Primadonna is a leading shoe brand in the Philippines that aims to expand its market share and be known as one of the leading global shoe outlets. It plans to introduce a new shoe line called Primadomina and launch various marketing campaigns featuring celebrities Anne Curtis and Cheska Garcia. Primadonna also aims to launch online design and photo contests to promote customer engagement as well as its first online shop. The company projects a 65% increase in sales over one year through these new initiatives.

1. Primadonna
Albano, Princess
Angeles, Roma
Lazaro, Nadine Nicole

2. Industry Study
Dainty
Hippie
Boyish
Sexy
Feminine Edgy
Fierce
Androgynous

4. C C
O O
M M
p p
e e
t t
I I
T T
O O
R R
S S

5. Celine
- CELINE is currently
the leading brand in
ladies’ shoes. Celine
has more than 60
free-standing stores
nationwide.

6. Figlia
-The premier shoe
brand in the
Philippines that cater
a lot of sister brands
of shoes that are
predominant in the
country.

7. S
W
O
T

8. STRENGHTS
WEAKNESSES
* Efficient stylish retail store
* Price are quite expensive compared to competitors
* Variety of products
* Promotion (endorser- Anne Curtis) * Low distribution of branches
SWOT ANALYSIS
OPPORTUNITIES THREATS
* Women's shopping patterns are familiar nationwide * Industry is very competitive
* Online retail shops * Increase in online retail shops
* Increasing number of fashionable women

9. Goals and Objectives
expand our market
usher a new era of
shoe retailing
be known as one of the leading shoe
outlets globally

11. It’s
Your
Shoe
That
Brings
Out
the
Best
in
You!

12. Product Development

18. Pricing Program
Price starts at P499 – P 2,999

19. Sales & Distribution Program

20. First Online Shop!

21. Advertising Program

22. “PrimaDomina”
Cheska Garcia
– 32 years old

27. C5 West Rembo
Billboard Details
Location: C5 West Rembo Available on : Feb 13, 2013 Structure Availability: Existing/
(client with no Option to Wall Mounted
Renew)
Size/Monthly Advertising Fee: Visibility: Terms & Conditions: Minimum
35ft (h) x 40 ft (w) Highly visible coming from contract length of one year, Six
Php 300,000.00 per month Market Market going towards months down payment.
Pasig Excluded of 12% VAT.
Production Material and Neon
Lightings.

28. Sales Promotion Program

30. 5%

31. Additional Projects

33. Primadonna Design Contest Mechanics:
1.Like Facebook page, own at least
one Primadonna shoes, and
follows Primadonna’s Twitter and
Instagram accounts.
2.Post original design on the official
FB page and the reasons behind
every detail.
3. The winner will be picked by the
management, endorsers, and
social media users.
4.The winner will be receiving 5
Primadonna items.
5.The winner will be given royalties
for every purchase her design
makes. The best part is, she can
name the shoe whatever she wants
to name it.

34. Best Picture
Contest
Mechanics:
1.Like Facebook page, own at
least one Primadonna shoes,
and follows Primadonna’s Twitter
and Instagram accounts.
2.Post a picture and write a
caption that best describes both
the shoes andyour personality
3. The 10 winners will be picked
by the management, endorsers,
and social media users.
4.They will each be receiving a
pair of Primadonna shoes

35. Investment Plans
Expenses Amount
TV advertisement 950,000
(Commercial)
Billboard 400,000
Advertising 500,000
agencies
Posters and Flyers 80,000
Research agencies 100,000
Image models 3,000,000
Total 5,030,000

36. Estimates
of
Profitability

37. Within 6 months, we are expecting a 10%
increase on sales because of our new product
line, Primadomina. And by the end of the year, a 30%
increase in sales is expected. An additional 35% increase
in one year was also forecasted because of our new
marketing strategies; prominent card, online contest, and
youtube ad. In total, we are expecting a 65% increase of
sales with just one year.
We estimated our variable costs as: 20% for the
talent fee of Cheska Garcia, and 17% for the
supplies, materials, and packaging that will be used for
Primadomina, and prices for our contest.
35%
30%
25%
20%
Estimated Profit
15% Variable Cost
10%
5%
0%
Primadomina Prominent Card Contest Youtube Ad

38. Activities Planned Dates
New Shoe Box
-Designs Summer 2013
-Release August 2013
Campaigns
-Anne Curtis (billboard) Summer 2013
-Cheska Garcia (billboards and End of Summer 2013
social media)
Stamp Cards and Prominent Cards
-Printing April 2013
-Release May 2013
Primadonna Competitions
Design Contest
-Announcement Summer 2013
-Deadline December 2013
-Announcement of Winner January 2014
Best Picture Contest
-Announcement Summer 2013
-Deadline August 2013
-Announcement of Winners October 2013
Primadonna’s First Online Shop
-Design April 2013
-Start End of Summer 2013