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pamantasan ng lungsod ng marikina retail management
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Objective
To study their target market and retail format used by Marithe Francois Girbaud and to identify its market segment.
Vision and Mission
VISION
To achieve aWORLD CLASS statusas a highly distinctspecialty marketingcompany, makingevery effort to dobusiness in a sociallyresponsible manner.
MISSION 1. To have a
programmed expansion growth per year.
2. To create meaningful opportunities for all its employees.
3. To give its rightful share in the community in which the company operates and the society in which we live
RETAIL FORMATRETAIL FORMAT
• THE RETAIL MIXTHE RETAIL MIX
RETAIL MIXRETAIL MIX LOW-MEDIUM-HIGHLOW-MEDIUM-HIGH
CUSTOMER SERVICECUSTOMER SERVICE LOWLOW
STORE DESIGN AND DISPLAYSTORE DESIGN AND DISPLAY MEDIUMMEDIUM
ADVERTISING AND ADVERTISING AND PROMOTIONPROMOTION
LOWLOW
LOCATIONLOCATION HIGHHIGH
MERCHANDISE MERCHANDISE ASSORTMENTSASSORTMENTS
HIGHHIGH
PRICINGPRICING HIGHHIGH
The Marithe Francois Girbaud in The Marithe Francois Girbaud in Robinsons Place in Metro EastRobinsons Place in Metro East
MARKET SEGMENTMARKET SEGMENT
Bases for Market SegmentBases for Market Segment
GeographicGeographic
M a r I t h e F r a n c o I s G I r b a u d
Country Phillippines
Cities Marikina, Pasig,Rizal (San Mateo,
Montalban, Cainta and Antipolo)
Density Urban, Suburban
Climate Tropical
• DemographicDemographic
M a r I t h e F r a n c o I s G I r b a u d
Age 20’s, 30’s and 40’s (Table 1)
Gender Male and female (Table 2)
Family Life Cycle young, married, no children; young, married with children; older, married with children; older, married, no children under 18; older, single
Gross Annual Income P 120,000; P 180,000; P 360,000; P 420,000
Occupation Professional; managers, officials and proprietors; clerical, sales; supervisors
Education Some high school; high school graduate; some college; college graduate
Religion Catholic
Race Asian
Nationality Filipino
Table 1Table 1““Distribution of Age of Male and Female”Distribution of Age of Male and Female”
20’s 30’s 40’s
MarikinaMarikina 105, 131105, 131 75, 60175, 601 44,84244,842
PasigPasig 107, 797107, 797 82, 04182, 041 54, 66254, 662
MontalbanMontalban 87, 31187, 311 53, 81153, 811 22, 62822, 628
San MateoSan Mateo 58, 63558, 635 49, 38749, 387 20, 20720, 207
CaintaCainta 96, 38396, 383 77,60377,603 46,69846,698
AntipoloAntipolo 101, 070101, 070 96, 67696, 676 60, 66660, 666
Table 2Table 2 “ “Distribution of Gender”Distribution of Gender”
Male Female %
Marikina 107, 596 117, 978 19%
Pasig 118, 486 126, 014 21%
Montalban
77, 710 86, 040 11%
San Mateo
59, 924 68, 305 6%
Cainta 100, 499 120, 185 14%
Antipolo 120, 956 137, 456 29%
TABLE 3TABLE 3““Distribution of ClassDistribution of Class””
Social Class
65%
25%
10%
Upper Class Middle Class Lower Class
PsychographicPsychographic
M a r I t h e F r a n c o I s G I r b a u d
Social class Upper class, middle class, lower class (Table 3)
Lifestyle Futuristic, achievers
Personality Fashionista, classy
M a r I t h e F r a n c o I s G I r b a u d
Occasions Regular occasion. Special occasion
Benefits Quality, convenience, speed
User status Nonuser, ex-user, potential user, first time user, regular user
Usage rate Light, medium, heavy
Loyalty status None, medium, strong, absolute
Readiness stage Unaware, aware, informed, interested, desirous, intending to buy
Attitude toward product Enthusiastic, positive, negative, hostile
BehavioralBehavioral
Buying DecisionBuying Decision
Buying Decision ProcessBuying Decision Process
>Need Recognition>Need Recognition >Information SearchInformation Search >Evaluation of AlternativesEvaluation of Alternatives >Choice of AlternativesChoice of Alternatives >Purchasing the MerchandisePurchasing the Merchandise >Post Purchase BehaviorPost Purchase Behavior
RETAIL MARKET STRATEGYRETAIL MARKET STRATEGY
Retail StrategyRetail Strategy
Retail Strategy is a statement identifying (1) target market (2) retail formant and (3) competitive advantage.
TARGET MARKET and RETAIL FORMAT
The Target Market is the Market Segment and the retailer plans to focus its resources and retail mix. Girbaud’s expertise is jeans, that’s why they are called “Jeanologist”. The Target market of Girbaud is male and female at the age of 20’s, 30’s and 40’s. The name of the company and also their products is licensed by ISO (International Standardized Organization). Their products is more in casual clothing but they have their own design and it is different from other apparels, that’s why their conceptualism of their clothing, brought to the present in technical and even in
futuristic ways.
Sustainable Competitive AdvantageSustainable Competitive Advantage
LOCATION
Describing the Location of Girbaud in Robinson’s Place Metro East, where in the boutique is located at Level 3, near the escalator where in the customers usually pass by and enable to see it easily. It is between a Cd’ shop and a Shoe Store.
Growth StrategiesGrowth Strategies
Market Penetration OpportunityMarket Penetration Opportunity
Market Expansion OpportunityMarket Expansion Opportunity
Retail Format DevelopmentRetail Format Development
Diversification OpportunityDiversification Opportunity
Vertical IntegrationVertical Integration
RECOMENDATIONRECOMENDATION
Our group recommended that it is better to conduct such new retail format for kids to open a new market segment
and to increase their target market in the Philippine setting.
Offering low prices merchandise that can be also affordable to a new target market enabling lower classes belonged in
our society to acquire their product.
Maximizing its clutter.
Conducting promotional tools in order to promote their products and the company itself, creating brand awareness
for their target market that such a retail store exist
Business Administration major in Marketing
Aquino, Darwin T.De Leon, Arnie D.
Ortego, Theresa R.Parman, Nia Charles B.
BAM 3-2E