Advertising - Group 5

Situational Analysis Including Competitive Landscape

About Strepcof:

 Brand: Strepcof
 Contents: Guaifenesin
 Sub brand: ORGANIDIN NR: Guaifenesin
 Manufacturer: Makers of Strepsils - Reckitt Benckiser Inc.
 Market: Cough solution seekers/ Everyone experiencing cough
 Industry: Medicine

Background:

Strepcof’s first TV Commercial was released in 2001. It was later aired on TV in 2002.
The title of the TVC is “Heist”

Since the makers of Strepcof and Strepsils are the same, consumers co-related the two
brands just like co-relating it with their rhyming sound. When in fact, there are a lot of differences
within the two medicines. Strepcof has its own uniqueness as am expectorant, and so does
Strepsils. A lack of product differentiation may be the cause of Strepcof being nearly unrecallable
by modern-day consumers.

Strepcof’s selling point was that consumers should not be suffering thrice, physically and
psychosocially, then add the suffering from taking sour-tasting medications in order to mend the
illness. Failure to emphasize the competitive advantage took a tool on the Strepcof brand.

Market Standing:

As of today, Strepcof is unavailable in the market. Sources and information online about
the product are limited. Actually, when one would surf through Youtube.com, there’s only one
video relating to Strepcof, and it is the TVC entitled “Heist” The actual time of establishment,
production, pricing, and the stoppage of production is unavailable.
Overview for Cough Medicines

 Type of medicines:
o Syrup
o Tablets
 Effectiveness
o The effectiveness of products in this market segment varies. Some product intake
can be stopped after a couple of days, some are not.
 Remedies Used in Philippines:
o Salabat (Ginger, Turmeric, garlic, calamansi, lozenges)
 Competitors of Strepcof:
o SOLMUX
o LAGUNDI
o ROBITUSSIN
 Season ng Cough:
o The Department of Health says that the cold weather usually triggers respiratory
problems unless appropriate preventive measures are taken. Children and adults
may become susceptible to cough, colds, and fever. Flu season starts in October,
peaking from January to February when the temperature drops.

SWOT Analysis

 STRENGTHS
o Quick and immediate relief
o Delicious and bearable taste compared to other cough medicines
o Strawberry Flavored syrup
 WEAKNESSES
o Unfamiliarity of customers to the product
o Minimal information in product portfolio
o A common side effect of Guaifenesin includes dizziness/drowsiness
  OPPORTUNITIES
o Has its distinct/ "owned" brand feature that paves its way to people's minds
o More responsive to the needs of cough sufferers rather than the unconventional
throat relief solutions
 THREATS
o Commonality/ availability to market
o Overshadowed by the traditional and more popular medicine brands

Marketing Objective

 Build brand awareness.

 Secure stability and establish the brand in the industry.
 Increase the sales of the product/offering.
 Instill in consumer's minds that there's an expectorant— with a pleasant taste and not a
strong bitter taste kind of medicine— that aims to make coughing up mucus easier, helps
to relieve chest congestion; treats chesty, wet, or phlegmy coughs.

Marketing Strategy

 To build brand awareness and to increase the sales of the product/offering:

o Implement or launch a marketing campaign
o Paid Advertising
o Digital Marketing
A. Internet Marketing/Online Marketing
 Email marketing
 Social media marketing (Facebook, Instagram, Twitter, Youtube)
B. Non-Internet Digital Channels
 Television (Commercials)
 Billboards (indoor and outdoor)
  To instill the product in consumer's minds:
o Use brand story telling
o Make a catchy tagline
o Develop the position of your brand (Brand positioning) by using the benefit
positioning strategy

Communication Objective

The main objective of these ads is to appeal to the audience/viewers’ emotion and to
entertain them and to show or display positive effects when product is consumed, and to make an
effort to generate demand or interest in the product.

