Introduction

SUÓT is a Cebu-based partnership fashion brand founded by Elaine Artajo and Annikka Ale-
jandre located at Ramos, Cebu City. Our business uses upcycled fabrics, mostly excess fabrics from
large manufacturers which would likely go to waste. Named after the Filipino word for wear, SUÓT is
a sustainable retail line bringing together the concepts of style and sustainability.

Mission Statement
SUOT aims to lessen the global waste that the fashion industry is contributing by promoting
ethical fashion through upcycled fabrics and sustainable materials, and celebrate the Filipino identity
through heart-woven cloth.

SWOT Analysis
Strengths
• High-quality materials
• Unique production
• Excellent financial performance
• Sustainable and ethical manufacturing
Weaknesses
• Target market are already buying from established brands
• No initial industry connections
Opportunities
• Eco-friendly and sustainable fashion is the hot trend
• Consumers look for great value products
• Many innovative marketing strategies can be applied through social media or PR events
Threats
• Limited design options
• High price point
• Quick change of fashion trends
Marketing Objectives
• to only use 100% recycled or other sustainably-sourced materials
• to be climate-positive across the entire value chain by 2030
• to expand to 20 branches all over the Philippines in 2040
• to be the No. 1 leading sustainable fashion brand in the Philippines

Target Market
SUÓT offers sustainable fashion to young adult men and women, but mainly target consumers
who are attuned to sustainability or wants to make sustainable choices.

Marketing Mix
SUÓT executes the following strategies for each of the 4P’s:

Product
• SUÓT: The range includes everything from casual wear to special occasions and everyday ba-
sics. The brand will have embroidered designs made by our local designer collaborators.
• All clothes from SUÓT are 100% sustainable as it uses natural dyes and refrain from using
zippers and buttons, keeping the style minimal and straight, intended for modern Filipinas and
Filipinos.
• SUÓT will offer sustainable fashion collections and accessories for men and women: necklace,
anklets, bracelets, headscarf and chokers.
• SUÓT will offer classics and on-trend bags, purses, wallets, sandals, and shoes for men and
women.

Price
• Prices are relatively higher compared to other fast fashion brands. This is because SUÓT
sources the finest natural materials to create timeless products. High quality products and con-
siderably higher prices attract the youth and hence leads to increase in sales for the business.
• SUÓT does not offer any discounts for the products being sold. We pay a fair price to our col-
laborators and laborers. You pay a fair price to us.
 Placement
• SUÓT sells its products through its exclusive store located at Ramos, Cebu City. It will soon
branch out to major cities in the Philippines with Manila and Quezon City as our top priorities.
• SUÓT also offers its products through online stores from where the customer can choose from
the list of available products and purchase them through online payment. The products are de-
livered at your stated address. The delivery time is instant and the transportation costs are kept
at a minimum.

Promotion
• Since SUÓT has a wide range of product catering to different segments, it uses multi-channel
promotional strategy (TV Advertisement, YouTube, and Social Media) that highlights the sus-
tainability and eco-friendliness of the products to engage with customers and increase brand
awareness.
• SUÓT will collaborate with local influencers and style icons like Goshen Kyla, Ida Anduyan
and Ashley Garcia to promote our brand and spread our advocacy of creating a positive impact
to the world.

Marketing control
SUÓT will use profit control to monitor its performance.
In 2019 and 2020, the following figures indicated the sales and profit of SUÓT.

2019 2020 Difference

Sales P 3.5M P 5.7M 61.4%
Profit P 945K P 1.6M 59%

Sales increased by 61.4% while profit increased at an all-time high of 59%. SUÓT’s perfor-
mance is consistently high for a local fashion brand.
 REFLECTION

As an ABM student, studying the Principles of Marketing is of vital essence to me because it

can help me equip the skills I need in keeping good connection with customers in a business relation-
ship and in any business environment I am likely to find myself in the nearest future.
In this subject, I learned about the marketing process and examined the range of marketing de-
cisions that an organization must make in order to sell its products and services. I also learned how to
think like a marketer, discovering that the focus of marketing has always been on the consumer. I began
thinking about who the consumer of goods and services is, what the consumer needs, and what the con-
sumer wants. Marketing is an understanding of how to communicate with the consumer, and is charac-
terized by four activities: creating products and services that serve consumers, communicating a clear
value proposition, delivering products and services in a way that optimizes value, and exchanging (or
trading) value for those offerings.
Many people incorrectly believe that marketing and advertising are the same. In reality, adver-
tising is just one of many tools used in marketing, which is how firms determine which products to of-
fer, how to price those products, and who they should be made available to. I got to know the ways that
the marketing departments and independent agencies answer these questions, whether through market
research or analysis. Once a company identifies its customer and product, marketers must determine the
best way to capture the customer's attention. Capturing the customer's attention may entail undercutting
competitors' prices, aggressively marketing with promotions and advertising, or targeting ideal cus-
tomers. The strategy a marketing firm chooses for a particular product is vital to the success of the
product. The idea that "great products sell themselves" is simply not true. Finally, as a marketing cam-
paign prepares for its launch, all the topics addressed in this subject must come together in a formalized
document - the comprehensive marketing plan. By the end of this semester, I became familiar with the
art and science of marketing a product.