SuperFinal of Retail Plan - Watsons

FAR EASTERN UNIVERSITYINSTITUTE OF ACCOUNTS, BUSINESS, AND FINANCE

As Partial Fulfillment for the Requirements at our Subject Retail Management

Second Year Second Semester SY 2010-2011

Submitted By:

Andalan, Nestor Jr. D.

Absulio, Ruiz Jerome R.

Salas, Kevin Ail

Pardilla, John Kevin


RETAIL PLAN EVALUATOR”S RATING SHEET

This is to certify that the retail plan for WATSONS PERSONAL CARE has been carefully evaluated by the Pane of Evaluators using the prescribed criteria during the

Retail Plan Presentation.

The Retail Plan of WATSONS PERSONAL CARE has merited the rating

Of %

Panel of Evaluators:

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TABLE OF CONTENTS

I. EXECUTIVE SUMMARY

A. Summary

a. In-Store Advertising

b. Sales Promotions

c. Merchandising

d. Operations Management Style

B. Company Profile

C. General Objectives on Making the Retail Plan

D. Specific Objectives on making the retail plan

E. Key Strategy Changes

II. NATURE OF STORE

A. VISION

B. MISSION

III. STORE ANALYSISS

IV. MERCHANDISING DESIGN, DISPLAY AND STORE LAY OUT

V. PRODUCT LINE

CATEGORY OF THE AVAILABLE PRODUCT

A. Pharmacy

B. Health and Wellness

C. Beauty Products

D. Toiletries

E. Food and Beverages

F. General Merchandise


VI. CURRENT TARGET MARKET

VII. SWOT ANALYSIS

VIII. MARKET ANALYSIS

A.CURRENT MARKET SEGMENTATION

IX. MARKETING MIX ANALYSIS

A. PRODUCT

B. PRICE

C. PLACE

D. PROMOTION

E. PEOPLE

X. PROPOSED RETAIL MARKETING

A. PRODUCT

B. PROMOTION

B.1. IN-STORE SALES PROMOTION

B.2. IN-STORE PRINT ADS

B.3. INTERACTIVE MARKETING

B.4. PUBLIC RELATIONS


XI. PROPOSED RETAIL STORE LAYOUT

XII. PRIMARY TARGET COMPETITION



I. Executive Summary

A. In – Store Advertisement

When we visited the store of Watsons, Gateway Cubao Quezon City, We saw a lot of In-Store Advertising:

- Endorsers- Segmentation of Products endorsers for Bath care, Hair Care, Health and

wellness, food and beverages, etc.- Flat screen TV ads- Speakers inside the Watson Store

B. Sales Promotion Events

Watsons Company have a monthly Sales Promotions Events for costumers so that they always patronizing the all products of Watsons, here the some examples of promotion events that we saw in the store of Watson, Gateway Cubao Quezon City

- This Month the Theme of Watson is LIVE BEAUTIFULLY, they give a discounts to the selected product especially in the Beauty products.


- Get a 30%, 40%, 50%, 60% less on the selected and leading product

- Earning points to the SM Advantage Card to every purchasing products in Watsons.

- Sample of Hair and Beauty products


C. Merchandising system of the store

The product variety that Watson’s offers are not just Medicines and Beauty

products, they also extend their products in Health care and wellness, food and

beverages, exclusive products and also they own products of the Watsons. The store

has its own separation of products according to categories. They put the placards in the

top of the category product so that the customers will easily see and get the products

that they buy.

D. Operations Management Style

Watsons Operations Management Style is Centralized because all the

commands are coming from the head office. Watsons managers just wait for the

command from the head office and then after that they will do the job. For example the

PLANOGRAM the head office is the one making that and send to the branch and the

manager of that branch is the one responsible to implement it.


Brief History of A.S Watsons

The history of A.S. Watson dates back to 1828, with the opening of the Canton Dispensary. The small dispensary was formed as a clinic providing free medical services to the poor people of Canton in the southern Chinese province of Guangdong.

