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MARKETING PLAN
COLLEGE OF BUSINESS, ECONOMICS, ACCOUNTANCY AND MANAGEMENT

Chapter I

EXECUTIVE SUMMARY

Recently, jewelry products are for personal beautification for the craftsmanship going into
their creation and generally for the value of their components as well. Throughout the centuries
and from culture to culture, the materials considered rare and beautiful have ranged from shells,
bones, pebbles, tusks, claws, and wood to so-called precious metals, precious and semiprecious
stones, pearls, corals, enamels, vitreous pastes, and ceramics. In certain eras artist-craftsmen
have sometimes placed less emphasis on the intrinsic value of materials than on
their aesthetic function as components contributing to the effect of the whole. In addition to its
decorative function, during much of its history jewelry has also been worn as a sign of social rank
forbidden by laws to all but the ruling classes and as a talisman to avoid evil and bring good luck.
All materials that have been used over the centuries for the manufacture of jewelry have
undergone to some extent mechanical, physical, or chemical treatment for the purpose of
transforming their raw shapes into shapes that, in addition to being functional that could also
satisfy certain wants and needs of the consumers.

Talishuman aspires to become known in the Jewelry Industry. Along with its jewelry
products, the company has the intention to propose a showroom besides to its digital media
platforms in order to reach out more customers. Talishuman jewelries was made out of passion
in jewelries, especially on gemstones. The primary target market of Talishuman are ages 25 years
old and above who belongs to middle and high class of the society wherein the products are sold
countrywide by means of using digital media platforms such as Facebook and Instagram. The
proponents proposed of having additional marketing strategies which may help Talishuman to be
more known in the market. The proponents have deliberately calculated and established annual
sales forecast to estimate revenue and the probability to double the net sales yearly.

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The estimated net profit for the first year is ₱ 159,181.20 while the estimated investment
needed costs ₱ 42,804.00. Various marketing communications programs under advertising, sales
promotion and public relations will be strategically executed to assist the whole process of market
penetration. The jewelry industry offers a range of potential market opportunities and it is for the
brand to strategically discover out new things on jewelry industry.

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Chapter II

CURRENT MARKETING SITUATION ANALYSIS

A. The Industry

The Jewelry Industry in the Philippines has been recognized among the emerging
profitable businesses in the country. This is specifically since the country is considered as one of
the leading producers of gold in Asia. It is known as a multi-faceted industry that produces from
precious metals, gems and other materials subjected to artistic treatment. Ancient Greek, Roman,
and Asian cultures used them to create jewelry which extends from gemstone, metal and diamond
mines to jewelry specialty online stores and retailers. The industry serves consumers directly with
fashion accessories made with the world’s rarest precious metals, stones and gems.
Moreover, the jewelry industry is subdivided into a branch that produces gold articles with
precious and semi-precious stones and a branch that produces articles made of silver and non-
precious metals with in sets of various stones and glass. Precious and Nonferrous metals and
their alloys, enamel, ivory, plastics, natural and synthetic precious and semi-precious stones,
glass and other materials are used as raw materials (Selivankin, 2010).
It further predicts the Philippine jewelry industry to sustain its position as Asia’s jewelry
capital, and in doing so become a reliable source of jewelry. Under this thrust is the industry’s
strength in utilizing the long tradition of design, artistry and craftsmanship of Filipino jewelers, and
of course the availability of original raw materials for sustainable growth in partnership with
government and non-government organizations (Times, 2019).
Furthermore, the Jewelry Industry is a fascinating place filled with interesting people who
make precious things for a living.

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Composition/Size/Market Segments

The growing population with a growing economy has created a promising environment for
the jewelry market. These developments had helped nurture the Filipino’s appreciation of the finer
things (Beneluxe & Gaisano, 2016) who expresses optimism about the future of the jewelry
market. According to (Beneluxe, 2016), the global jewelry export sector is upbeat about prospects
in 2018, as buyers exposed plans to further expand their sourcing activities this year.

The impact on the purchase of diamond jewelry is a change to a family and personal
relationships. Recently, instead of diamond jewelry being purchased only to remember
relationship milestones, they also symbolize a wider range of moments like for instance, a new
job, a promotion and personal achievements.

There are about 250 firms in the country that are engaged in the jewelry industry
employing a pool of more than 100,000 workers. Small and medium scale jewelry enterprises
hold about 50% of the industry, while the top 10 largest jewelry chains and manufacturers hold
less than 25% (Board of Investment, 2015). Majority of the companies/manufacturers which fall
under the small and medium scale industries are geographically located in Metro Manila, Bulacan,
Camarines Norte, Davao, Cebu and Baguio City. Production of fine jewelry encompasses a wide
range of medium to high price products. The most popular product category is gem-set jewelry,
particularly diamonds set in P14,000 or P18,000 gold, pearl jewelry and silver jewelry.