Communication Strategy

 TV Commercial
o TV commercial is still one of the most effective way to deliver an advertisement
since most households have a television. The best time to hold the advertisement is
8pm-10pm. Since according to Kantar-Media-Philippines on 2017, "Television
viewing is highest during primetime hours, from 8 p.m. to 10 p.m."
 Out-of Home (Billboard, Waiting Shed, Bus)
o Billboard is also an effective platform for advertisement. Billboards are used to
show people, especially, the riders and commuters, the product. The best place to
put this billboard is along Cubao EDSA where the traffic is nonstop and lots of
riders and commuters are passing through the place. The enterprise will also
execute advertisements on waiting sheds in the capital city of the Philippines where
many universities are found. Lastly, re-launching the Strepcof brand with the help
of buses can be vital for the brand’s cause because of the movement that it provides.

 Social Media
o Social media are used by people to be aware of what is happening around them.
Most people are spending their time using social media sites such as Facebook,
 Twitter, and YouTube. That's why it is effective to use social media as a platform
for delivering an advertisement. The people will be aware of the product as well as
the benefits that they will get when they used it.

Target Market

The age bracket of the enterprise’s target market ranges from ages 18 – 40 years old.
According to Elitedaily, a person’s prime years is between 18 – 35 years old. The enterprise
expanded it a bit more because it is a commonality that Filipinos still work until the age of 40. The
range is flexible and not strictly offered only to the stated selection. During prime years, whether
working or for school, people tend to exert a lot of effort in their craft, hence, sometimes neglecting
certain illnesses like cough due to schedule or time restraints. With that being said, the lifecycle
that this product pursues are the working millennials and generation z.

The target gender of this product is both male and female, or anyone in between. Cough
knows no gender; cough knows no boundaries.

In targeting the nationality, of course, Strepcof will first focus on its Filipino market. With
that being said, the target locale of the enterprise segments on the Luzon island, particularly the
National Capital Region where employment saturation and business centers are most typical. It is
important to focus on this market because one can find a bunch of working millennials and students
in the said location.

Considering the psychographic factors, the business targets the lower and middle class
because it is the average social status of the people in the market. Strepcof also considers the
lifestyle of its target market as they are busy and always occupied and has no time to be sick due
to the demands of working schedule/time.

Lastly, the enterprise considers the behavioral factors and as stated earlier, it targets people
who are busy and are most-likely would acquire cough because of rigorous work. The best terms
are “workaholic” for people in the working force and “studious” for people who still study,
especially in College. This people have no time getting sick and would obviously welcome a
solution that offers immediate and long-lasting relief to their wet cough.
Consumer Insight

Out of 100 responsdents

 25% of them are familiar with the brand strepcof but they are not using it.
 94% of respondents prefer and consider the good taste of medicine while the 6% doesn't
really care as long as the medicine will relieve the cough
 82% of respondents consider the price before purchasing
 97% of the respondents prefer the tablet form of medicine because it's easy to take while
the remaining respondents choose the liquid because medicine like that

Meanwhile,

All of the respondents consider TVC, immediate effect and parent/friend suggestions
before purchasing a medicine

Some respodents told us their experience about having a cough

 "Para akong aso, gusto ko magpakain sa lupa dahil sa hindi magandang tunog na ginagawa
ko pag umuubo, ayaw agad lumabas ng plema kahit uminom ako ng ibat-ibang gamot"
o ("I was like a dog, I want to be eaten by the ground because of the unpleasant noise
I made when having a cough, phlegm won't come out immediately even I take
several medicine")
 "Ayoko uminom ng liquid na gamot kasi mas lalo akong nagkakasakit, karamihan ng liquid
na gamot ay lasang gamot"
o ("I don't want to take liquid medicine because it makes me sicker, most of the liquid
medicine taste like a medicine")
 "Pinipigilan ko siya lumabas, Nahihiya talaga ako kapag nakatingin na parang tanga sa'kin
yung mga tao pag umuubo ako, nakakainis umubo sa harap ng maraming tao"
o ("I'm holding it back, I really feel embarrass whenever everyone is gawking at me
while I'm coughing, coughing in a large crowd sucks")
 "Wala naman akong ginawang masama pero nakatingin sila lahat sakin, Napaubo lang
naman ako nun pero kase ang malala nun ay rinig yung plema"
 o ("I haven't done something wrong but people eyes are on me, I just happen to cough
but what's worst is that the phlegm was heard")

