Non- Traditional Ad Campaign: Yadu Backpacks

A Thesis presented to the

College of Fine Arts and Design
University of Santo Tomas, Espaa, Manila.

In Partial Fulfillment of the Requirements

For the Degree in Bachelor of Fine Arts Major in Advertising

Sherlyn Mae Ang Chen

May 2013

ACKNOWLEDGEMENT

I would like to thank Yadu, for supporting this study.

To our Professors, for teaching and guiding us through out the study.
To my peers and family, for giving love and support.
And to God, who made all things possible.

ABSTRACT

The Non-Traditional Ad Campaign for Yadu Backpacks provides new

insight on backpacks, Non-traditional and strategic media placements with the
use of QR Code, and promotional activations for Yadu. The study was done
because Yadu is newly consigned to selected Bratpack stores and SM
Department stores. In order to come up with a campaign, primary data was
gathered through survey and interviews. A survey was conducted for those of
aged 18-35, and interview was ordained to the Customers Dana Lam, Jeks
Inanuran and Ryan Sulit. Interview was also conducted to Account Manager
Joana Callanta, Art Director Denise Flojo, Store Supervisor Alvin Concepcion and
to the son of the owner, Dhanvan Saulo. Information from internet, books and
articles were gathered for secondary data.
consistently on the campaign.
2

Significant findings were applied

Table of Contents
Chapter I
The Problem and its Background.......................................................................... 1

Chapter II
Related Literature................................................................................................. 4
Related Work...................................................................................................... 10

Chapter III
Company
Company Profile ................................................................................................ 12
Marketing Mix .................................................................................................... 13
SWOT Analysis ................................................................................................ 24
PEST Analysis .................................................................................................. 26
Consumer
Target Market Profile ........................................................................................ 30
Survey Analysis................................................................................................ 31
Competitor
Competitive Analysis ........................................................................................ 45
Campaign Proposal ........................................................................................ 83
Media Frequency and Budget .......................................................................... 85

Chapter IV
Creative Recommendations and Executions .................................................... 88

Chapter V
Conclusion and Recommendation .................................................................. 102

Bibliography ................................................................................................... 103

Appendices
Interview .......................................................................................................... 105
Survey Questionnaire ...................................................................................... 118
3
3

Student Profile ............................................................................................... 120

4
4

I.

Introduction
Backpacks are mainly used for carrying things, used by almost everyone in the

world. It is an accessory that lessens the burden of carrying your things with the use of
your back. What if your backpack is more than that?
I love my backpack becauseMy backpack is like an old friend that never lets
me down. It helps me reconnect with what is really important because it is always with
me when I experience the most beautiful things in life. -Myreene Tobin. Many wouldnt
think of their backpack like Myreene. She realized that her backpack is has become
more valuable because it reconnects her to the moments she treasures.
Similarly, Yadu has the same idea. Yadu uses old clothes as their raw materials.
Clothes that carry a story of their own, sewn together in a bag. Each bag holds a design
and materials that are unique, making each bag different and original in its own way.
This adds value for the next owner who will treasure and connect to the bag.
Yadu trace its roots from Khumbela, a brand known in the 1990s. It was a
pioneer brand in manufacturing quality bags and accessories in the country. It was
known for its quality in stitching and durability. Sadly, due to the decline of sales and shift
of the markets taste, it was phased out. Years after, Yadu was born- a lifestyle brand
that embodies the spirit of freedom and diversity.
Today, Yadu is growing. After they started to sell their products at flea markets,
their products are now easily available at Bratpack stores and SM outlets. The number
of backpacks they produce have also increased. Moreover, they are now holding more
events, partnerships and sponsorships. They also support individuals and groups that
are in line with the brands characteristics.

II.

Statement of the Problem

Being on its 3rd year, the brand grows and expands. The availability of Yadu
Backpacks are now more accessible at Bratpack stores and SM outlets. And now, Yadu
is faced with a new challenge:

How to increase awareness of the brand Yadu.

III.

Objectives of the Study

To be able to provide the solution to the given problem, the researcher is set to do
the following:
1. To study the current lifestyle of the new market segment of Yadu.
2. To create an effective non-traditional ad campaign for Yadu.
3. To make Yadu known to their market segment.

IV.

Significance of the Study

The study will give an insight to everyone who have or had a backpack. It also
contributes to the University of Santo Tomas, College of Fine Arts and Design,
Advertising Department, to the Industry of Advertising, and to Yadu, as a reference.

V.

Research Methods

A 100 respondent survey were answered by college students and young

professionals in the work force aged 18-35. Interviews were conducted to one of the
owners son, Dhanvan Saulo, Account Manager Joana Tirados, Art Director Denise
Flojo, Store Supervisor Alvin Concepcion, Target Market Dana Lam, Jeks Inanuran, and
Ryan Sulit to gather useful information through their insights. As for secondary data,
information from books, articles and the Internet were gathered.

VI.

Scope and Limitation

VII. The study includes and is limited to the lifestyle, insight and preferences
of the identified Target Market. Filipinos, male and female, belonging to class
Upper C with the ages 18-35 years old that are so called Generation Y, the
millennials. They are now focused mostly in their college studies or work. The
study will also include local and foreign competing brands of bags that are sold in
the Metro Manila.
VIII.

The Campaign will focus on the lifestyle of the Target Market with

their bags. Executions are non- traditional with the use of QR Code and strategic
media placements and a social media campaigns.

IX.

Definition of Terms

X.

Consignment
-

when goods are delivered to another company with the understanding that
payment for the goods is only made once the goods are sold.

A batch of goods destined for or delivered to someone.

XI.

XII.

Bohemian feel
-

eccentric good feeling of home

XIII.

XIV.
-

Lifestyle brand
a brand that attempts to embody the values and aspirations of a group or
culture for purposes of marketing.
XV.

XVI.
-

Market Maven
people that are observant on their interests and gives their opinion to
influence others for future purchases.

XVII.
-

QR Code
Quick Response Code

XVIII. Swatches
-

sample strips cut from a material

XIX.

I. Review of Related Literature

A. Foreign Sources
XX.

Marketing Mix

XXI.

Today, people are becoming more demanding on what they want because
of the availability of the technology. With these demands, the Marketing Mix
changes to answer the needs and wants of the consumers. Compared to the
1960s, the Product have become more than just the goods or the service
marketers can provide, it now focuses on solutions that are characterized as
the specific needs and wants of the consumers. While the Price is weighted
to as the relationship and value that the consumers can get. The Place is
now integrating the supply chain to increase the availability of the product to
the consumers. And Promotions are to keep up with todays media options to
be able to know and reach the right consumers. (Marshall & Johnston, 2011)

XXII.

If today's marketing mix is strategized effectively along with market

segmentation, target marketing and positioning by Yadu, the consumers will easily
recognize, connect, communicate and give value to Yadu.
XXIII.
XXIV.
XXV.
XXVI.
XXVII.
XXVIII.
XXIX.
XXX.
XXXI.
XXXII.

Book

Marshall, G. W., & Johnston, M. W. (2011). Essentials of Markting Management. McGraw-Hill/Irwin.

XXXIII. Retailing
XXXIV.

According to Levy Weitzs book on Retailing Management, retailing is the

set of business activities that adds value to the products and services sold to
consumers for their personal or family use. It also involves the sale of
services that the business can provide.

XXXV. To increase the value of products and services, retailers must function as
the following: Retailers serve by providing assortments for consumers, it allows them to
be able to pick among the brands, designs, sizes, color and prices in one place. In
Yadus case, Bratpack and SM Outlets are the retailers. Yadu is inside bratpack wherein
there are at least 12 brands selling bags with different designs, colors and sizes catered
for their market. With Retailers serving in bulk, It reduces transportation costs for
consumers and products are tailored to the consuming and lifestyle patterns of the
consumers. So the consignment of Yadu to Bratpack and SM outlet serves as the
breaking bulk for their market. Retailers also serve as an agent that can be able to
provide more services like sales people giving information about Yadu.
XXXVI.
XXXVII.
XXXVIII.
XXXIX.
XL.
XLI.
XLII.
XLIII.
XLIV.
XLV.
XLVI.
XLVII.

Book:

Weitz, L. (2004). Retailing Management. New York: The McGraw-Hill Companies.

B. Local Sources
XLVIII.Waste Management
XLIX. In Manila, there is a waste segregation law that was filed by Manila
Second District Councilor Numero Lim to all household, business establishments,
market places, schools, government and private offices and agencies. But the
stakeholders lack discipline on implementing and following the law. Despite concerned
efforts to impose the law on waste segregation as a measure to protect the environment;
this scheme has continued to fail because of lack of public cooperation and political will
on administrators, Lim, in his explanatory note, said. (Lampa, 2011)
L.

Wastes are produced by consumption. However, people cannot live

without consuming anything, so people should first at least learn to minimize the material
things they consume. They should be taught to buy not more than what they need or
want. After consumption, they should also be taught on how to handle their waste.
(Uriarte, 2008) For example: Newspapers are produced daily, reading it is for one day
only. After reading, people can compile newspapers and go to a junk shop, or use it on
something productive. Similarly, Yadu use old clothes and recycled materials to produce
durable bags. Recycling of solid wastes, whether plastic or paper, is climate smart
because when you take them out of the waste stream they can still be turned into new
products, pointed out Crispian Lao, one of the private sector representatives in National
Solid Waste Management Commission, who said the future is in recycling. (Gov't
incentives for recycling sought, 2012)
LI.

Recycling should be supported and practiced by the community, yet

there seems to be little public awareness of this or government efforts to encourage it

said Lao.
LII.
LIII.

Book
Uriarte, F. A. (2008). Solid Waste Management Principles and Practices. Diliman, Quezon: University of the
Philippines Press.

