Product

Product description
Armorex is a brand of premium, quality bulletproof, waterproof and
fireproof clothing. Armorexs products consists of inner clothing and
outer clothing such as jackets, sweaters, different kinds of T-shirts,
vests and business suits. Armorex products are stylish, fashionable and
most importantly bulletproof. Armorex is made of carbon fiber and a
secret blend of nanomaterials, fibers and polymers that will give VIPs
the elite protection that they need. The carbon fiber used in our
products is the strongest carbon fiber available in the market that is
five times stronger than steel. Armorex also offers custom-made,
tailored and specialty clothing.

Brand
The brand name of our product is Armorex. We choose the name
Armorex because it suggests our products main benefit which is to
act as an armor of protection for its user. Armorex is also a catchy
name and at the same time, it is stylish. The Armorex name sounds
elite, classy, stylish and appealing to high end consumers.
Benefits
Armorex clothing protects the wearer from gunshots, knife-stabs, fire
and water. It also protects from other sharp objects such as needles,
blades etc. and can also protect against shrapnels when an explosion
happens. Armorex clothing is very strong, ultra lightweight, stylish and
flexible. It is also comfortable, easy to wear and suited for daily use.
Quality
Armorex clothes are made of the highest quality materials and uses
the latest nanotechnologies. It is composed of a special blend of the
strongest protective fibers, polymers and nanomaterials. No expense
has been spared in the creation of Armorex clothing.
Target Market
The target market of Armorex are primarily businessmen, politicians,
top corporate executives, celebrities, and other important and high
profile people. Our target market are civilians who hold important and
high places in society. Our clientele consists of the Class A segment,
earning at least 5 million pesos in annual income. Although our product
can also protect soldiers and policemen, we do not target them
because of Armorexs premium image and pricing. Our primary target
are wealthy men, 40 years and above.

Packaging
The main packaging of Armorex products is premium matte-textured
two piece setup box. The color is black embossed with the Armorex
logo in gold. Inside the box, there is a thin wrapping paper that acts as
a secondary packaging.

Product Line (classified according to level of protection)

Classic protects against fire, water, regular handguns, knife

stabs
Executive protects against fire, water, handguns, submachine
guns and knife stabs.
Maxiguard protects against fire, water, handguns, submachine
guns, rifles, shotguns and knife stabs.

Needs and Wants

The product satisfy the customers need for safety and protection
which belongs to Maslows hierarchy of needs. High profile and
important people have more need for safety and protection due to
envious people, ruthless competitors, politics, assassinations etc.
These are things that average people dont usually have to deal with.
The product also satisfy the customers want for prestige, exclusivity,
stylishness and class. The customer can wear the inner wears and tshirts for everyday casual situations while the customer can wear the
suits, tuxedos for more formal occasions. Armorex provides for
everyday all-around protection.
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Positioning
Armorex is positioned as the leader in elite and stylish protection.
Armorex offers the best in security and protection while at the same
time being fashionable. Clients do not wear Armorex only for
protection, but also as a status symbol and a fashion statement.
Armorex wearers are seen as classy, elite, cultured and sophisticated.
Armorex clothing are super exclusive and highly sought after.
Style and Design
Armorex inner wear comes in two basic colors, black and white. Ready
made clothing comes in different colors, but more emphasis on dark
and classic colors such as black, brown, silver, grey, royal blue etc. This
is because dark colors exude power befitting of the wearers of Armorex
clothing. Armorex clothing design are simple and classic. Prints are
minimal and not outrageous. Basic all-year round T-shirt types are Vneck, crew cut and tank top. Other styles are available, depending on
the fashion season. Jackets, sweatshirts and other readymade clothing
styles and designs are also available. Armorex leads the fashion
industry for the powerful and stylish businessman or politician. Our
most premium products are custom made suits and formal clothing.
They are tailor fitted to perfection by the best tailors in the country.
Readymade clothing range from size XS to XXL but if the customer
does not fit the clothing, custom made clothing are available. All
Armorex clothing have a serial number that acts as an idenitification to
be used in case the customer needs service, replacement and
warranty. Each piece of Armorex clothing is registered to an
information database that details the owners name, serial number,
date of purchase, place of purchase, type of clothing, style and design
code. This serial number is etched on the clothing using high
technology, encrypted, laser etched hologram that can only be read by
Armorex scanners. This is to ensure the exclusivity and originalness of
each piece of Armorex clothing. Armorex clothing also releases limited
edition, collectible pieces of clothing that are highly sought after.

