New barbizon fashion inc and everyday products corporation

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Group 4

Scott Darr

Olga Bolaños

Zinaida Maga

Abdulrahman Barradah

California State University San Bernardino

Strategic Management 490

Professor V. Gupta

May 20, 2019

About Us

Hot Focus specializes in girl’s accessories for the 5 to 13 age group. With over 400 items in the categories of cosmetics, stationery, body art, hair accessories, nail decorations, jewelry boxes, arts and crafts, wearable and more, Hot Focus attracts retailers such as toy stores, gift stores, specialty stores and children boutiques. They are located locally in Ontario, CA. The company is continually looking to improve to better serve its customers and provide quality products.

Future

To provide ever improving products to customers and profits to the company, Hot Focus should strategically partner with companies in the Philippines. The Philippines is an island nation in Southeast Asia. The Philippine economy is the 34th largest in the world with a GDP of $371.8 billion as of 2018 which is expected to expand by 6.5% through 2022.

Key aspects for considerations for opportunities and challenges in the Philippines include:

· There exists a large market with a population of over 100 million people. About half of which are female. It is an industrial country transitioning from agriculture to more emphasis on services and manufacturing. there are growing trends of female empowerment which makes the girls accessories market a good fit.

· There are companies already doing business in distribution, marketing, design among others that can give Hot Focus Inc. access to the market.

· By partnering with established companies, Hot Focus can use the distribution centers and resources and gain access to the market without having to develop its own.

· Filipinos are considered among the most confident consumers which means they plan an increasing spending power which means they will be doing more and more business.

· With a strong business base and international goals and the US already being a major trading partner, Philippine companies are likely to be favorable toward US partnerships.

· Partnering with Philippine companies is not without its challenges though. The World Bank and International Finance Corporation (IFC) rank the Philippines in 138th place (out of 185 economies) for ease of doing business. There are differing cultures, tax laws, bankruptcy laws among others that need to be taking into consideration and can have both direct and indirect effects on Hot Focus.

Part I

Strategy Taking: Opportunities Identification

Planning

A company of interest to partner with is Toy Kingdom, a subsidiary of International Toyworld Inc. (ITI). It is an all-Filipino owned company which started its retail operations on September of 1990. As an affiliate of the SM Group of Companies, ITI engages in the wholesale and retail of toys and other related merchandise.

Reasons to partner with Toy Kingdom include:

· Toy Kingdom is the largest chain of toy stores in the Asia-Pacific region. The Toy Kingdom stores are in SM Malls across the Philippines in the SM Department Stores and Supermarket / Hypermarkets.

· The stores are divided into fourteen toy zones as follows: Artist Circle, Active Zone, Cuddly Corner, Discovery Zone, Games Landia, Girls at Play, Glitz and Glamour, IZone, Party Kingdostam, Rides to Go, Smart Starters, Speed World, Super Heroes and Tween Zone. The Girls at Play and Glitz and Glamour zones are a perfect area to sell Hot Focus Inc. products.

· Toy Kingdom is already the go-to store for items like what Hot Focus makes. With its fourteen zones, it is sure to have something for everyone, girls’ and boys’ toys and accessories and with being in SM malls, department stores, and supermarkets, it’s a place where parents as well as children will enjoy going.

· Toy Kingdom holds its staff to high standards. Their customer service representatives are known as Toy Ambassadors. They are responsible in ensuring that the customers toy shopping experience is enjoyable and fun. They prefer college graduates with pleasing personalities and who are computer literate. These things can provide an incentive for children including our target audience – girls to achieve a good education and work force skills. Of note, Toy Kingdom does have height requirements for its Toy Ambassadors, which we might find discriminatory in the US, but we must keep in mind that it is a different culture to which Filipinos are okay with.

· With It is a member of the Bantay Bata 163 group which is a social welfare program of the ABS-CBN Lingkod Kapamilya Foundation. Launched in 1997, it aims to protect disadvantaged and at-risk children through a nationwide network of social services. It's also a member of the SM Foundation Inc., which is the social responsibility arm of the SM Group of Companies which help the less fortunate in communities served by supporting education, health, community development, care for the environment, and care for those with special needs. And it also gives to UNICEF, the United Nations Children’s Fund.

