Executive Summary

1. Introduction

Bench - the registered trademark of Suyen Corporation -

is the contraction of the name of marketing maverick Ben

Chan, and is his lifework, his ongoing dream and his

motivation.

As Chairman and Executive Creative Director, Chan, with

Virgilio and Nenita Lim, nurtured Bench to become the

Philippines' most successful crossover in the fashion and

lifestyle industry. Bench was the first in the Philippines

to grasp a global phenomenal trend: the reinvention of the

world's most innovative fashion labels from "not just

fashion but an entire lifestyle." Because of this, it is

credited for almost single-handedly spawning an entire

industry of its own in the country, whereby the company's

firsts were also firsts for the industry as a whole.

The natural progression of Suyen Corporation remains

faithful to its core sensitivity to global trend: it is now

spearheading a two-pronged expansion of bringing in top

global fashion and lifestyle brands to the Philippines,

while maintaining a relentless momentum in bringing out the

Bench brand overseas, with concentrated efforts in mainland

China. The much-applauded opening of the Bench_body boutique

in Shanghai in 2002, as well as the launch of the 3,000sq.m.

Superbench, marked a new age for the Philippines' most

esteemed fashion company, as it has matured into atrue

global brand that holds its own in the vastest market in the

world.

Bench is a leading lifestyle and fashion chain in the

Philippines. The trademark is derived from the acronym of

the founders first and last names (Ben Chan). From its

humble beginnings, the t-shirt offerings expanded into a

whole lifestyle store, offering Fix Salon for hair products

and services, stationary line Prescribe(r), Bench Brats for

teenagers, Bench Body and Bath specializing in bath and

fragrance products, and now HerBench offering a complete

womens line, including fragrances and cosmetics.

Beginning in 1987 with a small store selling mens t-

shirts, Bench grew at a unparalleled rate by being the

pioneer in the use of celebrity endorsers, television ang

giant billboards to propel a fashion brand that offers

premium quality products at affordable prices.

Bench, the registered trademark of Suyen Corporation,

symbolizes the fulfillment of Executive Creative Director

Ben Chan's dream to create a Philippine fashion brand that

would appeal to the young local market. The first Bench

boutique opened in 1987 through the combined efforts of Ben

Chan and his sister and brother-in-law, Nenita and Virgilio

Lim. The merchandise mix featured a wide collection of

locally manufactured men's shirts, trousers and footwear.

Enthusiastically embraced by the growing mall market, the

Bench line has since expanded to include stationery, men's

fashion accessories, toiletries and an extensive underwear

range. The single boutique of nine years ago has grown into

a vast network of outlets in Metro Manila, the rest of the

Philippines, as well as Asia, the Middle East and the United

States.

II Strategic Plan and Focus

The phenomenal success of Bench is a result of

continuous adherence to a simple vision: to offer premium

quality products at affordable prices.

Presently, the Bench lifestyle includes a teen line,

Bench Brats, the Bench Body & Bath line of fragrances and

bath products, Prescribe(r) skincare products and Bench

Bytes snacks. The junior ladies' line, HerBench, now also

features a line of fragrances and cosmetics, HerBench

Colours.

Bench has won several awards both locally and

internationally: 1994, Bronze Award, New York Festival for

International Advertising. 1995, Merit and Excellence Awards

and the Platinum Award at the Philippine Ad Congress. 1999,

TV Ad of the Month/June and Print Ad of the Month/June and

November by the Creative Guild. 1999, Winner for Asia at the

Regional Max Awards for Worldwide D'Arcy. 1999, Three Gold

Awards and two Silver Awards for print and television at the

Philippine Ad Congress. Bench has also won various retail

awards: 1997 and 1998, Retailer of the Year by the

Philippine Retailers Association. 1999, Most Promising

Franchise of the Year by the Philippine Franchisers

Association. 1999, the Golden Shell Award by CITEM. In 2000,

Bench was named Franchise of the Year by PFA-DTI, ushering

it into the award-giving bodys Hall of Fame.

For 2001, Bench deemed it high time to honor the very

unique Filipino spirit and teamed up with theater and

literary dame Gilda Cordero-Fernando and artist wiz M.G.

