MARKETING PLAN

GRANJ PERFUME SWOT/TOWS ANALYSIS

STRENGHTS-(S
1. High profit margins
2. Ideal gift for different
occasions; birthdays,
Christmas, Valentines, etc.
3. Affordability
4. Ability to sell online
5. Personalized packaging
6. Customer driven
7. Wide consumer target
group

WEAKNESSES-(W)
1. Low brand
recognition
2. Replicas create a
problem to brand
identity
3. Competitors can
offer similar products
quickly

OPPORTUNITIES-(O)
1. Expansion
2. Developing the ecommerce
3. Market location is
flexible
4. Suppliers
5. Focusing on green
initiatives
6. Product diversification

SO - STRATEGIES
1. Maintaining the quality
w/out affecting the price
(S3, S5, O4, O5)
2. The use of internet in
sales advertising (S4, S7,
O1, O2)
3. Allocate the investment
in expanding emerging
market reasonably (S6, S7,
O1, O3)
4. Target events for product
promotion (S2, S6, S7, O1,
O6)

WO STRATEGIES
1. Make use of technology
in building a good
relationship with the
customers and employees
(W1, O2,
2. Promote environment
friendly products by using
natural elements in
making perfumes (W2,
W3, O4, O5)
3. Offer economical line
such as beauty products,
etc. (W1, W3, O1, O5, O6)

THREATS-(T)
1. Tough existing
competition
2. Counterfeiting
3. Alternatives and
substitutes
4. Weak sales outside
Christmas period

ST STRATEGIES
1. Focus on packaging
quality than the product
itself (S2, S5, S6, T1, T3)
2. Develop untapped
markets (S6, S7, T1, T3)
3. Make seasonal offers
such as limited edition, gift
sets, summer perfume and
etc. (S2, S3, S5, S6, T3, T4)

WT STRATEGIES
1. The use of celebrities
for a strong campaign
image (W1, T3)
2. Adapt the counterfeit
protection (W2, W3, T2,
T3)
3. Provide unique service
and innovate products that
enhance customer
relationship (W1, W2, T1,
T4)

Internal

External

PORTERS FIVE FORCES OF COMPETITIVE POSITION

New Market Entrants:
Acqui Swiss Perfume
FM Group Fragrance
The Grass Fragrance

Supplier Power:
Wholesalers of perfume
Perfume bottles and
accessories that are
found in supermarkets,
department store or
divisoria

Competitive Rivalry
The Body Shop
Air Aroma
Scent Station

Buyer Power:
Young adults
Perfume
Addicts/Enthusiasts
General
Events Planner (for
giveaways, gifts, etc.)

Product and Technology

Development:
Fabric Conditioners
(Downy Scent Switcher,
Surf Fabric Cond., etc.)
Homemade perfume
Beauty products

I.

Marketing Plan
1. Products/Services Offered, Pricing, Distribution, Sales Force and Forecast

Product
Our business is into fragrance line made out of organic substances.
We focus more on packaging of our products by customizing it
depending to our consumers tastes. Well give them materials or
accessories such as stickers, ribbons, coloring materials, etc. that
will surely make them satisfied. Well be catering events such as
birthdays, weddings, etc. to use our products as gifts or giveaways.
Place
Our main location is in Mandaluyong City for it was known for being
the Shopping Capital of the Philippines Like other cities in Metro
Manila, Mandaluyong has its own share of commercial strips and a
central business district. Accessibility is among the citys major
advantages, the city is provided with good access roads to and from
adjacent cities in the metropolis. The city is served by one of Metro
Manila's main roads such as the Epifanio de los Santos Avenue
(EDSA), Ortigas Avenue and Shaw Boulevard. Our establishment is
located at 23- E Cordillera St Mandaluyong City. The following major
landmarks are, VRPMC Hospital, SM Megamall, Shaw Blvd Station,
Starmall, California Gardens etc. It is easily accessible and
convenient for our customer because most of our landmarks are
well known for it just a few steps around EDSA. Mandaluyong is also
accessible not just within the place but also in the major cities of

Metro Manila just like Manila, San Juan, Pasig, Makati and Quezon
City.

Price
Our product price range is Php150 up to Php500 for an individual
product. Price may vary depends on the customer design and ideas
that they want. For our packaging price for events is Php3000 up to
Php5000 depends also on the customer wants, this includes the
design and it is consist of 100pcs perfumes.

