3. Jettison Works Group Business is a
business managed and operated constituting
six (6) partners. It offers 3P’s Mighty Chair
Drum Furniture that is made up of purely
recycled materials. We believe in a slogan:
“Never refuse to REUSE”, that’s why we start
the business.
Jettison Works Group Business is aiming
at least 60% of our target market from A, B, C
class in the office and schools institution
segment of the furniture market.
4. Jettison Works Group Business will use
broadcast media to provide coverage 80% of
the target market over a six months period
and will reach 60% of the target audience at
least three times over the same six months
period.
3P’s Mighty Chair Drum will use a creative
execution of the commercial that includes:
•Straight sell or factual message
•Animation
•Humor
•And Combinations;
5. SITUATION ANALYSIS
•Introduction
3 P’s Mighty Chair Drum Furniture
The office furniture industry has undergone
a great deal of change in this decade. The
growth of the office superstores made a few
large branches dominant. They produce
relatively inexpensive furniture that makes
compromises in order to stay at the low price
level.
6. • Industry review, size, growth, trend
2012 Market research report on
furniture stores (Philippines)
The furniture sector in the Philippines
currently comprises about 15,000.00
manufacturers. The structure of the industry
is donated by small and medium size
enterprises; only 2% are estimated to be
large companies. Employment is estimated
at about 800,000.00 workers including
manufacturers, subcontractors and
suppliers.
7. The market research, the furniture
industry in the Philippines offers a
comprehensive sector in the Philippine
providing data on furniture production
and furniture consumption, furniture
imports and exports. Factors
determining the demand for furniture’s
are examined, as well as furniture
distribution system and furniture
supply structure. The construction
industry is also considered. Short
profiles are provided for the main
Philippine furniture manufacturers.
8. Philippine furniture imports and
exports are broken down by
country and product (office
furniture, bedroom furniture, seats
parts and parts of furniture). The
wood and forestry sector is also
considered: Production, imports,
exports and consumption data are
provided for the main semi-
finished wood products.
11. The four main manufacturers are
selling direct to the office superstores
and buying discount clubs. This
accounts for the main volume of
distribution. The office furniture
customer seems to be growing
steadily more comfortable with the
retail buy in the chain store.
12. Our main competitors use pricing
position as a premier provider. They
are the best product available, for the
most discriminating consumer. They
intend to maintain separation from the
price competition at the lower end of
the business. Our competitors plan
calls for no significant changes in
pricing.
13. The most important vehicle for
sales promotion of our
competitor is the direct mail
catalog published by the
specialty retailer such as
Sharper Image and its
competitors.
15. Myla Akiko E. Gimenez
President
Rowena G. Navarro
V. President
Corazon Sequina
Executive Secretary
Janice Versoza Charvee Balaguer Adam Lameda Jobelle Balingit
V.P V.P V.P V.P
Research & Dev’t Advertising Marketing Administration
16. •Jettison Works Group Business offers recyclable
furniture products (3 P’s Mighty Chair Drum
Furniture). It is privately owned business operated
and managed by: Myla Akiko E. Gimenez, Corazon
Sequina, Rowena Navarro, Adam Lameda, Jobelle
Balingit, Janice Versoza, and Charvee Balaguer .
Our business help create pleasant, productive
office and home environments with well designed
recycled chair furniture. We always provide the
best possible value to our customers who care
about quality office environments as well as
houses and institutions; we want every peso spent
with us to be well spent. We also create and
nurture a healthy, creative, respectful, and fun
office and workshop environment. We seek fair
and responsible profit, enough to keep Jettison
Works Group Business financially healthy for the
long term and to fairly compensate owners and
investors for their money and risks.
17. A. Demographic Characteristics
• Targeting ages 18-35 office employees,
students, and households.
• The materials that we use are eco-friendly
for the environment.
• We can use it in your homes, office, etc. in
enhancing the beauty of your homes,
offices, etc.
• Triple purposes
18. B. Psychographic
•Targeting class A,B,C office employees, households
and students
•Office, Home furniture’s, etc. are designed for the
means of easy accessible work and relaxing.
•Quality product that can cater class
A,B,C.
C. Identification of target market
Primary:
Employees and Students
Secondary:
Buyers and users who seek high quality recyclable
chair furniture while those who willing to
compromise the functionality at the benefit of low
prices.
19. Strengths
•Strong process design
•New recyclable product design
•High quality furniture using recycled materials
•Own designer who could help to create better
furniture’s design
•New in the market and first to be in launch
22. Threats
•Quality and design of the furniture
needs to be considered very
closely as the lifestyle of people
is improving.
•The company may not be able to
attract top management.
23. -Jettison Works Group Business will use wide range of
media strategies to promote our product: “3P’s Mighty Chair
Drum”.
