A Marketing Plan of

(Do-It-Yourself Art Mugs)

 Executive Summary
Company Overview
• We are ACQUILLA MUGsify, a company which offers a
customized mug for all occasions. Our main branch is located in
XYZ Building 3rd floor, Sanciangko St., Cebu City across University
of Cebu-Main Campus. We started operations last 18th day of
December 2018.
• ACQUILLA Mugsify is an environment-friendly business and is
socially responsible.
 Mission

• The ACQUILLA Mugsify's mission is to provide the customer with

creative and practical graphic mug design work. We exist to
attract and maintain customers. When we adhere to this maxim,
everything else will fall into place. Our services will exceed the
expectations of our customers.
 Product Overview

• Imagine the ability to create a totally custom mug. You choose

the material and style of the mug, and then the image or
graphic you want on your mug. This is the ultimate form of
expression. There are no limits to what you can communicate.
Some people might show their fanaticism for a particular theme,
or you might have a social message or cause on your mug-since
our target market are mostly the age group.
 Store Lay-out

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Customer's Waiting Area
Office Area
Display Area
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 Situation Analysis

• The ACQUILLA Mugsify is just starting up operations. A

well-conceived and executed marketing plan will be
critical to the successes and profitability of the
business. The business offers graphic mug designs for
special occasion souvenirs to middle and upper classes
market.
 SWOT ANALYSIS
• STRENGTH
1. Startup costs for a small firm that is specializing in producing mugs is
low to medium.
2. Quality, service, and wide variety of design
3. Youth oriented brand
4. Excellent human resources (ambience and décor)
• WEAKNESS
1. Increasing numbers of competitors
2. As of now, due to newly established relationships and buying
situations with vendors/suppliers, costs will be higher and initial cash
flow will be low.
• OPPORTUNITIES
1.By offering the option of marketing and operating an e-
commerce site, a larger audience is able to discover the
product whether if the consumer is domestic or
international.
2.strategic alliances with other firms such as coffee shops,
tea shops, which can help to cross promote products.
3.Sure plan to expand in 3 years.
• THREATS
1. A continuous increasing demand in mug printing services
2. Increasing demand brought more competitors
 Market Summary
Target Market

Non-profit Organizations
8%

High Wage Earners

13%

Students
53%

Minimum Wage Earners

26%

Students Minimum Wage Earners High Wage Earners Non-profit Organizations

 Market Needs
• Selection: A wide range of graphic design and visual
communication services.
• Accessibility: All services will have provided from Acquilla'
centrally-located office space.
• Customer Service: The client will be impressed with the level of
attention that they receive.
• Competitive Pricing: Acquilla' price structure will be
competitively positioned.
 Marketing Materials

• Prints/Flyers- to invite qualified clients and customers with the

best of our efforts through giving them flyers and/or brochures
with the products information to read.
 Marketing Strategy

• Promotions- online advertising and event marketing.

• Conversion Strategy- turn prospective customers into paying
customers.
• Online Marketing
• Client Referrals
 Marketing Objectives
• To enhance customer relationship
• To motivate customers about themselves
• To provide fun and entertainment to all customers
• To become known as the premier decorate-your-own mugs
service
• Improve Internal Communications
 Financial Objectives

• Maintain positive, steady, growth each month.

• Reach profitability by the end of year one.
• Continue to decrease the variable costs associated with serving
a project.
• Design and implement strict financial controls to help ensure
success
 Financials

Start-up Expenses:

•₱500,000.00
Start-up Expenses: ₱500,000.00
Legal 3,200.00
SEC Registration 750.00
DTI 500.00
Mayor’s Business Permit 500.00
Barangay Clearance 200.00
BIR Registration 700.00
Bank Registration 550.00
Rental (x6 Months) 150,000.00
Office Space (8x8 sq. meter) 25,000.00
Payroll (x 6 Months) 52,704.00
Employee’s Salary (3 employees) (366.00x12 days) 8,784.00
Insurance 25,oo0.00
Bank Insurance 25,000.00
Logo 1,500.00
Equipment: 170,035.00
Computer Set 33,990.00
Credit/Debit Card Machine 12,000.00
Printer 30,000.00
Air-Conditioning Unit 15,000.00
Photo Mug Press Machine 6,500.00
Transfer Paper 175.00
Sublimation Ink 250.00
Mugs 15,000.00 / 500pcs.
Packing Items 500.00
Sealing Tape 120.00
Furniture 50,000.00
DIY Toolkit 1,500.00
Office Supplies 5,000.00

Utilities (x 6 Months) 41,967.00

Electric Bill 23,214.00
Water Bill 6,753.00
Store Maintenance 12,000.00

Promotional Materials 3,650.00

Brochure 2,500.00
Prints/Flyers 1,150.00

Others 20,000.00
Miscellaneous 20,000.00

TOTAL

468,056.00
We advertise our product through:

Official
Instagram and Facebook Page
: Acquilla Mugsify
Offers various packages,
freebies and coupons..