edf40wrjww2CF_PaperMaster:Desc
DE LA SALLE UNIVERSITY
College of Business and Economics
Marketing Department
Marketing Plan of Bikinky
by La Chica
a Marketing Plan
in partial fulfillment
of the course
MARKPRO – Product Marketing
Submitted by:
Camille Victoria Canlas
Camille Ante
Stephanie Po
Pia Marie Palisoc
Laurice Angeline Tan
Jonreph Tan
Submitted to:
Mr. JL Liongson
April 2, 2008
I. EXECUTIVE SUMMARY
La Chica is a Filipino-made summer clothing brand which sells ready-to-wear and customized swimwear and accessories for women. It aims to reflect the customers’ personality by dressing the swimwear up which suits their style. La Chica is launching its new product line, Bikinky. It is a two-sided bikini which has different designs and partnered with a bottom. It wants to show and explore one’s character.
La Chica wants to unveil Bikinky by it the dissemination of its uniqueness by creating brand awareness through the use of initial events and print ads in magazines. There is a need to achieve to being the preferred brand for bikinis. It wants to provide better customer relations and services. It stresses the need to strengthen its relationship with their existing customers by providing more incentives and benefits. La Chica can look into the profile of their target market to know how they would be able to meet their wants and needs suitably. La Chica invests in research heavily, it conducts focus group discussions and surveys to determine the preference of the target market and to evaluate its promotions. La Chica will invest heavily in promotions like fashion show ...