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Penshoppe A Case Analysis Submitted to: Prof. Antonio V.

Concepcion College of Business De La Salle University In partial fulfilment of the requirements for Marketing Management

Submitted by:

GROUP 5
Daza, Emmynol Ibasco, Krissy Nanquil, Winnie Ong, Jong Salazar, Peggy September 5, 2012

Group 5 Penshoppe

Table of Contents
2 Table of Contents.......................................................................................................3 I.Case Background.....................................................................................................4 II.Statement of the Problem .......................................................................................4 III.Objectives.............................................................................................................4 IV.Situational Analysis................................................................................................5 a.Industry Analysis..................................................................................................5 Online Apparel Retailing.........................................................................................6 b.Company Analysis.................................................................................................7 c.Competitor Analysis..............................................................................................8 Bench..................................................................................................................8 Kamiseta................................................................................................................9 Bayo......................................................................................................................9 Human.................................................................................................................10 Oxygen................................................................................................................10 Jag 10 Comparative Table.................................................................................................11 Customer Analysis.................................................................................................14 e.SWOT Analysis...................................................................................................16 Strengths...........................................................................................................16 Weaknesses ......................................................................................................16 Threats..............................................................................................................16 Opportunities......................................................................................................17 V.Marketing Framework.............................................................................................18 VI.Current Marketing Program....................................................................................20 Products...............................................................................................................20 Price....................................................................................................................20 Promotion.............................................................................................................20 Place....................................................................................................................21

Group 5 Penshoppe
VII.Recommendation................................................................................................22 Proposed Marketing Plan.........................................................................................22 Bibliography.............................................................................................................25

I.

Case Background

Penshoppe products have entered the international market and this may be evidenced by their use of foreign celebrities to endorse their products. The brand previously had Mandy Moore as an endorser in 2001 and recently in 2011, they hired Ed Westwick to be the face of the company. In addition, Penshoppe tied up with a New York-based Filipino designer, Robin Tomas, in launching a new line of men-s and womens tops.

II.

Statement of the Problem

What should Penshoppe do to remain competitive in the local market and eventually in the international market?

III.

Objectives
To focus on promoting Penshoppe products as Philippine made. To encourage and highlight Filipino designers. To promote Filipino models as product endorsers.

Group 5 Penshoppe

IV.

Situational Analysis

a. Industry Analysis
According to the National Statistics Coordination Board, more than 110 million pesos was spent in the 4th quarter of 2009 and increased to more than 117 million pesos during the same period the next year. This shows a growth rate of around 5.7% which would most likely continue to grow.

Group 5 Penshoppe

Online Apparel Retailing


An analyst for Euromonitor had commented on the global report on the apparel indusrty that companies will need to come up with innovative ways to harness the huge potential of the internet is the biggest retail challenge facing the apparel industry over the next five years. He further stated: The practice of waiting in line for an available changing room to try on new clothes might one day become a novelty rather than an unavoidable nuisance as apparel internet retailing enters a dynamic new era of growth. The size of online retailing's incremental growth surge in the past five years, robust as it was, will seem like small fry over the next five years as a new wave of internet investment comes on stream. And at the root of new investment is the need to make online apparel shopping more convenient, accessible and user-friendly.

Group 5 Penshoppe

b. Company Analysis
Penshoppe is the flagship brand of GOLDEN ABC, and one of the Philippines leading casual clothing brands. Today, Penshoppe's collection of sophisticated casual wear marries highstreet trends with comfort, wearability and affordability. GOLDEN ABC Inc. had very humble beginnings. Bernie Liu was an architecture student who decided to venture into an informal business of designing and producing t-shirts for school and corporate giveaways using the modest sized garment factory owned by his family. When he graduated and passed the board, he only briefly worked for the familys lumber business because he realized the potential of branded retail prompting him to return to their garments business. They launched Penshoppe in March 1986, just a month after the EDSA People Power revolution. It thrived in the Visayas and Mindanao regions, and in 1991 officially became a national brand when it opened its first Manila boutique in the then newly opened SM North EDSA Mall. By then, Penshoppe had already evolved into a lifestyle brand offering more than just t-shirts. Since then it has evolved into a lifestyle brand with a complete range of apparel, accessories and personal care products. After conquering the market in Visayas and Mindanao, Penshoppe migrated to the big city: Manila. The first boutique opened its doors in SM City North EDSA in 1991 and since then, Penshoppe's network of stores has grown to 300 sites, all strategically located in key areas where its stylish patrons shop. Penshoppe broke Filipino Retail Barriers in 2002 when it opened its store in Xiamen, China, the first Philippine retail brand to do so. Penshoppe also has stores in Saudi Arabia.

