official page lay-out retail plan final for defense

New Key ShoelutionWade Shoes – Sole Fitters Company

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1 FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

I. Executive Summary

Wade, as compared to some of other shoe retailers in the country, is young. It started in 2001 and now has 16 branches all over the country. Before we delve deeper into what those competitions are, the researchers would focus initially on a particular store of Wade in TriNoma. We choose Wade store in TriNoma because we believe that it’s one of the most remarkable branch of Wade and at the same time, it also needs some strategies that can better enhance the whole store.


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In Wade’s store at TriNoma, there are controllable factors, of which the 4 P’s fall under. For Wade, they’ll be able to control the physical features of the merchandise they sell, the prices, and the way they get to inform the masses about their products. As for the uncontrollable factors, there are a lot of general examples, most of which are in this paper

One of the most notable competitor of Wade is the shoe industry giant Rusty Lopez. The researchers decided to put it because Rusty Lopez is already been there in TriNoma for a long time, and it already established a mark to those shoppers because of its quality products at such an affordable price, which is almost the same as Wade’s. As for the minor competitors, they were considered minor because Wade has better store environment, better merchandise presentation, more loyal customers and better store image.


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What separates Wade Store in TriNoma from those competitors is that they do not repeat designs for their merchandise, and they offer those products at a very competitive price. For the current store operations, right now, they have a minimalist theme that suits what their target market wants. On a note, Wade’s target market includes consumers who belong in the Yuppies and Generations X and Y. Quality and excellent designs are some of the factors the researchers would like Wade to do in order to attract more of them.

Wade’s relationship with their suppliers can be classified as dependent. Wade makes sure that their merchandise gets delivered on time. It is a win-win situation for the two, because the Wade is helping the supplier sell its merchandise. The internal customers, meaning the employees of Wade, also have to be taken care of and be empowered. Right now, the sales staff of Wade is given the


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authority to handle customer complaints. For each month, the best employee will be rewarded by the store manager with incentives. Through this, the front liners of the store will be more satisfied.

For the retail tactical calendar, the researchers have proposed a line-up of activities for the year. There are promotional activities for in-store management and marketing strategies, some of which are leaflets and brochures, price discounts etc. For the store staff, there will also be teambuilding activities, trainings and employee recognition.

Things always do not turn out as planned, that is why the researchers proposed a contingency plan for the year. Controlling and prevention have to be done for the sure smooth f of the activities planned.


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Wade will continue to reinvent its store and improve its management and marketing strategies for the next five years to strengthen its market share and position in the market.

II. Retailing Environment Analysis

Wade which is owned and operated by Sole Fitters Trading Company is relatively a young brand in the world of shoe retailing industry. It started in 2001 as a small business venture in Glorietta 2, Ayala Center catering only footwear products. From its humble single proprietorship and home-based beginning, it has steadily grown capturing a fashionable set of


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loyal patrons. Since then, it has become one of the newest, most promising and dynamic brand in shoe retail industry.

In the year 2007, Wade store at the Ayala Trinoma was opened which led to the 11th store branch of Wade.

Wade decided to open a branch in Trinoma because it is considered as one of the most popular, attractive and most visited shopping center in Metro Manila.

TriNoma is under the Ayala Malls Corporation, which is known to have upscale establishments that perfectly fit the profile of Wade.


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Ayala TriNoma Shopping Center is located in Quezon City which is considered the center of Manila, and the most populated city in the metro. Its location is near in almost all establishments like schools, offices. The mall is along the highways, where different vehicles can pass by. LRT and MRT are also available near TriNoma that makes it a convenient place to go.

Wade Store in TriNoma is situated at the ground floor, between the department store Crossings and the shoe retail store Hush Puppies, making it perfectly placed along other shoe retailers in the mall, which is good for competition. The ambience of the store outside is cool and relaxing, albeit there is a minor mall renovation going on. It is situated in the part of the mall where customers can relatively find it easily. Across the corridor, a big Oxygen store is also


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located which primarily sells clothes. It can definitely complement the shoes and accessories being sold by Wade.

