FAR EASTERN UNIVERSITY

Institute of Accounts Business and Finance

MINT
BOUTIQUE STORE

Benevolent Rulers
Company

ANGELES, Angelica
BALISTOY, Ramil E.
CALIP, RAYMOND
DE GUZMAN, Jose mari
GAVIA, Marjorie Joyce P.
HAGOSOJOS, Claribelle D.
ROXAS, Juzzel Mae P.
SINAON, Mark Philip
TORRELIZA, Vanessa R.

ACKNOWLEDGEMENT
First of all we would like to thank GOD who gives us the knowledge and the
strength to do this retail plan. To him we prayed solemnly that this research
would be a success and will help anyone that will be given an opportunity to read
this.

Secondly to all the people who help us in doing in this RETAIL PLAN for the year
2010 in making this possible especially our parents that have been always in our
side supporting morally and financially.

We would like to acknowledge and give our sincere thanks to the main office and
employees that has given us the additional information about their store.

Also to each member of the group for their cooperation, hard-work and patience.
Without them this paper would not be completed. Although there comes a time
that we have misunderstandings we were able to work together and finished this
research proposal.

And lastly we would like to give our whole-hearted thanks to our beloved
professor Sir Rhomy Nuqui for the motivation, inspiration and to the support that
he gave us and for the knowledge that he imparted to us.

Executive Summary

Mint Clothing is a fashion line conceived in 1999 by designer Jodi Arnold. The
line is often referred to as MINT by Jodi Arnold. He came up with the line and
discovered it during the time he sipped a cup of mint tea in Paris, France and this
was his conceptualization as he designed and introduced Mint Clothing that is
elegant and flirty here in the Philippines.

MINT Company is dynamic as the people that wear their energetic clothing line.
This dynamism is proven by its fast paced opening of chain of stores in major
malls across Philippines. The presence of this retail store in the malls has
provided a fresh and trendsetting collection of clothing garments. Mint currently
has more than 20 stores nationwide and has acquired the calmness in operating
in a very dynamic world. Being a purveyor of the ever-changing fashion industry,
Mint has always kept abreast with the discriminating and changing taste of the
fashion-conscious Filipino.

The collections of this clothing line was first meant for the ladies apparel, for
them to be more recognizable and continuously attract customers they chose
Riza Santos and Cristine Reyes as their top celebrity endorsers. As years have
passed Mint introduced Mint Men in 2006 and tagged Jericho Rosales as their
Mint Men ambassador. This promotional skill expand a very interesting stuff in
the part of men society wherein they could now shop in this kind of clothing store
knowing that this was for ladies wear only.

This is currently creating a stir in the country’s fashion setting with almost the
same product line of Folded and Hung, Tomato, and Genevieve. Mint arises from
the interrelation between a quality product with a distinctive design and a unified
brand image. It’s somehow like whatsoever looks of outfit you desire; Mint is the
place to go. The store offers different apparels and accessories which are easy to
fit on and ensemble.

As the fashion and retail industry tends to be overly youth focused. However, by
closely following generational fashion trends as well as the customers'
purchasing preferences, we made the Mint as one of the retail stores that will
cater the different needs and wants that the fashionistas and on-the-go adults will
be solely focused.

Anyone who chooses to visit any of Mint stores will surely want to come back and
explore further surprises because our group decided to create a pleasant
presentation and developments, specifically, in retail plan that our customers will
 definitely and certainly appreciate the collections of the mint clothing line as well
as for them to experience the extreme enjoyable shopping.

Our group aims to give a full overview of the strategic plan that we will implement
for the whole year of 2010 with the objectives of making the appropriate
decisions on various techniques that can be used in strategic planning which
specifically done to avoid or beat the competition and eventually outperforms
them in the future state of the company and also improved services to cope up in
the ever-changing trends and wants of the target consumers. This plan also
involves monitoring and getting feedback from implemented processes to fully
control the operation. Ultimately, we want Mint not just to sell either clothing or
accessories. We want them to sell the look. We want them to be part of the
activity, part of the memory, part of the tradition of dressing in the latest fashions.

II. RETAILING ENVIRONMENT ANALYSIS

• INDUSTRY TRENDS

The retail fashion industry is a solid business with ever-changing styles and ever-
present consumer demand. While supercenters and megastores ruled the past
two decades, more and more consumers are looking for change. They’re
searching for a more serene and customer-friendly shopping experience. This is
true especially for those nearing retirement age. In reality, as the Baby Boomers
numbers decrease, there will be fewer older Generation X-ers to sell to.
However, this market decrease will not occur for at least twenty years. Even then,
clothing will always be in high demand.
 The clothing retail industry includes stores specializing in family clothing (50% of
industry sales; women’s clothing 25% or men’s clothing 6%; children’s clothing
store includes infant wear. Accessory stores may specialize in hats or caps,
costume, jewelry, make-up and perfumes.

