An advocacy plan for red for life 2010 by FH Folded & Hung

• Main Authors: Lopena, Katherine, Pecaoco, Felice Ann, Sese, Jackielyn
• Format: text
• Language: English
• Published: Animo Repository 2009
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18180
• Institution: De La Salle University

Folded and Hung is one of the top and fashion forward retailing clothing brands in the country. The brand offers fashionable clothes at a reasonable price with high standard quality. This advocacy plan aims Folded and Hung to increase awareness of the brands advocacy entitled Red for Life, for the benefit of the Philippine National Red Cross Blood Samaritan Fund. The target market of the campaign will be ages eighteen (18) to twenty three (23), socio-economic class B and C1. These consumers are the ones who are updated with the latest fashion trends. The market will also extend from twenty four (24) to twenty nine (29). The campaign will showcase a product line of clothes and accessories, wherein 20% of the profit will be donated to Red Cross Blood Samaritan Fund. The pricing of the product line will be the same with how the standard costing is done in the company. The clothes line will be limited to the top 15 stores with the highest sales in the Metro Manila. The advertising program will have three endorsers namely Maja Salvador, Sam Milby and Angel Locsin. Utilization of media will be evident with Billboards, TV, Radio, Magazines and Newspapers placements. The campaign will also hold events like the Campus Tours and a marathon or Fun Run. A budget of Php 2, 201, 700 is proposed for investment that will basically be spent on production of the product line and advertising, with a projected net income of Php 432,192 and Php 651, 653 monetary donation to Philippine National Red Cross Blood Samaritan Fund.