As mentioned, Quezon City is the most populated city in the metro. The city is also home to some of the most affluent and known villages for the people who belong in the upper part of the socioeconomic strata. It is already known that these people can afford to buy Wade’s products. Quezon City is also home to a large number of middle class people, who are the primary target market of Wade. For this reason, TriNoma in Quezon City is housing some of the famous retail stores in the country to reach the similar target market of Wade, making a healthy competition.


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A. Industry Trends

Unlike other business sectors, the retail industry especially in the shoe industry side, it always appears to be in a state of flux. Not only there are seasonal changes to contend with, the mix of players is constantly shifting the competitive landscape. In the case of Wade, there are certain economic, political and market factors that influence the way the industry develops.


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Wade Current 4 P’s

Product Fashionable Footwears like Black and white Leather shoes, sneakers, sandals and doll

shoes.

They also extend their merchandise by offering bags, accessories like bracelets, earrings, watches; belt and eyewear.


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Its products reflect the current trend in terms of color, style, material, quality, comfort, design and image

Price Their products are offered in an affordable price.

They also cater discounts during mid and end year, also whenever malls have sale periods.

Place It is located in Ayala Trinoma at Quezon City.


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Promotions They have posters inside the store, serves as window displays..

Posters and tarpaulins by celebrity endorser Coco Martin.

Giving price discounts and offers Buy 1 take 1 on selected items.


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B. Controllable Factors ( Internal Forces)

Product


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Product Features in terms of designs, size, number and quality Inventory Size Packaging Product Display Product Assortment Item Selection

Price

Operating Expenses Pricing of the items


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Sales promotions such as discounts.

Place

Store Locations Store Security

Promotion

Sales Advertisement and Promotions


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Customer Service Quality Communicating with the customer Store Facility Layout Window Display Strategies


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C. Uncontrollable Factors ( External Forces)

External Macro-environment includes all those factors that are completely beyond the control of an organization. Such factors belong to the country as a whole. These are:


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Population Growth and its Demographics Political and Legal Factors Economic Factors Social Trends Cultural Factors Geographic Trends State of Technology Competition in the market


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External Micro- environment includes all those factors that are partially controllable by the organization. These are:

Suppliers Agents Transporters Distributors Wholesalers Warehouse Retailers Consumer Behavior


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Customer Level of Satisfaction Changing Customer Needs and Wants


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III. Competitors Analysis

A. Major and Minor Players


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Major Players

Celine Rusty Lopez So Fab


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Minor Players

Otto Leaveland Gibi


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B. Competitor’s Matrix

Major Players Reason


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Celine

Rusty Lopez

So Fab

These three shoe retail stores are considered as Wade’s direct competitor because they are located very near at Wade’s store, offer shoes of the same fashion and at the same time they have similarities when it comes to the price range of their offered products.


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Minor Players Reason


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Otto Shoes

Leaveland

Gibi

These stores are Wade’s indirect competitors because shoppers usually look for these brands in TriNoma as their last choices or options, considering that they almost have the same product lines. The prices these stores have are almost the same as Wade’s, but the latter’s store image is better. They are also situated far at Wade’s store.


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Competitor’s Matrix Analysis:

Celine, Rusty Lopez and So Fab are some of the few, but significant major competitors of Wade. In terms of store image, Wade has already outperformed some of their competitors. In the chart, Rusty Lopez is leading with 28%. Wade follows with 23%. It is stated in the objectives that Wade wants to become the market leaders, instead of just being a market challenger.


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Wade23%

Celine22%Rusty Lopez

28%

Leaveland9%OTTO

7%

GIBI11%

Pie Chart of Wade's Competitors

Wade

Celine

Rusty Lopez

Leaveland

Otto

Gibi


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C. Unique Selling Proposition

Unique Selling proposition refer to any aspect of an object that differentiates it from similar objects. Firms use unique propositions to the customer to convince them to switch brands.

Wade’s proposition is unique that their competitors either cannot, or does not, offer. Their proposition is so strong that it can move the mass like to pull over new customers to their product.


