PROPOSED TV PLAN FOR

Spring Cool

What is the Brand?

Spring Cool is the first bottled water
manufactured in the Philippines.

Competitive Analysis
PRICING
BRAND

SIZES

PRICE

SPRING COOL

Half Liter (500ML)

Php 150.00

One Liter (1L)

Php 280.00

330 ML

Php 63.50

750 ML

Php 98.50

PERRIER

CURRENT AD CAMPAIGNS
Perrier (COMPETITOR) The following
are the current ads of Perrier aired in
countries such as:

CURRENT AD CAMPAIGNS

CURRENT AD CAMPAIGNS
The current Ads of Perrier targets ages
20-35. The way they execute their
creative visuals are melting subjects
and daring visuals, these are to
communicate that Perrier Mineral
Water is a product in need in summer,
after basking at the scorching heat of
the sun.

INSIGHTS
I Drink perrier whenever I feel
gassy in my stomach.
I AM unfamiliar WITH THE
BRAND.
I DONT DRINK IT EVERYDAY.
I KNOW THE BRAND BUT I
DONT BUY IT.

SWOT ANALYSIS
SPRING COOL
STRENGTHS

FIRST BOTTLED WATER (GLASS

BOTTLE) IN THE PHILIPPINES
MANUFACTURED BY RSA, A LEADING
PHARMACEUTICAL COMPANY IN THE
PHILIPPINES

WEAKNESSES

OvErPRICED
NO SMALLER VARIANT AVAIALABLE
THAT WILL ENCOURAGE CONSUMER
TRIAL

OPPORTUNITIES

LESS AWARENESS OF THE PRODUCT

LINE IN THE INDUSTRY

THREATS

TASTE PREFERENCE OF CONSUMER

COMPETITOR OFFERS VARIANTS LIKE
IN CANS

SWOT ANALYSIS
PERRIER
STRENGTHS

ESTABLISHED IN THE MARKET AS A

SPARKLING WATER IN A BOTTLE
MANUFACTURED IN FRANCE

WEAKNESSES

WEAK BRAND RECALL

LACKING IN ADVERTISING EFFORTS

OPPORTUNITIES

HELPS AID IN STOMACH PROBLEMS

(ACCORDING TO PHYSICIANS)

THREATS

UNFAMILIAR TO THE TARGET AUDIENCE

TARGET MARKET
GENDER: MALE/FEMALE
AGE: 20-45 yr. old
Geographic location: KEY CITIES
(NCR)
Psychographics
Working young professionals, who
travel, socialize and watch tv during
their spare time.

BIG MEDIA IDEA

SPRING BOARD
FOR
SPRING COOL

BIG MEDIA IDEA

This big media idea conveys the
purpose of the media plan. WHICH is to
launch the advertising message
through its spring board to success
which our media plan for Spring Cool.

MEDIA OBJECTIVES
Provide an actionable and reasonable
response vehicle
To reach 50% of the target audience
to get their peak through TV media
To communicate the campaigns key
message to the highest number of
the target market with the least
possible cost.

MEDIA STRATEGY
CONCENTRATE INDTRODUCTORY
WEIGHT TO LEAD INTO THE SUMMER
SEASON
USE TV SPORTS TOURNAMENT
SPONSORSHIP DURING
INTRODUCTION

MEDIA TACTICS
During halftime of the fiba world cup,
spring cool mineral water will be
creatively appear every quarters.

CREATIVE MEDIA
EXECUTION

CREATIVE MEDIA
EXECUTION

VISUAL MEDIA SCHEDULE

Cable TV

April

May

Night time

August

September

October

November

December

January

February

March

July

Daytime

June