MARKETING PLAN

Business Name: ANIMOISM

Address: Unit 2109 EGI Taft Tower, Taft Ave., Malate Manila
Website: www.animoism.com

Product Line: T-shirts, tank tops, jackets, bags, accessories.

General Product Description: (not sure about this. May be revised)

Overview:

T-Shirt Clothing P390.00 Imported (jersey) cotton, print screen
Tank Tops Clothing P350.00 Imported (jersey) cotton, print screen
Tote Bag Accessories P450.00 Canvas, Digital printing
Necklace Accessories P300.00 Metal, Forged
Jacket Clothing P1095.00 Imported (French terry) cotton, PS

Size: Our sizes are based on Asian sizes. Which are generally smaller than those of US brands. Meaning they fit better ensuring that you’ll look better. Sizes range from XS-XL. We also produce larger sizes upon request. Features: Big bold statements, which emphasize school spirit, specifically of the La Salle system. Also, the shirts are made of quality garments and are made to last. All our t-shirts have a button Colors: We use neutral colors (which are very popular nowadays) such as black and grey for the colors of the shirt along with the school colors of green and white. The print is usually guided on white, black and green – depending on the color of the shirt.

Mision Statement:

Offering top of the line, stylish, casual, school-oriented clothing that boosts Lasallian drive at the same time arousing school spirit and inspiring unity. Reinforcing positive motivation with big bold statements printed unto the shirts that shout out support for the school and the Lasallian community. At the same time upholding the Lasallian values with the right use of expression without discriminating other schools. As well as further encouraging loyalty for one’s Alma Mater in a very hip fashion, and at the same time demonstrating an impression of ingenuity with the statements we want to express.

Market Analysis: (not sure about this part. May be final)

Target Market: (needs to be edited)

• Lasallian Students - The De La Salle Philippines, Inc. (DLSP), a network of Lasallian institutions, is composed of seventeen district schools all over the Philippine archipelago. This does not include schools, which are, then under direct supervision from the district schools under DLSP. • Lasallian Alumni - The first La Salle School was established in Manila as De La Salle College on 1911. On 1915, had their first batch of 100 male students to graduate. It would later be the De La Salle University – Manila we know now. The point being is that the La Salle system has been active in our country for over 98 years. Creating and molding Lasallian graduates who are later to be successful in their chosen fields. Producing such established graduates would give the La Salle schools a brand name in the country wherein parents and alumni would invest their money without hesitation for the education the schools would provide their children. • Wealthy Lasallian Youth - The De La Salle system is known for housing the sons, daughters, nephews and grandchildren of the most influential people in the country. May it be in De La Salle – Zobel or De La Salle Green Hills, these are expensive kids with their parents having the largest wallets in the country and are backed up by their own security guards. Meaning, these people have money to burn and are very much posh. Of course this is not the case for every student under the La Salle name because DLSP is known for its scholarship programs offering full scholarships to a big percent of each of the school’s population. • UAAP Addicts/LS Supporters - Lasallians are known to be very active when it comes to the UAAP games, especially in the Men’s Basketball division. Starting from their days at NCAA, the Archers and the Ateneo Eagles are known to clash in the basketball court and the supporters from either side would be as passionate as the players. The Green Vs. Blue rivalry never gets old and the fan base doesn’t just include the currently enrolled students from each school but to the graduates – the alumnus from each school as well. May it be that they come from the House of Representatives, or the owners of the most successful businesses in the country -- they’ll be there to support their favorite team, wearing green or blue. • The Computer Savvy - The Universities in the country is getting into the computer age and is encouraging its students to use the Internet to be globally competitive with the rest of the world. The De La Salle systems are no different. Students are getting into the Internet-age as well and it is a minimum requirement for a Lasallian student to know how to use Google for the very least. • Networking Site Users - Next, we are targeting Internet users to spread the brand name of our business. It is known that networking sites have become very popular to the Filipino nation since it was first introduced, including Friendster, Multiply and MySpace. Though it was popular first to the teenage commune, they have since grown and are still currently active in the internet-based communities. We are targeting the Multiply networking site, which is reported to attribute 39% of its traffic to Filipino users. For its massive features set, which lets you network with over 7 million people at a time. Photos of our products may be easily uploaded and the communities of our target market are easily accessible across the nation.

Competitors: (add some more)

• Major Companies: Real apparel companies such as Universidad and Adidas produce La Salle themed wear and paid to use DLSU’s logos and such. Brand-wise, these are very big companies and they have the money to spend on advertising and promotions. Their products are being sold in all the bookstores of the major La Salle schools. • Student Organizations: They sell their very own customized org t-shirts to their members as well as other La Salle students. Are also given more leverage since they have access to student information since they are official student organizations in the school and have the power to promote their products in school with consent from school authority. • Other Multiply sellers: They have relatively the same target market as our company. Usually customizable, and doesn’t last long.

