WIN BLINDS

A Compilation Submitted to the

College of Business Administration

University of the Cordilleras

In Fulfillment of the Requirements for the Subject

BME 4 (Media Plan)

1:45-3:00 (MWF)

2nd Term, SY 2016-17

Group #5 members:

Casas, Jeeliane

Gantas, Carol

Lamsis, Decenia

Sinong, Jovani James

Villanueva, Kaychelle

Submitted to:

Sir Nolan Guillao

Submitted when:

March 24, 2017

Company Overview
 Our company HOJOON TRADE INTERNATIONAL INC is doing business
under the name WINBLINDS, a retail company specializing in the sale of
window treatments; such as window blinds and louver system.
Our company offers a new line of window blinds and louver system
with varied innovative, competitively priced fabrics and classy design
imported from Korea from unique designs and colors to automatic
motorized ones.
Over the course of the operation of our business, we have made it our
nature to provide service that complements the high quality of our products.
We will not stop moving to the next level day by day.
Providing the best quality yarns, textiles and coatings to withstand
Asias climate and consumer requirements, we are also equipped with
specialized and experienced installation team that guarantees you the
fastest and high-quality service.
Company Profile
VISION
Beautiful House. Beautiful Family.
MISSION
The best window blinds company in North Luzon by 2017
VALUES
Development. Improvement. Challenge., Time Management. Integrity.
Initiative.
Location: #B49 Centerpoint Plaza, Marcos Highway, Baguio City
Company owner: Hojoon Lee (Sean)

Executive Summary
The medium that the media planners used to advertise WINBLINDS are
Newspaper specifically Midland Courier, Flyers, and Tarpaulin.
The target audience for our medium is mostly female and in the age
bracket of 20-60 years old who have an interest in modernized Korean blinds.
The companys annual sales is P9,600,000. They allotted 500,000 or at
least 5.2% of their sales.
One of the media planners media objectives is to minimize the cost of
their client in terms of advertising their product. With great thinking and
budgeting, the media planners reached their goal and minimize the
P500,000 cost down to P367,874.

I. Media Objectives
 A. To help our client increase their sales by 5% at the end of the
year through our media strategy.

B. To expand the reach of our client through our media vehicles.

C. To help our client introduce their product to the general market.
D. To minimize the cost of our client in terms of advertising their
product.
E. To build good relationship between our client and their customers

II. Media Strategy

A. Target Audience Characteristics

Demographics
Age: 20-60 years old
Gender: Female
Geographic
City/Province: Baguio
Psychographic
Social Class: Middle and Upper Class
Interest: Modernized Korean Blinds

B. Consumer Profile

Demographics

Age: 20-60 years old

Our target audience belongs to the 20 to 60

years old age bracket because we believe that within
these ages, people are already settled down or may
have finished their studies which are the ideal
customer for Win Blinds. Since the company is
offering not so cheap blinds, we are narrowing down
our potential customers to these age bracket.

Gender: Female

We specifically chose female audience because

often times, mothers are the ones who are in charge
of purchasing household items such as curtains or
blinds. Women are more meticulous in choosing
designs and colors.
However, we are not closing the opportunity for
males to purchase the product since blinds are not
just used for houses but also used in offices which
may be led by a male manager or boss.
 Geographic

City/ Province: Baguio

Win Blinds have two branches nationwide

which one branch is located at Baguio and the other
one is located at La Union. Hence, we are focusing in
their branch here in Baguio because it is more
convenient for the natives of Baguio to visit it if ever
they felt the need to change their old blinds and
change it to more trendy ones.

Psychographic

Social Class: Middle and Upper Class

Win Blinds offer modernized Korean blinds

which doesn't come cheap. In order for the
customers to purchase these types of blinds, they
should be part of the middle and upper class.

Interest: Modernized Korean Blinds

Our client, Win Blinds, is the perfect place for

people who have great interest or just fond of having
modernized Korean blinds at their houses or offices.

C. Product Market Factors

Features

Retail company
Specialized in window treatments such as window
blinds
Offers a new line of window blinds and louver system
with varied innovation

Advantages

Competitive-priced fabrics
Classy-design from Korea
From unique designs and colors to automatic
motorized ones
Equipped with specialized and experienced
installation team that guarantees you the fastest and
high-quality service

Benefits

Free installation
5 years warranty
Free measurement
Provides the best quality window blinds to withstand
Asia's climate and consumers' requirement.
 D. Legal Voluntary Constraints/Merchandising Requirements

Media Vehicles
Associations Newspaper Fliers Tarpauli
n
Philippine Association of National
Advertisement (PANA) - A non-stock, non-
profit organization committed to the promotion of
truth in Advertising.
Advertising Board of the Philippines (ABP) -
The umbrella organization of the advertising
industry that upholds the progress of Philippine
advertising through self-regulation.
Outdoor Advertising Association of the
Philippines (OAAP) - Ensure general public
safety and welfare outdoor advertising signs and
structures be constructed in accordance with the
National Building Code specifications and
standards.

