BENCH MARKETING

STRATEGY PLAN

GROUP 6- 11-BLUE OCEAN

LEAdER:
SANTOS, KRISTINE U.
MEMBERS:
ANdRION, CzARLYNNE JANE
GAdI, MIGGLE PATRISE
RAS, IRA MHAE B.
PARAISO, EUROJEICO
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 TABLE OF CONTENTS

Contents of a Marketing Plan

• Executive Summary ………………………………………………………………………………………….3

• Current Marketing Situation…………………………………………………….…………………………3

• Macroenvironment Analysis 5 forces:………………………………………………………………..4

• Industry Analysis:…………………………………………………….…………………………………….

-Competitive Profile Matrix …………………………………………………….…………………………

-Porter’s 5 Forces of Competition …………………………………………………………………

• Internal Environment Analysis…………………………………………….…………………………

-History…………………………………………………………………………………………………………

-Company Background………………………………………………………………………………

-Organizational Chart………………………………………………………………………………

-Internal Factor Evaluation (IFE) Matrix……………………………………………………

• Target Market …………………………………………………….…………………………

• Product and service Analysis………………………………………………………………………………

-Product Mix…………………………………………………………………………………………………………

-Comparative Marketing Mix………………………………………………………………………………

• Comparative SWOT Analysis…………………………………………………….…………………………

• Marketing Objectives …………………………………………………….…………………………

• Marketing Strategy and Action Plan…………………………..…………………………

• Budget…………………………………………………………………………………………………………

• Conclusion……………………………………………………………………

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 ❖ Executive Summary

INTRODUCTION
BENCH, a renowned lifestyle brand aims to solidify its position as a leading fashion and
lifestyle choice for the modern consumer. This marketing plan outlines strategic initiatives to
enhance brand visibility, engage target demographics, and drive sales growth.

TARGET MARKET
BENCH target market includes7 to 34 yrs old, millennials and Gen Z consumers who value
style, affordability, and social consciousness. Additionally, the brand targets young professionals
seeking versatile and trendy apparel.

CONCLUSION
By aligning marketing strategies with market trends and consumer preferences, BENCH aims
to strengthen its brand equity, drive sales growth, and establish itself as a global leader in the
fashion and lifestyle industry.

❖ Current Marketing Situation

A. Macroeconomics Analysis
Socio-cultural, Demographic and Environmental Forces
• For the industry, it is both liberating and restricting. Businesses in this sector will be able
to develop new products to adapt to the shifting needs and preferences of their
customers, which will boost productivity across the beverage industry as a whole.
However, if the shifts in consumer preferences and tastes become widespread, the
industry may be forced to innovate more, which could have a detrimental effect on
companies who are unable to adjust.

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• The element can be enabling since it will inspire the aforementioned industry to care
more about providing their product in an eco-friendly manner. If used, it will draw in a
wider audience in relation to consumers’ inclination for environmentally friendly items.
However, there’s also a chance that this will drive up costs in some aspects of company
operations, endangering the industry.
• This could be viewed as a danger since businesses in this sector might be compelled to
adopt and implement the concept of employing environmentally friendly products. Thus,
increasing expenses in various areas of company operations is starting to pose a risk to
the sector.

Governmental, Political and Legal Forces

• It is an enabling factor as it allows the business to promote welfare of business
employee thus, integrating values that will improve public image of businesses under the
industry. Maintaining the right of the employees under that industry allows businesses to
flourish and integrate their public image.
• As part of the rules and laws in every country, taxes are imposed to businesses under
trading and manufacturing industries here in the Philippines. As per 2018, Trading
Economics showed that the Philippines got 12% of sales Tax Rate. This is both an enabling
and a threat to the company. Enabling because it provides help to the whole betterment of
the Philippines economy, but also a big threat because instead of using the amount paid
in tax for the other purposes, it is given to the Philippines government instead.

Technological Forces
• It is an enabling factor because it makes it possible for enterprises to use newly
developed technology to operate effectively and efficiently. Faster machinery to produce
raw materials like cotton, leather, and other fabrics, as well as more machinery to boost
the industry's overall production.
• It is a driving force behind the beverage sector as a whole since it will assist business
owners in marketing their establishments online and expanding their customer base.
Consequently, higher profits cause the trading and manufacturing sectors’ productivity to
rise.

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Economic Forces
• It restricts the industry’s ability to raise operating costs as prices rise. Conversely, it
makes it possible for them to charge a premium for their goods. A price increase of this
kind will have an impact on the cost of raw materials, which will have an impact on firms
in the sector because of the fabrics or cloths they will need to make the final product.
Therefore increasing the business’s expenses.
• People have greater disposable income when the economy is doing well. As a result,
people might purchase more apparel. As a result, it benefits the industry as a whole.

