A marketing plan for the repositioning of BLIMS Fine Furniture

• Main Author: De Guzman, Doreena P.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18072
• Institution: De La Salle University

The real estate business in the Philippines especially condominium development is fast growing and consequently the furniture and furnishing stores play a vital role in assisting the homeowners to plan and determine the appropriate and best furnishing of their houses the easy and fast way. BLIMS Fine Furniture is a specialty store that offers wide range of furniture lines and currently has sixteen (16) showrooms nationwide. However, the presence of strong competitors is affecting its position and threatening its performance thus the group saw the need to reposition the company to develop a better and clearer image to the market, which is the main objective of this marketing plan. The new target market shall be those from socio-economic classes B to C, ages 25-35, who are currently working and living in Metro Manila. The objectives are (1) to maximize awareness about BLIMS Fine Furniture to 90% of the new target market (2) to maximize unaided brand awareness to 60% of the new target market (3) to increase brand trial and usage by 11% of the new target market (4) to increase sales by 5% of the current year's (2011) operation (5) to increase top-of-mind awareness to 30% of the new target market and (6) to establish BLIMS as the market leader in the retail furniture and furnishings industry. To be able to achieve these objectives, the combination of marketing mix strategies, above and below-the-line advertisements, consumer sales promotions, and public relations programs shall be used. The marketing plan will cover the whole year of 2012 with an initial investment of P 11,058,000 and a net sales profit of P 4,077,129.62. To determine if the plans have been successful and effective, certain evaluation tools will be identified.