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To increase social media presence Our Product Our Focus: Competition Programs on other major networks Improve SEO Score Positive Return on Investment 45% Target Audience Intensity IMC Plan Communication Objectives Drive web traffic TV Indoor and outdoor games. Online Make viewers

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https://designsbycamila.files.wordpress.com/2018/04/aveeno-baby-camel.pdf

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Home Depot IMC Plan

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, Working at Ateneo and De La Salle University

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De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.

1. 1. MMC 500 De La Salle University Manila 1 Pampers - Integrated Marketing Communication Plan Submitted by: Monaliza De Jesus Abigail Fidel Raphael Sta. Cruz Nicco Joselito Tan De Jesus, Fidel, Sta. Cruz, Tan

2. 2. MMC 500 De La Salle University Manila 2 Pampers - Integrated Marketing Communication Plan Table of Contents ABSTRACT ..................................................................................................................................... 3 SITUATIONAL ANALYSIS ................................................................................................................ 4 Headlines ............................................................................................................................................................................................... 4 Competitive Landscape ................................................................................................................................................................... 4 Category Data ...................................................................................................................................................................................... 5 SWOT ANALYSIS ............................................................................................................................ 7 STRENGTHS ......................................................................................................................................................................................... 7 WEAKNESSES ...................................................................................................................................................................................... 7 OPPORTUNITIES ................................................................................................................................................................................ 7 THREATS ............................................................................................................................................................................................... 8 KEY STRATEGIC CAMPAIGN DECISIONS .......................................................................................... 8 Objectives .............................................................................................................................................................................................. 8 Target Audience ................................................................................................................................................................................. 8 Brand Position ................................................................................................................................................................................... 10 Communication Strategy .............................................................................................................................................................. 10 Campaign Strategy .......................................................................................................................................................................... 12 Media Objectives .............................................................................................................................................................................. 12 Media Habits ...................................................................................................................................................................................... 12 Media Buying Tactics ..................................................................................................................................................................... 13 Schedule ............................................................................................................................................................................................... 19 Cost Estimates ................................................................................................................................................................................... 21 Key Consumer Insight .................................................................................................................................................................... 23 Message Objectives ......................................................................................................................................................................... 23 Selling Premise ................................................................................................................................................................................. 23 Big Idea ................................................................................................................................................................................................. 23 Message and Design Execution .................................................................................................................................................. 24 OTHER MARCOM TOOLS ............................................................................................................. 28 Sales Promotion ................................................................................................................................................................................ 28 Public Relations ................................................................................................................................................................................ 28 Events Marketing ............................................................................................................................................................................. 30 Personal Selling ................................................................................................................................................................................ 30 Digital Marketing ............................................................................................................................................................................. 30 Merchandise ....................................................................................................................................................................................... 32 Shirts and Baller IDs ........................................................................................................................................................................ 32 Baby Books .......................................................................................................................................................................................... 33 Special Earth Month Green Bags ............................................................................................................................................... 34 Sample Advertising Executions ................................................................................................................................................. 35 Print - Magazines, Newspapers and OOH (Billboards) ................................................................................................... 35 TVC Script ............................................................................................................................................................................................ 37 Radio Commercial Script ............................................................................................................................................................... 37 CAMPAIGN MANAGEMENT ......................................................................................................... 38 Evaluation of Effectiveness .......................................................................................................................................................... 38 Campaign Budget ............................................................................................................................................................................. 40 De Jesus, Fidel, Sta. Cruz, Tan