Competitive Forces
• Using technology to promote initiatives and adding YouTube advertising to engage
customers.

External Factor Evaluation (EFE) matrix

Legend for EFE

Rating Total Weighted Rating

Highly taking advantage 4 3.26 – 4.00
Moderately taking advantage 3 2.51 – 3.25
Slightly taking advantage 2 1.76 – 2.5
Not taking advantage 1 1.00- 1.75

External factor for BENCH Weight Rating Weighted Rating

Economic Conditions 10% 2 0.20
Consumer Trends 20% 3 0.60
Market Growth Opportunities 30% 4 1.20
Regulatory Environment 10% 1 0.10
Competitive Pressure 20% 3 0.60
Globalization Trend 10% 2 0.20
Total: 100% 2.9

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B. Industry Analysis:

Competitive Profile Matrix

COMMISSION BENCH COMPETITOR H&M COMPETITOR

BRAND A B UNIQLO

Competition factors Weight Rating Weighted Weight Weighted Weight Weighted

and expected Rating Rating Rating
competitive
advantages
Product Quality 0.25 4 1 4 1 4 1
Price 0.20 3 0.60 2 0.40 2 0.40
Competitiveness
Customer Service 0.10 3 0.30 3 0.30 3 0.3
Advertising 0.15 3 0.45 3 0.45 3 0.45
Product Range 0.10 3 0.30 3 0.30 3 0.30
Global Expansion 0.20 2 0.40 4 0.80 3 0.60
TOTAL: 1.00 3.05 3.25 3.0

According to the results of the Competitive Profile Matrix, the market leader is H&M with a total
weighted score of 3.25 points. While the market challenger is Bench and UNIQLO who garnered the same
weighted score with a total of 3.05 points.

On the other hand as we conduct this, all the clothing brands who are involved in the CPM got a
rating of 4 for their Product Quality meaning they are doing their best to provide the best quality of clothes
for their customers. For the prices/affordability of their products, Bench got a rating of 3 because its more
affordable for its price and quality, while H&M and UNIQLO just got a rating of 2 because these brands are
more expensive that only middle – high class could afford to buy their products.

For the global expansion/number of stores worldwide, you can see that H&M got the highest rate
of 4 because H&M operates roughly 3,848 stores worldwide. While UNIQLO only has 2,434 stores
worldwide, that’s why it only got a rating of 3, and only a rating of 2 given to the bench because they only
have 700 plus stores worldwide.

Porter’s Five Forces Analysis

Bargaining • Bench offers a wide range of clothing and lifestyle products appealing
Power of buyers to various customer segments, ranging from casual wear to athletic
(MEDIUM) apparel.
• While there are many options in the apparel market, Bench has built a
strong brand reputation and customer loyalty over the years.
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 • Customers have the power to choose among different clothing brands,
but Bench's competitive pricing and trendy designs contribute to
maintaining its customer base.
• Despite competition, Bench's loyal customer base may mitigate the
bargaining power of buyers to some extent.
Bargaining • Suppliers play a crucial role in providing materials and components for
power of Bench's clothing and accessories.
suppliers (LOW) • Bench relies on suppliers for raw materials such as fabrics, zippers,
buttons, and other components.
• While there may be multiple suppliers available, Bench's long-standing
relationships with reliable suppliers may provide some leverage in
negotiating prices and terms.
• Fluctuations in raw material prices and availability could impact
Bench's production costs and profitability.
Threats of new • While Bench offers unique designs and styles, the fashion industry
substitutes(ME faces competition from various substitutes, including other clothing
brands, fast fashion retailers, and online marketplaces.
DIUM)
• Consumers have the option to choose from a wide range of apparel
brands and styles, including alternatives that may offer similar
products at different price points.
• Bench's focus on quality, design innovation, and brand identity may
differentiate it from substitute products, but changing consumer
trends and preferences pose challenges.
Threats of new • Bench has established itself as a well-known brand in the fashion
entrants industry, with a strong presence in various markets.
(MEDIUM) • The fashion industry is highly competitive, with new entrants
constantly emerging, including online-based brands and niche players.
• Establishing a fashion brand requires significant investment in design,
manufacturing, distribution, and marketing.
• Bench's brand recognition and loyal customer base may act as barriers
to entry for new competitors, but innovative startups and changing
consumer preferences pose ongoing threats.
Existing rivalry • Differentiation through marketing, product design, and brand identity
(HIGH) is essential for Bench to stand out and maintain its market share.
• Despite intense competition, Bench's strong brand presence and
customer loyalty contribute to its ability to withstand rivalry and
continue to thrive in the fashion industry.

