A marketing plan for Collezione C2

• Main Authors: Magbanua, Katrina Marie M., Valerio, Francis Marlon C., Yu, Lexie Mae U., Zapata, Jennifer R.
• Format: text
• Language: English
• Published: Animo Repository 2006
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17529
• Institution: De La Salle University

The clothing and footwear industry has continued to flourish the years being one of the most active and biggest industries in the country. It all started as a cottage industry in the 1950’s and has grown since. The increasing demand for clothing shows the fascination of Filipinos for fashion. This led to the appearance of different clothing brands that caters to the fashion needs of each consumer. At the present time, the industry has become saturated with the many different clothing brands that have emerged. Competition is fierce among these clothing brands. The retail scene in the country includes both foreign and local brands. However, local brands have been doing better than imported brands. The reason behind this is that Filipinos buy clothes which are affordable and of high quality. Collezione was established in 1972 as a manufacturer of local brand apparels. They specialize in men’s wear and in the 1980’s, introduced women’s and children’s wear as well. Their products are sold at retail outlets which are mostly found at SM and Robinsons shopping malls. Since then, Collezione, which is now referred to as C1 has established itself as a high quality clothing brand. In November of 2001, Collezione launched a new brand called Collezione C2 (Collezione 2nd generation). This new brand was created to reinvent and modernize the flagship brand Collezione. Collezione C2 offers fashionable clothes to young professionals, 20 to 34 years old, male and female who belong to classes B and C. However, the company failed to create brand awareness among its target market. This marketing plan aims to re-launch Collezione C2 with new brand names. Collezione WorkWear, Collezione Trends and Collezione Tees will replace the Collezione C2 brand. This marketing plan also aims to increase the brand’s level of awareness, market share and sales.. To achieve these goals, the group conducted market research to know about consumers’ buying behavior, the company’s market share and the level of brand awareness. The group developed a marketing communications program that is effective and cost-efficient. For advertising, the group proposed to use both traditional and non-traditional mediums to make the brand visible to the target market. Sales promotions will also be offered to customers to entice purchase. Public relations will be geared towards building lasting relationships with the company’s employees and with the society as well. The proposed programs have an estimated budget of P10.5M. Through the proposed programs, the company will seek to increase market share from the current 2.5% to 3.75% by the end of 2007. Sales on the other hand, will increase to P73.8M by the end of 2007 from the P49.2M worth of sales of the previous year. To evaluate the efficacy of the proposed programs the group recommends the use of a Usage, Attitude and Image market survey, sales monitoring, and benchmarking. Monitoring the industry performance is also suggested.