GROUP 1
Marketing Plan of
G1
PRESENTERS
ARANEZ, RACHELL
MALABANAN, JENNIFER
MASALICAMPO, LANIE
PABLO, HERA HYACINTH
PARDILLA, KRISTINE
REFUGIO, MARIA LILIA MAE
REYES, MELLANIE
SEBASTIAN, BEA DANICA
Executive Summary/
Company History
Company
History
JoeKai Printing Services is a small
printing company in Blk 12 Lot 42 Sitio
Tapayan Taytay Rizal that offers highquality printing. JoeKai Printing Services'
business was established in the
residence of one of the owners. It began
in January 2021 with a capital of Php
10,000, and their shop's return on
investment had doubled in just two
months.
JoeKai Printing Services was founded
on the idea of one of the owners or a
former production employee of a printing
company with sufficient management
expertise. This company was founded by
Mr. Joever Nallos and Ms. Kaila Hilotin,
and it was named after their couple
named "JoeKai." When Joever decided to
establish this firm, his partner supported
him till they gradually began to purchase
printing supplies and machines. Despite
the pandemic's challenges, the market
began to expand after these services
were launched online and in their area,
and it has continued to do so to this day.
JoeKai printing services want to open
a permanent store and expand their
services beyond t-shirt printing. They
also want to open more locations so that
their store becomes well-known,
resulting in more customers and sales.
Executive
Summary
JOEKAI PRINTING SERVICES
JoeKai Printing Services is a
company that creates customized
products with high-quality designs.
We value that their products are
always beautiful, good, and well
made. They also give rush printing
because they want their customers to
be happy with their services. Clients
are free to design their own layouts,
but if they don't, they will provide
one. Customized shirts, foldable
fans, canvas bags/eco-bags, mugs,
key holders, keychains, ID Lace,
spray bottles, umbrellas, tumblers,
face masks, calendars, caps, ring
binders, flyers, and sticker cut-out
Decals
are
among
the
items
available. They're cost-effective and
efficient, depending on the design
and quantity to be produced. They
have high-quality printing machines
and printers, such as dye printers,
pigment
printers,
sublimation
printing, and cutter plotters. They
consistently
provide
excellent
service to their consumers, resulting
in
each
client's
eagerness
to
purchase their products.
Market Goals and
Objectives
To be a primary resource for printing production
and design at the most cost-effective means to the
community.
Become a recognized and trusted printing and
marketing solutions provider by showing the
creativity and innovative style of our product.
To meet our customer demand based on our
innovative ideas, customer valuing, and
unwavering integrity.
To offer creative printing and marketing solutions
that will make our clients successful.
To deliver on our promises, offer creative solutions,
and achieve our clients' goals more than normal
requirements.
People First. We value all people treating them
fairly, respectfully and in accordance with the
Golden Rule.
Client Focus. We seek to make customers
successful by understanding their needs and
challenges, treating them as our business partners.
Embracing Change. We understand that we must
continually adapt to the ever changing needs of the
marketplace.
M
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SALES
OBJECTIVES
&
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G V
O E
A S
L
S
135,000
112,500
90,000
2021
2022
2023
❖ Increase our sales to 25% from now
to the next year; increase more sales
every year
The return rate of revenues must
increase with the sales.
Reduce customers churn rate and
boost customer lifetime value.
50% visitors up from 100 per month
to 250 per month.
❖
❖
❖
To meet these goals:
• Make people attracted to our
product and services by spreading
awareness of our product on
different social media platforms or
spreading posters.
• Develop marketing efforts and
some analytics of sales.
• Do the plan executions and
strategies.
• Stick to the marketing plans and
strategies.
M
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PRICING
OBJECTIVES
❖ We guarantee that we will offer the
finest quality printing and graphic
design services accessible today to
our clients in the quickest, most costeffective, and affordable manner
possible.
Maximize the profitability rate of
the business by 50%.
Improves sales strategy by offering
affordable prices or promos for at
least without compromising the
quality of our product.
❖
❖
To meet these goals
• Present our offers that we can give
to consumers.
• Stick to the plan and pricing
analytics.
