tag:blogger.com,1999:blog-75204172011-04-21T20:14:43.069-07:00Chrissynoreply@blogger.comBlogger101100tag:blogger.com,1999:blog-7520417.post-1155612201105509632006-08-14T20:21:00.001-07:002006-08-14T20:23:21.116-07:00S This is the html version of the file http://www.louisville.edu/~tcgree01/Web%20Files/530%20Sales%20Promotion.ppt.<br />G o o g l e automatically generates html versions of documents as we crawl the web.<br />To link to or bookmark this page, use the following url: http://www.google.com/search?q=cache:7xDTzT_zBaUJ:www.louisville.edu/~tcgree01/Web%2520Files/530%2520Sales%2520Promotion.ppt+sales+promotion+schedules&hl=en&gl=ph&ct=clnk&cd=4<br /><br /><br />Google is neither affiliated with the authors of this page nor responsible for its content. <br />These search terms have been highlighted: sales promotion schedules <br /> <br /> <br /><br />--------------------------------------------------------------------------------<br />1581 <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />The Potomac Nationals are seeking contestants for the first-ever "Hairiest Back at the Ballpark" contest.<br /><br />The contest is sponsored by Cosmetic and Laser Services of Dr. Don Brideau and Dr. Foster Montalbano. <br />The winner, as determined by fan applause, will win a laser hair removal service valued at $2,500. <br /> <br /><br />The contest has attracted national media attention from ESPN the Magazine, NBC, ABC Radio and dozens of additional media outlets across the country. <br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Incentives - items of perceived value added to an offer to encourage some overt behavioral response. <br /><br /><br />Uses<br /><br />Add value for core customers <br />Get the attention of infrequent customers <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Adding Value for Core Customers<br /><br />The Miami HEAT HOT SHOT Club is designed to thank fans for their support of the Miami HEAT.<br /><br />As a HOT SHOT member, fans earn points for each HEAT game they attend, as well as receiving 1 point for every dollar spent at Arena retail merchandise outlets. <br />As points add up, fans become eligible to choose from rewards such as replica jerseys, free tickets to HEAT games, and autographed merchandise. <br />Fans also have the opportunity to <br /> win "Random Rewards" during<br /><br /> every HEAT game.<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Adding Value for Core Customers<br /><br />In addition to collecting baseball cards, fans of the Hagerstown(Md.) Suns have been given a chance to be pictured on the card.<br /><br />The team’s card set this year (2004) will feature a picture of each player posing with a fan on the back of the players’ respective card. <br />The cost of being part of the card set is $60, and the spaces are limited. <br />Once the cards are produced, the participating fans will receive ten of the cards on which they are featured. They’ll also be able to get the cards autographed at a designated game. (TPR) <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Attention Grabbers<br /><br />The Richmond (Ind.) Roosters, an independent baseball team, is running a six game promotion with Tide called "Laundry Nights.“<br /><br />All fans that bring a Tide proof-of-purchase will receive two-for-one tickets. <br />Fans can also bring their dirty laundry to the stadium on these nights and have it washed by the members of the Roosters' staff. <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Attention Grabbers<br /><br />Each year the Wilmington(DE) Blue Rocks hold a "contest" for expectant mothers.<br /><br />Known as "Give Birth Day" (it was known as "Labor Day" last year as it was held on Labor Day), the event is open to any pregnant woman who registers for the contest and attends the special game (they receive four complimentary tickets). <br />The first woman to give birth after the game begins receives a year’s supply of diapers and other baby products. <br />In 2001, it took a little over 24 hours after <br /> the start of the game for the first baby to<br /><br /> be born. (TPR)<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Attention Grabbers<br /><br />The Nashville Sounds of Minor League Baseball held "Eddie George Appreciation Night" on July 27, 2004<br /><br />George, an NFL player, spent a number of years in Nashville while a member of the Tennessee Titans (he recently signed with the Dallas Cowboys). <br />All fans that wore a Titans #27 jersey (George’s number) to the game received a free ticket. <br />Hot dogs were priced at 27 cents and a special one-time only "Cowboy burger” was available from the concession stands. (TPR - July, 2004) <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Getting the attention of specific segments<br /><br />The Indianapolis Ice of the CHL treat their female fans like royalty.<br /><br />The promotion featured a red carpet leading to the women-only ticket office <br />free samples of Kenra Haircare products <br />prizes from Kenra, Julia's Day Spa and Karma Records <br />women-only concession stands. <br />Plus, 30 women who registered with a local radio station won special seating in the "Ladies Night Out" section. Two tuxedo-clad DJs escorted them to their seats. (TPR)<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Getting the attention of specific segments<br /><br />The Washington Wizards are planning a number of singles events this season.<br /><br />As part of each Singles Night, participating men will receive tickets to the odd-numbered seats and their female counterparts will be given tickets to the even-numbered seats. <br />Fans that attend the game in groups will be able to sit near each other, but they'll be placed immediately next to someone of the opposite sex. (Washington Post, 10/26/04) <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Getting the attention of specific segments<br /><br />The Milwaukee Brewers are aggressively marketing to a demographic that is much overlooked: senior citizens.<br /><br />The team has created a "60-plus Fan Club" and senior-related events including "World’s Oldest Tailgate Party, where senior fans will get to enjoy food, music, and other entertainment at Miller Park prior to the game. <br />Seniors will be able to walk around the outfield as part of the "Senior Strolls," which will take place at four select games. <br />The Brewers hope the senior promotions pay off in attracting seniors to more games, especially weekday afternoon dates. (SportsBusiness Journal, 3/3-9, 03) <br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Motives for incentives<br /><br />Achievement - Special recognition or gifts<br /><br />Memphis Grizzlies – “Search for the Superfan" contest. <br />Craft – Focus on skills<br /><br />Miami Heat - "Season Ticket Holder Training Camp“ <br />Memphis Grizzlies – feature “homegrown” talent <br />Affiliation<br /><br />Delmarva Junior Shorebirds Club <br />Dawg Pound <br />Health & fitness<br /><br />Wellness programs, fun runs <br />Fun & Festival - Fun is good<br /><br />Frederick Keys – “Cinco de Mayo” celebration <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Making an offer too good to refuse<br /><br />How do you make Kansas City<br /><br />Royals tickets too good to refuse? <br /><br /><br />Lower the price <br /> <br /><br />Increase the value <br /> <br /><br />Lower the price & <br /> increase the value<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />“We believe lowering ticket prices sends the psychological message that the quality of our product has declined, and not worth what it once was. We hired a market research firm to find out exactly why we were not drawing a larger crowd and if price was an issue. To our surprise, ticket price was not considered a factor by nearly all of the 750 participants in the research. In fact, all indications were that these fans are not as sensitive to ticket costs as the season ticket buyers. Our market research firm specializes in studying the entertainment industry, and this was in line with their findings at other organizations across the country.”<br /><br />Rex Connell, Director Marketing<br /><br />Bozeman ICEDOGS hockey club<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />“Create one or more special events linked exclusively to your season ticket purchase so that every new season ticket subscriber gets value-added promos with his or her purchase. These could be an exclusive events such as access to – and involvement in - player practice, brunch or a picnic with players, prizes (that are comparable to the cost of the season tickets), player appearances at fan homes, etc. Essentially, you ought to create something that cannot be duplicated by your competitor in which your players can play a major role.”<br /><br />Jean-Yves Poirier<br /><br />Montreal Canadiens <br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Adding Value<br /><br />As part of their continuing 10th anniversary celebration, the Florida Marlins have introduced a special 10 game ticket package that is packed with promotional giveaways.<br /><br />Each game features some type of giveaway, from bobblehead dolls to a duffle bag to a beach towel. <br />One of the games is also a fireworks night. <br />Plus, the package is priced for only eight games, so two games are included for free. <br />The package ranges from $72.00 for an Outfield Reserve seat to $256.00 for a Club A seat. <br /> (TPR, 5/03)<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Price incentives<br /><br />Discount pricing - Merchandise <br />Coupon redemption - Minor league baseball <br />Free trials – gyms <br /> <br /><br />Drawbacks to Price Incentives<br /><br />Infrequent consumers may rely on incentive. <br />Core customers may become alienated. <br /> <br /><br />Tips<br /><br />Use only in an elastic market <br />Use contingency based promotions (e.g. with purchase or with information) <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Lowering Price<br /><br />Utah State University ran a one-day-only promotion where they sold football tickets for the same price as a gallon of gasoline. The school partnered with a gas distributor that serviced six gas stations in the area for the promotion. The tickets, which were for various games, were only available at those gas stations. Over 2,000 football tickets were sold during the one-day promotion. (PR)<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Lowering Price<br /><br />Most teams have fan appreciation games, but what about showing appreciation for the city where the team plays? The Round Rock (Tx.) Express of Minor League Baseball held "Round Rock Appreciation" night at a game last week. All citizens of Round Rock and employees of the city received half-priced tickets. (TPR) <br /><br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Lowering Price<br /><br />The Fresno (Calif.) Grizzlies of Minor League Baseball held a "Letters From Home" promotion. Fans were encouraged to write a letter to overseas military personnel and bring it to the game. All fans that did bring a letter received a free ticket voucher that could be used for that night’s game or any Tuesday game (each Tuesday game features a special promotion and the day is referred to as "Top Secret Tuesday"). <br /><br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Premium Items<br /><br />Beanie babies/bobble heads <br />Trading cards <br />Collectible pins <br />Hat/bat/jersey night <br />Magnet schedules <br />Cooler bags <br />Gift cards <br /> <br /><br />Q - What makes for a good giveaway?<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Premium Items<br /><br />Choose items that add equity to the price <br />Collectible items <br />Series items <br />Identify repeat purchase giveaways <br />Be careful when items are handed out <br /> <br /><br />Q- How do you put together a giveaway promotion?<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />SESSEL’S BOBBLEHEAD SERIES<br /><br />Sessel’s and the Grizzlies will give away bobbleheads to the first 4000 fans age 14 & under, at six different Grizzlies games.<br /><br /><br />Saturday, January 19 vs. Orlando - Lorenzen Wright<br /><br />Sunday, February 3 vs. Charlotte – Stromile Swift<br /><br />Sunday, March 3 vs. Seattle – Jason Williams<br /><br />Saturday, March 9 vs. Miami – Shane Battier<br /><br />Sunday, March 17 vs. New Jersey – Pau Gasol<br /><br />Saturday, March 30 vs. Golden State – Michael Dickerson <br /><br /><br />Get the 6-Game Bobblehead Series featuring six great games and the opportunity to get all six Bobbleheads. The Sessel’s Bobblehead Series starts at just $54. <br /><br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Premium Items <br /><br />In 2004 the Cubs gave away 1,200 jerseys, each ranging in value from $180 to $300, at 12 separate games. The first 20,000 fans entering the gate on the day of the game received a scratch-off card for the chance to win the jersey of the day. <br /><br /><br />“There are plenty of people who are sick and tired of getting refrigerator magnets when they come through the turnstiles. So many promotional items that were made in mass also get tossed in trash cans in mass.”<br /><br /> David Carter<br /><br /> The Sports Business Group<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Premium Items<br /><br />The Florida Everblades of the ECHL gave away 500 cubic zirconias as part of their Fan Appreciation Day to the first 500 women<br /><br />One of the pieces of jewelry was laser engraved with the Everblades logo. <br />The fan with this piece won a 1/2-caret diamond. But to discover if your cubic zirconia was the winner, you had to take it to a local jewelry store to have it evaluated. <br /> (TPR)<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Premium Items<br /><br />The Birmingham Barons of Minor League Baseball and sponsor Roto-Rooter will be holding a "Plunger Giveaway" at the Barons’ July 30 game. <br /><br /><br />The special bathroom plunger will feature the Barons’ logo and Roto-Rooter’s logo and phone number. 1,500 plungers will be given out. <br />Should people not be able to fix the problem with the plunger, they'll have the 800 number there to call to take care of the emergency. <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Sampling<br /><br />Off-site sampling - The Cincinnati Mighty Ducks throw parties around town in an effort to drum up support. Along with a 30-ft inflatable version of their mascot, team reps hit the neighborhoods, playing street hockey with local people, cooking free hot dogs on a grill, and giving away soda. (Cincinnati Business Courier, 7/8/02)<br /><br />Exhibitions - The Seattle SuperSonics play games in Montana and Wyoming, in addition to towns in Washington. (TPR)<br /><br />Open houses - For approximately $3,000, companies can secure a suite for one game or at the First Union Center. This allows them to get a taste of the suite life before plunking down for a whole season.<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Open House<br /><br />The Wilmington (DE) Blue Rocks of Minor League Baseball held their fourth annual "Blue Rocks Bash" event, which serves to get fans geared up for the upcoming baseball season.