Ateneo de Naga University

Naga City

MARKETING PLAN
Second Semester 2014-2015

Submitted by:

Alvarez, Francie Amor F.

Avila, Trisha Mae S.
San Agustin, Lourdes Hannah C.

Submitted to:

Dr. Rosalina Blanco - Loquias

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I. EXECUTIVE SUMMARY

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II. CURRENT MARKETING SITUATION

Bellissima Rentals & Tailoring is a newly-founded clothing shop that is

about to enter the clothing industry in Naga City. Gown, suit and cocktail dress

rentals, and school uniform tailoring are the services that we will offer.

Competition is heavier as demand increases, and pricing complications

pressures the profitability of the business. The major competitors of Bellissima

Rentals & Tailoring in Naga City are Marantz, Uniforms Express Sewing and

General Merchandise, and other gown rentals. To gain competitive advantage,

Bellissima Rentals & Tailoring must deliver the needed benefits of their target

market efficiently and effectively.

A. Market Description

Bellissima Rentals & Tailoring’s target market consists of students,

which are under the demographic segmentation, and couples who are

planning to get married, which is under the occasion segmentation under the

behavioral factors. We planned to target these specific segments to deliver

superior value in meeting their insatiable needs. The table below shows how

Bellissima Rentals & Tailoring addresses the needs of targeted consumers.

Targeted Segment Customer Needs Features/Benefits

 Couples  Gowns and suits/  Up to date designs of

(who are planning to barongs for a gowns, suits/barongs

get married) memorable wedding  Customization of the

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 products based on the

agreement of the

company and the

consumers

 Budget-friendly  Discounts offered for a

entourage large-scale purchase

of the service

 Students  Something to  Adjustable, many

wear during special choices (variety of

occasions such as colors, cocktail

proms, acquaintance dresses/long gowns/

parties, victory balls, princess cut gowns),

and other occasions unique designs, and is

(formal/semi formal) made of soft fabric.

 School Uniform for  Complete list of

students uniform designs of the

schools and

universities in Naga

City

 Budget-friendly  Rewards for large-

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 purchases scale and regular

purchases such as

loyalty card that gives

discounts for future

purchases

B. Product Review

Bellissima Rentals & Tailoring is an economical provider of gowns,

suits, barongs, cocktail dresses and school uniforms for its target markets.

The products offered by the business are as follows:

 Wedding Gowns - We offer gowns for the bride and for the rest of the

entourage. We have ready-made gowns for

rentals and we also accept special orders such as

customized designs and personalized styles,

especially for plus-sized women. Also, they come

with head pieces and veils that are free of charge.

 Wedding Suits/Barongs - We offer suits and barongs for the groom

and for the rest of the entourage. Same as for the

wedding gowns, we also offer ready-made suits

and barongs, and we accept customization and

personalization.

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  Cocktail Dresses and Gowns - We provide stylish cocktail dresses

and gowns for the students especially during their

JS Promenade and other occasions. We also

accept personal designs to produce a certain

dress, for rental to the consumers.

 School Uniforms - We accept uniform tailoring for students, both male

and female, of the schools in Naga City. We have

skilled workers to make the required product for

our consumers. We also offer a one-month

warranty for the school uniforms in case of

unexpected factory defects.

The prices for the wedding gowns and suits/barongs vary, from

P9,999.00 to P29,999.00 for a lump-sum purchase, depending on how many

is the volume of the rental. Also, in cocktail dress and gowns, the prices

depend on how long it is to be rented and the style is also considered, from

P499.00 to P2,999.00. In school uniform tailoring, the price varies from

P799.00 to P849.00 for one set, blouse and skirt/pants or polo and pants. The

breakdown of prices is as follows:

ITEMS PRICES

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 Wedding Gowns

- Bride 999 - 2,999

- Other Sponsors (bride’s maid, flower girls, etc.) 599 - 1,700 (each)

 Wedding Suits

- Groom 999 - 2,999

- Other Sponsors (groom’s men, ring bearer, etc.) 505 - 1,700 (each)

 Barongs

- Groom 699 - 2,699

- Other Sponsors (groom’s men, ring bearer, etc.) 505 - 1,700 (each)

 Cocktail Dresses

- Regular fee (3 days) 499 - 1,999

- Additional Days + 100 per day

 Gowns/Suits

- Regular fee (3 days) 799 - 2,999

- Additional Days + 100 per day

 School Uniform 849.00

- One Set 449.00

- Blouse only 449.00

- Polo only 400.00

- Pants only 350.00

- Skirt only

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 Bellissima Rentals & Tailoring offers various promos for the efficient

buying of customers. Students are provided with loyalty cards, wherein

availing of five (5) products, either uniform, cocktail dress, gown or suit,

results to a discounted sixth product. The sixth product will be given 10%

discount from the original price while the seventh product will be given 20%

discount and so on, until the tenth purchase which has 50% discount. The

loyalty card is effective anytime and doesn’t have expiration; thus, giving

consumers a great deal. On the other hand, large-scale purchase of wedding

gowns and suits/barongs results to free items. Availing of thirty (30) items

(gowns and suits/barongs) will effect to a free gown and a free suit/barong for

the other sponsors. As the volume of the purchase increases, the volume of

the freebies also increases. So, big weddings can be achieved without

consuming too heavy in the attires.