Promotion
We will use Internet Marketing to advertise our product by creating
our own website and we can use social media networks such as
facebook,

twitter,

instagram,

etc.

to

widen

our

channel

of

promotion. Another reason we cater events is to recommend us by

our existing customers to other/new customers. We can also be the
one to do the arrangements for table centerpiece and such which
uses our product perfume as the main product. However, well
credit an additional cost for the arrangement as well as for the
freight and or transportation costs. If the customer prefers to have a
meet-up in other places, there could be an additional cost if it is far
and a discount if it is near.
Table 3. PROJECTED MONTHLY SALES VOLUME (PRODUCT/SERVICE)

MA
MA
AU
APR
JUN JUL
R
Y
G
n 19/1 43/2 22/1 19/1 23/1 52/1 28/1 23/1
q 1/50 2/50 1/50 1/50 1/50 2/50 1/50 1/50
Q 19/5 86/10 22/5 19/5 23/5 104/5 28/5 23/5
0 FORECAST
0
0 (PRODUCT/SERVICE
0
0
0 - Planned
0
0
Table 5. SALES
Sales
Volume/Sales)
JAN

FEB

SEP

OCT

NOV

DEC

26/1
1/50
26/5
0

25/1
1/50
25/5
0

40/2
2/50
80/10
0

61/3
4/50
244/15
0

YEAR 1

YEAR 2

YEAR 3

Sales Volume (in units)

699/800

793/900

802/800

X Selling Price/unit

150/10,000

150/10,000

150/10,000

TOTAL SALES

104,850/160,000 118,950/180,000 120,300/160,000

Every
month,
we

project
Table 5. SALES FORECAST (PRODUCT/SERVICE - Planned Sales
Volume/Sales)
19
PROJECTED SALES SUMMARY
(PRODUCT/SERVICE
YEAR SCHEDULE
1
YEAR
2
YEAR 3
in units)
Sales Volume (in units)
699/800
793/900 Tot Selli
802/800
M A M
J A S O N
JA FE
DE
al
ng
Total
X Selling
150/10,000
150/10,000
A Price/unit
P A JUN 150/10,000
U U E C O
N
B
C
Unit Pric
Sales
R R Y
L G P T V
s
e
TOTAL SALES
104,850/160,000 118,950/180,000 120,300/160,000
8 2 1 2
2 2 2 2 8
10
24
69 150
19 6/ 2 9 3
8 3 6 5 0/
109,3
4
4/
9/
/
/5 1
/
/
/
/ / / / 1
50/16
/
15
80
10,
0
0 5 5 5
5 5 5 5 0
0,000
50
0
0
000
0 0 0 0
0 0 0 0 0
customers who will purchase our product and each customer is likely to
buy 1 perfume. In our service, a minimum of one (1) customer will
acquire our package set (A) which is equivalent to 50 units of 100ml
perfume inclusive of accessories/materials needed for the design
accustomed to the customers preference.

Every unit of perfume has a retail price of 50ml = Php150, 100ml =

Php200 and 250ml = Php300 while our package (A) composed of 50
units of 100ml perfume with materials/accessories for design that is
totalled to Php10,000. For our first retail annual sales, we presume a
sale of P109,350 and for our package deal, its Php160,000.

TOTA
L
381/16
18/600
699/80
0

Therefore, in our first year, we assumed to sell a total of 1499 units of

perfume with a net sales of Php264,850. In our second year, we project
to sell a total of 1693 units of perfume that is equivalent to
Php298,950 sales, a 11.41% increase of the total sales in our first year
of operation. And in our third year, we forecast to sell a unit of 1,602,
net sales of Php280,300, a 6.24% decrease of the total sales in our
second year of operation.

2. Marketing and Competitive Analysis

a. Market Trends: Supply and Demand Characteristics

Governments

hold

much

sway

over

the

free

markets. Fiscal and monetary policies have a profound effect on the

financial

marketplace.

By

increasing

and

decreasing interest

rates the government and Federal Reserve can effectively slow or

attempt to speed up growth within the country. This is called
monetary policy. If government spending increases or contracts, this
is known as fiscal policy, and can be used to help ease
unemployment and/or stabilize prices. By altering interest rates and
the amount of dollars available on the open market, governments
can change how much investment flows into and out of the country.

