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My Part for Report

My Part for Report

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03/18/2014

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A. Market Positioning

PantSaloon will be established as a customized jeans maker
For college students and the young adults,
that offers flexible, unique and creative jeans
with perfect fitting and comfort
to the level of the customer's choice of fabric, cut and over-all design.

It is PantSaloon\u2019s advantage to become a specialized clothing servicing store that will emphasize wide-ranged creative designs, styles and fabrics along with the perfect fit and comfort to the customer.

PantSaloon will be known for its uniqueness, flexibility, creativity, and innovativeness. These youthful characteristics will make the whole perception of the store away from the tailor shops that are usually associated with being stiff and traditional.

PantSaloon is taking the Less for More strategy in defining its competency in pricing. Viktor Jeans has been making waves in the same market but what will make PantSaloon apart from Viktor is its competitive designs and quality at an affordable price. This will be highlighted because the target market, students and young adults, cannot afford prices such as Viktor\u2019s.

V. Marketing Mix
A. Product

As can be observed, majority of the brands in the market offer jeans that are ready-to wear which do not actually correspond to the actual fit of each and every consumer. This has become a pressing concern for most of the college students and young adults as they would always spend difficult times finding the jeans that would fit right. Although alterations could be done to repair the clothes\u2019 dimensions, more often than not, the process can possibly ruin the style or design of the product. EALA Inc. was able to understand the problem that today's youth face hence the reason of coming up with the idea of PantSaloon, a brand that will provide jeans that would perfectly fit them at their own wanted cut and design. PantSaloon's service is geared towards addressing the usual problems that college students and young adults always come across with. Thus, the cuts, fabrics and dimensions that shall make up our jeans will be custom-made in order to give our target market the right fit and the right comfort match their body frames. Moreover, our house designers will create trendy collections and will also regularly update the design and style of our jeans thereby conceiving a uniquely stylish boutique that perfectly matches the today's youth.

1. Features
Themes. The world of fashion moves in a relatively fast paced track that we need to

continuously plan and innovate designs in order to keep up with the present and forthcoming trends. Consequently, PantSaloon fashion shall exert efforts in providing jeans and pants that are appropriate to the current fashion themes, but would still refer to the customer\u2019s requests. In order to offer this, EALA, therefore has to constantly search for the latest trends on the web, magazines, and catalogues, and should also be keen in observing how prominent fashion figures project themselves through the clothes they wear. In addition, we will seek advices from fashion enthusiasts and hire in-house designers who will assist us in keeping up with the current fashion statements.

For the introduction of the venture, EALA will issue the first collection of four designs showing off the brand\u2019s capabilities of producing stylish pants. The designs are flexible enough to match any kind of cut that the customers are openly comfortable with. The designs will include the following:

PS 1 \u2013 pant designed with detailed stitching
PS 2 \u2013 jean designed thru deconstruction
PS 3 \u2013 jean showcasing pocket embellishments and beadings
PS 4 \u2013 jean showcasing pocket embroideries

PantSaloon will introduce new designs and keep up with it by having quarterly themes,
depending on the forecasted demand and clamor of fashion aficionados.
Page 1 of 5
Colors and Fabrics. Since the business is basically selling on the over-all individuality of the

customer, PantSaloon, will offer a wide array of colors of jeans and other types of fabrics used for pants like denim, corduroy, twill and canvas. Colors will be pre-approved by the house designers as they know which colors are matching the kind of fabric.

For denim, we will have stretch and non-stretch. We will also soft and hard jeans. In addition to that, PantSaloon will also offer good kinds of bronzed/metallic jeans, dark-colored and the light colored ones. For twills, an array of such colors, from black to khaki to white, will be from offered. Same thing goes with corduroys and the canvases.

Special fabrics like army cloth and checkered fabrics will also be provided for those who want
an older look.
Product Line. The initial product line will consists of all-jeans collections. PantSaloon will be

focusing on the manufacturing of its core product and will make sure that expertise in such activity will be achieved in the first three years. Variations of pants like shorts and skirts will be offered as well on seasonal basis or if the customer requests for it. The entire jean collections shall revolve in a tagline that will promote personal adaptation of the jeans to the customer's fitting such as: Makers of the jeans specially-made for you.

On its fourth year of operations, PantSaloon will open its array of t-shirts that is in line of the objectives and target market of PantSaloon. It will invest in opening statement-shirt venture where customers can have their personal statements printed on their shirts.

Two years after that, PantSaloon will be opened for jacket-customization. Other merchandise
and accessories, like bags, wallets belts and leather bracelets will be offered as well.

