10 step marketing plan oblego
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10 STEP Marketing Plan for
SM Department Store
Farisha Joy C. OblegoFebruary 2012
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This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
Disclaimer
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1. SM Department Store PTM are graduating college students to Young Advocators Productive Integrated Services (YAPIS)
2. Who wants to stay fashionable but not too expensive or “pricey”
3. Can choose Robinsons, Rustans and Landmark4. Gap is no Department Store that is more
accessible with various range of merchandise products
5. Market size is 226.44B. SM Department Store niche is 101.90B
Steps 1 to 5
Summary headline of your PTM and market
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6. SM Department Store offers fashionable products that are not too expensive but trendy
7. Affordable8. Uses sales promotions (e.g. 3-day sale,
SMAC 2-hr, BDO rebate), advertising & websites
9. It has 42 branches in the Philippines10. Uses low cost producer and niche at the
same time
Steps 6 to 10
Summary headline of the marketing mix & strategy
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1. Describe the primary target market (PTM)*
19 – 28 years old Females & males who are looking for
conservative and/or trendy but affordable merchandise products (for own sake and/or family members)
College students to YAPIS who are too busy from school & work
Who wants a one-stop shop
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2. My PTM’s NWD
Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the
productNote: There may be multiple answers for needs, wants demands. Of these answers, underline and use bold font for the best answers. See examples that follow
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Describe your PTM needs
7Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
Self-Actualizati
on
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
Need clothing to survive
Provide clothing to itself and the family members; Source of family bonding
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2. PTM’s needs, wants & demands
Clothing is one of the necessities needed by anyone to help boost its self-esteem.
Young adults to YAPIS who are starting to earn money are keen in choosing their clothes to be affordable.
Good quality, trendy, accessible and complete merchandise are the demands of the customers.
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3a. Direct and indirect products that address my PTM’s NWD
Direct – Robinsons, Rustans, Landmark
Indirect – direct-selling, sideline, night markets
Variables – Price, accessibility, fashionable / trendy
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Competitive position map for Department Store
Price vs. Location Matrix
More Accessible Less Accessible
High Price
Low PriceLandmarkSM Robinsons
Rustans
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Benefit positioning vs. brand map for Department Store
Benefit Positioning vs. Brand Matrix
as of 2011
Functional Benefit SM Robinsons Rustans Landmark
Discounts x x x x
Loyalty Promo x x
Credit Card Rebate x x x
Groupon x
Accessibility x x
Low cost products x x x
Variety of merchandise x x
Customer Service x x
Delivery x x x x
Forex x x
Bills Payment x x
Gift Cards x
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4. Identify the gap between customers and competition
SM is the only department store that can:
provide discount on items + 10% SMAC discount for the 1st 2hour + 5% Rebate upon presentation of BDO credit card during 3-day sale
offer Purchase-with-Purchase promo (e.g. Pilates Ball, Cuddly Pillow etc.)
offer Gift-with-Purchase promo address the one-stop shop that the
customer needshttp://farishajoyoblego.blogspot.com/
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4. Identify the gap between customers and competition
NWDs that are not being addressed
Competitors are trying to copy the wide range of merchandise and promotions that SM Department Store can offer.
Unique Selling Proposition Affordable prices and quality
products in a one-stop shop that can be easily accessed by anyone
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4. Positioning: Brand identity from the maker
We’ve got it all for you!
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5b. Estimate the market size using company data
1. 2011: Estimate SM sales is 101.90 Billion
SM – 45%Rustans – 25%Robinsons – 15%Landmark – 10%Others – 5%
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5b. Estimate the market size using company data
1. 2011 Estimate SM sales: 101.90B2. 2009 Market Share: 40% of Retail
Industry3. 101.90B / 0.45 = 226.44B
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5c. Estimate the market size using customer data
35M (Class B & C) Shop 2x a month (200/year) 100 per person spend 35M X 200 X 100 = 700B
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5. Decide on market size in pesos, not in number of people1. Competitor data= 226.22B
2. Company data = 226.44B
3. Customer Usage data = 700B
Use instinct and best business judgment to finalize market size
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6a. SM products
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6a. Only SM Department Store offers many promotions
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6b. What differentiates SM among others?
1. Wide range of merchandise products (e.g. price, designs etc.)
2. Uses loyalty cards to lower bargaining power of buyers (e.g. Thanksgiving, Philhealth members etc.)
3. Tie-up with credit cards to increase sales as well as promote credit card company/ies
4. Tie-up with government services (e.g. NSO) 5. Gift Registry6. Gift Cards (e.g. Birthday, Wedding etc.)
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7. Price
Dress P1599.75Belt P699.75Ring 120.50 Dress
P4550.50Dress P1500.75
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8a. SM uses the following:** Pls. rank most used, 1-highest use
1
2
4
5
3
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8a. SM makes use of commercial…
http://www.youtube.com/watch?v=xlTZ9BChA5g&feature=related
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8a. SM makes use of music..
http://www.youtube.com/watch?v=RwfkHZLuIvQ
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8a. SM makes use of music..
http://www.youtube.com/watch?v=5_QQvgh0Lfw
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8a. Known SM Promotions
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8b. How the competitors play the game?
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http://www.youtube.com/watch?v=q8W0CVu8lg8
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8b. How the competitors play the game?
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8b. Competitor promo
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9. Place
SM Department Store has 42 branches nationwide
Accept a wide range of tenders (e.g. cash, credit card, debit card, coupons, Sodexo products, Gift Card, Personal Check, Sales Return Voucher/Customer Credit Memo etc.)
Only furniture items are allowed for delivery
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10. SM Department Store Winning Strategy
Low Cost Producer Niche
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34
SUMMARY
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1. SM Department Store PTM are graduating college students to Young Advocators Productive Integrated Services (YAPIS)
2. Who wants to stay fashionable but not too expensive or “pricey”
3. Can choose Robinsons, Rustans and Landmark4. Gap is no Department Store that is more
accessible with various range of merchandise products
5. Market size is 226.44B. SM Department Store niche is 101.90B
Steps 1 to 5
Summary headline of your PTM and market
http://farishajoyoblego.blogspot.com/
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6. SM Department Store offers fashionable products that are not too expensive but trendy
7. Affordable8. Uses sales promotions (e.g. 3-day sale,
SMAC 2-hr, BDO rebate), advertising & websites
9. It has 42 branches in the Philippines10. Uses low cost producer and niche at the
same time
Steps 6 to 10
Summary headline of the marketing mix & strategy
http://farishajoyoblego.blogspot.com/