RTB (RAGS TO BAGS)

A Marketing Plan Presented to

The Faculty of the Business Administration Department
Northern Negros State College of Science and Technology

In Partial Fulfillment of the Requirements in Product Management

Submitted by:

Guarin, Jicel B.
Mahinay, Jocelyn G.
Malinao, Lowilla Axyl
Morada, Jay-Ann U.
Lagada, John Rey E.
Oyanib, Jocelyn S
Purog, Angel F.

Submitted to:

Joseph Jun T. Liprado

December 13. 2023

 COMPONENTS OF MARKETING PLAN

MARKET RESEARCH:

-"Sagay City offers a promising market for Rags to Bags due to a growing community of eco-
conscious consumers. The rising demand for sustainable fashion aligns with our target audience,
emphasizing style and eco-friendly choices. Local surveys reveal a keen interest in unique,
upcycled accessories. Rags To Bags aims to meet this demand by providing trendy, durable bags
crafted from repurposed textiles. Our distinctive selling proposition centers on a strong
commitment to sustainability, resonating with the city's increasing awareness of environmental
issues. This research signals a favorable landscape for Rags to Bags to thrive and make a positive
impact in Sagay City. The feedback highlights the appeal of supporting local artisans and
contributing to the reduction of textile waste. The bags' versatility, ranging from casual to
sophisticated designs, caters to a diverse consumer base. With a focus on ethical production and
the promotion of circular fashion, "Rags to Bags" emerges as a compelling choice for conscious
consumers seeking both style and sustainability in Sagay City and beyond."

TARGET MARKET:

- Our target market for our bag that made of rag are the following:

 Fashion-conscious individuals who appreciate unique and sustainable fashion

accessories.
 Environmentally- conscious consumers who prioritize eco-friendly products and
materials.
 Tourists and travelers seeking locally made souvenirs that showcase the culture and
craftsmanship of the region.
 Ethical shoppers who support fair trade practices and artisanal products.
 Students and professionals looking for stylish and functional bags that align with their
values of sustainability.
 Residents of Sagay City interested in supporting local craftsmen and sustainable
businesses.
 Gift shoppers who seek thoughtful and eco-friendly presents for friends and family.
Socially responsible companies and organizations looking for sustainable and locally
made promotional items or corporate gifts.
MARKETING GOALS:

- Generate sales and achieve revenue targets. By upcycling Ukay clothes, we not only breathe
new life into pre-loved garments but also contribute to the reduction of textile waste. Our
marketing goals revolve around promoting the virtues of eco-friendly fashion, emphasizing the
importance of supporting local artisans in Sagay City, and fostering a sense of community
engagement. Through targeted campaigns, we aim to educate consumers about the positive
impact of choosing "Rags to Bags" on the environment and the local economy. Our commitment
extends beyond mere commerce; we strive to inspire a cultural shift towards mindful
consumption, encouraging individuals to make informed choices that align with sustainable
values. By aligning our marketing strategies with these goals, we aspire to position "Rags to
Bags" as not just a product but a symbol of conscious living and a testament to the
transformative power of ethical fashion.

POSITIONING:

- We want people to remember our bags as affordable, eco-conscious, and support the local
community of Sagay City. The RTB product, a bag made of rag, offers a unique blend of
sustainable materials and local craftsmanship in Sagay City. Positioned as an eco-friendly
alternative, the RTB bag stands out for its use of recycled materials and traditional
weaving techniques. In addition, by choosing the RTB bag, consumers can make a
conscious choice to contribute to the preservation of traditional weaving practices and
promote sustainable fashion. The RTB bag's positioning as a locally made, eco-friendly
accessory allows consumers to align their personal values with their fashion choices. The
bag's unique design, inspired by the rich history and artistry of Sagay City, sets it apart
from mass-produced products and showcases the unique cultural aesthetics of the region.
The RTB bag's positioning emphasizes its durability, versatility, and functionality,
making it a practical and stylish choice for conscious consumers in Sagay City. Further,
through its commitment to sustainability and community empowerment, the RTB bag
becomes more than just a fashion accessory, but a symbol of responsible consumption
and support for local artisans in Sagay City.
COMPETITIVE ANALYSIS:

In Sagay City, our innovative bag stands unrivaled as we currently face no direct competitors.
This unique offering emerges as a new and distinctive product in the market. The decision to
introduce this specific bag stems from a strategic understanding of the inherent advantages it
brings to the table. While conventional rag bags saturate the market, we differentiate ourselves
by transforming the commonplace into something novel. Our bag is not merely a functional
accessory but a sustainable and stylish statement, championing eco-friendly practices. Beyond its
fundamental utility, our multipurpose bag serves as an organizer and doubles as a decorative
element for your living space. One key advantage we possess is the exclusive availability of this
bag; we are the sole provider in the market. This strategic positioning allows us to capitalize on
the uniqueness of our product, ensuring that our brand remains synonymous with innovation,
sustainability, and unparalleled functionality in Sagay City.

