A proposed marketing plan for Greater Good Apparel

• Main Author: Ayson, Ma. Lourdes Patricia M.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18073
• Institution: De La Salle University

Greater Good is known to be a socially responsible clothing brand, which advocates pressing social issues through fashion and art. They have been in the industry for over a year but unfortunately have not captured their intended market. With a huge potential for developing the brand, the owners decided to revamp the total image of Greater Good to be able to compete with existing players in the industry. This serves as the main objective of this marketing plan. The proposed target market for Greater Good is 20-29 year old males and females from socioeconomic class ABC1. The objectives are to 1.) sell 70% of the total inventory at regular price and the rest of the inventory at reduced prices, selling 6,160 products in a year out of 8,800. 2.) create 40% brand awareness and eventually converting them into actual customers, reaching 50,612 out of 126,530. 3.) increase foot traffic and store contact by 100%. To achieve these objectives with a foreseen limited amount of money, the marketing mix strategies will be heavily on public relation programs, but still having to touch on some below-the-line advertising, and consumer and trade promotions. This one year marketing plan will require an investment of Php 7,655,972.80 resulting in a gross income amounting to Php 5,864,052.20 with a net income after tax of Php 65,451.50. The surprisingly low net income is due to the fact that the business is still in its budding stage and is expected to ROI in its fifth year.