10 Step Marketing Plan for Swatch Seasider

1. 10-Step Marketing Plan
for
Swatch Seasider
Maica Sy
Marketing Management
June 2013

2. Disclaimer
This 10 Step Marketing Plan is part of
the mandatory requirements of Prof.
Remigio Joseph De Ungria’s AGSB Marketing
Management class.
The data included in this report are
based on publicly available data such as
those on internet websites, news, package
declarations, public reports.

3. The Brand
1. Swatch Seasider potential target market
(PTM) are the young professionals.
2. Who seek quality and affordable leather
shoes.
3. The market may choose Gibi, Rusty
Lopez.
4. Products are mainly for male consumers.
5. That offers competitively priced
products.

4. Swatch Seasider + Customers
6. Swatch Seasider is innovative when it
comes to Research & Development to
adapt to the ever-changing needs of the
market.
7. Is priced fairly competitive with its
competitors.

5. The Community
8. Communicates and spreads
through store consigning.
9. Widely distributed through major
department stores nationwide.
10. Maintains leadership position by
product differentiation.

6. 1. Primary Target Market
• Young professionals who are conscious of
the cost and quality of shoes they buy but
are not yet really brand conscious and
have limited budget.
• Upper Class C to Middle B, Male, 25-35
years old.

7. 2. Unique needs, wants, &
demands
•People demand for a shoe that uses
advance technology.
•Men prefer Swatch Seasider because
of its affordability without suffering
good quality.
•Recognizing the brand because of
credibility the brand has
built, performance, and durability.

8. 3. Competitors
• Direct competitors: Gibi, & Rusty Lopez
• Indirect competitors: Mendrez, Mario D’
Boro, Sledgers
• Variables: User, Brand Promise, Price, Age,
Use, Quality, Comfort, Design, Look,
Availability

9. 4. Male Market
• Swatch Seasider is a shoe brand that
provides consumers the technology and
advancement in design to offer a variety of
merchandise and product categories to a
limited target market.
• For men who wants to be fashionably
trendy without breaking their budget.

10. 5. Pricing

11. 6. Design
• Their shoes are all Marikina made.
• They usually get their ideas from the
internet. They also check with their
competitors on the recent designs that
they have.
• They come up with at least one series
every other month that are not yet
introduced by their competitors.

12. 7. Competitive game
•The sports footwear for men is an
untapped market for them, and could
have given them more sales if they
could tap this market.
•Increase their market share in the
footwear industry since they offer a
variety of products for men.

13. 8. Advertising
• They mainly rely on their sales in different department
stores as their promotion of their products.
• They only expose their products in concessions, and it is
hard to implement promotions in concessions.
• They have one website
http://swatchseasider.com.ph/index.htm, which also
promoted their products and gives some information
about the company.
• The team only relies on the data given by the mall which
shows product sales in their department stores.

14. 9. Distribution
• They currently have 61 concessions, 12
outright stores, and 1 boutique store.
• Because of SM malls, they have reached
several locations in major cities in Luzon
and Visayas.
• Swatch Seasider is strong when it comes to
distribution because of the number of
cities reached in the Philippines.

15. 10. Product categories
• Resort Footwear
For the resort footwear, they offer a variety of slippers
that men can wear while leisurely walking around the beach.

16. • Active Footwear
Active footwear products are for the “men on the go”,
wherein these products are made for long walks. These shoes
are made are made in comfort but with style. These are known
as the topsiders.

17. • Bowling Footwear
These shoes are made for those men who play bowling.
This is one of the unique products that the company offers
compared to its competitors. This is like a “specialized” product
of the company.

18. • Golf Footwear
This is another sporty footwear product that the
company launched recently. They offer golf shoes to the men
who avidly play golf. The shoes have spikes that are built under
the shoes to have stability while playing the game. This caters to
the upper class B who plays golf.

19. • Classic Footwear
The classic footwear is composed of the leather products
that the company initially offered to its clients. These are
usually used by men who work in the corporate setting.

20. Summary

21. The Brand
1. Swatch Seasider potential target market
(PTM) are the young professionals.
2. Who seek quality and affordable leather
shoes.
3. The market may choose Gibi, Rusty
Lopez.
4. Products are mainly for male consumers.
5. That offers competitively priced
products.

22. Swatch Seasider + Customers
6. Swatch Seasider is innovative when it
comes to Research & Development to
adapt to the ever-changing needs of the
market.
7. Is priced fairly competitive with its
competitors.

23. The Community
8. Communicates and spreads
through store consigning.
9. Widely distributed through major
department stores nationwide.
10. Maintains leadership position by
product differentiation.

24. 10-Step Marketing Plan
for
Swatch Seasider
Maica Sy
Marketing Management
June 2013