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The Wade’s Unique Selling Proposition includes;

1. Excellent designs of products especially the shoes.2. Different Varieties of Merchandise.3. Items with Quality4. No Repetition of Designs5. Competitive price

Wade’s Current Tagline

“Love my Wade shoes”

New Key Shoelutions Proposed Tagline

“Wade: beyond shoes”


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D. Winner and Loser Analysis

Brand Product Price Place Promotion

WadeW W W L


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CelineW L W W

Rusty LopezW W W W

So FabW W L W


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Analysis:

Wade is not a constant winner in terms of Marketing mix.

Wade is competing in terms of Product, Price and Place as compared to its major competitors.

Promotion is one major aspect Wade should improve in order not to be left behind by its competitors.


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E. TOWS Analysis of WADE

Threats

Competitors both current and new entrants in the shopping mall. Fast changing trends in the marketplace Shift in consumers taste away from the firms products Loss of sales and customers Macroeconomic matters

Opportunities


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Expansion of the store in terms of size and facility layout. Innovative advertising and promotion techniques. Offering new products or additional merchandise Arrival of new technologies

Weaknesses

Lack of supply and stock Limited number of product designs Store size and placement of products


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Store Display Lack of advertisement and promotions

Strengths

Competitive prices Unique and fashionable merchandise Quality products Good reputation among customers Accessibility


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SWOT / TOWS Matrix

Strategies Weaknesses

Opportunities S-O Strategies W-O Strategies

Threats S-T Strategies W-T Strategies


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S-O Strategies will help Wade to pursue opportunities that are good fit to the company’s strengths.

W-O Strategies overcome weaknesses to pursue opportunities.

S-T Strategies will identify ways Wade can use it strengths to reduce its vulnerability to external threats.


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W-T Strategies establish a defensive plan to prevent the firm’s weaknesses from making it highly susceptible to external threats.

TOWS Analysis:

SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective.


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This Wade’s SWOT analysis will give them a better chance to develop a competitive advantage identifying a fit between the firm’s strengths and upcoming opportunities. The firm can overcome its weaknesses in order to prepare itself to pursue a compelling opportunity.


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IV. Target Market

Wade’s Target Market Wade’s Product Usually Purchase

Yuppies For male:


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Upper middle class in their twenties or thirties.

Aged 28-35

Formal shoes (FSM)

For female:

Wedge and High heels shoes

Generation X

The generation born after the baby boom ended, ranging from 1961 to

For male:

Formal shoes, Sneakers, Driving shoes and Mock


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1981.

Usually 18 years above.For Female:

Sneakers, Strappy shoes, Flat shoes, Closed Flat shoes and Wedge shoes.

Generation Y

The Millennial Generation ("Echo Boomers"), Generation Next or Net

For male:

Formal shoes and Sneakers


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Generation

Teenagers aged 13–17.

For female:

Flat shoes, Sneakers and Strappy shoes


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A. Current Target Market

Locations Target Consumer

Metro Manila Branch:

TRINOMA MALL

Yuppies Young professionals

like those who are in the middle of their career lives.

Metrosexuals


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at Quezon City Generation X Starters at work College students Members of the third sex

Generation Y Teenagers High school students


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B. Key Factors Affecting Buying Decision in the Store

Price


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Price is considered as one of the primary factors that affects the buying decision. Since our target market starts from generation Y who are typically students that are dependent to their parents, up to Yuppies who are earning income by working, price of a particular product really matters to them.

LocationLocation must be accessible to the target market for convenience purposes. The

place where the store located should be accessible to different public transportation.

Promotion


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People easily get attracted by the words “S-A-L-E” and “FREE” which are considered as promotional strategy.

Product Quality and DesignProduct quality and designs are important features consumer asses in given

merchandise. Trendy designs of the product are a plus. They want to feel that the product quality is worth the price.

Availability of Products


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Availability of the product is important to provide the customer’s demand and if ever, sales persons can provide the customers alternative designs in case their desired design is unavailable. Also, there should be enough stocks for the store for them to meet unforeseen demand by customers.