Its commitment to providing a total brand experience is evident in its flagship stores in four of the Philippines ' biggest shopping malls: SM Megamall, SM Mall of Asia, Ayala Trinoma and Ayala Cebu. Penshoppe received the Most Outstanding Retailer of the Year Award (Medium Scale Category) from the Philippine Retailers Association and the Department of Trade and Industry in 2000 and 2001. In 2002, it was elevated to the Hall of Fame from the same award giving body.

Group 5 Penshoppe

c. Competitor Analysis
According to clothing and footwear retailers brand shares by value of 2005-2008in the Philippines, Bench, Cinderella and Penshoppe each has a sales value of 0.7%. Hang Ten and Rusty Lopez have 0.3% and 0.2% sales value respectively. Speedo under Sprint International Inc. and Oxygen each has a 0.1% sales value (Batingal, 2011). Based on its audited financial statements filed with the Securities and Exchange Commission (SEC), Golden ABC posted P1.37 billion and P36.27 million in revenues and net income, respectively, in 2007. On the other hand, the Suyen Corp.s audited financial statement submitted to the SEC showed it had posted P4.29 million in profits and P1.65 billion in sales during the same year (http://www.gmanetwork.com). Several apparel specialist retailers, including Bench, Levis, Gingersnaps, Nike and Guess among others, ensured good presence through concession outlets inside department stores to improve accessibility of their brands and increase sales. Provocative billboards and extravagant fashion shows are necessary to generate hype about the brand more than the merchandise. But when these brands have made an indelible mark in our own shores, the only logical way to grow is to go global. As a result, they have set up several branches around the world and recently employed international celebrities as their endorsers, making the competition tougher than ever. Take for example Kamiseta, Penshoppe, and Bench that have recently generated buzz through their partnerships.

Bench
Penshoppes toughest competitor. Bench is all about casual basics. Bench made the perfect choice of endorsers and was able to promote it to a great degree. Their market relates the most to their choice of endorser. Bench was the first company to value the concept of celebrity endorsers and image models. In 1988 with its first dedicated Bench boutique, Ben Chan hired a then young up-and-coming actor by the name of Richard Gomez as its first image model. As Gomez's fame increased, so did Bench's, paired with increasingly large and beautiful images of Gomez along highways and malls in the Philippines.

Group 5 Penshoppe
Beginning in 1987 with a small store selling mens t-shirts, Bench grew at an unparalleled rate by being the pioneer in the use of celebrity endorsers, television and giant billboards to propel a fashion brand that offers premium quality products at affordable prices. To date, Bench has grown to include a ladies line, underwear, fragrances, housewares, snacks, and a wide array of other lifestyle products, with the distinction of being present in virtually every retail space in the Philippines, and with a worldwide network of stores and outlets, reaching as far as the United States, the Middle East, and China. The firm has 563 stores nationwide. As it sliced through demographic divisions -- age, gender, socioeconomic status -- a stirring slogan, Bench is forever, became the companys abiding creed.