LIV.
LV.

Online Articles
Gov't incentives for recycling sought. (2012, June 21). Retrieved June 28, 2012, from Manila Standard Today:
http://news.manilastandardtoday.com/2012/06/21/govt-incentives-for-recycling-sought/

LVI.

Lampa, M. T. (2011, April 1). Waste segregation law pushed in manila. Retrieved June 8, 2012, from Manila
Bulletin: http://www.mb.com.ph/node/312381/wa

LVII. Proudly Philippine Made

LVIII. On the article Proudly Philippine Made by Dennis Berino, he tackled
about the mindset of Filipinos and also local business industries capabilities and
solutions. Below are the significant words from his article.
LIX.

And so, we buy not so pricy, pricy and very pricy stuff depending on our

budget and recipient in mind. We buy both local and foreign made stuff. In this day and
age of globalization, it would be tough not to be confronted with foreign- made goods
competing for our money and attention. And we Filipinos with our still apparent bent
to colonial mentality have this notion that foreign brands and manufactured
products are still superior to locally produced goods.
LX.

To counter the persuasive attraction to foreign brands of local consumers,

Philippine business and industry have been waging a constant campaign for
Filipino consumers to buy Philippine-made products. Regardless if the brand
is foreign or local, as long as they are locally made, it should augur well for
the countrys productive capacity. This is more critical now that a worldwide
economic slowdown is already rearing its head. Buying Philippine-made
products will help sustain productive capabilities of industries as well
as maintain jobs for Filipino workers. Buying locally made products is
also an affirmation of competitive quality and performance of local
goods.

LXI.

Indeed, there are a lot of Filipino brands which has found acceptance in
foreign markets. They have done so by paying attention to quality issues
and by satisfying the needs of the market they cater to. They prove the
point that Filipino products can be world-class and can proudly carry the
Philippine-made label. And so on your next trip to the store for another gift for
the New Year, it would be great to look for labels which say, proudly
Philippine-made.

LXII.
LXIII.
LXIV.

Article:

LXV.

Berino, D. (2009, Dec 30). Proudly Philippine Made. Manila Times, 9, p. B1

LXVI.

C. Internet Sources
LXVII. Market Mavens
LXVIII.

Whenever people are unaware of a product line, they tend to seek out
opinion from people who know or who are into certain product line. And these
people who have that knowledge and give recommendations, are called
Market Mavens.

LXIX. Putting aside the definition of Market, the word Maven is defined as a
trusted expert in a particular field, who seeks to pass knowledge on to others.
(www.dictionary.com) While according to the journal of Marketing by Feick & Price,
Market Mavens are not necessarily early users or customers of a product to give
information. They are people that are very observant on a certain market, have a keen
eye on magazines and the social media, participate in marketing promotions and they
give their personal opinion to influence others for future purchases. By doing all that,
they sense pleasure and are driven psychologically on being liable on the information
they pass on. (Investopedia)
LXX.

Generally, Market Mavens play a vital role in public relations of any

product, just by loving to talk about products, and spreading word about it.
And because of Market Mavens, Yadu can and is now generating free word
of mouth in the internet.

LXXI.
LXXII.
LXXIII.
LXXIV.
LXXV.
LXXVI.

Journal:

Feick, L. F., & Price, L. L. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal of
Marketing, 83-97.

LXXVII.

Website

LXXVIII. Investopedia.

(n.d.).

Retrieved

July

5,

2012,

from

Investopedia:

http://www.investopedia.com/terms/m/marketmaven.asp#axzz1zffF35Zj
LXXIX.

Nisbet, M. C. (2010, August 18). Market Mavens: A Two Step Flow of Influence on Enegy Choices. Retrieved
June 28, 2012, from www.bigthink.com: http://bigthink.com/age-of-engagement/market-mavens-a-two-step-flowof-influence-on-energy-choices

LXXX.

www.dictionary.com.

(n.d.).

Retrieved

July

5,

2012,

from

Dictionary:

http://dictionary.reference.com/browse/maven

LXXXI.

QR CODES

LXXXII.

LXXXIII.

Designs can be of any color or any material with atleast 55% contrast

between the foreground and the background. The Quiet Space or margin
should be 4 units, and the 3 detection patterns in the corners must remain.
The Qr code can be obscured up to 30% and the orientation can be upside
down or rotated. Its perspective can be played with and Anamorphic
9

(widescreen)

is

possible to scan.
Distorting the cell
shape with circles
and other shapes is
also possible and
Reversed

designs

can be scanned.
Upon altering the
QR Design, it is
very important to
test it with different scanners, phones and operating system. (Glasier, 2011)
LXXXIV.
LXXXV.
LXXXVI.
LXXXVII. Website
LXXXVIII. Glasier, E. (2011, February 8). ericaglasier.com. Retrieved May
http://ericaglasier.com/2011/02/28/how-to-design-with-qr-codes/#!prettyPhoto

10

2,

2013,

from

ericaglasier:

LXXXIX. II. Review of Related Work

XC.

QR CODE developed by Adidas

XCI.
XCII.
XCIII. Globe Today I will Campaign
XCIV.
XCV. The Today I
Will
Campaign
with

the

tagline

Go

lang

nang

go of Globe
Telecom
gained much
attention

of

netizens

as

well as the celebrities and of course, the ambassador of Smart Telecom,

Anne Curtis. The Campaign captured the idea of positivity that emphasizes
on believing in ones self, breaking free from restrictions and celebrating
freedom, and achieving personal goals. (Adobo Magazine, 2011)
XCVI.
XCVII.
XCVIII.

Online Article

11

XCIX.

Adobo Magazine. (2011, November 9). Adobo Magazine. Retrieved April 19, 2013, from Adobo Magazine:
http://www.adobomagazine.com/global/module.php?LM=news.level1&id=1320823951460

12

C.

Heineken Brazil One Like One Balloon

CI.
CII.

CIII.

Heineken Brazil wanted to direct more people to their Facebook page at the
beginning of 2012, and developed a clever and popular campaign in order to
do so. Dubbed Um Like Um Balao in Portuguese, the campaign promised to
blow up a new green balloon every time the page got a new Like. Starting
with an empty office, the space was quickly filled with green balloons in just
one day.

CIV.
CV.

Heineken Brazil staff also made fun, informal videos they posted on YouTube
throughout the day the campaign ran. The affordable, short campaign
generated thousands of new likes in a short amount of time; got mainstream
media attention, and the videos got tens and thousands of views on
YouTube. Julie Blakley (Blakley, 2012)

CVI.
CVII.
CVIII.
CIX.
13

CX.
CXI.
CXII.

Online Article
Blakley, J.
(2012,
December
31).
Postano.
Retrieved
May
http://www.postano.com/blog/12-best-social-media-campaigns-of-2012

14

5,

2013,

from

Postano:

A. Company Profile
CXIII.
CXIV.
CXV.
CXVI.
CXVII.
CXVIII. Yadu 621
CXIX. Todays clothes, tomorrows bags.
CXX.
CXXI. Vision
CXXII. We want to awaken each person present to the stories they themselves are
living out. To revel and relish even the smallest patches of experience, to see
the beauty in the contrast of one pattern of thought against another, and to
knit these together.
CXXIII. Overview
CXXIV.Yadu is a lifestyle brand that embodies the spirit of freedom and diversity. It
exemplifies a rich tradition of excellence in creating products that addresses
the varying needs and personalities of its public. The strength of Yadu comes
from its ability to integrate the shared experience of its community into setting
new trends that makes it the innovative leader in the industry.
CXXV. History
CXXVI.

Yadu evolved from the legendary Khumbmela (since 1976), a pioneer in

manufacturing quality lifestyle bags and accessories in the country. The

Khumbmela brand defined a generation of users that epitomize the
distinction, creativity, passion and attitude.
CXXVII.
CXXVIII.

Life Is A Happening Carry on. -Yadu

CXXIX.
CXXX.

15

B. Marketing Mix
C.
D. PRODUCT
E.

Yadu bags are primarily made up of clothes that are bought from

thrift shops. Hardware and strapsare brand new in order to deliver durability. With
these recycled materials and the new tough hardwares, they create unique and
sustainable bags.
F.

They have a wide range of selections of bags. They have bike rack
bags, backpacks, beltpacks, shoulder bags, messenger bags, traveling
bags, fashionable bags, yoga bags, pouch, wallets, purses, tote bags,
ipad bags, laptop bags and others. They also accept custom orders from
people who have materials theyd like to have in their bag. The raw
materials are not limited to old clothes

G.
H. Products
I.

K.

J.

M.

L.

16

N.

P.

O.

S.

R.

Q.

U.

T.

W.

V.

17

X.

Z.

Y.

AB.

AA.

AC.
AD.

AF.

AE.

AH.

AG.

18

AI.

AK.

AJ.

AN.

AM.

AL.

AP.

AO.

AR.

AQ.

AS.

19

AT.

AV.

AU.

AW.

AY.

AZ.
BA.

AX.

Price

20

BB.

Yadu bags reach the class Upper C with the products priced at

least 700 on small bags and 2,500 to 4,500 on backpacks and laptop
bags.
BC.
BD.

Place
Yadu bags are available at Bratpack Stores nationwide, SM

Department Stores specifically SM Megamall, SM North Edsa, SM Cubao

and Harrison.Their products are also present in Flea Markets like Legazpi
Sunday Market.
BE.

Promotions

BF.Yadu utilizes internet and word of mouth. It has a facebook page and a
website that is well updated about the products, partnership, news and events.
Yadu also promotes institutions and individuals that create art and support
nature.
BG.
BH.

Facebook

21

BI.

BJ.
BK.
BL.
BM.
BN.
BO.
BP.
22

BQ.

Website
BR.

23

BS.
BT.
BU.
BV.
BW.
BX.

Posters and posts on supporting movements

BY.

