new

competitor for BB Choco. Although its main target market belong to the higher socio-economic

classes, Nido Forti-Choco is deemed as an aspirational product by BB Flavors’ target market.

Nido Choco contains high levels of Calcium, Protein, and Zinc, which are essential nutrients that

help kids grow taller and stronger. It is also fortified with vitamins and minerals that support the

10 signs of Good Nutrition (appropriate height and weight, strong bones, healthy skin, good

vision, muscle development, and being active and alert) that are certified by the Nutritionist

Dietitians’ Association of the Philippines Foundation. The product is currently available in the

market with three different stock keeping units (SKUs): 1200g, 700g, 350g (Nestlé, 2017).

Price

Unlike BB Flavors that is also owned by Nestlé, Nido Choco does not offer its product

in a sachet. As mentioned in the previous paragraph, Nido Choco is targeted to a different target

market, which is why it is priced substantially higher than that of BB Flavors. Among the three

20
(3) brands, Nido Choco is priced the highest. It is valued at Php 499.00 for an extra large pack

(1200g), Php 299.00 for a large pack (700g), and Php 69.00 for a small pack (150g).

Place

Since it is handled by Nestlé, it is also available online for purchase in Lazada. Nido

Choco is available nationwide, in urban and rural areas, and is easily found in various popular

retail stores excluding sari-sari stores that offer most of its products in sachet.

Promotion

Nestlé is taking advantage of BB Flavors and Nido Choco’s presence in the the same

market. By using a differentiation strategy, Bear Brand and Nido create a higher market share for

Nestlé in the flavored powdered milk industry.

In 2012, Nestlé launched Nido Choco using a television commercial entitled Sarap. Its

second and latest commercial was in in 2014, entitled Nido Forti-Choco, which positions the

brand as a milk made for growing up kids. Although Nido Choco does not have many

advertisements since its launch, it rides with the high brand awareness of Nido FortiGrow, its

white counterpart. In addition, Nestlé does online advertising more than above-the-line

advertising for Nido Choco.

21
IV. SWOT Analysis
Table 2. SWOT Analysis of Bear Brand Flavors
Strengths
● Bear Brand spearheads the fast value
growth of powdered milk in 2017 with
its 35.94% market share
● Bear Brand has the most contribution
to Nestlé Philippines Inc.’s total value
sales in 2017
● In 2017, Bear Brand ranked 7th in the
Kantar Worldpanel’s Brand Footprint
Study — the only powdered milk drink
to enter into the top 10
● Most milk products are positioned to
boost energy while Bear Brand is
positioned to provide Tibay
● Bear Brand has stood the test of time
and mastered the manufacturing and
development of milk
● BB Flavors was reformulated to have
the same Tibay as PMD
Opportunities
● Powdered milk is the most consumed
form in the Philippines, which results
to its high growth
● In 2017, Euromonitor reported that
sari-sari stores are the main
distribution channel for milk products
with a value share of 47% with
supermarkets ranking second at 37%
● DepEd promotes and recommends the
sale of milk drinks in public school
canteens nationwide
● The recently approved Senate Bill
1592, also known as Tax Reform for
Acceleration and Inclusion (TRAIN),
does not include milk drinks in the list
of sugar-sweetened beverages to have
Weaknesses
● The official Nestlé websites, both local
and global, fail to include BB Flavors
in their product list, as well as the
available SKUs and SRPs
● BB Real Strawberry is hard to find in
stores, especially in convenience
stores and sari-sari stores
● Nestlé is a traditional and conservative
company, which hinders them from
taking risks in producing
unconventional advertisements
● Nestlé prioritizes media rollout at the
expense of production costs of
advertisements
● Compared to its main competitor,
Alaska, BB Flavors has none to
limited exposure when it come to
events and activation
● The price of BB Flavors is not the
cheapest in the market, which is vital
in a price-sensitive customer base,
such as the Philippines
Threats
● In 2017, Euromonitor reported the
substantial growth of Ready-To-Drink
(RTD) consumption because of its
promise for convenience
● Dairy is the third most imported
agricultural product in the Philippines;
thus, increasing the threat of new
entrants in the market
● Because of high consumer demand,
dairy companies are forced to maintain
its low prices and provide discounts to
attract price conscious consumers
● Despite ranking 6th in the milk
industry, RFM Corp. had a 9% and 8%
increase in values sales for 2016 and
2017, respectively, making it the
22
 an increase in excise tax; thus,
lessening the threat of substitutes
● There is a growing desire among the
target market to start making healthier
food choices
fastest growing company today
● The Local Government Unit (LGU) of
Negros Occidental's partnership with
Glocal Japan and Tenshinzan Farm
strengthens the dairy production in the
Philippines; thus, potentially
threatening the stability of Bear
Brand's leadership in the market
● Consumers believe that fresh milk is
superior to powdered milk
● Filipinos are wary of BB Real
Strawberry because of a pre-conceived
perception that strawberry is sour,
which is not preferred by kids

Table 2 shows the SWOT Analysis of Bear Brand Flavors. Aside from being the market

leader in the milk industry, Bear Brand is a household name, well-known for its Tibay that has

stood the test of time. It has addressed changes in consumer needs — a trait carried on to the BB

Flavors line. However, despite being a mass market brand, BB Flavors is not as active in

engaging with its consumers, because of the company’s conservative mindset and risk aversion.

This hinders the brand from prospering and maximizing its full market potential.

With the Philippines having a growing preference towards healthier alternatives, BB

Flavors has an opportunity to grow since it combines taste and nutrition in one drink, and has the

support of the government to further address these needs. In addition, Bear Brand must maintain

its position as threats of substitutes are increasing given that both local and multinational

companies are entering into the Philippine market.

23
V. SWOT Matrix
Table 3. SWOT Matrix of Bear Brand Flavors

Strengths Weaknesses

Implications Action Plan Implications Action Plan

Filipinos are The IMC There is an BB Flavors

starting to grow Campaign of BB increasing trend should strive to
a preference for Flavors should of consuming be more active in
healthier emphasize its healthier yet engaging its
alternatives that Tibay content flavorful food, audience by
do not sacrifice and how it is which BB doing
taste. With Bear equal to that of Flavors is able to activations. It
Opportunities Brand’s PMD’s, while address, but should remain
timelessness and offering new Nestlé’s present in
Tibay nutrients, experiences for conservatism various media
and BB Flavors’ their taste buds. and risk aversion touchpoints at all
Chocolate and has cost them times throughout
Strawberry opportunities, as the year, and be
variants, they well as not consistently
are able to provide enough accessible in
satisfy the exposure for the stores
consumer’s line. nationwide.
needs.

Implications Action Plan Implications Action Plan

Although BB BB Flavors must Multiple BB Flavors

Flavors offers devote more substitutes should be
Tibay and new time and effort coming from marketed
flavors for to completely local and throughout the
consumers, there differentiate international year so as not to
is a surge in the itself from other distributors are allow other
number of brands. Aside emerging in the present and
Threats market at an
available from its flavors emerging brands
substitutes in the and its Tibay, it alarming rate, to outrun its
market, both should also while Nestlé current
locally and capitalize on its remains to be strategies, and be
internationally. timelessness by conservative and ahead in
being the risk averse in reaching the
“original” and promoting BB target
“classic” milk Flavors. consumers.
drink.

24
 Based from Table 3, the IMC Campaign of BB Flavors should emphasize its Tibay

content and how it is equal to that of PMD’s, while offering new experiences for the consumers’

taste buds. They should strive to be more active in engaging its audience by doing activations,

and remain present in various media touchpoints. In addition, they should be consistently

accessible in stores nationwide.

To maintain its position in the market, BB Flavors must devote more time and effort to

completely differentiate itself from other brands. Aside from its flavors and its Tibay, it should

also capitalize on its timelessness by being the “original” and “classic” milk drink. In order to be

ahead in reaching its target consumers, BB Flavors should be marketed throughout the year so as

not to allow other present and emerging brands to outrun its current strategies.

VI. Porter’s Five Forces of Competition

Diagram 1. Porter’s Five Forces of Competition of BB Flavors

25
A. Competitive Rivalry (High)
With more than ten (10) firms that provide dairy products in the market, the dairy
industry in the Philippines faces intense competition. Today, BB Flavors competes with
its three (3) main competitors, namely, Alaska Choco, Anchor Choco, and Nido Choco.
Similar to Bear Brand who is owned by Nestlé, these brands are manufactured by
international dairy companies, whose brands also have high consumer awareness in the
market. In a 2017 report by Euromonitor, Alaska ranks second with the most market
share after Bear Brand at 22.45%, while Nido and Anchor have 8.01% and 6.57%,
respectively, in local brand name (LBN) sales of dairy brand in the Philippines. Despite
the competitive nature of the market, Bear Brand remains as the market leader in the
powdered milk industry, having almost 35.94% of market share (Euromonitor, 2017). In
terms of price, however, Bear Brand is not the most economical among all its
competitors. Alaska charges its product significantly cheaper to that of Bear Brand that
when taken into the perspective of price-sensitive consumers in the Philippines, most
consumers would opt to purchase the most inexpensive item despite their budget — a
challenge that Bear Brand has yet to address. In addition, flavored powdered milk drink
brands face high competition against its indirect competitors, such as RTD milk and
sweetened alternatives.

B. Supplier Power (Low)

Companies like Nestlé rely on dairy farmers to produce their products since there
are no known substitutes to the milk they provide (Marketline, 2014). Multinational
companies work interdependently with small scale farmers in various countries. Other
companies, however, choose to own farms to lessen costs, and reduce risks of suppliers
controlling their business. To avoid suppliers from doing so, companies enter into
hedging agreements with them to assure quality and fair prices. In addition, the lack of
significant variation of milk between suppliers make them dispensable; thus, having low
supplier power in the category (Marketline, 2014).

26
C. Buyer Power (Low)
Euromonitor (2017) reported that in 2017, powdered milk had the highest sales in
the Philippines with an outstanding Php 34,332,490.00 worth of sales, followed by
flavored milk drinks at Php 4,071,090.00. Despite the convenience offered by RTDs,
Filipino consumers opt to purchase powdered milk drinks instead due to limited income
and a price-sensitive behavior. Despite the competitive environment, the flavored
powdered milk industry has relatively fewer choices than that of other PMDs, giving
consumers less purchasing power.