Kamiseta

Kamiseta the leading specialty retailer of fashionable casual apparel, accessories and footwear targeted at girls between the ages 16 and 34. The Kamiseta brand is hip, youthful and active. Kamiseta has been rapidly increasing its influence and popularity with its core customer group. "It's fun being a girl" -- This is our driving formula for the brand. Cool casual classics or what we call the "Triple C" has been envisioned for every item that carries the Kamiseta label. Kamiseta's success is driven by a powerful combination of extensive product development, fashion right merchandise, exciting brand imaging, affordable prices and friendly service. The Kamiseta lifestyle is truly what girls are all about.

Bayo
Bayo offers pieces of ready-to-wear apparel from blouses, tees, pants, jeans, skirts, accessories such as footwear, bags, jewelry and other merchandise, which can be easily be mixed and matched. Bayo aims to create a lifestyle for women by providing them with diverse range of products that female teeners and yuppies rely on for style.

Bayo started out as a made-to-measure dress shop in Makati. The need to expand grew bigger when Bayo launched its ready-to-wear line. In 1992, Lyncor, Inc. was established, a manufacturing firm, to support Bayo.

Group 5 Penshoppe

Human

HUMAN stands for: individual expression of style.It is clearly in touch with its marketthe young and hip individualswhose biggest influences nowadays are music, art, and fashion. And HUMAN wants to show that all three co-existmusic and art can dictate fashion trends and vice-versa. HUMAN, for its part, has always incorporated all three in their campaigns and product designs.

Oxygen
Oxygen was launched in 1996 as a t-shirt brand offering graphic designs to a purely male market. Since then, it has grown to a brand that expanded its merchandise offerings to include men's and ladies' clothing, accessories and fragrances in key locations all over the Philippines. Today, Oxygen stands for attractiveness and desirability, brought about by stylish gimmick clothes suitable for the psyche of its market. It targets young professionals who are enjoying the novelty of their independence. This is the lot that thrives on individuality and enjoys exuding sex appeal. Oxygen offers a wide range of casual gimmick clothes that are edgy, fashion forward and undeniably sexy. The brand also has an extensive and still growing collection of accessories that complement the clothesfrom bags, belts, wallets, and caps to trinkets and fragrances. Taking their brand positioning to heart, the shopping experience in an Oxygen store is greatly enhanced by cutting edge store design and effective visual merchandising that create a party or gimmick atmosphere suited to its target market. Oxygen received the Most Promising Brand Award from the Philippine Retailers Association and the Department of Trade & Industry in 2002. In 2006, it was recognized as the Most Outstanding Retailer (Medium Scale Category) by the same award giving body. In 2007, it won the same award and was elevated to the Hall of Fame.

Jag
Always on the cutting edge of fashion, JAG is one of the Philippine's leading denim brands, known for its forward-thinking designs and attention to detail. JAG doesn't follow trends - it creates them, making it a favorite brand among Hollywood celebrities and local fashionistas.

Comparative Table

Indicat Penshoppe ors


Number of branches nationwid e 400

Bench
563

Kamiseta
47

Bayo
46

Local celebrity endorsers

Nikki Gil, Heart Evangelista, Jericho Rosales, Mikael Daez, Victor Basa, Solenn Heussaff, Bea Soriano, and Akihiro Sato

Internatio nal celebrity endorsers

Mandy Moore, Ed Westwick,Mario Maurer, Zac Efron, Ian Somerhalder, Leighton Meester For Men and Women: tops, bottoms, dresses,accessori es, shoes, underwear, personal care, shoes

Product Categories in stores

Georgina Wilson,orgy Manotoc, Manny Pacquiao, Jinkee Pacquiao, Richard Gomez, Lucy Torres, Richard Gutierrez, Kim Chiu, Piolo Pascual, Dingdong Dantes, Diether Ocampo, Kathryn Bernardo, Grace Lee, Coco Martin, Angelica Panganiban, Jessy Mendiola, Enchong Dee, Lovi Poe, Jake Cuenca, Karylle, Paulo Avelino, Georgina Wilson, Rocco Nacino, Iya Villania and many more Bruno Mars,David Archuleta, Joe Jonas,Lucy Hale,K-pop duo Super Junior's Siwon and Donghae, Liam Hemsworth, Dominique Reighard, Allison Harvard, Jessica Sanchez & Lee Min Ho For Men, Women, Kids: shirts, underwear, cosmetics, accessories, housewares, snacks and other lifestyle products