Safety, Support, Service and Warranty

Long term use of Armorex clothing does not have any hazardous health
effects. Biting and licking Armorex clothing does not produce any
negative health effects. Armorex clothing have a 10 year warranty
against manufacturing defects or any defect that is not caused by
accident or negligence by the owner. Suits and formal clothing have a
lifetime warranty. The warranty does not cover damage caused by
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negligence, improper care and accident. Owners must follow the

clothing care guidelines to qualify for the warranty. Service,
replacement and repair can be done at any Armorex boutique or shop.
Our helpful personnel are ready to assist customers. A customer care
hotline is also provided with a toll free number.

Price
Affordability
Armorex clothing are premium products and affordable only to the
Class A segment.
Selling Price
Mens Inner wear vests range from 70,000 80,000 pesos. T-shirts
range from 90,000-130,000 pesos. Jackets, sweaters, and blazers
range from 170,000 250,000 pesos. Ready made Business suits,
dinner suits, tuxedos range from 400,000-600,000 pesos. Custom
made suits cost a minimum of 800,000 pesos.
Wholesale Pricing
Armorex has only one local retailer, which is Rustans. The wholesale
price we give Rustans is 30% off the store/retail prices.
Pricing Strategy
The pricing strategy for Armorex is premium pricing strategy. We offer
the highest quality products that uses the latest in technologies at a
premium price. We choose premium pricing strategy because not only
are our materials are of the highest quality, but wearing the Armorex
brand is also a status symbol.
Payment period / Early payment discounts
Payment period for Rustans is a maximum of 30 days. Full payment
must be made within 30 days from the delivery of the product
Rustans. A delivery invoice needs to be filled up and signed upon
delivery. If Rustans pays within 15 days, a 3% early payment discount
will be given. Therefore, there will be a total of 33% off the list price. If
a check payment is made, the check must be dated within 30 days (or
15 days if early payment discount is to be applied) from the receipt of
the products
Loyalty / Rewards Program, Sales, Discounts
Armorex doesnt offer discounts and does not do clearance sales or
any kind of sale. Our prices are premium all year round. However,
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Armorex does have a tiered rewards program. Customers who spend 1

million pesos above annually will be qualified in the classic tier,
customers who spend 2 million pesos to 5 million pesos will be
classified in the executive tier and customers who spend 5 million
pesos above annually will be classified in the elite tier. Armorex will
release limited, special edition, one of a kind items and these are only
available to customers who qualify in a specific tier. For example, a
special limited edition gold suit can only be availed by elite tier
customers. Classic, executive and elite customers will have special,
preferential treatment in the Armorex stores and they do not need to
line up at the counter to pay for their purchases. An Armorex personnel
will be the one to line up for them while they wait in the Platinum
lounge . They also have exclusive access to the Platinum lounge.
In the Platinum lounge, they can sit in very comfortable chairs, get free
coffee, read business/magazines, and view exclusive, limited edition
items. Elite customers will also be sent a custom made gift on their
birthday.
PLACEMENT
Armorex products are available in Armorex boutiques located in luxury
malls such as Greenbelt, Shangrila-Mall, Alabang Town Center , Resorts
World Manila, Podium etc. Our products are also available in selected
luxury retailers such as Rustans etc.
Logistics
Armorex will be manufactured in Sta. Rosa, Laguna Technopark. We
chose Sta. Rosa Technopark because of its strategic location, it is about
forty minutes to one hour away from Metro Manila. Sta. Rosa
Technopark is also business friendly and home to many big companies
and factories. Armorex warehouse is also located in Sta. Rosa
Technopark. Every week during Mondays, new stocks are delivered to
Armorex stores. From Sta. Rosa, Laguna, the truck will first deliver to
Alabang Town Center, then Newport Mall Resortsworld, then Greenbelt
Mall, then Podium, then Trinoma and finally in SM Aura. The Armorex
delivery truck will pass through C5 highway on the way back to the
Sta. Rosa facility. If more stocks are needed, Armorex also has a van
that can travel from the Sta. Rosa warehouse to the particular store
which needs extra stocks.
Place
Our stores are specialty boutique stores. Our flagship store is located in
Greenbelt 5, Makati. We also have boutique stores located in Podium
mall in Ortigas, SM Aura in Taguig, Trinoma mall in Quezon city and
Newport Mall Resortsworld in Pasay and Alabang Town Center. We also
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have stores located in Ayala Malls in Cebu and Davao. Armorex is also
available in Rustans department store. Rustans is the only retailer to
distribute Armorex products besides Armorex boutique stores. We also
have a website (Armorexpremiere.com) but the website only
showcases our products and you cannot buy directly from the website.
You can use the website to find the stores contact details and
customer care hotline. Prices are also not shown in the website. The
website also features the location maps and directions of Armorex
boutique stores.
Distribution Channels
Armorex uses direct distribution and one channel distribution for the
Philippine market. In direct distribution, products from the Armorex
factory goes straight to Armorex boutique stores. In one channel
distribution, Armorex distributes products to Rustans, which is a luxury
retailer and Rustans distributes them to customers. Once Armorex
expands to the international market, Armorex will have wholesalers
and other middlemen.

