Marketing Plan Group 3 PDF

Republic of the Philippines
Pamantasan ng Cabuyao
Katapatan Subdivision, Cabuyao City, Laguna, 4025
COLLEGE OF BUSINESS ADMINISTRATION
(JPauLine Company)
Dolar, Eunice L.
Baysantos, Marianne Lyn P.
Collado, Trissha Anne Joy B.
Damasco, Alvin S.
Llanderal, John Andre P.
Submitted to:
Prof. Leslie Ann U. Gamundoy
December 2020
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TABLE OF CONTENTS
PAGE
TITLE PAGE …………………………………………………………….……. 1
TABLE OF CONTENTS …………………………………………..….. 2
EXECUTIVE SUMMARY ………………………………..…………….. 3
DEFINE THE BRAND ………………………………………………. 4
IDENTIFY CUSTOMERS ………………………………………………. 6
UNDERSTAND COMPETITORS …………………………………….. 8
ANALYZE BUSINESS ………………………………………………. 10
UNIQUE SELLING PROPOSITION …………………………………….. 11
MAP CUSTOMER‟S JOURNEY …………………………………….. 12
ACTION PLAN …………………………….…………………………… 18
a. ACTION PLAN ………………………………………………. 18
b. BUDGET ………………….……………………………………… 20
c. MARKETING PLAN …………………………………….. 21
d. PRICING STRATEGY …………………………………….. 23
e. PRODUCT DISTRIBUTION …………………….……… 24
f. WEBSITE MARKETING STRATEGY …………………. 25
g. SOCIAL MEDIA MARKETING STRATEGY ……….. 28
h. EMAIL STRATEGY………………………………………………. 30
i. ADVERTISING MARKETING STRATEGY …….…. 31
j. PUBLIC RELATIONS MARKETING STRATEGY …….…. 32
k. AFTER-THE-SALE MARKETING STRATEGY ….……. 34
MONITORING, MEASURING, IMPROVING ………………… 35
APPENDICES ……………………………………………….…………………. 36
a. BRAINSTORMING EVIDENCE …………………….…….. 36
b. PHOTOS OF ENTERPRISE ………….……………….. 37
c. CURRICULUM VITAE ………………………….…………. 40
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EXECUTIVE SUMMARY
JPauLine is a business that sells footwear for ladies to the general public.
JPauLine is the footwear brand that best delivers comfort and quality before style. An
everyday carry products that is best for its longevity and durability especially for its low-
priced compared to other brands. A retail outlet that started ten years ago, and for over
the years, distribution channel expanded throughout Metro Manila and South Luzon
particularly on Cavite, Laguna, and Batangas. These successes have motivated JPauLine
to create a marketing plan that will develop the business to its fullest potential.
There are many large companies that sell similar footwear in the industry.
JPauLine differentiate itself by using fine materials that best suited to protect the skin of
the users. JPauLine sells machine press sandals that is made up of Poly Urethane for
the soles and synthetic leather for the straps in which user feels comfortable using
them.
This plan is presented to JPauLine, marketing team aims to accomplish all the
strategic plan within a year with a budget assumption of P16, 000.
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DEFINE THE BRAND
JPauLine is a family business started ten years ago at Parañaque, Metro Manila,
Philippines owned by the two siblings Jhay-R Rodriguez and Jobelle Pauline Rodriguez-
Cho. JPauLine also have their own locations around the malls in Baclaran which sell
products directly to the consumers. But in order for the business to grow, JPauLine also
engaged in having resellers of their product which comes the bigger portion of their
income.
Vision
A brand where quality and comfort matters, where they ensure comfort before
style. JPauLine aims to be recognized by a huge number of customers with brands that
are admired and favored in the market.
Value Proposition
It is essential to consider footwear that gives you comfort when walking in
extreme heat and walking for hours in the rain. JPauLine sandals were made for
everyday wear but are nowhere near boring. Each pair is made of best materials and
craftily made with durability.
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Positioning Statement
For women and women-at-heart, JPauLine is the footwear that best delivers
comfort and quality before style because JPauLine, and only JPauLine can fulfill our
clients desires and expectations.
Since 2010, JPauLine has been on a mission to be driven by dedication at work
and commitment to do their best in making footwear. Today, over 70% of their income
comes from their reseller around the malls in Metro Manila and South Luzon particularly
on Laguna, Cavite and Batangas. They also have collaboration with Camino, a famous
brand, and have the opportunity to design Camino footwear.
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IDENTIFY CUSTOMERS
Knowing your customer is the key for every business. Understanding customers‟
buying behavior is very crucial to take every advantage to outsmart competitors.
Generating sales is much easier when a business has a clear idea of its customers and
what they want. This enables the business to provide a product or service that directly
meets customers‟ needs. Understanding and building upon your customer knowledge
and relationship will put the business ahead of the game.
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PERSONA 1 PERSONA 2 PERSONA 3
19 years old, female, 30 years old, female, 22 years old, female,

