A Proposed advertising plan for Magnolia chocolait

• Main Authors: Go, Jennifer C., Quisumbing, Eileen T., Uyjioco, Maria Cecilia A.
• Format: text
• Language: English
• Published: Animo Repository 1994
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16908
• Institution: De La Salle University

Throughout its years in the market, Magnolia Chocolait has successfully positioned itself as the chocolatiest . Its present market share is 86% making it the market leader in the sterilized RTD chocolate drink segment. The entrance of Selecta Moo into the market with its positioning as a nutritious chocolate drink is challenging Chocolait's positioning and hold on its market share. Advertising's objectives would be to reinforce Chocolait's position as the chocolatiest drink and to project chocolate as being inherently nutritious. To communicate this message, traditional and non-traditional media will be used. Television will have a weight of 85%, print with 10% and non traditional media will be used. Television will have a weight of 85%, print with 10% and non traditional medium with 5%. Budget breakdown is as follows: 33.94% for TV placements, 9.25% for print placements, 21.22% for TVC production, 81% for print ad production, .27% for non-traditional efforts, 1.53% for special buys, and 15.33% for survey and research.