A Proposed advertising plan for Penshoppe

• Main Authors: Alindogan, Margarita, Dela Luna, Ronald, Geronimo, Maximo
• Format: text
• Language: English
• Published: Animo Repository 1996
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16739
• Institution: De La Salle University

Penshoppe has grown by leaps and bounds since its opening in March 1986 in Cebu. Penshoppe is also the only brand of clothing from Southern Philippines to gain nation-wide acceptance. This is easily exemplified with its number one position with regards to sales and top of mind recall as compared to its main competitors, Bench and Giordano. Though Penshoppe is the most successful within its circle of competitors it has a lingering image problem. In order to uplift the image of Penshoppe to its target public it must use an advertising campaign that shows its real image. Its image being one that is youthful, dependable, and of course fashionable without going overboard. Penshoppe will focus its advertisements at its target market which are males and females between the ages of 13 and 19 coming from the A, B and upper C economic class. The advertisement campaign will use TV as its main type of medium in carrying its message. The TVC will be supported by print, radio and non-traditional mediums. The campaign has a budget of 20 million pesos inclusive of production cost, media placements and a contingency fund. The whole Penshoppe campaign will run for the whole year of 1997.