24

BZ.

25

CA.
CB.
CC.

Posters of Artists that Yadu supports

CD.

26

CE.
CF.Sale Posters
CG.

27

CH.

28

CI.
CJ.
CK.
CL.Event Posters
CM.

29

CN.

30

31

CO.

CP.
CQ.

32

CR.

33

CS.

CT.
CU.
CV.
CW.
CX.
CY.
CZ.
DA.
34

DB.
i.

SWOT Analysis
Strengths

DC.

Good Brand Image

DD.

In their early years, Yadu gained the trust of consumers because

of the quality product, vision and idea they deliver by guerilla marketing. Their
first market are the so called Market Mavens, who are best known for
generating word of mouth. These Market Mavens are the in the know when it
comes to giving opinions about the products they buy and use. If the investments
are used properly with strategic planning, Yadu can be the best among local
backpacks.
DE.

Good choice of Outlet-Bratpack

DF.

Placing Yadu inside Bratpack outlets is the right place for consignment
because Bratpack along with other Primer Group brands like JanSport and The
North Face tailor to the same market- the young hippies like music lovers,
designers and hobbyists. And Since they only have their main store at The
Collective and flea markets, placing Yadu inside Bratpack by consignment is their
big expansion to the reach to other markets, from hip market mavens to all the
young creative ones.

ii.

Weaknesses

DG.

Low Brand Equity

DH.

As all of the brands have its own branding mandatories, Yadu appears to

be loose on the elements they use.

iii.

Opportunities

DI. The Middle Cs

DJ.

The Youth is a good market to start business with. It is recommended for

a business to cater to more market classifications to have a better reach and
increase market share. In this time, the upper Cs is the primary market of Yadu. If
the Middle Cs is also their market, then there is a possibility that most of the
youth can get quality products at Yadu. This means that the uniqueness and the
35

idea of their brand can be delivered to the needs and wants of each and every
one of the Youth. Hence, more of the youth will know and share the vision and
activities with Yadu.

iv.

Threats

DK.

Shift in Consumers Taste

DL.

Like Khumbela, to slowly die with the generation can also happen to
Yadu. The Trend is constantly changing, so the shift in consumers taste is to be
expected. Yadu must always be trendy and up to date to clear out this threat.

DM.
DN.

Primary and Secondary Competitor

Promotional activities and campaigns of the competitors should

always be closely watched as the perception of the market and sales rely on how
the brands and their products communicate to them.
DO.
DP.
DQ.
DR.
DS.
DT.
DU.
DV.
DW.
DX.
DY.
DZ.
36

EA.
i.

PEST analysis
Political

EB.

Since Yadu bags are sold in the Philippines, there are political factors that
can affect the brand. All factors has its pros and cons, and to use these factors
as an opportunity is the solution to let the brand grow with the community.
EC.

One of the opportunity taken was the form of government of the

Philippines which is a democratic government. It is similar to Yadus ideals

because Yadu embodies the spirit of freedom and diversity. The attitude that
Filipinos have is practicing their freedom of rights, as well as respecting each
others differences. Another opportunity taken was the current state of our
environment. Our environment suffers from too much pollution that causes
todays climate change. In line with this state, the Ecological Solid Waste
Management Act of 2000, mandates to utilize environmentally- sound methods
that maximize the utilization of valuable resource reduction and encourage
resources conservation and recovery (emb.gov.ph). With this, Yadu helps
lessen carbon footprints by sharing their ideals and by making products with
durable, recycled materials. Lastly, is the obligation of the business
establishments to pay taxes. As The Bureau of Internal Revenue (BIR) is
committed to collecting taxes (E-VAT: 12%) for nation building (www.bir.gov.ph),
Yadu promotes the Filipino nation by manufacturing and distributing locally.
Making tax proceedings return to the betterment of our country.
ED.

There are also factors that should always be followed like the

permit number by Department of Trade and Industry, which all promotions

are being supervised to protect the consumers as well as business
establishments under Article 164 of the Consumer Act of the Philippines.
(Department of Trade and Industry Philippines)

37

ii.

Economic

iii.

Extremes on Demographic Population

iv.

Acoording to Euro RSCGs 19 market study, three-fourths of the

respondents around the world are moderately worried to extremely worried about
the growing gap between the rich and the poor. As for the situation in the
Philippines, As stated by Harry Mosquera 1% of the countrys class AB
demographic, a segment researchers generally combine as they consider class A
to be statistically insignificant. The upper class or Class C, a segment that
compromises some 8% of the local population. Which leaves the remaining 90%
of Filipinos in Class D and E, earning minimum wage or less. Surprisingly, In
Pnoys SONA 2012, he stated that Philippines had 6.4% increase on the first
quarter economic state, the highiest among southeast asian region. This gives a
positive note to investors to invest to our country, that can give more
opportunities to our country.
v.

Filipinos buying less more often- Nielsen

vi.

In 2010, the 2.2 average frequency of Filipinos visiting stores have

increased to 2.6 in 2011. They now visit stores more often, buying fewer
items as the need comes. While there are promos for consumers to cut
their expense and for companies to generate more income, only 9% are
to buy different brands while 30% look for discounts available and 40%
buy as long as the promo is by their trusted brands. As for environmental
friendly products, 50% of the consumers are infavor as long as it is in line
with the cheapest brands. (RAPPLER.COM, 2012)

vii.

Socio-Cultural

viii.

Colonial Mentality

ix.

Filipinos have impression that products from foreign brands and

manufactured products are superior to locally produced goods. (Berino,
2009) It affects the countrys business industry as well as employment
and economy since it helps and gives job to Filipino workers and it gives
pride to the countrys capability.
38

x.

Backpack trend of Students

xi.

For students, backpacks is one of the most common and practical ways
of carrying school items. It has become a fashionable way to carry books
to school. Often, students carry them with only one strap slung loosely
over the shoulder. Use of backpacks is not just simply a fashion
statement, but it is a logical way to carry a heavy load.

xii.

Backpacks trend of Professionals

xiii.

There are many who need to carry documents, papers, laptops and other
important files to and from the workplace. Carrying these things loosely in
the hand runs the risk of being dropped, damaged, lost or stolen. But still,
some professionals prefer to use briefcase or shoulder bags because
backpack straps stress the clothing fabric due to friction created by the
fibers of your clothes. Clothing will start to wear and tear, but this result is
not immediate. Still, professionals wouldnt like that since they invest on
costly clothes. Some professionals wouldnt use backpack for work
because it doesnt give off a professional image

xiv.

Technological

xv.

Personal Computer

xvi.

Technology is forcing prople to change at an unprecedented rate said

Cruz. (insert adobomag, citation) In the Philippines, 52% of Filipinos have
a computer with high speed internet connection at home. Wherein Home
is the most common access point for those aging 30 to 50 years old.
while Internet cafes are the access point of filipinos aging 15-19 years
old.

xvii.

Mobile Phones

xviii.

As observed by Jay Bautista, Managing Director of Nielsens media

business in the Philippines , the behavior of consumers are changing with
39

more and more Filipinos spending on smart phones along with growing
accessibility of mobile internet plans. The anytime, anywhere access to
digital media that Smartphones and other Internet devices affords is
stimulating online media consumption and will be a significant driving
force for increased Internet usage in the future. says Jay (blogwatch.tv)
And with the availability of these technology, consumers now changes
and demands for a better experience. Like consumers opinions, it is now
easily broadcasted by platforms such as social media. - Adrian tecson,
managing director and director for post-production, underground logic.
xix.

Social Media- Facebook

xx.

Social media have a big role on Filipinos behavior and online activities,
as communicating via social media has now overtaken email as the most
popular form of online communication. One example is the biggest social
networking sites, Facebook. It provides marketing opportunities as
Brands are ensured to experience more user engagements on their
Facebook pages, get them to customize their pages while effectively
targeting the right consumers. Brands can take word- of- mouth
recommendations by using the fans to become an advocate of a brand/s.
And to be able to catch the fans, Brands have to generate the content
that could get the interests of them first. Indeed, Facebook has taken the
best of magazine ads, television spots, email marketing, newspaper ads,
and social media to create a whole new flexible advertising offering.

40

EE.

Target Market Profile

EF. Primary Target Market

EG.

Yadus target market includes 18-35 years old, well educated, eccentric

and creative young professionals. They belong to Upper C market with a family
income of at least 30,000 pesos. They are fond of organic products and they are
aware of local and environmental movements. They are usually have an attitude
close to Non-Conformists meaning they do what they want not because others
told them to do it. These people have different perspective, making their acts,
ideas and thoughts unique.
EH.
EI. Conceptual Target Market Profile
EJ.
EK.

Name: Alejo Santos

EL. Age: 23
EM.

Gender: Male

EN.

Marital Status: Single

EO.

Occupation: Guitarist

EP.Family Income: 30,000-50,000

EQ.

City Address: Manila

ER.
ES.
ET. Alejo Santos is interested in OPM Music, arts and crafts, Filipino cuisine and
outdoor sports. He usually draws, surf the internet, read books, go to gigs and
exhibits, play his instrument and travel. He actively joins Firefly Brigade and
Ukelele Philippines.
EU.
EV.Secondary Target Market
EW.

The Secondary Market of Yadu are the primary users of backpacks, the

students with the age of 12 to 17. Their family belongs to the AB market with a
family income of atleast 50,000 pesos. They are creative and trendy. They
usually invest and buy the products they see and like, and the family supports
them for it. These students share the same psychographics with the Primary
Target Market.
41

EX.

42

EY.

Please choose your best answer on the following statements:

EZ.

FA. S
t
r
o
n
g
l
y
A
g
r
e
e

FG.
1. Backpack design
is more important than
functionality.

FH.9
.
0
%
FI. 9

FS.2. Backpacks should last

for at least three years.