• STRATEGY & IMPLEMENTATION

Mint recognizes the importance of marketing. And to that end, we plan to

promote our retail business with an ambitious, targeted marketing campaign,
which will include local media coverage, print advertising and a direct-mail
campaign. Our goal is to keep our marketing budget to no more than 5% of our
gross annual sales, and we will form partnership with local advertising agency
such as Cosmopolitan, we already have connections in all the necessary places.
These strategic partnerships will allow us to piggyback on publicity for local
events, as long as they are within our targeted demographic. MINT’s initial
marketing efforts will remain local as we establish a presence in our community.
These will rely heavily on local print and broadcast media coverage, traditional
advertising, signage, a direct mail marketing campaign and networking. A
significant portion of our advertising budget will be allocated to print and
broadcast media.

• MARKETING STRATEGY

MINT has strong marketing backgrounds and recognizes the significance of

effective marketing. We expect our strategy to draw consumers into Mint from the
very beginning. Moreover we will develop and implement a strategic marketing
plan and guide our publicity efforts in a cost-effective manner. Our marketing
message, logo and slogans will revolve around the idea of the MINT as
revolutionaries and trend setters. Party goers are in their prime and at their best,
meaning these men and women deserve to be recognized as a force within the
fashion industry.

• CONTROLLABLE FACTOR

• PRICE

Mint is currently using a discount pricing strategy to cope up with the challenging
competition of the market. While price remains the top consideration of poor
Filipinos in purchasing products, this is not necessarily true for the whole
population. Filipinos are known for their penchant for foreign-made goods,
particularly those made from the United States. A number of American middle-
class brands have carved their niche in Philippine market, particularly among
richer Filipinos in Metro Manila and other urban areas.

• PROMOTION

Mint is frequently promoting its discounts strategy to attract walk-in customers.

Mint has its in-store collaterals that give their little promotion to the walk-in
customers. Mint should have a solid marketing m ix. A strong marketing mix that
is consistent with the brand positioning is a must for ensuring that a brand will
continue to sell. Each element of the mix—product, packaging, pricing,
distribution, promotions, advertising—has its own characteristics, but each must
be carefully considered in its relationship with the other elements and with the
overall marketing strategy to ensure that the delivery of the brand promise is
maximized. This marketing mix should be balanced and made consistent with the
brand’s desired position and image in the market. To have it any other way would
just confuse consumers and weaken the standing of the brand in their minds.

These are some of the strategy that we will use: Buzz marketing. This viral type
involves getting mass media celebrities to discuss their experience with MINTS
products, preferably on a provocative but always positive note. The idea is to
deliberately create noise and buzz about the product among the readers,
viewers, or listeners.

We will also use alternative advertising which includes the: Transit advertising
or what is commonly called as transport ads, to target ever-growing number of
commuters that take public transport. These ads usually come in the form of
wrap around posters on the body of busses or passenger jeepneys and
signboards, in these aside from offering a mobile advertising it can reach wider –
ranging target consumers across almost all the demographic classes.

• PEOPLE

MINT employees is a very important factor that a store should develop because
as the retail industry goes as it is a strong customers focus is the main concern
because nobody buys anything for what it is. Customer buys the product for what
they think it does for them and a good sales person inside the store is a big factor
that can help because they should know what their customers want to buy or to
purchase by having a good relationship with them to give the opportunity of
repeat purchase and profit follows.

• PLACE

MINT’s location is primarily located inside the mall area which was frequented by
their target market and also gives more awareness to potential customers
because many people used to go and shop in malls. It is one of the most
important factors in choosing a good location of the retail store which has a
profound effect on the entire business life of a retail operation. A bad choice may
all but guarantee failure, a good choice success.

