Marketing Plan

MARKETI NG MANAGEMENT
ADMI NI ST RASI NI AGA
POL I T E KNI K NE GE RI BANDUNG
2014
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 1
Group by :
ANT ON S UGI T O WAR DOY O 1 2 5 2 3 1 0 3 9
DI NA I NDAH P UR NAMAWAT I 1 2 5 2 3 1 0 5 0
J UWI T A OK T AVI ANI 1 2 5 2 3 1 0 5 6
T E DY AR AF AT 1 2 5 2 3 1 0 6 8
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 2
Company Profile
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 3
COMPANY NAME :
Dav Fashion

COMPANY ADDRESS :
Jl. Cihanjuang KM 2.45 No. 24 Kota Cimahi

COMPANY DETAIL :
A company that engaged in sale and as a distributor of apparel products. The
products offered there are various types ranging from childrens to adult
clothing apparel.

Vision and Mission
VI SI ON :
1. Become an exclusive and leading provider of branded fashion products.
2. Become a distributor and retail company trusted for its quality.

MI SSI ON :
1. Give the best service to customers and meet their wants and needs.
2. Establish a long-term relationship with customers.
3. Building a strong corporate image and binding as to create a good perception in the
costumers mind.

23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 4
Structure Organization
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 5
Owner Director
Dian
Employee
Kanti
Employee 2
Fira
Employee 3
Cici
Employee 4
Diman
S.W.O.T Analysis


23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 6
Strength

1. Dav Fashion is a store that sells clothing for men, women, adults and children
2. Sell famous brand products
3. Products offered has many varieties and motives
4. Have the same quality as the existing factory outlets in Bandung
5. The price is cheaper in comparison with other Factory Outlet
6. Can buy goods in bulk
7. Dav fashion accept resellers
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 7
Weakness
1. Do not have a tagline and logo to be typical of this store
2. Land is less extensive for the type of product that is pretty much
3. Do not have a clear financial statement
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 8
Opportunities

1. Dav fashion is the only store in the area that have good product quality and relatively
cheap price
2. Has a strategic location on the edge of the capital Cimahi road and located beside
the famous central store Donat Madu.
3. The only retail store selling clothing with famous brand
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 9
Threats

1. Resellers could be a competitor who came in later
2. If the Promotion is not aggressively then sales will not increase
3. If factory outlet know dav fashion sell at a low price, the factory outlets will becoming
threats
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 10
Marketing Strategy (S.T.P)
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 11
Segmenting

Dav Fashion segmentation criteria with the age of the child and adult, male and female.
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 12
Targeting

Housewife is the target customers of Dav Fashion.
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 13
Positioning

Dav Fashion wants to position as a retail children and adults with the prices are very
affordable
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 14
Marketing Mix
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 15
Product

Dav Fashion providing children's clothing and adult products for men and women
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 16
Price

Dav Fashion offer price below the market, because Dav Fashion using the going-rate
pricing
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 17
Promotion
Advertising
For advertising Dav Fashion has not penetrated into the print media
Personal Selling
Dav Fashion is very open to the resellers to sell its products.
Sales Promotion
Dav Fashion clothing having a sale for a product that already exist in the barn too long.
Publicity
Dav Fashion using a communication media such as brochures and pamphlets
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 18
Place

Dav Fashion choose to be located in Jalan Cihanjuang beside Donat Madu.
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 19
Marketing Goals

Creating Brand awareness to the public will be the product of Dav Fashion by improving and
optimizing campaigns.
Provide knowledge about the product to consumers
Increase sales volume Dav Fashion
Expand cooperation with consumers Business to business
Expanding Market Share for similar products
Proficient in market share in regions Cimahi

23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 20
Our Marketing Strategy
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 21
1. Make a new tagline and logo
2. Making and distributing flyers
3. Change banner stores
4. Reorganize the layout of the store
5. Installation of banners
6. Buying a cash register
7. Making bazaar storefronts


8. Provide card member
9. Holding discounts
10. Provide card member
11. Provide social networking websites
12. Making a paper bag
13. Manufacturing a sticker store

23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 22
Member Card
Banner
Logo
Budgeting
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 23
Promotional Cost
BROCHURE :Rp 2.640.000
FRONT BANNER 1PCS SIZE 2x6m :RP 288.000
SPANDUK 4PCS SIZE 1x5m :Rp 480.000
CASHIER MACHINE 1PCS :Rp 3.150.000
CARD MEMBER 3500PCS :Rp 3.500.000
WEBSITE AND DESIGN :Rp 1.300.000
PAPERBAG 3000PCS :Rp 6.000.000
MANUFACTURING A STICKER STORE :Rp 1.800.000
TOTAL :Rp 19.158.000
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 24
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 25
BREAK EVEN POINT (BEP) Adult Clothes :

=

=
22.750.000
450.000.000252.000.000
450.000.000
=
22.750.000
198.000.000
450.000.000

=
22.750.000
0,44

= Rp.51.704.545

TOTAL UNIT TO SELL IN 1 YEAR :
=

()

=
51.704.545
125.000

= 413,6 unit
= 413 unit

BREAK EVEN POINT (BEP) Kids Clothes :

=

=
22.758.000
270.000.000140.400.000
270.000.000
=
22.758.000
129.600.000
270.000.000

=
22.758.000
0,48

= Rp.47.412.500

TOTAL UNIT TO SELL IN 1 YEAR :
=

()

=
47.412.500
50.000

= 948.25 unit
= 948 unit

CAPITAL FROM THE COMPANY : Rp 80.000.000
Conclution

if dav fashion want their capital invested back within a period of one year, then dav
fashion must sell as much product :
Kids : 948 pcs
Adult : 413 pcs
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 26
Thanks for your attention !
23 June 2014 MARKETING PLAN PROJECT | D A V F A S H I O N 27