marketing plan (1).docx

7/28/2019 marketing plan (1).docx

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MARKETING

PLAN


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Marketing Plan

A. Product/Service to SellI. Benefits, Features and Advantages

Our product is a canvas bag. It is eco-friendly, fashionable and can be custom designed.

Not only is canvas a renewable resource, but the bags are biodegradable and sturdy enough to

stand up to years of use. With global warming emerging as an everyday anxiety, designers andconsumers alike latched on to the reusable tote as a tangible step they could take to help the

environment. Reusing canvas bags could reduceand eventually eliminatethe billions of

plastic bags that are discarded every year.

B. Target Market

I. Area CoverageOur area coverage is all over the Philippines with the total population of 92,337,852 as of

May 1, 2010 according to National Statistics Office.

1. Market Description

Since most of the cities in the Philippines are Plastic-free, these customized Canvas bag

will surely be a trend because of its fashionable designs. Furthermore, it will suit most people

especially the environmentalist type of persons. It can be used by both genders because of itsbackpack style.


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2. Target Market Profile

Our target market includes toddlers, teen agers and mothers. Ages between 5-25 yrs old that

belongs to class B and C because they are more practical and budget conscious.

II. ConsumerAges between 5 -25 years old that belongs to B and C class because they are more

practical and budget conscious. And also teen agers belongs to the B and C class has an enough

allowances in buying products for their needs. Teen agers who wants convenient and fashionable

design canvas bag that they can bring anywhere especially in schools. Mothers who want an

affordable eco-friendly bag.


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1. Consumer Buying Behaviour

C. Demand and Supply Analysis

i. Historical Demand (Five Years)

YEAR PER DAY PER WEEK PER MONTH PER YEAR

20083 21 93 1,116

2009 6 47 186 2,232

2010 9 63 279 3,348

Products:

Should be made from aneco-friendly material

and has attractivedesign.

Price:

Affordable

Price is associated withquality

Place:

Accessibility andConveniency

Promotion:

Should use marketingtools that will

communicate theproduct's features,

benefits and advantages


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2011 12 84 372 4,464

2012 15 105 465 5,580

The figure above shows the historical demand of canvas bag in the Philippines. . The demand

increases as the year goes by

ii. Projected Demand (Five Years)

YEARPER DAY PER WEEK PER MONTH PER YEAR

201320 140 620 7,440

201430 210 930 11,160

201540 280 1,240 14,880

201650 350 1,240 14,880

201760 420 1,860 22,320

Table shows the projected demand of canvas bags for five years. It shows that as there is

an increase in demand as the year increases.

0

2,000

4,000

6,000

2008 2009 2010 2011 2012

3 6 9 12 15

21 47 63 84 105

93 186 279 372465

1,116

232

3,348

4,464

5,580

Per Day Per Week Per Month Per Year


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The figure above shows the historical demand of canvas bags in the Philippines. . The demand

increases as the year goes by

iv. Projected Supply (Five Years)

YEAR PER DAY PER WEEK PER MONTH PER YEAR

2013 200 1,400 6,200 74,400

2014 220 1540 6820 81,840

2015 240 1,680 7,440 89,280

2016 260 1,820 8.060 96,720

2017 280 1,960 8,680 104,160

0

10,000

20,000

30,000

2013 2014 2015 2016 2017

20 30 40 50 60

140 210 280 350 420

620 930 1,240 1,240 1,860

7,440

11,16014,880 14,880

22,320



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The figure above shows the historical supply curve of canvas bag in the Philippines.

D. Market Researchi. Procedure in Conducting Market Research

We asked 50 respondents from College of Saint Benilde students to answer our questionnaire.

ii. Respondents Profile

Our respondents are students from College of Saint Benilde ages 1527 years old. 64% of the

respondents are female and 44% are male.

