DE LA SALLE UNIVERSITY-DASMARINAS

College of Business Administration and Accountancy

Business Management Department

TOUS LES JOURS Advertising Plan

Presented to:
Ms. Daisy Lei

In Partial Fulfillment of the Requirements

in Advertising Management

Submitted by:
Espenilla, Mariel Erin Jen
Fererria, Leah Mae
Galeon, Jheadean
Obaldo, Angela
San Jose, Dennise
Sombillo, Psyche Joyce
Vega, Kenneth

March 2013

TABLE OF CONTENTS

I.

II.
III.
IV.

V.

VI.

VII.

Situation Analysis
A.
1. Company History
2. Product History
B. Product Evaluation
C. Consumer Evaluation
1. Consumer Make-up
2. Market Segmentation
3. Positioning
D. Competitor Evaluation
1. Primary Competition
2. Secondary Competition
Marketing Goals
A. Short Term
B. Long Term
Budget
A. Breakdown of budget Allocation
Advertising Recommendations
A. Target Market
1. Demographic Profile
2. Psychographic Characteristics
B. Advertising Objectives
C. Creative Strategy
D. Executions
Media Recommendations
A. Media Objectives
B. Media Strategy
C. Media Schedule
IMC Recommendations
A. Sales Promotion Recommendations
1. Sales Objectives
2. Sales Strategies
3. Sales Executions
B. Public Relations Recommendations
1. PR Objectives
2. PR Strategies
3. PR Executions
Conclusion

4
4
4
5
6
8
8
9
10
13
13
13

14
15
15
15
16
20
21
23
24
24
25
28
28
28
39

I.

Situation Analysis
A.
1.

Company History
Tous les Jours is a French-Asian Bakery serving a unique selection of

bakery goods and beverages made with the highest quality ingredients. It has
established a reputable bakery caf system in the United States, building on a
brand image that is respected in Asian American communities and is expanding
into other mainstream markets.
Right-out-of-the-oven freshness is essential for tasty bread, and Tous les
Jours promises you'll be delighted by the baked goods we make right on the
premises.
Established in 1996, Tous les Jours is a leading chain in the food
industry's premium caf bakery segment. Tous les Jours developed an on-site
production system for each store to provide customers with 100-percent freshly
baked products, as well as delectable cakes made from the finest ingredients
and the most sophisticated fermentation technology.
2.

Product History
Tous les Jours distinguishes itself with a unique product line that infuses

an Asian touch to many of our traditional pastries, breads and cakes. We

combine modern baking expertise with the freshest ingredients. You can taste the
difference.

B. Product Evaluation

The marketing environment for Tous Les Jour represents overwhelming

opportunities. It also contains some challenges the firm believes it can meet
successfully. The following illustrates a SWOT Analysis of the company to highlight
Tous Les Jours strengths, weaknesses, opportunities and threats.

Strengths
1.
2.
3.
4.
5.
6.

1.
2.
7.

3.
8.

4.

They serve unique selection of bakery

goods and beverages
The price of their goods can suit every
Filipino budget.
They have 100-percent freshly baked
products
Tous les Jours has a reasonable price
that may compete to its other
competitors.
Tous Les Jours offer unusual flavors of
bread andWeaknesses
cakes.
Tous Les Jours has an active presence
on social media sites like Facebook to
Lack of stores in the Philippines
keep customers updated on specials,
Commercials
are not used as
new
items and discounts.
advertisement
Tous an
Les Jours'
Tous Les Joursforhas
opulent
products which is great because it
packaging
Less brand
loyalty due
to many
made
their pastries
all packed
and
sealed
neatly. that causes Tous Les
competitors
Tous
Jours shares
locationtoisfluctuate.
in densely
JoursLes
market
populated
business
area
where
Tous
Les
Jours
lack more
of

advertisements that results to

less awareness of the brand in
customer mind.
5. Tous Less Jours store area is
small.
6. Tous Les Jours lacks of reputation
in
comparison
to
our
competitors, being not long
enough in the pastry/bakery

Opportunities
1.

