A marketing plan for Folded and Hung's 15th Year Anniversary

• Main Authors: Calulo, Kimberly Dianne P., Srimata, Adisorn V., Jr., Tankeko, Christine Sheena S., Yim, Ju Hyun
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18203
• Institution: De La Salle University

Folded and Hung will be celebrating its 15th year anniversary in 2013, they will be utilizing less traditional marketing channels to create personal experiences for their consumers. The plan is to be carried out in order to achieve informing Folded and Hung's 15th year anniversary, increase brand exposure to its target market, and to have a defined brand image. The proposed marketing plan should increase the sales by at least 40% in 2013. The total sales will be P980,089,910.41 from P643,186,697.00, 2012’s projected sales. In order to achieve the proposed goals, Folded and Hung will be launching its mobile application to create new communication channel with its consumers, hold 2 public events and one contest that is hosted independently by the brand which has not been done by the brand. The marketing plan is also making use of its regular advertising and sales tactics such as billboards along high traffic areas and discount period. It would also keep in touch with media through its public relation promos using media kit and sending out invitation of its events for the media people and promoting their orphanage as their CSR. The whole program requires investment of P56,810,021.00 in total: product development/innovative program will cost P2,189,500.00, advertising taking up most of the cost with P51,691,676.00, sales promotion program costing P105,120.00 and public relations program costing P2,823,725.00. Biggest amount of investment goes to advertising program as it has the most number of strategies and events dedicated to it. The result of the proposed marketing plan will be 34% increase in sales in comparison to 2013 operation without the marketing plan but just a regular course of marketing strategies the company performs. It will also decrease the net loss the company will undergo in 2013 by 71% when the marketing plan is implemented.