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In Partial Fulfillment of
BA 11 F– Principles of Marketing
Buttercup’s Apparel
Submitted By:
Ballener April !oy A"
#ampa Blyn #ilac !oyce M"
Macas #oren$ B"
Pa%unang &aren '"
Pa%uyo (yra )lloise F"
Submitted *o:
Mr" )dgardo Palasan MBA +)B +)A
,ate Submitted:
February -.-/1.
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TABLE OF CONTENTS
I" *able of (ontents -
II" )0ecutie Summary 2A" 3rgani$ational (%art 2
III" (ompany ,escription 2
I4" Mission and 'oals 5
4" (ore (ompetencies 6
4I" Situation Analysis 6
A" Strengt%s 6
B" 7eaknesses 6
(" 3pportunities .
," *%reats .
4III" (ompetitors .I8" Marketing Mi0 9
A" Product Strategy 9
B" ,istribution Strategy 9
(" Promotion Strategy 9
," Pricing Strategy 9
8" Budget Sc%edule and Monitoring 9
A" Breakeen Analysis
8I" +ecommendation 1/
8II" (onclusion 1/8III" Appendices 1/
A" 3nline Surey ;uestionnaire 1/
B" Surey +esults 1-
(" Surey Analysis 15
," 7ebsite Statistics 15
)" )0ecuties Profile 16
F" )0ecutie Meeting 1.
'" *%e 7ebsite 1.
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i
i
EXECUTIVE SUMMARY
3ne ould like to e0tend its current product adertise it more as >ell asadd ne> kinds of products" Furt%ermore t%e business plan is to e0plore more opportunities for
online sales" 3er t%e ne0t year Buttercup’s Apparel can increase its product distribution and
sales suggest ne> products and gain ne> customers"
3+'AICA*I3A# (DA+*
COMPANY DESCRIPTION
Buttercup’s Apparel >as founded t%ree mont%s ago by t%e entrepreneurs April !oy
Ballener Blyn #ilac !oyce #ampa #oren$ Macas &aren Pa%unang and (yra)lloise Pa%uyo" *%eentrepreneurs are currently on t%eir second year on t%e field of Business Management" *%eyEre
friends since First ear (ollege >%o decided to form online business apparel >it% a uniGue
affordable and trendy fas%ioned tops dresses s%orts and pants for t%e ladies"
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Buttercup’s Apparel is a product of t%e entrepreneurs’ loe for clot%ing @@ especially t%e
trendy ones for eeryday’s 33*, @@ >%ic% started since t%ey got into college" *%e companyEs
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products %ae a uniGue style and good Guality clot%" *%e ery core ob?ectie of t%e company is to
sell trendy outfits >it% t%e conenience of t%e customers at an affordable price"
Buttercup’s Apparel is currently on eery social media accounts @@ Facebook *>itter and
Instagram @@ to gie eeryone t%e c%ance to isit t%e store on t%eir conenient time since it is an
online store" Its uniGue trendy %ig% Guality clot%es are on t%e top c%oices of t%eir customersranging from ages 1. on>ards"
Buttercup’s Apparel >ould like to furt%er e0plore analy$e and researc% t%roug% %aingsureys online to be able to introduce ne> products >iden t%e distribution entering to ne>
markets and also to %elp t%e community"
BUTTERCUP’S APPAREL’S MISSION AND GOALS
Buttercup’s Apparel’s mission is to proide its customers satisfaction as to c%oosing >%att%ey >ant to >ear on a particular day at t%eir o>n conenience" In addition its mission is also to
make t%eir customers’ money >ort% t%e purc%ase >it%out alterations in t%eir ne> outfits"
Buttercup’s Apparel stries to proide its customers a >orry@free safe and secure s%oppinge0perience"
For t%e succeeding years Buttercup’s Apparel seeks to ac%iee t%e follo>ing financial and
nonfinancial goals:
Financial goals
1" 3btain financing to build a p%ysical store and introduce ne> product lines
-" Increase reenues by at least 1/ percent eac% year
Nonfinancial goals
2" Introduce ne> product lines – cosmetic products and s%oes
5" Build a p%ysical store
6" Maintain t%e Internet >ebsite
." Maintain strong ties >it% t%e suppliers and customers
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CORE COMPETENCIES
Buttercup’s Apparel seeks to use its core competencies to ac%iee a competitie
adantage among ot%er competitors" Buttercup’s Apparel >ould like to deelop and en%ancet%eir core competencies >%ic% are t%e follo>ing:
period cost >%ic% allo>s reasonable prices
it% t%e consumers and suppliers Buttercup’s Apparel beliees t%at t%ose points
mentioned aboe can create a competitie adantage oer t%eir rials"
SITUATION ANALYSIS (SWOT)
Strengths
• )asy access of t%e s%op t%roug% different social media accounts itter=
• ,irect contact >it% t%e sellers t%roug% p%one email and >ebsite
• (onenient s%opping
• ,eoted founders understand t%e target market and product
Weaknesses
• #imited customers are >ell a>are of t%e online s%op
• Das only one supplier of t%e products
