La Consolacion College

Manila
REINVENTING EDUCATION OF THE FUTURE

BASIC EDUCATION DEPARTMENT – SENIOR HIGH SCHOOL

Marketing Plan
In
CRAFTERIA

SUBMITTED BY:
Farrah Mae M. Lacdao

SUBMITTED TO:
MS. IRISH S. BURCE

March 6, 2017

Table of Contents

Cover Page………………………………………….………….….…….………….………..1

Table of Contents………………………………….………….….…….………….………..2

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

The Company………………………………………….…….………………….…………..4

1
Brief History…………………………………………….….………………….…………….5

Vision/Mission………………………………………….………………….….…………….6

Products/Service Offerings…………………………….………………….……………..7

Situational Analysis……………………………………………………………..………18

S.W.O.T…………………………………………………………………...……...………..22

Marketing Goals and Objectives……………………………………………………….24

Marketing Strategy……………………………………………………………….……….25

Brand Positioning……………………………………………………………..….………26

Pricing Strategy…………………………………………………………………….……..27

Advertising and Promotional Strategies……………………………………….…….30

Marketing Budget…………………………………………………………………….…..35

Tactical Implementation…………………………………………………………….…..36

Appendices…………………………………………………………………………….….38

2
I. EXECUTIVE SUMMARY

Crafteria is made to encourage people regarding of arts and creativity. It is to

spread awareness and vitality of everyone’s artistic side. Crafteria is in the process of

being the home of creativity for local creative art enthusiast people and to be able to be

known for it, we would like to make use of social medias to raise the awareness of the

target market. Tarpaulins and leaflets are going to be distributed among the areas

surrounding the target market. Mouth advertising is also our strategy to fulfill consumers

curiosity regarding our business. The estimated annual budget for our marketing

strategies is P40,000.00. Our marketing objectives includes filling the store with high-

end efficient products that is authentic to the market’s standards, building image among

the general public through social media after launching, to satisfy target market’s

curiosity regarding what our business is through social media awareness and mouth

advertising, be able to get quick feedbacks from the customers for further improvements

and attaining good communication and connection with the customers during the first

step promotions by practicing consistent approach to the target customers. We are

expecting to earn Php 50, 000 every month. The profitability is expected to be at 65%

depending on the social status of the market and the performance of our business.

3
II. THE COMPANY

II.1. BUSINESS NAME, LOGO AND TAGLINE

CRAFTERIA: HOME OF CREATIVITY

4
II.2. BRIEF HISTORY

Crafteria is determined to become a daily necessity for local creative – journal

enthusiast people, a place to dream of as you try to escape the daily stresses of life and

just a comfortable place to meet your friends and talk through crafts, all in one. With the

growing demand of arts and crafts, Crafteria will capitalize on its proximity in Mendiola

to build a core group of repeat customers. Crafteria will offer enough working place that

will be complimented with Instagram worthy ambiance, as well as art materials and art

inspirations. Moreover, we will provide free Internet connection for better idealistic

working place.

Crafteria will offer its customers the best journaling materials and DIY crafts in the

area. Calligraphy pens, highlighters, and stationaries are essentials for teenagers

nowadays. Along with journal kit, Do-It-Yourself arts and crafts from different chosen

people will be sold in the Crafteria to let people showcase their own creative self and be

able to inspire other people. This business is convenient for studying or as meeting

location without having the necessity to pay for it.

Crafteria gives everyone the chance to embrace his artistic side and showcase his

creativity. It provides enough working space for making not just projects and journals

but any other form of art with the lowest rental possible price.

On the other hand, Crafteria believes that quality is what matters the most so

expected hiked prices with most of the products will be offered. However, since

everyone cannot afford high-priced items, Crafteria decided to also offer the lowest

possible items to satisfy all the customers.

5
II.3. VISION

Raising awareness in showcasing talents in creativity and wittysism to escape

depression and anxiety

II.4. MISSION

 To supply both high-priced and low-priced products for best customer

satisfaction

 To show creativity through hand crafts and arts

 To provide an aesthetic and relaxing ambiance for working space

 To raise awareness that people are the art itself regardless of age and

culture

 To encourage people to show their inner creative self with their own skills

6
II.5. PRODUCT/SERVICE OFFERINGS

Crafteria having the tagline “Home of Creativity”, offers products affiliated with

creating arts and crafts. We offer different products that are related in being

creative, colors and arts. This includes highlighters, pens, brush pens, washi tapes,

journals, watercolors and other art essentials.

