To do

Additional branch sales before, during and after launch

Indicators on main graph for store openings

Hypothesis

Sales and conversion rate data should show marketing activity effectiveness
and impact on the market.
Use these KPIs and statistical techniques to determine which of the current
marketing portfolio are most effective in increasing sales / introducing sales
spikes to the revenue flow.

Recommendations/Conclusions

The marketing strategy is generic for all Office 1 franchises that is it is not
localized/tropicalized to the market the franchise it is in.
Considering that Office 1 is a fledgling brand in the country, it would be best
to look at current market practices and trends and see how these fit with the
guidelines and programs set by the principal.
What we found out is that all marketing initiatives abroad were simply
launched without discernment on which programs will work in the Philippines.
This is illustrated by the graph contrasting base business sales vs. marketing
spending presented earlier in the paper (see graph with appropriate number).
Along this line, we recommend that the Philippine team exercise prudence in
its choice of marketing programs and allow ample implementation time for
them to really study and see the full impact and effectiveness of certain
types of marketing activities.
o Detail on length for each type of program
o Not taken in isolation. Still compared with sales during that period.
Roving truck base business increased during the period that the roving
truck was implemented. So how come this was pulled out? This could have
been continued to create awareness in areas where new branches will open.
It need not be the same budget, but at least it generates early interest in the
locale where the new stores will be set up. For succeeding stores (as seen
from the Makati impact).
Because this is a complex problem that involves several factors, we
recommend that this be taken a further look at by using modelling tools and
techniques. Cannot be solved by simple statistical techniques. Look at the
possibility of lag unlike fashion retail, there is no seasonality in the items,
this means that there is generally no rush in the want/need to acquire them.
Effect of GWP on average basket. Maintain to see if further increases in
average basket will be sustained. Spending is also foreseen to decrease

because the more GWPs are ordered to be given away, the less cost per unit
becomes.
Trend lines are indicative of inefficiencies in spending.
Revenue to be generated / Pesos to be saved cannot provide exact figures
or predictions base na lang on trend lines; 17% of average monthly
spending, figure taken from the ave monthly sales of the peak of the base
business sales. Revenue cannot be projected. Too few data points and a lot of
changes to be made to the marketing plan for a proper projection to be done.
Data on phone survey conclusions get from work email
o Look at what brought them to Office 1
o Look at what brings them back to Office 1 (see where GWP is situated
among choices)
Institutional vs. store sales compare and contrast. Specific programs for
institutional clients
Okay to cut down on monthly spending because increased marketing doesnt
translate to sales spikes. In fact, base business sales were higher at a point
where marketing spending was lower. Magnitude?