III. COMPETITORS ANALYSIS

MAJOR PLAYER MINOR PLAYER

FOLDED AND HUNG CINDERELLA

PEOPLE ARE PEOPLE TOMATO

GENEVIEVE YRYS

2. COMPETITION MATRIX
 3. WINNER/LOSER ANALYSIS

BRAND PRODUCT PRICE PLACE PROMOTION

MINT
W W W L

FOLDED
AND HUNG
W W W W

MALDITA
W L W L
GENEVIEVE
W W W L

4. MARKETING MIX ANALYSIS

BRAND PRODUCT PRICE PLACE PROMOTION

Product lines They are Comm Their

MINT are ladies top, currently only celebrity
men’s top, using located endorsers
men’s shorts, discount on are Kristine
ladies dresses, pricing malls Reyes and
bags, strategy. Jericho
accessories. They Rosales,
lower have
price at billboards.
all times

SIGNIFICANT ANALYSIS:

Mint mainly focuses on the girls and boys product lines. Their ladies tops
are mainly one of the eye-catching line because of its colors, some are bright that
catches mainly the attention of a party-goers woman. Their men’s top possesses
a modern-man image. It is one of the good choices for a metro-sexual and vein
guys that want to look so cool and so neat. They also has additional product lines
like shades, fancy watches and bags but these are the product lines that are
slow-moving. In terms of pricing Mint is using a discounting strategy. They mainly
catches people’s attention by front-lining the products on sale that offers a very
low price. They are always on sale on different items from 30-70% off maximum
on some product lines. But it is one of the reason why Mints image was a bit
degraded on its quality focus because one of the perception of the consumers is
that the higher the price of the product the higher the quality of it. It is commonly
located on malls which are mainly their prerequisites in putting up a branch. Their
celebrity endorsers are Jericjo RosALES and Cristine Reyes. They are currently
advertising in billboard in Edsa.
 VI. RETAIL MARKETING OBJECTIVES

GENERAL OBJECTIVES

To be able to expand the market share to 50%.

• Generate repeat and referral sales.

• Generate 30% higher profit net after tax at the end of the year 2010.

• To be well known as a clothing line not just for fashionistas and on-the-go
adults but also for metro sexual men.

SPECIFIC OBJECTIVES

Our company aims to achieve the success of our retail plan for MINT by having
these objectives:

• To have aggressive marketing campaign to outperform the competition.

• To completely renovate in-store atmosphere.

• Host a successful event that will penetrate and raise awareness in 60 percent of
our targeted consumer market.

• Improving customer service.

To develop customer-friendly policies, train employees to provide

outstanding customer service, and learn how to create customer loyalty.

To train the crews as being a fashion consultant only within the store
premises as a part of our internal strategy.

VII. STORE POSITIONING

1. MINT has a new logo

OLD ` NEW
 MINT’s concept arises from the interrelation between a quality product with a
distinctive design and a unified brand image. Whatever look you crave for, Mint is
the first place to go to. For the last word on style, Mint has provided an
exclamation point. It is a fact that their patrons show diverse personalities, yet
they can count on them to supply an array of choices that will match every
distinct personality. They have become a Mecca of expression, which is the
reason their patrons keep coming back again and again. Behind this concept,
there is a great team that works day to day to ensure that the company ambition
becomes a reality. In order to achieve this, they combine enthusiasm, creativity
and continuous training with the values that prevail in our environment: harmony,
affection and humility.

2. “I WANT IT , I NEED IT , I GOTTA HAVE IT ’’

To provide male and female’s a comfortable and quality clothing line

where each gender of each diverse background can be their personality. MINT
Clothing is concerned primarily with bringing unity to people through a clothing
brand. The objectives are to present MINT Clothing’s ability to be distinct in a
number of different market audiences. Our strategies are based on our
audiences’ preferences and purchasing behaviors.
VIII. IN STORE RETAIL PLAN FOR THE MONTH OF JANUARY-JULY 2010

TIME TITLE OF THE TARGET

FRAME STRATEGY TACTICS GOAL OF
THE
STRATEGY

January “ MINT’s We will be To gain

Februay CRAZE coming up with additional
2010 MAGALOUGE” a mini- 40%
Fashion Mini- magazine at the awareness
Magazine same time a and 40%
2010” catalogue that market share.
has the latest
trends in the To be well
Celebrity- clothing line known as the
Buying showcasing the trend-setter
Strategy latest, hip, clothing line.
trendy clothing
beyond the
Metro’s finest
young models
and including
fashion tips
from the
designers. We
will team-up
with Preview
 Magazine as
the best fashion
magazine to
carry-out our
mini-fashion
mag

March- EXCLUSIVITY We will be To retain loyal

April CARD giving free customers.
2010 EXCLUSIVITY
CARD for a To generate
minimum repeat
purchase of purchase from
Php1500. For existing and
php1000 new
purchase the customers.
card will be sold
for
php100.There
will be
automatic 50
points in the
card and in
every 300
minimum there
will be
corresponding
50 points.
Whenever they
earn a total of
100 pts they will
get a free
Trendy
customize
shopping bag
which is one of
the perks of the
card and also
there will be
less 5% in the
next purchase.
May- “Philippine Thousands of To be well
June Fashion Week spectators, more known as a
2010 participant” than a hundred clothing line
“Scene-Stealer designers, 30 with a
with MINT” shows, 9 days, afforduxury
garments.
and one big
event. This To
year's continuously
Philippine generate
Fashion Week profit.
Holiday 2009
will be held on
May 26 to June
3, 2009 at the
grounds of SM
Mall of Asia
and SMX
Convention
Center.
Fashion and top
retailer brands
like Bench,
Penshoppe,
Kashieka,
Human and
Plains & Prints
would also
participate in
the 9-day event.

