TABLE OF CONTENTS

Executive Summary
1.0

Introduction

Metro is a departmental store is Singapore and Indonesia. It was founded in 1957 by its chairman, Mr.
Ong Tjoe Kim.The brand has its humble beginnings as a familiar and beloved local brand, serving the
Singaporeans and being very much a part of their lives since it was founded.It has 4 outlets across
Singapore, Metro Paragon, Metro Woodlands, Metro City Square and Metro Centrepoint.
The campaign advertising plan to help to create awareness and to promote their exclusive 5 private
label brands at the mens department to reach out to more male customer base. We hope that we can
change the brand perception of Metro to a more trendy and vibrant hangout place for our target
audience and change the view of how people perceive Metro being an outdated department store
because there are more brands that are popular and great in demand of stylish apparels.

2.0

Situational Analysis
Strengths

Weaknesses

Metro itself has been around for 58 years

(established local brand/strong reputation)
Located conveniently in town
5 exclusive private labels brand only
available in Metro Centrepoints men
section
Premium services for men: Sultans of
Shave

Centrepoint is undergoing construction and

therefore receives less traffic
Brand perception of Metro is outdated and
not trendy
People are not aware about the existence
of 5 private label brands in Metro
Centrepoint
Lack of awareness of Metros men section

Opportunities

Threats

Make use of the 5 private labels to change

the perception that Metro is not trendy
Make use of social media and technology
to publicise Metros men section and its 5
private labels
Make use of the online shopping trend (tap
on the Metro Online Store) to attract male
shoppers and introduce the 5 private labels

Fierce competition from the growing

number of existing and new departmental
stores (Robinsons, TANGS etc.)
Departmental stores are not as popular
and in trend as compared to boutiques and
private labels
Growing number of online shopping
platforms which is a more convenient and
preferred way to shop

3.0

Communication Objectives

Raise awareness of their 5 private label brands in Metro Centrepoint among the men and women
Good quality
Worth to invest on
Better than other clothing brands
Change consumers current perception of Metro (that metro sells clothes that are of good quality) and
entice more male shoppers to shop at their newly-opened Metro Centrepoint mens department
Reach out to these male shoppers through technology and social media, so that metro would have
more customer base

4.0

Target Audience Profile/Consumer Insights

Demographic

Psychographic

Male
35 - 45 years old
Single or Married
Working professionals
Middle to high income
Exploring fashion trends
Love to dress up / Want something
exceptional

Develop their own personal style and

confident in their shopping skills
Willing to spend big for quality or trendy
apparels
More keen towards technology devices
Brand conscious
Has Interest in the latest and trendy items
Values cool design and style , confident
and experience

5.0

Communication Strategy & Key Messages

Key Message:
A Mens Haven - Mens department of Metro Centrepoint, a one-stop shop for all their wardrobe
essentials and for a pampering experience offered by home grown, London-inspired barbers in a
relaxed setting.

The Big Idea:

Unleash Your Style
Due to our consumer insights, we found out that men are actually starting to groom themselves and
they feel that it is a need to take care of their appearance.

Therefore, we want to provide them with a good solution by providing a right choice and finding their
right style. Hence, Metro mens department would be a new hangout place for them to select their
outfits and to groom themselves to find their ideal look.

6.0

Communication Tactics: IMC Toolkit

IMC Tools

Description

Direct Marketing

Updates on YouTube Series on Social Media Platform and Corporate website

Wide range of audience

Target Audience are there
Can be spread around easily
(Fast and Quick)

Corporate website
Highlights of the YouTube Series
Posters
Newspaper & Blogger Review
Public Relations
(Using online,
social media and
media)

Youtube Series (Host: Adrian Pang) Mediacorp Artist

Pitch to Newspapers The Straits Times & Blogger Eric Lim

Outdoor
Advertising

Advertise about the 5 private label on posters with QR codes to attract our
target audience
Advertise on various MRT Stations (Orchard, Somerset and CBD Area Raffles Place and City Hall)

Advertising Media Platforms

Platform

Description

Online

Facebook and Twitter:

Promote the Official YouTube Trailer and the actual series when it
is being released
Blogger (Eric Lim)
Feature story on Metro mens 5 private labels and barber shop

Print

The Straits Times

Promote Metro 5 exclusive private label brands in Metro
Centrepoint
Angle - 5 Formal Outfits for Every Stylish Man
(Lifestyle section)