They can produce more selections of

goods in every season that can suit the
wants of their customer
2. They can tie-up to other businesses like
hotels for special events
3. More promotions especially in places like
malls and even in campuses to inform
their target market.
4. Tous Les Jours may expand their product
line by introducing
Threats new taste and
enhancement of quality.
5. Tous Les Jours may advertise through
1. internet
The large
of Tous
Lesto
by competitors
the use of social
media
Jours such
French
Baker, Red
increase
sales as
or return
on investment.
Ribbon,
Maxs
Cornerits market
Bakery,
6. Tous
Les Jours
can develop
by
Goldilocks
and
Bread
Talk.
creating an advertisement that will catch
grab the
attention such
of theascustomers
2. or
Intense
competitor
French
which
help
the market
TousRed
Les
Baker,will
Caf
France,
Breadoff
Talk,
Jours
grow.
Ribbon,
Goldilocks and Maxs Corner
7. Tous
Les influence
Jours canthe
gainadvertising
customers
Bakery
through word-of-mouth, making those
and sales promotion of Tous Les
who havent try it yet be curious to its
Jours.
products.

3. Shifts in consumer taste because of

its three primary competitors, many
customers try to purchase other
brands than Tous Les Jours.
4. New product advancement by the
different competitors.

C. Consumer Evaluation
1.

Consumer Make-up
The following are the current and potential segments that the Tous Les

Jour can profitably and successfully capture. The market was segmented
according different variables under demographic, geographic, psychographic and
behavioral factors. With this segmentation, it would be easier to direct marketing
efforts to the chosen target market. The following markets are given names to
easily differentiate them with one another:

THE HOUSE KEEPER

THE SPRY

Gender: Women

Gender: Women, Men, GLBT

Age: 25-35, 35-55

Age: 25-35

Income: 75,000-150,000

Income: 90,000-200,000

Education: Associates or
Bachelors

Education: College Graduate

Geographical: Urban, NCR

Social Class: Class A, Upper
Upper
Family Size: 4-5
Product User: Loyal to Brand
Lifestyle: Stay at Home Mom

Geographical: Urban, NCR

Social Class: Class A, Upper
Upper
Family Size: 2-3
Product User: First Time Buyer
Lifestyle: The Good Life

THE WORKAHOLIC

THE PASSER-BY

Gender: Men, Women, GLBT

Gender: Men, Women, GLBT

Age: 25-35, 35-55

Age: 35-55

Income: 50,000-100,000

Income: 35,000-75,000

Education: College Graduate

Education: Associates or
Bachelors

Geographical: Urban, NCR

Social Class: Class C, Upper
Middle
Family Size: 3-4
Product User: Regular Buyer
Lifestyle: Career Family

Geographical: Urban, NCR

Social Class: Class C, Lower
Middle
Family Size: 5-6
Product User: Non-user
Lifestyle: The Bread winner

THE EMPTY NESTS

THE BACHELOR

Gender: Men, Women, GLBT

Gender: Men, Women, GLBT

Age: 45,55

Age: 25-45

Income: 70,000-180,000

Income: 55,000-80,000

Education: College Graduate

Education: Associates or
Bachelors

Geographical: Urban, NCR

Social Class: Class B, Lower
Upper
Family Size: 2-3
Product User: First Time Buyer
Lifestyle: Stay at Home, Travel

Geographical: Urban, NCR

Social Class: Class C, Upper
Middle
Family Size: 3-4
Product User: Loyal to Brand
Lifestyle: Single

2.

Market Segmentation

This segmentation attempts to differentiate the market through their

demographic, geographic, psychographic and behavioral variables. Market
segmentation enables the marketers identify specific target market to easily
address the promotional efforts.
Market Segment
Demographics

Geographics
Psychographic

Behavioral

3.

Variables
Gender
Age
Family Size
Income
Occupation
Education
Religion
Race
Country

Men, Women, GLBT

25-35, 35-45, 45-55
2-6
Estimated 50,000-200,000
Professional(managers, officials, clerical sales )
Retired
College Graduate, Associates and Bachelors
All
All
Philippines

Area

Urban, NCR

Social Class
VALS

ABC (Upper upper, Lower upper, Upper middle, Lower

Middle)
Thinkers, Achievers, Experiencers, Strivers

Benefits
User Status

Quality
Regular user, First time User, Non user

Loyalty Status

None, Medium, Strong, Switcher

Positioning
As the meaning of Tous Les Jours which is everyday aptly conveys, it is

positioned by attribute as an authentic bakery that offers freshly-baked products

each day. The positioning is then supported by the companys tagline which is
Fresh Bakery, Fresh Everyday.

D. Competitor Evaluation
1.

Primary Competition
Primary Competitors

French baker

The French Baker has built its success out of its Founder and President
Johnlu G. Koas vision for innovation: to take the idea of the neighborhood
bakery to the next level, allowing every Filipino to enjoy freshly-baked, highquality, and affordable breads. Its been twenty years since The French Baker
opened its doors with the first branch at SM North Edsa. Having been a
trailblazer, The French Baker continues to rule its niche and withstand the
challenges from its competitors. The French Baker remains on top, and is
steadfast in its commitment to serve the freshest, healthiest, and most affordable
baked goods to its valued, loyal clients.