D. Threat of Substitution (High)

On the one hand, there is a moderate threat of substitution between each brand in
the flavored powdered milk drinks category. This is driven by the limited number of
brands offering this, yet are priced competitively. On the other hand, there is a high threat
of substitution across categories. Companies intended to make flavored powdered milk
drinks as the middle ground between milk and juices, where a child’s health is not
compromised by extensively sweetened beverages. Before BB Flavors entered the
market, kids would often experience milk satiation, which resulted to a switch from
consuming powdered milk to sweetened powdered drinks, such as Iced Tea and Orange
Juice. Nestlé created BB Flavors in the hopes of solving this problem by prolonging the
milk usage of children. Besides sweetened powdered drinks, it faces the problem of being
substituted by RTDs, including Fresh Milk and pre-mixed milk, and even Soft Drinks and
Fresh Juices. With the beverages market being heavily dominated by sweetened
alternatives, it is easy for flavored powdered milk drinks to be overshadowed by its
indirect competitors.

E. Threat of New Entry (High)

Entering into the dairy market requires low capital, which means there are low
barriers to entry (MarketLine, 2014). The flavored powdered milk drink category is still a
relatively new line with a moderate threat of new entrants, making it an attractive market
to venture into. Although the category is dominated by key players such as Nestlé, who
have extensive knowledge and expertise in the category, there are ongoing efforts of

27
 producing more locally made milk, which is expected to be cheaper than those that are
currently available in the market. Examples of this are RFM Corporation’s rapid growth
in the Philippine milk industry, and the partnership between the LGU of Negros
Occidental, and Glocal Japan and Tenshinzan Farm.

VII. Advertising Recommendations

A. Statement of General Objectives
1. To increase the awareness of the target market of BB Flavors by 3%
2. To increase penetration of BB Real Strawberry by 1.5%
3. Maintain the loyalty for BB Choco

B. Creative Strategy
a. Target Person
The target person is Marites, a 34-year old Filipina mom, who belongs in a
household earning a maximum of Php 30,000.00 monthly (SEC C2 and D). She is
a housewife, but does laundry as a sideline job. She has 2 children with ages 6 and
8, namely, Junjun and Denden (See Appendix B). Marites believes that giving her
children this drink provides them the necessary nutrients that they need. She often
buys milk in groceries and nearby sari-sari stores (See Appendix B, Figure 11).
She entertains herself by watching television at prime time, and checks
Facebook and Youtube whenever she can (See Appendix B, Figure 3.1). Although
their family faces everyday challenges due to limited means, she remains hopeful
and optimistic that their family will have a better life (See Appendix C).

Three Types of Marites

We discovered in our UAI study that there are three types of Marites —
the non-user, heavy user and light user. These three types of Marites are similar in
terms of their aspirations, daily routine, and behavior, but differ towards their
outlook and usage of flavored powdered milk drinks.

28
Primary Target Person
The primary target person is the non-user Marites. These are Filipina
mothers who provide milk to her children because she believes it will give them
the nutrients they need. However, she’s having problems with her children’s
intake because they are starting to grow a preference towards sweetened
beverages (See Appendix C).
Non-user Marites include mothers who may have tried but never switched
to or have never consumed flavored powdered milk drinks. Reasons include lack
of awareness on the product and doubts on trying new products that they are not
familiar with. This type of Marites is risk averse and want assurance in every
product she purchases to maximize her money’s worth. Moreover, non-user
Marites has a strong affinity on trusted brands because she has created strong
relationships with them (See Appendix C).

Secondary Target Persons

The secondary target persons include two types of Marites — the heavy
and light users. Heavy users, also known as “big spenders,” regularly purchase
and consume flavored powdered milk drinks. They consistently purchase these
products for their children because they do not only provide nutrition, but also
answers the mother’s problem on their child’s satiation. Most heavy users buy
larger packs because they are loyal to the brand and are convinced that these will
be able to maximize their money’s worth. Some of the mothers see the value of
saving through buying bigger packs (See Appendix C).
On the other hand, light users, also known as “choosers,” purchase
products through comparison. They switch from one brand to another to see
which their children prefer more. Since most of the target market earn their
income on a daily basis (i.e. market vendors, does laundry, etc.), they prioritize
spending on basic necessities such as food, water, and utilities. As a result, their
purchasing behavior towards flavored powdered milk drinks are sensitive towards
price and availability (See Appendix C). Sachets and break-bulks, commonly
called tingi, strongly appeal to light users since they have a mindset that a smaller

29
 cash outlay per shopping trip is better (Gacutan, 2012). Most of the current users
of BB Flavors belong to this type of Marites, who usually buy sachets from the
neighborhood sari-sari store allowing easy-on-the-pocket buying, and grocery
stores because they own a sari-sari store (See Appendix B, Figure 11 and 13).

b. Creative Objective
1. To communicate to the target market that BB offers two flavors
2. To convince the target market that BB Flavors are nutritious as they
are delicious

c. Consumer Promise
BB Flavors is a nutritious yet delicious drink for children.

d. Support
1. Bear Brand offers Tibay, which refers to 100% Vitamin C, three times
more Iron, and high levels of Zinc.
2. BB Choco is made with 20% more cocoa, while BB Real Strawberry is
made of real strawberry bits.

e. Brand Personality
Bear Brand Flavors is a fun-loving kid, who is light-hearted and cheerful.
He is outgoing and highly active, with his day always jam-packed with different
activities. He entertains everyone through his theatrical mannerisms, which livens
other people as well. He is optimistic, bubbly, and energetic who looks forward to
fully enjoying every moment of every day.

f. Tone and Mood of Advertising

BB Flavors will make use of a mother and her child in most of its
advertisements. It will send its message by using key visuals, such as the
katumbas equal sign (=), Kuya Bear in its packaging, and emphasis on Tibay. All
advertising efforts must reflect BB Flavors’ brand personality and make use of

30
 this palette: Bear Brand Blue, White, Pink (Strawberry) and Brown (Chocolate).
In addition, advertisements of BB Flavors must avoid hurting the brand image of
BB PMD, as well as maintain a down-to-earth and realistic vibe. Use of
imagination and excessive behaviors is not entertained by the brand. Bear Brand,
in general, must stray away from entertaining a mother’s love, as it is positioned
as a milk drink emphasizing the mother’s responsibility. Venturing into sports or
showing activities that could possibly harm the child is also not permitted. In
addition, BB Flavors made use of jingles and theatrical ads to show its role as a
child’s playtime buddy while reassuring and validating a mother’s skills.
Moreover, all advertising efforts must only communicate to mothers.

C. Creative Executions
a. The Big Idea
During the In-Depth Interview (IDI), mothers were asked a series of
questions on how motherhood has changed their behavior and outlook in life.
When asked about their achievements, they consistently answered motherhood as
first and foremost their best achievement, followed by their personal
accomplishments in their career, education, and other endeavours. All their
answers regarding their aspirations, cause of happiness, and priorities, revolved
around their children (See Appendix C). Indeed, mothers put their child’s life and
happiness ahead of their own.
However, a mother is only able to consider herself a successful mom when
she is able to satisfy both her child’s needs and wants. We learned that mothers
perceive their child's successes and achievements as their own, and that the
child’s state is a reflection of one’s ability to be a mother. As a result, we came up
with the insight:
“To a mother, a satisfied child proves the fulfillment of her duties.”
Part of a mother’s responsibility is assuring their child grows as healthy as
they can be, and one way moms can provide the nutrients their children need is by
giving milk. However, as the child grows, they experience satiation towards
PMD. This results to children lapsing from milk consumption, which leads to

31
 mothers worrying about their health. Mothers then are left with the burden of
either providing what is healthy at the expense of the child’s happiness, or giving
what they want but risking their health. With BB Flavors, mothers are able to
provide a nutritious and delicious drink that satisfies her child’s needs and wants.
With this, we crafted the big idea as:
Tibay Sarap: KaTIBAYan ng Galing ni Mommy
With the big idea, we are able to showcase the mom’s ability to fulfill her
duty by satisfying her child’s needs and wants. Since Bear Brand is positioned as
a milk drink that emphasizes a mother’s responsibility, this big idea is deemed
tailor-fit for the brand. By giving a nutritious drink that is also delicious, a mother
is able to prove her galing. In relation to the results of our UAI study, the target
market seems to prioritize taste and flavor, along with nutrition; thus, reinforcing
the big idea (See Appendix B, Figure 5). To assure easier recall, we developed
tagline that appeals to the target market and reminds them of the benefits that BB
Flavors provides:
Tibayummy!
Tibayummy! Is a combination and play of the words "Tibay" and
"yummy", which is fun mainstream slang for the word Sarap. Using this tagline
reminds mothers that it is possible to provide nutrition while satisfing their child’s
taste buds with BB Flavors.

D. Media Strategy plus Rationale

a. Target Market
The target market of BB Flavors are mothers whose ages range from 24-
44 years old, belong to SEC C2 and D, and live in the Philippines. Most of these
mothers are housewives who work part-time. The primary target market involves
mothers who are lapse PMD users, while the secondary target market includes
mothers who are either heavy or light users of flavored powdered milk drinks.
Mothers who belong to BB Flavors’ target market are family-oriented, and
usually spends most of their time doing household chores while bonding with
their family. Since this is a nationwide campaign, we will target key cities in

32
 Luzon, Visayas, and Mindanao. We will make use of mass media, as well as
target the most populated areas in each island group to spread as much awareness
and penetration for BB Flavors. The following are the ten (10) most populous
cities in each island group:
1. Luzon: Manila City, Quezon City, Taguig City, Pasig City, Antipolo City,
Makati City, Dasmarinas City, San Jose Del Monte City, Bacoor City, and
Calamba City
2. Visayas: Cebu City, Bacolod City, Iloilo City, Lapu-Lapu City, Mandaue
City, Tacloban City, Talisay City, Ormoc City, Kabankalan City, and
Bago City
3. Mindanao: Davao City, Malingao City, General Santos City, Zamboanga
City, Cagayan De Oro City, Iligan City, Butuan City, Cotabato City,
Tagum City, Marawi City, and Valencia City

b. Media Itinerary
Table 4. Marites’s Weekly Schedule

Time Activity Media In Use

5:00 AM Wake Up

5:00 – 8:00 AM Breakfast and other preparation TV, Cellphone

Commute to School
8:00 – 9:00 AM Radio, Cellphone
(Bring her kids to school)

9:00 – 10:00 AM Commute to Home Radio, Cellphone

10:00 – 12:00 NN Household Chores Radio, Internet

12:00 – 1:30 PM Lunch Break Cellphone

Household Chores
1:30 – 2:00 PM TV, Radio
(Washing Clothes)

