MARKETING PLAN

Bolivar, Joyce Samantha C.

Eusoya, Rizza Mae
Limbang, Emelly Jade
Perez, James
Treñas, Lance Andrew
Visto, Mary Joy S.
IV. MARKET SEGMENTATION, TARGET MARKET, POSITIONING

A. MARKET SEGMENTATION

Since CNS Designs is an online-based shop, it is likely reach a wider customer base
either local or international. In order to target the right people with the right message, the
business has defined the following groups as targeted segments:

 Students: This customer group encompasses elementary, secondary and tertiary

students. Most students are likely to purchase school supplies and stationaries such
as notebooks, notepads and planners. They use stationaries both for hobby as well
as for school purposes. Since they belong in millennial generation, this group
mostly spend their time online and they become sensitive to what is trendy and
what is not. This group are also impacted by their spending power, peer pressure
and media.

 Planner Community: They are considered as planner-addicts, a community of

people, despite the digital age with calendar and to-do list apps, still prefer and are
obsessed with paper planners and notebooks. This group are composed of
organized people, bloggers and vloggers who loves to share their organization tips
and sticker hauls through posting a planner review and tutorials on Youtube and
Instagram. Product quality is an important criterion in this user group. They tend
to choose and purchase the expensive ones. They prefer quality over quantity.

 Young Adults: This group of people are in the age ranges from 20-40. In this
state, people are either employed or unemployed or are still studying. In this stage,
young adults tend to get busy working, finding a job and studying. This group of
people are likely to purchase planners and notepads for reminder post, a to-do list
note and as a journal.

 Stockists: This customer group are those who sell a particular product of the
business either in their brick-and-mortar shop, online shop or to a friend/ referral.
 One of the stockists of CNS Designs is one of the largest bookstores in the
Philippines, the National Bookstore. This particular group can help increase the
publicity of the company.

B. TARGET MARKET

C&S Designs will cater to people who want to have a control and organize their
daily lives. Such customers vary in age, from the minimum 12 years old until 45 years
old. Furthermore, students, young adults and adults (working or non-working) would be
most likely to be interested in planning their day to day appointments and managing their
lives, thus, preferring the use of planner. For us, this will provide a unique possibility for
building a loyal client base.

C. POSITIONING

The C&S Design are positioned to expand planning and organizing into a higher
level. Customers will be more inspired to plan their days ahead and to meet their step-by-
step needs to achieve their goals. C&S Designs produces planner in a different way, not
only for the purpose of tracking of what to do but also for changing lives.

C.1 POSITIONING STATEMENT

“For students, young adults and for working and non-working adult ages 12-45
years old who aims to be more organized and productive: DYL Planner has a trendy style,
perfect for the generation’s taste. It features different monthly themed designs, decorative
to-do-lists and games to make it more fun! It is very handy and hard-covered with a matte
finished texture. It can make you have more control of your life and can help you
accomplish more goals! Be in control, design your life!”