Polytechnic University of the Philippines College of Business Administration DEPARTMENT OF MARKETING

GROUP 1
AMENAMEN, Glen S, BATULA, Irish Lara R. DIMAYUGA, Trisha Ann A. DINO, Aileen Q. GUNNACAO, Mae Ann H. MACAPAGAL, Wilfredo, Jr. R. MEJARITO, Razzel D. PURISIMA, Diana Rose I. SISON, Camille O.

I.

EXECUTIVE SUMMARY

TreeHugger products are based on an idea for a Nationwide Environmental Movement anchored on the youth and on awareness. Our goal is very simple. We want to save the world. To do this we made quality pens and highlighters out of recycled cartons and biodegradable plastic then made pencils out of old newspapers. We made it available to the public at the same price range as every other pen, pencil and highlighter in the market then made it available at your favorite bookstores and establishments. We also partnered with the Haribon Foundationso that every pen and pencil you buy not only decreases plastic wastes and saves trees through the use of recycled paper and of biodegradable materials; you also contribute to the reforestation of our country through the Buy a Pen, Save Our Trees Drive. Each person has to do is to choose 95% Earth friendly products instead of 100% planet hazardous items for the same price and same quality. In reality, were not really selling pens, pencils or highlighters. Were selling an idea. The world does not have to change drastically for us to live responsibly. We merely have to bridge the gap of howthe-world-is and how-the-world-should-be, with imagination. We can save the world one little thing at a time, starting with something as basic as a pen. GIVE TREES A HUG is a campaign that promotes environment advocacy providing new variety of pens and activities that will entice consumers to capture the habit of being an eco-friendly.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

II.

COMPANY BACKGROUND

TreeHugger is a brand by Fernbelly Incorporated. The company was started in 2007 as part of a thesis requirement for the course of Business Management with a Minor in Enterprise Development at the Ateneo De Manila; began in the food industry and put up stalls in malls, schools and call centers. Afterwards it expanded the business to providing general merchandise to large corporations. After two years the humble venture has grown to an organization that has worked with numerous local and international media corporations, petroleum corporations, schools and even manning agencies by providing corporate giveaways. In early 2009, they ventured into the retail sector by providing Ateneo de Manila University and De La Salle University with LED-enhanced Message Fans while donating a portion of the sales to each schools respective scholarship funds. By the end of 2009, Fernbelly Inc. became suppliers for the Global Peace Festival and the Global Peace Convention and became a part of the GPFs drive to raise funds for world peace and the education of the youth in Mindanao. From here, Fernbelly Inc. has found its calling of balancing financial and purpose-driven concerns in all its business ventures. In 2010, TreeHugger was born. The main target market of TreeHugger is the youth. Imagine a 10 year old boy using a pen made almost entirely out of earth-friendly products. Each day he is reminded of his responsibility to the environment and his ability to integrate green living into his regular activities in a way that fits snugly into his way of life. By targeting the youth directly, a mindset is formed with them; one that they may carry forward to a more-sustainable future. At the same time, pens and pencils are universal enough to apply to every person from every walk of life. With every TreeHugger pen, a reminder is spread about our responsibility for the world we live in and how easy it is to do our part. We dont have to wait for tomorrow to do something, we can make a substantial difference now. Company The TreeHugger line is comprised of quality pens and highlighters, made out of recycled cartons and biodegradable, corn-based plastic, and pencils, made out of perma-bound recycled newspapers. They are available at your favorite bookstores at the same price range as every other pen and pencil, which makes the product all the more attractive since most eco-products are sold at a premium price range. Through Haribon Foundation, every pen and pencil you buy not only decreases plastic wastes and saves trees through the use of recycled paper and biodegradable materials, they also contribute to the reforestation of our country through the Give a Gift Tree Drive. TreeHugger products are based on an idea for a Nationwide Environmental Movement anchored on awareness. The goal is very simple: Give people the power to make an improvement on our environment, while maintaining absolutely 100% of the convenience of their daily lives.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

PRODUCTS TreeHugger Retractable Pen The TreeHugger Pen is a retract-action ballpen made almost entirely of recycled or biodegradable material. The barrel is made from recycled carton, while the peripheral parts are made from PLA corn plastic. The TreeHugger Pen is available in black, blue and red colors.Blending environmental sustainability with product quality, the TreeHugger pen is made through manufacturing standards of a superior caliber.Finally, every pen sold contributes to the reforestation of the Philippine forests through Haribon Foundation's Give a Gift Tree drive.

The TreeHugger" I Was a Newspaper" Pencil The TreeHugger "I Was a Newspaper" Pencil is made from perma-bound newspapers from all over the world.It is manufactured using a specialized perma-binding process, each pencil made up of a newspaper page permanently wrapped around a stick of high-quality graphite.This means, you can still read the articles on the newspapers used to manufacture the pencil! Each pencil is topped off with a high-quality eraser top. And each purchase of the 5's pack contributes to the restoration of the Philippine forests through Haribon Foundation's Give a Gift Tree drive.

The TreeHugger 2-in-1 Highlighter Pen The TreeHugger 2-in-1 Highlighter Pen is a doublesided highlighter stick equipped with a ball-point pen on the opposite end. Like the TreeHugger Pen, it is made almost entirely of recycled or biodegradable material. The barrel is made from recycled carton, while the peripheral parts are made from PLA corn plastic. The highlighter comes in both green and yellow colors, while the ball point end comes in standard black.Blending environmental sustainability with product quality, the TreeHugger pen is made through manufacturing standards of a superior caliber.Finally, every pen sold contributes to the reforestation of the Philippine forests through Haribon Foundation's Give a Gift Tree drive.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

TreeHuggerGelFriend The TreeHuggerGel pen made from recycled carton barrel and corn-based plastic end cups. It comes only in color black. It is available at almost all National Bookstores nationwide.

III.

SITUATION ANALYSIS

A. ENVIRONMENT ANALYSIS Major dumpsites associated with packaging from various products and too much garbage has been a big problem. The Payatasmountain of garbage that collapsed and killed 221 persons in July 10, 2000 even became a political issue. Months after the incidents, Metro Manila streets were loaded with ugly looking garbage that can hardly picked up due to the absence of a sustainable dumpsite or an alternative solution. That is certainly damaging not only to tourism, but also leaching into the water system, and emitting methane into the atmosphere. Financial analysts of advanced countries would normally equate the state of health and stability of acountry to the level of cleanliness of its streets.Non-biodegradable wastes like plastics, batteries, solvent, rubber, paints, and pesticides can found everywhere. B. MARKET ANALYSIS Consumer are now more educated and more sophisticated making them demand products, packages, and processes that are safer to the environment. Their consumption pattern has been changing since the 1990s from one that is focused on quantity to one that is focused on environment-friendly products or quality as it relates to quality of life. Their bottom line is that companies must not sacrifice future quality of life of future generation for present economic region. They will exercise influence thru their purchasing power and force companies to produce environmentally safe products. This explicit consumer need will hasten the manufacturers and marketers commitment to respond to environmentfriendly demands. Initially, environmentally safe products will be determining dimensions for consumers to purchase. Subsequently, it will become a qualifying dimension for manufacturers in producing their products. Terms such as recyclable, ozone-friendly, non-polluting, chemical-free, energy-efficient, natural, and petroleum free will become even more common. GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

The category of eco-friendly alternatives is growing, but there appears to be a barrier to marketpenetrationgreen fatigue; a counter-phenomenon to the overhyped concept of going green that resulted to confusion and lower enthusiasm of the public. Studies present that people are starting to get tired of saving the world. This presents an opportunity for any brand to stand out by clearly communicating how go green can be easier. While it seems like every time we turn around there is a new green something-or-other on the market which would make us think these are moving in a more sustainable direction consumers perceptions of eco-friendly products are actually moving in the wrong direction. NMIs annual LOHAS Consumer Trends Database (LCTD) keeps a pulse of how consumer sentiment and behavior change on a yearly basis. One noticeable trend from the 2012 LCTD is that negative perceptions of environmentally-friendly products is keeping an increasing number of consumers out of the market, even while more people know about them, and know where to buy them.

Consumers always complain about price, regardless of product or industry. But, with specific regard to environmentally-friendly products, consumers are increasingly price sensitive, particularly since 2008 (shown above and in other NMI data). In fact, cost as a barrier to buying environmentally-friendly products is up 14% annually since 2005. These data show that we are past the point of being able to charge more for green products! We have to make the value and benefits clear to consumers saving the planet is not reason enough to charge more. In addition, consumers perceive that environmentally-friendly products do not work as well as consumers regular products. So, in effect, consumers feel like theyre being asked to pay more for a product that underperforms.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