In 1858, Alexander Skirving Watson joined the Hong Kong Dispensary as Manager, with responsibility for the dispensing side of the business in 1860 when his uncle Dr Thomas Boswell Watson became major partner. At the death of Dr T. B. Watson in 1861, the Hong Kong Dispensary was leased to A.S. Watson and two other doctors, and from 1862 onwards, the name A.S. Watson featured prominently at the Hong Kong Dispensary. In 1871, the Watson family leased the company to Dr John David Humphreys and Dr Arthur Hunt, and thereafter trading was executed under the name A.S. Watson & Company. Retail outlets were known as "Watsons the Chemist".

The current owners, Hutchison Group, acquired a controlling interest in A.S. Watson & Co., Ltd in 1963. In 1981, it became a wholly owned subsidiary of Hutchison Whampoa Ltd. At this time, the group had 75 retail outlets.

About Watsons Personal Care Stores (Philippines) Inc.

Watsons Personal Care Stores (Phils.) Inc. is part of the Health and Beauty Store chain of A.S Watson, the largest health, beauty, cosmetics, and perfumery retailer in the world. Today, Watsons


H&B Asia is the leading health and beauty chain in the continent with successful operations in 9 markets (Hong Kong, China, Singapore, Malaysia, Thailand, Indonesia, Korea, Taiwan, and the Philippines).

In 2002, A.S. Watson Group joined hands with SM Prime Holdings Inc., the Philippines' leading shopping mall developer. The partnership brought about the first Watsons stores in SM Megamall and The Podium (Ortigas). Today, Watsons operates 170 stores in the Philippines serving more than 100,000 customers per day.

Watsons strives to ensure that their customers get the best value for their money through monthly promotions, special offers, and continuous consumer marketing programs. Each Watsons store houses nothing but the best brands from top manufacturers all over the world and also carries its own competitively priced, high quality private labels and brands. With more than 1000 brands ranging from medicines, cosmetics, and fragrances to personal care items and general merchandise, Watsons Your Personal Store delivers only the best health, wellness, and beauty solutions to each and every customer.


General Objectives on Making the Retail Plan

- To increase high sales for the retail store- To develop the retail store in a more organize way- To be the leading retail store among the other existing

retail store in the Philippines.

Specific Objectives on making the Retail Plan

Promotions

-to make a good promotion that catches the attention of the customer.

- to get the customer loyalty

Merchandising

- To improve the arrangement and positioning of the products in the retail store.

Advertising

- To make an advertisement that will inform the market about Watsons and to advertise it locally.

Key Strategy Changes

- Re arrangement of the lay-out and facility of the store- Add effective promotions and strategic advertisements.



II. Nature of the Store

Watsons Personal Care is a kind of store that serves the customer like a combination of a convenient store, drug store and health & beauty store in short the kind of this store is WATSONS style.

A. VISION

To be recognized as the leading personal care store concept in every market in which we operate.

B. MISSION

To help people enjoy their lives more by making a bigger positive difference in their health, looks and the way they feel.



III. STORE ANALYSIS

When we visit the store of Watsons we observed the aspects that need to be change or solve and aspects that Watsons did very well.

Below are the aspects that need to be solved or change.

Staffs that are not nice or not that pleasing to the customer, especially to the FEMALE GUARD in that store.

Some products that needed to be in the storage room are only place at the floor near to the back wall of the store and it is not pleasant to the eyes.

The place is very congested that customers are accidentally bumped by another customer.

Below are the aspects that Watsons did very well.

The lighting of the store is good. They have a music at the store The arrangement of the products are good The place of Watsons is also good because it Is in the mall a

crowded mall and it is near to the LRT station and it is easily be seen by customers because it is also near at the entrance of the mall.



III. MERCHANDISING DESIGN, DISPLAY AND STORE LAYOUT

According to our research, Watsons is a retail store that is advance in terms of technology. During our interview with the Super Visor of Watsons Gateway Mall in Araneta Center Cubao, Quezon City, Watsons has a system that for example price of a product, when its price changes all of the branches must accurately change the price on that day because if they didn’t change it they might be caught by a surprise checker and a minus grade to them.

