Philippine Womens University

And Its Affiliate Schools for Men and Women

Taft, Manila, Philippines

Media Plan
Hi-ro Biscuit
Submitted by:
Dabandan, Yvonne Caryl
Deang, Kristel
Ecat, Jessica
Naldoza, Nesha Ricca

Submitted to:
Prof. Marianita Laura Mombay

1. Situation Analysis

History of the Market

The need for nutritious, easy-to-store, easy-to-carry, and long-lasting
foods on long journeys, in particular at sea, was initially solved by taking
live food along with a butcher/cook. However, this took up additional space
on what were either horse-powered treks or small ships, reducing the time
of travel before additional food was required. This resulted in early armies'
adopting the style of hunter-foraging.
The introduction of the baking of processed cereals including the creation
of flour provided a more reliable source of food. Egyptian sailors carried a
flat, brittle loaf of millet bread called dhourra cake, while the Romans had
a biscuit called buccellum. Roman cookbook Apicius describes: "a thick
paste of fine wheat flour was boiled and spread out on a plate. When it
had dried and hardened, it was cut up and then fried until crisp, then
served with honey and pepper."
The original biscuit was a flat cake that was put back in the oven after
being removed from its tin, hence the French name bis (twice) cuit
(cooked). This very hard, dry biscuit was the staple for sailors and soldiers
for centuries. During the time of Louis XIV, soldiers biscuits were known
as stone bread.
Animalized biscuits were introduced later. They were thought to be very
nutritious because they used meat juices as the liquid. In the 19th
centuries, travelers biscuits were hard cakes that kept well wrapped in a
kind of tin foil.
Feathery, light biscuits originated in Southern plantation kitchens but, now
are popular throughout the United States. Rolled biscuits were a staple at
most meals, but beaten biscuits became another Southern favorite.
Beaten biscuits are made light by beating air into the dough with a mallet
or a rolling pin (up to 100 strokes or more for company). Beaten biscuits
are typically thinner and crispier than baking powder biscuits.

Hi-ro biscuit is still available in supermarkets, sari-sari stores, and

convenient stores. It is also popular in online selling because of its cheap price
and this product is directed from the factory. It can help to boost the sales of Hi-ro
biscuit even if it is not marketable.
2. The Product

Hi-Ro biscuit is a chocolate sandwich cookie with vanilla filling. It has nutritional
facts wherein it has calories(140) fats (8g), carbohydrates (15g) and proteins
(0g). It is one of the products of the Filipinas Biscuit Corporation, labeled as
Fibisco. It started during 1960s together with the promotion of other Fibisco
products such as Butter Crunch, Jolly, and Butter Cookies.
COMMONWEALTH FOODS, INC. (Comfoods Inc.), a Filipino firm, is a
conglomeration of three pioneering food-manufacturing companies, which were
merged on September 30, 1968. The three corporations were: Commonwealth
Foods, Inc., Philippine Food Industries, Inc., and the Filipinas Biscuit
Corporation.
The man behind this very well-known and big company is Mr. Archimedes
Handog. It is also a member of Philippine Chamber of Food Manufacturers, Inc.
(Food Chamber)

Features:
Crispy chocolate-flavored cookie
Delicious vanilla cream-filling
Combination of rich chocolate, vanilla cream, and biscuit

Sizes:
snack pack (3 pairs) 33 g
polytube 80 g

Variants:
Hi-ro with cream
Hi-ro without cream

Price

P 20.00 (80 g.)

Variants

Price

Hi-ro with cream

54

Hi-ro without cream

51

*Prices may change without prior notice

Distribution
online
supermarket
stores (convenient, wholesale or retailer)
drugstores
export

Promotion
Social Networking Sites (Facebook, Twitter, etc)
Blog Sites (forums.pinoybusiness.org)
Online Selling Sites (Lazada, AyosDito, etc)
TV Commercials

3. Consumers

Demographics:

Male or female
5 yrs. old and above
Middle class
Unemployed, Employed and Self-employed

Target Market
Class C (Working Class)- youth (especially students) and people
who have jobs and enough income or average salary
Class D (Working Poor)- people who have blue collar jobs

Psychographics
People who tend to buy this product are the ones who want to save
money and at the same time to fulfill their hunger
The taste of the product convinces the target market to buy Hi-ro
biscuits

 Customers able to buy the product because of its availability

Most of the buyers are in middle class
Buyers didnt just buy the product because of its taste but also
because of its quality and their familiarity to the product
4. Competitors

Rebisco or Republic Biscuit Corporation (Rebisco Sandwich)

Brief History
From its humble beginning as England Biscuit Factory in August 1963
in San Juan, Metro Manila, to what is now known as Republic Biscuit
Corporation; generations of Filipinos have been enjoying Rebiscos
basic portfolio of biscuits and now its wide range of snack foods.
With its growing extensive distribution network, market research, and
technology and product development, Rebisco soon positioned itself as
one of the major players in the snack food industry. Until now, Rebisco is
still true to its claim of providing "Best-Value Products" by maintaining
quality at par with the best in the country.
It was founded by Jacinto Ng.

