Focusing on a target segment: a service plan for Expressions Stationary Shop

Date of Publication

2007

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jose Luis R. Liongson

Defense Panel Chair

Denis Gutierrez

Defense Panel Member

Antonio Solomon

Abstract/Summary

Expressions Stationery Shop has decided to move away from mass marketing and focus on a target segment to strenghten its position in the school and office supplies retail industry. The identified target market is high school and college teenagers of the classes C and D. The strategies are proposed with this new target market in mind.

This service plan aims to reposition Expressions as the teens' preferred destination for their school supply needs. Primarily, the personnel of the company will be prioritized since they drive the other Ps. A customer service counter is proposed, as well as an employee manual to increase the quality of customer service. Also, as Expressions will be focusing on a target segment, the products offered within the store will be entirely geared towards the teens. As a unique offering, Expressions will be the only store where teens can avail of their own personalized notebooks and items. Moreover, learning activities will be offered as a value-added service for the teens. Furthermoroe, the teens will feel more at home with the proposed changes for the stores. Shelves and racks will be changed, stocking the proper amount of items for clutter-free walk around the store. Warm lighting and additional air conditioners will be installed for a more comfortable experience. To increase security within the store and decrease theft, security cameras will be installed. Lastly, the promotions aim to increase brand recall through its advertisements, school sponsorship program, and in-store promotions.

For 2008, the total ads and promo will be Ps22,674,796, while store renovations at Ps6,210,800, including 8 stores. The store renovations span out for 5 years, amounting to Ps32,047,800 for all 42 branches. The net income is estimated at Ps25,385,829.36.

Customer feedback forms and customer traffic will be highly considered as evaluation tools to determine whether strategies are effective.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16098

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

41 leaves

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