What is their college student sales associate, 16.5k college student
demographic
profile? a month salary, single,
college graduate
Persona 1 is always Persona 2 is in her 2nd Persona 3 is a social
What are their practical in her year of sales associate butterfly and an
values, attitudes,
interests, needs lifestyle choices. She job. She needs a individual who always
and lifestyle buys quality and long quality, presentable consider fashion. She
choices? lasting products. Her and durable footwear loves to dress like a
home is too much far in her daily routine model. She always
away from her school. since she works at seeks an
She needs durable department store. It is instagrammable
footwear for her daily important to her that outfits. The most
travel from her home her footwear will take important dress for
to school. a lot of impact in her her is her footwear.
outfit because he She believes that it is
walks too much every the one who carries
day and presents her whole look that is
herself to the why he chooses
customers. footwear that has
strong appearance
and well designed.
Since Persona 1 is a Persona 2 buys Persona 3 buys both
How do they like practical woman, she products both online online and face-to-
to do business?
wants to buy and pick and face-to-face. It‟s face but more
products face-to-face. just that she is more through face-to-face.
It is for her to see prudent when she She spends a lot in
what materials was buys online. She her outfits because
used and how can it always do research this is where she is
be durable along the about the store she is the happiest. She
way. She buys going to buy if it has a considers products
products at trusted nice service and high that are branded and
and known stores quality products. She good in pictures.
which has a non-high buys products that
costs. can last long at the
same time have a
pretty looks.
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COMPETITORS
In a business, there is always a competition. Competition requires business to
lower their prices and improve the quality of their products and services. Businesses
stimulate to run their business as efficiently as possible and JPauLine is also one of
those firms. Footwear business is a common business that has many competitors and
some of them offer more in the market. Competitors target market expanded for men
and ladies footwear and also varies to the needs of other consumer.
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STEP RITE PIMP KICKS DELMAR

SANDALS
Where are they Aguirre Ave, President‟s Ave, President‟s Ave,

located? Paranaque, Metro Paranaque, Metro Paranaque, Metro
Manila Manila Manila
How long have

they been in 7 years 9 years 12 years
business?
What are their

target markets? Women Men and Women Men and Women
What are their They have a very They are selling a Their product is
unique selling good customer famous branded shoe local, but the
points, service for both that looks like original, quality is great.
competitive inline and walk-in but their price is low.
differentiations? customers.
Strength Strength Strength
Their location is The target market is The store products
along the highway. flexible, and they are are cheap but
The customer can selling branded OEM durable.
What are their easily locate their (Original Equipment
strengths, place. Manufactured) shoes.
weaknesses?
Weakness Weakness Weakness
Their products are They are selling The location is not
limited only for imitation shoes. pleasing to the
ladies. eye.
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ANALYZE BUSINESS
Strengths
1. Large and well managed supply chain and distribution network.
2. Large target market for age, gender, and lifestyle.
3. Eye-catching product design, long lasting and highly durable footwear.
Weakness
1. Competitors having strong brand reputations.
2. Decrease in sales because of seasonal consumers that only comes during
holidays and other occasions.
3. Low brand name retention.
Opportunities
1. Customer loyalty. Develop a strong relationship among consumers.
2. Continued expansion for online sales and develop additional stores around
Luzon.
3. Further development on products having a segment of designs for male clients.
Threats
1. Cheap prices of other store's product having similar design to JPauLine but in low
quality state or fake.
2. Customer's choice.
3. Uncertain economic environment.
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UNIQUE SELLING PROPOSITION
Not just like any other footwear brands, JPauLine is the footwear that best
delivers comfort and quality before style. The reasons why these footwear are
considered to be one of the best among all other brands is that:
 It is a machine press sandals that is
made up of Poly Urethane for
outsoles, midsoles and insoles, that
is generally lightweight, has a good
abrasion resistance and is very
flexible, that has been caring and
saving consumers soles for years.
 Synthetic leather for the strap because it consist of natural and synthetic fibers,
coated with a plastic polymer that is not as hard as a real leather so that it
cannot harm body skin.
 An everyday carry product that is best for its longevity and durability especially
for its low-priced.
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MAP CUSTOMER’S JOURNEY
Customer journey mapping is the process that helps brands or businesses learn
more about their customers and the journey they take then when they interact with the
business. It is all about putting yourself in the shoes of customers to try and
understand the oath or process they follow until they get what they want to purchase in
the business. The goal of this journey is to remove obstacles and make the buying
process efficient.
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Since Persona 1 is an Persona 2 is not Persona 3 who loves

