1. The document outlines a 10-step marketing plan for Hickok, a leather goods brand under Quality House, Inc. in the Philippines. 2. Hickok's target market is males and females ages 35 and above from middle to high-income classes. Competitors include Fino Leather, Rusty Lopez, and The Leather Collection. 3. While Hickok offers high-quality leather craftsmanship, it relies primarily on word-of-mouth and lacks necessary marketing efforts to expand its market share beyond its current 11%. The plan recommends investing in media/print ads.

1. The Ten-Step Marketing Plan for Hickok
(under Quality House, Inc.)
Dalisay, Akeel Zean D.
Ateneo Graduate School of Business
November 2012
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2. DISCLAIMER
This Ten-Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s AGSB Marketing
Management class.
The data included in this report are based on publicly available data
such as those on internet websites, news, package declarations, and public
reports.
When appropriate, data are “masked” so as not to create
unexpected conflicts.
The reports are posted and linked on Slideshare and Facebook so
that there is easier sharing among students from different marketing
classes.
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3. COMPANY PROFILE
The Hickok brand was established in Rochester, New York in 1909.
It was established by Stephen Rae Hickok, who revolutionized the
manufacture of belts, arguably fashion's most popular accessory.
In 1954, Hickok was launched in the Philippines through an
exclusive agreement between Hickok Manufacturing Co., USA and Quality
House Inc. This is, in fact, one of Philippines' first licensing and
manufacturing arrangements made between a Filipino company and a
foreign partner. Quality House, Inc. was incorporated in the SEC on March
26, 1954 and is engaged in the manufacturing and trading of leather goods
under the brand name of Hickok, Hickok Essentials, Winchester, and
Caregg. Its major customers include SM Department Stores, Landmark
Dept. Store, Robinsons Dept. Store. Ever Dept. Store. Among their major
suppliers are C.G. Lejano Leather Industry, Tovilin Footwear, and Well Pack,
Inc.
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4. COMPANY PROFILE cont.
Hickok Philippines boasts quality leather goods made with the
finest leather hides sourced from all over the world. Every Hickok item is a
testament to the superb craftsmanship and the meticulous eye for detail of
the numerous skilled workers at the Hickok headquarters. Indeed, if there
is another component to Hickok's success, it is Hickok's craftsmen. They
have been with the company for so long, some for more than 30 years, so
you know that in every Hickok item is a longstanding tradition of excellence
and quality.
Hickok’s local manufacturer, Quality House, Inc., is presently lead
by Mrs. Carmelito Go, and crafts their world-class products in their
headquarters in Sampaloc, Manila. They have a revenue mix of 85%
coming from Hickok, and the remaining 15% from Hickok Essentials.
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5. Simply The Best…
1. Hickok’s Primary Target Market are males and females belonging to the
middle to high-income classes, preferably within the ages 35 above.
2. Who loves high-end quality leather goods, such as bags, purses, belts,
and wallets (they need leather goods for their everyday lifestyle such
as bags, wallets, and belts; they want high-quality leather products that
can give them the sophisticated look and feel; but they will demand
products that will make their money worth).
3. Prominent competitors include Fino Leather, Rusty Lopez
(Centropelle), and The Leather Collection.
4. Gap is all leather goods manufacturer offer high-quality products,
reasonable prices, and great designs.
5. Target market is approximately 26,000,000. Hickok’s market share is
11%.
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6. Customers want the best…
6. Hickok boasts quality leather goods made with the finest leather hides
sourced from all over the world. Each item is a testament to the
superb craftsmanship and the meticulous eye for detail of its numerous
skilled workers.
7. Hickok’s price is quite expensive, just like its prominent competitors.
8. Uses word of mouth, and its reputation for being more than 50 years in
the industry
9. Primary store locations are SM Departments Stores, Robinsons
Department Stores, Landmark Department Stores, and Ever
Department Stores. Manufacturing site is in Sampaloc, Manila.
10. Relies primarily on word of mouth and the Internet. Lacks the
necessary marketing efforts to win the greater market. They should
invest on media and print ads to better capture the market.
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7. Males and females ages 35 above belonging to the
middle to high-income classes
• Hickok’s Primary Target Market are males and females belonging to the
middle to high-income classes, preferably within the ages 35 above;
they preferably employed (either in the public or private sector), and
holds positions from staff to officers (depending on their income).
