III BMM Group 3 Ogcjm Clothing Advertising Plan Assignment 4

UNIVERSITY OF MAKATI
College of Business and Financial Science

BSBA major in Marketing Management
OGCJM CLOTHING
ADVERTISING & SALES PROMOTION PLAN
Presented to
The Faculty of the Marketing Management
In Partial Fulfillment
Of the Requirements for the Degree
BSBA Major in Marketing Management
By
SALUTILLO, JAN DAVE

TOMAS, TRISTAN
SON, MARK ANGELO
TAGATA, MARCO
NIEDO, JASTYNE
VILLAFRANCA, JANINE
CABERTE, MIKAELLA
3B – BSBA – MM
January 2023
“FOR ACADEMIC PURPOSES ONLY”

TABLE OF CONTENTS
Acknowledgment
Approval Sheet
I Introduction ………………………………………………………
II Company Profile and Product …………………………………………………..
III Situational Analysis ………………………………………………………………
Industry Analysis …………………………………………………………………
Market Analysis ………………………………………………………………….
Competitors Analysis ……………………………………………………………
IV Target Market Analysis …………………………………………………………
V Marketing Communication Objectives ……………………………………….
VI IMC Strategies ………………………………………………………………….
VII Marketing Communication Production ……………………………………….
StoryBoard and/or Script ……………………………………………………..
Advertising Production …………………………………………………………
Sales Promotion Production ……………………………………………………
Media Channels …………………………………………………………………
VIII Budget Plan ……………………………………………………………………...
IX Appendices ………………………………………………………………….

Acknowledgement
First and foremost, we'd want to thank Almighty God, the most gracious and merciful,
for providing us with direction, insight, and understanding throughout the development
of this business plan.
We'd also want to thank Professor Ambrosio Yalong, our beloved Advertising and Sales
Promotion professor, for his help, advice, perseverance, and most significantly, for
providing us with a positive incentive to finish this business plan.
In addition, we also want to thank everyone who has helped and encouraged us to
finish the paper, both internally and externally, especially our parents, relatives, friends,
and colleagues. They have given us the best support by providing us with useful
information and inspiration. We would not have been able to complete this project
properly without them.
Last but not least, we are grateful to the members, who are the driving force behind this
business plan. Without their full effort, participation, and recommendations, the plan
would not have been able to be completed.
Creating this business plan is a challenge, but this business plan opens our hearts and
minds to a wider perspective about business. We couldn't have done it without all of the
people who engaged in this paper. With that, we thank all of you from the bottom of our
hearts.

DEDICATION
We sincerely dedicate this work to our ever-supportive families, friends, instructors, and
students, who have always made time to guarantee that we put forth the effort and care
necessary to complete this study. Also, to the members of the group who work
persistently to analyze and work on their parts.
Lastly, to our professor Mr. Ambrosio Yalong for giving her time and energy to teach us
and give us many lessons that we can use and teach to our future people that will study
marketing management. This business plan will serve as a proof and reference for the
future and current students of the University of Makati to mold and hone their skills and
study and to accomplish this task as a final requirement in our subject

I. Introduction
OGCJM Clothing is a clothing business owned by a young entrepreneur Tristan Tomas
who is currently studying at the University of Makati as a College Student taking up the
course Business Administration Major in Marketing Management. Clothing business is
the owner’s long-time dream. Ever since junior high school the owner has already
dream of having a business. OGCJM Clothing is founded not just because of the desire
of wanting to have a business hence, the owner is inspired by the man that he idolized
who is none other than Tupac Amaru Shakur, an American rapper. In line with this, the
owner has come up with the idea of naming the business as OGCJM wherein the
meaning behind it is “Only God Can Judge Me” which is from a song title, composed by
Tupac Amaru Shakur. The owner of OGCJM Clothing is motivated by the mentioned
song that gives courage and hope to move forward a midst the obstacles that may be
encountered along the journey of putting up a clothing business.
The business was established in 2020 alongside the challenges of a pandemic that
devastates people globally as well as the Philippine economy. As per the saying goes
that even in huge problems there will always be opportunities that will rise. In which,
these opportunities had been seen mostly by entrepreneurs, businessmen, business
women, and those other people who always thought of ways on how to improve the way
of living in order to support respective families or on how to acquire dreams that will
provide betterment of the future. The owner of OGCJM Clothing is one of these people
that was mentioned, this brand of Clothing originally want to create shirts that are
designed with a purpose to motivate other young adults to be aware of the issues
currently faced by the country and to be appreciative on the great or positive sides that
every individual possess. The owner believes that this is one way of raising awareness
and heartening strength of individuals who will support or be intrigued by the business.
Products that OGCJM Clothing produced are known for the trademark of having a pro
club inspired shirt structure. The texture of the item is made of 220-240 gsm, 80 percent
cotton and 20 percent polyester that provides comfort to those who will wear the shirt.
At the present time, OGCJM Clothing aims to offer customers a trendy, timely, and
modern street wear designs that are not just suitable to the young adults but as well as
to other age ranges such as the middle aged individuals, due to the fact that the brand
would like to imply that OGCJM Clothing can break this stigma by making the products
available for all ages. In order to let prospective customers feel that street wear styles
aren't just for young adults but it could be for everyone who likes to be in-style. OGCJM
Clothing hails all the way from the City of Makati where most of the businesses are
thriving, specifically the business is located at J.P. Rizal Extension West Rembo, Makati
City.
II. Company Profile and Product
A. Company Profile
Mission
To give passion in styling, to elevate, and to provide the best quality of shirts and
services to our customers.
Vision
To be a well-managed clothing brand, and to operate perfection in every aspect. We
liberate OGCJM from its habit of making your life colorful with a style.
Goals
● To maintain the quality of the shirts.
● To maintain its range where target customers are located.
● Encourage customers for the business’ expansion, growth and promotion.
● To treat customers with high priority in order to meet their satisfaction, needs and
wants in terms of the products offered.
● To strike a balance of the creative business.

