Professional Documents
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Market Positioning
PantSaloon will be established as a customized jeans maker
For college students and the young adults,
that offers flexible, unique and creative jeans
with perfect fitting and comfort
to the level of the customer's choice of fabric, cut and over-all design.
It is PantSaloon’s advantage to become a specialized clothing servicing store that will emphasize
wide-ranged creative designs, styles and fabrics along with the perfect fit and comfort to the
customer.
PantSaloon will be known for its uniqueness, flexibility, creativity, and innovativeness. These
youthful characteristics will make the whole perception of the store away from the tailor shops
that are usually associated with being stiff and traditional.
V. Marketing Mix
A. Product
As can be observed, majority of the brands in the market offer jeans that are ready-to wear
which do not actually correspond to the actual fit of each and every consumer. This has
become a pressing concern for most of the college students and young adults as they would
always spend difficult times finding the jeans that would fit right. Although alterations could
be done to repair the clothes’ dimensions, more often than not, the process can possibly ruin
the style or design of the product. EALA Inc. was able to understand the problem that today's
youth face hence the reason of coming up with the idea of PantSaloon, a brand that will
provide jeans that would perfectly fit them at their own wanted cut and design. PantSaloon's
service is geared towards addressing the usual problems that college students and young
adults always come across with. Thus, the cuts, fabrics and dimensions that shall make up
our jeans will be custom-made in order to give our target market the right fit and the right
comfort match their body frames. Moreover, our house designers will create trendy
collections and will also regularly update the design and style of our jeans thereby conceiving
a uniquely stylish boutique that perfectly matches the today's youth.
B. Place
It is best to put up the clothing store in the area where the business can easily tap its target
market. For this particular reason that is why PantSaloon will be initially put up in Katipunan. It
will specifically be located in Drews Bldg, right behind Shakey’s.
One apparent reason for putting up the store in the Katipunan area is that the place is
relatively accessible to college students in the higher social strata. Just right outside the store
is Ateneo, which happens to be the perfect representation of the target market.
The location also has the ability to pre-determine the clients of the store. Katipunan, among
any other areas in Quezon City, has high commercial and residential land value. The target
market is centralized in the area, such as those who are residing in La Vista, Loyola Heights,
and Xavierville Subdivision.
As a new entrant in a relatively new market, jean-customization, PantSaloon needs to
establish a very strong niche first before moving up or outside that niche. For PantSaloon, the
locality is of Katipunan is the best place to put the business up as the target market is literally
centralized in the area.
EALA Inc. is looking also to the fact that the studentry market is forever active because of the
annual entrance of freshmen to the academes. It only means that the market will never be
saturated because every year, a group of new students will be replacing the touched market
of the graduating students.
C. Price
Prices are set according to the positioning and image of the brand. Items at PantSaloon will
cater to the needs and interests of college students and young adults in the Class A, B and C
brackets of the Katipunan area. Survey results have shown that 43% of the total respondents
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are willing to pay 500 to 1,000 pesos for custom-made jeans. EALA Inc. decided to price its
jeans from 800 to 1,000 pesos depending on the customizations made on the jeans.
Since PantSaloon is a specialty store, we can set a medium-ranged premium in all prices.
Mark-up percentages will range from 100% to 150% of the variable costs that will include
direct fabric materials and manufacturing labor.
D. Promotions
1. Short-Term Promotional Activities and Goals
For the first three years of the business operation, the company will aggressively advertise
the brand and products among students and young adults residing within Katipunan area. As
much as possible, EALA Inc. chooses to find ways of doing the necessary promotions without
having to pay much. The company cannot afford to engage in costly advertising efforts in our
first years hence, product offers and gift certificates shall be done to promote the business
instead.
Market positioning
customized jeans maker
for college students and the young adults
offering flexible, unique and creative jeans,
and perfect fitting and comfort
of the client's choice of cut and fabric
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product
Symbol of creativity, uniqueness and expression of individuality
Place
2/F Drews Bldg. Katipunan, QC
near to target market
perpetual growth of the student market
price
Php 800-1000 per pair
middle-ranged premium on prices
promotions
- launching cum fashion show
- marketing efforts for brand awareness
- tie ups with fashion and urban magazines and lifestyle TV shows
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