Penshoppe

A Case Analysis

Submitted to:

Prof. Antonio V. Concepcion

College of Business

De La Salle University

In partial fulfilment of the requirements for

Marketing Management

Submitted by:

GROUP 5

Daza, Emmynol

Ibasco, Krissy

Nanquil, Winnie

Ong, Jong

Salazar, Peggy

September 5, 2012

Group 5 – Penshoppe

Table of Contents

I. Case Background.............................................................................................................4

II. Statement of the Problem................................................................................................4

III. Objectives........................................................................................................................4

IV. Situational Analysis..........................................................................................................5

a. Industry Analysis...........................................................................................................5

Online Apparel Retailing...................................................................................................5

Competitor Analysis..........................................................................................................7

b. Customer Analysis........................................................................................................8

c. SWOT Analysis............................................................................................................10

Strengths........................................................................................................................10

Weaknesses....................................................................................................................10

Threats............................................................................................................................10

Opportunities..................................................................................................................11

V. Marketing Framework....................................................................................................12

VI. Current Marketing Program............................................................................................13

Products.............................................................................................................................13

Price...................................................................................................................................13

Promotion..........................................................................................................................13

Place..................................................................................................................................13

VII. Recommendation...........................................................................................................14

Proposed Marketing Plan....................................................................................................14

Bibliography..........................................................................................................................17

I. Case Background

Penshoppe products have entered the international market and this may be evidenced by

their use of foreign celebrities to endorse their products. The brand previously had Mandy

Moore as an endorser in 2001 and recently in 2011, they hired Ed Westwick to be the face of

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the company. In addition, Penshoppe tied up with a New York-based Filipino designer, Robin

Tomas, in launching a new line of men-s and women’s tops.

II. Statement of the Problem

What should Penshoppe do to remain competitive in the local market and eventually in the

international market?

III. Objectives

To focus on promoting Penshoppe products as Philippine made.

To encourage and highlight Filipino designers.

To promote Filipino models as product endorsers.

IV. Situational Analysis

a. Industry Analysis

According to the National Statistics Coordination Board, more than 110 million pesos was

spent in the 4th quarter of 2009 and increased to more than 117 million pesos during the

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same period the next year. This shows a growth rate of around 5.7% which would most

likely continue to grow.

Online Apparel Retailing

An analyst for Euromonitor had commented on the global report on the apparel indusrty that

companies will need to come up “with innovative ways to harness the huge potential of the

internet is the biggest retail challenge facing the apparel industry over the next five years.”

He further stated:

The practice of waiting in line for an available changing room to try on new clothes might one day become a novelty rather than an unavoidable nuisance as apparel internet retailing enters a dynamic new era of growth.

The size of online retailing's incremental growth surge in the past five years, robust as it was, will seem like small fry over the next five years as a new wave of internet investment comes on stream. And at the root of new

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investment is the need to make online apparel shopping more convenient, accessible and user-friendly.

b. Company Analysis

Penshoppe is the flagship brand of GOLDEN ABC, and one of the Philippines’ leading casual

clothing brands. Today, Penshoppe's collection of sophisticated casual wear marries high-

street trends with comfort, wearability and affordability.

GOLDEN ABC Inc. had very humble beginnings. Bernie Liu was an architecture student who

decided to venture into an informal business of designing and producing t-shirts for school

and corporate giveaways using the modest sized garment factory owned by his family.

When he graduated and passed the board, he only briefly worked for the family’s lumber

business because he realized the potential of branded retail prompting him to return to their

garments business.

They launched Penshoppe in March 1986, just a month after the EDSA People Power

revolution. It thrived in the Visayas and Mindanao regions, and in 1991 officially became a

national brand when it opened its first Manila boutique in the then newly opened SM North

EDSA Mall. By then, Penshoppe had already evolved into a lifestyle brand offering more than

just t-shirts. Since then it has evolved into a lifestyle brand with a complete range of

apparel, accessories and personal care products.

