A retail plan for The Little Things She Needs

• Main Author: Co, Dior Danika
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18059
• Institution: De La Salle University

The Little Things She Needs (TLTSN) is an Indonesian brand under the Metrox Group. It was franchised by VNC Paradigm Image Inc. and was placed under the company name Fashion Authority. The brand aims to provide fashion needs, such as footwear, bags, accessories, scarves and the like, to women who follow the latest trends. The target market of the brand is composed of 13 to 25, 26 to 30 years old young ladies from classes A, B, and C, living in Metro Manila. However, the group suggested to segment the given market, making 18-25 years old from class C1, as primary market, while 26 to 30 and 13 to 17 as secondary markets. Given that the brand is new in the Philippines, the group constructed a retail plan, focusing on brand awareness sand store operations strategies. The company had a budget of 450,000 pesos for promotions. However, the group only used 295,697 pesos because the company would not want to use up the entire budget. The group made a plan to use cost efficient yet effective promotional strategies to introduce the brand to the target market. The group used more on public relations programs and less advertisements, because the former can be less expensive than the latter. The group took advantage of important dates in formulating the promotional strategies. In addition, different inexpensive media channels were used to promote the brand. The group also gave some recommendations on the pricing strategy. Though on the first quarter, the company has no authority in choosing the merchandise that it currently sells, the strategies that the group suggested will help the company in the future. Moreover, the group suggested new branch locations such as Trinoma, Glorietta, and Greenbelt that will be opened by 2014, this will help reach the target market, and eventually increase sales. Break-even analysis was also be shown and discussed so target sales can be achieved.