Group 5 – PenshoppeV.Marketing FrameworkThe group aims to develop the “Go Local” thinking in buying Penshoppe products, while stillmaintaining its global market potency. Competitors were playing the globalization conceptby employing International celebrities to model their apparel collection. A few, perhaps, werestill eyeing local models or even mixing them with seasonal international stars. This couldpay off for a while, but sustainability and ethically speaking, the already tarnishing colonialthinking of Filipinos may further grow. With this, the group recommendation centers on going local and going real. Therecommendation targets to fuel further he “Nationalism” thinking of Filipinos – that has beenstarted up through the existence of smaller ”nation-pride” themed apparel companies suchas “Team Manila” and “Manila Sole”. Below explains our recommendation through the Five Ms of Advertisement Framework:Aspects Short Description*Proposed Ads Campaign – Everyday HeroMissionThis refers to thepurpose/objectivebehind advertising.The objectives behindadvertising are variedin character.To promote “being real” and nationalism employingordinary Filipinos from different industries and localendorser as models to promote the new line ofproducts.The everyday hero campaign will personify ordinaryFilipinos who are in their own ways strive to make thenation proud.MoneyThis refers to thefinance provided foradvertising purpose(advertising budget).It means the budgetallocation made bythe company foradvertising.A rough estimate (in pesos):-500,000 for local endorsers (start up models)-100,000 for “Ordinary Filipino” endorsers-500,000 for Start Up photographers and creativepersonnel-10 Million for OOH and in-store/mall posters.-400,000 for Social Media Management/Campaign.-----------------------------------------Total Budget: 11.5 Million pesos running for six monthsand an additional amount of 5 million pesos to replenishcampaign materials from 6thmonth to 1styear.