<br /><br />The free event ran from noon-3pm and featured karaoke, train rides around the ballpark’s warning track, tours of the luxury suites, complimentary food and beverage, pictures with the team mascot, and raffle opportunities. <br />Season tickets and individual game tickets <br /> were for sale, as well. (TPR) <br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Contests & Sweepstakes<br /><br />Contests - competitions based on skill or ability <br />Sweepstakes - games of chance or luck <br /> <br /><br />The Dallas Mavericks have a "Mav for a Day" contest. Winners sign a one-day contract receive a behind-the-scenes tour of the Mavs practice facility, rebound for the team during pregame warm-ups and get introduced during pregame festivities.<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Contests & Sweepstakes<br /><br />The Brooklyn Cyclones of Minor League Baseball are holding a "Free Wedding Giveaway" promotion this season.<br /><br />Grooms-to-be are invited to pop the question to their girlfriends during a staged promotion at a Cyclones game (an on-field promotion will involve the groom-to-be and during the promotion he will propose). <br />The couples will be chosen based on the groom-to-be’s response to "how and why they want to propose at KeySpan Park.“ <br />All of the chosen couples will enjoy an overnight stay and brunch at the Hilton Garden Inn of Staten Island, which is sponsoring the promotion. <br />And one couple will win a "Free Wedding" gift of $10,000. <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Contests & Sweepstakes<br /><br />Kellogg Co. teams up with Chicago grocer Jewel-Osco for an in-store sweeps awarding Chicago Cubs tickets.<br /><br />The Breakfast in the Bullpen campaign runs through Sept. 25, 2005 in Jewel's Chicago-area stores. <br />Shoppers who buy four Kellogg products with their Jewel Preferred card can enter for a chance to win a full day at Wrigley Field, including four tickets to the baseball game; breakfast with a Cubs player in the bullpen; a chance to pitch from the bullpen mounds; a photo in the on-deck circle; and the winner's name on the centerfield scoreboard. <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Putting together a good promotion<br /><br />Identify the objective (see page 73) <br />Identify the target market <br />Find ways to communicate the promotion <br />Plan for all contingencies <br />Execute the promotion <br />Measure impact <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Putting together a good promotion<br /><br />The Toledo Mud Hens have teamed up with Delta Airlines and Toledo Express Airport for a promotion that aims to market Mud Hens games to air travelers visiting Toledo.<br /><br />The promotional program includes in-flight announcements about upcoming games and in-flight ticket contests on Delta flights inbound to Toledo. <br />The promotion is also supported through radio, TV and newspaper ads. <br />As part of the deal, Delta is promoted at Mud Hens games via signage, in-game announcements, print ads in pocket schedules, a Delta Fan appreciation night, and Delta ticket drawings. (National Sports Forum, 4/28/04) <br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Promotion Schedule<br /><br />When do you schedule promotions?<br /><br />Weekends or weekdays? <br />versus good teams or bad teams? <br /> <br /><br />After the home opener, many teams experience low early season attendance until playoff races begin to heat up. The Ottawa 67's of the CHL have recognized this and have jam-packed the front half of their season with promotions to get the fans to come out. (Ottawa Sun, 9/19/02)<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Cincinnati Reds Schedule<br /><br />Monday, April 19 vs. Pirates<br /><br />Tuesday, May 11 vs. Cubs<br /><br />Saturday, June 1 vs. Yankees<br /><br />Saturday, July 15 vs. Brewers <br /><br /><br />UU <br /><br /><br />UF <br /><br /><br />Unfavorable Day <br /><br /><br />FU <br /><br /><br />FF <br /><br /><br />Favorable Day <br /><br /><br />Unfavorable<br /><br />Opponent <br /><br /><br />Favorable<br /><br />Opponent<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />Fri. 5/7 Baseball Card Giveaway 20,000 Fans<br /><br />Sat. 5/8 American Girl Day Girls 14 & younger<br /><br />Sun. 5/9 Mother's Day Tote Bag Women 16 & Older<br /><br />Fri. 5/21 Teen night Teens<br /><br />Thurs. 5/27 Senior Citizen Specials Fans 60 & Older<br /><br /> <br /> <br /> <br /> <br /> <br /><br />Sales Promotion <br /><br /><br />In-class assignment<br /><br />University of Louisville Women’s Basketball<br /><br />Conceptualize a promotion <br />Who is the target market & how will you communicate the promotion to them? <br />What are going to be your concerns when executing the promotion?<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/7520417-115561220110550963?l=dlsu-xy.blogspot.com' alt='' /></div>Chrissynoreply@blogger.com0tag:blogger.com,1999:blog-7520417.post-1155612151988360302006-08-14T20:21:00.000-07:002006-08-14T20:22:31.996-07:00This is the html version of the file http://facultyfiles.deanza.edu/gems/boardliljenstolperebecca/MomMarketingGOdfrey.ppt.<br />G o o g l e automatically generates html versions of documents as we crawl the web.<br />To link to or bookmark this page, use the following url: http://www.google.com/search?q=cache:8nH_U2CAotkJ:facultyfiles.deanza.edu/gems/boardliljenstolperebecca/MomMarketingGOdfrey.ppt+ads+targeting+moms&hl=en&gl=ph&ct=clnk&cd=8<br /><br /><br />Google is neither affiliated with the authors of this page nor responsible for its content. <br />These search terms have been highlighted: ads targeting moms <br /> <br /> <br /><br />--------------------------------------------------------------------------------<br />1581 <br /> <br /> <br /> <br /> <br /> <br /><br />THE MOM MARKET <br /><br /><br />By Gabriela Godfrey<br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />The Mom Demographic <br />What Marketers are looking at <br /><br /><br />There are 141,606,000 women with children in the U.S.1 (47% of the total U.S. population) and 4.0 million new moms every year2 <br />Marketers focus a lot of their efforts on moms with kids under 18 years of age <br /> <br /> <br /> <br /><br />1Bureau of the Census, Population Projections of the Untied States by Age, Sex, Race and Hispanic Origin: 1995 to 2050, Washington, D.C.: GPO, 1996 Business Research, Women-Owned Business in the United States, 2002: A Fact Sheet. www.marketingtomoms.com<br /><br />2Presentation by Kevin Burke, President of Lucid Marketing: www.lucidmarketing.com <br /><br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />The Mom Demographic <br />What Marketers are looking at <br /><br /><br />According to the U.S. Department of Labor 72% of mothers with children under 18 years of age are part of the work force3 <br />GenX moms (born between 1961-81) are focusing on building relationships with their children as opposed to work-centric Baby Boomer moms (born between 1945-1964) <br /> <br /><br />3BAILEY, Maria and Bonnie Ulman. Trillion-Dollar Moms: Marketing to a New Generation of Mothers. Kaplan Business. USA, February 2005. <br /><br />4COFFEY, Timothy, David Siegel and Gregory Livingston. Marketing to the New Super Consumer: Mom & Kid Paramount Marketing Publishing, Inc. USA, December 2005. P.26 <br /> <br /><br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />The Mom Demographic <br />What Marketers are looking at <br /><br /><br />“Even if money were not a consideration, 48 percent would choose to work part-time or full-time. Thirty-one percent would choose to work at home caring for the family, and 20 percent would select volunteer work.”5 <br /> <br /> <br /><br />5 www.marketingtomoms.com/resources/statistics.php<br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Why do companies want to target moms? <br /><br /><br />Moms buy for 2 or 3 people and they spend $2 trillion dollars a year (the same buying power as Great Britain!)1 <br /> <br /><br />An average income family will spend $165,630 on a child by the time the child reaches 18.2 <br /> <br /><br />1Nora Lee, author of “The Mom factor.” Presentation at lucidmarketing.com. <br /><br />2U.S. Department of Agriculture, Expenditures on Children by Families, Washington, D.C.: GPO, June 2001. www.marketingtomoms.com <br /> <br /><br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Why do companies want to target moms? <br />Word of Mouth (WOM) <br /><br /><br />There is a 90-95% likelihood that moms will tell somebody about their experience with a product/service3 <br /> <br /><br />Moms pass down product loyalty4 (kids grow up watching mom buying a certain brand and they tend to buy the same brand as adults) <br /> <br /><br />3Presentation by Kevin Burke, President of Lucid Marketing: www.lucidmarketing.com<br /><br />4BAILEY, Maria and Bonnie Ulman. Trillion-Dollar Moms: Marketing to a New Generation of Mothers. Kaplan Business. USA, February 2005. P21 <br /> <br /><br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Why do companies want to target moms? <br />Mom’s credibility <br /><br /><br />“Moms love it when another Mom has already filtered a particular product or service”5 <br />The mom’s criteria: <br /> Is it clean? Is it safe? Is it good value? Is it a good investment of my time? Does it tell a good story? Is there an opportunity for learning? Is it fun? 5 <br /> <br /><br /><br />5Nora Lee, author of “The Mom factor.” Presentation at lucidmarketing.com.<br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Why do companies want to target moms? <br />Mom’s decision making power <br /><br /><br />Moms control 80% of household spending6 <br /> <br /><br />As mentioned before, they buy for themselves and 2 or 3 others <br /> <br /><br />“Eighty percent of all checks written in the United States are signed by women.” 7 <br /> <br /> <br /> <br /><br />6Presentation by Kevin Burke, President of Lucid Marketing: www.lucidmarketing.com<br /><br />7Faith Popcorn, EVEolution: Understand Women: Eight Essential Truths That Work in Your Business and Life, ( Dimensions, 2001.) www.marketingtomoms.com<br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Why do companies want to target moms? <br />Mom’s exposure to advertising <br /><br /><br />Since WOM is the most common way moms hear about a product or service, the significant numbers are: <br /> Personal daily contacts: <br /><br /> stay –at-home: 18 <br /><br /> part-time: 27 <br /><br /> full time:468 <br /> <br /><br /><br />6Presentation by Kevin Burke, President of Lucid Marketing: www.lucidmarketing.com <br /><br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Why do companies want to target moms? <br />Mom’s exposure to advertising: the internet <br /><br /><br />According to a survey conducted by AOL and the Opinion Research Corporation9:<br /><br />75% of moms go online to plan and research trips <br />66% use it to get health information <br />63% to find recipes <br />96% use e-mail <br /> <br /><br />9 Article: “Tapping the mom market” on www.clickz.com<br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Why do companies want to target moms? <br />Mom’s exposure to advertising: the internet <br /><br /><br />According to the Word of Mouth Marketing Association:<br /><br />22% of stay at home moms, 19% of part-time working moms and 12% of full time working moms participate on message boards or chatrooms daily <br />17% of part-time working moms have their own blog <br /> <br /> <br /><br />www.lucidmarketing.com<br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />How do marketing campaigns target moms? <br />Knowing what moms are interested in (from www.momfactor.com) <br /><br /><br />Health and safety: protecting her kids is a mom’s first priority <br />Value: good price and good quality <br />Efficiency: time-savers. Moms want to spend time with their families <br />Social and community conscience: moms care about the community and the world <br /> <br /> <br /> <br /> <br /> <br /> <br /><br />How do marketing campaigns target moms? <br />Knowing what moms are interested in (from www.momfactor.com) <br /><br /><br />Story: moms like to have good stories to tell <br />Comfort: moms have a tough job, they need to make it as comfortable as possible <br />Educational value <br />Fun for the whole family <br />Moving experiences: “In an increasingly impersonal, technology-addicted society, Mom is the touchstone for matters of heart.” <br /> <br /> <br /> <br /> <br /> <br /> <br /><br />How do marketing campaigns target moms? <br /><br /><br />All moms are women but not all women are moms and companies take that into consideration when marketing to moms. <br /><br /><br />Moms are subjective and emotional, especially when it comes to their children <br />Mom is the queen of the house and needs to be treated as such <br /> <br /><br />Nora Lee, author of “The Mom factor.” Presentation at lucidmarketing.com. <br /><br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />How do marketing campaigns target moms? <br />Appealing to specific emotional needs <br /><br /><br />The need to nurture: as “mother Nature’s chief nurturers” moms are especially sensitive to the appeal to “the need to take care of small, defenseless creatures” like children and animals. <br />The need for affiliation is also a target because one of moms’ more important values is the family unity. <br /> <br /><br />FOWLES, Jib. Article: “Advertising’s Fifteen Basic Appeals”<br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />How do marketing campaigns target moms? <br />Appealing to specific emotional needs <br /><br /><br />The need to achieve: moms want to be productive. A good day for them is a day when they got things done.1 <br /> <br /><br />The need to feel safe: especially when it comes to the safety of the family. <br /> <br /><br />FOWLES, Jib. Article: “Advertising’s Fifteen Basic Appeals”<br /><br />1BAILEY, Maria and Bonnie Ulman. Trillion-Dollar Moms: Marketing to a New Generation of Mothers. Kaplan Business. USA, February 2005. P21 <br /> <br /><br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />How do marketing campaigns target moms? <br />Imagery/story lines <br /><br /><br />Nostalgia is commonly used to advertise products that want to convey an image of tradition. An example of a story line: moms serving old-fashioned Holiday meals. Everything is so fast these days that moms don’t have the time to cook the traditional meals but there are lots of brands selling the idea that tradition can be packaged and ready to serve. E.g. Campbell’s soups. <br /> <br /> <br /> <br /> <br /> <br /> <br /><br />How do marketing campaigns target moms? <br />Imagery/story lines <br /><br /><br />Another technique to capture the moms’ attention is to give importance to the most important role in their lives: being a mom. They do that by showing moms taking the kids to school, helping them with homework, protecting them from harmful germs, etc. <br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Sample TV Campaigns <br />Campbell’s Chicken Soup <br /><br /><br />The story line: kids come home from an after school activity, like karate. They are hungry and mom is waiting in the kitchen with a bowl of Campbell’s Chicken Soup. The kids love the soup, some of them even lick the plate clean. Everybody is happy. <br />The ad appeals to the need to nurture because the moms are feeding their hungry children. It also appeals to the need for affiliation because they show the kids having a good time eating with mom. <br /> <br /><br />The ad uses everyday images and colors, e.g. nothing too bright, to show a realistic picture. <br />The music is Campbell’s own catchy jingle. There is a part of the song that specifically targets moms: “Every mom is glad she cooked wholesome food that tastes so good.” Again, targeting the need to nurture using the words “wholesome food”, meaning that mom is providing good nutrition to her family. <br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Sample TV Campaigns <br />Band-Aid with Antibiotic Pediasure <br /><br /><br />The ad shows kids playing and one gets hurt. The narrator says: “Kids play rough. Germs play dirty.” The appeal is to the need to nurture and to feel safe. The mom protects her son by putting a Band-Aid on the cut and she is also relieved to know that the antibiotic in the product is protecting the child from germs. Again, the ad utilizes everyday images without color that are too bright. The music is upbeat with no words so the attention is on the narration. <br /> <br /><br />This ad shows a little girl that finds all kinds of excuses to not eat her vegetables. She even feeds her toy dinosaur squash and reminds the dinosaur to “chew with his mouth closed” as mom would say. The mom doesn’t need to worry because the little girl likes Pediasure so she gets the nutrients she needs. This ad appeals to the need to nurture by showing a young, cute child. She is in a regular kitchen. There are no bright colors in the ad. The music is playful with no words to place emphasis on the little girl’s dialogue.