History
OGCJM Clothing started with an idea that the owner felt passionate about. The owner,
Mr. Tristan Tomas, was inspired by the story of Tupac Amaru Shakur who served as his
inspiration to push the business through. Mr. Tomas did some research as a new
business owner and a beginner in handling a business. He also researched where to
find a market niche that he could target and focused on as he saw local shirts CEO like
Omar Baliw who also influenced and inspired him to keep on making and producing
products. The owner also invested in quality marketing strategies wherein he engaged
in creating promos and being a sponsor, to help the business off the ground. As things
started to take off, the owner made sure to stay focused on his goals while keeping on
moving forward. The clothing business was difficult to handle considering that there
were numerous competitors but if one focuses, do what he/she wants, make it off the
ground, everything will be in its right place at the right time. As Mr. Tomas said, “Look
Mom, I made it.”
B. Business Description
The business is named as OGCJM CLOTHING. It is located at JP Rizal Ext. West
Rembo Makati City, Metro Manila. The business is made out of two to five employees
only. The proponents accept orders from nine o’clock in the morning to ten o’clock in the
evening (9:00am-10:00pm) daily. The business offers quality shirts at an affordable
price.

Business Structure
CEO/OWNER
Figure 1
Figure 1 shows the business structure of the business. The business is managed
mainly by Mr. Tristan Tomas who is also the CEO/OWNER of the brand and is co-
managed by Ms. Allyssa Kim Benedicto who served as the president of the brand. Both
the proponents also handle the preceding positions and responsibilities which are sales
and marketing, and service delivery. All products were monitored and handled by Mr.
Tomas which made him the product manager as well.
C. Nature of Business
OGCJM Clothing is a start-up clothing retail business wherein customers can buy from
its online social platforms. This business is created to provide a clothing line that is not
limited to a specific age group. OGCJM Clothing strives to break the stigma of ageism.
Since the industry defines what an individual should wear by shaping what they think
and feel is age-appropriate, restricting individuals from expressing themselves through
fashion mediums such as clothing. With this, OGCJM offers modern streetwear and
stylish clothing designs suitable even for other age ranges .

D. Name of Business, Logo, and Tagline
● Name
“OGCJM CLOTHING“
The name of the business “OGCJM” is an abbreviation of the phrase or line “
Only God Can Judge Me” which comes from a song by a famous rapper named
“Tupac Shakur”. The name itself and where it’s from is one of the inspirations of
this clothing line, which is the hip-hop style in the 90’s which is an era where
Tupac Shakur is very famous and influential. The name also gives a statement
that this clothing line would want to portray that “only God could judge how I
represent myself and the fashion and clothes I wear” meaning we are free to
wear whatever we want and that no other people should be able to dictate
whether our outfit is good or not especially if it makes us feel good about
ourselves.
● Tagline
“LOOK MOM I MADE IT”
The tagline of OGCJM clothing “ Look Mom I Made It” is the business owner's
homage to his story of how he strived and persevered through the hardships of
life. The owner wanted to make his tagline a statement where he could proudly
say and declare the things he has achieved to his mom which is his source of
strength and motivation.

● Logo
Figure 2
Figure 2 shows the logo of the business. The logo of OGCJM Clothing is heavily
inspired by the fashion and aesthetic of old school hip-hop. The font of the logo is an
example of graffiti fonts that was used and is still currently being used in modern hip-
hop fashion. The color of the logo is just a simple black and white it give off an angsty
vibe and which could be very bold yet minimalist. A simple text logo is such a great way
to make the brand stand out due to how it can give a unique vibe to the brand and
would make it easier for customers to identify.
E. Products Offered
OGCJM Clothing line was founded with the intention of creating high-end, stylish
clothing for men, women, children, and young adults. Their clothing is inspired by
streetwear style of clothing, it's the reason why the shirts are oversized and have a
stylish look that can be used in informal occasions. They have a capable quality
assurance team in place to make sure that all of their clothes meet and even exceed
their customer's expectations because they are aware that quality is a crucial
component in helping them market our brand.

