PINOY

WRAPS
A D V E RT I S I N G C A M PA I G N
I. EXECUTIVE SUMMARY
With the ever growing economy of the Philippines, Filipinos are moving in a faster pace than
ever before. With the need to rush everywhere, in between meetings and school, PinoyWraps
will be there for every student and young professional.

PinoyWraps is a simple go-to wrap with the all the Filipino flavors, and richness. PinoyWraps
embodies the Filipino culture in its various flavors.
II. SITUATION ANALYSIS
In the Philippines, street stalls/kiosks continues to be a popular channel among
entrepreneurs because of its low capital requirement and strong earning potential. Street
stalls/kiosks are also the easiest and fastest way to grab a bite for those with a busy lifestyle.

Food is the largest segment of the food & grocery retail market in Philippines, accounting
for 82.9% of the market's total value.
 4%
Street stalls/kiosks registers current
value growth reaching PHP 93.8 billion in
2016

In 2017, outlet number rises by 1%,

having a total of 38,792

Source: Euromonitor International
FORECAST SALES IN STREET STALLS/KIOSKS:
FOODSERVICE VALUE 2016-2021RY DATA
II. SITUATION ANALYSIS

Competition between players is fierce due to the limited level of product differentiation and
consumer's negligible switching costs, combined with a challenging and volatile industry
environment.
INDUSTRY REVIEW: SIZE,
GROWTH, TREND
The Filipino food industry has been growing at a good rate in recent years; a trend that looks
set to continue in the forecast period.

Growth in this industry is being driven by strong domestic consumption, a growing

population, increasing urbanization, wage growth, and a buoyant economy.
 FILIPINO FOOD INDUSTRY

Meat
Products:
%
CAGR:
14.53
SIZE
Target Market: Millennials

Those aged 25-29 had

an average gross
income of PHP 209,337
in 2016, which was the
third highest level
TARGET MARKET: MILLENNIALS
Makati

Demography Total Population (2015 Census): 582,602

Population Density (persons/sq.km.): 27,010
Total Philippines Population – Millennial - 62,263,325
Total Philippines Employed Population – 41, 755

Source: Philippine Statistics Agency

TREND
Expanding consumer base due to food options that are more affordable and visually appealing.

Players have started reaching out to young professionals and younger consumers with lower budgets,
but with a high propensity to spend, by presenting them with lower-priced options or higher-value-for-
money choices.

Source: Euromonitor International

TREND
● The hectic lifestyles being led by urban dwellers, plus the unsociable working hours,
small condo kitchens and worsening traffic conditions, are leading young
professionals to eat out more frequently rather than prepare food at home

Source: Euromonitor International

S
MARKET SIZES
Expanding Middle Class

“The middle- and high-income groups both registered a positive but weaker outlook as they
anticipated lower salary and higher household expenditures. For the next quarter and the year
ahead [2018], the sentiment of consumers was less favourable for the low-income group, steady for
middle-income and was more upbeat for high-income”.

Source: Euromonitor International

GROWTH
Philippines: Production Context
GROWTH
The Philippines is expected to significantly expand their meat and fish production
supported by growing economies and improved infrastructure ensuring better sanitation
and logistics.

Source: Euromonitor International

 III. ADVERTISING
RECOMMENDATION
● Statement of General Objectives
● Creative Strategy
○ Target Person
○ Creative Objective
○ Consumer Promise:
○ Support
○ Brand Personality
○ Tone and Mood of Advertising
CONSUMER PROMISE
“The only wrap that offers authentic Filipino cuisine, made affordable for everyone on
the go”

- PinoyWraps offers all-time favorite Filipino meals and flavors that will cater to
Filipino taste in order to create loyal following and consistent quality.
COMPETITORS
Taco Bell

- Taco Bell Corp (Taco Bell), a subsidiary of Yum! Brands Inc is a Mexican quick service
restaurant operator. The company offers products such as tacos, burritos, gorditas,
quesadillas, salads, nachos, chalupas, beverages, sides, and others.
- Taco Bell markets products under the brand of TACO BELL. The company offers gift cards,
online ordering and delivery services. Taco Bell is headquartered in Irvine, California, the
US.
TACO BELL
Website
TACO BELL
Facebook Posts
COMPETITORS
Turks