C.INTERNAL ENVIRONMENT ANALYSIS

HISTORY
BENCH/ is the Philippines’ largest homegrown Lifestyle and Fashion Apparel branch
that offers premium quality products at affordable prices for everybody, for every day.

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 Throughout the years, BENCH/ has achieved the distinction of setting up shop in
over 600 locations in the Philippines and has built a worldwide network of stores and
outlets, reaching as far as the United States, the Middle East, and China.

Keep up to date with the latest styles and trends when you shop and
#LiveLifeWithFlavor with BENCH/.
Our Vision
To be a recognized world brand
Among the best world brands
Our Mission

When we create, we inspire.

When we make, we innovate.
When we lead, we serve.

COMPANY BACKGROUND
EXECUTIVE CREATIVE DIRECTOR, BENCH

FOUNDER, SUYEN CORPORATION

In 1987, Ben Chan started a small t-shirt shop at the SM Department Store in
Makati.
At that time, “the retail landscape was completely different from what it is today. It
was more local, more intimate, less competitive, and everybody pretty much shopped in
the same place. Filipinos in general were conservative and formal in their fashion sense.”
His casual and sporty approach to clothing, which was ahead of its time, was
almost immediately a hit. It would eventually become the beginnings of Bench, the
fashion clothing line, under the family-owned Suyen Corporation.
Ben comes from a family of serial entrepreneurs. He is the son of Chan Lib and See
Ying, who established Liwayway Marketing Company, which soon became the country’s
leading starch supplier due to its famous flagship product Liwayway Gawgaw (laundry
starch).

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 With his world-class fashion style and hardworking ethic, Bench has become a
leading lifestyle and fashion chain in the Philippines. The t-shirt offerings expanded into a
whole lifestyle store, and into other brands – Human for streetwear, Kashieca for ladies,
Dimensione for furniture, PCX — a cosmetics and beauty shop; as well as Bench Skin
Expert, Bench Fix Salon, and Bench Barbers.
Suyen Corporation is also the local distributor of global fashion brands like Cotton
On from Australia, Vero Moda from Denmark, Under Armour, Aldo, and Cath Kidston; as
well as fragrance and cosmetics lines like Jo Malone, Bobbi Brown, Kiehl’s, and Estee
Lauder.
Bench, which now has a Bench Café in partnership with FooDee Global Concepts,
has also brought exciting global food concepts to the Philippines like Paul Boulangerie,
Maisen, St. Marc Café, Patchi Chocolates, Pablo Desserts.
By 2007, Bench was on its way to global retailing, with established stores in Los
Angeles, Riyadh, Bahrain, Guangzhou, Xian, and Dubai. China remains its primary focus
with more than 27 company stores and 19 franchises.
Looking back, Ben says that, “the Bench story began with SM. Without our first big
break from SM, there would be no Bench.”
“The best thing about having a 30-year business relationship with SM is that we have
grown together in parallel,” he adds. “Together we not only witnessed, but spearheaded
vast changes in the Philippine retail landscape.”
SM and Bench also have a shared vision “of giving Filipino customers a world-class
shopping experience, of constantly elevating the retail game. SM has always been an
innovator in the field, constantly introducing the local market to the latest trends from
around the world.”
Ben’s favorite thing about SM “is their decades-old tagline, ‘We’ve got it all for you.’
Simple, brilliant, timeless, and they have stayed true to these words to this day. That’s why
SM has become something Filipinos cannot live without.”
BEN CHAN AND THE SM STORY
“My most memorable experience with SM was when Mr. Henry Sy personally toured
me around SM North EDSA, the biggest mall at that time. That moment inspired me about
the possibilities for Bench — the SM story reminds you that no matter how small or

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humble your start is, you can achieve greatness, and there are no limits to how big you can
be.”

ORGANIZATIONAL CHART

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Internal Factor Evaluation (IFE) Matrix

Internal factor for BENCH Rating Total Weighted Rating

Major Internal Strength 4 3.26 – 4.00
Moderate Internal Strength 3 2.51 – 3.25
Slight Internal Strength 2 1.76 – 2.50
Not Internal strength 1 1.0- 1.75

Weight Rating Weighted Rating

Selection of Managers, Directors and staffs. 0.20 3 0.60
Orderliness,safety, security and maintenance 0.18 4 0.72
Location 0.16 4 0.64
Quality of Products 0.23 4 0.92
Organizing Products 0.23 3 0.69
Total: 1.00 3.57

❖ Target Market
Bench’s main target demographic consists of teenagers and young adults, usually
ranging in age from 7 to 34. This is also for the Gen Z generation and fashionistas that use
jeans and clothing to showcase their personal beauty.