Figure 3. Products and

shirt sizes
F. Target Market and Business Location
Target Market
As OGCJM offers a clothing line, the business will appeal to a wide target
market. Since this business targets a wide age range, anyone can be a potential
customer. This product will mainly target wage earners, but anyone can purchase
this as long as they are willing to pay for the set price. OGCJM Clothing is
distributed nationwide.

Age All ages will do
Gender No specific gender
Family Small, Large, and Extended Family
Location Nationwide
Income To all wage earners
Occupation Non-employed and/or Employed
Religion All religion
Table 1
Business Location
The OGCJM warehouse can be found in JP Rizal Ext. West Rembo Makati City, near
West Rembo Elementary School. The business started in 2020. The business owner
chose an online store and has been offering his products to his customers through his
Facebook page because people weren’t able to go outside due to the pandemic. Now
that we are slowly going back to normal — the business owner is planning to go back to
his first plan; to build a physical store. Nowadays, the trend is to support locally made
shirts and he firmly believes that his clothing line, OGCJM, is a great example, because
it offers a product, particularly shirts, with an affordable price and high-quality standard.
Figure 4

G. Business Objectives
Short term Goals
● ‌To improve business productivity
Productivity is a critical factor in business growth. For a small business, this not
only helps in its sales and revenue, but also in the growth of the existing
customer base. Being productive in business is one of the goals of the business
owner because it also means that he can keep up with the industry he belongs to
or he can outshine the competitors he has.
● ‌To increase social following and engagement
In today's time and generation, the importance of the positive impact of social
media on a clothing line should be given more attention. When the business has
a lot of social following and engagements, it boosts the rate of opportunities that
can help it because the number of people that may want to buy the product he
offers increases, which is one of the aims of the business owner.
● To reduce business overheads
The short-term goal that works best for small businesses is this one. Reducing
overhead costs can help the business become profitable. It is necessary to
conduct a thorough study of the operational costs associated with running a
business in order to determine how to cut back without negatively impacting
business functions. Becoming paperless, particularly using technology, and
paying off debts are the best short-term solutions for the business owner to
lessen it.
● To increase prices
Increasing prices can help in improving the profitability of the business, even if
the sales volume declines. This is because price increases directly impact a
business' bottom-line profits. With this, the business owner has to provide his
consumers an explanation. The business owner may also take advantage of the

pricing change to reiterate the practical benefits he has to offer. Additionally, a
thorough justification might improve his relationship with his consumers.
● To build rapport with the manufacturers
A crucial short-term goal is to build relationships with his manufacturers. If he has
strong connections with them, they are more likely to meet his needs in terms of
the production process and be more inclined to cooperate with him. Being fair to
them and paying them on time would probably be appreciated. As a result, they
could take further measures to assist the business owner with unique projects.
Long term Goals
● ‌To remain a profitable business
One of the important goals that he should have as a business owner is to have
income, whether it is a clothing line or any type of business. For a business to be
called profitable, the income of the business owner must be greater than its
expenses for the production process. Earning profit in the business means that
the business is growing and meeting all its needs and it is not possible for a
business to continue if it does not make a profit.
● ‌To achieve brand recognition
As a business that is part of the fashion industry, one of the major goals that the
business owner must achieve is brand recognition. This is because consumers
are willing to pay more for a product with a well-known brand, even if it has the
same product and quality as other shops. Making individuals aware of thhis
brand will boost his chances of producing leads and sales and it will also help in
dominating the market, especially if he targets appropriate consumers.
● To identify consumer trends
It is very essential to stay relevant if the business owner wants his clothing line to
be successful. One of the focuses on the long term goals of a clothing line is to
achieve this. This means that he must constantly monitor changing consumer
trends and their impact on his business. Knowing what consumers will possibly

want in the future will also help in predicting what they will want today, which will
help in maintaining a high level of demand while generating profits.
● ‌To open physical stores
Opening marketable locations for his business can help him when it comes to his
financial status because it will increase his capacity in terms of production and he
may even have a new set of customers as the product will be introduced to a
broader audience. The ability to target new consumers can greatly help in
generating revenues. It's a huge achievement for the business owner if he could
open different marketable locations for his business.
● To launch a new product
A single product or service can't be relied upon for a long period of time. That
being said, the business owner should innovate his business to ensure its
stability and expansion. If he does not have several product lines, he should think
about launching a new one. A long-term goal might be to provide those new
products. Expanding his line of products can boost his business's earnings and
expand his customer base. He can find new products his business might
eventually offer in the long run that will help him guarantee the future of his
business and attract new clients by communicating to his current customers.