Chavez to bring to the Filipino people the Pinoy Pop Culture

Book. The first book to be written on the language and

nuances of Pinoy pop culture, it was considered a landmark

in the Philippine literary scene.

2002 saw Bench fortifying its hold on the underwear

industry with the opening of its maiden Bench Body boutique

in Glorietta. It was also in 2002 that Bench launched its

highly successful Overhauled line.

Competencies
 In line of franchising and apparel industry , one of

the leading competitors of Bench is the Penshoppe and Human

Apparel , also an industry in selling apparel

Competitive Advantages

For the past 15 years, Suyen's most popular brand,

Bench, has been affecting Filipino lifestyle and fashion,

which started with the opening of the first Bench boutique

in 1987 through the combined efforts of Mr. Ben Chan and his

sister and brother-in-law, Nenita and Virgilio Lim. Today,

Bench is undoubtedly the country's largest retail clothing

store with 53 stores, plus 18 Herbench stores, 28 local

franchise outlets, and 120 distributors nationwide.

And it does not stop here at home. It has thriving

franchises already operating in Al-Khobar, Riyadh and Kuwait

in the Middle East. The Bench label, through its authorized

retailers, has also demonstrated quite a strong presence in

the cosmopolitan cities of California, Canada, Florida,

Saipan, Brunei, Taiwan, United Arab Emirates and Palau.

With the opening of the Guam and Shanghai branches,

Bench has clearly established itself as a force to reckon

with in the very dynamic fashion landscape, offering premium

quality products at affordable prices even in the most

competitive markets.
 Bench's secret is in the merchandise. The mix features

a wide collection of locally manufactured men's shirts,

trousers and footwear. Enthusiastically embraced by the

growing mall market in the Philippines, the Bench line has

since expanded to include stationery, men's fashion

accessories, toiletries and an extensive underwear range.

The Bench lifestyle also includes a teen line called Bench

Brats, the Bench Body & Bath line of fragrances and bath

products, Prescribe(r) skincare products and Bench Bytes

snacks. The ladies' line, HerBench, now also features a line

of fragrances and cosmetics, HerBench Colours.

SWOT Analysis

The following SWOT analysis explains the strengths and

weaknesses of the company

Strengths

All the raw materials in the manufacturing of apparels

comes of locally produced markets

All their franchises were given all the needs in

expansion of company and their store by means of

seminars from its lowest personnel up to higher

personnel

Prices of the products were low compared to its

competitors

Weaknesses
 Constant changes of fashion makes them change all their

nature of apparel to make it more appealing rather that

to its competitors

Bench products are for franchise and not for people who

want to start a small business.

Opportunities

A sales opportunity in take out business

Ability to spread overhead over multiple revenue

centers

Threats

Competition from imported and low cost apparel from

China

A slump on the economy reducing customers disposable

income spent.

Industry Analysis

Filipinos love dresses and fashion , they tend to save

a little amount of money to spend in buying clothes they

want in which they tend to be fashionable and they make

sure that the one that they buy has trademark.

It is the factor or the target of the Bench

Corporation.

Competitor Analysis
 On of the competitors of Bench is the Penshoppe , they

are also in line of selling apparels to the fashion

industry, they also put money in retailing industry , aside

from apparel they also sell colognes , children apparel.

Other competitors of the Bench is the local industry

offering lowest prices especially com ing from china and

Korea.

Company and Environment

Benchs undisputed success in Filipino retail should

come as a surprise. Their Chairman has a degree in interior

design rather than an MBA. Their stores sell an improbable

mix of items, such as bags of popcorn next to sports bras

next to cologne.

Yet the brand continues to dominate the Philippine

retail market with 132 stores nationwide and 14 stores

internationally. Theyve won countless competitions for

their marketing campaigns, and they are worn across the

alphabet by every market demographic, whether by a

fashionista who likes Bench Body, or a supermarket cashier

who likes their jeans.

In the mid-80s, Ben Chans first venture was a home

furniture store, Dimensione. He began designing childrens

clothing for his sister and brother-in-law, Nenita and

Virgilio Lim, who owned a childrens clothing boutique. The

pieces proved so popular that Chan started a casual mens

line of t-shirts, slacks and denim, under the label Bench,

which the trio operated together. A Filipino retail giant

had been born.