SWOT Analysis

Strengths:

We know for fact that De La Salle Philippines has numerous branches throughout the nation which include De La Salle University – Manila, De La Salle University – Dasmarinas, De La Salle Health Sciences Institute, De La Salle – Santiago De Zobel, De La Salle Green Hills, and countless others under the supervision of the Lasallian brothers of the Phlippines. So as students of La Salle, we can say for a fact that one of our strengths is the popularity and strength of our brand name in the country. Why, you ask? -- Because we have thousands and thousands of enrollees for our university alone. Aside from that, students from any Lasallian university or school are very proud to be part of the Lasallian community and are pretty much sure buyers for they support anything green. The alumni are also strong targets because they are already out of school and earning and very green-blooded indeed. Particularly during the UAAP Season when it comes to the men’s basketball division. The whole Lasallian community is rocked out of their seats and is vying to be part of UAAP history. Our product is endorsing this -- the positive support for the Lasallian team, the Green Archers. During the peak season, our target market expands to not only Lasallians but for the non-La Sallian supporters as well.

Weaknesses:

Since our product is focused more on cotton-made-shirts and to satisfy our clients, I guess we only have limited internal weaknesses. I guess the only big downside to our product is that it can only usually appeal to the youth and not to a more mature age group. Why? Simply for the reason that we cannot be assured that everyone would want to buy our product because there is what we call a generation gap. What I mean is, since these products are mostly focused on Lasallian students we plan on making the shirts have a more modern feel and design. But surely, we would try to create products that would appeal to more than one age group. Another weakness is that the official university bookstore does not support products coming from outside, unlike Ateneo University which contracts products made by their students. De La Salle – Manila as well as De La Salle – Dasmariñas are known only to promote “Universidad” in their in-school store.

Opportunities:

An additional point is the fact that Lasallians are very much known to be image oriented, in a way that they always like to look good. These shirts are not only school-oriented but are aimed for the stylish groups in every Lasallian community. We would provide school shirts that you’d actually be proud to wear outside of school and outside the house. For De La Salle University – Manila and De La Salle College of Saint Benilde, which does not use school uniforms are a pretty big target because t-shirts are the simplest in-thing to wear to school. Also, since these schools are big on fashion, they could be seen as a big portion of the target market because the shirts we offer are in their price range and are something they need. These people don’t like repeating outfits much so they’d buy a number of different styles from us, which are the customers we are after. The same still goes to the Lasallian universities like DLSU-D and DLS-HIS wherein there are washdays and Lasallian days and lots of programs arranged by the students. The ANIMOISM product is very desirable because it flaunts the Lasallian cause.

Threats:

Since there are many competitors that exist within the line of business being established, there are possibilities that some people included in our target market would still prefer to buy from the likes of “Universidad” who were first in this line of business and are established. “Universidad” offers school wear that are very affordable and are available in a wider range of product because they are a pretty big company their production is cheaper and more widespread. The fact that the school supports their products does not help either. And there will still be others that might think that since the store is relatively to some new there would be nothing that could satisfy what they want. Furthermore, the store still has to advertise for it to be noticed by the public especially by the target customers.

Marketing Strategy (3-Year Plan)

Positioning Statement:

“For every Lasallian or Lasallian at heart who wants a school shirt that they won’t be embarrassed to use outside campus or the house.” (needs to be revised)

Product: (will be revised)

Packaging: Bare but has an attractive tag attached which states price and has company logo with website information.

Price: (will be revised)

PX90.00: Gives off the impression that the product is PX00.00 when in reality it’s closer to being P(X+1)00.00. A marketing trick that works in the minds of the consumers wherein our product seems to only be a few bucks more expensive or a whole lot cheaper than another brand.

Place:

E-Commerce: Through the use of the networking site, Multiply.com we can make available our products to the world or at least to Multiply users or people who come across our product online. Customers can pay through the bank or through services like Globe’s GCash. After which we send the purchase through companys like FedEx or DHL.

Direct Sales: Selling directly to customers, having face-to-face interaction would help in sales because it gives the transaction a personal effect. A store can also possess the personality we want to deflect, but it would also cost money. So this would happen only if we get enough steady sales.

Indirect sales: Some Lasallian supervised schools are more open to small businesses like our own to share in available store space and storage. We just have to give a percentage of what they are able to sell. In this way, we are able to be accessible to students from certain schools and garner more sales.

Promotion:

Personal Selling: Even through Multiply, we are able to promote our site, because we can have one-on-one communication with our customers with the use of personal messaging. We are able to create a more personal transaction thus ensuring we have a connection with a customer wherein when they are satisfied they themselves would promote our product.

Advertising: Giving out fliers to La Salle students and asking our friends from other La Salle schools to distribute them as well. Also having large tarpaulins promoting our product hung outside or anywhere near the schools with consent from the owners. Also online posting would also be a big part in advertising our product. You do not need to worry anymore if you guess this product will go out of stock… you only need to click the reserved button. Some banners posted in front and inside of the universities may do, since these products are still new.

Publicity: School Publications such as DLSU-D’s Heraldo and DLSU-M’s The LaSallian may help us promote our product since every student and faculty in the respective campuses have access to it and are able to read them. We can also contact teen-oriented local magazines such as Chalk (University-centered) and Meg to do an article on our business. Also radio on-air ad promoting can also be effective in endorsing our products for De La Salle University has its own radio station which we can contract into integrating our product unto their shows.