market segmentation

Objective

To study their target market and retail format used by Marithe Francois Girbaud and to identify its market segment.

Vision and Mission

VISION

To achieve aWORLD CLASS statusas a highly distinctspecialty marketingcompany, makingevery effort to dobusiness in a sociallyresponsible manner.

MISSION 1. To have a

programmed expansion growth per year.

2. To create meaningful opportunities for all its employees.

3. To give its rightful share in the community in which the company operates and the society in which we live

RETAIL FORMATRETAIL FORMAT

• THE RETAIL MIXTHE RETAIL MIX

RETAIL MIXRETAIL MIX LOW-MEDIUM-HIGHLOW-MEDIUM-HIGH

CUSTOMER SERVICECUSTOMER SERVICE LOWLOW

STORE DESIGN AND DISPLAYSTORE DESIGN AND DISPLAY MEDIUMMEDIUM

ADVERTISING AND ADVERTISING AND PROMOTIONPROMOTION

LOWLOW

LOCATIONLOCATION HIGHHIGH

MERCHANDISE MERCHANDISE ASSORTMENTSASSORTMENTS

HIGHHIGH

PRICINGPRICING HIGHHIGH

The Marithe Francois Girbaud in The Marithe Francois Girbaud in Robinsons Place in Metro EastRobinsons Place in Metro East

MARKET SEGMENTMARKET SEGMENT

Bases for Market SegmentBases for Market Segment

GeographicGeographic

M a r I t h e F r a n c o I s G I r b a u d

Country Phillippines

Cities Marikina, Pasig,Rizal (San Mateo,

Montalban, Cainta and Antipolo)

Density Urban, Suburban

Climate Tropical

• DemographicDemographic

M a r I t h e F r a n c o I s G I r b a u d

Age 20’s, 30’s and 40’s (Table 1)

Gender Male and female (Table 2)

Family Life Cycle young, married, no children; young, married with children; older, married with children; older, married, no children under 18; older, single

Gross Annual Income P 120,000; P 180,000; P 360,000; P 420,000

Occupation Professional; managers, officials and proprietors; clerical, sales; supervisors

Education Some high school; high school graduate; some college; college graduate

Religion Catholic

Race Asian

Nationality Filipino

Table 1Table 1““Distribution of Age of Male and Female”Distribution of Age of Male and Female”

20’s 30’s 40’s

MarikinaMarikina 105, 131105, 131 75, 60175, 601 44,84244,842

PasigPasig 107, 797107, 797 82, 04182, 041 54, 66254, 662

MontalbanMontalban 87, 31187, 311 53, 81153, 811 22, 62822, 628

San MateoSan Mateo 58, 63558, 635 49, 38749, 387 20, 20720, 207

CaintaCainta 96, 38396, 383 77,60377,603 46,69846,698

AntipoloAntipolo 101, 070101, 070 96, 67696, 676 60, 66660, 666

Table 2Table 2 “ “Distribution of Gender”Distribution of Gender”

Male Female %

Marikina 107, 596 117, 978 19%

Pasig 118, 486 126, 014 21%

Montalban

77, 710 86, 040 11%

San Mateo

59, 924 68, 305 6%

Cainta 100, 499 120, 185 14%

Antipolo 120, 956 137, 456 29%

TABLE 3TABLE 3““Distribution of ClassDistribution of Class””

Social Class

65%

25%

10%

Upper Class Middle Class Lower Class

PsychographicPsychographic

M a r I t h e F r a n c o I s G I r b a u d

Social class Upper class, middle class, lower class (Table 3)

Lifestyle Futuristic, achievers

Personality Fashionista, classy

M a r I t h e F r a n c o I s G I r b a u d

Occasions Regular occasion. Special occasion

Benefits Quality, convenience, speed

User status Nonuser, ex-user, potential user, first time user, regular user

Usage rate Light, medium, heavy

Loyalty status None, medium, strong, absolute

Readiness stage Unaware, aware, informed, interested, desirous, intending to buy

Attitude toward product Enthusiastic, positive, negative, hostile

BehavioralBehavioral

Buying DecisionBuying Decision

Buying Decision ProcessBuying Decision Process

>Need Recognition>Need Recognition >Information SearchInformation Search >Evaluation of AlternativesEvaluation of Alternatives >Choice of AlternativesChoice of Alternatives >Purchasing the MerchandisePurchasing the Merchandise >Post Purchase BehaviorPost Purchase Behavior

RETAIL MARKET STRATEGYRETAIL MARKET STRATEGY

Retail StrategyRetail Strategy

Retail Strategy is a statement identifying (1) target market (2) retail formant and (3) competitive advantage.

TARGET MARKET and RETAIL FORMAT

The Target Market is the Market Segment and the retailer plans to focus its resources and retail mix. Girbaud’s expertise is jeans, that’s why they are called “Jeanologist”. The Target market of Girbaud is male and female at the age of 20’s, 30’s and 40’s. The name of the company and also their products is licensed by ISO (International Standardized Organization). Their products is more in casual clothing but they have their own design and it is different from other apparels, that’s why their conceptualism of their clothing, brought to the present in technical and even in

futuristic ways.

Sustainable Competitive AdvantageSustainable Competitive Advantage

LOCATION

Describing the Location of Girbaud in Robinson’s Place Metro East, where in the boutique is located at Level 3, near the escalator where in the customers usually pass by and enable to see it easily. It is between a Cd’ shop and a Shoe Store.

Growth StrategiesGrowth Strategies

Market Penetration OpportunityMarket Penetration Opportunity

Market Expansion OpportunityMarket Expansion Opportunity

Retail Format DevelopmentRetail Format Development

Diversification OpportunityDiversification Opportunity

Vertical IntegrationVertical Integration

RECOMENDATIONRECOMENDATION

Our group recommended that it is better to conduct such new retail format for kids to open a new market segment

and to increase their target market in the Philippine setting.

Offering low prices merchandise that can be also affordable to a new target market enabling lower classes belonged in

our society to acquire their product.

Maximizing its clutter.

Conducting promotional tools in order to promote their products and the company itself, creating brand awareness

for their target market that such a retail store exist

Business Administration major in Marketing

Aquino, Darwin T.De Leon, Arnie D.

Ortego, Theresa R.Parman, Nia Charles B.

BAM 3-2E