· By partnering with Toy Kingdom, we are working with a local company Filipinos have been shopping at for years. It is a company Filipinos know and trust, it is a socially responsible company owned and staffed by Filipinos, whose profits / income go back into the Philippine economy. Finally, with 21 stand-alone stores and 98 branches inside The SM Store, Hot Focus can tap into an already existing customer base.

Programming

Another company that can have great benefits for Hot Focus Inc as well as itself is Ink Elephant graphic design studio. Ink Elephant Studio is an innovative company founded in 2010 in Quezon City, Philippines. The company is a graphic design studio that is specializing in brand identity, concept and design, web development, motion graphics and studio photography. At the same time Ink Elephant Design Studio is a small advertising agency. Its passion is to create world-class digital and traditional art for local and international brands.3

By partnering with this innovative company Hot Focus Inc can adapt to the changes in consumer habits fast and have new products designed rapidly. Instead of investing in its own Research and Development department for product design such a small size company can benefit from working with a graphic design studio that will make sure that the products that are not best sellers can be redesigned with lower costs. Elephant Ink has strong partnership with the local printing firms so the new design can be created, printed and advertised on a short term, which will increase the turnover rate for Hot Focus and increase their engineering capacity. Elephant Ink will also serve as an advertising agency to Hot Focus that will introduce their products to Philippine’s market and open new opportunities.

If a firm gains a cost advantage for performing activities in its value chain at a cost lower than its major competitors, then it has flexibility to undercut competitors and offer greater value for money to its customers. A firm achieves cost leadership advantage by making investments that improve the cost structure of its value chain.4 Hot Focus will gain this advantage by partnering with Elephant Ink Studio.

Hot Focus will use the partnership opportunity with Ink Elephant to transform their business strategy:

· They will raise the brand awareness in the U.S. market. By partnering with Elephant Ink and updating their website and making it more user friendly it will able to connect more parties and only the retail business but also individuals and party planners.

· Product research and design cost will be reduced. This partnership will eliminate the need for design costs. Elephant Ink employs many talented designers that have experience working with girls’ accessories designs.

· Additional marking and advertising cost will be eliminated. Elephant Ink provides no cost advertising in their studio as well it uses local connections with many retail suppliers market Hot Ink products.

· Create a new market in Asian countries. By moving product design to Philippines, Hot Focus will gain easy access to Asian Market.

Performing

In 2012, Havas Media announced its acquisition of leading mobile marketing company in Philippines, Snapworx Mobile and rebranded it Mobext. Mobext already had a good global coverage under Havas Digital. Before the rebranding, Snapworx which was formed in 2002 was already a dominant independent agency within Philippines. It already covered the social grounds and was recognized as a leading force in the market. Mobext on the other hand, was formed to provide specialized services in the social domain. In Philippines, it has adopted the strategy of create, innovate or die. As per its approach, it is not a choice to create and innovate particularly in the modern generation which is experiencing rapid extinction and evolution which is wiping out trends and outdated fashion using modern professions and technologies.

Mobext has been an active participant and organizer in local festivals like the Adobo Festival in Philippines which empowers the youth to be creative and survive within the field of creativity. The Adobo model, one of its own always hosted in Manila, focuses on the post-millennials and how they can venture into the contextual creative industry by coming up with creative designs which will adapt and succeed in the local environment amidst the tumultuous and regular disruptions. Hot Focus can benefit from this to make a killing since women’s accessories as an industry calls for creativity and innovation to keep up with the ever-changing fashion with time among the millennials.

Mobitext already has a strong foundation among the locals and offers a good platform for mobile marketing. It has deep knowledge when it comes to the creative designs. Mobitext being a major force in the local context, it has good knowledge of the social changes and interests through data mining and market research as a digital marketing firm. Hot Focus should come up with unique designs that portray creativity and innovation in girls’ fashion. This can be achieved by partnering with Mobitext and adopt the strategies of promoting innovation and creativity in through digital marketing.

On the competencies, one area that the company should invest on is marketing. Hot Focus should be a leading force in the market with marketing excellence. All the marketing philosophies should be around addressing the needs of the clients and turning the focus on coming up with modern trends, advanced but spontaneous accessories and products which will work well and be accepted by the population. Campaigns should be carried out continuously to emphasize on the essence of the brand in the market. Intensive marketing as a competency is likely to attract other firms because of the marketing excellence. In this area, Hot Focus should partner with Havas Media to benefit from one of its core competencies which is bringing every communication discipline under one roof from digitalization, mobile, social media, ads, direct marketing, planning and buying of media, corporate and healthcare promotion and sales promotion. Integration and adopting this core competency into the system is enough to move Hot Focus girls’ accessory to greater heights.

