Presented to:

MR. EDGARDO A. PALASAN

Faculty of School of Business Management
Xavier University Ateneo de Cagayan
Cagayan de Oro City

VistaInk Company
Marketing Plan

SIDDIYKH G. GOLING
ERIC DE LA CRUZ
DANIEL PEUSCA JR.
CHRISTOPHER PAGAPULAR

February 2016
A Project Requirement in Partial Fulfillment
of the course Requirements in BA 11
Principles of Marketing.

Contents
I.

Executive summary.............................................................................................. 3

Products............................................................................................................ 3

Management..................................................................................................... 3

II.

Company description........................................................................................... 3

III.

Organizational Chart......................................................................................... 4
Mission and Goals............................................................................................. 4

Mission.............................................................................................................. 4

Objectives......................................................................................................... 4

Keys to Success................................................................................................. 4

IV.

Core competencies........................................................................................... 5

Extensive Image Collection...............................................................................5

Excellent Printing Quality.................................................................................. 5

V.

Situation analysis................................................................................................. 5

Market Analysis................................................................................................. 5

Segmentation Analysis...................................................................................... 6

VI.

Competition...................................................................................................... 6

VII.

Target market.................................................................................................... 6

Market Segmentation........................................................................................ 6

Target Market Strategy...................................................................................... 7

VIII.

Marketing mix................................................................................................... 7

Product Strategy............................................................................................... 7

Distribution strategy......................................................................................... 8

Promotion strategy............................................................................................ 8

Pricing strategy................................................................................................. 8

IX.

Budget, schedule, and monitoring....................................................................8

Sales Forecast................................................................................................... 8

Break-even Analysis........................................................................................ 10

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I.

Executive summary
VistaInk is an exciting new business that permits individuals to specially craft
a shirt any way that they might want. By keenly utilizing cutting edge
technology, VistaInk will utilize the power of computer sublimation to permit
custom shirt imprinting in production runs as small as one unit.
The company was founded in 2015 by a group of students from Xavier
University, Ateneo de Cagayan. VistaInk will open a storefront in Cagayan de
Oro as well as a comprehensive website that allows ordering to occur
anywhere.
Imagine the capacity to make a totally custom shirt. You pick the material and
style of the shirt, and then the picture or graphic you want on the front and/or
back. This is the definitive form of expression. There are no boundaries to
what you can convey. Some may show their devotion for a specific sports
team, others a celebrity. On the other hand, you might have a social message
or cause on your shirt. Whatever you might choose, you can print any image
on your shirt.

Products
VistaInk will offer clients an assortment of alternatives for making their own
custom shirts. The larger part of requests will be for shirts. Nonetheless, other
shirt styles will still be available. VistaInk will primarily utilize HewlettPackard's (HP) printer products. We will use their printer sublimation
technology that permits a computer image to be applied to a shirt in a high
quality, high resolution, economically feasible manner. The customer may
choose from an extensive library of existing graphics, supply their own, or
have an artist create one for them.

Management
VistaInk will be led by Eric de la Cruz, the general manager of the company.
Eric has started doing business even before attending college. This early
business experience gave Eric valuable insight into the market, the products,
and the customer's needs and desires. Eric will use his educational skills, his

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technological business contacts, and his previous business experience to

make VistaInk profitable.

II.

Company description
VistaInk is a startup organization. The founders plan to form it as a Philippineregistered L.L.C. The L.L.C. formation is chosen as a way to minimize personal
liability issues for the owners and to avoid the double taxation found in
traditional corporations.

Organizational Chart

Eric de la Cruz
President / General Manager

III.

Siddiykh Goling

Daniel Peusca Jr.

Finance Manager

Marketing Manager

Christopher
Pagapular
Production Manager /
Artist

Mission and Goals

Mission
VistaInk's central goal is to offer the finest in custom shirt sublimation
generation. VistaInk will offer clients the best product at the best price.
Client's desires will dependably be surpassed.