4 Ps:
Price: P 6.00
Product: Rebisco Cracker Sandwich
Promotion: Broadcast, Social media
Place: Supermarkets, Sari-sari stores, and convenient stores

Nabisco or National Biscuit Corporation (Oreo)

Brief History
Nabisco dates its founding to 1898,a decade when the bakery business underwent a
major consolidation. Early in the decade, bakeries throughout the country were

consolidated regionally, into companies such as Chicago's American Biscuit and

Manufacturing Company (which was formed from 40 Midwestern bakeries in 1830), the
New York Biscuit Company (consisting of seven eastern bakeries), and the United
States Baking Company. In 1898, the National Biscuit Company was formed from the
combination of those three. The merger resulted in a company with 114 bakeries across
the US and headquartered in New York City. The "biscuit" in the name of the company is
a British English and early American English term for cracker and cookie products.
Key to the founding of Nabisco was Pittsburgh baking mogul Sylvester S. Marvin.
Marvin arrived in Pittsburgh in 1863 and established himself in the cracker business,
founding S. S. Marvin Co. Its products included crackers, cakes and breads. Marvin was
called the Edison of manufacturing for his innovations in the bakery business. By 1888 it
was the largest in the US, and the centerpiece of the National Biscuit Company
(Nabisco). Marvin was also a member of the elite South Fork Fishing and Hunting Club
of Johnstown Flood fame.

4 Ps:
Price:
Product: Oreo
Promotion: Social Media, Platform Media (Sponsors), New Media (Internet), Broadcast
Media
Place: Supermarkets, Sari-sari stores, convenient stores, and drug stores

Monde Nissin Corporation (Bingo)

Brief History
Monde Nissin Corporation was originally incorporated as Monde Denmark Nissin Biscuit
Corporation in 1980 when it started out manufacturing biscuits. Among its products were
Nissin Butter Coconut and Nissin Wafer.
In 1989, the company ventured into the instant noodle segment under the Lucky Me!
brand. It has become the leading brand of instant noodles in the Philippine. The

company later launched the very first dry noodle in pouches (the Lucky Me! Pancit
Canton) and the first bowl noodle (Lucky Me! Supreme La Paz Batchoy).
The Lucky Me! brand currently accounts for 64% of the company's retail sales.
In 2002, the company acquired M.Y. San Corporation, the manufacturer of the popular
brands Sky Flakes, M.Y. San Graham Crackers, and Fita. Subsequently, the company
changed its name to Monde M.Y. San Corporation.
In 2014, Monde Nissin acquired Black Swan, and in 2015 acquired Nudie Juices and
Menora Foods.

4 Ps:
Price: P 18.OO (75 g.)
Product: Bingo Sandwich Cookies
Promotion: Social Media, Broadcast Media
Place: Supermarkets, Sari-sari stores, convenient stores, and drug stores

S.W.O.T. (Hi-ro biscuit)

Strengths

Weaknesses

It has affordable
price

lack of advertising

Filipino-made
product

no interaction to
customers

 55 years of
existence

lack of information

It has a different
kind of taste

it is not a significant
source of trans fat,
Vitamin A, Vitamin C,
Calcium and Iron

It is own by a big
company

Opportunities

it has no official and

developed website
Threats

Expanded suppliers
field in other
countries

It has a lot of
competitors

A lot of export
opportunities
outside Philippines

Its product can be

easily substituted

There was only little

competition in
overseas markets

It has only few

market segments

Problems / Challenges
1.) Product advertisement is uncommon or rare.
2.) Hi-ro biscuit suffers from the understanding that local products are inferior to foreign
brands.
3.) Brand constancy appears to have been captured by the leading competitor.

4.) Product appears to have less creativity with the packaging, it never change or
upgraded.
5.) There is lack of presences in outlets, including supermarkets, sari-sari store,
convenience stores and wet markets.
6.) Stock appears to be limited with little space.
7.) Sales of the product are dwarfed by Oreo etc., who dominated the market with share
on sale.
8.) To generate over 100 million in sales by the end of the year.