On the other hand, the increase in women’s’ economic participation and higher earnings
leads to increased self-purchase by women. According to De Beers, more than 25% of women’s
diamond jewelry bought in 2017 representing more than P18 billion in value, was acquired through
the self-purchase route. Particularly, female self-purchase accounts for most diamond jewelry
sales. A new perception of femininity leads to diamonds being purchased to symbolize a wider
range of emotions, such as joy, optimism and pride, and to the emergence of a new class of
consumer: the mature woman. While the giving of diamond jewelry as a token of love and
commitment continues to establish most purchases, it’s encouraging to see these additional
sources of demand emerge (De Beers, 2017). It’s also great to see women buying more diamond
jewelry for themselves in recognition of their achievements, or simply because they want to, and

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they can. The jewelry industry now needs to focus on what female consumers are telling us about
how they feel about diamonds and make sure that products and buying experiences match their
expectations.

Furthermore, individuals’ obtaining plans this year show additional expansion in general:
a net of 31% of buyers who were preparing for a bigger budget, up from 23% in 2017; a net of
23% expect an increase in the unit price, up from 20% last year; and a net of 17% plan to source
more in terms of quantity, compared to 11% in the previous year (HKTDC, 2018).

Usership Patterns/Significant Buying Habits/Growth & Decline Patters

Ever since, people used to beautify themselves with a variety of jewels like necklace,
anklets, rings, earrings etc. With the passage of time, people soon learned the art of polishing
gold and silver and to extract semi-precious gems and stones from the mines.

The buying habits of consumers fall typically into two types. Gifts and impulse purchases.
A gift purchase occurs when the buyer is looking for a gift for someone, sees the art piece, and
then purchases it. In this case the habit is to make a purchase. On the other hand, another buying
habit is an impulse purchase wherein someone will be shopping, and they are not in need of
anything, some people only see the item and buying it on the spot. Lastly, that occurs less
frequently is if someone was looking for an "accessory" that would match an outfit and happens
to come across the piece of jewelry and purchase (Mplans, 2019).

On the other hand, the artistic jewelry industry is growing at a healthy 9%. This growth can
be attributed to the value that people place on having distinctive, unique pieces of jewelry.
Another factor that is supporting the growth is the blending of art and jewelry. Traditionally jewelry
was ornate pieces made from precious metals; the nice pieces were a symbol of wealth or status.
If the piece was made from a precious metal, there was value attributed to the piece just by virtue
of what it was made from, regardless of the creativity of the actual piece. The younger population
that recognizes the aesthetic value of art work is now demanding jeweler to have artistic elements.
It is art that you wear. These trends are helping the industry grow. Jewelry business in the

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Philippines has a great potential to contribute to the national economic development of the
country. That is, if the industry is given the proper support (Florencio, 2015).

The government also created the Confederation of Philippine Jewelers Inc. (CPJI) in 2003
to serve as the umbrella organization of all existing jewelry organizations in the country. It also
aims to exist as the official single voice of the jewelry sector. Despite the wide acceptance of
jewelry as a form of investment bolstered by traditions where people use jewelry as a currency,
financial advisors urge caution in investing in jewelry. In fact, jewelry specialists advise people
not to buy jewelry because they are investment pieces, but because they like these the first place.

The jewelry business is set for a period of impressive growth. According to McKinsey, the
industry’s total global sales to nearly double between 2017 and 2020, as millions of consumers
in the developing world find themselves able to afford indulgences for the first time.

Prosperity won’t be shared across the board though. Even as the jewelry industry expands, the
trends and assumptions that have informed business decisions for decades are sure to look
shakier from here on out. The international jewelry industry has maintained a surprisingly
parochial structure. Compared with the global apparel business, with which it shares obvious
similarities, the jewelry industry largely remains within national rails.

Meanwhile, retail innovation is another big trend for 2018. Retail is no longer about just
the physical environment. In order to be successful in 2018, a retailer must have a polished
physical store, engaging website, and a social media presence that drives sales (Gizzi, 2018). As
consumers are pining for security and stability in the challenging times they live in now. That has
been reflected in a return to classic silhouettes in jewelry design, such as slender diamond
chokers, precious gem stones, and signet rings. The new marketing paradigm is also very
significant in fashion today, this will expand to jewelry brands and larger retailers in 2018. jewelry
budget spends will grow for these unique social media influencers who can make a global trend
with just one post.

