PANTONE BOX

A Marketing Plan
Presented to Senior High School Department
Sacred Heart College, Lucena City

In partial fulfillment
Of the requirements of the course
Marketing Research

America, Trisha Mae A.

Avellano, Claire Kristene E.
Gabis, Justine Rae E.
Magana, Dianna Marie H.
Yanilla, Gian Zyra O.

12 – ABM 2

March 2019
 CHAPTER I
BUSINESS PLAN

INTRODUCTION

Jewelry is the new fashion accessory that enhances the appearance of an individual.
It can accent our overall style and present an image of who we are to others in the world.
While only one in 10 Filipino households own precious objects, about 63.1 percent of
those who do prefer jewelry over other forms such as furniture, antiques or works of art,
according to the latest Consumer Finance Survey conducted by the Bangko Sentral ng
Pilipinas (BSP). Moreover, the jewelry industry in the Philippines has been identified
among the emerging profitable businesses in the country. This is especially so since the
country is considered as one of the leading producers of gold in Asia.

One of the most wear jewelry is necklace because it is easy to blend and style on
what we wear. Necklace has always played a great role in increasing our beauty and
enhancing our looks. However, the fashion around necklace has changed with time.
People love to experiment with materials, colors, size, and volume. From gold to
silver to diamond to semi-precious stones, from chunky pieces to delicate ones, we
have seen how necklace has been designed to keep up with the changing tastes.
However, you cannot break your bank account to buy necklace to remain trendy.

Pantone box is a company that designs handmade necklace that will surely bring
positivity and happiness to the customer in affordable price. The company that will
make sure to design necklaces that will let every women and men feel empowered and
confident.
NAME OF THE BUSINESS

Pantone Box is the name of the business because the color pantone which is the
living coral is warm and welcoming. It embraces us with nourishment to provide comfort
and buoyancy in our continually shifting environment. This color symbolizes our innate
need for optimism and joyful pursuits. This life-affirming shade invites us to reach out
and touch which is also the objective of the company that is to bring happiness by
reaching out other people’s heart through the product, letting the positivity grow within it
and reduce the negativity. The name of the company which is the Pantone Box was from
the idea of the creator to express the company’s objective to their consumer clearly.

LOCATION

Figure 1. Location

The Pantone box main shop will be located at the Quezon Avenue, Lucena City. It is
near the St. Ferdinand Cathedral Church and some various food chains. Its location can
obviously help the business to grow bigger because of many potential buyers around the
place.

VISION STATEMENT

To be a successful handmade necklace producing company that gives customer a

unique fine style of necklace at a low cost.

MISSION STATEMENT

 To design beautifully handmade necklace that will let women feel positive
difference in their everyday lives.
 To provide necklaces that will represent yourself through style and unique
details in affordable price.
 To exceed the customer’s expectation on the design of the product.
 To continually develop the designs of our necklaces by creating uniqueconcepts
that perfectly features a suitable necklace for today’s generation.
 To serve the customers with a genuine service before, during and after they
purchase.
 CHAPTER II
MARKETING ASPECT

MARKETING OBJECTIVES
The primary objectives of the business are:

 To produce 50 necklaces in a span of two weeks.

 To gain 100 customers in a week.
 To achieve the target sale of P3000 in a week.
 To gain profit atleast 50% of the original price.
 To satisfy the customers by the various styles of our necklaces.

TARGET MARKET

The proponents target market is the people who love to put and wear accessories
specifically the girls. The following are the factors that he proponents of the plan
considered in determining the target market of Pantone Box:

A. Demographics. In order to determine this factor demographic profiling is done by

assuming that this generation are interested to order and buy accessories.
B.
1. Age
The proponents target market according to age range from 13-19 years old
or known as the teenagers. Nowadays, teenagers prefer to buy and wear
accessories in order to look fashionable and pretty.
2. Gender
The Pantone box product will be available and enjoyed by females because
it is a kind of accessories. The proponents believe that putting this fashionable
necklace will make the customer sophisticated and will give them self-
confidence and positivity.
3. Geographic
Pantone Box will focus on the area where the business will establish.
Quezon Avenues St., Barangay 4, Lucena City is the place where you will find
the stall of Pantone box. In this case, Pantone box will accommodate all the
customers in the area of Lucena through direct selling.

DEMAND ANALYSIS

In able to know if the product will click in the market, Pantone box used survey
method to get the perception of 95 female Grade 12 ABM students in Sacred Heart
College, Lucena City.
With the help of this research, Pantone box has the idea of the potential customers
who consumes the products. In this way, Pantone box will easily identify the right
strategies to attract the potential customers.
 Do you Like necklace?