Here are some of best buys art essentials that we offer:

MARKERS

PILOT MARKER

7
BIC PERMANENT MARKER

SHARPIE MARKER

8
 CRAYOLA SUPERTIP MARKERS

HIGLIGHTERS

FABER

CASTELL

9
PILOT FRIXION HIGHLIGHTER

ZEBRA MILDLINERS

10
 STABILO

PENS

FABER CASTELL

11
STABILO FINEINERS

DONG-A FINELINERS

12
BRUSH PENS

TOMBOW DUAL BRUSH PEN

KOI BRUSH PEN

13
COPIC CIAO

SKETCHPADS AND JOURNALS

VICTORIA’S JOURNAL

14
 CORONA SKETCHPAD

CANSON SKETCHPAD

ALL PHOTOS ARE FROM GOOGLE 15

 Additionally, we also provide aesthetic and instagrammable working space for all

customers to fulfill millennial needs and trends. We also provide free internet connection

to further fulfill market need and also for us to grab the opportunity in spreading

presence regarding our business.

ALL PHOTOS ARE FROM GOOGLE 16

 Crafteria also offers foods just in case customers gets hungry while doing works.

GOLDILOCKS CAKE SLICE

DRINKS

ALL PHOTOS ARE FROM GOOGLE

17
SITUATIONAL ANALYSIS

III.1. ECONOMIC, POLITICOLEGAL, SOCIOCULTURAL DEMOGRAPHIC,

TECHNOLOGY AND NATURAL

A. ECONOMIC

The craft industry faces high exchange rate. It is adversely affected because the

high exchange rate has resulted in a high cost of imported raw material required to

make products. The high exchange rate also highlights a secondary problem –

which is the reliance of imported raw materials required to make these crafts.

Moreover, The Philippine market has been flooded with cheap finished products –

mainly sourced from China, making it difficult for local craft makers to compete.

These products come in from countries that have superior infrastructure, more

efficient production capabilities and access to a larger labor force – which all keep

their production costs low. Local craft makers also have to deal with imitation of their

products by other producers. Lack of Capital SMEs in the local craft industry face

the difficulty of securing capital to finance their business.

On the other hand, there are some issues and concerns regarding Partnership

that may become a huge factor in our business. The main is sharing of profits and

losses. Partnerships are not taxed at the company level as are corporations;

instead profits and losses are passed directly to the partners and taxed on their

individual tax returns. With more than one business owner, there are likely to be

conflicts on some of the decisions to improve the partnership. By creating a

partnership agreement, partners can deal with issues concerning decision-making

by putting in place a voting system. The document can entail the intricacies of voting

18
 in the partnership, including what can be voted on, how votes are cast and how

voting powers are distributed. If there are deadlocks or the voting system didn’t

produce a decision, partners can agree to bring in third parties such as mediators to

help solve these issues (Rowell, 2018).

B. POLITICOLEGAL

The basic political conditions reflect the political circumstance and security of a

specific nation. Legitimate measurements depict the lawful qualities of an outside

market. Great political conditions, for example, a viable, not over-managed state with a

dependable and free lawful framework make positive conditions for financial exercises

and activities for instance. Furthermore, they are likewise significant for the social

conditions in a specific nation. The rule of law measures the level of trust in and

compliance with the law. Common issues for art law include how works of art should be

valued, how to protect intellectual property rights in art, free speech issues,

authenticating and dealing with stolen artworks, and a variety of business issues related

to the art industry. Policies indicates the influence choice of a seller. If the company

would have a policy of buying from proven suppliers, they would have the edge. Most

multinational companies require their local companies to purchase supplies only from

authorize suppliers.

The business is also practicing the concept of merchandising in which activities

are aimed at fast retail sale of products using special offers, display techniques, pricing,

and on-the-spot demonstration.

19
 C. SOCIOCULTURAL

Here are some sociocultural factors that may affect our business:

 Role and Status in the Society- as we all know, a person’s role in the

society affects her buying decision. An individual from upper-middle class can afford

luxurious goods while an individual from lower income group would buy items required

for basic needs.

 Education- the group of people with lack of knowledge regarding our

business, for example, won’t appreciate Crafteria since they lack in knowledge about it

and how it works.

