PRINCIPLES OF MARKETING

The Marketing Plan

Tutor Mallows
Review of Quarter 4 Week 5

What are the steps of the

Marketing Process?
The Marketing Process
Analyzing Selecting Designing
marketing target marketing
opportunity markets strategies

Organizing, implementing, Planning

and controlling the marketing
marketing effort programs
PRINCIPLES OF MARKETING

The Marketing Plan

Tutor Mallows
Quarter 4 Week 6
At the end of our tutorial, you are
expected to:

• Integrate the marketing concepts and

techniques learned by preparing a
marketing plan.
MARKETING PLAN
• A marketing plan is a document describing
the current market position of a business
and strategies designed to accomplish its
objectives.
• It serves as one of the major roadmaps for a
business enterprise in achieving its financial,
operational, and societal goal.
Mini-Marketing Plan
I. Executive Summary
II. Study Background
A. Brief History of the Company
B. Mission and Vision
C. Product / Service Offerings
Mini-Marketing Plan
III. Macroenvironmental Analysis
A. Political
B. Economic
C. Social
D. Technological
E. Environmental
F. Legal
Mini-Marketing Plan
IV. Opportunities and Threats
V. Microenvironmental Analysis
A. The Company
B. Suppliers
C. Marketing Intermediaries
D. Customers
E. Competition
F. Publics
Mini-Marketing Plan
V. Microenvironmental Analysis
VI. Strengths and Weaknesses
VII. The Market
A. Market Size
B. Market Needs
C. Market Trends
VIII. Marketing Objectives
Mini-Marketing Plan
IX. Marketing Strategies
A. Product / service Strategy
1. Target Market
2. Brand Positioning
B. Pricing Strategy
C. Distribution Strategy
D. Advertising and Promotions Strategy
Mini-Marketing Plan
X. Tactical Implementation
XI. Marketing Budget
XII. Feedback and Control
XIII. Financial Projections
Let’s now proceed to complete
each part of the plan.
I. Executive Summary
• It is presented in a very concise manner
• It includes marketing objectives, strategy
recommendations, marketing budget,
projected sales, and profitability.
• Should be no longer than one or two
pages.
• Can only be composed after the
marketing plan is completed.
II. Study Background
A. Brief History of the Company
• Select a product brand
• Identify its manufacturer and write brief
history of the company
• Historical background can be found in the
internet. Always cite your sources.
II. Study Background
B. Mission and Vision
• Research on the company’s mission and
vision through the internet.
• These statements can give vital
information on the company’s philosophy
and long-term direction.
II. Study Background
C. Product Offerings
• List down the company’s current product
offerings, classifying them by type and
indicate their suggested retail prices (SRPs).
• You may also write description of each
product.
 Let’s conduct the
Macroenvironmental Analysis
III. Macroenvironmental Analysis
A. Political
Here are the points to take into account:
• Government Regulations
• Taxation
• Trade Policies
• Import Restrictions
III. Macroenvironmental Analysis
B. Economic
Here are the points to take into account:
• Interest Rates
• Unemployment Rate
• Inflation Rates
• Current Economic Stability
• Purchasing Power
III. Macroenvironmental Analysis
C. Social
Here are the points to take into account:
• Demographic data
• Consumers Trends
• Population Growth
• Income Levels
• Consumer Lifestyles
III. Macroenvironmental Analysis
D. Technological
Here are the points to take into account:
• Innovation of technology
• Automation
• Artificial Intelligence
• Level of Innovation
• Cybercrimes
• Robotics
III. Macroenvironmental Analysis
E. Environmental or Ecological
Here are the points to take into account:
• Climate change
• Consumer health
• Availability of energy
• Sustainability
• Waste management rules and regulations
• Green Practices
III. Macroenvironmental Analysis
F. Legal
Here are the points to take into account:
• Trading laws
• Consumer protection laws
• Employment laws
• Copyright and Patent laws
• Health and safety laws
IV. Opportunities and Threats
• Enumerate identified opportunities and threats
from the macroenvironmental analysis.
• Arrange them chronologically (according to
level of priority).
• Relate them directly with each other.
Example:
A threat which is like an increase in inflation
rate can directly affect the prices of raw
materials thus, cause higher production costs,
decrease margins, and eventually increase
prices of products to compensate.
 Now, let’s work on the
