Marketing Plan Essay

2585 Words11 Pages

CHAPTER 5
MARKETING PLAN
Main Issue
Sanglé intends to position itself as a fun, feminine and affordable brand. Sanglé’s main issue is to increase brand awareness and has formulated strategies for the marketing mix – Product, Price, Place, Promotion, People, and Process – that are geared towards achieving the desired brand positioning stated above.
Market Size and Expected Sales
Penetration Rate
Number of people uses sandals * 361
Target Market Size 38,396
Middle Case % Rate 0.940202% Worst Case 0.004701 50% decrease from Middle Case
Middle Case 0.009402
Best Case 0.014103 50% increase from Middle Case
*Based from survey with question "Do you wear sandals?"

Sanglé was able to determine its penetration rate for Middle Case Percent Rate based from the number of people who wear …show more content…

In addition, it gives Primadonna an opportunity to gain a portion in the market share because of its celebrity endorsers mainly because many fans and followers of those celebrities are going to wear what their idols are wearing. However, the use of an A-list celebrity as its endorsers can be costly. The talent fee of the celebrity might be higher than its generated sales. It will be an opportunity for Primadonna to expand and add more stores nationwide for other potential customers is able to access it. Threat that has been identified for Primadonna is that the kind of service Primadonna offers may easily be copied by competitors as competitors may send their employees to the training and seminars provided by the company to enhance their skills in providing customer needs.
CMG – compiled from social media sites

Promotion Channel Distribution Channel Products Type Price (in Philippine Peso)
Facebook page likes: 11,125 Outlets in Malls Ladies’ footwear Sandals
*Types
• T-strap
• One strap Price ranges from P799 – P1,599
Instagram followers: 638 Wedges

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