Polytechnic University of the Philippines
Sta. Mesa, Manila
Bachelor in Advertising and Public Relations
College of Business
Artist – GARCIA, Lalaine Myr
Writer – TORRES, Jean Marie
Planner – LATAGAN, Annalyn
About the product…
* Vino Kulafu is the Philippines most popular Chinese wine.
* Named after a legendary Filipino jungle hero Kulafu.
* The brand has become a byword in Visayas and Mindanao, especially for its health benefits. Vino Kulafu is is appreciated from its 50 proof, 25% alcohol and 14 authentic traditional botanical herbs combined through a special distillation process to attain a well-blended herbal aroma. * Manufactured by Ginebra San Miguel, formerly La Tondena Inc. * It is considered as the main elixir of peasants in the countrysides of Visayas and Mindano.
The Company: Ginebra San Miguel, Inc. Ginebra San Miguel, Inc. r commonly known as GSMI, grew out of a family-owned Spanish era distillery which, in 1834, introduced what was to become the company’s flagship brand and the largest selling, first ever Philippine gin in the world – Ginebra San Miguel. GSMI has since evolved from being a solely gin-driven business into a progressive and dynamic organization whose strength lies in the proud heritage of its flagship product, its extensive experience in alcohol production and distribution, and the never-say-die spirit of its workforce. The company continues to adopt to the ever-changing preferences of its arkets, providing more value-for-money options through its growing line of world-class hard liquor and healthy beverages. With the support of its parent company – San Miguel Corporation, Ginebra San Miguel, Inc. boldly looks to the future propelled by its vision of becoming a diversified beverage company in the Asian region. Being a majority-owned subsidiary of San Miguel Corporation (the “SMC”), the Company has adopted a Manual on Corporate Governance (the “Manual”) closely patterned after that of its parent company.
The Company continues to review and strengthen its policies and procedures, giving due consideration to areas which, in the best interests of the Company and its stockholders, need further improvement. Objectives * To penetrate pure alcoholic drinker * To expand distribution channel * to increase product awareness in the market * to make a difference and make everyday life a celebration * to be our customers’ preferred choice * to be the first to anticipate consumer needs and deliver something better Tagline/Theme Wine for Years, Wine for Cheers” The thought of Vino Kulafu is still existing in the market and being a celebratory wine for the Filipinos. Target Audience Customer Profiles Demographics * Predominantly Males * Eco Class C * Metro Manila * 30-60years old Typographics * Farmer * Fisherman * Stevedore Competitive Information Sioktong Sioktong was the brand name of the medicinal wine that was the flagship product for many generations of Destileria Limtuaco, a distillery that was founded by a Chinese immgrant named Lim Tua Co.
Within two years after his arrival in 1850 Lim Tua Co concocted a secret recipe that he carried with him from AMoy. It was a concoction of bittersweet herbs that was in the family for five generations. It was first named Vino de Chino, then later Sioktong. It was distilled in 135 Gandara Street, Binondo for many years. It became a bestseller for its legendary qualities of imparting stamina in the same way that energy drinks are consumed now. Sioktong has many popular qualities among the rural folk that consume it in prodigious amounts.
A Pinoy komiks character by Rico Bello Omagap for example was named Susanang Siyoktong who was a toughie girl transformed into a beautiful girl by the alcoholic elixir she ingests. Vino Kung-fu In 1852, a young chinese kung-fu master brought to Manila the secrets of making medicinal wine using secret herbs. Thus, Vino Kung-fu was born. Energy giving Siok Tong that tastes good. Highly recommended for good health. Drink Vino Kung-fu for V-igor and V-itality. Viagro Viagro is a Philippine liquor manufactured by Tanduay Distillers. Its competitor is Sioktong distilled by Destileria Limtuac.
It is a type of vino de Chino and positioned in the marketplace as a liquid Viagra alternative. Its label showing a naked muscular Filipino he-man with a languidly posed mestiza seems to profer sexual tonic benefits. It is 50 proof and contains aqua cinnamon, cardamomum, asparagus, red dates and esoteric Chinese herbs such as wu kar pee, sum thoy, chuen kung, tung kwi, sock tee and par che. Its trademark was registered on March 10, 2003. Industry Analysis Alcohol Industry in the Philippines Manufacturing * Manufacturing of beer and liquors is one of the most profitable industries in the Philippines.