MARKET SHARE

Treehugger 4% Stabilo 7% HBW 2000 25% Panda 757-RP 23%

Bic 8%

Lotus 14%

Faber-Castel LV-5 19%

SWOT ANALYSIS STRENGTHS Products are made up of eco-friendly materials such as recycled carton bonded with quality perma-coat and corn-based plastic end-covers Variety of designs Strong connection with Haribon Foundation OPPORTUNITIES Be the first company to offer a clear benefit of buying eco-friendly products Expansion of target market Strong connection with other companies WEAKNESSES Lack of sales promotion, advertising, and advocacy campaign promotion Limited budget Limited awareness Non-stimulative target market

THREATS Rivalry among other eco-friendly companies Substitution of products Bargaining power of customers Changing behavioral patterns Eco-friendly products are only fad

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

CONSUMER INSIGHTS Judiel Zuniga, 19 Civil Engineering, UST I buy eco-friendly products only if Im sure it is really good for the environment, not another false promotion that other companies use just to gain buyers. Danica Aquino,15 3rd High School I am not an eco-friendly pen user because I dont see them in the stores where I usually buy.

Ciara Bitonga, 18 Blogger Since our city started participating in No plastic usage thats the only time I heard of alternatives that are environmentally friendly and now getting used to it.

Analyca Libron , 17 Working Student Im a working student to support my studies.. so with the low budget I have with with so many expenses, I prefer to buy cheaper pens.

Nicole Tena, 12 High School Unfortunately, I am not aware of green products, so I buy the well-known brand of pen.

Ederson Peralta, 17 Why should I buy eco-pens if ordinary pens have more quality?

Janica Bumacod, 13 If I will buy a pen I want to have the one with the good design

PRIMARY TARGET MARKET Sex: Age: Occupation: Geographics: Economic Status: Personality: Female, Male 9-19 years old Elementary, High School, and College Students National Capital Region Lower C to D

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

A ballpen user, a student specifically, who aims for value satisfaction. Imagine a 10 year old boy using a pen made almost entirely out of earth-friendly products. Each day he is reminded of his responsibility to the environment and his ability to integrate green living into his regular activities in a way that fits snugly into his way of life. By targeting the youth directly, a mindset is formed with them; one that they may carry forward to a more-sustainable future

SECONDARY TARGET MARKET Occupation: Geographics: Economic Status: Benefits Desired: Businesses and firms National Capital Region A and B

As a company, we owe our employees and partners,our success. One way or another, we want items that will be useful for them and at the same time benefits common interests. We want products that may come as a gift, not only for them, but also to the environment in general.

IV.

OBJECTIVES To be the Top-of-the-Mind brand in the eco-friendly pen category; To target the consumer psyche that appeals to the need to feel that small contributions matter; To give reasons for people to make a statement that helping is easy and cool; and To offer a new variety of pens that will entice the consumers buying habit

POSITIONING Insight Category/ Competition There are a lot of brands in eco-friendly pen category People feel that saving the environment is a too big problem for an individual to solve Accessible, affordable easy way to help Opportunity for TreeHugger Be the Top-of-the-Mind brand in terms of ecofriendly pens Target the consumer psyche that appeals to the need to feel that small contributions matter Give reason for people to make a statement that helping is easy, cool and enjoying Brand Position

TREEHUGGER FUNVIRONMENTALIST (The Fun Way to Save the World)

Consumer

Company

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

V.

INTEGRATED MARKETING COMMUNICATIONS

Campaign 1
Title TreeHugger: The Grand Launch Promotion Tool Posters, Radio Advertisement Objectives Message Enjoy the TreeHugger experience as the step to save the environment Beneficiaries 9-19 years old students Duration and Venue June 16, 2013 (Sunday) SM Megamall Mechanics To create brand awareness to its target market; To introduce a new version of TreeHugger pens; and To offer a total TreeHugger experience and fun-learning activities

Tree of Fortune A roulette divided into eight (8) colors will be used. Participants will spin the roulette and the corresponding color will determine which bowl to pick. There will be a separate bowl for each color. Each color contains 50 trivia questions. PanatakosaKalikasan. Self-oath for the nature will be written by the participants on a handy white board. He is free to customize his board using magnetic miniature designs provided for. Then the organizers will take the pictures of the participant with his board. The photo will then be posted to the TreeHugger page. Soft copies will be given to them.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

