Chapter 6.

Marketing Plan

6.1 Market Size

 Name of Barangay
1075 P. Campa Street, Sampaloc, Manila, is located at barangay 468
 Size of Barangay
The location covers approximately 15550 squared meters that is near Univiresties.
 Number or Population
The population In this location is around 2,500 people
 Number of Target Market
The business is new in this field but they make sure that they will give the high quality
furniture yet affordable that the consumers needed. As stated in the financial plan of the
business they assume that out of 100, 7% of the potential customer will buy the product
and it will increase 2% quarterly. Based on the financial plan the sales of the business
for the whole year is 8,726,760.00 pesos.

Figure 1. Target Market

6.2 Target Marketing
 Segmentation
Demographic Segmentation
The Chair covers from students and adults who live nearby, for their location is around
the University Belt, which is within the city that is accessible to everyone.The benefits of
the product is that it is a multi-functional and has many uses that is advantageous to
University students and adults especially the ones who live in dorms, small homes and
the one who need to maximize space in their homes.
Psychographic Segmentation
Some of customers prefer different design of furniture like bright colors and design that
inspired by the culture of different countries. In this circumtancesThe Chair is open for
customization to give the satisfaction of the customers and to give them the comfort
they need.
Behavioral Segmentation
The Chair will target First day of school as they will have more customers because most
of the students will badly need the 3in1 comfortable chair since that’s the start where
the student will have a lot of paper works. In addition The Chair will give discount,
package deal and sales during Christmas season because the 3in1 comfortable chair is
for everyone and this product is a must especially for students.

 Targeting
The business is located at 1075 P. Campa St. Sampaloc Manila where it surrounded by
students which the target market of the business. The location was chosen because it is
surrounded by dorms, bedspaces and apartments where students live. It is a good
location for our target market is around the area, which The Chair has an opportunity to
get known by the people. Most of the students owned a studio type apartment so they
need a furniture that has many uses but with an affordable price.The reason why
students and employees is target market of The Chair is because, The Chair offers a
3in1 chair which consists of study table, organizer undearneath and the chair itself
where students or employees can do their assigned task in a comfortable way.
 Positioning
The Chair has the useful product that can offer to students who lives in dormitory. This
product is multi-functional, affordable, eco-friendly and cultural retention. As part of our
business’ vision and mission we will ensure our customers satisfaction in our product
unlike other funiture company their customers are not satified with their product
because it expensive yet uncomfortable. The design of furniture is inspired by the
culture of the Philippines because The Chair wants to promote the culture of the
Philippines and to show the beauty of the Philippines. It’s also eco- friendly because the
when the furniture is delivered to the customers, it has a seed inside the box so the
customer can plant it in their backyard. This furniture is fits for everyone because it has
many uses.
6.3 Competitors
 ATS home furniture
Over the years, Rizal Avenue also known as Avenida, as one of the city's busiest place
to trade goods and offer services. Here you can find various type of items such as
electronic gadgets, quality watches, pants and shirt, various appliances and etc, you
name it "Avenida" have it. As one of the oldest known for trading wholesale and retail
nationwide here in Avenida. ATS HOME FURNITURE trading from home appliances to
office furniture
 Jecams Inc.
Jecams Inc. is a producer and manufacturer of office furniture systems, chairs, tables
and other office furnishings. With our recent accreditation of PCAB , our company is
offering office fit out and turnkey projects, numerous projects have been completed.
Offering a complete solution to office productivity and creating an efficient environment.
We believe in a good design workplace can elevate morale and improve productivity of
people and promote the image of the company. A handful of satisfied clients attest our
dedication to work and passion to serve our clients better.
 Prime Wood Furniture
Prime Furniture Shop is located at 1085 A. Maceda St, Sampaloc, Manila, 1008 Metro
Manila. Customers can contact them through this number (02) 8742 0465. Primewood
Furniture is a sole ownership of Marlon Sumilang, a son of RomualdoSumilang owner of
Sumilang Furniture Shop. It establish Last September 5, 2012 and operates Monday-
Sunday 7am-6pm. It was a Franchise operation Under the supervision of Sumilang
Furniture shop. 
6.4 Marketing Mix
 Product
The Chair offers multi-functional furniture like 3 in 1 comfortable chair, etc. The 3in1
comfortable chair consist of study table, organizer underneath and the chair itself. Also
the design of this furniture is inspired by the culture of the Philippines to promote the
beauty of the country. The business chose to offer multi-functional furniture to help the
consumers to save space in their studio apartments or dorms. The Chair is open for
customization so the customers can have their desire design and size of the furniture.
 Price
The price depends on the furniture that customers desire but The Chair make sure that
the price is reasonable and students can afford since the target market are students
using studio type apartment. Also, The Chair make sure that the material used in
making furniture is high quality with a very affordable price. The cost raw of the raw
materials for 3in1 comfortable chair is 2,500 pesos including the labor fee ad utility.
Since the business is new The Chair add 50% as a mark up that is equivalent to 875
pesos. So the orginal price of the 3in1 comfortable chair is 3750pesos. If you compared
to other furniture shop this one is more cheaper than other but The Chair make sure
that it has high quality material used to make the furniture
 Place
The Chair chose 1075 P. Campa St. Sampaloc Manila, Sampaloc Manila as location
because it's near condo, schools, dormitory and u-belt. The location is so perfect
because it is surrounded by condo owners, students and employees that owned studio
type apartment only. It will be easy for The Chair to get customers since it is surrounded
by their target market.

