Advertising Campaign for Bench/

Outline:

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

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

A. The Textile Industry in the Philippines

B. Background of Competitive Product (Analysis of Competition)

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

A. Justification

B. What is the positioning of the product?

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

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

A. An Introduction to Bench/'s Advertising

B. Problem Focus for Ad Materials (Objective)

C. Strategy

1. Target market

2. Benefit

3. Brand personality

D. Solution

1. Thematic Advertising

a. Print Advertisements

b. Television Commercials

c. Radio Advertisements

d. Billboard Design

2. Tactical Advertising

3. Integrated Marketing Add-ons

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

What in essence will be the effect?

How do we expect it to synergize?

I. Company Profile

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

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

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

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

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

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

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

Today, Bench/ is undoubtedly the country's largest retail clothing store with 53 Bench/ stores, 18 Herbench stores, 28 local franchise outlets and 120 distributors nationwide. And it does not stop in the Philippines. It has thriving franchises operating in Al-Khobar, Riyadh and Kuwait in the Middle East. The Bench/ label, through its authorized retailers, has also demonstrated quite a strong presence in the cosmopolitan cities of California, Canada, Florida, Saipan, Brunei, Taiwan, United Arab Emirates and Palau. With the recent opening of the Guam and Shanghai branches, Bench/ has clearly established itself as a force to reckon with in the very dynamic fashion landscape, offering premium quality products at affordable prices even in the most competitive markets.

Even after all of their success, Bench/ continues to plan the opening of several more stores in the Philippines and out of the country. Not only that, Bench/ also aims to continuing fulfilling their social responsibility through their goodwill programs, like scholarship grants.

II. Product Category

The Textile Industry in the Philippines

The textile and garment sector is the largest employer and manufacturing sector in the Philippines, which makes it a vital part of the country's economy. With 320,000 employees, plus 700,000 home-workers and small sub-contractors, it makes up 11% of the national total.

Tougher conditions in export markets have slowed down the industry's expansion, making the '60s and '70s its golden age. A failure to invest in up-to-date manufacturing technology also contributed to this state.

The Philippines used to be one of the largest exporters of garments to North America and Western Europe, examples of great textile markets. This was due to the limitation of major competitors'