Competent Sales PersonnelIt is not just the quality and price that the consumers taken into consideration in

buying any products, the delivery of the service by the sales personnel also creates impact on their decisions Customers want to be entertained courteously. Friendly and proficient personnel are much appreciated than those arrogant sales people who hinder the customers to buy


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C. Ways to Attract Specific Target Market

Target Market Ways to Attract


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Yuppies

Good quality of products Classic/Sophisticated store ambiance Excellent service Accessible locations

Generation X

Trendy product styles Good store ambiance Different promotions and

advertisements


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Generation Y

Affordable price Intense advertisement like using

celebrity endorsers Fashionable products

This table shows ways on how to attract the specific target market of Wade. Such factors include quality, price, ambiance, store locations and promotions. These factors can help in developing a more inclusive strategy for Wade.


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V. Current Store Operation System

Theme of the Store


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The theme of the store is minimalist that shows simplicity and serenity.

Window Display Design and Style


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The displays depend on the present season but they maintain a simple but elegant look.

The store usually has posters that are posted on the window as one of its display together with the new arrival products.


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Lights and Sounds Background

Wade store are well lighted. The lightings are typically warm white due to its theme. Each shelves for the products have its own light to emphasize and highlight the products importance as well as the designs.


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For the background music, Wade usually plays sentimental and love songs like I love you goodbye, somewhere down the road etc. to entertain the customers and make them feel comfortable while roaming around the store.

Color Motif, Store Structure, Size in Accordance to the Product


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Wade’s three standard color motifs are white which stands for the store’s simplicity and for the products to be easily seen and identify, silver or stainless that corresponds to its elegance and black for its formality.

Wade store in Trinoma have a size ranges from 40-60 square meters. The size of the store is usually based upon the location and size where the store operates (e.g size of the mall or shopping center where they rent

The size of the store is not enough to display all their offerings.


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Store Innovations and Technology

Wade is continuously innovating its store through the use of attractive shelves and benches while still sticking to the traditional style of footwear retailing store. They also use technologies like music components/players and cd’s to play songs for customers entertainment.

Product Assortment in terms of Width and Length


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Wade offers variety of products such as trendy and quality Shoes for men and women, fashionable Bags for both gender plus laptop bags and Accessories like belts, rings, watches, bracelets, and necklaces.


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64 Wade products

For Male

Shoes

MCS-mock shoes

TSM-driving shoes/flats

FSM-formal shoes

RSM-Sneakers

Bags and Accessories

For Female

Bags and Accessories Shoes

CFS- Closed Flat shoes

RSL- Sneakers

STF- Strapee

SLF- Flatts

SNF- Wedge

FAR EASTERN UNIVERSITY Institute of Accounts Business and Finance Retail Plan Management

Product Variety

Wade sells many products and these are:


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ShoesWade shoes are made up of soft leather.

Male:


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Female:


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Bags:

Female Bags:


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Male Bags:


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Additional:

Laptop Bags


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Accessories

Belts, Watches, Bracelets, Earrings. Rings, Necklaces


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Store’s Packaging and Shelf Arrangements


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Wade arranged their products according to its category. For example, all formal

black shoes are put together in a shelf. They also put center platform for the shoes to be displayed.


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Their packaging depends on the kind of product, the size and the number of items purchased. They have plastic bags, cloth bag. They also have boxes for different shoes.

Warehouse and Storing System

Wade has their own warehouse which can help the company to store and inventory their products. Each Wade store kept their products in the receiving rooms found in the basement of the mall. Then, some of the products store in the receiving room will be transfer to the stockroom located inside the boutique to be use for daily operation.


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Stockroom of Wade


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Supply Chain

Manufacturer


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Warehouse


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Brokers/ Intermediate


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Retail Store


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Marketing Channel Institution

End- user/ Customers


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Wade’s Marketing Channel Institution is considered under Facilitating Marketing Institution. It means that Wade do not take the title but assists in the marketing process by specializing in the performance of certain marketing functions.

Wade shoes uses sales force such as sales men, sales representatives and brokers to sell the products. They also own a public warehouse where they stores goods for safekeeping.