<br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Sample Magazine Ad <br />Motrin’s “We got your back” <br /><br /><br />This ad campaign is telling moms that Motrin knows how hard it is to be a mom but moms don’t need to worry because there is a drug to make it all easier. <br />The imagery they use is a picture of a mom literally pulling her son uphill. The sentences: “Motherhood is an uphill battle” and “We got your back” is written in big bold orange letters on a black background which creates drama because of the color contrast. <br />This ad appeals to the need to nurture because the mom is protecting her child. It also appeals to the need to achieve because the mom is reaching for the top of the hill. <br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Sample Magazine Ad <br />Clorox <br /><br /><br />This ad targets one of moms’ biggest fears: a child getting sick. The appeal is to the need to feel safe. Clorox is telling moms that their products will protect the kids from scary diseases like the flu. <br />The ad is a full page ad with a yellow background. Yellow is used in advertising to attract attention and its use is recommended to promote children products. <br />There is a picture of a cute kid with the sentence: “I can’t catch a ball but I catched the flu” in childlike handwriting. They deliberately used the wrong verb form (catched) to make it sound truly like something a child would say. <br /> <br /> <br /><br />There is a small picture of the products at the bottom of the ad to send this message to moms: “Don’t worry, we will protect your child.”<br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Conclusions <br /><br /><br />The mom market is very appealing to companies because of the following reasons:<br /><br />Moms comprise a significant part of the population and they buy for 2 or 3 people <br />The diversity in the types of moms is wide: different ages, ethnicities, marital status, career status, etc. which allows for a variety of products to be sold to all the different types of moms. <br />Moms have great buying and decision making power. <br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Conclusions <br /><br /><br />The main appeals advertisers use to target moms are to the need to nurture and the need to feel safe. <br />The most successful ad campaigns are the ones that include little children in their imagery: “75% of moms say that ads which feature children in them rank high effectiveness.”1 <br /> <br /> <br /> <br /><br />1www.marketingtomoms.com<br /><br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Conclusions <br /><br /><br />Since most moms (55-64%) rely on word of mouth to make decisions on purchases, internet marketing heavily utilizes blogs and e-mail campaigns to infiltrate the mom market. <br />It seems like marketers have found that the best way to approach moms is by showing them a mirror of their motherhood (through ad story lines,e.g. cute kids) and by utilizing the word of mouth. <br />The highly profitable mom market is being pursued by more and more advertisers everyday and the market’s growth shows no signs of stopping any time soon. <br /> <br /> <br /> <br /> <br /> <br /> <br /><br />Sources <br /><br /><br />BAILEY, Maria and Bonnie Ulman. Trillion-Dollar Moms: Marketing to a New Generation of Mothers. Kaplan Business. USA: February 2005 <br />COFFEY, Timothy, David Siegel and Gregory Livingston. Marketing to the New Super Consumer: Mom & Kid. Paramount Marketing Publishing, Inc. USA: December 2005. <br />www.marketingtomoms.com <br />www.lucidmarketing.com <br />www.momfactor.com <br />www.clickz.com <br />FOBES, Jib. Article: “Advertising’s fifteen basic appeals.”<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/7520417-115561215198836030?l=dlsu-xy.blogspot.com' alt='' /></div>Chrissynoreply@blogger.com1tag:blogger.com,1999:blog-7520417.post-1155612068937830222006-08-14T20:19:00.000-07:002006-08-14T20:21:08.940-07:00Public Relations <br />Often it is part of the event manager's job to gain maximum exposure for the event. PR is different from advertising in that it is not self praise but carries the strength of disinterested credibility. It communicates a more complex message than advertising. It is free but the event manager looses control over the result. It can be publicity can be positive or negative. To this end it is important that the event manager maintains control over as much of the public relations as possible. A thorough knowledge of the media's requirements and beneficial interaction with the media personnel are sensible methods. Although PR is mostly proactive, it is important for an event to have a reactive PR strategy as part of the event risk management. Who will make public statements to the press when there is an emergency? The PR campaign is a plan to gain maximum positive publicity for the event. For an entrepreneurial event it would include: <br />A. Data collection : <br />· preparing a media list of suitable targeted media <br />· preparing a contact list and club list such as politicians, interested people and opinion leaders - often called media talent - who can be called on to make suitable comments or actions which promote the event. <br />B. List ideas for continuous exposure such as interesting media ready stories, competitions, public appearances, stunts, speeches, feeding the chooks. <br />When these lists are prepared, the ideas prioritised and the story angles determined , the journalist, editor or producer is contacted to ascertain the exposure potential of the item. These publicity items are then placed into an overall promotion schedule. The critical path is ascertained to ensure continual and growing interest in the event. Milestones such as important editorials at critical times can also be established. Specialist magazines and newsletters with their highly targeted audience such as in-flight magazines, business magazines, trade publications and association newsletters, need to be included in the lists. This process is shown graphically below (figure 1). <br />Depending on the size and complexity of the event, the PR strategy can range from organising a media launch and handing out a press kit to just sending a out a one page media release to selected media. News releases can be staggered over the planning period to generate increased interest in the event. <br />Tips on writing a news release <br />· Make sure it is released at the right time for it to be picked up by the media. <br />· Make it clear and concise with the main features at the very beginning of the release. <br />· Put who, what, when, why and where in it. <br />· Have all contact details in it and the date. <br />· Use liftable quotes. <br />· Pitch it at the correct level : who will write the story and who will read it. <br />· Identify any media talent associated with the event and give their contact details. <br />· Make sure all the spelling is correct – particularly sponsors and main participants. <br />The media launch is used by most large festivals, although it can be used by 'boutique' events that target a specific audience. If the launch takes place in an interesting area, it can be used as an opportunity to take photos and record interviews. Television requires special facilities such as access, power and transmission links. <br />What is the Media Kit? <br />· Press release including the 5 Ws <br />· Press ready photos or video footage <br />· Event program <br />· Sponsor information <br />· Interview possibilities, times and contact details of any ‘stars’ <br />· Press gifts such as complimentary tickets, invitations or smart hooks <br />Although PR involves the event's relation to the public, it is the relations that the event manager develop with the media that can create interest in the event. It implies developing a rapport with the media - finding out what they want and how best to supply it. Networking is possibly the best way to develop this rapport. <br />If the manager does not have time or the inclination to do this then the event organisation should consider hiring a PR company.<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/7520417-115561206893783022?l=dlsu-xy.blogspot.com' alt='' /></div>Chrissynoreply@blogger.com0tag:blogger.com,1999:blog-7520417.post-1155611894040499252006-08-14T20:16:00.000-07:002006-08-14T20:18:14.070-07:00I. <br />II. Summary<br />III. Current Marketing Situation Analysis<br /><br />A. Industry Study<br /><br />The powdered chocolate drink industry is continuously growing over the years. In fact, the industry had an 8% growth in sales. Such growth could be attributed to the Filipino’s love for sweets and their busy lifestyle. The product is very popular among students and young professionals because such individuals are always pressed for time. Breakfast for these individuals is a rare treat as they only have enough time for a quick hot drink before going to work or school.<br /><br />Because of the product’s popularity, several powdered chocolate drink manufacturers have tried to gain access to the industry but only the two popular brands remained strong amidst all its former competitors. These brands are Milo and Ovaltine and both have become household names in the Philippines because of their high-quality products and longevity in the industry. In fact, according to the Cocoa Specialists Incorporated, Milo already has 70% of the total market share of the powdered chocolate drink industry in the Philippines. The other 20% of the market prefer Ovaltine and the remaining 10% of the market purchase the brands of other foreign and local competitors. <br /><br />Chocquik may still be considered a new brand but it is already starting to gain a significant share of the industry’s target market. In fact, only three months after being introduced in the market, Chocquik has already won three Seals of Approval: The 2005 National Shopper’s Choice Award as the No.1 Instant Choco Malt Drink; The 2005 National Product Quality Excellence Award as the Best Instant Choco Malt Drink and The 2005 Philippine Marketing Excellence Award as the Most Outstanding Instant Choco Malt Drink.<br /><br />Porter’s Five Forces<br /><br />As earlier mentioned, the key players in the industry are Milo and Ovaltine. These brands are also the toughest competitors of Chocquik. Milo is positioned as an energy drink while Ovaltine is positioned as a power drink. Like Chocquik, both brands distribute their products through different marketing intermediaries like supermarkets, convenience stores and sari-sari stores. The prices of the products of Milo and Ovaltine are higher than Chocquik’s especially since the latter is still in the introduction stage of the product life cycle. <br />Table 1<br />Product Net Weight Price<br />Milo 240 grams (12/20) PhP 45.25<br /> 300 grams PhP 54.00<br /> 600 grams PhP 106.00<br /> 1 kilogram PhP 172.00<br /> 1.5 kilograms PhP 253.25<br /> <br />Ovaltine 180 grams (box) PhP 55.00<br /> 200 grams PhP 37.37<br /> 300 grams PhP 54.00<br /> 450 grams PhP 130.00<br /> 500 grams PhP 106.00<br /> 1 kilogram PhP 172.00<br /> <br />Chocquik 300 grams PhP 42.85<br /> 200 grams PhP 29.90<br /> 80 grams PhP 12.40<br /> 20 grams PhP 3.25<br /><br /><br />Prices are from Rustan’s Supermarket, Gateway Mall and Landmark Makati<br />Chocquik is therefore at an advantage as it is able to provide the consumers with the same product at lower prices. Brand switching is highly probable as one of the factors that can significantly influence the purchasing decision is the product price (product affordability). <br /><br />Since a lot of Filipinos are becoming more conscious about their health, the chocolate drink manufacturers are constantly trying to improve their products by adding vitamins and other nutritious ingredients. Milo, for example, introduced Actigen-E which is composed of Vitamin B complex mixed with essential micronutrients like Vitamin C, iron, calcium, magnesium, and phosphorous. According to Milo, these vitamins will effectively help promote the optimal release of energy from protein, fats and carbohydrates and will thus ensure the health of their consumers. Ovaltine, on the other hand, was concocted as a nutritional supplement for those in need of more rounded diets. It is fortified with vitamins like vitamin D and phosphorous which could help fight malnutrition.<br /><br />The powdered chocolate drinks produced by Milo, Ovaltine and Chocquick are not the only products that can provide essential vitamins and minerals to its target consumers. Substitute products like milk, tea, fruit and fitness drinks and others are available almost everywhere. However, the prices may depend on the brand and the ingredients of the products. In the Philippines, coffee is one of the most popular substitutes for powdered chocolate beverages. Like chocolate drinks, most Filipinos drink their coffee in the morning. Coffee gives the drinker the feeling of being energized because of the drink’s caffeine content. According to positivelycoffee.org, coffee also helps improve alertness, attention and wakefulness and can therefore facilitates relevant learning.