3. 3. MMC 500 De La Salle University Manila 3 Pampers - Integrated Marketing Communication Plan ABSTRACT This paper is an integrated marketing communications plan for Pampers, a diaper brand under Procter & Gamble. The plan will cover advertising, public relations and other marketing communication strategies that are specific for the Philippine market. Pampers is currently the market leader in the disposable diaper category, garnering more than 33% market share in 2009. Though maintaining a wide gap over its competitors, the increase in sales of economy brands became more significant in 2009, posing as a threat to Pampers. Currently, the leading disposable diaper brands (Pampers, EQ and Huggies) are all investing in advertising. To make Pampers clearly stand out from the competition, this marketing communication plan aims to improve on the brand's current advertising standpoint by shifting it from purely functional to being appealing in both functional and symbolic ways. To achieve this, a new local tagline will be introduced as the binding element in all advertisements and other below-‐the-‐line efforts like merchandising, online marketing and events. The entire integrated marketing communications plan will revolve around the theme "Walang Kapalit Ang Pagmahahal Ng Pampers" - to further enhance the emotional and symbolic appeal of the brand. Being the current market leader, the campaigns will basically be less aggressive but more impactful by personifying the brand into a loving and caring one - characteristics that the target market (mostly parents) clearly associate with. To maintain the functional appeal of the brand, most advertisements and support materials such as press releases will highlight the 1 vs. 2 proposition of Pampers - meaning that Pampers gives more "value for money" because a single pad can last as long as 2 pads of a competitor brand. The creative combination of "Walang kapalit ang pagmamahal ng Pampers" and the "1 vs. 2" proposition, along with the strengthening of distribution strategies and other below-‐the-‐line efforts, is seen to encourage brand switchers and secure the loyalty of existing users. De Jesus, Fidel, Sta. Cruz, Tan

4. 4. MMC 500 De La Salle University Manila 4 Pampers - Integrated Marketing Communication Plan SITUATIONAL ANALYSIS Headlines * Nappies/diapers increases by 6% in current value terms in 2009, reaching sales of PHP11.9 billion. * Economy brands continue to proliferate and strengthen their shares in 2009. * Unit prices of nappies/diapers increase by less than 1% in 2009. * Procter & Gamble Philippines Inc remains the leader in nappies/diapers in 2009, with a value share of more than 33%. * Nappies/diapers is expected to see a volume CAGR of almost 6% over the forecast period. Competitive Landscape * Procter & Gamble Philippines Inc remained the leader in nappies/diapers with a value share of more than 33% in 2009. The company was able to maintain its position due to the availability of both mass-‐priced and premium lines in its Pampers portfolio. Pampers Comfort was the main sales driver, as its strong brand name gave it an advantage over other mass-‐priced brands. Investment in distribution to smaller retailers and the availability of single packs also assisted Procter & Gamble Philippines Inc in improving its sales despite the economic slowdown. * In 2009, the increase in sales of economy brands was more significant than its standard and premium counterparts, as parents tried to cope with the recession. Fiberworld Inc experienced the biggest improvement in value sales, of 12%, as it capitalised on its low priced brand Magic Color. * International brands, including Pampers, Huggies, EQ, Drypers and Mamy Poko held a 79% share of value sales of nappies/diapers over the review period. This dominance can be associated with multinational companies having more financial resources to invest in advertising campaigns and more premium shelf space in major retailers to encourage parents to purchase their brands. Nevertheless, domestic players strengthened their shares, as their more affordable prices appealed to middle income and budget-‐conscious consumers. * Kimberly-‐Clark Philippines Inc carried out the most significant product launches in 2009. The company introduced a more affordable line of disposable pants called Huggies Dry Pants to attract budget-‐conscious potential users. Kimberly-‐Clark Philippines Inc also unveiled the limited edition Huggies Jeans line to boost volume sales and attract fashion-‐ conscious parents to purchase these innovative products. These new products were able to stimulate demand despite the economic slowdown. * Procter & Gamble Philippines Inc, Kimberly-‐Clark Philippines Inc and Everbeauty Corp continued to invest in advertising campaigns for Pampers, Huggies and EQ in 2009. These companies used television commercials to ensure a broader reach in highlighting the unique features of their products. Celebrity endorsements were also used to persuade consumers; Kris Aquino, a famous talk show host, for Pampers, and Vicky Morales, a popular newscaster, for EQ Dry. De Jesus, Fidel, Sta. Cruz, Tan

