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

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