<br /> <br />Table 2 <br />Caffeine content of various foodstuffs<br />Foodstuff Serving size Caffeine content (mg)<br />Coffee 150 ml 50-120<br />Tea 150 ml 15-50<br />Chocolate Drink 250 ml 10<br />Milk Chocolate 50g 40<br />Caffeinated Soft Drinks 330 ml 40-100<br /> <br /> (from Maughan 1999)<br /><br />Coffee is also becoming more and more popular with chocolate drinkers like teenagers and young professionals because of the boom of coffee shops across the country. These shops attract the younger markets because of their tranquil ambiance conducive to building better professional and personal relationships. Frequenting coffee shops also conveys status for consumers who wish to appear sophisticated in their choice of leisure activity. <br /><br />Milk is also one of the most popular substitutes for powdered chocolate drinks prompting growth in the export of milk and other dairy products in 2004. In fact, the National Dairy Authority (NDA) says that the per capita consumption of milk had increased to 19 kilograms per year based on its survey in 2003 and released in 2005. Consumption of milk per Filipino was up from 16 kilograms per year based on the survey conducted in the year 2003. <br />Skimmed milk powder, which makes up one-third of the country’s total dairy imports, rose 14.3% in price from US%1,680 per metric ton in 2003 to US$1,920 per metric ton in 2004.Retail prices reflect the same pattern. Prices of filled milk powder (skimmed milk powder combined with vegetable oil) increased 11% for a 200 gram box from P35.60 in 2003 to P39.40 in 2004.Government’s survey of the 2004 retail prices of milk and dairy products shows increases in retail prices ranging from 2% and 25%.Source: http://nda.da.gov.ph<br /><br />In addition to this, whey powder and ready-to drink milk are fast-growing components of the country’s net dairy supply. Its share in the net supply of dairy products in the Philippine market has steadily increased from 11% of the net supply in 2000 to 16% in 2004. Ready-to drink milk imports continued to grow, rising almost 14% in a year. Its share in the net dairy supply also increased from 9% in 2000 to 14% in 2004. <br /><br />According to NDA, demand for milk and other dairy products will continue to grow despite the increasing prices. The growth can be attributed to the lowered importing tariff duties and the distinct market following of local manufacturers supplying consistent high-quality fresh milk and fresh dairy products.<br /><br />The growth in consumption and sales of both milk and coffee can pose as a threat for the powdered chocolate drink industry. Chocquik, Milo and Ovaltine should therefore think of ways to develop several plans of action to prevent their target consumers from purchasing the substitutes. They should consider decreasing the products’ prices or they may opt to improve their products to encourage repurchase. <br /><br /> Chocquik can afford to decrease its prices because of the low bargaining power of its suppliers. Although the Philippines is not the main producer of Cocoa, many families earn from cocoa farming. Presently, according to International Cocoa and Chocolate Organization (ICCO), we have 13 cocoa and chocolate enterprises in the country -- three are large companies. Most of these enterprises are located in Manila with an aggregate capacity ranging from 20,000 to 36,000 metric tons of processed cocoa. <br /><br />Cacao: Volume of Production by Region, Philippines, 1994-1998<br /><br />Philippines 7944 7928 7893 7846 7366<br /> <br />CAR 9 6 6 5 4<br />Ilocos Region 57 53 52 52 51<br />Cagayan Valley 49 49 28 68 92<br />Central Luzon 1 - - - -<br />Southern Tagalog 130 125 86 98 97<br />Bicol Region 42 45 40 46 37<br />Western Visayas 325 203 122 118 103<br />Central Visayas 86 94 94 98 82<br />Eastern Visayas 129 121 128 126 118<br />Western Mindanao 351 351 347 355 336<br />Northern Mindanao 509 512 509 516 508<br />Southern Mindanao 5535 5669 5744 5610 5252<br />Central Mindanao 159 133 127 166 122<br />CARAGA 471 473 523 497 480<br />ARMM 91 94 87 91 84<br /><br /><br />Source: http://www.da.gov.ph/agribiz/cacao.html<br /><br />Like the suppliers, consumers have low bargaining power as well. This is because there are very few players in the industry and only two producers of powdered chocolate drinks have the power to command the products’ prices. This can be an opportunity for Chocquik to gain market share since they may set their prices a little lower than their major competitors. <br />The bargaining power of consumers may still increase, however, if the numerous substitute products available in the market are sold at lower prices than the chocolate drinks produced by Milo and Ovaltine. <br /><br />The industry can not expect new entrants soon because its key players have already set high barriers to entry. Milo and Ovaltine have achieved economies of scale because of their longevity in the industry and can thus offer their products at lower prices if they want to get rid of potential competitors. Starting in this industry also requires a large amount of capital since the new entrants will have to acquire state-of-the-art equipment to produce goods that can compete with the industry leaders’ products. High-quality products do not gurantee new entrants success either because consumers are less likely to switch to new brands especially when they are very satisfied with the ones they are currently purchasing. The new entrants are also not likely to compete in the powedered-chocolate drink industry because of the high exit barriers. The production equipment and other specialized assets may be difficult to dispose of since not many people are interested in venturing into such kind of business. <br /><br />Chocquik, although still new in the business, has managed to compete with the industry leaders because its manufacturer, Columbia International Food Products Inc., has been producing sweets since 1937. They already have the necessary equipment, technological skills and marketing know-how needed to compete with Milo and Ovaltine.<br /><br />B. Current Product/Brand Situation<br /><br /> <br />C. Competitive Situation<br /><br />The direct competitors of Chocquik are Milo and Ovaltine, both of which are multinational brands. Milo is owned by Nestle corporation while Ovaltine is owned by Novartis consumer goods; because of this both brands have already established markets while Chocquik is the new market challenger. Since both products have held almost the entire market share for a long time, they only seek to maintain this and even possibly reduce the competitors by cutting in further into their market share.<br /><br />The major players in the chocolate powder drink industry, Milo and Ovaltine have both used their tried and tested brand positioning to the consumer. Milo positions itself as an energy drink for athletes, while Ovaltine positions itself as a power drink. There are also smaller foreign and local competitors in the industry which satisfy the remaining market share. This is where Chocquik belongs:<br /><br />Brand Market Share Volume Marketing Efforts<br />Milo 70% Heavy marketing efforts through TV commercials, radio, newspapers and non-traditional media. Events sponsorships<br />Ovaltine 20% Moderate marketing efforts with occasional media advertisements<br />Chocquik Less than 10% Heavy marketing efforts through commercials and event sponsorships<br /> <br /><br /> As seen in the grid, Milo, the market leader focuses on heavy advertising through their traditional campaigns composed of celebrity and athlete endorsers along with its traditional “Milo Everyday” tagline and jingle. Ovaltine on the other hand, prefers to lie-low in its marketing efforts focusing only on the selling of its products. Nevertheless, it occasionally has a marketing campaign such as the “Just can’t get enough” campaign in previous years. Print and TV advertising for Ovaltine is barely visible in their current efforts.<br /><br />Milo also focuses on sponsoring sports events such as the SEA games of 2005, and holding its traditional sports clinics for children and teenagers. It has an overwhelming share of the market and is equated with the industry itself.<br /><br />Indirect competitors which offer similar products are Nesvita, also by Nestle, and other chocolate drinks such as Choco Filipino and other cocoa drinks, powdered milk such as Bear Brand, and Coffee products. The indirect competitors also serve as serious challengers because they can substitute the chocolate powder products anytime. The powdered drinks industry is a staple in Filipino families and is steadily growing after the decline due to the economic recession.<br />- Ovaltine new ad<br />- Market follower and not challenger<br /><br />IV. SWOT Analysis<br />V. Goals and Objectives – XY<br /><br />VI. Marketing Mix Strategies and Programs<br /><br />A. Market Targeting - JES<br /><br />The group thinks that there is no need to change nor expand its current target market, which is composed of the Filipino housewives ages 35-39 that belong to the B and Upper C income brackets. The group believes that mothers are the perfect buyers for Chocquik. Filipino housewives are known to be dedicated mothers in a sense that they will find ways and resources just to provide their families, specially their children, with good health and good life. There is also no need yet to expand its current target market because the company still needs to know its customers better in order to implement and execute marketing programs suitable for them. It is important to understand the needs and wants of the target market in a product like Chocquik so that the firm will be able to see what areas interest them and those which do not have impact on them. Furthermore, by understanding well the consumers’ attitude, perception, beliefs and values, marketers can design marketing strategies and promotional messages that will influence its customers more effectively.<br /><br />(?????)The secondary market for Chocquik would still be the people whom the family usually interacts with. In the case of the children, their classmates or playmates could influence their liking towards a product. Classmates or playmates of the children could brag about the chocolate drink given to them by their mothers. Children wouldn’t want to be left out because they easily get jealous of what others have. As for the teenagers, their peers could be very influential because they serve as reference groups. They could also be a good source of positive word-of-mouth because they have credibility. As for the young adults, their co-workers are also influential because they serve an important role in functioning of their office network. Parents are usually influenced by their friends or relatives because they are their most trusted people. Lastly, grandparents are usually influenced by their grandchildren because they are the ones who give joy to them. (?????)<br /><br />To attain the company’s objective of reaching ____ % of the target market, the group suggests to perform consumer research not just on its primary target market (Filipino housewives), but also on its secondary market (people whom the family usually interacts with?????) since their preferences change from time to time. By studying well the consumers, the marketers will be able to predict how its customers will react to promotional messages. They will also understand the factors that affect their target market’s purchasing decisions.. The data gathered from the research can be used by the company to know how these markets can be motivated to purchase Chocquik. <br /><br />The following tables show important information on the current primary and secondary target market, their respective sizes, demographic characteristics, psychographic characteristics and behavioral characteristics.<br /><br />Current Primary Target Market: Filipino housewives<br /><br />Size Demographic characteristics Psychographic characteristics Behavioral characteristics<br />129,826 housewives (???) Age: 35 – 39Gender: FemaleMarital Status: MarriedIncome: ??????Occupation: housewives Activities grocery shopping, taking the children to school, buying food for the entire family, cooking, cleaning, washing clothes, watching telenovelas/news, reading newspapersInterestsfamily, health, food, current products in the market consumable by the whole familyOpinionsproper budgeting is essential especially during economic crisis (????) o Practicalo Smarto Value-orientedo Dogmatic<br /><br /> <br />Current Secondary Target Market: ?????<br />Users Size Demographic characteristics Psychographic characteristics Behavioral characteristics<br />Children (?????) Age: Under 12Gender: Male/FemaleMarital Status: SingleEducation: Pre-school, Elementary <br />Teenagers (????) Age: 13 – 21 Gender: Male/FemaleMarital Status: SingleEducation: Highschool, College <br />Young adults“yuppies” Age: 22 – 34 Gender: Male/FemaleMarital Status: Single/Married/Living TogetherEducation: college graduateOccupation: professional <br /><br /><br />***GUYS! DI KO MUNA TINAPOS KC DI KO PA SURE KNG ETO B TLGA SECONDARY TARGET MARKET. ANDME KC E, PARANG MALI!! BSTA PAGUSAPAN NTEN TOM! =) – JES<br /><br />B. Product Development/Innovation Program<br /><br />C. Pricing Program<br /><br />D. Sales and Distribution Program<br /><br />E. Marketing Communication Program<br /><br />1. Advertising Program<br /><br />Chocquik has been advertised using traditional media such as TV, print and radio. For their TV and radio ads, Columbia Candies International made use of the “All day, every way” jingle. Various print ads were also published in magazines like Health Today, Mr. and Ms. and MOD. These ads also appeared in newspapers like the Philippine Daily Inquirer and Philippine Star. <br /><br />To continue the increase of customer awareness and product sales, the group recommends that Chocquik continue using the same advertising vehicles. The group also recommends the use of billboards, posters and rail and transit ads. This will help in achieving the objective of creating consumer liking, preference, conviction, and purchase of the product. <br /><br />q TELEVISION<br /><br />The television will be a useful medium in promoting the product because of its high reach and frequency. It is also able to combine sight, sound and motion making the ad more appealing. The ad will be shown on free TV and will thus be aired on the following channels: 2, 4, 5, 7, 9, 11 and 13. It will also be aired during commercial gaps of family-oriented and children’s programs. <br /> <br /> Creative Approach: A new advertisement will be aired showing the a family enjoying while drinking Chocquik. The “All day, every way” jingle will still be used to reinforce brand recall and there will also be an emphasis on the affordability and versatility (?) of the product. <br /><br />The ads will be made to target mothers but since a research showed that most mothers find that advertisements depicting women in traditional roles isn't reflective of the lives that most of them lead today , the group will instead try to incorporate target market’s priorities in the advertisements. The priorities of most moms today include the “family eating together, building close relationships with children, expanding kids’ horizons and raising kids with good values”. <br /><br /><br />q PRINT<br /><br />The posters, newspaper and magazine ads will also be used to provide additional information to the target market. More people can be exposed to these vehicles based on the concept of pass-on readership. This advertising medium is substantially more expensive than radio, but it would be an effective medium in serving the visual needs of those exposed to the advertisements.