Advertising Plan Sample

ADVERTISING CAMPAIGN

NINJA GOHAN
Japanese Food

2nd semester

I. Situatuional Analysis 01

A. Company History :
Ninja Gohan was first established last Febuary of 2010, in Waltermart Dasmarinas. Mrs. Amie Hoble, who is exposed in catering and management, together with his husband who is an experienced chef and her sister and her sister’s husband who before hand already owned a Japanese restaurant, joined forces and worked together in order to make Ninja Gohan possible. Then, they decided to move their business to Nicacia, Dasmarinas. In year 2011, they placed another branch at Brgy Sta.Fe, Congressional Rd., Dasmarinas City, fronting DLSU-D . B. Product History :
Ninja Gohan serves different variety of Japanese food to their customers. Their product’s ingredient are all imported from Japan. But since their business is located here in the Philippines and most of their target markets are Filipinos, they decided to adjust the flavors of their products to suit the Filipino taste buds.
Strenghts
• It is the newest Japanese restaurant in Dasmarinas Cavite.
• All ingredients are imported from Japan.
• The location of the restaurant is effective

Weaknesses
• The restaurant does not have enough employees to serve the customers.
• The space of the restaurant is only limited to 3 dozen customers.
• Since it lacks employees, it has a very slow service.
Opportunities
• The restaurant may build more branches not only in Cavite but also in the other areas of the Philippines in the future.
• They can expand the space of their restaurant

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Threats
• Cafeterias and carinderias near Ninja gohan that offers much affordable prices on their menus.
• Changes in the economy
• Competition from other Japanese restaurant like Jatayna.

C. Consumer Evaluation

I. Consumer Makeup

GROUP 1 | Age | 11-25 | Gender | Female, Male, LGBT | Income | P100-P5000 | Education | Highschool & College | Race | All (Mainly Filipinos and Asians) | Social class | Working class, Middle class, Upper class | Family size | 4-5 | Geographical | Dasmarinas, Cavite | Product user | Loyal to brand | Lifestyle | Japanese food lovers, fun seekers,single |

03 GROUP 2 | Age | 11-25 | Gender | Female, Male, LGBT | Income | P100-P5000 | Education | Highschool & College | Race | All (Mainly Filipinos and Asians) | Social class | Working class, Middle class, Upper class | Family size | 4-5 | Geographical | Dasmarinas, Cavite | Product user | First time buyer | Lifestyle | Students, Single, |

GROUP 3 | Age | 25-35 | Gender | Female, Male, LGBT | Income | P15,000-80,000 | Education | College graduate | Race | All (Mainly Filipinos and Asians) | Social class | Working class, Middle class, Upper class | Family size | 4-5 | Geographical | Dasmarinas, Cavite | Product user | Loyal to brand | Lifestyle | Single, married, employee,working |

GROUP 4 | Age | 25-35 | Gender | Female, Male, LGBT | Income | P15,000-80,000 | Education | College graduate | Race | All (Mainly Filipinos and Asians) | Social class | Working class, Middle class, Upper class | Family size | 4-5 | Geographical | Dasmarinas, Cavite | Product user | First time buyer | Lifestyle | Single,married, employee, working |

GROUP 5 | Age | 35-50 | Gender | Female, Male, LGBT | Income | P15,000-80,000 | Education | College graduate | Race | All (Mainly Filipinos and Asians) | Social class | Working class, Middle class, Upper class | Family size | 4-5 | Geographical | Dasmarinas, Cavite | Product user | Loyal to brand | Lifestyle | Single, Married, Employee, Working |

2. Market Segmentation

Geographical Segmentation | Bacoor, Imus, and Dasmarinas, Cavite | Product User Segmentation | First time buyers, Loyal to brand | Lifestyle Segmentation | Single, Married, Working, Fun seekers, Intimates | Demographic Segmentation | Teens, Generation X, Baby Boomers |

3. Positioning

* Ninja Gohan is positioned as a Japanese restaurant. * Ninja Gohan is positioned as a restaurant with high quality Japanase food. * Ninja Gohan is positioned as a variety of premium Japanese food with imported ingredients. * Ninja Gohan is positioned as a Japanese restaurant with excellent service.

06 3. Competitor Evaluation

Primary Competitor :

1. Jataina – They positioned themselves as a Japanese restaurant, but they make use of local products in preparing their dish. Their products are also affordable but has low quality.
Secondary Competitors 1. La Siette – A canteen with a much wider space located at the back side of Ninja Gohan. They sell food combinations such as Tapsilog, Chicksilog, Tocilog etc. 2. Country Side – A small restaurant located at the opposite of Emillio Aguinaldo College. They serve steaks, burgers and different kinds of refreshment to their customers. 3. Spaghetti Haus – accepts catering services and delivery.. 4. Mebite – has fast service and has different food selection each and everyday. It offers unlimited soup and gives out a 700ml of softdrink for free to a group of 4 customers. 5. Fiat – is a small airconditioned canteen which offers the same menu everyday with unlimited soup and sells different kinds of dessert. Has the most expensive food among the competitors.

