Media Strategy In order to reach the maximum number of target audience with respect to our brand new Big

Idea, we have chosen a few major media vehicle to deliver our messages. a) Students. The most common place to deliver message to students is at the school, or the school bus. Hence, we will set up printed advertisement on buses, also banners to be hung outside the schools. Besides, students also watch TV after school or averagely from 5pm until 9pm. Hence, this period will also be used for our TV advertisement on specific tv channel. Other than that, we will also advertise our product on teenage magazine. b) Housewives. Housewife usually go to the market to buy daily necessities. Hence, we will set up a billboard outside the market, also on their way to the market. Beside, brochure will also be distributed outside the market or hypermarket. Besides, housewives also watch TV after they have done their housework averagely from 12pm until 3pm, also from 7pm to 9pm. Hence, we will put on our TV advertisement on specific tv channel during this period. c) Workers. There are many workers in the town and we can hardly find a similar place of them. However, every workers will face the same situation no matter what job they are, that is, traffic jam. Hence, we will advertise our product on the billboard along the highway.
Adverstising Program Jan Feb Mac April May June July August Sept Oct Nov Dec Total

Other than that, workers also take LRT to work. Hence, printed ads will be used on LRT, LRT station, Bus, and bus station. Besides that, workers read newspaper and magazines. Hence, we will put our advertisement on specific newspaper and magazine which have the largest number of readers from the worker category.

(i) TV advertising Programme (ii) Radio advertising (iii) Printed Material Newspaper and Magazines Outdoor advertisement 200,000 300,000 200,000 300,000 200,000 300,000 450,000 450,000 450,000 200,000 450,000 200,000 450,000 200,000 450,000 300,000 300,000 300,000
Total

600,000 50,000

600,000 50,000

600,000 50,000

600,000

600,000 50,000 50,000 50,000

600,000 50,000

600,000 50,000

600,000 50,000

600,000 50,000

600,000

6,000,000 500,000

1,200,000 4,500,000
11,900,000

The Subsidiarys Gantt chart indicates the monthly duration of all advertising programs.

The table shown the budget allocation throughout the year for each advertising media.

Allocation of Budget

Tv Advertising Outdoor Advertisment

Radio advertising Other IMC Program

Magazine and Newspaper

Television advertisement. Television has been an entertainment tool since a few decades ago. Other than that, the TV commercial is considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events.Hence, we allocate the largest amount of budget on it, which is, 30% of the whole budget to deliver our message to our target audience. We have chosen Astro as ur media partner, and all the budget is calculated based on the quotation given by Astro. We will lean on TV advertising during early of January until Mid of May, and then strikes back again on mid of July until end of year.

Radio As for radio advertisement, the budget involved is RM 500,000, which is only 2.5% from overall budget. This is because radio has theBill obvious limitation of being restricted to sound, hence it will not be that effective compare to transferring the message with graphic. We are doing radio advertising at the first quarter, then come back again on May until November. Time chosen for advertisement will be the 6 a.m. to 10 a.m session, 2 p.m to 6 p. m session, also the 10 p.m to 12 m.n session. The rationale for this decision is due to the daily lifestyle of students, housewives, and workers.

Printed Material For printed material, our budget is around RM 4,800,000 which is around 25% of the whole budget. This budget is divided into two parts, which are the magazine and newspaper, and outdoor advertising.

Outdoor advertising

Outdoor advertising include billboard, bus stands billboard, bus advertisement, LRT advertisement, and LRT station advertisement as well. We will use billboard to advertise our product for the whole year. Well for advertisement on public transport, will be started only at the second quarter until the end of third quarter. This is because we expect them to be overwhelmed enough by our TV advertisement and radio advertisement at the beginning of the year. By advertise on public transport 3 months later will give a reminding effect, to remind them that our advertising campaign is still there. Magazine and Newspaper.

We will start our advertisement on magazine and newspapers at the first quarter, followed by the third quarter. The advertisement will be in color, to better attract the customer when they are reading newspaper or magazine. The purpose to launch it at the beginning of the year is to overwhelm them, creating the awareness with the synchronizing with TV advertisement and radio advertisement. Then we will stop it until the third quarter because 2nd quarter we will launch our advertisement on public transport. According to a research customer tend to swift away from the product if they are over overwhelmed by its advertisement. We didnt want this to occurs hence we stop it and launch it again at the third quarter.

IMC Programs to Support the Advertising Aim. In order to enhance the effect of our campaign, we will also launch other IMC programs to make sure that our message Enjoyment at all time penetrate successfully among our target audience. This is because by only telling our customer what we are doing is not enough, we have to let them feel it too. a) Sales Promotion. We are going to run plenty of sales promotion to persuade customer. Only advertising itself will not going to boost up our sales. Customer prefer benefit other than the value they could get from the product itself. Free gift We are giving free gift to customer who buy Milo in the second quarter 2014. We decided the free gift must be something related to the usage of Milo thus we plan to giveaway Cake recipe with Milo as its main material to housewives. Besides, we are also giving free toy where there are 6 in a series for customer to collect. Other than that, we are also giving notebook with our tagline Enjoyment at All Time printed to students. Price deal At the 3rd quarter, we will add 20% volume to every packet of Milo 3+1. Customer can get more Milo with the same price. Other than that, for Milo instant packet, we will a buy 3 free 1 promotion at the month of July, 2014. At the same time, whoever bring along Milo 2kg tin to our retailer will get a 10% discount on their next Milo product. Contest We are using Milo is my favorite beverage drink at all time because. as our contest theme. The contest will be launched during 2nd quarter and 3rd quarter. Customer will need complete the phrase with not more than 30 words. This contest is mainly target at one of our target audience, students. The grand prize for winning the contest is a 3D2N trip to Melbourne, Australia. Other than that, we are also giving away other sport equipment like bicycle, baseball bat, Sony PSP. For consolation prize, , customer will get cash voucher for Pizza Hut or KFC.

b) Point-of-purchase Program At the 2nd quarter and 4th quarter of 2014, we will set up booth at hypermarket to attract customer during weekend. All booth will be design well, with our tagline attached Enjoyment at all Time. We are also hiring promoter each week to give sample drink to customer, especially children. c) Public relation Other than approaching customer directly, we also choose to reach customer indirectly. We will sponsor event organize by local company which will be participated by our target audience. For students, We will sponsor NTV 7s TV programme , Invincible Schorlar as their main sponsor by requesting the host the read our tagline Enjoyment at All Time during every episode. For housewives, we will sponsor Astro AEC channels cooking programme Good Taste. Every episode, they are required to exhibit our streamer behind their host. For workers, we sponsor a jogathon organized by the Town council of Kuala Lumpur, where it is mainly participated by workers around the town. Along the route, there will be our flag and hung along. d) Internet Marketing Programme. We are creating an online community to stay close to our target audience, by creating a fan page on Facebook. The fan page will majorly post about the information of the program we are going to launch. Other than that, customer can also contact us utilizing the how to contact us information in our website. In addition, we provide abundance products information in terms of product list and product detail information.