C. Review of Competition

The emergence of more prestigious shops that offer rentals and

tailoring, and the rise of small-scale businesses that focus on rentals only and

tailoring only propose a vast competition for Bellissima Rentals & Tailoring.

Some of the major competitors of our business are Marantz, Uniforms

Express Sewing and General Merchandise, Vildas, Ben Pulvinar’s, Ghesyl

Bridal Dress Shop and Tailoring, and Ariel Alvarez Couture.

 Marantz -

 Uniforms Express Sewing and General Merchandise -

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  Vildas -

 Ben Pulvinar’s -

 Ghesyl Bridal Dress Shop and Tailoring -

 Ariel Alvarez Couture -

Despite the number of strong competitors, Bellissima Rentals &

Tailoring can still have a good position in the market because of its unique

offerings. The budget-friendly features and promos will be very popular to

consumers, especially during the inconsistent economy nowadays. Also, one

of the competitive advantages of our business is its principle of treating the

consumers as individually special assets. They are served and addressed in

the best way that we can do, and that is done by effective employees and

staffs of the business.

D. Review of Distribution

The main distribution channel of Bellissima Rentals & Tailoring is its

main store in Naga City Centro. This is the place where customers can freely

come and go as they avail of the services offered by the business.

Negotiation, agreement, and purchase, up to the sizing, producing and

delivering will start here, provided by the skilled staffs. On the other hand,

Bellissima Rentals & Tailoring also has a website, where customers can

inquire about their own specific concerns and needs. Monitoring and

agreements can also be done there. Being in its initial year, Bellissima

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 Rentals & Tailoring is expecting for a smooth operation in this distribution

channels.

III. SWOT ANALYSIS

Bellissima Rentals & Tailoring has several strengths to implement in the

long run, but it also has several weaknesses such as lack of brand awareness in

its initial year. The major opportunity is the increasing demand for the products

that we are offering, and the consistency of the number of consumers because of

the status of our country. On the other hand, the threats for the business are the

pressure in downward pricing and the never-ending possibility of recession and

inflation that might affect the sustainability of the business. The summary of the

strengths, weaknesses, opportunities and threats of the business is as follows:

STRENGTHS WEAKNESSES

The major strengths of our business Lack of brand awareness is the

are the budget-friendly offerings, skilled main weakness of the business. Since

employees and cream of the crop it is only in its initial year, the

designs of the items that we are customers are not yet fully-informed

offering. Customers are attracted to about the business and what it can

products that have reasonable price offer. So, proper promotion efforts will

and offers a good quality. We offer be done to establish the name of the

many discounts that will give the business in the market.

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customers a great deal without

sacrificing the profitability of the

business. Also, the well-trained tailors

and staffs are considered as strength

of the business because they are the

core providers of the product that the

business is offering. Lastly, we offer

products that are one of the best of its

kind, and that is also because of the

above mentioned strengths of quality

price and skilled staffs. We also

address the need of special markets

such as the plus-sized women and

men by offering customization and

personalization of the products, based

on how they want it to be.

OPPORTUNITIES THREATS

The consistent demand for the Since there are a number of

product that we are offering is one of competitors in this business, the pricing

the opportunities that our business has. pressure brings complication to the

Since many couple are planning to get business in terms of profitability. Also,

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married, there are always customers in the inconsistency of the situation of the

this kind of business. Same with the economy take part in the success or

demand for school uniform, yearly, failure of the business, such as inflation

there are students acquired to a new that might lessen the buying power of

school that needs new uniforms. Also, the consumers and the recession that

parties and promenades bring greater might led to going down of the market

demands for cocktail dresses that our share of the business in the operation.

business offers. Taking into

consideration the benefits that our

business offers, buyers will consider to

patronize our business rather than th

competitors. So, with these market

opportunities, the business is ensured

for growth and succession.

IV. OBJECTIVES AND ISSUES

The objectives for the first three years of operation include:

 To create a service-based company whose primary goals is to

exceed customer's expectations.

 To increase the number of clients by 20% per year through superior

service.

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  To develop a sustainable start-up business providing cost effective

products.

On the other hand, the major issues of the business are the challenge of

putting up a strong brand name in the market, as well as sustaining it in the

long run, and the profitability status of the business. Since the business is

only in its initial year of operation, the consumers are not fully-aware of the

quality of the service, so we are strengthening the brand’s advertisements

and other promotional efforts. Also, the profitability of the business is put into

question because of the fluctuations in demand that might affect the

production and succession of the business.