Caf France

Delifrance started operations in the Philippines in 1995, first as a joint

venture with Delifrance Asia Limited, then as a wholly-owned franchise of Jollibee
since 2006. The sale is said to be part of Jollibee Foods Corporations intention
to concentrate resources on building its quick-service restaurant business. The
company reports that the sale of assets and termination of franchise will have no
material impact on JFCs profit.
The new owner, CafeFrance Corp., plans to operate a coffee shop
business in all existing Delifrance outlets under a new cafe concept and brand
name. Delifrance currently has 23 store locations in the Philippines, 3 of which
are managed by franchisees

Bread Talk

BreadTalk, a Singaporean lifestyle brand that has gained international

appeal, is widely credited for taking the bread and bakery industry to new heights.
Its introduction of the Flosss bun propelled the brand into consumers' minds and
since opening in 2000, BreadTalk has continued to churn out exciting products and
offer a unique shopping experience for its customers. Emphasizing its boutique
bakery concept, each BreadTalk store is literally a bread shopping haven where
each product tells a story. Be it a chef's or baker's own inspiration, the workings of
politics or society's trends, BreadTalk's 'Earthquake Cheese', 'Mr. Beans',
'Crouching Tiger, Hidden Bacon' are just some of the breads that have brought real
stories to life. Youthful names and designs, the store's clean lines, and BreadTalk's
open kitchen all come together for a fun and sophisticated experience.

2.

Secondary Competition
Secondary Competitor
Red Ribbon
Red Ribbon Bakeshop is a popular fast-food chain and bakery in the

Philippines and the United States, offering a wide range of cakes and pastries.
Today, there are more than 200 branches all over the Philippines, and there are
now 32 stores all over California, two in Las Vegas, two in New Jersey (Jersey
City and Bergenfield), one in metro Phoenix, one in New York and one in Virginia
Beach, Virginia. Other expansion plans continue to be worked out.
Red Ribbon uses premium ingredients, such as real butter, high quality
cake flour, and its unique Red Ribbon cream. Red Ribbon cakes have become a
tradition, an integral part of every celebration - birthdays, christenings,

anniversaries, and weddings. With its acquisition in October 2005 by Jollibee

Foods Corporation, Red Ribbon entered a new phase in its company history. The
company will soon become the biggest and fastest-growing bakeshop in the
Philippines. Its mission is to bring the joy of eating to everyone through its greattasting food and superior quality.

Goldilocks

Most Filipinos consider Goldilocks not only a brand, but also a Filipino
Institution. In fact its popular tagline, "How thoughtful, how Goldilocks" has
evolved over the years into "How thoughtful, how Pinoy (colloquial for 'Filipino')",
and later to "Ang sarap magmahal ng Pinoy!", embracing a culture and tradition
that goes beyond the name. Now, on its 45th year, Goldilocks further highlights
its position as the leading bakeshop brand in the Philippines with its new tagline,
"You're the 1, Goldilocks!". Yet Goldilocks has also decided to reposition itself as
a global brand- as a well-loved, homegrown enterprise primed to serve the rest of
the world. Following the principle of "thinking global, strategizing regional, and
acting local", it maintains the exact homegrown goodness of its products in
overseas markets, but endeavors to acquaint multicultural tastes with its menu
items as well.
Most recently, Goldilocks has opened 5 stores in Thailand. Goldilocks has
also tapped markets in several other Southeast Asian countries such as
Singapore, and Hong Kong. Moreover, it has received a considerable number of

requests to open in the Middle East, mostly from Overseas Filipino Workers and
expatriates.

Maxs Corner Bakery

Maxs Corner Bakery has come up with a new and exciting campaign in
collaboration with Maxs Restaurant. Maxs Merienda Mixes offers a selection of
merienda favorites that can be mixed and matched for only Php 95! Merienda is
an integral part of every Filipinos gustatory routine. With this new campaign,
Maxs Corner Bakery seeks to create an experience that is light, fun and
heartwarming for every Filipino. We want them to enjoy great food and the
goodness of Maxs Corner Bakerys home-baked goodies that are 100% made
with love, always shared Monette Aldos, Sales, Operations and Marketing
Manager for Maxs Corner Bakery.
Maxs Corner Bakery boasts of a rich and colorful history that dates back
to the 1960s when its founder Ruby Trota baked the first batch of soft bread rolls
using wood-fired oven. It instantly captured the hearts of Filipino customers
dining at Maxs, a flourishing restaurant at that time. Eventually, Maxs Corner
Bakery diversified to other delectable baked goodies that became customer
favorites - from breads, to pastries and cakes, to the Filipinos favorite Caramel
Bar, soft, chewy and irresistibly sweet.

