An Advertising campaign for Asia Brewery, Incorporated's admiral beer

• Main Authors: Bonde, Vanessa Yau, Go, Erlynn Chan
• Format: text
• Language: English
• Published: Animo Repository 1994
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16807
• Institution: De La Salle University

ADMIRAL BEER is Asia Brewery, Incorporated's entry in the high alcohol segment to serve the growing market of heavy beer drinkers. It is to be directly positioned against the only player in the high alcohol beer segment today-Red Horse Beer. This advertising campaign aims to: 1) create awareness of Admiral Beer among its target market-male, heavy drinkers, aged 25 to 44, belonging to the DE socio economic classes 2) encourage the target market to try Admiral Beer and 3) influence them to shift from Red Horse Beer to Admiral Beer. These objectives can be achieved by positioning the product as a lower priced and better tasting high alcohol beer, which is Admiral Beer's unique selling points. A survey conducted shows that these are two of the most important factors that affects the purchase decision of the target market when it comes to beer. Image, which is the third consideration of the target market will also be subtlety applied in this advertising campaign. Given the advertising budget of P 12.5 million, the following forms of media can be utilized to reach 92% of the target market during its year of launch: Television Newspaper/Tabloids Radio Pop displays/Posters PBA signages The combined use of the above mentioned media as well as its proper placements is most effective in achieving maximum results on the objectives set by the company.