Back to the topic, well WATSONS have this kind of virtual merchandising that really caught a customer’s attention and that is they have a card or a poster that says that this product is TOP PICKED, BEST SELLER, and HOTTEST ITEM. By putting this cards or poster will help a customer which product to choose, it is like recommending the product to your customers telling them to buy this one because it is our best seller.


Also, Watsons ambiance looks good because of the lights that makes the store very bright. Approximately 50-80 florescent lights are installed on the store. The lights help the store to stimulate a customer’s interest/mood to buy a product because the light gives a positive effect to the customer just for example in hospitals the lights in a hospital is dim or not bright it is because to make a patient to relax and feel sleepy, while in a store like Watsons the lights are very bright to make the customers to feel energetic and to stimulate the customer to buy. Now, Watsons has an in-store music the purpose is that is to stimulate also the customer to buy. The slower the music the longer the customer will stay at the store and select more items.


In this picture, it shows how the products are displayed in the store of Watsons properly and it is organized. We’ve talked to the supervisor of this retail store and we asked that who is responsible on making this arrangement to the products and she answered that the Head office is the one responsible on making this arrangement and the term she used is “PLANOGRAM and SPACE PLANNING” all the plans for the arrangement of the products comes from the head office and the staffs in the retail store are the one checking and maintaining how it is to be displayed and she added that all the time the products are displayed like what is in the planogram and space planning because there are inspectors that visit them without noticing them so that is why every time they must maintain the proper display of the products.



Categories of Available Products

Pharmacy

- Cold and Flu- Cough- Digestion Treatment- Hemorrhoid Treatment- Laxatives- Oral treatment- Pain Reliever- Throat Treatment- Traditional Chinese Medicine


Health and Wellness

- Body Slimming- Eye & Ear Care- Family Planning- First Aid- Foot Treatment- Hair Treatment- Health Equipment- Health Foods- Skin Treatment- Vitamins & Supplements- Weight Management


Beauty

- Beauty Accessories- Colour Cosmetics- Facial Skin Care- Fragrance


Toiletries

Baby Care- Bath- Body Care- Feminine Hygiene- Hair Care- Hand & Foot Care- Men’s Grooming- Oral Care- Paper Goods/Cotton


Food and Beverages

- Beverages- Chocolates & Candies- Gift Confectionery- Snacks


General Merchandise

- Fashion Accessories- Gifts- Travel Accessories



V. CURRENT TARGET MARKET

In our interview with Ms. Carol of Watsons Gateway Mall, she is the Supervisor of the retail store. According to Ms. Carol, Watsons target market is most likely all, that’s what she said, but base on our observation and study, we think that Watsons target market are those people who wants a one stop shop for their body care/needs like these;

Pharmacy - for your medications.

Health & Wellness- for your body slimming, weight management and vitamins & supplements.

Beauty – consist of cosmetics products.

Toiletries – bath care, baby care, oral care and other body care.


Snacks and Beverages – to satisfy yourself in terms of food.

General Merchandise – for your fashion accessories and travel accessories.

Watsons is really a ONE STOP SHOP for your body care. That is why Ms. Carol answered that almost all people are their target market.



SWOT ANALYSIS

STRENGTH

WATSONS have products that others don’t have. For example their BEAUTY PRODUCTS only Watsons has beauty products that is made by their company, and MERCURY doesn’t have that product category. For example this product WATSONS

MOISTURISING FACIAL WASH

WEAKNESS

MERCURY beat WATSONS in terms of the time that they are open. Because MERCURY is open 24hrs 7 days a week while WATSONS only opens from 8 am to 11 am 7 days a week also.


OPPORTUNITY

WATSONS opportunity is that SM holds WATSONS. Because SM owns the PHARMACEUTICAL of WATSONS and every SM has WATSONS and SM’s consumer traffic will help or Watsons can benefit from SM’s consumer traffic because there inside the mall and people can go inside the store and may result for a purchase to their products.

THREATS

The threats that most likely will affect them are the terrorism that is happening now at the Philippines. Because most of Watsons retail stores are at the malls and we all know that malls are crowded and terrorists’ bomb crowded places. if this thing will happen it will surely affect most of the Watsons that are located on the malls.