ATTENTION introvert person and into footwear. going to an event
How will we make she does not want to Since JPauLine‟s like festival event.
this person aware go out, JPauLine will products are JPauLine is
of our business? also make an internet footwears, considering local

advertisement JPauLine will give participation.
through the use of something away JPauLine will be
social media for free. How can everywhere in the
platforms. In that Persona 2 truly community. If the
way Persona 1 will be know what city or town is
aware of the business JPauLine is if she having a festival,
because she will see have not been able JPauLine will sign up
it in the internet. to try out the to have a booth. It
product. Persona 2 is another way to
may be aware of get JPauLine name
the business‟ name out there in places
by giving her that people will see
access even limited and remember.
access to
JPauLine‟s
offerings that can
deepened that
awareness.
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Be personal and Offering free trials Persona 3 who loves

INTEREST
authentic. Persona 1 to new customers going to events,
How will we get wants to do business is another practical since JPauLine‟s
them interested in with people she tactic for acquiring owner has plenty of
our business? know, like and trust. new customers. expertise in the
If JPauLine‟s brand Persona 2 is not field, JPauLine will
voice is personal and into footwears but get involved to the
authentic. This will giving her free community. By
shine through when a trials of free sharing experiences
prospect starts offerings will make and getting involved
interacting directly her interested to in the industry at a
with one of the team the product. By local level, JPauLine
members. To attract offering free trials, will grow
the kind of interest you can show connections as well
your business needs, them the value of as reputation as a
it is important to what you have to thought leader in
locate your prospect offer and convert the industry.
and give them what them into paying
they want in the returning
most authentic ways customers later.
possible.
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Dig into needs. Magnify the desire. Show them again

DESIRE
Before the marketing JPauLine will use and again. JPauLine
How will we team creates more research to sharpen, will show social
create a desire copy for the product, clarify, and magnify proof through
to purchase? they will also do the desire to meet testimonials, social
some research to find needs. Words and media sharing, video
out why customers images are powerful marketing, and
buy. JPauLine will mediums to tap into comments go a long
interview Persona 1 emotions and speak way toward
and ask her what she to „desires‟. JPauLine generating product
is trying to will magnify desire by desire. There is
accomplish with the helping Persona 2 nothing stronger
product. visualize and feel that than group
the product aligns advocacy, and
with her needs. The creating the
more needs your channels for Persona
product meets, the 3 to share her
stronger the desire. experiences with the
Your messages and products will drive
images can be subtle desire to higher and
or shocking higher levels. Word
depending on your of mouth is the most
brand, but they will powerful desire
spark more desire. vehicle.
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ACTION
Since Persona 1 is Since Persona 2 is not Persona 3 who loves
How will we get not into going into footwears, attending events,
them to take outside, if the JPauLine will JPauLine will use
action and buy? product needs to be giveaway bonuses customer‟s
sent via delivery and stuffs. When testimonials.
parcel, JPauLine will Persona 2 purchase Testimonials,
offer customers free something or take a especially ones with
shipping for orders specific action, photos or video to
over a certain JPauLine will reward add credibility to the
amount, or for a her with a free gift or business and
limited time. some extra bonuses help gain the trusts
of value. Sweeten the of prospects faster.
deal to catch more
conversions.
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Set up ways to JPauLine will provide Since JPauLine

