1.

• • Objectives of the Study

To gained information about the actual retailing process of a certain business.

To understand how important market segmentation is in the marketing aspects.

To determine how retail market strategy helps of a company in identifying a companys competitive advantage over competitors.

To gain experience in conducting such retail and marketing researches prepare for actual performance in the business world.

• Brief History of Company

In August 1995,Unisilver Group International Corporation has formed a business which is called Unisilver.

Unisilver, whose aim is to provide affordable, fashionable and trendy designs of genuine 92.5% sterling silver jewelry. For almost 11 years now they are continuing to deliver what their market needed and wanted making Unisilver one of the leading silver jewelry stores now.

Unisilver has over 100 branches scattered in various SM Malls, Robinsons Malls, Gaisano Malls, and other leading department stores nationwide. Unisilver orders a variety of designs in different countries. They have their own designer that makes them up-to-date with the latest trends and fashion.

2. Retail Mix RETAIL MIX RATING CUSTOMER SERVICE HIGH LOCATION HIGH PRICING LOW-MEDIUM MERCHANDISE ASSORTMENT HIGH STORE DESIGN AND DISPLAY MEDIUM ADVERTISING AND PROMOTION MEDIUM 3. *=STAFF,= STAFF (WATCHES),= SUPERVISOR Store Design and Display WATCHES BRACELETS WATCHES E A R R I N G S P E N D A N T S N E C K L A C E S RINGS PAIRED JEWELRIES NECKLACES 4. Customer service

provides services which include free cleaning

personalizing of jewelry (engraving and manufacturing of jewelry with personalized style)

salespeople are trained with expertise in customer handling and sales talk

transactions are fast and efficient because each salesperson acts also as a cashier.

Location

Both of the Unisilver retail store in Sta. Lucia are always located near passageways.

Pricing

Their most competitive component of their retail mix is their pricing strategy.

Unisilver sells with quality but low-priced products.

Merchandise Assortment

The latter appears in different sizes and designs which suits your choice.

Unisilver designs observably fits each occasion.

Unisilver variety of product includes:

• • tiffany-styled bracelets

• • necklaces for men and women

• • silver bangles

• • Pendants

• • Rings

• • anklets

• • earrings (studs and dangling)

They also offer sterling silver jewelries for infants.

Unisilver Time which pertains to watches exclusively made by Unisilver.

