This presentation describes the Marketing Strategy to be implemented by Chocolate Clothing, Philippines. It was undertaken as an academic consulting project.

1. Marketing Strategy
Learning Team – 1A
- Darshak S J
- Dianne Sison
- Madhuranath R
- Tanmoy Dey
- Vincent Bermejo

2. MARKETING STRATEGY FOR CHOCOLATE
 Positioning
 Issues & Recommendation
 Analysis for Marketing Mix
 Product Strategy
 Placement Strategy
 Promotion Strategy
 Pricing Strategy
 Customer Profile Analysis
 Summary of Recommendations

3. SITUATION ANALYSIS

4. POSITIONING
International
High
BRAND
PERSONALITY
BRAND
PRICE
- Couture
- International
IMAGE
- Stylish
- Non-exclusive
Local
Low
Mass Niche
MARKET

5. STRATEGIC RECOMMENDATIONS
 ISSUE
Mismatch in Brand Projection & Perception
 RECOMMENDATIONS
 Enhance Brand Awareness & Brand Equity
 Enhance Consumer Experience
 Improve Brand Positioning
 TARGET
POSITIONING
 BOUTIQUE CHAIN
 Target Niche Markets
 International Mix
 High pricing

6. PRODUCT
STRATEGY

7. PRODUCT PROFILE
Current Situation
5:95 Product Portfolio; 5% In-House Designs: 95% Imported Australian Designs
Special Size Range
Season Utility Style Age Price
Occasion (Australian)
E-Winter Party Wedding For Home 6 - X-Small 14-18 Budget
L-Winter Corporate Funeral Casual 8/10 Small 18-25 Better-To-
Budget
E-Spring Outerwear Christening S-Formal 12/14 25-30 HIGH END!!!
Medium
L-Spring Sportswear B-Day Formal 16/18 Large 30-35
E-Summer Daily Anniversar Special 20 X- 35-40
y Large/!X
L-Summer Street Promotions Haute Couture 22 1X/2X Plus 40-45
E-Fall Swimwear For Gifts Pre-a-Porter 22 2X 45-50
(RTW)
L-Fall Lingerie Others Mass Market 24/26 3X 50-60
Rainy/ Accessories Contemporary 60-70
Sunny

8. PRODUCT STRATEGY
The Retail Shopping Experience
• Enhance the fashion literacy of the sales personnel, not only
focusing on courtesy but product knowledge
A personal shopper for established clientele; A brand Ambassador must be
established to showcase Chocolate
Create a comprehensive database of customers not only focusing on contact
details & demographics, but include purchase history for style, season, vital
stats, & utility.
• Extend customer service through alterations, if required for free
for a minimum purchase requirement; since most are made in Australia that
cater to mid to plus size customers eliminating mid to petite sizes
• A chocolate for every customer program w/ strategic alliances w/
chocolate vendors, capitalizing on the choco name. In addition to the anti-
depressive state of chocolate stimulants.

9. PLACEMENT
STRATEGY

10. LOCATIONS
 Shop-in-Shop @ Rustan’s
 Makati
 Alabang
 Shangri-La Plaza
 Robinsons Place Ermita
 Standalone Stores
 Trinoma Mall, Quezon
 Cebu
 Davao

11. ISSUES
 Single aisle outlet – alongside non-boutique designer labels
 ‘Truckie’ does not complement boutique perception – mass
stationed at public locations
 Co-existence of shop-in-shop & standalone stores – positioning
dilution
 In store ambience & layout not conducive to expected customer
experience
 Website placement channel – ineffective virtual store

12. RECOMMENDATIONS
 Widen aisle space to:
 Accommodate more brands
 Design boutique positioning in a shop-in-shop model
 Focus more on standalone boutiques for brand positioning
 ‘Truckie’ to be strategically placed at target residence or public
hubs
 Develop store layout and ambience in line with brand theme
Chocolate to
 create value-driven customer experience
 Develop virtual store – updated catalogs, customized & trial
options to customers to create a virtual shopping experience