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Other Market Characteristics

While jewelry is regarded as a safe store of value, experts point out that one needs a long
investment horizon when dealing in valuable pieces of jewelry. Unlike other investment vehicles
with quicker turnaround times, one cannot expect to make a fortune quickly by buying and selling
jewelry (ABS-CBN News, 2013). Most luxury consumer products such as cars, gadgets and
personal accessories, including commercialized jewelry pieces, drop in value the moment one
walks out of the shop with them. On the other hand, important diamonds and gemstones keep
their value. Creative industries such as handicrafts, furniture, decor, fine jewelry and fashion
jewelry can absorb less educated people but only the fine jewelry industry can pay well over the
minimum wages to lift their workers out of poverty. The ability of the jewelry industry to provide
jobs has been recognized and encourages by our neighbors.

B. Current Product/Brand Situation

Brief History of the Product/Brand

Mont Albo Wellness Corp. is a Filipino inspired spa specializing in Hilot, a Filipino
Traditional Spa and Home Therapy. It was started in an old apartment in 6842 Washington St.
Makati and was established on March 11, 2007. The brand name Mont Albo was coined from the
owner’s surname which means “white mountain” in Spanish. The Mont Albo owner: Dr. Nol
Montalbo introduced new brand named “Talishuman” for the jewelry Industries.

The Talishuman started on August 2018 and was created out of passion in jewelries,
especially on gemstones. Each precious and semi-precious gemstone has different meanings
and colors. The company’s tagline is two birds in one gemstone, which means purposeful and
beautiful. Talishuman came from two root word which is “Uman” and “Talish”. Uman means
patience and meticulous person and Talish, refers to Arabic name of Moslem baby boy which
means the raising light and their lucky number is seven. Moreover, the logo of Talishuman

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represent the 7 rays of light and it also shows a shape of bracelet with trinkets on it. They used
purple as their primary color because, it is associated with wisdom, elegance and knowledge.

In addition, Talishuman uses four precious gemstones such as diamonds, ruby, sapphire
and emerald. Among them, the diamond is the heaviest stone. They also use different kinds of
semi-precious gemstones which are the aquamarine, citrine, jade, kuznite, amethyst etc. that has
different colors and meaning. Furthermore, suppliers from Russia and Europe distributes 925
Sterling Silver rings with precious stones in Talishuman that have high quality and authentic
designs and then sell it to the market.

Relevant Market/Definition of the Market

925 Sterling Silver rings with precious stones are highly attractive and valuable piece
made from natural gemstones. Talishuman’s primary target market are those individuals that
belongs to middle and higher class, ages 25 and above because most of the middle to high wage
earner has a capacity to buy the 925 Sterling Silver rings with precious stones. According to
(Weber, 2010) middle and higher class consisted of well-educated professional with post graduate
degree and high income. Individuals who belongs in the middle to higher class has a household
monthly income of P12,000- P50,000 above and they annually earn 550,000 above.

Market Positioning vs Product Positioning

Some individuals are fond of buying and wearing jewelries. Based on the article (Kesu
jewelry, 2007) wearing 925 Sterling silver rings with precious stones could eventually penetrates
down inside the human body that can dispel some negative energy and turn it to happiness or
improves the energy level of a person who wears it. It also said that wearing 925 Sterling silver
with precious stones could balance the mood and it also helps with the internal heat circulation
(Brilliance, 2018). Moreover, Individuals are looking for jewelry products that are more detailed
and higher in quality like 925 Sterling silver rings with precious stones. With that, Talishuman
jewelries are highly authentic compared to other jewelries. They use natural treated precious and
semi-precious gemstones for their rings. Additionally, Talishuman uses white gold plating to cover
silver to prevent it from changing its natural color. According to (Gemexi, 2015), combining
precious stones and silver in one would be more valuable and fascinating to wear because they

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are cost effective and customers do not need to spend fortune to buy them. Furthermore, most
consumer perception about silver rings with precious stones is for middle to high class only,
because, it is made of silver and natural gemstones with authentic detailed designs. Behind every
gem stone has different meaning and uniqueness and wearing silver rings with gemstones can
easily express every individual in affordable way.

Past and Current Marketing Strategies

Currently, Talishuman does not have grand marketing efforts compared to their
competitors, they only used social media platforms such as, Facebook and Instagram to update
customers about their brand and product promotions. Also, the company doesn’t have a physical
store compared to their competitors, but they have an ongoing plan on producing a show room
for their jewelry products.

