A marketing plan for SO! F.A.B.

• Main Author: Galaroza, Ambleth Joyce M.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18085
• Institution: De La Salle University

SO! F.A.B., a brand under Celine Marketing Corporation (CMC), is a trendy line of affordable women's footwear. Following the success of other brands in CMC, like CLN and CMG, SO! F.A.B. aims to become the top brand for fashionable and trendy, yet affordable shoes for the female youth. To do this, the brand hopes to increase brand awareness, brand preference and brand recall, which will lead to an increase in sales. This marketing plan takes a look at the existing marketing efforts of SO! F.A.B, recommends improvements, and proposes other marketing strategies and programs. Due to budget constraints and the brands effort to develop its online store, proposed strategies and programs focused on Sales Promotions, Online Marketing and Public Relations. Recommendation and proposals are kept at a minimal cost ranging from Php 3,500 Php 90,000. Additional recommendation for investment, like store expansion, is mentioned for future reference.