Marketing Plan A. Target Market: University of Rizal System - Binangonan

Republic of the Philippines
COMMISSION ON HIGHER EDUCATION

Region IV-A CALABARZON
Division of Rizal
UNIVERSITY OF RIZAL SYSTEM - BINANGONAN
Manila East Road, Binangonan, Rizal
Chapter 6
Marketing Plan
A. Target Market
A target market refers to a group of potential customers to
whom a company wants to sell its products and services. This
group also includes specific customers to whom a company directs
its marketing efforts. A target market is one part of the total
market for a good or service. (Investopedia)
In line with this, I basically selected professionals like
earning a degree of Bachelors in their respective course, also
those who are graduated having a Master’s Degree/Doctor’s Degree
in their certain field. They are capable to buy our services
because our company has something to do with training and
development for professionals.
I conducted a survey at Morong National High School with the
permission of our Professorial Lecturer Dr. Arabella Pabilonia as
approved by our OIC – Morong National High School Mrs. Jocelyn O.
Rivera. I also conducted my survey on MBA students in University
of Rizal System since they are very much capable answering the
market research survey. Base on the result of my market research
study under the demographic profile of the

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respondents with regards to Age: The age of my respondents range
from 36-40 years old. In accordance to Gender: mostly are female.
For their monthly income: mostly their income ranges from P 10,
000 – P 30, 999. In line with their Educational Attainment mostly
are Bachelors’ degree. Finally, with regards to their profession:
majority are teachers as primary respondents.
B. Product Positioning
Services of E-First has positioned their company base on the
attribute and price/quality of services rendered. Under
attributes of the said service trainings such as e.g. webinars or
seminars will be more educative giving useful topics that will
help professionals boost their confidence and add more knowledge
in that field. Also, some other companies’ especially primary and
secondary competitors do not have partnership with the
Professional Regulation Commission regarding CPD units. And with
the help of our company, certificates of completion participants
will receive will have units depending on the number of days,
topics PRC will give. We also wanted to position our company on
the quality over quantity of the product. Meaning, even if the

Division of Rizal
training or seminar is cheaper than other competitors we wanted
to give quality service by getting some elite, magnificent and
equally talented resource speakers. Even if it is cheaper one but
still have the quality that will cater to reach the satisfaction
of the customer. I also, considered the status in life of our
customers. I think if they can afford to purchase our product.
Technically, our product is affordable and it is all for the
professionals who wants to buy our product.
C. Market Study
C.1.1 Demographic Profile
Figure 1.1
Demographic Profile of the Respondents
with respect to “Age”
Base on the result of market research study survey, I have a

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total of 90 respondents that responded on the said study. Under
the demographic profile of the respondents under Age: 7 out of 90
respondents under 20-25 years of age gained 7.8%, 10 out of 90
under 26-30 years of age gained 11.1%, 15 out of 90 under 31-35
years of age gained 16.7%, 17 out of 90 under 36-40 years of age
gained 18.9%, 17 out of 90 under 41-45 years of age gained 18.9%,
11 out of 90 under 46-50 years of age gained 12.2%, 9 out of 90
under 51-55 years of age gained 10%, 3 out of 90 under 56-60
years of age gained 3.3%, 1 out of 90 under 61 years and above of
age gained 1.1%. Therefore, majority of the respondents under
demographic file of the respondents under age range from 36-40
years old and 41-45 years of age will be one factor to consider.
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Figure 1.2
with respect to “Gender”
Base on figure 1.2, 27 out of 90 respondents are male with
30% rate in survey. Meanwhile, 63 out of 90 respondents are
female with 70% rate in survey. Therefore majority of respondents
are female with respect to gender.
Gender are important demographic characteristics to
understand in social research. In relation to that, women tend to
be more aware of their emotions versus men, while males tend to
think from an objective, task oriented point.

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Figure 1.3
with respect to “Monthly Income”
Base on figure 1.3, 69 out of 90 respondents with 76.7% have
monthly income of P 10,000 – P 30,999, whereas, 18 out of 90
respondents with 20% have monthly income of P 40,000 – P 60,000,
while 3 out of 90 respondents have monthly income of P70,000 –
P90,000 with 3.3%.
Therefore majority of respondents answered P 10,000 – P
30,999 monthly income. Meaning they can afford our services base
on the result of the survey.