Commute to School OOH, Radio,

2:00 – 3:00 PM
(Picking her kids from school) Cellphone

3:00 – 4:00 PM Commute to Home Radio, Cellphone

33
 4:00 – 6:00 PM Prepare for Dinner TV, Radio

6:00 – 7:00 PM Eat Dinner Cellphone

TV, Cellphone,
7:00 – 10:00 PM Rest and Ready to get bed
Internet

10:00 – 5:00 AM Sleep

Table 5. Marites’ Weekend Schedule

Time Activity Media In Use

9:00 AM Wake Up

9:00 – 10:00 AM Breakfast and Other Preparations TV, Cellphone

10:00 – 12:00 NN Cook Lunch Radio

Radio, TV,
12:00 – 1:00 PM Eat Lunch
Cellphone

OOH, Radio,
1:00 – 2:00 PM Drive / Commute to Mall
Cellphone

2:00 – 9:00 PM Leisure Time OOH, Cellphone

OOH, Radio,
10:00 – 11:00 PM Drive / Commute Home
Cellphone

Check notifications once more

11:00 – 12:00 PM TV, Cellphone
before bed

12:00 AM Sleep

c. Media Objective
● To increase awareness of BB Flavors among target market by 3%
● To help reinforce message of nutritious and delicious through effective
and efficient use of media

34
 d. Media Mix
Table 6. Media Mix for BB Flavors 2018 Campaign

Media Remarks

Television ● The target market watch television shows in the morning, and
during primetime (news, noon-time shows, and teleseryes)
○ 6:00 AM Roadblock: Umagang Kay Ganda and Unang
Hirit
○ 6:30 PM Roadblock: TV Patrol and 24 Oras
○ 7:40 PM Roadblock: Ang Probinsyano and Super Ma’am
● Based from the UAI study, 98% of the mothers can be reached
through television, where 85% watch shows on a daily basis
● Geographical coverage and frequency of message is high

Radio ● AM Radio Stations

○ DZMM
○ DZBB
○ DZRH
● FM Radio Stations
○ MOR 101.9
○ Yes! 101.1
○ Love Radio 90.7
● Geographical coverage is higher than television in the country,
and has high frequency of message
● Can reach remote places that television cannot

Print ● The target market reads supermarket catalogues and sees posters
when they go grocery shopping
○ 349 Supermarketes
■ 277 Puregold
■ 24 Walter Mart
■ 48 SM Supermarket

35
 ● Offer a bundle of Rebisco products alongside BB Flavors, such
as Rebisco Crackers partnered with BB Strawberry and Bravo
partnered with BB Choco
● To ensure a long-lasting message

Out-of-Home ● Marites is exposed to billboards and other transit advertising

(OOH)
whenever she travels to and from school, and when she goes out
with her family on weekends
● The following out-of-home touchpoints will be used for guerilla
marketing:
1. 3 Billboards
○ EDSA, Metro Manila
○ Cebu City
○ Davao City
2. LRT1 and MRT3 Handles
3. 30 Busses
o Top 10 Most Populous Cities per Island Group
4. 15 Overpasses (5 per Island Group)
○ Metro Manila Overpasses
○ Cebu Overpasses
○ Davao Overpasses

Digital Marketing ● It creates a dialogue between the brand and the target customers
and
through likes, comments, etc.
Social Media
○ Facebook
○ YouTube
○ Twitter
○ Instagram
● Appear in Google Search whenever people search for keywords
such as ‘milk’, ‘tibay’, ‘powder’, ‘nestle’, ‘flavor’, ‘strawberry’,
‘chocolate’

36
 ● Online shopping via Lazada

Events/Activations ● 3 Tibayummy Playgrounds

○ Most Populous Barangay pero Island Group
■ Brgy. 176 Bagong Silang, Caloocan City (Metro
Manila)
■ Brgy. Guadalupe (Cebu City)
■ Brgy. Bucana (Davao City)
● 120 Supermarket Samplings
○ 40 Supermarkets per Island Group
■ Puregold
■ Waltermart
■ SM Supermarket

e. Media Rationale
Television
As seen in Appendix B, Figure 3.1, television is the number one
communication touchpoint our target market is exposed to. In fact, our UAI study
suggests that majority of mothers watch television shows on a daily basis in the
morning and at prime time. To assure that we are able to reach more consumers, we
will be airing our TV commercials on GMA and ABS-CBN. It will be aired during
morning shows, such as Umagang Kay Ganda and Unang Hirit, and primetime
shows, Ang Probinsyano and Super Ma’am. The television commercial will not make
use of any endorser so as to avoid any conflict of interest between the endorser and
TV channels.

Radio
For radio, we will release a 45s radio commercial composed of a mixture of a
spiel and a jingle to establish recall. Although radio does not belong to the top six (6)
communication touchpoints of the target market in our UAI study (See Appendix B,
Figure 3.2), we still believe it is necessary to make use of it since radio has the widest

37
coverage in terms of mass media in the Philippines. Given that Bear Brand is a mass
brand, it is essential to use radio, and at the same time, is a cheaper alternative to
television. In addition, using radio would easily reach mothers who live in rural areas,
as well as mothers who have no access to televisions in their homes. The radio
commercial will be aired in AM stations for news, and FM stations late at night, as
suggested by the UAI study. We have chosen the top radio stations that have the most
number of listeners: for AM, it will be DZMM, DZBB, and DZRH, and for FM, it
will be MOR 101.9, Yes! 101.1 and Love Radio 90.7.

Print
Another communication touchpoint that belongs to the top six (6) alongside
television is the supermarket catalogue (See Appendix B, Figure 3.1). To assure a spot
in the supermarket catalogues in groceries, we will create promos for BB Flavors,
such as bundling with Rebisco products, since both brands are handled by the same
advertising agency, Publicis Manila. It was discovered in our IDI that seven (7) out of
ten (10) mothers buy milk along with biscuits. We have chosen grocery stores such as
Puregold, WalterMart, and SM Supermarket, where most of our target market shop
(See Appendix C). In addition, we will make use of posters in groceries, and sari-sari
stores to promote our promos such as the 900g BB Choco or BB Real Strawberry
with Free Summer Shaker, 300g BB PMD with Free Sachets of BB Choco and BB
Real Strawberry, and at National Bookstore for the Back to School Fundraising
Activity for the Tibayummy Playground (See Appendix B, Figure 3.2).
The Free Summer Shaker is a yearly promo of BB Choco that we would like
to utilize. During our IDI, a mother stated that BB Flavors is best consumed cold. On
the other hand, the BB PMD with Free Sachets Promo addresses the IDI result that
most mothers will not try a product they are unfamiliar with, such the strawberry
variant. This promo then helps increase the trial of skeptical non-users of BB Flavors
(See Appendix C).

38
OOH
For guerilla marketing, we will utilize OOH advertising such as billboards and
transit advertising. Appendix B, Figure 3.1 also states billboards as one of top six (6)
communication touchpoints of the target market. In addition, as seen in Appendix B,
Figure 3.2, we learned that most of our target market commute, which is why we
wanted to utilize transit advertising. We will have billboards along EDSA, Davao
City, and Cebu City, since these are the locations where most people pass by when
they are travelling home or to work. Furthermore, we will implement banners in the
overpasses of these cities to increase the awareness of the brand. Transit advertising
will also be done by placing the key visuals of BB flavors in LRT/MRT handles, and
on 30 selected buses located in the top ten (10) most populous cities per island group
(one bus per city).

Digital
For Digital Marketing, we will use social media network (SNS) to promote
BB Flavors, since this is the media that transmits information the fastest, has large
audience, and directly create dialogues with the consumers. Specifically, we will
utilize Facebook, Instagram, Twitter and YouTube given that these are the social
media sites that are commonly used in the Philippines and by our target market (See
Appendix B, Figure 3.1 and 3.2). All advertising efforts for BB Flavors for the whole
year will be placed in our social media accounts. This includes events and promotions
BB Flavors is offering for specific periods. Due to the evolving path to purchase of
consumers as shown in See Appendix B, Figure 3.2, we will utilize social media sites
to redirect mothers into Lazada, where they can easily purchase BB Flavors.
Moreover, we will use Google search bar so that consumers can easily search for BB
Flavors using selected keywords (See Appendix B, Figure 3.1).

Events/Activations
As seen in our IDI results, most of the mothers’ decisions are heavily based on
what makes their children happy. In the same study, we found these same children are
often allowed by their parents to play outside the house. To maximize this finding, we

39
 plan on holding an activation event featuring a mobile inflatable playground where
both the children and the mother can enjoy (See Appendix C). In addition, mothers
and their children will be given a reward, where they get free samples of BB Flavors
and try the product during the event to increase awareness and penetration for BB
Real Strawberry (See Appendix B, Figure 6 and 8), and maintain loyalty for BB
Choco (See Appendix B, Figure 13.1 and 13.2). Aside from this, a supermarket
sampling booth will also be utilized to ensure a wider reach for awareness and
penetration especially towards the market that were not present during the activation
(See Appendix B, Figure 6 and 8).

E. Media Plan and Schedule

Table 7.1. Media Plan and Schedule for BB Flavors 2018 Campaign
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

TV

Radio

OOH

Social
Media

Promo:
Summer
Shaker

Promo:
Back to
School

Promo:
PMD

Promo:
Bundle

Tibayummy
Playground

Sampling

Stores

40
 Table 7.1 shows the Media Plan and Schedule for the BB Flavors 2018 Campaign on a

monthly basis. Since it is an all year round campaign, we made sure that there are at least two

media touchpoints working simultaneously per each period.

Table 7.2. Media Plan and Schedule for BB Flavors 2018 Campaign
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
123451234512345123451234512345123451234512345123451234512345
TV
Production
ABS-CBN
GMA
Radio
Production
DZMM
DZBB
DZRH
MOR 101.9
Yes! 101.1
Love
Radio 90.7
OOH &
Transit
Printing &
Installation
EDSA
Billboard
Cebu
Billboard
Davao
Billboard
LRT1 &
MRT3
Handles
Busses
Manila
Overpass
Cebu
Overpass
Davao
Overpass
Digital
& Print
Production
Facebook
Shaker Promo PMD with Christmas Video on
Instagram Video Back to
& Video on Jingle & Video on Free Engagement Tibayummy
about School FRA Playground &
Youtube Tibayummy Tibayummy Playground Sachets Posts alone
Guerilla Promo Bundle Promo
Playground Promo
Twitter
Google
Search Bar

41
///Events//
//Activation
Production
Tibayummy
Playground
Supermarket
Sampling
Stores
Production
of Hangers,
Shelves,
& Booths
Installation
of Hangers
& Shelves
Installation
and Set-up
of Booths

Table 7.2 explains the timetable for production and release of materials for the entire year
of 2018. The campaign starts with the guerilla marketing as a teaser to the product’s launch
before finally releasing advertisements in other communication touchpoints, such as television
and radio. After which, only digital ads will be done consistently throughout the year, while
other marketing strategies and advertising efforts are based on the given seasons.

