MARKETING ASPECT

1. Market Overview

The clothing industry is said to be the largest market in the fashion industry. In the old

days, jackets were used solely for cold weather clothing. People may think that it’s hardly ever in

this tropical country to wear one, unless we’re in freezing temperatures like offices, schools,

cinemas, air-conditioned taxis or bus. In this day and age, the concept of jacket isn’t what it used

it to be. It has evolved and has adapted to all types of fabric, design and feels. Some people wear

jacket for a number of wide reasons: to add a visual authority, to create an illusion or to add

visual interest to an outfit.

The choice for jackets remains the same, but the trends come and go. The customer taste

may in one way or another be influenced with how the trends are fast paced changing especially

for aesthetics. The colour, material, texture, theme and detail matter when it comes to fashion.

Several clothing lines offer jackets in their collection. Big players like Uniqlo has a

strong brand identity, because of their knits and quality fabrics, however the cold weather

clothing may be critical for this tropical country. The smaller scale of businesses like boutiques

and online shops are now dominating the market too. The social media for example has been

changing the way businesses sell their product. The trend nowadays includes shopping at the

comfort of your home.

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2. Porter’s Five Industry Forces: Fashion Retail Industry

Threat of Substitute
(HIGH)

Bargaining Power Of Bargaining Power of

Competitive Rivalry
Suppliers Consumers
(INTENSE)
(WEAK) (STRONG)

Threat of New Entrants

(LOW)

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  Competitive Rivalry – INTENSE

There is an intense rivalry in the industry because of the large number of business that is

competing offering similar products. Most players are big brands that use customer loyalty and

quality to their advantage. Also, fashion is fast changing so adapting is a must in this type of

industry. Top leading brands have strong brand equity which allows them to control prices. This

also makes it hard for new comers to establish because customers value brand and quality at the

same time. Promotion is the key to compete in the business.

 Threat of Substitute – HIGH

Since clothing is a primary necessity, the threat of substitute is low. The product of the industry

cannot be substituted. Although there are no substitutes, the variety of the product is wide which

made the competition among players is intense. Branded clothing can be substituted easily by

cheaper and identical versions of it. For those who cannot afford designer clothes, there are many

substitutes that are available at a lower price. Looking fashionable does not mean one should

spend much.

 Threat of New Entrants – LOW

The threat of new entrants is low in the industry, because the population is saturated by popular

and generic brands plus stand-alone businesses for tailored clothes. Opportunity in the industry is

thin because of the strong competition. To be successful, one must be aware of the changes and

use it to find ways to be innovative and unique. Also, investments to infrastructure,

marketing/promotion, distribution and human resource are significant barriers to enter.

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  Bargaining Power Of Suppliers – WEAK

Suppliers do not have the power to establish prices against business retailers. Brand companies

have the purchasing power because there are many suppliers of clothing. This allows them to

switch from one supplier to another if their current providers cannot comply with the standards

they set.

 Bargaining Power of Consumers – STRONG

Consumers are well informed through different types of media nowadays which give them the

advantage in choosing prices. Buyers can select from different alternatives and can effortlessly

shift between several brands prevailing and available in the market. The number of competitors

provide customers a wide number of options. Players must find ways to attract and retain

customers and the best way to compete is through marketing. They utilize technology to their

advantage to easily engage and connect to their target segment customers.

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3. Competitor’s analysis

1. Direct competitors

 Uniqlo. Founded in Horishima, Japan, in 1984, Uniqlo has not only been a clothing

giant in Asia, but also been the leading clothing chain with more than 1,900 in different

places in the world. It is no surprise that the Filipinos enjoy every piece of clothing from

this brand due to its quality products. Although the brand offers a wide range of apparel,

Uniqlo has a strong brand identity when it comes to jackets due to a different selection of

comfortable and trendy products with innovative functionalities.

2. Indirect Competitor

 Adidas Originals. Adidas is home to the sportswear apparel all over the world. Adidas

has been continuously winning the heart of Filipinos by inviting NBA legends to visit the

country. With the country’s love for Basketball, Adidas remains the leading sportswear

brand over the years. The The end clothing line has been a trend setter with street style

fashion. The Filipinos have embraced every bits of Adidas and due to the strong brand

identity, they would even pay for a single jacket that costs around 6,000 and above.

 Penshoppe. Penshoppe started off as a small backyard business of graphic t-shirts in

Cebu in the late 1986. 31 years later, Penshoppe has evolved into a lifestyle brand that is

currently preparing to enter the global market. Penshoppe, in its aim to be globally

competitive, has been continuously getting brand recognition due to the number of

foreign internationals that endorses the clothing line. Jackets, as a selection from the

clothing line, has been always trendy and fashionable.

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  Bench. Bench is a small store selling men’s t-shirts in 1987. It became a pioneer in using

celebrity endorsers in television and print advertisements that led them to grow at an

unparalleled rate. Bench became number one store of men’s apparel and had grown to

include ladies’ line, underwear, fragrances, house wares, foot wares and a wide variety of

other lifestyle products. Bench became virtually present in every retail space in the

Philippines.

 CPM Matrix

Jack & Uniqlo Penshoppe Bench

Pack
Weighte

Weighte

Weighte

Weighte
Average

Average

Average

Average
Weights

Factors
Rating

Rating

Rating

Rating
d

d
Brand Name 0.2 1 0.2 4 0.8 3 0.6 3 0.6
Product Quality 0.25 2 0.5 4 1 2 0.5 2 0.5
Price Competitiveness 0.2 2 0.4 2 0.4 3 0.6 2 0.4
Promotional Activity 0.05 1 0.05 3 0.15 3 0.15 2 0.1
Distribution Channel 0.2 1 0.2 1 0.2 3 0.6 2 0.4
Customer Service 0.1 2 0.2 2 0.2 1 0.1 1 0.1
Total 1 9 1.55 16 2.75 15 2.55 12 2.1

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 OPPORTUNITIES THREAT
1. No identical product 1. Summer season sales
in the local market 2. Brand loyalty to other
2. Changing media competitors
trends 3. Increasing inflation
3. Rainy season rate
4. Shift in consumer 4. No patent right
taste
5. Growing % on family
expenditure for
clothing

4. TOWS Analysis

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 STRENGHTS SO strategies
1. Unique product
functionality
2. Online selling
position
3. Low cost structure
4. Strategic store
location
WO strategies
1. Use social media to 1. Reach out to
promote product and untapped market
to connect to through different
audience for free market place
2. Offer different
selection of products
with unique
functionalities to the
market

WEAKNESS ST strategies WT strategies

1. Limited product mix
2. Limited distribution
channel
3. Long production time
1. Offer limited edition 1. Decrease competition
designs to counteract by offering different
the dry season product types
2. Benchmark with the
key competitors

The TOWS analysis tool will be used to assess the internal and external conditions that the

company may take leverage on the product. In this analysis, the company has resorted to six

action plans that will be taken into consideration in current and future plan. The table below

summarizes the analysis:

6. Demand and Supply Analysis

A. Demand Study

a. Historical Demand Data

With consumer spending as a key economic growth driver of the Philippine economy, the

historical demand for clothing and footwear has remained elastic with the rise and fall of GDP.

As the GDP continue to rise in 2012, the trends, from the publication entitled “Philippine and

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Figures” by Philippine Statistics Authority, on total family expenditures revealed that spending

on clothing and footwear rose by 2.2% to 2.4% from 2009 to 2012.

However in 2014, the GDP slowed down which led the percentage of family expenditures on

clothing and footwear remain constant by 2015. The trend on GDP has affected the historical

growth on clothing and footwear industry. Holding everything else constant, with clothing and

footwear as a basic necessity, as long as the population and GDP grow, the demand for clothing

grows too.

b. Projected Demand Data

YEAR POPULATION

89575
2018
90731
2019
91902
2020

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 The population will be used as a key determinant of in 93087
2021
analyzing consumer demand. While it is not conclusive
94288
2022
that the whole population will be used as a market

demand determinant, the presumption is that the actual market correlates to the demand of the

product. The data for the past years census from Philippine Statistics Authority shows that the

population for the district of Malate went from 78,132 for the year 2007 and then 86,196 for

the year 2015. The projection shows that on the average, it grew for about for 1.1% over the

past 8 years. The average growth rate for the past year will be used for the projection in the next

5 years starting 2016.