Besides, Hot Focus will be able to benefit from the large pool of resources from Havas Media. Being an international body, it already has enough personnel and human resource in place that is not only skilled but also knowledgeable on the market forces. The media technology in place is also unmatched. Media personnel and expertise is a good resource for any company that wants to expand its market and attract the modern generation like Hot Focus

Profiting

In the constant pursuit of innovative ideas to create a wide range of fun and trendy products, Hot Focus Inc. has partnered with OmniFab, a 3D technology service company that provides advance printing capabilities. OmniFab has the reputation in the industry of using the latest technology to bring their clients designs to a whole new level that is unique from the market. In accomplishing this kind of uniqueness, OmniFab partners with the Advance Manufacturing Centre (AMCen) for 3D printing research created by the Philippines Department of Science and Technology (DOST). Through the Advance Manufacturing Centre research and development, OmniFab obtains gathered studies of 3D printers’ performance and the newest cutting-edge ones that enhances the end-results of a client’s products while improving material cost, lead time, and quality.

In doing this, OmniFab creates value by focusing on the “demand pull” in a cross-functional approach that develops teams for assessing customer needs and technological preference. As developing this value, they capture value by entering a technological gate-keeping that includes the monitoring of emerging technologies. When they capture the emerging technologies, OmniFab ensures in maintaining a sustainability value that protects the intellectual property of each of their customers as they serve various customers. While continuously developing value of their 3D equipment by transforming technology during its life cycle. In creating, capturing, sustaining, and developing values, OmniFab lead an entrepreneurship that is focus on possible opportunities and having the resources to execute the transformation.

The two joins forces of OmniFab and Advance Manufacturing Centre proudly support the organization of Girls Who Code. This organization encourage young girls in the community to participate in activities related to coding, programming, and engineering. Through these programs the Advance Manufacturing Centre and OmniFab learn what young girls’ interest, ideas, and current projects they are working. The valuable information gatherer of these young girls can be useful for our partners of Elephan Ink to design, OmniFab to created, Hot Focus—our company to distribute, Mobex to market, and Toy Kingdom retail store to sell. The benefits that these linkages partnerships produce, will establish our core competency in our business approach and market. The introduction of this technology will increase the profitability of Hot Focus.

Part II

Strategy Making: Opportunities Development

Developing

To accelerate our growth, Hot Focus will learn new functional core competency strategies from our partners in the Philippines. These core competencies consist of nine functional strategies that has positioned our partners in a competitive advantage.

Human Resources (manpower). To support the business objective, Toy Kingdom recruit employees that are well educated and have a high commitment in serving the business needs. The implemented workforce brings special talents to target customer groups through the history of long-term experiences and relationship development with these groups.

Supply Chain (materials power). In order to highly be responsive to the need of the market, Toy Kingdom, Ink Elephant, Mobext, and OminFab invest in business processes that provides just-in-time inventory system. This process entails the businesses to network with one another and with other potential suppliers that provides support when needed. For instance, Ink Elephant, a design studio networks with printing and marketing services companies; granting them a competitive benchmarking in fulfilling the downstream of the supply chain.

Customers (marketing power). Interactive communication with customer about the latest and unique products the company develops is key to the brand and quality recognition. Mobext uses telecommunication in the form of text messages to reach its customers. This approach permits the company to have an economic of scales in advertising. At a low cost the company is able to market products and obtain a direct connection with the customers who regularly hold and check their cell phones messages.

Knowledge (methods power). Without reinventing the wheel, Omni Fab 3D Technologies and Ink Elephant Designs partners with Girls Will Code to learn about young girls’ interest, ideas, and the current projects they work on. Engaging in understanding our customers, brings creation of products that the industry does not create. Also adds to the greater value of selling innovative products to the customers.

Technology and Innovation (machine power). As a process-oriented specialist of machine power, OmniFab 3D Technologies partners with a recent created Advance Manufacturing Centre (AMCen) for 3D printing research. The goal is of these partners is to accelerate the performance capabilities of the 3D printer at a lower cost without sacrificing customers’ benefits.