13. PROMOTION
STRATEGY

14. CURRENT PROMOTIONS
Awareness Activities
- Facebook / YouTube
- Website / Blog
Brand Building Activities
- Sponsorships for TV Shows
- Newspaper features

15. ANALYSIS
ISSUE ANALYSIS
 Expected Brand Projection & Promotion are not aligned
 Value Proposition of the Brand is not being conveyed
 Brand Positioning is not clear for the customer
ALTERNATIVES ANALYSIS
 Provide a clear brand message
 Utilize appropriate channels
 Possess right product mix

16. RECOMMENDATIONS
 MEDIA
 Ads & Features in
Fashion Magazines
 Fashion Events
 Ads in selective OOH Media
 ONLINE PROMOTION
 Enhance website to promote fashion
 Leverage Blog to develop credibility
 Create exclusive YouTube channel
 FASHION TRUCK
 Personalized consumer experience
 Awareness in exclusive locations
BOUTIQUE-on-WHEELS

17. CURRENT WEBSITE

19. PRICING
STRATEGY

20. STRATEGIES IN PRICING
 Cost Based pricing
 Competitor based pricing
 Value based pricing

21. Current Strategy
DRESSES
4,995
5,000
4,500
4,000
3,500
2,950
3,000 2,699
2,495
2,500 Mean:
2,000 1,799
1,999 1,950 2,486
1,399 1,395
1,500
995
Mean:
1,000
899
1,336
599
500
0
Chocolate People are Top Shop Bench Kamiseta Mango
People

22. Current Strategy
DENIMS
6,000
5,295
5,000
4,000
2,995
3,000
2,199
2,099
1,999
1,790 Mean:
2,000 1,599 1,747
1,199 1,190
999
1,099 Mean:
1,000 799 1,172
NA
0
Chocolate People are Top Shop Bench Kamiseta Mango
People

23. PRICING RECOMMENDATIONS
 Promote CHOCOLATE as boutique store
 Use a combination of Value Based & Competitors Based Pricing
 Change competitors now to boutique stores –
Tango, M)phosis, Bayo, Plains and Prints
 Maintain the same price
 Differentiation & customer experience will justify the high price

24. PRICING STRATEGY MAP
High
Tango
T&M
Low
Retail Boutique
Designs

25. CUSTOMER

26. CUSTOMER PROFILE
CURRENT P R O F I L I N G STRATEGY
 A-B segment
 20s – 30s
 YOUNG MOMS
 single wealthy non-working women ISSUES
- Fragmented
Market
 YOUNG FAMILIES - High threat of
substitutes
 married entrepreneurs with children - Low Frequency
 WORKING WOMEN
 single and married working women

27. PROFILE COMPARISON
CURRENT PROPOSED
 DEMOGRAPHIC  A-B  A-B
 PSYCHOGRAPHIC  Functional  Fashionable
 SHOPPING PATTERN  Occasional  Habitual
 BEHAVIORAL  Trend aware  Trend conscious & trendsetter
 LIFESTYLE  Home to work  Outgoing
 MEDIA  Online, TV  Magazines, Billboards, Online

28. STRATEGY SNAPSHOT

29. SUMMARY
Enchance CHOCOLATE CLOTHING retail shop brand awareness & equity
KRA KPI
Establish alliances w/ local & foreign Sign-up at 3 local & 3 foreign chocolate vendors that
chocolate manufacturers. resonates with the store image
Out-of-Home main road billboards & in- 1 billboard per rain/shine season for 1 month each
mall posters to drive customer curiosity ; @100k per month. 15 seconders in movie ads in movie
magazine; social media & internet houses in mid-season events.
Enchance Customer Shopping Experience
KRA KPI
Stimulate loyal customer purchases 50% visit to 100% visits; 2x a month to once a week
Increase conversion rates of new 100% seasonal trainings of sales personnel, especially
customers personal shopper & brand ambassador
Migration from a purely Retail to a more focused Boutique business model
KRA KPI
Introduce Authentic Designs by Tilt the balance from 5:95 to 50:50 within 24 months by
Chocolate introducing fresh designs at least 2x to at most 4x /year

30. THANK YOU