LOYALTY
communicate with extra perks for the considered getting
How will we your customers. most loyal involved to the
make them Since Persona 1 is customers. One of community and since
loyal to our not into going the best and persona 3 who loves
business? outside. JPauLine perhaps one of the going to events. And if
will take the time to cheapest ways to time comes that
set up a database reward customer persona 3 will
with contact loyalty is to give personally visit
information such as extra perks to the JPauLine‟s store,
email addresses, most dependable JPauLine will always
mailing addresses, customers. Whether provide great customer
or phone numbers. it is the ability to service. Customers
JPauLine will use skip the line, or remember when they
social media to immediate seating, are treated well, and
communicate with customers love they remember when
customers on an getting a little they are treated poorly.
almost daily basis. something extra. In either case, they
usually tell their friends
and family, and that
can either mean more
business for you or lost
business opportunities.
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ACTION PLAN
Having an action plan gives the business a clear direction on their goals. It is
important for a business to stay motivated and committed. JPauLine have strong
market sales before COVID-19 virus outbreak, but because of the pandemic, it severely
affects the sales of the business, not only JPauLine but the whole economy that are
affected by the pandemic. As of now, that economy regains and slowly recovering,
marketing team imparts actions to boost the sales of the business.
Action Assigned to Purpose Progress

Increase consumer To arouse the curiosity of Upcoming
anticipation of the new Marianne Lyn consumers and get their
product line‟s launch by Baysantos attention and encourage
designing eye-catching their minds to build curiosity
and inviting teaser and interest on the product
infographics. and more likely to try the
brands.
Create an affiliate John Andre For people to have more In

program for online Llanderal interest on the existence of progress
user/influencer. JPauLine and to increase
brand retention among
consumers.
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Action Assigned to Purpose Progress

Send PR packages to Alvin To have a bigger market and Upcoming
online influencer. Damasco increase business reputation
to accomplish important
goals such as establishing
trust among key publics,
social media presence, and
maintaining a consistent
voice across communication
platforms.
Meet with potential Eunice Dolar To gather a list of interested Ongoing
investors, suppliers, and and Trissha companies who want to
business partners. Anne Joy invest, partner up, supply,
Collado and sell JPauLine products in
the market.
The table shows the proposed plan of marketing team that needs to be
accomplished within a year. This includes projects about designing a teaser for the new
product line‟s launch, create program using social media like using TikTok challenge or
short film competition, sending PR packages to online influencers, and boost potential
investors, suppliers, and business partners.
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BUDGET
Description Quantity Price

