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MARKETING
PLAN
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Marketing Plan
A. Product/Service to SellI. Benefits, Features and Advantages
Our product is a canvas bag. It is eco-friendly, fashionable and can be custom designed.
Not only is canvas a renewable resource, but the bags are biodegradable and sturdy enough to
stand up to years of use. With global warming emerging as an everyday anxiety, designers andconsumers alike latched on to the reusable tote as a tangible step they could take to help the
environment. Reusing canvas bags could reduceand eventually eliminatethe billions of
plastic bags that are discarded every year.
B. Target Market
I. Area CoverageOur area coverage is all over the Philippines with the total population of 92,337,852 as of
May 1, 2010 according to National Statistics Office.
1. Market Description
Since most of the cities in the Philippines are Plastic-free, these customized Canvas bag
will surely be a trend because of its fashionable designs. Furthermore, it will suit most people
especially the environmentalist type of persons. It can be used by both genders because of itsbackpack style.
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2. Target Market Profile
Our target market includes toddlers, teen agers and mothers. Ages between 5-25 yrs old that
belongs to class B and C because they are more practical and budget conscious.
II. ConsumerAges between 5 -25 years old that belongs to B and C class because they are more
practical and budget conscious. And also teen agers belongs to the B and C class has an enough
allowances in buying products for their needs. Teen agers who wants convenient and fashionable
design canvas bag that they can bring anywhere especially in schools. Mothers who want an
affordable eco-friendly bag.
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1. Consumer Buying Behaviour
C. Demand and Supply Analysis
i. Historical Demand (Five Years)
YEAR PER DAY PER WEEK PER MONTH PER YEAR
20083 21 93 1,116
2009 6 47 186 2,232
2010 9 63 279 3,348
Products:
Should be made from aneco-friendly material
and has attractivedesign.
Price:
Affordable
Price is associated withquality
Place:
Accessibility andConveniency
Promotion:
Should use marketingtools that will
communicate theproduct's features,
benefits and advantages
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2011 12 84 372 4,464
2012 15 105 465 5,580
The figure above shows the historical demand of canvas bag in the Philippines. . The demand
increases as the year goes by
ii. Projected Demand (Five Years)
YEARPER DAY PER WEEK PER MONTH PER YEAR
201320 140 620 7,440
201430 210 930 11,160
201540 280 1,240 14,880
201650 350 1,240 14,880
201760 420 1,860 22,320
Table shows the projected demand of canvas bags for five years. It shows that as there is
an increase in demand as the year increases.
0
2,000
4,000
6,000
2008 2009 2010 2011 2012
3 6 9 12 15
21 47 63 84 105
93 186 279 372465
1,116
232
3,348
4,464
5,580
Per Day Per Week Per Month Per Year
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The figure above shows the historical demand of canvas bags in the Philippines. . The demand
increases as the year goes by
iv. Projected Supply (Five Years)
YEAR PER DAY PER WEEK PER MONTH PER YEAR
2013 200 1,400 6,200 74,400
2014 220 1540 6820 81,840
2015 240 1,680 7,440 89,280
2016 260 1,820 8.060 96,720
2017 280 1,960 8,680 104,160
0
10,000
20,000
30,000
2013 2014 2015 2016 2017
20 30 40 50 60
140 210 280 350 420
620 930 1,240 1,240 1,860
7,440
11,16014,880 14,880
22,320
Per Day Per Week Per Month Per Year
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The figure above shows the historical supply curve of canvas bag in the Philippines.
D. Market Researchi. Procedure in Conducting Market Research
We asked 50 respondents from College of Saint Benilde students to answer our questionnaire.
ii. Respondents Profile
Our respondents are students from College of Saint Benilde ages 1527 years old. 64% of the
respondents are female and 44% are male.
