Bench/ Marketing Brief
MARKETING BRIEF
COMPANY BACKGROUND
Mission:
To be a recognised world brand among the best world brands
Vision:
When we create, we inspire,
When we make, we innovate,
When we lead, we serve. (1)
In the mid-80s, Ben Chan began designing children's clothing that were for his sister and brother-in-law, who owned a children's clothing boutique. (2) His pieces became popular which led to him starting a small clothing store selling locally made men's t-shirts and walking shorts in 1987. (3) Due to its popular demand, it flourished in Bench/. Their first store was located in SM Makati. (4)
Later on, it grew from an all-men clothing line, to a large brand that delivers a huge variety of items including underwear, fragrances and other lifestyle products; namely *Human, Bench/ Brats, Bench/ Body & Bath line and HerBench/. They also started a fashion show featuring their products.
Currently they now have franchise and retailers all over the world specifically in the Al-Khobar, Riyadh, Kuwait in the Middle East, California, Canada, Florida, Saipan, Brunei, Taiwan, United Arab Emirates and Palau and now have branches in Guam and Shanghai. Bench/ is under Suyen Corporation. (5)
Overall, Bench/ caters to the whole demographic; men, women, teens, and children, with low cost. their slogan "Bench is forever" became the creed of the company. (6)
PRODUCT LINES AND PRICING (Bench/ Body for her) (7)
PRODUCTS MINIMUM PRICING MAXIMUM PRICING bras 200 500 panties 200 320
MARKETING STRATEGY
They plan to get the attention of new consumers, as well as keeping their old consumers. In order to achieve these, they tackle the following to attain a successful ad campaign:
1.) Demographic
Their target market is of those belonging in the economy bracket of B and C, mostly on teens ages 13 above, and young adults, as their products are mostly affordable and casual.
2.) Psychographic
They use a consumer psychographic system to
COMPANY BACKGROUND
Mission:
To be a recognised world brand among the best world brands
Vision:
When we create, we inspire,
When we make, we innovate,
When we lead, we serve. (1)
In the mid-80s, Ben Chan began designing children's clothing that were for his sister and brother-in-law, who owned a children's clothing boutique. (2) His pieces became popular which led to him starting a small clothing store selling locally made men's t-shirts and walking shorts in 1987. (3) Due to its popular demand, it flourished in Bench/. Their first store was located in SM Makati. (4)
Later on, it grew from an all-men clothing line, to a large brand that delivers a huge variety of items including underwear, fragrances and other lifestyle products; namely *Human, Bench/ Brats, Bench/ Body & Bath line and HerBench/. They also started a fashion show featuring their products.
Currently they now have franchise and retailers all over the world specifically in the Al-Khobar, Riyadh, Kuwait in the Middle East, California, Canada, Florida, Saipan, Brunei, Taiwan, United Arab Emirates and Palau and now have branches in Guam and Shanghai. Bench/ is under Suyen Corporation. (5)
Overall, Bench/ caters to the whole demographic; men, women, teens, and children, with low cost. their slogan "Bench is forever" became the creed of the company. (6)
PRODUCT LINES AND PRICING (Bench/ Body for her) (7)
PRODUCTS MINIMUM PRICING MAXIMUM PRICING bras 200 500 panties 200 320
MARKETING STRATEGY
They plan to get the attention of new consumers, as well as keeping their old consumers. In order to achieve these, they tackle the following to attain a successful ad campaign:
1.) Demographic
Their target market is of those belonging in the economy bracket of B and C, mostly on teens ages 13 above, and young adults, as their products are mostly affordable and casual.
2.) Psychographic
They use a consumer psychographic system to