Microenvironmental Analysis
V. Microenvironmental Analysis
A. The Company
• The company is evaluated by its
organizational capability to implement
marketing strategies.
• Functional departments are evaluated
whether they are supportive of marketing
activities and whether there are
bottlenecks in decision-making.
V. Microenvironmental Analysis
A. The Company
• Evaluate the company’s financial
statements through Securities and
Exchange Commission website.
V. Microenvironmental Analysis
B. Suppliers
• Relationship between the company and
its suppliers is assessed.
• Objectives: To reduce product cost and to
increase value to customers.
V. Microenvironmental Analysis
C. Marketing Intermediaries
• The company’s distribution network is
illustrated in this section.
• Choice of distribution type (wholesaler,
retailer, and direct-to-consumer) is
reviewed and justified.
V. Microenvironmental Analysis
D. Customers
• Typical customer’s geographic (province,
region, municipality) demographic (age,
race, sex), and psychographic (attitude,
habits, interests) profile is identified.
• Customer’s buying behavior – why they
buy, where they buy, how frequently do
they buy, and how they use the products.
V. Microenvironmental Analysis
E. Competition
• Brand competitors are identified.
• Need to draw perceptual map to identify
the closest competitors.
• Identify relative positions of different
competing brands (including your own) in
terms of market share.
V. Microenvironmental Analysis
E. Competition
• Discuss the recent competitive actions of
the competitors in order to anticipate how
they will most likely respond to proposed
marketing strategies.
V. Microenvironmental Analysis
F. Publics
• Evaluate the company’s relationship with
its publics – corporate stockholders,
community, financial institutions, media,
government, and society as a whole.
These are all external factors that may
directly affect your company.
VI. Strengths and Weaknesses
• Enumerate the identified strengths and
weaknesses from the microenvironmental
analysis.
• Arrange them chronologically (according
to level of priority).
• Relate them directly with each other.
VII. The Market
A. Market size
• The total market is the sum total of the
group of individual or organizational
consumers who have both the willingness
and financial capability to purchase a
particular product or service.
• Market size is expressed either in units or in
value (pesos).
VII. The Market
B. Market needs
• We need to describe the market’s needs and
wants and the perceived value of the
products.
• Perceived value is the customer’s evaluation
of the merits of a product, and its ability to
meet their needs and expectations. It comes
down to the price the public is willing to pay
for a good or service.
VII. The Market
C. Market trends
• A market trend is anything that alters the
market your company operates in.
• Market trend analysis is the process of
evaluating changes to your market. It looks
at how the industry started in the market,
how it has grown, and where it is expected
to go.
VIII. Marketing Objectives
• State the marketing objectives.
• Arrange the objectives in sequence.
• Use SMART (specific, measurable,
achievable, relevant, and time-bound) as
your guide.
• Example: To attain a brand awareness
level of 65% by December 31, 2023.
IX. Marketing Strategies
A. Product/ Service Strategy
• Indicate any innovations you plan to
implement such as change in packaging or
label, supplements to your service offering,
etc.
• Identify product’s unique selling proposition
- it is the one thing that makes your brand or
product superior over your competitors.
IX. Marketing Strategies
A. Product/ Service Strategy
1. Target Market – quantify the size of your
target market
2. Brand Positioning - state the current
positioning of the brand
- justify the proposed brand positioning
and explain convincingly why it is more
appropriate than the current one.
IX. Marketing Strategies
B. Pricing Strategy
• It is possible to implement several pricing
strategies for a brand.
Example:
One may have a going rate pricing and
implement promotional pricing during the
last quarter of the year.
IX. Marketing Strategies
C. Distribution Strategy
• Review the brand’s current distribution
strategy to determine if it is still applicable
for the marketing plan’s implementation
period. When adjustments or modifications
are required, give recommendations as to
how the selected brand can be distributed
more efficiently.