Outdoor Advertising

MRT Stations (Orchard, Somerset and CBD Area - Raffles Place

and City Hall)
Advertise about the 5 private label on posters and billboards
Posters with QR codes to attract our target audience

Suggestion: Metro Online Store Improvement

Mix & Match Function

While browsing the mens exclusive 5 private labels, consumers are able to mix
and match different pieces of clothing to create outfits (prices of each clothing and the total
price will be shown for convenience)

Outfit combinations can be saved for reference

Alternative outfit combinations will be suggested to them
There will be guides to on what outfit combinations will suite them for various
occasions (i.e. dinner date, casual cocktail party)
Outfit combinations shared through social media can allow male shoppers to enjoy special discounts
through a QR code (15% off second item purchased)
The latest deals and promotion on the 5 private labels will be featured as well

7.0

Budget

We were given a budget of S$20,000 to S$50,000 for the campaign proposal.

Item

Amount

Total

Platform Screen Doors - $6,500

(Min Ad Period: 4 weeks)
Orchard MRT = $6500 x 4 = $26,000
Outdoor Advertising
(MRT Stations - Orchard,
Somerset and CBD Area Raffles Place and City Hall)

Plasma Frame - $1,000

(Min Ad Period: 2 weeks)
Raffles and City Hall MRT - $1000 x 4 =
$4,000

$33,250

Panel - $250
(Min Ad Period: 13 weeks)
Somerset Walkway towards
Somerset@313 and Orchard Gateway
$250 x 13 = $3,250

Hiring of Host from Mediacorp

Fee per episode - $1,600

Fee for 5 episodes - $1,600 x 5 = $8,000
Token of Appreciation for completion of 5
episodes - $250

$8,250

Blogger rate - Eric Lim

Writing a blog post - $4,500

Outfit - $500

$5,000

Free outfit for Contestants:

3 contestants per episode
5 episodes

1 contestant estimate - $200

3 contestants per episode - $600
5 episodes - $600 x 5 = $3,000

$3,000

$100 per episode

5 episodes - $100 x 5 = $500

$500

$100 Metros voucher

(Only for the 5 winners for each
of the YouTube Series and it is
only valid for use in Metro
Centrepoints mens
department)

Total for all is $50,000

8.0

Timeline

Duration: 1 month
(Month of October 2015)
Date

Items

30 September (Wednesday)

Pitch to The Straits Times

Pitch to Blogger, Eric Lim
Posting on social media and corporate website (Publicise
YouTube)
Release of the Official Trailer of the YouTube series

1 October (Thursday)

Put up outdoor advertisement at various MRT stations

(Orchard, Somerset and CBD Area - Raffles Place and City
Hall)

3 October (Saturday)

Release of the YouTube Series (Jo Burton)

10 October (Saturday)

YouTube Series (KIRO)

17 October (Saturday)

YouTube Series (KURT WOODS)

24 October (Saturday)

31 October (Saturday)

YouTube Series (M.MAISON)

YouTube Series (UNIVERSITY CLUB)

9.0

Evaluation

We would be evaluating the success of the campaign by:

Number of people who uses QR Code to get discount at Metro Centrepoint

Through sharepoint from Social Media Platform and Outdoor Advertising

YouTube Series (Episode 1 to 5)

Check out the turnout rate

Word of Mouth
Insights

Appendices:
Sample Poster:

Picture of Location of Outdoor Advertising:

Platform Screen Doors

(Orchard)

Plasma Frame
(Raffles Place, City Hall)

Panel
(Somerset)

References:
1. http://cn.cnstudiodev.com/uploads/document_attachment/attachment/88/mensfashioninterest_final.pdf
2. http://www.futurescopes.com/advice/9417/why-do-men-hate-shoppinghttp://www.retailweek.com/topics/marketing/how-do-men-shop/5033656.article
3. http://www.foodmanufacturing.com/news/2015/02/study-reveals-shopping-habits-male-consumers
4. http://cn.cnstudiodev.com/uploads/document_attachment/attachment/88/mensfashioninterest_final.pdf
5. http://www.smrtmedia.com.sg/Product-Rates/Photo-Gallery/emodule/7311/ecategory/8
6. http://www.smrtmedia.com.sg/Product-Rates/Station/Panel
7. http://www.smrtmedia.com.sg/Product-Rates/Station/Sticker
8. http://www.smrtmedia.com.sg/Product-Rates/Station/Panel