Marketing Objectives
1. Increase sales product by 10%
2. Recruit suitable and well-trained agents in different cities in Philippines
3. Expand the storage for the stocks
4. Increase the product distribution in different markets nationwide
5. Provide a constant level of promotional incentives
6. Persuade the distributors / clients/ agents to increase stocks at least
Communication objectives:
To increase the awareness of the site/services.
To improve eating habits among families especially for the children.
Increase the number of people participating to our different kind of
activities for the chosen charity
Re-launch the improved product into customers to reach more of the
market
Improve brand recognition amongst target audiences
Inform target market about being an established product for more than
55 years in the market

Marketing objectives:
To increase the awareness of the site/services.

Internet Strategy

Participating in blogs that pertain to our business is a strategy that

allows us to interact with potential buyers.
Media Strategy: Having an official Facebook page of HI-RO biscuits
and an account in Twitter. By this way, people could reach us and
connect us that they can leave comments or feedback regarding the
product. It is also the best way on how they can be updated whether
we will have special programs, events or promos to offer.
To improve eating habits among families especially for the children.

Use broadcast media to educate the audience about the benefits of

biscuit and to provoke the children to eat biscuit rather than junk
foods

Sponsor an event for families (Nutrition Month event)

Increase the number of people participating to our different kind of

activities for the chosen charity

Communicate through social media to inform and invite the

target market to join

Re-launch the improved product into customers to reach more of the

market

Low-cost Media Strategy

Using a low-cost media strategy to reach a targeted group of

customers.
Media Strategy: We could advertise it by producing stickers with a logo
of HI-RO biscuits and some information (short-bond paper sized) and
then giving it to some sari-saris store to post it in front of their stores or
walls that people can actually easily see it.

 Improve brand recognition amongst target audiences

Demonstrating a Product

Well demonstrate the effectiveness of a product by using the common

example of before and after technique which shows the improvement
of the product may it be in appearance or packaging.
Media Strategy: Enhance the packaging and post photos of the new
packaging on the official website of Fibisco.
Inform target market about being an established product for more than
55 years in the market
High-cost Media Strategy
Using a high budget for advertising the product to market.
Media Strategy: Advertising through newspapers and magazines;
Making a commercial and advertising it through television networks;
Recording an own trademark jingle and then advertise through radio
stations; Having a partnership with some other product and organizing
an event (for example: Milo milk drink partnered with fibisco biscuits in
one run marathon)

Media Plan for 1 year

A one-year media plan is proposed for Hi-ro biscuits. The promotional and advertising
campaign starts in June 2015 and culminates in June 2016.
The total budget for media placements is 38 million for 12 months of the promotion. This
excludes expenses for other media support.
The first wave covers June, July, and August (Intramurals) and Sports Fest sponsored
for some schools.
For the months of September, October, November, and December, Hi-ro biscuits will
sponsor or be in partnership with sport events like Milo Run Marathon.
The third wave comprises January, February, and March. We will have particular
gimiks. (Benefit concerts and events on Valentines Day)
On the last 2 months, it ushers the last wave of the campaign. (Summer outings)

June 2016 culminates the promotional activities.

Summary for the different media used:

Media
Television

Goals
To help the customers visualize the
features of the product
To reach the target market easily
To remind the audience that hi-ro
biscuit is still existing
To gain more customers
To promote not just the product but
also Fibisco and Comfoods
To entertain the listeners/target
market

Radio

To increase the customers

To persuade the target market
To spread more information

Print

To gain dealers, agents and

suppliers
To promote hi-ro biscuit
To reach the target market
Media tactics
June 2015
Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family
Yes Fm

Size/Dur
ation
30 sec.

Frequenc
y
2x daily

Unit
Cost
695,500

60 sec.

2x daily

31,200

Cost/Wee
kly
1,391,00
0

Monthly
Cost
5,564,00
0

(62,400)

1,248,00

Print

Philippine
Star

inside
page

2x/week

32,500

312,000
65,000

Letter
8.5x11
full page

3x/week
(3k
flyers/we
ek)

15.00

45,000

180,000

Flyers

2x/week
(1k
stickers/
week)

30.00

30,000

120,000

TOTAL

7,372,0
00

Stickers

Letter
8.5x11
half
page

0
260,000

July 2015

Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family
Yes Fm

Size/Dur
ation
30 sec.

Frequenc
y
2x daily

Unit
Cost
695,500

60 sec.