5. 5. MMC 500 De La Salle University Manila 5 Pampers - Integrated Marketing Communication Plan * Standard brands generated the bulk of sales of nappies/diapers over the review period due to their proven efficiency in terms of absorption, together with competitive pricing. Premium brands continued to exist, but their value share remained small, as they only cater to high income consumers. Economy brands continued to strengthen their positions as more and more middle and low income parents switched to disposables from traditional cloth nappies/diapers. * The contribution of private label nappies/diapers remained small in 2009, as SM Bonus was the only visible brand in the Philippines. The wide availability of economy brands discouraged chained retailers from selling their own private labels, as it was hard to offer prices which were significantly lower than the cheapest economy brands in the market. * The presence of eco-‐friendly nappies/diapers continued to be insignificant due to the lack of demand. The high price commanded by these speciality products also made them practically not saleable in a market in which demand is mostly dictated by price. Category Data Table 1 : Retail Sales of Nappies/Diapers by Subsector: Value 2004-‐2009 Ps million 2004 2005 2006 2007 2008 2009Nappies/Diapers 7,734.8 8,345.9 8,951.7 10,028.2 10,987.3 11,645.4- Junior Nappies/Diapers 3,861.4 4,046.8 4,249.1 4,610.3 4,956.1 5,179.1- New Born Nappies/ 976.6 1,054.7 1,133.8 1,224.5 1,334.7 1,417.5 Diapers- Standard Nappies/ 2,896.8 3,244.4 3,568.8 4,193.3 4,696.6 5,048.8 DiapersNappies/Diapers/Pants 7,734.8 8,474.1 9,092.8 10,206.0 11,191.8 11,868.2Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Table 2: Retail Sales of Nappies/Diapers by Subsector: % Value Growth 2004-‐2009 % current value growth 2008/09 2004-09 CAGR 2004/09 TOTALNappies/Diapers 6.0 8.5 50.6- Junior Nappies/Diapers 4.5 6.0 34.1- New Born Nappies/Diapers 6.2 7.7 45.1- Standard Nappies/Diapers 7.5 11.8 74.3Nappies/Diapers/Pants 6.0 8.9 53.4Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Table 3: Nappies/Diapers Retail Company Shares 2005-‐2009 De Jesus, Fidel, Sta. Cruz, Tan

6. 6. MMC 500 De La Salle University Manila 6 Pampers - Integrated Marketing Communication Plan % retail value rspCompany 2005 2006 2007 2008 2009Procter & Gamble 32.8 33.4 33.4 33.4 33.4 Philippines IncEverbeauty Corp 19.6 19.9 21.4 22.1 22.5Fiberline Industries Inc 13.5 14.0 14.8 15.3 15.9Kimberly-Clark 18.9 18.3 15.0 14.6 14.0 Philippines IncSCA Hygiene Products 4.9 5.3 5.2 5.4 5.4 Phils IncUniCharm (Philippines) 2.3 3.0 3.5 3.6 3.6 CorpFiberworld Inc 1.8 1.8 1.8 1.9 2.0SM Investments Corp 1.5 1.5 1.8 1.8 1.8Philusa Corp 1.9 2.0 1.5 - -Global Sun Inc 1.0 0.7 0.6 0.5 -Associated Hygienic - - - - - Products LLCOthers 1.8 0.1 1.0 1.4 1.4Total 100.0 100.0 100.0 100.0 100.0Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Table 4: Nappies/Diapers Retail Brand Shares 2006-‐2009 % retail value rspBrand Company 2006 2007 2008 2009Pampers Procter & Gamble 33.4 33.4 33.4 33.4 Philippines IncEQ Everbeauty Corp 18.5 20.0 20.6 21.0Huggies Kimberly-Clark 14.4 15.0 14.6 14.0 Philippines IncCare Fiberline Industries Inc 7.2 7.8 8.1 8.2Happy Fiberline Industries Inc 6.8 7.0 7.2 7.7Drypers SCA Hygiene Products 5.3 5.2 5.4 5.4 Phils IncMamy Poko UniCharm (Philippines) 3.0 3.5 3.6 3.6 CorpMagic Color Fiberworld Inc 1.8 1.8 1.9 2.0SM Bonus SM Investments Corp 1.5 1.8 1.8 1.8Prokids Everbeauty Corp 1.4 1.4 1.5 1.5Kimbies Kimberly-Clark 3.6 - - - Philippines IncBabyflo Philusa Corp 2.0 1.5 - -Hello Angel Global Sun Inc 0.7 0.6 0.5 -Good Nites Kimberly-Clark 0.3 - - - Philippines IncDrypers Associated Hygienic - - - - Products LLCOthers 0.1 1.0 1.4 1.4Total 100.0 100.0 100.0 100.0Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Table 5: Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2009-‐2014 De Jesus, Fidel, Sta. Cruz, Tan

