MARKETING PLAN (EXAMPLE)

Posted on April 1, 2017 by amparorenz in School Project

UNIQUE STYLE ADVERTI SING CORPORATION
“Making Ordinary, Extraordinary”

Executive Summary

Tanya Heath Paris offers shoe that are fashionable yet convenient and easy to wear.
Tanya Heath creates her unique line of adjustable height-shoe with removable
heels. They manufacture and distribute interchangeable heels throughout Paris and now
in the Philippines. In 2009 Ms. Heath decided to resigned in her work and come up with
her Tanya Heath Collection. It took her 3 years of research and developing, working with
over 14 multi-disciplinary engineers and 6 shoe designers and technicians. Every shoe
and removable heels in the TANYA HEATH Paris Collection merges innovation with
expert craftmanship resulting in the ultimate shoe for the modern active woman and also
have competitive advantages through excellent quality of the product, distinction, new to
the market, and hassle free. TANYA HEATH Paris Collection distributed in the market
through; Direct/Internet and Sales Representatives, Indirect/Retail and VAR

Tanya Heath has consistently sold to an middle to middle class target market consisting
of mainly women over the age of 18 to 40. This marketing plan will look at the current
target market as well as the new market that will be covered. A situational analysis will be
conducted including an evaluation of the strength, weaknesses, opportunities, and
threats.

In order to achieve the objective of the company, Tanya Heath collaborated to advertising
company; Unique style corporation that provides a specific service for absolute unique
styling and providing conveniency for their consumers.

The Product Strategy focuses on the three main parts of the company which is the Market
Competition, Features and innovations, and the Corporate Goals. And the Strategic
pricing rely on the total cost of production and the development of the product.

Goals and Objective

General

The company has providing a unique idea in several ways; it has been our goals in life
to extend the knowledge to absolute helpful products that can fulfil the needs and wants
of the customers. We are working towards the companies that would surely sustain the
capability to propose products that has a better quality and affordable pricing based.

Profitability

This unique Advertising Co. has a goal to develop or to run a profitable operation, by
increasing our revenue and to limit our expenses; in this particular objective, we could
generate the annual revenue by a certain rate that would improve the facility and
service provider of the company. Though, to the extend it from internal operation, we
could find a new service operation to offer to the clients.

Customer Service

Developing the perceptions towards a simple products and services, to accomplish such
commitment in a better way and promote a good relationship towards to the
clients/customer; with versatile ability that could improve the company’s responses time
for the clients/customers issues or problems to meet up the goals and objectives.

Efficiency

Increase the productivity to enhance the efficiency to every clients/customers. And to

implement such challenged in inputs and outputs of the corporation; addition to the
standard of open-minded for the latest trend that shall articulate the developing process
of the capability of the corporation.

Business Objectives

Vision

To become one of the most trusted innovation brand here in the Philippines and to have
a successful development of the products through the help of the customers

Mission

The company is firmly committed to providing its clients/customer with excellent and top
most quality of material. To able to accomplish such commitment, awareness to the
various latest technologies in fashion industry that will give edge to make us different to
our competitors plus the assurance of our quality and efficient staff’s in the performance
of their tasks.

Figure 1.1: Short term Goals

 Goal/Objective Description By when

Listening to following suggestions and

Drive Customer
feedback to gather some improvements to the Day by day
Conversation
product.

Engaging the relationship to the customers

via social medias, like Facebook, Twitter and
Customer
Instagram. Building and maintaining the Day by day
Engagement
profile to encourage the customers to interact
within the company.

Figure 1.2: Long term Goals

Goal/Objective Description By when

Achieving an excellent fan base that will Always

Community
ensure and sustain the loyalty between the
Building
customers and business.

Gather different opinions and ideas to

Improving Brand improve the design and quality of the
Always
Perception product, and to provide information of the
product’s characteristics for the customers.

Situational Analysis (SWOT ANALYSIS)

Figure 2.1: SWOT analysis

Strengths Weaknesses

· Skillful Staffs · New to Market

· Financial Resources · Product Awareness
 · Flood

Opportunities Threats

· Economy
· Taxes

· Sales · Delaying Delivery Materials

· Promotional techniques
· Increasing Competition
· Lifestyle Changes
· Decreasing Profits

· Lacking in necessary Resources

Figure 2.2: SWOT activity sheet

SWOT weakness/
Activity to address weakness/threat Completion date
threat

Starting from the

New to Market/Product To advertise and promote via social ads,
month of May to
Awareness television and billboards
August

Due to constant changes, the plan is to

lessen the expenses and simultaneously
Economy The whole year
generate the profit, by penetrating the
price if it’s necessary.