• Analyze and follow up the product’s
pricing when it comes to discounts
and etc.
• Provide the best quality of the
product and services at an
affordable price.
M
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&
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PRODUCT
OBJECTIVES
❖ We will have trustworthy work and
quality controls to ensure that all
products fulfill the standards to
attract more customers.
Promote high-quality, customdesigned t-shirts for any age of
people of all genders.
Our high-quality product must be
useful and trendy in style in order to
satisfy our customers by our
product.
❖
❖
To meet these goals:
• Provide customer valuing and
customer supports; develop
customer connections by
communicating about the product.
• Make updates and advertise the
product/services promotions
• Make displayed products to be
viewed by customers with Infos of it
on social media platforms.
• Expand products/services
supplies and variety based on
consumers’ demands.
Market Analysis
TARGET MARKET
Geographic
Primarily customers/consumers will be
from Taytay, Rizal & Pinagbuhatan, Pasig
City.
Demographics
Age: 18 and above
Gender: Men, women, and LGBTQIA+
Monthly Income: Php 7,500- Php 15,000
Pain Points/
Opportunities
Delayed response
Poor quality of
products &
services
Lack of adequate
knowledge &
experience
Psychographics
Fond of buying customized t-shirts.
Adores wearing a personalized tshirt. Prefer to find high-quality
products that can be worn for a long
time.
Buy a t-shirt at a low cost.
Find t-shirts with good patterns and
high-quality fabrics.
Be formal and appropriate when
looked at in the eyes of others.
FUTURE PRODUCT
AND SERVICES
The following are JPS' potential future products and services.
The following products and services were discovered to be in high
demand among consumers. Schools, small firms, and other
businesses will be the target markets for these products... By
offering the following products and services in the future, we intend
to grow our sales by up to 5%.
TARPAULIN PRINTING
Tarpaulins come in various sizes and
prices. It’s cheaper compared to TV
advertising and LED billboards so it’s
great for a small-scale business
venture. Cost-effective and durable,
you’ll be able to save more!
ACRYLIC PAINTING
Acrylic paint is fast-drying and
permanent, and can be used on all kinds
of fabrics: both natural and synthetic.
This kind of paint is made from acrylic
polymer emulsion, in a pigment form;
acrylic paint is water-soluble but they dry
almost immediately after painting.
Market Analysis
Situation Analysis
JoeKai Printing Services is located along the
highway of Blk.12 Lot 42 Sitio Tapayan Taytay Rizal,
which attracts a diverse range of customers. Our firm
does not yet have a permanent shop, thus we accept
orders from customers at our home, as it is a new
company founded in early January 2021. To entice a
large number of clients, we offer high-quality products
and advertise our products both traditionally and
online. Our fabrics are made entirely of cotton, and
the print quality is excellent. To guarantee our
consumers' safety, we sanitize our product first before
sending it to them. Furthermore, customers have the
option of designing their own t-shirt. Our top priority
is to meet the needs, wants, and demands of our
consumers.
Market Needs
High-quality products can ensure the
satisfaction of the customer.
Quality of Product
Provide our customers with good
customization of printing to receive good
feedback.
Customization
It builds trust between employees and
consumers, which is critical in the business
world. Accountable personnel contributes to
overall corporate performance as well as the
Accountable
maintenance of strong company culture,
vision, and ethics.
Customers expect us to deliver what
they want. We must have come up with
latest and unique designs.
Accessible
The customer will be impressed with
the level of help and attention that they
receive in all interactions, whether sales,
Customer Service
returns, etc.
Market Growth
As the price of the product increases
the market growth of JoeKai Printing
Services
increases
because
the
customers have to pay higher prices for
the same product. The product which
has a higher performance will have a
higher selling price. The selling price
would boost the market growth. There
could be different reasons for high
performance, but the matter of fact is it
positively affects market growth.
Industry Analysis
One of the primary factors driving market
expansion is the rise of personalized fashion trends in
the fashion sector. Furthermore, rising disposable
income and the growing influence of social media are
driving up demand for personalized T-shirts.