Supply and demand for products, currencies and other investments

creates a push-pull dynamic in prices. Prices and rates change as

supply or demand changes. If something is in demand and supply

begins to shrink, prices will rise. If supply increases beyond current
demand, prices will fall. If supply is relatively stable, prices can
fluctuate higher and lower as demand increases or decreases.

b. Competitors Strengths and Weaknesses

AIR AROMA SWOT ANALYSIS

STRENGTHS
WEAKNESSES
1. An Established International
1. Premium pricing
2. Packaging design
Brand
2. Well-known in the Fragrance
Industry
3. Customizes Perfume Scent
OPPORTUNITIES
1. Potential to increase sales
2. Wide range of International
brand clients
3. Varieties of products

THREATS
1. Cut-price promotion
2. Presence of Alternatives

ZEN ZEST SWOT ANALYSIS

STRENGTHS
WEAKNESSES
1. Pricing Strategy
1. Perfumes scent are familiar
2. Known in the Philippine Market 2. Low Brand Recall and
3. Affordability
Awareness

OPPORTUNITIES
1. Potential to increase sales
2. Expansion

1.
2.
3.
4.
5.

THE BODY SHOP

STRENGTHS
Positive Image
Well-known Brand
Single Brand Focus
Good fit with customer
demands
Accessing new customer bases

OPPORTUNITIES
1. Resources widened through
LOral
2. Potential to widen geographic
footprint
3. Developing markets
4. Ethical stance continues to
attracts

THREATS
1. Online perfume sellers
2. Alternatives

SWOT ANALYSIS
WEAKNESSES
1. Segmented Promotiona Activity
2. Lack on innovation in growth
areas
3. Limited reach retail outlets

THREATS
1. LOral backlash
2. Ethical positioning losing its
uniqueness
3. Supply Uncertainties

c. SWOT Analysis

GRANJ SWOT ANALYSIS

STRENGHTS
WEAKNESSES
1. High profit margins
2. Ideal gift for different occasions; 1. Low brand recognition
birthdays, Christmas, Valentines,
2. Replicas create a problem to
etc.
brand identity

3.
4.
5.
6.
7.
1.
2.
3.
4.
5.
6.

Affordability
Ability to sell online
Personalized packaging
Customer driven
Wide consumer target group
OPPORTUNITIES
Expansion
Developing the e-commerce
Market location is flexible
Suppliers
Focusing on green initiatives
Product diversification

3. Competitors can offer similar

products quickly

THREATS
1. Tough existing competition
2. Counterfeiting
3. Alternatives and substitutes
4. Weak sales outside Christmas
period

3. Marketing Strategies
a. Market Penetration
Penetration pricing
The practice of setting an initial price much lower than the
eventual standard price. This can bring new customers into your
store, increasing market share and building customer loyalty.
Internet Marketing
Promoting and selling your services online, using various forms of
online marketing techniques such as banner advertisements,
videos or social media.

Target Market Profile

Demographics:

Psychographics:

Gender: Male and Female

Personality:

Primary Target: Young Adults:

Female 16-25 years old and Male

Self-conscious people.
Perfume lovers and

consumers that ages 15-35 years

collectors.

old.

Lifestyle: Perfume and Fashion

Secondary Target:

Enthusiast

Tweens/Teenagers:
Social Class: Class B and C

b. Growth Strategies
Market Expansion Strategy - Strategy to expand is to have kiosk in
malls to reach customers. A small kiosk wherein we can entertain
customers within their reach, since we need to ask them for the
designs and ideas that they want.
Product Diversification Strategy - The company have perfume for men
and women and would probably expand it with different kinds of
perfumes that are not inspired by a certain kind on known brand.
Market Opportunity Analysis - There are lot of resources where we can
get for our perfume. Philippines have a lot of plants and flowers
wherein we can experiment and explore for our product.
Competitive Market Analysis - There are few perfume customize
offerings but there are lot of perfume brands that are signature and
personal branded.
Market Segmentation Strategy - Segmenting it through gender and age
brackets, creating a Target Market Profile to be able to see the
demographics and psychographics of the target markets.

c. Channels of Distribution
The companys objective is to get suppliers for our raw materials and
sell it through online and have a store. This store is where we can
store, put our inventory, make production and have our transaction to
both our internal and external customers.
The company foresees to expand their market and have their own
kiosk in malls wherein a lot of people come and go.

d. Integrated Marketing Communications

Internet Marketing and Online Advertising

The company will promote their product through online. Internet
is one of the fastest ways to connect and communicate to other
people. Through Internet, it is also cheaper to advertise product
because many netizens or users have social networking sites.
Facebook Page, Twitter and Instagram account is a very helpful
tool to spread that we are offering perfume products. Through
pictures, blogs and posting, we can get through other people.
This will help expand our market nationwide.