B. Supply Study

a. Supply Data

Jackets are essential that most clothing lines in the YEAR POPULATION

country produce one. Most jackets employed are

2018 59,120
manufactured to trends in style. However, the current
2019 59,882
situation of suppliers of convertible jacket is relatively

few to none. To this day, convertible jackets are only 2020 60,655

available internationally. This gives the company an edge 2021 61,437

over local participants. For the purpose of this study, the

2022 62,230
data used as supply will be the number of participants that

have a current brand preference. The current and projected supply will be based on the portion of

the sample size that is controlled by the key players in the industry. As a result, 66% of the

respondents already have a current brand preference in terms of the buying a jacket. The

resulting percentage will be multiplied to the projected demand to get the supply per year.

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 b. Historical Supply

In the Annual Survey of Philippine Business and Industry (ASPBI) - Manufacturing Sector for

Establishment with TE 20 and Over, the manufacturers of wearing apparel, excluding for fur, has

been declining over the years. By 2013, the industry followed a share of 8.3% or nearly 533

establishments, but continuously dropped at 7.8% with over 498 establishments by 2015. The

decline in the number of establishments gives a good reason to penetrate the market due to the

gap that increasing market gap in the local supply.

C. Sales Forecast

The table below shows the graphical representation of the demand and supply over the years.

Demand
100,000
Axis Title

95,000

90,000 Malate, Manila

85,000
2018 2019 2020 2021 2022

Supply
70,000
65,000
Axis Title

60,000
Malate, Manila
55,000
50,000
2018 2019 2020 2021 2022

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In forecasting the annual demand over the next five years, the proponents will be filtering the

market deficiency or gap by considering the percentage of the target age bracket of 15-49 over

the total population, the percentage of potential buyers, and the target market share for each

YEAR DEMAND SUPPLY GAP TARGET WILLING TARGET ANNUAL

AGE TO BUY MARKET DEMAND
BRACKET SHARE
2018 89575 52,849 36,726 0.48 0.89 0.1 1569

2019 90731 53,531 37,200 0.48 0.89 0.12 1907

2020 91902 54,222 37,680 0.48 0.89 0.14 2254

2021 93087 54,921 38,166 0.48 0.89 0.16 2609

2022 94288 55,630 38,658 0.48 0.89 0.18 2973

period. The resulting data are as follows:

7. Market Research

a. Procedure in Conducting Market Research

The proponents applied Slovin’s formula in conducting a market research due to the lack

of information with the population’s behaviour. The proponents used Malate Manila’s

projected population size of 87,308 with a 7% margin of error to get the sample size. In this

sampling technique, the proponents conducted a survey to 204 participants in the area. The

proponent’s aim in this survey is to determine the product’s potential in the market, market

value, customer’s profile, the competitors, and the proportion of consumers that is controlled

by a specific brand. In conducting a survey, the proponents provided questionnaires through

personal and online interaction with the respondents.

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b. Respondents’ Profile;

In determining the appropriate respondent, the proponents have considered the personal

characteristics such as: age bracket, occupation, income, preference and/or taste in a

particular product. For this study, 204 participants have been examined and used for the

projection for the whole population.

a. Market area: In this study, the proponents targeted the district of Malate, Manila.. Malate is

the 5th district of Manila with over 57 barangay from Zone 75 to 90 and barangays 688 til

744.

b. Age bracket: The age of the respondents is one of the important characteristics to consider

in due to the level of maturity and relevance of a respondent in a particular situation. In the

survey conducted, the proponents have targeted the age bracket 15-49 years old because it is

in this age when a person becomes exposed to the trends and style that is particularly

convenient for them.

c. Working status: A person’s current working status plays a role in determining his or her

attitude towards his spending behaviour.

d. Income/allowance The income and/or allowance of an individual determines the target

working class of the individuals that are willing to purchase a particular product. The

proponents, therefore in this study has considered the expense ans

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c. Sample Survey Instrument

1. In what age bracket are you in? Employed (proceed to #3)

Self Employed (proceed to #3)
Below 13 Unemployed (proceed to #4)
13-19 Student (proceed to #4)
20-29
30-39 3. What is your monthly income?
40-49 Below ₱15,000
50 above ₱ 15,000 to 19,999
₱ 20,000 to 24,999
2. What is your current working status? ₱ 25,000 to 29,999