FT. 5
3
.
0
%
FU.5
3

GE.
3. Backpacks with
many compartments is a
must

GF.2
6
.
0
%
GG.
26

GQ.
4. Backpacks are
meant for travelling
purposes only

FB.
Agr

FC.
Neu

FD.
Dis

FJ.
28

FL.
32

FN.
24

FK.
28

FM.
32

FO.
24

FV.
39

FX.
7.

FZ.
1.

FW.
39

FY.
7

GA.
1

GH.
46

GJ.
24

GL.
4.

GI.
46

GK.
24

GM.
4

GR.
4.0
%
GS.
4

GT.
12

GV.
26

GX.
47

GU.
12

GW.
26

GY.
47

HC.
5. . I always match
the design of my
backpack with what I wear

HD.
8.0
%
HE.
8

HF.
22

HH.
30

HJ.
27

HG.
22

HI.
30

HK.
27

HO.
6. I always make
sure that things inside my

HP.3
7

HR.
41

HT.
14

HV.
5.

43

FE. S
tr
o
n
gl
y
D
is
a
g
r
e
e

FF. R
e
s
p
o
n
s
e
s

FP. 7
.
0
%
FQ.
7

FR.1
0
0

GB.
0.0
%
GC.
0

GD.
100

GN.
0.0
%
GO.
0

GP.1
0
0

GZ.
11.0
%
HA.
11

HB.
100

HL.1
3
.
0
%
HM.
13

HN.
100

HX.
3.0

HZ.1
0

bag are clean.

.
0
%
HQ.
37

IA. 7. I prefer to buy

expensive yet durable
backpacks than affordable
yet weak backpacks

IB. 3
8
.
0
%
IC. 3
8

IM. 8. I use my backpack

everyday

IN. 2
6
.
0
%
IO. 2
6

IY. 9. I wash my backpack at

least once a month

IZ. 6
.
0
%
JA. 6

JK.10. I prefer to have bags

that are so unique; it is the
only one existing.

JL. 1
9
.
0
%
JM.1
9

JW.
11. My mobile
phone is more important
than my backpack.
(Disregarding things
inside)

JX. 2
8
.
0
%
JY. 2
8

KI. 12. The backpack should

always match the user's
clothes.
KU.
13.The brand of my
bag is a big deal to me

HS.
41

HU.
14

HW.
5

ID.
38

IF.
19

IH.
2.

IE.
38

IG.
19

II.
2

IP.
34

IR.
24

IT.
13

IQ.
34

IS.
24

IU.
13

JB.
33

JD.
35

JF.
21

JC.
33

JE.
35

JG.
21

JN.
32

JP.
31

JR.
14

JO.
32

JQ.
31

JS.
14

JZ.
44

KB.
20

KD.
7.

KA.
44

KC.
20

KE.
7

KJ. 5
.
0
%
KK.5

KL.
9.

KN.
42

KP.
32

KM.
9

KO.
42

KQ.
32

KV.1
0
.
44

KX.
24

KZ.
38

LB.
20

%
HY.3

IJ. 3
.
0
%
IK. 3

IV. 3
.
0
%
IW. 3
JH. 5
.
0
%
JI. 5
JT. 4
.
0
%
JU. 4

IL. 1
0
0

IX. 1
0
0

JJ. 1
0
0
JV. 1
0
0

KF. 1
.
0
%
KG.
1

KH.
100

KR.
12.0
%
KS.1
2

KT. 1
0
0

LD.8
.
0

LF. 1
0
0

0
%
KW.
10

LG.
14. The design of
my backpack symbolizes
me and my attitude.

LH.1
8
.
0
%
LI. 1
8

LS.15. Things inside my

backpack always remain
organized

LT. 2
4
.
0
%
LU.2
4

45

KY.
24

LA.
38

LC.
20

%
LE. 8

LJ.
31

LL.
32

LN.
15

LK.
31

LM.
32

LO.
15

LP. 4
.
0
%
LQ.4

LV.
35

LX.
22

LZ.
15

LW.
35

LY.
22

MA.
15

MB.
4.0
%
MC.
4

LR.1
0
0

MD.
100

ME.

Highlighted is the preference of most respondents. The Ones

highlighted in yellow reflects to those that are favorable to Yadu. Many

(32%) are neutral on the idea that backpack design is more important than
functionality. While Majority (53%) strongly believe that their backpacks
should last at least up to three years. As to those who prefer their
backpacks to match with their outfit, many (30%) are neutral. While almost
half of the respondents (42%) are also neutral on the idea that the user of
the backpack should match his outfit (disregarding themselves). Many of
them (47%) do not believe that their backpacks are for travelling purposes
only. Majority of them (38%) strongly agree and (38%) agree that they
would prefer to invest on a durable backpack than to have a weak
backpack. Many (32%) would love to have unique bags. And many (32%)
believe that the design of their backpack symbolizes their attitude.
MF.

The ones highlighted in gray are the preferences of the

respondents that should take note of. Almost half of the respondents
(46%) prefer to have backpacks with many compartments. User (41%)
have clean things inside their bag. Many (34%) use their backpacks
everyday. Many (35%) are neutral on having their backpack washed at
least once a month. Respondents (44%) value their phone over their
backpack. Branding is not much of a big deal to some (38%). And
respondents (35%) have things organized inside their backpacks.
MG.
MH.
MI.
MJ.
MK.
ML.
MM.
46

MN.
MO.
MP.

What are the things you usually put in your backpack?

MQ.

MR.

Figure 1

MS.
MT. Value
MW.

MU. Count

MV. Percent

MX. 98

MY. 98.0%

MZ. Drinks

NA. 40

NB. 40.0%

NC. Food

ND. 42

NE. 42.0%

NF. Laptop

NG. 73

NH. 73.0%

NI. Pens

NJ. 95

NK. 95.0%

NL. Shirt

NM. 58

NN. 58.0%

NO. Umbrella

NP. 88

NQ. 88.0%

NR. Others

NS. 17

NT. 17.0%

Books, notebooks

47

NU.

Majority of the respondents (98%) are sure to have their books and

notebooks inside their backpack when going to work or school. Many of

them (95%) always bring their pens and (88%) always bring their umbrella
for the uncertainty of weather. Others (73%) seem to bring their laptop
with them so that they can do work outside. While some of them (42%)
consider to put food in their bags, and (40%) bring their drinks.
NV.
NW.

NX.
NY.

NZ.

Rate your preference of importance

OA.

OB.

OC.
Tota
l
S
c
o
r
e

Item

OE.

Durability

OF.
62

OH.

Comfort

OI.
52

OK.

Strength

OL.
49

ON.

Design

OO.
49

OQ.

Size

OR.
44

OT.Price

OU.
40
48

OD.
Over
al
l
R
a
n
k
OG.
1
OJ.2
OM.
3
OP.4
OS.
5
OV.6

OB.

OW.

OZ.

OC.
Tota
l
S
c
o
r
e
1

OD.
Over
al
l
R
a
n
k

Brand

OX.
29

OY.7

Weight

PA.
29

PB.8

PD.

PE.

Item

PC.

PF.
PG.

Durability is most prefered by the respondents because for them

the backpack has to last. Second is comfort because no complications

should arise if I use it everytime. At third is Strength, preferred because
the bag shoud be able to carry a lot of things. last is design because it
shows their taste and catches their attention.
PH.
PI.
PJ.

PK.
PL.

How much do you usually spend for a backpack?

PM.

PN.

Value

PO.
Count

PQ.

P500 and below

PR.
49

PP.P
er
c
e
nt
PS.6

.
0
%

PT. above P500 less than P1000

PU.
24

PV.2
4
.
0
%

PW.

PX.22

PY.2
2
.
0
%

QA.
23

QB.
23.0
%

above P1000 less than P1500

PZ.above P1500 less than P2000

QD.
14

QE.
14.0
%

QF.above P2500 less than P3000

QG.
4

QH.
4.0
%

QI. P3000 and above

QJ.7

QK.
7.0
%

QC.

above P2000 less than P2500

QL. Figure 2

QM.

Most of the respondents (24%) are willing to spend more than 500

pesos to 1000 pesos on their bag. (23%) are willing to spend 1,500 pesos
to 2,000 pesos for a quality bag and (22%) prefer to buy a bag worth
1,000 oesos to 1,500 pesos.

QN.
QO.
QP.
QQ.

50

QR.

What are the brands of backpacks you know?

QS.Bran
d

QT. Me
nti
on
#1

QU.Me
nti
on
#2

QV. Me
nti
on
#3

QW.
Mentio
n#4

QX.Men
tion
#5

QY. T
O
T
A
L

QZ. JanS
port

RA. 68

RB. 13

RC.14

RD.1

RE. 0

RF. 9
6

RG.Nike

RH.5

RI. 11

RJ. 10

RK. 5

RL. 7

RM.
38

RN.Nort
h
Face

RO.6

RP. 8

RQ.16

RR.7

RS. 6

RT. 4
3

RU.Addi
das

RV. 1

RX. 8

RY. 11

RZ. 3

SA. 2
3

SB. Haw
k

SC. 2

SD. 8

SE. 9

SF. 6

SG.6

SH. 3
1

SI. High
Sierr
a

SJ. 1

SK. 8

SL. 2

SM.2

SN. 3

SO.1
6

SP. Othe
rs

SQ.17

SR. 48

SS. 41

ST. 68

SU. 78

SV. -

RW.
4

51

SW.

Gaining 68 out of 100 mentions, JanSport is the most popular kind

for most of the respondents. It is followed by Nike, Northface, addidas and

Hawk.
SX.

Are you familiar with Yadu Bags?