PRODUCTION PLAN
Production Process

1. We look out for potential supplier of perfume and bottles that will suit our
budget. After comparing the pricelist, we come up with our own supplier.
(Chemworld Fragrance Shop)

2. After you have found a supplier, look out for potential supplier of design like
stickers, ribbons and other art design.

3. Purchase the art materials that will need to make the perfume.

4. Contact supplier and set an appointment date where you can meet, look and
buy available perfume and bottle.

5. After you have purchased the raw materials, prepare all the materials for
making the product; this includes the perfume from the supplier, perfume
bottles and art materials.

6.

Design

packaging that coordinates well with the customers taste and preferences.

7.

7. Clean the bottle of perfume then pour the selected scent of perfume to the
finished customized packaging perfume bottle.

8. Market your fragrances through advertising in social networking sites. Put

sample designs of the product and information.

9. Gets customers.

Image Source: GOOGLE.COM

Order Process (Online Process)

After placing your order form (See Appendix A) through online, you have to
coordinate with the seller all the process and details of your items. Next is that paying
the desired amount of the product together with delivery charge in any banks or money
grams that are available. Once the payment has been made, coordinate again with the
seller that will show proof that you have paid them the proper amount. The seller will
inform you that they have already sent you the parcel (usually 2-3 days of waiting
depending on the courier) the seller will send the tracking number of your parcel to

ensure the customer that we have sent the items. Now that you have your package, you
can rate us via social media.

Packaging
Perfume is the core product of the business; where in the packaging of the
perfume is customizing depending on what the customer wants. Creativity should be
applied in making designs and styles, through the use of different kinds of art materials
depending on the preference of the customer.

Office Supplies, Equipment and Utilities

Requirements
1. Lease (per year)
2. Kiosk
3. Laptop

Cost
Php11,250.00
25,000.00
Personal Property

Quantity
1 year
1
1
Total:

TOTAL COST
Php135,000.00
25,000.00
Php0.00
Php160,000.00

Delivery
The process of our delivery is through shipping the products nationwide. As part of
our shipping, we consider 2go Express, LBC as our main carrier of the products. The
delivery fee shall be shouldered by the buyer/customer and may process the order fee
through any bank accounts such as BPI, BDO, Cebuana Lhuillier, Western Union and
Palawan Express.

Quality and Safety Measures

To increase the value we give with our customers, we will coordinate with a skilled
chemist to ensure our quality of our perfume.

A. SchematicProcessFlowChart
1. ServiceProcess

Explanation

N
YE

N
Yes
or
Deal.
YE

End
Next
Custom
er.

2. ProductProcess

Start

YE

Explains the package

Customer
asks.
Designing
the perfume
deal
and present
[What
perfume
scent
according
to the
sample
designs.
Customer
fills
and
design
do
you
customers
preference
[Would
you like
to
up
the form
YES
want?]
and order?]
delivery to them.
and pays.

N En

B. WorkAreaLayout

C. DirectRawMaterialRequirements
Table 3. DIRECT RAW MATERIAL REQUIREMENTS
PRODUCT & SERVICE: GRANJ Perfume
DIRECT MATERIALS
NEEDED

Cost Per Unit of

Material

Cost Per Unit to be

Produced

Personal Property

Quantity
Needed Per
Unit to be
Produced
25ml, 50ml,
100ml
N/A

Perfume Solution

P 600 (250ml)

Measuring Cup
Clear Bottle (25ml, 50ml,
100ml)
Stickers

P 15, P 25, P 40

P 15, P 25, P 40

P 2.5

Ribbon (per yard)

P 20 (min. 8
stickers)
P5

P5

Colored Papers

P 20 (10pcs.)

P2

P 60, P 120, P 240

N/A

DIRECT MATERIAL COST PER UNIT

P84.5, P 154.5, P
289.5