A marketing plan for the parel Line of Vans Philippines

• Main Authors: Aguilera, Christel Joy T., Hui, Phoebe Mae Y., King, Nicole Steffani P., Sun, Melvin V.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18211
• Institution: De La Salle University

The clothing and footwear industry in the Philippines generates millions of pesos in revenue every year. This is because of the personal consumption of Filipinos on clothing and footwear, which continuously grows despite the economic crisis in the Philippines. Personal consumption accounted for 117,068 million in 2010. It grew by 7.8% compared in 2007 when personal consumption on clothing and footwear accounted for only 94,950 million. Vans is the foundation of action sports footwear for BMX riders, skateboarders and surfers. Although they have wide varieties of products such as apparel and accessories, sales made in the Philippines are mostly limited to footwear. Most of the target market of Vans is not aware that Vans has an apparel line and addressing this problem is a great potential for Vans to generate sales and profit knowing that Filipinos still continue to purchase apparel despite the economic crisis. This marketing plan aims to increase the sales and profit, brand recognition, and product awareness of the apparel line of Vans by utilizing different communication strategies through traditional and non-traditional advertising. To be able to reach its target market and to further increase product awareness and sales, Vans’ apparel will advertise through lifestyle magazines and billboards. Vans apparel will also be promoted through the Internet, mainly in websites such as Facebook, Tumblr and Twitter, which are very accessible to the youth. The marketing plan will also make use of public relations advertising and sales promotion programs through campus tours, contests, events and frequency card. With this, Vans apparel will contribute to the sales and revenue of the brand.