Magica Panesares

Bs. Entrepreneurship II

Bench, the registered trademark of Suyen Corporation, symbolizes the fulfillment of

Executive Creative Director Ben Chan's dream to create a Philippine fashion brand that would
appeal to the young local market

It makes a new phase in the life of not only Bench, but the entire retail scene in general,
as Bench got its long-standing status as the most outstanding fashion retailer in the Philippines.

Bench begin in with a small store selling men’s t-shirts; Bench grew at a unparalleled rate
by being the pioneer in the use of celebrity endorsers, television and giant billboards to promote
a fashion brand that offers high quality products at affordable prices. Bench is a manufacturer
and distributor of casual clothing, accessories and cosmetics. Bench has grown to include a
ladies’ line, underwear, fragrances, house ware, snacks, and other lifestyle products, with a
worldwide network of stores and outlets. Now they offer new arrival products like briefs,
panties, tops, sleepwear, body care, fix hair care, beauty care, organics, personal care and scents.

Bench is belongs to pure monopoly type of marketing structure because it sells product
who are unique or different from the other companies. Bench has only seller but it composed of
many branches all over the world. It has very high barriers to entry. It is absolutely known and it
has a big influence to many costumers because of its name and fashionable products.

Bench marketing strategy, they answer the questions what test, what data and what
experiment they will use for their products. They make their products high quality to satisfy
every costumer. They have presentable sales ladies and they accommodate all costumers kindly
and nicely. They think the satisfaction of every costumer.

The success or Bench lies in its collection of fashionable high quality product, and
competitive prices. The brand has gathered numerous awards for its innovative and aggressive
marketing and advertising promotions. Bench becomes successful because of the successful
endorsement that they did.