Marketing Plan

Product Description:

Typically, doing the repurposing reclaimed fabrics using patchwork quilting technique in a luxe
ready-to-wear collection is challenging but the outcome is great in the fashion industry, the
finished product is a clothing. It is made of fabrics or textiles textile waste and end-rolls fabrics
and unused fabrics from clothing store and some sewing company but over time it has included
repurposes textile waste and made from combined fabrics and other thin sheets of materials
and natural products found in the environment and put together to create a ready to wear
clothing product. If you’ve been thinking of treating yourself to a fashionable ready-to-wear
mens and womens apparel, you don’t want to pass on this beautiful fashion products made
from not so expensive materials. There’s no better way to express to yourself than with a new
outfit that will stand out and turn heads.

Rhyan Orillo products that is mens and womens apparel will be a wearable art and valuable
product once distributed to retail store. Whether you consider the 1990's as the "me"
generation or the "millenial" generation, consumers today want to do their own thing. Rhyan
Orillo clothing products enables people, male or female, young or old, to design their own
clothing fashion whether they have any fashion sense or abilities or not. It's fun, it's exciting,
and it will be inexpensive for them. It will be fashion style that is unique and original. The
consumer will be able to design any types of daily activities or important events with the help of
Rhyan Obillo clothing products.. Most of all they will be entertained by some unique designs
while creating their own fashion style. In addition, collecte briataso will be fabricated from the
by-product of the fashion. Therefore, the created product will complement any trends product
sold in the store. The service procedure of the clothing line is quite simple. The customer enters
the store where the products of Rhyan Orillo is available, they picks out any types of clothing
they wish to wear and they can fit it all they want to see the gorgeous outcome on their fashion
of the products that is made using patchwork technique.

This ready-to-wear clothing products were made to flaunt shape of fashion and show off the
style of it to other ready-to-wear clothing products, all the while keeping you cool as a
cucumber this fashion seasons and will exudes a unique, fashionable look that is designed to
take you from desk to dinner and all other activities. Unpretentious enough for around the
town to perceived the fashion of Rhyan Orillo, but avant-garde enough that everyone won’t
dare be ignored!

Table 1. Rhyan Orillo textile waste and end-rolls fabrics finished products description.

Products Description

Fashionable round neck unisex T-Shirt Our round neck unisex T-shirt features
thoughtful design details for style and
comfort.

Everything from the shoulder angles to

armhole shape and sleeve position were
designed to complement the body. The sides
have been slightly extended in the back for a
more contoured silhouette.

Forever Love Corset Shapewear Outfit This beautiful fashion corset is lace up on
back, Plastic boning to support. It can match
G-String and fishnet stocking. Waist
Shapewear come with high quality materail, it
will more stiffness and keep you in best
posture compare other corests. It's flexible
and durable, as soft as plastic bones, can bend
easily but recover quickly to origin.

Unisex pants short Get that fresh comfort with our shorts made
with lightweight textile waste and end-rolls
fabrics. Wear maximum comfort and style for
your dailly grind with Rhyan Orillo shorts.
Casual Dress for all types of ocassion with roll- This is just the right dress for the all types of
up sleeves. ocassion! Perfect for the beach or the city,
you’ll be dazzling in this stunning garment that
is made from textile waste and end-rolls
fabrics that will shows off your sense of style,
sophistication, and flair for fun. You’ll always
look and feel your absolute best in this Casul
Dress for All Types of Ocassion with Roll-up
Sleeves which will soon become your all time
favorite.

Pleated and pencil skirt (available in all colors) If you are looking for a good skirt that will get
you through all seasons this is it. The right skirt
will help you create a feminine and
fashionable look that can not be ignored!
Designed to show off just the right amount of
leg, this knee-length dress strikes the right
balance between office stylishness and night-
time elegance.

Men's suits and Blazers Polish off your outfits with our men's suits and
blazers range. A variety of colors are available
for different scenes.