<br /><br /> <br /> Print Ad # 1<br /><br />Print Ad # 2: Ad with family (happy) enjoying Chocquik<br />§ Newspaper<br /><br />This is an effective tool in increasing brand awareness and providing information about the product because newspapers, specifically broadsheets, have good local market coverage and broad acceptance. The newspaper is also a reliable source of information for the product’s target consumers.<br /><br />Creative Approach: The ads will be printed on Philippine Daily Inquirer and Philippine Star during the following months: ____. The ads will <br /><br /><br />§ Magazine<br />The magazine is also a good advertising tool because of its long life and good pass-along readership. <br /><br /><br />q NON-TRADITIONAL MEDIA <br /><br /> Aside from the usual forms of media, the group also recommends the use of non-traditional advertising tools. This is because some researchers have noticed the reduced effectiveness of the ads using traditional media. However, proper location should be considered so as to effectively reach the product’s target market.<br /><br />§ Billboards<br />Outdoor advertising can also be helpful in reaching the local consumer segments. The billboard became one of the most popular outdoor advertising tools because of the traffic congestion in the Philippines. <br /><br />§ Rail and Transit Ads<br /> Transit ads are very popular nowadays because of the emergence of DVDs, VCDs, cable TVs and TiVo. Consumers can now do away with commercials by paying extra. Transit ads, however, could not be “zapped” nor ignored. These can’t be turned off like the television and they can reach the drivers and passengers no matter what radio stations they are listening to. It can be very advantageous to use since it can be seen by a varied audience and it can be very flexible in terms of ad size and location. <br /><br /> <br />2. Sales Promotion Program (Consumer)<br /><br />Objectives<br /><br />1. To induce the target market to try the product.<br />2. To attract other powdered chocolate beverage drinkers to switch to Chocquik.<br />3. To increase the repurchase rate of the occasional consumers.<br />4. To increase the consumption rate of the frequent buyers of Chocquik.<br />5. To reward Chocquik’s loyal customers and to encourage the purchase of bigger sizes.<br /><br />To attain the first objective, the group recommends giving out samples (20g sachets) and free tastes of Chocquik in MRT and LRT stations, public and private elementary schools, groceries and malls. <br /><br />The group plans to hold product comparisons and demonstrations to make other powdered chocolate beverage drinkers switch to Chocquik.<br /><br />The third objective can be achieved by placing free cut-out coupons in magazines and grocery catalogs entitling its readers to 10% discount for every purchase of __ g of Chocquik.<br /><br />To increase the consumption rate of the frequent buyers, the group also plans to sell a 330g pack for the same price as the 300g pack for 2months. This will also encourage the consumers to buy Chocquik in bigger sizes since they will be getting more at a low price. The firm can also offer premiums like pitchers and tumblers made of hard plastic. These will be carrying the logo of Chocquik to remind the consumers to repurchase the product. <br /> <br />Consumer: Sampling, Event sponsorship – activity centers, schools, malls, Premiums, Free taste, <br />Trade: display allowances<br /><br />3. Public Relations Program - KAT<br />Health magazines, Health section sa newspapers, sa book din <br /> <br />VII. Investment Plans<br />VIII. Estimates of Profitability<br />IX. Evaluation Results<div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/7520417-115561189404049925?l=dlsu-xy.blogspot.com' alt='' /></div>Chrissynoreply@blogger.com1tag:blogger.com,1999:blog-7520417.post-1136178720028798732006-01-01T21:07:00.000-08:002006-01-01T21:12:00.040-08:00<p align="justify">Hmmm.... I'm moving everything posted here to another bloghost. :) Ta-tuh readers!<br><br>Much Love,<br><b>Koko</b></p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/7520417-113617872002879873?l=dlsu-xy.blogspot.com' alt='' /></div>Chrissynoreply@blogger.com1tag:blogger.com,1999:blog-7520417.post-1099813176328311802004-11-06T23:39:00.000-08:002004-11-06T23:39:36.330-08:00INTRODUCTION <br />The novel, Chronicle of a Death Foretold, in my opinion, is one of the most well-written novels in our time. The story was based from real events but the author still managed to make it his own by making use of magic realism and characters that, he knew, would interest his readers. The story was able to clearly show how people’s actions are greatly affected by their traditions, rituals and beliefs. <br /> <br />SUMMARY <br />The story revolves on the killing of a young and wealthy Arab man, Santiago Nasar. The Vicario twins, Pablo and Pedro, killed Santiago Nasar the day after their sister, Angela Vicario, had been returned to their home by her husband Bayardo San Román. He (Bayardo San Román) got furious when he discovered that his wife was no longer a virgin. Angela told his brothers that the man who took her virginity was Santiago Nasar. Everybody knew about the brothers’ intention to kill Santiago Nasar but nobody was able to stop them from committing the crime. <br /> <br />AUTHOR <br />Gabriel Garcia Marquez, was born on March 6, 1928 in Aracataca, Columbia. He studied journalism at the University of Colombia in Bogatá and the University of Cartagena and became a reporter for a Columbian daily newspaper, El Espectador, after he graduated. He wrote mostly about politics but he became more popular when he started writing novels. His works have been published in many countries and translated into many languages. In 1982, he was awarded the Nobel Prize for Literature based on the short stories and novels he has written. <br /> <br />The Chronicle of a Death Foretold, written in 1981, is very much different from the rest that he has written because it is based from a true story. This novel was able to show his skills both as a journalist and novelist. <br /> <br />THESIS STATEMENT <br />The novel shows its readers how valuable the traditions, rituals and beliefs are for the South Americans that their actions and decisions are greatly affected by them. <br /> <br />ANALYSIS <br />The novel was able to show the readers how traditions, rituals and beliefs are very important for the South American people. They consider all of these in making their decisions and these also affect their actions. I would like to cite several reasons why I have come up with my thesis statement. <br /> <br />1. The Vicario twins killed Santiago Nasar not because they were angry with him but because they were expected to do such a thing in order to save their sister and their family from disgrace. <br />- I think that the twins did not really want to kill Santiago Nasar since they are, after all, “very good people”. I think that the reason why they told everybody that they were going to kill him is so that the people could convince them to spare Santiago’s life and therefore save themselves from taking the life of a person they didn’t really want to kill. <br /> <br />2. Bayardo San Roman returned his wife Angela Vicerio after finding out, on the night of their wedding, that she is no longer a virgin. Even if Bayardo loved his wife dearly, he had no choice but to return his wife to her family especially since he belongs to a wealthy and prestigious family and it would be a shame if he stayed with Angela. <br />- It is very obvious that Bayardo San Roman still loves his wife and would stay with her if he could. If he didn’t love her, he could have told everybody the day after their wedding that she was no longer a virgin. Instead, he made the effort to return her to her family at night, not bringing his car, so that nobody else would notice that he returned her. Also, if he didn’t really love Angela, he would not have come back to her after she has sent him her letters many years later. <br /> <br />3. Even if Angela did not inform anyone about how Santiago was able to take her virginity, everybody in their town thinks that Santiago is guilty and he therefore deserves to be killed by the twins. <br />- The narrator mentioned that Santiago Nasar is very much like his father. He was a lady’s man and he was known for having so many affairs. He was very flirtatious and he would even hit on their cook’s daughter. Because of this, the people in his town think that it was possible for him to take Angela’s virginity even if she was well-guarded by her parents. Even if everybody knew that the twins were going to kill Santiago, most of them did not try to stop the twins because they all believed that he was guilty and he deserved to die. Also, many men in their town were envious of him because he was “young, handsome and wealthy” and many girls think that he is a good catch. This could be another reason why the people didn’t stop the twins from killing Santiago. <br /> <br />4. Angela Vicario was forced to marry Bayardo San Roman even if she doesn’t love him because her parents think that he is wealthy, handsome and he comes from a prestigious family. <br />- During that time, the women had no role in the society. In fact, it has been said in the novel that her parents raiser her just so she could marry. Since the women weren’t allowed to work at that time, the only way they could improve their lives is by marrying somebody like Bayardo San Roman. <br />- I also realized how important courtship was during those times. Bayardo gave Angela everything she needed and even bought the house that she has always wanted. Angela married him not because she loved him but because she felt she needed to and because all the people around her were in favor of their marriage. <br /> <br />5. Bayardo San Roman is perceived as the victim in the story even if it was Angela Vicario 1) who was beaten by her mother, 2) who lost a husband and 3) who had to leave town because everybody knew about what had happened between her and Santiago. <br />- All the people in their town pitied Bayardo San Roman after they found out that Angelca Vicario was no longer a virgin. They cared less about Angela and were more concerned with Bayardo. They didn’t think about what Angela went through after she has been returned to her family. All the people thought about was Bayardo. They all felt that he was very unfortunate because he married somebody whose virginity had been taken by a man a lot of people disliked and he had been cheated by a woman he worked so hard for to marry. <br /> <br />6) The people failed to warn Santiago Nasar of the twins’ intention to kill him because everybody was busy preparing for the arrival of the bishop. <br />- South Americans are known for being very religious. In the novel, the author was able to show how people give so much importance to the coming of the bishop that they forgot to inform Santiago Nasar the twins’ plan to kill him. The priest, for example, knew about what the twins were planning to do to Santiago but he was too preoccupied with the idea of the bishop coming over to their town that he fails to save the Arab’s life. <br /> <br />CONCLUSION <br />The novel is really interesting and it is very much different from the novels I have read in the past. It doesn’t have the usual components of a novel that other writers have to include while writing their novels just so the readers would find their work interesting. It is short but it is very well-written and the story is very unique. But what makes the story more interesting is the author’s intention in making this novel. <br />I think that the author wants his readers to see how the South American people are – how they act and how they make their decisions. He wants the readers to see how important the traditions, rituals and beliefs are for these people. He makes use of this novel to present to us the disadvantages of their being enslaved to their traditions and beliefs that they are no longer happy and they are forced to always do what is expected of them. He also uses this novel to show us the many social issues at that time – gender bias, sexism, and machismo. <br /> <br />REFERENCES <br />· Mostly Fiction (http://mostlyfiction.com/latin/garciamarquez.htm) <br />· CIAO! Reviews (http://www.ciao.co.uk/Chronicle_of_a_Death_Foretold__Review_1016) <br />· Sports Reading (http://www.sportsreading.com/Chronicle_of_a_Death_Foretold_0345310020.html) <br />· Fantastic Reviews (http://members.aol.com/sfandfbookclub/chronicle_death_foretold.htm) <br />· Wikipidea (http://en.wikipedia.org/wiki/Gabriel_García_Márquez) <br />· The Modern World (http://www.themodernword.com/gabo/gabo_works.html) <br />· Spark Notes! (http://www.sparknotes.com/lit/chrondeath) <br /> <br /> <br /><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/7520417-109981317632831180?l=dlsu-xy.blogspot.com' alt='' /></div>Chrissynoreply@blogger.com7tag:blogger.com,1999:blog-7520417.post-1097149948044630882004-10-07T04:48:00.000-07:002004-10-07T04:52:28.043-07:00<b>SCRIPT</b> <br /> <br />> Espi, Chrissy and Jes enter the shop. <br /> <br />> Si Espi hihiwalay. <br /> <br />Jem: Ma’am uso po yang style na yan. Bagay po yan sa inyo. Try nyo po. <br />Espi: Ah really? Do you have this in pink (or blue)? <br />Jem: Yes ma’am, ito po. <br />Espi: Ay mayroon bang lighter shade, mas gusto ko kasi if lighter. <br />Jem: Ah ito po ma’am. <br />Espie: Okay thanks so much. <br /> <br />> Si Jem, isasabit ulit yung shirt na isa tapos haharap sa audience tas tsaka magsasalita. <br /> <br />PAUSE <br /> <br />Jem: Makikita natin na nakakaapekto ang style at kulay sa pamimili ng damit. <br /> <br />ACTION <br /> <br />> Espi pupunta sa amin while we’re talking. <br /> <br />Chrissy: Jes, look at the price o, it’s so mahal! OMG, buy pa naman me sana! <br />Jes: Heller, it’s okay naman ah… It’s bagay to you naman eh… <br />Chrissy: Really? For sure? Okay I’m gonna buy it na nga. <br /> <br />> Lalapit si Jem <br /> <br />Jem: Ma’am, kukunin nyo na po? Ano pong size, kukunan ko pa kayo. <br />Chrissy: No more na, I’ll look for the size myself. <br /> <br />PAUSE <br /> <br />Jem: Ang price at opinion ng iba ay nakakaapekto rin sa pamimili. <br /> <br />ACTION <br /> <br />> Habang naghahanap ng size si Chrissy, kakausapin ni Espi si Jes. <br /> <br />Espi: Look o, I’ll buy this na. <br />Jes (bubble): OMG! Nice naman her shirt! Buy kaya me ng other color nun?” <br /> <br />> Si Jes pupunta sa sabitan ng damit tapos kukunin yung isa pang shirt. Tapos susundan siya ni Espi. <br /> <br />Espi: Wow, it’s bagay to you rin! Can I see? (ipapatong sa suot ni Jes) <br />Jes: No more na, I’ll fit it na lang sa room. <br /> <br />> Si Jes papasok na sa fitting room. <br /> <br />Espi and Chrissy na lang mag-uusap before magbayad. <br /> <br />Espi: Wait!!! Let’s check muna if there’s sira before we pay. <br /> <br />> After I-check, babayaran na kay Jem. After magbayad ni Espi and Chrissy, lalabas si Jes ng fitting room. <br /> <br />Jes: Hey girlfriends! It’s not bagay to me e… Let’s go na nga. <br /> <br />> Parang itatapon yung damit kay Jem. <br /> <br />PAUSE <br /> <br />Jem: Ganyan ang mga mamimili, kapag nakita ang katabi nilang may hawak na maganda, gagaya rin sila. Kailangan isukat para sigurado