Objectives
To be known as the premier custom shirt sublimation service.
To achieve profitability within 12 months.
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 To design and implement strict financial controls to help ensure

success.

Keys to Success
Leverage cutting edge technology as a competitive advantage.
Exceed client desires by offering excellent items at sensible prices with
brisk turnaround times.
Employ careful financial and

accounting

analysis to guarantee

proficiency and appropriate controls.

IV.

Core competencies
VistaInk has few competitive advantages that it will use to achieve market
penetration.

Extensive Image Collection

VistaInk will subscribe to and develop several strategic associations with
existing graphics companies that have an extensive images catalogs. It would
be troublesome and costly for VistaInk to create its own library of graphics
but by developing relationships with companies who own existing libraries,
VistaInk will have the capacity to offer its clients an expansive array of
imagery.

Excellent Printing Quality

Because of its utilization of the latest HP printing innovation, VistaInk will
have the capacity to create sublimations of much higher quality than any of
its rivals. This gives VistaInk an incredible competitive advantage. Be that as
it may, sooner or later within the following years, this innovation might
likewise be used by the organization's rivals. But by staying watchful of the
state-of-the-art technologies that impact its business, VistaInk's management
will ensure the organization is using the most exceptional innovation
accessible for its printing operations.

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V.

Situation analysis
Market Analysis
The T-shirt printing industry is an essentially block and mortar based industry.
Most organizations offer either silk-screening or sublimation services to
typically local clients. A large portion of the members in the business fall into
two classes, those that sell to individual clients and those that offer multiple
production runs. The former are often use silk-screeners who have a
predetermined number of silk-screens already created. The client picks which
one they need and a T-shirt is made. The second offers the vast majority of
their products in bigger parcels. This is because for a custom work, regardless
of technique used, it is not practical to deliver in little parts.
As of late, various organizations started offering computer-based sublimation
allowing them to produce in smaller lots. In any case, the innovation that
these organizations are utilizing are obsolete and thus, is of low resolution.
VistaInk, on the contrary, is able to leverage new sublimation technology as a
competitive edge to produce a much higher quality computer sublimation.

Segmentation Analysis
VistaInk has divided the market into two segments, sorted out by the kind of
item that they purchase. The first group are clients that wants an existing
graphic image to be put on the shirt. The second are those that incline toward
custom artwork to be put on the shirt.
VistaInk has chosen to partition the business sector by the items that they
purchase since it offers an instinctive, simple method for focusing on the two
distinct groups. An additional reason for segmenting the market based on the
two products is because the demographics for the buyers of the two products
are distinct enough to group them separately.

VI.

Competition
The local Shirt-Printing industry is highly fragmented wherein no single player
controls the market or hold significant influence on it. It consists of several

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printing businesses, including Tarpaulin-printing businesses, that encompass

the target market of VistaInk. Some of these are the following:
Printees
22 Karats Printing & Publishing House
JSHIRTS & PRINTS CAGAYAN DE ORO

VII.

Target market
Market Segmentation
VistaInk has sectioned its market into two separate segments. As specified
beforehand, the two sections are segmented by the kind of item they
purchase. Even though VistaInk is partitioning the market in this way, it is
essentially segmenting it by age too since the clients who prefer custom
graphics have a tendency to be older than the ones inclining toward existing
images. While this is not a rigid guideline, it is a genuinely exact speculation.
Once in a while, the client won't have an exact image in mind but will depend
on an artists abilities in creating one. Some of these clients might use
VistaInk's own artist, others might have someone develop the graphic.

