Date of Publication

2007

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Defense Panel Chair

Tanada, Julie

Abstract/Summary

In the Philippines, flip-flops are a favored choice for casual footwear due to the extremely opposite weathers, altering from dry and wet seasons. Hence, there is an abundance of flip-flop retailers in the Philippines, some of whom focus on the high-end niche and others on the low-end masses (A. Pamin, personal communication, July 14, 2007). Currently, Reva primarily caters to the B, C and D markets, selling low-end flip-flops imported from China. It caters to a broad target market, since 80% of the total population is in poverty while 60% of the total population purchases flip-flops (National Statistics Office, 2003). The trend nowadays is for these low-end brands to copy or base their designs from the high end brands. Usually, motifs and design ideas of low-end flip-flops are just imitations of high-end ones (A. Pamin, personal communications, July 14, 2007). To distinguish Reva from its competitors, a four-point strategy is in order. First would be to categorize most of Reva’s designs, to stop ordering designs that don’t belong to any category, and to phase out designs that do not have much similar design. This is to increase Reva’s efficiency and effectiveness in ordering, and to maximize its capital. Second is to refocus the target market they currently have, for both primary and secondary target markets, so that Reva can better cater to their needs. Third would be to produce designs that would fit this new target market, creating timeless designs for Reva that would be fitted for both sexes, and original designs to veer away from the trend of just imitating designs from high-end brands. Finally, a more aggressive outlook in advertising and public relations may be the key for Reva to raise awareness and sales, not only in NCR, but throughout the Philippines. With this strategy, Reva is poised to be able to save in its expenses and increase its sales annually to reap more profits. This will hopefully achieve its goal of catering to more of the new target market set by the researchers, and e

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16083; CDTU016083

Shelf Location

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

Keywords

Footwear—Marketing; Thongs (Sandals)—Marketing; Footwear industry—Philippines

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