7. 7. MMC 500 De La Salle University Manila 7 Pampers - Integrated Marketing Communication Plan Ps million 2009 2010 2011 2012 2013 2014Disposable Pants 222.9 235.1 247.6 260.2 273.0 285.8Nappies/Diapers 11,645.4 11,941.6 12,319.1 12,786.0 13,324.2 13,941.9- Junior Nappies/Diapers 5,179.1 5,230.9 5,309.4 5,415.5 5,550.9 5,717.5- New Born Nappies/ 1,417.5 1,460.0 1,496.5 1,526.4 1,549.3 1,564.8 Diapers- Standard Nappies/ 5,048.8 5,250.7 5,513.3 5,844.1 6,223.9 6,659.6 DiapersNappies/Diapers/Pants 11,868.2 12,176.8 12,566.7 13,046.3 13,597.2 14,227.7Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates Table 6: Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2009-‐2014 % constant value growth 2009-14 CAGR 2009/14 TOTALDisposable Pants 5.1 28.2Nappies/Diapers 3.7 19.7- Junior Nappies/Diapers 2.0 10.4- New Born Nappies/Diapers 2.0 10.4- Standard Nappies/Diapers 5.7 31.9Nappies/Diapers/Pants 3.7 19.9Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates SWOT ANALYSIS STRENGTHS * Strong international brand name that is directly associated to diapers. * Diversified diaper portfolio offering mass-‐priced and premium lines targeting all socio-‐ economic class. * Strong national retail distribution channels offering single packs catering the "tingi" market of the Philippines. * Very clear product positioning: "One vs Two" - One Pampers overnight vs Two regular diapers. * Diapers are made of top quality absorbent materials. * Well-‐designed adjustable bear hug types that make sure it fits all babies. * Pampers Comfort uses a Velcro-‐like tape that sticks on the covers but it does not tear off the cover when adjusted. WEAKNESSES * Product positioning not clear on marketing collaterals * Higher priced than most competitors * Not enough presence * Some babies do not fit the sizes offered therefore causing leaks. OPPORTUNITIES * Smaller families mean equally cherished children and higher spending per child. * Working mothers mean more income to spend and time pressures place importance on convenience. De Jesus, Fidel, Sta. Cruz, Tan