Sylish Collar Bomber Jacket Be the definition of cool. The Collar Bomber
Jacket, made from 100% nylon, is a casual
piece for cool days. An eye-catching orange
quilted lining provides top-notch thermal
insulation, while the wide rib knit at the hem
and on the inserted sleeves provides extra
comfort. The turn-down collar gives it a classic
 touch. The bomber jacket is finished off with a
pocket on the upper arm. The way the jacket
is made makes it easy to customize with a
print.

Fashoonable Trousers for men and women From chinos, linen and cargo trousers to
tailored styles and joggers, Rhyan Orillo
trousers product got you!

Market Readiness

The fashion industry wastes a huge percentage of textiles in the process of fabric production
and clothing production. Currently, 5 % of solid waste is post-consumer textile waste, and most
of this textile waste that goes to the landfill has cost problems to the environment. This waste
can include fabric scraps from cutting, leftover fabrics from the rolls, sampling yardage,
damaged fabrics, clothing samples, unsold garments, and second-hand clothing waste (Redress
Design Award, n.d.). Fabric can also be wasted during the production process, trimming section,
or during the printing and embroidery section (Bamisaye & Adeitan, 2018). Turning old clothes
into new garments is one of H&M’s goals. Leonas (2017) mentions that the goal for some
companies is to divert waste from the landfill unsettlesthe current production processes and
waste management actions, both at an industry and at a personal level, that result in the
reduction of waste. Some other companies that are practicing these sustainable waste
management actions are Patagonia, Nike, Levi, and Evrnu, etc.

The Philippine Textile Research Institute (PTRI) joins TAPl's 1st Technology Transfer Day as
promised, "Promoting Research and Outstanding Milestones in Science for Entrepreneurship
(PROMISE)" at the Hotel Sofitel Philippine Plaza Manila last April 27, 2016.In support of
sustainable fashion and woven textiles, the Philippine Embassy in Singapore joined the High
Commission in India in Singapore in its special Fashion show and Exhibition on Indian
Handlooms, entitled Handlooms @75 – Celebrating the Fabric of Freedom on 15 October 2022
at the GIIS Smart Campus, Singapore. The objectives of those events innthe fashion industry
mainly is to promote fashion from the textile waste and it is showing that the market here in
the Philippines and outside the country for some ready-to-wear products are somewhat in
demand. The 2022 Philippine Handloom Weaving Conference, organized by the Department of
Science and Technology – Philippine Textile Research Institute (DOST-PTRI), which runs from
19-25 October 2022. Online seminars under this year’s theme, “Weaving a Creative and
Inclusive Textile Economy”, highlight important conversations on Culture, Gender and
Psychology, Science and Innovation, Business and Trade, Intellectual Property and Education,
and Funding Opportunities in the handloom weaving industry in the country. Further
information is available at through the Philippine Handloom Weaving Conference 2022
Programme.

The Philippines has been a technical partner of the PMR since October 2017. The PMR is
supporting the Philippines in developing policies to enable private sector participation in
mitigation activities and assessing the potential of carbon pricing instruments in achieving its
NDC target.The market demand of clothing in the Philippines has continued to rise over the
past years and there is no sign of decline with almost 12 billion U.S. dollars in forecasted
volume for 2018. The household consumption expenditure for clothing and footwear was
valued at 77.2 billion Philippine pesos in 2018.
The data gathered showed that the products such as corset, pants, bomber jacket, shirt, dress
and leather products from textile waste and end-roll fabrics will be definitely have market value
and can compete to other clothing line. Rhyan Orillo business is ready to give trends of fashion

to millenials and other generations in the Philippines. The demand of clothing from the table
interprets that the business will be a great success and marketing strategies such as plan and
ideas will define the readiness of the products that made uniquely for the consumers. The
textile waste and end-rolls fabrics products may sustain the constant increase of the clothing
demand in the Philippines, particularly in Davao City.