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 ❖ PRODUCT AND SERVICE ANALYSIS

PRODUCT MIX OR ASSORTMENT

Product Lines Products and Price

Product Variant

• Underwear • Php 3,294

• Tops • Php 576,183
Men • Bottoms • Php 851.106
• Accessories • Php 381.448
• Footwear • Php 1,448.656

• Bottoms • Php 872.017

• Underwear/Loungewear • Php 627.75
Women • Tops • Php 403.217
• Footwear • Php 273.398
• Accessories • Php 273.739

• Fragrances • Php 129.073

• Home & Living • Php 304.145
Body and bath • Hair care • Php 149.248
• Body care • Php 107.136
• Beauty • Php 199.318
• Skin care • Php 133.416
• Baby care • Php 99.769
• Towels
• Php 172.00

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COMPARATIVE MARKETING MIX

BENCH H&M UNIQLO

PRODUCT • Men • Women • Women
• Women • Men • Men
• Body and Bath • Baby • Kids
• Kids • Baby
• Sport
PRICE Penetration Pricing Premium Pricing Premium Pricing

PLACE Areas: Rural,malls and Areas: Urban and Areas: Urban and
urban centers. National National

Outlet Type: Outlet Type: Outlet Type:

SM SM SM
Malls Malls Malls
Robinsons Robinsons Robinsons

• ALABANG TOWN • H&M Clark

CENTER • UNIQLO SM
• H&M
• ALI MALL City Clark
Marquee Mall
• ALTURAS • UNIQLO SM
• H&M
TAGBILARAN City Davao
Bacolod
• ARVO LEGAZPI Annex
• H&M SM City
• AYALA ABREEZA • UNIQLO SM
Baguio
DAVAO City East
• H&M Bataan
• AYALA BAY AREA Ortigas
• H&M Uptown
PARANAQUE • UNIQLO SM
BGC
• AYALA CAPITOL City Fairview
• H&M Aura
BACOLOD • UNIQLO SM
Premier
• AYALA CEBU City General
• H&M Santos
• AYALA CENTRAL Cagayan De
BLOC CEBU • UNIQLO SM
Oro
• AYALA CENTRIO City Grand
• H&M Evia Central
CDO Vista Mall
• AYALA CIRCUIT • UNIQLO SM
• H&M SM City Iloilo
MAKATI Dasmariñas
• AYALA • UNIQLO SM
• H&M Vista City Legazpi
CLOVERLEAF NoMo

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• AYALA GLORIETTA • H&M Ayala • UNIOLO SM
2 Cebu City Lipa
• AYALA HARBOR • H&M Cebu • UNIQLO SM
POINT SUBIC • H&M Seaside City
• AYALA MALLS THE Cebu Marikina
30TH • H&M Ayala • UNIQLO SM
• AYALA MARIKINA Abreeza City MindPro
• AYALA MARKET! • H&M Ilocos • UNIQLO SM
MARKET! Norte City
• AYALA SERIN • H&M ilo ilo Olongapo
• AYALA TRINOMA • H&M The Central
• AYALA UP TOWN Outlets jn • UNIQLO SM
CENTER Lipa City
• AYALA VERTIS • H&M Ayala Pampanga
NORTH Circuit • UNIQLO SM
• BAY CITY • H&M City Rosales
BATANGAS Greenbelt • UNIQLO SM
• BONIFACIO HIGH • H&M SM City Sta.
STREET Makati Mesa
• CASH AND CARRY • H&M • UNIQLO SM
MAKATI Megamall City Sto.
• CINERAMA • H&M Tomas
• CYBERMALL Robinsons • UNIQLO SM
EASTWOOD Galleria City Sucat
• EDSA CENTRAL • H&M • UNIQLO SM
• ELIZABETH MALL Robinsons City
• EVER Ermita Telabastaga
COMMONWEALT • H&M Feliz n
H Town Center • UNIQLO SM
• EVIA LAS PINAS • H&M Festival Dasmarinas
• FAIRVIEW Mall • UNIQLO SM
TERRACES • H&M Lanang
Southmall Premier
• FARMERS PLAZA
CUBAO • H&M SM City • UNIQLO SM
Sucat Makati
• FESTIVAL
ALABANG • H&M Mall of • UNIQLO SM
Asia Mall of Asia
• FESTIVE WALK
ILOILO • H&M Ayala • UNIQLO SM
UP Town Manila
• FISHER MALL
Manila • UNIQLO SM
• FISHER MALL
• H&M Ayala Megamall
MALABON
Vertis • UNIQLO SM
• GAISANO
• H&M North EDSA
CITYGATE DAVAO
Cloverleaf • UNIQLO SM
• GAISANO DAVAO
• H&M San Lazaro
• GAISANO DIGOS
Fairview • UNIQLO SM
• GAISANO ILIGAN
Santa Rosa
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• GAISANO ISLAND • H&M • UNIQLO SM
MACTAN Gateway Mall Seaside City
• GAISANO ROXAS • H&M North Cebu
• GAISANO TAGUM Edsa • UNIQLO SM
• GAISANO TORIL • H&M Southmall
• GATEWAY CUBAO moRobinson • UNIQLO SM
• ISLAND CITY s Magnolia Tanza
TAGBILARAN • H&M • UNIQLO
• J CENTRE CEBU Pampanga Southwoods
• KCC GENSAN • H&M • UNIQLO The
• KCC MARBEL Robinsons Podium
• KCC ZAMBOANGA Galleria • UNIQLO U.P.
• LEE PLAZA South Town Center
DIPOLOG • H&M Sta Venice
• LEE PLAZA Rosa Grand Canal
DUMAGUETE • H&M SM City • UNIQLO
• LIMKETKAI MALL Santa Rosa Robinsons
• LUCKY • H&M SM City Place Naga
CHINATOWN Olongapo • UNIQLO
• MACTAN Central Robinsons
DOMESTIC Place
AIRPORT CEBU Tuguegarao
• MALL OF ACE • UNIQLO
CENTERPOINT Robinsons
KORONADAL • Tacloban
• MALL OF THE • UNIQLO SM
VALLEY Aura Premier
• MARQUEE MALL • UNIQLO SM
• METRO SURIGAO CDO
Downtown
• METROPOINT
Premier
EDSA
• UNIQLO SM
• N.E. PACIFIC
City BF
CABANATUAN
Paranaque
• NAGALAND E-
• UNIQLO SM
MALL
City Bacolod
• NCCC PALAWAN
• UNIQLO SM
• NCCCTAGUM
City Bacoor
• NEO CALAPAN
• UNIQLO SM
MALL
City Baliwag
• NEWPORT CITY
• UNIQLO SM
PASAY
City Bataan
• NORTHSTAR MALL
• UNIQLO SM
ILAGAN
City Butuan
• PASEO DE STA.
• UNIQLO SM
ROSA
City
• PAVILION MALL
Cabanatuan
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• PITX PARANAQUE • UNIQLO SM
• ROBINSONS City
ANGELES Cauayan
• ROBINSONS • UNIQLO SM
ANTIPOLO City Cebu
• ROBINSONS • UNIQLO SM
ANTIQUE City Baguio
• ROBINSONS • UNIQLO
BACOLOD Estancia
• ROBINSONS BIG Mall
R SUPER CENTER • UNIQLO Evia
CAGAYAN DE ORC 3
• ROBINSONS • UNIQLO
BUTUAN Festive Walk
• ROBINSONS • UNIQLO
CAINTA Fisher
• ROBINSONS Parkway
CEBU • UNIQLO
• ROBINSONS Gateway
DASMARINAS Mall
• ROBINSONS • UNIQLO
DUMAGUETE Harbor Point
• ROBINSONS • UNIQLO
GALLERIA CEBU Manila
• ROBINSONS Global
GALLERIA EDSA Flagship
• ROBINSONS Store
GALLERIA SOUTH • UNIQLO
LAGUNA Marquinton
• ROBINSONS Roadside
GAPAN Store
• ROBINSONS • UNIQLO
GENERAL TRIAS Nuvali Sta.
• ROBINSONS Rosa RS
ILIGAN • UNIQLO
• ROBINSONS Powerplant
ILOCOS NORTE Mall
• ROBINSONS IMUS • UNIQLO
CAVITE Robinsons
• ROBINSONS JARO Magnolia
• ROBINSONS LA • UNIQLO
UNION Robinsons
• ROBINSONS LAS Place
PINAS Antipolo
• ROBINSONS LIPA • UNIQLO
Robinsons
Place llocos
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• ROBINSONS LOS • UNIQLO
BANOS Robinsons
• ROBINSONS Place Manila
MAGNOLIA TOWN • UNIQLO
CENTER Ayala Center
• ROBINSONS Cebu
MALOLOS • UNIQLO
• ROBINSONS Ayala Malls
MANILA Capitol
• ROBINSONS Central
NAGA • UNIQLO
• ROBINSONS Ayala Malls
NOVALICHES Central Bloc
• ROBINSONS • UNIQLO
ORMOC Ayala Malls
• ROBINSONS Circuit
PAVIA ILOILO • UNIQLO
• ROBINSONS Ayala Malls
PLACE PALAWAN Cloverleaf
• ROBINSONS • UNIQLO
PLACE Ayala Malls
PANGASINAN Manila Bay
• ROBINSONS • UNIQLO
ROXAS Ayala Malls
• ROBINSONS Vertis North
SANTIAGO • UNIQLO
• ROBINSONS Blue Bay
STARMILLS Walk
PAMPANGA • UNIQLO C3
• ROBINSONS Annex
TACLOBAN • UNIQLO
• ROBINSONS Eastwood
TACLOBAN Mall
NORTH • SM City
• ROBINSONS Caloocan
TAGUM • SM City
• ROBINSONS Tarlac
TOWN MALABON • UNIQLO
• ROBINSONS Alabang
TUGUEGARAO Westgate
• ROBINSONS
VALENCIA
• ROCKWELL
MAKATI
• SHANGRI-LA
EDSA

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• SHOPWISE
AMIGO ILOILO
• SM ANGONO
• SM APALIT
• SM AURA
• SM BACOLOD
• SM BACOOR
• SM BAGUIO
• SM BALIWAG
• SM BATANGAS
• SM BF
PARANAQUE
• SM BICUTAN
• SM BUTUAN
• SM CABANATUAN
• SM CAGAYAN DE
ORO
• SM CAGAYAN DE
ORO 2 PREMIER
• SM CALAMBA
• SM CAUAYAN
• SM CEBU
• SM CENTER
TUGUEGARAO
DOWNTOWN
• SM CITY
TUGUEGARAO
• SM CLARK
• SM
CONSOLACION
• SM DAET
• SM DAGUPAN
• SM DASMARINAS
• SM DASMARINAS
ANNEX
• SM DAVAO
• SM EAST ORTIGAS
• SM FAIRVIEW
ANNEX
• SM GENERAL
SANTOS
• SM GRAND
CENTRAL
CALOOCAN
• SM IMUS

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• SM LANANG
DAVAO
• SM LEGAZPI
• SM LEMERY
• SM LIPA
• SM LUCENA
• SM MALL OF ASIA
• SM MANILA
• SM MARIKINA
• SM MARILAO
• SM MASINAG
• SM MEGACENTER
• SM MEGAMALL
• SM MINDPRO
ZAMBOANGA
• SM MOLINO
• SM MUNTINLUPA
• SM NAGA
• SM NORTH EDSA
• SM NOVALICHES
• SM OLONGAPO
• SM OLONGAPO
CENTRAL
• SM ORMOC
• SM PAMPANGA
• SM PUERTO
PRINCESA
• SM PULILAN
• SM ROSALES
• SM ROSARIO
• SM ROXAS
• SM SAN
FERNANDO
• SM SAN JOSE DEL
MONTE BULACAN
• SM SAN LAZARO
• SM SAN MATEO
• SM SAN PABLO
• SM SANGANDAAN
• SM SEASIDE
CEBU
• SM SORSOGON
• SM SOUTHMALL
• SM STA ROSA
• SM STA. MESA

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• SM SUCAT
• SM TANZA CAVITE
• SM TARLAC
• SM TAYTAY
• SM
TELABASTAGAN
• SM TRECE
MARTIRES
• SM URDANETA
• SM VALENZUELA
• SOLENAD 3
• SOUTHWOODS
LAGUNA
• STA. LUCIA EAST
• STARMALL
BULACAN
• STARMALL EDSA
• STARMALL LAS
PINAS
• STARMALL PRIMA
• THE DISTRICT
MALL
DASMARINAS
• THE DISTRICT
MALL IMUS
• THE OUTLETS
CEBU
• THE OUTLETS
LIPA
• TUTUBAN
• UPTOWN
BONIFACIO
• VENICE GRAND
CANAL
• VIGAN
• VISTA MALL STA.
ROSA
• VMALL
GREENHILLS
• WALTERMART
CARMONA
• WALTERMART
DASMARINAS
• WALTERMART
GAPAN

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• WALTERMART
GUIGUINTO
• WALTERMART
LAGUNA
• WALTERMART
MAKILING
• WALTERMART
NORTH EDSA
• WALTERMART
PAMPANGA
• WALTERMART
PLARIDEL
• WALTERMART
SAN JOSE NUEVA
ECIJA
• WALTERMART
STA. MARIA
• WALTERMART
SUCAT
• WALTERMART
TANAUAN
• XENTRO LEMERY
• XENTRO ROXAS
• XENTRO
SANTIAGO
• AYALA GLORIETTA
• SM AURA
• SM CLARK
• SM MEGAMALL
• SM SOUTHMALL
• ALABANG TOWN
CENTER
• ALI MALL CUBAO
• AYALA HARBOR
POINT SUBIC
• GAISANO OZAMIS
• KCCMARBEL
• KCC ZAMBOANGA
• LIMKETKAI MALL
• ROBINSONS
GALLERIA MALL
• ROBINSONS
ILOCOS NORTE
• ROBINSONS
MANILA
• SM BAGUIO
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 • SM BALIWAG
• SM BATANGAS
• SM CALAMBA
• SM CAUAYAN
• SM DAVAO
• SM LIPA
• SM LUCENA
• SM MANILA