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Figure 1. Social Media Accounts

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Figure 1 shows the Facebook account of Talishuman with almost 100 followers. Since,
Talishuman were new to the market, Facebook will be a great platform to showcase their products
to the market knowing that Facebook is the most popular social networking site worldwide and
supported by the Statistics Portal 2018 record. It has a record of 2.2 billion active monthly users
which opens a huge opportunity for Talishuman to showcase the products online. Figure 1
illustrates the Instagram account of Talishuman with 1,180 followers. The account was also made
public which it can increase the probability to discover by millions of people especially, nowadays
many people have Instagram accounts and as recorded by Napoleoncat (2017) there is 8.5 million
Filipino users of Instagram.

C. Competitive Situation

Talishuman competes in the jewelry market with the following direct competitors:
Silverworks, Uni Silver, Tessera and My Diamonds and Pandora being the indirect competitor of
Talishuman. These jewelry companies can be seen in different stores nationwide. Since,
Talishuman is new on the market, it has low marketing effort compared to their competitors.
Hence, the proponents are proposing other marketing strategies to surpass the competitor’s
marketing efforts.

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Table 1. Direct Competitors of Talishuman.

Picture Name Description Marketing Efforts

• It caters to men, • Uses television ads,

Uni Silver women and teenagers celebrity endorser and social
who live and breathe media such as Facebook,
fashion and are in tune Instagram, Twitter, and
with the latest trends. YouTube.

• Used of online shop such as

Lazada and Shopee.

• Leading retailer of • Uses social media and

Silverworks sterling jewelry in the celebrity endorser
Philippines.
• Used of online shops such
• Aims to be the as Lazada and Shopee.
primary source of high
quality and innovative
jewelry in the
Philippines.

• Retail and wholesaler • Uses celebrity endorser and

of diamonds who Social media such as
Tessera Jewelry caters men women, Facebook and Instagram.
and teenagers who is
fashionable.

• Used natural
gemstones.

• Fined diamond
jewelry brand in the • Uses social media like
My Diamond Philippines. Facebook and Instagram.

• Delicately handcrafted • Uses celebrity endorser to

with authentic diamond bring awareness to the
stones complete with customers.
certificate.

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Table 2. Indirect Competitor of Talishuman.

Picture Name Description Marketing Efforts

• They manufacture • Television advertising,

Pandora Jewelry and markets hand- Social media and celebrity
finished and endorser.
contemporary jewelry
made from high-quality
materials at affordable
prices.

Legend:
Individuals purchased
4th Qtr jewelry for
14% themselves.
Spouse or partner
3rd Qtr
17% 1st Qtr purchased jewelry for
51% them.
Consumers
2nd Qtr
18%
purchased jewelry
together.
Individual purchased
jewelry as a gift for
their partner.

Figure 2: Market Share of 925 Silver rings with Precious stones

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Chapter III

Table 3. Swot Analysis for 925 Sterling Silver rings with precious stones.
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

PRODUCT • The rings have • Talishuman is • The market for jewelry • Competitors can
unique designs. only new in the products is not limited offer a wide range
Jewel Industry. so there are a lot of of designs readily
• Good quality opportunities for the available at the
products. • Talishuman has 1 company to produce store.
design, 1 stock only different designs
• There is a of the jewelry. especially for •Growing
different jewelry Generation X Competitors
designs per month. consumers.

• Since there is no
specific product, there
will always be different
unique design every
launch.

PRICE • Affordable Price • 925 Sterling Silver • Prices of the jewellery • Threats of new
rings with precious will be worth its price entrants may have
• Worth the price stones are more since there is no a lower price
expensive in pricing physical store and is
than other offered online only.
competitors.

PLACE • 925 Sterling Silver • There is no • Building a showroom • Competitors do

rings with precious physical store. for customers who are not only offer their
stones are easily interested to buy the products online but
accessible because products and do not only also on their
it is available online. want to view it online. physical stores.

PROMOTION • Talishuman uses • There are only few • Ex-deal with YouTube • Competitors with
digital media as a social media vloggers who are into physical store can
platform in followers. beauty and lifestyle can offer discounts to
conveying be one opportunity for their customers.
information, the company to be
shaping brand profitable since social
identity and media platforms are in
building customer and they can promote
relationships. the brand.

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Chapter IV

GOALS AND OBJECTIVES

The main goal of this plan is to have a successful relaunch and promote the products in the
market by means of advertising using social media. The brand will also sponsor events and
activities to be able to let their product be recognized in the market.