 Promotion
The business used social media accounts to promote the company because it will be
easy for them to catch the attention of the consumers since most of the consumers uses
social medias. Also The Chair will give fliers and brochure to the people around the
location, In this way the people will have an idea or information that is relevant in the
business. Lastly, The Chair will also give a loyalty card for those customers who buys
furniture, this is an exchange for them for being loyal in purchasing furniture in The
Chair. The card will have points and it can be used as discount in their next transaction.
 People
The Chair will make sure that their employees will undergo trainings to enhance their
skills. Also The Chair will make sure that they will practice good attitude and good
communication to the co-employers and customers, so customer will have a good
feedback towards the company.

 Process
To make the customers much comfortable they can communicate with the salesperson
of the shop. The first step they will do is the customer can desire his/her desire furniture.
Secondis the sales person will talk to the carpenter to do the desire furniture of the
customer. Third is after the carpenter do the furniture, the salesperson will show it to the
customer and if the customer is not satisfied with the outcome the carpenter will do it.
Lastly, if the customer is finally satisfied with the outcome of the furniture it will deliver to
the customer with care.
 Physical Evidence
The Chairs product is filipino inspired, it is covered with woven fabric which shows the
traditional filipino culture. The chair is designed modern that is suitable for young people
or students. In the shop of The Chair it has a mini office where the customer and
salesperson can negotiate about the desire furniture of the customers. In the shop it
also has different models of furniture so the customers can see different furniture that
The Chair offers. The furniture will placed inside the box including the seeds that the
customers can plant. The box also consist information about the business and the logo.
6.5 Unique Selling Proposition
The Chair’s product has a unique feature when it comes to its design. Also, The Chair
aims to save space in apartments or dorms, so they offer a furniture that has many uses
such as a chair that you can use as an organizer and study table. The Chair is different
form other furniture shop because The Chair helps environment that other furniture
shop don't have and The Chair also promote filipino culture which is more interesting
because most of the furniture shop today is promoting modernization.The Chair
believes in and supports local manufactures. Everything they offer has a simple yet
elegant design and craftsmanship promoting modernization with the touch of the Filipino
culture. Get the most out in your productivity, especially when it comes to doing some
paper works. Besides in providing great products and service, advanced styles of
furniture’s are what we compose, formulate and assemble that works with you
physically, emotionally, mentally and with your body’s natural chemistry.
6.6 SWOT Analysis
6.6.1 Strength
 The Chair is located around u-belt wherein it's accessible to our target market
which is students.
 The product that The Chair offers are high quality and useful yet affordable in
price.

6.6.2 Weaknesses
 The Chair is a new established furniture company competing against well-known
companies.
 The business is only open on Monday, Tuesday and Wednesday, unlike other
companies.
 Single location
6.6.3 Opportunities
 When a customer is satisfied with our product, our company can be known and
spread out through word of mouth.
 The store is located at the University Belt which holds a great opportunity to get
known and be sold to students.
6.6.4 Threats
 Since the company is new to the industry, they are not sure if they can have
sales for their product and business is not yet known to the people.
6.5 Promotional Strategies and Implementation
 Online Advertising
The Chair will advertise twice a week on social media sites such as Facebook and
Instagram to easily communicate with the customers. It will also help The Chair to
become a well – known furniture company through social media. This way it can also
help the customer to order through online if they have no time to visit the actual shop.
 Print Ads
The Chair will give fliers and brochures around the University Belt to their target market
so the people will have informationthat is relevant to the business. It will also give an
ideaof what type of furnitures that The Chair offers.
  Giving loyalty card
The Chair will give coupon to their customer, this coupon will have a points if the
customer will buy furniture. The points that the customer will earn can be use as
discount to the next transaction of the customers.
 Point of Sale Promotion
The Chair will have a sale twice a year. Sale is very eye catchy for every customer. To
boost the sale of the product and to make the product more attractively. The Chair will
promote a Sale in their store.
 After-Sale Customer Survey
The Chair will conduct a survey to their customer after Sale. Reaching their customers
through telephonic calls or emails or text messages to know about their experiencing
shopping in your store. It makes your customers believe that you care for them. Your
customer’s feedbacks can help you to improve your business. It will improve the image
of your business.

6.6 Business Logo

Figure 2. Logo of the Business

The business logo of The chair is composed of a symbol of a chair that shows our
business. Next is the company’s name which is chair. And they chose the white color for
the background because it has a positive connotation and can used to signal of safety.
In logo design, white is the most often used to convey cleanliness and purity.

6.7 Tagline
Discover a new level of comfort
The chair became the tagline of the company because The chair believe that our
company discover a new level of comfort for the consumer of The chair. The owner of
The chair believe that it is important to give a comfort and help our customers to be
happier.
Nazareth School of National University
Senior High School Department
School Year 2019-2020
Accountancy and Business Management

THE CHAIR

Group 1:

Alcuriza, Brendan James

Aquino, Trisha Geevan
Hatap, Jonelha Nicole
Ignacio, Maria Bianca
Rebagos, Angeline
Tamayo, Diane Christine
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