VIII. MARKET ANALYSIS

CURRENT MARKET SEGEMNTATION

In every company or business you need to know your market segmentation. The Geographic, Demographic and Psychographic.

Geographic

You need to know what country to serve. And Watsons have many branches around Asia. Some are these countries:

Philippines

China

Korea

Singapore

Malaysia

Thailand and many more country around Asia.


Demographic

Also we need to know about the Age, Gender, Religion, and Nationality, Generation of the customer.

Age –all of the ages are applicable.

Gender – male and female

Religion – all of the religion are applicable

Nationality- all are applicable

Generation – Baby Boomers, Gen X & Y, all are applicable.

Psychographic

Also we need to know the social class, Personality and Lifestyle of the customers.

Social Class – all social classes can purchase in Watsons because Watsons has low prices items and also they have expensive items.

Personality – all kinds of personality are applicable to Watsons

Lifestyle- also all are applicable.



VIII. MARKETING MIX ANALYSIS

In this part we use the 5P’s which are Product, Price, Place, Promotion and People in Sales/Marketing.

A. Product

Watsons have variety of products in different product category and Watsons provide the brands of products that are known and trusted by the consumers. Also Watsons have products that they own and only available at Watsons stores like these toiletries: BARE ESSENTIALS


B. Price

In terms of pricing, Watsons is very accurate in changing the products prices. Like what I said on the first part of the retail pan Watsons has this kind of system that when the head office signals a change in price all the branches will accurately and immediately change the prices because if they didn’t change it in that day they will be caught by the surprise inspectors coming from the head office and they will be marked with low evaluation grade.

C. Place

The place of the store is good, because it is in a mall and it is near the LRT station and easily seen because it is near on the entrance of the mall.


D. Promotion

Watsons has In-store promotions like posters in the wall advertising the product and also they have two flat screens showing the different products in the store. And they have this monthly promotion and for this month their theme is “Live Beautifully” they’re promoting their beauty products by having discounts, free bags if you accumulated 800 pesos worth of beauty products. And also they have a free facial and testing on the beauty products

E. People in Sales/Marketing

Watsons staffs are nice but some are not, others are very pleasing and nice to the customer but the others are gonna make your head burst because of their arrogance just like we’ve experience when we visit the store. In that kind of staff’s people will think twice to buy on that store.






VALENTINES PROMOTIONS

Title: A sweet deal from your Watsons Personal Care

Scheme: For every 700 worth of purchase in any Watson’s product, get 1 bundle of chocolate.

Duration: Feb 13, 14, 15

Objectives:

-To increase sales on selected Watsons own products

- To have repeat buyers

Cost of Detailed

Chocolates

1. Samba = 1 box = P70php each box = 10 pcs of samba,500 samba 50 box x 70php = P3,500

2. Kitkat = small = P12.00 x 500 = P6000

Large = P22.00 x 500 =P11000

3. Goya = P22.00 x 500 = 11000

Samba=P3500

Kitkat=P17000

Goya=P11000

Total = P31500

Plastics

1plastic = P2.00 x 500pcs = P1000

Ribbon

1 Roll of Ribbon = 50php x 3pcs = P1500

50 bundles only

Labor

2 person … Each bundle cost = 2.00php labor

1 labor needs to bundle 250pcs = P500 x 2 = P100


Posters

4 posters only

Print – P40.00 each print x 4pcs = P120

Paper – P10.00 each x 4 = P40

Layout fee – Labor fee = P400

Total = P530

Total cost = P35530 ./ 500 = P71.06 each bundle

P71.06 / 700 worth purchased= 0.101514 x 100 = 10.15%


Gift Cheque

Scheme : For every accumulated official receipt from Watsons get a gift cheque

A. For every P10,000 above purchase receipt get 2pcs 500 gift cheque

B. For every P5,000-7,000 purchase receipt get 5pcs 100 gift cheque

C. For every P2,000-4,000 purchase receipt get 6pcs 50 gift cheque

Duration: Jan 01, 2012 - 31,2012 only

Objectives: Increase shopper traffic in Watsons.