0

50,000

100,000

150,000

200,000

2013 2014 2015 2016 2017

250 300 350 400 450

1750 2,100 2450 2,800 3,150

7,000 8,400 9,800 11,200 12,600

84,000100,800

117,600134,400

151,200



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44%

56%

Sex

Male

Female

8%

68%

24%

Age

15-20 yrs. Old

21-25 yrs. Old

26-30 yrs. Old

iii. Survey Results and Analysis

The graph shown above that 56% of the respondents are female while the remaining 44%

are male.

68% of the total respondents are ages 2125 years old while 24% of them are 26 30 years old

and the remaining 8% are 1520 years old.


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38%

16%2%

44%

How do you find out the latest products

in the market?

Online

Brochure

Periodical

Advertisements

26%

20%

24%

30%

What kind of design do you prefer?

Vector

Cartoon/Anime

Abstract

Classic

The graph shown above that 44% of the respondents find out the latest products throughadvertisements. While 38% of them said online. Only 16% said brochure and 2% periodical.

The graph above shown that 44% of the respondents said that through advertisements they findout the latest products in the market and 38% said they find it online. 16% of the students saidfind out through brochure and the remaining 2% said periodical. We found out that the most

effective way to advertise a product is through advertisements. 30% of the respondents prefer to

have classic design while only 26% wanted vector design. We found out that Abstract and

cartoon design are not that in demand for our respondents.


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10%

24%

28%

38%

If yes, how often do you use canvas bag?

Everyday

Once a week

Once a month

Others

73%

How much would you pay for a canvas

bag?

100

200

300

400

11

13

2%

The graph above shown that only 10% of the respondents uses canvas bag everyday while 28%

said that they only use canvas bag once a month. 24% uses canvas bag once a week and 38%

rarely uses a canvas bag.

The graph above shown that 73% of the respondents are willing to pay for 400php per canvas

bag. While the remaining would pay for a lower cost.


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120%

Where would you prefer to purchase/claim

your iterm?

Mall/Store

Mail/Delivery

Meet - up

Others

The graph above shown that respondents would prefer to purchase their item in other way while

others still would want to claim their items at mall, thru delivery and meet up.

E. Projected Sales

i. Per Month in a Year

January 10,000

February 10,000

March 5,000

April 10,000

May 20,000

June 15,000

July 10,000

August 5,000

September 3,000

October 4,000

November 10,000

December 15,000


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F. Marketing Program/Strategiesi. Key Success Factors

- Making a product that will help the environment and at the same time to earn profit fromit.

- To encourage the consumers to use a canvas bag instead of plastic.

- To promote affordable bags but at the same time fashionable for budget consciousconsumers.

ii. Own Marketing Program/Strategies

1. Product Strategy

Le Bag product is an eco friendly, reusable and can be custom designed bag. Consumers can

buy canvas bag that has design already or they can create their own design and choose their own

size of bag.

2. Pricing Strategy

PRODUCT NAME PRICE

We will use market penetration strategy in pricing since our target market is class B and C.

The products will be sold on a low cost since the target market primarily consists young people

and budget conscious. To increase our sales, we balance the products affordability to its quality. 3. Distribution Strategy

Our distribution strategy is Direct selling thru Internet. We will use websites to process

their orders. It would be very convenient for them to order since they are busy with their works.

4. Promotions Strategy

We will promote our product through online and social media. We can also print out tarpaulins

and banners to promote our product.


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a. Sales and Promotion Program

On the months where we have low demand we will sell our product with freebies to attractcustomers.

b. Advertising Program

We have Facebook page and other Social networking websites to give information about ourrecent and upcoming designs. To extend customer service and to generate more information

towards customers after -sale experience


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Preoperating Marketing Expense year 2013

Marketing Tools Objectives Duration Quantity Cost per piece Total

Tarpaulin (4x4)To attractcustomers and

to increase

awareness of

our product.

July December

2013 10 P400.00 P4,000

Posters

To build

awareness to

the customers in

our latest

promotions and

to attract new

customers.

January -

June 20

P250.00 P10,000

Documents

marketing plan (1).docx