III. Situational Analysis
A. Industry Analysis
We all know the modern-day Filipinos' clothing style and fashion sense have been
influenced by their native ancestors, Spanish colonizers, and Americans, as evidenced
by the chronology of events in Philippine history. In addition to the aforementioned
factors, Filipinos now conform their way of dressing as a result of the influence of what
is shown by the media on television, fashion shows, and so on. For climatic reasons,
modern Filipinos prefer to wear T-shirts with maong (jeans) trousers for men and skirts
for women. The Americans introduced the "jeans and T-shirts" look to the Filipinos.
The fashion industry
The fashion industry has been continuously growing over the years, yet it is an industry
that was greatly affected by the COVID-19 pandemic. The fashion industry has gained
interest and attention due to the continued growth of the global fashion industry and
brands. The global clothing and apparel market has achieved $758.4 billion with a
Compound Annual Growth Rate (CAGR) of 7.5% from 2014. In addition, it is projected
to increase up to 11% with $1182.9 billion by 2022. Having the fashion brands that
consistently ranked in the top 100 brands in the world, the fashion industry has
experienced changes over the years that led to significant success. One of the brands
that have successfully responded to the market demands and fashion trends were Zara,
BENCH, PENSHOPE and H&M. These brands became one of the drivers of the fast
fashion industry that has successfully encouraged the market to spend.

The fashion industry in the modern world.
Fashion has a history of breaking boundaries. The fashion industry is looking to the
future with its new trends and concepts. From the development of the sewing machine
to the emergence of e-commerce, the fashion industry has always been at the forefront
of innovation. In the upcoming years, the fashion industry will experience a great
amount of innovation as a result of new technologies and shifting consumer
preferences. Fashion is progressive and forward-looking, just like technology. According
to CB Insights' Industry Analyst Consensus, the fashion industry will rank among the
largest in the world and be worth more than $3T by the end of the decade. And now
more than ever, fashion technology is developing rapidly.
Brands will need to change how they design and market apparel to make it function in a
digital environment because the future of fashion is happening online. Fashion retailers
must adopt internet shopping strategies as more consumers do so. In addition to
altering Covid-19 rules, consumers increasingly favor the speed and convenience of
internet buying, even if it prevents them from physically trying on clothing. Future-
proofed fashion firms that are most likely to succeed won't just provide their products
online; they'll also design an immersive digital shopping environment that includes
elements like virtual fit and sizing tools, showrooms, and stylists.
The actual fashion trends themselves will also be simplified. Fashion designers have
scaled back their styling in favor of cozy loungewear and apparel that works for sleeping
and living because many people work from home and social isolation is expected to
continue for some time. It's conceivable that basic, comfy clothing will endure even after
the pandemic. Customers and providing a unique experience will be the main priorities
in the future of fashion. Although the industry is always changing, future advancements
will result in a more efficient, sustainable, and customer-focused industry.

B. S.W.O.T. Analysis
Strengths
 Unique and Exclusive Clothing Pieces
The designs of the products offered by the business owner are from his creativity.
Those are original and are not a copy of any other brand.
 Limited Competitors in the business owner’s area.
The business owner does not have many competitors because only a few people have
this type of business in their area.
 High Quality Products
The texture of the offered products are made of 220-240 gsm, 80% cotton and 20%
polyester that is very comfortable to wear.
 Wide Target Market
This clothing line business appeals to a wide target market because it does not target
specific age groups. It can be worn by anyone of any age.
Weaknesses
 No Physical Store yet
In having a business, one of the essential things the business must have is a physical
store because it connects the manufacturing of goods to the end consumers. There
would be a lack of physical interaction between the seller and the buyers if there would
be no store that consumers can visit themselves.
 Changing Fashion Trends
In the very competitive fashion industry, numerous brands compete with one another to
be the first to introduce new trends to the market. All they need to do is to be prepared

and ready to embrace the latest fashion trends because the business would probably
lose sales and revenue if they didn't.
 Entering New Markets
New markets and customer segments must always be targeted by this kind of business.
It's because different age groups make up their target market and fashion trends are
constantly changing. Uncertainty in the environment and unexpected market reactions
are undeniable facts.
Opportunities
 To expand by building a physical store
The OGCJM is only using online platforms to market its products. Building a physical
store will enable them to attract more potential customers, as not many people can see
and on online media. Also, having a physical store will help them engage with their
customer to create a good customer experience that can increase customer loyalty to its
brand.
 Partnerships with other clothing brands
Affiliating with other clothing brands can assist the business in enhancing its brand
reputation. It can also help the business gain revenue as it will be introduced to a larger
audience, enabling them to gain a possible shopper.
 Collaboration with famous influencers
Collaborating with trusted and famous influencers can help them increase their online
visibility, as influencers usually have multiple social media platforms, which can serve
as a gateway to acquire a broader product promotion.
 Expanding the business offerings by developing a new product line
Developing a new product line can enable the business to keep up with the increasing
competition and changes in customer preferences. Also, offering new products can help

