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MARKETING MIX (4Ps)

Product

Sandugo mainly offers a wide variety of footwear for


mountaineers and for people who trek through rough terrains.
Sandugo also offers a variety of bags, apparel and accessories
for mountain climbing.
Sandugos trekking footwear offers intelligently designed
outsole and topsole that are considered slip-proof.
Sandugos footwear are versatile and could be worn casually
and on mountain climbing or trekking activities. But it is more
beneficial to be used in terrains.
Sandugos footwear are known for its outsoles that are
patterned from different tire designs of vehicles
Sandugos footwear are also known for its sole that contours
to the curve of the foot for a good grip and fit.

Price
FOOTWEAR
1. A-Trax - 495.00
2. ATLite - 495.00
3. AllTerrain - 595.00
4. Denali - 495.00
5. Donner - 435.00
6. Elbrus - 395.00
7. Everest - 565.00
8. Galera - 695.00
9. HelikonWomen - 1,795.00
10.
Hiker - 595.00
11.
Iraya - 385.00
12.
Isarog - 675.00
13.
Jersey - 375.00
14.
Kibo - 525.00
15.
Makiling - 455.00
16.
Makulot - 445.00
17.
Mesh - 395.00
18.
MeshWomen - 395.00
19.
Patriot - 435.00
20.
RiverCrossing - 645.00
21.
Rookie - 100.00
22.
SD1201 - 675.00
23.
SD1202 - 645.00
24.
SD1203 - 595.00
25.
SH1201 - 1,995.00
26.
SlingConvertible - 545.00
27.
Sniper - 565.00
28.
SP1201 - 745.00

29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.

SP1203 - 525.00
SP1204 - 595.00
SP1205 - 435.00
SP1301 - 395.00
SP1303 - 545.00
SP1304 - 395.00
SP23 - 495.00
SP24 - 495.00
SPSD26 - 495.00
SP28 - 495.00
SPSP25 - 495.00
SPSP26 - 445.00
Strider - 975.00
Tribal - 525.00
Varsity - 100.00
VarsityAteneo - 100.00

AVERAGE: 560. 56Php


BAGS
1. AB0003(Lumb Belt Bag) - 1,355.00
2. Ascent(35L) - 2,715.00
3. AW002(Neck Wallet) - 195.00
4. BG1201 - 795.00
5. BG1202 - 795.00
6. BG1203 - 1,200.00
7. BG1204 - 795.00
8. BG1205 Small - 995.00
9. BG1205 Medium - 1,195.00
10.
BG1205Large - 1,495.00
11.
BG1301 - 1,695.00
12.
BG1302 - 395.00
13.
Extreme(35L) - 2,690.00
14.
McKinley(60L) - 4,480.00
15.
Pilot(10+5L) - 1,845.00
16.
RP0701Khumbu (40L) - 2,750.00
17.
SBStude (25L) - 1,805.00
18.
SandugoSleeping Bag - 960.00
19.
Vinson - 2,520.00
AVERGAGE: 1614. 47Php
APPAREL AND ACCESORIES
1.
2.
3.
4.
5.
6.

613001_Shorts - 995.00
613002_Shorts - 995.00
613003_Shorts - 995.00
613004_Shorts - 995.00
Arrow - 995.00
BikeShirt - 295.00

7. Cogs - 995.00
8. Derailleur - 995.00
9. GWTPS1 - 595.00
10.
Glacier - 995.00
11.
Headphones - 995.00
12.
IF1205 - 995.00
13.
IF1206 - 795.00
14.
JK1201 - 895.00
15.
JK1202 - 1,995.00
16.
JK1301 - 895.00
17.
Music1 - 295.00
18.
Outdoor - 295.00
19.
Ridge - 995.00
20.
Rockies - 995.00
21.
Rotor - 995.00
22.
SR1201 - 995.00
23.
SR1301 - 995.00
24.
Spikes - 995.00
25.
Spokes - 995.00
26.
Sprocket - 995.00
27.
TFinME - 295.00
28.
Tramper - 995.00
29.
TS1201 - 595.00
30.
TS1202 - 595.00
31.
TS1203 - 575.00
AVERAGE: 1743.54Php
Place
Most of Sandugos branches are situated in Metro Manila. Sandugos
branches either has a store of its own or are placed in sport houses
and department stores. Sandugo also conducts sales in outdoor
sports outlets.