SY.
SZ. Figure 3
TA. Value

TB. Count

TC. Percent

TD. Yes

TE. 22

TF. 22.0%

TG. No

TH. 78

TI. 78.0%

TJ. Only some (22%) of the respondents are familiar with the brand. The
remaining (78%) are not aware of Yadu.
TK.
TL.

52

TM.

Do you have a Yadu Bag?

TN.
TO. Figure 4
TP. Value

TQ. Count

TR. Percent

TS. Yes

TT. 3

TU. 13.6%

TV. No

TW.19

TX. 86.4%

TY.Among those who have known the brand, majority (86.4%) do not own a
Yadu bag. And there only some (13.6%) who does.
TZ.

Do you know where you can buy their backpacks?

UA.
UB. Figure 5

UL.

UC.Value

UD.Count

UE. Percent

UF. Yes

UG.20

UH.90.9%

UI. No

UJ. 2

UK. 9.1%

Among those who know the brand, majority (90.9%) of the

respondents know where to buy the product.

UM.

53

UN.

Are you aware of their latest events and promos?

UO.
UP. Figure 6
UQ.Valu
e

UR.Count

US. Percent

UT. Yes

UU.2

UV. 9.1%

UW.
No

UX. 20

UY. 90.9%

UZ.
Among those who know the brand, majority (90.9%) of the
respondents are not aware of the events and promos made.
VA.

Knowing this, would you buy this kind of backpack?

VB. Value

VC. Count

VD. Percent

VE. Yes, why?

VF. 43

VG.55.1%

VH. No, why?

VI. 35

VJ. 44.9%

VK. Figure 7

VL.
VM.

Among those who are introduced to the brand and their products,

there are more people of those who are willing to purchase the product
(55.1%). They stated that the product is interesting, it has good design
and it supports recycling. Compared to the people who are not attracted to
54

the product (44.9%), they stated the bag has too much design, expensive
and is not their type of bags.

VN.
What are the TV SHOWS you watch? (Local AND
Cable TV)

Watches TV

41%
59%

Doesn't watch
TV

VO.
VP. Figure 8

VQ.
VR.

Local Shows

VS.

Primetime shows (Walang Hanggan, Show Time, eat bulaga, etc.)

VT.
VU.

Cable Shows

VV.

American Television Series (How I Met Your Mother, Glee, New

Girl, Masterchef, Man vs Food)

VW.
VX.

Almost half of the respondents (41%) declined on watching TV.

While the remaining (59%) watch mostly during primetime shows like
Walang Hanggan, Showtime and Eat Bulaga, and American television
series like How I Met Your Mother, Glee, New Girl, Masterchef and Man vs
Food.

VY.
VZ.
What are the newspapers that you usually read?
For those who don't read newspapers, please put N/A
WA.
WB.
N
ewspap
er
WG.
P
hil Star

WC.
M
ention#1
WH.

1
5

WD.
M
ention#2

WE.
M
ention#3

WI. 11

WJ.5

55

WF.Total

WK.

31

WL.
P
DI
WQ.
M
la
Bulletin
WV.Others

WN.

WO.

WP.27

WS.

WT.6

WU.

35

WX.

WY.6

WZ.

29

1
WR.
1
WW.
2
XB. 41

XA. N/A

XF.
XG.

WM.

1
XC. 61

XD. 76

XE. 41
consistent

Almost half of the respondents (41%) dont read the newspaper.

The remaining respondents (59%) , Manila recognize. It is followed by

Philippine Star and Philippine Daily Inquirer.

XH.
XI.
What are the magazines you read? For those who
don't read magazines, please put N/A
XJ.
XK. Magazine
XO.Cosmopolita
n
XS. Candy
XW.
Previ
ew
YA. Others
YE. N/A

XL. Mention#1
XP. 9

XM.Mention#2
XQ.9

XN. Mention#3
XR. 8

XT. 8
XX. 9

XU. 0
XY. 4

XV. 2
XZ. 5

YB. 35
YF. 39

YC. 37
YG.50

YD. 31
YH. 54

YI.
YJ.The respondents read a wide variety of magazines. Cosmopolitan, Candy
and preview are prefered by majority. While many (39%) also declined on
reading magazines

56

YK.

Do you have specific month/s that you always buy magazine?

YL.

Figure 9
YM.

YN.

YO.
Cou
n
t

Value

YQ.
Yes. (What Months? Any special
reason?)

YR.
9

YT. No

YU.
91

YP.P
e
r
c
e
n
t
YS.
9.0
YV.
91.

YW.
YX.

Among those who read magazines, a few (9%) have a special

specifications on buying their magazines. One stated that March, June

and November. Another stated that September issue is special. A
respondent stated that he only buys depending on the issue. While
majority (91%) of those who read dont have any special preferences.

YY.
YZ.
ZA.Web
site
ZG.

What are the websites you regularly visit?

ZB.Ment
ion#
1
ZH.75

ZC.Ment
ion#
2
ZI. 25
57

ZD.Ment
ion#
3
ZJ. 0

ZE.Ment
ion#
4
ZK.0

ZF. Ment
ion#
5
ZL. 0

Facebo
ok
ZM.
Twitter
ZS.Tum
blr
ZY. Goo
gle
AAE.
Yahoo
AAK.
Youtube
AAQ.
Others

AAW.
AAX.

ZN.3
ZT. 2
ZZ. 8
AAF.
6
AAL.
6
AAR.
2

ZO.
35
ZU.8

ZP. 18

ZQ.
6
ZW.
7
AAC.
13
AAI.
10
AAO.
34
AAU.
20

ZV. 13

AAA.
7
AAG.
5
AAM.
10
AAS.
3

ZR.5

AAB.
17
AAH.
16
AAN.
18
AAT.
18

ZX.7
AAD.
8
AAJ.
9
AAP.
10
AAV.
61

As tated by the respondents, Facebook is the first website that

comes into their mind that they regularly visit. Followed by Twitter,
Youtube, Google and Yahoo. Hence, Facebook is the most regularly
visited website.
AAY.

What is your means of transportation?

AAZ.
ABA.

ABB.

Figure 10
ABC.

ABD.

Value

ABE.
Count

ABF.
ent

Perc

ABG.

Private Car

ABH.
13

ABI.
0%

13.

ABJ.

Public Transportation

ABK.

ABL.

87.

58

87

0%

ABM.

ABN.

Majority (87%) use the public transportation like jeep,

train, bus and FX.While some (13%) of the respondents have

their own car.
ABO.

ABP.

What catches your attention whenever you are on

your way to your destination?

ABQ.

Most of the respondents stated that their attention are caught by

Billboards. Some stated that they are caught by interesting, bright ,big and
unusual signs and things.
ABR.

Age

20%
18-20 years old
21-24 years old
80%

ABS.
ABT.

Figure 11
ABU.

Majority (80%) of the respondents are of ages 18 to 20 years old.

the Remaining (20%) are 21 to 24 years old.

ABV.

59

ABW.

Gender

30%
Male
Female
70%

ABX.
ABY.

Figure 12
ABZ.

ACA.

The Respondents are made up of (70%) Female and (30%) Male.

60

ACB.

Occupation
ACC.

22%

78%

ACD.

ACE.

Figure 13

20% of the respondents are college students while 80% are

working professionals.
ACF.

Estimated family income

ACG.
Figure 14
ACH.
ACJ.
Count

ACI.Value

61

ACK.
Percent

ACL.

below 8,000

ACM.
3

ACN.
3.0%

ACO.

more than 8, 000 below 15, 000

ACP.
1

ACQ.
1.0%

ACR.

more than 15, 000 below 30, 000

ACS.
11

ACT.
11.0%

ACU.

more than 30,000 below 50,000

ACV.
26

ACW.
26.0%

ACX.

more than P50, 000 below 100,000

ACY.
33

ACZ.
33.0%

ADA.

more than P100, 000

ADB.
26

ADC.
26.0%

ADD.

The respondents are made up of (26%) Class A and B , (33%)

upper class C, (26%) lower class C, (11%) class D and (3%) class E.

62

ADE.
ADF.
ADG.
ADH.

Being one of the priority products of Primer Group of Companies,

JanSport gained title of the worlds biggest selling branded backpack. They offer
technical outdoor gear, daypacks, travel gear and collegiate decorated apparel,
which are sold at The Travel Club, Bratpack Stores, selected Olympic Village
stores, the Shoe Shop, Royal Sporting House and Tobys . The Price ranges from
1,300 and up.
ADI.

Promotions

ADJ.

JanSport Philippines is very attentive to their markets lifestyle. First,

JanSport uses digital marketing via social media sites to create social interaction.
Also, they sponsor events that are catered by their market. They come up with
events that engage their target market with the brand on an annual basis.
ADK.

Facebook

ADL.
ADM.
ADN.
63

ADO.
ADP.

Tumblr

ADQ.

ADR.

Twitter

64

ADS.

ADT.
ADU.
ADV.
ADW.
ADX.
ADY.
ADZ.

Events

AEA.
AEB.
AEC.

Back to School Revolution Exhibit

June 2, 2011
SM North Edsa The Block 3rd floor

AED.

New designs of backpacks are displayed and Students are to write freely

about their personal resolutuions at the JanSport Back-to-school Resolution

Board.
65

AEE.
AEF.
AEG.
AEH.
AEI.
AEJ.
AEK.
AEL.
AEM.
AEN.
AEO.
AEP.

Super Sized Summer

AEQ.

May 27, 2012 Mallof Asia

AER.

Mechanics: Teams are made up of (2) members registered with a fee of

500 at selected stores. Event Kit given at the event is made up of JanSport shirt,
water bottle, towel and other freebies such as stickers and brochures.
66

AES.
AET.

Posters

Facebook Insight
May 25-June 9,2012

AEU.
AEV.

Photos

AEW.

67

AEX.
AEY.
AEZ.

Posters for Digital Marketing and Events

68

AFA.

