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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’s 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. 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’ 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. B. Place 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 Drews Bldg, right behind Shakey’s. 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. 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
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are willing to pay 500 to 1,000 pesos for custom-made jeans. EALA Inc. decided to price its jeans from 800 to 1,000 pesos depending on the customizations made on the jeans. Since PantSaloon is a specialty store, we can set a medium-ranged premium in all prices. Mark-up percentages will range from 100% to 150% of the variable costs that will include direct fabric materials and manufacturing labor. 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 first three months: • Establish awareness of the stores existence among residents and students within Katipunan area • Attract initial customers to enter the store, window-shop, and render the PantSaloon service • Have the “first buyers” spread the good news (word-of-mouth advertisement) The store will be opening on January 1, 2007. The first three months will actually be the trial period and all activities will be noted for future assessment. For this period, operations should be personally handled by the owners. It is EALA Inc.'s concern to make sure that the shoppers will immediately notice the store. The interior design of the store itself will serve as an initial “come in” advertisement. Industrial and post-modern look will also be the theme of the store to highlight the 'engineering' of jeans. White and bright, warm lighting shall be used in place to enhance the color of the jeans and project a classy ambience. Experts also said that this kind of lighting makes one more stunning because the natural color of the skin is yellowish. Displays include the prototype designs of the collections and the sample fabric that they may choose from. Framed posters showing patterns as to how jeans are made will be placed around the store. Staff and personnel will also wear shirts that have "Pants Engineer" print to emphasize that jeans that PantSaloon makes are all made especially for the customer. The objective is for the customers to get an idea of the nature of PantSaloon service. What a better way to win over window shoppers and actually convert them to actual buyers! Goals for the second quarter of year 1: • Make noise, have the media press notice the PantSaloon brand • Encourage repeat buying by giving special services • Begin to establish brand equity • Attract prospective loyal customers After the assessment of market response during the first three months of operations, EALA Inc. will launch PantSaloon in a fashion show and concert party. A ribbon cutting to be led by the owners and top fashion celebrities will kick-off the party. Fashion show will showcase three sets of collections from the in-house designers of the store. For this fashion show, PantSaloon will not only use the skinny-type girls and boys as models. EALA Inc. will incorporate diversity in the 'reality' of the actual users of the jeans. This will include the petite type and the chubby types among others. The concert on the other hand will showcase hit bands. The bands' vocalists will wear a pair PantSaloon jeans during their performance. Press and media people from fashion magazine publications and lifestyle TV shows will be invited. MTV or MYX will also be invited to cover the program for a wider media mileage. Goals for the second half of year 1: • Start establishing relationships with the print ad media
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• Develop further the equity and image of the PantSaloon brand At this stage, PantSaloon will begin to implement aggressive marketing efforts by sponsoring photo shoots of leading magazines for college students and young professionals. The initial product line will be seen in the glossy pages of Summit media publications, which include Seventeen and Cosmopolitan magazines and Metro’s Chalk magazine. According to the Marketing Manager of a leading clothing brand, PantSaloon can have the products advertised in this way for free! All we have to do is have the fashion editors notice the PantSaloon brand and promote its products. In addition, the store will begin to offer limited editions of about 10 to 15 pieces of certain items, part of which will be given to famous celebrities and other personalities who are regularly doing modeling stints in the magazines stated. They will eventually serve as the shop’s sort of “free” endorsers. Hopefully by this time, PantSaloon will be seen regularly in the monthly issue of the said magazines. Many are already doing this. It was observed that exclusivity and scarcity of a fashion item particularly when seen on models, increases its desirability especially to the fashionistas among others. Goals for the second and third year of the operations: • Participate in the online and TV advertising campaign • Update the customers and non-customers alike about what’s happening in the PantSaloon boutique • Establish personal relationships with the customers The PantSaloon website will be developed to further inform the consumers about updates on the latest fashion tips and ways of taking good care of jeans aside from the items and promos the store will be offering. The website will also feature a web page for customer feedbacks, suggestions, and requests. Store profile, brand advertising, and pictures and prices of the latest items will be featured as well. There are TV shows that offer free guest appearances of promising entrepreneurs or exposure of newly established stores. Examples are Breakfast Supersize, Wazzup Wazzup and Us Girls of Studio 23. PantSaloon will grab the following opportunities in exchange for free jeans service. 2. Long-term Promotional Activities and Goals Goals for the third year of operations onwards: • Induce repeat buying behavior among customers • Shift from taking on sponsorship deals to being regular advertiser in premier magazines • Gain stronger customer loyalty • Have regular customers anticipate for the store’s latest offers • To continuously capture a larger share of the market • Choose a famous personality model that will best represent the brand image • Have the customers’ trust, appreciation and have them look up to the PantSaloon brand • Achieve a total awareness of the brand among the upper class societies By this time, the group will now have the ability to pay for an entire advertising page on glossy magazines. PantSaloon will continuously conduct fashion shows showcasing the new styles available. Re-launching will be done in the PantSaloon's 4th and 6th year of operation as it widens its product line by offering customized statement shirts and jackets on the said years. PantSaloon will also continue to give commemorative items like notepads and calendars on special occasions. Market positioning customized jeans maker for college students and the young adults offering flexible, unique and creative jeans, and perfect fitting and comfort of the client's choice of cut and fabric
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product Symbol of creativity, uniqueness and expression of individuality Place 2/F Drews Bldg. Katipunan, QC near to target market perpetual growth of the student market price Php 800-1000 per pair middle-ranged premium on prices promotions - launching cum fashion show - marketing efforts for brand awareness - tie ups with fashion and urban magazines and lifestyle TV shows
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