A Marketing plan for Burlington Industries Philippines, Incorporated

• Main Authors: Hong, Margaret Ngo, Kiat, Maritess Ting, Ong Lu, Tiffany Uy, Sy, Jennifer Ong
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16916
• Institution: De La Salle University

Burlington Industries Philippines, Incorporated, in keeping with its vision to be the leading hosiery manufacturer in the Philippines, is planning to venture into the stockings sector, with the goal of introducing its own line of Burlington thigh-high stockings and pantyhose in October 1995. With its consumer promise of being the long-wearing stockings with the right fit, size, and price, the proposed marketing plan for 1995-1996 aims to create awareness among 12% of the target market and to encourage trial among 10% of them. At present, the total market in the National Capital Region is estimated at 1,621,050 females. The primary market is composed of working women (ages 20 to 59) who regularly wear stockings to work. On the other hand, the secondary market is composed of teenagers, older women, and others who wear stockings occasionally. The target profit is set at approximately P9.0 million by the end of 1996. This can be attained by implementing the following strategies: (1) for the product, some of the complex product differentiation will be renamed so as to ensure convenient recall for consumers and to make it easier for them to distinguish what variety to use for their varying needs at the same time, additional features are proposed so as to guarantee consumer satisfaction (2) for the price, the suggested retail prices will be lowered to encourage trial among price-sensitive and non-brand conscious consumers (3) for the distribution, additional outlets will be tapped to ensure the availability and accessibility of the product. In line with these strategies, an advertising campaign is proposed with the primary objective of creating awareness among 45% of its primary target market. The proposed advertising utilizes print ads as the medium for communication, with a total estimated expenditure of P 2,800,000.00. The advertising campaign is more intensive in 1995 so as to generate maximum awareness at a minimum cost. Promotional activities are also implemented to support the proposed advertising campaign. The total expenditure for the entire promotional campaign is estimated at P 60,000.00. Short-term evaluation and monitoring of results shall consist of a UAI study, sales and marketing expenses analyses, customer satisfaction surveys, and efficiency control study of advertising and promotion efforts. Budget allocation for evaluation and monitoring of activities is estimated at two (2) percent of sales, which is equivalent to P 640,000.00 The proposed investment plans consisting of the advertising, promotions, as well as the monitoring and evaluation of results, have a total estimated cost of P3,500,000.00.