Kat Alano, Danielle Cojuangco, Kitchie NadaL, Barbie AlmalbiS, Lea Salonga, KC Concepcion

Katie Holmes,Alicia Silverstone, Natalie Portman, Petra Nemcova, Kate Hudson, and Natalia Vodianova For women: tops, tees, dress, knits, jumpsuits, bottoms, undies, scents, accessories

For women: tops, bottoms, accessories, dresses, swimwear, home

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Advertisin g Price range Outlets abroad

use of celebrity endorsers, print ad and billboards Php150-3,000 Saudi Arabia, China

use of celebrity endorsers, print ad ,television commercials and giant billboards Php84-2,000 Saudi Arabia, China, Kuwait, Bahrain, Dubai

use of celebrity endorsers , print ad and billboards Php300-1,700 Indonesia

use of celebrity endorsers , print ad and billboards Php200-16,000

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d.

Indicators
Number of branches nationwide

Human
55

Oxygen
67

Jag
24

Local celebrity endorsers

Billy Crawford,KC Concepcion, Luis Manzano, Isabel Daza, Kristine and Angelo Patrimonio

Derek Ramsey

Will Devaughn, Marian Rivera

International celebrity endorsers

Lindsey Lohan and foreign models For Men and Women: tops, bottoms, bags,accessories,sce nts, shoes and slippers

Product Categories in stores

For Men and Women: tops, bottoms,accessories ,scents

For Men and Women: tops, and bottoms

Advertising

use of celebrity endorsers and print ad

use of celebrity endorsers and print ad

use of celebrity endorsers , print ad and billboards Php6004,000

Price range Outlets abroad

Php200-2,000

Php600-3,000

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Customer Analysis
Currently, Penshoppe is serving the C Market, highschool and college students, ages 12-20, which their financial expenses are highly dependent to their parents or family members. Please see below population of students in private and public schools in the Philippines from 2005-2010 studied made by National Statistical Coordination Board:

Age Structure as of July 2011 by index mundi: 0-14 years old 34.6% (male 17,999,279/female 17,285,040)
911,899 961,397 1,002,223 1,175,499 524,075 561,207 591,445 746,443 387,824 400,190 410,778 429,056 12,913,845 13,145,210 13,411,286 13,686,643 13,934,172 11,982,462 12,096,656 12,318,505 12,574,506 12,799,950 931,383 1,048,554 1,092,781 1,112,137 1,134,222 6,298,612 6,363,002 6,506,176 6,763,858 6,806,079 5,013,577 5,072,210 5,173,330 5,421,562 5,465,623 1,285,035 1,290,792 1,332,846 1,342,296 1,340,456

2005-06 2006-07 2007-08 2008-09 2009-10

15-64years: 61.1%(male31,103,967/female31,097,203) 65 years and over: 4.3% (male 1,876,805/female 2,471,644) (2011 est.)

Median age Total Population : 22.9years Male: 22.4years female: 23.4 years (2011 est.) Penshoppe attempts to expand its market to young professionals age 20-35 years old that belong to socio-economic classes A,B, and C. Below are the data that Penshoppe may consider in expanding its market in the Philippines: The size of the countrys labor force in April 2012 continued to expand (2.4% or +953,000) - but at slower pace compared with the same period last year (3.1% or +1.179 million). Specifically, the number of persons in the labor force increased to 40.644 million from 39.691 million. This corresponds to labor force participation rate (LFPR) of 64.7%, upped by 0.5 percentage point in 2012.

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According to a study made by the Bureau of Labor and Statistics, working age population starts at 15 years old and above. The labor force composed of 15 years old and over who were either employed or underemployed. Penshoppe may introduce product line with its studied price that suits the working population such as economically active and inactive. Under economically active, they may consider the population and salaries of employed as well those unemployed with source of financial expenses so that all market will be served.

