Home⇛JPAIR Multidisciplinary Research Journal⇛vol. 62 no. 4 (2025)

The Effectiveness of the Marketing Mix Used by Penshoppe in Terms of Product, Price, Place, and Promotion: A Literature Review

John Karl D. Ramos

Discipline: Marketing

 

Abstract:

This study scrutinizes and examines Penshoppe’s expansion and strategic growth as a fashion retail company. The company was founded in Cebu, Philippines. Bernie Liu founded the small t-shirt printing business in 1986 as a venture. That was the beginning of Penshoppe, and then it steadily developed into a well-known domestic and global brand. The research examines Penshoppe’s application of the Marketing Mix Framework, which encompasses Price, Product, Place, and Promotion, to address market changes, competitive pressures, and industry interactions. By combining theoretical frameworks with real-world brand tactics, the study emphasizes the importance of aligning marketing initiatives with consumer preferences and adapting to external market circumstances. It also examines the challenges Penshoppe has faced in expanding internationally. The market’s harsh environment and how these encounters shaped its strategy for worldwide branding. The results reveal that the Marketing Mix remains a useful strategic tool; however, its effectiveness depends on how well it is tailored to a particular market condition.



References:

  1. Alejo, A. S. (n.d.). Global Pinoys: The rise of a global brand. Zee.ph. https://zee.ph/global-pinoys-the-rise-of-a-global-brand/
  2. Alindogan, M., Dela Luna, R., & Geronimo, M. (1996). A Proposed advertising plan for Penshoppe. https://animorepository.dlsu.edu.ph/etd_bachelors/16739
  3. Anderson, L. M., & Taylor, R. L. (1995). McCarthy’s 4Ps: timeworn or time-tested?. Journal of Marketing Theory and Practice, 3(3), 1-9. https://doi.org/10.1080/10696679.1995.11501691
  4. Ax, C., Cöster, M., & Iveroth, E. (2020). Strategic pricing: the relationship between strategy, price models and product cost. Strategic Management Control: Successful Strategies Based on Dialogue and Collaboration, 67-85.https://doi.org/10.1007/978-3-030-38640-5_5  
  5. Ayala, A. S., Chan, C. T., Corcuera, Y. P., & Gonzales, M. M. B. (2014, December 11). A study on the market growth of Penshoppe. SlideShare. https://www.slideshare.net/slideshow/a-study-on-the-market-growth-of-penshoppe/259664796
  6. Bagatsing, R. (2023, September 25). Philippines’ biggest fashion retailers 2024. Glam Council. https://glamcouncil.com/fashion/philippines-fashion-retailers/
  7. Balita, C. (2025, June 25). Leading fashion retailers in the Philippines by index score. Statista. https://tinyurl.com/mvhn8njf
  8. Bartleby. (2025). Penshoppe marketing plan. https://www.bartleby.com/essay/Penshoppe-Marketing-Plan-PK9A6Z436ZYA
  9. Billige,                M.                (2017,                 March                31). Rethinking                price                wars. LinkedIn. https://www.linkedin.com/pulse/rethinking-price-wars-part-1-4-mark-billige
  10. Bliss Tulle. (2022, August 25). What is the positioning of Penshoppe? https://tinyurl.com/4f2etbyv
  11. Business Mirror. (2021, August 10). Fashioning the retail omnichannel experience according to Penshoppe Group. Philippine Retailers Association. https://tinyurl.com/38cp6pn2
  12. Cabuenas, J. V. D. (2024, December 11). Penshoppe Group announces leadership transition. GMA News Online. https://tinyurl.com/46js3fb8
  13. Chan, C., & Gonzales, M. M. (2014). A study on the market growth of Penshoppe. Academia.edu. https://tinyurl.com/5hb7sj9v
  14. Coffie, S. (2020). Positioning strategies for branding services in an emerging economy. Journal of Strategic Marketing, 28(4), 321-335.
  15. Dacanay, A. (2017, September 20). Penshoppe celebrity endorsers through the years. Spot.ph. https://tinyurl.com/3a4jf249
  16. David,            J.           (2025,            February           24). Target            markets           of           Penshoppe. Prezi. https://prezi.com/p/xwlbvspgdhdk/target-markets-of-penshoppe/
  17. Daza, E., Ibasco, K., Nanquil, W., Ong, J., & Salazar, P. (2012, September). Penshoppe a case analysis. Idoc.pub. https://idoc.pub/documents/penshoppe-case-134w89x23m47
  18. Deo, K., & Prasad, A. A. (2022). Exploring climate change adaptation, mitigation and marketing connections. Sustainability, 14(7), 4255. https://doi.org/10.3390/su14074255
  19. Fitzpatrick, E. (2019, August 14). Kendall Jenner and Gigi Hadid star in Penshoppe campaign. Who What Wear. https://tinyurl.com/w6u5njx5
  20. Go,         J.         (2017,         November        24). Branding         with         a         conscience.        Inquirer Business. https://business.inquirer.net/241302/branding-with-a-conscience
  21. Go, J. (2017, November 24). Q&A with Penshoppe CEO Bernie Liu on aligning strategy with values. Josiah Go. https://tinyurl.com/ywnmbz44
  22. Goi, C. L. (2009). A review of marketing mix: 4Ps or more. International journal of marketing studies, 1(1), 2-15. https://www.ccsenet.org/journal/index.php/ijms/article/view/97
  23. Hung, K. (2021). Celebrity, influencer, and brand endorsement: Processes and effects. In Oxford research                                     encyclopedia                                     of                                     communication. https://doi.org/10.1093/acrefore/9780190228613.013.1106
  24. Jindal, P., Zhu, T., Chintagunta, P., & Dhar, S. (2020). Marketing-mix response across retail formats: the role of shopping trip types. Journal of Marketing, 84(2), 114-132. https://doi.org/10.1177/0022242919896337