Channel Members in the Supply Chain


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Singapore, Thailand and Korea are the three international manufacturers of Wade Shoes. Merchandise from these manufacturers goes directly to the warehouses, where intermediaries have the responsibility in distributing the items in their respective branch.

Pictures of Singapore, Korea, Thailand


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Types of Supply Chain in Length and Width

Since Wade Shoes uses marketing intermediaries who work in between the manufacturer and consumer for the channel distribution of the products, Wade is under Indirect Supply Chain in terms of supply chain length. Meaning, independent channel members are added between the manufacturer and the consumer.


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In terms of supply chain width, Wade is under the Selective Distribution which means that they use a moderate number of retailers in the trade area.

Marketing Channel Pattern

Wade is under Vertical Marketing Channels in terms of Marketing Channel Patterns. It is because that Wade are capital-intensive networks of several levels that are professionally managed and centrally programmed to realized the technological and promotional economies of a long term relationship orientation.


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Relationship with Supplier

When it comes to retailer-supplier relationship, Wade has a Dependency relation to its suppliers. They are contingent to its suppliers to make sure that goods are delivered on time and in the right quantities. On the other hand, suppliers are reliant to Wade for them to put a strong selling effort behind their goods by displaying them properly and sometimes even helping to finance consumer purchases.

Store Facility Layout


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Customer Service and Handling System

Wade store in Trinoma consist of well-trained and empowered personnel to give satisfying service to their customers. Sales staffs are given the opportunity to handle customer complaint and issues such as encountering shoplifters and sometimes customers returning defective products. As a solution to the returned item, they offer free repair, change item in size, color.


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Services Offered

Aside from paying cash in exchange for the product, Wade also offers convenience to the shoppers in terms of payment, through accepting credit cards ATM cards cash and gift certificates as mode of payment. They also provide customer logbook wherein they update customers about their new products through text massages.

Other Services Offered after Sales


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If customers encounter some inconvenience or defects in the products they purchase, Wade offers seven days policy wherein the customer has seven days upon purchase to return defective products. The return item will not be reimbursed; instead it will be replaced by another same item.

Current Pricing Standards offer in the Store

Before, Wade offered men’s and women’s shoes ranging from 1,800 but due to intense competition in the shoe industry as well as the prevailing economic condition, they now lower it to 1,600 as their maximum price for a shoe.


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STORE MARKETING PLAN FOR 2011

VI. Proposed Retail Marketing Objectives intended for 2011


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General Objectives:

To increase 8% in the Total Sales of Wade store in Trinoma for 2011.

To have a 5% increase on its Market share by the next whole year.

To achieve a 6% increase in Profit at Trinoma branch on the year 2011.

Specific Objectives:


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To further enhance the image of the store by adding decorations on window display and inside the store itself.

To promote customer loyalty and build good relationship to its suppliers.

To create familiarity about Wade’s image by using different marketing strategies like advertisements and promotions.


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To become the market leader in that specific mall, moving from being a market challenger.

To establish long term relationship to customers by assuring each of them to have a memorable experience while shopping in Wade and the after experience while using the product.


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VII. Retail Strategy


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Management Strategies


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Strategies Objectives

Implementing certain awards for the staff like Employee of the Month.

To reward those employees who show exceptional skills and dedication in their work. The criteria included are outstanding performance in sales, complete attendance and attitude towards customers as well as to co-workers.

Carry out training programs for the employees in order for them to give high satisfaction to the customers and handling some complaints.

To gather all employees in a seminar to enhance their knowledge and skills on their work for them to deliver high quality service to the customers. This program will also develop their skills on handling critical situations with the customers.

Additional Store Policies

This will promote employees relationship with their customers. Customers will be given more chances to speak for their comments and ideas about Wade’s products and employees services. There will be suggestion box inside the store or survey form disseminated for the customers.


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Marketing Strategies

Advertising

Additional Posters and Tarpaulins inside the store and Store Collateral outside.

Rearrangement of different posters of Wade’s products together with its endorsers inside the store can create awareness and generate responsiveness among the consumers. This promotional tool will help Wade to attract pass buyers to come inside the store, check the items and eventually lead to buying. On the other hand, store collaterals will be


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place outside the store near mall entrance to build consciousness about Wade among the shoppers.