Cost of Detailed:


50pesos Gift Cheque

50php x 200pcs = P10000

Paper = 2.00 each x 200pcs = P400

Print = 3.00 each x 200pcs = 600

Total = P11000

100 pesos Gift Cheque

100php x 100pcs = P10000

Paper = 2.00 each x 100pcs = P200

Print = 3.00 each x 100pcs = P300

Total = P10500

500 pesos Gift Cheque

500php x 50pcs = P25000

Paper = 2.00 each x 50 = P100

Print = 3.00 each x 50 = P150

Total = P25250

Total cost = P46750

A. 1,000 gift cheque / 10,000 worth purchased= 0.1 x 100= 10%B. 500 gift cheque / 7,000 worth purchased= 0.0714 x 100 = 7.14%C. 300 gift cheque / 5,000 worth purchased= 0.06 x 100= 6%


Stamp Card

Activity: Redemption

Title: Stamp Stickers

Scheme; For every 300 php worth purchase in Watson (Any brand) you get 1 sticker for stamp card promo

Duration: Sept 01- Dec 31. Can be claimed until Jan. 15

Objectives: Increase in Sales in selected and all products of Watsons

To gain customers loyalty.

Mechanics

1. A customer can avail of a Watsons Christmas promo card from September 01,2012 to December 31,2012 with no purchased

2. One stamp will be awarded for each purchase of any Watsons products at least worth 300php. No stamps must be accumulated and one stamp will be awarded for every purchase of Watsons owned products at least worth 300 php.10 stamps must be collected. all in all 20 stamps.

3.if a customer complete the promo card he/she can now present it at the Watsons in gateway and can avail the limited free movie passes (2pcs ordinary movies , 1pcs Imax movies)


Cost of Detailed

Cards = P 5.00 each x 500pcs= P2,500

Stickers: P.50 each x 5000pcs= P2500

Movie Pass= P180 per movie x 100pcs= P18,000

= P300 per movie x 50pcs= P15,000

Total Cost= 2,500 + 2,500 + 18,000 + 15,000= P38,000

300x 20stampcard= P6,000

180 ordinary movie x 2 = P360

300 Imax movie x 1= P300

360php + 300php= P660+5php each card+10php each stickers= P615 each person win

P6000/615= 0.1025 x 100 = 10.25%


HOLLOWEEN PROMOTIONS

Title : A thriller Surprise

Scheme : For every 1,000 pesos worth purchase in Watsons get 1 surprise gift.

Duration: Oct 20 – Nov 05 , 2012 only

Objectives: Increase in Sales of Watsons

To have repeat Buyers


Cost of Detailed

Adult = 1000 pcs , Children’s = 500 pcs

For adults (17 yrs old and above)

Sanitizer = P25php each x 1500 pcs = P 37500

Bath liquid soap = P 30php each x 1500 pcs = P44970

Scrub = P10php each x 1500 pcs = P 15000

Total = 97470

For children = 4 to 16 yrs old

Candy’s (max,halls,pochie)

Max= 1 box = P300 php x 5 = P1500

Halls = 1 box = P300 php x 5 = P1500

Poche = 1box= P450 php x 5 = P 2250

Total = P5250

Chocolates (flattops,choco choco,hany)

Flattops 1 box P700 x 5 = P3500

Choco2x 1 box P500 x 5 = P2500

Hany 1 box P 600 x 5 = P 3000

Total = P500

Plastics

1 plastic = P3.00 w/design Halloween x P 3000pcs = P9000

Staypler

1 staypler = P 70 x 2 = P 140

Bala = 1 box = P 30 x 4 = P120

Labor 1 persons

3 persons = adults = 1500 bundle , 1 labor man needs to bundle 750pcs

750pcs Bundle x 2.00 each bundle = 1500 x 2 = P3,000


For Adult

97,470 + 3,000 + 2,000= P102,470/1000pcs of bundles= P 102.47 per Bundle

102.47per bundle / 1500 worth purchase = 0.0683133 x 100= 6.83%

For Children

9,020 + 1800 + 1,000= P11,500/500pcs of Bundles = P23.00 per Bundle

23.60per bundle / 1500 worth purchase=0.0157333 x 100 = 1.57%

For adults 6.83 + for children 1.57 = 8.4%


CHRISTMAS PAPER BAG

Title: Wrap your things; give to your love one

Duration: Sept 01 – Dec 31, 2012 only

Scheme: For every worth purchased from Watsons get the Christmas Paper Bag.