After conquering the market in Visayas and Mindanao, Penshoppe migrated to the big city:

Manila. The first boutique opened its doors in SM City North EDSA in 1991 and since then,

Penshoppe's network of stores has grown to 300 sites, all strategically located in key areas

where its stylish patrons shop. Penshoppe broke Filipino Retail Barriers in 2002 when it

opened its store in Xiamen, China, the first Philippine retail brand to do so. Penshoppe also

has stores in Saudi Arabia.

Its commitment to providing a total brand experience is evident in its flagship stores in four

of the Philippines ' biggest shopping malls: SM Megamall, SM Mall of Asia, Ayala Trinoma and

Ayala Cebu. Penshoppe received the Most Outstanding Retailer of the Year Award (Medium

Scale Category) from the Philippine Retailers Association and the Department of Trade and

Industry in 2000 and 2001. In 2002, it was elevated to the Hall of Fame from the same

award giving body.

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c. Competitor Analysis

According to clothing and footwear retailers brand shares by value of 2005-2008in the

Philippines, Bench, Cinderella and Penshoppe each has a sales value of 0.7%. Hang Ten and

Rusty Lopez have 0.3% and 0.2% sales value respectively. Speedo under Sprint International

Inc. and Oxygen each has a 0.1% sales value (Batingal, 2011).

Based on its audited financial statements filed with the Securities and Exchange Commission

(SEC), Golden ABC posted P1.37 billion and P36.27 million in revenues and net income,

respectively, in 2007. On the other hand, the Suyen Corp.’s audited financial statement

submitted to the SEC showed it had posted P4.29 million in profits and P1.65 billion in sales

during the same year (http://www.gmanetwork.com).

Several apparel specialist retailers, including Bench, Levi’s, Gingersnaps, Nike and Guess

among others, ensured good presence through concession outlets inside department stores

to improve accessibility of their brands and increase sales.

Provocative billboards and extravagant fashion shows are necessary to generate hype about

the brand more than the merchandise.

But when these brands have made an indelible mark in our own shores, the only logical way

to grow is to go global. As a result, they have set up several branches around the world and

recently employed international celebrities as their endorsers, making the competition

tougher than ever. Take for example Kamiseta, Penshoppe, and Bench that have recently

generated buzz through their partnerships.

Bench

Penshoppe’s toughest competitor. Bench is all about casual basics. Bench made the perfect

choice of endorsers and was able to promote it to a great degree. Their market relates the

most to their choice of endorser. Bench was the first company to value the concept of

celebrity endorsers and image models. In 1988 with its first dedicated Bench boutique, Ben

Chan hired a then young up-and-coming actor by the name of Richard Gomez as its first

image model. As Gomez's fame increased, so did Bench's, paired with increasingly large and

beautiful images of Gomez along highways and malls in the Philippines.

Beginning in 1987 with a small store selling men’s t-shirts, Bench grew at an unparalleled

rate by being the pioneer in the use of celebrity endorsers, television and giant billboards to

propel a fashion brand that offers premium quality products at affordable prices.

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To date, Bench has grown to include a ladies’ line, underwear, fragrances, housewares,

snacks, and a wide array of other lifestyle products, with the distinction of being present in

virtually every retail space in the Philippines, and with a worldwide network of stores and

outlets, reaching as far as the United States, the Middle East, and China. The firm has 563

stores nationwide.

As it sliced through demographic divisions -- age, gender, socioeconomic status -- a stirring

slogan, “Bench is forever”, became the company’s abiding creed.

KamisetaKamiseta the leading specialty retailer of fashionable casual apparel, accessories and

footwear targeted at girls between the ages 16 and 34. The Kamiseta brand is hip, youthful

and active. Kamiseta has been rapidly increasing its influence and popularity with its core

customer group.

"It's fun being a girl" -- This is our driving formula for the brand. Cool casual classics or what

we call the "Triple C" has been envisioned for every item that carries the Kamiseta label.

Kamiseta's success is driven by a powerful combination of extensive product development,

fashion right merchandise, exciting brand imaging, affordable prices and friendly service.

The Kamiseta lifestyle is truly what girls are all about.