the OGCJM to widen its target audience and improve customer loyalty as the customer
can have more options in purchasing the product offerings in your business.
Threats
 High Competition
The clothing industry is massive and highly competitive. There are hundreds of clothing
brands that compete with one another, each with a small share of the market. The
industry is also expanding rapidly, so we can anticipate an increase in competitiveness
in the future.
 Well-known brands
There are many established clothing brands in the market, and competing with them
and gaining market share would be extremely difficult. They have such a loyal customer
base that you must follow them to stay in the market.
 A rapidly changing customer trend in the clothing line industry
Changing fashion trends in the clothing business may hinder the company's growth and
performance. It makes no difference how stable your market position is in the industry
because you will lose market share if you are not prepared for new trends, which
illustrates how vulnerable the clothing industry is to trends.

C. Competitive Analysis
A competitive analysis is a technique that entails researching the current and potential
rival companies to learn more about their goods, sales, and marketing strategies. This
enables a company to pick up knowledge from other companies vying for its prospective
clients. This is crucial in identifying a competitive advantage that generates long-term
profit. In the Clothing industry. There are competitors that we are going to face locally
and internationally. Below are the lists of some of the competitors worldwide with their
company descriptions:
1. HIGHMINDS (Local)
The owner of the High Minds clothing line is a Fliptop
battle rapper Omar B. Manzano also known as Omar
Baliw. He innovates and elevates street wear designs
and helps other clothing lines by collaborating to rise
up in the Philippines. The High Minds collaborated
with the Daily Grind apparel, Secret Fresh, this makes their business sales higher
because High Minds is now a big brand name and well known nationwide. They started
their business in 2014 and within just three years the business started to be well known
and spread all over the country and supported by the people who adopted the hip hop
culture and fashion. The biggest rise of High Minds clothing line is not just because of
good endorsement of famous local rap artists, but also the quality and the market
strategy they used to have a high profit and yes it was supported by the Filipino people
to local products.
Strength

 Strong heritage brand
 Strong brand name due to its long history
 Product lines which are in high demand
 Target a wide range of customers
 Has a lot of store branch
Weakness
 Too dependent in trends
 Counterfeit of products
2. DON’T BLAME THE KIDS (Local)
Don’t Blame the Kids Apparel Co. or DBTK is the by-
product of a dream, vision, and multiple businesses
that was once handled by brothers Emil and Vince
Javier. With remarkable messages and unique
artistry in each piece they produce, both of them
were able to reach out and highlight the youth in
every person they came across and positively influence those who believe in what they
do. DBTK has never stopped moving forward and has continuously evolved by further
cultivating their relationship with every individual alike and the community as a whole.
Strength
 High Quality Products
 Independent in whole product production
 Excellent customer service
 Wide range of markets
 Emerging markets

Weakness
 Partners evolve like models and sponsors
 High stock rate
 Limited Employees
3. Daily Grind (Local)
Daily Grind as “OG’s”, the term becomes
different. It’s a sign of respect, yes for the
work they have done but also for their
resilience and continued commitment to
creating streetwear that remains relatable and wearable to this day. They started the
Team Manila brand in 2005. They concentrated on making merchandise based on
Philippine Culture and everything they love about Manila. During that time, if you
wanted to sell your brand, a Shopping Mall or Department store was the best way to go,
and some of the brands that they benchmarked were the usual famous Filipino brands
inside the dept store.
Strengths
 Financial Growth
 Well-known product
 Global presence
 Strong brand personality
Weaknesses
 Many strong competitors
 Many substitute competitive products

IV. Target Market Analysis
Comfort comes first for those who choose to wear streetwear apparel. This
comprises adolescents, young people, and some older adults who are looking for
more casual clothing options. Streetwear clothing has become more popular as
opinions around how to dress for the outdoors have shifted in recent years.
The specific target market that the owner will serve are those people who prefer casual
clothing, including the following:
 Adolescents and Young People
Young individuals under 25 make up the majority of streetwear clothes purchasers. The
target demographic for streetwear aesthetics is also not the wealthiest. These people
have relatively low annual incomes. However, that does not imply that they lack funds to
purchase local brands.
 An older generation or Millennials
The age that comprises this generation is from 25 up to 41 yrs old. Since this business
is not limited to a particular age group, OGCJM puts the older generation as their
possible prospects in their business. The business owner believes that there is no age
limit in showing your style and ages like this are not too old for streetwear which is a
stigma that this business wants to eliminate in the fashion industry.

