Focusing on a target segment: a service plan for Expressions Stationary Shop

• Main Authors: Macalinao, Aaron, Tan, Bernice Hazel, Tee, Diana Jeanne
• Format: text
• Language: English
• Published: Animo Repository 2007
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17537
• Institution: De La Salle University

Expressions Stationery Shop has decided to move away from mass marketing and focus on a target segment to strenghten its position in the school and office supplies retail industry. The identified target market is high school and college teenagers of the classes C and D. The strategies are proposed with this new target market in mind. This service plan aims to reposition Expressions as the teens' preferred destination for their school supply needs. Primarily, the personnel of the company will be prioritized since they drive the other Ps. A customer service counter is proposed, as well as an employee manual to increase the quality of customer service. Also, as Expressions will be focusing on a target segment, the products offered within the store will be entirely geared towards the teens. As a unique offering, Expressions will be the only store where teens can avail of their own personalized notebooks and items. Moreover, learning activities will be offered as a value-added service for the teens. Furthermoroe, the teens will feel more at home with the proposed changes for the stores. Shelves and racks will be changed, stocking the proper amount of items for clutter-free walk around the store. Warm lighting and additional air conditioners will be installed for a more comfortable experience. To increase security within the store and decrease theft, security cameras will be installed. Lastly, the promotions aim to increase brand recall through its advertisements, school sponsorship program, and in-store promotions. For 2008, the total ads and promo will be Ps22,674,796, while store renovations at Ps6,210,800, including 8 stores. The store renovations span out for 5 years, amounting to Ps32,047,800 for all 42 branches. The net income is estimated at Ps25,385,829.36. Customer feedback forms and customer traffic will be highly considered as evaluation tools to determine whether strategies are effective.