Bo's Coffee | Campaign Proposal

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15th PUP Mini Ad Clash | AdCUP: Serving the Best Brew (April 1, 2017)

A Campaign Proposal for the client "Bo's Coffee" by BAPR 3-2D 16AdLeaves

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A b o u t :

15th Mini Adclash entitled ADCUP: Serving the Best Brew is an IMC Campaign Contest for the junior students of the Polytechnic University of the Philippines' Department of Advertising and Public Relations. Six teams presented a pitch for Bo's Coffee as its client.

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S I T U A T I O N A L A N A L Y S I S

Different coffee shops in the Philippines are coming out by storm, the only thing that keeps them surviving from the competition is taste, strategy and number.

Bo’s Coffee has found themselves an edge in the market by being local and homegrown for the past 2 decades with over 91 branches nationwide, 36 of which are franchised.

Serving coffee to cup goodness, Bo’s Coffee has the second most number of branches next to Starbucks with over 200 outlets in the Philippines.

In 2002, Bo’s Coffee opened itself for franchising opportunities with an average growth of 2 franchised branches every year. However, there are 7 out of 10 people who are looking for more Bo’s Coffee branches saying they don’t tend to buy regularly because branches can’t be seen near their places unlike Starbucks that is almost anywhere. It can’t be denied that Bo’s Coffee is being outnumbered by Starbucks in terms of the number of branches it has in Makati, Taguig and Quezon City.

In over 1000 and growing number of franchised businesses in the Philippines, 66% of them are local with 97% success rate. It can’t be denied that the help a franchisor gets from business investors are remarkable. With more capital coming from them, the parent company can spend more to develop, introduce innovations and promote its products and services to satisfy and reach a larger market.

The growth of franchising in the Philippines roots to Filipino business driven professionals looking for their start-up investment in homegrown brands which people loved.

To sum up in a more simple way, franchising offers a creative solution to three of the most limited resources and problems in expanding a business: Money, Time, and People.

M A R K E T I N G O B J E C T I V E :

To increase Bo’s Coffee franchised branches from the average of 2 every year to 4 within 1 year campaign.

A D V E R T I S I N G O B J E C T I V E :

To attract the target market to franchise a Bo’s Coffee branch.

A D V E R T I S I N G S T R A T E G Y :

To highlight the demand for more Bo’s Coffee branches.

B I G I D E A & T A G L I N E :

"CO-FEELIPINO" - Partners in growing homegrown

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- C a m p a i g n P r i n t A d ( A T L ) -

- S a l e s P r o m o t i o n P r i n t -

- B T L P r i n t A d s -

- I n f o m e r c i a l T V C -

- O u t o f H o m e ( O O H ) A d s -

- M e r c h -

- P e r s o n a l S e l l i n g M a t s -

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The Team:

"Turning papers Into Ideas"
"16 was derived from the 16 individuals behind the group. "Leaves” was used just like the pages of a paper; we start from scratch and turn it into something. We use the basic resources to make the most out of it to create, explore and innovate excellent ideas for different types of clients."

Members:

Alllona Jill Sarangay, Joanna Marie Villadores, Elena Marie Pasionista, Jasper John Jose, Chrystel Lubrico, Gabriel Alan Pabelonia, Jeremiah James Romero, Niña Camille Rodriguez, Almond Batobalonos, Sheniah Francisco, Arlo Manalastas, Jessell Macazar, April Joyce Guiang, Kristel Liad, Rheiza Angeles, Nicole Rebong

Presenters:

Allona Jill Sarangay, Elena Marie Pasionista, Joanna Marie Villadores, Jasper John Jose, & Chrystel Shane Lubrico.

Creatives:

Art Director - Gabriel Alan Pabelonia

Copywriters - Allona Jill Sarangay, Jeremiah James Romero, Jasper John Jose, Joanna Marie Vilaldores

Infomercial Creators - Niña Camille Rodriguez & Jeremiah James Romero

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- T H A N K Y O U -