69

70

AFB.

71

72

AFC.

73

AFD.

74

AFE.

75

76

AFF.

77

AFG.

78

AFH.

79

AFI.
AFJ.
AFK.
AFL.
AFM.
AFN.
AFO.
AFP.

AFQ.
AFR.

DC is a global brand that caters to people who are inclined to

skateboarding.

Their product line includes mens, womens and kids

skateboarding and lifestyle shoes, apparel, snowboards, snowboard boots,

outerwear, and accessories. Also distributed by Primer Group of Companies,
their backpacks are available at all bratpack stores and DC branches with the
price starting at 1,500.
AFS.

Promotions

AFT.

DC Philippines promotes by showcasing the ideal lifestyle of their market-

skateboarding. They hold events that enable their market to skateboard. They
promote their latest products and happenings via Facebook.

80

AFU.
AFV.

DC Skate Tour Philippines 2010

AFW.

A 3 day event showcasing DC Skateboarding Teams

AFX.

Schedule:

AFY.

March 4: Visioneri Landskate, Talisay Cebu. 1pm (Local Competition +

DC Skate Team Demo). Registration on-site.

March 5: Active Zone, Ayala Center Cebu. 2pm (Autograph Signing + Exhibit)
March 9: R.O.X., Bonifacio High Street, Taguig. 4:30pm (Local Competition + DC
Skate Team Demo). Registration on-site.

81

AFZ.

AGA.

DC's Skate Competition in partnership with Visioneri Landskate.

AGB.

June 25, 2011 VisioNeri Landskate, Talisay, Cebu City

AGC.

82

AGD.

83

84

AGE.

85

AGF.

AGG.
AGH.
AGI.
AGJ.
AGK.
AGL.
AGM.
AGN.
AGO.
AGP.
AGQ.
AGR.
AGS.
AGT.
AGU.
AGV.
AGW.
AGX.
AGY.
AGZ.
AHA.
AHB.
AHC.

Internet Promo Posters

AHD.
AHE.
AHF.
AHG.
AHH.
AHI.

Product

AHJ.

EASTPAK is an urban lifestyle brand known for toughness & functionality

that proudly support bands, artists and athletes. They have apparel, bags,
luggage, and accessories
AHK.

With prices at 1,300 and up. Available at Team Manila Powerplant Mall,

Urban Athletics Greenbelt and all Bratpack stores and selected The Travel Club
stores nationwide
AHL.

Promotions

AHM.

AHN.

AHO.

AHP.
AHQ.
AHR.
AHS.
AHT.
AHU.
AHV.

The Resistance Party

AHW.

Eastpak Philippines has a separate page for The Resistance

Party started on December 2010. The Party is usually located at high end
bars featuring young musicians and artists.
AHX.

Mechanics:

AHY.

To Join, buy any product worth atleast 1,500 and get red book at

Bratpack, travel club or team manila. Discounts included in the red book
AHZ.

website- http://www.theresistanceparty.com/

AIA.
AIB.
AIC. Website

Poster

AID.

AIE.
AIF.
AIG.
AIH.
AII.
AIJ.
AIK.

AIL.
AIM.
AIN.

AIO.
AIP.

High Sierra

AIQ.

Product

AIR.

High Sierra has provided students with premiere bags made specially for

their activities such as day packs, computer bags, duffel, and trolleys. Price starts
at 990. Available at
AIS.

Gaisano Market Market, Landmark Makati and TriNoma, Le Grand NAIA

T3, Robinson Ermita , Robinson Festival, Robinson Galleria, Robinson Pasig,

SM Malls, Sta. Lucia East, Bohol Quality, Gaisano Marquee Mall, Metro Ayala
Cebu, also available in all R.O.X stores and selected Bratpack and The Travel
Club stores.
AIT.
AIU.

Promotions

AIV.

They promote where the students and interests are- at school and

comicons

AIW.

AIX.
AIY.
AIZ.
AJA.
AJB.
AJC.

AJD.

AJE.

AJG.

AJH.

AJI.

AJJ.
Also under the Primer Group of Companies, The North Face caters
to adventurous individuals that needs technical gear for their hobby. They
have apparel, footwear and accessories, outdoor gears, Day packs,

technical packs, travel bags. Products are priced at 5000 and up and are
available on all bratpack stores and Northface stores Nationwide.
AJK.

Promotions

AJL.

The North Face 100

AJM.

The Asia- Pacific series was officially launched in 2009, posing runners to

challenge of 100km ultra distance. The series takes place in 7 countries:

Thailand, Taiwan, Philippines, China, Australia, Singapore and Japan.
AJN.

Logo

AJO.
AJP.
AJQ.
AJR.
AJS.
AJT.
AJU.

Website

AJV.
AJW.
AJX.
AJY.

Facebook Page

AJZ.
AKA.
AKB.
AKC.

Promotional Posters from Facebook

AKD.

AKE.
AKF.
AKG.
AKH.
AKI.
AKJ.
AKK.
AKL.
AKM.
AKN.
AKO.
AKP.

AKQ.

Website

AKR.
AKS.

Facebook

AKT.
AKU.
AKV.
AKW.

Promotional Posts

AKX.

AKY.

AKZ.

ALA.

ALB.

ALC.

The North Face Credit Card!

ALD.
ALE.

The North Face Flight Series

ALF.
ALG.

ALH.
ALI.

Twitter

ALJ.

ALK.
ALL.

Facebook

ALM.

ALN.
ALO.
ALP.
ALQ.

ALR.

ALS.

Adidas has a wide variety of products that answers the needs of an

athelete. Apparel, accessories, bag and shoes. Their products are available on
all adidas stores nationwide.
ALT.

Promotions

ALU.

Facebook
ALV.

ALW.
ALX.
ALY.
ALZ.
AMA.

Promotion Posts

AMB.

AMC.

Twitter

AMD.
AME.

Event

AMF.
AMG.

AMH.

Facebook App

AMI.
AMJ.

Product

AMK.

Hawk has a wide variety of bags that fits to every lifestyle. They have

backpacks, gym bags, laptop bags, clutch bags, belt bags, shoulder/messengers
bags, school bags, stroller bags, lunch bags and mountaineering bags. All
products are available nationwide
AML.

Promotions

AMM.

Website

AMN.

AMO.

AMP.
AMQ.
AMR.
AMS.
AMT.
AMU.

Facebook

AMV.
AMW.

Posters

AMX.

AMY.

AMZ.
ANA.
ANB.
ANC.
AND.

ANE.

ANF.

ANG.

ANH.
ANI.
ANJ.
ANK.
ANL.
ANM.

ANN.

ANO.

Product

ANP.

Kipling has a wide variety of bags made for ladies. Their products are

available at SM Malls, Ayala Malls and Robinsons Place Manila.

ANQ.

Promotions

ANR.

Website-http://www.kipling.com/int/

ANS.

ANT.

ANU.
ANV.
ANW.
ANX.
ANY.
ANZ.

Facebook Page
AOA.

AOB.
AOC.

Facebook Posts

AOD.

AOE.

AOF.

AOG.

AOH.

AOI.

AOJ.Kipling celebrated its 25th year at SM MOA.

AOK.
AOL.
AOM.
AON.
AOO.

AOP.
AOQ.
AOR.
AOS.
AOT.

I.

Campaign Proposal

AOU.

Marketing Objective

AOV.

To increase awareness of Yadu.

AOW.

To generate at least 30% increase on Yadus sales from September to

March 2014.
AOX.

Marketing Strategy

AOY.

By advertising on the Holidays season, which is when Filipinos only tend

to splurge.
AOZ.

APA.

Insight: Interviewees answer to the question Did you buy it yourself?

which are commonly answered Gifts from relatives

APB.
APC.

Advertising Objective

APD.

To inform the consumers of about the uniqueness of Yadu backpacks,

making them aware of Yadus Unique Selling Proposition, which is-- they offer
products catered to their markets lifestyle and taste.
APE.

Advertising Strategy

APF.

By communicating above and below the line.

APG.
APH.

Creative Objective

API.

To tell the consumers about Yadus USP using non traditional media

APJ.

Creative Strategy

APK.

By making use of Designed Quick Response Codes (QR) exclusively for

Yadu.
APL.

As for Social Media, the objective can be achieved by creative plays and

active participation online.

APM.
APN.

Media Objective

APO.

To reach the Yadus target market through above and below the line

media channels.
APP.

Media Strategy

APQ.

By making use of Guerilla Advertising

APR.

By making use of Magazine, Social Media, Point of Purchase item and

Internet.
APS.

By putting placements and billboards on high traffic areas.

APT.

__________________________________________________________

____________
APU.

Mandatories

APV.
Logo and Yadu Tagline Life is a Happening.. Carry On, Yadu QR
Code.*
APW.

*Except for Social Media

APX.

APY.
APZ.
AQA.
SUMM
ARY:
AQC.
OUT
OF HOME
AQE.
PRINT
AD
AQG.
MAJO
R
EXECUTIONS
AQI.
MINOR
EXECUTIONS
AQK.
LRT
LCD
AQM.
PROD
UCTION
COST

AQO.

TOTAL:

AQB.
AQD.
1,000
,00
0
AQF.
420,60
0
AQH.
270,00
0
AQJ.
479,95
0
AQL.
1,500,0
00
AQN.
917,63
7
AQP.
4,588
,18
7

AQQ.

AQR.

AQS.

AQT.
AQU.

AQV.

AQX.

AQY.

AQZ.

ARA.

ARB.

ARC.

ARD.

CHAPTER

I.

Conclusion
ARE.
Yadu has a wide variety of products, catering specific needs of
their market and providing them with quality products. The idea of their
product is making them out of recycled clothes, which in 3 years, has been
profitable and loved by many. However, many are still unaware of their
product and brand. As of 2013, they have increased consignments to SM
Outlets and Bratpack store.
ARF.
A non traditional campaign with the use of Quick Response Code
can increase awareness directly to the consumer. Informing and catering to

II.

their specific needs and wants.