Investments (money power). The Philippine market is competitive and growing. For these reasons, all four of our partners seek more opportunity-oriented investment than budget-oriented investment. In whatever opportunities can be found that will allow to be ahead of the competitors and continuously add customer value, our partners are ready and well connected with investment centers to provide the support that they need.

Operations (manufacturing power). Instead of cultivating a service-intensive operation that service the culture, mindset, and technology—OmniFab operates as an asset-intensive company that conducts economies of scale, learning, specialization and network. For instance, their partnership with Advance Manufacturing Centre (AMCen) and Girls Will Code, combines the asset-intensive operation strategy needed to bring a new 3D product to its physical form.

Leadership (motivating power). As oppose of leading the business in a transactional style that seeks to specify the objectives of people with specific resources, all four of our partners seek to instead lead in a transformational style. This leading approach focused on engaging the people with an overall purpose, mission, and values to guide them in bringing innovation to the company that refines the competencies, valuable resources, and innovative technologies. This freedom or autonomy motivates their people to excel in what each of them do and specialize.

Stewardship (manipulating power). Because our partners engage in social stewardship that is grounded in trusts for which does not hold any fiduciary obligation to only serve one client, but several. The industry of girls’ products seeks to establish a privatizing-stewardships that protects the ideas and works by forming contractual agreements that prevents a vendor from using the ideas and works for other clients.

All these functional strategies of our partners can provide our company with the functional strengths that we need to put us in a competitive advantage. For example, we can develop the manpower to recruit personnel that are well educated and experience in the industry of children’s products. Incorporate a business process that will ensure that our partners in the supply chain provide a just-in-time material power. Implement a marketing power that will market to every user who has a hands-on mobile technology, such as I-Pads, tablets, and advance technological watches. Seek to learn from girls’ programs, clubs, or organizations in our market that teach us about girls’ current interest, ideas, and activities to have the method power of knowledge. Partner with innovative and technological companies that encourage their team members with continuing education to have the machine power of developing equipment that have an economic of scales. Pursue opportunity-oriented investment that provides zero or lowest interest rates to obtain the money power to expand and restructure our business. Lead our personnel in a transformational method to motivate them to bring innovative ideas to Hot Focus Inc. and develop a community- oriented relationship with our demographic.

Transforming

The digital retail market in Philippines has plenty of opportunity for growth for such a company as Hot Focus Inc. The country has a lot of potential to help Hot Focus Inc become global. Driven by robust economic growth, the Philippines presents promising consumer market opportunities to both local and overseas business.15

The five forces of the girl’s accessories industry in Philippines are:

1. Threat of potential new entrants: Moderately High (4/5) It is relatively easy to enter a girl’s accessories market in Philippines.

a. Ease of building supply: it is relatively easy to build new supply partnerships in Philippines. Easy access to raw materials that are abundant within the country and manufacturing that is low cost. Many manufacturing firms are innovative enough to become partners with international companies.

a. Ease of building demand: the country has the second largest population in East Asia, so it is quite easy to build demand for children’s products.

a. Retaliation from existing firms: there not many competing firms in Asian market that specialize solemnly in girls’ accessories and products. The existing companies are not overly concerned with innovations so no potential threat coming from existing firms.

1. Supplier bargaining power: Moderately Low (2/5)

a. Need for superior terms of service: Hot Focus Inc and similar firms do not require

any specialized supplies and raw material. It is easy to change a supplier without incurring any substantial costs.

b. Leverage: Supplier leverage is moderate, as Hot Focus Inc is not an international

large-scale customer and is not holding significant buying power currently.

1. Substitution: There are many reputable suppliers for a large range of supplies needed for girl’s accessories manufacturing. Manufacturing can be also done at a many different printing labs and manufacturing plants.

1. Buyer bargaining power: Moderately High (4/5)

a. Needs for superior terms of purchase. There is no need for any superior or unique products. The products are all mass manufactured and are differ by categories only. The customer can easily switch to a different company without incurring any losses.

b. Leverage: Given the large-scale competition from existing firms, the bargaining power of buyers is high. Ensuring great customer experience and high-quality products are the ways to attract the customers to our product and retain customers for a long time.

1. Substitution: The are many substitutes in the market. There some other companies that offer similar products that can be used as substitutes as LipSmaker, SmartEmily Girls Toys, IQ Toys, Shany and others. The switching costs for users are low, making it easy for them to migrate to other companies that sell similar products.

