Intro to Ad Final Presentation

8/3/2019 Intro to Ad Final Presentation

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STRENGTHS

- Well known brand- Well establish and

trustworthy- Family-friendly brand

WEAKNESS

- Slow in revenue growth as itis always consistent

- Do not attract teenagers oryoung adult as much asparents and older generation

OPPORTUNITIES

- Consumer needs- Big market (food industry)

THREATS

-More price cutting-Value-for-money pricepositioning-Increasing competition


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Product Price Promotion Placement

Ovaltine $3.80 per 10sachets

Currentlyunavailable(Seasonal)

All major supermarkets (NTUCFairprice, Giant, Carrefour,Cold Storage and Sheng

Shiong)

Horlicks $4.50 per 10sachets

Currentlyunavailable(Seasonal)

All major supermarkets (NTUCFairprice, Giant, Carrefour,Cold Storage and ShengShiong)

Cadbury $7.20 per 15sachets Currentlyunavailable(Seasonal)

All major supermarkets (NTUCFairprice, Giant, Carrefour,Cold Storage and ShengShiong)


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Low Quality

High Quality

LowPrice

HighPrice

MiloCadbury

Horlicks

Ovaltine

SuperFairprice


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Demographics Psychographics

Age: 13-18Gender: BothRace: All

Household / IndividualIncome: $800 and aboveEducation: Schooling toworking adultsLanguage literacy: LiterateOccupation: Students to OfficeWorkers

Marital Status: AnyDwelling: FamilyFamily Size: 4Family Life Cycle: 2-3Social Class: All

Lifestyle: Active, Fast-pacedAttitudes: Receptive, easily-influenced

Personality: fun-lovingBuying Influence:- Themselves- Their peersBenefits sought:- Convenience- Nutritious

Usage rate: daily


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Demographics Psychographics

Age: 18-25Gender: BothRace: All

Household / IndividualIncome: $800 and aboveEducation: Schooling toworking adultsLanguage literacy: LiterateOccupation: Students toOffice Workers

Marital Status: AnyDwelling: FamilyFamily Size: 4Family Life Cycle: 2-3Social Class: All

Lifestyle:- Active- Fast-paced

Attitudes:-Receptive- Easily-influencedPersonality:-Fun-lovingBuying Influence:- Themselves

Benefits sought:-Convenience-NutritiousUsage rate: Daily


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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 isreasonable


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Sound: Noisy lunchcrowd

1pm: Flashmob dancers

break into a dance whiledoing a cheer for MILOFUZE WITH CEREAL

Sound: Place quietsdown as onlookers

curiously watch

1.03pm: Cheer anddance finishes and

participants just walks

off nonchalantly


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5pm: Bus stop is

crowded withstudents

Sound: Incessantchatter and buses

driving by

5.05pm: MILO

flashmob participantsruns onto the scene

and freezeSound: Chatter

minimizes as theylook on curiously

5.06pm:

Participants eachthrow a packet of

MILO FUZE withcereal into the airthen move away

Sound: When

throwingsachets up, they

shout MILO!CEREALSLY

GOOD!


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Print The New Paper(6 Insertions)

Readership: 623,200Readership Profile: 15 to 35 years old [Students,young adults, white collar and Professionals,Executives, Managers and Businessmen (PMEB)]Circulation: 106,000Media Environment: Singapore news, humaninterest reports and sports coverage

Cost Per Insertion: $4,400


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Print 8 Days Magazine(8 Insertions for Print Ad)

(6 Insertions for Promo Ad)

Readership: 75,000 per weekReadership Profile: 20 to 35 years old [Youngadults, white collar and Professionals, Executives,

Managers and Businessmen (PMEB)]Circulation: 75,000Media Environment: Showbiz news, lifestyle trendsCost Per Insertion: $3,360


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TV Channel 5 The Noose(Tuesdays 8.30PM to 9.00PM)

Viewership: 4,600,000Viewership Profile: 15 to 45 years old [Students,young adults, white collar and Professionals,Executives, Managers and Businessmen (PMEB)]Media Environment: Parody of local newsCost Per Broadcast: $700


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Radio 987FM Muttons on the Move(Weekdays 4-8PM)

Listenership: 385,000 per weekListenership Profile: 15 to 30 years old [Students,National Service men]Media Environment: Latest hitsCost Per Broadcast: $250


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Outdoors Clear Channel(4 Weeks)

Commuter: 200,000 FacesRetail: 200,000Cost Per 6-Sheet: $60,000


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Client: Nescafe Period: 1 Oct 2010 to 31 March 2011

Product: Milo Fuze 3 in 1

Job No: 1

Programmes/Events

Cost per

insertion

Number of

Spots/

Insertions

Total

Cost OCT NOV DEC JAN FEB MAR

SGD$ 1 8 15 22 1 8 15 22 1 8 15 22 1 8 15 22 1 8 15 22 1 8 15 22

Above the line

PRINT- The New Paper $4,400 6 $26,400.00 1 17, 29 28 4, 11

FPFC

PRINT- 8 Days Magazine $3,360 8 $25,536.00 4 22, 29 6 24, 31 7, 14 25

FPFC

OUTDOOR ADS- Commuter 200 Faces $60,000.00 17-30

OUTDOOR ADS- Retail 200 Faces $60,000.00 13-26

BROADCAST (TV)- The Noose $7,000 8 $21,000.00 5 21, 28 4, 25 1, 8 29

Tuesdays, 2030-2100

BROADCAST (RADIO)- 987FM $250 14 $3,500.00 1, 6, 7, 8 22, 23, 24 29, 30, 31 14 28, 29, 30

Muttons on the Move, Weekdays 1600-1800

Below the line

PROMOTION: DISCOUNT CARD

PRINT- The New Paper $3,360 6 $26,400.00 2, 8 18 28, 29 12

FPFC

MISC- Card Printing $5,000.00

EVENTS: NEW FACE OF MILO CONTEST

PRODUCTION COST- VIDEO $1,000.00

PRIZES $2,000.00

$230,836.00

GST (7%): $16,158.52

$246,994.52

Sub Total:

Grand

Station/Time slot/ Size/ Duration


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Total Cost for Print Ads: $55,571.52Total Cost for Broadcast Ads:$26,215.00Total Cost for Outdoor Ads:

$128,400.00Total Media Cost: $246,994.52


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Intro to Ad Final Presentation

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