BayoBayo offers pieces of ready-to-wear apparel from blouses, tees, pants, jeans, skirts,

accessories such as footwear, bags, jewelry and other merchandise, which can be easily be

mixed and matched. Bayo aims to create a lifestyle for women by providing them with

diverse range of products that female teeners and yuppies rely on for style.

Bayo started out as a made-to-measure dress shop in Makati. The need to expand grew

bigger when Bayo launched its ready-to-wear line. In 1992, Lyncor, Inc. was established, a

manufacturing firm, to support Bayo.

HumanHUMAN stands for: individual expression of style.It is clearly in touch with its market—the

young and hip individuals—whose biggest influences nowadays are music, art, and fashion.

And HUMAN wants to show that all three co-exist—music and art can dictate fashion trends

and vice-versa. HUMAN, for its part, has always incorporated all three in their campaigns

and product designs.

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OxygenOxygen was launched in 1996 as a t-shirt brand offering graphic designs to a purely male

market. Since then, it has grown to a brand that expanded its merchandise offerings to

include men's and ladies' clothing, accessories and fragrances in key locations all over the

Philippines.

Today, Oxygen stands for attractiveness and desirability, brought about by stylish gimmick

clothes suitable for the psyche of its market. It targets young professionals who are enjoying

the novelty of their independence. This is the lot that thrives on individuality and enjoys

exuding sex appeal.

Oxygen offers a wide range of casual “gimmick” clothes that are edgy, fashion forward and

undeniably sexy. The brand also has an extensive and still growing collection of accessories

that complement the clothes—from bags, belts, wallets, and caps to trinkets and fragrances.

Taking their brand positioning to heart, the shopping experience in an Oxygen store is

greatly enhanced by cutting edge store design and effective visual merchandising that

create a party or “gimmick” atmosphere suited to its target market.

Oxygen received the Most Promising Brand Award from the Philippine Retailers Association

and the Department of Trade & Industry in 2002. In 2006, it was recognized as the Most

Outstanding Retailer (Medium Scale Category) by the same award giving body. In 2007, it

won the same award and was elevated to the Hall of Fame.

JagAlways on the cutting edge of fashion, JAG is one of the Philippine's leading denim brands,

known for its forward-thinking designs and attention to detail. JAG doesn't follow trends - it

creates them, making it a favorite brand among Hollywood celebrities and local fashionistas.

Comparative Table

Indicators Penshoppe Bench Kamiseta BayoNumber of branches

nationwide

400 563 47 46

Local celebrity endorsers

Nikki Gil, Heart Evangelista, Jericho

Rosales, Mikael Daez, Victor Basa, Solenn

Heussaff, Bea Soriano, and Akihiro Sato

Georgina Wilson,orgy Manotoc, Manny Pacquiao, Jinkee Pacquiao, Richard Gomez, Lucy Torres,

Richard Gutierrez, Kim Chiu, Piolo Pascual, Dingdong Dantes, Diether Ocampo, Kathryn Bernardo, Grace Lee, Coco Martin, Angelica

Panganiban, Jessy Mendiola, Enchong Dee, Lovi Poe, Jake Cuenca, Karylle, Paulo Avelino, Georgina Wilson, Rocco Nacino, Iya Villania and many more

Kat Alano, Danielle Cojuangco, Kitchie NadaL, Barbie AlmalbiS,

Lea Salonga, KC Concepcion

International celebrity

endorsers

Mandy Moore, Ed Westwick,Mario

Maurer, Zac Efron, Ian Somerhalder, Leighton

Meester

Bruno Mars,David Archuleta, Joe Jonas,Lucy Hale,K-pop duo Super Junior's Siwon and

Donghae, Liam Hemsworth, Dominique Reighard, Allison Harvard, Jessica Sanchez & Lee Min Ho