Evolution is something the public has associated with

Bench, just as it associates the company with splashy

marketing campaigns. Benchs marketing budget is probably

twice that of many local brands.

Bench has a talent for choosing influential endorsers,

Bench used as an unknown way back in 2002 in a Bench Body

campaign. In fact, Bench has become so successful at

promoting itself that some customers have pointed out that

the quality of its marketing exceeds that of its products, a

charge that the company denies.

However, the criticism does reveal Benchs incisive

understanding of the Filipino market: while the companys

image is perceived as cutting edge award-winning ads,

slick packaging, fun concepts the products themselves are

not. Bench still sells everyday basics, like shirts, jeans

and slacks.
 Furthermore, there is nothing new about underwear,

cologne, or marshmallows. In fact, thousands of stores in

the Philippines sell cosmetics, snacks, and accessories

under one roof: sari-saris. Bench, however, has been the

only retailer with the imagination and bravado to market

corner grocery products under an apparel label, christening

the concept as Lifestyle.

Being able to predict and sometimes create the next hot

thing, constantly evolving and expanding their brand

identity these qualities give Bench a reputation as a

visionary company.

The Ayala group has worked with Bench since 1988, when

it opened one of its first stores in Park Square One. Over

the years, theyve watched as Bench has introduced one new

product or concept after another: cosmetics in 1990,

HerBench and traffic-stopping billboards in 1993,

international stores in Saudi Arabia and China in 1994,

Bench Bytes in 1999, hair salons and an internet caf in

2001, Jerry Yans presidential visit in 2003.

In 2004, Ayala and Bench collaborated on another

innovation: Market Markets Superbench, which measures 3,000

square meters. A new format in the retail market, Superbench

provides all Bench lines under one roof, serving as an

anchor for the mall. It draws customers and other

businesses a role that conventionally might be filled by a

junior department store. To understand the conceptual jump,

transpose this achievement on the popular US brand GAP. Like

Bench, GAP has its own fragrances and the GAP Body underwear

line. Now imagine a line of GAP snacks sold in-store, GAP

hair salons and GAP publications. Then imagine all those

things in a GAP department store at the local mall.

All of Benchs top officers are family. Chans sister

Nenita Lim serves as vice-president, managing the financial

and budgetary concerns; his brother-in-law Virgilio Lim acts

as president, supervising logistics and systems management;

and his nephew Bryan Lim is vice-president of business

development. Advertising manager Liamson refers to Chan,

Nenita Lim and Virgilio Lim as the triumvirate, with the

Lims providing Chans creativity with operational backbone.

While most consumers only see the creative side of the

business, Success in these aspects results in a smoother

shopping experience. Details like whether the sizing is

complete for each style.

VISION
 To be a recognized world brand among the best world

brands.

MISSION

When we create, we inspire,

When we make, we innovate,

when we lead, we serve.

ABOUT BENCH

Beginning in 1987 with a small store selling mens t-

shirts, Bench grew at an unparalleled rate by being the

pioneer in the use of celebrity endorsers, television and

giant billboards to propel a fashion brand that offers

premium quality products at affordable prices.

To date, Bench has grown to include a ladies line,

underwear, fragrances, housewares, snacks, and a wide array

of other lifestyle products, with the distinction of being

present in virtually every retail space in the Philippines,

and with a worldwide network of stores and outlets, reaching

as far as the United States, the Middle East, and China.

As it sliced through demographic divisions -- age,

gender, socioeconomic status -- a stirring slogan, Bench is

forever, became the companys abiding creed.

ACHIEVEMENTS

1991
- Best Cinematography - Bench "Sculler" Campaign 12th
Advertising Congress - Araw Awards

1994

- New York Festival International Advertising Bench

"Air/Water/Fire" Campaign - The New York Festivals

1995

- Platinum Award - TVC Bench "Fire" Campaign - 14th

Philippine Advertising Congress

1997

- World Class Retailer (Medium Scale Apparel Category)

- Philippine Franchise Association

1998

- Outstanding Filipino Retailer - Bench (Medium Scale

Fashion) - Philippine Franchise Association

1999

- Most Promising Filipino Franchise of the Year Bench

(Non Food) - Philippine Franchise Association

- Outstanding Filipino Retailer - Bench (Non Fashion) -

Philippine Franchise Association

2000

- Outstanding Filipino Franchise of the Year - Bench

(Non-Food) - Philippine Franchise Association
 - Golden Shell Award for Marketing Excellence -
Department of Trade and Industry

- Ayala Malls Grand Store of the Year - Ayala Malls

Merchants Rewards Program

2001

- Franchise Excellence Award - Hall of Fame in Retail -

Philippine Franchise Association

- Finalist - Bench Underwear "Breathable" Campaign -

2001 London International Advertising Awards

2003

- Bronze Award Bench Response Deo "Beauty Pageant"

Campaign - 18th Philippine Advertising Congress

2004

- World Medal Bench Response "Beauty Pageant" for TV &

Cinema Advertising - The New York Festivals

2008

- Global Filipino Franchise Award - Philippine

Franchise Association

2009

- Outstanding Filipino Retailers Awards Night Bench

Body - Fashion category - Philippine Retailers
Association

- Global Filipino Franchise Concept of the Year -Retail

Category - Philippine Franchise Association

IV Market Product Focus

Marketing and Product Objectives

Marketing Objectives

1. maintain positive , steady , growth each month

2. increase in new customers

Target Market

The market can be segmented into three target

populations.

A buyer that can back because of satisfaction on the

products.

Individual person who chooses market corner grocery

products under an apparel label

Fashionistas who loves apparel at a low prices.

Positioning

Bench has 132 stores nationwide and 14 stores

internationally, they prefer to admit franchises who has

stall in the mall or in the department store , they believe

that the real market are in the area whereas people loves

sometimes to hung out in the mall , together with their

family and friends

Bench positioning leverage their competitive edge:

Product- product will assures client that it is all

high grade and imported, creative design that best

fitted to all people who have different status and

lifestyles.
 Service- prioritize customers service. All employees

assures client excellent service provided by the staff

of the Bench store.

V. Market Program Strategy and Tactics

Product Line

Bench's secret is in the merchandise. The mix features

a wide collection of locally manufactured men's shirts,

trousers and footwear. Enthusiastically embraced by the

growing mall market in the Philippines.

Bench Line:

Bench Body offering line of men and women apparel

The Bench line has since expanded to include

Stationery

men's fashion accessories

toiletries and an extensive underwear range.

Bench Lifestyle

The Bench lifestyle also includes a teen line called

Bench Brats

KinderBench
 Bench Bytes

Bench Body & Bath line of fragrances and bath products

Prescribe(r) skincare products

Bench Bytes snacks.

The ladies' line

HerBench - which also features a line of

fragrances and cosmetics, HerBench Colours.

Bench opened Bench FIX Salon, a chain of beauty hubs

for public. Together with this, B/ Connected Internet Caf

were opened giving the latest state-of-the-art computer

technology

Promotion

Each year, Bench executes several multimedia campaigns

to promote the seasons leading product or concepts and they

are:

A large billboard (50 x 60) along a major route

like C-5 or EDSA rents for about P200,000 300,000

per month.

Bench has many. A 30-second primetime TV commercial

on a local network costs about P180,000.

 A full-page magazine ad in a monthly glossy, Around

P70,000-100,000

Bench value the concept of celebrity endorsers and

image models. In 1988 with its first dedicated Bench

boutique, Bench hired young new actor then by the name of

Richard Gomez, as its first image model. As Gomez's fame

increased, so did Bench's, paired with increasingly large

and beautiful images of Mr Gomez along highways and malls in

the Philipines.

Other endorsers have included Gomez's wife Lucy Torres,

models Marc Nelson and Borgy Manotoc, as well as actors

Diether Ocampo and Richard Gutierrez.

Besides beautiful young image models, Bench has also

pioneered in featuring more mature endorsers, including Ben

Cab, the artist, Marixi Prieto, the socialite, and

Congressman TeddyBoy Locsin.