Giving out Leaflets and Brochures

This strategy will help Wade in a way that it will convey information to the consumers. The leaflets will contain the present activities of Wade like discounts and promos, while brochures will include detailed information about the store merchandise.


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Placing Flat Screen TV inside the store

One way Wade can use to attract customers to come inside the store is to place a flat screen TV that will show different products of Wade together, videos presenting their celebrity endorsers using their products in some events, pictorials, and flashing some testimonials of their loyal customers how good their products are.

Billboards outside the premises of the mall


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One of the famous advertising techniques is the use of billboards. For this coming 2011, Wade will place a billboard on the exterior wall of TriNoma mall, specifically facing the MRT.

Footprints

Sticker shoe prints will be placed in areas where majority of people pass through. Entrances around the malls and escalators are areas where these footprints will be put, so that people will be encouraged to go to the store premise.

Email Blasts


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Advertising on the World Wide Web is a recent phenomenon. Aside from Wade’s Social Networking Sites, email advertising is a better technique to publicize its products. Customers email ad will be ask as part of the receipt. Every time Wade store in TriNoma has new merchandise, seasons of promos and discounts, customers will receive email from Wade informing the upcoming promotions. It will give convenience to the customers in a way that they don’t need to visit mall just to check if there will be sale of items.

Sponsorship


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Wade will also be open in sponsoring an event, activity, or organization financially or through the provision of their products or services. Some of these include sponsoring humanitarian deeds of certain organizations, school events like acquaintance, general assembly and seminars.

Set Up Joint Promotions Team or Affiliate Marketing


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Affiliate marketing is a process in which a product or service developed by one entity is endorsed nor sold by other active sellers for a share of profits. Wade will team up to other company selling products that are complement to their offerings.

Like for example Burlington. In Wade store, there will be a small area in which Burlington socks can be found (near the place where black and sneakers shoes were locate). On the other hand, Burlington Store will also promote Wade shoes where in the mannequins as well as their endorser will use Wade shoes as they endorse their socks. Wade’s name should be seen or heard by the customers informing them that Wade shoes are the perfect shoes that fit on their Burlington socks.


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Promotions

Giving out Freebies like Card holder, Coin Purse, and Notebook

Freebies are one way to attract customers to purchase store products. That’s why we came up on an idea of giving out card holder and coin purse that are made up of leather as Wade’s giveaways specifically in BER months. This is a good idea because are freebies still have a touch of Wade’s products since the category killer of Wade is black shoes, which are made of leather.


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On the other hand, Notebooks freebies will be given during back to school season. These notebooks look like a binder that also contains a 12 month calendar page that can be use as a planner too. These freebies will be given to the customers who will purchase a bag during that season.

More Discounts Offered

Customers are easily attracted by the word Sale, Discounts, Free. That’s why Wade will offer at some point in time several discounts on their products. These includes a temporary reduction in the price, cents-off deal in which a brand offers at a lower price.


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Price reduction may be a percentage marked on the package. Buy 1 take one promo on selected items, and/or if the customer buys a product worth 1500, he/she can avail discounts on the next item he/she will purchase.

Wade Coupons

Coupons have become a standard mechanism for sales promotions. Wade will definitely use this promotion to catch the attention of customers. On checkout counters, the customer will be given a coupon based on products purchased. There will also be

coupons present at the shelf where the product is available.


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Coupons will also be inserted into newspapers and magazines. There will also be some coupons for selected items, which are available on Wade’s website every six months. Consumers need to print them out and take them to the store.

Stimulating Excitement through Loyalty Cards

Giving loyalty card is a way to payback and retains your loyal customers. It is also a way to magnetize consumers to patronize Wade products. These loyalty cards will be given to customer once they avail products worth 3000 on one receipt. Consumers should collect points, or credits for purchases and redeem them for rewards.


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Interactive Promo Game

Interactive promotion game will bring out excite and curiosity among consumers. Consumers will play an interactive game associated with the promoted product. Like for example, there will be a particular product that customers will guess the exact price of it. Whoever can give the exact amount will take that product.