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 ₱ 30,000 and above 8. Which of the following brands do
you prefer when buying jackets?
4. What is your monthly allowance? Adidas
Below ₱5,000 Reebok
₱ 5,000 to 9,999 Nike
₱ 10,000 to 14,999 Bench
₱ 15,000 to 19,999 Penshoppe
₱ 20,000 and above Uniqlo
Others________
5. Where do youbuy jacket? (Check all
applicable.) 9. Do you experience inconvenience
Department Stores when you take off your jacket for a while?
Boutique Shops (Example: When the jacket is consuming
Tiangges/Bazaars space in your bag or too hassle to carry when
Online shops the weather is inappropriate.)
Thrift Shops/Ukay-ukay Yes
Others ____________ No

10. Will you consider buying a jacket

6. Which of the following factors do that is convertible into bag?
you consider when purchasing a jacket? Yes
(Rate 1-6, 1 being the highest) No (Do not continue)
Aesthetics
Affordability 11. If yes, how much are you willing to
Brand pay for it?
Comfort Below ₱ 1,000
Functionality ₱ 1,000 to ₱ 1,499
o Quality ₱ 1,500 to ₱ 1,999
₱ 2,000 to ₱ 2,499
7. Do you have a preferred brand when ₱ 2,500 above
buying jackets?
Yes (proceed to 9)
None (proceed to 10)

e. Survey Results and Analysis

AGE GROUP

15-19 37

20-29 76

30-39 69

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40-49 22

1. Age group

The data from the table shows that from the total
number of 204 respondents, 37% age from 20-29
years old, 34% from 30-39 years old, age from 18%
years old, 11% age from 40-49 years old.

WORKING STATUS 2. Working status

Employed 111 The data from the table shows that from the total
number of 204 respondents, 52% are employed,
Self employed 28 19% are students, 14% are self employed, 13% are
unemployed.
Unemployed 26

Student 39

3. For employees & self employed: monthly

MONTHLY INCOME
income
Below ₱ 15,000 7 The data from the table shows that from the total
number of 139 respondents, 45% has a monthly
₱ 15,000 to 19,999 11
income of ₱30,000 above, 26% has a monthly
₱ 20,000 to 24,999 36 income between ₱ 25,000 to 29,999, 17% has a
monthly income between ₱ 25,000 to 29,999 8%
₱ 25,000 to 29,999 23 has a monthly income between ₱ 15,000 to 19,999,
5% has a monthly of below ₱ 15,000.
₱30,000 above 62

MONTHLY ALLOWANCE

Below ₱ 1,000 0

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₱ 1,000 to ₱ 1,499 8 4. For unemployed 0& students: monthly
allowance
₱ 1,500 to ₱ 1,999 17
The data from the table shows that from the total number of
₱ 2,000 to ₱ 2,499 34 65 respondents, 52% has a monthly allowance of ₱ 2,000 to
2,499, 26% has a monthly allowance between ₱ ₱ 1,500 to ₱
₱ 2,500 above 6 1,999, 12% has a monthly allowance between₱ 1,000 to ₱
1,499, 9% has a monthly allowance of ₱ 1,000 to ₱ 1,499.

DISTRIBUTION
5. Store location
Department store 78 The data from the table shows that from the total number of
65 respondents, 44% buys from a department store, 22& buys
Boutique 23
from an online shop, 14% buys from a bazaar, as a monthly
Tiangge 39 allowance between ₱ ₱ 1,500 to ₱ 1,999, 12% has a monthly
allowance between₱ 1,000 to ₱ 1,499, 9% has a monthly
Online shop 34 allowance of ₱ 1,000 to ₱ 1,499.