• naailability to some of t%e pre@ordered products
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• Presence of bogus buyers and ?oy reserers
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• Meet@ups t%at are conflict >it% t%e sellers’ acant time
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• ,elays of t%e ordered products from suppliers
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•
• Opportunities
• *%e company can ac%iee more consumer >it% t%eir >ebsite and social media accounts
• Fast and easy communications t%roug% t%e internet and mobile p%ones
• #oyal customers are likely to buy more products"
•
• Threats
• #ots of competition in t%e online >orld
• (ompetition >it% local stores and malls
•
•
COMPETITORS
• (ompetition in t%e apparel industry is roug%" *%e direct competitors are
olders%ops and %ae gro>n reno>ned in t%e online enironment suc% as t%e-//ols%op
c%eaps%op1JJ and ap%roditeesKols%op" 7e see t%ese competitors as muc% of a t%reatsince our
business %as ?ust started and our products are basically t%e same as t%eirs for >e %ae t%e same
supplier" Fortunately Buttercup’s Apparel products are offered at lo> prices making t%em
affordable een to students >%o struggle to find clot%ing >it% good Guality" *%e s%op also offers
ery negotiable discounts to its aid consumers" #astly Buttercup’s Apparel >ill care a corner
by specifically targeting t%e actie lifestyle market"
•
•
TARGET MARKET
• *%e target market of Buttercup’s Apparel products are specifically >omen >%o
are liing in (agayan de 3ro (ity bet>een ages 12@26 years old >%o like and loe to >ear
trendy clot%ing in style and in season yet ery muc% affordable"
•
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MARKETING MIX
• Product Strategy
• Buttercup’s Apparel offers %ig%@Guality apparel items including cotton s%irts trendy tops
?eans and dresses" *%e business %as researc%ed t%at t%at people >%o s%op online usually prefer >ebsite t%at are linked to social media sites like Facebook and Instagram" Buttercup’sapparel plans to e0pand t%e product line by proiding incenties to t%ose customers >%o >ill
buy 2 or more pieces of clot%ing"
• Distribution Strategy
• (urrently Buttercup’s Apparel is marketed t%roug% t%e Internet using its main >ebsite
>%ic% is %ttp:LLbuttercupp%">eebly"com also >it% t%e %elp of social media sites like
Facebook and Instagram for promotion" *%e mode of distribution for Buttercup’s Apparel ist%roug% meet@ups since for no> >e are only targeting customers >%o are >it%in (agayan de
3ro (ity" Meet@ups >ill be depending on t%e agreed time and place of t%e customers" In
addition Buttercup’s Apparel plans to increase online sales by offering discounts and freebiesto keen customers"
• Promotion Strategy
• Buttercup’s Apparel engages >it% its customers and retailers about its products in a
ariety of >ays" Information about Buttercup’s Apparel t%e company as >ell as its products
is aailable ia t%e internet t%roug% t%e online >ebsite of t%e company direct messages in
Facebook and Instagram and also in person" *o compete >it% ot%er online businesses in t%emarket t%e company needs to increase t%e social circle %ence posting and updating t%e
>ebsite regularly and s%aring it >it% ot%ers >ould really %elp"
• Pricing Strategy
• *%e products of Buttercup’s Apparel are priced >it%in reac% of any aerage person"
Singular purc%ase usually ranges from P-//@P-6/ depending on t%e item" *%e firm is notconcerned >it% setting %ig% prices to signal lu0ury or prestige but >e are trying to ac%iee
t%e goals of offsetting lo> prices by selling large Guantities of products" (ustomers could
benefit from t%is kind of arrangement"
•
•
BUDGET, SCHEDULE, AND MONITORING
• Buttercup’s Apparel %as e0perienced a rat%er reasonable number of sales since its first
introduction 2 mont%s ago" First mont% sales of P16.// >ill ensure t%at t%e company stays
profitable" An increase of sales in its second mont% by P1/// >as a big leap and a felicity
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http://buttercupph.weebly.com/http://buttercupph.weebly.com/
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for t%e o>ners" 7%ile t%e sales of P2/-// in t%e t%ird mont% t%e company is assuring t%e
customers an additional of ne> and better clot%ing products for t%e ne0t batc%es"
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• BR!"#N S!$S !N!$%S&S
• Unit A!"#nt
• Selling PriceLnit P-// 5"-1 P1.5-
• 4ariable (ostLnit 1/6 5"-1 5-
• (ontribution Margin J6 ///
• Fi0ed (ost
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•
December January February
5
!