It will cover:
•Our main objective for advertising
•Creative strategy we use as a medium for reaching our consumers.
•A campaign theme to always remember with our customers.
•Jingle;
•Creative Executions and;
•The “BIG” Idea
Furthermore, we tend to justify and implement the best we
can be in the world of advertising in order to provide a good
advertising record for our business and society at large.
24.
25. Statement of general objectives
Jettison Works Group Business is
aiming at least 60% of our target
market from A, B, C class. In the office
and schools institution segment of the
furniture market.
26. Creative Strategy
•Develop a theme for targeted print advertising
> Reach consumers through the use of fliers.
Installations of tarpaulins.
Produce commercials that effectively communicate
the central theme of the campaign:
“Reuse.. Reuse.. and Reuse Again, just do it again”.
Never refuse to reuse..
30 secs. TV Commercial
Example:
Develop a print campaign to sell 3 P’s Mighty chair
drum by using any low cost advertising media
available in the local community.
27. •Partnership and Sponsorship Advertising
Target Person
Our target person is Ms. Rebecca Tan Yu,
27 years old, employee, single, who is
seeking for affordable and quality office
chair furniture.
Creative Objectives
Encouraged and influence office employees
and students as well as households to
patronize 3 P’s Mighty Chair Drum that is
the alternative for buying expensive chair
furniture.
28. Consumer Promise
The incomparable triple-purpose recycled
chair drum furniture.
Support
Jettison Works Group Business has a patent.
Brand Personality
•Patented and heavy-duty
•3 P’s Mighty Chair Drum is patented
and heavy-duty recycled drum
•Has multiple intention
Tone and Mood of Advertising
•Informative, Casual, and Educative
•Mix with jesting
29. •Creative Execution
The “BIG” Idea
3P’s Mighty Chair Drum will use a creative
execution of the commercial that includes:
Straight sell or factual message
Animation
Humor
And Combinations;
30. •Media Strategy plus rationale
Jettison Works Group Business will use
broadcast media to provide coverage
80% of the target market over a six
months period.
Reach 60% of the target audience at least
three times over the same six months
period.
Concentrate heaviest advertising in
summer and rainy season.
31. 10%
20% 20% 10%
60%
20% 60% 20%
80% 80%
Population excluding target market
Target market (18-35 year old males & females)
Media coverage
Media overexposure
32. •Media Plan and Schedule
The Traditional Media Landscape
MEDIUM NUMBER
TV. Station 3,570
Broadcast Network 100
TV/ Cable 13,898
Radio Stations 2
Consumer Magazines 5,340
News Paper
8,100
(Daily/Weekly)
34. JETTISON WORKS GROUP BUSINESS
PROMOTIONAL ADVERTISING
FLIGHTING
Advantage Cost efficiency of advertising only during purchase
Cycles. May allow your inclusion of more than one
medium or vehicle with limited budgets.
Disadvantage Weighting may offer more exposure and advantage
over competitors. Increase likelihood of wear out.
Lack of awareness, interest, retention of
promotional message during nonscheduled times.
Vulnerability to competitive efforts during non
scheduled periods.
35. SPOTS OF COMMERCIAL SCHEDULE:
6-9 A.M (Monday-Friday)
60 35 5
5-7 P.M (Monday-Friday)
84 9 5
7-8 P.M (Monday- Friday)
88 9 7
11-11:30 P.M (Monday-Friday)
86 10 2
Percent of program audience retained by spot
Percent of audience lost: out of the room
Percent of audience lost: Changing Channels
36. MEDIA ADVANTAGE DISADVANTAGES
Television Mass coverage Low selectivity
High Reach Short message life
Impact of sight High absolute cost
sound, and High production cost
motion Clutter;
High prestige
Low cost for
exposure
Attention
getting
Favorable image
37. PRODUCTION FOR COMMERCIAL OF 3P’S MIGHTY CHAIR DRUM
PREPRODUCTION
-Selecting a director POST PRODUCTION
-Choosing a production company
-Bidding -Editing
-Cost Estimation and timing -Processing
PRODUCTION
-Production timetable -Recording sound
Set Construction -Location/set effects
shoots
Location: San Juan, City -Audio/video mixing
Casting -Friday shoots -Duplicating
Wardrobes -Talent -Releasing
-Preparation meeting arrangements
39. •Allocation of Advertising Budget
Fliers (10bundles x 200) 1500 pcs. P2,000.00
Tarpaulins (10pcs. X 120) P1,200.00
Commercial (30secs.) Primetime P300,000.00
Mega Manila (12:00-2pm)
TOTAL: P3O3,200.00
40. •Statement of Expectation
(after the full run of the campaign)
Jettison Group of Business will provide:
Feedback from target audience
Approval/Disapproval of the ad campaign
100% patronization
Customer Loyalty
