A marketing plan for Dockers D-volution Powerful Men Wear Khakis

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

Aristoteles C. Estrella

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Lysa J. Sanchez

Abstract/Summary

Dockers® has been pioneering in providing versatile and superior quality khaki pants for men in the Philippines since 1986. The brand initially catered to older men within the 40 to 45 age range. However, with the increasing trend in the casual pants category, the brand started to strengthen itself by having improved product assortments and designs with a wider color palette and updated cuts in order to create a demand to the younger male market belonging to the 30 to 35 age range.

The group decided to create the Dockers® D-Volution line which primarily caters to male professionals aged30 to 35years old from the socioeconomic classes A, B and Upper C. The objectives are to (1) develop focus by properly segmenting the two markets and categorizing the product lines that are specifically intended for each of the two markets, (2) create buzz within the target market, capture their interest and thereby making them feel that the Dockers® D-Volution line is just for them rather than also for them and (3) allow expansion opportunities and potentially capture other market/s by establishing brand loyalty.

In order to attain the said objectives, appropriate and strategic placement of advertising, sales promotion and public relations programs will be implemented.

The one-year marketing plan will require a Php6,405,080.00 investment, which will yield sales amounting to Php 58, 740, 480 and a net profit of Php 7,766,419. To be able to monitor the efficiency and effectiveness of the activities in the marketing plan, tools for evaluation and measurement have been ascertained.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022114

Shelf Location

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

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