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market segmentation exclusively his

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pamantasan ng lungsod ng marikina retail management

pamantasan ng lungsod ng marikina retail management


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  • 1. Exclusively His By: Dacoycoy, Karen Lao, Kenjie Mariano, Alexandra Teody Valencia, Arvin
  • 2.
      • Brief History of the Company
    • Exclusively His, a men’s formal wear tailoring shop was established in Pampanga in 1965. With Benjamin de Ocampo as the founder of the store. They established a good image of the company to customers for a long time by providing them with a high quality of service. With 16 branches nationwide, Exclusively His outnumbered other companies that belonged to the same format as their business.
    • Exclusively His’ vision is to become the country’s leading custom tailoring shop that provides world- class, hand- made custom tailored clothes at affordable prices. They especializes in hand- made suits, barong, and pants using superior materials. Customers can also bring their own fabrics/ materials and Exclusively His will also provide the same world- class “tailoring service” that they are known for.
    • Their mission is to provide customers only with the finest tailoring materials and carefully selected fabrics from Europe, U.s. and Asia.
  • 3. Retail Format
    • Customer Service
    • The store offers a considerably high level of
    • customer service.
    • Merchandise Assortment
    • Their merchandise assortment in terms of fabrics/ cloth is medium to high .
  • 4.
    • Pricing
    • Their pricing depends on the materials and labor. If the customer wants the “kostura” the prices are:
    • Long sleeves: P650.00
    • Short sleeves: P500.00
    • Pants: P800.00
    • This is the average pricing of the store and it still depends on the added materials, modifications and labor they used.
    • Advertisements and Promotions
    • Their advertisements’ rating is medium or average. They do promotions of their store by means of leaflets and television advertisements. They promote the company in a basketball show which is PBL (Philippine Basketball League) aired in Studio 23.
    • They are also endorsed by some of the popular TV because of their sponsorship by personalities like Mike Enriquez and Edu Manzano. Piolo Pascual is their next target endorser.
  • 5.
    • Store Location
    • The store’s location is good because it’s in the midst of the shopping center wher it attracts many customers. Sta. Lucia is a mall in the east which is in the boundary of Cainta, Pasig and Marikina.
    WORLD BALANCE EXCLUSIVELY HIS SOON TO OPEN KAYE PLUS DEPARTMENT STORE SPOOF WORLD BALANCE CONVERSE MENDREZ ESCALATOR- DOWN ESCALATOR- UP
  • 6.
    • FLOOR PLAN OF EXCLUSIVELY HIS
    ENTRANCE MANIQUIN DISPLAY CLOTH CABINET CLOTH AND NECKTIE DISPLAY CUSTOMER TABLE CABINET FOR SUPPLIES CLOTH/ FABRICS MANAGERS TABLE CHAIR CHAIR STORAGE AREA SUITS FOR PICK UP
  • 7.
    • Store Design
    The store design is good because they used good and appropriate lighting that fits the store’s urban atmosphere.
  • 8.
    • Market Segment
    Marikina City 424, 610 San Mateo 79, 489 Antipolo City 235, 921 Cainta 124, 628 Montalban/ Rodriguez 96, 145 Pasig City 265, 439
  • 9.
      • Bases for Market Segment  
    • Table 1: Market Segment Table 2: % of Population per Age Bracket
  • 10. Need Segmentation For fine tailored, high quality men’s formal attire, creating a status symbol carrying its brand- name, Exclusively His. PSYCHOGRAPHIC Personality Sociable, aggressive and compliant Lifestyle Value time and effort Smooth Sailers -have a high purchasing power -choosy -price doesn’t seem to be an important factor High Spirit -maintain high social profile -trendsetters -image conscious BEHAVIORAL Attitude Positive Benefit Sought Prestige and quality(associated with the product/ service) Readiness stage Informed, aware, interested, desirous Involvement High
  • 11. Figure 3. Percentage of Social Class 47, 050 105, 865 82, 340 Figure 3 shows the division of social classes of our market segment. Figure 4. Shows the Target Market based on Social Class
  • 12.
      • Buying Decision
      • BUYING PROCESS
    • EXTENDED PROBLEM SOLVING
    • FINANCIAL RISKS of customers in this store are high.
    • SOCIAL RISKS of customers are high.
    • 3.3.1 Need Recognition
    • -Sonny Lim
    • -20 years old
    • -Belongs to a family of 3
    • -Father’s occupation- a local businessman
    • -Mother’s occupation- a highschool teacher
    • -Rarely goes to malls.
    • 3.3.2 Information Search
    • 3.3.3 Evaluation of Alternatives
  • 13.
    • The Multiattribute Attitude Model
    • Sonny considered three stores for the ideal formal attire for him. Below is the Multiattribute Attitude Model for Sonny:
        • 3.3.4 Choice of Alternatives
        • 3.3.5 Purchasing the Merchandise
        • 3.3.6 Post Purchase Evaluation
      • Buying Roles
    • Initiator: His debutant friend
    • Influencer: his friend who is also going to the party
    • Decider: his mother
    • Buyer: Sonny but his mom gave him the money
    • User: Sonny
    Characteristic Rating Exclusively His Arrows Kaye Plus Quality 8 6 5 3 Price 5 5 4 3 Brand 7 5 4 0 Design 9 8 5 2 Total 29 24 18 8
  • 14. Retail Market Strategy
    • 4.1 Retail Market
    • 4.2 Sustainable Competitive Advantage
    • 4.2.1 Customer Loyalty
    • 4.2.2 Vendor Relations
    • 4.2.3 Effective and Committed Employees
    • 4.3 Growth Strategies
    • 4.3.1 Market Penetration Opportunity
  • 15.
    • 5.1 Recommendation
    • Eventhough Exclusively His has already been established since 1965, we think that they didn’t focus much on their advertisements. They had leaflets and sponsorship but we think its not enough. Advertisements on high rating television networks is a must to increase their sales more. Also, we have failed to find if they have a website at the start of our research. We are proposing that they should have a website containing the information about their store and services. Additional product line is also proposed by our group. We have thought that accessories like cufflinks, handkerchiefs and necktie pins. These other products will definitely complement the suits aside from the usual necktie. Below are the examples of the products we want to have as their new product line.

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