E. Creative Requirements

Media Vehicles Creative Requirements

Newspaper Cluttered
Black and White
Section: Classified Ads
Physical Form
Size: page
Fast production time
Color: Black and White
Local medium- Midland Courier
Longer and more profitable time
requirements
Pictures
Prestigious medium
Printing requirements
Production technique costs
Response forms
Words

Fliers Cluttered
Black and White
Location: Upper Session
Physical Form
Rd., Baguio City
Fast production time
Size: 1/8 Bond Paper
Intrusive medium
1500 pcs/month
Printing requirements
Color: Black and White
Production technique costs
Words only

Tarpaulin Cluttered
Colored
Location: Harrison Rd.,
Physical For
BCT Building, Baguio City
Intrusive medium
 Size: 2m x 3m Illustrations
Color: Red, Blue, Black Longer and more profitable time
requirements
Printing requirements
Production technique costs
Words only

F. Media Vehicles

Print Newspaper Midland Courier Classified Ads

page Black and White 4 times a week

Outdoor Fliers Upper Session Rd. 1/8 bond paper

Black and White 3500 pcs/month

Outdoor Tarpaulin Harrison Rd. BCT Bldg. 2m x 3m

Colored

G. Media Schedule/Timing/Distribution

Timing:

Newspaper
Continuous
Advertising
Fliers

Tarpaulin
Distribution:

Month
Media
Ja Fe Ma Ap Ma Ju Jul Au Se Oct No Dec
Vehicles
n b r r y n g p v
Newspape
r
Fliers

Tarpaulin

Legends:

Heavy Advertising: Light Advertising: No advertising:

 Media Schedule:

Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep. Oct. Nov.

Legends:

Newspaper:
Fliers:
Tarpaulin:

H. Budget Allocation
Allotted Company Advertising Budget Annually:
P500,000
Annual Sales: P9,600,000

Media Vehicles Cost per unit Frequency Sub-total

Newspaper 4 weeks x
Section: Classified Ads P5888.00 12 months P282,624.
Size: page = 48 times/year 00
Color: Black and White
Fliers 3500 pcs x
Location: Upper 12 months
Session Rd., Baguio P0.125 = 42,000 P5,250.00
City pcs/year
Size: 1/4 Bond Paper
3500 pcs/month
Color: Black and White

Tarpaulin P80,000 1 year P80,000

Location: Marcos
 Highway
Size: 2m x 3m
Color: Red, Blue, Black
Grand Total P367,874

III. Media Rationale

Media Vehicles Advantages Disadvantages

1. Most famous 1. Once a week
Midland Courier local newspaper issuance of
Section: in Baguio. newspaper.
Classified Ads 2. Most outstanding 2. Advertisement
Size: 1/4 page provincial competitors.
Color: Black and newspaper. 3. Less catchy.
White 3. Best in business 4. Readers tend to
and economic skip the business
reporting. section.
4. Best edited 5. Bigger size of
weekly other ads.
newspaper.
5. Has a prestigious
image.
1. Session: Central 1. Peoples
Fliers Business District. negligence to the
Location: Upper 2. Increasing the fliers.
Session Rd., awareness and 2. People can
Baguio City probability of has dispose it easily.
Size: 1/8 Bond 3500 customers 3. Time-consuming.
Paper monthly. 4. There are other
1500 pcs/month 3. Catering to competitors
Color: Black and different types of distributing
White audience. different fliers.
4. Can be easily 5. Plain words.
passed to other
people.
5. Can be easily
seen and read.
Tarpaulin 1. Many cars and 1. Peoples
Location: people passing negligence to the
Harrison Rd., BCT by the area. tarpaulin.
Building, Baguio 2. Colored- to catch 2. Restrictions.
City audiences 3. Outsized by other
Size: 2m x 3m attention. tarpaulins.
Color: Red, Blue, 3. Large size of 4. Less pictures.
Black tarpaulin to catch 5. Plain and simple.
the audiences
interest.
4. Long lasting
material.
5. Location is
appropriate for
 the tarpaulin.

IV. Flowchart

Media Allocatio Description Rationale Target CPM

Channel n
Print: Midland Baguio Most
Newspaper P141,312 Classified Ads outstanding CPM
.00 page provincial
141,312 x 1000
Black and White weekly
1,176,000
newspaper. =P 120.16

Print: Fliers Session Rd. Catering to CPM

P5,250.0 1/8 bond paper different types
5250 x 1000
0 Black and White of audience.
42,000
=P 125.00

Outdoor: Center point Long lasting CPM

Tarpaulin P80,000 plaza, Marcos material.
Highway 80000 x 1000

2m x 3m 596,667
Colored =P 134.08

REFERENCES
Costing Basis:
Baguio Midland Courier Hamada Printers & Publishers Corp.
Unique Printing Press Flyers rate
Company Information:
Jerome C. Canono WINBLINDS Technical and Marketing Staff

Circulation Sources:
http://www.gobaguio.com
nap.psa.gov.ph