An Advertising campaign for admiral beer
Date of Publication
1994
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
Observers from the industry, the marketing and sales department of ABI & SMC have noted that the beer market has been dwindling for the past several years, owing to the increased prices of beer caused by the imposition of the ad valorem tax and the changing consumption of the Filipino beer drinkers. There are at least 10 brands of beer competing in the market with San Miguel Pale Pilsen owning at least 65% of the market. Because of this, the only way for a new brand to penetrate the market is to be able to cater to the need of that particular market segment. This is what Asia Brewery has been trying to employ, aiming at the male sector, aged 25 to 44, belonging to the D & E socio economic class, and rural based. Admiral Beer's competitor would be Red Horse Beer which caters to the same segment of the market and it comes in the familiar 500 ml bottle but cheaper in price.
The advertising campaign aims to create a brand image for Admiral Beer which the target market can identify themselves with. It will run parallel to the general objectives of Asia Brewery which is to impress the brand image of Admiral Beer in the minds of the people that would attract 75% of the target market to try the product within a 2 year period and at the same time, to capture 45% of the market of Red Horse.
The Advertisement will highlight the personality of the target market/person. Heavy rains, strong typhoon, and lightnings would be used as background. Only a person with a very strong personality who would be able to stand against all these calamities and he would be associated with the target market of Admiral Beer. TV, radio, print, and teh PBA games would be used as the medium of communication for this campaign.
The ad campaign would run for a period of 3 months from the first week of October till the end of the year. Budget allocation is set at P 22M and it could be increased to P 25M depending on the economic condition of the country.
Abstract Format
html
Language
English
Format
Accession Number
TU09879
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
91 leaves
Recommended Citation
Yu, M. L. (1994). An Advertising campaign for admiral beer. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/16955