Proprietary Position

The business name is Rhyan Orillo came from the owner's full name (Rhyan C. Orillo) that
means an eco-conscious fashion products ready-to-wear clothing line from textile waste and
end-rolls fabrics giving shape to the fashion industry with outstanding products creation. The
owner wants to figurative language from the created fashionable products out of textile waste
and end-roll fabrics to call out the attention of other RTW industry and other clothing line, to be
more environmental conscious. Rhyan Orillo also has another meaning, great queen, or
goddess. If you want to pick a name that will set your business for a powerful future, then
Rhyan takes the crown. This Welsh name means "great queen" or "goddess" and is a variant of
Rhiannon; the owner wants it to represent the future of Rhyan Orillo products in fashion
industry.
There is a an elegant double R reversed in the logo representing the main product or raw
materials of the business, which is repurposes textile waste and end-rolls of fabrics. The semi
arc on the reversed two R's like half of elegant ring putting together symbolizes the eternity of
the business, it means the owner visualizes that the business will be in the market for many
many years and should be a permanent business. The business also has its own tagline; Fashion
is not pricey! Rhayan Orillo registered its name under the Department of Trade and Industry to
have its disposition and distinctiveness. Having registered in this government agency, Rhyan
Orillo will hold a right in its business' name, which means, no other business can use Rhyan
Orillo as their own identity.
Business logo

Comparative Analysis
The business owner did a systematic comparative analysis using Facebook, Instagram, Shoppee
and Lazada and other online selling and advertisments platform. The business owner did some
research and searched for clothing line of businesses that use tetxile and waste and end-rolls
fabrics to create a fashionable RTW's and other mens amd womens apparel that use social
media platforms for advertising their products. The business owner discovered that there are
numerous competitors in the fashion industry. Some of these businesses have been known for
their unique style and already have proven the market value of their business, they are
supplying and shipping nationwide some of their products. Because of this the business owner
used gforms and poll survey and dessiminated in online platforms to know the value of the
products and to check if there will be any demands to the consumer, the results of the survey,
which is quantitative, are as follows:Materials used: the quality and creativity of using materials
to a fashionable RTW's showed that will be interesting and add demands on the finished
products of this business. The Products: One of the reasons why people start a business is to
showcase and sell their products. Creating quality products, maintaining customer satisfaction,
and increasing sales will be possible (Quain, 2019). Furthermore, when there are varieties of
products, it attracts more customers, retains existing consumers, and eventually adds profit
(Kim, n.d.). Prices: The reason why a company and businesses receives profit is because of the
price. In the coorination of price, companies use the cost of production and other operating
expenses in the products' marking up. Accessibility: A good location increases the business's
bottom line as the customer can purchase products easily. That is why department store and
botiques are evident in every community and other areas to provide the customers access to
products conveniently. In the current time, there has been an issue about the buying behavior
of Filipinos. According to SunStar (2018), Filipinos start to shift their buying behavior because of
some factors such as the TRAIN Law. The recommendation is to vary the price for the products
like shirt, pants, jacket, dress, shorts, suit and other clothing products. The price of being
fashionable shouldn't be too pricey for the consumer.

FACTOR Rhayan Orillo Competitors

S/
BASES Rags 2 Riches Re Clothing Other clothing
ready-to-wear
FOR (R II R) products
COMPAR
ISON

Products Clothing line that Sustainable

The product of R Trends and unique
repurposes fashion
II R are ready-to- style of
textile waste and brands that
wear mens and fashionable
end-roll fabrics to sell apparel
womens products available
fashionable from DIY
fashionable to other clothing
ready-to-wear textile
apparel, with store. Their
apparel for mens waste. Their
accessories and products will
and womens. products
added house always compete to
Fashionable are dress,
essential the market as they
products like skirts,
accessories. They are making sure
shirts, shorts, shirts, etc.
also have that they are
dress, skirts, etc.
handcrafted bags always updated in
products. the fashion trends.
Clothing line that
 repurposes the
use of some textile
waste.

Prices Guaranteed that the They are They are Other

products price will be selling selling their clothing
affordable from their products from store
products that will be products the cheaper products
wear from head to toe. at a very one, Php 299- price varies,
Prices range from Php to the pricey
cheap, some of
100- Php 1,000. There Php 1,300.
Php 50 to them are
will be free shipping
fee for a minimum expensive pricey
order of Php 500 price, Php because of
1,500. their brand
They have names and
free their years of
shipping being
for a established
minimum in the
order of markets.
Php 2,000 Others make
sure that
they have
affordable
price of their
products to
attract more
customers.

