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Marketing Plan

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25 views2 pages

Marketing Plan

Uploaded by

miguel
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Plan

I. Situational Analysis
1. Market Analysis
2. Segmentation and Profiling
3. Assessment

II. Business Objective and Strategy

1. The Social Enterprise aims to empower Indigenous People by means of creating a


self-sustaining enterprise of turning traditional fabrics called “Dagmay” and “Tinalak”
into usable home accessories.
2. Highlight the intricacy of turning the traditional fabrics into modern accessories with
interesting stories from the artisans themselves to give potential buyers a deep
sense of appreciation about the painstaking process behind the products.
3. Establish a niche market with large cult following to create loyal customer base.

III. Marketing Objectives

1. Generate buzz to create awareness by featuring products in various, relevant


channels such as magazines, blogs, trade fairs, social media.
 The Social Enterprise shall give sample products to magazines or esteemed
bloggers to easily reach out to viewers or readers.
 Advertorials shall be prepared to give detailed information about the products
and the brand as well.
 Brochures or catalogues shall be printed out and be given away during trade
fairs and pop up stores.

2. Distribute products to carefully selected retail stores to attract potential buyers


coming from A, B and C1 market. (Rustan's, Adora, SM Makati and SM Aura
Department Stores)
 The products created may not be mass-produced due to the exclusivity of the
weavers. The patterns and designs of the fabric are created by the weavers
based on their culture and practices that have begun since time and memorial.
The designs are based on legends of the Mandaya tribe of Mindanao. Hence,
the dagmay cloth tells the story of the tribe.
 Due to the limited stocks in production of each product and supply is scarce then
the products will be priced expensive.
3. Set-up a pop-up booth at the strategic areas of select malls to give further
awareness of the products. (Shangri-la Mall, Greenbelt, Rockwell, SM Aura, and
Trinoma)
 As much as exclusivity is important, the need to introduce the product to the
general public is also important. The general public are the ones who will create
the buzz about the product hence be informed of the ideology of the social
enterprise. It is not necessary that they purchase the product but mere
introduction to their social consciousness of the ideology will create the social
impact that the social enterprise are targeting.
4. Create an ideal partnership with prominent artists to create a capsule collection that
will generate proceeds for the community. This is will alleviate brand equity of the
brand.
 Prominent artist have already an established followers that patronize their style
of design. It would be beneficial for the social enterprise in their growth as a
brand to be partners with these artist so it would be easier to sell the product
since the designers are already known.
5. Create a website and online store for potiental buyers who prefer purchasing items
online. The website shall include complete list of retail stores that carry the brand.
6. The Social Enterprise shall create flagship items to carry the image of the brand.

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