Promotion
The promotion strategy of Armorex consists primarily of publicity with
a little advertising.
Advertising
Armorex will have advertisements in the business section of
newspapers such as Manila Bulletin, Business Mirror, Business World.
Advertisements will also be placed in business magazines such as The
Entrepreneur, journals and publications.
Publicity
Armorex will have Filipino business leaders, politicians and other
prominent figures endorse the brand. Armorex will send a
complimentary suit to selected politicians and famous figures such as
Manny Villar, Manny Pangilinan, Bongbong Marcos, Mayor Rodrigo
Duterte, Mar Roxas, Danding Cojuangco, Fidel Ramos, Chiz Escudero,
Bro. Mike Velarde etc. If they like the product and are interested in a
promotion deal, we will arrange for it. A promotion deal is
advantageous for those who want to be more popular and have more
exposure. Armorex will also have booths and exhibits in business
conventions, trade shows, and other events frequented by
businessmen and politicians. We will also host an exclusive fashion
show and product demonstration to be attended by businessmen and
politicians. Armorex will also have newspapers, magazine articles and
written about the companys products. We will also hire bloggers from
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respected blogs to write about our products. An Armorex article is

interesting because it is quite rare to read about clothes which offer
protection from fire, water and bullets. We will also create a publicity
stunt where a celebrity is in a high profile event with lots of media
coverage and the celebrity is accidentally splashed on by water and
it turns out he is dry. Then someone asks why is he not wet. He will say
he is wearing Armorex and it is also fire proof, bulletproof and
stabproof. He will invite someone to try to stab him with a fork. A crowd
will gather and cheer the guy who will stab the celebrity with a fork.
Someone will also video it and upload it on youtube. Armorex will hire a
social media agency and the video will be viral and featured in the
news and newspapers. Armorex will have a dedicated publicity team to
create stunts, events etc.
Promotional goals
The promotional goal of the company is to create a public image for
Armorex where the brand will be seen as super exclusive, elite and
classy. Armorex is the brand of the powerful and important people in
society. The company wants the brand to be seen as a status symbol
just the way Apple products are seen as a status symbol. In this case,
Armorex is seen as a product for the super elite because of the
premium pricing where the middle class and upper middle class cannot
afford it without being highly impractical. We want the public to think
that when someone wears Armorex clothing, he must be a very
important person. Armorex will use pull marketing where the
customers are the ones who will come after our product. They will see
the product as exclusive and highly desirable.
Advertising budget method
Armorexs advertising budget method is objective and task method.
The company promotional goal is to create demand for Armorex
products in the luxury market through publicity. The goal is to create
an exclusive and highly desirable image for Armorex where the upper
class will be attracted to it. Our initial advertising/promotion budget is
50 Million pesos.