KOSTURA

Presented to the
Department of Marketing and Advertising (DMA)
Ramon V. del Rosario – College of Business
De La Salle University-Manila
Term 2, Academic Year 2021-2022
July 2022

In Partial Fulfillment
of the course requirements in
Advanced Fundamentals of Marketing

Submitted by:
[Insert Group Members]

Submitted to:
ACKNOWLEDGMENT
TABLE OF CONTENTS
 I. Executive Summary - Aj (one page)
In recent years, the general trend in Philippine business sustainability has been focusing on reducing
environmental impact. Start-ups have also begun to make a conscious effort to practice sustainability as
that can be implemented by smaller enterprises. MSMEs, for instance, have concentrated on "clean
branding," which refers to a company's endeavor to communicate to its clients that its business model is
sustainable, whether in terms of sourcing, selling, or branding. This may be accomplished in a variety of
ways, including ensuring that items are obtained ethically, packaged with recyclable and ecologically
friendly materials, and having environmentally conscious corporate advocacies. According to the data
conducted by Kantar, 75% of the Filipino consumers prefer environmentally branded products to lower
environmental impact. Therefore, sustainable business practices should be considered by Philippine firms,
as trends indicate that sustainability will be a prominent trend in the next few years.

With the brand, Kostura, it aims to have purposeful clothing for the welfare of the Filipino people.
The brand manufactures environmental-friendly products as they seek to use natural materials such as
recycled and deadstock fabrics as well as using compostable packaging in both shipping and production
through upcycling, repurposing and donating excess material. They make use of ethically sourced linen
which are made as fluid-resistant, hypoallergenic, and luxurious fabrics as well. Moreover, they advocate
sustainability for a better external effect on the environment as they target each and every Filipino in
choosing products that are suitable for the habitat. The business is promoted on Instagram, which is one of
the most used social media apps of today’s generation. Kostura sells their masks for ₱289.00 per piece. It
comes per-washed, disinfected, and ironed. The same also applies to the other clothing pieces. The
business does not make a sizable profit from selling their face masks since face masks and clothing pieces
are relevant nowadays, the brand made sure to make the price affordable for everyone without affecting
the quality. The brand also aims to be involved in mall pop-ups and local events that promote
sustainability. Kostura is not just a basic brand, it is an empowering and ethical brand for the Filipino
people.

The purpose of the plan is to spread brand awareness in order to promote sustainability among
Filipinos. By using eco-friendly products, each person contributes to the safety and preservation of the
planet's resources, such as metals, plastics, and even water for the reason that these products are good for
the environment and safe for consumers.
II. Current Marketing Situation Analysis Industry Study (on a separate page)
This is a qualitative and quantitative description of the market and industry where your
product/brand participates in. the use of industry models or matrixes (e.g. Porter, GE models)
should only be used when appropriate. This part should include:

● Composition/size/market segments
● Usership patterns/significant buying habits
● Growth/decline patterns
● Other market characteristics
 III. Current Product/Brand Situation-chief (on a separate page)

As they "promote the works of skilled craftsmen" with years of expertise, the company wants to have
useful apparel for the wellbeing of the Filipino people. They provide environmentally friendly items in
order to educate Filipinos to make careful judgments in today's fast-paced environment. Through
upcycling, recycling, and giving leftover resources, the firm employs natural materials such as recycled
and deadstock textiles, as well as biodegradable packaging in both shipping and production. Furthermore,
they are beneficial to the environment and prevent deterioration of human health. Kostura is more than a
brand; it is a source of empowerment and ethics for the Filipino people. Linen Face Masks by Kotsura are
priced at P649 for a bundle of three face masks. Kotsura uses only ethically produced linen, a natural
material that is considered a premium cloth, as well as locally manufactured fluid-resistant lining,
hypoallergenic cotton garter ear loops, and ocean-friendly silicon stoppers.

IV. Competitive Situation- Aj (on a separate page)

This is a description of the competitive environment indicating

● Major players in the industry and direct competitors, their market shares, volumes,
marketing

A discussion of the indirect competitors should only be made if there are no direct competitors. Thus,
it is expected that a more in-depth discussion of the direct competitors will be made. A grid is
required to summarize the analysis and to present the competitive situation in one glance. Perceptual
mapping can also be used.
V. Macro Environment Forces-chief (on a separate page)

● SWOT Matrix

Strength Weakness Opportunities Threats

Worldwide Absence of direct Social Media Mask application: a

pandemic: masks interaction with advertising novel user-friendly
are required customer method
being beneficial in mask does not
lowering ensure
COVID 19 spread Everyone will want
to put it on.

Low costs of Limited number of Collaboration with Bad Customer

maintenance online shoppers other brands review

Local Competition
This part summarizes the analysis of the firm’s strengths, weaknesses, opportunities and

threats.

Opportunities Threats

Strengths What the firm should maximize, What the firm should watch

Exploit out for

Weaknesses What the firm can improve on What the firm should avoid,
Minimize
The detailed SWOT analysis should be appended for reference.
VI. Goals and Objectives (on a separate page)
A goal tells where a business wants to go and is a broad statement of what the firm wants to
achieve. Objectives on the other hand are more specific and quantitative indicating sales volume
(units or peso), market share, profit among others. This part should include:

● Statement of the goals of the firm for the product/brand

● Short term objectives (for the next fiscal year)
● Medium-term objectives (2-3 years)
● Long-term objectives (4-5 years)
VII.Marketing Mix Strategies and Programs - (on a separate page)
This is the company’s “game plan” by which the product/brand hopes to achieve its goals and objectives.
This part should include a timetable or schedule of the proposed strategies and which should be
prioritized.
Market Targeting
This part appears if there is a need for the firm to change, expand its current target market. This
includes:

● Size of the new market

● Demographic characteristics
● Psychographic characteristics
● Behavioral characteristics
VIII.Product Development/Innovation Program (on a separate page)
This part discusses the product and if there are changes to be made. This includes:

● Unique selling proposition or benefit

● Product positioning: benefits, performance, quality, usage
● Product features
● Packaging
● Other significant decisions like changing the brand name, labeling, customer service, etc.
IX. Pricing Program (on a separate page)
This discusses the pricing strategies for the product/brand that includes:

● Product costing
● Computation of selling price
● Pricing objective and strategies which may be planned and developed during the year for
the product/brand.
X. Sales and Distribution Program (on a separate page)
This discusses how the product will reach consumers in the most effective and cost- efficient way.
This includes:

● Policies
● Sales targets by target market or geographical areas
● Extent/terms of distribution
 XI. Marketing Communication Program (on a separate page)
This part the whole communication mix which will include:

1. Advertising Program
o Objectives
o Target audience/s
o Creative approach
o Material requirements (mock ups are required)
o Other advertising aids (which may include non-traditional)
o Media planning (mix, frequencies, schedules and TARP
computations)

2. Sales Promotion Program (Consumer and Trade)

o Objectives
o Specify whether for consumer or trade
o Types/frequencies
 o Coverage
o Promo schedule
o Promo casting

3. Public Relations Program

o Objectives
o Strategies
o PR materials to be used and costing
o Schedule
XII.Investment Plans (on a separate page)
This part is the quantitative summary of all the expenses to be incurred based on the proposed
strategies. It can also include cost for research, evaluative programs, contingency, etc.

● Estimates of Profitability

This part shows the projected Profit and Loss Statement with the implementation of the proposed
plan and without it. Thus, a comparative P&L for the next fiscal year is required. If the marketing
plan results in a loss, there is a need to compute and project until the P&L shows a positive profit.

● Evaluation of Results

This part should consider a schedule of activities that will monitor progress and the
implementation of the marketing plan. It provides management with guidelines for review. This
can include a summation of the measurements by which management can gauge the success of the
strategies and implement control mechanisms.

Note: In case you will be needing extra pages for specific items (as presented above), please do so.
Just make sure that each part of the paper is on a separate page for uniformity.