Likhang Filipino Corporation

Marketing Plan

Likhang Pilipino Corporation

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1. Introduction

                From fibers and threads to colors and prints, weaving
speaks so much about the Philippines’ cultural narrative. Besides preserving history, the country’s weaves are also promising products that bring attention to indigenous communities, their craftmanship and artistry. According to Garments and Textile Industry Development Office (GTIDO) and the Center for International Trade Expositions and Missions (Citem), the art of loom weaving is continously showing potential in the global market.  The traditional handwoven textiles are transformed into various products such as accessories, hand bags and the latest one, the national Barong Tagalog that were made from Pinya Fabrics. The function of a certain handwoven can serve many purpose if it’s designed and styled creatively.

The versatility, viability and global competiveness of the Philippine craftmanship has become the foundation of idea of the newly established business named Likhang Pilipino Corporation. Unfortunatly, due to neglected potential of the art of loom weaving by the locals itself- the indegenious art has been considered endangered from the previous years. Many of the local artist strive to save the very highlight of the local artistry. Hence, before  settling with the decision of establishing Likhang Pilipino Corporation.  Our company has first considered building a product line such as clothing lines, restaurant and even a high-tech vending machine that were completely different to Likhang Pilipino.

We, a team of seven high school students thought more about the foreign trends that will probably outsell faster and easier- however, we have realized that our company must not only gain by sales and profit value- we have decided that our company must also be something as an identity of the Filipino culture. Our company does not only want to define and integrate the technical terms of a business. Through the use of the local fabrics that are not often given enough recognition for its tradition of being made, the people behind Likhang Pilipino came up with the idea to create a bag with fabrics and leathers components that are made only in the Philippines. The birth of Likhang Pilipino was simply to showcase what lies more in our culture.

1. Mission

Likhang Pilipino Corporation aims to produce and deliver the best quality of bags with different styles and design through the use of handwoven fabrics and become the part of every Filipino lifestyle nationwide.

1. Vision

Likhang Pilipino Corporation is a local brand showing outmost quality of handwoven and leather bags, and by the year 2022 we have:

1. Accountability
2. Social awareness
3. Love for country;
4. And giving the satisfaction to every individual nationwide.

1. Executive Summary 

Likhang Pilipino Corporation is a small market sports retail store that operates in San Agustin St., Salcedo Village, Makati City. The company was established earlier this year by the group of individuals whose objectives are to promote the potential of local innovations through creating products that are exclusively materialized locally, and to give recognition and awareness to the endangered art of loom weaving, the underlying of the Filipino Culture. Likhang Pilipino offers quality kinds of backpacks - products that will not only possess the quality of travel bags alone, but will also have the full style and function of school bags. The company offers bags such as backpacks- both for traveling and school. Knapsacks, sling and tote bags that are styled and designed through the use of handwoven fabrics. Furthermore, as an alternative to penetrate the marketing strategy, the company also sells and offers accessories such as dresses of gadgets such as phone, tablets and laptops.

The company has made collaborations with several suppliers of raw materials that are local based such as Mangyan Heritage Center- the leading provider of authentic handwoven fabrics produced by various kinds of weaves. The Tannery Manila, the supplier that produces cowhead leathers and Clean-up Stuff- an online based seller of polyester cotton fabrics. These are the suppliers that are the main providers of locally made raw materials to be used in the products sold by the company. On the other hand, the company is also in partnership with local retailers such as The Barberyshop, Restop and Felipe and Sons that are located in Makati City.  

Likhang Pilipino Corporation ideally has the target market of ages ranging from 17 to 35 years old. This age bracket is basically the usual users of backpacks as they use it on a regular basis such as work, school or out of town. The segment position for the target market revolves around the geographic location of Makati City whereas the business is located.  Furthermore, the company aims to increase the market growth through promotional tools and strategies such as online advertisement, word of mouth, giving discounts and references in order to retain brand loyalty and image.

1. The Challenge 

Financial Objectives

One of the main objectives of the company is to increase sales and profitability through local and international level of promotions that will expand the number of both target market and potential buyers.  

Marketing Objectives

We will be a market oriented organization focusing on the fulfillment and satisfaction among our target market’s needs, wants and demands. Our company has the objective to achieve the maximum share as possible. Hence, to achieve the growth in market share, our company will develop more products with unique styles and designs compared to the ones we currently offer, to develop interest and maintain brand loyalty.

Social Objectives

The company will contribute toward social obligations such as giving contributions in charities, development of school colleges and hospitals.

Customer Oriented Objectives

        In order to build closer connections with our customers, the company will open a customer service center that will deal with complaints and suggestions when in regards to improving our service thus, to deliver greater qualities of products.  

VI.   Situation Analysis 

Company Analysis 

Likhang Pilipino Corporation is a small market sports retail store that operates in San Agustin St., Salcedo Village, Makati City. The company was established earlier this year by the group of individuals whose objectives are to promote the potential of local innovations through creating products that are exclusively materialized locally, and to give recognition and awareness to the endangered art of loom weaving, the underlying of the Filipino Culture. Likhang Pilipino offers quality kinds of backpacks - products that will not only possess the quality of travel bags alone, but will also have the full style and function of school bags. The company offers bags such as backpacks- both for traveling and school. Knapsacks, sling and tote bags that are styled and designed through the use of handwoven fabrics. Furthermore, as an alternative to penetrate the marketing strategy, the company also sells and offers accessories such as dresses of gadgets such as phone, tablets and laptops.