Professional Salaries
According to an online website salary research pay scale, as of August 2012, the IT services industry got the highest salary per month of around P34,000, followed by telecommunication and software development at around P30,000, then the BPO at P28,000, and manufacturing and call centers at P25,000, all based in median salary by industry. In this case, most of these industry are working in the city, thus, Penshoppe may top this kind of market.

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e. SWOT Analysis
Strengths
26 years of strong heritage, global design and style Innovative marketing and advertising strategies Received multiple awards in the retail and advertising industry Able to expand from designed shirts to clothing lines and even personal care products Tied up with New York-based Filipino designer, Robin Tomas, which sync to Penshoppes core strength which is sophisticated casual wear. Were able to gain international exposure through hiring of international models Network of stores has grown to 300 sites, all strategically located in the key areas nationwide, and one outlet in Xiamen, China. Offer discounts, sales and other promos Information corner in stores about the best jeans that will fit on a person based on their body frame

Weaknesses
Prices must fit to its target market which is Class C. Unable to tap all Class of C Market Few local models or celebrities representing a local brand Some designs may conflict with Oxygen brand (cannibalizing) Conservative clothing designs Unable to introduce timely clothing designs

Threats
Hire local models, celebrities or public figures in line with their corporate image Sponsor school and corporate activities Online selling (own website) Direct Selling (agents) Telemarketing (advertising and selling) Join online deals (Zalora, Metrodeal, Ebay, etc) Join exhibits, social events and government activities promoting local brands Introduce seasonal clothing designs/fashion

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Advertise to major local magazines Offer surplus on the unsold items to corporations with a cause (a part of sales will be donated to a non-profit organization) Create CSR programs in line with companys operations

Introduce Penshoppe membership card (for every P6,000 accumulated receipt for one year entitled a customer to be a member for 3 years which will receive 10% discount all regular items to stores nationwide)

Opportunities
Direct and indirect competitors New entrants Tiangge stores nationwide Increase on taxes, vat, and other government imposed tax Increase of raw materials (fabric, thread, etc) Increase on labor cost Decrease on buyers purchasing power

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V.

Marketing Framework

The group aims to develop the Go Local thinking in buying Penshoppe products, while still maintaining its global market potency. Competitors were playing the globalization concept by employing International celebrities to model their apparel collection. A few, perhaps, were still eyeing local models or even mixing them with seasonal international stars. This could pay off for a while, but sustainability and ethically speaking, the already tarnishing colonial thinking of Filipinos may further grow. With this, the group recommendation centers on going local and going real. The recommendation targets to fuel further he Nationalism thinking of Filipinos that has been started up through the existence of smaller nation-pride themed apparel companies such as Team Manila and Manila Sole. Below explains our recommendation through the Five Ms of Advertisement Framework: Aspects Short Description* This refers to the purpose/objective behind advertising. The objectives behind advertising are varied in character. Proposed Ads Campaign Everyday Hero To promote being real and nationalism employing ordinary Filipinos from different industries and local endorser as models to promote the new line of products. The everyday hero campaign will personify ordinary Filipinos who are in their own ways strive to make the nation proud. A rough estimate (in pesos): - 500,000 for local endorsers (start up models) - 100,000 for Ordinary Filipino endorsers - 500,000 for Start Up photographers and creative personnel - 10 Million for OOH and in-store/mall posters. - 400,000 for Social Media Management/Campaign. ----------------------------------------Total Budget: 11.5 Million pesos running for six months and an additional amount of 5 million pesos to replenish campaign materials from 6th month to 1st year. The above figure does not include the fashion campaigns and events which the company finances differently.

Mission

Money

This refers to the finance provided for advertising purpose (advertising budget). It means the budget allocation made by the company for advertising.