Four of its manufacturing companies i. e. San Miguel Corporation, Tanduay Distillers, Ginebra San Miguel and Asia Brewery has been consistently among the top Asia Brewery has been consistently among the top 75 among the top 1000 corporations in the country. * Despite recorded economic downturn and gloomy outlook for the Philippine economy, sales and consumption of alcoholic drinks are found to remain high and are projected to expand positively. This is due largely to the increasing disposable incomes among the young and the emerging influence of Western pub drinking. Massive and aggressive advertising helps the alcohol industry achieve its optimum sales were 80% of cost for every bottle is spent on advertising. Tradition * Alcohol drinking has been traditionally associated with happiness, success, thrill and sexual prowess, especially for the males’ contemporary images of the young and the women emerging. *
Alcohol is projected as part of the day-to-day lives as portrayed in soap operas, basketball leagues, comedy shows and music video channels. Total recorded per capita consumption of Filipinos is 3. 5 liters of pure alcohol for those of pure alcohol for those 15 years and above and increases by 10% every year (Filipinos only third to Thailand and Japan Figures for moderate and heavy drinkers among the young and women from 2001-2004 are found to be increasing, still with more males at 6. 6% and women slowly catching up at 3. 4% * 60% of Filipino youth ages 13 years and above have taken or are taking alcoholic beverages—79% males and 21% females. * 38. 9% of Filipinos are occasional alcohol drinkers, * 11. 1% are regular drinkers (13% males and 5. 9% females) * 4. 8% are heavy drinkers (6. 6% males and 1. % females) Drinking is still more acceptable among young males, and those likely to drink are those who are not living with their parents, whose parents approve of drinking, who frequently attend social gatherings or parties, bars and discos and those who do not normally take part in any sport activity. Beer Festivals For the past two decades, October has been designated as beer-month where beer festivals are celebrated in major cities of the country with famous rock bands. To manifest its extreme and growing popularity among the Filipino youths, last year’s beer festival ran for 3months—from September to November.
Beer festivals are largely attended by the young—college students, young professionals, both sexes. Minimal police records on both petty crimes and traffic police records on both petty crimes and traffic violations are found during this time and in these areas. Alcohol Drinking Patterns Among Filipinos Filipinos drink to socialize (45. 5%), to remove stress and burden (23. 8%), or just be happy and gain pleasure (17. 5%). Roman Catholicism from the Spanish colonizers has entrenched not just a religion but a culture with collective joyous festivities and celebrations followed by dining, drinking and merrymaking.
Alcohol drinking is portrayed with positive images and focus on Filipino values—thirst quenching, bonding, friendship, camaraderie, unity, youthfulness, fun and excitement. In more rural and remote villages alcohol is used as a substance with healing properties. Addiction becomes highly possible with level of deprivation high, the opportunity to overcome it is low. Relaxing, unwinding and loosening effects of alcohol is compatible as well with the natural inhibitions of Filipinos. SWOT Analysis Strength * Most popular Chinese wine in the Philippines * Trusted brand Long existence * Main elixir in the countrysides of Visayas and Mindanao Weaknesses * Not highly advertised (it doesn’t air commercials anymore) * Has a reputation for development (so it remains vulnerable to the possibility that their innovation may falter over time) * Need for brand recall is too high *
Seems to be forgotten and unnoticed Opportunity * Reposition the brand * Innovations of the product labeling/packaging * Market expansion (emerging market and global expansion) * Make it distinctive (market demands for an element of surprise) Threats Brand loyalty of consumer to competitor * Usage of competitors of famous actors and actresses as endorsers * Changing consumer preferences * Rivalry in the market Strategy * Provide compelling presentation of product to encourage repeat purchase * Create compelling value propositions for consumers * Build strong brand recognition * Develop key industry strategic partnerships * Attract new consumers and retain existing ones The Advertising Campaign of Vino Kulafu THINK| KNOW| FEEL| That VINO KULAFU is still competing in the market.
That VINO KULAFU has this MATTER OF TASTE one reason for its long existence in the market. Meaning VINO KULAFU is DISTINCTIVE and a POPULAR drink. | That every bottle of VINO KULAFU that comes out in the market meets the standards of every wine drinker in the country. It is made by a well-known company. That there is an affordable Chinese wine that I may buy. | That when I drink VINO KULAFU I will be satisfied because I’m drinking a popular Chinese wine made by a well trusted company and therefore, I MUST BUY VINO KULAFU. | WHAT WE WANT THE TARGET MARKET TO… Tactics * Medium burst on tri-media advertising. TV, Radio, and Print) * Distribute POP’s like posters, and spinner ads among outlets nationwide * Make websites for easy information access, fan pages and blog spots * Use Internet advertisements such as pop-up ads and banner ads * Come up with an advocacy campaign supported by press releases * Create advertorials 1st Quarter * January – “Cheers for 2013”. An event inviting our possible consumers giving them the most outrageous wine drinking party to start the year. * February – “Wine for 2”. Inviting all couples to join this event celebrating the month of hearts with Vino Kulafu. * March – “Bachelor’s Night”.
