V.

MARKETING PLAN

1. Marketing Mix of the business (4P’s)

a. Product

Perfume is a mixture of fragrant essential oils or aroma compounds, fixatives and

solvents, usually in liquid form, used to give the human body, animals, food, objectives,
and living-spaces an agreeable scent. VL Perfumery intends to deal in all sorts of
fragrances for both sexes and even babies can used our perfume because we are using
hypo-allergenic materials. We offer different kinds of inspired fragrances for men and
women.

For men we have Hugo Boss, Polo Sport, Issey Miyake, Lacoste Red and Cool Water.

For women we have Selena Gomez, Love Spell, Lacoste Touch of Pink, Guess and
Incanto Shine.

b. Price

VL Perfumery intends to produce the best quality of fragrance at a cheaper and

affordable price. We ensure that our packages are categorized so that it would be
affordable to the customers.

Retail Price Dealers Price

Round Bottle 85ml 250 225
c. Place

Since positioning has always been an important element of setting up a business and a
success of business depends on how well you are positioned to be found, VL Perfumery
is located at Isulan Sultan Kudarat. It is accessible and convenient for the customers to
go in the store.

The interior design of the VL Perfumery is uniquely designed by the owner. It has an
ambiance that can attract the costumers and make them comfortable in the shop.

d. Promotion

Instagram Facebook
VL Perfumery promotional strategy will leverage on the below strategies to ensure that
our perfumes are effectively marketed;

 We will used personal selling in which we will empower our marketing team to
engage in direct marketing
 We will social media platform such as Facebook and Instagram to sell our
product.
 We will provide samples anytime we created a new fragrances
 We will offer a buy 2 take 1 promo every 3rd quarter of the month
 10% discounts sale every end of the year

2. Target Market

AGE RESPONDENTS PERCENTAGE

14yrs old & 4 4%

below
15yrs old - 20yrs 20 20%
old
21yrs old – 25yrs 61 61%
old
26yrs old & above 15 15%
TOTAL 100 100%

Percentage
14yrs old & below 15yrs old - 20yrs old
21yrs old – 25yrs old 26yrs old & above
4%

15%
20%

61%
The result of the table shows that the
most customer who buy perfume where on the bond of 21yrs old – 25yrs old and this
implies that in this age is the target customer of the VL Perfumery.
 GENDER RESPONDENTS PERCENTAGE
FEMALE 70 70%
MALE 30 30%
TOTAL 100 100%

GENDER

MALE
30%

FEMALE
70%

The table shows that 70% of the customers are

female and 30% out of 100% are male customer. Therefore, the possible customers of
VL Perfumery are female.

STATUS RESPONDENTS PERCENTAGE

Single 70 70%
Married 29 29%
Widowed
Separated 1 1%
TOTAL 100 100%

Sales
Single married widowed Separated
1%
29%

70%

The table shows that VL Perfumery target customer in terms of status are single who
got the highest percentage which is 70%, followed by married 29% and separated 1%.

3. Partners

VL Perfumery main partner is the Chemworld Davao and Manila since they are one of
our suppliers.
4. PESTEL Analysis

P Political  Government Policy - The one who guide and

direct the business to become successful and
efficient.
 Rules and Regulations – Helps the employees
and the business to be guided in daily operations.
 Tax – The higher the income of the business the
higher the tax it pays.
 Anti-trust law related to chemicals
 Political stability and importance of specialty
chemicals sector in the country.
E Economic  Exchange rate and stability of country currency
 Economic growth rate
 Government intervention in free market and
related basic raw materials
S Social  Culture – (gender, status, norms)
 Attitudes – (health, environmental consciousness)
T Technological  Use of Social media - The business will use social
media as a medium to promote and communicate.
 Internet penetration – As a result it helps VL
Perfumery in improving its quality and delivery, as
well as allowed it to engaged in strategic
communication and marketing strategy.
L Legal  Employment law
 Discrimination law
 Health and safety law
 Permit – legal documents such as business
permit, DTI certified and barangay permit to
operate.
 E Environmental  Attitudes toward and support for recycling
 Conservation – VL Perfumery is eco friendly, and
there is no harmful to environment when the
business will operate.

5. SWOT Analysis

The proposed business used SWOT analysis to show the strength, weakness,
opportunity and threats of VL perfumery.

STRENGTH WEAKNESS

 Ability to sell product online  Limited startup cost

 Competitively priced according to  High transportation cost
industry standard pricing  Brand awareness

OPPORTUNITIES THREATS

 Continued expansion online  Changes in regulations can impact

 Affiliate relations with related business
vendors  Known perfume business and brand
 Development of wholesale loyalty
distribution relationship
 Developing new scents
 Trend of personalizing and
customizing perfume

Supply chain
 Supplier

Manufacturing

Customer Sales Agent VL Perfumery

6. Value Chain Analysis

Business organization infrastructure- VL well have a target number of employees with good
performance to offer in customers.

Human Resource Management – VL well hire employees who have a good character in
doing job and willing to explore inside the business to gain more knowledge.

Technological Development – VL will use technological platform such as social media like
facebook and instagram to engaged in strategic communication and marketing strategy.

Procurement of Resources – VL will have a partnership with its supplier in order to

maintain connection and to continually support each business.

Inbound logistics Operations Outboud Market and Service

processing Sales
 Select  Mixi  VL and
affordable ng of  Ord  VL will its
price of perfu erin focus employe
susuppier me g of in es will
yet good  Bottli raw promo give
quality of ng of mat ting their
product perfu eria and best
offer me ls adver perform
 Stocking of  Label  Sto tising ance in
products ing ckin its produci
of g produ ng
7. Competitors Analysis

a. Direct Competitors

MARKET SHARE
AFFICIONADO BENCH AVON VICTORIA SECRET VL PERFUMERY
2%

15%
25%

18%

40%

It shows in the above mentioned table that the percentage of aficionado is 15%, bench
18%, Victoria secret 25%, AVON 40%, and VL 2%. The result shows that the highest
market share is AVON with the percentage of 40%, which represents the advantage in
marketing strategy of VL Perfumery.

b. Indirect Competitors
 PERCENTAGE
WATSON SHOPEE LAZADA MERCURY VL Perfumery
2%

22%
33%

23%
20%

It shows in the above table that the percentage of Watson is 33%, Lazada 23%,
Mercury 22%, Shopee 20%, and VL Perfumery 2%. The result shows that the highest is
the Watson with the percentage of 33%, which represent the advantage in marketung
stratefy of VL Perfumery.

Business model Canvas

Key Activities Key Partners Customer Value Prepositions

Relationship
 Purchasing  Supplier  Provide a
of raw  Chemworld  Personal quality of
materials Davao Assistance perfume at
 Stocking of  Chemworld  Open for the lowest
raw Manila Feedbacks price as
materials and Concern possible
 Organizing Key Sources  Online Channels
of supplies (Facebook &
 Human  Social Media
and raw Instagram)
Capital such as
materials  Location Facebook and
 Mixing of based Instagram
perfumes  Business
 Aging of Owner
perfumes
 Selling Revenue Streams
 Promoting
 Pricing based on product cost
Cost Structure
Maintaining
the  Sales talk
 Products  Sales agent performance
 Employee’s Salary
Customer Segmentation

 Millennial/ Generation Y
 Generation X
 Generation Z