Media Weights
● TV Commercial (February – March): 240 slots
● Radio Advertisement (April – September): 336 slots
● Billboards: 3 (1 per Island Group)
● LRT/MRT Handles: 2 (LRT1 and MRT3)
● Bus Advertisement: 30 (10 per Island Group)
● Overpass: 15 (5 per Island Group)
● Activation (February – March): 3 (1 per Island Group)
● Online: Minimum of 5 posts per day

42
F. Allocation of Advertising Budget
Campaign Period: 1 Year
Budget: Php 100,000,000.00 (100 Million Pesos)

Table 8. Advertising Cost for BB Flavors 2018 Campaign

Media Amount Days Total Amount

TV (30s) Morning Shows Morning Shows Php 80,000,000.00

Umagang Kay Ganda (MTWHF) for 2 months
Php 200,000.00 Php 16,000,000.00

Unang Hirit
Php 200,00.00

Evening Shows Evening Shows

TV Patrol (MTWHF)
Php 400,000.00 Php 64,000,000.00

Ang Probinsyano
Php 400,000.00

24 Oras
Php 400,000.00

Super Ma’am
Php 400,000.00

Radio (45s) AM Radio AM Radio Php 2,520,000.00 for

Php 10,000.00 (Everyday) 2 months
1,680,000.00
(3 stations)

FM Radio FM Radio
Php 5,000.00 (Everyday)
Php 840,000.00
(3 stations)

Print Bundles Bundles Php 4,960,720.00

BB Choco 300g + BB Choco 300g +
Bravo Cracker Bravo Cracker
Php 148.15 Php 7.15 x 50,000
bundles = Php
357,500.00

43
BB Strawberry 300g BB Strawberry 300g
+ Rebsico Plain + Rebsico Plain
Cracker Cracker
Php 147.90 Php 7.90 x 50,000
bundles = Php
395,000.00
BB Strawberry or BB Strawberry/Choco
Choco 300g + Hansel 300g + Hansel Plain
Plain Cracker Cracker
Php 146.00 Php 7.00 x 50,000
bundles = Php
350,000.00

Discount Discount
BB Choco Bundle Php 1,102,500.00
with 5% discount (Php 22.05 per 1
Php 141.00/each bundle)

BB Strawberry
Bundle with 5%
discount
Php 140.00/each

BB Strawberry or
Choco Bundle with
5% discount
Php 139.00/each

Tumbler Tumbler
Php 25.00/piece Php 1,250,000.00 for
Minimum order: 500 50,000 pieces
pieces

PMD Free Sachets PMD Free Sachets

Sachets of BB Php 1,200,000.00 for
Flavors 100,000 Sachets of
Php 12.00/Sachet BB Flavors (2 Sachets
per PMD)
Promo Posters
National Book Store Promo Posters
Back to School Php 28,000.00 for 200
Promo Posters Branches of National
Php 140.00/A3 Piece Book Store

PMD w/ Free Sachet Php 48,860.00 for 48

Promo Posters at SM SM Supermarket, 277

44
 Supermarket, Puregold, and 24
Puregold and Waltermart branches
Waltermart
Php 140.00/A3 Piece
Php 48,860.00 for 48
Summer Shaker SM Supermarket, 277
Promo Posters at SM Puregold, and 24
Supermarket, Waltermart branches
Puregold and
Waltermart
Php 140.00/A3 Piece Php 180,000.00 for
12,000 Sari-Sari
Sari-Sari Store Stores (4,000 per each
Hangers Island Region, 400
Php 15.00/piece per each key city)

OOH Outdoor Billboard Outdoor Billboard Php 1,890,000.00 for

Php 280,000.00/ Php 280,000.00 x 1 1 month
month month (5 weeks) =
Php 280,000.00 x 3
cities = Php
840,000.00

Transit (Bus) Transit (Bus)

Php 30,000.00/ month Php 30,000.00 x 1
(Transit) month (5 weeks) =
Php 30,000.00 x 30
cities = Php
900,000.00

LRT/MRT Handles LRT/MRT Handles

Php 6,000.00/ month Php 6,000.00 x 1
(LRT/MRT Handles) month (5 weeks) =
Php 6,000.00 x 50
trains set = Php
300,000.00

Overpass Overpass
Php 10,000.00/ month Php 10,000.00 x 1
(The Overpass) month (5 weeks) =
Php 10,000.00 x 15 (5
cities x 3 island
groups) = Php
150,000.00

45
Digital Marketing Google Search Google Search Php 417,246.76
Php 100.00/day Php 100.00x7 = Php for 1 year
700.00/week x 60
weeks = Php
42,000.00

Facebook Facebook
Php 71.42/day Php 71.42x7 = Php
499.94/week x 54
weeks = Php
26,996.76

Twitter Twitter
Php 300.00/day Php 300.00x7 = Php
2,100.00/week x 54
weeks = Php
113,400.00

YouTube YouTube
Php 500.00-Php Php 500.00x10 = Php
1,500.00 per thousand 5,000.00/10,000
views views
Php 1500.00x10=
Php15,000.00/10,000
views x 11 months =
Php 165,000.00

Instagram Instagram
Php 653.00 per Php 653.00x10= Php
thousand views 6,530.00/10,000
(Instagram) views x 11 months =
Php 69,850.00

Activation / Events Tibayummy Tibayummy Php 7,642,420.00

Playground Playground
Notebook Php 45,000.00 for 600
Php 75.00/piece Notebooks

Drawstring Bag Php 228,000.00 for

Php 130.00/piece 600 drawstring bags
Php 50.00/color

Customized Inflatable Php 600,000.00 for 2

Php inflatables
300,000.00/inflatable

46
Food Truck with LED Php 2,500,000.00 for
Display 1 truck
Php 2,500,00.00/truck

Barangay Rental Php 15,000.00 for

Php 1,000.00/hour 15hrs/event
Php 45,000.00

Transportation Php 100,000.00 for

Allowance Transportation
Php 100,000.00 Allowance

Bear Brand Marshalls Bear Brand Marshalls

Php 512.00 x 7 days NCR: Php 286,720.00
= Php 3,584.00 x 4 Visayas:
weeks = Php Php 634,340.00
14,336.00 Mindanao: Php
Visayas: Php 323.50 148,400.00
x 7 days = Php for 20 marshalls/event
2,265.50 x 4 weeks = Total: P 1,069,360.00
Php 9,058.00
Mindanao: Php
265.00 x 7 days =
Php 1,855.00 x 7
weeks = Php 7,420.00

Food Allowance Php 20,000.00

Php 20,000.00 for Food Allowance

300g Packs of BB Php 59,400.00 for 600

Flavors Packs of BB Flavors
Php 99.00/Pack

Sachets of BB Php 14,400.00 for

Flavors 1,200 Sachets of BB
Php 12.00/Sachet Flavors

Supermarket Supermarket
Sampling Sampling
Php 280.00/900g of Php 470,400.00
BB Flavors (1 Strawberry and 1
Choco pack per day,
per store, per island
region)

47
 Booth Space Php 300,000.00 for
Php 2,500/booth 120 booths

Standard Decorations Php 12,000.00 for 120

Php 100/booth booths

Wastebasket Php 21,600.00 for 120

Php 180/booth booths

Sampling Vendor Sampling Vendor

NCR: Php 512.00 x 7 NCR: Php
days = Php 3,584.00 1,003,520.00
x 7 weeks = Php Visayas: Php
25,088.00 634,340.00
Visayas: Php 323.50 Mindanao: Php
x 7 days = Php 519,400.00
2,265.50 x 7 weeks = for 40 vendors per
Php 15,858.50 region
Mindanao: Php Total: P 2,157,260
265.00 x 7 days =
Php 1,855.00 x 7
weeks = Php
12,985.00

Total Expenses Php 97,430,386.76

Table 9. Production Cost for BB Flavors 2018 Campaign

Media Costs Total Amount

TV (30s) Director Php 150,000.00

Assistant Director Php 25,000.00

Director of Php 75,000.00

Photography

Producer Php 150,000.00

Production Designer Php 75,000.00

Caster Php 30,000.00

Production Manager Php 25,000.00

Production Assistant Php 10,000.00 Php 540,000.00

48
 Catering Php 30,000.00

Transportation Php 25,000.00

Equipment Php 350,000.00

Post Production Php 250,000.00

Audio Php 4,500.00 x 10 hr

= Php 45,000.00

Music Arrangement Php 100,000.00

Sound Php 25,000.00 Php 825,000.00

Hair & Make-up Php 25,000.00

Artists
Talents Lead – Php
50,000.00 (2) = Php
100,000.00
Support - Php
25,000.00 (1) = Php
25,000.00
Extra – Php 1,000.00
(5) = Php 5,000.00 Php 155,000.00

Agency Supervision Php 268,280.00

Fee (17.65%)

Contingency (10%) Php 152,000.00

V.A.T (12%) Php 182,400.00 Php 602,680.00

Total Production Cost for TVC Php 2,122,680.00

Radio (45s) Recording (w/ 3 Voiceovers: Php

Voiceovers) 7,500.00 x 3 = Php
22,500.00
Editing Php 10,000.00
Mixing (Music) Php 12,000.00
Mastering Php 5,500.00

Total Production Cost for Radio Commercial Php 50,000.00

Total Production Cost Php 2,172,680.00

49
 Table 10. Total Budget Cost for BB Flavors 2018 Campaign

Amount

Total Advertising Cost Php 97,430,386.76

Total Production Cost Php 2,172,680.00

Total Expenses Php 99,603,066.76

Contingency Php 396,933.24

Total Budget Php 100,000,000.00

G. Statement of Expectation

To evaluate the effectiveness of the IMC campaign, we will make use of the following:

• A marketing research study, such as the UAI study we conducted, will be done

once more to determine if there was a change in the perception and behavior

towards BB Flavors

• For television and radio commercials, ratings of shows on both communication

touchpoints will be checked with the help of research companies such as Nielsen

to see if BB Flavors met the amount of viewership and listenership intended by

the campaign

• During the activation and sampling, we will keep track of foot traffic in the event,

as well as the number of consumers who actively participated, and their on-site

reactions, perceptions, and experiences with BB Flavors

• The brand will utilize a Bear Brand hotline to determine concerns and suggestions

regarding BB Flavors

• For Google Search, we will request for data from Google Analytics, which is

given to clients who avail of advertisements from their end

50
 • Social media sites such as Facebook, Twitter, Youtube, and Instagram offer

analytics and reports from their platforms. Reach and frequency can be

determined by the number of likes, reactions, comments, subscriptions, and

follows, as well as the traffic in our personal pages and accounts

• For Lazada, a pay-per-click advertising report will be checked

• Lastly, sales, especially in groceries and sari-sari stores, will be checked before

and after the campaign, to determine whether it was effective.