● Short term objectives (by 2020)

o To double the sales.
o To increase profit by 20%.
o To establish the product’s conformance and performance quality.
o To exceed customer’s expectations in terms of design styles, quality and
customer service.
o To generate 20% engagement to the public.
o To establish and gain customer loyalty.
o To increase the number of designs.
o To develop sustainable merchandising unit that sells gemstones to meet the
needs of the consumers.
o To setup brand awareness.

● Medium term objectives (by 2021-2022)

o To double the sales.
o To increase profit by 30%.
o To maintain product awareness in consumer’s mind through social media.
o To achieve and maintain outstanding customer service by providing high quality.
o To establish brand when it comes to Jewelry Business.
o To have growth on personal brand.

● Long-term objectives (by 2023 and above)

o To double the sales.

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o To increase profit by 40%.

o To achieve and maintain outstanding customer service by providing high quality.
o To maintain credibility in terms of product and delivery.
o To pursuit profit sustainability.
o To have a systematic procedures and accounting system.

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Chapter V

MARKETING MIX STRATEGIES AND PROGRAMS

A. Market Targeting

Size of the new market

Table 4. Demographic, Psychographic and Behavioral Characteristics
Age 25 years old and
above
DEMOGRAPHIC CHARACTERISTICS Gender Male and Female
Income Middle-High Class
• Fond of using jewelries as part of their
outfit of the day.
• Interested on unique product designs.
• Purchase jewelry as a gift for
someone.
PSYCHOGRAPHIC CHARACTERISTICS • Purchase jewelry for collection
purposes.
• Constantly trying out classy and
unique products.
• Products which could satisfy specific
needs and wants
• Inexperienced in purchasing jewelry
products but are willing to try new
BEHAVIORAL CHARACTERISTICS things.
• Usually buying new products that
appeal useful to them.

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• Constantly curious about the different

designs of the jewelry.
• First-time buyers.

B. Product Development/ Innovation Program

Unique selling proposition or benefit

Talishuman offers Jewelry products that has one stocked one design only in any
Jewelry, to prevent the same style or design so that the Jewelry will remain unique in the
eyes of other consumers. Also, it will help in enhancing natural beauty. It makes outfits
pop that can provide an extra confidence boost. Lastly, all the Products of Talishuman has
a symbol to convey information quickly and effectively in their products.

Product positioning

To be deeply recognized by the consumers is one of the goals of every company.

This situation is called positioning. According to Kotler (2002), positioning is the act of
designing the company’s offering and image to occupy a distinctive place in the target
market’s mind. To achieve a positive positioning, a company must make their product
attractive, useful and satisfying and has a value for every consumer. The company aims
to position in the mind of every consumer that 925 Sterling Silver Rings with Precious
stones is one of the most marketable jewelry products and trending and it helps by
enhancing natural beauty specially for the girls and it has an attractive and unique design.

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Product features

The 925 Sterling Silver Rings with Precious stones is crafted with precious and
care, using real sterling silver and precious stones from Europe and Russia that is nickel
free, hypoallergenic and safe from sensitive skin. It is organic, and all the gem stones that
they use for the 925 Sterling Silver Rings with Precious Stones have a symbol for the Birth
month and on the personality of the person. Different selection will range in various colors,
sizes, styles and stone to meet the unique needs and wants of every consumer.

Figure 3 . Natural Amethyst

Figure 4. Natural Raw Amethyst

Figure 5. Natural Aquamarine

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Figure 6. Natural Emerald

Figure 7. Natural Pink all Sapphire

Figure 8. Citrine

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Packaging

Packaging plays one of the most significant roles for it basically provides protection and
fortification against freight damages, scratch and prevent dented parts. Packaging affects the
capacity of the products to remain resilient throughout transport and shipping.

The proponents proposed to change some details of the packaging, the group decided
that Talishuman packaging is to increase its appeal and have good quality and unique design of
packaging. According to Conran, J. (2014) a product's packaging is a powerful tool for it informs
customers why a product and brand are distinct. It can also be a marketing effort specifically on
brand awareness for consumers will remember the design and packaging of Talishuman.

Figure 9. Proposed new packaging design.

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C. Pricing Program

Pricing is one of the exemplary 4Ps in marketing mix that sends a strong message to its
target market. This will be one of the influencing factors on how the market will perceive the
product. Moreover, the estimated price for Talishuman’s 925 sterling silver rings with precious
stones is P12,000.00 having a raw price of P9,600.00. This marketing plan proposes to continue
the current pricing strategy that is used by the firm.