 Working class
The OGCJM puts this as their target market, as a social class can affect the buying
behavior of an individual. Working class segments are one of the most lucrative market
segments for many businesses as they have the purchasing power to buy and patronize
your product. With these, they are one of the main target prospects of this business.
V. Marketing Objective Communications
OGCJM BRAND OBJECTIVES
 Provide high quality products at an affordable price.
 Achieve profit within the year.
 Offer great customer service.
 Providing a service or a product online.
 Consistent of increasing customers per year.
Advertising and Promotional objectives
OGCJM CLOTHING will try out the promotional which the target market we’ll had is that
we should test it on a subset of our target audience. We'll test different versions of our
new products, the structure, and our presentation. The advantages of testing will give us
early insight into the response rates and margins we employed in our break-even
analysis for that specific promotion. Testing will also assist us in implementing good
ideas while excluding the less successful ones.
 We will compare the outcomes of our promotions, do analysis, monitor
responses, and calculate profitability to make sure they are good or it has passed
our expectations.

 We will make sure that our advertising or promotional will be insure that it can
help us to gain more profit:
 We will create a survey for our customers and for their people we can reach to
make our advertising more valid.
 Preparing for a capital to make our advertising more efficient.
VI. IMC Strategies
Sales promotion
A sales promotion is a marketing strategy in which a business OGCJM uses a
temporary campaign or offer to increase interest or demand in its product or service and
here are some of the strategies they uses.
 Bundles
Just like discounts, Product bundling can increase the profits and sales of individual
items over time. OGCJM CLOTHING uses this strategy by grouping their items together
which can make their customers buy more than one product during a single purchase,
which may increase their average order value. As you can see in the picture OGCJM
uses this type of strategy effectively and definitely brought good results to the business.
Personal selling
• Transactional Selling
Transactional selling is useful because it results in quick sales that clear space for new,
more attractive products. OGCJM release a new product every month that will trend and
fit the customer's style. And also, by offering fresh and unique designs that are on the
cutting edge of trendy, young people will be flocking to obtain a piece of clothing.
• Solution Selling
Solution selling emphasizes how our product can meet the needs of each customer.
OGCJM focuses on the product's value to the customer and the outcomes it can
provide. We also gain customer loyalty and satisfaction because when we release a
new product, they are the ones who buy it again.
Direct marketing
Social media marketing
OGJCM originally sell the products through social media platforms particularly on
Facebook and the marketplace since our company began due to the pandemic until
now, because in this day and age, it's better to buy online than go outside. We have all
experienced many people these days who mainly use mobile phones. As a result, our
company has a great impact in promoting and browsing our products through social
media.
 Facebook

Facebook being the most used social media app allows marketers to take advantage of
advertising. OGCJM markets our brand using its tools. One of the most popular tools on
the Facebook Page is where businesses can share information like their address,
contact information, products and descriptions. Our brands can use this tool to boost
their online presence and gain more customers.
 Websites
A website can help our business to build brand awareness. One of the major
advantages of having a website is that it is accessible to anyone, anywhere, anytime.
Even during non-business hours, customers can access your website and avail of your
services or get the information they need, which is one of the key elements of the
importance of a website in the business.
- Shopee
Selling on the Shopee marketplace proves very beneficial to the sellers like our
business. With its zero commission rate on sales, the seller keeps all of the profit from
his or her efforts. OGCJM is using the Shopee app to provide easily accessible
communication channels between the seller and the consumer for customer concerns,
reviews, complaints, requests, and other inquiries. OGCJM can gain the buyer's trust
through these reviews and comments, leading to more sales.

Social media marketing
 Facebook
Users can connect with people online by creating free profiles on the website Facebook.
It enables users to share their own ideas and opinions along with images, music,
videos, and articles. OGCJM currently uses Facebook as its main platform to advertise,
sell and communicate with customers. Since Facebook allows sharing of videos and
photos, the social media platform allows the company to publish product videos, teaser
photos, as well as the actual products. Through this platform, the company can also
utilize its live feature which allows the company to communicate with its customers in
real time.
In addition to the main website, OGCJM uses the mobile messaging app Facebook
Messenger which is used for group chats, instant messaging, and sharing of images,
videos, and audio files with customers directly.
 Twitter

Twitter is a platform for microblogging. a service that allows users to keep in touch and
interact quickly and frequently. Tweets are posted by users and can include text,
images, videos, and links. These messages can be found via Twitter search, posted on
a user's profile, and forwarded to followers. OGCJM plans to use twitter as a social
media advertising platform to expand its visibility among potential customers. Twitter will
enhance the individuality and awareness of the brand. The ability to disseminate
information rapidly and initiate conversations with its target audience is one of Twitter's
top marketing advantages. The audience would then value the brand’s tweets and
material and, ideally, spread it to their followers.
 Instagram
Available on iPhone and Android, Instagram is a free picture and video sharing app.
When using their service, users can post photographs or videos to share with their
followers or a small group of people. One can use Instagram to promote new items and
increase brand awareness. 130 million Instagram users interact with shopping-related
content each month. Instagram gives businesses the opportunity to advertise their
namesake and products in a warm, genuine manner without pressuring clients.
OGCJM will also enter Instagram by focusing solely on marketing via visuals. The brand
will create appropriate strategies to create visual concepts that shall complement the
image of the brand while also being aesthetically pleasing to the eye of the viewers.
Instagram's visual focus is by far its biggest edge over other social media sites.
Instagram is the best platform to display that content because the company profits from
the product's design. Instagram also allow users to directly purchase from the shop
through the application.