X. Tactical Implementation
• Develop tactics for each strategy.
• Write a brief discussion of the operating
details for each tactic including the
timetable as to when each will be
implemented.
X. Tactical Implementation
Marketing Strategy: Market Development
Tactics Operating Details Timetable
Establish a To accommodate store September
warehouse in merchandise to support 2022
Cebu Cebu retail operations.
Hire and train Hiring must be localized September
Cebu store and extensive training 2022
personnel undertaken to maximize
customer service
Open a retail This is to take advantage of October
outlet in Cebu the growing market in 2022
Visayas
XI. Marketing Budget
• Indicate the total cost involved in the
implementation of the proposed marketing
plan.
XI. Marketing Budget
Marketing Budget, 2022
Advertising expenses, which include the following:
Television Php 7,500,000.00
Radio Php 1,870,000.00
Newspaper Php 1,230,000.00
Leaflets Php 25,000.00
Point-of- purchase materials Php 220,000.00
Sales promotions Php 650,000.00
Total Php 11,495,000.00
XII. Feedback and Control
• The purpose of this section is to ensure
each of the tactics are carried out as
planned.
• There should be feedback and control
writeup for each of your tactics.
 XII. Feedback and Control
Action Plan: Hire and Train Cebu store personnel Timetable: September 2022
By the end of August 2022, personnel required for all positions in the Cebu
store should already have been screened and prequalified. If this deadline will
not be met, the company should contact a local employment office to fill in
missing positions. At the latest, this should be completed by September 10.
Training should commence immediately on September 12 to be completed by
September 28. At this point, the company should subject all who have
completed the necessary training to standard performance appraisal to
determine which trainees will be hired. By September 30, the trainees should be
informed of their hiring status. If there are no qualified trainees for specific
critical positions such as Assistant Store Manager and Store Inventory Supervisor,
qualified employees from the Manila store shall be flown in to temporarily
occupy these positions. Continuous recruitment, prequalification and training
for unfilled Cebu store positions shall continue. By October 30, however, all
vacant position should be filled.
XIII. Financial Projections
• At this point, present the financial viability of
your proposed marketing plan.
• Use latest incoming statement of your
company.
Learning Activity
Mini Marketing Plan Presentation
Prepare a brief 15-minute PowerPoint
presentation of your mini-marketing plan.
Include only important information in your
presentation such as:
• A brief history of your company
• The brand you have made a mini-marketing
plan of
Learning Activity
• Opportunities and threats facing your
company and selected brand
• Strengths and weaknesses of your company
and selected brand
• Market size and needs
• Market trends
• Marketing objectives
• Your brand’s target market
Learning Activity
• Your brand’s positioning
• Your proposed marketing strategies for your
selected brand
• Your proposed marketing budget
• Financial projections
Learning Activity
Mini Marketing Plan Oral Defense
• Prepare yourself for an oral defense of your
mini-marketing plan before a panel of
academicians and/or marketing practitioners.
• After you have gone through the oral defense
of your marketing plan, do a self assessment of
your performance. Note the strong and weak
points of your marketing plan. Think of ways on
how you can improve on or address the
weaknesses pointed out during the activity.
Good luck on your
presentation!
REFERENCES
• Delayco, M.L. (c2016). Learning to Succeed in
Business with Marketing, 1st Edition. The Phoenix
Publishing House, Inc.
• Ilano, A. B. (c2016). Principles of Marketing. Rex
Bookstore, Inc.
• So, R. & Torres, O. (2016). Principles of Marketing.
Vibal Group, Inc.
• Lamb, C.W., Hair, J. F., & McDaniel C. (c2013).
Principles of Marketing. Cengage Learning Asia Pte
Ltd.
• Investopedia
 Principles of
Marketing
Friday
11:30 AM – 12:00 NN
SDO-QUEZON CITY

TUTOR MALLOWS
TUTOR ROSE SDO-RIZAL
SDO-QUEZON CITY
MENTEE
MENTOR
MENTEE
Next Week’s Topic for:
PRINCIPLES OF MARKETING:
Marketing Plan Presentation
 DepEd Philippines DepEd EdTech DepEd TV

DepEd EdTech Unit DepEd Philippines

DepEd EdTech
DepEd TV
DepEd Tayo

Educational
etulay Technology
ONLINE TUTORIAL Unit