An Advertising campaign for Splash Manufacturing Corporation

• Main Authors: Abubakar, Allen, Perez, Marc Randall, Purugganan, Raoul, Santos, Lacirre
• Format: text
• Language: English
• Published: Animo Repository 1998
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16773
• Institution: De La Salle University

Splash Manufacturing Corporation can be considered as a lone budding flower amongst a dense foliage of trees competing for sunlight. And this analogy is very symbolic of the situation the company is in right now. Splash is virtually rivalling with the corporate giants such as Procter & Gamble, Unilever PRC, Colgate-Palmolive, and Johnson & Johnson-companies that are well renowned, not only in the Philippines, but all over the world. Yet, just by a simple glimpse of their sales, the company is quite successful in their strife within the industry as they are actually experiencing large growth rates for the past five years. In fact, the company has achieved a gross sales level of 1.8 billion pesos, a 132% increase from its 1996 level of about 775 million pesos. But Splash was not always the unyielding David amongst the Goliaths. Back in 1985, it was just a small enterprise producing a narrow product line and supplying them to beauty salons. Through its will and determination, the company has survived the tough pressures and challenges brought about by the industry's competition. Today, Splash has a wide product line that is performing well in the market. And it is quite inevitable, with the rate the company is going now, that Splash would be a force to be reckoned with and would actually be a major threat to those companies on top of the industry. The company is driven by the vision that they produce globally acclaimed, proudly Filipino-made personal and beauty care products. And this vision is very achievable. Aside from its local market here in the Philippines, Splash products are also available abroad and are actually performing well in terms of export sales. Countries that Splash exports its products to are China, other South East Asian countries, and some parts in the United States. In an industry dominated by world-renowned companies, each participant has to identify himself in order for the market to know and be aware of their existence. And what better way than to use corporate advertising? This advertising campaign for Splash Manufacturing Corporation primarily aims to promote the company as a proud Filipino corporation that is one with the Filipino people in celebrating the nation's 100th year of Independence. The Centennial Celebration this year actually serves as a very potent weapon for Splash, which is a proud Filipino company-a claim that none of the foreign-based, multi-national giants can have. This very significant event would actually serve as a perfect complement to the company's slogan Bagong Pilipino, Maka-Pilipino. Thus, the strategy is to 'ride' with the celebration of the Philippine Centennial. The advertising campaign would therefore have a nationalistic appeal. The creative materials would depict the young Filipino woman as a modern-day hero and that Splash is proud of her. Along with this main theme, a catchy and nationalistically appealing song/jingle (to be played in the television commercial) has been specifically prepared for this particular advertising campaign. The title of the song is Makabagong Bayani. This advertising campaign is expected to reach at least 30% of the target market which are the females age 15 to 25, belonging to a particular age group known as the generation-X. They belong to the broad C economic class. This campaign will tend to enhance the company's image towards its market and perhaps also, towards every Filipino. Two million and five hundred thousand pesos has been allocated by the company as the budget for the production and placement of this advertising campaign. Due to the budget constraint, only print and television will be used as media and the campaign will only run from May 23 to June 12, 1998.