Furthermore, JoeKai printing services offer unique
patterns, styles, types, colors, and fonts on a variety
of materials and fabrics, further propelling the
industry. The growing importance of new promotional
tools among businesses, as well as the expanding use
of digital marketing, are driving up demand for
custom T-shirt printing to produce long-term organic
leads and raise brand awareness. Aside from that, the
custom T-shirt printing industry is expected to grow in
the coming years due to the fact that printing saves
time, generates true-to-life brilliant colors, and gives
optimum durability when compared to other
customized methods.
Market Size
Since our firm is in between the
province of Taytay Rizal and Pasig
City, JoeKai printing services' specific
geographical aim is Taytay Rizal and
Pasig City residence. According to the
census of 2020, barangay Sta. Ana
has a total population of 107,415
people. It is the second most populous
barangay in Taytay, Rizal, with 27.80%
of
the
total
population.
While
Pinagbuhatan,
Pasig
City,
its
population as determined by the
2020
Census
was
163,598
individuals. This represented 20.37%
of the total population of Pasig. All
persons that reside in the stated area
are the possible target markets.
COMPETITION
OWNERS: Joever Nallos & Kaila Hilotin
PRODUCT/
SERVICES
MARKETING
STRATEGIES
TARGET
AUDIENCE
PRICING
TIME ON
MARKET
KEY
ADVANTAGE
GROWTH
STRENGTHS
WEAKNESSES
TARGET
MARKET
Marissa Torres
Miguel Mayamaya Crispino
Offers customized shirts, foldable fan,
canvas bag/ eco bag, mugs, key chain,
ID lace, spray bottle, umbrella,
tumbler, key holder, face mask,
calendar, cap, ring bind, flyers and
sticker cut- out Decals.
Family shirts, customized printing,
personalized, t-shirt supplies,
vinyl, customized mugs, tarpaulin,
sticker labels, company shirts,
souvenirs, and school uniforms
Garment customization
Social media advertising
Social media advertising
Social media advertising
All genders
Age bracket: 18 and above
Adults, teens, children, midteens, preschoolers
Men & Women
All ages
Company and schools
(especially universities)
Men & women
Age bracket: 18-35
Affordable prices
Affordable prices
Affordable prices
1 year
4 years and 3 months
5 years and 3 months
Highest Quality, Quick to
Produce
Guaranteed services, high
quality, consistent, and
attractive printouts
50%
50%
70%
Highly efficient and low price
Due to its long time in the
market (four years and
counting), the company is
somewhat well-known
Not losing customer/ client,
anytime materials are
available
New to industry
Limited cash flow,
inexpensive printers and
machines
High maintenance
equipment, power
consumption is severe
because of the equipment
Sitio Tapayan, Taytay Rizal &
Pinagbuhatan, Pasig City
Sitio Tapayan, Taytay Rizal
Sitio Tapayan, Taytay Rizal
Can do bulk quantity, quality
at cheap price, and clients
have the flexibility to select
the materials that will be used
on their garments
JOEKAI PRINTING SERVICES
Strengths
High-quality fabric
Reasonable price
Our company's location is crowded
Accommodating personnel
Orders are processed quickly
High integrity
Weaknesses
Limited product availability
Business is not well-known yet
We don't have stable shop
Young company (established Jan, 2021)
Lack of unique strategy
Opportunities
Develop a strong brand identity
Media will favor our business because we
could create and sell t-shirts based on the
media today
Create a lasting impression on users
Demand is rising
Sales on the internet are increasing every year
Threats
Competitors have a similar product
Competitors have launched a new advertising
campaign
Competitor opening shop nearby
Established brands may start imitating our
strategy
Changing costumers preferences
Market Strategies
Challenges/ Objectives
JoeKai Printing Services is a company that creates
customized products with high-quality designs. Despite the
pandemic's challenges, the market began to expand after we
launched our products online and in our area, and it has
continued to do so till now. However, as more printing
services opened and competitors began to improved
strategies, customers decreased resulting to low sales.
PotentialTarget Markets
Most likely, our target customers are adults aged 18 and
up, men, women, and LGBTQIA+ people who are interested in
acquiring customized products. We are confident that our
consumers will appreciate and be able to afford our products
and services.
