NARDA Marketing Plan JUNE 22 2013
Published on: Mar 3, 2016
Transcripts - NARDA Marketing Plan JUNE 22 2013
Nardas 7-point Marketing Plan
The purpose of Marketing Narda is to strengthen mainstream
awareness of the brand resulting to increase in products sales in
the Philippine’s and foreign textile market.
Narda’s products are highly distinguishable in the textile
industry because of the extremely unique hand-woven designs
and use of “ikat’ method of weaving indigenous to the
Cordillera Administrative Region. This competitive advantage
will be paired to the company’s business story and social
responsibility creating a brand that is uniquely Filipino AND
The target market will be primarily Local and Foreign designers,
Foreign Tourists, and OFW’s with a second segment that
focuses on government agencies, local universities and
The media to be used to reach the target market is a
combination of E-media (Website/ Landing pages, Social
Media, Blogs, Linked-in, Internet Bulletin Boards, Client/Network
List, Email Marketing) Non-media components ( Strengthen
awareness of the business story, fusion marketing with other
Filipino companies, Involvement in Expos and bazaars ) Info-
Media ( Flyers, Brochures, Catalogs, Club Speakerships) and
Maxi and Mini media channels ( TV and Radio guesting and
spots, Magazine articles, improve outdoor signage)
Narda’s niche caters to local and international buyers’ growing
need for unique Filipino products known for the quality of
materials, originality of design, and the contribution it provides
to the nation.
The business identity is to provide opportunities to the women
of Cordillera to better themselves and their family’s lives
ultimately contributing to the world standing of Philippine textile
The budget will be (Refer to latest contract) month/year.
The Creative Plan
This design and content will be about promoting Nardas
past and continuing success in the Philippine and
international textile markets and fashion scene.
This will be reinforced company meme of the “Filipino/
Cordillera man/woman” and tagline “Own a piece of
Cordillera (Filipino) Art”
The personality of the brand will be contemporarily
Filipino; warm, lively, unique, world class; Infused with
Cordillera tradition of hard-work, value of family, and
The Media Plan
Build Facebook Twitter, Linked-in Awareness and Community
(Populate and Engage)
Involve fashion and lifestyle Bloggers in promoting past and
present success articles, new fashion designs and events.
Optimize Website Landing pages that will lead to online sign-ups
Integrate Videos in online and offline marketing activities.
Build and/or Develop Client and/or Network database optimizing
Utilize targeted email marketing to target associations and
companies in brand and product promotions
Position online and offline media content to strengthen the
promotion of the business story and corporate social responsibility.
Create a company meme and tagline promoting the company
Increase presence in National and International Trade and fashion
Utilize tri-media in reinforcing the over-all mainstream movement.
The following are the two (2) Key Management Tools used to track the Narda’s
Marketing Campaign (Nardas MC):
Narda’s Key performance Indicators (Nardas MC KPI’s)
Marketing Calendar – Total timeline of the marketing activities
including the media type, allocated budget, and duration for
each marketing activity.
Task Assignment – Serve as the map of the designation and
responsibilities of each member of the marketing team.
DMKompass Key performance measures (Nardas MC KPM’s)
Program targets – Marketing goals set up prior to start of the
Resource List – Inventory tracker for materials ( e.g. collaterals,
databse, designs, etc.) used or created by the marketing
Media Monitors – The Primary Marketing Campaign progress
tracker. Measures the performance of individual marketing
activity and creates a periodic “snapshot” of the Marketing