A Strategy Presentation done during my MBA. Contents involves both primary and secondary research done in Philippines Market

1. Of Plains & Prints

2. 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-led
business
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

3. Affordable Fashion for working women
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

4. Affordable Fashion for working women
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

5. Affordable Fashion for working women
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

6. Affordable Fashion for working women
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

7. Affordable Fashion for working women
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)
Products
Clothing: Fashionable Tops, Bottoms & Dresses
Basics: round-neck tees & denims
Others:
• Belts
• Necklaces
• Scarves
• Perfume
• Shoes

8. Affordable Fashion for working women
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 fundamental
part of the way we work and
inform every decision we make”
Needs to change *
“By living these values, we make
sure that we work responsibly
and that we deliver the excellent
service our customers deserve”
Needs to change *

9. Affordable Fashion for working women
Strong Financial PerformancePlains & Prints
Overview
History
Vision
Divisions
Product
Context
Serco in Health
Competition
Collborators
Product
Performance
Values
Locations
2,548
2,811
3,124
3,970
4,327
2006 2007 2008 2009 2010
5.8% 6.0%5.3%4.8% 5.1%
Revenue (£m)
123
142
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%

10. Affordable Fashion for working women
Political FactorsPlains & 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

11. Affordable Fashion for working women
Economic FactorsPlains & 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

12. Affordable Fashion for working women
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.
.

13. Affordable Fashion for working women
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

14. Affordable Fashion for working women
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

15. Affordable Fashion for working women
Target CustomerSerco Overview
Context
Customer
About Consumer
Profiling
Buy buy Why?
Buying Process
Positioning
Demographics:
25- 35 year old working woman
Belongs in the B and Upper C class
Both Married and Single
Average 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

16. Affordable Fashion for working women
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

17. Affordable Fashion for working women
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

18. Affordable Fashion for working women
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?
Information
Search
• Internet: Blogs, Fashion Sites
• Magazines, Newspapers
Evaluation of
Alternatives
• 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-purchase
decision
• 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

19. Partners to provide world-class PositioningSerco 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

20. Affordable Fashion for working women
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

21. Affordable Fashion for working women
Pricing MatrixSerco Overview
Context
Customer
Competition
Collborators
Key Competitors
Pricing Matrix
Comparative Positioning
No.
of
Stor
es
Metr
o
Manil
a
Luzon Visay
as
Mind
anao
Ave
store
size
(in
sqm)
Kamis
eta
50 17 16 9 7 100-
150
Bayo 33 18 10 4 1 80-
100
Kashie
ca
27 18 6 2 1 100-
120
Maldit
a
21 14 - 5 2 50-70
Plains
&
Prints
65 27 21 10 7 80-
120
Key Success
Facators
Plains &
Prints Kamiseta Bayo Kashieca Maldita
Weig
htin
g
C1
rati
ng
C1
weigh
ted
C2
rati
ng
C2
weigh
ted
C3
rati
ng
C3
weigh
ted
C4
rati
ng
C4
weigh
ted
C5
rati
ng
C5
weigh
ted
1.) Product
Innovation 0.35
9.0
0 3.15
8.0
0 2.80
7.5
0 2.63
8.5
0 2.98
7.0
0 2.45
2.) Customer
Focus 0.30
8.0
0 2.40
8.0
0 2.40
8.0
0 2.40
8.0
0 2.40
8.0
0 2.40
3.) Strong
Team 0.20
8.0
0 1.60
7.5
0 1.50
7.0
0 1.40
7.0
0 1.40
7.5
0 1.50
4.) Brand
Experience 0.15
8.0
0 1.60
7.5
0 1.13
8.0
0 1.20
7.5
0 1.13
7.5
0 1.13
1.00
33.
00 8.75
31.
00 7.83
30.
50 7.63
31.
00 7.90
30.
00 7.48

22. Affordable Fashion for working women
Comparative PositioningSerco Overview
Context
Customer
Competition
Collaborators
Key Competitors
Pricing Matrix
Comparative Positioning
Kamiseta
Bayo
Kashieca
Girly
Wholesome
Sophisticated
sexy
Profession
al
Maldita
Plains &
Prints
Key Competitors
Key Competitors

23. Affordable Fashion for working women
Comparative PositioningSerco Overview
Context
Customer
Competition
Collaborators
Key Competitors
Pricing Matrix
Comparative Positioning
Kamiseta
Bayo
Kashieca
Girly
Wholesome
Sophisticated
sexy
Profession
al
Maldita
Plains &
Prints
About Partners
Key Competitors