5. Additional Information In December 2005, Unisilver Group International Corporation introduced Unisilver Time to satiate the requests of many Unisilver customers that a timepiece bearing the same brand be made available. It was August of 2006 when Chronotron Incorporation was established as the exclusive distributor of Unisilver Time, ushering Unisilver Groups International Corporation exit. As of now Unisilver Time has 10 branches at SM Malls and plan to open another 10 branches by this year in other leading stores. 6. SEGMENTATION BASES ILLUSTRATIVE CATEGORIES GEOGRAPHIC CITY/MUNICIPALITY Marikina, Pasig, Montalban, San Mateo, Cainta, Antipolo POPULATION DENSITY Urban, Suburban DEMOGRAPHIC AGE Under 6, 6-12,13-19, 20-26 , 27-33, 34-41, 42-49, 50-57, 58-64, 65+ GENDER Male, Female FAMILY LIFE CYCLE Young, single; young, in a relationship;young, married, no children; young, married, youngest child under 6; young, married, youngest child 6 or over; young, separated; older, married, with children; older, married, no children under 18; older, separated; older, widow; single, older, other OCCUPATION Young urban professionals, Students , Housewife or househusband,unemployed PSYCHOSOCIAL SOCIAL CLASSUpper class (Class A) ,Middle class (Classes B & C) , Lower class (Classes D & E) LIFESTYLE Old school,Sophisticated, Swinger PERSONALITY Submissive, Aggressive,Aloof FEELINGS AND BEHAVIORS ATTITUDES Positive , Neutral, Negative BENEFITS SOUGHT Economy, Self-esteem, Fashion READINESS STAGE Unaware,aware, informed, interested, desirous, intention to purchase PERCEIVED RISK High,Medium , Low USER STATUS Non-user, Ex-user, Potential user, Current user LOYALTY STATUS None, Some, Total INVOLVEMENT High , Low USAGE RATE None, Light ,Medium, Heavy USAGE SITUATION Home , Work , School, Hang-outs/Gimiks 7. Demographic Segmentation MARIKINA CITY POPULATION: 424,610 AGE % OF TOTAL POPULATION POPULATION GENDER % OF TOTAL POPULATION POPULATION TARGET MARKET (90 %) UNDER 139 % 38,215 MALE 43% 16,432 14,789 FEMALE 57% 21,783 19,605 13 26 41 %174,090 MALE 43% 74,859 67,373 FEMALE 57 % 99,231 89,308 27 4033 % 140,121 MALE 43% 60,252 54,227 FEMALE 57 % 79,869 71,882 41 +17 % 72,184 MALE 43 % 31,039 27,928 FEMALE 57 % 41,145 37,031 PASIG CITY POPULATION: 617,301 AGE % OF TOTAL POPULATION POPULATION GENDER % OF TOTAL POPULATION POPULATION TARGET MARKET (90 %) UNDER 139 % 55,557 MALE 43% 23,890 21,510 FEMALE 57% 31,667 28,500 13 26 41 %253,093 MALE 43% 108,830 97,947 FEMALE 57 % 144,263 129,837 27 4033 % 228,401 MALE 43% 98,212 88,391 FEMALE 57 % 130,189 117,170 41 +17 % 104,941 MALE 43 % 45,125 40,613 FEMALE 57 % 59816 53,834 8. ANTIPOLO CITY POPULATION: 633,971 AGE % OF TOTAL POPULATION POPULATION GENDER % OF TOTAL POPULATION POPULATION TARGET MARKET (90 %) UNDER 139 % 57,058 MALE 43% 24,535 22,082 FEMALE 57% 32,523 29,271 13 26 41 %259,928 MALE 43% 111,769 100,592 FEMALE 57 % 148,159 133,343 27 4033 % 209,210 MALE 43% 89,960 80,964 FEMALE 57 % 119,250 107,325 41 +17 % 107,775 MALE 43 % 46,343 41,709 FEMALE 57 % 61,432 55,289 CAINTA POPULATION: 289,833 AGE % OF TOTAL POPULATION POPULATION GENDER % OF TOTAL POPULATION POPULATION TARGET MARKET (90 %) UNDER 139 % 37,678 MALE 43% 16,202 14,582 FEMALE 57% 21,476 19,328 13 26 41 %118,832 MALE 43% 51,098 45,988 FEMALE 57 % 67,734 60,961 27 4033 % 95,645 MALE 43% 41,127 37,014 FEMALE 57 % 54,518 49,066 41 +17 % 49,272 MALE 43 % 21,187 19,068 FEMALE 57 % 28,085 25,277 9. MONTALBAN POPULATION: 223,594 AGE % OF TOTAL POPULATION POPULATION GENDER % OF TOTAL POPULATION POPULATION TARGET MARKET (90 %) UNDER 139 % 20,123 MALE 43% 8,653 7,788 FEMALE 57% 11,470 10,323 13 26 41 %91,674 MALE 43% 39,420 35,478 FEMALE 57 % 52,254 29,029 27 4033 % 73,786 MALE 43% 31,728 28,555 FEMALE 57 % 42,058 37,852 41 +17 % 38,011 MALE 43 % 16,345 14,711 FEMALE 57 % 21,666 19,499 SAN MATEO POPULATION: 184,860 AGE % OF TOTAL POPULATION POPULATION GENDER % OF TOTAL POPULATION POPULATION TARGET MARKET (90 %) UNDER 139 % 1,664 MALE 43% 716 644 FEMALE 57% 948 853 13 26 41 %75,793 MALE 43% 32591 29,332 FEMALE 57 % 43202 38,882 27 4033 % 61,004 MALE 43% 26232 23,609 FEMALE 57 % 34772 31,295 41 +17 % 31,426 MALE 43 % 13513 12,161 FEMALE 57 % 17913 16,122 TOTALTARGETMARKET MALE FEMALE 808,070 376,710 431,360 10. Psychographic Segmentation

Majority of the customers who purchase, shop or just window-shop are preferably females.

People who are stylish and swinger are ones to be targeted also ones who are in the middle class.

Behavioral Segmentation

Females generally provide sufficient time in visiting stores and choosing jewelries.

• • they give more effort in choosing.

• • Scrutinizing

• • deciding on which product they want to purchase

Customers buy jewelries for the benefits to enhance their self-esteem and fashion with respect to economy aspects.

Little and profound customer loyalty .

People who use accessories with medium and heavy usage rate.

Who participate on hang-outs or parties are probably the intention using of accessories as well as in work and school.

Need Segmentation

One is the need for self-gratification and the other is for gifting purposes.

We have chosen to target males and females aging from 13 26 years old; young single or in a relationship; YUPs, students and unemployed people which are probably in the middle class. 11. Buying Decision

Limited problem solving when pertaining to decision making.

Shopping goods like sterling silver jewelries need a temperate amount of time and effort in making a decision to buy.

Unisilver products also posses medium risks in which contributes in the reduction of information search.

Buying Decision Process Need Recognition

for self-reward or for gifting purposes.

straightforward as having a relative or friend who is about to celebratehis birthday or it can be as ambiguous as realizing the need for self-gratification.

Unisilver products are classified as psychological needs because they satisfy personal indulgence of customers.

they somewhat achieved a new look or being different upon wearing a new jewelry.

Information Search

Unisilver reduces information search by these steps:

Providing a wide variety of products and a broad assortment of products, its sizes and designs.

Making salespeople to do sales talks.

And performs everyday low pricing.

Need Recognition 12. Evaluation of Alternatives *10=EXCELLENT, 1=POOR

• • • • At this point we are about to use the multiattribute attitude model in which is based on the notion that the customers see Unisilver, Silverworks and Just Gift products as a collection of attributes or characteristics.