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The following are the slogans published throughout the campaign posters, which features ordinary Filipinos. Kindly refer to the attached photo portfolio for the visual feel of the campaign: Manila is your catwalk, Everyday hero Message is provided through the text of advertisement. The message is given through written words, pictures, slogans and so on. Your smile is your pride, Everyday hero It's more fun to be with you, Everyday hero You are what you wear, Everyday hero Legally fashionable, Everyday hero Fun is your business, Everyday hero Driven to succeed, Everyday hero The advertiser has to take decision about the media to be used for advertising purpose. Measure relates to the effectiveness of advertising. An advertiser will like to make evaluation of advertisement in order to judge its effectiveness The campaign will use OOH -billboards, in-store and mall posters to promote the campaign. To support the campaign , the social media and website of the company will publish pre-production video of the photo shoot and picture collage of the posters Breakeven from the campaign: Minimum 38,000 pesos of Net Sales coming from each of the 300 stores nationwide for the first 6 months. Minimum 16,700 pesos of Net Sales coming from each of the 300 stores nationwide for the next six months 6 months.

Message

Media

Measure

*Description was sourced from: http://kalyan-city.blogspot.ca/2010/07/5-ms-of-advertising-advertising.html

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VI.

Current Marketing Program

Products
Penshoppe is known to market fashion apparels for both men and women, clothing accessories, and cosmetics and fragrances. In order to re-introduce and refresh their brand, they follow the fashion season collection. But instead of the US-seasonal method, they employ the Philippine version such as Pre summer, summer and holiday Collections. Prior to the collections season change, they conduct sales events nationwide to empty-out inventory and renew their current store design. Penshoppe stores are known to be always up to date and in-trend with the season in order to attract more fashion-conscious customers.

Price
Penshoppe prices are on par with its competitor, Bench, and its other brand name, Oxygen, while comparatively lower against primed and global brands such as: Bayo, Kamiseta, Arrow, and G2000. Here are the prices for Penshoppes offerings: Mens Apparel Womens Apparel Accessories Cosmetics 400 400 100 200 2000 pesos 2000 pesos 800 pesos 700 pesos (includes bottled fragrances)

Promotion
Penshoppes current marketing activity revolves around their All Star campaign. The have employed internationally known models to endorse their current product lines. Very similar to their competition, they roster the following US-based artist to define the brands new look: Leighton Miste , known TV and movie actress Ian Somerhalder, famous for staring in a well known Vampire-themed TV series. Mario Maurer, A thai-based teen star known for his movie, First Love (A Little Thing Called Love). Zac Efron, a US movie star known for several movie hits and teen-musical shows. Ed Westwick, known for his sophisticated role in an American TV series.

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The company bas been using the All-Star campaign to push their brand name amongst the celebrity fans. When these artist visited the Philippines for the campaigns photo session, several meet-and-greet events were held nationwide. As an entrance fee or pass, audience must purchase a certain worth of Penshoppe products. In fact, this coming Sept.29, the company has launched a meet-and-greet event for their newest model, Zac Efron.

Place
The company has 300 plus stores nationwide, with two store types, in-store (department stores) and exclusive boutique. Their stores were strategically placed in big malls throughout the metro. Customers can also purchase through their online store, shop.penshoppe.com. The company website also showcases the current collection they have in their store through an interactive look book. In this way, potential customers can to browse the collection prior to going to their shops. Additionally, they will also have an idea on how to put clothes together to achieve a fashionable mix.

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VII.

Recommendation

Proposed Marketing Plan Marketing Goal


Introduce a new campaign and implement a marketing methodology that will continuously sustain the Penshoppes brand awareness to the market. It will involve thorough consumer engagement and tapping the power of social media. The new campaign will have a tagline of Driven to Succeed. Everyday hero. It will

feature ordinary Filipinos, driven and passionate to succeed in their chosen field. This will make the product more wearable to the target market. The new campaign will also have a touch of nationalistic pride, showing that we are proud of our heritage. The campaign will be launched through traditional advertising and tapping the popularity of social media marketing to boost brand recall.

Target Market Segment


AB and Upper C market those who have access to social-media. Teen Market Professional These market segments are up-to-date with the current trends in social media, and can be influenced by campaigns initiated through tri-media and online marketing.

