Advertising Campaign for Bench?

Outline:

I. Information about Bench/ (Company Profile)..............................................................................1

II. Product Category.........................................................................................................................3

A. The Textile Industry in the Philippines

B. Background of Competitive Product (Analysis of Competition)

III. Product to be Re-launched.........................................................................................................6

A. Justification

B. What is the positioning of the product?

C. Related marketing data (as salient background information for ad campaign)

IV. Advertising and Communications Campaign............................................................................9

A. An Introduction to Bench/’s Advertising

B. Problem Focus for Ad Materials (Objective)

C. Strategy

1. Target market

2. Benefit

3. Brand personality

D. Solution

1. Thematic Advertising

a. Print Advertisements

b. Television Commercials

c. Radio Advertisements

d. Billboard Design

2. Tactical Advertising

3. Integrated Marketing Add-ons

V. Conclusion (Synergy Rationale)...............................................................................................20

What in essence will be the effect?

How do we expect it to synergize?

I. Company Profile

Tony Espejo, Bench/’s Advertising and Promotions Consultant, graced us with his presence for our interview with Bench/. He graduated with a degree in AB-BSC in De La Salle University and has been with Bench/ for the past 10-12 years. Mr. Espejo was kind enough to answer all our questions about Bench/. All the following information came from him.

Bench/ is a non-political company that aims to produce and sell outstanding products, both nationally and internationally.

Their first store was located in SM Makati. Initially, their products were t-shirts and walking shorts for men. Due to popular response, Bench/ continued to add items to their sales roster, eventually leading to what they are today: not only a clothing line, but a group of clothing and lifestyle lines (including Bench/ Body, *Human, HerBench/).

Bench/’s target market are the young, fresh, teens and adults of the B and upper C class.

The company portrays an image of good, clean fun. Their endorsers play a huge role in the portrayal of this image; that’s why all the endorsers are usually chosen by Ben Chan himself. Models should be good-looking, friendly, and without qualms to qualify for endorsement. After all, “Bench/ sells dreams and aspirations,” Tony Espejo says. The first and considerably the most well-known Bench/ endorser is Richard Gomez who incidentally made it big when Bench/, as a company, made it big.

Bench/'s secret is in their merchandise. The mix started out with a wide collection of locally manufactured men's shirts, trousers and footwear. Enthusiastically embraced by the growing mall market in the Philippines, the Bench/ line has since expanded to include stationery, men's fashion accessories, women’s clothing, toiletries and an extensive underwear range. The Bench/ expansions also includes a teen line called Bench/ Brats, the Bench/ Body & Bath line of fragrances and bath products, Prescribe(r) skincare products and Bench/ Bytes snacks. The ladies' line, HerBench/, now also features a line of fragrances and cosmetics, HerBench/ Colours.

Their success rate in the international market is 60-70%. The only problem they encounter is with regard to their winter/fall collection, something they don’t normally have being based in tropical Philippines. But all in all, they’re doing well. They do minor market research, but basically they let the ad agencies handle that aspect.

Today,