A MARKETING PLANON THE ESTABLISHMENT OF Almond T-shirt Company

Presented to the Ms. Josephine L. Dajuela, Faculty ofSchool of Management and AccountancyManagement DepartmentAteneo de Zamboanga University

In partial fulfillment of the requirements for theCourse on Marketing Management (Mrktg201)Namla, Alman-Najar L.March 9, 2012

1. Business Overview

The Business came from the question What is your Passion?. The answer was designing T-shirts. The Business is all about T-shirts. Everyone has a shirt, but are they creatively designed? Does your peer or group or office or org have a shirt to show that you belong? This business is about that! Creating T-shirts for Fashion and also customized T-shirts that would fit the need of individuals and groups of all sizes and purposes.

2. Market Overview

2.1 Customer Information/Market Information

The market identified for the shirt printing services are the top three universities of Zamboanga City, namely, Ateneo de Zamboanga University, Universidad de Zamboanga, and Western Mindanao State University. The company wanted to start operating with the top schools as they are the most populous. The customer will provide their own shirt but the company may also provide the shirt upon request for an additional payment.The main office will be located at La Purisima St. near Ateneo de Zamboanga University. This is to capture immediately the market of Ateneo de Zamboanga University.

2.2 Industry Information

The industry is not young but not mature. There are a lot of competitors out there but only a few offer a wide variety of design and mass customization and production like we do.

2.3 Product/Service InformationAlmond T-shirt Factory is focused mainly on printing designs on shirt. The company uses silk screen printing for its services; this is the business main service. To ensure the high standard and quality of products, the employees will be proficiently trained on how to run the production and on how to use the facilities and equipment needed in the operations, as well. Materials come from reliable sources with their own safety measures to have a quality and trusted product. Moreover, to ensure efficiency in operations, the business also sees to it that there are enough indirect materials such as plain organza and glue, so as not to delay the production process. The direct materials, on the other hand, are purchased on a Just-in-time basis to avoid any unnecessary cost associated with stagnant materials.The printed shirt can be used or, in this case, worn in many occasions. If you want to show what you think, now you can wear what you think by wearing a statement shirt. If you are proud that you belong to a certain group, you can wear an organizational shirt just like everybody else in your organization. Or if you want to have the same shirt with your loved one, you can wear a couple shirt and show your sweetness to the world. It can be an avenue to show our belongingness. The shirt has a lot of uses, more than just plain clothing, it become a way of communicating to people of what you think.3. Objectives To offer high quality printed t-shirts To be the preferred shirt-design printing establishment of most consumers in Zamboanga City To increase the annual after-tax profit that would be sufficient enough to continue operating the business during one year To lessen the expense of the business by improving the efficiency of its operations

4. Strategy

4.1 Product

The Product will be in both cases printed shirts with rubberized paint, the shirts will be provided by the business, and if the customer wants the design may also be made by the business.

4.2 Pricing

Paint P 50.00Labor 9.45Marketing 6.25Overhead 49.58Service Cost P 115.28Mark-up 9.72Selling Cost P125.00

4.3 Distribution

The building and facilities to be used by the business will be leased from the building fronting the Ateneo de Zamboanga University beside Ceans Grocery.

4.4 Promotion The Business will be advertised through online advertising, personal viral marketing, sponsorships and mostly through FaceBook.

5. BudgetsPLANT START-UP ITEMS AMOUNTPrepaid Rent for two months P 30,000Leasehold Improvements 10,000Equipments 52,595Furniture and Fixtures 6,800Supplies 3,357TOTAL P 102,752

6. Action Plan1. The first action is to create Mock-up design of shirts that will be presented as actual products in the online store of the business and also at the physical business store at the location.2. Advertise the products that the business can offer to school organizations, schools, high schools, peer groups and etc online and offline through meetings.3. As job orders are received shirts are printed on shirts given by the customers for printing in the shop and upon the availability of the product it will be then given to the customer.4. All services are paid on a pay-before-you-order basis to prevent losses to be taken up by the business.

7. RecommendationAssessing the marketing plan of the proposed project, the researchers can therefore say that there are a lot of things needed to be improved, from Technology Development, and their product itself.Product: At present, the proposed project business offers t-shirt purchase at the request of the customer. Which means the business will buy shirts outside to support the customers request. We highly recommend that the business go further than this. The business will have its own trusted source of t-shirts available for print. Wherein the business will profit much. The business can also venture into more products that involve printing, printing on mugs, cups, tarpaulin printing and many more new services in the market in order to maximize profitability.Technology: At the current assumptions of the study, as you may have read will only be using basic and manual printing techniques of shirts. The profitability of the proposed business is limited by the technology it has. The business has to take a little of faith by taking their chances with heat press machines and other new technology in t-shirt printing.Location: The price of rent where the proposed business will be in is a little steep but manageable. The business can pursue a cheaper place to operate but in doing so they must consider the effects it will have on its market share due to the familiarity of the customers to the business location.