Raffles


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This activity will start during Christmas season. All customers who will purchase product starting from the month of September until December will be given a coupon as a sign that he/she is part of the raffle. The total amount that will be purchase will determine the number of raffle stubs the customer will get. The copy of the coupons will be collected and kept by the sales manager of Wade store. At the last day of promo, the manager will choose from draw lots 5 lucky coupons of customers that will receive a gift certificate of Wade products.

Joining Events inside TriNoma Mall


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Wade will sponsor and participate in events that will be held inside the Trinoma Mall, wherein they can promote and showcase their items. Like for example, if there will be a fashion show or exhibit in the activity center of the mall, where different stalls in the mall are invited to join, to showcase their products, like a bazaar.

Participate in Shoe Expo/ Exhibition inside TriNoma

Participating in shoe trade show/exhibition inside the mall can help Wade to showcase and demonstrate their latest products, study activities of rivals and examine recent market trends and opportunities.


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Retail List of Activities

For Management Activities


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Employee of the Month


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Wade Store for the whole year.


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Retail List of Activities

For Marketing Activities

ADVERTISEMENTS

Posters


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Leaflets Flatscreen TV


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Brochures


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Store Collaterals


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Footprints


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E-mail Blasts

Tarpaulin inside TriNoma


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Billboard in Trinoma’s

wall.


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Set up Joint Promotions


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Freebies


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Loyalty Cards


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Events at TriNoma mall Shoe expo inside TriNoma mall

Retail Tactical Calendar

ManagementStrategies

Jan2011

Feb2011

Mar2011

Apr2011

May2011

June2011

Jul2011

Aug2011

Sept2011

Oct2011

Nov 2011

Dec 2011


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Implementing certain awards for

the staff like Employee of the

Month.

Giving certificate and appreciation to

the Best Wade Store for the whole


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year.



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Additional Store Policies


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Jan Feb Mar Apr May June Jul Aug Sept Oct Nov Dec


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2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011

Posters, Tarpaulins and Store Collateral

Leaflets and Brochures


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Flat Screen TV

Billboard on exterior wall of the

mallFootprints

E-mail Blasts

Sponsorship


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Set Up Joint Promotions Team


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Jan2011

Feb2011

Mar2011

Apr2011

May2011

June2011

Jul2011

Aug2011

Sept2011

Oct2011

Nov 2011

Dec 2011


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Promotions

Freebies

Discounts

Coupons

Stimulating


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Excitement Loyalty Cards


Raffles

Joining in Different Event inside the

mall


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Participate in Shoe Expo in TriNoma


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VIII. Marketing and Management Strategy

Management Strategy


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Time Frame Management Store Strategy

Person Responsible for Planning and

Implementing

Budget

Every end of the month for the year 2011.

Implementing certain awards for the staff like Employee of the Month.

Store Managers P 10,000


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Twice a year, every June and January.


Operations / Store Managers ; Human

Resource Department

P 50,000

Whole year for 2011

Additional Store Policies Operations/ Store Manager

-----------


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Marketing Strategy

AdvertisementTime Frame Marketing Store

StrategyPerson

Responsible forPlanning and

Implementing

Budget

All year round for 2011

Posters , Tarpaulins and Store Collateral

Operation / Store manager and personnel

P 25,000


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Every sale/discount periods

Leaflets and BrochuresSales staff P 10,000

All year round Flat Screen TV(27 – 29 inches)

Operation /Store manager P 50,000

Time Frame Marketing Store Person Budget


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Strategy Responsible for Planning and Implementing

September - December Billboard on the exterior wall of

TriNoma

Operations /Store Manager

P100,000

Every sale/discount periods

Footprints Store Manager/personnel

P30,000

Every sale/discount E-mail Blasts Store Manager No


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periods expenses July and October of 2011

Sponsorship Operations/ Store Manager

P50,000

March and June of 2011

Set Up Joint Promotions Team

Store Manager P 30, 000

Promotions


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Time Frame Marketing Store Strategy