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Figure 1.4
with respect to “Educational Attainment”
Base on figure 1.4, 61 out of 90 respondents with 67.8% are
Bachelor’s Degree Graduate, 23 out of 90 respondents with 25.6%
are MA/MAED Graduate, 2 out of 90 respondents with 2.2% are
Ed.d/P.h.D Graduate, 1 out of 90 respondents with 1.1% are Ph.D
CAR (Complete Academic Requirements), while 1 out of 90
respondents with 1.1% are MAT CAR, 1 out of 90 respondents with
1.1% are MAT-SS with 27 units, and 1 out of 90 respondents are
MAT-Filipino CAR.
Therefore, majority of the respondents are Bachelor’s Degree

and capable of attending our services suitable for their needs.
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Figure 1.5
with respect to “Profession”
Base on Figure 1.4, majority of the respondents are
affiliated in education gaining 43.4%, other profession are
administrasite aid position and working in government. Meaning
Profession is a very vital role that will help my respondents to
boost their knowledge as an individual.
C. 1.2 Analysis on Training and Development Programs for
Professionals
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Table 1.1
Training and Development Programs for Professionals
with respect to “Learning Objectives”
Table 1.1 shows the result of the three questions regarding
on the use of learning objectives. For question number one, 20
out of 90 respondents strongly disagree that Learning Objectives
should be included in conducting training (webinar/seminar). 1
out of 90 respondents disagree, 14 out of 90 respondents Agree
and 55 out of 90 respondents Strongly Agree. Therefore, majority
of the
respondents wanted to include that Learning Objectives should be
included in conducting training (webinar/seminar).

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For question number two, knowledge and skills should be
consistent with the learning objectives, 2 out of 90 respondents
got the lowest result wherein they are Disagree. Whereas, 51 out
of 90 respondents strongly agree got the highest result that
knowledge should be consistent with the learning objectives.
For question number 3, objectives should be clear in taking
any training (webinar/seminar) 1 out of 90 respondents disagree
and got the lowest result under competency 1. Meanwhile, 56 out
of 90 strongly agree that Objectives should be clear in taking
any training (webinar/seminar) and got the highest result in
survey.
To interpret the result, it is clearly evident that learning
objectives should be included in presenting before the
training/webinar starts. In addition, the three questions will
help the researcher the importance of objectives in conducting
training/seminar. It is a vital role that help the audience
understand what the topic all about is.

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Table 1.2
with respect to “Course Materials”
on the use of course materials. For question number 1, 1 out of
90 respondents answered neither Agree nor disagree that Course
materials (e.g. slides hand-outs, and other resources) should be
easy to follow or navigate, wherein it is the lowest on the
result base on the survey. 18 out of 90 respondents strongly
disagree and ranked two. Meanwhile, 54 out of 90 respondents
strongly agree and ranked one that course materials should be
included for trainings and seminars/webinars.
For question number two, 2 out of 90 respondents answered
disagree and neither agree nor disagree that complexity and level
of detail of the material should be appropriate to my background
and experience, which got the lowest rank on the survey, 22 out
of 90 respondents answered agree which ranked second on the
survey. Finally, 46 out of 90 respondents answered strongly agree
that course materials should also be included in conducting
training/seminar/webinars, which ranked the highest and number
one answer of the respondents.
For question number three, 3 out of 90 respondents neither
agree nor disagree that course materials including resources is

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essential to the success of training being the lowest in the
result. 19 out of 90 respondents agree and ranked second on the
survey. Lastly majority of the respondents 50 out of 90 got the
highest scores and ranked one that they are strongly agree that
course materials is essential to the training period.
To interpret the result under course materials, it is
clearly evident that course materials including resources is a
major aspect in conducting a training. It will be a useful tool
to help the participants understand the said topic.

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Table 1.3
with respect to “Content Relevance”
on the content relevance in conducting training. For question
number 1, 1 out of 90 respondents answered Disagree that content
of the training will help me to be able to learn my role as
professional, wherein it is the lowest on the result base on the
survey. 20 out of 90 respondents strongly disagree and ranked
two. Meanwhile, 49 out of 90 respondents strongly agree and
ranked one that content of the training will help me to be able
to learn my role as professional.

