A Proposed advertising plan for Le Coeur De France

Date of Publication

1995

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

LE COEUR DE FRANCE opened its first outlet last December, 1994 at the 3rd Floor, Robinson's Galleria. They have added 3 more outlets (SM Megamall, SM Southmall and Shangri-La EDSA) and it aims to open 8 more. By 1996, 12 outlets would be open in Metro Manila key area. Sales of P240M is projected for 1996 wherein 6% goes to advertising budget.

LE COEUR DE FRANCE targets the authentic French Cafe-Bakery segment, an unexplored niche. Their consumer promise is selling authentic French products (breads, pastries, sandwiches, and etc.).

Every outlet of LE COEUR DE FRANCE does not only provide authentic French products but would make the customer feel like they are in France.

Being a new player, LE COEUR DE FRANCE needs to make their target market aware of their outlets, try out their products, make repeat purchases and invite friends and relatives to try their products.

For 1996, LE COEUR DE FRANCE's advertising budget is P 14.4 M. Breakdown is as follows: 40% for Print, 30% for Radio, 8% for Non-traditional advertising, 4% for Promotions and Public Relations, 8% for Research and 10% for Contingencies. Cost of production is included in each breakdown.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09874

Shelf Location

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

Physical Description

87 leaves

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