As seen in Appendix B Figure 6, BB Choco has the highest awareness at 99%, while BB

Real Strawberry ranks third at 57%. Given that BB Real Strawberry has only been in the market

for more than six months, its current awareness from 0% in May 2017 to 57% as of October

2017 is a good start off. However, with regards to BB Flavors’ penetration, BB Choco has a 96%

penetration rate, while BB Real Strawberry only has 26%, which is even less than half of its

current awareness (See Appendix B, Figure 8). Moreover, we learned in our IDI that mothers

tend to veer away from BB Real Strawberry, since they are personally not aware of the flavor

(See Appendix C). As a result, our IMC Campaign for BB Flavors in the year 2018 focused on

increasing awareness for the line, as well as its penetration.

Television and radio are expected to help reach the vast majority of Filipino mothers,

while digital and social media, on the other hand, are there to create a dialogue between them

and the brand. Guerilla Marketing using OOH and Print are utilized to build a buzz for the brand

and attract consumers to possibly purchase BB Flavors and avail of our promotions, respectively.

Lastly, events and activations, such as the Tibayummy Playground, and the sampling booths,

will help increase penetration for the brand and serve as an experiential marketing tactic for BB

Flavors. By using a curated set of communication touchpoints for 2018, and carefully choosing

51
which touchpoint is best for each period, we are expecting BB Flavors to at least have a 3%

increase in awareness, and 4% increase in penetration, as well as maintain BB Choco’s

leadership in the market.

52
 Appendices
Appendix A: Creative Materials
A. Television Advertisement Storyboard

“Galing!”

“Galing!” Sa likod ng bawat magaling na anak, ay isang mas mahusay na ina.

Sa batang magaling, Bear Brand Flavors, katumbas May Iron, Zinc, at 100%
Tibayummy dapat! sa Tibay ng Bear Brand. Vitamin C.

Mayroong sarap na Real Strawberry o Choco na aabang-abangan niya.

53
 Tibayummy! “Ma, ang galing mo talaga!”

“Hugasan ko na.” Disclaimer

B. Radio Advertisement (Uncut Version)

Kid: Ma, ayaw ko na
Mom: Ay, di naubos

Paano na ang sustansiya

Kung sa gatas ay sawa na
Paano mabibigay ang tibay
Kung ang bata ay di na mapalagay

Buti na lang nagkaroon ng Bear Brand Flavors (Ang tibay tibayummy!)

Chocolate at Strawberry (Ang tibay tibayummy!)
Ang lasa ay swak na swak ‘di ba mommy? (Ang tibay tibayummy!)
Kaya wag ka na mag worry (Ang tibay tibayummy!)

Product Spiel: Ang Bear Brand Flavors,

katumbas ng Bear Brand Powdered Milk Drink.
Di tulad ng iba, ito lang ang Choco at Strawberry milk drink
na may Iron, Zinc at 100% Vitamin C base sa RENI

Ang tibayummy, ang galing ni mommy! (3x)

Ang Tibayummy na!

Bear Brand Choco Milk Drink and Bear Brand Real Strawberry
are not suitable for infant feeding and are not breast milk substitutes.

54
 C. Print

New BB Flavors Logo BB Flavors Color Palette

Since it is the first time Bear Brand is launching BB Choco and BB Real Strawberry as
BB Flavors, we made a new logo for the line. The color palette uses the following: BB Flavors
(#cf728f, #993e4e, #a16e57, and #7f4633) and BB General (#ffffff, #01acc8, #203e96, #d2202e,
and #ffe521). Having a new logo means having new packagings for BB Choco and BB Real
Strawberry as well. In addition, Tibayummy is also added in the packaging.

New BB Choco Packaging New BB Real Strawberry Packaging

Unlike the present designs of the two flavored powdered milk drink variants, we made
sure that the design was consistent, which indicates that the two flavors indeed belong to the
same line. Kuya Bear is still found in the packaging so as to enforce Bear Brand’s timelessness.
However, he is smaller than that in the previous BB Choco pack so as to emphasize the flavor
alone in the new packaging.

55
 New BB Flavors Packaging (900g, 300g, 150g, and 33g SKUs)

One of the mothers we talked to during our IDI mentioned the lack of variety in terms of
the pack sized for BB Real Strawberry (See Appendix C). Because of this, we decided to release
the 900g and 150g versions of BB Real Strawberry.

Sample Shaker Design

Sample BB Flavors Shakers

56
 Promo Shaker Box Design Promo Shaker Box Design (Stacked)

The design for the shaker and the box has features to highlight the summer season.
For the box, the design we chose revolves around a pool which is more relatable to kids
since it's the more accessible for most of the families than going to the beach. The shaker,
on the other hand, features summer activities that kids expect to do. We will base the
activities in accordance to what is trending during the current period of the campaign as
relatability for the design is one of the most crucial part. The shaker will then cascade into
four designs that have a pink and brown cap to highlight the two flavors available, which is
strawberry and chocolate.

Promo Shaker Grocery Poster

57
 Promo Shaker Online Poster BB PMD with Free BB Flavors

Supermarket Catalogue Tibayummy Labels in Rebisco Aisles

D. OOH
To enforce the Tibayummy key visual, it will be positioned below overpasses and
billboards to create an illusion of the child being able to lift the said structures. The lack of
brand name and details will hopefully peak the market’s curiosity of the ad.

58
 BB Flavors Tibayummy! Key Visual Sample Overpass Guerilla Marketing

Sample Billboard Guerilla Marketing Sample Bus Guerilla Marketing

Sample LRT/MRT Handle Guerilla Marketing

To promote the consumption of the brand while at the same time enticing the playfulness
of the market, interactive ads of glasses filled with BB Flavors will be placed on LRT/MRT
handles and buses.

59
 E. Digital

Besides posting all advertising efforts on social media, we also want to maximize the use
of digital media in marketing BB Flavors. Because of the continuously evolving path of purchase
of the consumers, we wanted to tap into the online market, to take advantage of the merits
between directing people from social media to point of sale. Other than engagement posts that
create a dialogue between the brand and the consumer, BB Flavors will be posting about the
product’s availability in Lazada.

Sample Poster on BB Flavors for Lazada Sample Poster on Facebook and Instagram

Sample Poster on Youtube Sample Poster on Twitter

60
 Online Jingle Music Video Storyboard

Sample Online Engagement Posts

F. Events/Activation

Sample Booth Design for Supermarket Sampling

The Tibayummy playground was created to target chosen barangays in Luzon, Visayas

and Mindanao, specifically the most populous barangays in Metro Manila, Cebu, and Davao.

The Tibayummy playground is an obstacle course challenge sponsored by BB Choco and BB

Real Strawberry, intended for mothers and their children ages four (4) to ten (10) years old. For

61
safety purposes, a minimum of three (3) feet as a height requirement is given for kids. Below are

the mechanics of the Tibayummy playground:

BUY: 10 sachets or (2) pack of 150g or (1) pack 300g of either BB Choco or BB Strawberry

from any Point of sale to earn one entry for mom and kid to play the Tibayummy playground.

GO: Go to the redemption area located at the venue of the event

CHECK: Have your receipt checked by Bear Brand Marshalls along with verification if you and

your son qualify for the event

GET: Share one (1) BB Tibay Playground Stubs from Marshalls

PROCEED: Proceed to the start of either the Choco or Strawberry obstacle courses and present

the stub to the Marshall at hand to start the challenge

PLAY: Play in the Tibayummy Playground. You may only be allowed to finish or play the

course simultaneously (mother and kid). In the event the Marshalls deem you are ineligible, you

will be automatically disqualified.

CLAIM: Claim your free drink (Choco or Strawberry, depending on the course you completed)

and Bear Brand Flavors Gift pack at the end of the course.

● Gift pack will include:

● 300g of Choco or Strawberry variant depending on the course completed

● 2 sachet of Choco and Strawberry

● Notebook with an Infograph about how BB Flavors is katumbas BB Powdered Milk

Drink and how it gives Tibay and explaining the benefits of each flavored drink

● Premium Drawstring Bag

QTY/PERSON: Maximum of one (1) entry per Mom and child pairing. One (1) entry is valid

for trial in either Choco or Strawberry Tibayummy courses.

62
1. Venues and dates: Like our social media (Facebook, Instagram, Twitter) to get updates on

the upcoming schedules.

2. Bear Brand reserves the right to change and/or substitute the venue and date of redemption.

Bear Brand decisions on all matters relating to this promo shall be final.

3. Employees of Bear Brand, partners, agencies, and participating groceries, malls,

convenience stores, schools employees and staffs, including those of their parent

companies, affiliates, their third-party suppliers and their relatives up to the second degree

of consanguinity or affinity are qualified to join this promotion.

4. Bear Brand reserves the right to conduct verification process of applicants before

redemption of any proof of purchase of Bear Brand flavors. Tampered coupons as proof of

purchase will be disqualified. Consumer who redeem who fail the verification process will

also be disqualified from redemption. All decisions made by Bear Brand on all matters

related to this promotion are final.