Estimating the inputs for the whole year,

Delaying Delivery and for next year. This would provide the
Annually
Materials intact processing throughout the
distribution of product
 To gather feedback surveys to fulfill the
Increasing Competition end goals, to construct and developed Quarterly
another product for the consumers

To run a profitable operation, in such way

Decreasing Profits to less the expenses and generate the Annually
income of the company

Competitive Advantages

Figure 3: Advantages

Advantages

Hassle free Distinction

It is easy and fun to put in and to remove out the

It can easily transform from flat shoes to heels
heels

New to Market Excellent Quality of Product

made in Paris, in which the quality standard is

great
People always want a new-new made in Paris, in which the quality standard is
great

Differentiation Strategy

Creates Value

To be able to create a value among the consumers and test the potential customers we
have to expound and highlight the capacity of this particular product such as the quality,
durability, unique style etc. We have to contrary the impossible stereotyped among the
consumers to have an effective strategy and to gain more attention, twisting the trend,
and to equalized our gain profit from the end-users. We would also consider such as
personalized idea, that fulfilled their own style, and to get them aware to this particular
brand of shoes; to test the potential in market.
No Perceived Substitute

This product is consistent in upgrading its quality and design. To be able to get the
attention of the consumer; we are focused to the standard of high fashion with the twist
of unique idea and also to explore more vivid design. This product could be considered
as bizarre in this era, particularly here in the Philippines, because many people wasn’t
aware of this kind of shoes, and that would be a certain based to promote this kind product
that possible get a lot of attention because of its unique idea of design.

Target Market

Market Overview

We used the demographic market to have an specific segment of consumers we were

looking for, though the product was invented exclusively for busy ladies out there, the
careers we targeting are Professional Students,Office Workers, Sales
Representatives, Ambassadors(Endorsers).These jobs are required to wear a specific
pair of shoes with heels, that’s why the product we are trying to introduce to market is
somehow would help them to lessen the pain from the long hours of wearing such high
heels. Furthermore, the range of age who suitable to wear this kind of shoes is from 18
to 40 years old.

Figure 4: Target Market rate

  Professional Students: generally going to spend to about ₱300 to ₱800 who
loves to explore and such unique styling in terms of fashion, though, they’re also
looking for convenient things that may help them from their academics
 Office Workers: generally going to spend ₱2,000 to ₱ 5,000 (depends upon their
monthly income) who loves an appropriation in their respective field, and most of
them were looking for trendy styles that would fitted from their classic or modern
fashion.
 Sales Representative: generally going to spend ₱2,000 to ₱8,000. Their
consciousness in spending money would be suitable to gain profit from them.
Since the product is very affordable
 Endorsers: generally going to spend ₱3,000 to ₱5,000. Since their jobs is
required to wear a high heels shoes throughout their working hours, it will be a big
help for them to try this kind of product and we are pretty sure to have them for
future customers.

Unique Style Advertising Corporation did a research program and survey to know the
usual spending of the target market to measure the capability of them to buy the product,
this would lead to a certain match from the pricing strategy and to have a benefits both
the company and the customer.

Competitor’s Profiles

Direct Competitors
Natasha

Number of active dealers: 150,000, Number of Distribution Centers: 24, Number of

employees: 900

Since Natasha started in 1993, it has steadily grown to become one of the leading direct
selling companies in the country. As a wholly Filipino-owned company, Natasha takes
pride in the fact that it has become one of the leaders in an industry that has been
traditionally dominated by multinational companies.

Natasha has provided an opportunity for thousands of people to start their own business
and fulfill their potential, and indeed they have. The dream of being “mayaman” has
become attainable. We are very proud of the thousands of Natasha dealers who have
made their dreams come true as our partners in business.

