Advertising Practice 1 Marketing Plan

I. Introduction

II. Product

a. Description/Background

Joli's General Merchandising is a retail store that sells and offer different art
materials, school supplies, etc., which are specially offering materials for fine arts,
architecture and engineering students. They  sell high quality products from leading brands
which were directly purchase from the manufacturers and different suppliers in and out of
the country. Joli's General merchandising have two branches near University of Santo
Tomas, the older one is at espana and the other one is at P. Noval street. Joli's General
merchandising is a well known retail store because they have lots of products that they are
offering to students which other leading bookstores or school supplies shops doesn't have.
The store also offer services for their customers; they have plate printing services, Computer
Aided Drafting and Design (Cadd) plotting, blue/white printing, color laser printing, Cadd
printing and model-making and etc. The best seller service of Joli's General is the photo copy
of the canon photocopy machine and the blue print which most architecture and
engineering students were patronizing . Joli's General merchandising is on top of their
competitors because of the good quality of the products and good service that they offer for
years.

b. Product History

Joli’s General Merchandising has been on the business line since 1980’s. Back then,
they were already supplying all the needs for Architecture, Engineering, and Fine Arts
students. They started selling Technical Pens to
students and all the others came after. Their first
store was inside the University of Santo Tomas
on the year 1982, when they replaced St.
Patrick’s school supplies which were owned by
the university teachers. The retail store was
named after the siblings Jojo and Lolit Pulinad
because they were the storekeepers back then
and until now. The owner of Joli’s Merchandising
is Alinita Pulinad. On the year 1986, they opened
their new location at Espana, Manila.  Later, Jolis
General Merchandising came up an expansion
and a new branch on the year 2003 at Padre
Noval st., Sampaloc, Manila which caters much
more art and school supplies. Until then, many

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competitors showed up, copied their style of retailing and even their company suppliers. But
still, the original one prevails.

c. Competitors

Joli’s General Merchandising Store competitors are the ones who also sell the same
products and have the same services. But the only difference that Joli’s Store that made the
customers to choose them is that, compared to its competitors offered to the customers is
that, how Joli’s maintains the products’ quality and selling them in low price, as possible,
with the fact that they could have good profit in return. In terms of services, though, the
Joli’s could give a lot of services compared to its competitors because of the machines that
they use inside their store. The big printing machines and computers with internet access
that the customers could use for their works. The fact that Joli’s General Merchandising
Store could give discount makes them to have more buyers than its competitors. In terms of
selling the products, the sellers also give what the customer really need, like, they mostly
recommend good product brand and a product that has a high quality unlike to Joli’s
competitors, they make the customer choose what product they want without knowing its
quality and the product’s disadvantages and advantages to other brands. The Joli's also
accept large quantity orders and customize order that the other competitors could not be
given their customers if needed.
 
d. Price

There are many things on how Joli’s General Merchandising is superior to other
stores. The Joli’s General Merchandising can say that the products they’re selling are much
cheaper than other stores. One of the factors on determining the price of their products is
their competitors. Of course, their price range should at least be close to those of other
stores. These prices depend also on the reach of the students. They only add little to the
price of their retails, so they can still earn from the mark-up. The store could still manage to
make promotions and can still earn profits from their products Of course, not only that their
prices are cheap, you can also assure the good quality of their products.

III. SWOT – Analysis

Strengths:

• Word of Mouth. When people

(usually students) plan to buy some
materials, most of them call any other

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Advertising Practice 1 Marketing Plan

art shops as Joli's. And thus, making it a word of mouth.

• Staff. The number of staffs they have are enough to entertain customers faster and are
also approachable and knowledgable about the products they're selling as well.
• Service. They're not just selling the products in retail but they're also capable of doing
additional services (i.e. assembling the products) for the customer's convenience.
• Storage. They make sure that the products they're selling are of good quality while
storing it in the proper way.
• Allows computer usage and printers for projects.

Weaknesses:

• Space. There are times when there are more customers than expected. The path is too
narrow for everyone to go in or out and only one door is available for both entering and
exiting purposes.

Opportunities:

• Strategic Location. The two

branches of Joli's are located near the
Fine Arts-Architecture and
Engineering buildings where students
are most likely to need supplies for.
• Recommendations. Most professors
and students recommend Joli's
because of its strengths.

Threats:

• Competitors. The competition

between other businesses or any
students who may possibly sell their
used tools.

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