De La Salle University

Ramon V. del Rosario

RVR College of Business

In Partial Fulfillment of the

Course Requirements for

Marketing Fundamentals
1st Term, SY 2022-2023

Submitted by:

Submitted to:
Schubert Seir Quilinquin

Submitted on:

December 16, 2022

 EXECUTIVE SUMMARY

Mayumi’s Gems designs a line of premium jewelry that includes necklaces and

bracelets. The company intends to use recycled materials to produce new, high-quality

items equipped with GPS (Global Positioning System), which will be marketed to

consumers to boost their confidence and self-esteem. The company's goal is to promote

social good through its influence. Therefore, it will focus on Filipino nationalism,

women's rights, and ecological sustainability.

 TABLE OF CONTENTS

1.0 Situation Analysis 4

1.1 Environmental Analysis (PESTEL) 4
1.2 Industry Study 6
1.3 Competitive Analysis 7
a. Competitors, Product Summary 7
b. Strengths and Weaknesses of Competitors 8

2.0 Company Analysis 10

2.1 Brand Name 10
2.2 Brand Positioning 11

3.0 Market Analysis 14

3.1 Geographic 15
3.2 Demographics 15
3.3 Psychographics/Behavioral Patterns 16

4.0 SWOT Analysis 16

5.0 Goals and Objectives 18

6.0 Marketing Strategy 19

6.1 Product 19
6.2 Price 22
6.3 Place 26
a. Online Store Elements 26
b. Retail Store Elements 29
6.4 Promotions 32
a. Social Media Marketing 33
b. Partnerships with Local Resellers 34
c. Online Selling Platforms 34

REFERENCES 35
1.0 Situation Analysis

1.1 Environmental Analysis (PESTEL)

JEWELRY INDUSTRY

POLITICAL ● Under Republic Act No. 9003, the National Solid Waste Management

Commission (NSWCMC) must provide non-tax incentives to

commercial. Furthermore, industrial establishments that

manufacture environmentally friendly products publish the

long-overdue list of non-environmentally acceptable products and

packaging (NEAPP).

● Labor Code of the Philippines (Presidential Decree No. 442)

● Financing Company Act of 1998 (R.A. No. 8556)

● Anti-Money Laundering Act of 2001 (RA 9160)

ENVIRONMENTAL ● Emergence of climate change due to the use and destruction of

natural resources for manufacturing purposes

● Production of too much garbage or waste beyond the solid waste

management capacity in the Philippines (Department of

Environmental and Natural Resources, 2021)

● The enforcement of mandatory Extended Producer Responsibility

(EPR) and the Extended Producer Responsibility Act of 2022 in the

 Philippines (Raji, 2022)

● Increasing energy consumption providing environmental threats

such as climate change and increasing production of carbon dioxide

SOCIAL ● Environmentally-conscious consumers

● This accessory can be sold for ages 12-70 years old

● Given its uniqueness, Mayumi’s products are distinguishable from

other brands and have multiple purposes for the consumers.

● This can be a trend for jewelry consumers

TECHNOLOGICAL ● The rapid growth of E-Commerce & Related Infrastructure

Development has created great opportunities for users worldwide to

benefit from its services and use them in various ways. The internet

has become an essential platform for disseminating information,

products, and services in today's information societies. People prefer

to use the internet as a transaction tool in different areas, such as

learning, shopping, marketing, travel, trading, etc. (Kabango, 2022)

● Continued expansion for online sales and distribution channels to

reach the target market (Keythman, 2016)

● Growing demand for mobile technology will make wearable devices

less attractive.
 ECONOMIC ● Recession has affected the jewelry industry in terms of its demands.

● With less purchasing power, people buy less jewelry due to income

elasticity.

● For November 2022, the Consumer Price Index for the Philippines is

119. Inflation is 8.0% yearly (up from 7.7% in the previous month).

From October 2022 to November 2022, inflation was 0.9%.

LEGAL ● Social Security Act of 1997 (R.A. No. 8282)

● Home Development Mutual Fund Law of 2009 (R.A. No. 9679)

● Intellectual Property Code of the Philippines (R.A. 8293)

● The Magna Carta for Micro, Small, and Medium Enterprises

(MSMEs), as amended (RA 9501)

● Barangay Micro Business Enterprises (BMBEs) Act of 2002 (R.A. No.

9178)

1.2 Industry Study

Jewelry worn for personal adornment is made of materials that may or may not be

precious (such as gold, silver, glass, and plastic). In the jewelry industry, the goal is to sell jewelry

for looks/fashion, which can also be an investment. Nowadays, jewelry can also be a status

symbol determining whether you are rich and can afford expensive jewelry. Jewelry also is now

accepted by all genders, not only women.

 1.3 Competitive Analysis

a. Competitors, Product Summary

With Mayumi's Gems aiming to be the market's most significant, most trusted, and

environmentally friendly accessories company, other companies could attempt to compete and

imitate the company's products. Besides the possibility that they may provide various options,

the possibility that well-known brand competitors may produce goods comparable to those of

Mayumi at a lower price raises concerns about competition. This could increase market

competition and provide consumers with more options. Correspondingly, Pandora is an

international and well-known brand that could be a significant competitor to Mayumi's Gems.

Pandora is one of the world's most remarkable jewelry companies, with over 6,400

points of sale, including over 2,400 concept stores, in over 100 countries. Pandora was

established in 1982 in Copenhagen, Denmark. It opened its first two Shop-in-Shop locations in

the Philippines in 2011 and has 34 retail concept stores in Metro Manila, Pampanga, and Cebu.

As Pandora seeks to provide its customers with dainty charms to remember significant

moments in their lives, they named their business after the character Pandora who appeared in

Greek mythology and was the recipient of numerous gifts from the gods, including Apollo's gift

of music. The Pandora brand has stood out throughout the years as it creates, produces, and

sells hand-finished jewelry made from premium materials at reasonable prices. Their top

three-selling bracelets are the Pandora's Moments Snake Chain Bracelet, Heart Clasp Bangle,

and Bangle, each worth $89.00, while their most expensive charm is the Pave Brilliant Heart
Gold Charm with Real Diamonds, worth $620. Furthermore, when it comes to Mayumi's Gems

local competitor in the Philippines, this could be the most well-known and affordable brand of

Tala by Kyla (TBK). Tala By Kyla (TBK) was founded in May 2018 by an inspiring 21-year-old

entrepreneur, Kyla Caete, with only Php 20,000 in the capital (Sibal, 2021). The company offers a

variety of accessories, including earrings, necklaces, and rings, in keeping with its tagline, "Your

Sparkle." The designs created by Tala by Kyla are renowned for speaking to her audience's

interests, such as birthstones, Disney Princesses, and Haikyuu! Horoscopes, Barbie collections,

K-dramas, and K-pop, are just a few examples. The most popular Tala by Kyla products are the

Heart Birthstone Collection, which costs ₱ 251. They guarantee that their jewelry will not irritate

the customer's skin because most of it is made of stainless steel, not alloy, which has a color

that will not fade or tarnish in the long run.

Despite how well-established these local and international brands are as rivals, Mayumi

would employ a competitive differentiation strategy as they enter the market to stand out as

the company seeks to provide a line of premium jewelry using recycled materials to produce

new, high-quality items fitted with GPS (Global Positioning System) and become well-known for

their advocacy to Filipino nationalism, women's rights, and ecological sustainability.

 b. Strengths and Weaknesses of Competitors

BRAND COMPETITORS STRENGTHS WEAKNESSES

Pandora ● High brand equity ● Perceived as expensive

(International)
● Strong product portfolio and compared to local,

high-quality designs competitors

● Houses 5,500 employees ● Less visibility due to lack of

worldwide advertisements

● Established around 10,000 ● Only focuses on jewelry

stores in 70 countries

● Provides extensive product

offerings to cater to different

consumer segments

Tala by Kyla ● Offers affordable products ● Products can be low-quality

(Local)
for their targeted consumers and non-durable due to

● Perceived as a “go-to” shop them being more on the

for purchasing gifts affordable-price side

● Offers a wide variety of ● Only known within Gen Z

designs and collaborations and Millennial populations

with pop culture figures and ● Established only one

known celebrities physical branch in the

 ● Offers a wide variety of Philippines

jewelry types such as

necklaces, earrings,

bracelets, and more

2.0 Company Analysis

2.1 Brand Name

Mayumi’s Gems

In line with its advocacy of environmental responsibility, the group created Mayumi,

derived from the Filipino word, which pertains to one's beauty and intricacy. Through

collaboration and teamwork, the group successfully envisioned Mayumi's Gems as a brand that
provides its consumers with exquisite and alluring products that serve many purposes that cater

to daily needs and activities. Concerning its primary advocacy, Mayumi has created jewelry

made out of fish nets which are considered wastes that are composed of synthetic polymeric

fibers such as high-density polyethylene (HDPE), polyethylene terephthalate (PET), or polyamide

(PA). These materials are non-biodegradable and typically neutrally buoyant (Bertelsen &

Ottosen, 2014). Regarding its secondary advocacy, nationalism, this is evident through the

product lines, which take their names from other Filipino words to describe the products'

characteristics and physical attributes.

On the other hand, regarding its artistic aspect, the group used blue as its company color

as it is commonly associated with the ocean. Several shades of blue hues are in the background,

inspired by the sea and its tranquility which emits a calm and peaceful ambiance. As seen in the

middle of the logo, an entity in the shape of a Sirena (an Engkanto), a mythological aquatic

creature with the head and torso of a human female and the tail of a fish, is used as the

centerpiece, commonly seen in Filipino-Folklore. Furthermore, Engkantos classifies as one of

the Bantay Tubig, a Filipino term for mythical guardians of the water (Sirena - Google Arts &

Culture). Once again, relating to its secondary advocacy of nationalism, the group took

inspiration from its national heritage and culture to show patronage and a sense of nationalism
 2.2 Brand Positioning

Unique Selling Proposition Statement

Mayumi’s Gems makes use of the characteristics-based and utilizes application-based

positioning to build customer relationships and brand awareness. According to new research,

characteristics-based positioning involves highlighting a product's various benefits, features, and

critical elements that will keep it at a competitive advantage in an industry. In contrast, use or

application-based positioning involves associating a product with a particular use, whether

functional or emotional (Hopper, 2022). Mayumi’s jewelry and GPS (Global Positioning System)

hybrid, namely the Ari/Arielle necklace and the Rihawani and Hiraya bracelets, will be marketed

as a product that will provide consumers with satisfaction regarding fashion, safety, and

empowerment. The brand will be promoting Filipino nationalism, women empowerment, and

environmental sustainability as their main advocacies in an attempt to promote the betterment

of society. The said advocacies would be evident through the product’s features such as:

- The names of the products that were derived from Tagalog words rooted deeply in the

dialect’s earlier days, specifically the names of Filipino mythical goddesses,

- The designs that are inspired by natural elements and colors that would cater specifically

to women,

- The raw materials that are going to be gathered from wastes or recycled materials such

as old fishnets, wine bottles, etc.,

- And the GPS that will be fused into the accessories to allow location tracking and ensure

safety for those who will wear the said accessories

Perceptual Map

The figure presents the perceptual map formulated for Mayumi’s Gems. The two

parameters or quadrants represent consumers' perceptions of the company’s products. Price

and Value for Money are the labels used to map out the company and its products in the

industry, with a few competitors such as Pandora, Mikana Japan, Unisilver, and Tala by Kyla. As

seen in the figure, Mayumi’s Gems is placed at the High Price, and High Value for Money

parameters for they best describe the company's offerings to consumers. Meanwhile, Pandora,

the closest competitor of the company in terms of Value for Money, is placed in the same

quadrant, slightly being placed higher.

 3.0 Market Analysis

To ensure profitability and brand awareness, Mayumi’s Gems will mainly target the

following:
 3.1 Geographic

Mayumi Gems targets consumers who live in cities and urban areas, as these consumers

are mainly interested in buying high-quality jewelry. The Company has, until recently, only had

the products to deliver within Metro Manila. However, they have expanded to provide products

to nearby metros, Metro Davao and Metro Cebu.

Mayumi Gems has reached more consumers in these areas, which has helped them

grow its market share. The Company can target customers living in the city through geographic

segmentation and deliver relevant marketing promotional tools via social media

advertisements.

3.2 Demographics

Mayumi’s Gems primarily targets women or females aged 18 - 35 who are students,

working students, and working professionals. The products target consumers in the

Lower-Middle Income Class, who earn approximately P19,000 per month, to consumers in the

Upper-Middle income class, who make around P66,640 per month (Albert et al., n.d.)

The Secondary Target Market comprises consumers aged 25-40 and 40-70 years old

whose occupations are working professionals, parents, or retired. Consumers in the

Middle-Income to Upper Middle-Income classes, specifically those who earn between PHP

38,040 to PHP 114,240 (Albert et al., n.d.)

 3.3 Psychographics/Behavioral Patterns

Mayumi’s Gems Psychographic Segment includes consumers who live a fashionable

lifestyle, outdoor lifestyle and Parenting lifestyle, as well as consumers who are young, urban

and have an active social life.

4.0 SWOT Analysis

Mayumi’s Gems

STRENGTHS WEAKNESSES

● Promotes strong advocacies regarding ● Considered pricey compared to local

women empowerment, environmental Filipino competitors / Higher price

concern, Filipino nationalism, and safety offering compared to local Filipino

● Unique, best quality, eco-friendly, and competitors

exclusivity elements of the products ● Limited start-up costs and high costs

offered at competitive prices from suppliers (Keythman, 2016)

(Keythman, 2016) ● Limited flexibility in pricing

● Highly Visible, well functioning, ● Wearable devices tend to have a short

interactive website and online store battery life

 OPPORTUNITIES THREATS

● Production of too much garbage or ● Increasing energy consumption providing

waste beyond the solid waste environmental threats such as climate

management capacity in the Philippines change and increasing production of

(Department of Environmental and carbon dioxide

Natural Resources, 2021) ● Intense competition from

● Continued expansion for online sales and well-established companies, local

distribution channels to reach the target competitors, and retailers, who already

market (Keythman, 2016) have a brand and a niche understanding

● Loyal returning of customers of customer preferences and choices

● New trends in customer behavior can ● Competitors may offer similar products

open up new markets as it becomes an quickly at lower prices

opportunity to build new revenue ● Difficulties in securing retail store

streams and diversify into new product location

opportunities to invest in. ● The economy could change, making it

● An improvement in the economy and more difficult for people to afford to

higher consumer spending will attract purchase luxurious accessories. (Wang,

more customers and boost engagement. 2022)

● A developing market for custom designs, ● Increasing costs of precious materials

one-of-a-kind products, and limited and upgrades in tracking devices could

production items. affect the pricing, leading to using

● The possibility of outsourcing parts of cheaper materials. (Nitisha, 2015)

the administrative details of the ● The time it takes to design, make and

business so more time can be spent on advertise a new collection needs to be

designing and making the products to considered because it could affect

allow others to deal with the collection size and customer interest.

administrative details ● Change in trends of accessories designs

● Most individuals prefer to buy in the market

environmentally friendly items.

● The diversity of skills can be applied to

others within the network, such as

sculpture.

5.0 Goals and Objectives

● To establish a jewelry business with the primary objective of exceeding customers'

expectations

● To give options in the market, giving consumers the highest quality, unique designs, and

customer service

● To promote green apparel, stick to the company’s advocacy to promote Environmental

Sustainability

● To increase Mayumi’s sales by 30% each following year

6.0 Marketing Strategy

6.1 Product

Mayumi’s Gems has brought together the best of the best craftsmanship and design

precision to create a line of designer bracelets and necklaces, and scrap materials are utilized to

produce new high-quality accessories. The company's goal is to transform trash into treasure

and reduce the amount of waste in the sea.

The bracelets and necklaces are 100% recycled and handmade of old fishing nets from

the sea and bottle wine caps. It is a wearable tech in the form of stylish jewelry. It includes a

GPS tracker built inside a pendant connected via an app that tracks the location and alerts

emergency contacts once activated. Mayumi's unique design combines the daintiness and

delicate feel with the minimalist look of charms. The pendants bring a touch of elegance to an

outfit and add a pop of color to any look showing off a sense of style and personality.

Hiraya

Original photo that was used for reference was sourced from @petitgold.ph Original photo that was used for reference was sourced from @petitgold.ph
 “Hiraya” means “imagination and dreamy.” The clouds and air inspire the collection, and

just like the inspiration and dreams from imagination, this line represents an intimate escape

from reality. Each piece is carefully made and formed into a braided waterproof cord made of

old fishing nets, and the pendants are made of bottle wine caps with a GPS tracker built inside

that tracks down your lost friends and family. It also has a metal sliding closure and a

burnt-knotted end to secure the bracelet.

Arielle

The original photo was sourced from @petitgold.ph The original photo was sourced from @petitgold.ph.

The collection "Arielle" is derived from Ari Agbayani, the Filipina Marvel Comics™ hero.

The sea inspires this design. It also has a waterproof braided cord and a pendant with a GPS

tracker built inside and combines a freshwater pearl to bring a touch of elegance. Arielle is more

than just jewelry. It has been designed to create awareness of our oceans' problems and

encourage action to protect them.

 Rihawani

The original photo used for reference sourced from @petitgold.ph The original photo used for reference sourced from @petitgold.ph

The collection “Rihawani” is inspired by a Filipino mythical creature, the Goddess of the

Forests, which symbolizes that she is eternally young and beautiful. The collection started with

the design of empowering women, and the concept is to prevent further abuse of women that

tends to perpetuate more violence against them. The necklace's design is made of Waste

Materials from the sea, such as Old Fishing nets and Bottle Wine Caps, which are 100% recycled

to produce high-quality choker necklaces. It is a waterproof cord and a pendant with a GPS

tracker built inside.

 6.2 Price

Given that Mayumi’s Gems’ products are in their introductory stages or are new to the

market, pricing considerations should include deciding on a high or low selling price. To decide

the kind of pricing strategy, the total cost of the product should be determined, including the

cost of research, design, and labor for production. Although the product was made of recyclable

materials, the cost of the professional labor and the invention price were high because the GPS

was built into the product. Because of this, the business could set a high selling price to recoup

development costs quickly. In connection with this, a price-skimming strategy (Grasset, 2015)

could also be used because it entails establishing the highest initial price that customers will pay

before gradually lowering it. Furthermore, the advantage of applying this strategy to the newly

released product of Mayumi’s Gems is that it boosts profitability by creating a high demand for

the product due to its status as an exclusive and premium item. Additionally, it could not

encounter as much competition in the market because it is too expensive to attract

competitors. Moreover, when the product is already acquired by the majority of people and

market competition increases, the price-skimming strategy, which lowers the price while

maintaining profitability, could be used to motivate the customer to choose the company's store

over a competitor. Then, as time goes on and customers come to recognize Mayumi as having a

prestigious brand image, this price-skimming strategy also contributes to maintaining it and

luring in devoted customers who might be eager to be the first to gain access to or enjoy an

exclusive experience when a new, innovative, or upgraded product is about to be released.

 To estimate a selling price for the products, Mayumi’s Gems will be basing the price on

the industry average, manufacturing costs, and the technology involved in incorporating the

GPS system within the accessories. According to the industry’s average, most accessories are

priced at approximately ₱500 to ₱1,500, considering the most expensive product of local

brands, such as Tala by Kyla, and the cheapest product of international brands, such as Pandora

(Pandora Philippines, n.d.). The company will also use small GPS trackers to be fused with the

accessories, priced at around ₱500 to ₱800 based on what is sold on well-known E-commerce

websites such as Shopee and Lazada. (Lazada, n.d.). To estimate the selling price for Mayumi’s

Gems’ products, the brand will use the Gross Margin approach since most of the factors that

will dictate the starting price would be from the manufacturing costs of the products.

Suppose that one bracelet from Mayumi’s Gems would cost around ₱1,000 to ₱1,500,

with ₱800 being the Cost of Goods Sold at most; the computation for the Gross Margin

Percentage would be:

 Selling Price = ₱1,500

Cost of Goods Sold = ₱800

Gross Margin = Selling Price - Cost of Good Solds

= ₱1,500 - ₱800

= ₱700

Gross Margin Percentage = (Gross Margin / Selling Price) x 100

= ₱700 / ₱1,500

= 0.47 x 100

= 47%

The computation indicates that Mayumi’s Gems would keep 47% of the total revenue for

one bracelet. In contrast, 53% of the total revenue would be used for manufacturing costs or

producing the bracelet.

 To compute the selling price using the Gross Margin approach, the following will be

considered:

Cost of Goods Sold = ₱800

Gross Margin Percentage = 47%

Selling Price = Cost of Good Sold / (1 - Gross Margin Percentage)

Selling Price = ₱800 / (1 - 47%)

= ₱800 / 1 - 0.47

= ₱800 / 0.53

= ₱1,509.43

Therefore, the computation indicates that one bracelet from Mayumi’s Gems would be

priced at ₱1,509.43. With all things considered, the figures provided would only serve as an

estimate of the selling price as factors would be subject to change depending on the

manufacturing costs that will involve the technology to be integrated into the products and the

industry’s average. Due to the decimal point and the number nine (9), the selling price employs

the "charm price" or "power of nine," which, according to Morad (2015), is a strategy that

makes the item appear to be cheaper than it is as they are frequently round to the next lowest

monetary unit. In connection with this, it is a marketing tactic that significantly impacts

consumer purchasing behavior since most customers read mostly from left to right, so they tend

to notice the first number, which primarily influences their assessment of how affordable the

price is.
6.3 Place

a. Online Store Elements

Introduction Page

“Our Story” Page

“Product Collection” Page

“Product Showcase” Page

 The online store website for Mayumi's Gems has a sea-themed design with a soothing

pastel blue background that could provide customers with a cooling or relaxing experience as

they browse the products. The website's home page, which emphasizes the “introductory

page”, has a logo at the top to draw attention to it and establish a strong first impression that

will help customers remember the products. The images of sample bracelets and necklaces are

displayed at the bottom of the first page to make them seem more appealing to customers.

Then, to further entice the customer to browse the product details and look at the items, the

phrases "Put yourself forward with stylish jewelry that's made for you" and "Discover dainty and

timeless pieces from Mayumi's artisans" were added. Additionally, there is an "email us" button

that leads users to send messages of their inquiries and concerns.

Meanwhile, the "learn more" button, would direct customers to the "our story" page,

which presents a succinct description of the products on the following page. The top of the

page has a sea image to signify that the product being offered is made entirely from recycled

marine waste, such as used fishing nets and bottle caps. Moreover, the “get involved'' button

was designed to link users to the business's social media pages on Instagram, Facebook, Twitter,

and TikTok. Next, some of the company's sample products are shown on the "Product

Collection" page, where it is stated that the products guarantee that it is a classic collection with

personalized pieces and regular upkeep. Lastly, the "product showcase" page presents the

images, captivating details, and prices of the three newly launched products, which are the

Ari/Arielle, Hiraya, and Rihawani. Hence, there is also a "search" button, a "cart" icon, and a

"my account" button, that would make it convenient for the customers to order the items.
b. Retail Store Elements
 Mayumi’s Gems is a nature-themed jewelry store that advocates care for environmental

responsibility. The management went for a physical store that reflects the company’s advocacy.

The retail establishment has a spacious and open floor plan, an abundance of natural light, and

furniture that is both sturdy and comfortable. When entering the establishment, the store

welcomes consumers with earthy aromatic tones of sandalwood and amber scents which

ultimately draws consumers in. Moreover, to ensure that the jewelry is shown in the most

natural light possible, without being overly enhanced, the shop will utilize a wide variety of

high-quality full spectrum LED, metal halide lights, and fixtures. To fully tie it in, jazz music plays

in the background to provide a serene experience inside the store. All of these elements come

together to provide a place that is calming, welcoming, and possesses a classic look.

The company sells jewelry crafted out of discarded fishnets that uses blue to represent

the ocean. This symbolizes the eco-friendly advocacy of the establishment. Aside from that,

abaca wood is the main element used for the locals' furniture, further promoting nationalism.
 6.4 Promotions

Mayumi used social media's expanding influence as its

primary marketing strategy. By doing this, the business could

reach a broader audience while maintaining minimal operating

expenses (compared to traditional marketing) and abiding by

the quarantine requirements for COVID-19. Social media has

emerged as the main channel for a variety of business

opportunities as the pandemic causes everyone to remain in the

safety of their homes. Several companies have used social

media to boost awareness of their brands. In order to engage

with potential clients, Mayumi's Gems has established a social

media presence on sites including Facebook, Instagram, Twitter, and Tiktok. These channels are

used as platforms for posting updates and promotions to maintain and improve engagement

from target consumers. The company's website, Shopee, and Lazada have all been fantastic

resources for attracting new clients online. Given that these are the main distribution methods,

it has been simple for the business to interact with and address the concerns of its clients. On

its official social media channels, the business has already uploaded teasers, infographics,

display photo blasts, and high-quality pictures of the products, to name a few. Using efficient

marketing and advertising, Mayumi can increase the likelihood of a bigger profit.
 a. Social Media Marketing

Chen (2019) asserts that influencers can connect with

specific audiences. Influencers will ensure a targeted

audience that is most likely to be interested in the product

reads and engages with the material rather than depending

on thousands of followers. The business created many sales

promotion plans during the COVID-19 issue. To build brand

awareness and promote Mayumi's pilot collection, the

company intends to collaborate with up-and-coming content

producers and social media influencers, particularly lifestyle

influencers like Ashley Garcia, Chelsea Valencia, Aika

Agustin, Bianca Gan, and others. Numerous audiences

interested in entertainment, lifestyle, and information follow

these brand ambassadors. Mayumi's Gems also creates the

opportunity for partnering with resellers and commissioners

who want to support the organization's goals and objectives.

Local firms have more significant potential to grow by

accepting different partnerships. As a result, they gain and

protect the company's marketing success. The company's

product will reach potential clients with these endorsements because these influencers

significantly impact their purchasing decisions.

 b. Partnerships with Local Resellers

Mayumi also makes it possible to collaborate with resellers and commissioners who

want to advance the goals and objectives of the business. By welcoming different partnerships,

local businesses have more chances to reach a wider audience, which benefits and protects the

company's marketing success.

c. Online Selling Platforms

Given the advent of technology improvements, Mayumi

was also able to expand into other sales platforms, such as Shopee

and Lazada. These e-commerce platforms have made it simpler to

manage a company's marketing, sales, and operations, particularly

during pandemic situations, ensuring the safety of both clients

and staff. These platforms have also made it possible for

hassle-free business-to-consumer transactions.

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