Target Market Strategy

VistaInk has selected these two segments on the grounds that their
demographics (sensibly youthful) have the highest likelihood of buying a
custom-designed shirt. Both of these portions are sensibly young. This is vital
in light of the fact that a large portion of VistaInk's items are T-shirts and
more youthful individuals tend to wear them much of the time.
Music is likewise a vital interest for the companys target market because
both portions listen and subscribe to more than the normal amount of music.
Shirts are especially well known at music events. This might be due to the
expressive nature of both music and T-shirt graphics. VistaInk will permit
every client to pick what visual or notion they want to convey.
Finally, the business will be situated in Cagayan de Oro. There are numerous
music and different venues in this area that cater to VistaInk's target
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demographics, and these will be helpful in raising market visibility for the
company.

VIII.

Marketing mix
Product Strategy
VistaInk is a custom T-shirt sublimation organization that allow clients to
choose graphics to apply to the front or back of a shirt.
Sublimation is a procedure that utilizes heat to embed ink into a fabric
surface, for example, a shirt. The alternative to this method is the technique
called silk-screening, a procedure in which a screen is made with a picture
and that picture is transferred onto a shirt. Because of high set-up costs, this
alternative is not feasible for small production. Another flaw is that silkscreening applies a slim layer of ink to the surface of the shirt which
constrains breathability.
While competitors can offer sublimation in smaller runs, their sublimation
method produces lower picture quality. VistaInk makes the sublimation
process one stride further by creating the graphics at a higher quality than
other competitors by using the latest sublimation technology.
VistaInk will offer custom sublimation principally on T-shirts, however will
have other shirt styles accessible. Clients can then browse extensive image
catalogs or have an artist create one for them. VistaInk will have a
comprehensive Website that will permit requesting from the client's home, or
any place they might be.
VistaInk will offer a scope of various shirt alternatives. Nonetheless, there will
be an emphasis on T-shirts. Short sleeves, long sleeves, natural fabrics, and
an assortment of polo, rugby and different styles will likewise be advertised.

Distribution strategy
VistaInk will leverage its advantages to rapidly gain market share. The
marketing effort will underline the capacity to totally custom design a shirt.
Youth occasions and student clusters will be focused on. The sales effort will
underline simplicity and satisfaction in doing business with the company.
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 Promotion strategy
The marketing campaign will look to build prominence for VistaInk,
underlining the capacity of the client to totally modify their design. VistaInk
will utilize a few venues to impart this message.
One venue is advertising. VistaInk will run promotions in a few magazines
whose readership demographics are like VistaInk's.

Also, VistaInk will

attempt to pick up attention to the diverse student groups that buy shirts for
their members. Awareness will be accomplished through a blend of
sponsorship of student events and associations.

Pricing strategy
The company uses cost-plus pricing strategy. The base price of our service is
150. This, along with other financial information, will be detailed in the next
section.

IX.

Budget, schedule, and monitoring

Sales Forecast
The sales forecast is reasonably conservative so that goals will be achievable.
Sales will be slow initially, a result of the fact that VistaInk is a startup
organization and it will take time to build a sufficient foundation. The
following table and chart show sales forecasts by year.

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Sales Forecast (3 years)

Sales

Cost

Profit
165,000
143,000

120,000
110,000
90,000
88,000

22,000
2,000
Ye a r 1

10,000
Ye a r 2

Ye a r 3

The foregoing forecast is computed using the following values and assumptions:
Price per unit:
P 150
Cost per unit:
T-shirt cost:

P 90

Other related costs:

P 20

Fixed costs:
P 22,000 (mainly for salaries)
Yearly sales volume (assumption):
Year 1:

600 units

Year 2:

800 units

Year 3:

1,100 units

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 Break-even Analysis
The Break-even Analysis indicates that a sales volume of 550 units or
P82,500 worth of sales will be needed to reach the break-even point. The

break-even

chart

is

presented

below:

Break-Even Chart

195,000
172,500
165,000
150,000
148,500
132,000
127,500
Sales (in P), Cost (in P)

115,500
105,000
99,000
82,500
66,000
60,000

49,500
37,500

250

400

550

700

850

Sales Volume
Sales

Cost

1000

1150

1300