Accessibili The store and R II R The store Most of the

ty
manufacturingloca products are location is clothing store
tion will be at the accessible located in choose to sell
Davao City. The since they Rizal, theirnproducts
location branches already have Laguna. in online
will he available branches in They also platform, it is
once the businesd the have very affordablw
grow to make the Philippines. facebook for their
products more They also page, business and
accessible. have shop Instagram also more
accessible to
 The products will website that and web their
be accessible in makes their store to consumers.
online platform, to products makw their Some choose to
our fb page, more products have store to
Instagram, accessible. accessible. cater potential
Shoppee, and buyer in a good
Lazada. location area of
the business
store.

Competitive Profile Matrix

The business owner conducted a syrematic assessment in order to better understand the
strength and weaknesses of the business. The business owner used Competitive Profile Matrix
(CPM) to compare the firm and its rivals. This matrix will identify the firm's key competitors and
compare them using industry's will easily identify the areas it should improve and it should
protect.

Table of Critical Success Factor

Critical Success Factor Weigh Rating Score Ratin Score Ratin Score
t g g

Strong online presence 0.12 3 0.36 3 0.36 4 0.48

Market share 0.12 2 0.24 4 0.48 4 0.48

Brand reputation 0.12 2 0.24 3 0.36 1 0.12

Superior fashion capabilities 0.12 3 0.36 4 0.48 4 0.48

Level of product market 0.1 4 0.4 3 0.3 1 0.1

Sales per employee 0.1 1 0.1 2 0.2 3 0.3

Successful promotions 0.08 1 0.08 2 0.16 1 0.08

Variety of distribution channels 0.08 4 0.32 2 0.16 2 0.16

Range of product 0.05 3 0.15 1 0.05 2 0.1

Low cost structure 0.05 1 0.05 3 0.15 4 0.2

Success of new product market 0.05 3 0.15 3 0.15 3 0.15

Customer retention 0.01 2 0.02 4 0.4 1 0.01

Total 2.47 2.89 2.66

The table showed the critical succes factors, the key areas that determine the clothing industry
success. To succeed in this industry, a company must perform at the highest positive level of
excellence. The assigned weights ranging from 0.0 (low importance) to 1.0 (high importance) to
each critical factors. The weight will indicate the importance of every factors to the business
success. The weights on Rhyan Orillo business showed that some of the factors are important
for the business success. If the business owner will not assign weights, then all factors would be
equally important which is impossible scenario to real world. The sum of all weights must be
equal to 1.00 to determine that all factors are important. As the business owner I shouldn't
emphasize seperate factors too much and assigning a weight of 0.03 or more. This is because
the company' s success is rarely determined by just one or few words.

The ratings in competitive profile matrix showed on how well companies are doing in each area.
They range from 4 to 1:

4- major strength

3- minor strength

2- minor weakness
1- major weakness

Subjectively assign the ratings and weights to each company. However, this process can also be
done through benchmarking. The ratings of matrix from Rhyan Orillo showed some major
strength and minor strength from other clothing store. The major weakness should be a
focused to improve business performances. The score showed the result of weight multiplied
by rating. Each company from the table received a score on each factor. The total score is
simply the sum of all individual score for the three company. The firm that receives highest
score is relatively stronger than its competitors. R II R has relatively stronger performance. The
Rhyan Orillo clothing business should improve the lowest score of critical factors to improve
buiness. The business is showing also highest score and weights which is advantages from the
two clothing business.

Market Segmentation

The Rhyan Orillo eco-conscious clothing business primary objectives is to be a known clothing
business in Davao City and in the Philippines to provide outstanding ready-to-wear fashion
products to millenials, adults and other people who is fashion addict. The products are primarily
dedicated to Filipino consumers. To ensure the business success especially to the clothing
industry, segmentation is essential to identify who should be the target market and their
groups. The segmentation will help the business position in the market and in the industry.

