SALES PLAN

RJ GUITARS
Segmentation
Process
Target Universe
The target universe is made up of
customers who are located in NCR. This is
where almost all of RJ Guitar Center
branches are located.
Geographical Division
Map Population

NCR Nearest Population of Area

RJ Guitar Shop
Quezon City 4 2,936,116
Manila 1 1,780,148
Makati 1 582,602
Pasay 1 416,522
Mandaluyong 1 386,276
Paraaque 1 664,822
Taguig 1 804,915

San Juan 1 122,180

Las Pias 1 588,894
Muntinlupa 1 504,509
Total 13 8,786,984
 Analysis
Based on the data that has been gathered according to research, it goes to show that Quezon City has
the most number of RJ Guitar Centers with 4 branches located in SM North EDSA, SM Fairview,
Robinsons Galleria and Shopwise Cubao. These can easily be located and accessible by many of our
target market and the reason for that is because its also the city that has the most number of
population having 2,936,116 as per census.

Its then followed by City of Manila, having a RJ Guitar Center branch in Isetann-Recto and the
population of 1,780,148 in total.

And lastly, Taguig City is the home of the fast-rising Bonifacio Global City business and commercial
hub, having a population of 804,915. Taguig City has a RJ Guitar Center branch in Market! Market!.

The best places and areas for selling are in Quezon City, City of Manila, and Taguig City.
 Staffing
Requirements
Since the target location for the distribution of RJ Guitar will be focusing in whole NCR, a total of 5
Distributors will be maximize to deliver or distribute the RJ Guitars products in the following
branches.
Account executive Areas Total number of RJ Guitar
Shop
Distributor/Account Executive Quezon City 4
1
Distributor/Account Executive Mandaluyong, San Juan 2
2
Distributor/ Account Executive City of Manila, Pasay 2
3
Distributor/ Account Executive Las Pias, Muntinlupa, 3
4 Paraaque,
Distributor/Account Executive Makati, Taguig 2
5
Total: 5 Distributors 10 Areas 13
Proposed
Segregation of
NCR
Area 1 (Manila and CAMANAVA Districts)

City of Manila
Caloocan
Malabon
Navotas
Valenzuela
Proposed
Segregation of
NCR
Area 2 (Eastern Manila District)

Mandaluyong
Marikina
Pasig
Quezon City
San Juan
 Penetration Rate
and Target
Area 1 Manila and CAMANAVA Districts
Area Population No. of RJ 3% will buy 2% will buy Total
Guitar Centers acoustic guitar electric guitar population
in/near area who will buy
RJ guitar
Manila 1,780,148 1 53,404.44 35,602.96 89,007.40
Caloocan 1,583,978 1 47,519.34 31,679.56 79,198.90
Valenzuela 620,422 1 18,612.66 12,408.44 31,021.10
Malabon 365,525 1 10,965.75 7,310.50 18,276.25
Navotas 249,463 1 7,483.89 4,989.26 12,473.15
Total 4,599,536 2 137,986.08 91,990.72 229,976.80
Expected Revenue
Expected Revenue for Area 1 (Manila and CAMANAVA Districts)

Acoustic Guitar: 137,986.08 x Php 850.00 = Php 117,288,168.00

Electric Guitar: 91,990.72 x Php 3,999.00 = Php 367,870,889.30

Total Expected Revenue for Area 1 = Php 485,159,057.30

 Penetration Rate and
Target
Area 2 Eastern Manila District
Area Population No. of RJ 3% will buy 2% will buy Total
Guitar Centers acoustic guitar electric guitar population
in/near area who will buy
RJ guitar
Quezon City 2,936,116 4 88,083.48 58,722.32 146,805.80
Pasig 755,300 2 22,659 15,106 37,765
Marikina 450,741 2 13,522.23 9,014.82 22,537.05
Mandaluyong 386,276 1 11,588.28 7,725.52 19,313.80
San Juan 122,180 1 3,665.40 2,443.60 6109
Total 4,650,613 8 139,518.39 93,012.26 232,530.65
Expected Revenue
Expected Revenue for Area 2 (Eastern Manila District)

Acoustic Guitar: 139,518.39 x Php 850.00 = Php 118,590,631.50

Electric Guitar: 93,012.26 x Php 3,999.00 = Php 371,956,027.70

Total Expected Revenue for Area 2 = Php

490,546,659.20
Proposed
Segregation of
NCR
Area 3 (Southern Manila District)

Las Pias
Makati
Muntinlupa
Paraaque
 Penetration Rate
and Target
Area 3 Southern Manila District
Area Population No. of RJ 3% will buy 2% will buy Total
Guitar Centers acoustic guitar electric guitar population
in/near area who will buy
RJ guitar
Las Pias 588,894 1 17,667 11,778 29,445
Makati 582,602 1 17,478 11,653 29,131
Muntinlupa 504,509 1 15,136 10,091 25,227
Paraaque 664,822 1 19,945 13,297 33,242
Pasay 416,522 1 12,496 8,331 20,827
Expected Revenue
Expected Revenue for Area 3 (Southern Manila District)

Acoustic Guitar: 82,722 x Php 850.00 = Php 70,313,700

Electric Guitar: 55,150 x Php 3,999.00 = Php 220,544,850

Total Expected Revenue for Area 3 = Php290,858,550

Analysis
RJ Guitars focus product is their Acoustic and Electric
guitar. With a small number of branches of the brand,
only selected cities in NCR will be penetrated. Using
disproportionate stratified sampling, we were able to
calculate the penetration rate and expected salary of Rj
Guitars in selected areas of NCR.

The Eastern Manila District (Area 3) is the one which has

the highest expected revenue of Php 490,546,659.20,
followed by Manila and CAMANAVA District (Area 2) with
Php 485,159,057.30, and Southern Manila District with
Php290,85,550 expected revenue as the last at 100%
success rate.
Estimated Staffing
Cost
Average rate per day: Php450
Average rate per hour: Php56.25/8hrs
Average working days: 261 days
Commission of Sales Executives:
o 10 29 guitars (acoustic &
electric) sold 10%
o 30 59 guitars (acoustic & electric) sold
12%
o 60 and above guitars (acoustic & electric)
sold 17%
Total Projected Sales at
100% Success Rate
Expected Revenue

Area 1 (Manila and CAMANAVA District)

Acoustic Guitar 137,986.08 x Php850.00 = Php117,288,168.00
Electric Guitar 91,990.72 x Php3,999.00 = Php367,870,899.30
Total expected revenue for Area 1 Php485,159,057.30

Area 2 (Eastern Manila District)

Acoustic Guitar 139,518.39 x Php850.00 = Php118,590,631.50
Electric Guitar 93,012.26 x Php3,999.00 = Php371,956,027.70
Total expected revenue for Area 2 Php490,546,659.20

Area 3 (Southern Manila District)

Acoustic Guitar 82,722 x Php850.00 = Php70,313,700
Electric Guitar 55,150 x Php3,999.00 = Php220,544,850
Total expected revenue for Area 3 Php290,858,550

Total Annual Projected Sales at 100% Success Rate

Php1,266,564,266.50
 Marketing Strategy Recommendation

RJ Guitars should appeal more to younger generations

Create a strong brand awareness using technology (i.e. Social Media, TV
Ads)
Start a local music/artist advocacy
Use an emotional tone and sexual appeal in promoting the brand and its
product (lighthearted and fun)
Have a strong communication and feedback metric with the consumers
Offer discounts to return customers and give incentives to referrals
References:
https://en.wikipedia.org/wiki/Metro_Manila
http://www.rjguitarcenter.com/branches
https://psa.gov.ph