at bago magbayad, inuusisa (chinecheck) pa ng todo ang damit. Kapag hindi naman bagay sa kanila, iniiwan na lang basta basta ang napagpilian. <br /> <br />> Tapos si Jem, iffold yung damit tapos aalis na tayo. BOW. <br /><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/7520417-109714994804463088?l=dlsu-xy.blogspot.com' alt='' /></div>Chrissynoreply@blogger.com0tag:blogger.com,1999:blog-7520417.post-1089764868753030432004-07-13T17:26:00.000-07:002004-07-13T18:00:17.763-07:00The Impact of Liberalisation: Communicating with APEC Communities <br />This series of publications is part of an Initiative of APEC Committee on Trade and Investment. There are five sectoral reports, a summary report and a review of literature on trade liberalisation. <br /> <br />To view the Full Report you may need to download Adobe Acrobat reader <br />Full report in PDF Format Back to List of Case Studies <br />Telecommunications Industry in the Philippines <br />The Philippines was, until ten years ago, notorious for its poor telecommunications. There were more names on the waiting list than there were in the telephone book. There were barely half a million lines servicing a population of 60 million people. Many non-metropolitan communities not being served at all. <br />Under the Marcos administration, four private companies held government protected monopolies over all the key aspects of telecommunications. By far the biggest was the Philippine Long Distance Telephone (PLDT) company, which had a monopoly over international and domestic calls. Two other companies had monopolies over domestic and international satellite services, while the fourth concentrated on international telex and data communications. Investment and service levels were low. <br />The first moves to introduce competition were made by the administration of Cory Aquino, which took the view that competition was needed to improve the efficiency of the telecommunications industry. New licences were issued for operations of international gateways, cellular mobile services, and Cable television. <br />The pace of liberalisation increased under President Ramos, whose administration introduced a new law to create a better climate for industry growth and investment. The Public Telecommunications Policy Act, which established the policy framework for the industry, was supplemented with two specific regulations. The first, EO 59, requires compulsory interconnection of all authorised public telecommunications carriers. The second, EO 109, requires cellular mobile telecommunications service providers to install at least 400,000 fixed telephone lines over three years, and international gateway facility operators to install at least 300,000 lines within five years. <br />The country was divided into 11 geographic areas, with each service area including some profitable and some unprofitable zones. Operating licences for these areas were distributed among 8 telecommunications carriers. The strategy has been successful in its primary aim of raising the level of telecommunications coverage in the Philippines. The number of telephones lines has risen from just over 1 million, prior to the introduction of the new policy in 1993, to reach 6.5 million lines by the first half of 1998. <br />Cellular telephony has grown rapidly rising almost 30 percent in 1997 to reach 1.3 million subscribers. The spread of telephone services throughout the country has also improved. The proportion of municipalities serviced by telephones has increased from 20 percent to 37 percent since 1992. The objective under the Basic Telephone Program is that telecommunications should reach 87 percent of communities. <br />There has been an explosion in the number of participants in the industry. In the basic local exchange segment, where the PLDT had a monopoly, there are now 12 companies operating. The number of companies operating international gateways has increased from one to 11. The number of cellular companies has increased from two to five. <br />The new participants have included many partnerships between local and international companies. Foreign ownership of telecommunications companies is limited to 40 percent, although there is some pressure to have this limit raised. International companies involved in partnerships in the Philippine market include Singapore Telecom, Deutsche Telekom, First Pacific from Hong Kong, NTT from Japan and Nynex from the US. <br />Not all the new ventures have been successful. A number of companies have not been able to fulfil their commitments to establish the required number of lines in their geographic area, and many of the lines that have been laid have not yet found subscribers. Some of the businesses are running at substantial losses. <br />The most spectacular new entrant has been SMART. It started providing cellular services in 1994 and had, by 1997, seized 46 percent of the cellular market, overtaking the long established leader Pilipino Telephone (PILTEL). It has strategic alliances with NTT, from Japan, and First Pacific from Hong Kong. Its success has been largely based upon aggressive price based marketing and establishing a clear brand identity. <br />The size of the network SMART has built brings its own marketing advantages, with the ability to offer local call charges for calls between "Smart" telephone subscribers in different parts of the country, and the ability to offer widespread dealer and service support. The company took careful precautions against fraud in setting up its systems and has been spared the losses suffered by some competitors. It is strongly profitable. <br />Another strongly competitive participant in the market is Globe Telecom, which is a joint venture between Ayala Corporation and Singapore Telecom. Globe has pursued a strategy of technological leadership. It was the country’s first GSM (Global System Mobile) cellular operator and has build capacity for ISDN (Integrated Services Digital Network) into its fixed line network. Its network is designed to support features such as caller ID, last call memory, three-way calling, call forwarding and phone lock. As a development business, Globe is not yet profitable, although it achieved a positive cash flow in 1997. <br />The incumbent, Philippine Long Distance Telephone Company, has had a lot of adjusting to do as it has faced up to competition. It has dramatically increased the size of its network and plans to have it fully digital by 2002. It did so while reducing its workforce, and embarking on programs to improve the quality of service, and process re-engineering to reduce problems in the network. It remains one of the largest companies in the Philippines and is strongly profitable. <br />Although deregulation is seen as a success, problems remain. The legislation that ordered interconnection of networks did not specify the price of that interconnection. PDLT has been accused of making it hard for newcomers to gain interconnection and of charging prohibitive rates. <br />The policy has given the Philippines an active telecommunications industry, but it is fragmented with operators having regional franchises as a result of the service area agreements. Regulators have yet to develop policies to ensure that healthy competition takes place once the exclusive licences in the service area scheme are phased out. <br /> <br /> <br /> <br />Philippines <br /> <br />Investment | Setting up | Staffing | Local regulations <br />Financial assistance | Culture | Representatives | Additional information <br /> <br />Investment - Why Invest? <br />The Philippines is strategically located in the Asia-Pacific region and is a natural gateway to the East Asian economies. It has a large pool of highly trainable English speaking high school and college graduates. The Philippines has been adjudged by the Hong Kong based Political and Economic Risk Consultancy Ltd as providing the best pool of cost effective, skilled labour for companies setting up new businesses in Asia. <br />The Philippines has opened up its economy by allowing 100% foreign ownership in almost all sectors of the economy and has established numerous special economic zones and industrial estates all over the country. It has deregulated its shipping, telecommunications and retail sectors, removing many of the monopoly structures in the Philippines market economy. <br />The Government encourages foreign investment. It has created Special Economic Zones such as Subic Bay Freeport and the Clark Special Economic Zone which enjoy various investment incentives. Information Technology parks are being created in Metro Manila. <br />Economic reforms have allowed the private sector, particularly foreign investors, to have wider participation in developing infrastructure and other services which used to be the government's domain, through the Build-Operate-Transfer (BOT) scheme. The UK has been the largest bilateral investor in the Philippines over the past ten years (US$17.2billion). In 2000, almost 30% of all inward investment in the Philippines came from Britain. The next largest investor, the USA, accounted for approximately half as much. Major investment areas are financial institutions, infra/industrial manufacturing, public utilities and ICT. <br />For a guide to the assistance available to overseas investors from UK Trade & Investment and information on various schemes to help overseas investors, please visit our pages on Overseas Investment. <br />Return to top <br /> <br /> <br />Setting up in business - What is the best way of setting up? <br />The kinds of investments, in terms of the type of incentives, under the Omnibus Investments Code of the Philippines are: <br />1. Investments with incentives <br />2. Incentives to multinational companies establishing regional or area headquarters in the Philippines <br />3. Incentives to multinational companies establishing regional warehouses to supply spare parts or manufactured components and raw materials to Asia Pacific and other foreign markets <br />4. Special investors resident visa <br />5. Incentives for exporting processing zone enterprises <br />Foreign owned companies not availing of incentives are covered by the provisions of Foreign Investments Act. <br />Return to top <br /> <br /> <br />Staffing - Will I be able to recruit staff? <br />The Philippines has a highly competitive English speaking skilled and semi-skilled labour workforce. Filipinos are highly trainable and adept at producing medium to high tech products. The Philippines has one of the highest literacy rates in the world <br />The laws on labour standards and employment relations are consolidated in the Labour Code of the Philippines. <br />Labour costs vary throughout the Philippines. The minimum wage for non-agricultural jobs in Metro Manila is PP250.00 per day. <br />Return to top <br /> <br /> <br />Local regulations - What are the local and regulatory considerations? <br />Foreigners are not allowed to own land in the Philippines. The Philippine Constitution limits ownership of land to Filipino citizens or companies that are at least 60% owned by Filipinos. <br />Under the Republic Act No 7652 of 1993 foreign investors can lease commercial lands in the Philippines for a maximum of 75 years. <br />The Philippines provides foreign investors with protection of intellectual property under the Intellectual Property Code of 1997 (RA No 8293). <br />When an investment involves a proposed project or undertaking which may affect the quality of the environment, the project is subject to the Philippine Environmental Impact Statement System (PD No 1586). This requires a project proponent to conduct an Environmental Impact Assessment. <br />Return to top <br /> <br /> <br />Financial assistance - Is finance available for a start-up operation? <br />Board of Investment (BOI) registered enterprises may qualify for an income tax holiday of between 3 and 6 years. Other fiscal incentives include: <br />tax credit for taxes and duties on raw materials; deduction of labour expenses from taxable incomes; access to bonded manufacturing/trading warehouse schemes; exemption from taxes and duties on imported supplies and spare parts for consigned equipment; exemption from wharfage dues and any export tax, duty free, and impost. <br />Return to top <br /> <br /> <br />Culture - Are there any special cultural or language issues I should be aware of? <br />For information on Business Etiquette, click here. <br />Return to top <br /> <br /> <br />Representatives in the market - who should I send? <br />Filipino's give high importance to establishing good personal relations with their business contacts. If possible the same UK representative should visit the market on each occasion in order to build a friendly and trusting relationship with Philippine contacts. <br />Return to top <br /> <br /> <br />Additional information <br />The British Chamber of Commerce of the Philippines (BCC-P) and the European Chamber of Commerce of the Philippines (ECCP) promote trade and investment between UK/Europe and the Philippines by providing a wide range of information, import assistance, counselling on the local business environment and advice on how to invest in the Philippines. <br />For more detailed or specific information you may commission customised information from the commercial section within the British Embassy. For further information on how to obtain "Tailored Market Information" and other services please contact UK Trade & Investment on 020 7215 4264 or your nearest Business Link (0845 600 9006). <br />Return to top <br /> <br /> <br />Monopolistic Competition <br /> <br />Four characteristics of monopolistic competition: <br />· There are many buyers and sellers in the market place, none of whom are large enough to influence the price. Sellers are described as being price takers. <br />· There is freedom of entry and exit into the market, i.e., barriers to entry are low. Firms must be able to establish themselves quickly in the marketplace. <br />· Buyers and sellers have perfect knowledge, economic agents are fully informed of prices and output in the industry. <br />· Firms produce a non-homogeneous (differentiated) product. <br />It can be seen that the characteristics are the as perfect competition, except monopolistic firms produce a non-homogeneous product. <br /> <br /> <br /> <br />CASE 1 <br /> <br />Is It "Always Coca-Cola?" Coca-Cola Tries To Ensure It Is. <br />Subject Advertising Topic Monopolistic competition Key Words Prices, profit, volume, consumers, money, unique features, ads News Story <br />Coke is in the midst of raising its prices. Like Pepsi, it is hoping that profit will increase even if volume decreases. Much depends on whether consumers switch from coca-cola to other soft drinks such as teas, fruit drinks, sports beverages, and water. <br />It is therefore willing to spend more money on advertising to retain customers. It is replacing its slogan of "Always Coca-Cola" with "Coca-Cola – Enjoy." The campaign highlights the unique features of Coke, such as the flavor, the spice, the aroma, and the bottle. The intent is to stress the usefulness of coke in refreshing consumers and in creating fun and good times. Consequently, the ads feature bubbles and fizzing energy. Some also recall good times in days gone by. The jingle is catchy, and