!5
2
25
3
35
Mont"ly Sales #or $uttercu%&s '%%arel(December 2!5 ) February 2!6
Mont"ly Sales
•
•
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B$%&'%%n S&% An&*i
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• Fi0ed (ost iden t%eir target market not ?ust focusing >omen but also to
men to en%ance profitability"• Buttercup’s Apparel s%ould try to promote and maintain social net>orking structure as a >ay
of communicating to t%e audience"
• Buttercup’s Apparel s%ould be consistent >it% t%eir serice and s%ould gat%er more data for
e0pansion purposes"
•
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CONCLUSION
• Buttercup’s Apparel %as successfully managed t%eir company in t%eir past 2 mont%s" It is
eident in t%eir sales analysis using breakeen analysis met%od t%at t%ey %ae coered t%eir cost" Dence >e can say t%at t%eir business is operating >ell" Buttercup’s Apparel %as also
made a strong relations%ip >it% t%eir suppliers and t%ey %ae receied positie feedbacksfrom t%eir customers and t%eir sales %ae increased in eery mont% t%at %as passed"
•
•
APPENDICES
•
!
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• ON$&N S'R#% ('ST&ONN!&R
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• eekO
P-// – P2JJ
P5// – P.JJ
P9// – PJJJ
P1/// aboe
• %en online s%oppingO
3t%er:
• illing to pay for a trendy topO
P1JJ – P-JJ
P2// – P5JJ
P6// aboe
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•
•
!!
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• S'R#% RS'$TS
•
4+
6+
Sex
Male Female
!2
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•
4+
6+
Age
!3)!7 !8)22 23)27 28 abo,e
•
!!
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!6+
56+
!6+
!2+
Earnings/Allowance per week
P2 ) P3** P4 ) P6** P7 ) P*** P! abo,e
•
52+
24+
24+
Shopping Place
Malls -nline S"o%s ."ri#t S"o%s
•
•
!3
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•
!8+
5*+
24+
Website Preference When Online Shopping
Facebook /nstagram -t"ers
8+
2+
Service Preference (Online Shop)
-n"an0 Preor0er
•
•
!4
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•
64+
28+
8+
Prices Willing to Pay
P!** ) P2** P3 ) P4** P5 abo,e
• S'R#% !N!$%S&S
• 7it% -6 respondents >%o are residents of (agayan de 3ro (ity >e found out t%at t%ose
aged bet>een 12@-- years old are t%e ones >%o are updated >it% t%e trend in terms of
fas%ion" According to t%e resultsmost >omen prefer s%opping online >%ile most men prefer
s%opping in t%e mall" 7%ile it is true t%at malls are preferred more t%an online s%ops almostall of t%e respondents ans>ered t%at in an online s%op t%ey prefer on%and items t%an
preorder items" It’s also eident t%at people are >illing to pay somet%ing at a minimum price
and >e beliee t%at t%is is because of t%eir allo>ance eac% >eek"
• In sum t%e results of t%is surey >ill %elp us manifest our strategic plan as to %o> >e
>ill sell our items coering all t%e costs and %ae a profit"
•
• WBS&T ST!T&ST&)S
•
•
•
•
•
•
• *%e >ebsite statistics s%o>s t%e increase and decrease of sales for t%e past mont%s" *%e
increase %ere indicates t%at t%e o>ners %ae sold a %ig% number of units due to more number
of supplies from t%eir suppliers" 7%ile t%e decrease in sales indicates t%at t%e o>ners >ere
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not able to accommodate >ell >it% t%eir customers’ orders due to time constraints from t%eir
studies"
•
!6
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• *)'T PROF&$
•
K&$%n P&+#n&n
• –'eneral Manager
• –Business Administration Student -
• –Ma?or in Marketing
•
• C*$& E"i% P&+#*"
• –Financial Manager
• –Business Administration Student -
• –Ma?or in Finance
•
• B*n Li&- ."*-% L&!/&
• –Marketing Manager
• – Business Administration Student -
• –Ma?or in Finance
•
• L"$%n0 M&-&
• –Sales Manager
• – Business Administration Student -
• –Ma?or in Finance
!5
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• A/$i ."* B&%n%$
• –Promotion Manager
• –Business Administration Student -
• –Ma?or in Finance
•
!5
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• *)'T +T&N,S
•
!6
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• *D) 7)BSI*)
Prodcts
http!//bttercpph"weebly"co#
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