2x daily

31,200

Cost/Wee
kly
1,391,00
0

Monthly
Cost
5,564,00
0

(62,400)
312,000

1,248,00
0

Print

Philippine
Star

inside
page

2x/week

32,500

65,000

260,000

Letter
8.5x11
full page

3x/week
(3k
flyers/we
ek)

15.00

45,000

180,000

Flyers

2x/week
(1k
stickers/
week)

30.00

30,000

120,000

TOTAL

7,372,0
00

Cost/Wee
kly
1,391,00
0

Monthly
Cost
5,564,00
0

(62,400)
312,000

1,248,00
0

Stickers

Letter
8.5x11
half
page

August 2015

Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family
Yes Fm

Size/Dur
ation
30 sec.

Frequenc
y
2x daily

Unit
Cost
695,500

60 sec.

2x daily

31,200

Print

Philippine
Star

inside
page

2x/week

32,500

65,000

260,000

Letter
8.5x11
full page

3x/week
(3k
flyers/we
ek)

15.00

45,000

180,000

Flyers

2x/week
(1k
stickers/
week)

30.00

30,000

120,000

TOTAL

7,372,0
00

Monthly
Cost
8,346,00
0

Stickers

Letter
8.5x11
half
page

September 2015

Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family
Yes Fm

Size/Dur
ation
30 sec.

Frequenc
y
3x daily

Unit
Cost
695,500

Cost/Wee
kly
2,86,500

60 sec.

2x daily

31,200

(62,400)
312,000

1,248,00
0

Print

Philippine
Star

inside
page

2x/week

32,500

65,000

260,000

Letter
8.5x11
full page

3x/week
(3k
flyers/we
ek)

15.00

45,000

180,000

Flyers

2x/week
(1k
stickers/
week)

30.00

30,000

120,000

TOTAL

10,154,
000

Cost/Wee
kly
2,86,500

Monthly
Cost
8,346,00
0

(62,400)
312,000

1,248,00
0

Stickers

Letter
8.5x11
half
page

October 2015

Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family
Yes Fm

Size/Dur
ation
30 sec.

Frequenc
y
3x daily

Unit
Cost
695,500

60 sec.

2x daily

31,200

Print

Philippine
Star

inside
page

2x/week

32,500

65,000

260,000

Letter
8.5x11
full page

3x/week
(3k
flyers/we
ek)

15.00

45,000

180,000

Flyers

2x/week
(1k
stickers/
week)

30.00

30,000

120,000

TOTAL

10,154,
000

Monthly
Cost
8,346,00
0

Stickers

Letter
8.5x11
half
page

November 2015

Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family
Yes Fm

Size/Dur
ation
30 sec.

Frequenc
y
3x daily

Unit
Cost
695,500

Cost/Wee
kly
2,86,500

60 sec.

2x daily

31,200

(62,400)
312,000

1,248,00
0

Print

Philippine
Star

inside
page

2x/week

32,500

65,000

260,000

Letter
8.5x11
full page

3x/week
(3k
flyers/we
ek)

15.00

45,000

180,000

Flyers

2x/week
(1k
stickers/
week)

30.00

30,000

120,000

TOTAL

10,154,
000

Cost/Wee
kly
2,86,500

Monthly
Cost
8,346,00
0

(62,400)
312,000

1,248,00
0

Stickers

Letter
8.5x11
half
page

December 2015

Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family
Yes Fm

Size/Dur
ation
30 sec.

Frequenc
y
3x daily

Unit
Cost
695,500

60 sec.

2x daily

31,200

Print

Philippine
Star

inside
page

2x/week

32,500

65,000

260,000

Letter
8.5x11
full page

3x/week
(3k
flyers/we
ek)

15.00

45,000

180,000

Flyers

2x/week
(1k
stickers/
week)

30.00

30,000

120,000

TOTAL

10,154,
000

Cost/Wee
kly
1,391,00
0

Monthly
Cost
5,564,00
0

(62,400)
312,000

1,248,00
0

Stickers

Letter
8.5x11
half
page

January 2016

Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family
Yes Fm

Size/Dur
ation
30 sec.

Frequenc
y
2x daily

Unit
Cost
695,500

60 sec.

2x daily

31,200

Print

Philippine
Star

inside
page

2x/week

32,500

65,000

260,000

Letter
8.5x11
full page

3x/week
(2k
flyers/we
ek)

15.00

30,000

120,000

Flyers

2x/week
(500
stickers/
week)

30.00

15,000

60,000

TOTAL

7,312,0
00

Cost/Wee
kly
1,391,00
0

Monthly
Cost
5,564,00
0

Stickers

Letter
8.5x11
half
page

February 2016

Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family

Size/Dur
ation
30 sec.