• Who loves high-end quality leather goods, such as bags, purses, belts,
and wallets that will make them look and feel sophisticated and will
have a sense of belongingness, particularly in the corporate world.
• Who wants recognition through the things they use and they wear; the
“corporate look”.
• Who loves fine leather goods, that has reasonable price and enduring
quality.
• 35 above, as lower age brackets will still settle for the sporty and trendy
looks of the younger workforce.
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8. Abraham Maslow’s Hierarchy of Needs
The feel of sophistication
To be recognized as an elite
Feeling of belongingness
in the corporate world
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9. Abraham Maslow’s Hierarchy of Needs cont.
• Target market would want to have a sense or feel of
belongingness. As Hickok’s products bring the sophisticated look,
target market will feel that they belong to the corporate world
and will feel like an elite.
• They want recognition from the people around them; colleagues,
friends, officers.
• Of course, the sense of belongingness and recognition are
followed by self-actualization or self-fulfilment.
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10. Positioning Map
NINE-YEAR AVERAGES
2010 NET REVENUES 2010 ESTIMATED MARKET
COMPANY NAME
(in P '000) SHARE ROE ROS FL ATO
Running
% Share
Percentage
Philippines Light-Leather, Inc. 381,183 26.79% 26.79% 48.42% 20.08% 15.49 1.99
Allegro Pacific (Philippines), Inc. 331,576 23.30% 50.09% -0.55% 0.44% 1.34 2.43
VKC, Inc. 214,354 15.07% 65.16% 13.45% -2.76% -7.43 3.10
Rusty Lopez Enterprises, Inc. 178,785 12.57% 77.72% -349.27% -1.65% -0.84 6.28
Quality House, Inc. 162,053 11.39% 89.11% -1.36% -0.50% 10.74 1.44
Fino Leatherware, Inc. 69,938 4.92% 94.03% 7.41% 3.11% 2.89 0.89
The Leather Collection, Inc. 32,251 2.27% 96.30% -432.09% -10.03% 2.09 1.16
H&A International, Inc. 28,134 1.98% 98.27% 16.09% 1.11% 7.80 2.14
Knick Knack International, Inc. 24,573 1.73% 100.00% 23.12% 1.50% 15.74 0.87
Total Revenues of Identified Firms 1,422,847 Estimated Average 15.23% 0.18% 5.31 1.75
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11. Positioning Map cont.
The Leather
BENEFITS Rusty Lopez Hickok Fino Leather
Collection
Reasonable Price
Great designs
Quality leather
Extensive marketing
promotions
Price / Age Matrix 15 to 20 20 to 35 35 above
High Price
Low Price
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12. Positioning Map cont.
• Illustrated in the tables are the net revenues of the major players
in the industry back in 2010, together with their market shares.
• The lower table illustrates the target market and price bracket of
the prominent players in the industry.
• Though price range may not be far from each other, primary
target market will be the issue among the players in the industry.
Rusty Lopez may be marketed to the lower age bracket due to its
lower price.
• What these players offer to their market are identical; what
differentiates is the marketing efforts and promotions. This is
what Hickok lacks. They tested the water back in early 2000 by
acquiring the services of two TV personalities to endorse their
products.
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13. What HICKOK lacks?
For the past decades, Hickok’s target market remains the same.
The styles and designs of their bags and wallets somehow does not fit for
the younger generations whose sometimes after the name of a product
alone, not the quality and the price.
They attempted to penetrate the younger markets back in early
2000’s, planning to acquire the services of a few collegiate players as
endorsers; to capture students, especially college students. It is quite a
good choice as majority of the college students are watching their
respective schools’ games in the major collegiate leagues. However, they
ended up with TV personalities Brad Turvey and Bernadette Allison, who
are household names that time. But they stopped the endorsements
there. They haven’t had an endorser since that time.
They should be aggressive in media and print ads to better capture
their target markets.
