An integrated marketing communications campaign for Bonakid Choco Boost

• Main Authors: Dizon, Laureen S., Qui, Angeline Suzette G., Sarmiento, Sara Nicole G., Tan, Katrina Joyce U., Yu, Eliza Dominique T.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing; Bonakid Choco Boost
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18205
• Institution: De La Salle University

As a new entrant in the chocolate flavored powdered milk drink industry, Bonakid Choco Boost was introduced by Wyeth in March 2012. It grabbed 9.9% market shares from the 5th age formula milk market and 28.5% market shares from the 5th age chocolate formula milk market six months after its launch. Although market shares are on an uptrend, offtake performance is showing signs of decline. This decline can be attributed to a highly cluttered category. The media landscape of chocolate flavored powdered milk drink is dominated by two big brands, MILO and Lactum 6+ Choco, which outspends Choco Boost over 8 and 12 times respectively. (Bates CHI & Partners, 2013) Its competitors, MILO, Lactum 6+ Choco, Bear Brand and Nido Forti-Choco rely heavily on advertisements focusing communication with mothers. The group believes that in order to effectively communicate the Bonakid Choco Boost campaign to the target market, it must transition from appealing to mothers, to appealing with kids first, and moms second. The creative materials of the campaign will be child centric that will strategically create affinity amongst kids, while it equally focuses its message on product strength to convince moms. Because research, interviews and surveys suggest that Bonakid Choco Boost has low brand awareness as of the moment, the campaign's specific objectives include: to optimize a campaign to establish Bonakid Choco Boost as the brand that enables kids to power up everyday adventures, to demonstrate the triple boost advantage in growth, energy, and immunity found in Bonakid Choco Boost, and to engage kids and make them experience the chocolateyness of Bonakid Choco Boost. The primary target market are kids aged 7 to 9 who are the main consumers of the product. Sociable, highly imaginative and curious, they are at the stage where they are often very excited by, and genuinely interested in the world outside of home. They like to drink chocolate milk because to them, chocolate is always associated with fun and happiness (Bates CHI & Partners, 2013). These kids are empowered and have more autonomy in decision-making within the family and are vocal about what they want their parents to buy. They often have the ability to employ Pester Power which refers to compelling their parents into purchasing items they may not otherwise buy (Bhattacharyya and Kohli, 2007). Meanwhile, due to the immense influence of mothers that partake in purchasing decisions, mothers with kids aged 7 to 9 are the secondary target market. Both primary and secondary target markets come from socio-economic segments C1 and C2. The campaign will cover an entire year with a Php 140 million budget. The media mix will include above-the-line, below-the-line advertising and digital efforts. The detailed media schedule, advertising and production costs are to keep the campaign in line with its objective and its advertising budget.