II.

Marketing Goals
A. Short Term

To increase our market share to 15% by the end of the first year.
To increase the company's market share.
To increase the company's role in relations to social responsibility.
To gain the competitive edge.

B. Long Term

Expansion of branches.
To provide excellent customer service.
Succeed by offering consumers high quality bakery products with personal
service at a competitive price.

III.

Budget
A. Breakdown of Budget Allocation
(Revenues per Day)
o Weekdays:
Php 70,000
o Weekends:
Php 90,000
(Revenues per Month)
Php 2,300,000
(Revenues per Year)
Php 27,600,000
Budget 50% of total Budget = Php 13,800,000

Budget
Billboards
8%

Illuminated posters

6% 4%

32%

12%
17%

Magazines
Flyers
Loyalty cards

22%

Discount Coupons
Interstital placement

IV.

Advertising Recommendations

A. Target Market

1.

Demographic Profile
The target markets are men, women and GLBT aged 25-55 belonging

urban ABC class households. They specifically belong to the age bracket of
generation x and baby-boomers with a family size of 3 to 6 individuals. Majority of
the market are professionals, white-collar workers and college graduates.
Although a portion of the market is retired and empty nests, they are still highly
profitable variable since the target markets income varies from Php 50,000200,000.

2.

Psychographic Characteristics
The target market is particular about the freshness and scrumptious bread.

These consumers wanted to provide a totally satisfying bakery experience to their

family or to themselves. Majority of the target market are professionals with busy
schedules that they couldnt afford cooking breakfast for themselves. Thus, a day
is incomplete without the presence of fresh bread on their tables because of its
convenience. Intended to give the target market the accessibility, the product is
offered to mobile places like SM North Edsa, SM Mall of Asia, SM Southmall,
Eastwood City, Greenbelt 5 and Alabang Town Center .

B. Advertising Objectives

Increase total sales up to 15 % within or before five months

Increase awareness up to 25% to target market within or before five
months

C. Creative Strategy
The researchers wanted to emphasis Tous Les Jours meaning which is
Everyday. Also, the researchers wanted to maintain the companys slogan:
Fresh Bakery, Fresh Everyday. This is to position the product as delectable
bread that a freshly-baked each day. Also, this will strengthen image of product
in consumers mind as a bread company that wanted to offer satisfying bakery
experience by offering them on a daily basis. This will create continuity within
campaign of sales promotion whereas during the last hour before the branches
will close, all the unsold breads will be offered in a buy one get one free deal.
This enables to

To position product as a right-out-of-the-oven freshly baked

To strengthen image of product in consumers mind

To create continuity within campaign
To differentiate product by emphasizing the French-Asian aspect of
Tous Les Jours

D. Executions

Promo

Loyalty card

Front and Back of

Brochure

Print ad

Billboard ad

Discount Coupons

V.

Media Recommendations
A. Media Objectives
The purpose of promoting through the different selected media channels is
to be able to catch the interest of the public and create buzz for Tous Les Jours as a
leading brand name in the baking industry, providing the market high-quality freshly
baked products every day and satisfying their need for excellent bakery experience.
Through vigorous planning with regards to promotions and publicity of the
brand and product image, we aim to produce the best visuals of Tous Les Jours so
as to grab the attention and interest of prospect buyers.
Tous Les Jours is a bakery that caters freshly baked goods being
marketed to men and women belonging to classes A, B and C all over the major
cities in the Philippines. These are also marketed particularly to professionals,
couples with children, and the wealthy. Some professionals prefer working in a quiet
and cozy environment and Tous Les Jours is sure to justify that need. Wealthy
families are also targeted for the reason that Tous Les Jours serves deliciously made
goods that are fit for not only adults, but also their children, to satisfy food cravings.
Advertising the brand would make a huge difference to the company for it
would make the brand known to its prospects, and eventually contend among its
best competitors. Creating brand recognition is the key to boosting the sales, for
there are no other problems with the products themselves, as they are made with
high-quality ingredients; the only problem would be that the competitors are more
well-known than Tous Les Jours itself.