No
28%
Ye
s
No

Yes
72%

Figure 2. Respondents who like necklace

The figure shows that 72% or 68 of the total number of population like necklace
while 28% or 27 doesn’t like necklace. Hence, majority of the respondents like necklace.
In that case, majority of the respondents like necklace so there can still a demand for the
proposed product.

Do you Like Crystal wrapped pendants?

Ye
No s
36%
No

Yes
64%
 Figure 3. Respondents who like crsytal wrapped pendant

The figure shows that 64% or 61 of the respondents like crystal wrapped
pendants while 36% or 34 don’t like it. Therefore, the proponents can assure that
the product will be still popular to the target customers.
 what do you consider in purchasing a necklace?

Price
Design 32%
41% Price
Qualit
y

Quality
27%

Figure 4.
Respondents considering in purchasing a necklace
From the figure above, it shows that 41% or 39 of the total number of respondents
considered the design of the product. It is followed by the price which gained of 32% or
30 responses and last is the quality which had 27% or 26 responses. Hence, the design is
a must so Pantone box will focus mainly on the design of the product but they will not
forget to include the price and quality to maintain the customer’s satisfaction.

what kind of packaging do you prefer?

In plastic
20%

In box

In plastic

In box
80%
 Figure 5. Respondents who are attracted to the packaging of the Product

The figure shows that 96% or 91 respondents attracted to the packaging of the
product while 4% or 4 respondents didn’t attracted. Hence, the packaging of the
product is important to catch the eye of the customers.

IS THE DESIGN OF THE PACKAGING ATTRACTS YOU?

No
4%

Ye
s
No

Yes
96%

Figure 6. Respondents prefer packaging of the product

The figure shows that 88% or 84 of the respondents prefer the packaging of the product
in a box while 12% or 11 responses prefer the packaging in plastic. In this case, Pantone
Box exceptional handmade packaging ensures that the potential customers will get by its
classy design.
 at what price are you willing to buy the necklace?

Php 71-Php
Php 61-Php 70 80
5% 2%

Php 51-Php 60

Php 61-Php 70

Php 71-Php 80

Php 51-Php 60
93%

Figure 7. Respondents prefer price of the product

Based on the graph, the market responded that they prefer Php 51.00 – Php 60.00 for
the price with 75% or 71 responses. It was followed by Php 61.00 – Php 70.00 with 23%
or 22 responses and the least was the amount of Php 71.00 – Php 80.00 with 2% or 2
responses. In that case, the proponents ensures that the price of the product will be
affordable and meet the expectations of the potential customer’s.

COMPETITIVE ANALYSIS

Pantone Box Aksesoriz On Point

Accessories
Product  Handmade  Manufactured  Manufactured
designs of necklaces with necklaces
necklaces. different with different
 3 various style: variations. variations
the midnight
blues, the living
coral and the
felicity canary.
 Price  P60 per piece  Ranges from  Ranges from
P100-150 per P80-100 per
piece piece
Place  Located in  Located in  Located in
Quezon Avenue, different malls bayan
bayan. and SM
Promotion  Used of flyers,  Used of  Used of
advertisements, facebook page, facebook and
Instagram page advertisments Instagram
and billboards and website. page.
Table 1. Competitors Analysis

Aksesoriz and On Point accessories are the potential competitors of our company
as they are the ones which are known accessories shop in the locality of Lucena, City.
When it comes to product, both Aksesoriz and on point accessories are selling
manufactured necklaces which make our product different because it is handmade. In
pricing, on point accessories is cheaper compare to Aksesoriz that’s why people prefer
to buy in on point accessories because it is more affordable. However, Aksesoriz
location is better since it is located in malls and SM where there many potential
customers that could see their products. Lastly, when it comes to promotion, our
company is better since we used more promotional tools compare to theirs to attract
more customers.

MARKETING STRATEGIES

PRODUCT STRATEGY

All great products start with a clear strategy that is customer and market-driven.
Strategy not only ensures that you work on what matters and it is an essential so that you
can communicate what matters to your team and organization.  It is also defined as the
road map of a product. 