 Bandwagon- Bandwagon effect is a huge factor for Crafteria since it

involves Mass Media. People who are usually attending art workshops that may

appreciate our business can encourage non-enthusiast unartistic people and

accumulate the essence of Crafteria. Truthfully, bandwagon customers can also be a

way to build up our image in the industry.

D. DEMOGRAPHIC

The main profile of our target market is those people who love and have a

knowledge about arts and crafts. For our business that is new to the market our most

competitor is National Bookstore. But in our business, there is no demographic factors

that may affect Crafteria since it welcomes and encourages all the people regardless of

age, race and cultures.

20
 E. TECHNOLOGICAL AND NATURAL

Certain change in the technological industry is not a big factor in Crafteria since

it is all about your mind and your hands working together to form an art. However,

the sudden change in the development of technologies may affect the marketing

strategies since the main strategy is social media influences. Crafteria may not be

able to provide developed technologies since it’s just a start-up small shop.

Internet and social media from this day have increased engagement that's why it made

other participate to what is trendy and it also helped make arts audiences more diverse.

We believe Social Media will played a major role in broadening the boundaries of our

very own Crafteria. With the use of modern technology, it's possible for our organization

to market products more effectively through online advertising, blog presences, and

social media exchanges. We will be able to decrease our budgets and increase our

profits by utilizing online resources effectively. Lastly, on a positive side, social media

has been a wonderful tool for our word of mouth marketing and commercial.

21
III2. S.W.O.T.

STRENGTHS

 Crafteria’s offers and services are somehow new to market

 The business location is a strength since it contains a big population

 Crafteria offers free internet connection

 It provides aesthetic working place and relaxing ambiance

 The business theme is instagrammable and trendy

 We offer snacks

WEAKNESSES

 Since Crafteria is just starting, it has low start-up capital

 We only have limited space

 We are lacking in marketing experience since this is our first time in

establishing a business

 Since we wanted to make sure we offer good customer service, we have

limited experienced staff regarding arts and creativeness

OPPORTUNITIES

 Through the years, we will make sure to continue our marketing

development

 We will increase product offerings

 We will make use of social media influences

 and the bandwagon effect

22
THREATS

 Bystanders

 Downturn Economy

 Less spending budgets

 New entrants

 Competitors implementing business ideas

23
IV. MARKETING GOALS AND OBJECTIVES

The main goal of Crafteria is to spread awareness regarding art appreciation to

avoid anxiety and depression. In order to expand our objective, here are some of our

objectives that may help in attaining our goal:

 To be able to fill the store with high-end products that are authentic to market’s

standards.

 To build image among the general public through social media after opening

 To satisfy target market’s curiosity regarding what our business is through social

media awareness and mouth advertising

 To convert 75% of the visitors into customers

 To be able to get quick feedbacks from the customers for further improvements

 To attain good communication and connection with the customers during the first

step promotions by practicing consistent approach to the customers

24
V. MARKETING STRATEGY

V.1. MARKET SEGMENTATION AND TARGET MARKET

Crafteria’s target market are the people along the University Belt in Mendiola.

The business is inspired for all arts enthusiastic, the target market are all the

students with artistic side and love for crafts but is available for all people since the

goal of Crafteria is to allocate the importance of creativeness.

The target market is a huge population wherein the shop can be able to

subjectively attain the goal of earning profits.

25
 V.2. BRAND POSITIONING

High
Price

High
Low
Quality
Quality
SANDER AND SAM STALLS

Low
Price

Here are some possible competitors of Crafteria. They all offer school supplies and

art materials that are also offered by us. As you can see, National Book Store is just

beside us, it is the most probable competitor since we offer same price and quality of

products. The only thing that makes us unique and different from it is that we offer

services. We provide space area for working, we provide service for and implemented

art application. We offer an on-hand customer service and that’s what make us different

from them.

26
 V.3. PRICING STRATEGY

Since Crafteria is new to the market, we decided to do markup pricing - taking

advantage of the opportunity. However, we make sure that our offer products are

branded and high quality. We believe that in order to make a preserving art and

pigments, high quality products are needed.

But, on the other hand, we still offer affordable products since customer’s

satisfaction is first on our list. High priced and affordable priced items will be

segmented to let people access with their wanted essentials.