IMPORTANCE WEIGHTS PERFORMANCE BELIEFS CHARACTERISTICS BUYING FOR SELF-REWARD BUYING FOR GIFTING PURPOSES UNISILVER SILVERWORKS JUST GIFT CREATIVE DESIGNS 8 10 8 9 6 QUALITY 8 10 8 9 7 ECONOMY 5 7 10 5 7 VARIETY AND ASSORMENT 7 9 10 8 5 PACKAGING 4 10 8 10 6 OVERALL EVALUATION BUYING FOR SELF-REWARD 280 265 198 BUYING FOR GIFTING PURPOSES 400 387 284 TOTAL 680 652 482 13. Choice of AlternativesThe overall evaluation for the three retailers of sterling silver using the importance weights and performance beliefs of customers who buy for self-gratification and for gifting purposes are the following:

Unisilver earned the highest score, 400, thus, the most favorable evaluation for the people

who buy forgifting purposes.

For self-gratification, Unisilver also gained the highest score of 280.

And for the totality, Unisilver as well got the highest rating of 680.

• • Purchasing the Merchandise

Unisilver can easily convert positive merchandise evaluation into purchases at the cash register by these steps:

• Providing a complete assortment of sizes.

• Return and exchange policy for sizes.

• Each salesperson also acts as the cashier, thus, reducing the actual and perceived waiting time

• in purchasing the product.

• • Post Purchase Evaluation

The customer achieved self-gratification and the retailer earned confidence from the

customer, thus, shortens the buying process on the succeeding purchases.

Customers dont tend to search for information about a specific retailer and its products

anymore.

14. Buying Roles In the buying process, the following buying roles emerge: User-buyer-decider the person who actually purchases and uses the product. This is role comes into view when a person seeks for self-gratification upon purchasing and owning an accessory. Buyer-decider the person who actually purchases and makes the decision upon buying the product. This role comes into sight when a person recognized the need to have a present for a friend or a relative. Influencer the one who urges or influences another person upon his decision-making towards buying jewelry. This role is acted by the salespeople in the Unisilver retail store. They tend to influence customers by doing sales talks about designs which can match the wants of the user, designs that fits the buyers budget etc. 15. RETAIL MARKET STRATEGY Retail Market FOR SELF-REWARD FOR GIFTING PURPOSES SEGMENT SHOPPING CENTERS SPECIALTY STORES RF EO TR AM IA L T UNISILVER SILVERWORKS IBAY S JUST GIFT KYLA BROADWAY GEMS PINK BOX 16.

• Sustainable Competitive Advantage

Customer Loyalty

Unisilver sustained this front of their pursuit for customer loyalty by :

• offers jewelry cleaning for free by only presenting the stab given after purchasing the product.

• gives loyalty cards for customers who purchased products in which the total price meets or exceeds the minimum amount for giving loyalty cards.

• discounting of products.

Location

• The company also takes in consideration the location of the mall itself if it fits their requirement upon having a store.

• Unisilver offers most of its efforts towards retail location. An example of this is their location strategy in Sta. Lucia East Grand Mall.

17. GREENWICH KANG HELMET JUST GIFT UNISILVER CUPID CHERUBS LYNX DESIGN HOBBIES FOR BIGGIE JOLLIBEE HA L L W A Y HA L L W A Y FOUNTAIN ENTRANCE LIWANAG UNISILVER MICRO J KODAK BPI GE MONEY BANK PALE BLEUE STAIRS HALLWAY HALLWAY (2ND FLOOR) PHASE 3: :(2ND FLOOR) PHASE 2 18.

• Growth Strategies

Market Penetration Unisilver performs this opportunity by having more stores in the target market which also includes more displaying of merchandise to increase impulse purchases. Product Development

• Provided a new product which is made to satisfy the wants of its current customers to purchase a timepiece made with the brand. Which can probably increase the loyalty of its customers and may also attract non-users.

Diversification The company does vertical integration wherein it involves investment of retailer,wholesaling and/or manufacturing. Unisilver Group International Corp. is the mothercompany of Unisilver.Unisilver Group International Corporation performs the whole distributionprocess making it fully an integrated company. 19. RECOMMENDATION In considering the competitive advantage of Unisilver towards its customers, there is no question to be asked. Upon the most important one, the location, it gives a lot of effort to sustain it according to its goals and objectives. But then, its number one competitor, Silverworks overrides one of its aspects which is packaging. We recommend Unisilver to enhance its packaging to uplift more about its products which can definitely rise nearer to Silverworks. We also suggest that the theme of the packaging jives with the occasion rendered by the buyer. Customers give attention to striking and attractive packaging most likely to the people who will buy sterling silver jewelry for gifting purposes. Based on what the target market calls for, packaging would give additional credit to customer loyalty as well as to other aspects of its operations.Unisilver can also provide sets of jewelries that include its latest addition to their variety which is Unisilver Time. The design of the watch matches with the designs of jewelry set.