Recycled Costume-Making Contest High school students will be the participants in this contest. Before the date of launch, requests of participants to Secondary schools within the Metro will be distributed. Only one entry per school will be admitted. The most beautiful recycled costume will be announced as the winner. Seminar The seminar will be held in the afternoon. It will discuss studying tips and the business tips out of recycling materials. The artist, Kuya Toni Pet, will be the guest. Tree Visits Three (3) chosen malls within the Metro will be visited by the tree. It will stay on National Bookstore. Along with is the PanataKosaKalikasan activity wherein anyone can take a photo of him and his oath with the tree. Ballpen Designing Organizers will provide plain ballpen and let the participants make their own design out of it. Materials like papers, glue, colors and such will also be provided. Finished artworks will be displayed on the area for voting process to determine the winners. The one with the most beautiful and attractive design will take the price. Games Shooting Bad Guys A shooting bad guy is a video game wherein participants will shoot bad guys (illegal loggers and/or hunters) from the screen. The more bad guys they shoot, the more points they earn. Ping pong balls Game Participants must shoot five (5) ping pong balls by bouncing it to the table, making it land in the box across it. This should be done in one (1) minute. Balloon Dart Participants should hit inflated balloons using darts. Some of the balloons may contain prizes, another turn or nothing. Just fun! Face Painting Participants have the option to choose the design they want. Their faces will be painted with the different nature related art. This will be done by a face paint artist. Communication Tool Posters Expected Outcome Already aware target market.Happy customer.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

Campaign 2
Title Tree in One Pen Promotion Tool Point-of- Purchase Objectives To introduce new variety color of TreeHugger pen; To expand market segment; To induce higher sales volume through merchandise deals; and To reinforce brand advocacy by communicating environmental awareness through bookmarks

Message Eco products are also fun Beneficiaries Target market, ages 9-19 Duration 6 months Mechanics 1. Three (3)new variety TreeHuggerpens will be packed with a bookmark. The colors are pink, violet and green. 2. The bookmark will contain quotation, saying or belief of certain personalities related to the brand advocacy. 3. Backgrounds and layouts of the bookmark will be creatively and colorfully designed. 4. 20% of the sales will go to Haribon Foundation as part of their Give a Gift Tree Drive. Communication Tool Poster Expected Outcome New colors of TreeHuggerGelfriend will be known in the market at the same time proving that eco products could also be fun. There will be environmental awareness from the point of purchase to the acquisition of information through the help of bookmarks.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

Campaign 3
Title IsangMilyongMensahe Promotion Tool Point-of-Purchase Objectives To voice out consumer insight on environmental conservation and create Earned Media supporting Brand Advocacy; To attract noncustomer digital goers through on-line promotion; and To constantly release insights aiming for consumer communication

Message Everyone can contribute in conservation of the planet. By voicing out your wish for mother Earth, you can do something better. Beneficiaries All on-line goers, Male and Female, ages 9 above Customers and noncustomers, concerned citizens Duration 5 months from June 1 to October 31, 2013 and another 3 months from January 1 to March 31, 2014 Mechanics 1. A piece of paper will be attached to the TreeHugger retractable pen and Gelfriend. It will be bonded to every pen in the TreeHugger Special Merchandise Rack. 2. This paper will serve as testing material for the product. Customers will be advised to write a short message for Mother Earth to test the quality of the pen ink. Their nickname and age shall be included. 3. Messages will be left to the cashier or counter of the bookstore that is to be taken by a TreeHugger representative once a month. 4. These short messages will be then posted to the TreeHugger Facebook Fan page to voice out customers messages for the conservation of nature and at the same time promoting the brand. Communication Tool There will be a small poster at the TreeHugger Special Merchandise Rack consisting of promotional information and how-to process. Expected Outcome Customers feel free to express themselves. GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

Campaign 4
Title Treesome: The Green Concert Promotion Tool Raffle and On-ground Event Objectives Let the people be aware that Our World Needs Saving through music; and Give informationabout the current situation of Mother Earth, spread awareness on how to save the nature through patronizing eco-friendly products of TreeHugger

Message Jam with the stars; Jam with the Nature. Beneficiaries Students in participating schools Duration September 10, 2013 Mechanics Experience a ThREE part concert of total performance from your favorite artists and send smile to children of secluded areas. 1. Buy an eco-friendly ballpen for only twenty pesos (P20) and help save the Earth 2. Buy 1 and take another ballpen for free. Then youll have an opportunity to donate it and put smile on economically challenged Filipino children. 3. Enjoy free concert with various artist and get a chance to win exciting prizes and freebies. Registration: 1. Register by buying 1 Tree Hugger ballpen for only P20, which entitles you to an opportunity to donate-a-pen and enjoy a free concert ticket. 2. The donate-a-pen: 3. For every purchase of TreeHugger eco-friendly products, the TreeHugger will donate another ballpen together with other school supplies to children of secluded areas. 4. For purchasing a pen, the participants will Name-a-pen This is a way of letting the participants involve in helping other people. They get to name the pen with their message which in turn would be given to kids as a gift.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

