A marketing plan for IZOD

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

David A. Inocencio

Defense Panel Member

Milette L. Zamora

Abstract/Summary

The marketing plan for IZOD for the year 2008 makes explicit the new marketing focus for the brand in the National Capital Region. It renews the vision and strategic focus to position IZOD as the only brand that offers optimum performance and sophistication suited for the preferences of the primary and secondary markets in the Philippine setting: the ABC1 adult males aged 3-0-40 and 41-50 respectively. The marketing challenge is in communicating the brand’s strength in innovating clothes that move and function with the user and designed to embody a sense of class and refinement.

The annual increase in consumer spending for clothing and footwear by an average of 5% in the last five years prompts IZOD to get an actionable 4.5% share of the market a year after the plan’s implementation. In order to grow at a rate consistent with the objectives necessary to fully establish IZOD in the Philippines as a quality brand in menswear, a Php 7,415,232.30 investment is projected for 2008. The value-based pricing and selective distribution strategies are to be retained with the opening of a new outlet in Gateway Mall in 2008. The marketing communications program will create awareness and desirability for the brand through intensive public relations, events, direct marketing, internet, and advertising. The marketing communications program is guided by monthly themes developed to hype awareness of 60% of the primary target market and increase customer store traffic by 10% by 2009.

The proposed strategies are forecasted to achieve the 2008 total NCR sales revenue of Php 65,700,000, of which Php 13,333,671 is the expected profit after taxes. A consumer survey, retail traffic analysis, sales profit analysis, and quarterly store checks will track the progress of the implementation of the marketing plan.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16085; CDTU016085

Shelf Location

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

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

Branding (Marketing)

Upload Full Text

wf_no

Embargo Period

3-3-2026

This document is currently not available here.

Share

COinS