(P12,000 - 20%) = P9,600.00

The selling price of P12,000 pesos is based from the company’s pricing program. From
the raw price, adding a 20% markup would come up to 12,000 pesos as a selling price for the
product.
The objective of the company’s pricing is to compete with other jewelry industry and to its
direct and indirect competitors which are branded and to cover all expenses that will be incurred
in the production of Talishuman. The proponents propose to retain the current pricing program of
Talishuman as it has a competitive advantage and in order to determine whether there is the
ability to meet expenses, which is essential to know the actual production overhead cost of
running the business.

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D. Sales and Distribution Program

Talishuman products are manufactured by European and Russian manufacturer. After the
production, the ordered product will be shipped from International manufacturer to Talishuman’s
head office in the Philippines. The service representative will then send an invoice order to the
head office for inventory. The Customer Service will process the orders of the customers then it
will be passed to the Order Fulfilment Section. Talishuman reserves the right to accept or decline
orders as necessary and the customers should accept the Terms and Conditions provided by the
company. Lastly, if the customer accepts the Terms and Condition the orders will be headed to
Logistics Department on where the products will be checked and segregate depending on the
location. The delivery of the product to the customers is either for pick up by or delivery. The
proponents propose to retain the current distribution program of the company.

Manufacturer from Europe and Russia

International Courier

Talishuman Head Office

Consumers
Figure 10. Sales and Distribution

● Policies

The ordered product will be delivered one to three working day/s, depending on the
location.

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● Sales targets by target market or geographical areas

The company targets all individuals that belongs to middle and higher class, ages
25 and above who can afford to buy jewelry products nationwide.

● Extent/terms of distribution

The customer will send an inquiry to Talishuman’s Website. This includes the product
that they want to purchase and how it will be sent to them. The head office will then process
the invoice order depending on the request of the customer. Talishuman reserves the right
to accept or decline orders as necessary. The company reserve the right to ask for further
proof of ID before an order is accepted. The customer should have read the details pertaining
to the desired product and have asked all queries related to it prior to purchase.

They can choose whether to pick up the order to the head office or let them deliver it
through their area. However, the customer should provide photos and other documentations
that the item, upon opening, has defects and flaws. These returns should be received by
Talishuman within 7 days only upon receipt of the items.

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E. Marketing Communication Program

This part discusses the whole communication mix, which will include:

Advertising Program

F. Marketing Communication Program

1. Advertising Program

The main objective of this program is to introduce the brand to the public and to provide
quality content, regularly, adding new information, and establishing trust by becoming an
authorative source to purchase a product. The idea is to make people aware, open to
communicate and induce.

WEBSITE
Table 5. Website
Objectives • The objective of this strategy is to drive
traffic, engage prospects, generate
leads and re-engage existing
customers. It would also improve
customer satisfaction by coming up
with a better service.
Target Audience • The target audience of this strategy is
those who have access to the internet
whether it be mobile phones or
personal computers.
Creative Approach • Through this website the company
may be able to poll possible
customers. The company may learn
what their customers want and then
fulfill their needs. As more and more

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people are on social media these days,

so tying up a website into social media
proof such as reviews or comments
from customer allows you to pull in
additional traffic and connect with
customers on a social level.
Media Planning • Website Launching: June 2019
• Cost: 15,000 payment for website
creation and launching.

Figure 10. Website

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SOCIAL MEDIA BOOSTING

Table 6. Social Media Boosting

• The objective of this strategy is to create

Objectives
long lasting relationship between the brand
and the customers, to continue brand
awareness and reach more potential
customers, and to make Talishuman brand
known to more broad market. Having an
editorial calendar together and marketing it
to possible customers through online
around major life events. As Filipino’s
would always want every occasion special
for their loved ones. Objective is to attract
customers in buying Talishuman product
as the brand would associate a certain
silver ring with gemstone with the occasion
to be celebrated.
• The target audience of this strategy would
Target Audience
be everyone who has access to different
social medias like Facebook, and
Instagram. Most of these audiences are
professionals who are easily attracted to
every online advertisement they see. Also,
target audience will be someone who
always want to surprise and give gifts to
their loved ones especially during events
like; Mother’s Day or Father’s Day.
• Social media is one of the most cost-efficient
digital marketing methods used to syndicate
Creative Approach content and increase the brands visibility.
Implementing a social media strategy will
greatly increase Talishuman’s recognition
since the brand will be engaging with a broad

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audience of consumers. Social Media

Posting is very important for achieving
higher page rankings and obtaining traffic
to the page. The brand will engage into
posting the products in the way that it will
engage more customers, the brand will
connect its products to different trends
happening on social media. The approach
is to give customers a colorful resort
jewelry for upcoming vacations, occasions,
holidays, or special events as well as what
is on trend for a self-purchase or a treat to
someone. The brand will have a different
focus and selection every month to stay
organized and relevant. The aim is to not
just feature a gemstone of the month but
also the value and the happiness that a ring
is giving to someone.
• The strategy is to touch their hearts as we
don’t only promote the value of money but
also the value of the person to be given.