ARG.
Recommendation
ARH.

To further support the growing brand, here are some strategies

that can be done: launching a Traditional Advertising Campaign introducing

other variants and making use of an endorser to increase awareness to the
class C.

Organizing, sponsoring events, Product Placements are also

encouraged.

ARI.

ARJ.

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www.bir.gov.ph.
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from

Dictionary:

Alvin Concepcion
Store Supervisor
The Travel Club
Mall of Asia
Interview date: October 15,2012
Venue: The Travel Club, Mall of Asia branch
Researcher with Store Supervisor Alvin
Concepcion

Sherlyn: What do people notice when they first enter the store?
Alvin: Mga display na nakaayos per brand, color and size.
Sherlyn: What do they usually look for in a bag?
Alvin: Mostly travelers ung pumupunta dito eh so they look for travel bag.
Sherlyn: May certain features po ba na lagi nilang hinahanap sa bag?
Alvin: First is Durable. Second,reasonable price. Third is size.
Sherlyn: How much do they usually spend for a bag?
Alvin: Depends, usually class a and b buy backpacks which is Jansport worth
2000-5000 as for the travelers, they spend 5 000 and above.
Sherlyn: Are there any specific attitude that you have noticed to those who enter
the store?
Alvin: Kasi meron tayong mga types ng customers. Analytical, expressive and
driver. Analytical ung knowledgable sa item. Driver naman ung nagdadala ng
conversation, unang Iat humihingi ng suggestion. Expressive naman ung mga
showy, unfriendly and ung mga hindi madaling maapproach.
Sherlyn: Are there any specific months where in people buy your bags?
Alvin: Christmas, school seasons, and summer

Dana Lam
Female, 19 years old
3rd Year Industrial Design Student
at College of Saint Benilde
Online Interview
Interview Date: June 14, 2012
Sherlyn: What type of bag are you using when going to school?
Dana: Backpack
Sherlyn: What brand is it?
Dana: Herschel
Sherlyn: What can you say about it?
Dana: I love my bag. I can stuff almost all my things in it. plus I think it's
waterproof.
Sherlyn: How about the design? Any special reason why you like it?
Dana: hmmm a lot of my friends like my bag. so i'm thinking it's a fashionable
bag, but in terms of its ergonomic side, not really good. I like the materials used.
Sherlyn: Did you buy the bag yourself?
Dana: My mom bought it for me for Christmas. I chose the bag and she bought it
for me
Sherlyn: Did you remember how much it costs?
Dana: 5.8k
Sherlyn: What made you buy that certain bag?
Dana: Strength of materials

Sherlyn: Any other factors?

Dana: Ung design din
Sherlyn: What are your other bags? You can site brands and type of bags.
Dana: Mostly backpack. Nike. Vans. Timberland. Jansport. Converse. Lancel.
Samsonite. Delsea
Sherlyn: Where do you usually buy your bags?
Dana: Iba iba eh. Pero lagi akong tumitingin sa Nike at karamihan ng bag ko,
Nike.
Sherlyn: Despite having a good backpack/ many bags, why do you usually buy
more?
Dana: I only buy when my bag is already badly damaged. Mabilis lang kasi
malaspag. Nabutas na ung Nike ko kaya bumili ako ng bago
Sherlyn: What do you do with your old clothes?
Dana: They become my "pambahay then when they get badly damaged,
they become my basahan.

Denise Flojo
Art Director
McCann WorldGroup Philippines
Momentum Philippines
Interview date: October 10, 2012
Online Interview

Sherlyn: What is the role of design in a product?

Denise: Its what the consumer sees before he actually experience the product.
Sherlyn: What is its importance to a product?
Denise: It can make or break the product.
Sherlyn: In communicating to the market, What is the role of design?
Denise: The design should be able to non-verbally communicate the essence of
the product to the market.
Sherlyn: Are there any specific elements that symbolizes the filipino attributes
that must always be considered?
Denise: Religion, for one. I mean you can't use santa claus for the muslim
market.
Sherlyn: Are there any elements that seems to attract Filipinos most of the time?
Denise: Mahilig pinoy sa mga artista kaya puro artista ang endorsers. Like pag
model ang endorser, di naman papansinin yun. dapat artista. Lalo na sa
Pilipinas, to be honest, mahirap maging experimental sa advertising. Ayaw ng
klyente creative, mas mahalaga sa kanila ang benta. So ayun. sell out. kaya
artista.
Sherlyn: In making an ad, are you bounded by the brand's limitation?
or do you explore and use different materials to express your idea?
Denise: Kasi may mga brands din na may sinusunod na 'design standards'.
corporate thing yun. But we do still try to explore.

Dhanvantari Saulo

Son of Yadu
Yadu 621
Interview date: September 13, 2012
Venue: (Tahian) 955 P. Herrera St. Brgy
Aguho. Pateros
Dhanvantari Saulo, son of Yadu, the
owner

Sherlyn: How did the shift happen between khumbela and khumbela?
Dhan: At first, Khumbela started in 1948 so it lasted until early 2000. Somewhere
then it ended in down the Philippines, but it is still going on for exports. It kinda
died in a year locally, and yung pops ko he also stopped. Parang he kinda
stopped making bags, stopped dealing with bags, he wasn't like manufacturing at
all that is for umm.. 3 years.
So say mga 2005 then he tried to bring Yadu. Kasi yung Yadu na pangalan is his
name eh, Yadu. Then ung mga Khumbela noong mga 90s, there was another
branch pangalan Yadu dynasty. This was during middle 1990s. Mga somewhere
95-96. Yadu dynasty. Yung pili nya ng bags noon which is also nylon like
Jansport, North Face. Still the same but different brand name.
Then nung mga 2005 we tried to bring it back again. but this time excluding the
dynasty, just Yadu. So yun ung name nya. Pero It's all mainly canvas. Yadu
hasnt started with the line right now na puro mga recycled bags. We did it for two
years, but the line of products but the market wasn't buying it. It didn't click. He
stopped again for a year.
Then this mga year 2008, yun na. That's when this idea came, yung Yadu na
recycled. And that's when all the family got involved, I got involved, and we
cooked the idea more. Then that's how it basically came about. 2008 nag launch
na ung idea hey let's use all clothes and make it in to bags. Then yun, that's
when it started.
The idea came out in the year 2009. That's when it came to be a company, and
we started small at evangelista. Then, we transferred here (Pateros) so we can
start a bigger mannufacturing place because the market gave us such good
feedback. It's just a matter of exposing it.
Sherlyn: What are the factors Poltical, Environmental, Social.. etc that had
been affecting Yadu ? (before and now)

Dhan: Siguro not really a more on political. We're tied up with certain
organizations like Dakila, If youre familiar with it. We're also tied up with Lourd
de Veyra, and other organizations like Oxfam, it's a well known organization
worldwide. It's main advocate is promoting green living. We're also somehow tied
up with Yabang Pinoy. like filipino pride products.so yeah those are the main
things that we're tied up as far as organizations are concerned. Pero we're not
really so much into political aspect. pero as for the environment, yung extension
ng care namin with the care for the environment goes much deep than the bag.
cause the bags are kinda like just the medium. We just use recycled bags.
Sherlyn: Can you compare the growth from the year 2008 and now?
Dhan: We started with just me and my dad, two of us. Tapos un na. There's a lot
of us in the family, maraming kaming magkakapatid eh pero Im the one mostly
involved in Yadu. So it started with us, mga hinire ng papa ko mga Khumbela
veterans. So he just got back from connecting them with Khumbela and he got
them back. And we started say, 2 sewers in 2008 plus him, because my dad
sews and he also cuts. But for me, I don't get myself involved with sewing parang
I'm more of design type lang.
Yun, then it became four of us. Me and my dad plus 2 cutters. And then that's
how we started making samples and we started joining bazaars. Tapos 2009
that's when it started booming. When we started joining bazaars. Then we have
to get more people. Say mga within a span of 2.. umm cause right now were
only on our 3rd year. so we're on our 4th this 2014. 2009 it materialized eh. 10,
11, 12. yeah 3 years. I think right now we have 25 sewers and cutters so that's
been the growth. Because we don't need much sewers. We have 20 bratpack
stores, we have 5 SM outlets. and a lot of boutiques. we also have export in new
york,california and australia.
Sherlyn: Before, ilan bags ang naproproduce nyo? atleast in 2008
Dhan: Say a sewer can produce 10-15 bags a day. So In this year, we have 20
sewers, times 10 so that's 200. I think that's the minimum. Before when we were
first starting, they can make mga 4 o 5 kasi mahirap tahiin ung bag eh. Very
intricate. You have to put your mind into it na you wouldnt make any mistake.
And my dad is very meticulous as far as the quality is concerned. So there is this
process of hiring ng sewer namin. Kung pumalpak ka in your first week, we won't
continue with your contract. So it's like an initial training stage for sewers. Kasi
my dad's been sewing for 36 years eh. So you have to pass his standards. So
talagang they're one of the best sewers in the Philippines, cause my dad's the
pioneer in bag making.