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disagree that obtaining necessary knowledge and skills in
development and training will help me to become successful in my
chosen profession, which got the lowest rank on the survey, 22
out of 90 respondents answered agree which ranked second on the
that content of the training will help me to be able to learn my
role as professional in conducting training/seminar/webinars,
which ranked the highest and number one answer of the
respondents.
For question number three, 3 out of 90 respondents neither
agree nor disagree and disagree that respondents are clear about
where to find answers to the questions that will arise during the
training (e.g. webinar/seminar), being the lowest in the result.
25 out of 90 respondents agree and ranked second on the survey.
Lastly majority of the respondents 41 out of 90 got the highest
scores and ranked one that they are strongly agree that course
materials is essential to the training period.
To interpret the result under course materials, it is
clearly evident that content of the training will help me to be
able to learn my role as professional. It will be an effective

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tool to help the participants understand the said topic because
of relevant topics in their profession.
Table 1.4
with respect to “Facilitator Knowledge”
Table 1.4 shows the result of the two questions regarding on
the facilitator knowledge in conducting training. For question
number 1, 1 out of 90 respondents answered Disagree and believe
that my learning will enriched by facilitator’s knowledge,
wherein it is the lowest on the result base on the survey. 24 out
of 90 respondents agree and ranked two. Meanwhile, 43 out of 90
respondents strongly agree and ranked one that content of the

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training will help me to be able to learn my role as
professional.
disagree that respondents believe that my learning will enriched
by the experiences and examples that facilitator shared, which
got the lowest rank on the survey, 24 out of 90 respondents
answered agree which ranked second on the survey. Finally, 43 out
of 90 respondents answered strongly agree that respondents
believe that my learning will enriched by the experiences and
examples that facilitator shared, which ranked the highest and
number one answer of the respondents.
To interpret the result, facilitator knowledge contributes a
lot in learning for a specific topic to be discussed during the
training process. It helps the participants to enrich their
knowledge as well as experiences by means of giving some valuable
lessons facilitator’s shared.

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Table 1.5
with respect to “Facilitator Delivery and Style”
Table 1.5 shows the result of the six questions regarding on
facilitator’s delivery and Style in conducting training. For
question number 1, 1 out of 90 respondents answered Disagree that
facilitator will help me engaged during the training session,
wherein it is the lowest on the result base on the survey. 24 out
of 90 respondents agree and ranked two. Meanwhile, 43 out of 90
respondents strongly agree and ranked one that facilitator will
help me engaged during the training session.

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disagree that respondents found it easy to be actively involved
during the session obtaining which got the lowest rank on the
survey, 32 out of 90 respondents answered agree which ranked
second on the survey. Finally, 36 out of 90 respondents answered
strongly agree that respondents found it easy to be actively
involved during the session, which ranked the highest and number
one answer of the respondents.
For question number three, 2 out of 90 respondents answered
disagree wherein they found out that having ample opportunity to
ask questions and receive answers during the session will help me
boost my knowledge, which got the lowest rank on the survey, 28
out of 90 respondents answered agree which ranked second on the
that respondents believe that having ample opportunity to ask
questions and receive answers during the session will help me
boost my knowledge, which ranked the highest and number one
answer of the respondents.
For question number four, 2 out of 90 respondents answered
disagree wherein they found out that having ample opportunity to
practice or demonstrate the skills that I was asked to learn
during the session is a great factor in facilitator’s delivery

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and style, which got the lowest rank on the survey, 26 out of 90
respondents answered agree which ranked second on the survey.
Finally, 42 out of 90 respondents answered strongly agree that
respondents believe that having ample opportunity to practice or
demonstrate the skills that I was asked to learn during the
session is a great factor in facilitator’s delivery and style,
which ranked the highest and number one answer of the
respondents.
For question number five, 1 out of 90 respondents answered
neither disagree nor agree wherein they found out that being
comfortable with the pace of the session is an important factor,
which got the lowest rank on the survey, 20 out of 90 respondents
answered agree which ranked second on the survey. Finally, 49 out
of 90 respondents answered strongly agree that respondents
believe being comfortable with the pace of the session is an
important factor, which ranked the highest and number one answer
of the respondents.
For question number six, 4 out of 90 respondents answered
neither disagree nor agree wherein they believe that Length of
the session is also considered, which got the lowest rank on the
survey, 23 out of 90 respondents answered agree which ranked
second on the survey. Finally, 45 out of 90 respondents answered

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strongly agree that respondents believe length of the session is
also considered, which ranked the highest and number one answer
of the respondents.
To interpret the data, facilitator delivery and style is an
important aspect in delivering quality training. Coz it helps
improve the pace of the activities given by a facilitator. In
addition, delivery and style is also one of the most common
factor that builds the foundation of training/seminar. It helps
the participants to anticipate the training because of the
technique used by the facilitator.

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Table 1.6
with respect to “Facility and Environment”
Table 1.6 shows the result of the two questions regarding on
facility and environment in conducting training. For question
number 1, 2 out of 90 respondents answered Disagree that Online
media platform such as (e.g. Google meet, zoom etc.) is an
effective tool for training purposes. 22 out of 90 respondents
strongly agree and ranked two. Meanwhile, 40 out of 90
respondents agree and ranked one that online media platform such
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as (e.g. Google meet, zoom etc.) is an effective tool for
training purposes.
disagree that the room and set up should be comfortable, free of
distractions, and conducive to learning which got the lowest rank
on the survey, 23 out of 90 respondents answered agree which
ranked second on the survey. Finally, 44 out of 90 respondents
answered strongly agree that respondents believe that the room
and set up should be comfortable, free of distractions, and
conducive to learning.
To interpret the result, online media platform is a great
tool in conducting webinar especially amidst of pandemic. But we
need to take into consideration the pros and cons of using the
site especially factors affecting the internet connection. So far
those platform can be a great avenue to learn.
C. 1.3 Additional question is survey
Question No. 1: What aspects of training and development were
most useful or valuable?
Answer: Most of the respondents indicate the following:
Content Relevance, Facilitator delivery and style, content of
the seminar, assessment for students (to assess learners),

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career path, key takeaways of participants, adaptability and
flexibility, lecture slides, activities Q and A portion, also
they find the congruencies of learning objectives, content of
the training and adding more mastery of the content of the
facilitators. Another useful and valuable to the respondents
are: new technique on using IT, program and topics to be given
to participants that will be useful and valuable to their
work. The speaker’s mastery of the subject matter and how the
topic will be presented to the participants lastly, skills and
competencies to be gained from the training is relevant. To
top it all, according to one of my respondents, all the
aspects were all useful for Training and Development to be
more effective, but strategizing first is the most valuable.
We must set goal first and must identify our audiences so we
can provide materials, contents, and facilitators that will
suit to audiences or participants.
Question No. 2: What do you think is the benefit of attending
training (e.g. webinars, seminars)?
Answer: Some of my respondent’s point of view are the following:
additional knowledge, it allows to strengthen the skill that each
employee needs to improve, awareness and updates to the new
trends of approaches in the curriculum and others, it also gives

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opportunity to grow professionally. Lastly, the main benefit is
learning, like a common saying that learning never stops. We
should allow ourselves to use these platforms as an avenue for
learning. As professionals, we should seek every opportunities to
join.
D. Marketing Strategies (7P’s of Marketing Mix)
D. 1.1 PRODUCT
E.
Teach One. Each One
E-First, (Education First) with tagline “Teach One. Each
One” is primarily an educational services offering a training and
development for professionals conducting a series of
webinars/seminars for interested participants whoever wanted to
have professional growth or may use it for promotion or ranking.
What makes our company different from the other is that we offer
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a wide range of training not for teachers only but all
professionals depending on the availability of the participants.
Our services is focus on research and development especially
quantitative and qualitative research for those who wanted to
pursue their thesis or dissertations that will help them finish
and submit quality paper. Not only that, we also do cater other
professions like under medical professions and other professions
in the Philippines. Our services is focus on the quality of the
training will provide to satisfy the customer and be one of our
“suki” in conducting training and development.
Our services might be new in the ears of our customers but
rest assured that this will be one of the finest institution soon
will rise. Seminars/trainings/webinars topic will depend again on
the availability of participants.
D. 1.2 PRICE
With regards to pricing method, we used cost-based pricing.
Cost-based pricing involves setting prices based on the costs for
producing, distributing and selling the product. Also, the
company normally adds a fair rate of return to compensate for its
efforts and risks. We basically look for different cost such as:
material cost, labour cost, and overhead.