PROMOTION Advertising Campaigns Advertising Advertising

Social Media Marketing Campaigns Campaigns
Influencer Collaborations Social Media Social Media
Event Sponsorships Marketing Marketing
Email Marketing Influencer Influencer
Retail Promotions Collaborations Collaborations
Partnerships and Event Sponsorships Event Sponsorships
Collaborations Email Marketing Email Marketing
Content Marketing Retail Promotions Retail Promotions
Partnerships and Partnerships and
Collaborations Collaborations
Content Marketing Content Marketing
PEOPLE • At every level, BENCH • Fantastic • The logo
employees receive packaging and a emphasizes how
appropriate education. layout on store much it enjoys
The paintings depict a shelves make H&M being a retail store
very modern way of Market easy to and how it closely
living, and BENCH recall. monitors every
collaborates with customer
numerous clothing interaction point.
designers from the And workforce
industry to create trained for the
cutting-edge fashion organization in the
trends. same way that each
new hire receives
training.
PROCESSES •Unique designs inspired •Trend-focused •Emphasis on
by urban streetwear and designs with functional and
contemporary trends. frequent minimalist designs
•Collaboration with local collaborations with with innovative
artists and designers for high-profile fabric technologies.
limited-edition designers and •Research and
collections. celebrities. development of
•Emphasis on •Agile production proprietary fabrics
sustainable and ethical processes to quickly like HEATTECH and
manufacturing practices respond to emerging AIRism.
in select product lines. fashion trends.
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 •Local manufacturing •Global supply •Advanced
partnerships to support chain for scale and manufacturing
communities and reduce efficiency, with a techniques for
carbon footprint. focus on cost- seamless garments
•Exclusive distribution effective and precision-cut
channels for limited- production. fabrics.
edition collections and •Supplier •Investment in
collaborations. partnerships to drive energy-efficient and
•Direct-to-consumer transparency and eco-friendly
online sales to maximize improve labor production
reach and control over conditions in facilities.
brand experience. factories. •Strategic
•Immersive in-store •Omnichannel retail expansion into new
experiences with strategy with markets with
interactive displays and seamless flagship stores in
pop-up installations. integration between major cities.
•Personalized styling online and offline •Partnership with
consultations and VIP channels. third-party retailers
events for loyal •Pop-up shops and to penetrate diverse
customers. temporary retail geographical
•Dedicated customer activations to create regions.
support team for online buzz and drive foot •Minimalist store
inquiries and assistance. traffic. designs with clear
•Responsive social •Trend-driven product signage
media engagement to merchandising with and intuitive
address customer frequent store layouts.
feedback and concerns. refreshes and new •Employee training
arrivals. programs focused
•Loyalty programs on product
and membership knowledge and
perks for repeat customer service
customers. excellence.
•Mobile app for easy •Comprehensive
access to account online help center
management, order with FAQs and live
tracking, and store chat support.
locator. •In-store customer
•Community-driven service stations for
customer forums for returns, exchanges,
product reviews and and product
style inspiration. assistance.
PHYSICAL • Bench markets its • H&M’s packaging • UNIQLO markets
products with fantastic was a striking shade its products in
EVIDENCES packaging and a layout that is easy to recall, gorgeous color-
that makes it easy to and the product coded packaging
recognize on store itself is exquisite that is easily
shelves. The product is and up to date with recognized on store
current trends. shelves. These are
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 really lovely and follows set up on custom
the newest trends. cabinets that were
provided by the
agency and have a
beautiful color
scheme and design
that the customer
can easily
customize.
PERSONALIZATIO • Bench analyzes • H&M utilizes • UNIQLO tailors
customer data to offer collaborative experiences with
N personalized clothing filtering and personalized
recommendations based content-based product
on style preferences and recommendation suggestions and
purchase history, systems to deliver size
facilitated by CRM personalized outfit recommendations,
systems and inspirations and leveraging
recommendation exclusive offers customer data
engines. through customer platforms and
data management predictive analytics
platforms and image software.
recognition
technology.
COMPARATIVE MARKETING MIX (8 P’S)