is played in at least 19 musical genres from urban/Latino/rap to country/traditional. <br />(Updated March 1, 2000) <br />CASE 2 <br /> <br />Hey, Hon! Get me a Happy Meal While You Get One For the Kids! Subject McDonald's Has a New Product Topic Supply and Demand; Monopolistic Competition, Product Markets, Utility and Consumer Choice Key Words <br />New Product, Differentiation; Fast Food Industry <br />News Story <br />In response to changing consumer trends toward healthier eating, McDonald's announced that on May 6, 2004, it would roll out Adult Happy Meals, called "Go Active!" meals, in all 13,600 U.S. domestic McDonald's restaurants. Selling for approximately $4.99 each, the meals include a salad, bottled water, and a pedometer. In addition, McDonald's is phasing out its Super-Size quantities as well as introducing all-white-meat chicken in its McNuggets. Soon McDonald's plans to add fresh fruit and juice options in its Happy Meals for children. <br />While McDonald's is not altering its principle hamburger-and-fries menu, it is responding to society's greater concern over health, and in addition to adding the healthier options, McDonald's restaurants are offering pamphlets advising consumers how to alter the fat, caloric, and/ or carbohydrate intake as customers order off of its menu. This is also part of a larger trend in the fast-food industry. Other chains, such as Hardee's, has introduced a low-carb version of its "Thickburger." <br /> <br />(Updated June, 2004) <br /> <br /> <br />Monopolistic Competition <br />Let us continue with our example of the pushcarts, but let us change assumptions. Let the beach be very, very long, and let buyers face a cost in get to and from the seller. To make this second assumption specific, assume that it costs buyers $1.00 to travel a mile. Finally, assume that there is one seller on the beach and that everyone values the product he sells at $10.00. <br />If the seller prices his product at $6.00, how many people will buy it? He should get all those people who are located less than two miles from him. To see this answer, consider someone located one mile away. This person finds that the product costs $8.00 to get because she must pay $6.00 and travel two miles (one going and one returning). Because $8.00 is less than the benefits of $10.00 she gets from the product, she will buy. If she was located three miles away, the product would now cost her $12.00 ($6.00 to the seller and $6.00 of transport costs), so she would not buy. <br />Now, suppose that another seller decides to locate on our very long beach. Unlike the Hotelling beach, he will not locate next to the original seller. The assumptions of transport costs and long beach change this result. In fact, the new seller should move down the beach until he has his own four-mile stretch of beach. <br />Suppose that both sellers are doing a great business and getting rich. Because it is very easy to roll another push cart onto the beach, the unusually high returns in this business should attract new sellers. Suppose that a new seller locates exactly two miles away from our first seller. How much of the beach will each control? If they both charge the same price, then they will evenly split the beach between them, or each will attract customers within one mile. <br />However, to make the story a bit more complicated, suppose that the new seller raises his price to $7.00. If the original seller still charges $6.00, then the dividing line separating customers between them will be 1.25 miles from the original seller and .75 miles from the higher-priced seller. (If you check the cost of the buyer at this point, you should see that it costs her $8.50 to go to either seller.) <br />In the previous example each seller has some control over price. Each realizes that if he charges a higher price, he loses some customers, but not all of them. In this way, the sellers are like monopolies: They are price searchers facing downward-sloping demand curves. However, they also are in an industry that has easy entry and exit, and as a result, there will be no long-term profits (as economists define profits). This situation resembles that of the price takers in perfect competition, the sellers we discussed when we drew supply curves. Because it has both elements of monopoly and competition, economists classify an industry of this type as monopolistic competition. <br />The model of monopolistic competition puts our situation into a more familiar form of demand and cost curves. The illustration below shows a seller with a downward-sloping demand curve and a conventional marginal cost curve. Because the demand curve slopes downward, the marginal revenue curve lies below it. The seller maximizes profit by selecting that output at which marginal revenue equals marginal costs and charges as much as he can, which is price P2. In the long run, there can be no economic profit because there is free entry into the industry. If there are any profits, others will enter the industry, positioning themselves to take away customers from the most profitable sellers. The zero profit condition implies that at equilibrium, average revenue (which is demand) must just equal average cost. When average revenue equals average cost, average profit is zero, and so total profit must also be zero. <br /> <br />The model of monopolistic competition was considered important when it was introduced for two reasons. First, the situation it described seemed the most common form of industry. Both the single sellers of monopoly and the many sellers of price-taking competition are uncommon in comparison. Furthermore, monopolistic competition describes more than traveling costs in a geographical sense. The distance between sellers can be in the minds of buyers. Product differentiation, which results in many products that are similar but not identical, also creates a distance between products. It was this distance that seemed especially important to the developers of monopolistic competition.1 <br /> <br />Second, notice that because price exceeds marginal cost, the graph contains a gray area of welfare loss, an unexploited value that neither firms nor customers obtain. Because monopolistic competition was seen as both common and economically inefficient, it was argued that market systems were inherently inefficient. <br />However, the welfare loss in the case of monopolistic competition may be illusionary. Firms could obtain this value if they could price discriminate, selling beyond q* up to qo. If they do not do so, then the resources needed to obtain the information required to price in this fashion must be more valuable than the triangle of unexploited value. Or consider possible government solutions. The problem is that sellers are too small and charge too high a price. The government could react by limiting the number of sellers and forcing them to charge lower prices. But this policy would increase traveling costs of buyers. The market may not give the optimal number of sellers (and hence the optimal distance between them), but the cost of gathering the information that would let government decide the matter is almost certainly greater than any possible welfare gain (even ignoring the political incentives that always go with government solutions). <br /> <br />Some economists have argued that the distance between products is often phony, that firms differentiate products to fool consumers. Their argument is surely correct in many cases. In other cases, however, product differentiation exists because it reflects differences in people's tastes. Again, there is a cost to deciding whether in each case product differentiation manipulates buyers or caters to them. It is not clear that any government policy that tries to eliminate "bad" differentiation will have benefits that exceed its costs. <br /> <br />When the cost of correcting a problem exceeds the possible gain from the correction, is there any real welfare loss by allowing the problem to continue? The model of monopolistic competition shows that real market systems fall short of theoretical constructs that assume away the problems of information and of making agreements among people. But any real-world system looks bad compared to theory that assumes away problems. <br /> <br />Finally, the theory developed above does have at least one interesting use in explaining the real world. When traveling costs are reduced, people become more price-sensitive, which means that the demand curve facing each seller gets more elastic. As a result, the marginal revenue curve shifts upward and will intersect the marginal cost curve at a higher quantity (or greater distance). For individual firms to expand sales when the industry sales are constant requires some firms yo disappear. Reducing traveling costs reduces the number of firms, and development of the automobile and the highway system drastically cut traveling costs in the United States. As a result, throughout America there are thousands of villages that have completely or largely lost their retail districts. <br />Next we leave transport costs and look at trade across political boundaries. <br /> <br /> <br />Monopolistic Competition <br /> <br />In discussing industries that are neither monopolies nor p-competitive, economists have tended to begin from the four characteristics of a p-competitive industry. We recall that those characteristics are: <br /> Many buyers and sellers <br /> A homogenous product <br /> Sufficient knowledge <br /> Free entry <br />Competition can be "imperfect" in an industry if the industry deviates from any one of the four. Thus, if there are just a few firms (but more than one), deviating from the first characteristic, the industry is said to be an "oligopoly." Since the nineteen-twenties, economists have also discussed the situation when an "industry" deviates only in the second characteristic. This is called "monopolistic competition," and we have "monopolistic competition" when a group of firms sell closely related, but not homogenous products. Instead, the products are said to be "differentiated products." Thus, the characteristics of "monopolistic competition" are: <br /> Many buyers and sellers <br /> Differentiated products <br /> Sufficient knowledge <br /> Free entry <br />To say that products are differentiated is to say that the products may be (more or less) good substitutes, but they are not perfect substitutes. For an example of a monopolistically competitive "industry" we may think of the hairdressing industry. There are many hairdressers in the country, and most hairdressing firms are quite small. There is free entry and it is at least possible that people know enough about their hairdressing options so that the "sufficient knowledge" condition is fulfilled. But the products of different hairdressers are not perfect substitutes. At the very least, their services are differentiated by location. A hairdresser in Center City Philadelphia is not a perfect substitute for a hairdresser in the suburbs -- although they may be good substitutes from the point of view of a customer who lives in the suburbs but works in Center City. Hairdressers' services may be differentiated in other ways as well. Their styles may be different; the decor of the salon may be different, and that may make a difference for some customers; and even the quality of the conversation may make a difference. A very good friend of mine changed hairdressers because her old hairdresser was an outspoken Republican. My friend said that she just couldn't take it any more without answering back -- and it's not a good idea to get into a controversy with one's haircutter! <br /> <br />On the previous page, the word "industry" was put in quotes, when it referred to a group of firms with product differentiation. That's because the boundaries of the industry become much more vague when we talk about product differentiation. A hairdresser in Center City Philadelphia and another in a Philadelphia suburb may be pretty close substitutes -- but the Philadelphia hairdresser's service will be a very poor substitute for the services of a hairdresser in Seattle! Are they in the same industry? Or should we think of hairdressing industries as localized, so that Philadelphia hairdressing is a different industry than Seattle hairdressing? And, too: barbers may cut women's hair, and hairdressers may cut men's hair. Are hairdressers and barbers part of the same industry, or different industries? There really is no final answer to this question, and some economists have avoided any reference to industries in dealing with monopolistic competition. Instead they talk about "product groups." A product group is a group of firms selling products that are "good," but not necessarily "perfect" substitutes. And, of course, a product group is not unique, since it depends on how "good" we require the substitutes to be, so there will be broader and narrower product groups. Coke and Pepsi are both members of the product group "cola drinks," while Coke, Dr. Pepper, Sprite and Squirt are members of the broader product group "carbonated soft drinks." <br />This illustrates another point. Product differentiation is characteristic of monopolistic competition, but not limited to monopolistic competition. Oligopolies, too, may have product differentiation. Cola drinks would probably be thought of as a differentiated oligopoly, an oligopoly product group, rather than a monopolistically competitive group. <br />And what about "free entry?" For monopolistic competition, that means free entry into the "product group." Again, let's think of hairdressers as the example. If a hairdresser is especially successful with a Seattle-punk style at a certain location in Center City Philadelphia, there is nothing to prevent other hairdressers from setting up at a nearby location, and cutting in a similar style. In that sense, there is "free entry" into the product group. In general, when one monopolistically competitive firm is quite profitable, we may expect that other firms will set up in business producing similar products, and established firms may change the characteristics of the products they produce, to make those products more similar to the successful one. In that sense, there is free entry into the monopolistically competitive product group. <br />Monopolistic Competition <br />type of competition within an industry where: <br /> <br />1. All firms produce similar yet not perfectly substitutable products. <br /> <br />2. All firms are able to enter the industry if the profits are attractive. <br /> <br />3. All firms are profit maximizers. <br /> <br />4. All firms have some market power, which means none are price takers. <br /> <br />Monopolistic competition differs from perfect competition in that production does not take place at the lowest possible cost. Because of this, firms are left with excess production capacity. This market concept was developed by Chamberlin (USA) and Robinson (Great Britain). <div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/7520417-108976486875303043?l=dlsu-xy.blogspot.com' alt='' /></div>Chrissynoreply@blogger.com1tag:blogger.com,1999:blog-7520417.post-1088864796233799822004-07-03T07:21:00.000-07:002004-07-03T07:39:32.583-07:00<p align="justify">K37 BusOrga – Prof. Jeden Tolentino <br /> <br />How the West Wing operates is very similar to an organization. Like the CEO or President of a company, the President (Jed Bartlet played by Martin Sheen) is involved in most, if not all, issues that have something to do with the government. He is in fact involved in all the situations we are being asked to discuss. <br /> <br /><strong>Mars and the Televised Classroom</strong> <br /><strong>Characters involved</strong>: President Jed Bartlet, CJ Cregg and Sam Seaborn <br /> <br />The President is very excited about the Galileo spacecraft landing on Mars. They will be having a televised classroom where students from almost 60,000 public schools would be given the chance to ask their questions. After a few hours though, one of the President’s aide hands him a note saying that they lost the signal from Galileo5. Because of this, he was not sure whether they are going to push through with the televised classroom. The dilemma was resolved after he spoke with CJ Cregg (Press Secretary). <br /> <br />I think that Contingency thinking (Modern Approach) is the approach they used in resolving this problem. By definition, contigency thinking “maintains that the best solution to a managerial problem depends on the situations by which it is encountered”. In this case, CJ Cregg and the President chose to push through with the classroom hook-up, whether or not they’ll be getting signal from the spacecraft, for the children to see that the President makes mistakes too. The President would act as the spokesperson in this situation. <br /> <br /><strong>Green beans and the State Department</strong> <br /><strong>Characters involved:</strong> President Jed Bartlet, CJ Cregg, Charlie Young and Toby Ziegler <br /> <br />Another issue they had to take care of was the newspaper article on the President not liking green beans. CJ was deeply troubled by this because of the upcoming election. Oregon is a state that is known to be a large producer of green beans and during the last elections, they only received a total of 10,000 votes from the State. CJ and the rest of the cabinet members were worried that they will lose all the potential votes from Oregon. Toby Ziegler thought of doing a photo-op with the President eating green beans. CJ later realized that the people of Oregon wouldn’t make a big deal out of the article because the President didn’t say that the people who make them (green beans) are evil, green beans are simply not the President’s cup of tea. <br /> <br />The approach they used in dealing with the issue is similar to the Hawthorne Study (Initial Study). Hawthorne studies “sought to determine how economic incentives (in this case, patronization of their product – green beans) affect the output (votes) of the workers in the Chicago (people of Oregon)”. CJ acts as the disturbance handler in this situation. <br /> <br /><strong>Putting Aquino on a Stamp</strong> <br /><strong>Characters involved:</strong> President Jed Bartlet, Josh Lyman, Donna Moss and CJ Cregg <br /> <br />The US has control over Puerto Rico but until now, Puerto Rico is still not recognized as one of US’ states. Marcus Aquino, a former commissioner of Puerto Rico, was strongly in favor of PR’s statehood and this was one of the main reasons why Josh Lyman thinks he should not be put on a stamp. Donna Moss, however, insists that Aquino is qualified. CJ Cregg also told Josh Lyman that putting Aquino on a stamp wouldn’t mean that they’re subscribing to his politics -- they are merely honoring the man’s contribution. <br /> <br />The approach most likely used in dealing with this problem is the Dynamic Engagement. From its definition, dynamic engagaement “maintains that… and human relationships are forcing management (people, particularly the Americans) to rethink traditional approaches in face of constant, rapid change.” <br /> <br /><strong>Dealing with Icelandic Ambassador</strong> <br /><strong>Characters involved</strong>: President Jed Bartlet, Charlie Young, Sam Seaborn and CJ Cregg <br /> <br />Charlie Young, the presidential aide, told President Bartlet that he has to attend a concert at the Kennedy Center. The Reykjavik Symphony Orchestra from Iceland is playing and he needs to attend the concert because he has cancelled his meeting with Iceland’s ambassador and Charlie said that they should try their best not to offend Iceland. Apparently, Iceland is considering defying the ban on hunting of whales because there is a lucrative demand for whale meat. To prevent this from happening, the President agrees to attend the concert and to meet Iceland’s ambassador. <br /> <br />The approach used is, again, the dynamic engagement. The President is trying to maintain a “relationship” with Iceland’s ambassador in order for the latter to change its mind regarding the whale-hunting ban. The President, in this situation is the figurehead or the symbol. <br /> <br />* Douglas McGregor’s <strong>Theory Y</strong> and <strong>Theory Z</strong> are clearly evident in all of the discussed situations. <br /> <br />Leo, CJ, Toby, Charlie, Donna, Josh and Sam are “willing to work, accept responsibility and are capable of self-direction and creativity” (Theory Y). They maintain a very close relationship (Theory Z) with the President and are all given the authority while the President acts as the figurehead or the “one who performs ceremonial activities (attends concerts, meets with the ambassador, etc.); one who serves a model of desirable traits”. He also directs, motivates and makes the final decisions. <br /> <br />* They were helping each other out in dealing with the problems, in short, there was synergy (departments that interact cooperatively are more productive than they would be if they operated in isolation). <br /> <br /><strong>Additional Questions:</strong> <br />1. Current Events: Name the NASA probe that passed through Saturn’s orbit yesterday. <br /> <br />Cassini-Huygens space probe. <br /> <br />2. Give one lesson (from the moral standpoint) you learned from the episode. <br /> <br /><strong>No man is an island</strong>. Doing things alone may give us a feeling of satisfaction but there will always be times when we are going to need help from other people. For example, an organization wouldn’t be an “organization” if only one person is managing it. The president, CEO or manager needs to have other people around. He may be the most intelligent person or the richest man alive but without other people to ask help from, he is nothing and his lone efforts will be put to waste. <br /> <br /><strong>Every problem has a solution</strong>. I’m one of the many people who believe that God would never give us problems we cannot handle. We may not always choose the best solutions but knowing that we can always do something about our dilemma is more than enough for me. <br /> <br /><strong>Great (sometimes bad) things happen when they are least expected</strong>. 1) They lost the signal from the Galileo V spacecraft and the President didn’t seem too happy about it; 2) Sam and Mallory made up at the concert and 3) Josh decided to put Aquino on a stamp. <br /> <br /><strong>*</strong> Sorry, I had to give three. Ü</p><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/7520417-108886479623379982?l=dlsu-xy.blogspot.com' alt='' /></div>Chrissynoreply@blogger.com0tag:blogger.com,1999:blog-7520417.post-1088832867107323142004-07-02T22:18:00.000-07:002004-07-02T22:34:27.106-07:00<p align="justify"><strong>Paper for Litera</strong> <br /> <br />Crying Ladies was first shown on the big screen December of last year. It was one of the ___ films that were included in the Metro Manila Film Festival. The Film Fest offered fantasy flicks with special effects, moving dramas with star-studded cast. Crying ladies, however, did not have these elements and yet it won the Best Film Category for 2003. <br /> <br /><strong>CHARACTERS</strong> <br /> <br />Although the stars in this film are not big-shot actors and actresses (except of course for Sharon Cuneta), they managed to make the film appear so real. We are so used to seeing Sharon Cuneta in drama flicks with elaborate dialogues and this film is so much different from her past movies. It is light, it is most of the time funny, and it can make drops of tears roll down your cheeks but what I liked most about the film is it’s being real. <br /> <br />Sharon Cuneta plays Stella Mate. Stella just got out of prison because of estafa and she is trying very hard to make ends meet for her and her son. Her son stayed with his husband, Guido (played by Ricky Davao) while she was in prison. To get her son back from her estranged husband, she was hired to cry for the dead of the Chua family. Stella, along with Doray and Choleng received P500 each night and were hired to cry for 5 nights. <br /> <br />Hilda Coronel plays Doray or Rhoda Rivera. She is still caught up with her showbiz “career” even if she has only appeared as an extra in the movie Darna and the Giants, a Vilma Santos starrer. Now, she drags her daughter to VTRs and pushes her to try her luck in the entertainment business. <br /> <br />Angel Aquino plays Choleng. Choleng is a very religious woman; she does charity work for a religious foundation but she has one dilemma – she can’t stop seeing her friend’s husband (played by Raymond Bagatsing). <br /> <br />Eric Quizon plays Wilson Chua. Wilson plays the son who has mixed feelings about the death of his father and yet he’s tasked to make all the arrangements for his father’s wake and burial. <br /> <br /><strong>CULTURAL</strong> <br /> <br />The movie, in a subtle manner, compares our culture with that of the Chinese. At this time, we are all aware that almost a third of our population are Chinese. This movie shows the majority’s way of life and also introduces us to the traditional Chinese customs. <br /> <br />The Chinese tradition of hiring people to cry at wakes is the first Chinese tradition shown in this film. Although we all know that hiring people to cry at funerals is a Chinese tradition, we don’t exactly know the reason behind it. And, the makers of this movie did not forget to explain this tradition. It has been said that when the Chinese gods see that a lot of people are mourning for the death of a person, the gods would think that the person has been good while he was on Earth and this would make quicker the entry of the person to heaven. <br /> <br />One of the many Chinese traditions that the film did not miss to present is the “Chinese way” of burying their dead. The monks were asked to come before the body was buried; all wore white at the actual burial; and the son, Wilson (Eric Quizon), carried the picture of his father on his back. The movie also showed the close family ties of the Chinese – the dead (Mang Tony) had an affair with his Filipina secretary while he was still alive. The legal wife of Mang Tony found out that he was seeing his secretary and yet she did not choose to separate with him. She even paid for the hospital bills of the secretary when she gave birth to her (secretary) second child. The secretary and her 2 daughters were even at the wake, mourning for Mang Tony. <br /> <br />As I’ve mentioned earlier, there are also Filipino customs which are clearly evident in this film. <br /> <br />&hearts;<strong>Filipinos are emotional</strong> <br /> <br />Filipinos are very emotional, we always sympathize with the people who have just lost their loved ones. At first, the three were angry with Wilson’s mom but after she has talked with them and told them the story of her life, they began to feel sorry for her. <br /> <br />&hearts;<strong>Filipinos are intelligent</strong> <br /> <br />This film also showed how smart the Filipinos are -- even though our so-called “intelligence” was portrayed in a not-so-positive manner in the film like: <br /> <br />1) When she took a bus in front of a factory where a strike is going on. She pretended she was a labor leader and castigated the capitalists for oppressing the workers. Later, she asked the passengers for money to help the strikers. <br /> <br />2) When she avoided paying the jeepney fare by telling the driver that she took the wrong ride and gets off at her destination. <br />Filipinos are fun loving <br />The film also showed how fun loving Filipinos are. We always find a reason to smile about even if life can get too tough at times. <br /> <br />One time, the wife of Mang Tony scolded Stella, Doray and Choleng because they were chatting and laughing while they were at the wake. <br /> <br />&hearts;<strong>Colonial mentality of Filipinos</strong> <br />The movie opens with Stella trying to get a job as an entertainer in Japan. Unfortunately for her, she had to get an NBI clearance, which was impossible because she has just gotten out of prison. <br /> <br />The driver of the _______ bought a pair of sunglasses (Oakley) from Stella because he thinks he would attract more women wearing the imported sunglasses. <br /> <br />&hearts;<strong>Corruption and bribery</strong> <br /> <br />The same driver also bribed a traffic enforcer because he was about to be issued a ticket for U-turning at a “no U-turn” zone. <br /> <br />The driver brought the traffic enforcer to Wilson and convinced him (Wilson) to pay the enforcer so they would have an escort going to the cemetery. The two (driver and traffic enforcer) also told Wilson that they need to pay the barangay tanods so that it would be easier for them to pass on one of the streets on the day of the burial. <br /> <br /><strong>TECHNICAL</strong> <br /> <br />Rarely do we see quality Filipino movies on the big screen. Filipino actors and actresses always encourage us to watch Filipino movies instead of foreign films but the thought of shelling out P100 to watch crappy (pun intended) Filipino films is just unbearable. Why waste money on low-budget (not to mention poor-quality) Filipino films when I can watch American films with great effects, critically acclaimed actors and good script for the same price? <br /> <br />However, Crying Ladies is different. It may not be a big budget production but it was a great film and it deserved every single centavo of my P100. The actors and actresses were so good in portraying their roles that I sometimes had to pinch myself just to make sure I was just watching a movie. The dialogue was not at all fancy. Mark Meily, the director and scriptwriter, used ordinary words but injected with a lot of intelligent humor. Another great thing about the movie is that you’ll never know what’s going to happen next. The film also has superb cinematography. Watching this movie is similar to viewing a slideshow of great photographs. The musical scoring is also good because the songs used were perfect for the specific scenes in which they were played. The producers let many musical artists watch the film (without any scoring), and afterwards, they asked the artists to make songs for the movie’s soundtrack. <br /> <br />Almost every film genre is incorporated in this movie – drama, comedy, love, you name it, this film has it. Crying Ladies is definitely one of the best Filipino films of this time. <br /> <br /><div class="blogger-post-footer"><img width='1' height='1' src='https://blogger.googleusercontent.com/tracker/7520417-108883286710732314?l=dlsu-xy.blogspot.com' alt='' /></div>Chrissynoreply@blogger.com0