I. Executive Summary
Based on the report researching by the Price Water House, the Golden ABC Inc. becomes the third largest industry of apparels, accessories, cosmetics, and fragrance in the Philippines. However, the performance of the company in 2011 seemed lower a bit than the performance in 2010 approximately twenty-three percent. To improve this outputs raising the net income and creating the brand images with the target market, the company should follow the marketing objectives like introduce Penshoppe’s product lines to the prospective customers, raise awareness to enlarge the penetrated market and boost the brand recall convincing the target markets, redeem and keep maximum profits and minimum tax burden with cost saving, develop and extend market share of at least 15% the local and global markets. Meantime, the firm has to maintain and increase the users of A, B and Upper C market segments are up-to-date with the current trends in social media, and can be influenced by campaigns initiated through tri-media and online marketing by aligning with the strategic marketing directions: introduce a new campaign and implement a marketing methodology that progressively raise the brand awareness to the market. The new campaign will have a tagline of “Driven to Succeed. Everyday Hero”. This will make the product more wearable to the target market. It also has a touch of nationalistic pride, showing that they are proud of their heritages. Furthermore, the main marketing program that is recommended to this company is first products are fashion apparels, accessories, shoes, and personal care. To reintroduce and refresh their brand, they follow the fashion season collection. Penshoppe stores are known to be always up to date and in-trend with the season in order to attract more fashion-conscious customers. The company should research and innovate its product lines responded to growth of markets, customers’ trends, and competition. All product lines should be redeveloped more hip, fashionable, and affordable to all the target markets. Pricing strategy should be par to the other competitors. Online retailing should be improved since it has been proven to be a successful endeavour form some brands. Hiring both foreign and local celebrities to endorse the products is able to convince more young teenagers to use the products with satisfactions. Through this new proposed marketing program, the company would be able to gain market shares at least 15%, sales growth of 64%, volume growth 34%, net profit of PHP 135,221,706. II. Marketing Overview
A. Business Environment
Penshoppe is the flagship brand of GOLDEN ABC, and one of the Philippines’ leading casual clothing brands. Today, Penshoppe's collection of sophisticated casual wear marries high-street trends with comfort, wearability and affordability. After conquering the market in Visayas and Mindanao in 1986, Penshoppe migrated to the big city: Manila. The first boutique opened its doors in SM City North EDSA in 1991 and since then, Penshoppe's network of stores has grown to 300 sites in 2011, all strategically located in key areas where its stylish patrons shop. By then, Penshoppe had already evolved into a lifestyle brand offering more than just t-shirts. Since then it has evolved into a lifestyle brand with a complete range of apparel, accessories, and personal care products. About 70 percent of the products are made in the Philippines. Moreover, they are raising the flag everywhere they go. Penshoppe broke Filipino Retail Barriers in 2002 when it opened its stores in Xiamen, China, the first Philippine retail brand to do so. In the Middle East, Penshoppe brands are also available in Saudi, Bahrain and Dubai. They franchise the brands by working with the right partners. Its commitment to providing a total brand experience is evident in its flagship stores in four of the Philippines ' biggest shopping malls: SM Megamall, SM Mall of Asia, Ayala Trinoma and Ayala...
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