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I use the formula: Cost + mark-up = Prices below are sample
computation base on the programs we offer:
PROGRAM/TRAINING OFFER PRICES

1. International Research Writing P 800 – P 1,500
2. Leadership and Supervision P 800.00
3. Customer Service Modules P 800.00
PROGRAM/TRAINING OFFER PRICES

4. Performance and Motivation P 800 – P 900
5. Sales and Marketing Programs P 800 – P 1,000
6. Call Centre Training Modules P 800 – P 900
7. Cutting Edge-Communications P 800 – P 900
8. Accounting and Finance P 800 – P 900
9. Competency-Based HR Series P 800 – P 900
10. Coaching and Mentoring P 800 – P 900
11. Mini-MBA Series P 800 – P 1000
12. Organizational Development P 800 – P 900
These are some of the most common trainings and development
we offer, but also it may vary based on the needs of our client.
If you will notice prices are much cheaper than other competitors
because we choose to value the quality over quantity of our
services.
Prices again may vary depending on the days of the training
whether it may be 2 to 5 days. By constantly reducing costs
wherever possible, our company are able to set lower prices.
Certainly, that leads to smaller margins, but greater sales and
profits on the other hand.

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D. 1.3 PLACE
Figure 1.6
E-First Company “Floor Plan Layout”
Figure 1.6 shows the floor plan layout of E-First called
modern office desk simple but elegant. This office layout is
inspired thru pinterest.com to have a great number of features
and designs that are very functional. It is organized by six

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parts which are, receiving area, 3 rooms for employees table,
lounge, meeting room, CEO’s Office and waiting area.
Figure 1.7
E-First Company “Location Map”
Figure 1.7 shows the location map of E-First Company. Our
business is located at Morong, Rizal where education reigns. We
decided to set up our location at Morong Rizal since it is the
centre of education in the province of RIZAL. Our vicinity is
also nearby other schools like University of Rizal System –
Morong, Morong National High School where we are affiliated and
other school around the vicinity.
D. 1.4 PROMOTION
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To promote our product, we come up of more and more ideas.
To attract more customers, we advertise our product through
social media and which is a powerful tool nowadays. By using
social media, it helps our company to be known even in other
places here in the Philippines.
Social media is one of the best way to promote and spread
our product. Since it become effective we also made a short film
or a commercial to show in every part of the Philippines how
unique our product is. Using a TV commercial (it may vary), our
company will increase its customers and sales. These strategies
we used helps E-First company to improve and to be more known
nation-wide.
Will also do a freebie on soft opening by render one – take
one, meaning once they register they can have a free training on
the next series E-first will conduct on future.
D. 1.5 PACKAGING
“Master the pricing and packaging of your services to sell
more, boost profitability and grow your business.” Since our
company has something to do with educational services program

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focusing on the training and development of professionals will do
the packaging in terms of the services we provide, will do a
bundle of training e.g. like 3 + 1 promo or 2 + 1 promo. Meaning
when they attended at least 2 or 3 they will get a 1 free bonus
training/seminar.
With this kind of packaging I think our customer will engage
in attending or there is a tendency for them to register again.
Will also do some raffles / freebies to those who are a loyal
customers. Prizes may vary depending on the needs of the
particpants.
D. 1.6 PHYSICAL EVIDENCE
Physical evidence refers to everything our customers see
when interacting with our business. This includes:
the physical environment where we provide the product or service.
The layout or interior design is also included on this. Physical
evidence is one of the important things to help the buyers know
about the product that they are going to buy and also the inside
area of our store. We have all the needed material that we will
use in presenting and selling out of our product.
We have complete technical facilities that may use for our