8. 8. MMC 500 De La Salle University Manila 8 Pampers - Integrated Marketing Communication Plan * Use of disposable nappies/diapers increases with increased affluence. * Desire for convenience with more working mothers and ability to pay. * Nappies/diapers still limited use in developing and emerging markets - currently often out-‐of-‐home use. * Single-‐use sachets/packs may be needed to increase accessibility in developing and emerging markets. * Advertising through social media - especially for new parents. THREATS * Smaller families mean fewer babies and so lower demand. * Working mothers mean motherhood delayed or avoided as more choose career first. * Fewer children and so volume static/declining. * Concerns about environmental impact of disposable products and changes in use of landfill. * Declining birth rate may lead to declining sales of nappies/diapers in mature markets. * Advertising regulations KEY STRATEGIC CAMPAIGN DECISIONS Objectives * Increase market share to 38% by the end of 2011. * Increase brand awareness through first time trial usage by capturing 70% of the target market before December 2011. * Develop a holistic marketing program that will engage consumers using different marketing communication tools by the end of 4th quarter. Target Audience The primary target of Pampers is both current users and non-‐users of disposable baby diapers. In terms of trial versus repeat usage, the marketing communication plan will focus on encouraging trial to non-‐customer groups specifically the traditional cloth diaper users, other-‐brand loyalists and switchers. Overall, the primary target of Pampers is parents, more specifically mothers with babies aged 0-‐3 years old. Majority of the target market belongs to the socio-‐economic class A, B, upper and broad C. The affordability and practicality of using Pampers will appeal to middle income and price conscious segment while perceived quality of the brand would appeal to those consumers belonging to the high-‐income segment. Strong demand for disposable diapers resides in urban areas where majority of mothers are working and thus, has the need for convenience especially in doing their motherly and domesticated responsibilities. In order to tap non-‐users of diapers, the marketing communication plan will emphasize the functional benefits (e.g. aids in prolonging babies' sleeping time) of using Pampers. De Jesus, Fidel, Sta. Cruz, Tan

9. 9. MMC 500 De La Salle University Manila 9 Pampers - Integrated Marketing Communication Plan Decision Makers Grid: These are the roles of the decision maker when it comes to purchasing disposable diapers: a. Initiator: Expectant mothers/parents and mothers who just gave birth are the ones who initially see the need for baby care products. This audience segment research and inquire about the quality and cost of diaper brands. b. Influencer: Expectant mothers and mothers who just gave birth often seek advice about baby care products from their family doctors, ob-‐gynes, pediatricians, family and friends. From these sources, the target market builds brand attitude toward brands available, gauging and evaluating positive and negative feedbacks of products. c. Decider and Purchaser: The mother is often the decider of which brand to buy for the baby. However, their purchase decision is often affected by budget considerations. d. User: The babies are the final user of the product. Repeat-‐usage decisions by the target market are greatly influence by the product's suitability to babies specifically how the product delivers its promise of comfort, quality and longer usage. Pampers Diapers Consumer Decision Grid and Target Audience Role Consumer Trade Initiator Mothers, Couple, friends, Baby care professionals baby care professionals Influencer Friends, Baby Care Baby Care Professionals Professionals Decider Mothers Purchaser Parents User Babies Target Market 's Behavioral Sequence Model Consideration Need Arousal Information Purchase Usage at Each Stage Search and Evaluation Decision roles Expectant Friends, Parents Babies involved mothers/parents, family, specifically Mothers who just doctors, baby mothers gave birth, care Mothers professionals Where stage is Home, Clinics, Home, on-‐line Supermarket, Home, likely to occur Internet, word-‐ community, grocery store, outdoor of-‐mouth clinics and convenience hospitals store, De Jesus, Fidel, Sta. Cruz, Tan