Here is the list of some of our offered products together with their designated

prices.

AFFORDABLE PRODUCTS

1.Pilot Broad P 40.00

2.Highligther Faber Castell Neon P 32.75

3.Faber Castell Multi Marker P 47.75

4.Crystal Water Based Marker P 15.75

5.Dong A Hexaplus Fineliner P 20.00

6. BIC Marking Colors P 499.75

7. Dong A my color P 22.75

27
8. Drawing Pencil Colleen P 11.50

9. Pencils Faber Castell P 14.75

10. Sp pilot frixon 0.4 P 75.75

11.Washy Tapes P 20.00 - P 100.00

12.Color Pencil wise buy P 47.75

13. Pentel Arts Color Pencil P 199.75

14. Faber Castell Fiber Tip Colouring Pens P 95.00 - P 160.000

15. Sharpie Color Pens P 100.00 -聽 P 800

16. Micro Pen P 68.00 - P 100.00

17. Artline P 150.00 - P 750.00

BRANDED PRICE

28
Crayola 12 washable Supertips P 200.00

Crayola Supertips Washable P 1,400.00

Sharpie Permanent Marker Ultra Fine Point P 1,650.00

Copic Marker Ciao Marker 6 pack P 4, 110.00

Zebra Mildliner P 2, 000.000

Faber Castell Water Brush P 250. 00

Faber Castell connector pen 20 colors P 250.00

Tombow dual brush P1,300.00

V.4. ADVERTISING AND PROMOTIONS STRATEGIES

29
Tarpaulin

Brochure

30
31
 | coupon
CRAFTERIA

Receive a FREE Ballpen when you buy a Pocket Journal

Must be present at time of purchase
Expires: August 13, 2018

Facebook.com/crafteria

| discount coupon
CRAFTERIA
Get 10% off at any Calligraphy Pens when you purchase P2000
above
Must be present at time of purchase
Expires: August 13, 2018
Facebook.com/crafteria

| discount coupon
CRAFTERIA
20% off for every P1500 purchase of any items
Must be present at time of purchase
Expires: August 13, 2018

Facebook.com/crafteria

| coupon
CRAFTERIA
Buy any Craft materials worth P500 above and get a FREE drink
Must be present at time of purchase
Expires: August 13, 2018

Facebook.com/crafteria
COUPON

32
POINTS CARD

0000 0000 000

33
Instagram Page

Facebook Page

34
VI. MARKETING BUDGET

SIZE QTY PRICE AMOUNT

Tarpaulin 3” x 4” 1 P350.00 P350.00

Brochure 8.5” x 11” 1000 P20.00 P20,000.00

Trifold

Facebook Page 1 P 600.00 P600.00

Promotion

Coupons 2.5” x 1000 P 5.00 P 5,000.00

5.5”

Points Card 90 mm 100 P 50.00 P5,000.00

wide 55

mm in

height

TOTAL: P30,950.00

We would like to reserve P 40,000 for the annual marketing budget with an

overlapping P10,050 for unexpected fees for the marketing strategies.

35
VII. TACTICAL IMPLEMENTATION

Marketing Strategy: Market Awareness

TACTICS OPERATING DETAILS TIMETABLE

Consistency of Social Crafteria will be making Facebook and May 2018

Media Pages Instagram pages since social media is

our main tool in spreading notices

about our business and will be

updated monthly.

Tarpaulin A tarpaulin will be posted in front of the June 2018-December 2018

shop right after the opening so that

students and people passing by will

notice Crafteria.

Brochure Brochures will be distributed May 2018

throughout the area to spread

awareness that Crafteria will be joining

the area and will provide art materials.

This includes the interior design of the

shop, some products offered and what

Crafteria is.

Coupons We will make use of coupons every June 2018-August 2018

Friday for us to be able to sell unsold

36
 products throughout the whole week,

we will offer discounts and service

through this.

Points Card We will offer points card (Craft Card) June 2018-June 2019

that will encourage them to purchase

more of our products. We will propose

free purchase of products depending

on the amount present in the card.

37
VIII. APPENDICES

VIII.1. RESUMES

Attached in pages to are Member’s resumes.

VIII.2. BUSINESS FORMS

Attached in pages to are filled up Business Forms of Crafteria

VIII.3. GROUP PHOTO

Attached in the last page is the Group’s photo.

38