Social Media Marketing 1 P0
Content Creation Prize (1) 1st place (1) P3,000
(1) 2nd place (1) P2,000
(5) Consolation prize (5) P1,000
PR Packages 5 P5,000
Shipment 5 P1,000
Assumed Total Budget P16, 000
The table shows the proposed budget of marketing team to be used to
accomplish the action plan for the year. This includes social marketing ; content
creation prize having one (1) winner for 1st place, one (1) winner for 2nd place, and five
(5) winners for consolation prize ; PR packages with a total of five (5) online influencer
with a maximum of three (3) products per person ; and five (5) additional supplier
and/or business partners within a year. That results to the assumed total budget of
P16,000.
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MARKETING TEAM
Marketing Manager
Developer
Community
Manager
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Organizational structure provides guidance to all employees by laying out the
official reporting relationship that governs the workflow of the business or a company.
It makes the company run smoothly inside and out. JPauline has (1) Marketing
Manager, (1) Developer, (3) Community Managers. Below provides information about
their duties and responsibilities:
Position Duties and Responsibilities
Marketing Manager Assigns marketing task to the team
Developer Creates creative, interactive content and
fixes site issues
Community Managers Generally responsible for managing and
handling communications of the business.
Organize and manage events to boost
brand awareness. Respond to customers
in a timely manner.
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PRICING STRATEGY
A pricing strategy is a model or method used to establish the best price for a
product or service. It helps you choose prices to maximize profits and shareholder value
while considering consumer and market demand. Pricing strategies take into account
many of your business factors, like revenue goals, marketing objectives, target
audience, brand positioning, and product attributes. They are also influenced by
external factors like consumer demand, competitor pricing, and overall market and
economic trends.
JPauLine used price benchmark strategy. JPauLine benchmarked different
business just by observing other businesses in terms of their price, popularity and the
quality of their offerings. JPauLine is able to utilize pricing benchmarks to set a price for
their own products, while keeping in mind the market position as related to its
competition.
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PRODUCT DISTRIBUTION
The right distributor enhances a business‟ exposure in the product market and
can give an edge in terms of speed and efficiency. JPauLine also stands as the
distributors that deliver products to their resellers at Robinsons, Vista/Starmall,
Cinderella and Metro Gasiano Malls around Metro Manila and South Luzon particularly
on Laguna, Cavite, and Batangas. There are direct and indirect channels when it comes
to the distribution of the products. In a direct channel, JPauLine directly sell product to
the consumer. An indirect channel, on the other hand, associates a number of
intermediaries wherein JPauLine a wholesaler selling to a retailer who then sells to the
consumer. JPauLine also sell online through their Facebook, Instagram, and Twitter
page. JPauLine go beyond fulfilling and delivering customers‟ order by shipping them
through couriers company like LBC and JRS Express.
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WEBSITE MARKETING STRATEGY
Several crucial shifts in technology are emerging that drastically affect the
relationship between users. Internet capable devices are becoming smaller and more
powerful, that is why companies and small business uses this opportunity to increase
their brand reputations and bring back sales to the business.
In order to improve the websites and social media platforms of JPauLine
business, marketing teams ensures that website was updated, because the success of
any website entirely depends on how its web design is. Listed below are some of the
changes that need to be accomplished:
 Color Palette – Enhance user‟s
experience by selecting a complementary
color palette to give a balance look to
website design, the use of white spaces is
essential to avoid visual clutter and mess.
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 Aesthetic Imagery and Videos –
It is important to visually connect your
brand to consumers, because it has a
huge role on consumers buying decision.
It should also connect on the color palette,
having a consistent color scheme to
perfectly complement the products and
website. Creating videos that explain the
product because it is influential in the
buyers‟ decision-making process.
 Typography and Grammar –
Keeping the typography visually
appealing and readable for visitors
by using fonts that are easier to
read. Helps the visitor understand
your content more quickly, by adding
some depths that can bring it to life.
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 Communication – A website that is always available to communicate visitors
efficiently and organizing information of the products so that consumers can
easily accommodate and proceed to buy the products.
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SOCIAL MEDIA MARKETING STRATEGY
JPauLine social media goals:
 To have a broader images of the product and increase brand awareness not only
in the country but around the world.
 To boost the revenue of the business and have a greater way to extend
customer relationship.
Social media marketing refers to the process of gaining traffic or attention to
your business through social media sites. JPauLine uses platforms like Facebook,
Twitter and Instagram that geared toward customer relationship. Social media is a
great method for initially getting eyes on the business and the most cost-effective
method that marketers uses. Having a strategy is the key ingredients for doing social
media marketing. It is important that business set goals on everything like:
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Action Purpose
Have all the basic information on your For consumers to have an easy access on
sites (website links, address, the sites.
telephone/phone number, etc.)
Create a consistent social media posting One way to increase followers for them to
schedule. engage in a regular basis and to avoid
mess.
Have a personalized reply for every Consumers will see us and the business in
customer on comment section. a more positive light.
Do a social media audit on the business To have a view on the position of the
and competitors. business on social media market.