07 II. Marketing Goals

Short term :
1. To increase sales by 20%
2. To improve the frequency of purchase
3.To continue to serve customers with excellent service

Long term:
1. To be known as one of the best restaurants in Cavite that serves high quality Japanese foods.
2. To create brand leader in a particular market.
3. To build more branches in the province of Cavite.

III. Budget A. Breakdown of Budget Allocation

08 IV. Advertising Recommendations A. Target Market 1. Demographic Profile

GROUP 1 | Age | 11-20 | Gender | Female, Male, LGBT | Income | P100-P5000 | Education | Highschool & College | Race | All (Mainly Filipinos and Asians) | Social class | Working class, Middle class, Upper class | Family size | 4-5 | Geographical | Dasmarinas, Cavite | Product user | Loyal to brand | Lifestyle | Japanese food lovers, fun seekers, single | 2. Psychographic Characteristics
Since Ninja Gohan is a Japanese restaurant, our main target market are the Japanese food lovers in the age of 11-20, which can be found in Group 1. About one fourth of the Philippine population has already taste and love Japanese food. Most of these people have already embraced the culture of Japan and have greatly influenced them in their daily lives

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B. Advertising objectives

* To increase awareness in at least 90% of the target market within 6 months. * To get the target market to be familiar with the product. * To encourage new customers to purchase the product within 3-6 months. * To reach new geographical areas

C. Creative Strategy * To create awareness of the product within the city of Dasmarinas, Cavite, before taking the next step in targeting the other provinces of Cavite. * To reinforce brand recognition * To reach new geographical areas * To inform about product availability * To strengthen image of product in consumer’s mind * To build customer loyalty

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D. Executions * Lamp post banner

11 * Pamphlet

12 * Internet ad (Twitter account)

13 * Roving ad / Food truck

14 V. Media Recommendations A. Media Objectives * Lamp post banner * To create awareness of the product. * To remind consumers about our product. * To emphasize range and choices of the products we offer.

* Pamphlet * To give customers more information about the product. * To get across the idea of a unique product.

* Internet ads * To connect consumers through twitter. * To update and to remind customers about our product. * To increase product awareness through twitter

* Roving ads / Moving Kitchen * To introduce product in new geographical areas. * To encourage new customers to purchase our product. * To develop favorable attitudes.

15 B. Media Strategy * Lamp post banner
Lamp post banners will be placed within the streets of Aguinaldo High way, Palapala and Salitran within 2 months. These banners will catch the attention of drivers and passengers, and will increase their awareness about our product.

* Pamphlets
Pamphlets are an extremely powerful tool that can furnish an enormous boost to an advertising strategy if it is applied appropriately. Since it represents the brand image of an organization, we would want to make it appear as striking as possible. These pamphlets would be distributed in the target areas, and will be also distributed to our customers within 6 months .

* Internet ads
Among all Internet advertisements, we decided to create something that is effective and that doesn’t require fees, due to our lack of budget. So our group decided to make a twitter account, since Ninja Gohan already has a Facebook page and a website. We decided to make use of twitter , because 80% of the population have twitter accounts. We also believe that it is an effective tool to connect with the customers. * Roving ads / Food truck
Our main advertising objective is to introduce our product to different geographical areas, to make this possible we decided to make use of Roving ads / Food truck for 6 months. This food truck will roam around and stop in the areas of Salitran, Palapala, and Dasmarinas Bayan during 9am -4pm of weekdays .

16 C. Media Excecutions
Lamp post banner
These lamp post banners will be placed in the streets of Aguinaldo High way within two consecutive months.

Pamphlets
Pamphlets will be given away for 6 consecutive months to our cstomers.

Internet ads Ninja Gohan’s twitter account will be updated continuously for announcements and it will serve as a connection to the consumers and the restaurant.

Roving ads / Food truck Ninja Gohan’s Food truck / Roving ads will roam around and stop in the streets of Salitran, Palapala and Dasma bayan from 9am to 4pm of weekdays, in order to sell and introduce their product.

VI. IMC RECOMMENDATIONS A. Sales Promotion Recommendation
For customers to enjoy the service more, Ninja Gohan will be giving away coupons during holidays. Each coupon has 10% discount on selected meals. The coupons can be redeem inside the restaurant at the counter every after purchase. This promotion can help Ninja Gohan attract more customers and build its brand image to its target market and potential customers.

VII. Conclusion

The main objective of this advertising campaign is to simply, increase awareness and to create a brand recognition. So our team came up together with an effective plan that will reach these goals. Since Ninja Gohan is still starting to grow, and is still known within the boundaries of the Congressional road in Dasmarinas Cavite, we decided to first target the areas with in Dasmarinas before taking the next step into introducing its product in the other provinces of Cavite.