I.

II.
III.
IV.

EXECUTIVE SUMMARY
GENERAL BACKGROUND
MARKETING GOALS
SITUATION ANALYSIS

Political factors:

Significantly higher growth in the Philippines than in the previous

decades
Regulations for the sale of egg and distribution of locally produced egg.

Economic factors:

2.88 percent expansion in gross value of output in egg

Increased delivery in commercial farms of ready to lay pullets in
CALABARZON and MIMAROPA
Increase in the inventory of adult female laying flock in Ilocos Region,
Central Luzon, MIMAROPA, Bicol Region, Western Visayas,
Central Visayas, Zamboanga Peninsula, Northern Mindanao and Davao
Region.
Chicken egg production went up by 3.46 percent.
Lower prices of chicken eggs recorded at 0.56 percent due to higher
production
Low capita consumption on eggs
Increasing volume of imported processed egg
5.70 percent unemployment rate
1.3 percent ease from 1.5 percent for inflation rate in January 2016,
the country's central bank expects inflation to be between 2.0 percent
to 4.0 percent for 2016
20.1 score in the Global Hunger Index, above regional average. Higher
hunger problem

3. Social factors:

Egg myths
Increased in the demand for egg
Designer eggs (enriched eggs) are showed in the supermarkets
Consumers are getting conscious for health

consumer confidence in the Philippines closed and held steady at

117 points at the end of 2015
(74%) of Filipino consumers say local job prospects are
good/excellent in the next 12 months compared to the global
average of 48%.
Almost eight in 10 (79%) perceive their state of personal finances
to be in good stead
46% believe its a good time to buy things they want and need.
consumers in the Philippines continue to give financial security top
priority by channeling spare cash to savings (65%, -2 from Q3),
they have also indicated willingness to spend.
Discretionary purchase intentions high on the priority shopping list
of consumers in the Philippines include spending on
holidays/vacations (27%, +1), new technology products (25%, +2),
and out of home entertainment (14%, +3).
Nielsens TV Audience Measurement results show that in the last
two years television viewership remain strong with Filipino viewers
tuning in to their TV sets 33 hours per week while simultaneously,
watching videos online among Filipinos who use the internet rose
from 13% to 76%.
almost all digital consumers in the Philippines or 96% engage with
two screens simultaneously, and as many as eight in 10 engage
with three screens simultaneously. The changing ways on how
media is being consumed is creating a need for media owners and
broadcasters to better understand and measure viewership across
several platforms. More than ever it is to recognize and seize the
opportunity for right place right time right screen tactics
throughout the consumers journey across various channels,
screens and platforms.
SWOT ANALYSIS
STRENGTHS
Unique campaign promoting egg nutritional benefits in the
Philippines

WEAKNESSES
Myths about the egg(cholesterol issue)

OPPORTUNITIES
High Malnutrition rate in the Philippines
Importance of Balance Diet
Free Internet Access
High Level of Smartphone Users in the Philippines
Low rate of mothers who doesnt have a source of income but
active in social media
THREATS

V.

VI.
VII.

Salmonella Virus
Environmental factors such as calamities, typhoon, flood etc.

MPR RECOMMENDATIONS
Positioning Statement
The only campaign by a local feed company that promote eggs
nutritional benefits.
A. MPR Objectives
1. Share and Give the Greatness of The Good Egg
B. MPR Strategies
C. MPR Recommendations
1. The Message
EGGcite Your Life with THE GOOD EGG
2. The Media
3. The Program
4. The Timetable
5. The Budget
Evaluation
Conclusion

THE GOOD EGG DIARY

The objective of this campaign is to deliver the message of The Good
Egg advocacy. This will target entrepreneurs who are in the poultry industry
or who have business in-lined with egg products such as Bentelog, Kwekkwek/Penoy vendors, and the likes. The entrepreneurs will share their stories
or testimonies on how their business had helped their family. Through The
Good Egg Diary, it will inspire people that eggs have not only nutritional
benefits but also it can help people achieve their dreams in life.