10. 10. MMC 500 De La Salle University Manila 10 Pampers - Integrated Marketing Communication Plan pharmacy, department store Timing of Stage A few months From After Anytime but before and after immediately evaluation more often giving birth after need during arousal bedtime and during outdoor activities How it is likely See or hear about Seek info from Visit Wearing to occur a product others, look up Supermarket, diaper on a category or info, ask grocery, regular basis brand doctor, visit pharmacy etc until babies supermarket are toilet trained Brand Position One VS Two is the current brand position of Pampers. It connotes as the most practical diaper brand to purchase giving the consumers greater value for their money by emphasizing the functional benefit of Pampers specifically its longer absorption capacity as usage of one Pampers is equivalent to two ordinary diapers. Also, the campaign will capitalize on Pampers being the top-‐of-‐the-‐mind among other brands perceived as the pioneer, tested and trusted diaper brand. Communication Strategy Pampers is presently the top diaper brand in terms of market share. However, consumers perceived the brand as standard in terms of quality but costly in terms of price. This perception hampers non-‐customers, especially those belonging to middle and low-‐income brackets, to try and switch to Pampers. The brand needs to counter consumers' unfavorable perception by highlighting Pampers' functional positioning specifically the product's ability to exceed absorption quality of competing brands. Given the nature of consumers' perception of Pampers, enhancing a favorable brand image will be the primary communication objectives. The result expected after the implementation of the marketing communication plan is for consumers to perceive the brand as "value-‐for-‐money" and of greater quality compared to competitors that will lead to trial and continued usage. The overall task confronting the marketing communication plan is to break through competitive clutter of competing brands by overcoming the key barrier which is the consumers' perception that all diaper brands performs pretty much the same and lower priced diapers are more practical to purchase than branded diapers like Pampers. Below is the summary task grid for the IMC campaign for Pampers. De Jesus, Fidel, Sta. Cruz, Tan

11. 11. MMC 500 De La Salle University Manila 11 Pampers - Integrated Marketing Communication Plan Summary Task Grid Decision Stage Communication Target Where and IMC Options Task Audience When Need Arousal Tentative positive Expectant In home Television and attitude for mothers, print ad Pampers (brand Mothers who Retail Outlets attitude) just gave birth, P-‐o-‐P Mothers advertising Information Provide enough Expectant In home Television ad, Search and information to mothers, print ad, online Evaluation convince target Mothers who Retail outlets initiatives market (brand just gave birth, attitude) Mothers Maternity Hospitals brand Gain positive activation intention to try activities brand (brand purchase intention) Purchase Act on positive Expectant In home Advertising brand intention mothers, (brand attitude Mothers who Retail outlets P-‐o-‐P and brand just gave birth, Sampling purchase Mothers intention) Usage Reinforce Expectant In home Advertising decision and mothers, brand usage Mothers who Outdoors Events (brand attitude just gave birth, Selective and brand Mothers Promotion purchase intention) The IMC campaign will focus in achieving brand attitude and brand purchase intention objectives. The IMC campaign will first stimulate recognition by providing a strong visual package association with the brand. Through television and print advertising with trade and point-‐of-‐purchase advertising, the IMC campaign aims to strengthen brand recognition. During the information search and evaluation stage, the IMC campaign will focus on providing enough information about Pampers in order to convince its target market that Pampers is indeed worth trying, to instill a positive brand attitude and stir purchase intentions. These objectives will be achieved through print and TV advertisements, promoting the brand through promotions on mothers' on-‐line communities and blogs. Also, through promotions and sponsorships on baby-‐care seminars conducted during brand activation activities in hospitals, clinics and/or health centers. De Jesus, Fidel, Sta. Cruz, Tan

12. 12. MMC 500 De La Salle University Manila 12 Pampers - Integrated Marketing Communication Plan Purchase decision occurs in supermarkets and retail outlets like pharmacy or community sari-‐sari stores. Using point-‐of-‐purchase displays and other merchandising at retail will trigger brand recognition and remind the target market of intentions to try the brand. The IMC campaign will also focus in achieving brand usage and brand loyalty through advertising that will constantly remind consumers of their conviction and wiser choice of purchasing Pampers, a brand that offers an advantage over competitors. Campaign Strategy In order to communicate the brand position, Pampers will invest in an integrated marketing communication campaign and will take advantage of the following marketing communication tools: * Advertising - TV, Radio and Print * Sales Promotion * Personal Selling * Events Marketing * Digital Marketing * Direct Marketing * Public Relations MEDIA STRATEGY Media Objectives * Develop a national TV Ad campaign that will target 100% TV viewership by end of 2011. * Produce a localized radio and print ads targeting rural areas from different regions. * Create programs that will use out-‐of-‐home and digital platforms. Media Habits All Moms 25 -‐ 40 Media Exposure People ABCD Population (000) 7613 % % Affinity TRADITIONAL Tv viewership 100 100 100 Cable viewership 35 39 110 Radio Listenership 82 85 103 Broadsheet read yesterday 6 5 86 Tabloid read Yesterday 10 8 80 Monthly magazine Read in Past Month 5 7 128 De Jesus, Fidel, Sta. Cruz, Tan