Thrift shop/ukay 26
6. Preference in buying
CONSUMER TASTE
The data from the table shows that from the total number of 65
Affordability 2 respondents, 52% has a monthly allowance of ₱ 2,000 to
2,499, 26% has a monthly allowance between ₱ ₱ 1,500 to ₱
Aesthetics 6 1,999, 12% has a monthly allowance between₱ 1,000 to ₱
1,499, 9% has a monthly allowance of ₱ 1,000 to ₱ 1,499
Brand 5

Comfort 1

Functionality 3

Quality 4
7. Brand Loyalty
BRAND LOYALTY The data from the table shows that from the total number of
204 respondents, 66% has a brand preference in choosing the
Yes 135 product, 34% answered none.
No 69

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BRAND PREFERENCE
8. Brand Preference
Adidas 16
The data from the table shows that from the total number of 65
respondents 54% buys from Uniqlo,
Bench 44

Penshoppe 42

Nike 13

Uniqlo 46

Reebok 39

Others 4

EXPERIENCING 9. Experiencing inconvenience

INCONVENIENCE
The data from the table shows that from the total number of
Yes 149 204 respondents, 73% experience inconvenience in using a
common jacket, 27% does not.
No 55

CONSIDER BUYING
10. Consider buying
Yes 182
The data from the table shows that from the total number of
204 respondents, 89% answered that they will consider
No 22
buying the proposed product, 11% will not.

WILLING TO PAY AT PRICE LEVEL

11. Willing to pay at price
₱ 1,000 to ₱ 1,499 136 level

The data from the table shows that from the total
₱ 1,500 to ₱ 1,999 37 number of 182 respondents, 82% answered that they
are will buy at ₱ 1,000 to ₱ 1,499, 3% will buy at ₱
₱ 2,000 to ₱ 2,499 3
2,500 and above, 2% will buy at ₱ 2,000 to ₱ 2,499.
₱ 2,500 6

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 8. Product

a. Brand Name and Logo

Jack & Pack was brought by the creative efforts of five individuals who wish to offer a

unique and stylish jacket that is useful and convenient for the local weather. The brand

name was inspired by two main features; first is “Jack” from the outerwear which is

jacket. A jacket is a basic necessity that is useful and convenient for cold and rainy

weather; and “Pack” because of the functionality that converts jacket into a bag. With our

product, a piece of clothing such as jacket can also be useful in storing everyday

necessities.

Jack & Pack’s logo is inspired by the initials J&P which is shaped as infinity because the

company aspires to grow continuously and to provide limitless innovative styles in our

modern day clothing. The accent and shade of blue signifies the depth of the functionality

and confidence a product can offer to users.

Unique Selling Proposition:

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 “Wear anytime, use anywhere at your convenience.”

Jackets are just as essential as any piece of clothing, but in a tropical country like ours, a

one size fits all jacket may not be the best solution. Experiences say that the major

problem of wearing a jacket is due to the sudden drop in temperature and one has to deal

with soaking in sweat and going though the hassle of keeping it when taken off. Some

resort to wrapping the jacket around the waist and some just have to deal with the jacket

taking up space when kept inside the bag. With Jack & Pack, there is no need to worry

about these inconveniences because the product provides options for outerwear to keep

your warm during chilly temperatures and use as bag when it’s a hot summer weather. In

just a few folds, comfort is still in your hands.

Packaging

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 The product will be sold on a per piece basis. In addition to the product, a low cost printed

clothing label will be used with the logo and care instruction intact. We believe that as part of

the packaging, we value the communication of content

instruction and brand identification as an essential part

of our end product.

Aside from the clothing label, an eco friendly bag will

be used as a shopping bag for the items sold. The choice

of eco bag is part of the marketing strategies for brand identification since this type of bag is

reusable and durable for a long time use.

9. Pricing

a. Pricing Strategy:

A company’s pricing strategy can either make or break a company’s profit. Careful

planning has been made to determine the pricing strategy that is applicable for the

product. Factors such as production cost, competitor’s offering and customer base was

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 used to set up the price. For Jack & Pack, the proponents will be using a cost based

pricing and psychological pricing

The company will be employing a cost based strategy by setting up a growing mark up

over the years. However for the first year, the company will use an introductory price to

attract a number of customers. From the second year until fifth year, the selling price will

be on cost based pricing which is enough to cover up the manufacturing cost, general and

administrative expense, and even the increase due to inflation for the next 4 years.

