1994 proposed advertising campaign for Bench

Date of Publication

1993

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Bench is currently the market leader in the apparel industry. It manufactures and markets shirts, slacks, polos and jeans. It competes with Penshoppe and Company B for its share of the market because they practically market the same products that Bench is offering to its consumers. Of these two competitors, Penshoppe is considered to be Bench's main competitor. The reason for which is that both Bench and Penshoppe come up with equally aggressive ad campaigns. Not only do they sell the same product but they also sell it to the same target market.

In the apparel industry where you sell the same products at practically the same price, the only element which could make their target market purchase the product over its competitors is the projected image of the product. The proposed advertising campaign for Bench aims to project the Bench image of casual elegance and easy ruggedness by means of tri-media. The promise being that it is an apparel that you can take anywhere is not expressly stated but projected in its advertisements.

Given these facts, Bench aims to achieve the following marketing objectives:

a) To have a 20% increase in sales volume for the year 1994.

b) To increase market share, which is now estimated at 40% to 45%.

On the other hand, the advertising objective is to make 70% of the target market aware of the Bench image and promise.

The proposed media strategy utilizes tv, radio and print to communicate to the target audience. TV will be the carrying medium because of its visual and audio appeal. Radio on the other hand will serve as a support medium in months when there are no TVCs being aired. Print also will be developed for special occasions such as Christmas and Bench Anniversary.

An executive probe will be conducted to evaluate the effectivity of the campaign launched for Bench. Questions on recognition and recall will be asked to measure the impact of the commercial on its target audience.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09699

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

42 leaves

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