  25. Kenton,                      W.                       (2024,                       July                      30). Marketing                       mix. Investopedia. https://www.investopedia.com/terms/m/marketing-mix.asp 
  26. Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: a meta-analysis. Journal of the academy of marketing science, 45, 55-75.
  27. Kristiana, A., Wahana, A. N. P. D., & Sumakul, G. C. (2024). Adapting to evolving consumer trends: an in-depth analysis of strategic approaches in marketing management and consumer behavior. International                               Journal            Of            Economic           Literature, 2(3),   848-862. https://injole.joln.org/index.php/ijle/article/download/116/127
  28. Lee-Chua,             Q.             N.             (2020,              January             16). Driven             to             succeed. Inquirer.net. https://business.inquirer.net/287158/driven-to-succeed
  29. Limpag, M. (2016). Bernie Liu’s journey from 1 store to clothing empire: A story of hard work, resilience. MyCebu.ph: Re/Discover Cebu. https://mycebu.ph/article/bernie-liu-journey-penshoppe/
  30. Marketing Mix. (2024, September 6). Mastering the marketing mix: Strategies and practices for success. https://tinyurl.com/4fp7uvzp
  31. McCarthy, E.J. (1960) Basic Marketing: A Managerial Approach. McGraw-Hill Inc., US.
  32. Mejia, A. (2016, June 8). Golden ABC’s Bernie Liu: ‘There’s nothing wrong with dreaming big’. Rappler. https://tinyurl.com/2vww9jyy
  33. Neypes, N. K. D. C. (2024, September 1). Fashion marketing strategies for Penshoppe and Uniqlo.CliffsNotes. https://www.cliffsnotes.com/study-notes/19110787
  34. Novak,          J.          (2024,          June          18). The          4           Ps          of          marketing.          Forbes Advisor. https://www.forbes.com/advisor/business/4-ps-marketing/
  35. Nunes, J. C., & Boatwright, P. (2004). Incidental prices and their effect on willingness to pay. Journal of marketing research, 41(4), 457-466.
  36. Peek, S. (2024, April 8). Creating an effective business marketing plan. Business News Daily. hhttps://tinyurl.com/mtdt3u8x
  37. Pérez, J., & López-Ospina, H. (2022). Competitive pricing for multiple market segments considering           consumers’           willingness           to           pay. Mathematics, 10(19),           3600. https://doi.org/10.3390/math10193600
  38. Prasad, H. K. (2021, December). Marketing mix and consumer behavior. International Journal of Research and Analytical Reviews, 8(4). https://ijrar.org/download.php?file=IJRAR21D2454.pdf
  39. Pretious, M. (2003). Retail Marketing. International Journal of Retail & Distribution Management, 31(3), 164-165. https://doi.org/10.1108/09590550310465585
  40. Ratnawati, K. (2020). The influence of financial inclusion on MSMEs' performance through financial intermediation and access to capital. The Journal of Asian Finance, Economics and Business, 7(11), 205-218. https://koreascience.kr/article/JAKO202032462596920.pdf
  41. Reyes, M. (2024, October 25). We bet you didn’t know these celebrities were Penshoppe ambassadors. Art+ Magazine. https://tinyurl.com/283tvdwn
  42. Rinaldi, F. R. (2020). Fashion industry 2030: Reshaping the future through sustainability and responsible innovation. EGEA spa.
  43. Safeer, A. A., Zhou, Y., Abrar, M., & Luo, F. (2022). Consumer perceptions of brand localness and globalness in emerging markets: A cross-cultural context. Frontiers in Psychology, 13, 919020.
  44. Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. In Leveraged marketing communications (pp. 208-231). Routledge.
  45. Siebers, L. Q. (2022, June 20). Superstore closures in China: The past, now and the future. World Financial Review. https://worldfinancialreview.com/superstore-closures-in-china-the-past-now-and-the-future/
  46. Solberg Söilen, K. (2024). The Role of Influencers, Celebrity Endorsements, and Identifying Opinion Leaders. In Digital Marketing (pp. 171-185). Springer, Cham. https://doi.org/10.1007/978-3-031-69518-6_14
  47. Sulhaini, S. (2021, May). Consumer behavior towards foreign versus local products and brands: Future research directions. In 2nd Annual Conference on Education and Social Science (ACCESS 2020) (pp. 441-446). Atlantis Press.
  48. Tekin, B. (2020). The nexus between financial development and human development: The case of developing countries. Journal of Emerging Economies and Islamic Research, 8(2), 73-87. https://ir.uitm.edu.my/id/eprint/32094/
  49. Three Sixty Supply Chain Group. (2022, August 4). The Penshoppe Group: Automation to meet current needs and future growth. https://tinyurl.com/b7a6axer
  50. Twin, A. (2024, August 9). 4 Ps of Marketing: What They Are & How to Use Them Successfully.Investopedia. https://www.investopedia.com/terms/f/four-ps.asp
  51. Van                Vliet,                 V.                (2024,                 November                1). Marketing                 mix.Toolshero. https://www.toolshero.com/marketing/marketing-mix/
  52. Yhans,                             A.                             (n.d.). PENSHOPPE                             case                             study.Academia.edu. https://www.academia.edu/38555837/PENSHOPPE_case_study
  53. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2010). Services marketing strategy. Wiley international encyclopedia of marketing. https://doi.org/10.1002/9781444316568.wiem01055

Tools


Copyright © 2026  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic