LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 1

CAA Campus

Marketing
Plan
GROUP# 1
Merillo, Elaine
Jacoba, Divine Grace
Benson, Cathelene
Cutin, Princesse
Ilan, Mariel
Lee, Bianca Marie
Ymbong, Marnie
Vash, Avila
Amistoso, Jhon Paul

I. Executive Summary

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

 LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 2
CAA Campus

The objective of this marketing plan is to successfully introduce our product to

our target market and make our product known to all. The proposed marketing

budget for this plan is amounted to P1,026,000. The budget will used for different

marketing platform in order to introduce the product into a wider market. The

product will be benefits for the company and will increase profitability and revenue

II. Study background

A. Brief History of the Company

Athena Clothing line was established on the year 2016 in Las Piñas City

under the name of Athena and it change to Athena’s Clothing Line in 2017, and it

continues to making names, up until now. Before, it was a small clothing line that is

only available around CAA area, but now it is gradually expanding. The founder of

this are Elaine Merillo, Vash Avila, Divine Grace Jacoba, Marnie Ymbong, Bianca

Lee, Cathlene Benson, Paul Amistoso, and Princesse Cutin.

B. Mission and Vision

Athena clothing line aims to offer high quality and value of casual and

formal attire at a competitive price to meet the demand of the customers and to

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

 LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 3
CAA Campus

satisfy them and to expand our business. Our vision is to become the leading

clothing line in our country who offers different kind of clothes. We will

accomplish this by being committed to offering great service and real value to our

business partners and consumers. We will provide a pleasant, fair and diverse

environment, allowing our associate to grow in their careers and experience

constant improvements in their style.

C. Product/Service offerings

Athena Clothing line offers a broad range of casual product, all from high

quality clothes. We make sure that we will provide each customers its product made

to suit to its satisfaction, down to the smallest details.

III. Macro-environmental Analysis

A. Economic
As of According PSA, the inflation rate in Philippines continues to slow

down at 0.9 percent in September 2019. This is the lowest inflation since June 2016,

in which the inflation rate was 1.3 percent. Which shows that our business have a

higher chance of earning more profit since people will going to buy it in more

cheaper price rather than the unusual price of it when there is an Inflation Rate

arises.

B.Politico-legal

Though, the Philippines is facing so many problem right now, the issues of it

doesn’t affect any of our business nationwide. We will make sure the business

will stand still amidst of all the issues by the Philippines. We will make sure to abide

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

 LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 4
CAA Campus

the rules of the Philippine Law. Like getting appropriate permits which includes the

ff: SEC Registration, BIR Registration, HDMF Registration, Mayor’s Permit,

Barangay clearance, occupancy permit, sanitary permit, locational clearance and fire

clearance.

C. Socio-cultural

It is important to know the influence of culture on clothing industry to

foresee cultural and social movements and in order to comprehend the clothing

environment. Fashion is not isolated factor of clothing or accessories but it is

connected to our life in every aspects and among them, culture is the most

significant. Fashion goes further than clothing and into the manner we desire to live

our lives. The culture of people will affect their buying decisions.

D. Demographic

Athena’s clothing line target market class are the middle and lower class who

are interested in fashion. Our customer are both female and male in the age 18 years

old and above.

E. Natural

We are starting to see many of the very real effect of climate change in our

society/local communities. The effects of climate change it can be seen in fashion

and consumers shopping patterns. Not merely limited to floods and other natural

disasters

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

 LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 5
CAA Campus

IV. Opportunities and Threats

· Opportunity is to expand the range of products and prices

· It will also bring a new features clothing

· the demand for the clothes are getting higher

· Strong competition from other clothing brand companies

· Other companies creating more Fashionable and attractive clothes

· There are not many barriers to entry therefore addition

competitors can easily enter the marketplace.

V. Micro-environmental Analysis

A. The company

Athena Clothing Line are operated and composed of Accounting department,

Marketing department, Finance department and the operators. Each department

have an assigned leader or manager who handle their respected department to

organized, to make an efficient and effective teamwork. The internal factors is

important in the company because they are building a one team to make a good

decision-making that is paramount to success of the company.

B. Suppliers

Athena’s clothing line suppliers is reliable, and provide a highest quality of

materials that we need in a low prize also they are easy to communicate with

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

 LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 6
CAA Campus

effective communication can prevent a variety of problems ranging from

production delays to product nonconformities

C. Marketing intermediaries

The company is using Selective distribution type it positioned between

exclusive and intensive distribution, this type of product distribution involves the

use of more than one but not as many dealers as in intensive distribution. This

allows adequate manufacturer control over retail prices, displays, and promotions.

D. Customers

There are different types of customers when it comes to buying of their

clothes. Some are meticulous, fashionable, and perfectionist. Especially the

teenagers who wants to be more beautiful than they already is. They used to buy

trend clothes

E. Competition

Business is boring without competitors. Clothing industries is huge that’s

why the business can’t avoid competition. Our business should be aware on what are

the strategies perform by the competitors. We also should consider the biggest

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

 LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 7
CAA Campus

clothing line company in the country, like Penshoppe, uniqlo, H&M, BNY, Bench,

Oxygen and many more which can be a big threat to our business.

VI. Strengths and Weaknesses

The strength of our product is we have a different variation of sportswear;

we are not only focusing on one specific attire. We make sure that our brand is high

quality by making our brands made up of cottons, also we are not just only caters

one locations. The target market of this are everyone involve and interested in

wearing a sportswear so we cater our stores in every city of this country to make

sure everyone will have a chance to visit our store. But the weaknesses of it is we

only focusing on one specific kind of cloth which is the sportswear only. However,

we promise to make our store more general and to have more variants of clothes.

VII. The Market

A. Market size
Our target market size are mostly office workers, those who are in

corporate world, employees are teenagers and to those people who wants to buy our

product.

B. Market needs

People preferred to buy clothes that is less expensive, also the quality, the

style, and especially the price of it.

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

 LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 8
CAA Campus

C. Market Trends

Before, people tend to buy clothes that is more retro and conservative style.

As time goes by, the fashion tastes of people changes, from retro style to

modern type of clothes.

VIII. Marketing Objectives

Business Objectives – to achieve fast growth for the company and to expand into

new Asian and European markets.

Financial Objectives – To Sales worth P150,000 – P300,000 in the first year and to

increase it to P1,500,000 by the third year to achieve fast growth in revenue and

profits.

Marketing objectives – To improve brand awareness and brand recognition and the

reach of our marketing efforts.

IX. Marketing Strategies

A. Product/service strategy

We will provide appropriate lighting within our store for them to easily

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

 LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 9
CAA Campus

notice the items displayed. For our packing we will use paper bags to avoid plastics

and be environmental friendly.

1. Target market

The geographic market that Athena’s clothing line is mainly targeting within

Las Pinas City, men and women whose aged is 18 and above aimed to patronize our

product.

2. Brand positioning

Athena clothing line is more affordable for its consumers than its

competitors. They value the quality of the product and prioritize the style to attract

customers. It focuses on the price and the quality of their product.

Athena clothing line differ from the other brand of clothes because their clothes are

unique.

B. Pricing strategy

We will use psychological and penetration pricing as a strategy. We will use

this to encourage customers to respond base on emotional impulses rather than

logical once and to attract our customers by offering lower prices than

competitors .Pricing our clothes at P 199.00, P 299.00, and P 399.00 will attract

more customers rather than setting the price higher or as a whole.

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

 LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 10
CAA Campus

C. Distribution strategy

We will use indirect distribution to make it easy for the customer to buy our

clothes rather than going directly to the manufacturer to buy it.

D. Advertising and promotional strategy

For our business to be well known. We use different advertising and

promotional strategies, for advertising, we will use online ads and magazine.

Online ads because people nowadays are using social media, which contains ads, it

is best to use because it is low cost, and many people can see it. We also magazine

because to feature our products. For our promotional strategies, we used publicity

kind of promotion. In addition, one of the strategies will going to use is television

station so everyone will watch.

X. Tactical Implementation

Marketing Strategy: Market Development

Tactics Operating Details Timetable

Give Discounts To grant discount to December 2020

PWD’s and Senior

Citizens

Hire experienced Hiring experienced February 2020

personnel in personnel to

Parañaque store. maximize customer

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

 LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 11
CAA Campus

service.

XI. Marketing Budget

Marketing Budget, 2019

Advertising expenses, which P 591,000.00

include the ff:

Online ads P 528,00.00

Magazine P 63,00.00

Point-of-purchase materials P 290,000.00

Sales Promotion P 145,000.00

Total P 1,026,000.00

XII. Feedback and Control

Action plan : Hire and Train South mall branch personnel

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND
 LAS PIÑAS CITY NATIONAL SENIOR HIGH SCHOOL 12
CAA Campus

Timetable : March 2020

By the end, January 2020, Personnel required for all positions in the south

mall branch should ready have been screened and prequalified. If this deadline will

not be met, the company should contact the local employment office to fill in

missing positions. At the latest, this should be completed by February 12. Training

should commence immediately on February 14 to be completed by February 28. At

this point, the company should subject all who have completed the necessary

training to standard performance appraisal to determine which trainings will be

hired. By March 1, the trainees should be informed their hiring status. If there are no

qualified trainees for specific critical positions such assistant store manager and

store inventory supervisor, qualified employees from CAA store shall be flown in to

temporarily occupy these positions. Continuous recruitment, prequalification and

training for unfilled South mall branch positions shall continue. By March 31,

however, all vacant positions should be filled.

ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND