Primadonna

Albano, PrincessAngeles, Roma

Lazaro, Nadine Nicole

Dainty

Feminine

Boyish

AndrogynousFierce

Edgy

Hippie

Sexy

Industry Study

COMpetITORS

COMpetITORS

Celine

- CELINE is currently the leading brand in ladies’ shoes. Celine has more than 60 free-standing stores nationwide.

Figlia

-The premier shoe brand in the Philippines that cater a lot of sister brands of shoes that are predominant in the country.

S

WO

T

STRENGHTS* Efficient stylish retail store

* Variety of products* Promotion (endorser- Anne Curtis)

WEAKNESSES* Price are quite expensive compared to

competitors* Low distribution of branches

OPPORTUNITIES* Women's shopping patterns are familiar

nationwide * Online retail shops

* Increasing number of fashionable women

THREATS* Industry is very competitive

* Increase in online retail shops

SWOT ANALYSIS

Goals and Objectives

expand our market

usher a new era of shoe retailing

be known as one of the leading shoe outlets globally

It’s

Your

Shoe

That

Brings Out

the Best

in You!

Product Development

“PrimaDomina”

“Shoes All You Want!”

Price starts at P499 – P 2,999

Pricing Program

Sales & Distribution Program

First Online Shop!

Advertising Program

Cheska Garcia – 32 years old

“PrimaDomina”

Billboard Details

Location: C5 West Rembo Available on : Feb 13, 2013 (client with no Option to

Renew)

Structure Availability: Existing/ Wall Mounted

Size/Monthly Advertising Fee: 35ft (h) x 40 ft (w)Php 300,000.00 per month

Visibility:Highly visible coming from Market Market going towards Pasig

Terms & Conditions: Minimum contract length of one year, Six months down payment. Excluded of 12% VAT. Production Material and Neon Lightings.

C5 West Rembo

Sales Promotion Program

Primadonna

5%

Additional Projects

Mechanics:1.Like Facebook page, own at least one Primadonna shoes, and follows Primadonna’s Twitter and Instagram accounts.

2.Post original design on the official FB page and the reasons behind every detail.

3. The winner will be picked by the management, endorsers, and social media users.

4.The winner will be receiving 5 Primadonna items.

5.The winner will be given royalties for every purchase her design makes. The best part is, she can name the shoe whatever she wants to name it.

Primadonna Design Contest

Mechanics:1.Like Facebook page, own at least one Primadonna shoes, and follows Primadonna’s Twitter and Instagram accounts.

2.Post a picture and write a caption that best describes both the shoes andyour personality

3. The 10 winners will be picked by the management, endorsers, and social media users.

4.They will each be receiving a pair of Primadonna shoes

Best Picture Contest

Expenses AmountTV advertisement (Commercial)

950,000

Billboard 400,000Advertising agencies

500,000

Posters and Flyers 80,000Research agencies 100,000Image models 3,000,000Total 5,030,000

Investment Plans

Estimates

of

Profitability

Primadomina Prominent Card

Contest Youtube Ad0%

5%

10%

15%

20%

25%

30%

35%

Estimated ProfitVariable Cost

Within 6 months, we are expecting a 10% increase on sales because of our new product line, Primadomina. And by the end of the year, a 30% increase in sales is expected. An additional 35% increase in one year was also forecasted because of our new marketing strategies; prominent card, online contest, and youtube ad. In total, we are expecting a 65% increase of sales with just one year.

We estimated our variable costs as: 20% for the talent fee of Cheska Garcia, and 17% for the supplies, materials, and packaging that will be used for Primadomina, and prices for our contest.