Katie Holmes,Alicia Silverstone, Natalie

Portman, Petra Nemcova, Kate Hudson, and Natalia

Vodianova

Product Categories in

stores

For Men and Women: tops, bottoms,

dresses,accessories, shoes, underwear,

personal care, shoes

For Men, Women, Kids: shirts, underwear, cosmetics, accessories, housewares, snacks and

other lifestyle products

For women: tops, tees, dress, knits, jumpsuits,

bottoms, undies, scents, accessories

For women: tops, bottoms, accessories, dresses, swimwear,

home

Advertisinguse of celebrity

endorsers, print ad and billboards

use of celebrity endorsers, print ad ,television commercials and giant billboards

use of celebrity endorsers , print ad and billboards

use of celebrity endorsers , print ad and billboards

Price range Php150-3,000 Php84-2,000 Php300-1,700 Php200-16,000

Outlets abroad

Saudi Arabia, ChinaSaudi Arabia, China, Kuwait, Bahrain, Dubai

Indonesia

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Indicators Human Oxygen Jag

Number of branches

nationwide55 67 24

Local celebrity endorsers

Billy Crawford,KC Concepcion, Luis Manzano, Isabel

Daza, Kristine and Angelo Patrimonio

Derek Ramsey

Will Devaughn,

Marian Rivera

International celebrity endorsers

Lindsey Lohan and

foreign models

Product Categories in stores

For Men and Women: tops, bottoms,

bags,accessories,scents, shoes and

slippers

For Men and Women: tops,

bottoms,accessories,scents

For Men and Women: tops, and bottoms

Advertisinguse of celebrity

endorsers and print ad

use of celebrity endorsers and print

ad

use of celebrity

endorsers , print ad and billboards

Price range Php200-2,000 Php600-3,000 Php600-4,000

Outlets abroad

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d. Customer Analysis

Currently, Penshoppe is serving the C Market, highschool and college students, ages 12-20,

which their financial expenses are highly dependent to their parents or family members.

Please see below population of students in private and public schools in the Philippines from

2005-2010 studied made by National Statistical Coordination Board:

School YearPre-School Elementary Secondary

Total Public Private Total Public Private Total Public Private

2005-06 911,899 524,075 387,824 12,913,845 11,982,462 931,383 6,298,612 5,013,577 1,285,035

2006-07 961,397 561,207 400,190 13,145,210 12,096,656 1,048,554 6,363,002 5,072,210 1,290,792

2007-08 1,002,223 591,445 410,778 13,411,286 12,318,505 1,092,781 6,506,176 5,173,330 1,332,846

2008-09 1,175,499 746,443 429,056 13,686,643 12,574,506 1,112,137 6,763,858 5,421,562 1,342,296

2009-10 … … … 13,934,172 12,799,950 1,134,222 6,806,079 5,465,623 1,340,456

Age Structure as of July 2011 by index mundi:

0-14 years old 34.6% (male 17,999,279/female 17,285,040) 

15-64years: 61.1%(male31,103,967/female31,097,203) 

65 years and over: 4.3% (male 1,876,805/female 2,471,644) (2011 est.)

Median age

Total Population : 22.9years 

Male: 22.4years 

female: 23.4 years (2011 est.)

Penshoppe attempts to expand its market to young professionals age 20-35 years old that

belong to socio-economic classes A,B, and C.

Below are the data that Penshoppe may consider in expanding its market in the Philippines:

The size of the country’s labor force in April 2012 continued to expand (2.4% or +953,000) - but at slower pace compared with the same period last year (3.1% or +1.179 million). Specifically, the number of persons in the labor force increased to 40.644 million from 39.691 million. This corresponds to labor force participation rate (LFPR) of 64.7%, upped by 0.5 percentage point in 2012.

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According to a study made by the Bureau of Labor and Statistics, working age population starts at 15 years old and above. The labor force composed of 15 years old and over who were either employed or underemployed.

Penshoppe may introduce product line with its studied price that suits the working population such as economically active and inactive. Under economically active, they may consider the population and salaries of employed as well those unemployed with source of financial expenses so that all market will be served.

Professional SalariesAccording to an online website salary research “pay scale”, as of August 2012, the IT services industry got the highest salary per month of around P34,000, followed by telecommunication and software development at around P30,000, then the BPO at P28,000, and manufacturing and call centers at P25,000, all based in median salary by industry. In this case, most of these industry are working in the city, thus, Penshoppe may top this kind of market.

