A Proposed advertising plan for Le Coeur De France

LE COEUR DE FRANCE opened its first outlet last December, 1994 at the 3rd Floor, Robinson's Galleria. They have added 3 more outlets (SM Megamall, SM Southmall and Shangri-La EDSA) and it aims to open 8 more. By 1996, 12 outlets would be open in Metro Manila key area. Sales of P240M is projected for 1996 wherein 6% goes to advertising budget.LE COEUR DE FRANCE targets the authentic French Cafe-Bakery segment, an unexplored niche. Their consumer promise is selling authentic French products (breads, pastries, sandwiches, and etc.).Every outlet of LE COEUR DE FRANCE does not only provide authentic French products but would make the customer feel like they are in France.Being a new player, LE COEUR DE FRANCE needs to make their target market aware of their outlets, try out their products, make repeat purchases and invite friends and relatives to try their products.For 1996, LE COEUR DE FRANCE's advertising budget is P 14.4 M. Breakdown is as follows: 40% for Print, 30% for Radio, 8% for Non-traditional advertising, 4% for Promotions and Public Relations, 8% for Research and 10% for Contingencies. Cost of production is included in each breakdown.