Advertising campaign for Wrangler Jeans

• Main Authors: Alejandro, Cecille, Cu, Sandy, Felix, Sherie Ann, Wang, Ya Chih
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16737
• Institution: De La Salle University

The projected growth in the jeans industry is 16% for the year 1995 which can be translated to a projected 3.2 million pairs of jeans sold. In Philippine peso, this forecast amounts to 2.136 billion pesos. For the year 1996, the industry is projected to sell 2.478 billion pesos worth of jeans. The growth rate applied is 16%. Wrangler jeans owns 10% of the market for the year 1995. This can be translated to 214 billion pesos. The target growth rate for the market share of Wrangler jeans for the year 1996 is 11%, which amounts to .273 billion pesos worth of sales. To attain this, Wrangler must increase its sales to 28%, amounting to 59 million pesos. The proposed advertising campaign is an image-building one which will uplift the image Wrangler has on the consumers. Presently, consumers are confused on the image and brand personality which Wrangler wants to project. The proposed image is that of the urban, mobile image which is different from the cowboy image Wrangler used to project. The tri-media will be used with full concentration of the television as vehicle because the group believes that television is the strongest communication vehicle. The production of the commercial is budgeted at P 1.5M. On the other hand, the media budget which is P 12,853,164 is divided into the traditional and the non-traditional medium. For TV, the budget is P 8,628,819. For the print, specifically the newspapers and magazines, the budget is P 3,025,654 and P 423,200 respectively. The radio gets P210,300 of the media budget. The non-traditional medium, on the other hand, gets P 565,200.