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e. SWOT Analysis

Strengths

26 years of strong heritage, global design and style

Innovative marketing and advertising strategies

Received multiple awards in the retail and advertising industry

Able to expand from designed shirts to clothing lines and even personal care

products

Tied up with New York-based Filipino designer, Robin Tomas, which sync to

Penshoppe’s core strength which is sophisticated casual wear.

Were able to gain international exposure through hiring of international models

Network of stores has grown to 300 sites, all strategically located in the key areas

nationwide, and one outlet in Xiamen, China.

Offer discounts, sales and other promos

Information corner in stores about the best jeans that will fit on a person based on

their body frame

Weaknesses

Prices must fit to its target market which is Class C.

Unable to tap all Class of C Market

Few local models or celebrities representing a local brand

Some designs may conflict with Oxygen brand (cannibalizing)

Conservative clothing designs

Unable to introduce timely clothing designs

Threats

Hire local models, celebrities or public figures in line with their corporate image

Sponsor school and corporate activities

Online selling (own website)

Direct Selling (agents)

Telemarketing (advertising and selling)

Join online deals (Zalora, Metrodeal, Ebay, etc)

Join exhibits, social events and government activities promoting local brands

Introduce seasonal clothing designs/fashion

Advertise to major local magazines

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Offer surplus on the unsold items to corporations with a cause (a part of sales will be

donated to a non-profit organization)

Create CSR programs in line with company’s operations

Introduce Penshoppe membership card (for every P6,000 accumulated receipt for one year

entitled a customer to be a member for 3 years which will receive 10% discount all regular

items to stores nationwide)

Opportunities

Direct and indirect competitors

New entrants

Tiangge stores nationwide

Increase on taxes, vat, and other government imposed tax

Increase of raw materials (fabric, thread, etc)

Increase on labor cost

Decrease on buyer’s purchasing power

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V. Marketing Framework

The group aims to develop the “Go Local” thinking in buying Penshoppe products, while still

maintaining its global market potency. Competitors were playing the globalization concept

by employing International celebrities to model their apparel collection. A few, perhaps,

were still eyeing local models or even mixing them with seasonal international stars. This

could pay off for a while, but sustainability and ethically speaking, the already tarnishing

colonial thinking of Filipinos may further grow.

With this, the group recommendation centers on going local and going real. The

recommendation targets to fuel further he “Nationalism” thinking of Filipinos – that has been

started up through the existence of smaller ”nation-pride” themed apparel companies such

as “Team Manila” and “Manila Sole”.

Below explains our recommendation through the Five Ms of Advertisement Framework:

Aspects Short Description* Proposed Ads Campaign – Everyday Hero

Mission

This refers to the purpose/objective

behind advertising. The objectives behind advertising are varied

in character.

To promote “being real” and nationalism employing ordinary Filipinos from different industries and local

endorser as models to promote the new line of products.

The everyday hero campaign will personify ordinary Filipinos who are in their own ways strive to make the

nation proud.

Money

This refers to the finance provided for advertising purpose (advertising budget). It means the budget allocation made by

the company for advertising.

A rough estimate (in pesos):- 500,000 for local endorsers (start up models)

- 100,000 for “Ordinary Filipino” endorsers- 500,000 for Start Up photographers and creative

personnel- 10 Million for OOH and in-store/mall posters.

- 400,000 for Social Media Management/Campaign.-----------------------------------------

Total Budget: 11.5 Million pesos running for six months and an additional amount of 5 million pesos to

replenish campaign materials from 6th month to 1st

year.

The above figure does not include the fashion campaigns and events which the company finances

differently.

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Message

Message is provided through the text of advertisement. The message is given through written words, pictures,

slogans and so on.

The following are the slogans published throughout the campaign posters, which features ordinary Filipinos. Kindly refer to the attached photo portfolio for the

visual feel of the campaign:

Manila is your catwalk, Everyday hero

Your smile is your pride,Everyday hero

It's more fun to be with you, Everyday hero

You are what you wear,Everyday hero

Legally fashionable,Everyday hero

Fun is your business,Everyday hero

Driven to succeed,Everyday hero

Media

The advertiser has to take decision about

the media to be used for advertising

purpose.