5. J3R (Jam, Reduce, Re-use, Recycle), A ThREE-Part Concert This is a three-part and three-hour concert at different schools and universities in NCR from 8pm to 11pm. Performers: KZ Tandingan YengConstantino Julie Anne San Jose Kean Cipriano Paulo Avelino Communication Tool Posters, Radio Advertisements, and online advertisements Expected Outcome This is a way of letting the participants involve in helping not only themselves, but other people and the environment as well.This event let the participants enjoy while savingour home Earth and practicing a benevolent behavior of giving and caring to other people

Campaign 5
Title Run the World Promotion Tool Posters On-ground event Sponsorship Radio Advertisement Objectives This activity with 3km and 5km run will be organized aiming to educatecustomersregarding current conditions of Planet Earth. Moreover, spread awareness on conserving nature by patronizing Tree Hugger eco-friendly products such as pens, pencils, and highlighters, and promoting healthy lifestyleamong participants. Message Be Earthly. Be Healthy. Beneficiaries Participating Runners GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

Duration and Venue A one day event .This will start by 3am to 6pm of ___ November,2013 Quezon City Circle Mechanics 1. Anybody, self-assured of his capacity regardless of age, can participate in the event. 2. Registration for participation in 3R is from ______________________ 3. All those who wish to take part in the Run should fill in and sign personally the form of participation and receive sports shirt of the participant with a number printed on it in the unit where they registered. 4. Participants can overcome the activity either by walking or running. All is free to take rest in between the action itself. 5. As soon the participants were able to finish the run, they will be receiving items from TreeHugger. Expected Expenses ACTIVITY VENUE: Quezon City Memorial Circle EVENT DISTANCES 3k and 5k REGISTRATION FEE 3k- P 250.00 5k- P 400.00 Top 100 runners will also receive statement shirts from TreeHugger. The top runners will be receiving: 3rd Placer- P3000 2nd Placer-P5000 1st Placer- P10000 Communication Tool Posters. Radio Advertisement Expected Outcome Educated participants on how to save Mother Earth at the same time promoting healthy living for the attendees.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

Campaign 6
Title Give HUG this Christmas Day. Objectives To introduce the idea of TreeHugger Pen (brand advocacy) as Christmas Gift to market To generate second level brand awareness through customers giving gifts to potential and noncustomers To attract B2B transactions

Message Share some hug to others this holiday. Beneficiaries Gift-seekers Duration 2 months, November 2nd week to January 2nd week Mechanics Single Purchase/ B2C 1. For single purchase, a TO: tag will be attached to the TreeHugger pen. These tags includes, To: my lovely Sister, To: my beautiful Tita, To: my forever friend, among others. Moreover, short messages may be included in the tag and will come as a form of gift to somebody. 2. Well-designed recycled gift wrappers will be available for customer creativity experience. Multiple Purchase/ B2B 1. There will be packed TreeHugger products available that includes Complete Color Set TreeHugger Retractable Pen, TreeHugger Highlighter, set of Pencils, and others that may come as company giveaway for December. 2. Other items such as Mugs, T-shirts and bags will be produced as limited edition products. Communication Tool Direct mail will be used as the basic communication strategy to offer the products to other firms. Expected Outcome Create an alternative way of giving special something to someone this Holiday at the same time let them patronize tree hugger products and other eco friendly products.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

Campaign 6.5
Title Love is in the Pen Promotion Tool February Promotion Gimik Objectives To introduce the idea of TreeHugger Pen as Valentines Gift instead of flowers, chocolates, and teddy bears to market To generate second level brand awareness through customers giving gifts to potential and noncustomers To launch occasional pen designs

Message Spread love through TreeHugger pens. Beneficiaries Gift-seekers Duration February 1st and 2nd week Mechanics 1. Heart shaped hand cover will be attached to every TreeHugger retractable pen and Gelfriend in the Merchandise rack. Moreover, limited designs will be released for this occasion. 2. There will be a readymade TO: tag in each pen. Customers may write short messages for their love ones through these tags. 3. There will be well-designed recycled gift wrappers available for customer creativity experience. Communication Tool There will be a small poster at the TreeHugger Special Merchandise Rack consisting of promotional information and how-to process. Expected Outcome With this campaign we could generate an idea that giving TreeHugger pen is a way of showing some love both for the nature and your loved one.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