Gathering all bachelors to give them the hottest experience letting them know that Vino Kulafu may also fit their taste. 2nd Quarter * April & May – “Light Up the Summer”. A beach party having games/sports and winners will receive gifts from Vino Kulafu. We will also get testimonies about the product and for the so far events finished. * June – “Barkada Treat”. June as the 6th month of the year, inviting a group of six, enough to call as ? barkada. It would be like a band feast with guest popular bands here in the Philippines. 3rd Quarter * July, August & September– “Brand Sponsorship to Build Partnership”.
In these months we will be focusing on brand sponsorship to build partnership. 4th Quarter * October & November – “Mix & Match”. In this event, it’s time for the guests to mix Vino Kulafu with other Chinese wine and see how it will taste and find the perfect match that will fit everyone’s taste. Therefore maybe experimenting on consumers taste and preferences. It will serve as a contest. * December – “Last Cheers for 2013”. In this event we will give special awards, and gifts to the guests who joined us in our past party events and this month’s event. Thanksgiving party for the consumer.
Creatives Print Ad TV Ad Scene 1 Sfx: sound of opening and closing of refrigerator Music: Air by Johann Sebastian Bach Action/Shot: Man will get Vino Kulafu inside the refigerator/Close up shot with Vino Kulafu inside the refrigerator Scene 2 Sfx: Sound of sitting in a couch Music: Air by Johann Sebastian Bach Action/Shot: Man will sit beside another man/Medium Shot Scene 3 Sfx: no sound effects Music: Air by Johann Sebastian Bach Action/Shot: Man giving a bottle of Vino Kulafu to the other man/Medium Shot Script: “Tay! Oh Vino Kulafu”. Scene 4 Sfx: no sound effects Music: Air by Johann Sebastian Bach
Action/Shot: The other man will smile because of the Vino Kulafu that was given to him/Medium Shot Script: “Anak! Mmm… Mukhang may dapat i-celebrate ah! ” Scene 5 Sfx: no sound effects Music: Air by Johann Sebastian Bach Action/Shot: Man will laugh because of the happiness he feels about the celebration/Medium shot Script: “Naalala ko dati tuwing may okasyon, ito ang iniinum niyo. Nung graduation ko. Yung first pay ko. At ngayon naman Tay, magkaka-apo na po kayo”. Scene 6 Sfx: bottle clinking sound Music: Air by Johann Sebastian Bach Action/Shot: They will have a cheers/Medium Shot Scene 7
Sfx: no sound effects Music: Air by Johann Sebastian Bach Action/Shot: Close up shot of the product Script: Voice Over: “Sa loob ng 55 taon, ang Vino Kulafu pa rin ang paboritong inumin ng bayan. Mapa-simple man o magarbo ang okasyon, ito na ang subok na pangalan simula pa noon. Vino Kulafu. Wine for Years, Wine for Cheers. ” Radio Ad Scene 1 Sfx: crowd sounds, people talking in restaurants and plazas Script: Teen’s Voice: “Paglaki ko gusto ko maging katulad mo ‘tay.. Matagumpay at naabot lahat ng pangarap”. Mid 30’s Voice: “Konting tyaga lang anak lahat ng paghihirap mo ay magbubunga rin”.
Old Man’s Voice: “Oh kayong magtatay kayo ano bang pinag uusapan niyo riyan? Tara’t Mag Vino muna tayo at bukas ay unang tuntong ni Junior sa kolehiyo”. Scene 2 Sfx: champagne pop and pour sound effects Script: Mid 30’s Voice: “Iba talaga ‘tong Vino kahit walang okasyon maaasahan mong sasarap ang usapan pag ito ang kasama”. Old Man’s Voice: “Kaya ikaw Apo pag igihan mong mag-aral para sa’yong tagumpay parang Vino tagumpay sa subok nang lasa at patok pa sa Masa”. Radio Voice: “55 taon na ang nakalipas at walang kupas patok pa rin sa Masa ang lasa ng Vino Kulafu ! ”