Year 1 Year 2 Year 3 Year 4 Year 5

Selling price ₱ 1199 ₱ 1274 ₱ 1274 ₱ 1274 ₱ 1274

Cost ₱ 930.72 ₱ 894.90 ₱ 898.12 ₱ 830.98 ₱ 834.34

GP Ratio(rounded off) 22% 30% 30% 35% 35%

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 b. Comparative Pricing Materials

BRAND Product type Price range

P999-3,500
 Denim Jacket
 Cotton Jacket
 Parka Jacket
 Bomber jacket
 Leather Jacket
 Functional Jacket

 Denim Jacket
 Cotton Jacket P999-1,500
 Bomber jacket
 Leather Jacket

 Denim Jacket
 Cotton Jacket
 Parka Jacket P999-1,500
 Bomber jacket
 Leather Jacket

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 10. Place

a. Distribution Strategy

The distribution strategy that will be employed is through direct distribution. Once the goods

are manufactured, the product will be sent directly to the store to reach out the customers.

Since the business is at its start up, it is in our best interest that the company has direct

control over its outlets to maintain its consistency in delivering the brand to customers. This

will also eliminate the cost of middlemen or distributor’s commission, thus increasing the

profitability. In choosing the store location, the company positioned their physical store along

Taft Avenue in the district of Malate, Manila.. Another medium that we will employ will be

through the online marketplace and social media sites. Making use of online websites like

Shopee, Carousel, Facebook, and Instagram can introduce the products to a wider market and

can be easily accessible by the consumers. Although buying at the comfort of your home is a

growing trend, customers are still fond of buying in the mall, probably due to the customary

buying pattern. For the future plan of the company, the company will be putting up kiosk in

the mall all over Metro Manila. When the company is fully known, a website owned by the

company where consumers can directly purchase Jack and Pack products will be created and

the company will expand to other locations in Metro Manila and other parts of Luzon.

b. Channels and Distribution

For consumers who prefer to physically examine the product before purchasing, a store

located along Taft Avenue in front of De la Salle University will be available for them. It is a

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 commercial space located on the ground floor of Manila Residences Tower 2 thus making it

more accessible to customers. The store is located near universities like Arellano University,

De La Salle University, College of St. Benilde and St. Scholastica. It is also near Vito Cruz

station of LRT-1 making it accessible to consumers who commute via LRT-1.

On the other hand, consumers who prefer the convenience of shopping at the comfort of their

home can purchase Jack and Pack products through online platforms shopping apps and

social media sites. With the online marketplace, the company will be using Shopee and

Carousel since these online mediums require zero initial and commission fees. This will be

cost effective on the part of the seller. With the large customer base of websites like Shopee

and Carousel, Jack and Pack products can be discovered by potential customers. Thus, the

goal of the company is to become a Shopee Preferred Seller to be able to appear at the top of

the search results. With social media sites, the company will create an account on all

Facebook and Instagram to constantly update the consumers of the latest products and

promotions through these websites.

Delivery will be less complicated with Shopee since they have their own delivery services

that offer cash on delivery and over the counter payments for banks or payment centers.

However, consumers who will purchase online through Carousel, Instagram, and Facebook

will purchase directly from the company. For this purpose, the company will make use of a

well trusted courier like Lbc.

11. Promotion

A. Sales and Promotional Program Budget

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 Sales promotions are the best way to persuade potential customers to buy a certain

product/service.

a. Pre-opening promotions

The aim of this promotion is to attract buyers by raising the awareness of the market

with the product. Prior to the commencement of the business, the proponents will

start promoting the products st in marketing our products as early as before the

launching of our business and our physical store. We will start promoting our

products at least two months before the commencement of the business. Since we our

new in the industry, market penetration is not easy. We will be particular in

advertising our products online.

1. Vouchers on first five customers

2. Introductory price sale

b. Holiday promos

During the holidays, especially during the Christmas season, when our product will

be mostly beneficial, we will be conducting holiday sales. Information on flash sales

during holidays will be available on our official pages in social media sites.

1. Giveaways

2. Flash sales at Discounted prices

c. Summer sale

During summer, it is more often not that people will ever think of purchasing a jacket.

