COMPANY OVERVIEW
Mekeni Food Corporation began in 1986 as a home-based chicharon and tocino enterprise of husband and wife, Felix M. Garcia & Medicia L. Santos, both public school teachers from barrio Balubad, Porac, Pampanga. But the business spans over two decades earlier, when the couple, assisted by their five sons – Adrian, Pruds, Lito, Doods and Nards, ventured into backyard poultry and piggery to augment the meager family income. With a loan and some savings on hand, the family starting out with 100 chicken heads, a pen, and two piglets. The children school kids then, also engaged in selling “ice candy’ and chicken eggs within the neighbor hood and at the nearby palengke (public market). Everyone, especially the boys, had a hand in the business – from cleaning the pen, mixing the feeds to gathering the eggs. At daybreak the family would be up doing the chores and the boys would get ready to deliver the eggs to the market right before going to school. This would become a daily family routine of hard work and responsibility from the late 60s through the late 70s. During this period, the backyard enterprise started to flourish, becoming a full-blown family business that allowed the Garcia’s to slaughter pigs regularly during weekends. Years later, the livestock venture expanded into chicharon and tocino making, ushering the birth of Mekeni Meat Products. |
Package Design Model
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Print Ads for Magazine and Newspaper
EXECUTIVE SUMMARY
The proposed ad campaign is entitled "Make It Wow!'. Its main purpose is to make Mekeni Picnic Hotdog a brand of Filipinos by gaining there spot in the market and increase the consumer's brand awareness. It is deemed to appropriate to launch the campaign this October to December. To receive the desirable brand equity, the creative strategy will be resonance. It will speak for the brand to the target audience. The Tri - Media (TV Commercial, Radio and Print Ads) will be essentials for the effectiveness of the Ad Campaign and to reach a large number of target market. The Non - Traditional ad including Viral Ad, Billboard, Transit Ads and other guerilla forms of advertising will also be develop. Outdoor Advertisement such as Poster will be placed along LRT and MRT routes for our local commuters to see them on their way to work and from work. The TVC is entitled "Mekeni Picnic Make It Wow!" which will be aired on leading local TV stations: GMA and ABS-CBN. The Radio Ads will be heard on Love Radio and Yes FM. Billboards will be placed on Edsa - Pasay Magallanes and Nlex. Newspaper Ads will be printed on Philippine Daily Inquirer, Manila Bulletin, Libre Inquirer. POP Materials will be distributed on October. |
Mobile Ad Side 1 and 2
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The target market mainly be family members including kids, the economic status of the target market belongs to Lower Class B to Upper Class C. The target demographic market resides in National Capital Region particularly greater Manila area.
Subsequently, a budget of php 73,469,532.27 will be allotted for the Ad Campaign. For TVC placement, a cost of php 35,462,301.12 will be alloted and for promotional TVC php 2,814,806.15 will be alloted. For radio, php 2,879,100.00 budget will be allotted and for promotional radio ad a cost of php 639,800.00. Php 7,037,785.00 for print and transit ads: Php 5,625,000.00 for other below the line advertisement, php 950, 656.00 for our Mekeni Moment Promo. Php 9,000,000.00 for the production cost and php 9,060,084.00 for the Agency cost.
Subsequently, a budget of php 73,469,532.27 will be allotted for the Ad Campaign. For TVC placement, a cost of php 35,462,301.12 will be alloted and for promotional TVC php 2,814,806.15 will be alloted. For radio, php 2,879,100.00 budget will be allotted and for promotional radio ad a cost of php 639,800.00. Php 7,037,785.00 for print and transit ads: Php 5,625,000.00 for other below the line advertisement, php 950, 656.00 for our Mekeni Moment Promo. Php 9,000,000.00 for the production cost and php 9,060,084.00 for the Agency cost.
Billboard Ads
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ADVERTISING OBJECTIVES:
MARKETING OBJECTIVES
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*** This Project was for School Purpose only