Plains & prints ver 0.5

Of Plains & Prints

Affordable Fashion for working women

ChangePlains & Prints

Overview

History

Vision

Divisions

Product

Context

Serco in Health

Competition

Collborators

Product

Performance

Values

Locations

Million sales and billion order book

A values-ledbusiness

65 stores

- 35 company owned

- 28 franchise-owned

Ranks amongst the

Top 5 Women’s Apparel Brand

Operates under Raffco International

Ltd. Corp

Owners: Erickson and

Roxanne Farillas

Most Promising

Filipino Franchise

Outstanding Filipino

Retailer of the Year


2008 - Present

Road Ahead Global Expansion

Strategy

2000 - 2008

Expansion 45 Plains and Prints

outlets present all over major malls in key cities and across the provincial areas

Expansion in new malls and regions

1994 - 2000

Establishment With Plains and Prints

core values to adhere and provide only the best fabrics,

Gaining grounds in various local communities

1994

Foundation A mere 11 square

meter space in -augarated in Greenhills, Ortigas

Company HistorySerco OverviewPlains & Prints

Overview

History

Vision

Key Success Factors

Product

Context

Serco in Health

Competition

Collborators

Product

Performance

Values

Locations


Vision and goalPlains & Prints

Overview

History

Vision

Key Success Factors

Product

Context

Serco in Health

Competition

Collborators

Product

Performance

Values

Locations

Our goal We are committed to provide lifestyle products that will bring out the best in our

customers and create growth opportunities for our employees and in the process

be good corporate citizens, doing our part to make a difference

Our Vision To be a dynamic global retailer with a diverse portfolio of lifestyle brands,

accessible to all and delivering the ultimate shopping experience


Key Success FactorsPlains & Prints

Overview

History

Vision

Key Success Factors

Product

Context

Serco in Health

Competition

Collborators

Product

Performance

Values

Locations

Product Quality: Use only the best fabrics and implement quality control procedures to produce high quality products

Knowing the Target Market : Intimately knowing and understanding the target market enables Plains and Prints to create products that are suitable to the needs and tastes of the Target Market. It also enables to company to create campaigns that effectively talk to the customer and communicate the brand

Brand Image: Alignment in all customer touch points in order to ensure clear and consistent communication of the brand image Constant messaging and utilization of the different promotional channels in order to create a strong brand recall and image

Innovation: Introduction and implementation of new strategies in order to differentiate oneself from competitors (i.e. first in the local market to do collaborations with local designers)

Strong Team: Training and exposure to new technologies and trends to enhance the skills of the employees

Brand Experience : Consistency in delivering the promise of providing only the products with the highest quality, coupled with superior customer service

Maintain Good Relationships with Media Partners


LocationsPlains & Prints

Context

Serco in Health

Competition

Collborators

Overview

History

Vision

Key Success Factors

Product

Performance

Values

Locations

Presence in major malls in key cities

& provincial areas ; Placement in department

stores and company-owned stores

63 stores

• 35 company owned

• 28 franchise-owned

Store Atmosphere:

• Classic & elegant

• Distinct Scent

• Orderly Merchandising

• Signature Playlist

• Friendly and reliable staff

Store Area: 80 sq meters

Top Branches:

• Shangri-la

• Trinoma

• SM Megamall

• SM North Edsa


ProductPlains & Prints

Overview

History

Vision

Divisions

Product

Context

Serco in Health

Competition

Collborators

Product

Performance

Values

Locations

Style Philosophy:

Fashionable timeless pieces that offer

both comfort & style

Major Collections:— Spring/Summer (February)

— Holiday (November)

ProductsClothing: Fashionable Tops, Bottoms & Dresses

Basics: round-neck tees & denims

Others:

• Belts

• Necklaces

• Scarves

• Perfume

• Shoes


ValuesPlains & Prints

Overview

History

Vision

Divisions

Product

Context

Serco in Health

Competition

Collborators

Product

Performance

Values

Locations

To adhere and provide only the best fabrics, high quality products and stylish designs

Uplift the standards of the Philippine Retail Industry by providing world-class products

Bring in continuously evolving techniques and imaginative designs to create wonderful timeless fashion pieces that is evident in all of the designs