Branding
 In today’s competitive world of marketing and advertising, a key to success is
building a strong brand. Branding involves developing a compelling, positive and lasting
image of your business that creates an emotional connection with your customers. This
helps to identify a product and distinguish it from other products and services. Branding
is important because not only is it what makes a memorable impression on consumers but
it allows your customers and clients to know what to expect from your company. It is a
way of distinguishing the company from the competitors and clarifying what it is you
offer that makes you the better choice. The brand is built to be a true representation of the
business.

Figure 8. Product Logo

Pantone Box is unlike any accessories for its uniqueness and trendy look necklace.
With the necklace of Pantone Box consumers especially female teenagers can get the best
look they will get with casual clothes like white shirt and jeans. The proponents think of a
product that is timely and present nowadays, and as we all know today in fashion
industry, people want something new to their eyes that surely can express themselves by
wearing it that they can express and show their style, personality or even their statement
in life. From pricy accessories, Pantone Box offers you and affordable necklace that will
make your fashion stylish and exception.

The logo of Pantone Box is colored pantone, living coral which highlights the
concept and objective of the company which through our product the consumers will
easily express and inspires others also themselves in wearing the product with
confidence. The “Pantone” is in larger font size to emphasize the name of the company.
The 2019 is the birth of the company, the year when the company started. The two lines
which are also colored pantone living coral in the logo serves as striking out the
negativity by the positivity and happiness through our product.

Labeling / Packaging

Marketing is of vital importance to any business. It is the key process of researching,

promoting and selling products or services to your target market. Packaging is essential
as it is used for the identification of the products in marketing. It enhances the appearance
of the label for promoting the product. This is the major importance of labeling in
marketing. In addition, labeling also helps to provide the information about a product to
the prospective customer. This function fulfills informative purpose of using a tag.

Figure 9. Product Package

The packaging of Pantone Box shows the happiness and positivity in a box. Each
box have floral patterns because according to Hannah Cangilla (2017), flowers and its
color creates happiness, it also reduces stress and anxiety. Thus, if someone received our
product, the person will surely have smile on their faces and will brighten their day. The
packaging varied into three different colors: pink, yellow and blue. The pink box, where
the necklace named “The Living Coral” placed which means positivity, despite of
adopting the fast pace of life we just continue life optimistically. The yellow box, where
the necklace named “Felicity Canary” placed which means happiness that despite of
mountainous journey we are in, we must spread and have the happiness in our heart and
have cheerful spirit. The blue box, where the necklace named “Midnight Blues” places
which means sincerity and trust that all people that surrounds us especially our friends,
love ones, family and God, we must put our trust to them and our sincerity of our care
and love. This packaging is done for the customers can easily distinguish the variation of
the necklace and its packaging is easy to locate due to its colors. Instead of using fancy or
transparent plastic as packaging, Pantone Box is made up of cardboard box; the
proponents thought that by using the box, the consumers may recycle it. For example
they can use the box as container or organizer of other accessories. Also the box
packaging of the product allows the consumer to have readymade and presentable gift to
someone, there is no need buy a gift wrapper and wrap it.

PRICING STRATEGY

Cost involved of the product, this is all about the material cost, labor cost, and
overhead cost. Product cost must be broken down to fixed.

A pricing strategy plays a significant role in getting customers for the online
business. In fact, setting a price to the one product is very difficult for the business
owner. Launching a new product requires a detailed and planning. The main reason also
of having a plan is to decide how the owner should price their products and services. The
pricing strategy they choose will show the effect to the profit margin of the business, and
determines how fast the business grows. There are a lot of strategies in pricing the new
product and they must consider the expenses of the owner and the service they provide to
make the product. Choosing the best for the business depends greatly upon in the overall
long-term business strategy.

PRICE
Materials Packaging
 Illustration Board
Pebbles ₱ 60.00 ₱ 87.00
(1 whole)
Copper Wire ₱ 260.00 Masking Tape ₱ 135.00
Lead ₱ 65.00 Double Sided Tape ₱ 78.00
Necklace Lace ₱ 750.00 Glue ₱ 50.00
Foam (22x40) ₱ 150.00
Stamp ₱ 150.00
Stamp Pad ₱ 44.00
Stamp Pad Refill ₱ 16.00
Printed Wrappers ₱ 72.00
Living Coral
₱ 10.00
Wrapper
Subtotal ₱ 1, 135.00 Subtotal ₱ 792.00
Total Amount ₱ 1,927.00

Table 2. Materials and Packaging Expense

In the materials and packaging above, it is possible for the company to make 50
products with the total amount of 1,927Php only. The business owner decided that the
product will be ₱60.00 to have 50% profit.