• Schedule for post boost: Once a

Media Planning
month • Cost: ₱ 1,310 monthly boost
post with 63.6k audience reach
TOTAL: ₱ 9,170 (Facebook paid AD
for seven months)

Schedule for posting:

June: FATHER’S DAY

Featuring: A Ring for the Best Dad

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August: WORLD’S FRIENDSHIP DAY

Featuring: Friendship Rings

December: CHRISTMAS SEASON

Featuring: Let your holiday ring shine!

January: NEW YEAR

Featuring: Happy New Ring!

February: LOVE MONTH

Featuring: Couple Rings

March: WOMEN’S MONTH

Featuring: Girl Power Rings

May: MOTHER’S DAY

Featuring: I ring my love to you, Mom

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Figure 11. Social Media

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2. Sales Promotion Program (Consumer and Trade)

10 % Discount for First 10 customers purchased

Table 8. Discount
• To give awareness and popularity of
products.
Objectives • To capture the attention of customers
• To convince potential customers to make
a purchase.

• First 10 consumers who will make a

Type of Frequencies purchase of jewelries within the month of
June will receive 10% discounts.

• The coverage of this promotion is

Coverage exclusively for first 10 customers who
purchase products.

• The sales promotion will be preferably on

Promo Schedule the month of June, to encourage the
customers to purchase products.

• The promotion will be posted on

Talishuman website, Facebook and
Promo Casting Instagram pages so that customers will be
aware about the promotion.

• Php12,000 (srp) - 10% (discount) =

Coverage Program cost Php10,800

• Printing expense – P40 per print x 10 pcs

= Php 400.00

Figure 12. 10 % Discount

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Free Gift Certificate from Ginhawa Spa and Dining

Table 9. Gift Certificate of GSD

• To attract more customers to buy

Talishuman jewelries.

Objectives • To increase more sales as well

customers.

• To have a customer loyalty within the

brand.

• Every purchased of jewelries

worth of 10,000 will automatically
Type of Frequencies
receive a gift certificate of GSD
worth of 500.
• The coverage of this promotion will
Coverage exclusively for 5 customers who
purchase Talishuman jewelries.

• The promotion will last for one month.

Promo Schedule

• The promotion will be posted on

Promo Casting Talishuman Facebook and
Instagram pages and website.
• Printing Expense - P40 per print x
Coverage Program cost 5pcs = Php 200.00

Figure 13. Gift Certificate of GSD

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3. Public Relations Program

Online Platform Endorser/Vlogger

Table 10. Vlogger

• To spread awareness of Talishuman

Objectives products using vlog postings on online
platforms such as YouTube,
Facebook, Instagram, Twitter and
website.

• To be utilized actresses for the

planned awareness commercial.

• To increase more sales and to attract

more customers to purchase the
products.

Strategies • Talishuman shall use popular social

media personalities to spread product
awareness.

• Vloggers will make an honest review

of the product.

Materials to be used and Costing • Online personality budget Php

12,000.

Schedule • The video will be posted on

December.

Figure 14. Vlogger

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Chapter VI

INVESTMENT PLAN

This chapter shows the financial projections and forecast of the profitable financial cost of
the company in its marketing communication programs. This will help the company to estimate
the possible investment the company needs to devote for its marketing communication program.

Table 11. Investment Plan

1. Advertising Program
a. Website P 15,000.00
b. Facebook Boosting P 9,170.00

Total Advertising Program

2. Sales Promotion
a. 10% Discount P 12,000.00
b. Free Gift Certificate (P500 x 5pcs) P 2,500.00
Total Sales Promotion

3. Public Relations
a. Beauty Blogger P 12,000,00
Total Public Relations Program

TOTAL INVESTMENT PLAN P50,670.00

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Chapter VII

ESTIMATES OF PROFITABILITY
The table below shows the sales forecast for three consecutive years.
Table 12. Yearly Sales Forecast
Fiscal Year 2020 2022 2023

Sales ₱ 191, 068 ₱ 382, 136 ₱ 764,272 ₱ 1,528,544

The table on the next section shows the projected sales, cost of goods sold and other
expenses that the company will incur in the operations of the business.