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EMAIL STRATEGY
Marketing team can also extend in promoting social media channels wherever
they can by using their website by adding additional buttons to lead people towards the
social media channels or have an email list that includes also links to the social media
channels in the footer of every email. The emails are design like a personalized email
because of „Dear (Name)' instead of „Dear Valued Customer‟ so that receiver may feel
special. Attached is an example of email:
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ADVERTISING MARKETING STRATEGY
JPauLine advertise its business through social media like Facebook, Twitter, and
Instagram. It takes an advantage of having these generations who engaged themselves
in technologies and social networking site. By promoting through the use of social
media, the marketing cost will be minimized because it is free and have wider access to
reaching out customers. JPauLine also use “word-of-mouth” in which the marketing
team of the company will do the duty to introduce the benefits of our product.
JPauLine intends to use the right and most efficient media channels to help in
the promotion of the product. JPauLine uses image advertising to create an image in
the mind of consumers about the product, example of this are posters, pictures, and
videos. And retail advertising to encourage potential customers to buy a specific
product, this often includes product, price, sales dates, and discount offers. This
advertisement will going to appear on websites and pages of JPauLine. Sponsorship on
some local events and/or school events around the area of business can also help the
advertising strategy.
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PUBLIC RELATIONS MARKETING STRATEGY
Public Relations (PR) helps build and maintain positive public image of the
business to the public. It includes gaining exposure to audiences using topics of public
interest. For over 10 years of being in a business, JPauLine is now experiencing a crisis
on sales due to the pandemic that is why public relation is necessary. Competitions are
increasing and brand retention is far from being possible among media platforms.
JPauLine planned to achieve public relation more firmly, it aims to be recognized by a
huge number of customers with brands that are admired and favored in the market.
The primary target markets of JPauLine are woman and woman-at-heart consumers
that are in to fashion. JPauLine will use strategies like collecting feedbacks to the past
consumers, testimonies of staff, customers, and suppliers are very credible and very
powerful to allow happy customers to voice their excitement of the brand. Reaching out
to customers like sending email regularly especially on holidays, but JPauLine keeps in
mind to include buttons for permission if they would like to get an update about
promos/events of the business to avoid unsubscribe/unfollow. Doing something
amazing for one of the customers is also one of the strategies of JPauLine by giving
them freebies or holding a wish/dream and make it come true for them. Sending
product to influencer is already included at the action plan table, getting products for
free from JPauLine is one of the exchange for their media contributions.
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This will help the business grow, because they can tell to their family and friends about
the product. Having fun events to be memorable to consumers especially on using
social media, being creative and original is the key for the events to be successful. All
this strategies will take place at the social media sites and website of JPauLine. A
successful public relationship will help build trust between the business and customers.
Making sure that the relationship in media are already there because the business
would not reach the right audience if the followers cannot relate.
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AFTER-THE-SALE MARKETING STRATEGY
After-sale service is important for both the buyer and the seller especially in this
modern day. For buyer, it plays an important role to ensure the maintenance of the
product while for the seller, after-sales service helps to make sure that the business is
ahead of competitors. JPauLine ensures to have a good start with every customer,
keeping in mind that a happy customer is the best marketing asset a business can
have. Boost customers‟ trust and loyalty, nothing beats the power of word-of-mouth, if
customers have a good impression about the brand and product it can bring more
customers in the future. JPauLine offers return and replacement policy of the product,
this gives consumers a feeling of security and will be guaranteed to be what is
represented to be. It is to avoid suspiciousness on buying the product. JPauLine also
offers voucher for loyal customers, this can increase a strong relationship among buyers
and seller.
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MONITORING, MEASURING AND IMPROVING
How will you measure the effectiveness of your marketing activities?
The effectiveness of marketing activities can be measured by expanding the
access of the business in digital platforms. Today‟s marketing teams have access to
gather data and other information that allows them to monitor and identify how the
marketing activities are well implemented and how effective their marketing strategies
are. Another thing that can also help to measure its effectiveness is the combined cost
of production costs, ad spend and team salaries divided by the number of leads you
generate for sales will tell you how efficient your marketing spend is, how targeted your
efforts are, and determine how effective your total marketing efforts are.
How will you adjust to improve?
The old techniques that have shown minimal results can hurt the overall marketing
strategy of the business that is why it is very important that the business should be
open for possibilities and make room for improvements. To improve a non-productive
marketing activity, it is very important to identify first the problem areas. Utilize an
analytical tool to determine the aspects of your strategy that aren't working. The
business may also implement surveys to see how customers are finding the business.
Once you have this information, it can be used as an advantage that can be used to
provide a better marketing strategy.
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APPENDICES
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PHOTOS OF ENTERPRISE
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Eunice L. Dolar
Phase 1 Blk 1 Lot 36 Unlad Pabahay Banadero, Calamba City,

