October 17, 2009

Marketing Advertising Plan

American Standard Water Closet
Teffanie Marie Neri Quibod, Regine Rafer, Melissa Sales, Roseanne Santos, Stewart Sau

2Amid

I. Setting Objectives A toilet firm is both demand-oriented and image-oriented. Demand-oriented because it is a necessity that the majority needs in order to satisfy their own physiological wants. And image-oriented because individual toilet firms would like to incorporate that their brand is better than the other, therefore they provide and customize the toilet based on consumer wants, in other words, they still integrate competitive advantage. Demand-oriented To provide the consumer with sufficient supply to match their demand To inform the majority that there are quality toilet bowls with affordable prices To gain brand loyalty To sustain brand recognition To be the primary taste and preference of the majority

Image-oriented To gain ultimate competitive and differential advantage among other firms To be favorable among other firms To be the first choice among other brands To be recognized with premier quality

II. Assigning Responsibility The advertising should be assigned to both the advertisement agency and the internal marketing department or personnel so that in the advertisement agency, they can take control of the external factors like setting up flyers, interactive media, and the like while for the internal marketing

department so they can decide on the characteristics (themes, design, and the like) for the advertisement and the copyright and licenses. III. Establishing a budget Toilet firms can establish a budget through: Assigning advertising departments their budget in every main branch globally so that the budgets are suited for the different demands of each country They have to take into consideration the different costs of advertising in different forms of media, the expenses, fixed and variable costs, extra capital They have to make a comprehensive analysis on the different monetary funds needed so that neither shortages or surpluses would arise IV. Developing Themes Toilet firms develop its image themes through distinguishing it from others with the use of durable materials and resources such as special clay (vitreous china). A wide range of proven and tested materials that are high in quality like ball clay, china clay, silica, and fluxing agent and the toilet seat (plastic or wood) are emphasized for that lasting and comfortable toilet experience. V. Selecting Media Media for toilet resources may include television, especially billboards, posters, and flyers around the world. We have to also take in consideration the different languages and also the cultural aspect of the country to prevent misconception, for example, a self-clean toilet is advertised, and to make it catchy, a woman pours drug-like substance on the toilet seat and sucks it through an apparatus,

suddenly the self-clean toilet works and washes away the drug, this cannot be shown in conservative countries since they are very particular with matters like these. Television is important to make known the concept of the toilet in a very creative way that holds a big impact towards the audience, it is vital in relaying information about the product and it is the firms chance to show them what theyve got. Flyers and posters are necessary because even if they are still images, they can inculcate a lot through the use of a photo especially with catchy phrases. For Champion, the toilet model of American Standard, it is best to advertise through television its unique and distinct features. Start living plunger-free. Need a toilet that can handle anything that comes its way? Check out our full-line of the industrys best performing high style toilets. Toilets like the Champion with the industrys widest outlet, largest flush valve, and ever clean surface. Its virtually clogfree and it helps keep itself clean, theres nothing that compares. As for flyers and posters, it is best to keep a minimalistic glowing shot of the toilet so the consumers may keep in mind its cleanliness. Also, it is best to be equipped with the supporting tag line. VI. Creating Advertisements 1. Determine message content and devise ads. As for toilet advertisements, it should develop an ad which emphasizes on comfort and reliability. Say for example, the name of the toilet firm is Champion, it should say something like this, With Champion, youd feel like visiting the comfort room all the time and the best part is, youd never think that its a lavatory youre entering. This is so because the toilet feels so good that you could almost forget its a toilet at all! Forget the stereotypical declarations that toilets are ill-smelling and the least place of visit. 2. Outline a promotion schedule. This would organize all the allocative time needed for (chosen media) such as the artworks, covers, photo shoot, and the like.

3. Specify each ads location in a broadcast program or print medium. This should specify the toilet advertisements whereabouts. Like for Champion, there would be flyers posted on walls on where to find the certain ad and or its location or place where it can be found, also, new launches of that toilet product and other whereabouts. 4. Choose how many variations of a basic image to use. Then again this is the certain message that would be placed on ads. And for Champion, it would not only be promoting the product, but also consumer satisfaction and relations, with Champion, you will always be the Champion. VII. Timing Advertisements How often the ad is shown: For Champion, it would be better if it is shown once or twice a month in order to inculcate all the objectives of the firm. When to advertise during the year: Since there is really no seasonal requirement or advantage for toilets, it is better to advertise when there are Holidays like Christmas where people would really opt to buy more necessities and since discounts are heavily prevalent. VIII. Considering cooperative efforts Cooperative advertising works best to minimize costs. In this case, Danze Inc. and American Standard can fuse in advertising costs and make one advertisement of their toilet product especially if both are affiliates because one could be connected with the other and it can ensure a good amount of competitive advantage and brand loyalty. IX. Evaluating success/failure In order to evaluate success/failure based on the advertising techniques, the best way is to calculate, show, and compare annual sales for a couple of years. If it increases, advertising is doing well,

if it doesnt, more effort needs to be introduced in order to achieve more success. Also, in the process of calculating sales, a firm should also develop new advertising techniques, new punch lines, and new concepts in order to be more effective to the public, also, the advertisement should be very distinct and unique and it has to flaunt the specialty of the new toilet. In addition to that, the toilet must fit the demands of technology today, which means it has to be in sync with the advancements of our world today in order to secure maximum relative market share.