Table 13. Projected Sales, Cost of Goods Sold and Other Expenses
Year Fiscal Year 2020 2022 2023
Projected profit increase: 20% 30% 40%

Gross Sales: 191, 068 ₱ 382, 136 ₱ 764,272 ₱ 1,528,544

Net Sales 191, 068 ₱ 382, 136 ₱ 764,272 ₱ 1,528,544

Less:
Cost of goods sold 57, 320 114, 640.8 229, 281.60 458, 568

Gross Profit 133, 748 267, 495.20 534,990.40 1,069,976

Less: Operating Expense
Marketing budget estimates
50,670 60,804 79,045.2 131,361.36
Advertising program 24, 170 ₱29,004 ₱37,705.20 ₱52,787.28
Sales Promotion 14, 500 ₱17,400 ₱22,620 ₱31,668
Public Relation 12,000s ₱14,400 ₱18,720 ₱26,208
Employee Commission 3,000 4,500 6,900 8,100
Miscellaneous Expense 21, 505 43,010 86,020 172,040
Net Profit 58,573 159,181.2 363,825.20 758,092.72

Note: The amounts stated above are mere estimates and may be changed upon further
assessment.

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Chapter VIII

EVALUATION OF RESULTS

This Chapter discuss and present the Talishuman operation business. Talishuman
aiming to stamp a prominent trademark in the fashion industry and one of the emerging
profitable jewelry business in the country and Jewelry products which could satisfy specific
needs and wants of consumers. The plan to penetrate the market are on the process of
completion. The effect of marketing strategies given is expected to have successful result
at a given period of time. The quality of the product is the way to have high sales, and
profit of the company that positive feedbacks from the customers, online ratings, rate of
increase of product sales in terms of product sales can be used to determine the success
of the business aside from having comprehensive and through financial evaluation.

Moreover, Talishuman needed Reliable Sales promotions by having a 10% Discount

for 10 customers purchased and Free Gift Certificate from Ginhawa Spa and Dining. Also,
Talishuman needed intensive advertising program by using the online digital platforms
such as Facebook and Instagram Boosting to increase potential customers awareness of
the products, introduce the brand to the public, to provide quality content, to give
awareness and popularity of the products and to convince potential customer to make a
purchase. Also having a Public relations program by having Beauty Vlogger to spread
awareness of Talishuman products by vlog posting in YouTube or in other social media
sites. The apparition of this marketing plan is to expand the current market and become
benchmark in the fashion industry. Furthermore, the company will continually exceed
customer satisfaction in order to obtain a proficient and significant market position. The
Gantt Chart on the next section illustrates the list of all the target programs and promotions
within the year.

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Figure 15. Gantt Chart

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REFERENCES

Branstrator brecken.branstrator@nationaljeweler.com, B. (2018, August 10). Study: 51 Percent

of Millennial Women Buy Jewelry for Themselves. Retrieved from
https://www.nationaljeweler.com/independents/retail-surveys/6885-study-51-percent-of-
millennial-women-buy-jewelry-for-themselves?fbclid=IwAR3DcYQBXmGcrtWxrE6-
BOjU14wAkBx2pPW-qWxZBIX74Yj15qXzOUl-6_s

Consumer Behaviour in Jewellery. (2017, Nov 30). Retrieved from https://paperap.com/paper-on-

consumer-behaviour-in-jewellery/

Mplans.com. (2019). Jewelry Sample Marketing Plan - Marketing Strategy - Mplans. [online]
Available at:
https://www.mplans.com/jewelry_marketing_plan/marketing_strategy_fc.php?fbclid=IwAR0Ru0
NQB6IHbqbA6PnlFCXcG9MkXeNJBnYqdueYtZKypkkYy6YGL9fqacQ [Accessed 28 Mar. 2019].

Nayak, S. (2019). #7 Trends That Will Shape the Jewellery Industry in 2018. [online]
Entrepreneur. Available at:
https://www.entrepreneur.com/article/306164?fbclid=IwAR1c1MaVRpqJVnRu7w3mL-qg7-
hsrAR8L1p5umnavhCkS9DqImL6beEAOJs [Accessed 28 Mar. 2019].

Times, T. (2019). The business of jewelry in the Philippines | The Manila Times Online. [online]
The Manila Times Online. Available at: https://www.manilatimes.net/the-business-of-jewelry-in-
the-philippines/205500/ [Accessed 28 Mar. 2019].

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APPENDICES

Social Media Accounts

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Sample Products

Packaging

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Website

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Sales Promotion

Social Media Endorser/ Vloggers

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