I. Executive Summary
Philippine footwear manufacturers are usually scattered all over the archipelago, however, major players in this sector are found in Metro Manila, Central Luzon and in the CALABARZON region. They are classified as either micro, small, medium and large enterprises. They manufacture leather and non-leather footwear products including sports footgear, special use shoes, sandals, slippers and footwear accessories.
Gibi shoes are one of the top footwear brands which is owned by Marikina’s self-made Chinese community leader and philanthropist William Castro. He also distributes America’s Florsheim shoes for children. The company started out as Phentoe Shoe Supply in 1973, with a capital of P2,000 to buy the shoe accessories it sold. It became Gibi Shoes in 1984 when the company ventured into the making of shoes. Now that the company is a subcontractor of well-known foreign shoe brands, it is known as Stefano Shoes. To further broaden its market without too much cash out, the Gibi brand is also sold in supermarket chains.
Gibi shoes is a Philippine born shoe brand that offers footwear such as leather flat shoes, high heels, suede, open toe, ballet flats, boots, wedge, doll shoes and so much more. It is known as the brand that provides good quality and classic designs of footwear. Their direct competitors are Rusty Lopez and Mendrez which the both of them offer for all ages and gender shoes just like Gibi Shoes.
The brand endorsers of Gibi shoes are Xian Lim, Nadine Samonte, Ella Cruz and Jasmine Curtis-Smith and they are one of the prominent actors and actresses of this time. Gibi shoes have their print advertisements but they don’t have their own website that can give enough information about their brand and about their products.
With this Brand Plan, there are some strategies that can be effective in developing the brand awareness and brand