Calculation of the profit:

Cost the materials and packaging in ₱ 1,927.00

Capital per box Profit on each box

₱ 1,927.00
=₱ 38.54∨₱ 39.00 ₱ 39.00 x 50 %= ₱ 19.50∨₱ 20.00
50 pieces
Table 3. Computation of the Capital and Profit of the product

Therefore, the total cost of the product is ₱ 60 . 00.

PLACE STRATEGY
 Distribution is a way of giving the needs and wants of the customers. In terms of
placing Pantone box enumerated two parts to understand how Pantone Box will be
distributed in the target users.
Distribution Channel

According to Marketing Mo, distribution channels in marketing are one of the

classic “4 Ps” (product, promotion, price, placement a.k.a. “distribution”). They’re a key
element in the entire marketing strategy and also help expand the reach and grow
revenue. Distribution channel management builds a coherent framework that unites both
sales and marketing in a collaborative learning environment, expanding your products'
reach to penetrate your market. The product will be distributed directly to the user.

PANTONE BOX
(MANUFACTURER)

COSTUMER
(USER)

Figure 10. Distribution Channel

Figure 15 shows how Pantone Box will be distributed to the target market. The
proponents will manufacture the products and will employ sales force that will sell
directly the product to the customer.

PROMOTIONAL STATEGY

Promotion serves as the communication of the product to the consumers.

Promotion helps the product boost popularity in the market. The proponents used the
Below-the-line strategy as a tactic in promoting their product.

Below-the-line Strategies
 Below-the-line (BTL) advertising consists of very specific, memorable and direct
advertising activities focused on targeted groups of consumers.  Often known as direct
marketing strategies, below the line strategies focus more on conversions than on
building the brand. BTL is more one to one and since Pantone Box company is a
manufacturing firm; on sale advertising serves as a communication to the customers
through informing about the product, its benefits, contents and its uniqueness. The
proponents used flyers, business card, business signage and an official page in instagram
to promote the product.
 Figure 11. Flyers
Below the line (BTL) advertising is more one to one, and Pantone Box decided o
used one of the traditional way of advertising the product by distributing of flyers to
reach the target customers.

Figure 12. Business Card

The company decided to have business card to have connection to the consumer. It
also allows the consumer to contact us easily wherever and whenever they go.
 Figure 13. Business Signage
The signage contains the logo and the tagline of the company to deliver the main
message of the company to the consumer which is positivity. The signage also has cube
behind the logo to emphasize how presentable we offer our product and it is in color
living coral which is the color motif of the company.
 Figure 14. Official Page
Pantone Box released an online like pages in Instagram. In today’s generation
most of them likely wants to buy in online and they are all free to access in the different
sites like Instagram. Using online or social media it helps the owner to encourage the
people about their product because they can ask immediately what they want to know in
one product and also social media is easy way to communicate with others especially to
those who is interested in a product like this necklace.

CHAPTER III
TECHNICAL ASPECT

A. MARTERIAL COST

Materials Quantity Cost

Amount Suppliers
(Product) (Unit) (Unit)
₱ 12.00 per
Pebbles 5 ₱ 60.00 San Yang
pack
₱ 20.00 per Barachael
Copper Wire 13 ₱ 260.00
meter Hardware
₱ 65.00 per Barachael
Lead 1 ₱ 65.00
roll Harware
 Necklace Lace 50 ₱ 15.00 ₱ 750.00 Unitop
Subtotal Amount ₱ 1, 135.00
Materials Quantity Cost
Amount Suppliers
(Packaging) (Unit) (Unit)
Illustration Board National
2 ₱ 43.50 ₱ 87.00
(1 whole) Bookstore
Masking Tape 3 ₱ 45.00 ₱ 135.00 Sunlife
Double Sided Tape 3 ₱ 26.00 ₱ 78.00 Sunlife
Glue 2 ₱ 25.00 ₱ 50.00 SM Supplies
Foam (22x40) 1 ₱ 150.00 ₱ 150.00
Stamp 1 ₱ 150.00 ₱ 150.00
Stamp Pad 1 ₱ 44.00 ₱ 44.00 Sunlife
Stamp Pad Refill 1 ₱ 16.00 ₱ 16.00 Sunlife
Printed Wrappers 12 ₱ 6.00 ₱ 72.00 Novo
Living Coral
2 ₱ 5.00 ₱ 10.00 Novo
Wrapper
Subtotal Amount ₱ 792.00
Total Material Cost ₱ 1, 927
A. Procedures/ documentation