Checking the market performances, and doing market analysis to identify underlying factors
that affects the business. Rhyan Orillo eco-conscious clothing business was will be able to
identify groups through the use of psychographic segmentation. This process helps divides the
market through its beliefs, values, and reasons. Using psychographic segmentation will give a
deep understanding of lifestyle, social status, activities, opinions and interests. The great
example for activities includes on how a person enjoys or spend money and how do they make
purchases. There are some potential resellers that may buy bulk items to have huge discounts
or get incentives. Segmentation on likes and dislikes in psychohraphic is important. Collecting
data for psychographic segmentation requires digging deeper and looking beyond the
expectation.

Rhyan Orillo eco-concious clothing will primarily target the following customer.

(Chart of target Market)

High school and middle school age consumers looking for the trendiest in latest fashion.

College age consumers that are looking for trendy clothing at an affordable price.

Young professionals in search of trendy clothing at an affordable price for themselves and their
children.

Adults who are fashion addict in search of trends ready-to-wear clothing at very affordable
price.

Resellers who will start doing their business will look the trendy fashion of this clothing business
pkys because of the affordable price.

While Rhyan Orillo recognize that middle and high school students do not have their own
income, they reside with their parents who likely buy them clothing or give them allowance
since the products are affordable.

Marketing programs and strategies

Rhyan Orillo Clothing will offer the unique value proposition to its clientele:

Unique and modern designs only found at Rhyan Orillo Clothing, boutique, and online stotes.
Customer profile and individualized messaging and communication to its clients.

Trendy clothing offered at an affordable price to the young people of Davao City and in the
other area of the Philippines.

Promotions Strategy

The promotions strategy for Rhyan Orillo eco-conscious clothing.

The objectives of Rhyan Orillo promotions strategy is to make possible the textile waste and
end-rolls materials to a fashionable products that is ready-to-wear and very affordable. The
business also has goal to lessen the waste production from tailoring shops, make the products
more accessible by selling it online through the use of social media and online shops, making
the products available to some resellers store and doing promotion by getting brand
ambassador to advertise the different products the business have.

1 Social Media

Objective: To develop a social media platform selling Rhyan Orillo ready-to-wear clothing
and to make it more accessible to its consumer

Rhyan Orillo have become social media experts throughout eco-conscios fashion and will
manage their social media business accounts themselves. They have become adept at creating
inviting posts and will post their trends of fadhion regularly. They have also already
encompassed an Instagram following of over most of ollowers just by posting teasers and
‘Coming Soon’ posts to advertise the fashion trends product.

Action plan:

Ratings and feedback form will be provided to some customers who will purchase the products
for any suggestions for improvements and what they liike the most in the products. The
customer experience in online purchases are important for business success.

2. Brand Ambassadors
Objectives: To promote the brands of clothing business and to give clear visualization to the
consumers.

Rhyan Orillo eco-conscious clothing will partner with young people in the area who have a
social media following of more than 1,600. As brand ambassadors, Rhyan Orillo will provide
these young people a few items of merchandise to wear. They’ll then post themselves wearing
these items and tag the Rhyan Orillo account so that they gain exposure through all of their
followers. These young people get paid a small amount just by posting a few images of them
wearing their clothing. While the brand ambassadors will be paid, they will not be part of the
company payroll.

Action Plan: This will also a form of effecrive advertisement, like some printed brochure, brand
ambassadors will help to show the unique style of products of Rhyan Orillo. Quarterly image of
new products will be advertise wearing by the brand ambassadors.

3. Location

Objectives: To make the Rhyan Orillo ready-to-wear clothing accessible in-store and in
onlinebplatform and to some online shop.

Rhyan Orillo will be located in an upscale and trendy location in Davao City that garners a lot of
retail traffic. The area is known as a popular hangout and shopping destination for consumers
of all ages. Their small storefront location will be eye catching and will be positioned between
other popular retail shops and the trendiest restaurants and tourists destination.

Action Plan: Having accessible location for the business main store and msnufacturing will be in
Davao City. The location should be accessible in the marlet, church, and places which huge
numbers of people used to go.

4. Pricing

The pricing of Rhyan Orillo will be moderate and on far with competitors so customers feel they
receive value when purchasing their items.
Action Plan: The products main goal is to be known for its unique style compared to other
clothing line business and making sure that the prices are cheaper than others. Weekly or
season sale will be available..Free shipping will be available to online purchases for a minimum
of Php 1,000.00 order amount.