5. For more information, contact the Bear Brand hotline: TIBAY.

Tibayummy Playground Tibayummy Playground Poster

63
 Table 11. Tibayummy Playground Obstacle Course
CHOCO Tibay Playground
1. Terrace downhill
Description: Participants start by climbing 2
flights of large stairs and walking downhill.
Mom must complete this while guiding the
kid up the large stairs and holding kids hand
during the downhill portion of the challenge.
They will not be allowed to move forward
until both participants finish the challenge.
2. Stepping stones
Description: Participants are then tasked to
move across the course while only allowed to
move forward jumping on designated blocks.
Mom and kid must start the obstacle together
and will not be allowed to move forward until
both participants finish the challenge.
3. Lazer rope
Description: Participants must cross from
start until end of the challenge without
touching the ropes. Failure to do so will
require them to restart the challenge. Mom
and kid must start the obstacle together and
will not be allowed to move forward until
both participants finish the challenge.
4. Balance beam
Description: The participants will walk
through a narrow beam and must cross to the
other side without falling. Mom and kid must
start the obstacle together and will not be
allowed to move forward until both
participants finish the challenge.
5. Tibay wall
Description: The participants will climb the
staircase leading to a slide at the top. Both
participants must slide at the same time to
complete the course.
STRAWBERRY Tibay Playground
1. Stepping stones
Description: Participants are then tasked to
move across the course while only allowed to
move forward jumping on designated blocks.
Mom and kid must start the obstacle together
and will not be allowed to move forward until
both participants finish the challenge.
2. Narrow panels
Description: Participants must maneuver their
way in-between the walls to get through the
next course. Mom and kid must start the
obstacle together and will not be allowed to
move forward until both participants finish
the challenge.
3. Balance beam
Description: The participants will walk
through a narrow beam and must cross to the
other side without falling. Mom and kid must
start the obstacle together and will not be
allowed to move forward until both
participants finish the challenge.
4. Tunnel
Description: Participants must go through a
tunnel to get through the next course. Mom
and kid must start the obstacle together and
will not be allowed to move forward until
both participants finish the challenge.
5. Tibay wall
Description: The participants will climb the
staircase leading to a slide at the top. Both
participants must slide at the same time to
complete the course.
64
 Tibayummy Drawstring Bags Tibayummy Notebooks

Tibayummy Notebook Infographics Tibayummy Playground

Back to School Poster

Tibayummy Playground Christmas Video

65
 Tibayummy Hangers for Sari-Sari Stores Tibayummy Hangers on a Sari-Sari Store

Appendix B: UAI Survey Results and Findings

To understand how the Filipino mothers behave towards flavored powdered milk drinks,

we conducted a survey of one hundred (100) individuals. These individuals belong to our target

mother; thus, they belong to SEC C2 and D, and have ages between 24-44 years old. The

respondents were asked to answer a survey composed of 25 multiple choice questions. The

following figures and tables show our findings:

Respondents have an overall average age of thirty-four (34) years old, two (2) children

each with ages along eight (8) to nine (9).

Figure 1: Occupation Figure 2: Monthly Household Income

66
 Figures 1 and 2 show the occupation, and monthly household income of the respondents,

respectively. Majority of the respondents are housewives (48%), while the rest are employees

(22%), vendors (13%), service workers (10%), and others (4%). With regards to their monthly

household income, 25% of the respondents earn around Php 25,001.00 to Php 30,000.00, 23%

earn Php 10,001.00 to Php 15,000.00, 20% earn Php 15,001.00 to Php 20,000.00, 12% earn for

Php 5,001.00 to Php 10,000.00, 11% earn a maximum of Php 5,000.00, and 9% earn Php

20,001.00 to Php 25,000.00.

Figure 3.1: Usage and Frequency on Communication Touchpoints

Figure 3.2: Usage and Frequency on Communication Touchpoints

67
 Figure 3.1 shows the top communication touchpoints Filipino mothers use, along with the

frequency and time of use. The top three (3) communication touchpoints include TV at 98%,

Facebook at 70%, and Youtube with 48%. Majority of the respondents are exposed to these

communication touchpoints everyday with TV at 85%, Facebook at 61%, and Youtube at 20%,

and often at night. On the other hand, Figure 3.2 shows the other communication touchpoints that

Filipino mothers rarely use.

Figure 4: Consumer Awareness on Types of Beverages

Figure 4 shows the general awareness of respondents towards various beverage

categories in the market, which would either directly or indirectly compete with flavored

powdered milk drinks. As shown above, 100% of the respondents are aware of powdered milk

and flavored milk, while 96% are aware of soft drinks, 92% are aware of fresh milk, 85% are

aware of powdered juice, 66% are aware of cereal drink, 65% are aware of sports drink, and 62%

are aware of yoghurt drink.

68
 Figure 5: Consumer Preference on Flavored Powdered Milk Drink Characteristics

Figure 5 shows the characteristics mothers look for in a flavored powdered milk drink.

Among the ten (10) characterics, mothers prioritize first and foremost affordability (affordable),

which is closely followed by tastes good (taste). Value for money, has good flavor (flavor), and

provides strength and nutrients (nourish), forms the top five (5) characteristics along with

affordability and good taste. The characteristics ranked on the sixth to tenth spots are as follows:

easy to find in stores (easy), does not spoil easily (spoil), provides enough in its packages

(volume), quenches thirst (thirst), and available in the size I’m looking for (size).

Figure 6: Consumer Awareness on Flavored Powdered Milk Drink Brands

Figure 6 shows the brand awareness of Filipino mothers on flavored powdered milk

drinks. Leading with a 99% awareness is BB Choco, followed by Alaska Choco with 69%, BB

69
Real Strawberry with 57%, and finally Anchor Choco, and Nido Choco with the same percentage

at 39%. BB Choco still leads in terms of first mentions with 84%, while Alaska Choco has the

highest unaided mention with 35%, followed by BB Real Strawberry at 25%. With regards to

aided mentions, BB Real Strawberry ranks the highest at 29%.

Figure 7.1: Top 5 Sources of Awareness on Flavored Powdered Milk Drink Brands

Figure 7.2: Sources of Awareness on Flavored Powdered Milk Drink Brands

Figure 7.1 shows the top five (5) sources of awareness of Filipino mothers when it comes

to flavored powdered milk drinks, while Figure 7.2 shows the other sources of awareness. Across

all brands, television ranks the highest followed by Supermarket Catalogues, Facebook,

Youtube, and Posters, respectively. Across all media platforms, the leading brand is BB Choco,

followed by BB Real Strawberry, then Alaska Choco.

70
 Figure 8: Consumer Penetration on Flavored Powdered Milk Drink Brands

Figure 8 shows how many of the respondents have tried the following flavored powdered

milk drink brands. BB Choco remains the lead with 96% trial, Alaska Choco with 45%, BB Real

Strawberry with 26%, Nido Choco with 14%, and Anchor Choco with 11%.

Figure 9.1: Last Used Flavored Powdered Milk Brands

Figure 9.1 records when the respondents last used the following products. Across all

brands, BB Choco has the largest recorded number for the most recent usage. Of all the

respondents, 37% last used BB Choco on the same day as when the survey was conducted, while

22% have used it the previous week. Alaska Choco, on the other hand, had 9% of its users

71
reporting using it on the same day as when the survey was conducted. In addition, BB Choco

also has the lowest amount of non-users with only 4 out of 100.

Figure 9.2: Trial, Usage, and Loyalty of Flavored Powdered Milk Brands

Figure 9.2 compares the results of Figure 7 and Figure 8.1 along with the results for the

brand before last used. BB Choco stays as the lead and dominates all three (3) categories for

reach, conversion, and retention.

BB Real Anchor
BB Choco Alaska Choco Nido Choco
Strawberry Choco

Reach Ratio 99.00% 57.00% 69.00% 39.00% 39.00%

Conversion Ratio 96.97% 45.61% 65.22% 28.21% 35.90%

Retention Ratio 87.50% 11.54% 20.00% 9.09% 21.43%

Table 12: Ratios of Flavored Powdered Milk Drink Brands

In relation to Figure 8.2, Table 12 shows that BB Choco continues to lead with a reach

ratio of 99%, conversion ratio of 96.97%, and a retention ratio of 87.50%. Although Alaska

Choco remains second with a reach ratio of 69.00%, and conversion ratio of 65.22%, Nido

Choco beats its retention ratio of 20.00% with its own percentage of 21.43%. BB Real

72
Strawberry then once again immediately follows with a reach ratio of 57.00%, conversion ratio

of 45.61%, and a retention ratio of 11.54%

To This Brand (Currently Used Brand)

From This Brand
(Previously Last BB BB Real Alaska Anchor Nido
Used) Total
Choco Strawberry Choco Choco Choco

BB Choco 64 1 1 0 0 66

BB Real 7 2 1 0 0 10
Strawberry

Alaska Choco 13 0 6 0 0 19

Anchor Choco 0 0 0 1 0 1

Nido Choco 1 0 0 0 3 4

Total 85 3 8 1 3 100

Table 13.1: Loyalty Table of Flavored Powdered Milk Drink Brands (In Numbers)

To This Brand (Currently Used Brand)

From This Brand
(Previously Last BB BB Real Alaska Anchor Nido
Used) Choco Strawberry Choco Choco Choco Total

BB Choco

BB Real
Strawberry

Alaska Choco

Anchor Choco

Nido Choco

Total

Table 13.2: Loyalty Table of Flavored Powdered Milk Drink Brands

Table 13.1 and 13.2 explains the brand loyalty proportions of each respondent as

represented by the diagonal cells. It shows that BB Choco has the most loyal consumers with 64

out of 100 respondents followed by Alaska Choco with 6 out of 100. The shaded row cell

73
represents the ratio of users shifting from one brand to another. This shows that Anchor Choco is

the biggest share loser with zero (0) users shifting to it. On the other hand, the column cells

represent the share gainers, where BB Choco is deemed the biggest.

Figure 10: Locations of Last Bought Flavored Powdered Milk Drink Brands

Figure 10 shows the stores where consumers last bought their flavored powdered milk

drinks. Overall, most respondents purchased the drink at the grocery, and is followed by sari-sari

stores, drugstores, online shops, convenience stores, and finally through personal dealers,

respectively. BB Choco is the leading brand for grocery and sari-sari store purchases, and is

quickly followed by Alaska Choco in the same mentioned retail stores. Although their numbers

are significantly apart from each other, BB Real Strawberry follows right after Alaska Choco in

groceries and sari-sari stores but is able to get past it in drugstores.

74
 Figure 11: Frequently Visited Stores for Purchasing
Flavored Powdered Milk Drink Brands

Figure 11 shows the frequently visited stores where consumers buy flavored powdered

milk drinks. Across all brands, most of the respondents buy from the grocery, followed by sari-

sari store, drugstore, convenience store, and online shops, such as Lazada. BB Choco is usually

bought in the grocery, followed by sari-sari store, convenience store, online shop, and through a

dealer of Bear Brand products, while BB Real Strawberry is usually bought in the grocery,

followed by the drugstore, sari-sari store, online shop, and convenience store. Alaska Choco, on

the other hand, is commonly bought in the grocery, followed by sari-sari store, drugstore, online

shops, and convenience store.

75
 Figure 12: Usually Bought Size of Flavored Powdered Milk Drink Brands

Figure 12 shows the size the respondents usually buy their flavored powdered milk

drinks. Most of the respondents prefer buying the sachets, followed by the large size packs. For

BB Choco, 34 respondents prefer buying in sachets, while 28, 26, and 11 respondents prefer the

large, the medium, and the small sized packs, respectively. Among the two sizes offered by BB

Real Strawberry, respondents relatively prefer purchasing the medium sized pack. Alaska Choco,

on the other hand, had most of its respondents prefer buying the medium sized pack, while 14

prefer the sachet, 7 prefer the large pack, and 6 prefer buying the product in small pack. For

Anchor Choco, there is a tie between the medium/large pack and the small pack. Lastly, for Nido

Choco, 7 of the respondents prefer buying the medium/large pack, while 5 prefer it in extra large,

and 3 prefer the small size.