MISSION STATEMENT:

- “To provide fashion-conscious individuals in Sagay City with eco-friendly and stylist bags
made of sustainable materials, allowing them to make a sustainable fashion statement while
contributing to a greener future”.

This means to cater to the fashion needs of individuals in Sagay City by offering a range of
stylish bags crafted from eco-friendly and sustainable materials. We aim to empower our
customers to make a positive impact on the environment by choosing fashion items that align
with their values. Through our commitment to sustainability, we strive to set a new standard for
fashion in Sagay City, promoting the idea that style and environmental responsibility can coexist
seamlessly. By providing access to bags made from sustainable materials, we encourage our
customers to embrace a green lifestyle and contribute to the collective effort for a more
sustainable and eco-conscious future. Our mission is to redefine fashion in Sagay City, offering a
choice that not only enhances personal style but also reflects a commitment to a greener and
more sustainable world. Through our products, we seek to inspire a community in Sagay City to
embrace a sustainable lifestyle, fostering a sense of responsibility towards the environment. Our
commitment to style and sustainability goes hand in hand, proving that fashion and
environmental consciousness can coexist harmoniously. Ultimately, our mission is to contribute
to the larger global movement towards sustainable fashion, starting at the local level in Sagay
City.
MARKET STRATEGY:

 Targeted Promotion: Create awareness and generate interest in the RTB product by
leveraging online platforms, social media, and local events to reach the target market
segments.
 Unique Value Proposition: Highlight the unique selling points of the bag made of rag,
such as its eco-friendly materials and the craftsmanship of local artisans, to differentiate
it from competitors and appeal to environmentally conscious consumers.
 Collaborations and Partnerships: Establish collaborations with local tourism agencies,
fashion influencers, and sustainable fashion brands to increase visibility, reach a wider
audience, and position the RTB product as a must-have item for conscious consumers.
 Storytelling and Branding: Share the story behind the bag made of rag, emphasizing the
sustainable practices, the traditional community weaving techniques, and the positive
impact on local communities, to create an emotional connection with consumers and
build brand loyalty.
 Limited Editions and Exclusivity: Release limited edition designs or collections,
showcasing the creativity and innovation of the products, to create a sense of exclusivity
and encourage repeat purchases.
 Customer Engagement and Feedback: Encourage customers to share their experiences
with the RTB product through testimonials, reviews, and social media posts. Actively
engage with customers, listen to their feedback, and use it to continuously improve the
product and customer satisfaction.
 Local and Community Involvement: Participate in local events, collaborate with
community organizations, and sponsor initiatives that promote sustainable living and
support local artisans. This helps in building a positive brand image and fosters a sense
of community.
 Sustainable Packaging and Delivery: Use eco-friendly packaging materials and minimize
carbon footprint in the shipping and delivery process. Communicate the sustainable
practices employed in the packaging and delivery to further emphasize the brand's
commitment to sustainability.
PRICING, POSITIONING, AND BRANDING:

- Firstly, our bag is not only reasonably priced at three hundred fifty pesos (350.00) but also
emphasizes affordability and eco-consciousness. We aim for our target audience to associate our
product with these qualities. This message is reinforced through compelling taglines such as
"From rags to earth's richest," along with memorable logos and a brand name designed for easy
recall.

To enhance our brand image, we plan to launch limited edition designs that showcase the
creativity and innovation embedded in our products. These unique designs draw inspiration from
the rich history and artistry of Sagay City, making them visually appealing and distinctive. The
goal is to captivate the attention of potential customers and leave a lasting impression.

Beyond being a stylish accessory, our product holds significance as a sustainable fashion item.
We encourage individuals to support local businesses by choosing our product, which aligns with
the growing trend of eco-friendly and socially responsible consumption. Additionally, our bag
serves as a meaningful souvenir for visitors, creating a connection between the product and their
memorable experiences in Sagay City.

In summary, our approach involves combining affordability, eco-consciousness, and unique

design to position our product as a sustainable and fashionable choice. Through strategic
branding efforts, we aim to not only attract customers but also cultivate a sense of pride and
support for local businesses.

BUDGET:

- This month, our goal is to manufacture 8 bags, with a projected production cost of nearly 2,400
pesos. The critical aspect here is the time factor, as failure to meet our sales targets within the set
timeframe poses a significant risk. Our sales target for the month is 2,800 pesos, and achieving
this is crucial given the limited time available for bag sales.

The business faces potential challenges in terms of stagnant growth due to evolving market
trends and changing consumer preferences. This dynamic landscape requires us to adapt our
styles to meet market demands. Consequently, there is a risk of experiencing slow business
growth if we fail to align our products with current market needs.

Additionally, fostering a strong and positive customer relationship is paramount. Building

valuable connections with our customers is essential for achieving customer satisfaction.
Ultimately, the satisfaction of our customers is the key to establishing a profitable and enduring
relationship with them.