10-Step Marketing PlanforSwatch SeasiderMaica SyMarketing ManagementJune 2013
DisclaimerThis 10 Step Marketing Plan is part ofthe mandatory requirements of Prof.Remigio Joseph De Ungria’s AGSB Marketi...
The Brand1. Swatch Seasider potential target market(PTM) are the young professionals.2. Who seek quality and affordable le...
Swatch Seasider + Customers6. Swatch Seasider is innovative when itcomes to Research & Development toadapt to the ever-cha...
The Community8. Communicates and spreadsthrough store consigning.9. Widely distributed through majordepartment stores nati...
1. Primary Target Market• Young professionals who are conscious ofthe cost and quality of shoes they buy butare not yet re...
2. Unique needs, wants, &demands•People demand for a shoe that usesadvance technology.•Men prefer Swatch Seasider becauseo...
3. Competitors• Direct competitors: Gibi, & Rusty Lopez• Indirect competitors: Mendrez, Mario D’Boro, Sledgers• Variables:...
4. Male Market• Swatch Seasider is a shoe brand thatprovides consumers the technology andadvancement in design to offer a ...
5. Pricing
6. Design• Their shoes are all Marikina made.• They usually get their ideas from theinternet. They also check with theirco...
7. Competitive game•The sports footwear for men is anuntapped market for them, and couldhave given them more sales if they...
8. Advertising• They mainly rely on their sales in different departmentstores as their promotion of their products.• They ...
9. Distribution• They currently have 61 concessions, 12outright stores, and 1 boutique store.• Because of SM malls, they h...
10. Product categories• Resort FootwearFor the resort footwear, they offer a variety of slippersthat men can wear while le...
• Active FootwearActive footwear products are for the “men on the go”,wherein these products are made for long walks. Thes...
• Bowling FootwearThese shoes are made for those men who play bowling.This is one of the unique products that the company ...
• Golf FootwearThis is another sporty footwear product that thecompany launched recently. They offer golf shoes to the men...
• Classic FootwearThe classic footwear is composed of the leather productsthat the company initially offered to its client...
Summary
The Brand1. Swatch Seasider potential target market(PTM) are the young professionals.2. Who seek quality and affordable le...
Swatch Seasider + Customers6. Swatch Seasider is innovative when itcomes to Research & Development toadapt to the ever-cha...
The Community8. Communicates and spreadsthrough store consigning.9. Widely distributed through majordepartment stores nati...
10-Step Marketing PlanforSwatch SeasiderMaica SyMarketing ManagementJune 2013
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10 Step Marketing Plan by Maica Sy

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10 Step Marketing Plan by Maica Sy

  1. 1. 10-Step Marketing PlanforSwatch SeasiderMaica SyMarketing ManagementJune 2013
  2. 2. DisclaimerThis 10 Step Marketing Plan is part ofthe mandatory requirements of Prof.Remigio Joseph De Ungria’s AGSB MarketingManagement class.The data included in this report arebased on publicly available data such asthose on internet websites, news, packagedeclarations, public reports.
  3. 3. The Brand1. Swatch Seasider potential target market(PTM) are the young professionals.2. Who seek quality and affordable leathershoes.3. The market may choose Gibi, RustyLopez.4. Products are mainly for male consumers.5. That offers competitively pricedproducts.
  4. 4. Swatch Seasider + Customers6. Swatch Seasider is innovative when itcomes to Research & Development toadapt to the ever-changing needs of themarket.7. Is priced fairly competitive with itscompetitors.
  5. 5. The Community8. Communicates and spreadsthrough store consigning.9. Widely distributed through majordepartment stores nationwide.10. Maintains leadership position byproduct differentiation.
  6. 6. 1. Primary Target Market• Young professionals who are conscious ofthe cost and quality of shoes they buy butare not yet really brand conscious andhave limited budget.• Upper Class C to Middle B, Male, 25-35years old.
  7. 7. 2. Unique needs, wants, &demands•People demand for a shoe that usesadvance technology.•Men prefer Swatch Seasider becauseof its affordability without sufferinggood quality.•Recognizing the brand because ofcredibility the brand hasbuilt, performance, and durability.
  8. 8. 3. Competitors• Direct competitors: Gibi, & Rusty Lopez• Indirect competitors: Mendrez, Mario D’Boro, Sledgers• Variables: User, Brand Promise, Price, Age,Use, Quality, Comfort, Design, Look,Availability
  9. 9. 4. Male Market• Swatch Seasider is a shoe brand thatprovides consumers the technology andadvancement in design to offer a variety ofmerchandise and product categories to alimited target market.• For men who wants to be fashionablytrendy without breaking their budget.
  10. 10. 5. Pricing
  11. 11. 6. Design• Their shoes are all Marikina made.• They usually get their ideas from theinternet. They also check with theircompetitors on the recent designs thatthey have.• They come up with at least one seriesevery other month that are not yetintroduced by their competitors.
  12. 12. 7. Competitive game•The sports footwear for men is anuntapped market for them, and couldhave given them more sales if theycould tap this market.•Increase their market share in thefootwear industry since they offer avariety of products for men.
  13. 13. 8. Advertising• They mainly rely on their sales in different departmentstores as their promotion of their products.• They only expose their products in concessions, and it ishard to implement promotions in concessions.• They have one websitehttp://swatchseasider.com.ph/index.htm, which alsopromoted their products and gives some informationabout the company.• The team only relies on the data given by the mall whichshows product sales in their department stores.
  14. 14. 9. Distribution• They currently have 61 concessions, 12outright stores, and 1 boutique store.• Because of SM malls, they have reachedseveral locations in major cities in Luzonand Visayas.• Swatch Seasider is strong when it comes todistribution because of the number ofcities reached in the Philippines.
  15. 15. 10. Product categories• Resort FootwearFor the resort footwear, they offer a variety of slippersthat men can wear while leisurely walking around the beach.
  16. 16. • Active FootwearActive footwear products are for the “men on the go”,wherein these products are made for long walks. These shoesare made are made in comfort but with style. These are knownas the topsiders.
  17. 17. • Bowling FootwearThese shoes are made for those men who play bowling.This is one of the unique products that the company offerscompared to its competitors. This is like a “specialized” productof the company.
  18. 18. • Golf FootwearThis is another sporty footwear product that thecompany launched recently. They offer golf shoes to the menwho avidly play golf. The shoes have spikes that are built underthe shoes to have stability while playing the game. This caters tothe upper class B who plays golf.
  19. 19. • Classic FootwearThe classic footwear is composed of the leather productsthat the company initially offered to its clients. These areusually used by men who work in the corporate setting.
  20. 20. Summary
  21. 21. The Brand1. Swatch Seasider potential target market(PTM) are the young professionals.2. Who seek quality and affordable leathershoes.3. The market may choose Gibi, RustyLopez.4. Products are mainly for male consumers.5. That offers competitively pricedproducts.
  22. 22. Swatch Seasider + Customers6. Swatch Seasider is innovative when itcomes to Research & Development toadapt to the ever-changing needs of themarket.7. Is priced fairly competitive with itscompetitors.
  23. 23. The Community8. Communicates and spreadsthrough store consigning.9. Widely distributed through majordepartment stores nationwide.10. Maintains leadership position byproduct differentiation.
  24. 24. 10-Step Marketing PlanforSwatch SeasiderMaica SyMarketing ManagementJune 2013

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