Communication Plan

The Communication plan has three different variable: plan objective, strategies plan, and action
plan. These plans can help increase product and brand awareness, customer relationships, and
consumer perception about the business.
Table 6: Communication Plan of M-raj Food Products Trading

Objectives Strategies Action Plan

Rhyan Orillo, is a eco- The strategy will specifically The business will consider
conscious clothing line based focus on Rhyan Orillo brand consistency across the brand’s
the store in Davao City, selling values “recycle, reuse and re- platforms such as website and
a range of fashionable ready- invent” and how we can logo, increasing consumer
to-wear products for communicate these messages engagement. We will also aim
affordable prices. We will be to the consumer. for complete brand
conducting a new transparency in terms of
communication strategy sustainability. This will mean
which will identify Rhyan improving aspects of the
Orillo current position within brand such as packaging and
the vintage market and any working with brands who are
scope for development. also sustainable. We believe
that these aspects will help
entice a new, loyal consumer
base and grow Rhyan Orillo
market share.
Social Media

Now, this may be stating the obvious but we all know how important social media is for
business nowadays. Not only can you use these platforms to connect with Rhyan Orillo business
audience and can advertise to customers in a way that caters to their fashion needs. Social
media is easy to swipe or scroll through on a daily basis. People are busy and in some cases,
they may only have a few minutes to go through their socials. This is why Rhayan Orillo busiess
needs to take advantage of platforms like Instagram, Tiktok, Facebook and Snapchat, and online
store like Shoppee and Lazada because these are tools that can help the business clothing
brand get out into the the market.

The name of these platforms specifically communication platform of the business because they
are the hottest channels right now and are also the most visual. The fashion industry is known
to be visual which means that your marketing strategy needs to be visual as well. Pictures and
video last longer and create more of an impact in comparison to written content of thid
business. So, in order to positively interact and communicate with the business audience, it
should take advantage the social media and use the tools that are offered on these channels.
There’s a wide range of different content that can be produced like social ads, short video clips,
infographics, branded images and blog posts. Rhyan Orillo will be able to take the next step
forward and discover the sales potential on these platforms.

Research Plan

This research plan primary aims are to have sustainable and sytematic research activities to
measure and identify the effectiveness of the business’ marketing plan. In order to increase
sales, marketing is essentia and customerl. It is importan to implement and execute careful
planning, test marketing, and monitoring.
Objectives Strategies Action Plan

The research to be an The business will be using The customers importantance

effective business marketing business performance in business is evident as they
plan to ensure business assessent to check the market provide life and success for
success and apply it to the demand of the product. The the business. To make sure
business strategy. business will also provide a that customers satisfaction
form for a client feedback to were meet with the business’
know what customers other products, Rhyan Orillo will:
needs and what they like the
1. Provide client feedback
most on Rhyan Orillo products
forms to customers ordering
and to determine what to
using Facebook, Instagram,
improve or revised to some
online stored like Shoppee
products.
and Lazada. Those will serves
as reviews for the products
and business improvement.
◆Assess other clothing
products that customer
prefer;

◆Research on recent
customer buying behavior and
preferred trends in fashion.

To ensure the success of research plan the systematic review and careful observation and also
proper monitoring and strategy should be applied as it is important. Assessing the customers
review and and feedback will be a useful data gathered can bring improvement to the products.
This will give products branding and will determine the business long term plan and short term
in terms of research plan.
Customer Service Plan
Customer Service has been vital in every organization. Customer service increases sales and
also brand loyalty (Zakowicz, 2018). Also, it helps the business determine the strategy that
caters service that increases customer retention.

References:

Think Insights.(December 29, 2022).Competitive Profile Matrix (CPM) – A tool for rivals analysis.
https://thinkinsights.net/strategy/competitive-profile-matrix/.

The Business Plan Shop. https://www.thebusinessplanshop.com/en/blog/how-to-do-market-

research-clothing-line

Marketing Guides. http://www.marketingmo.com/strategic-planning/sales-management-

strategy/