Upper Ground Floor, Fairview Center Mall, Don Mariano Marcos


Ave, Novaliches, Quezon City, Metro Manila
1 Quirino Highway cor. St., Susano Complex, Dumalay,
Novaliches, Quezon City, Metro Manila
Trinoma Department Store, EDSA-North Avenue Terminal,
Quezon City, Metro Manila
Toby's Sports SM City Fairview, Novaliches, Quezon City, Metro
Manila
226K, 2nd Flr. SM Supercenter Mall, MacArthur Hwy,
Valenzuela, Metro Manila
SM City Novaliches Department Store, Premiere St,
Novaliches, Quezon City, Metro Manila
SM North EDSA Department Store, N Link Access Rd, Bago
Bantay, Quezon City, Metro Manila

Citisquare Malabon,2nd Flr. AXS09 Block1 Lot6-9 Phase 4-G


cor., Dagat-Dagatan Ave, Longos, Malabon, Metro Manila
2nd Flr. E Rodriguez Ave, San Jose, Montalban Rizal, Rodriguez
Hwy, Rodriguez, Rizal
3/F Nova Mall, Pablo Dela Cruz, Novaliches, Quezon City, Metro
Manila
G/F Ever Gotesco Mall Commonwealth, Amsterdam Ave,
Quezon City, Metro Manila
2/F Waltermart 8001A Edsa, Brgy. Veterans Vill. Quezon City,
EDSA, Project 7, Quezon City, Metro Manila
Unit 2172 Palm Lane, Riverbanks Mall, Bonifacio Ave.,
Riverbanks, Marikina, Metro Manila
SM Marikina Department Store, Marikina, Metro Manila
ZTC-G/F Space#25-A Zabarte Town Center, 588 Camarin Rd
cor. Zabarte Mall, Zabarte Rd, Caloocan City North, Metro
Manila
Olympic Village Robinsons Pioneer, EDSA, Mandaluyong, Metro
Manila
AB Central Commercial Complex, Brgy. San Isidro, Duhat,
Angono, Rizal
Isetann Carriedo Department Store, Estero Cegado St, Quiapo,
Manila, Metro Manila

Promotion
Sandugos current means of Advertising are through posters, social
media and good reviews through word-of-mouth from its customers.
The company has not conducted advertisements through broadcast
media.

SWOT ANALYSIS
Strengths

The quality of Sandugo footwear is outstanding


Sandugo footwear offers utmost protection and comfort
The brand has been established as the top local brand for
mountaineering/trekking needs
Sandugo offers a wide variety of products and is able to cater
to most of the needs of its target market
Sandugo is popular for having sandals and slippers fit for
precarious trekking activities
Sandugo, despite being a local brand, can compete against
foreign brands that offers the same line of products
Sandugo has a lot of branches that makes it readily accessible
t customers
Sandugo sources its material from recycled resources

Weaknesses

Sandugo, despite being a quite established brand, has very


limited advertising strategies
Sandugos market is relatively small. Sandugo is only able to
fully cater to the mountaineering/trekking population.
Sandugo comes off to be quite pricey for a local brand

Opportunities

Sandugo may begin producing a line of more versatile


footwear and apparelones that can be worn casually
Sandugo may introduce new forms of advertising
The company could take advantage of the growing population
of more health conscious Filipinos who are getting involved
with a more active lifestyle

Threats

There are already established brands of sandals and slippers


Sport houses that sells the same set of apparel and
accessories for a more affordable price
Sandugo goes in full competition with the foreign brand
Merrell that also caters to Sandugos market

PEST Analysis
Political

Sandugo participates in the Philippines move to


reduce the amount of used rubber in landfills by using
recycled rubber for the outsole of their footwear.

3C IN MARKETING
Customer
Sandugos customers are basically
mountaineers/hikers/trekkers. Sandugo might have initially only
wished to cater to mountaineers, however, given the limitations,
Sandugo followed the market of other Sandals brands such as Tribu,
Manjaru and Teva. Sandugo eventually released a line of Sandals
and Slippers and garnered a market for it too.
Competition
Sandugo has a number of direct and indirect competitors.
Among Sandugos direct competitors are brands Tribu, Manjaru, Our
Tribe, Merrell and Teva. Sandugo also indirectly competes with sport

houses that offers apparel and accessories for Sandugos target


market.
Company
Sandugo aspires to be the leading brand of sandals and shoes
in the Philippines. Founded in 1994, Sandugo remains to be one of
the most known brands for mountaineering and trekking needs.
Sandugos strongest promotion asset is word-of-mouth.

AIDA
Attention
Big posters of the product in use; stickers of foot print in malls
leading to the Sandugo store
Interest