Dhan: So even with these bags, a sewer can make 10 to 15 pcs a day. with
regular bags, say mga jansport, we can make say 30. it's gonna be really easy.
Sherlyn: About the characteristics, umm there's plain look, sepia type and,
mostly I've seen your promotions are meant for environmental and
movements like folding bike etc. There's not much promoting the bag itself.
Dhan: Yun that's what I've mentioned earlier na ung Yadu is a lifestyle brand.
The bags are just a medium for commuting a lifestyle entity. So it's more on umm
un nga we're tied up with a few organizations like Tiktok Philippines, and of
course we're tied up Firefly Brigade, it is one of the biggest bike organizations
like tens and thousands of people are associated with it. So ung advocate namin
is really more on the lifestyle community.
Sherlyn: So you don't promote the bags itself?
Dhan: We do promote them. Pero they're very subtle. We fuse it with events
usually, and we have a discount that goes with the event. The bag is also the
focus because we use them as promotional materials like raffles, and whoever
went to bike tour that we hosted. The winner will get a bag. So we use them as
prizes and anything that we can use it for.
Sherlyn: Are there any mandatories that you always have on your
promotional tools?
Dhan: Well, there's a certain aesthetic that as much as possible we try to keep.
Which is kinda like a bohemian effect. We're always associated with that's kind of
like bohemian, ecclectic, eccentric mga kind of like weird, pero at the same time
it's appealing. kasi may mga weird na matuturn- off ka eh. Parang hindi mo ma
grasp, hindi mo ma-take. Pero with yadu, when you see it, you feel at home.
Parang when you go to the store, it's kind of a home place, na you're amazed,
the bags are eating you, ung ganung effect, it's a bohemian effect. Pero at the
same time far-out. Parang who would have thought that would've thought that
this would've existed here. For example, base it on your experience. When you
first saw the store, were you amazed?
Sherlyn: Feels like i'm in a jungle.
Dhan: Yun. People would say para kang naka-weed when you entered the store,
so may mga ganung aspect. There's this emotional aspect to it na when we
create our materials, we don't want to just to be the normal. Let's say parang how
the advertising agencies would put the product there, put words, put down the
bag. We don't want that. kasi we're more than that eh. We're more than numbers,

more than the price, more than the price tag nung bag and selling. We're
promoting a lifestyle na we want, to be tied up with the bags, and parang bonus
nalang that the bags are selling, it's doing it's business and at the same time, it's
sustainable living. So yun, it really goes deep.
Sherlyn: About the price, it's in line with all the high-end bag
Dhan: Yeah it's in line. We're at par with JanSport. Pero you cannot really
compare cause in our line of bag, there is not a single company these kinds of
bags. So that was the challenge for us when we first started. Yung bags na me
and my dad tried to came up one day when he woke up. How can I enter the
market and the bag industry at the same time making a shout out, making a
trend, changing something? Kasi if you see Jansport, North Face, mga local
brands, Illustrazio, those kind of bag. If you take their labels out, you put them
side by side, they look all the same. They all look nylon bags. Another is, parang
you wouldn't want someone wearing the same shirt when you're walking down
the street. Parang ano ba to' parehas kami, parang pinagusapan. So that's also
the idea that we want to do with the bags, wala kang kaparehas. It's unique.
Sherlyn: Do you plan on hiring an agency on promoting your product?
Dhan: We actually have, it's also my sister who has an agency. so it's like a
mutual benefit. they're our marketing hands, and they're taking all our marketing
collaterals. and yeah those are also aspects that things, necessities a business
should have.

Jeks Inanuran
2D Artist at Lady Luck Media
Age: 21
Interview date: October 10, 2012
Online Interview

Sherlyn: What type of bag are you using when going to work?
Jeks: Backpack.
Sherlyn: What brand is it?
Jeks: Jansport .
Sherlyn: What can you say about it?
Jeks: Hmm, its nice and comfortable, because its not that big. But I bought my
backpack because of its design
Sherlyn: Any special reason why'd you like it?
Jeks: Sakto siya sa katawan ko, payat ako eh.
Sherlyn: Did you buy the bag yourself?
Jeks: Yep
Sherlyn: Did you remember how much it costs?
Jeks: Its P300 because its just a fake Jansport bag.
Sherlyn: What are your other bags? You can site brands and type of bags.
Jeks: Transformers Bag-Back pack, Nike Body bag, Dickes, Backpack, Diesel
body bag.
Sherlyn: Where do you usually buy your backpack?
Jeks: Tiangge, and some of my bags are from packages from states, given by my
aunts and grandmas.
Sherlyn: Do you know about Yadu backpacks?
Jeks: Yes.
Sherlyn: What can you say about Yadu backpacks?
Jeks: Stylish siya tapos gusto ko design .

Joana Callanta
Account Manager
McCann WorldGroup Philippines
Momentum Philippines
Interview date: October 4, 2012
Venue: McCann Pantry
Researcher with Account Manager Joana
Callanta

Sherlyn: Can you define todays below the line advertising?

Joana: Below the line today, for me ah, has improved a lot over the passed few
years. It includes a lot of

changes in terms of communications, in terms of

placement. But before below the line was just event and activations. But now it
involves a whole new stew of umm.. how do I say this. Parang you have shopper
marketing, you have digital activations which is considered as below the line as
well. In terms of the definition. I would say that below the line is something thats
stream lining, something new in the advertising creativity so you no longer
communicate with your consumers just through reading you now have different
mediums and not limited to just activations.
Sherlyn: How important is it to a brand?
Joana: I believe its in main importance right now because you have little time to
say what you want to say to your consumers on above the line. You have 30
seconds. Thats their attention span for print. They just scan through everthing.
With below the line you can now engage them more you have more opportunities
to talk to them every area where they pass and at the same time It gives you a
lot of time and a lot of flexibility in terms of how you want to communicate your
message to the consumers.
Sherlyn: What is its importance to the Consumers?

Joana: In terms of importance... Consumers now are engaged more. Cause lets
say you dress up a supermarket for example marketing. you dress it up,
consumers now have the opprtunity to interact with what you are trying to tell
them. They now have the chance to get to know your brand further. So parang
your starting to create a personal relationship through the below the line stuff
you do.
Sherlyn: What factors do you think important when considering placements?
Joana: Definitely your target market. You have to consider your target market. Its
not as simple as i wanna put it on this table cause I want to. If your consumer, if
your target does not pass through that area or if its not related to your brand.
Then your message, your material wont be seen. So lets say in your case
backpack. So Im guessing teens or students. You wont place it in an area like a
supermarket. Cause its for moms. So you have to know very well where your
target market moves in. You have to know the areas where you can find your
target market. Thats where you place your material . Another thing is the location
itself. Because if you put in a place where there are other message, cluttery as
an area, then I wont even consider. So you have to be very strategic where and
how you want to approach your consumer.
Sherlyn: How do you come up with a effective below the line strategy for a
brand?
Joana: Basically its all about research. You have to go out there and know where
your consumers are. So for your brand, you have to know what theyre doing
what would engage them, what are their interests. So its not as simple as ah, just
gonna put it in in the middle the department store, just to put. Its more of knowing
how to attract them, be where they are. Because if your not where they are
where they engage themselves. You wont be able to communicate with them. so
in terms of strategy, you have to do a lot of research. Read on what they do,
know why they do it. Parang you have to put yourself in the shoes of your
shoppers.

Sherlyn: Are there any Filipino attributes that should always be considered in
below the line?
Joana: Basically in our market kase, the Filipinos have a different way on going
about. With the Filipinos parang.. dapat alam mo yung kiliti nila. Filipinos have a
certain thing na if its funny they approach. If it makes them laugh they would do
it. If it requires them to feel it touch it anything interactive, Filipinos will love it. In
terms of filipinos attributes, you always have to go back to market. So lets say
that you put a material that is very shocking. Na again, Filipino values syempre
its gonna cause an uproar. You wouldnt want that. You have to relate to them.
And you have to relate to their quirks.

Ryan Sulit
Photographer
Age: 23
Interview date: October 11, 2012
Online Interview

Sherlyn: What type of bag are you using when going to work?
Ryan: Camera Bag
Sherlyn: What brand is it?
Ryan: Lowerpro
Sherlyn: What can you comment about it?
Ryan: Never naman akong binigo. Regardless of the weather condition, sturdy
siya. Protects my equipment rin of course
Sherlyn: How about the design? Any special reason why'd you like it?
Ryan: Well, it's compact, small, yet napagkakasya niya nman lahat ng gamit ko
from my camera, lens, batteries, etc. may napaghuhugutan pa siya ng cover para
maprotect siya against rain
Sherlyn: Did you buy the bag yourself?
Ryan: Erm, no. haha gift siya sakin ng colleague ko waaaaaay waaay back nung
nagsstart pa lang ako sa profession ko as photographer.
Sherlyn: What are your other bags? You can site brands and type of bags
Ryan: Jansport, bass, habagat backpack and outdoor. Yung habagat for
mountaineering and minsan, lalagyan ng heavy equipment ko.
Sherlyn: Where do you usually buy your bags?
Ryan: Never bought any of my bags. Padala yung mga karamihan

Survey Questionnaire

SHERLYN MAE ANG CHEN

1113 Tomas Mapua Street Sta. Cruz, Manila Room 303
09161030010; (02)720-8227
sherlynchen@ymail.com

EDUCATION
2009-2013

1999-2009

UNIVERSITY OF SANTO TOMAS

Bachelor of Fine Arts and Design
Major in Advertising Arts
CHIANG KAI SHEK COLLEGE
Elementary and High School Diploma

On the Job Training

March to May 2012

McCann World Group Philippines

MRM & Momentum Philippines

COMPUTER SKILLS
Knowledgeable in:
-

Adobe Photoshop, Illustrator, InDesign , Flash, Premiere

and After Effects.

MS Office Applications

EXTRA-CURRICULAR ACTIVITIES
s.y. 2011-2012
s.y. 2011-2012
s.y. 2009-2010

Touch Point: Member

Tomasino Web: Photographer
College of Fine Arts and Design
Student Council Staff

PERSONAL BACKGROUND
Born on August 14, 1992 in Manila. Able to speak in English, Filipino,
Fukien, and Basic Mandarin. Interested in reading magazines,
photography and travelling. Adaptable, quality-oriented, goal-oriented.