Person Responsible for

Planning and Implementing

Budget

September – December

Freebies Store Manager P 40,000

January – March Discounts Store Manager P 20, 000

June – August Coupons Store Manager/ Employees P 10, 000


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March, June, September of 2011

Loyalty Cards Store Manager P 20, 000

Last 2 weeks of November


Store Manager / Employees P 20, 000

June – August of 2011

Raffles Store Manager P10 , 000


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Time FrameApril or

Marketing Store Strategy Person Responsible for

Planning and Implementing

Budget

Any month in 2011 ( April or October)

Joining in Events inside the mall

Store Manager P 50, 000

Every shoe expo in Participate in Shoe Store Manager P


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TriNoma( January or December)

Expo/ Exhibition in TriNoma

30, 000


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IX. In Store Merchandising Plan

Wade store in TriNoma should maximize their merchandise sales using product design, selection, packaging, pricing, and display that stimulate consumers to spend more.

Arrangement and Physical Improvement


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Wade’s placement of a product specifically accessories should be at visible locations in the store, like in the front portion.

Eye-catching physical presentation of products and displays should be place properly around the store.

Add one couch or long bench to accommodate customers who are waiting and fitting shoes. Also add some full length mirrors.


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Wade’s counters should locate in observable part of the store and expand it in terms of size to avoid overcrowding.

Standard List vs Optional List

Wade should make decisions about which products should be presented to which customers at what time. There should be an annual cycle of merchandising relating to cultural customs like holidays, and seasonal issues like climate and local sporting and recreation.


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Supply system/ Inventory/ SKU

As of now, Wade stock only 2-3 pairs each shoes at store and offers sizes 6-9 only. They should ask for additional stock of products to their suppliers so that they won’t run out of stock if ever demand for their items increase. In addition to that, Wade should expand their shoe sizes by offering sizes with half.


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X. Contingency Plan

This In Store Retail Plan is possible on facing any risks and may not be competent enough to attain its target objectives. That’s why we lay down controls and preventions as well as back up plans to reduce unforeseen events that may occur, which can spoil and intervene our plan towards success.


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Wade is a company that aspires to increase its profit to compensate their expenses and losses. Since that they are one of the market challengers today and they don’t want to face any future losses, Wade considers different management and marketing strategies that can aid them to penetrate the shoe retail industry.

Feedback after Execution of the Plan

Increase 8% in the Total Sales of Wade store for 2011.

Have a 5% increase on its Market share.


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Achieve a 6% increase in Profit.

Enhance the image of Wade

Promote customer loyalty and build good relationship to its suppliers.

Become the market leader in the shoe industry.

Launch additional three branches.


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Establish long term relationship to customers

Safety nets are done to give a widely useful advice on how to forecasts or predict the slope and duration of a product and the company’s life itself. Useful efforts can and should be made to foresee the slope and duration of the company. The time spent in attempting this kind of foresight assures that a more rational approach is brought to product planning and merchandising specifically it develops an orderly series or competitive moves in expanding or stretching out the life of the company.


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Gather essential data

It is essential to gather necessary data on the marketability of the product and its competitors to have a better knowledge and provide tactical plans.

Have a more connection


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In entering business, we need more connections and backups in order to maintain the company. One possible back up is a bank that offers low interest when the time comes that we have to make a loan to secure the company in any possible loss.

Do valuable analysis

Its objective is to check that only those necessary materials and operations should be utilize in manufacturing the product in order to reduce costs.


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Strategic Plan for Five Years

Wade will target to maintain their position as the market leader in the shoe industry.

Wade will continue to increase its profit by doing lots of promotions that will gain more consumers buying the product.

Wade will widen its store size into a much bigger store to offer and stock more merchandise, and at the same time to accommodate more customers and for their convenience.


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Wade will expand its merchandise lines for customer’s satisfaction.

Wade will continue to acquire store innovations in terms of having new and updated technologies, equipments and furniture’s.

Wade will continue to do its annual employee team building, seminars and trainings to provide excellent service and exceed customer’s expectations.

official page lay-out retail plan final for defense

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