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Introduction
From being the typical Filipino footwear, whether it is for a trip to the market, playing in a basketball game, walking along the beach or simply hanging out at home, flip flops, or the once called tsinelas or slippers, has been transformed into a wardrobe essential and sometimes high fashion. Its colors and styles have been ever-changing as any fashion trend there is.
In the Philippines, fashionable young women, especially those in the ABC class, prefer flip flop brands that are of higher quality, more comfortable to wear, more fashionable and more expensive. In 2007, a new unique feature of flip flop was introduced to the market – the scented rubber. Mallos is a new brand of comfortable stylish flip-flops with a patented rubber scent technology designed for all types of taste – chic, dainty, vintage, classic and athletic. Being new to the market, Mallos has to enhance its potential to be the top choice for alternative and trendy footwear.
CURRENT MARKETING SITUATION
MACRO ENVIRONMENT ANALYSIS
SOCIAL
Behavioral Forces
Young people today are less concerned about social approval and society’s standards than their peers of generations past, says new research analyzed across six decades. “It goes beyond etiquette. It’s not just about manners. It’s more obliviousness that characterizes it – just not thinking about what other people think and other people’s feelings,” says Jean Twenge, an associate professor of psychology at San Diego State University. Among kids today, 62% of college students say they pay little attention to social conventions. In 1958, an average of 50% did. Among ages 9-12, the difference was a greater: 76% in 1999, compared with ...