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14. Brand Slogan
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15. Market Share based on Revenue
NINE-YEAR AVERAGES
2010 NET REVENUES 2010 ESTIMATED MARKET
COMPANY NAME
(in P '000) SHARE ROE ROS FL ATO
Running
% Share
Percentage
Philippines Light-Leather, Inc. 381,183 26.79% 26.79% 48.42% 20.08% 15.49 1.99
Allegro Pacific (Philippines), Inc. 331,576 23.30% 50.09% -0.55% 0.44% 1.34 2.43
VKC, Inc. 214,354 15.07% 65.16% 13.45% -2.76% -7.43 3.10
Rusty Lopez Enterprises, Inc. 178,785 12.57% 77.72% -349.27% -1.65% -0.84 6.28
Quality House, Inc. 162,053 11.39% 89.11% -1.36% -0.50% 10.74 1.44
Fino Leatherware, Inc. 69,938 4.92% 94.03% 7.41% 3.11% 2.89 0.89
The Leather Collection, Inc. 32,251 2.27% 96.30% -432.09% -10.03% 2.09 1.16
H&A International, Inc. 28,134 1.98% 98.27% 16.09% 1.11% 7.80 2.14
Knick Knack International, Inc. 24,573 1.73% 100.00% 23.12% 1.50% 15.74 0.87
Total Revenues of Identified Firms 1,422,847 Estimated Average 15.23% 0.18% 5.31 1.75
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16. Photo Gallery
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17. Photo Gallery of Competitors
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18. Hickok’s Present Mode of Marketing
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19. Hickok’s Website
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20. Rusty Lopez’s Website
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21. The Leather Collection’s Website
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22. Fino Leather’s Website
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23. Place
• Hickok’s products are displayed and being sold at SM Department
Stores, Robinsons Department Stores, Landmark Department Stores,
and Ever Department Stores. They also have kiosks at smaller malls in
the provinces. They are using the major malls as they cater more
market and the chance of capturing them are better.
• Manufacturing site is located along Manga Avenue in Sampaloc, Manila.
Considered to be halfway of northern and southern NCR. They have the
ease on delivering their products up and down the metro, and even the
provinces as they have quick accesses to both NLEX and SLEX.
• They are also shipped to provinces in Visayas and Mindanao and other
parts of Luzon such as Pampanga, Tarlac, and Pangasinan.
• They don’t offer yet the internet and phone orders except for
distributors.
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24. Hickok’s Best Option
• Hickok is one of the best in leather products, but their market remains
the same. They should have a wider scope of the market for continuous
boost in sales.
• Word of mouth is credible, Internet is viral; but these are not enough to
boost their sales better and be known to a wider market, especially the
younger markets.
• They should invest on heavy advertising such as TV and radio, and print
medias. Hire a few prominent personalities and celebrities as
endorsers.
• Have designs that will cater for the younger market.
• A lower price will also help.
• Quality is unquestionable. I’ve been personally a user of their product
since my young age.
• Widen the product portfolio. ph.linkedin.com/in/akeeldalisay

25. SUMMARY
1. Hickok’s Primary Target Market are males and females belonging to the
middle to high-income classes, preferably within the ages 35 above.
2. Who loves high-end quality leather goods, such as bags, purses, belts,
and wallets (they need leather goods for their everyday lifestyle such
as bags, wallets, and belts; they want high-quality leather products that
can give them the sophisticated look and feel; but they will demand
products that will make their money worth).
3. Prominent competitors include Fino Leather, Rusty Lopez
(Centropelle), and The Leather Collection.
4. Gap is all leather goods manufacturer offer high-quality products,
reasonable prices, and great designs.
5. Target market is approximately 26,000,000. Hickok’s market share is
11%.
ph.linkedin.com/in/akeeldalisay

26. SUMMARY
6. Hickok boasts quality leather goods made with the finest leather hides
sourced from all over the world. Each item is a testament to the
superb craftsmanship and the meticulous eye for detail of its numerous
skilled workers.
7. Hickok’s price is quite expensive, just like its prominent competitors.
8. Uses word of mouth, and its reputation for being more than 50 years in
the industry
9. Primary store locations are SM Departments Stores, Robinsons
Department Stores, Landmark Department Stores, and Ever
Department Stores. Manufacturing site is in Sampaloc, Manila.
10. Relies primarily on word of mouth and the Internet. Lacks the
necessary marketing efforts to win the greater market. They should
invest on media and print ads to better capture the market.
ph.linkedin.com/in/akeeldalisay

27. The Ten-Step Marketing Plan for Hickok
(under Quality House, Inc.)
Dalisay, Akeel Zean D.
Ateneo Graduate School of Business
November 2012
ph.linkedin.com/in/akeeldalisay