An advertising campaign for Progress Gold

Date of Publication

2005

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Advertising and Promotion Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jose Luis R. Liongson

Defense Panel Chair

Angel Felix D. Basilio

Defense Panel Member

Denis Gutierrez

Abstract/Summary

Progress gold is a premium growing up milk formula for one to three year olds produced by Wyeth Consumer Healthcare. Progress Gold has a mix of nutrients and minerals for advanced mental and physical development, which has been marketed as the Gold Brain and Body Formula. This formula is composed of preformed Arachidonic Acid (AA) and Docosahexaenoic Acid (DHA). The AA and DHA in Progress Gold is source from Single Cell Organisms, which are safe, pure and concentrated. The DHA and AA content of Progress Gold is 4 times that of the concentration of AA and DHA found in fish oils. Other than that, it is also composed of 5 Nucleotides and Natural Carotenoids, which strengthens the child's body resistance and helps in in various functions of the body. Aside from these 4 of the most essential nutrients, it has 21 more vitamins and minerals for the child's basic needs. All of these work together to give a complete nutrition for the active toddler, who needs it most at the crucial growing up stage.

Wyeth started out as a small drugstore in Pennsylvania, and today it has over 86 branches around the world. Today, the product line of Wyeth includes consumer healthcare products, animal care products, and pharmaceutical products among others. These are each divided into Wyeth Pharmaceuticals, Wyeth Consumer Healthcare and Wyeth Animal Health. Wyeth products are sold in more than 140 countries, making it a global health leader. Well-known brands carrying the Wyeth name include Robitussin, Advil, Incremin, Centrum, Clusivol, Promil, S26, among others.

Progress Gold caters to career-driven working mothers in the B and Upper c economic classes. They appeal to mothers who want nothing but the best for their children. The proposed advertising campaign will be targeted towards them because most mothers will not want to compromise their childrens holistic development for any other milk. Specifically, this proposed advertising campaign will be targeting women ages 3 to 34, belonging to B and Upper C market. The objective is to convince mothers that Progress Gold, despite its premium price, is the growing up milk formula with a long list ]of nutrients that gives the complete list of benefits that most mothers find important for the holistic growth of the child.

With the above details, the group has decided to implement an advertising campaign tagged as the Everything campaign for Progress Gold. This concept will be executed in a gentle and heartwarming manner, with the use of an emotional appeal in advertising. To make sure that our advertising will be visible, our media mix will be composed of TV, radio, newspapers, magazines, and brochures. The 6-month campaign will start in January of 2006 and will end in June of the same year.

The budget for the campaign will be Php22 Million because we will be using tri-media in advertising the product. The budget proposed for the advertising campaign was deliberated with the company's financial statement and the current industry situation in mind.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16235

Shelf Location

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

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