Frequenc
y
2x daily

Unit
Cost
695,500

60 sec.

2x daily

31,200

Yes Fm
(62,400)
312,000

1,248,00
0

Print

Philippine
Star

inside
page

2x/week

32,500

65,000

260,000

Letter
8.5x11
full page

3x/week
(2k
flyers/we
ek)

15.00

30,000

120,000

Flyers

2x/week
(500
stickers/
week)

30.00

15,000

60,000

TOTAL

7,312,0
00

Cost/Wee
kly
1,391,00
0

Monthly
Cost
5,564,00
0

Stickers

Letter
8.5x11
half
page

March 2016

Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family

Size/Dur
ation
30 sec.

Frequenc
y
2x daily

Unit
Cost
695,500

60 sec.

2x daily

31,200

Yes Fm
(62,400)
312,000

1,248,00
0

Print

Philippine
Star

inside
page

2x/week

32,500

65,000

260,000

Letter
8.5x11
full page

3x/week
(2k
flyers/we
ek)

15.00

30,000

120,000

Flyers

2x/week
(500
stickers/
week)

30.00

15,000

60,000

TOTAL

7,312,0
00

Cost/Wee
kly
2,86,500

Monthly
Cost
8,346,00
0

(62,400)
312,000

1,248,00
0

Stickers

Letter
8.5x11
half
page

April 2016

Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family
Yes Fm

Size/Dur
ation
30 sec.

Frequenc
y
3x daily

Unit
Cost
695,500

60 sec.

2x daily

31,200

Print

Philippine
Star

inside
page

2x/week

32,500

65,000

260,000

Letter
8.5x11
full page

3x/week
(3k
flyers/we
ek)

15.00

45,000

180,000

Flyers

2x/week
(1k
stickers/
week)

30.00

30,000

120,000

TOTAL

10,154,
000

Cost/Wee
kly
2,86,500

Monthly
Cost
8,346,00
0

(62,400)
312,000

1,248,00
0

Stickers

Letter
8.5x11
half
page

May 2016

Class
Televisio
n
Radio

Vehicle
GMA 7
Ismol
Family
Yes Fm

Size/Dur
ation
30 sec.

Frequenc
y
3x daily

Unit
Cost
695,500

60 sec.

2x daily

31,200

Print

Philippine
Star

inside
page

2x/week

32,500

65,000

260,000

Letter
8.5x11
full page

3x/week
(3k
flyers/we
ek)

15.00

45,000

180,000

Flyers

2x/week
(1k
stickers/
week)

30.00

30,000

120,000

TOTAL

10,154,
000

Stickers

Letter
8.5x11
half
page

Annex:
1. GRP for Broadcast Media
GRP = Reach x Frequency
= 50,713,715.50 x 2(x daily)
=101,427,431
2. CPRP - Cost per Rating point
CPRP = cost of commercial time/ Program Rating
= 695,500/24.8 (GMA 7 Rating)
= 28,024.20

3. Radio
CPM - cost per thousand ( people)
CPM = cost of ad space ( absolute
Circulation
x
=31,200 (absolute cost)
100,000 x 1000
= 312
Newspaper
CPM - cost per thousand ( people)
CPM = cost of ad space ( absolute
Circulation
x
=32,500 (absolute cost)
30,000 x 1000
= 1083.33

cost )
1000

cost )
1000

4. Total Cost of Ad Placements in different types of Media:

Television
333,840,000
83,460,000
(June, July, August
2015; January,
February, March)
+
(July, October,
November, December
2015; April, May 2016)
50,076,000
Radio
1,248,000 x 12 months
14,976,000
Print Media
(260,000) + (180,000)
6,720,000
+ (120,000) x 12
months
Total: 105,156,000

5. Media Plan per Wave

Media wave

Media wave

June-August September-December January-March

References

April-June

http://pana.com.ph/directories/commonwealth-foods-inc/

http://ohmygoodiesph.blogspot.com/p/fibisco-products.html

https://opennotes.files.wordpress.com/2012/10/img_1960.jpg

http://i298.photobucket.com/albums/mm251/charlesrandel/janna
%20louise/IMG_4744.jpg

http://www.wikiwealth.com/swot-analysis:rebisco

http://farm5.static.flickr.com/4003/4690392050_3befbba3e0_m.jpg

http://4.bp.blogspot.com/-I8qJ0zUSaPU/TprWRkwTGfI/AAAAAAAAACs/mbucw_omx0/s1600/hiro-fibisco.jpg

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