Maintenance of the merchandise and service offerings will be observed and assured through the years. Designs will be improved and updated to make sure that the taste of the moving target market is kept captured.

Augmented Products. Aside from the stylish jeans collections, PantSaloon will also hire

friendly and accommodating trained personnel to make the customer\u2019s experience within the store something to be remembered and repeated. They will be called Jeans Engineers. Such label will give an impression that the personnel are all technically trained to do create the perfect jeans for the customers.

Today, people are much more concerned with the environment and PantSaloon understands that. Thus, our store will only utilize stylish reusable paper bags and not the plastic ones in order to contribute to this cause. Customers do patronize companies that operate with a heart. In recognizing our responsibility to society, this is not to be done for promotions alone but also for the greater good of the community.

Also, PantSaloon will have spacious fitting rooms for comfort, which needed so customers can appreciate the beauty of the product that our store has to offer. Oftentimes, students and young adults do not come alone. They have companions like friends, barked and colleagues with them that's why PantSaloon is putting a waiting area composed of mini sofa and beanbags. Fashion Magazines like GQ and InStyle will be available as well for fashion references.

Almost all major shops accept credit cards and this will be the same for our store. PantSaloon
understands the hesitance of some shoppers in bringing a lot of money for shopping.

Added to that, to make the experience very relaxing and worthwhile, we will also play feel good music. Surround mirrors will also be put up on the walls so potential customers can know right away if the product looks good on them without having to fit the clothes. Promo giveaways such as posters, pocket calendars and key chains will be given to buyers so they can remember our store all the time.

An after-sale service, like alteration, will be offered for free to make sure that the jeans stay fit
to the customer.
B. Place
Page 2 of 5

It is best to put up the clothing store in the area where the business can easily tap its target market. For this particular reason that is why PantSaloon will be initially put up in Katipunan. It will specifically be located in the second level of Drews Bldg, right behind Shakey\u2019s.

One apparent reason for putting up the store in the Katipunan area is that the place is relatively accessible to college students in the higher social strata. Just right outside the store is Ateneo, which happens to be the perfect representation of the target market.

The location also has the ability to pre-determine the clients of the store. Katipunan, among any other areas in Quezon City, has high commercial and residential land value. The target market is centralized in the area, such as those who are residing in La Vista, Loyola Heights, and Xavierville Subdivision.

As a new entrant in a relatively new market, jean-customization, PantSaloon needs to establish a very strong niche first before moving up or outside that niche. For PantSaloon, the locality is of Katipunan is the best place to put the business up as the target market is literally centralized in the area.

EALA Inc. is looking also to the fact that the studentry market is forever active because of the annual entrance of freshmen to the academes. It only means that the market will never be saturated because every year, a group of new students will be replacing the touched market of the graduating students.

PantSaloon will maximize all its effort is tapping the Katipunan market before it actually expands to other communities. EALA Inc. is looking for pursuing an extension in highly urban areas like malls, where the same profile of the current target market is located.

Beyond the ten years of operations, the store will continue expanding to other relatively urbane malls such as Gateway and Glorietta. The group will also consider locating to other parts of the Metro such as Alabang Town Center in the South.

C. Price

Prices are set according to the positioning and image of the brand. Items at PantSaloon will cater to the needs and interests of college students and young adults in the Class A, B and C brackets of the Katipunan area. Survey results have shown that 43% of the total respondents are willing to pay 500 to 1,000 pesos for custom-made jeans. EALA Inc. decided to extend the prices of the more elaborate clothing design to a maximum of P2,500. These price ranges are strategically set to mean affordability against Viktor, while the appreciation of higher price against ordinary shops speaks of higher quality.

Since PantSaloon is a specialty store, we can set a medium-ranged premium in all prices. Mark-up percentages will start at 150% to 300% of the variable costs that will include direct fabric materials and manufacturing labor. The assumed costs are at minimum orders of 30 jeans order in different sizes already. Appliqu\u00e9s and other design materials for the clothes are excluded from the basic manufacturing cost.

D. Promotions
1. Short-Term Promotional Activities and Goals

For the first three years of the business operation, the company will aggressively advertise the brand and products among students and young adults residing within Katipunan area. As much as possible, EALA Inc. chooses to find ways of doing the necessary promotions without having to pay much. The company cannot afford to engage in costly advertising efforts in our first years hence, product offers and gift certificates shall be done to promote the business instead.

Goals for the three months:
\u2022 Establish awareness of the stores existence among residents and students within Katipunan
area
\u2022 Attract initial customers to enter the store, window-shop, and render the PantSaloon service
\u2022 Have the \u201cfirst buyers\u201d spread the good news (word-of-mouth advertisement)

Page 3 of 5

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