In this manner, the company aims to make attract consumers in such a dry season.

Flash sale and limited edition pieces will be offered in this season.

1. Flash sales at Discounted prices

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 2. Limited edition designs

B. Advertising Program and Budget

a. Tarpaulins/Banners and Flyers

During the opening of the store, we will be posting tarpaulins near the location of our

physical store. We will also be putting banners to produce a welcoming vibe to

passersby. There will be flyers that will be handed out to introduce and promote the

products. We will put the distinguishing features of our products in leaflets to attract

customers.

b. Social media sites

During the Pre-operating promotions, we will create accounts in well-known social

media sites particularly Facebook and Instagram. This will enable us to advertise

online and to connect to our prospective buyers. We will be posting our latest items

available so that customers are always updated in “what’s new” and “what’s hot”.

c. Online shopping websites

We will also be releasing our products in cost-free online shopping websites mainly

in Zalora, Shopee and Carousel. This will allow potential customers from other

locations that cannot easily access our physical store to check out and to buy items

hassle-free.

d. Conversational marketing

One of the trends these days is to advertise through sponsorships in Instagram and

Youtube. Blogging/vlogging has been a trend these days and this could become a

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 good platform to connect with the audience in terms of experience and use of a

certain product. We will be selecting out bloggers that could best make a review

about a product in terms of their preference and style. It usually only cost a product to

reach out small bloggers. However for big bloggers, a fee is usually quoted depending

on the blogger.

C. Public Relations Program and Budget

i. Bazaars & Trade Fairs

To easily introduce our products to the public, we will also participate to trade fair

shows. We will most likely to enter in Manila Fame, a trade show which happens

twice a year in World Trade Center and World Bazaar Festival, also in World Trade

Center which happens every December. These trade shows are not only for profit but

also for raising money for charities.

Marketing Expenses in Philippine Peso (₱)

Preoperating expense:  Leaflets 500

 Opening banner 500
 Teaser tarpaulin1.5k
 Teaser video shoot 3k

Yearly marketing expense:  Production video – 1.5k

 Product shoot --- 1k
 Facebook advertisement -- 10k (15
days, 4-6k audience, 12 months)
 Sponsorship- youtube bloggers and
instagram blog - 8k
 Bazaar & trade fair 24k (2k per day x 4
days x 3 times)
 Yearly giveaways – 3k
 Seasonal store display – 3k

`
Market Risks

Marketing is a hefty investment that has uncertainty with the actual pay off. Investments such as

time, effort and money may flop with the wrong action plan. Thus, careful planning and

examination has been taken into consideration in laying out the plans for the business. Every

year, the company will be evaluating every marketing investment to determine its impact the

business. The risk involved with changing customer trend will also beThe company will make

sure to turn the risk of lagging behind innovations as opportunities to stay competitive in the

market.

`
Reference:

Source: https://totalimageconsultants.com/blog/2011/12/02/5-reasons-to-wear-a-jacket/

Source: http://www.image-label-systems.com/blog/posts/2014/why-care-and-content-clothing-

labels-are-essential-to-your-brand.aspx)

https://www.dotproperty.com.ph/1-bedroom-retail-space-for-rent-near-lrt-1-vito-

cruz_2201690?utm_medium=cpc&utm_source=mitula

https://wellsfargoworks.com/marketing-center/article/direct-vs-indirect-distribution-channels

https://www.marketing91.com/distribution-strategies/

http://smallbusiness.chron.com/direct-channel-distribution-42213.html

(1) https://10times.com/manila-fame-international

`
(1) https://10times.com/world-bazaar-festival

https://psa.gov.ph/content/2015-annual-survey-philippine-business-and-industry-aspbi-
manufacturing-sector-establishment

(https://psa.gov.ph/content/2014-annual-survey-philippine-business-and-industry-aspbi-

manufacturing-sector)

Read more: http://business.inquirer.net/57551/local-clothing-brand-stands-up-to-

foreign-labels#ixzz51YgFST2j

Follow us: @inquirerdotnet on Twitter | inquirerdotnet on Facebook

https://simplicable.com/new/marketing-risk