STRENGTHS - Well known brand - Well establish and trustworthy - Family-friendly brand OPPORTUNITIES - Consumer needs - Big

market (food industry)

WEAKNESS - Slow in revenue growth as it is always consistent - Do not attract teenagers or young adult as much as parents and older generation THREATS -  ore price cutting M -  Value-for-money price positioning -  ncreasing competition I

Product Ovaltine

Price $3.80 per 10 sachets

Promotion Currently unavailable (Seasonal) Currently unavailable (Seasonal) Currently unavailable (Seasonal)

Placement All major supermarkets (NTUC Fairprice, Giant, Carrefour, Cold Storage and Sheng Shiong) All major supermarkets (NTUC Fairprice, Giant, Carrefour, Cold Storage and Sheng Shiong) All major supermarkets (NTUC Fairprice, Giant, Carrefour, Cold Storage and Sheng Shiong)

Horlicks

$4.50 per 10 sachets

Cadbury

$7.20 per 15 sachets

High Quality

Milo

Cadbury

Horlicks Low Price Fairprice Ovaltine Super High Price

Low Quality

Demographics Age: 13-18 Gender: Both Race: All Household / Individual Income: $800 and above Education: Schooling to working adults Language literacy: Literate Occupation: Students to Office Workers Marital Status: Any Dwelling: Family Family Size: 4 Family Life Cycle: 2-3 Social Class: All

Psychographics Lifestyle: Active, Fast-paced Attitudes: Receptive, easilyinfluenced Personality: fun-loving Buying Influence: - Themselves - Their peers Benefits sought: - Convenience - Nutritious Usage rate: daily

Demographics Age: 18-25 Gender: Both Race: All Household / Individual Income: $800 and above Education: Schooling to working adults Language literacy: Literate Occupation: Students to Office Workers Marital Status: Any Dwelling: Family Family Size: 4 Family Life Cycle: 2-3 Social Class: All

Psychographics Lifestyle: - Active - Fast-paced Attitudes: -  eceptive R - Easily-influenced Personality: -Fun-loving Buying Influence: - Themselves Benefits sought: -  onvenience C -Nutritious Usage rate: Daily

             

24 Years Old Works at Shenton Way daily from 9am to 6pm Achiever and Perfectionist Hopes to own company in the future Loves sports and yoga Busy lifestyle Requires a beverage that supplements energy while not being detrimental to health Price is not an issue so along as it is reasonable

 

Sound: Noisy lunch crowd 1pm: Flashmob dancers break into a dance while doing a cheer for “MILO FUZE WITH CEREAL” Sound: Place quiets down as onlookers curiously watch 1.03pm: Cheer and dance finishes and participants just walks off nonchalantly

5pm: Bus stop is crowded with students Sound: Incessant chatter and buses driving by

5.05pm: MILO flashmob participants runs onto the scene and freeze Sound: Chatter minimizes as they look on curiously

5.06pm: Participants each throw a packet of MILO FUZE with cereal into the air then move away

Sound: When throwing sachets up, they shout “MILO! CEREALSLY GOOD!”

Print – The New Paper
(6 Insertions)
•  eadership: 623,200 R •  eadership Profile: 15 to 35 years old [Students, R young adults, white collar and Professionals, Executives, Managers and Businessmen (PMEB)] •  irculation: 106,000 C •  edia Environment: Singapore news, human‐ M interest reports and sports coverage •  ost Per Insertion: $4,400 C

(8 Insertions for Print Ad) (6 Insertions for Promo Ad)
•  eadership: 75,000 per week R •  eadership Profile: 20 to 35 years old [Young R adults, white collar and Professionals, Executives, Managers and Businessmen (PMEB)] •  irculation: 75,000 C •  edia Environment: Showbiz news, lifestyle trends M •  ost Per Insertion: $3,360 C

Print – 8 Days Magazine

(Tuesdays 8.30PM to 9.00PM)
•  iewership: 4,600,000 V •  iewership Profile: 15 to 45 years old [Students, V young adults, white collar and Professionals, Executives, Managers and Businessmen (PMEB)] •  edia Environment: Parody of local news M •  ost Per Broadcast: $700 C

TV – Channel 5 The Noose

Radio – 987FM Muttons on the Move
(Weekdays 4-8PM)
•  istenership: 385,000 per week L •  istenership Profile: 15 to 30 years old [Students, L National Service men] •  edia Environment: Latest hits M •  ost Per Broadcast: $250 C

Outdoors – Clear Channel
(4 Weeks)
•  ommuter: 200,000 Faces C •  etail: 200,000 R •  ost Per 6-Sheet: $60,000 C

Client: Nescafe Product: Milo Fuze 3 in 1 Job No: 1 Number of Spots/ Total Insertions Cost SGD$

Period: 1 Oct 2010 to 31 March 2011

Programmes/Events Station/Time slot/ Size/ Duration Above the line PRINT- The New Paper FPFC PRINT- 8 Days Magazine FPFC OUTDOOR ADS- Commuter OUTDOOR ADS- Retail BROADCAST (TV)- The Noose Tuesdays, 2030-2100 BROADCAST (RADIO)- 987FM Muttons on the Move, Weekdays 1600-1800 Below the line PROMOTION: DISCOUNT CARD PRINT- The New Paper FPFC MISC- Card Printing EVENTS: NEW FACE OF MILO CONTEST PRODUCTION COST- VIDEO PRIZES

Cost per insertion

OCT 1 8 15 22

NOV 1 8 15 22

DEC 1 8 15 22

JAN 1 8 15 22

FEB 1 8 15 22

MAR 1 8 15 22

$4,400

6

$26,400.00

1

17, 29

28

4, 11

$3,360

8

$25,536.00

4

22, 29

6

24, 31

7, 14

25

200 Faces 200 Faces $7,000 8

$60,000.00 $60,000.00 $21,000.00 5

17-30 13-26 21, 28 4, 25 1, 8 29

$250

14

$3,500.00

1, 6, 7, 8

22, 23, 24

29, 30, 31

14

28, 29, 30

$3,360

6

$26,400.00 $5,000.00

2, 8

18

28, 29

12

$1,000.00 $2,000.00 Sub Total: GST (7%): Grand $230,836.00 $16,158.52 $246,994.52

 Total  Total  Total  Total

Cost for Print Ads: $55,571.52

Cost for Broadcast Ads: $26,215.00 Cost for Outdoor Ads: $128,400.00 Media Cost: $246,994.52

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