Marketing Strategy
Product Price
There will be no different pricing strategy that should be implemented and current pricing will remain the same. Although, discounts can be implemented when theres a need to retire products and clear-out inventories.

Place
Aside from their retail stores, Penshoppe should also consider online retailing since it has been proven to be a successful endeavour form some brands.. Different types of markets and industries are growing because of globalization and the introduction of new information technologies. The key requirements are now centered in quality, speed-to-market,

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flexibility, innovation, networks, customer service and customization. Aside from their own website, Penshoppe can also create tie-up with online partners such as Zalora to further promote their products online. For the next campaign of Penshoppe, this will be launched through the following: Above the line advertising: Television and radio commercials Display advertising (in newspapers, magazines) Billboard advertising

Below the line advertising: Internet Social Media

Well also maximize the popularity of social media to launch the brand campaign Critical Activity

Presence Facebook Twitter Instagram

Strategy Consumer will be encouraged to share their pictures wearing Penshoppe products in their day to day activities. Tagging the Penshoppe page on twitter and instagram, while spreading the hash-tag #everydayheropenshoppe through twitter. Winning photos will be featured in their FB page The next ad will feature ordinary Filipinos wearing the brand. These are driven, successful individuals who will be the next brand ambassadors and promote the clothing line in various activities. Penshoppes next campaign will feature ordinary Filipinos wearing the brand. The campaign Driven to succeed. Everyday Hero will be launched in Facebook, twitter aside from the traditional tri-media. The new segments will be announced and maintain accordingly in its website.

Consumer Engagement

Local Ambasador

Website Facebook

Brand campaign Product Segmentation

Facebook Twitter Local Website

Promotion

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Fresh from the success of their Penshoppe All Stars Campaign featuring some of the brightest young stars in Hollywood today, the group recommend that Penshoppe should also showcase local endorsers from time to time. Using foreign celebrities to endorse Filipino products can help the brand and the country in getting recognition on a global scale. A recent interview with Alex Mendoza, Penshoppes brand director, shares the benefits local brands get from an international endorser. 1. Products are world class quality since international endorsers implies that the brand has gone global 2. Heightened advertising foreign endorsers sparks the interest of all socio-economic classes 3. Gets the attention of the international market towards the brand 4. Expansion Getting recognizable faces not only adds prestige to the marketing campaign but it can also help the brand familiar with the untapped market 5. It upgrades the brand image The group recommend a follow-up campaign entitled Driven to Succeed. Everyday Hero, this time featuring ordinary Filipinos wearing the products. It is in proper moderation of using both local and international endorsers that would help Penshoppe achieve it global expansion goals and at the same time show that we are proud of who we are and proud of where we came from.

Monitoring Techniques
Create a customer service hotline that will facilitate customers feedback, suggestion and experience. company. Monitor sales performance within 6 months. Give incentives or goodwill for their concern and loyalty to the

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Bibliography

Batingal, M (2011). Havainas Aqua Marketing Plan. GMA News (2008).Penshoppe, Bench cite strong sales, but profits likely to get hit.Retrieved August 27, 2012 from

http://www.gmanetwork.com/news/story/134812/economy/penshoppe-bench-citestrong-sales-but-profits-likely-to-get-hit

Kotler, P. and Keller, K. L (2012) Marketing Management 14 th Edition. Prentice Hall. Saddle River, New Jersey. Websites

http://be-human.com/ http://kalyan-city.blogspot.ca/2010/07/5-ms-of-advertising-advertising.html http://www.bayo.com.ph/ http://www.bench.com.ph/ http://www.bles.dole.gov.ph/ http://www.bles.dole.gov.ph/primers/LFS_April2011.pdf http://www.indexmundi.com http://www.jag-jeans.com/ http://www.kamiseta.com/ http://www.nscb.gov.ph http://www.oxygenfashion.com/ http://www.payscale.com/research/PH http://www.penshoppe.com

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