Campaign 7
Title Plant for Tomorrow Promotion Tool CSR Campaign Objectives To make the move in saving the Earth parallel to Brand Advocacy To materialize ideals on environmental concerns at the same time promoting the brand To create brand experience to its loyal customers by participating in tree planting activities To boost partnership deals with NGOs and LGUs

Message Love nature for your future Beneficiaries Community at planting area Duration 10 months, June 1, 2013 to March 31, 2014 as collection period; month of May to execute the activities Mechanics 1. For 10 months, every purchase of TreeHugger retractable pen and Gelfriend, including highlighter will contribute 15% of sales (P 3.00) to the TreeHugger Plant Cultivation Project wherein seedlings are being handled and grown. However, for every purchase of 5-pack pencil, 20% will be contributed. 2. TreeHugger Plant Cultivation Project will be made on February to grow trees in 2 months, March and April. 3. Tree planting activities will be generated in different areas nationwide. Seedlings will be coming from the Plant Cultivation site. 4. Company tie-ups and partnerships will be made to support the nationwide project on May. 5. Customers will be the volunteer planters during these activities. They shall register through the nearest bookstore in the tree planting destination once a month before the activity. 6. Registration will need information such as Name, Sex, Age, Address, and other basic data. 7. TreeHugger special ID/ Name Tag will be given to the participants when they are already in the site. Food and drinks donated by sponsors and partners will be distributed as well. 8. The activity will be documented and will serve as promotional campaign of the brand.

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

Communication Tool There will be tarpaulins on the Plant Cultivation Project site and on tree planting destinations. Posters will be placed on bookstores and product distribution areas. Expected Outcome Planted trees for calamity prevention and wonderful nature for next generation.

Campaign 8
Title SulatPangarap Promotion Tool CSR Objectives Saving the world by educating the new generation Helping schools by providing facilities Aspiring students to boost their potentials

Message Conserve. Educate. Achieve. Beneficiaries Public elementary students of rural areas Duration Selection of school July to August Execution of the activity August to September Announcement of school beneficiary - October

Mechanics 1. Through the Department of Education, Tree Hugger will search four (4) schools with utmost necessity of classrooms in rural areas. 2. Among the 4 selected schools, 50 students per school will taught how to create a leaf-shapedorigami with the inscription of their pangaraps which must be related in the pursuance of their forthcoming profession. 3. The company will choose the best pangarap from the bunch and be the beneficiary of the venture. GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

Communication Tool Invitation letter to schools Posters Expected Outcome Education Schools with classroom shortage will be lessen Students will be motivated Firm Will increase sales Product will be known in the market Environment Environmental awareness

VI.

BUDGET Php 863 160.00 73 200.00 300 pcs. (P60 per 2x3 ft.) 100 pcs. (P60 per 2x3 ft.) 100pcs (P240.00 per 4 x 6 ft.) 50pcs (P240.00 per 4 x 6 ft.) 100pcs (P60.00 per 2 x 3 ft.) 100pcs (P60.00 per 2 x 3 ft.) 20 pcs (P60.00 per 2 x 3 ft.) 2. Radio Advertisement a) Launch 14x P18,500 x (2x per day) x 7 (no. of days the ads will run) b) Green Concert P18,500 x (appearance for 2 times per day) x 7 (total no. of days the ads will run) c) Run the World P18,500 x (appearance for 2 times per day) GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN 259 000.00 259 000.00 777 000.00 18 000.00 6 000.00 24 000.00 12 000.00 6 000.00 6 000.00 1 200.00

COMMUNICATIONS 1. Poster a) Launch b) Tree in One Pen c) IsangMilyongPangarap d) Green Concert e) Run the World f) Love is in the Pen g) SulatPangarap

x 7 (total no. of days the ads will run) 3. Tarpaulin (Plant for Tomorrow) Campaigns a) Launch b) Tree in One Pen c) IsangMilyongPangarap d) Green Concert e) Run the World f) Give Hug this Christmas Day g) Love is in the Pen h) Plant for Tomorrow i) SulatPangarap 1 pc. (24x36 ft.) 259 000.00 12 960.00 3 400 000.00 1 500 000.00 1 000 000.00 100 000.00 150 000.00 250 000.00 100 000.00 100 000.00 100 000.00 100 000.00 Php 4 263 160.00

TOTAL BUDGET

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

VIII.

PROMOTION MATERIALS

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN

GIVE TREES A HUG: A TREEHUGGER MARKETING PLAN