Marketing Plan
[application of selected business model]
[Alvin Loh 0850458
Liew Chao Yen 0866282
Loke Bi Nuan 0850966
Kok Jun Yi 0850388]
A.B.C.D. PTE LTD
I.
Executive Summary
The company will establish themselves into the market in Singapore through an
integration of apparel and café into a shop. Budget below S$300,000 will be used
to set up stores island-wide.
II.
Business Overview
The company has its intention to develop the Singapore largest apparel-café
shop outlet in woodlands. Placing the outlet in Woodlands, shortest distance from
Singapore to Malaysia is to successfully attract customers from both Singapore
and Malaysia. The outlet has it concept of integrating the apparel shop and a
café as one and intend to use Black and White as its ideal color for the brand.
Work breakdown structure
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A.B.C.D. Pte Ltd | Marketing Plan
Gantt chart
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A.B.C.D. Pte Ltd | Marketing Plan
III.
Target Market
The company will target young adults in Singapore as their primary consumer.
According to Euromonitor International, the Asia Pacific had a purchasing power
for fashion of US$370 billion in 2008, a dramatic increase of over 60% from
US$227 billion in 2007. This means that more people are willing to fork out more
money to look good. With such an amount spent, it provides a base for more
fashion brands to establish for consumers’ benefits.
Many fashion brands from overseas like Taiwan and Japan have started
establishing themselves in Singapore. Brands like “iROO”, “Uniqloo” are starting
fashion trends among the young in Singapore.
Similarly, Singapore Purchasing Power Parity (PPP) for these few years has
been increasing since 2002. Thus, young adult being the one of the largest
working category in Singapore has its potential in the market. Therefore, the
company targets on the Young Adult category.
IV.
Goals
The company aims to establish themselves into the Singapore market. The shop
will be with the idea of apparel-café store to better serve customer. The company
also aims to enhance customer relations through courses and trainings like anger
management.
A.B.C.D. Pte Ltd will intend to set up more than 20 outlet of the apparel-café
shop island-wide within 5 years. She will become a listing company in the straits
trading and hopefully franchise outside Singapore.
Within 10 years, all departmental stores in Singapore like Metro will have her
brand’s goods to be sold.
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A.B.C.D. Pte Ltd | Marketing Plan
V.
Marketing Strategies
Promotion
There will be promotion through New Medias like advertising through Radio and
Television, Facebook, Twitter; events like Road shows, Apparel design contest,
Endorsement by celebrities and also starting the online shopping privilege.
Bulk purchase
Since the soaring of textile price, bulk purchasing together with the other similar
market would bring greater advantage like cheaper rate. Operation cost thus
reduced and in turn increase revenue.
Sponsorship
Finding sponsorship from relevant company that is interested in the products and
willing to invest in the brand would help in bridging the brand into the market.
Nonetheless, it will bring the set up cost down.
Brand Loyalty
Allowing customers to believe in the brand and constantly coming back for more
goods is essential for a brand to stay unbeatable in the economy. Therefore,
various strategies like loyalty cards and privilege membership will be issued to
customers
PRICE
Our targeted customers are young adults, whose spending power is rather
limited. In our studies and market research, the current color trend is Black and
White. Therefore our price ranges from as low as $12 - $50: the attractive and
affordable price for young adult to stay trendy.
Product
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A.B.C.D. Pte Ltd | Marketing Plan
VI.
Implementation Tactics
Firstly, sourcing of a good location in Woodlands would be the foremost criteria.
Setting up a booth in that location to draw attention to this newly created brand
and to secure group of supporters before the shop is created.
List to do when shop is ready to move in.
Task
a)
b)
Description
Setting up of lighting
Furnishing of store
Setting of Café
c)
Installing of equipment
d)
e)
f)
g)
h)
i)
Installing furniture
Schedule meeting with all members.
Advertising of the brand
Final Check-up of the shop
Opening ceremony of the shop
VII.
Budget
Proposed budget
monthly
Total
Advertisement on TV
2000
24,000
Newspaper Advertisement
Facebook/webpage
1000
100
12,000
1200
Rental and Renovation
100,000
Materials cost
50,000
Salary and operation cost
10,000
Setting up café
50,000
Back-up Fund
20,000
The company has prepared a budget of S$267,200 to start store in Singapore.
The company expects that it will have the revenue turnover of S$1,000,000
within a year. Based on the rising trend of people purchasing power in term of
apparel, estimated revenue turnover is within approached. As accord to
Singapore economic growth analysis, market is picking up after the world
economic crisis happened during 2008. Thus, people are more willing to spend.
Brand loyalty and exposure is crucial for the brand to build up. Thus, S$37,200
was pumped into the advertisement part. Back up fund of S$20,000 is allocated
for rainy day especially during unexpected economic crisis and rise of production
cost.
A.B.C.D. Pte Ltd | Marketing Plan
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VIII. Evaluation of Results
Evaluation of the company’s direction will be done every end of the year.
For the first year, measurement of effectiveness of the store that enters into the
store would be the amount of traffic to the café apparel shop. We can track the
amount of costumer to the shop for apparel, dine in café or both. Research and
survey can be done to reflect how influential the brand is. Also, we would track
the amount of male or female customers visit more so to decide which area we
should focus on more. Review the idea of an apparel café shop is necessary to
see if the café is profiting. Lastly, we have to see if the revenue and potential of
expanding of the store by setting up second store or franchising is feasible.
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A.B.C.D. Pte Ltd | Marketing Plan