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CAT DUMANCAS AYNA GUEVARA HARLEY MANICAD MIKO MISO JUSTIN MONTERON RV PAPA MARA SY
MKT 121 ADVERTISING MANAGEMENT SECTION Y MR. PATRICK JAMES U. TOLENTINO AY 2013-2014
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TABLE OF CONTENTS 1 BUSINESS INFORMATION 2 COMMUNICATIONS TASK 3 TARGET MARKET 4 CURRENT BEHAVIOR 5 DESIRED RESPONSE 6 INSIGHT 7 ROLE OF THE BRAND 8 THE KEY MESSAGE 9 MANDATORIES 10 MEDIA VEHICLES 11 LAUNCH TIMELINES 12 BUDGET
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THE BACKGROUND INFORMATION People from different socio-economic classes all patronize leisure and recreation services. Filipinos’ propensity to spend on these is directly proportional to income level. Even lower income families allocate a percentage for recreation. Among those that constitute this sector are malls and bazaars, outdoor parks, arcade and gaming centers, sports and fitness centers, and tourist attractions, both natural and man-made. Amusement parks are particularly appealing for weekend outings and family and school trips. Players in the amusement and recreation industry include a few large and many small companies. The largest player is Armtrust Leisure Corporation’s Enchanted Kingdom in Sta. Rosa, Laguna, which is poised to expand its 15-hectare complex in the coming 3-5 years. Other direct competitors include SM Mall of Asia’s By the Bay Amusement Park, Manila Ocean Park, Sky Ranch, and Tagaytay Picnic Grove.
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Opened in 1991 by the Manila Broadcasting Company and the Cultural Center of the Philippines, Star City is a 35,000-square meter amusement park in Pasay City. The park is in operation every day, 4:00 PM onwards from Monday to Thursday, and 2:00 PM onwards from Friday-Sunday. Star City has over 30 rides and attractions that cater to children, adults, and families. The regular entrance fee is PHP 60.00, where children shorter than 32 feet are accepted for free admission. The Ride-All-You-Can ticket costs PHP 400.00. It is proud member of the International Association of Amusement Parks and Attractions, American Society for Testing and Materifals, and Philippine Association of Amusement Parks and Attractions. Star City had received controversy from 2 deaths in 2006 and 2009. There had not been well-publicized efforts to renovate Star City in order to resolve resulting brand image problems rooted in safety issues and the perya perception, which connotes dirty and unmaintained facilities.
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STRENGTHS
Star City has an affordable entrance fee of only PHP 60.00. Located within the Cultural Center of the Philippines Complex in Pasay City, it is very accessible through various commute routes. It takes pride in its proposition of being the Philippine’s only weather-proof and air-conditioned amusement park. It has over 30 rides and attractions, suitable for children, adults, and families.
WEAKNESSES
Rides are not as hyped and distinct as its competitors, which may be attributed to the lack of a common theme. Consumers also generally view Star City as a place for the masa, and therefore there is a stigma – even among the lower classes.
OPPORTUNITIES
Even amidst recessions, family time remains to be more important to consumers. Groupbased activities such as trips to amusement parks are popular. In planning trips, consumers also seek out packages and discount vouchers in order to spend less money.
THREATS
Threats from both direct and indirect competitors are significant. SM Mall of Asia and its By the Bay Amusement Park are within the same vicinity. Enchanted Kingdom’s expansion strategy of diversification creates more alternatives against Star City.
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COMMUNICATIONS TASK Increase visitor foot traffic and trade-up through creating interest and generating purchase
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TARGET AUDIENCE DEMOGRAPHIC
Male and female, SEC CD, 17-25 years old Young working professionals
GEOGRAPHIC
Urban Metro Manila, specifically cities Manila, Pasay, Paranaque, and Makati
PSYCHOGRAPHICS
Wants the occasional escape from routine or every day life Considers social life to be a priority Like to celebrate
BEHAVIORAL
Non-rejectors of amusement parks, low to high awareness Current users, both frequent and infrequent, and non-users Wants to have plenty of options when making purchase decisions Desires value for money and seeks out discounts
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CURRENT BEHAVIOR “Saan kaya puwede mag-celebrate?”
DESIRED BEHAVIOR “Gusto ko mag-celebrate sa Star City!”
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INSIGHT “May mabuti sa bawat sitwasyon.”
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ROLE OF THE BRAND Star City is your ka-barkada who loves adventure and is always game for anything. He is there through anything, and will always help you look at the brighter side of things. With him, every experience feels new and meaningful.
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THE KEY MESSAGE Star City is the affordable all-in-one amusement park for the family and the barkada right in the heart of the metro. Reasons to believe: Over 30 rides and attractions for children, adults, and families Lower entrance fee (PHP 60.00 vs. PHP 100.00+) compared to direct competitors Indoor attractions make it the only “weather-proof� amusement park in the country Easily accessible by public transportation as opposed to long drives and needing cars Wi-fi access to share moments in real time
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MANDATORIES The new Star City logo must be included in all promotional materials. Collaterals must also be in line with the galaxy theme.
OLD LOGO
NEW LOGO
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MEDIA VEHICLES TELEVISION
Television remains to be the channel with the widest reach, particularly among the target consumer base.
OUTDOOR
Collaterals will be strategically placed along commuting routes to reinforce that Star City is easily accessible.
INTERNET ADVERTISING POINT OF SALES ACTIVATION
The target market are constantly connected to the internet, particularly through social media. Collaterals will be used to showcase the different packages to encourage trading up. This will serve as the main launch that will reintroduce Star City following renovation. This can be also be a vehicle for promotions to value-seeking consumers.
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LAUNCH TIMELINES
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BUDGET
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