Figure 5.1: SWOT Analysis of Natasha

Strengths Weaknesses

· Direct Selling Leader · Decrease Sales

· Committed Workforce · Low Brand Loyalty

· Self-Own Facilities · Weak Brand Image

Opportunities Threats

· Integrated sales and market system
· Focus spending on priority programs that
drive revenue
· Inflation Rates
· Rising Cost of commodities
· Low Internet Selling

Indirect Competitors

Sandugo Sandals

Sandugo Sandals is a proud Filipino company founded by hardcore mountaineer, Job

Faminialagao, in 1994. It started as Sandugo, a small backyard operation, producing
sandals specifically designed for hikers and trekkers.
The company’s passion towards sandals production and development gave way to a
great assortment of sandals, slippers, and Sandugo Sandals’ very own shoes. In addition
to its footwear come more outdoor products – Sandugo Sandals made its own bags,
backpacks, and other accessories in order to provide complementary outdoor items to its
customers. Sandugo Sandals’ more than a decade of experience in the design,
manufacturing, and marketing of outdoor footwear has given the company solid
experience in all aspects of its operations.

Figure 5.2: SWOT analysis of Sandugo Sandals

Strengths Weaknesses

· Have a creative team with an impressive list · Small company so pressure from larger
o technical skills companies may squeeze out of the market
· We have sufficient financial resources · Competitors can offer similar products
necessary to participate in such projects quickly

Opportunities Threats

· New product development

· Better and more stylish
· Continued expansion for online sales
· Develop proprietary products
· Increases in price inputs can cause upward
pricing
· Competitors are presenting their application
at a very low price due to their long standing in the
market

Marketing and Advertising

Figure 6: Product Strategy

Product Strategy

The company Product Strategy focuses on the three main parts of the company which is
the Market Competition, Features and innovations, and lastly the Corporate Goals.

In market competition:
The company wanted have a positive look from the basic characteristic of the heels, to
gather a lot of attention from the consumer, especially from our target market; Affordable,
means the price we would have to raise is quiet affordable compare to other competitors,
and it also convenient in such way of from its feature and use.

In Features and Innovations:

Tanya Heath is focuses on the Unique Styling of heels, therefore, The Consumers, can
actually choose a different style for their heels, and Tanya Heath is also open for feedback
to develop such ideal heels to encourage and gained loyalty to the product.

In Corporate Goals:

Increase the profitability by sustaining the less expenses or unnecessary strategies to

perform just to have a bigger attention to consumers. We will use another method which
is to expand its product line, and develop more unique ideas to offer to consumers.

Strategic Pricing

Figure 7.1: Cost-based pricing

Product Price Costs Competitor’s Price Value

The heels are

removable to
Tanya Heath Black Ranging from ₱700
₱975 ₱650 transform it
Removable Heels to ₱1,500
into flat
shoes.

We used the cost-based pricing or mark-up by adding a fair profit rate for the
consumers.

Figure 7.2: Mark-up rate

Market price:
Mark up: Original price: ₱650*50% = ₱650 + ₱325 =
50% ₱650 ₱325 ₱975
₱975

The Strategic pricing rely on the total cost of production and the development of the
product. The ideal mark-up rate has something to do with promotional mix which may
vary when the first week of month of May and July is incoming because of promotional
sale we have to execute.

Promotional Mix

Figure 8.1: Promotional

Public
Online Advertising Promotion
Relations

http://www.TanyaHeath.com

Twitter
Month of May and
July using
Facebook Billboards
Group of
Fan base “3 days sale” at the
Instagram Commercial
first week of the
month.
Pinterest

Youtube

Tanya Heath has several websites/social media’s channels to provide a convenience and
flexibility interactions to consumers. In addition, Tanya heath often encouraged the
consumers to do online shopping through these channels to promote a less risk of
purchasing.

Tanya Heath created a group of fan-base through social medias also, this kind of move
promote a healthy relationship between the company and to their loyal customers,
furthermore, it can actually get certain opinions, ideas, data, in such way that could
developed or invented another product that fulfils their ideal wants from our product.

To advertise this product, we set some billboard to particular places, hence, busy
highways that could get the attention of many people.

The Marketing theme is all about:

“Making Ordinary, Extraordinary”

Wherein, the product has its own uniqueness or sort of dissimilar characteristic from its
competitor’s product.

These are the specific places where the billboards are planning to set up.

“BAESA”, “MeycauayanBulacan”, “EdsaKamuning”

Promotional event will be held on the nearly start of the school year in which the students
are preparing for their next semester. Hence, they are looking for another shoes to fit in,
that’s why we choose the month of May and July and have a 3 days sale respectively to
encourage the students to buy our product.