July- MINT: We will be To be able

August I Am calling the increase the
2010 Sensational attention of the market share.
party-goers to
attend the night
Make at the Blue
It Onion Bar at
Naturally east wood, the
Trendy hosts of the
said event are
the Boys Night
Out known as
popular Radio
DJs in the
Philippines. We
 will also invite
the two
ambassadors of
Mint, Jericho
Rosales and
Cristine Reyes.
This seems to
be the shining
collaboration on
the event.

IX. IN STORE RETAIL MERCHANDISING PLAN FOR 2010

1. ACTUAL LAY-OUT OF THE STORE

The actual current lay-out of the store is too compact and unrefined. From the moment
pass-by the store you will not be enticed to get in because of the small space in the
entrance and looks like overcrowded inside because of the unorganized discount corner
and other product category. The cashier as you will notice is at the side with so many
accessories all over the cashier and we have observed that this will be one reason of
changing the minds of the customer to pay for the product for another reason that the
cashier is very small and not so accessible within the other side of the store because
when the cashier is far from the clothing lines there will be a possibility that consumers
would change their minds while walking near the cashier. One problem is that they only
had one fitting room that’s why there are certain instances that the customer will not
have the willingness to fit for the clothes and just leave it behind. The bags are located at
the back of the mens category so there are misleading instances that they are not
interested in taking a look at the bags and also because it is located up the shelves.
NEW PROPOSED STORE LAYOUT
The window display should be on the two different sides of the store and the
mannequins are separated from ladies line at the left and mens line at the right side to
ensure uniformity and differentiation. The entrance should be wide and looks like
welcoming in the eye of the consumers or the passers-by. The New product line should
be emphasized in the center of the store to be given a full attention to the consumers.
The store should look like a round one so that there will be a flow and ensure that they
will be going around the store. The discount corner should be located in every corner of
the store so that when the customer is taking a look on the discounted line they will also
take a look on the regular priced category and will have the possibility of buying them
when they realized that the clothes is good and they will be encourage to buy even if it is
not in discounted price. The ladies and the mens line should have alignment to avoid
confusion to the customers and in line there the fitting room which is 2 rooms for girls
and two for boys. The cashier should be at the center so as to avoid changing of minds
of the customers in buying a certain product.

2. TRADE CHECKS OF SKU’s OPTIONAL LIST/STANDARD LIST THAT ARE

SUBJECT FOR:

• EXPANSION

LADIES TOP

• ADDITIONS

BAGS, ACCESSORIES, BELT, SHADES

• NEEDS TO MAINTAIN

MINT LUSH DRESSES

• NEEDS TO IMPROVE

MINT LUSH TOP

 • FOR PULL-OUT

MINT LUSH BOTTOM

• NEW CATEGORY KILLER

MENS TOP

3. NEEDS IMPROVEMENT

The decor of the store should be a good representation of what is all

about. Mint signifies a cool store with bright colors and flamboyant. They should
have famous faces displayed on their walls wearing fashion from the store and it
will be an additional attraction.
 • INVENTORY

To avoid in store traffic delay like having items that is out-of-stock we

proposed that the MINT inventory tracking system should tell the management what
merchandise is in stock, what is on order, when it will arrive, and what was sold. With
such a system MINT can plan purchases more intelligently and quickly recognize the fast
moving items that need to reorder and the slow moving items that should markdown or
specially promote.

4. WINDOW DISPLAY

• The window display should be eye-catching. If

it takes only a few seconds to walk past a store window. It should grab
their attention, so that the store will not lose the sale. Priority one is to
divert the focus of the shopper to the store. At a minimum, your store
windows need to be more edgy and engaging than the competition
next door to you and across the street.

X. CONTINGENCY PLAN/CONTROL

1. SAFETY NET/BACK UP PLANS

 After the said activities and plans are implemented it is very important
to continuously monitor and evaluate the status of the plan-as important as
identifying strategic issues and goals. This also used to ensure that the
company is following the direction established during strategic planning.