Public relations
OGCJM: Limitless
OGCJM: Limitless is a marketing campaign that will be utilized by OGCJM which allows
the customers to create their own statement shirts every quarter of the month. This will
enable the customers to express their personal sentiments through OGCJM products.
This initiative aims to encourage customers to wear whatever they want and to express
themselves with the help of the brand.
This campaign entails two different versions. The first version is an activity that can be
done only online. OGCJM will be releasing a link where they can download canvas of
shirts and shorts where they can personally and digitally personalize. Once done,
customers are encouraged to post it online with the hashtag #OGCJMLimitless. To
commemorate the campaign, OGCJM will then be choosing five (5) designs to produce
for sale in a limited period of time.
The second version is an activity wherein OGCJM will be releasing a shirt set that is
ready for customization. The set will include a plain shirt produced by OGCJM, and
heat-transfer designs and letters that could be personally placed by the customers. This
allows the customers to express their ideals and creativity through their purchased
product.
This initiative of OGCJM wants to create a cultural movement towards personalization
by giving the customers a prospect to exhibit their creativity and to also make a change
in the clothing industry by involving the customers’ perspective into product sales while
also being budget-friendly.

Sponsorship
 In-Kind Sponsorship
OGCJM is available for In-Kind Sponsorship, specifically Prize Sponsorship. OGCJM
will provide participants with specific goods with the brand's branding. This might
increase attendance at the event and give it the opportunity to market the brand to its
target audiences. The things could be given away or awarded as prizes to the event's
winners. OGCJM focuses on pageants, large-scale events at schools or universities,
and fashion-related events.
 Promotional Partners
OGCJM is currently working with a few individuals that have substantial social media
followings and hopes to work with more in the future. These online celebrities can
spread the word about the company to their individual fan networks. The majority of
these social media stars can be found on Facebook, YouTube, Instagram, and Tiktok.
Free OGCJM items will be sent to the selected personalities in exchange for
promotional films, images, or content on their personal social media pages.
 Branding
This sponsorship will allow OGCJM to display their logos at events. This could be done
and displayed through signages, the event personal social platform, videos, event slides
and even to clothing. Since OGCJM is a clothing brand, the brand can also volunteer to
produce the clothing (i.e. jersey, organizational shirts, committee shirts and contestant
shirts) displaying the event's title and logo with the brand's logo.

VII. Marketing Communication Production
Storyboard
Scene Scene Scene
Scene Scene Scene

Scene Scene Scene
Scene 10 Scene 11 Scene 12
Sales Promotion Plan
 Print Advertisement
This poster we have made is to have a sales promotion which it can be used as a
advertising for our media channels. The reason we made this poster is to show all the
shirts and quality that the OGCJM clothing made for past two years, it serves as an

appreciation post for the consecutive years they produced quality shirts. The poster
shows all of the shirts that they produced in the past 2 years and how great they are. All
of these shirts were made in different colors and designs, so that customers could
choose their favorite ones. We also gave a brief description about each shirt on there,
so that people would have an idea of what kind of shirt they are going to get from us.
We also included pictures of our customers wearing these shirts that we produced, so
that our customers could see how great their products look like on them. Moreover, this
will also help us in promoting our clothing company more among our competitors
because we have a lot of good quality clothes that people can buy from us without
worrying about not being able to wear them or having them ruined by water damage or
other things caused by careless handling by.
 Bundles
OGCJM Clothing releases its bundle sale this November. This Bundle Sale is a great
opportunity to boost the sales of our products. The bundle deal will help us sell more
products, as well as spend less on marketing and delivery. We can put multiple release
shirts together and promote them as a single product rather than marketing each

product separately. The bundle sale is also good for our business because it will allow
us to get rid of old stock that we do not need and can use the money to buy new stock.
This bundle sale will surely get customer's outfits ready this Halloween and the
upcoming Christmas. The bundle sale is a great opportunity to make their wardrobe
more stylish and trendy. The bundle sale is from November 1-30, 2022. This means that
if they buy three shirts, you'll get them for only 1000 pesos. There are many different
bundles available for sale. They can choose from our selection of shirts or go for a
bundle that includes shorts and stickers. It's a great way to get affordable clothes
without breaking the bank.
 Design Wars Completion
We believe that hosting a competition is a great way to promote the OGCJM brand.
Competitions are a way of brands putting this business out there and getting its
consumers involved within the business. This can lead to increased brand awareness, a

