I.

Market Description

The Plushcessories specifically targets women customers in Robinson's Galleria (San

Pedro). It varies from teens, young adult, adult and as well as women at home are the primary
focus for the Plushcessories' high quality plushy products. The area was chosen as it suits for the
taste of customers.

II. Market Segmentation

The process of dividing potential customers into groups, or segments, based on different
characteristics, such as age, income, personality, traits or behavior. These segments can later be
used to optimize products and advertising to different customers

A. Customers

The customers are teens, young adult, adult as well as women at home who are capable to
purchase Plushcessories.

B. Population

These are about 20,000 specialty stores selling jewelry or accessories around San Pedro.
The industry is highly fragmented with the top sellers of jewelry in the market. And lastly around
221,494 of womens population in San Pedro are the suspected targets.

C. Buying Habits

Mostly, our customers purchase the same product because the quality and the availability
of the products.

III. Competitors

The mall competition for Plushcessories include following:

Direct Competition:
*Akcezoria – This company has a small kiosk in the mall. It currently sells sterling designs and
also some plush accessories – young and old styles. The median prices range from Php100 to
Php150

* BroadwayGem – They have a large kiosk in the mall selling complete range in hair and fashion
products.

*Claire’s – This sells accessories, jewelry, toys primarily aimed toward girls, tweens and teens.
The price range from $20 to $25

*Porfois – This large kiosk selling women’s accessories and also bags. The median prices range
Php500 to Php750

*Botique – They have also a large kiosk in the mall it sells woman’s wardrobe to make them
long lasting impression.

Indirect Competition:

* Miniso – A large kiosk in mall and a Chinese retailer and variety chain the specializes in
household and consumer goods. However, this company mainly focuses on cosmetics, so they
are not a direct competitors.

IV. Product

The Plushcessories products are offer fashionable accessories that suit for your
looks. Our products offers variant colors, design and sizes.
V. Price

The Plushcessories will use a dynamic pricing method. All accessories will be clearly
makes with price - however, the pricing policy will allow for some flexibility. On order to
increase sales revenue, our sales representative will be authorized to offer maximum a
predetermined discount to extend to their customers. This incentive will be provide the
customer's perception o extra value and bargain purchase.

Since we are operating a kiosk and not an online store, we will need to maintain somewhat
reasonable and affordable prices. Some items will sell as low as Php75, but most of the products
will be prices from Php150 to php300 with an average price of Php100. There are few prices that
will sell for php500 and up.

VI. Promotion

The promotion and advertising will be word-of-mouth. The product will also be
promoted in the online market thru our website and thru papers such as fliers, tarpaulin etc.
VII. Position

The Plushcessories will be located in a high traffic area of the San Pedro Laguna in
Robinson's Galleria. Our store will reside the middle of one of the corridors thereby, having high
visibility.

Other strategies:

* Prime Loction

* Word of mouth