EXECUTIVE SUMMARY

The goal of this marketing plan is to outline the strategies and promotion that will make

the sales goal grow by 15% every year. Anjanique’s Shop aims to become a provider of unique

jewelry, designer’s bags and watches products, utilizing the owner’s four years (established in

2014) in social media, and to keep it manageable and enjoyable.

Anjanique’s Shop is a 100% sole proprietorship business that operates online; offering a

variety of unique jewelry, watches and bags, all available at competitive prices. It offers the

following products:

Jewelry and watches etc. – 30%

Designer bags, handbags, backpacks, and purses – 70%

The company has distinct types of customers. Those who choose to buy jewelry, bags and

watches for themselves (mainly female clients) and those who choose to buy it as a present for

others (both male and female clients). There are also who are professionals, young professionals

and housewives. The market focus on those above the age of 23, located specifically within the

vicinity as well as those in city and within the country, friends in Facebook, followers on

Instagram and fan page.

CURRENT MARKET SITUATION

Anjanique’s Shop has just started selling online. Business is good and customers are

satisfied to the products they bought and the services the company has offered, but we need to

focus our efforts on implementing the strategies and promotions.

Differentiating ourselves from other online shops has given us the ability to effectively

compete in terms of price, service and products. A comprehensive marketing plan is required to

reach profitability and ensure success of the company.

Market Summary

Anjanique’s Shop has captured good information regarding their market and knows a

great deal about the common attributes of the most prized customers. The company leverage this

information to better understand who should be served, their specific needs, and how

Anjanique’s Shop can better communicate with them.

USERS BY AGE

18-24 years old

25-34 years old
35-44 years old
45-54 years old
55-64 years old
 POTENTIAL CUSTOMERS

HOUSEWIVES
PROFESSIONALS
OTHER

Market Demographics

Geographic

❖ The immediate geographic target is the social media friends with 1918 Facebook

friends, 581 followers on Instagram and 247 likers on Facebook fan page.

❖ The total targeted population/likers/followers are estimated to 4000.

Demographics

❖ Age range 23-60 years old

❖ 45% of the customers are housewives.

❖ The housewives have a household income of P 15,000 up (estimated).

❖ Professional customers are 50% including young professionals.

❖ The professionals earn over P25, 000 (estimated).

 Behaviour Factors

❖ Price conscious.

❖ Aware about the brands of bags and watches.

❖ Typically, tend to eat out at least once or twice a week.

❖ Subscribe to or at read to several women’s website or magazines that are aware of

brands.

❖ Live the motto “Fashion over function”.

Market Needs

Selection: The widest selection of unique pieces of jewelry and designer’s bags and

watches.

Accessibility: Wide range of business hours designed to accommodate all the needs or

cater the needs of customers as long as the company has internet connection.

Customer Service: The clients impressed with the degree of care that they receive.

Competitive Pricing: All products are priced competitive and are flexible pricing.

Market Trends

Gold jewelry is getting pricier. The problem is that investors who buy gold as a

safe haven are gobbling up big amounts. Demand for investment gold has surged 21% in

the first quarter, driving prices higher, according to the World Gold Council.

The Bags and Luggage in Philippines report offers a comprehensive guide to the

size and shape of the market at a national level. It provides the latest retail sales data

(2012-2016), allowing you to identify the sectors driving growth. It identifies the leading

companies, the leading brands and offers strategic analysis of key factors influencing the
 market - be the new product developments, distribution or pricing issues. Forecasts to

2021 illustrate how the market is set to change.

According to the report Global Watch Market 2017-2021, the global watch

market is expected to grow at a CAGR of 7.87% during the period 2017-2021.

Approximately the same number is found in a different source, in a report, Global Wath

Market – Market Analysis 2015-2019, where it is stated that the high demand for Swiss

luxury watches is boosting sales and the market is expected to reach CAGR or more than

7.6% during the 2015-2019 period. Manufacturers are also entering the e-commerce

segment by setting up their own e-boutiques. Online sales of watches have witnessed

considerable growth and the trend is expected to continue during the forecasted period.

MARKET OPPORTUNITIES AND ISSUES

STRENGTHS

❖ Extremely build a strong relationship with the suppliers.

❖ Excellent staff who are well customer attentive.

❖ Flexible pricing.

❖ Convenient business hours.

❖ An efficient online store.

❖ Have regular sale items of bags and watches particularly during special occasions.

WEAKNESSES

❖ The struggle to build awareness to social media.

❖ The possible inability to meet sales higher due to low demand.

❖ Forecasting is difficult but necessary to profitability.

OPPORTUNITIES

❖ The possibility to grow the company profitable so the owner spends posting the products

on social media 3-4 times a day.

❖ Branch out on other social media sites.

❖ A growing market that, to a large degree, is unaware of Anjanique’s Shop.

THREATS

❖ Delays in the shipment of product or unavailability of many of items especially sales

items.

❖ Competitors with same products.

❖ Supplier has hard-time to reply the messages due to maximum number of resellers.

ISSUES

Anjanique’s Shop is still in the unpredictable stage as an online store. Its critical issues

are to continue to take a modest fiscal approach and to expand at a reasonable rate, not for the

sake of expansion itself, but because it is fiscally prudent to.

MARKETING STRATEGY AND OBJECTIVES

Marketing Strategy

Part of Anjanique’s Shop marketing strategy will be based on branch out on other social

media sites like Twitter, Pinterest, LinkedIn, Tumblr, and Flickr. Anjanique’s Shop has

Instragram, Facebook fan page and Facebook personal account of the owner.

Another form of marketing will be advertising and promotion. This is to increase the

target customer’s awareness of Anjanique’s Shop.

 Financial Objectives

❖ Experience a double digit growth rate (15%) for the first quarter in 2019.

❖ Increase sales by 20% every month.

❖ Grow total sales by 15% annually.

Marketing Objectives

❖ Increase repeat clients by 5% per quarter.

❖ Bringing in new clients at an increase rate of 5% per quarter.

❖ Build clients loyalty through excellent and generous customer service.

TARGET MARKETS AND POSITIONING

Target Markets

❖ Professionals: These are full time working professional women and men. They typically

earn an average of P 15,000 up. They will purchase bags, watches and jewelry as a gift

for their love ones, for the workplace as well as to match their everyday outfit. This group

is being targeted as they work full time and therefore have the need for many different

bags, watches and pieces of jewelry for their entire outfit or for their office uniforms.

They also have the money to spend and will take advantage of this reality as women

typically loves to collect lots of bags, watches and jewelry.

❖ Housewives: This segment has plenty of disposable income because of their husbands.

These women love bags, watches and pieces of jewelry. The household income of this

group is P 25,000 up. This group is attractive because they have the money and the time

to check their social media and the time to shop. With both money and time, there is no

limit to the number of items that they would like to own.

Positioning

Anjanique’s Shop positions itself as the provider of unique jewelry, designer’s bags and

watches for career women, men and cosmopolitan housewives. The company will leverage their

competitive edge to achieve this desired positioning.

Anjanique’s Shop leverage competitive edge is that good quality products yet affordable.

Pricing is a major consideration for most consumers. They can receive more value for their

money if they buy the products. Since women love to collect bags, jewelry and watches, we offer

a large selection of this products for them to choose according to their style, needs and to their

budget.

MARKETING MIX

Anjanique’s Shop marketing mix is comprised of the following approaches to pricing,

products, place and promotion.

❖ Products – the style and design of the products suit the lifestyle of the customers; the

quality and the value that they can pass down to their children, future daughters-in-law

or grandchildren. Products are always on sale and they can see the features, variety,

designs, brand name and packaging in just a click. They can also ask for dimensions of

the bags for example.

❖ Pricing – designed to be competitive to other online stores. The pricing scheme is based

on the brand for bags and watches; grams and kind of gold for jewelry.

❖ Place – selling via social media platform. All products are distributed through logistics

and delivered right at their doorsteps for the convenience but there are clients prefer to

pick up at the logistics.

 ❖ Promotion – post the products and tag the family on social media preferably Facebook

and using of #hashtags in Instagram.

COMPANY ACTION PROGRAMS

OBJECTIVES ACTION PROGRAMS

1. Experience a double digit growth ❖ Pay advertising on social media

rate (15%) for the first quarter in through Facebook and Instagram.

2019. ❖ Post frequently the updated products or

2. Increase sales by 20% every month 3-4 times a day within preferred time

3. Grow total sales by 15% annually. (6am-8am; 11am-12noon; 6pm-8pm;

10pm-12am).

❖ When posting the products, keep it

interesting and “catchy” to the eye of

the prospected clients.

4. Increase repeat clients by 5% per ❖ Answer the queries in a business

quarter. manner and with humility.

5. Bringing in new clients at an ❖ Branch out to other networking sites

increase rate of 5% per quarter. like Twitter, LinkedIn, Pinterest, Flickr,

6. Build clients loyalty through and Tumblr.

excellent and generous customer ❖ Always ask for feedback to the clients

service. who buy the products.

❖ Make cards/hand out cards with the

company name, contact number &logo.

PROJECTED PROFIT AND LOSS

ANJANIQUE’S SHOP

INCOME STATEMENT

For the Year Ended December 2015

REVENUE

Gross Sales P 20,000

Less: Sales Returns & Allowances 2,000

Gross Profit P 18,000

OPERATING EXPENSES

Internet Expenses P 7,200

Fare Expenses 5,000

Total Expenses P 12,200

NET INCOME FOR YEAR 2015 P 5,800

 ANJANIQUE’S SHOP

INCOME STATEMENT

For the Year Ended December 2016

REVENUE

Gross Sales P 30,000

Less: Sales Returns & Allowances 3,500

Gross Profit P 26,500

OPERATING EXPENSES

Internet Expenses P 9,600

Fare Expenses 7,200

Total Expenses P 16,800

NET INCOME FOR YEAR 2016 P 9,700

 ANJANIQUE’S SHOP

INCOME STATEMENT

For the Year Ended December 2017

REVENUE

Gross Sales P 60,000

Less: Sales Returns & Allowances 4,000

Gross Profit P 56,000

OPERATING EXPENSES

Internet Expenses P 10,800

Fare Expenses 18,000

Total Expenses P 28,800

NET INCOME FOR YEAR 2017 P 27,200

MARKETING CONTROL

The following areas will be monitored to gauge performances:

❖ Revenue: monthly, quarterly and annually.

❖ Expense: monthly, quarterly and annually.

❖ Repeat business

❖ Customer satisfaction

❖ Word of mouth referrals.

❖ Feedback from the clients.