drive in product or service usage and often leads or sales. With that being said,
OGCJM Clothing will be having an online competition which will allow customers to
showcase their skills in designing their own shirt that will be the new design for our next
release. Customers will have to submit an entry of their design and it will be judged by a
panel of judges. The top 3 designs from each category will receive free shirts from
OGCJM. The winners will also get a chance to meet the owners in person and get their
designs printed.
Media Channel
 Social Media Platform
Social media is a channel of communication that uses the internet. Users can engage in
conversations, share information, and publish content online via social media platforms.
Social media is used by billions of users worldwide for connection and information
sharing. In terms of business, social media enables the business owner to interact with
his audience, gain and analyze customer feedback, and enhance his brand.
Facebook

The most widely used social network is Facebook, which receives over 2 billion monthly
users, which is why the business owner, Mr. Tomas, thought that this social media
platform would be his focus for promoting his business online.
 E-commerce Platform
An e-commerce platform allows businesses to sell products and services online. E-
commerce platforms enable the unification of core business processes, allowing
businesses to gain complete visibility across their organization and, ultimately, meet the
expectations of their most valued clients.
Shopee

Shopee is one of the most popular and leading e-commerce shopping platforms across
Southeast Asian countries, offering a wide range of products. The owner, Mr. Tomas,
utilizes this platform as he sees it as an opportunity to promote his product. Nowadays,
many consumers engage in an online platform such as Shopee, and conducting
business through this media channel can be helpful, especially for start-ups like
OGCJM. Furthermore, using this platform is one of the valuable tools that can allow the
business to connect and sell its products to a larger audience.

III BMM Group 3 Ogcjm Clothing Advertising Plan Assignment 4

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III BMM Group 3 Ogcjm Clothing Advertising Plan Assignment 4

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UNIVERSITY OF MAKATI

College of Business and Financial Science

Of the Requirements for the Degree

BSBA Major in Marketing Management

SALUTILLO, JAN DAVE

“FOR ACADEMIC PURPOSES ONLY”

II Company Profile and Product …………………………………………………..

III Situational Analysis ………………………………………………………………

Industry Analysis …………………………………………………………………

Market Analysis ………………………………………………………………….

Competitors Analysis ……………………………………………………………

IV Target Market Analysis …………………………………………………………

V Marketing Communication Objectives ……………………………………….

VI IMC Strategies ………………………………………………………………….

VII Marketing Communication Production ……………………………………….

StoryBoard and/or Script ……………………………………………………..

Advertising Production …………………………………………………………

Sales Promotion Production ……………………………………………………

Media Channels …………………………………………………………………

VIII Budget Plan ……………………………………………………………………...

“FOR ACADEMIC PURPOSES ONLY”

of this business plan.

providing us with a positive incentive to finish this business plan.

properly without them.

would not have been able to be completed.

“FOR ACADEMIC PURPOSES ONLY”

persistently to analyze and work on their parts.

study and to accomplish this task as a final requirement in our subject

“FOR ACADEMIC PURPOSES ONLY”

OGCJM Clothing is a clothing business owned by a young entrepreneur Tristan Tomas

course Business Administration Major in Marketing Management. Clothing business is

encountered along the journey of putting up a clothing business.

these opportunities had been seen mostly by entrepreneurs, businessmen, business

II. Company Profile and Product

services to our customers.

To be a well-managed clothing brand, and to operate perfection in every aspect. We

● To maintain the quality of the shirts.

● To maintain its range where target customers are located.

● Encourage customers for the business’ expansion, growth and promotion.

wants in terms of the products offered.

● To strike a balance of the creative business.

“FOR ACADEMIC PURPOSES ONLY”

business owner and a beginner in handling a business. He also researched where to

Mom, I made it.”

The business is named as OGCJM CLOTHING. It is located at JP Rizal Ext. West

evening (9:00am-10:00pm) daily. The business offers quality shirts at an affordable

“FOR ACADEMIC PURPOSES ONLY”

Tomas which made him the product manager as well.

and feel is age-appropriate, restricting individuals from expressing themselves through

stylish clothing designs suitable even for other age ranges .

“FOR ACADEMIC PURPOSES ONLY”

D. Name of Business, Logo, and Tagline

The name of the business “OGCJM” is an abbreviation of the phrase or line “

“LOOK MOM I MADE IT”

strength and motivation.

“FOR ACADEMIC PURPOSES ONLY”

would make it easier for customers to identify.

component in helping them market our brand.

“FOR ACADEMIC PURPOSES ONLY”

Figure 3. Products and

F. Target Market and Business Location

“FOR ACADEMIC PURPOSES ONLY”

Age All ages will do