“Our values are a fundamentalpart of the way we work andinform every decision we make”Needs to change *

“By living these values, we makesure that we work responsiblyand that we deliver the excellentservice our customers deserve”Needs to change *


Strong Financial PerformancePlains & Prints

Overview

History

Vision

Divisions

Product

Context

Serco in Health

Competition

Collborators

Product

Performance

Values

Locations

2,5482,811

3,124

3,970

4,327

2006 2007 2008 2009 2010

5.8% 6.0%5.3%4.8% 5.1%

Revenue (£m)

123142

165

230

259

2006 2007 2008 2009 2010

5.8%6.0%

5.3%

4.8%5.1%

Adjusted operating profit (£m) and margin (%)

Revenue growth = +9% Adj. Operating profit = +13%


Political Factors Plains & Prints

Context

Political

Economic

Social

Technological

Customer

Competition

Collaborators

Environmental

• Garment Textile and Export Board(GTEB) is responsible for regulation, promotion, expansion and development of garment and textile industry in the Philippines.

• Retail Trade Liberalization Act(RTLA) helps foreign investors in retail industry.

• According to the current policy, taxes are 30% on base cost per garment.

• Difficulties in opening stores in some places in Philippines in fear of terrorist activities. SWOT

Recommendation


Economic Factors Plains & Prints

Context

Political

Economic

Social

Technological

Customer

Competition

Collaborators

Environmental

Philippines Retail Report forecasts growth from PHP 1.39 trn to PHP 1.74 trn by 2015.

On the supply side, Philippines garment industry is not as attractive as before due to high labor cost and emergence of other low cost producers.

Philippines needs to move up the market where rising labor cost become less important part of the cost of garment.

SWOT

Recommendations


Social FactorsPlains & Prints

Context

Political

Economic

Technological

Social

Customer

Competition

Collaborators

Environmental

SWOT

Recommendation

Fashion is very seasonal, response time becomes extremely crucial.

Women are known for frequent shopping of cloths and our survey has shown that they buy new clothes three times a month.

Filipinos have also started embracing the local brands like Plains and Prints who are now easily at par with their international counterparts.

Philippines in totality has many malls. The big scale mall caters to broad markets to attract critical masses.

Single women are preferred for the job in this sector as they are more detailed and conscious in their work than men.

.


Technological factorsPlains & Prints

Context

Political

Economic

Social

Customer

Competition

Collaborators

Environmental

Emergence of social media like face book, twitter and blogs are used to market the cloths as its cheaper and has wide reach.

Software like Retail Pro is used to keep track of raw materials and the finished goods inventory

Many retail outlets have started offering online services for their customers to buy and sell cloths.

SWOT

Recommendation

Technological


Environmental Factors

The production process of the cloths leads to cotton wastes, the disposal of which is a problem.

Plastic is used for packaging the finished goods which is non degradable material causing environmental pollution

Plains & Prints

Context

Political

Economic

Social

Environmental

Customer

Competition

Collaborators

Technological

SWOT

Recommendation


Target CustomerSerco Overview

Context

Customer

About Consumer

Profiling

Buy buy Why?

Buying Process

Positioning

Demographics:25- 35 year old working womanBelongs in the B and Upper C classBoth Married and SingleAverage Salary above P40,000

Average Monthly Salary of Consumer

Psychographics:Plains and Prints is made for forward thinking , modern

women who is in tune with the times. It belongs to women who are interested in fashion and enjoys dressing up but is

not a slave to the trends. She has a mind of her own. She knows what she wants & goes after what she wants. She is still building her career and is looking for more ways

to enhance her image through her look and personal branding.

Key Insight: I want to buy Fashionable YET Affordable clothes!

Competition

Collborators


Customer ProfilingSerco Overview

Context

Customer

About Consumer

Profiling

Buy but Why?

Buying Process

Positioning

• Plains and Prints can be conceived as a fashionable brand with 71% of the respondents saying that they buy clothes

from Plains Prints for Style and Affordable Fashion

Competition

Collborators


AIDASerco Overview

Context

Customer

About Consumer

Profiling

Buy but why?