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future webinars. Office equipment, tools needed or resources that
may help our participants to engage on the said training is also
visible.
1.7 PEOPLE
People are the most important element of any services or
experience. Service tends to be produced or consumed at the same
moment, and aspects of the customers’ experience are altered to
meet the individual needs of a person consuming it. Most of us
can think of a situation where the personal offered by
individuals has made or tainted a tour vacation or restaurant
meal. Remember, people buy from people that they like, so the
attitude or skills and appearance of all staff need to be first
class.
People have an important role in services delivery, they
relied upon to deliver and maintain transactional marketing and
people play important part in the customer relationship. This
includes everyone who is involved in the product or service
whether directly or indirectly. Not all of these people get in
touch with the customers. But all these people have their own
roles to play in the production, marketing, distribution, and
delivery of the
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products and services to the customers. The people who supposed
to know what the customers want and what the best way is for
these customers to get what they want.
Marketing efforts are focused on generating leads and
attracting prospects. When the prospects are ready to buy, these
people make sure that the product and services are accessible to
them most convenient and affordable manner. When these fall in
their responsibility, the company will not be able to build a
substantial customer base to keep their business profitable. It
goes without saying that people have an impact on the overall
customer experience. In the realm of marketing, giving customers
nothing but the best experience in using their products and
dealing with their people is the key to gaining more new
customers and keeping more of the existing customers. Patronage
and loyalty are end results of great customer experience brought
about by the entire marketing mix.

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Republic of the Philippines

COMMISSION ON HIGHER EDUCATION

A target market refers to a group of potential customers to

whom a company wants to sell its products and services. This

group also includes specific customers to whom a company directs

its marketing efforts. A target market is one part of the total

market for a good or service. (Investopedia)

In line with this, I basically selected professionals like

earning a degree of Bachelors in their respective course, also

those who are graduated having a Master’s Degree/Doctor’s Degree

in their certain field. They are capable to buy our services

because our company has something to do with training and

development for professionals.

I conducted a survey at Morong National High School with the

permission of our Professorial Lecturer Dr. Arabella Pabilonia as

approved by our OIC – Morong National High School Mrs. Jocelyn O.

Rivera. I also conducted my survey on MBA students in University

market research survey. Base on the result of my market research

study under the demographic profile of the

respondents with regards to Age: The age of my respondents range

from 36-40 years old. In accordance to Gender: mostly are female.

000 – P 30, 999. In line with their Educational Attainment mostly

are Bachelors’ degree. Finally, with regards to their profession:

majority are teachers as primary respondents.

Services of E-First has positioned their company base on the

attribute and price/quality of services rendered. Under

attributes of the said service trainings such as e.g. webinars or

seminars will be more educative giving useful topics that will

help professionals boost their confidence and add more knowledge

in that field. Also, some other companies’ especially primary and

secondary competitors do not have partnership with the

Professional Regulation Commission regarding CPD units. And with

the help of our company, certificates of completion participants

will receive will have units depending on the number of days,

topics PRC will give. We also wanted to position our company on

the quality over quantity of the product. Meaning, even if the

training or seminar is cheaper than other competitors we wanted

to give quality service by getting some elite, magnificent and

equally talented resource speakers. Even if it is cheaper one but

of the customer. I also, considered the status in life of our

customers. I think if they can afford to purchase our product.

Technically, our product is affordable and it is all for the

professionals who wants to buy our product.

C.1.1 Demographic Profile

Base on the result of market research study survey, I have a

total of 90 respondents that responded on the said study. Under

the demographic profile of the respondents under Age: 7 out of 90

respondents under 20-25 years of age gained 7.8%, 10 out of 90

under 26-30 years of age gained 11.1%, 15 out of 90 under 31-35

years of age gained 16.7%, 17 out of 90 under 36-40 years of age

gained 18.9%, 17 out of 90 under 41-45 years of age gained 18.9%,

11 out of 90 under 46-50 years of age gained 12.2%, 9 out of 90

under 51-55 years of age gained 10%, 3 out of 90 under 56-60

years of age gained 3.3%, 1 out of 90 under 61 years and above of

age gained 1.1%. Therefore, majority of the respondents under

demographic file of the respondents under age range from 36-40

Base on figure 1.2, 27 out of 90 respondents are male with