A Marketing plan for Inter-Capitol Marketing Corporation

• Main Authors: Abad, Nicholette R., Barzaga, Raissa T., Cruz, Joseph C.
• Format: text
• Language: English
• Published: Animo Repository 1994
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16771
• Institution: De La Salle University

There is no doubt that jeans are becoming more and more popular as decades pass by. Despite the fact that there is already a crowded market for jeans, the jeans fashion industry enjoys a constant 10% average growth rate every year. The company is experiencing a consistent 20% to 30% increase in sales every year. Using this as a basis for computing the potential sales target in units for next year, it is concluded that the company can project a 306,000 target sales in units for 1995, which is 35% more than 1994. To achieve this, the company will have to invest P 13,249,548.00, which will increase net profitability by P3,837,338.00 or 38% growth vs. 1994. In order to sustain the 306,000 target sales in units, the Wrangler 9 Series and the Wrangler 7 Series will have to be merged under one campaign theme to be known as True Comfort by Wrangler, the number of silhouttes for the Wrangler 9 Series will have to be reduced, sizes of men's jeans will be added by two, Black Magic will be phased out, Blue Horizon will be replaced by Twilight Blue, weight of the Wrangler 9 Series will have to be lessened, and the amount of fabric softener will have to be increased. Packaging and pocket tag designs will also have to be modified. In addition to these, two boutiques will have to be added, and most significantly, advertising efforts will have to include television commercials. Promotional efforts will have to include not only the consumer, but also the Sales Assistants and Wrangler dealers. Research offers would also be emphasized, from product testing, pre-advertising test, UAI study, to continuous publication subscriptions. Monitoring sales performance will further be enhanced by keeping constant communication with the salesforce. Management should also see to it that marketing efforts and plans set for 1995 be regularly evaluated in order to assess the company's overall position versus its competitors. With this proposed marketing plan for Inter-Capitol Marketing Corporation, it is expected that the Wrangler brand will not only be able to stand out amidst the increasing number of competitors in the denim jeans industry, but also reach the number two position in unit sales of men's and ladies' jeans by 1997.