The campaign will use OOH -billboards, in-store and mall posters to promote the campaign. To support the

campaign , the social media and website of the company will publish pre-production video of the photo

shoot and picture collage of the posters

Measure

Measure relates to the effectiveness of

advertising. An advertiser will like to make evaluation of advertisement in order to judge its

effectiveness

Breakeven from the campaign:

Minimum 38,000 pesos of Net Sales coming from each of the 300 stores nationwide for the first 6 months.

Minimum 16,700 pesos of Net Sales coming from each of the 300 stores nationwide for the next six months 6

months.

*Description was sourced from: http://kalyan-city.blogspot.ca/2010/07/5-ms-of-advertising-advertising.html

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VI. Current Marketing Program

Products

Penshoppe is known to market fashion apparels for both men and women, clothing

accessories, and cosmetics and fragrances. In order to re-introduce and refresh their brand,

they follow the fashion season collection. But instead of the US-seasonal method, they

employ the Philippine version such as “Pre summer”, “summer” and “holiday” Collections.

Prior to the collections season change, they conduct sales events nationwide to empty-out

inventory and renew their current store design. Penshoppe stores are known to be always up

to date and in-trend with the season in order to attract more fashion-conscious customers.

Price

Penshoppe prices are on par with its competitor, Bench, and its other brand name, Oxygen,

while comparatively lower against primed and global brands such as: Bayo, Kamiseta, Arrow,

and G2000. Here are the prices for Penshoppe’s offerings:

Men’s Apparel 400 – 2000 pesosWomen’s Apparel 400 – 2000 pesosAccessories 100 – 800 pesosCosmetics 200 – 700 pesos (includes bottled fragrances)

Promotion

Penshoppe’s current marketing activity revolves around their “All Star” campaign. The have

employed internationally known models to endorse their current product lines. Very similar

to their competition, they roster the following US-based artist to define the brands new look:

Leighton Miste , known TV and movie actress

Ian Somerhalder, famous for staring in a well known Vampire-themed TV series.

Mario Maurer, A thai-based teen star known for his movie, First Love (A Little Thing

Called Love).

Zac Efron, a US movie star known for several movie hits and teen-musical shows.

Ed Westwick, known for his sophisticated role in an American TV series.

The company bas been using the All-Star campaign to push their brand name amongst the

celebrity fans. When these artist visited the Philippines for the campaign’s photo session,

several meet-and-greet events were held nationwide. As an entrance fee or pass, audience

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must purchase a certain worth of Penshoppe products. In fact, this coming Sept.29, the

company has launched a meet-and-greet event for their newest model, Zac Efron.

Place

The company has 300 plus stores nationwide, with two store types, in-store (department

stores) and exclusive boutique. Their stores were strategically placed in big malls

throughout the metro.

Customers can also purchase through their online store, shop.penshoppe.com.

The company website also showcases the current collection they have in their store through

an interactive look book. In this way, potential customers can to browse the collection prior

to going to their shops. Additionally, they will also have an idea on how to put clothes

together to achieve a fashionable mix.

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VII. Recommendation

Proposed Marketing Plan

Marketing Goal

Introduce a new campaign and implement a marketing methodology that will continuously

sustain the Penshoppe’s brand awareness to the market. It will involve thorough consumer

engagement and tapping the power of social media.

The new campaign will have a tagline of “Driven to Succeed. Everyday hero”. It will feature

ordinary Filipinos, driven and passionate to succeed in their chosen field. This will make the

product more wearable to the target market. The new campaign will also have a touch of

nationalistic pride, showing that we are proud of our heritage. The campaign will be

launched through traditional advertising and tapping the popularity of social media

marketing to boost brand recall.

Target Market Segment

AB and Upper C market – those who have access to social-media.

Teen Market – Professional

These market segments are up-to-date with the current trends in social media, and can be

influenced by campaigns initiated through tri-media and online marketing.

