A marketing plan for the re-Launch of Seventeen
Date of Publication
2012
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
Luz T. Suplico-Jeong
Defense Panel Member
Nina Poblador
Abstract/Summary
Seventeen is a local apparel brand owned by Cinderella Marketing Corporation that has been in the industry for 29 years. However, though it is a long existing company, Cinderella has low brand awareness in the market. Despite this, Seventeen is able to incur high sales that better that of the other local brands of the company. To further take advantage of this strong point, the company wants to re-launch Seventeen, which is the main goal of this marketing plan.
This re-launch targets females aged 16-21 years old from socio-economic class C. The objectives are to: 1. Sell 70% of quarterly inventory at a regular price, 2. Create 40% unaided brand awareness, 3. Increase sales by 13% and, 4. To acquire a product trial rate of 60%. To achieve the mentioned objectives, a combination of above-the-line and below-the-line advertising, consumer promotions and trade promotions which best suit the re-segmented target market will be utilized.
This one-year marketing plan will require a total budget of Php 5,512,600, expecting to yield net sales of Php 84,262,970 and earning a profit of Php 20,353,002.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU022098
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Cokaliong, C. M., Virata, R. P., & Zablan, J. A. (2012). A marketing plan for the re-Launch of Seventeen. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18186