Free Essay

Ang Tibay

In: Business and Management

Submitted By mcforever
Words 1679
Pages 7
Table of Contents Page
Title page i
Table of Contents ii
History ……………………………….. 1
Timeline ……………………………….. 2
Old Design ……………………………….. 3
Old Product Description ………………………………... 4
New Design ……………………………….. 5
New Product Features ………………………………... 6
Target Consumer …………………………………. 7
Competitors ………………………………... 8
Financial Plan ………………………………... 9
Distribution Process ………………………………….. 10
Marketing Strategy …………………………………. 11
Sales …………………………………. 12
Balance Sheet …………………………………. 13

History of Ang Tibay Shoes * Toribio Teodoro, was known as the "king of Filipino shoes" and the founder of the brand “ANG TIBAY”. Teodoro was the son of poor parents from Tondo. Barely 12-years-old, he began working in a cigar factory. He gave up his job to start a business enterprise with his friend, Juan Katindig. In November 1910, they opened a small shop at 821 Calle Cervantes (now Rizal Avenue) that sold shoes and slippers bearing "Ang Tibay" brand. * He formally registered it as trademark on Sept. 29, 1915. * The two friends' profitable partnership ended in 1921. Toribio Teodoro, at first in partnership with Juan Katindig and later as sole proprietor, has continuously used "Ang Tibay," both as a trade-mark and as a trade-name, in the manufacture and sale of slippers, shoes, and indoor baseballs since 1910. When Katindig decided to venture into a new business. With his share of their earnings, Teodoro established his own "Ang Tibay Footwear Factory" in 1922. Under his efficient management, the firm metamorphosed, 10 years later, into one of the biggest enterprises in the Philippines. By 1930, Ang Tibay was producing 1,000 pairs of shoes daily. By the early 1950s, Ang Tibay's production rate was up to 3,000 pairs of shoes daily; making it the country's leading footwear manufacturer at that time. * The growth of his business is a thrilling epic of Filipino industry and business capacity. Starting in an obscure shop in 1910 with a modest capital of P210 but with tireless industry and unlimited perseverance, Toribio Teodoro, then an unknown young man making slippers with his own hands but now a prominent business magnate and manufacturer with a large factory operated with modern machinery by a great number of employees, has steadily grown with his business to which he has dedicated the best years of his life and which he has expanded to such proportions that his gross sales from 1918 to 1938 aggregated P8,787,025.65. His sales in 1937 amounted to P1,299,343.10 and in 1938, P1,133,165.77. His expenses for advertisement from 1919 to 1938 aggregated P210,641.56. * Business bankruptcy
Due to the growth of the business, the company decided to manufactured not only shoes but also slippers and combat boots.
But later in 1960’s, “Ang Tibay Shoes” was officially closed due to bankruptcy on April 30. Anastacio Victorio, the company's former storeroom supervisor, said that "lost all contracts because our boots were expensive”. * But Victorio, said the high-quality of ang tibay boots have been "replaced by low quality, cheap combat boots from China." * Goodfit was the former Ang Tibay, for many decades the country's premier manufacturer of leather shoes. The RSBS took over Ang Tibay after the firm failed to pay its loans.
Ang Tibay was the legacy of Toribio Teodoro, legendary Filipino industrialist. Ang Tibay shoes were so good that they were even exported. Most of them were made in that huge factory in Caloocan. * 1910’s - 1920’s (The Slipper King)
Teodoro was the undisputed King of Slippers and Shoes in the Commonwealth era. At age 20, Teodoro figured that there was a future in footwear. He switched to slipper making in a shop on Calle Juan Luna. A step ahead of his time. For the next three years, he worked in several slipper shops, gaining experience and putting up capital. In 1910, he finally saved enough to go into the slipper business. He opened his first shop in a nipa-roofed structure on Rizal Avenue and called it Ang Tibay.

* 1930’s – 1940’s (Slippers to Shoes, The Big Step)
Towards the end of that decade, Teodoro experimented with second-hand shoe machinery to increase his slipper production. It worked and his business expanded further. His business grew because he was a firm convert to modern advertising. His tagline: "Ang Tibay, the wear that lasts."
By the end of the roaring Twenties, Teodoro decided to go into shoes. He went to Europe and the United States to look at factories and scout around for equipment. By the early Thirties, his shop in Ilaya had several hundred employees churning out Ang Tibay shoes. He now needed a larger factory to expand even further. This was when Grace Park beckoned.

* 1950’s – 1960’s (Getting the Boot)
It was in these combat boots that the Filipino eventually had to enter into war. Ang Tibay survived the carnage and despite a recovery in the 50s and 60s, the rest of the century was not as kind to the company. The Philippines itself failed to industrialize as businessmen like Teodoro had started to before the war. Japan, followed eventually by other "tigers," overtook the Philippines. It started on the right foot(wear) all right, but failed to follow up as they drowned in the deadly Philippine sea of politics, greed and corruption.