B. Media Strategy
Advertisements would be presented all over Metro Manila and neighboring
provinces Cavite, Laguna, Rizal and Bulacan.
Print Media
Magazines will be used as a major medium of advertising Tous Les Jours.
The brand would be advertised through health and lifestyle magazines, as well as
magazines for food junkies since the readers of these magazines are also belong to
the targeted market of Tous Les Jours. A print ad would be set on a full page in
magazines such as Cosmopolitan, Good Housekeeping, and Yummy.

Cosmopolitan - reaches to mostly the stylish females of the targeted market,

approximately 18 to 35 years old. Cosmopolitan covers mostly fashion,
relationships and personal growth, but it also covers fitness and lifestyle. Tous
Les Jours is believed to catch the attention of readers of Cosmo, since it fits

the information written inside the magazine.

Good Housekeeping - is the number 1 family and home magazine in the
Philippines. It speaks to moms 25 to 45 years old, and they are included in
Tous Les Jours' targeted market as well. Inside pages include good health,
good family relationships, good housekeeping, and sure enough, good food-Tous Les Jours fit right in. Advertising in this magazine would show wives,
career women and mothers just how appealing and appropriate Tous Les
Jours is for them. Print advertisement would be presented in one full page.

Yummy, a magazine for food junkies, are targeted to professionals from the A,
B and upper C bracket. This magazine includes write-ups about great buys of
the month, restaurant reviews and recipe ideas. Catering to food junkies,
Yummy would provide as a great medium of advertising of Tous Les Jours for
it directly caters to the target market. Advertisement would be placed in a full
page.

OOH Advertising
Billboards, another medium of advertising Tous Les Jours bake shop, is
sure to reach a more broad audience in such a way that not only your target market
will see, but also a spillover different market segments. Billboards will be placed
along the MRT line, covering few parts of EDSA; also along major highways nearby
Metro Manila
Mall media - preferably an illuminated poster promoting Tous Les Jours in
the same mall it is placed shall be used to gain the attention and interest of mallgoers and shoppers and possibly gain sales from impulse buyers who have seen the
advertisement while shopping. Since malling has become a regular activity for
Filipinos, visiting on an average of 2-3 times per week, the prospects are sure to be
reached by the ads. Mall ads will be placed in strategically in malls catering high-end
brands like Eastwood Mall, Alabang Town Center, Powerplant Mall, TriNoma. Mallgoers in these malls are usually the ones included in our target market.
Internet And Web Advertising

Interstitials will a supplementary medium since interstitials are known to

be more effective more than other kinds of internet and web advertising. Since it is in
a form of a short animation, we are able to induce or present a more composite
message to the market. Interstitials would be 20 seconds or less videos/animations
in health and food websites, and when clicked, the window will be redirected to Tous
Les Jours website which includes all the information about that brand.

C. Media Schedule

Print ads for magazines shall be produced year-round, with distribution of

advertisements in magazines boosting in months December, January, and
February wherein food and wedding conventions are usually held and the

ads provide the market Tous Les Jours as a good gift idea.
Billboards are put up starting August, when students and professionals are
busiest with their work, as a way of reminding them to grab a snack while
finishing their dues.

Illuminated posters in malls are put up during the summer starting in

March up till June, when people dont usually go to cafes and bake shops.

Internet advertisements will be delivered all through-out the year.

VI.

IMC Recommendations

A. Sales Promotion Recommendations

1.

Sales Objectives
To build product awareness of Tous Les Jours by creating an appealing

promotions that will make them interested in the product that will help to raise the
product demand and increase market sales of Tours Les Jours.

2.

Sales Strategies
Our strategy focuses on building a customer based by providing good

customer experience. With the addition of the hope to have customers make the
bakery their one-stop destination. Sales Promotion like discount coupons,
customer loyalty card, premiums and contest or sweepstakes are to be used. Tous
Les Jours bakery discount coupons will provide customers special offers and make
it affordable to enjoy them more often.
Coupon distribution will be distributed through in-store or central location of
the store of all the branches of Tous Les Jours. Another sales promotion to be used
is customer loyalty card which will be use to give discounts to its regular customers
in this way it will help to grow customers sincerity or loyalty with the company.
Loyalty cards can significantly boost the business profits whilst simultaneously
building customer loyalty. The main objective of this loyalty cards is to keep our
customer loyal with the company by offering them discounts and gifts on their
shopping so they may spend more money in their shop. Premiums will also be
used by giving away a free product or merchandise of Tous Les Jours which will

help gain customers awareness of the product. Lastly, we will also utilized the used
of contest or sweepstakes to create a buzz around about Tous Les Jours.
3.

