An Advertising campaign for Seventeen Jeune Campagnie

• Main Authors: Andaya, Dustin B., Chu, Myla
• Format: text
• Language: English
• Published: Animo Repository 1992
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16750
• Institution: De La Salle University

Seventeen Jeune Campagnie is one of the numerous brand names carried by Cinderella Marketing Corporation. It caters to the teenage and young adult market composed basically of people belonging to the 13 to 25 year old age group. During the earlier years, Seventeen was only provided a small space within the large Cinderella department stores. Recently however, Seventeen proved to be very profitable and went on to become one of Cinderella's top brands. As a result, Seventeen has expanded its operations and strengthened its current position by opening two separate free standing stores. In order to sustain its growth, Seventeen needs a mroe aggressive advertising strategy. The group's prime directive is to create a feasible advertising plan for the summer collection of Seventeen Juene Campagnie. The objective proposed by the group is to increase target market awareness by at least 30% which may in turn boost sales to around 15%. At the same time, the advertising plan should also be able to work within an actual budget established by Cinderella. The total budget for the whole campaign is approximately P 850,000(pesos). This will be used for the months of March, April, and May (1993), the summer season. In order to formulate this particular advertising plan, a compilation of data from several texts and interviews were required. A total of nine written sources were utilized and six personal interviews were conducted to insure the most accurate information was gathered. Furthermore, an extensive research on our competitors was implemented. This data was then used as a basis for all decisions made as to the methodology of the advertising plan. Through careful data gathering and analysis, the group applied the most suitable forms of media working within our limitations. The result is what we believe to be the most appealing and effective advertising plan for Seventeen Juene Campagnie. The group has developed an advertising plan revolving around one concept and one title. The concept being clothing for the hot summer season and the title being Seventeen Under The Sun. The strategy involves highlighting Seventeen's apparel for summer use. In doing so, the group will not only be concentrating on regular summer wear like shorts, swimsuits, T-shirts, and tank tops, but also regular, year round clothing like dresses, collared shirts, sweatshirt, jeans, slacks, and other clothing accessories (sunglasses, shoes, socks, etc.). The difference would lie on their treatment. The group will be featuring all kinds of clothes and how they are to be worn...Under The Sun.