Internationally Chinese supermodel Lu Yan, the runner

up in Cosmopolitan Worlds International Super-Model

Competition held in Paris was selected by Bench to be the

image model of Bench in China. In 2003, Asian superstar

Jerry Yan became its image model in Asia. Actor-singer Peter

Ho was hired in 2005 and the following year actress-model Qu

Ying was hired as the chain's female endorser in China.

Pricing

Bench is a manufacturer and distributor of casual

clothing, accessories and cosmetics. Established in 1987,

Bench today is the leader the Philippine in industry. The

brand is found in over 500 boutiques, concessionaires,

franchise outlets and authorized wholesalers.

The success or Bench lies in its collection of

fashionable high quality products and competitive prices.

The brand has garnered numerous awards for its innovative

and aggressive marketing and advertising promotions. It has

also received recognition for visual merchandising and

franchising.

The pricing of the Bench Products are depnding n

the Franchises , however the franchises fee amounting to P

1.5 million and it includes seminars , designs of the

location and all the benefits that they will obtain from the

Suyen Corporation in line of better services to the

customers .

VI Financial Data and Projections

Expense Distribution
 Expense Distribution include direct materials, direct

labor and manufacturing overhead.

The Expense Distribution on 2011 is estimated to be

Php89,166.12. The cost will reach Php 82,894.69 on 2015.

Table III-C

Production Costs

note 2011 2012 2013 2014 2015

Direct Material
Perfume A 9611.25 9611.25 9611.25 9611.25 9611.25
Clothing B 23283.33 23283.33 23283.33 23283.33 23283.33
Design C 4864.4 4864.4 4864.4 4864.4 4864.4
Paint design D 6657.14 4285.71 4285.71 4285.71 4285.71
Patches E 120 120 120 120 120
Host F 60 60 60 60 60
Thread G 300 300 300 300 300
Fuel Expense 4800 4800 4800 4800 4800
Direct Material Cost 49696.12 47324.69 47324.69 47324.69 47324.69
Direct Labor 13970 13970 13970 13970 13970
Manufacturing Overhead
Production Supplies-
depreciation 4900
Equipment-depreciation 8600 8600 8600 8600 8600
Utilities 12000 12000 12000 12000 12000
Manufacturing Overhead
Cost 25500 20600 20600 20600 20600
Production Cost 89166.12 81894.69 81894.69 81894.69 81894.69

Supporting Computation
Note A

no. of Apparel/12= answer/4 x price

2794/12=233/4x165=9611.25

Note B

no. of Apparel /12=answer x price

2794/12=233 x 100=23283.33

Note C
 no. of Apparel /12=answer/25 x price
2794/12=233/25 x 520=4864.40

Note D

no. of Apparel /12=answer/14x price

2794/12=233/14 x 400=6657.14

Note E

no. of Apparel /12=answer/150 x price

2794/12=233/233 x 120=120

Note F

no. of Apparel /12=answer/150 x price

2794/12=233/233 x 60=60

Note G

no. of Apparel /12=answer/150 x price

2794/12=233/233 x 300=300

Note H

no. of Apparel /12=answer x labor Cost/unit

2794/12=233 x 60=13970

VII Implementation Plan

Promotion Schedule

The promotion schedule of the Bench Corporation under

the Suyen Corporation of the Philippines is based on the

projected and scheduled promotion of Ben Chan , he is the

pioneer and over all in charge of the promotion of the Bench

company, he continued to hire local and foreign models to

represents the Bench.

VIII Evaluation and Control

Quality Control

The quality of the products that Bench are offered to

the people were tested by its concessionaires , first the

Bench corporation under Ben Chan design the apparel and

passed to their tailor , not mentioning that there are

people who chooses what kind of materials that they

emphasize on the apparel.

Second Ben Chan hire people who will design and made

the apparel and upon passing the taste of Ben Chan it will

be ready for production and for distribution to all their

retailers and franchise company.

Risk Analsyis

The Bench company posses many risk in the industry

and among them are:

Sudden rise of raw materials costing him to double the

price of their products

There are people who make fake Bench products and sold

to the market making their company fall back and be

affected