76
 Figure 13: Size Preference in Buying Flavored Powdered Milk Drinks

Figure 13 shows that 32% of the respondents prefer buying flavored powdered milk

drinks, regardless of the brand, in a sachet size. This is followed by the large sized pack at 20%,

medium/large size at 17%, medium size at 14%, and small size at 4%, respectively.

Figure 14: Willingness to Pay for Each Size of Flavored Powdered Milk Drinks

77
 Figure 14 shows the willingness to pay of the respondents when it comes to buying a

pack of flavored powdered milk drinks. For sachets, 45% are willing to pay Php 11.00 to Php

15.00, which is the current price for a sachet of either BB Choco or BB Real Strawberry. With

regards to the chosen prices from the small pack to the extra large pack, the price preferred by

Filipino mothers are the lowest offered in the survey. For a small pack, 46% are willing to pay

Php 50.00 to Php 55.00. For a medium pack, 38% are willing to pay Php 90.00 to Php 95.00. For

a medium/large pack, 54% are willing to pay Php 200.00 to Php 225.00. For a large pack, 41%

are willing to pay Php 226.00 to Php 250.00. Lastly, for an extra large, 53% are willing to pay

Php 451.00 to Php 475.00.

Figure 15: Current Brand Usage of Flavored Powdered Milk Drinks

Figure 15 shows which among the flavored powdered milk drink brands the mothers let

their children drink last (current usage). As shown above, 84% drank BB Choco, followed by

Alaska Choco at 9%, BB Real Strawberry and Nido Choco both with 3%, and lastly, Anchor

Choco with 1%.

78
 Brands
Attribute Ranking
BB Real Alaska Anchor Nido
BB Choco
Strawberry Choco Choco Choco

Does not spoil easily 7 3.77 3.79 3.75 3.92 4.00

Quenches thirst 9 3.39 3.46 3.45 3.15 3.50

Provides enough in
8 3.78 3.75 3.80 3.54 3.94
its packages

Available in the size

10 3.99 3.86 3.80 3.77 4.00
I’m looking for

Tastes good 2 3.94 3.68 3.68 3.62 3.88

Has good flavor 4 4.07 3.86 3.75 3.70 3.88

Value for money 3 3.59 3.54 3.48 3.15 3.13

Affordable 1 3.26 3.32 3.48 3.15 3.13

Easy to find in stores 6 4.18 3.50 4.05 3.15 3.50

Provides strength and

5 3.85 3.75 3.95 3.69 4.06
nutrients

Average 3.78 3.65 3.72 3.48 3.70

Table 14: Average Ratings for Flavored Powdered Milk Drink Brands

During the survey proper, respondents were asked to rate how much they agree or

disagree, in a scale of 1 to 5, on statements regarding the characteristics of flavored powdered

milk drinks. The statements include the following ten (10) attributes: does not spoil easily,

quenches thirst, provides enough in its packages, available in the size I am looking for, tastes

good, has good flavor, offers values for money, affordability, easy to find in stores, and provides

strength and nutrients.

Table 14 shows the average ratings for flavored powdered milk drink brands on the ten

(10) characteristics. As shown above, the respondents rated BB Choco with the highest overall

79
average at 3.78. It is followed by Alaska Choco with an average of 3.72, Nido Choco at 3.70, BB

Real Strawberry at 3.65, and Anchor Choco at 3.48, respectively.

Among the five (5) flavored powdered milk drink brands, BB Choco remains first, which

is also reflected on the previous figures in the study. As mentioned in the previous paragraphs,

ninety-six (96) out of the one-hundred (100) respondents have tried BB Choco, and has the

highest brand awareness at 99%, compared to its competitors. Although this is the case, there is a

risk of its competitors taking over its position in the market – especially since Alaska Choco is

only 0.04 lower than BB Choco’s overall average.

Brands
Attribute Ranking
1 2 3 4 5

BB Real Alaska
Does not spoil easily 7 Nido Choco Anchor Choco BB Choco
Strawberry Choco

BB Real Alaska Anchor

Quenches thirst 9 Nido Choco BB Choco
Strawberry Choco Choco

Provides enough in its BB Real Anchor

8 Nido Choco Alaska Choco BB Choco
packages Strawberry Choco

Available in the size BB Real Alaska Anchor

10 Nido Choco BB Choco
I’m looking for Strawberry Choco Choco

BB Real Strawberry Anchor

Tastes good 2 BB Choco Nido Choco
& Alaska Choco Choco

BB Real Alaska Anchor

Has good flavor 4 BB Choco Nido Choco
Strawberry Choco Choco

BB Real Alaska Anchor

Value for money 3 Nido Choco BB Choco
Strawberry Choco Choco

Alaska BB Real Anchor Nido

Affordability 1 BB Choco
Choco Strawberry Choco Choco

BB Real Strawberry Anchor

Easy to find in stores 6 BB Choco Alaska Choco
& Nido Choco Choco

Provides strength and BB Real Anchor

5 Nido Choco Alaska Choco BB Choco
nutrients Strawberry Choco

80
 BB Real Anchor
Over-all BB Choco Alaska Choco Nido Choco
Strawberry Choco

Table 15: Rankings of Flavored Powdered Milk Drink Brands

Table 15 shows the rankings garnered by the flavored powdered milk drink brands based

on the averages found in Table 14. As shown above, Nido Choco ranked first for six (6) out of

ten (10) characteristics, while BB Choco ranked first for three (3) characteristics only. Although

Nido Choco ranked first in most characteristics, BB Choco remains to be the overall number one

(1) ranked brand for the category.

Table 7 shows that BB Choco ranked first for characteristics that are prioritized by the

target market, namely, “tastes good,” “has good flavor,” and “easy to find in stores," which were

ranked as the second, fourth, and sixth characteristic looked for by the target market in flavored

powdered milk drinks. For other characteristics that are prioritized by the target market, such as

"affordability," "value for money," and "provides strength and nutrients," BB Choco also ranked

third, second, and third, respectively, which are safe positions for the brand. On the other hand,

BB Real Strawberry ranked fourth in the overall ranking of the brands in the flavored powdered

milk drink category. In almost all characteristics, it ranked either third or fourth, which is a safe

position for a brand that has just entered the market earlier this year.

Appendix C: UAI IDI Results and Analysis

Besides the survey, we interviewed 10 mothers — 5 flavored powdered milk drink

consumers and 5 non-users (PMD) nationwide. These mothers still belong to the age group of

24-44 years old and SEC C2 and D. During the IDI, mothers were asked to answer 33 main

questions. Below are our findings:

81
 Filipino Mothers
• The following are the names of the mothers we interviewed:
o Flavored Powdered Milk Drink Consumers
§ Annaliza Bugado (Housewife)
§ Gina Tanecoi (Market Vendor)
§ Bernadette Ballesteros (Project Manager)
§ Jeanette Gumabong (Manegerial Clerk)
§ Jing Jalagat (Admin Officer)
o PMD Consumers
§ Isha Sambilay (Government Staff)
§ Rosemarie Gatchalian (Housewife)
§ Maricel Egamao (Document Controller)
§ Ruby A. Corales (Private Nurse)
§ Aira Rufino (Data Analyst)
• Mothers often spend their spare time with their family, when they are not doing work or
household chores.
• Mothers seem hip and young, since they want to try having an active lifestyle, including
trying new sports and traveling if given the chance.
• During the in-depth interview, most, if not all, of the answers that the mothers provided for
their goals, dreams, life pegs, and saving for revolved around their family and their
children’s success, which proves their family-oriented behavior.
• The mother’s goals, dreams, life pegs, and saving for, mostly center in their child’s future,
which shows how mothers are forward thinking when it comes to their children.
• A mother’s day is made when they are able to connect with their family even just for a
short while. However, a mother’s often cause of irritation are her children’s rowdy
behavior. We can infer that a mother’s child either makes or breaks her day.
• Extreme cases such as overworking and lack of work to sustain the family is the main cause
of stress for mothers.
• Mothers are scared about bad things happening to her family, such as financial instability,
sickness of a family member, etc.
• Mothers consider their motherhood as an achievement, as well as their capacity to provide
for and be of service to their family.
• Most of the mothers, when asked on what they want to change about themselves, stated that
they have no plans of doing so. A few, however, want to improve themselves instead.
Before being a mother, their lives were centered on themselves alone — their careers,
hanging out with friends, etc. Now that they have their own families, priorities have shifted
to supporting and protecting their children, which as a result placing themselves at the latter
part of their list.
• Mothers notice that their children become more active as they grow older. Besides
attending school, they hang out with friends, enjoy surfing the internet, and play online
games and sports. In addition, since they become more sociable, they spend less time at
home as compared to when they were younger. One mother stated, “Minsan pag ok ang
panahon palabasin ko sila ng bahay… nagtataguan, patentero, at naghahabulan.”
• Mothers usually buy from groceries such as Puregold and SM Supermarkets

82
 Flavored Powdered Milk Drink Consumers
• Mothers let their children drink flavored powdered milk drinks everyday. Most of them
serve it in the morning followed by merienda and finally dinner. 1 out of 5 mothers serve
milk to their children twice daily. One of the mothers stated that breakfast is the perfect
time for them to serve the milk for its lack of time and energy constraints while dinner is
not often the practice because they would be too drained by then.
• When the mother has personally tried the flavor, there’s a higher chance for their child to
try it as well. One of the mothers said, “I tried [BB Real Strawberry] but I prefer chocolate
since it's the taste that is familiar with me and my children.” Another mother said, “Hindi
[ko] pa din [na try] pero ayoko din itry.” and stated that “Hindi ko na naisipan ipa try [to
my children].”
• For the whole day, mothers let their children drink other sweetened beverages - aside from
flavored powdered milk drinks - such as Milo, Bonakid, Minute Maid, Softdrinks, and
other juices.
• Milk satiation among children occurs in varying ages (from 4 years old up until 11 years
old). One of the mothers said, “They [the children] just drink what I give to them because
they are too young to complain.”
• Mothers often buy and serve this product along with biscuits, chips, cookies, crackers,
bread, and cereals
• A child’s choice and personal preference often affect the mother’s decision to purchase the
product. Other factors include the product’s price, popularity, and advertisements.
• Both the mothers and their children prefer flavored powdered milk drinks for its taste.
Mothers also stated that they notice it to provide nutrition, energy, and other health benefits
to their children.
• If BB Flavors is unavailable, these mothers would either opt to purchase the white variant
or its competitor brands, such as Alaska. Other sweetened alternatives such as Milo were
also mentioned.
• BB Flavors is seen to be a delicious and healthy drink by majority of the mothers.
• 3 out of 5 mothers have bought and tried BB Real Strawberry
• Aside from flavor, a loyal BB Real Strawberry consumer stated that the reason why her
child loves the product is because of their preference to the color pink as well as
strawberries. “He’ll eat and drink anything that is pink”. It even came to a point that the
mother had to place food coloring to a white powdered milk drink.
• An advice coming from a mother stated to only take BB Real Strawberry when it is ice
cold. Temperatures higher than this would cause the drink to lose its flavor.
• Another mother complained asking, “Bak[i]t maliliit lang [y]ung pack ng [BB Real]
Strawberry? Kasi laging bitin.”
• One of the mothers is a user of the white powdered milk drink of Bear Brand ever since she
was a kid herself. Her child now drinks BB Choco. When asked if she has tried BB Real
Strawberry, she said no, for the reason that “hindi mahilig yun anak ko sa strawberry.
Hindi ko na naisipan ipatry. Hindi kasi usual yun strawberry na flavor sa milk." Because of
its unfamiliar flavor and taste, moms are afraid to take the risk of purchasing the product
despite being a loyal consumer of the brand.
• Another mother mentioned that they have tried BB Real Strawberry but still prefer the
chocolate variant because of preference. She reasoned that “it's the taste that is familiar with
me and my children..."