13. 13. MMC 500 De La Salle University Manila 13 Pampers - Integrated Marketing Communication Plan DIGITAL Mobile phone used 64 75 117 Internet at least once a month Home 9 10 117 Internet at least once a month elsewhere 11 14 124 OOH Cinema at least once a month 3 3 95 Shopping at least once a month 76 82 108 Supermarkets at least once month 84 90 106 MRT at least once a week 4 4 95 LRT at least once a week 3 4 112 Fastfood at least once a week 81 83 103 Coffee shop at least once a week 2 2 130 Source: Media Index, Neilsen Media Buying Tactics TV * Thematic TVCs 15s Main medium of awareness to build "no palitan overnight" key message * Interstitials 30-‐sec station produced material on ways to nurture babies incorporating the message of the TVC material * Segment Buys (5-‐min) Creative buy in morning shows that will talk about ways to bond with babies and proper ways to nurture them * Push plugs 5-‐seconder, attached to TVC 15s * OBB and CBB for all sponsored programs * TV Guestings Guesting on morning shows and mom-‐oriented programs De Jesus, Fidel, Sta. Cruz, Tan

14. 14. MMC 500 De La Salle University Manila 14 Pampers - Integrated Marketing Communication Plan Radio * Radio Commercials Spot Buys * "Di papalitpalit sa Pampers" tongue twister contest * Radio Guesting * Maximize AOBs AOBs could be used to promote tongue twister contest and events * Segment Buys * Radio Tour/ Discussion * Time checks and reminders Print * Broadsheet o Half page o ¼ page ad o Floating ad * Magazine o Full page ads and 1/3 page vertical ad o Product feature o Editorial First aid for babies 1/3 Page Full (vertical) pag e De Jesus, Fidel, Sta. Cruz, Tan

15. 15. MMC 500 De La Salle University Manila 15 Pampers - Integrated Marketing Communication Plan OOH * Billboards De Jesus, Fidel, Sta. Cruz, Tan

16. 16. MMC 500 De La Salle University Manila 16 Pampers - Integrated Marketing Communication Plan De Jesus, Fidel, Sta. Cruz, Tan

17. 17. MMC 500 De La Salle University Manila 17 Pampers - Integrated Marketing Communication Plan * Shed Ads Area: o EDSA after Jollibee Kamias o Libis across Mercury De Jesus, Fidel, Sta. Cruz, Tan

18. 18. MMC 500 De La Salle University Manila 18 Pampers - Integrated Marketing Communication Plan * Bathroom Ads Area: Market Market, Taguig City * LRT 1 Cube Ads Female Section De Jesus, Fidel, Sta. Cruz, Tan