M
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MARKET SCOPE STRATEGY
SINGLE MARKETING STRATEGY
-Joekai Printing Services has adopted Single Marketing
Strategy because the market coverage consists of customers
who typically live near our store since we can’t afford to
compete in established firms. Even if our company focuses
on just one segment within the market, we ensure to serve
our market the best quality products and services. Joekai
Printing Services targets a single geographically and
demographically defined market segment. Since our
company adopted a single market strategy, we considered
our company as a significant contributor to growth and
competitiveness. It also helps and brings our consumers a
greater choice of products at lower prices. As a part of an
ongoing strategy, Joekai Printing Services planned to use
Marketing Mix (4Ps) to succeed in a competitive
environment. In addition, our business goals will be achieved
by using a different method
• Create new products for loyal and future customers
• Expand services: Combining unique
and eye-catching media, personalized
printed materials, and unique
substrates offered in small quantities
• Expand connection: Using more
social media platforms to connect
with customers
• Expand the distribution of product
• Expand advertising methods and sales
promotion
G
PRODUCT
PROMOTION
PRICE
DISTRIBUTION
PRODUCT
PRODUCT POSITIONING STRATEGY
PRODUCT USER STRATEGY
- To the consumers that buy our products we attempt to associate
significant value to users and have product/market fit.
• Calendar- is positioned as a product for those who
used to display dates and related information, usually
in a table format.
• Canvas Bag/Eco Bag- is positioned as a product for
those busy days spent shipping or running errands.
• Cap- is positioned as a product for those who use it
in casual and informal settings, and are seen in sports
and fashion.
• Customize T-shirts- are positioned for the group of
Family or Friends to have a designed shirt they want.
• Facemask- is positioned as a product to prevent the
spreading of Covid-19 and is recommended by
sufficient professional organizers.
• Foldable Fan- is positioned as a product for cooling
ourselves and is used by women and men alike.
• I.D Lace- is positioned for the students and workers.
• Key chains- is positioned as a product whose job
demands frequent use of keys.
• Mugs- is positioned as a product for those who love to
drink coffee, tea, and milk.
• Spray Bottle- is positioned as a product whose likely
to dispense cool cleaners, cosmetics, and chemical
specialties.
• Umbrella- is positioned as a product for those who
protect themselves from rain and sunlight.
• Tumbler- is positioned as a product that is used to
hold water, liquids, or other beverages for consumption.
PRICE AND QUALITY STRATEGY
-We select the product with the price/quality combination that is
most suitable to the needs of our customers.
PRODUCT DESIGN STRATEGY
Customized products were the standard product
of our company by providing designs or layouts to
our clients to make their shirts more eligible and
affordable.
PROMOTION
PROMOTION MIX STRATEGY
1. DIGITAL
-Social Media
2. AMBIENT
-Banners
1. PRICE PACKS
2. PREMIUMS (GIFTS)
ADVERTISING METHODS
6
Purchase
pcs.
customized t-shirt.
SALES PROMOTION
2
Receive
customized (design by
your own) face mask
for
Get
3 for 999!
FREE.
1. ONLINE CHAT
PERSONAL SELLING
DIRECT MARKETING
1. GRASSROOTS/
COMMUNITY
-Door-to-door
distribution of
flyers
front
back
PRICE
29
9
pH
p
pH
p
30
0
PSYCHOLOGICAL PRICING FOR
CUSTOM T-SHIRT
To play on consumer perceptions, prices are set to be less than
a whole number.
By using this strategy, shoppers will perceive the slightly
reduced price as cheaper than it is. For example, if a
customized t-shirt costs Php 299 but is conveyed by the
customer as Php 200 rather than Php 300, Php 299 is treated as
a lesser price than Php 300. Customers believe that this
approach is less expensive.
Charm pricing will encourage impulse purchases. Ending prices
on an odd number gives customers the impression that they’re
getting a good deal, which is hard to resist.
PENETRATION PRICING FOR ALL THE
PRODUCTS EXCEPT FOR CUSTOM T-SHIRT
Prices are initially set low to quickly reach a large portion of the
market and start spreading word of mouth. According to the
strategy, customers will shift to the new brand because of the
lower price.