Sales Executions

The following are the sales strategies execution of Tous Les Jours:
Discount sales coupons of Tous Les Jours whch will be given away in the
store or in the central location of the store. These coupons would be worth a 20%
discount on any of their product line breads. This would bring new customers in to
try Tous Les Jours. Maybe they have seen the posters or flyers and have heard by
referrals or word-of- mouth that there bakery has some unique bakery goods and
this gives them the added incentive to try a bread of Tous Les Jours or other items
they offer.
TLJ Customer Loyalty Cards offers their regular customers: Free baked
items with the purchased of five of their baked goods; free items on weekends,
after a certain threshold or consistency of purchases has been achieved; a 25%
discount when purchasing more than Php200.00 of worth items; free one
macaroons with purchase of Php150.00 or more. Contest or Sweepstakes will be
utilized with the used of the social media like Facebook which seasonally, Tours
Les Jours will be having a contest to motivate customers to continuously patronize
or buy their products.
These are the following executions for Premiums and Contest or Sweepstakes:

Gift for the Month! Free Cream Cheese Muffin for Every Php 600 worth of
Purchase & Tous Les Jours Mug for every Php 1,500 worth of Purchase.

Promo Details: Free Cream Chese Muffin & tous les Jours Mug
Promo Valid On: Month of September Only
Participating Branches: Tous Les Jours Branches

Get a chance to win Gift Set by TOUS LES

JOURS!
Details: Win a gift set by Tous Les Jours just
by posting your picture with your friends or
family or group picture with TLJ Cakes.
Read the mechanics for more information.
Mechanics:
Participants must upload their group
picture from Christmas Party, Birthday Party,
Reunion or any group celebration in Tous

Les Jours Facebook Page

Group picture must consists any Tous Les Jours Cakes
Picture must have at least 3 persons and above then tagged their friends that are
included in the picture.
Participants must tag Tous Les Jours Philippines page
Winner will be based on number of Likes and Shares.
1(one) winner will get 1 (one) Small Gift Set.
Winner will be announced on December 22, 2013, 12noon.
Promo Period: Promo contest is valid until December

22,

2013

Branches or Location: Any Tous Les Jours participating stores

Meet our CROQUETTES (Pork and Sausage, Beef Bulgogi, Spicy Chicken Kalbi &
Vegetable) 5+1 Promo for the month of October

Promo Details: 5+1 Promo CROQUETTES (Pork

and Sausage, Beef Bulgogi, Spicy Chicken Kalbi &
Vegetable)
Promo Valid On: October 30, 2013
Participating Branches: All Branches

Win

Christmas Cake from

Tous Les Jours!
Mechanics: Share

and

Like this picture chance

to win a Christmas Cake of

your choice! Winner will

be

December 21, 2013.

announced

on

Buy a dozen of Apple Pie, Sweet Potato Pie, Croissant or Milk Bun and
Get three more of the same item to share
for FREE!

B. Public Relations Recommendations

1.

PR Objectives
To increase and maintain the visibility and public awareness of Tous Les

Jours and to have a good reputation of the product and to gather trust from the
consumer to have loyalty in Tous Les Jours. Through the use of public relations,
the product and the company will establish a good image in the public and even in
the media that the company not only for having business that it is also for making a
good contribution like having a Sponsorship and Cause Marketing.

2.

PR Strategies
Our strategy will be focusing on Sponsorship and Cause Marketing. We

will expand our visibility by participating in and supporting events. In addition to

reaching new customers by sponsoring a certain event, we will also seek to draw
in individuals through Cause Marketing by providing assistance and financial
support to a charitable constitution here in the Philippines.
3.

PR Executions
Sponsorship will be executed, for example by participating in and

supporting Kpop Events such as Kpop Cosplay Con and Kpop Festival. We will
provide free coupons for the certain events and we will also build a sponsor stall
outside the event hall for the attendees to experience the taste of Tous Les Jours
products.
Cause marketing will be executed when the company of Tous Les Jours
will sponsor an event for a cause for example for assistance of a charity the sales
that will be gather for those who buy products of Tous Les Jours will be given to

the charity that the company have an event for. It will be executed when the
product needs to create goodwill and to form a certain image with the customers.

VII. Conclusion
Tours Les Jours anticipates continuing operations into the foreseeable
future, with no plans to exit this market. Instead, as discussed throughout this
plan, the firm plans to increase its presence in the market.