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Assessment 4 Advertising
Assessment 4 Advertising
CLOVER
CHIPS
GROUP IV
BSBA MM 2-3N
Leslie’s clover
chips
In 1975, Leslie developed a unique corn and
tapioca snack called “Clover Chips” that is a
true Filipino invention & has been exciting
snack lovers the world over. Committed to
making snacks that are truly healthy,
fortifying the snacks with vitamins to
improve everyone's nutrition. The fact that
Clover chips have one of the lowest levels of
all three ingredients in any snack- continue
to bind all relationships & has been part of
memorable childhood moments for almost
40 years.
TABLE OF
SWOT Analysis CONTENTS
Target Market
Consumer Insights
Advertising Objectives
Big Idea/Selling Idea
Key Message
Media Objectives
Media Strategies
Deliverables
SWOT ANALYSIS
STRENGTHS weaknesses
• Strong brand recognition
• Existence in the market for almost 40 years • Slowdown of sales due to increasing competition
• The company offers a well-known variety of snacks • Health concerns among people
• Cost advantage • Uncertainty of activities
• Adequate access to raw materials • Non-recyclable packaging
• Online presence
• Product innovation and development
• Inclusion of more flavors
opportunities THreats
• Growing snack market • Shift in consumer choice from traditional snacks to
• Increase advertisements on different online channels health snacks
• Shift to health-enriched food ingredients. • Growing number of alternative snack products.
• Emergence of startup companies offering innovative
snack products.
STRENGT
• Strong brand foundation & recognition. The product has been in the market
for over 40 years and established as a well-accepted brand in the market.
HS
The company offers a well-known variety of snacks. Consumers from various
market segments have a famous variety of snacks to choose from: (Cheezy,
Nachos etc.) and flavors (Cheese, Barbecue, Ham & Cheese, Spicy Beef etc.)
they offer in the market.
• Cost advantage. For over 40 years, the brand has used advanced technologies
and automation processes to produce products.
STRENGT
• Online presence. The brand is visible on social media and has a high level of
engagement. They create a long-term social media strategy and partnering
strategy to increase brand awareness.
HS
• Product continuous innovation and development. From its version of Clover
Cheese to Cheesier, Chili & Cheese, and Shrimp Barbeque, their newest flavors
for their customers, the product has undergone innovation.
• Adequate access to raw materials. The brand has enough base to increase
productive capacity, and they can use their cost advantage for their
manufacturing processes.
weaknesses
• Uncertainty of Activities. Clover's reputation has suffered as a result of some
doppelganger activity and memes.
es
• Increase advertisements on different digital channels. Because a variety of
channels can reach their target market, this may assist the brand in reaching out
to potential customers efficiently and cost-effectively.
THreats
• Health concerns among people. Due to pandemic & high health concern cases,
people are becoming more concerned about their health, which reduces Clover
product sales.
opportunities THreats
Social Class Occasions: Regular Occasions, Holidays,
Lifestyle and Personality: Active, Playful, User Status: First Time and Potential User
Energetic, Lively, Talkative, Adventurous, Loyalty Status: Medium
Readiness Stage: Aware
and Competitive
CONSUMER
INSIGHTS
• "This is my ultimate "upper" food whenever I feel
downed."
• "Different and superior in ways only my taste buds can
understand."
• “Wouldn’t even get fed-up with eating it?
• Filipino Brand
• Go-to snack
• Cheap but flavorsome snack
• Cheesier, Crunchy & Fresh.
• Make you crave for it.
ADVER
TISING
OBJECT
IVES
Boost brand engagement through digital activation that aims to bring
friendships closer by creating memorable moments together.
In conducting the "Clover Chips dance challenge" and "Para sa kaibigan kong ____",
hashtags will be used to create a specific space online & promote the campaign, especially the
brand. Also, by using different social media platforms, the campaigns will reach a larger market
and be accessible for everyone.
ADVER
TISING
OBJECT
IVES
Grow revenue in the long
term.
By having the "QR code discounts," the brand will be able to attract the target market and
the other buyers to purchase the products to have a chance to win the various discounts and
promos included in the campaign.
ADVER
TISING
OBJECT
IVES
Improve brand authority especially among teens within three (3)
months as Clover Chips can offer comfort and lift up your spirit with
the “barkada” platform
The two contests ("Clover dance challenge" and "Para sa kaibigan kong ____") will deliver
the idea that Clover Chips became a well-known brand because of its original selling idea which
is "Friends make life more beautiful."
Selling idea
“Friends make life more
beautiful”
MESSAGE
Clover Chips is a brand that values the concept of friendship, and it is
the “barkada” we can have for years. Clover Chips wants to convey that it
KEY
is more fun to share the brand with your friends. By utilizing the different
social media platforms and conducting various events or contests, Clover
Chips will present these ideas to the target market. The contests such as the
"Clover Chips “HIP” Dance Challenge" and "Para sa kaibigan kong ___"
will encourage the target market to spend time and have a bonding
moment with their friends.
WHO: To attract and persuade both female and male teenagers (13-19 years old),
objectives
students or working students who are adventurous and somehow dependent on their
friends. They are looking for affordable yet worthwhile brands or products.
Media
WHERE: They live in urban and rural areas in the Philippines.
WHEN AND HOW: The campaigns will be presented and available from March to
May, thrice a day on weekends (for TVC),
STRATEGIES
Clover Chip's advertisements will have a pulsing campaign. It means that ads
will be consistent throughout the year but will be more prominent during particular
months starting from March to May, thrice a day on weekends. The said
Media
advertisements will use Television, the Internet, and Social media, considering
these are some of the most effective platforms that can be used to create a potent
media mix. These platforms have the exceptional potential to reach a wider
audience, including people from various geographical locations, different age
groups, and genders, etc.
DELIVER
ABLES
• Para sa kaibigan kong–
The participants will post a picture with their friends (the clover
chip product must be included) and will compose a caption starting
with the line "Para sa kaibigan kong...". The participants can post their
entries on Facebook or Instagram with the campaign's official hashtag.
#KasamaClover #CloverChip2022
Prizes: 5 winners