Laguna / 09067001217 / [email protected]
Education
Pamantasan ng Cabuyao 2023-2024

Bachelor of Business Administration – Marketing
GPA: 2.00
Looc Integrated School 2018-2019

Senior High – ABM
Average: 94
Looc National High School 2016-2017

Average: 89
Skills & Abilities

 Communication Skills
 Respectful of other‟s right
 Ability to handle multiple task
 Computer Literate (Word, PowerPoint)
Honors & Awards
 Honor Student 2018-2019
 Best in Work Immersion 2019
Languages
 Filipino – native language

 English – speaks fluently and read/write with high efficiency
Eunice L. Dolar
Name & Signature
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Marianne Lyn P. Baysantos
#204 Purok 4 Barangay Casile, Cabuyao City, Laguna /

09153836792 / [email protected]
Education

GPA: 2.00
Tagaytay City Science National High School 2018-2019

Senior High – ABM
Average: 94

Average: 91
Skills & Abilities

 Good Communication Skills
 Good attitude and responsible
 Attractive personality and hard worker
Honors & Awards
Languages

Marianne Lyn P. Baysantos

Name & Signature
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Trissha Anne Joy B. Collado
Phase 1 Block 2 Lot 6 Lakeside Subdivision Brgy. Banay-

banay, City of Cabuyao, Laguna / 09480885760 /
[email protected]
Education

GPA: 2.00
Asian Institute of Technology Sciences and the Arts 2018-2019

Senior High – ABM
Average: 92
Cabuyao National High School 2016-2017

Average: 86
Skills & Abilities

 Communication Skills
 Respectful of other‟s rights
 Willingness to learn
Honors & Awards
 Leadership Award 2017
Languages

Trissha Anne Joy B. Collado

Name & Signature
Page | 42
Alvin S. Damasco
Purok 5 Barangay San Cristobal, Calamba City, Laguna /

099717731226 / [email protected]
Education

GPA: 2.00
AMA Computer College Calamba 2018-2019

Senior High – ABM
Average: 93
Calamba National High School – Annex 2016-2017

Average: 89
Skills & Abilities

 Respectful of other‟s rights
Honors & Awards
 Honor Student 2017 & 2019
 Best in Filipino 2018-2019
Languages

Alvin S. Damasco
Name & Signature
Page | 43
John Andre P. Llanderal
Blk 1 Lot 10 Phase 3 Executives Series Mamatid, City of

Cabuyao, Laguna / 09999543238 / [email protected]
Education

GPA: 2.00
University of Perpetual Help Sytem DALTA – 2018-2019

Calamba Campus
Senior High – Arts and Design Track
Average: 92

Average: 90
Skills & Abilities

 Work efficiently and effectively
Honors & Awards
 With Honor 2013-2019
 Best in Thesis 2019
 Best in Business Plan 2019
Languages

John Andre P. Llanderal

Name & Signature
Page | 44

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Republic of the Philippines

COLLEGE OF BUSINESS ADMINISTRATION

COLLEGE OF BUSINESS ADMINISTRATION

COLLEGE OF BUSINESS ADMINISTRATION

strategic plan within a year with a budget assumption of P16, 000.

COLLEGE OF BUSINESS ADMINISTRATION

DEFINE THE BRAND

are admired and favored in the market.

It is essential to consider footwear that gives you comfort when walking in

craftily made with durability.

COLLEGE OF BUSINESS ADMINISTRATION

clients desires and expectations.

Since 2010, JPauLine has been on a mission to be driven by dedication at work

brand, and have the opportunity to design Camino footwear.

COLLEGE OF BUSINESS ADMINISTRATION

buying behavior is very crucial to take every advantage to outsmart competitors.

and relationship will put the business ahead of the game.

COLLEGE OF BUSINESS ADMINISTRATION

PERSONA 1 PERSONA 2 PERSONA 3

19 years old, female, 30 years old, female, 22 years old, female,

COLLEGE OF BUSINESS ADMINISTRATION

COLLEGE OF BUSINESS ADMINISTRATION

STEP RITE PIMP KICKS DELMAR

Where are they Aguirre Ave, President‟s Ave, President‟s Ave,

How long have

What are their

COLLEGE OF BUSINESS ADMINISTRATION

2. Large target market for age, gender, and lifestyle.

3. Eye-catching product design, long lasting and highly durable footwear.

1. Competitors having strong brand reputations.

2. Decrease in sales because of seasonal consumers that only comes during

holidays and other occasions.

3. Low brand name retention.

1. Customer loyalty. Develop a strong relationship among consumers.

3. Further development on products having a segment of designs for male clients.

quality state or fake.

3. Uncertain economic environment.

COLLEGE OF BUSINESS ADMINISTRATION

UNIQUE SELLING PROPOSITION

considered to be one of the best among all other brands is that:

 It is a machine press sandals that is

made up of Poly Urethane for

outsoles, midsoles and insoles, that

is generally lightweight, has a good

abrasion resistance and is very

flexible, that has been caring and

saving consumers soles for years.

cannot harm body skin.

for its low-priced.

COLLEGE OF BUSINESS ADMINISTRATION

MAP CUSTOMER’S JOURNEY

COLLEGE OF BUSINESS ADMINISTRATION

PERSONA 1 PERSONA 2 PERSONA 3

Since Persona 1 is an Persona 2 is not Persona 3 who loves

this person aware go out, JPauLine will products are JPauLine is

of our business? also make an internet footwears, considering local

COLLEGE OF BUSINESS ADMINISTRATION

PERSONA 1 PERSONA 2 PERSONA 3