A. Small Paper Bag= 200pesosB. Medium Paper Bag= 400pesosC. Large Paper Bag= 500 pesos

Objectives: To increase in Sales

To have a repeat buyers

Cost of Detailed:

Small Paper Bag

Paper Bag= P10.00each x 3,000pcs= P30,000

G. Card= P1.00 each x 3,000= P3,000

Print= P3.00 each x 3000= P9,000

Medium Paper Bag

Paper Bag= P15.00each x 3,000pcs= P45,000

G. Card= P1.00each x 3,000pcs= P3,000

Print= P4.00 x 3,000pcs= P12,000


Large Paper Bag

Paper Bag= P20.00 x 3,000= P60,000

G. Card= P1.00each x 3,000pcs= P3,000

Print= P5.00 x 3,000pcs= P15,000

Small- P42,000 total cost / 3,000pcs=P14.00per Pcs / 200 worth purchased=0.07 x 100= 7%

Medium- P60,000 total Cost / 3,000pcs= P20.00per pcs / 400 worth purchased= 0.05 x 100= 5%

Large- P78,000 total Cost / 3,000pcs= P26.00 per pcs / 500 worth purchased= 0.052 x 100= 5.2%



IN-STORE Flat Screen

Objectives: Inform customers of your product offering

Make customers aware that you have promotions

Cost of Detailed

40 inch LG flat screen = P40000 x 2 = P80000

Layout design to flats screen = P3000

Labor to put the flat screen Tv = P410

Total = P 83410


Transit Ads (Bus)

Objective: Strengthen the images of Watsons

Cost of Detailed:

Bus skin (Don Mariano bus)

Each bus skin cost = P90,000 x 15pcs of bus= P1,125,000

Labor 10 persons

Minimum salary = P410 x 10 = P4100 x 5 days = P20,500

Company fee = P 100,000

Total cost- 1,125,000 + 20,500 + 100,000 = P1,245,500


IN-STORE RADIO ADS

Objectives: inform customers of your product offering

Cost of Detailed:

I.T Expertise Fee – P15,000

DJ Fee – P12,300 per Month


IN-STORE POSTERS

Cost of Detailed4 posters only




Total = P530


Cost of Detailed4 posters only




Total = P530



Title: Bring in Baskets

Scheme: give shopping baskets for the customers for their convenient.

Objectives: To give more shopping convenience to the customers.

Cost of Detailed:

Baskets = 100pcs x 40 pesos each = 5,000

Watsons Sticker logo = 100pcsx10 = 1000

Total Cost = 6,000 pesos


Title: Bring in the Benches

Duration: Whole Year

Scheme: Place Benches at the store.

Objectives: to give our customers something to rest on.

To give the customers convenience.

Cost of Detailed:

Benches = 4pcsx2000 each = 8,000 pesos.

Total Cost = = 8,000 pesos


Title: Employee of the Month

Duration: whole year

Scheme: Monthly Evaluation of the employees and announcement of top 3 performers

Objectives: for the employees to have bonding time.

To evaluate the employees and teach them where did they go wrong.

Cost of Detailed:

Price for the Top 3 employee = 5,000 each x 3 = 15,000 per month

Certificate w/ frame

Paper = 1pack = 60pesos

Printing = 5pesos each x 3 = 15

Frame = 50 pesos each x 3 = 150

Total Cost = 15, 225 per month x 12 months = 182,700 Pesos



Change floor design of the Store

Objectives: To make the retail store spacious

Cost of Detailed:

Labor = 3 x minimum wage 420 = 1,260 pesos

Free Food

Lunch and Snack

200 each per person x 3 = 600

Total Cost = 1,860

Documents

SuperFinal of Retail Plan - Watsons