We will decrease the mark-up by 10%, so by 50% respectively, it will become 40%

So, the ideal price of ₱910 would be reduced by 10% markdown rate.

Figure 8.2: Calculations

Calculation:
Mark-up rate: ₱650*40%
Original cost:
50%-10% =
₱650 Price: ₱650+260 Sale Price: ₱910
40% (sales)
= ₱260

Figure 8.3: Packaging Design, Together with Brand

Cost of Billboard & TV Commercial Monthly

EdsaKamuning 70ft x 120ft = ₱700,000

NLEX MeycauyanBulacan 60ft x 100ft = ₱450,000

PulilanBulacan 40ft x 30ft = ₱150,000

EDSA Munoz = ₱150,000

TV Commercial 45 Seconds = ₱400,000 ( Primetime ) = ₱500,000

Figure 8.4: Propose Billboards

Distribution Strategy

In the consumer world, there are many companies that buy and sell products before they
reach hand of the customers. The consumers can be easily purchase the Tanya
Heath collection through;

Tanya heath ————————————————————————————

- Customers

Direct Marketing:

Tanya Heath produces its own product and sells them directly to the customers from its
own retail stores.

 Direct/Internet: The consumers can visit the official site of Tanya

Heath tanyaheath.com
 Sales Agent/Manufacturer’s Rep: The sales team is first point of contract for
prospective customers and help the customers make the decision to purchase our
product.

Tanya Heath ———————————– Retailer ———————————- Customers

Indirect Marketing:

A wholesaler can also have a chain of retail distribution outlets.

Retail shop: Located at Fairview Center Mall 3rd Floor, Regalado Ave, West Fairview
QC.
Figure 10: Time table

Year 2017 Events Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov D

(Marketing/Promotion)

Television Advertising 23k

Billboard Advertising 150k

Social Media 0

Retailing 15k
 Publication 0

Endorsing 20k

Bus Ads 20k

Total: 228k 63k 15k 150k

Other

Research 130k

Travel Advertising 10

More…

Total: 140k 130k 10

Television Ads, will be held at a particular channel; UnangHirit the first entertainment
show in GMA.

We will advertise the product using their live showing and also this is an opportunity to
give information for the future target consumers and it has less cost compare to the
commercial.

The Philippine Tanya Heath version of social media would be created by March, to
provideawareness to our product, and also to minimize the threats of the product.

By the month of May and July, these 2 particular months has something to do with our
promotional sale, from the first week of these month, we are going to have a 3 day sale
for our customers, especially for our target market.

The retailing management will be held at SM department store, we are going to rent a
place there, particularly to foot wear sections to compete from our competitors.
Billboard advertising will be put in some particular busy highways.

Endorsing of the product will be happen at KL Photo Production and the Artist whose
fitted and can persuade our customer is Ms. Emery Obbus, who’s famous at high fashion
industry and expert at costume designing.

Travel ads, will be happening at the end of the month from different cities of the
Philippines.

Breakeven Analysis

Proposed Capital of TANYA HEATH is €100,000 converted in to Philippine peso:

₱5,399,788.48

Selling Price

Regular Price: ₱975with 50% markup rate

Sale Price: ₱910 with 10% markdown rate

Variable Cost

Raw Materials: ₱400

i.e (Rugby, Leather, Paint etc.)

Other materials: ₱250

TOTAL: ₱650

Fixed Variable Cost

Rent: ₱15,000

Labor: ₱29,460 (minimum wage ₱491, city rate)(26days)

Staff: ₱4,062.50 (Quota: 50 units per month)(₱650 cost of product) / 8 staff)

TOTAL: ₱48,522.5

Sp × Q = Vc × Q + Fc Sales: (249 units)(845) = ₱146,250

975 (Q) = 650(Q) + 48,522.50 monthly

975(Q) = 650(Q) + 48,522.50

975Q – 650Q = 48,522.5

325Q = 48,522.50

Q = 48,522 / 325

Q = 150units

Company Information

FROM IDEA TO REALITY

Tanya creates her unique line of adjustable height shoes with removable heels, for
women who like her, are busy, uncompromising, playful, and smart.

Tanya is a true high heel lover because they make her look great and feel
confident. Sadly, they hurt her feet but comfort shoes just didn’t look right with a cocktail
dress or her favourite skinny jeans, which made changing shoes throughout the day the
only credible solution. But this meant a heap of shoes underneath her desk at work,
lugging around an extra pair when she went out, and extra luggage even if she was going
on a short trip.

