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Ackss
Ackss
VALLES, RICHELLE D.
RECAIDO, ARIES
COLLANTES, RITCHEN
CATALLA, JAMAICA P.
DIALOLA, JUNEL
The target market of Ackss Accessories includes male and female children,
youth and adults in the age range of 10 years old to 24 years old who are living in
Pagbilao, Quezon. This market belongs to lower class having a combined family income
of P11,914.50 and below and middle class whose combined family income is
unique kinds of accessories that they are fit to. This is because people today in this
The total population size of male and female children, youth, and adults in the
age range of 10 years to 24 years old who belong to lower and middle classes is 22,364
. Almost 48% of them are employed having an income starting from Php 4,000.00 - Php
20,000.00 per month. The remaining 52% is unemployed because they are mostly
youth who are still studying and some are married that are busy with their family.
The market size is determined by considering the population data of the target
market and market acceptability of the product. Table 1 below presents the market
Table 1
Frequency (f) %
Will buy 316 79%
Will not buy 84 21%
Total 400 100%
Based on the results of the survey, 316 or 79% of this market is willing to avail
the product. The other 21% said that they will not buy the product. Hence, the total
market size is only 17,668 customers including those who live below poverty line, which
is derived from multiplying the population size of the target of 22,364 with the market
The reasons why people in this generation is much more attached to products
that is customized is shared by Minjung Park and Jungmin Yoo(2018) as stated that
information more rapidly and efficiently than ever before, thus reducing lead time, as
well as facilitating more design variations and greater flexibility during production (Wall
Street Journal, 2015). As customization can become a tactical tool that provides extra
computers (e.g., Dell), apparel (e.g., Brooks Brothers), home furnishing (e.g., Pottery
Barn), shoes (e.g., Nike), handbags (e.g., Longchamp), and cars (e.g., Toyota). Luxury
brands (e.g., Louis Vuitton and Burberry) that were slow in launching e-commerce now
connect with their customers (Quartz, 2016). However, even with these advantages,
some programs have been successful (e.g., those operated by Lands' End and Nike),
while others have faced serious difficulties (e.g., Levi Strauss) (Franke and Piller, 2004).
participation, their preference for default option, and their inability to recognize the
study, consumers exhibited higher willingness to pay for a customized product than for
preferred customized newspapers, their willingness to pay for a customized version was
not higher than that for a regular newspaper. To ensure the long-term success of a
competitive advantage (Franke et al., 2009), and there is a compelling need for a
On the other hand, Robin Nichol(2018) in his study about people from 12 to 24
years old acceptability for customized and personalized products identified in 1987 in
the book, Future Perfect by Stan Davis, ‘mass customization’ has come to mean, “the
process of delivering wide-market goods and services that are modified to satisfy a
assemble their own, unique product according to their particular tastes and needs.
Think of picking out colors, patterns, and designs to craft your very own Nike shoe or
Burberry coat. It’s still branded Nike or Burberry – but it’s also distinctly you. Mass
customization is a practice driven by the consumer that allows them to become ‘co-
producers’ with the brand of their own uniquely personal product and is a process that
selling Ackss Accessory. This is an opportunity for the proponents to establish the
business as its market provides potential for the product to be viable as an offering.
Demand refers to the quantity of the goods that the buyers will take from the
market given the price of the product. The demand for Ackss Accesory is determined by
considering the market size and average availment per year. Table 2 provides the data
on average availment.
Table 2
49,634
Average Availment/Year = ------------------- = 124.085 or 124 /year/customer
400
respondents will buy the product everyday. 256 of them will buy Ackss Accessories
once a week. The remaining 46 will buy the offering once a month. With these figures
on frequency of buying Ackss accesorry, the number of pieces that will be availed by
the target customers is 49,634 in a year. By dividing the yearly availment of 49,634 by
the number of respondent-customers of 400, the average availment per year is 124
The demand for Ackss Accessory, then, can be determined as shown in Table 3.
Table 3
The total population of individual is 22,634 and these are male and female 10
years old to 24 years old who belong to lower and middle income groups in Pagbilao,
Quezon. The poverty incidence of Pagbilao is about 30% . This poverty incidence rate
of 10,727 will be subtracted from the total population of 22,354 because these
individuals have no buying power and are not potential customers. This results to
market segment size of 11,637 individuals. In order to get the projected annual demand
of Ackss Accessory, the market segment size will be multiplied to the market
acceptability level and the average availment per year. The total annual demand of
The estimated market share is 10% of the total annual demand of 1,139,932 is
113,993 pieces of Ackss Accessory . The company will only assume that market share
which it will intend to initially serve in the first year and will gradually increase by 5%
every year.
V. Competitive Analysis
Each business has their own uniqueness because it has its distinct features. To
make the business competitive, it has to make its product more unique compared to
their rivals . Establishing more advantages from competitors will help our company to
rise up faster. There is always competition both in small and large market. Even small
competition will affect the whole company. This is the challenge that all businesses
have to face.
Some of the competing products of Ackss Accessory are those accessories that
are made of luxury materials and ready-made accesories which can be found on online
DIY stall vendors are are taken as direct competitors of Ackss Accessory. DIY
stall vendors are much more reachable because of thier availability and convinience as
it sell personalized products on the customers preference . DIY stall vendors are better
known compared to Ackss Accessory which is at its point of initial launch in the market.
But these vendors are just selling personalized products on few areas or they are not
particular in place. DIY vendors occasionally stay in a particular place which makes their
costumers unsatisfied and unhappy when they want to avail the product for the second
A. Product Strategy
Ackss accessory is the proposed product. To make it more unique, we will offer
some peomos that can make our custumers happy and satisfied with our product . The
product is personalized or customized which means the overall desiagn will depend on
the customers preference which can let customers chose what they really want.
In order to capture the attention of the potential buyer, the proponents create a
brand name and logo for the product. Its logo shows a very simple apperance but has a
great design. The logo contains the tagline of the business as well as the brand name. It
has the picture of bracelet. The brand name stands for the word accessory. We made it
uncorrect on the spelling to make it different and unique. Ackss Accessory will surely be
recognized for its uniqueness we only have. Its uniqueness will get the attention of the
customers and it is expected that they will give positive feedbacks because they're the
Since the proponents will deliver the accessory to the final consumer, the
proponents will contain the Accessory in a cotton inside the box that can be recycled for
another use.. It will be less expensive if the proponents will use this kind of recyclable
packaging as it lessens the cost of the packaging materials. The proponents come up
with this idea because most of the people just throw the container after they got the
product inside. With these, the proponents think of something that will be more practical
where the packaging which is the box can be recycled for another use.
Figure 3. Product Packaging
Distribution channel is an essential part on how the proponents will deliver their
product to their final customers. It helps them to identify the method to use to reach the
consumers.
In order to distribute the Ackss Accessory, the proponents will use the direct
marketing channel wherein the producer is also the distributor. There are no
intermediaries involved in model of distribution strategy. The producer is the one that
brings their product to the final customers. The proponents use this as their channel so
they can directly interact with their potential customers. The proponents will sell the
Ackss Accessory in door to door basis. Also using the direct marketing channel, they do
not need to pay the middlemen so the profit will go only to them. Although this channel
will be hard to adopt, especially when disposing the product to the intended market, the
proponents are ready to exert extra effort in order to attain the desired goals.
PRODUCER CONSUMER
Good promotion can build brand awareness of the potential customers. In order
to promote Ackss Accessory, the proponents will prsent photos of the product and the
promos available for initial offering and word of mouth communication strategy regularly.
With these, the proponents will have to create a product that will be remarkable and will
leave positive impression to the customers. If they see the distinct uniquness of Ackss
Accessory, consumers will promote the products through their positive feedbacks to
other customers. When other customers heard it, they would not hesitate to buy it.
Hence, the number of customers will grow, the brand will be known and consequently
the business will succeed. In addition, the business can connect directly with the
customers to know their feedbacks about the product. It will help them to immediately
Demographic Profile
10-14= 32 %
15-19= 46.25 %
20-24= 21 75%
Sex
Status
Figure 3: Percentage of
Statuses in Pagbilao,
Quezon
Job
gusto mo?
Survey Questions:
Ready made(41.25%)
1. Gumagamit/bumibili ka ba ng
accessories? Personalize/Customized(58.75%)
accessory?
No(21%)
Araw-araw(24.5%)
Lingo-linggo(64%)
2. Kung ikaw ay gumagamit/bumibili,
Bracelet(65.25%)
Wooden beads(34.5%)
3. Naglalaan ka ba ng pera para sa
Plastic beads (62.25%)
pagbili ng accessories?
Others(3.25%)
Yes(73.75%)
sa iyong accessories?
Black-white (20%)
Letters (24.75%)
Red-orange (10%)
Beads (45.75%)
Yellow-green (9.30%)
Both (29.5%)
Blue-violet (10.65%)
pagbili mo ng accessory?
No( 18%)
Bracelet:
11. Ano sa palagay mo ang mas
10(19.75%) mahal?
15(18.5%) Personalized(54%)
20 above(21.5%) Readymade(46%)
Barkada promo(56%)
Door to door( 53 %)
Couple promo(25%)
Online(22.5%):
Referral promo(19%)
Facebook(12.5%)
Broadcast media:
Radio(3%)
Television(16.5%)
Social media:
Facebook page(36.75%)