The testimonies or stories of those entrepreneurs who will be selected

will be featured in the TV segment of Sarimanok in ABS-CBN Sports Channel
and YouTube Channel. Aside from that, social media of The Good Egg,
particularly Facebook, will be utilized to power up the campaign.

THE GOOD EGG FOOD CART

The objective of this campaign is to share the goodness of The Good
Egg advocacy. Since the message of the campaigns will revolve around
sharing goodness and inspirations, The Good Egg will be giving Food Cart
business to those who will be selected. The mechanics for selecting the
winner of The Good Egg Food Cart is through nomination. Every member of
the partner organizations and alliances of The Good Egg campaign will be
given a chance to nominate the person who they believe deserves to have
the food cart. Any person is qualified to be nominated as long as he/she is
included in the Class C or Class D segment in the society.
The winners of the food cart business will be selected based on the
inspiration they can give through their stories written or documented by the
advocates of The Good Egg campaign. Every story of the selected winner of
the Food cart will be featured in The Good Egg Diary which will air in the
segment of Sarimanok in ABS-CBN Sports Channel.

THE GOOD EGG COOK FEST

To intensify The Good Eggs effort on encouraging the market towards egg
consumption, there would be a cooking contest which will be participated by mothers.
Because they are the major deciders of the familys meal, they will be asked to
introduce new recipes that will make use of eggs so to make the eggs luring and an
exciting meal when served on the dining table.
The competition will be held in selected barangays within key cities in the
Philippines. The dishes could be for breakfast lunch, merienda or dinner and they must
be nutritious and at the same time, budget friendly for they will be provided only with

limited supply of ingredients. Therefore, the main challenge will be to come up with a
thrilling taste and good food presentation without exceeding the budget constraint. The
supplies of ingredients will be provided by Puregold, as the events major sponsor.
Sarimanok will be involved in a tie-up or partnership with the mentioned retailer.
Once the cooking contest concludes, there will be a proceeding activity for kids
who are less fortunate and so they are receiving insufficient nutrition. They will be a part
of a banquet wherein the meals made by the competing mothers will be shared by the
selected children. The contestants will be wearing aprons that contain the The Good
Eggs brand elements to push the advocacy campaign to the general public. The
exposure of it is anticipated to create buzz and awareness regarding the Sarimanoks
promotion. The message intended to be disseminated is that, eggs are good for the
health and as the main movement for the promotion of egg consumption, The Good Egg
will be perceived as being involved in good deeds.
The new recipes discovered from the practical and talented mothers will be
shared on The Good Eggs official digital pages. This is the action for retention. Those
who are active in the digital community of The Good Egg will also learn something new
and will likely share the newly-acquired knowledge to their friends or followers. In this
way, continuous publicity and exposure will be achieved.

BARANGAY ON-GROUND CAMPAIGNS

Due to the shift from broascasting to narrowcasting nowadays and because the
importance of customization and customerization is being emphasized by the
contemporary marketing, The Good Egg campaign will be communicated in a way that
the target audience would feel that the message was crafted and personalized just for
them. The key here is to touch the market geographically. Meaning, strategies will be
implemented on ground particularly, on areas where the mothers ages 23-35 usually
spend their time. In this light, Sarimanok will host a Zumba session programs to

selected barangays. This activity is intended to the growing health-concious population

of the Philippines. And speaking of health, aside from exercise of course, there should
be a proper education about food, nutrition and balanced diet. And also, enlightenment
about the misconception held against eggs should also be addressed.
After every Zumba session, the participants will be provided with eggs plus
information about the real nutritional value of these foods. They will be encouraged to
eat eggs, not limiting it to just one per day because as you consume more and more
eggs, more nutrition is being supplied to your body.
The engaging and on-trend activities will lure the targets to participate and
because the communication will not pass through any mass form of media, but directly
to them, it will be more likely that they would absorb the information faster and the
knowledge will be retained on them. Looking from here, The Good Egg is expected to
be a campaign that will be the talk among the people of the barangay.