Frustrated by footwear choices that simply could not keep up with her busy life, Tanya
decided to revolutionize women’s shoes by creating a shoe that could adapt to her
multifaceted life.
In 2009 she quit her job and took the plunge to try to find a way of making her dream shoe
become a reality.

It took her 3 years of research and development, working with over 14 multi-disciplinary
engineers and 6 shoe designers and technicians but in the end her persistence paid off!

Every shoe and removable heel in the TANYA HEATH Paris collection merges innovation
with expert craftsmanship resulting in the ultimate shoe for the modern active woman.

With the click of a button, you can transform a walking shoe into a pair of stilettos and
back again. The heels don’t just take you from here to there; they also change your style.
A work pump can go from the office to after work drinks and dinner with the simple click
of a heel.

The collection includes a wide range of pumps, sandals, low boots and boots and
hundreds of heels featuring different colours, styles, textures, motifs and heights. The
possibilities are endless and your style and self-expression will know no limits. With
TANYA HEATH Paris your footwear can finally be as intelligent, fun, and beautiful as you
are!

THE CREATOR

Canadian-born Tanya works and lives in Paris with her three children, a small cat and her
husband who commutes between London and Paris. She studied International Relations
and business both in Canada and France and her career was largely in technology and
innovation, which prepared her well for her role as founder of TANYA HEATH Paris.

Fashion has always been a passion and she shops boutiques and bazaars the world over
for unique pieces that can make an individual style statement and be an asset to her day.

Tanya believes women should have the freedom to live life to its fullest and on their own
terms and her shoe line of adjustable height heels is meant to do just that. Her shoes
match her ideals and are fun, bold, sexy, nurturing, strong, playful, powerful, caring,
intelligent and so much more! This is how Tanya sees the modern woman and this is the
woman she designs for.Mostdays Tanya can be found in-between her shop in Paris and
her heel factory in Torfou. Trains, planes, and automobiles are her reality but so too are
scooters, bikes the metro and just plain walking. Like you she is on the run, between
work, school meetings, dinner with her husband, a glass of wine with friends or off on a
new adventure… Luckily her shoes and heels can take her there.

MADE IN FRANCE
Since 2012 TANYA HEATH Paris has sold a lot of heels! In fact we sell on average 4
pairs of heels for every pair of shoes. These heels are a challenge to produce because
they have to be precise, reliable, clip on and off perfectly at all times and look good!

To make sure that we are offering our clients the best possible heels that meet our
exacting quality standards we bought the best heel factory in France, which we have
named the Talon Français.

There are significant advantages to owning our own heel factory not the least that we can
minutely control color and style. It also lets us continue to innovate and since acquiring
the factory we have been able to develop new heel styles in record time AND create a
unique new heel tip that dramatically reduces the noise the high heels make when
walking.

France has always been renowned for luxury, fashion and expert craftsmanship that has
made women the world over dream. France is also a global leader in engineering. These
seemingly disparate traditions have found voice in TANYA HEATH Paris and this
expertise goes into every pair of our, shoes and heels. We use only the finest French
and Italian leathers so as to ensure the highest possible quality and a resolutely French
style and all of our shoes are made in the historic Loire Valley, right next to our heel
factory.

Conclusion

By following this plan, the product, neither TANYA HEAT, the company behind this
successful product can absolutely meet the goals of the company. Through the help of
financial capacity of TANYA HEATH or allocated capital for this plan, we are now stable
for the projection of the product. In case of the target demographic, we made a survey
that can possibly help the production of the product that can assure its strong competitive
advantage to persuade our specific target customers.

In terms of maturity level of the product we predicted that it could compete at least 1 to 2
years after we introduced it to the market, and we have to do some development process
that can manipulate and generate the sales for the product. But, from its 1 to 2 years
successful production, we can say that it could have generated at least 70% of the total
sales quarterly.

To be able to compete from the other competitors, we are going to develop and invent
more convenient product, extend its product depth that could help to uplift and strengthen
the value of the product compare to its competitors.
The company is excited to introduce it to market because of the great opportunity that the
product has and get an unlimited growth of potentials that could generate the sales and
simultaneously providing a convenient and flexible foot wear.