With a growing count of over 300 outlets nationwide, Turks is now one of the most
successful shawarma franchise brands in the Philippines. Turks Shawarma franchise is
among the top shawarma franchise brands in the industry today, helping over a hundred
successful franchisees and generating thousands of jobs for the Filipino community.
TURKS
Website
 TURKS
Facebook posts
CORPORATE PROFILE
● Who is PinoyWraps?
Pinoy Wraps takes pride in serving Filipino food wrapped with pita bread – the first
authentic Filipino shawarma. It offers Pinoy dishes like adobo flakes, bangus, bagnet, and
embutido. Pinoy Wraps offers all-time favorite Filipino meals and flavors that will cater to
Filipino taste in order to create loyal following and consistent quality. It caters to highly
budget-conscious millennials for an affordable and satisfying meal.
 SWOT MATRIX
Opportunities Threats
Increasing population of young
Competitors
professional/students
Branch Expansion Substitutes
What Café Antix should watch out for
Strengths What Café Antix should Exploit (SO)
(ST)
Be the food stall known for its Pinoy wraps
1. Unique business theme
dishes. (S1, O1)

2. Pioneer of wraps that made of Pinoy Market that the food stall uniquely caters for Competitors may open stalls because
dishes busy people that loves Filipino food(S2, O2) of success of Pinoy Wraps(S2, T1)

3. Accessible Stall Location

4. Unique products/menu

Weakness What Café Antix can improve on (WO) What Café Antix should avoid (WT)
Add more Filipino dish to be made as wraps Customers might opt to choose other
1. Limited product offerings
(W1, O1) stalls that offers what they like
Redesign the stall where customers can eat
2. Limited space
(W1, O2)
CONCLUSION
Given the data above, we will do an awareness campaign for
PinoyWraps to make it known to its target market. Media mix
that will be used; print and digital.
III. ADVERTISING
RECOMMENDATION
● Creative Executions
○ The “Big” Idea
● Media Strategy plus Rationale
○ Target Market
○ Media Itinerary.
○ Media Objective. Translated terms of reach and frequency objectives.
○ Media Mix. Combination of media to use.
○ Media Rationale. Reason for use of each medium.
● Media Plan and Schedule
● Allocation of Advertising Budget
● Statement of Expectation
 STATEMENT OF GENERAL
OBJECTIVES
To generate Php 75,000 net income by 2019.

The primary objective of this campaign is to create awareness for PinoyWraps and how it
can be the best “meal” option for millennial commuters and workers
 STATEMENT OF GENERAL
OBJECTIVES (ADVERTISING)
To further increase brand awareness to the young professionals and college students living
and studying at the nearby towns of Makati, MOA and Ortigas (e.g. SM Mall of Asia, SM
Megamall) is the primary objective of Pinoy Wraps. As well as to capture the food enthusiast
as potential customers.
CREATIVE STRATEGY
TARGET PERSON #1
Personification of the Target Market:

Sarah is a young professional who works in Makati. She upholds an entry level position in a
financial institution. She loves Filipino food. However, due to her busy schedule she finds it
challenging to eat authentic Filipino cuisine. Sarah lives in a fast paced environment which
requires food that is on the go. Like other young professionals, she likes going to the mall during
the weekends and travelling.
TARGET PERSON #2
Personification of the Target Market:

Bryan is a 4th year college student studying in a school in Taft Manila. Being so busy with
thesis, and regular classes, Bryan needs a quick fix when hunger strikes. He also likes to keep fit
by working out when he has time to spare. He enjoys hikes with friends and family, and spends
most of his weekends outdoors.
TARGET PERSON #3
Personification of the Target Market:

Jesse is a mid-level employee in a corporation, rushing from one meeting to another meeting
with clients to close deals or to keep up rapport. Jesse takes his meals while in transit so as to
not be late. Jesse spends his weekends at home recuperating from a busy week.
CREATIVE OBJECTIVE
We will now position PinoyWraps as the reliable
snack companion for young professionals that are
always on the go.
The primary objective of this campaign is to create awareness for
PinoyWraps and how it can be the best “meal” option for millennial
commuters and workers
CONSUMER PROMISE

PinoyWraps promise that millennial commuters and

workers will be full and satisfied after eating.

The only wrap that offers authentic Filipino cuisine, made affordable for
everyone on the go.”
 SUPPORT
● Pinoy Wraps takes pride in serving Filipino food wrapped with pita
bread – the first authentic Filipino shawarma.

● Pinoy Wraps offers all-time favorite Filipino meals and flavors, such as
adobo flakes, bangus, bagnet, and imbutido, to name a few, that will cater
to Filipino taste in order to create a loyal following and consistent quality.

● It caters to highly budget-conscious millennials for an affordable and

satisfying meal.
BRAND PERSONALITY
If Pinoy Wraps was a person, the brand can be described as “kalog”, youthful and modern.

If Pinoy Wraps was a person, it would be Alex Gonzaga.

