Primadonna
Albano, PrincessAngeles, Roma
Lazaro, Nadine Nicole
Dainty
Feminine
Boyish
AndrogynousFierce
Edgy
Hippie
Sexy
Industry Study
COMpetITORS
COMpetITORS
Celine
- CELINE is currently the leading brand in ladies’ shoes. Celine has more than 60 free-standing stores nationwide.
Figlia
-The premier shoe brand in the Philippines that cater a lot of sister brands of shoes that are predominant in the country.
S
WO
T
STRENGHTS* Efficient stylish retail store
* Variety of products* Promotion (endorser- Anne Curtis)
WEAKNESSES* Price are quite expensive compared to
competitors* Low distribution of branches
OPPORTUNITIES* Women's shopping patterns are familiar
nationwide * Online retail shops
* Increasing number of fashionable women
THREATS* Industry is very competitive
* Increase in online retail shops
SWOT ANALYSIS
Goals and Objectives
expand our market
usher a new era of shoe retailing
be known as one of the leading shoe outlets globally
It’s
Your
Shoe
That
Brings Out
the Best
in You!
Product Development
“PrimaDomina”
“Shoes All You Want!”
Price starts at P499 – P 2,999
Pricing Program
Sales & Distribution Program
First Online Shop!
Advertising Program
Cheska Garcia – 32 years old
“PrimaDomina”
Billboard Details
Location: C5 West Rembo Available on : Feb 13, 2013 (client with no Option to
Renew)
Structure Availability: Existing/ Wall Mounted
Size/Monthly Advertising Fee: 35ft (h) x 40 ft (w)Php 300,000.00 per month
Visibility:Highly visible coming from Market Market going towards Pasig
Terms & Conditions: Minimum contract length of one year, Six months down payment. Excluded of 12% VAT. Production Material and Neon Lightings.
C5 West Rembo
Sales Promotion Program
Primadonna
5%
Additional Projects
Mechanics:1.Like Facebook page, own at least one Primadonna shoes, and follows Primadonna’s Twitter and Instagram accounts.
2.Post original design on the official FB page and the reasons behind every detail.
3. The winner will be picked by the management, endorsers, and social media users.
4.The winner will be receiving 5 Primadonna items.
5.The winner will be given royalties for every purchase her design makes. The best part is, she can name the shoe whatever she wants to name it.
Primadonna Design Contest
Mechanics:1.Like Facebook page, own at least one Primadonna shoes, and follows Primadonna’s Twitter and Instagram accounts.
2.Post a picture and write a caption that best describes both the shoes andyour personality
3. The 10 winners will be picked by the management, endorsers, and social media users.
4.They will each be receiving a pair of Primadonna shoes
Best Picture Contest
Expenses AmountTV advertisement (Commercial)
950,000
Billboard 400,000Advertising agencies
500,000
Posters and Flyers 80,000Research agencies 100,000Image models 3,000,000Total 5,030,000
Investment Plans
Estimates
of
Profitability
Primadomina Prominent Card
Contest Youtube Ad0%
5%
10%
15%
20%
25%
30%
35%
Estimated ProfitVariable Cost
Within 6 months, we are expecting a 10% increase on sales because of our new product line, Primadomina. And by the end of the year, a 30% increase in sales is expected. An additional 35% increase in one year was also forecasted because of our new marketing strategies; prominent card, online contest, and youtube ad. In total, we are expecting a 65% increase of sales with just one year.
We estimated our variable costs as: 20% for the talent fee of Cheska Garcia, and 17% for the supplies, materials, and packaging that will be used for Primadomina, and prices for our contest.
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