A marketing plan for the Vans OTW Line Re-Launch

• Main Authors: Arciga, Natalie Marie L., Cruz, Mirrela Anne G., Diones, Paul Miguel Q., Mangoba, Nickoline John B.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18219
• Institution: De La Salle University

More and more people nowadays are seeking for exclusivity. Street fashion is one of those trends that not anyone can follow. Vans responded to this growing trend towards exclusivity by introducing the product line OTW shoes, which has six main designs available in the Philippines, namely, Alomar, Woessner, Bedford, Larkin, Cobern, and Ludlow. Despite being in the Philippine market since 2010, the products currently suffer from poor awareness and visibility. Recognizing its potential product growth, the group proposed the re-launch of the OTW line in the second half of 2012, which is the main goal of this marketing plan. The re-launch targets the young professionals ages 23 to 30 from the socioeconomic classes AB and upper C. The objectives for the first year are 1) to make 40% of the target market aware of the Vans OTW line and 2) to increase sales of Vans OTW line by at least 40%.To attain these objectives, a combination of above-the-line, below-the-line, consumer and trade promotions, and communications programs will be implemented. This one-year marketing plan will require an investment amounting to Php 4,769,880. For the first year, estimated sales generated will amount to Php 30,672,576 and there will be a projected net income of Php 2,277,898. On the other hand, estimated sales generated for the second year will be Php 39,490,942 and there is a projected net income of Php 3,641,031 on the second year. The following years will still yield a net profit. Specific evaluation tools have been identified to determine the effectiveness of the marketing plan.