1. Threat of substitute products: Moderately high (4/5)

a. Availability of quality, cost-effective substitutes: Many makeup companies also offers products for girls like Hot Focus, Inc just with packaging different from their products for older consumers. Maybelline, LipSmaker offer similar cosmetics for young ages.

1. Competitive Rivalry within the Industry: Moderately High (3/5)

a. Presence of major competitors: Competition from other cosmetic firms or girls’ clothing firms can cause a reduction in sales for our industry as they somewhat overlap. Makeup firms such as Maybelline, Covergirl, Avon, also offer lip balms for girls as well. And clothing companies such as GingerSnaps also have some girls’ accessories. Such major wholesale competitors as ChinaBrands, Alibaba.com, Lazada, Kily.ph and many others pose the highest threat as they sell individually as well as wholesale.

b. Disruptive growth of the industry: To keep up with fast growing retail industry in

Philippines the firms must be open to innovation, swift change and the introduction

of new technologies. They need to be able to sell in brick and mortar stores and develop e-commerce. Philippines has one of the youngest demographics in Asia. Young people spend a lot of time online, so they are prone to making more

purchases online. The firms need to be able to fulfill a bulk order as efficiently as

an order of 1 or 2 items with the use of innovative packaging and sorting technologies.

1. Exit barriers: Exit barriers are quite low. It is easy to close the business as there is no governmental regulations that prohibit or limit the power of the management of the companies. The emotional commitment, cognitive stakes are low and there are no economic sanctions for closing the private business and laying off the labor.

Based on our analysis, the structure of the girl’s accessories market in Philippines, is moderately competitive. It means that companies that want to be successful need to concentrate their competitive advantage compared to other firms within the industry.

There are a number of strategic groups within the female accessories industry in the Philippines. The firms and groups are strategically specialized in a number of areas from distribution, designing, production, ethnic accessories for females, modern girl accessories or seasonal girl’s accessories.

In the distribution market, one of the known companies is Mona Lisa. This company is a separate lingerie apparel which targets young vibrant women in Philippines. This group is under the New Barbizon Fashion, Inc. Mona Lisa has defined its low-and-middle income niche. The products they offer are of unique designs and are stylish, fashion-forward and colorful to a broad range of clients at a low price. The low-price strategy is meant to accommodate a range of customers in their boutiques through their slogans in advertisements.

In the modern girl accessories, Kily.ph is one of the prominent online stores in Philippines. Its main goals are to meet the needs of the modern girl who are flocking to online platforms to get what they what. Kily.ph is fully aware of the growing demand that is in the online market. The fact that the shoppers do not have to directly visit their manufacturers is a core component of low -cost leadership. The online boutiques have maintained low cost compared with their competitors by offering the same products with physical stores across the country. The online market has enabled Kily.ph to be a low-cost vendor in the industry by attracting customers from different levels with their greater attention to cost controls.

On the producer’s segment, Aranaz is one of the known brands locally in Philippines and the most successful globally. This brand boasts of the chic, well-designed fashion accessories. On cost leadership, Aranaz makes use of the natural locally available materials in designing and producing its products. It also recycles and upcycles materials and also considers new designs that will attract the local consumers. It has stores across the country and has prices strategically for every pool of clients locally.

The Porter’s Diamond geography analysis is based on such elements: factor endowments, related and supporting industries, home demand conditions, structure, strategy and rivalry.

The favorable basic factor endowments in our case are natural resources, population, location and climate of the Philippines. The advanced factors include technology and skilled labor and innovative startups. First advantage of Philippines is its population. It is the second largest country by the population in the South East Asia with population of 101,649,000 people 16. With such large population we will easily expand our customer base. Our next favorable factor is natural resources of Philippines. The country’s key natural resources include copper, timber, nickel, petroleum, silver, gold, cobalt and salt. Hot Focus Ink can use natural and renewable resources to source their materials from such as bioplastics to use in their 3D printing by their new partner OmniFab.

The related and supporting industries in Philippines such as presence of suppliers and strategic partners will help us to succeed in the market within the region. Competitive partners such as Toy Kingdom, Elephant Ink, Mobext and OmniFab will help Hot Focus Inc to reinforce innovation and internationalization. Hot Focus will benefit from its partner’s know-how and encourage each other by producing complimentary products. The partnership with OmniFab will allow us to produce wide selection of product with the use of such innovative printing techniques.

