A marketing plan for seventeen

• Main Authors: Lanuza, Ruth Grace L., Suh, Yeonyi K., Victoria, Gian Carlo N.
• Format: text
• Language: English
• Published: Animo Repository 2004
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17614
• Institution: De La Salle University

Welcome to the world of fashion retailing business. Centuries ago, clothes were basically intended to cover and protect the delicate parts of the body. But at the present, clothes seem to reflect the lifestyles of people. Consumers are now more critical in choosing clothes. Preferences vary from age, education, culture, and also income. This is why retail outlets have been constantly growing for years, catering to different segments of the society. Cinderella has been operating for more than 50 years. One of its prominent local brand Seventeen, offers casual wear exclusive for female teenagers. Seventeen offers its customers fashionable clothes yet comfortable at a very reasonable price. Extensive advertisement is now a trend in the Philippine fashion retail industry. Bench and Penshoppe are among the top retailers in the country with extensive advertising programs. However, Seventeen should maximize the marketing budget to be able to compete with the two giants. Survey and interviews were conducted among the target market and brand manager of Seventeen to know more about the product and its current situation in the market. Seventeen, offering a line of clothing for female teens, intends to maximize its budget for marketing to be able to implement its advertising, sales promotions, and public relations programs. It targets to achieve the projected sales of P 46,296,025.00 for the year 2005.