Buying Process

Positioning

Awareness

*Advertising Channels: Billboards, Magazines, Internet, PR Events, Stores seen in the malls

Interest

*Word of Mouth

*Clothes worn by colleagues and celebrities

Desire

*Attractive Designs, Quality of Product

*Style fits my personality

Action

*The clothes look good on me!

*Affordability and Value for Money

Competition

Collborators


Buying ProcessSerco Overview

Context

Customer

About Consumer

Profiling

Buy but why?

Buying Process

Positioning

Problem

Recognition

•Where can I buy stylish clothes for office that will fit my budget?

•Where can I buy clothes that will suits my style

•Where can I buy the clothes that reflect the current trend?

Informatio

n Searc

h

•Internet: Blogs, Fashion Sites

•Magazines, Newspapers

Evaluation

of Alternativ

es

•What other stores offer the same style?

•Are the other stores more affordable?

•Do the other stores have better quality?

Purchase

Decision

•Do I need this now?

•Do I look good on this?

•Will I really wear this ?

Post-purch

ase decisi

on

•Did this satisfy my expectations?

•Will I be able to wear this again?

•Is the quality still the same after wearing this? (i.e. color not faded)Competition

Collborators

Partners to provide world-class Positioning

Serco Overview

Context

Customer

About Consumer

Profiling

Buy but why?

Buying Process

Positioning

“Plains & Prints caters to women who live and breathe fashion. The Plains and Prints target market is composed mostly of the young working women who want to keep up to the latest fashion trends yet stay within their budget. Plains & Prints has a good understanding of the customer’s needs & they create a timeless, elegant pieces & playfully stylish ones yet make it affordable”

Proposed Affordable fashion for the working woman

Competition

Collborators


CompetitorSerco Overview

Context

Customer

Competition

Collborators

Key Competitors

Pricing Matrix

“Specialty retailer of fashionable casual apparel, accessories and footwear targeted at girls between 16-34”

“A Fashion brand synonymous with class styles for young female professionals and young mothers “

Upwardly mobile consumers, educated and fashion savvy women and men of all ages

For women who embody, the laid back, casual lifestyle having preferences for stylish yet classic apperal

Comparative Positioning


Pricing MatrixSerco Overview

Context

Customer

Competition

Collborators

Key Competitors

Pricing Matrix


No. of Stores

Metro Manila

Luzon Visayas

Mindanao

Ave store size (in sqm)

Kamiseta

50 17 16 9 7 100-150

Bayo 33 18 10 4 1 80-100

Kashieca

27 18 6 2 1 100-120

Maldita

21 14 - 5 2 50-70

Plains & Prints

65 27 21 10 7 80-120

Key Success Facators

Plains & Prints Kamiseta Bayo Kashieca Maldita

Weighting

C1 rating

C1 weighted

C2 rating

C2 weighted

C3 rating

C3 weighted

C4 rating

C4 weighted

C5 rating

C5 weighted

1.) Product Innovation

0.35

9.00

3.15

8.00

2.80

7.50

2.63

8.50

2.98

7.00

2.45

2.) Customer Focus

0.30

8.00

2.40

8.00

2.40

8.00

2.40

8.00

2.40

8.00

2.40

3.) Strong Team

0.20

8.00

1.60

7.50

1.50

7.00

1.40

7.00

1.40

7.50

1.50

4.) Brand Experience

0.15

8.00

1.60

7.50

1.13

8.00

1.20

7.50

1.13

7.50

1.13

1.00

33.00

8.75

31.00

7.83

30.50

7.63

31.00

7.90

30.00

7.48


Comparative PositioningSerco Overview

Context

Customer

Competition

Collaborators

Key Competitors

Pricing Matrix


Kamiseta Bayo

Kashieca

Girly

WholesomeSophisticated

sexy

Professional

Maldita

Plains &

Prints

Key Competitors

Key Competitors


Comparative PositioningSerco Overview

Context

Customer

Competition

Collaborators

Key Competitors

Pricing Matrix


Kamiseta Bayo

Kashieca

Girly

WholesomeSophisticated

sexy

Professional

Maldita

Plains &

Prints

About Partners

Key Competitors