Datu puti soy sauce with isoflavones

• Main Authors: Manikan, Anna Leah R., Santos, Marie Thea N.
• Format: text
• Language: English
• Published: Animo Repository 2003
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17628
• Institution: De La Salle University

Upon the discovery of Datu Puti's Research and Development Department about the high content of Isoflavones in the brand's soy sauce, a need to relaunch and re-introduced the product to the target market seems to be an import. Isoflavones is a new phytonutrient that can help prevent the onslaught of cancer. It is known to promote weaker estrogens in the body that can neutralize the stronger estrogens that can cause cancer. Isoflavones is known to reduce the risk of breast and prostrate cancers. Datu Puti has recently gained the number one spot in most parts of Metro Manila but wants to be the number one soy sauce brand in the entire Metropolis. However, there are still some areas in Metro Manila that is dominated by the market leader Silver Swan, as explained by Mr. Jai Gamboa, Product Manager of SAFI Inc. Due to this, the makers of Datu Puti think that by advertising the added consumer benefit, which is the high content of Isoflovones in their product, they will be able to reach their target market and achieve their goal. In line with this, the thesis aims to achieve the following: 1. To increase the brand awareness of the target market of Datu Puti Soy Sauce with Isoflvones by at least 80 percent. 2. To come up with an IMC advertising campaign that will promote the goal of Datu Puti through the use of traditional advertising like TV, radio and print. Non-traditional advertising will also be utilized such as ad extremes in food courts, billboards, and some PR and promotional events. The group was given a P 30, 000 000 to work with for this advertising campaign. A bigger bulk of the given amount will be allocated for traditional advertising while the remaining figure will be non-traditional advertising. The ads of Datu Puti with Isoflavones will be informative and educational so that people will become aware of the health benefits of Isoflavones. The creative concept of the whole advertising campaign is to promote Filipino health through a healthy lifestyle and proper diet. Thus, the tag line: Kain Kontra Kanser!. The ads of Datu Puti with Isoflavones will be informative and educational so that people will become aware of the health benefits of Isoflavones. The creative concept of the whole advertising campaign is to promote Filipino health through a healthy lifestyle and proper diet. This idea will run through the whole campaign to give it uniformity. Thus, the tag line: Kain Kontra Kanser! In order for the campaign to be effective, the group will use the following media channels with a big of the budget allotted for TV and print. A 30-second TVC will be aired in shows from channels 2 and 7 that are made for homemakers like Sis and Morning Girls. Aside from this, the group will also publish 3 print ads, which are composed of a teaser, introductory, and sustaining ad, in various broadsheets and tabloids. Radio will also be utilized but only with a minimal coverage because the goal of the campaign is to reach the entire Metro Manila area only. Four events will also be recommended and will be implemented by the group to further support and complement the traditional advertising of Datu Puti.