Old Designs

Old Product Description * “Ang Tibay” as a trademark in the manufacture and sale of slippers and shoes since 1910. “Ang Tibay” is merely descriptive of Toribio’s shoes and slippers. * “Ang Tibay” means “strong, durable, lasting” and just describes the quality of Toribio’s shoes. "Ang Tibay" registered for pants and shirts on April 11, 1932, and established a factory for the manufacture of said articles in the year 1937. * “Ang Tibay” became popular for almost 50years.

New Designs
For Men

For Ladies

New Product Features * Achilles Notch – reduces stress on Achilles tendon and provides a more secure heel fit. * Ankle Collar – cushions the ankle and ensures proper fit. * Gel Pad – cushions and reduces impact when your foot strikes the ground. * Insole – cushions and supports your foot and arch. * Midsole – provides comfort and shock absorption. * Outsole – makes contact with the ground. Grooves and treads can help maintain traction. * Roll Bar – helps stabilize your foot if it tends to roll inward when striking the ground. * Toe Box – Provides space for the toe. A roomy and round toe box helps prevent calluses.

Target Consumer:

We’re targeting the high school and college students (Typical age of a high school and college students) who are in this generation were attached to fashion as well as the qualities of the products they are using. Of course we consider their budgets; most of them are still dependent so we set a price conducive for them. Our product is also suitable for older ones. As we’ve said earlier that this generation as well as the older ones is getting to the modern fashion.

Sketchers (price = P3,000.00 ) Adidas ( price = P4,000.00 )

* Converse ( price = P2,000.00 ) Nike ( price = P4,000.00 )

Product Advantages * They have comfortable brands and styles. * Convenient location. * That they 'breathe' which makes them healthier and wear. * They also have a bit more 'give' in them so that they tend to mould to the shape of your foot more than synthetics.
Financial Plan * Establish Goals * Return in the market * Be known * Gain profit * Successful

* Gather data * Toribio Teodoro w/ Juan Katindig are the first owner of “ang tibay” shoes. started since 1910. * trade name was registered on Jan. 3, 1933. * Goodfit, which was funded by the Armed Forces Retirement Service Benefits System (RSBS), was officially closed due to bankruptcy on April 30 after 17 years of manufacturing combat boots and other footwear for soldiers and policemen.
Anastacio Victorio, the company's former storeroom supervisor, said Goodfit "lost all contracts because our boots were expensive. How come the winner this time is also expensive?"
Victorio, 51, said the high-quality Goodfit boots have been "replaced by low quality, cheap combat boots from China." Goodfit was the former Ang Tibay, for many decades the country's premier manufacturer of leather shoes. The RSBS took over Ang Tibay after the firm failed to pay its loans.

* Analyze & Evaluate Your Financial Status * Starting in an obscure shop in 1910 with a modest capital of P210 but with tireless industry and unlimited perseverance, Toribio Teodoro, then an unknown young man making slippers with his own hands but now a prominent business magnate and manufacturer with a large factory operated with modern machinery by a great number of employees, has steadily grown with his business to which he has dedicated the best years of his life and which he has expanded to such proportions that his gross sales from 1918 to 1938 aggregated P8,787,025.65. * His sales in 1937 amounted to P1, 299,343.10 and in 1938, P1, 133,165.77. * His expenses for advertisement from 1919 to 1938 aggregated P210, 641.56.

* Develop a Plan * reintroduce a new and most affordable “ang tibay” shoes. * make it more convenient, affordable price and pleasing to the eyes. * make a shoes that is for all.

* Implement the Plan * Monitor the Plan & Make Necessary Adjustment
Distribution Process

Factory Factory Factory


Wholesalers Wholesalers

Consumer Consumer Consumer

How to distribute this to the market?
I think we can distribute this product to the market by making it popular and be known here and abroad through the help of TV ads or even by flyers or billboard and the most convenient is through the Internet sites.

Marketing Strategy

A. PRODUCT MIGRATION STRATEGY * Change the design * Change the soled footwear into shape-ups * Change into waterproof
B. PLACE * Online Boutique Ex., etc. * Supermarket (etc.)
C. PRICE * Slippers cost 299.95php * Chucks Design shoes cost 1899.99php * Shape-Ups shoes cost 2799.95php * Genuine leather shoes cost 2999.95php (black shoes cost 999.95) * Classic Design shoes cost 2099.99php
D. PROMOTIONS * Advertisements in television. * Billboards * Social media advertisements (Facebook , Twitter, Instagram, Tumblr, and Yahoo) * Discounts every 2 pairs of shoes up to 30%
E. PEOPLE * Students * Workers (etc.)

“AngTibay Shoes” Projected Sales for 3 Months

“AngTibay Shoes” Balance Sheet For The Month Ended…...

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