83
 PMD Consumers
• Similar to flavored powdered milk drinks, mothers let their children drink white powdered
milk drinks everyday. Compared to flavored powdered milk drinks, all the mothers let their
children drink white powdered milk drinks in the morning, while more than half do so during
bedtime. One of them allows her child to drink it during merienda.
• Mothers started providing their children PMD as soon as they stopped giving breast milk.
• White powdered milk drinks are bought and served by mothers to their children along with
lemon squares, bread, biscuits, and banana, and sometimes even mixed with Milo.
• Mothers prepare white powdered milk drinks by diluting the product using hot water,
followed by cold water before serving it to their child.
• One of the mothers said that she gives her children milk “pag-umaga at bago mag gabihan.
Pero minsan kahit anong oras kapag nagugutom sila.” This shows that milk does not only
serve as a complement to a meal, but becomes the meal itself as well.
• Most of the mothers chose to provide white powdered milk drinks, than being influenced by
advertisements. They consider milk as a necessity to protect the child’s health, and has
already been part of their routine. White powdered milk drinks become a replacement to
breast milk, once the child has surpassed the breast milk phase.
• Providing the kind of milk is up to the mother’s decision, rather than what the kid likes.
• Mothers like providing white powdered milk drinks because of its health benefits. Although
children drink whatever their mothers provide, mothers believe their children continue to
drink white powdered milk drinks because they like the taste. Comparing this to flavored
powdered milk drinks, mothers and their children have varying priorities with white
powdered milk drinks.
• Mothers have no complaints whatsoever with white powdered milk drinks.
• During the interview, two of the mothers experienced their children lapsing from drinking
white powdered milk drinks for the following reasons: (1) “kasi nasosobrahan sila sa kulit
pati na rin sa school” and (2) “noong natuto sila uminom ng softdrinks. Pero bumalik pa rin
sila sa pag-inom ng gatas [pagkatapos]."
• In the absence of the brand they purchase for the white powdered milk drink, they would buy
the competitor, such as Alaska and Nido. Others would opt to serve Milo in the absence of
white powdered milk drinks.
• One of the mothers stated that she perceives flavored powdered milk drinks as “weird and
[sic] more expensive” while another mother insists that she has never tried purchasing
flavored milk since “baka kasi masayang lang pag hindi nila iniinom."
• Another mother believes that “pare-pareho lang lahat na gatas.”
Table 16: UAI IDI Learnings

84
 References

Advermark Wire Smith Privated Limited. (2017). Promotional hangers. Retrieved from

https://m.indiamart.com/proddetail.php?i=4014095248

Aland, M. (2017). How much does Google advertising cost?. Retrieved from:

https://fitsmallbusiness.com/google-advertising-cost/

Alaska. (2017). Alaska powdered milk drink. Retrieved from

https://www.alaskamilk.com/v2/products/powdered-milk/

Alleger, J. (2013). How much do ads on Twitter cost?. Retrieved from

http://www.pennapowers.com/how-much-do-ads-on-twitter-cost/

Alleger, J. (2012). How much do ads on YouTube cost?. Retrieved from

http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/

Anchor. (2017). Anchor milk. Retrieved from

https://www.anchormilk.com/anchor-family/anchor-milk/

Anchor. (2017). Anchor family milk. Retrieved from

http://anchorphilippines.com/products/view/anchor-family-milk

Anonuevo, S. (2014). Transit ads - Roving ads, LRT 1&2, Boracay Parao and Motor. Retrieved

from https://prezi.com/au2wugpuxqp3/transit-ads-roving-ads-lrt-1-2-boracay-parao-and-

motor/

Becca2971. (2010). Bear Brand Choco. Retrieved from https://www.youtube.com/watch?v=-

C61euyzYmQ

Daciuk, E. (2017). How much does Facebook advertising cost?. Retrieved from

https://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/

Dela Paz, C. & Schnabel, C. (2017). Philippine GDP grows faster than expected by 6.9% in

85
 Q3 2017. Retrieved from https://www.rappler.com/business/188617-gross-domestic-

product-philippines-q3-2017

Department of Labor and Employment. (2017). Summary of Latest Wage Orders and

Implementing Rules. Retrieved from:

https://www.nwpc.dole.gov.ph/pages/statistics/latest_wo.html

Elemia, C. (2017). Senate approves tax reform bill on final reading. Retrieved from

https://www.rappler.com/nation/189801-senate-approves-tax-reform-first-package-fina

l-reading

Euromonitor. (2016). Nestlé Philippines Inc. in packaged food (Philippines) Nov 2017 –

Euromonitor.Retreieved from http://0-www.portal.euromonitor.com.lib1000.dlsu.edu.ph/

portal/analysis/tab

Euromonitor. (2017). Drinking milk products in the Philippines Aug 2017 - Euromonitor.

Retrieved from http://0-www.portal.euromonitor.com.lib1000.dlsu.edu.ph/

portal/analysis/tab

Financial Times. (2015). Nestlé keeps faith with growing of emerging markets’ middle class.

Retrieved from https://www.ft.com/content/3ff4f250-1b4a-11e5-8201-cbdb03d71480

Food and Agricultural Organization of the United Nations. (2017). Code alimentarius.

Retrieved from http://www.fao.org/fao-who-codexalimentarius/en/

Gacutan (2012). The Filipino tingi culture. Retrieved from

https://www.scribd.com/document/232023722/The-Filipino-Tingi-Culture

Go, J. (2014). Q&A with Alaska VP-Marketing Blen Fernando on competing to

win, Retrieved from http://josiahgo.com/qa-with-alaska-vp-marketing-blen-fernando

-on-competing-to-win/

86
Giustino, N. (2015). How much do ads on Instagram cost?. Retrieved from

http://www.pennapowers.com/how-much-do-ads-on-instagram-cost/

Honestbee. (2017). Robinsons Supermarket – Snacks & sweets. Retrieved from

https://www.honestbee.ph/en/groceries

Hunziker, O. F. (1918). Condensed Milk and Milk Powder. Retrieved from

https://archive.org/details/condensedmilkan01hunzgoog

MarketLine. (2014). MarketLine industry profile: Dairy in the Philippines October 2014.

Retrived from http://0-advantage.marketline.com.lib1000.dlsu.edu.ph/

Product?ptype=Industries&pid=MLIP1457-0027

Nestlé. (2017). Nestle research: 150 years of enhancing quality of life and contributing to a

healthy future. Retrieved from http://www.nestle.com/asset-library/documents/

library/documents/fact_sheets/nestle-research-150-years.pdf

Nestlé. (2017). Nido. Retrieved from https://www.nestle.com.ph/brands/dhns/nido

Nestlé Philippines. (2009). “Choco na gatas o gatas na choco” | Bear Brand | Nestle PH.

Retrieved from https://www.youtube.com/watch?v=Ig4jfKws_Hg

Nestlé Philippines. (2010). “Korek” | Bear Brand | Nestle PH. Retrieved from

https://www.youtube.com/watch?v=_tMM2kditt4

Nestlé Philippines. (2009). “Punchbowl” | Bear Brand | Nestle PH. Retrieved from

https://www.youtube.com/watch?v=Ce9_MqSqHKw

Nestlé Philippines. (2012). “Sarap” | Nido Forti-Choco | Nestle PH. Retrieved from

https://www.youtube.com/watch?v=3CDe0PG051s

Nestlé Philippines. (2014). “Sarap ‘pag may ice” | Bear Brand Choco | Nestle PH. Retrieved

from https://www.youtube.com/watch?v=rhQOf0DIA_A

87
Nestlé Philippines. (2017). Berry good sa tibay | Bear Brand Real Strawberry Milk Drink |

Nestle PH. Retrieved from https://www.youtube.com/watch?v=CH7NYOewKpM

Nestlé Philippines. (2015). Ice surprise mug tvc. Retrieved from

https://www.youtube.com/watch?v=5aMw4MgNaRs

Nestlé Philippines. (2013). Nestle Philippines TV commercial: Bear Brand “Cheer”. Retrieved

from https://www.youtube.com/watch?v=fUfBmBAyOEA

Nestlé Philippines. (2014). Nido Forti-Choco | 2014 TV Commercial | Nestle PH. Retrieved

from https://www.youtube.com/watch?v=q6omXQToovc

Nestlé Philippines. (2016). Price rollback 15s tvc | Bear Brand Choco | Nestle PH. Retrieved

from https://www.youtube.com/watch?v=oaDLMLG9fXI

Nestlé Philippines. (2016). Side a 30s tvc | Bear Brand Choco Milk Drink | Nestle PH. Retrieved

from https://www.youtube.com/watch?v=dWw_Xkt8EAo

Nestlé Philippines. (2017). Summer shaker katawan 30s | Bear Brand Choco Milk Drink | Nestle

PH. Retrieved from https://www.youtube.com/watch?v=eNhbp2RzqDk

People Per Hour. (2017). Freelance Audio Editing Professionals. Retrieved from

https://www.peopleperhour.com/freelance/audio+editing+professional

Roger, P. (2012). Radio Ad Maker, Hall of Famer. Retrieved from

http://business.inquirer.net/41559/radio-ad-maker-hall-of-famer

StraightShooters1. (2014). Lasap na lasap Bear Brand Choco. Retrieved from

https://www.youtube.com/watch?v=LpoOW2ZMWcM

World Population Review. (2017). Population of Cities in Philippines. Retrieved from

http://worldpopulationreview.com/countries/philippines-population/cities/

88