Marketing Strategy

Product

Price

There will be no different pricing strategy that should be implemented and current pricing

will remain the same. Although, discounts can be implemented when there’s a need to retire

products and clear-out inventories.

Place

Aside from their retail stores, Penshoppe should also consider online retailing since it has

been proven to be a successful endeavour form some brands.. Different types of markets

and industries are growing because of globalization and the introduction of new information

technologies. The key requirements are now centered in quality, speed-to-market, flexibility,

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innovation, networks, customer service and customization. Aside from their own website,

Penshoppe can also create tie-up with online partners such as Zalora to further promote

their products online.

For the next campaign of Penshoppe, this will be launched through the following:

Above the line advertising:

Television and radio commercials

Display advertising (in newspapers, magazines)

Billboard advertising

Below the line advertising:

Internet

Social Media

We’ll also maximize the popularity of social media to launch the brand campaign

Critical Activity

Presence Strategy

Consumer Engagement

Facebook Twitter

Instagram

Consumer will be encouraged to share their pictures wearing Penshoppe products in their day to day activities.

Tagging the Penshoppe page on twitter and instagram, while spreading the hash-tag #everydayheropenshoppe

through twitter. Winning photos will be featured in their FB page

Local Ambasador

WebsiteFacebook

The next ad will feature ordinary Filipinos wearing the brand. These are driven, successful individuals who will be the next brand ambassadors and promote the clothing line

in various activities.

Brand campaign

FacebookTwitter

Penshoppe’s next campaign will feature ordinary Filipinos wearing the brand. The campaign “Driven to succeed.

Everyday Hero” will be launched in Facebook, twitter aside from the traditional tri-media.

Product Segmentation

Local Website

The new segments will be announced and maintain accordingly in its website.

Promotion

Fresh from the success of their Penshoppe “All Stars Campaign” featuring some of the

brightest young stars in Hollywood today, the group recommend that Penshoppe should also

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showcase local endorsers from time to time. Using foreign celebrities to endorse Filipino

products can help the brand and the country in getting recognition on a global scale. A

recent interview with Alex Mendoza, Penshoppe’s brand director, shares the benefits local

brands get from an international endorser.

1. Products are world class quality since international endorsers implies that the brand

has gone global

2. Heightened advertising – foreign endorsers sparks the interest of all socio-economic

classes

3. Gets the attention of the international market towards the brand

4. Expansion – Getting recognizable faces not only adds prestige to the marketing

campaign but it can also help the brand familiar with the untapped market

5. It upgrades the brand image

The group recommend a follow-up campaign entitled “Driven to Succeed. Everyday

Hero,” this time featuring ordinary Filipinos wearing the products. It is in proper moderation

of using both local and international endorsers that would help Penshoppe achieve it global

expansion goals and at the same time show that we are proud of who we are and proud of

where we came from.

Monitoring Techniques

Create a customer service hotline that will facilitate customers feedback, suggestion

and experience. Give incentives or goodwill for their concern and loyalty to the

company.

Monitor sales performance within 6 months.

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Bibliography

Batingal, M (2011). Havainas Aqua Marketing Plan.

GMA News (2008).Penshoppe, Bench cite strong sales, but profits likely to get

hit.Retrieved August 27, 2012 from

http://www.gmanetwork.com/news/story/134812/economy/penshoppe-bench-cite-

strong-sales-but-profits-likely-to-get-hit

Kotler, P. and Keller, K. L (2012) Marketing Management 14th Edition. Prentice Hall.

Saddle River, New Jersey.

Websites

http://be-human.com/

http://kalyan-city.blogspot.ca/2010/07/5-ms-of-advertising-advertising.html

http://www.bayo.com.ph/

http://www.bench.com.ph/

http://www.bles.dole.gov.ph/

http://www.bles.dole.gov.ph/primers/LFS_April2011.pdf

http://www.indexmundi.com

http://www.jag-jeans.com/

http://www.kamiseta.com/

http://www.nscb.gov.ph

http://www.oxygenfashion.com/

http://www.payscale.com/research/PH

http://www.penshoppe.com

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