buttercup's apparel marketing plan

8/20/2019 Buttercup's Apparel Marketing Plan

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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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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"

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• Threats

• #ots of competition in t%e online >orld

• (ompetition >it% local stores and malls

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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"

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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"

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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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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

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25

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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"

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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

Facebook

Instagram

3t%er:

• illing to pay for a trendy topO

P1JJ – P-JJ

P2// – P5JJ

P6// aboe

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• S'R#% RS'$TS

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4+

6+

Sex

Male Female

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4+

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Age

!3)!7 !8)22 23)27 28 abo,e

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!6+

56+

!6+

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Earnings/Allowance per week

P2 ) P3** P4 ) P6** P7 ) P*** P! abo,e

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52+

24+

24+

Shopping Place

Malls -nline S"o%s ."ri#t S"o%s

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5*+

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Website Preference When Online Shopping

Facebook /nstagram -t"ers

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2+

Service Preference (Online Shop)

-n"an0 Preor0er

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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"

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• WBS&T ST!T&ST&)S

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• *%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"

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• *)'T PROF&$

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K&$%n P&+#n&n

• –'eneral Manager

• –Business Administration Student -

• –Ma?or in Marketing

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• C*$& E"i% P&+#*"

• –Financial Manager


• –Ma?or in Finance

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• B*n Li&- ."*-% L&!/&

• –Marketing Manager

• – Business Administration Student -


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• L"$%n0 M&-&

• –Sales Manager

• – Business Administration Student -


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• A/$i ."* B&%n%$

• –Promotion Manager



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• *)'T +T&N,S

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• *D) 7)BSI*)

Prodcts

http!//bttercpph"weebly"co#

buttercup's apparel marketing plan

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