Since our business is still young, the penetration price approach
is beneficial to us by briefly lowering the price of a new product
to win market share and establish brand awareness.
We can build brand loyalty and get people to adore our product
by using this technique, increasing their willingness to spend
more in the future.
DISTRIBUTION
DISTRIBUTION SCOPE STRATEGY
SELECTIVE DISTRIBUTION
JoeKai Printing Services is locally distributed with one store in Blk. 12, Lot
42, Sitio Tapayan, Taytay Rizal, Philippines. JoeKai Printing Services has
adapted a selective distribution strategy because we only distribute our
product to close locations. In terms of ordering, customers can purchase our
products online and offline, the products are sold selectively in the JoeKai
Printing Shop or on its website (www.facebook.com/joekaiprinting/). Our
customers are from Taytay and Pasig area only. Meanwhile, we distribute our
products through delivery for both online and offline orders, we don't hire
other delivery riders because we have our own. Joever Nallos, one of the
owners, deliver the product itself in different parts of Sitio Tapayan, Taytay,
Rizal, and Pinagbuhatan, Pasig City. We created our business to assume that
we would earn money, such as in the Taytay area. Our shop was located near
the market because we knew that people would love it, particularly those who
want customized items such as custom-designed t-shirts, mugs, caps, etc.
JoeKai has been 1 year since opened a store in the form of a sole
proprietorship in Taytay, Rizal, Philippines.
Distribution
Distribution Channel
Channel
ONLINE
SHOPPING
PROCESS
Distribution Channel
OFFLINE
SHOPPING
PROCESS
After-sales Service
Joekai Printing Services make their
customers be more satisfied with the
products they made and will be sure that
their products are good and high quality.
1. User Training- It is very
essential that user training is
provided propositions the user is
going to be handling the product.
2. Return/Replacementcustomers can easily contact us if
there is a problem/damage in the
products or the customers ordered
an incorrect product or size.
3. Upgrades- so that customers
guarantee the high quality of
products we make.
Marketing
Implementation/
Budget/ Control/
Evaluation
MARKETING ORGANIZATION
Joekai Printing Service requires high-quality
products they make to match the clients’ needs,
The best thing we do when we’re still starting out
is being so busy with marketing our brand and
building our list of customers because these are
the most important thing for our printing business.
The company structure has three primary goals: (1)
product quality, (2) marketing, (3) services. Our
products sales are increasing. We will make every
effort to provide high-quality products and
strategies, as well as to be flexible in meeting the
needs of our customers. We use digital marketing
to introduce our products by sharing pictures and
videos on our Facebook page. We also treated our
customers honestly that went to customers loyalty.
We will monitor the company to know the changes
and improvements to ensure our success.
EXPENSE FORECAST
Marketing expenses will be budgeted so that JPS’ will
initially ramp up then re-ramp up over the course of the
year/ Q1. The expense forecast will be used as a tool to
keep the business on target and provide indicators when a
modification or correction is needed.
ANNUALLY MARKETING BUDGET
EVALUATION & CONTROL
Monitoring Procedures
To analyze the effectiveness of JoeKai Printing Services’
marketing plan, it is necessary to compare its actual performance
with plan objectives. To facilitate this analysis, monitoring
procedures should be developed for the various activities required
to bring the marketing plan to fruition. These procedures include,
but are not limited to the following:
• JoeKai printing services always make sure that the equipment is in
order so that there is no glitch in the manufacture not only of the
equipment but also of the service personnel. The most important
things implemented in JoeKai printing service are time
requirements, budget expenditures, human resources need, and
proper equipment.
• JoeKai printing service is always observed at the end of the month
so that it knows if there is a problem in producing, transacting, or
distributing to the customer. and after observing it will immediately
tell the owner (of JPS) to address it will tell what needs to be done
if there is a glitch in the implemented activities.
• All employees or staff at JoeKai printing services are responsible
in the event of a malfunction in the operation of the manufacture, in
the product, or in the activities implemented at JoeKai printing
services, in order to ultimately resolve it.