0
50,000
100,000
150,000
200,000
2013 2014 2015 2016 2017
250 300 350 400 450
1750 2,100 2450 2,800 3,150
7,000 8,400 9,800 11,200 12,600
84,000100,800
117,600134,400
151,200
Per Day Per Week Per Month Per Year
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44%
56%
Sex
Male
Female
8%
68%
24%
Age
15-20 yrs. Old
21-25 yrs. Old
26-30 yrs. Old
iii. Survey Results and Analysis
The graph shown above that 56% of the respondents are female while the remaining 44%
are male.
68% of the total respondents are ages 2125 years old while 24% of them are 26 30 years old
and the remaining 8% are 1520 years old.
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38%
16%2%
44%
How do you find out the latest products
in the market?
Online
Brochure
Periodical
Advertisements
26%
20%
24%
30%
What kind of design do you prefer?
Vector
Cartoon/Anime
Abstract
Classic
The graph shown above that 44% of the respondents find out the latest products throughadvertisements. While 38% of them said online. Only 16% said brochure and 2% periodical.
The graph above shown that 44% of the respondents said that through advertisements they findout the latest products in the market and 38% said they find it online. 16% of the students saidfind out through brochure and the remaining 2% said periodical. We found out that the most
effective way to advertise a product is through advertisements. 30% of the respondents prefer to
have classic design while only 26% wanted vector design. We found out that Abstract and
cartoon design are not that in demand for our respondents.
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10%
24%
28%
38%
If yes, how often do you use canvas bag?
Everyday
Once a week
Once a month
Others
73%
How much would you pay for a canvas
bag?
100
200
300
400
11
13
2%
The graph above shown that only 10% of the respondents uses canvas bag everyday while 28%
said that they only use canvas bag once a month. 24% uses canvas bag once a week and 38%
rarely uses a canvas bag.
The graph above shown that 73% of the respondents are willing to pay for 400php per canvas
bag. While the remaining would pay for a lower cost.
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120%
Where would you prefer to purchase/claim
your iterm?
Mall/Store
Mail/Delivery
Meet - up
Others
The graph above shown that respondents would prefer to purchase their item in other way while
others still would want to claim their items at mall, thru delivery and meet up.
E. Projected Sales
i. Per Month in a Year
January 10,000
February 10,000
March 5,000
April 10,000
May 20,000
June 15,000
July 10,000
August 5,000
September 3,000
October 4,000
November 10,000
December 15,000
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F. Marketing Program/Strategiesi. Key Success Factors
- Making a product that will help the environment and at the same time to earn profit fromit.
- To encourage the consumers to use a canvas bag instead of plastic.
- To promote affordable bags but at the same time fashionable for budget consciousconsumers.
ii. Own Marketing Program/Strategies
1. Product Strategy
Le Bag product is an eco friendly, reusable and can be custom designed bag. Consumers can
buy canvas bag that has design already or they can create their own design and choose their own
size of bag.
2. Pricing Strategy
PRODUCT NAME PRICE
We will use market penetration strategy in pricing since our target market is class B and C.
The products will be sold on a low cost since the target market primarily consists young people
and budget conscious. To increase our sales, we balance the products affordability to its quality. 3. Distribution Strategy
Our distribution strategy is Direct selling thru Internet. We will use websites to process
their orders. It would be very convenient for them to order since they are busy with their works.
4. Promotions Strategy
We will promote our product through online and social media. We can also print out tarpaulins
and banners to promote our product.
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a. Sales and Promotion Program
On the months where we have low demand we will sell our product with freebies to attractcustomers.
b. Advertising Program
We have Facebook page and other Social networking websites to give information about ourrecent and upcoming designs. To extend customer service and to generate more information
towards customers after -sale experience
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Preoperating Marketing Expense year 2013
Marketing Tools Objectives Duration Quantity Cost per piece Total
Tarpaulin (4x4)To attractcustomers and
to increase
awareness of
our product.
July December
2013 10 P400.00 P4,000
Posters
To build
awareness to
the customers in
our latest
promotions and
to attract new
customers.
January -
June 20
P250.00 P10,000