19. 19. MMC 500 De La Salle University Manila 19 Pampers - Integrated Marketing Communication Plan Schedule SCHEDULE OF ADVERTISEMENTS Duration / Station / Program / Size of Print Total Spots / Published Day/Timeslot Publication / Ad No. of Ads Date Location TV 30 weeks Show Time Mon-‐Fri 10:30 -‐ 11:30 AM 750 ABS-‐CBN 25 weeks Umagang Kay Ganda Mon-‐Fri 5:30 -‐ 8:00 AM 625 ABS-‐CBN 8 weeks Salamat Dok Saturday 6:00-‐7:00 AM 200 ABS-‐CBN Mon-‐Fri 11:00 AM -‐ 12:00 12 weeks Love ni Mister Love ni Misis 300 GMA PM 25 weeks Unang Hirit Mon-‐Fri 5:30 -‐ 8:30 AM 625 GMA 25 weeks 24 Oras Mon-‐Fri 6:30 -‐ 7:30 PM 625 GMA 8 weeks Moms Mon-‐Fri 5:00 -‐ 6:00 PM 200 QTV RADIO The Wake Up Show 6:00 -‐ 10:00 AM 400 Mellow 94.7 The Afternoon Cruise 2:00 -‐ 4:00 PM 200 Mellow 94.7 40 weeks C & C Music Factory 4:00 -‐ 8:00 PM 200 Mellow 94.7 Run of Station Mon-‐Fri / Sun Whole Day 600 Mellow 94.7 Morning Smooth Brews Mon-‐Fri 6:00 -‐ 10:00 AM 400 92.3 Xfm 40 weeks Smooth Jazz Cruise Mon-‐Fri 2:00 -‐ 7:00 PM 400 92.3 Xfm Run of Station Mon-‐Fri / Sun Whole Day 400 92.3 Xfm BROADSHEET (for Jan) Jan. 1, 2011 One fourth ad Saturday 1 Philippine Star Jan. 2, 2011 Floating ad Sunday 1 Philippine Star Jan. 3, 2011 Floating ad Monday 1 Philippine Star Jan. 5, 2011 Floating ad Wednesday 1 Philippine Star Jan. 7, 2011 One fourth ad Friday 1 Philippine Star Jan. 8, 2011 One fourth ad Saturday 1 Philippine Star Jan. 9, 2011 One fourth ad Sunday 1 Philippine Star Jan. 12, 2011 Floating ad Wednesday 1 Philippine Star Jan. 15, 2011 One fourth ad Saturday 1 Philippine Star Jan. 16, 2011 One fourth ad Sunday 1 Philippine Star Philippine Daily Jan. 1, 2011 Half page ad Saturday 1 Inquirer De Jesus, Fidel, Sta. Cruz, Tan

20. 20. MMC 500 De La Salle University Manila 20 Pampers - Integrated Marketing Communication Plan Philippine Daily Jan. 2, 2011 One fourth ad Sunday 1 Inquirer Philippine Daily Jan. 17, 2011 Floating ad Monday 1 Inquirer Philippine Daily Jan. 22, 2011 Floating ad Saturday 1 Inquirer Philippine Daily Jan. 23, 2011 One fourth ad Sunday 1 Inquirer MAGAZINE Good January 2011 Full page ad 1 Housekeeping Good March 2011 Full page ad 1 Housekeeping Good April 2011 Full page ad 1 Housekeeping Good May2011 1/3 page vertical 1 Housekeeping Good June 2011 1/3 page vertical 1 Housekeeping Good August 2011 1/3 page vertical 1 Housekeeping November Good Full page ad 1 2011 Housekeeping Good December 2011 Full page ad 1 Housekeeping January 2011 Full page ad 1 Smart Parenting March 2011 Full page ad 1 Smart Parenting May 2011 Full page ad 1 Smart Parenting June 2011 Full page ad 1 Smart Parenting October 2011 Full page ad 1 Smart Parenting December 2011 Full page ad 1 Smart Parenting BILLBOARD EDSA P. Tuazon 150 days Regular billboard 1 Blvd., Quezon City EDSA cor. Libertad 150 days Regular billboard 1 St., Mandaluyong North Luzon 270 days Regular billboard 1 Expressway (North bound) Cebu City Arch. 120 days Regular billboard 1 Reyes St. Cor. Gorordo 180 days LED Board (250 spots/day) 45,000.00 EDSA Guadalupe SHED AD EDSA after Jollibee 30 days Shed Ad 1 Kamias Libis across 30 days Shed Ad 1 Mercury De Jesus, Fidel, Sta. Cruz, Tan

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Working at Ateneo and De La Salle University Published on De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers ...

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Please make sure you post your links for the IMC plans you have found.