V. MARKETING STRATEGY

Bellissima Rentals & Tailoring’s marketing strategy is based on the

product differentiation and positioning the business in the heart and minds of

customers through honest services. The breakdown of the strategy is as follows:

A. Positioning

In addition to the wedding attires which can be rented, Bellisima Rentals

& Tailoring will form strategic relationships with local service providers for the

following services: invitations, flowers, cake, catering, photographer, and

travel arrangements for the honeymoon. All of these service providers are

researched and tested to ensure top-level service. For each referral made to

the partners, Bellissima Rentals & Tailoring will receive a small commission.

Through this, the consumers will experience an honest and thoughtful service

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that the business offers by considering the convenience of the consumers by

means of referrals for the rest of the things that they’ll need. Also, the

business offers economical discounts and promos that help the students

lessen their expenditures in starting a new school life.

B. Product Strategy

The Bellissima Rentals & Tailoring offers a one-month warranty for the

school uniform that it offers. Through this, the consumers will have the

security in mind that the product that they have purchased is worth the money

spent because it is still backed by the business for a month after the sale.

Also, we offer various promos, such as free head pieces and veils rental for

the wedding gowns, and discounts for large-scale purchases and loyal

customers, such as the loyalty cards. In addition, if the profitability status will

be good, Bellissima Rentals & Tailoring will conduct its annual drop-off sale

that will lead to big discounts for the products that it offers. As a result,

consumers will always monitor when will it be and will always look forward for

it. On the other hand, to maintain the productivity of the business, regular

appearance in newspapers and several TV commercials will be done to

ensure growth and sustainability.

C. Pricing Strategy

Bellissima Rentals & Tailoring’s competitive pricing strategy is based

upon extensive analysis and research compiled from not only the target

market, but also the competitors. We are very committed to bringing high

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quality products to consumers and the prices will reflect a range of mid-to-

high pricing. Average price points will be around P499.00 to P2,999.00. The

business should be sensitive to the price elasticity of its products and the

overall consumer demand.

D. Distribution Strategy

Our primary distribution channel will be the main store in Naga City

Centro where costumers can interact with the employees and with the

management itself. It is more conducive to visit the actual store to gain more

knowledge about what they can get from the business. Moreover, the

secondary distribution channel is our online website where possible

costumers can acquire information about the product that they need. The

product may be delivered and additional fees will be charged based on

agreement. Also, the business takes the telecommunication as part of the

strategy. The management considers phone calls of costumers inquiring

about the products as building blocks of the business. It implies that possible

costumers might arrive because they are interested about the business’

offerings. So, employees are more polite and attentive in dealing with

inquiries of consumers.

E. Promotion Strategy

Initially, Bellissima Rentals & Tailoring’s promotional efforts revolve on

media and personal advertising. Media includes televisions, online sites, as

well as newspapers. We decide to use the media since they offer vast

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 connections to consumers that will result on their knowledge about the

business’ capabilities and offerings. On the other hand, personal advertising

include flyers, pamphlets and brochures being distributed to possible

consumers all over the city in order for them to have a quick glance of the

business’ product line.

VI. ACTION PROGRAMS

Bellissima Rentals & Tailoring will start its business operation on January

2, 2016 and will formally open on January 31, 2016. The first month will be used

to set up the store front, interview and hire employees and start up a media

campaign to build awareness. Month two will see limited sales activity as people

are just becoming aware of Bellissima Rentals & Tailoring. Month four will see an

increase in sales and subsequent months will build off of month four sales. The

over-all action program for the first year of operation is as follows:

 January - Employees and staffs will be hired according to the

requirements set by the management. Job description

will also be distributed to them as well as the contract of

employment. Setting up the store front will also be done

during this month, flashy signs and large banners

implying the grand opening will be put outside the store.

A media campaign will also be done to add more

awareness to the public, such as radio announcements

and newspaper articles. At the end of the month,

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 Bellissima Rentals & Tailoring will officially start its

business operations.

 February - The business will continue its advertising strategies and the

management will monitor the employees’ performance

and service. During this month, little sales and inquiries

about purchase will be established because consumers

are only being aware by the opening of the business.

 March - The promotional efforts are still on-going until the name of the

business is already established in the market. During the

third month, inquiries about the products offered will be

expected to increase. The business will continue

monitoring and training its employees.

 April - The business will add more advertising media, the television

commercials, especially during regional shows’ breaks.

The prospected buyers will increase especially in the

uniform tailoring since the opening of classes is getting

sooner.

 May - This month will be considered as the first milestone of the

business since it will hold the biggest sale after the

business started its operation. This is due to the school

uniform tailoring that will be a big hit since opening of

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 classes will be next month and uniforms for their new

school is necessary.

 June - Costumers will b expected to increase because they have already

tried the quality service that the business offers. During

this month, evaluation of the first six months of operation

will be done, to the employees, the products, the

management and the business itself.

 July - The business will lower down its promotional activities to allot

more budgets to the raw materials needed for the

production of its offerings. Also,

VII. BUDGETS

VIII. CONTROL

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