Home demand conditions reinforce the importance of an existent customer as well as gaining of a new market share. The demand conditions are favorable in Philippines. The Gross Domestic Product (GDP) in Philippines was worth 313.60 billion US dollars in 2017. The GDP value of Philippines represents 0.51 percent of the world economy. GDP in Philippines averaged 77.31 USD Billion from 1960 until 2017, reaching an all-time high of 313.60 USD Billion in 201717.The GDP is growing continuously and the annual growth rate between 2018 and 2019 is 6.3%18. Toy Kingdom is a great strategic partner that will introduce and bring Hot Focus Inc products to the Asian market. And such partners as Elephant Ink and Mobext will help create economies of scale for Hot Focus Inc. Now Hot Focus Inc is mostly targeting the B2B market segment but with the help of Philippines’ partners we can expand into B2C segment. We can start offering bulk order pricing for party planners and elementary schools and childcare facilities where they can use our products.

Strategy, structure and rivalry are the factors that also influence the market. Cultural aspects are based on local rules and incentives that encourage investment and productivity and openness to foreign and local competition. Firm’s strategy is important as it focuses on the way an organization is organized and managed, its SHEENY objectives. The successful strategy will reduce the number of rivalries within its organizational culture. Hot Focus Inc is specializing in eco-friendly and made with natural ingredients products that contain no harmful chemicals and are safe for kid’s everyday use 19. Environmental friendliness is one of their core competencies for Hot Focus Inc. The market is Philippines has become increasingly eco-friendly for children’s product, so it makes Hot Focus Inc a good fit for them. According to Paul Nastu more than half of global consumers (53 percent/representing 1.1 billion people) prefer to purchase products and services from a company with a strong environmental reputation, according to a new global survey released by video-conferencing company Tandberg 20.

In addition to the above-mentioned determinants Michael Porter Also mentions factors like Government and chance events that influence competition between companies.

Governments can play a powerful role in encouraging the development of industries and companies. Moreover, they can encourage companies to use alternative energy or alternative environmental systems that affect production. This can be affected by granting subsidies or other financial incentives. In our case, the environmental production can get subsidized in Philippines by the local government.

Michael Porter also indicates that in most markets chance plays an important role. This provides opportunities for innovative companies that are not afraid to start up new operations. In our case, it means going global with the help of strategic partnerships with Philippines.

The Philippines is one of the most dynamic economies in the East Asia and the Pacific region. According to the World Bank, because of increasing urbanization, a growing middle-income class, and a large and young population, the Philippines represent a market of a high consumption demand, supported by improving real incomes. In addition, the Philippines is recording the third highest gross domestic product (GDP) growth with 6.7 percent in 2017 21.

Designing Alternatives

By combining the strategic advantages of our four local Filipino companies: Toy Kingdom, Ink Elephant, Earthworks Fashion Accessories, and Women’s Business Council Philippines, Hot Focus Inc. will become the company Filipinos trust to keep their best interest in mind. Hot Focus will be known as the company that cares about its customers, cares about the environment, cares about its partners and its employees. It will become known as a company that provides social good and is not solely focused on profits.

By following this white ocean strategy, Hot Focus Inc. will be profitable though, as customers will prefer to buy from us, employees and partners will prefer to work for us, and the local government among others will be supportive of us and possibly even work with us.

The plan consists of four elements.

1. Value multiplication – By partnering with Toy Kingdom, Hot Focus Inc. gains access to the distribution system of the largest toy store in the Philippines. Toy Kingdom is found in SM malls, department stores and supermarkets / hypermarkets. Toy Kingdom is already the toy store of the Philippines and has the logistics to move and sell products throughout the country. Using Toy Kingdoms established distribution system will allow Hot Focus to export into the Philippines into a central location. Toy Kingdom will then use its distribution system to move products to local areas across the country.

2. Demand multiplication – Hot Focus Inc. can use Ink Elephant’s packaging and graphic design services to redesign products for the Philippine market. They can help Hot Focus design toys and accessories that are popular with girls in the Philippines. They can also help market existing Hot Focus products by designing custom packaging that will fit in with other Filipino girls’ accessories and toys one would find in stores like Toy Kingdom.