Key Message

Strepcof relieves and soothes the throat from intractable cough

 Has a Mucoactive agent, expectorant that aids in the clearance of mucus from the upper
and lower airways

Big Idea

 Piercing Insight – Cough caused by thick-lining of mucus in lungs can make your cough
intractable no matter when, and where you are. Some drugs have bitter taste which is why
people don’t take them more often.
 Brand Connection – Strepcof clears the mucus which makes breathing better. It also has
a sweet strawberry flavor.
 “Strepcof: Ginhawa Berry Much!”

Tone of Execution

 Humorous
o The enterprise wanted to get the audience’s attention
o Humorous appeal is to engage a consumer in somehow that is funny and memorable
o Memory recall improved through an engaging humorous message
 Upbeat
o Can defined as an unaccented beat or portion of a beat in musical measure (diba
gumamit tayo ng beatbox)
o Positive and cheerful: happy and hopeful (since humorous yung atake dapat light
lang at hindi masyadong serious heheh)
  Lighthearted
o Having or showing a cheerful and happy nature: not serious
 Creative Visualization
o The advertisement used a common everyday illness in forming the whole idea, by
using cough as a beat.

Tagline

“Beat the Cough with Strepcof”

Measurement of Success

1. Impressions
o The total number of impressions equates to the total number of times your ad has
been served.
2. Viewers
o Is a similar sort of number to the impress
o Counts the number of different users which have seen the ad. Or rather, potentially
seen.
3. Click-Through Rate (CTR)
o It is calculated by the total number of impressions an ad generates divided by
the total number of users who checks on its associated link
4. Hashtag Metrics
o If people start interacting on social media platforms using the chosen hashtag
you can immediately measure the size of the engagement.
5. Relevance Score
o An ad’s relevance score is measurement of the Quality of advertisement and the
engagement it generates from your audience
6. Customer Acquisition Cost
o Customer acquisitions cost is a measurement of how successful that ad was at
winning new customers.
Creative Execution

 TV Commercial
o The enterprise plans to make a strategic scheduling of TV Commercials to
maximize the budget limitations and will be heavily focused on season of cough.
As stated earlier, coughs are most-likely to happen during the cold season. Here in
the Philippines, the Ber-months also welcome the season where temperature is
dropping. The enterprise decided to air the TVC during the onset of cold season –
September 1. The TVC should run for a good five months from September to
February with the exclusion of the month of December. The enterprise decided not
to include the month of December in airing the TVC because of certain
circumstances centered around the Christmas Season.
 People will focus on Christmas-themed commercials
 It may be irrelevant to showcase a commercial about illness during a season
of giving
 The ad is not congruent to the said phenomena
There are also in-between dates where the TV Commercial will not be aired due to
budget restraints.
 Out-of-Home Ads
o The re-launch of this brand will also be September 1 of the present year until
September 1 of the year after. The enterprise will use a billboard, waiting shed, and
a bus in giving the brand a comeback. Strategic locations were considered in
choosing an OOH ad. The location of the billboard will be at Cubao, Quezon City.
One of the hearts of traffic jams in the metro. Just above the MRT Line-3 Araneta
Cubao Station. Also, waiting sheds in the Manila City Area will be used because it
is where the university belt is located, as stated in the enterprise’s target market,
one of which are college students. Bus that roams through the busy streets of EDSA
from North to South and vice versa will be used to promote the brand’s cause.
 Social Media
o This platform is free if production of advertisement materials is excluded. That is
why the enterprise should maximize all the resources it can have in order to have a
successful comeback in the pharmaceutical industry.
Budget Plan

Budget
100
90 95
80
70
60
50
40
30
20
10
5 0
0
TV Commercial OOH (Billboard, Waiting Shed, Bus) Social Media

Advertisements

 95% for TV Commercial

 5% for OOH
 100%

Platform Allotment
Billboard P1,875,000
Waiting Shed 950,000
Bus 1,060,000
TV Commercial 57,115,000
Total 60,000,000