TONE AND MOOD OF
ADVERTISING
Casually informative with a Taste of Humor.
CREATIVE EXECUTIONS
THE BIG IDEA: PRODUCT
TRUTH
Product Truth

● Pinoy Wraps takes pride in serving Filipino food wrapped with pita bread – the first
authentic Filipino shawarma.
● Pinoy dishes like adobo flakes, bangus, bagnet, and embutido are one of the many
choices that Pinoy Wraps offers.
● Pinoy Wraps offers all-time favorite Filipino meals and flavors that will cater to Filipino
taste in order to create loyal following and consistent quality.
● It caters to highly budget-conscious millennials for an affordable and satisfying meal.
THE BIG IDEA: CONSUMER
INSIGHT
Consumer Insight

I always crave for Filipino food however, due to limited time and budget, sobrang daming
ginagawa. It’s really hard squeeze good food to my busy schedule.
THE BIG IDEA
Basic:

With PinoyWraps, I can have a satisfying meal despite of having limited budget while on
commute.

Refine:

PinoyWraps offers authentic Filipino cuisine, made affordable for millenials on the go

Final: On the Go Ulam Wraps sa Presyong Swak

DIGITAL MARKETING
Pinoy Wraps will utilize Digital Marketing.
As the table shows, Philippines is ranked 1st
for most time spent on social media (3 hours
and 57 minutes per day)

Marketing Essentials: Increase paid media in

social , Balance push & pull marketing
activities (reprioritize by adding audience
value).
LOGO
STORE PEG

Colors that will be used: Light yellow, blue and red

PACKAGING
TARGET MARKET
MEDIA MEDIA
ITINERARY OBJECTIVES
• Morning: Preparation for going to
work/school ● To make Pinoy Wraps known to its
• Go to work/school target market
• Do meetings/schoolwork ● To increase brand awareness of Pinoy
• Noon Wraps thru print and digital
• Eat lunch advertisement.
• Chat with ● To increase market share of Pinoy
officemates/classmates Wraps and make it to the top choice of
• Evening its target market.
• Go home from work/school
• Weekends: Go to mall/catch up w/
friends & family
 MEDIA MIX MEDIA
● Print Advertisement - Has long life in RATIONALE
terms of quality, high reach. Why Print and Digital?
○ Out of Home
○ Flyers Print and Digital media is still the best medium
○ Posters for Pinoy Wraps because:
● Social Media - Has large target market
involvement and high reach. ● Permanent.
○ Facebook ● Cheap.
○ Instagram ● Target market involvement
● Long life in terms of quality
PRICING
DISTRIBUTION
Free delivery for a
minimum order of 350
REMINDER ADS
FACEBOOK POSTS
VIDEO
INFLUENCER AD
MEDIA PLAN AND SCHEDULE
**Social media posts and boosting (sched)/. Print advertisements will also be used seasonal
while there is a continuous year-round in Social Media to capture/ reach the primary target
aggressively.
ALLOCATION OF ADVERTISING
BUDGET
Expenses Allotted Budget

Celebrity Talent Fee: P60,000

Alex Gonzaga

Social Media Post P18,000

Boosting (Facebook
Ad Manager)

Events and PR P100,000

related activities

Grand Total: P178,000

STATEMENT OF EXPECTATION
Campaign will be evaluated by the following method:

● Direct Rating Method - here, customers are directly asked to rate the advertisement and
then these rating are calculated.
● Recognition tests - Recognition is a matter of identifying something as having seen or
heard before. It is based on the memory of the respondent.
● Brand Persuasion Test: This test measures the ads on their ability to influence ‘brand
preference’ levels in the category.
● Sales Effect Test: Advertising is aimed at improving the sales volume of a concern
company so its effectiveness can be evaluated by its impact on sales.
APPENDIX A
Philippine Law on Advertising

ARTICLE 108 CONSUMER ACT OF THE PHILIPPINES

The Department of Trade and Industry (DTI) is responsible for enforcing the provisions of
the Act.

The Department of Health is the agency that oversees the products with respect to food,
drugs, cosmetics, devices and hazardous substances.
APPENDIX A
Special Requirements for Food, Drugs, Cosmetic, Device or Hazardous Substances The
following rules must be followed:
a. No claim in the advertisement should be made that is not contained
in the label or approved by the DOH.
b. It is unlawful to advertise false, misleading and deceptive advertisements, for food,
cosmetic, device or hazardous substance.
c. Where a standard has been prescribed for a food, drug, cosmetic. or device, no person
shall advertise any article or substance in a manner that is likely to be mistaken for such
product, unless the product actually complies with the prescribed standard.
APPENDIX A
d. May not make use of any reference to any laboratory report of analysis required to be
submitted to DOH, unless such laboratory report is duly approved by DOH. Article 108
declares that “The State shall protect the consumer from misleading advertisements and
fraudulent sales promotion practices.”

e. It should always be approved by DOH.

APPENDIX B
Digital Campaign

PinoyWraps
FACEBOOK PAGE
facebook.com/PinoyWraps
INSTAGRAM PAGE
instagram.com/PinoyWraps
 WEBSITE
PinoyWraps.wixsite.com/mysite