AN ADVERTISING PLAN FOR

by Brian Catbagan, Jen Jue, Gerardo Payno, Lian Reyes, Michael Tiu SUBMITTED TO Mrs. Tessa Jazmines OCTOBER 5, 2010 IN PARTIAL FULLFILMENT OF THE REQUIREMENTS FOR Journalism 151 College of Mass Communications University of the Philippines, Diliman

1|Page MILKSTAR: EVERYDAY FRESHNESS

CATBAGAN. JUE. PAYNO.REYES.TIU.

EXECUTIVE SUMMARY
MILKSTAR Goat’s Milk is a fairly young product in the Php39B drinking milk market. Entering the field on January 2010, their milk is produced in the Alaminos Goat Farm located in Alaminos, Laguna. MILKSTAR uses the best breed of goats for their milk production and feeds them with the healthiest and greenest foods. The meticulous attention given by the Almeda family to their goats is the main reason why MILKSTAR can claim to be the healthiest, safest, and most beneficial variant of milk that tastes great too! With a great product such as MILKSTAR Goat’s Milk, it should also follow that the consumers will patronize their product. Variants such as strawberry and chocolate flavours even cater to the tastes of the younger demographic. However, with competitors such as Nestlé, Magnolia, Cowhead, and Alaska (among others) that can bank on big budgets and accessible advertising channels to grab the market, it has become increasingly difficult for MILKSTAR to catch the attention of its target market. Goat’s milk is one of the more beneficial variants of milk, providing various essential vitamins and minerals (such as protein, calcium, iron, phosphorous, and Vitamin B), and can be taken by lactose intolerant consumers. MILKSTAR is served fresh everyday and is very easy to digest as compared to other milk variants. These benefits easily put MILKSTAR over the competition, but with the lack of consumer awareness and trial, they are easily overshadowed by big-name competitors. To help increase awareness and trial