❖Comparative SWOT Analysis

BENCH H&M UNIQLO
• Reputable brand • Reasonably priced • Distinctive Textiles
STRENGTHS • Diversified business • Wide range of items and Technologies
• Effective marketing plan • Strong online presence • Global exposure of
• Strategically placed • A productive supply the brand
stores chain • Exquisite yet
• A firm with goals • Worldwide accessibility reasonably priced
• A significant portion of goods
the local market was • A cutting-edge
gained. shopping experience
• Excellent marketing • Effective Marketing
abilities
WEAKNESSES • Low brand recognition •Overdependence on • Limited International
with high class citizens Outsourcing Presence
• Their products don't • Controversial Products • Some of consumers
appeal to Class A citizens • Uninspired Fashion are unaware of the
brand
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 • Lack of strong brand
loyalty
• Limited Product for
hot weather countries
• No return and
exchange in certain
products
OPPORTUNITIES • Continuously modernize • Provide tailored • Increase the use of
and create new product shopping experiences to recycled materials and
designs. accommodate individual lower the operational
• Enhance consumer preferences.
carbon footprint.
experiences in online • Collaborate with
marketing. leading social media • Expand product
• Implement a loyalty card apps like TikTok, Shopee, categories beyond
system in both online and and Lazada.
apparel, such as
physical stores. • Enhance consumer
• Collaborate with experiences in online accessories, home
influencers, celebrities, or marketing. goods, or beauty
other businesses to reach • Continuously products.
a wider audience and modernize and create
attract new customers. new product designs. • Collaborate with
anime, movies, or
series.

• Continuously
modernize product
designs.
THREATS • New clothing line of other • Impending Recession • Intense Competition
competitors • Intense Competition • Changing Consumer
• New competitors both • Increase in • Trends
local and foreign Counterfeits • Supply Chain
• Economic threat in the • Rising Operation Costs • Disruptions
Philippines • Trade Tariffs • Sustainability and
• Rapid change in fashion • Global Pandemic Ethical Concerns
• New clothing line • Foreign Exchange
• Risk
• Regulatory Changes
• Dependence on
Physical Stores

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 ❖ Objectives
o Create trendy and stylish clothing to resonate with the target market.
o Produce high-quality garments for ultimate customer satisfaction.
o Expand presence through various platforms and advertising channels.
o Prioritize feedback and offer a wide assortment with excellent service.
o Partner with influencers and innovate in design and sustainability.
o Increase brand awareness by 20% within the target demographic.
o Grow online sales revenue by 30% through enhanced digital marketing efforts.
o Expand international presence by entering within the next fiscal year.

❖ Marketing Strategy and Action Plan

Area of Concern Marketing
Marketing Strategy • Market Development
• Product development
Marketing Tactics and • Market Development
Specific Activities • Explore untapped demographics or regions.
• Identify new distribution channels.
• Enhance brand visibility through strategic
partnerships or marketing campaigns.
• Build More brands in Cities and Provinces

• Product Development
• Introduce new product lines or variations.
• Enhance existing products based on consumer
feedback.
• Innovate to stay ahead of market trends and
competitors.
Resources Needed • Designers for creating fashion lines and styles
• Manufacturing staff for producing garments and
accessories
• Sales associates for retail stores

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 • Marketing team for advertising and promotion
• Capital for designing and producing clothing and
accessories
• Budget for marketing campaigns and brand promotion
• Funds for retail space rental and maintenance
• Working capital for day-to-day operations
• Sewing machines for garment production
• Cutting machines for fabric cutting
• Printing machines for designs and logos on apparel
• Point-of-sale systems for retail stores
• Fabrics for clothing production such as cotton,
polyester, denim, etc.
• Accessories materials like zippers, buttons, and
embellishments
• Packaging materials for shipping products to retail
locations or customers
• Marketing materials such as banners, posters, and
advertisements
Time Frame • Market Development
April 30,2024 – April 30,2025

• Product Development
May 01,2024 – August 01,2024
Accountable Person • Accountable Person for Market Development:
• Marketing Manager or Director, responsible for market
research, strategy development, and implementation.
• Accountable Person for Product Development:
• Product Manager or Director, overseeing the entire
product lifecycle from conception to launch, ensuring
it aligns with market needs and brand objectives.

Evaluation and Control • Monitoring sales performance across different

Tools regions and channels.
• Conducting regular surveys to measure brand
awareness, perception, and loyalty.
• Tracking mentions, sentiment, and engagement on
social media platforms.
• Monitoring competitors' activities, market share, and
strategies.
• Assessing brand visibility, shelf placement, and
availability in retail stores.
Contingency Plan • Establishing alternative suppliers and logistics routes
to ensure continuity.
• Being adaptable to changing consumer preferences
and market trends.

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 • Preparing for crises like product recalls, scandals, or
public relations issues with a communication strategy
in place.
• Building reserves and exploring cost-saving measures
during economic downturns.
• Implementing remote work policies, ensuring
employee safety, and leveraging e-commerce
channels during health crises.

❖ Budget
❖ Conclusion

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