A marketing plan for The Invisible Sisters

• Main Authors: Alejo, Jose Miguel C., Caballero, Claudine Joyce F., Gloria, Sabrina Anne M., Py, Saul A.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Fashion design > Environmental aspects; Fashion > Environmental aspects; Advertising and Promotion Management
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11074
• Institution: De La Salle University

Invisible Sisters is a social enterprise that has a two-fold advocacy of poverty alleviation and environmental awareness. The enterprise works with urban poor women, producing fashion products from plastic waste through handcraft production techniques. The goal of this research is to create an advocacy plan that would generate more sales for IS by penetrating beaches and resorts through creating a new brand under Invisible Sisters called ISLA. The researchers chose to concentrate on creating strategies to introduce and sustain this new revenue stream by creating a unique campaign centered on the ISLA brand that utilized a combination of Outdoor Advertising and Guerilla Advertising. Boracay was chosen as the location for the product launch for the first fiscal year. The marketing efforts suggested by this paper will raise profits significantly and aid in the increase of production capacity of the enterprise. This would allow Invisible Sisters to expand operations and, as a result, be able to give hope to more women, increase environmental awareness and promote awareness to the society about the social enterprise.