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Principles of Mktg-Q4-Module-7
Principles of Mktg-Q4-Module-7
Principles of Mktg-Q4-Module-7
PRINCIPLES OF MARKETING
Quarter 4 – Module 7
Mini-Marketing Plan Presentation
Principles of Marketing – Grade 12
Alternative Delivery Mode
Quarter 4 – Module 7: Mini-Marketing Plan Presentation
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Principles of Marketing
Quarter 4 – Module 7
Mini-Marketing Plan
Presentation
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OBJECTIVES:
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I
Task 1
Directions: Identify what is asked in each item. Choices are found inside the box. Write only
the letter of the correct answer in your notebook/answer sheet.
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’s In
Task 2
In every business no matter how big or small, writing a marketing plan is important to
sustain its operation. A marketing plan helps you promote products and services in your
business that meet the needs of your target market. It requires research, time and commitment,
but is a very valuable process that can greatly contribute to your business success.
Now, I want you to choose a word/group of words found inside the box you think that
highlights or best describes Marketing plan.
Marketing Plan
_______________________ _______________________
_______________________ _______________________
_______________________ _______________________
Whether you are just starting your business or thinking about growing your
operations, a good marketing plan includes everything from identifying your target
customers to how you will reach them to how you will create repeat buyers. Your
marketing plan is the road map you will use to get unlimited customer loyalty and
improve the success of your organization.
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’s New
TASK 3
Micro-environment
or
Macro-environment
1. The company
2. Economic
3. Supplier
4. Politico-legal
5. Marketing intermediaries
6. Socio-cultural
7. Customers
8. Demographic
9. Competition
10. Technological
11. Public
12. Natural
is It
Marketing Plans can be put together for new products or for existing products - so
long as it is a product that requires a communication intervention, then a marketing plan can
be put together for it.
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It should be noted that a marketing plan is NOT any of the following:
• Business Plan. A business plan is a road map for a business. It is involved more with
analyzing a current business model and proposing strategies for making it achieve
critical objectives.
• Feasibility Study. A feasibility study is a proposal for a new business. Here,
everything is still in a conceptual phase, down to the market opportunities that seek to
be addressed. A feasibility study may include a section that behaves like a marketing
plan as it outlines market communication strategies for the proposed business. But as
a whole, a feasibility study is all about whether or not a business idea can fly-mapping
out all the tasks that have to be accomplished, the investment that needs to be poured
into the enterprise, and the expected return on investment.
At this point, you are now ready to combine and integrate all the knowledge and
learning you have acquired on the basic principles of marketing. There is no way better for
you to demonstrate this than through the preparation of a mini-marketing plan.
I. Executive summary
II. Background of the Study
a. Brief history of the company
b. Mission and Vision
c. Product/service offerings
III. Macro-environmental analysis
a. Economic
b. Politico-legal
c. Socio-cultural
d. Demographic
e. Technological
f. Natural
IV. Opportunities and Threats
V. Micro-environmental Analysis
a. The company
b. Suppliers
c. Marketing Intermediaries
d. Customers
e. Competition
f. Publics
VI. Strengths and Weaknesses
VII. The Market
a. Market size
b. Market needs
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c. Market trends
VIII. Marketing Objectives
IX. Marketing Strategies
A. Product/service strategy
1. Target Market
2. Brand positioning
B. Pricing strategy
C. Distribution strategy
D. Advertising and promotions strategy
X. Tactical Implementation
XI. Marketing Budget
XII. Feedback and Control
XIII. Financial projections
I. Executive Summary
C. Product/service offerings
• List down the company’s current product offerings, classifying them
by type (hair care, personal care, home care, etc) and also indicate their
suggested retail prices (SRP). This product listing can determine the
specific role your selected product brand plays in the company’s entire
product offering or product portfolio.
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III. Macro-Environmental Analysis
A. Economic
Latest economic data is projected. Inflation rate and peso-dollar exchange rates are
usually critical in determining future cost, price, and consumer purchasing power. Gross
Domestic Product (GDP) can indicate the general business environment in the coming year.
These data are available at the Bangko Sentral ng Pilipinas website (www.bsp.gov.ph). Make
sure only relevant economic data are used. Economic factors should be concisely stated and
the accompanied figures and projections acquired should also be indicated.
B. Politico-legal
C. Socio-cultural
Identify relevant socio-cultural factors that may affect the manner of how the selected
brand will be marketed. There may, however, be no possible change in the coming years
because socio-cultural factors take years, if not generation, to change.
D. Demographic
Based on target market, cite current and relevant figures that may affect the
marketability of the product. Therefore, if and target market is “female residents of Metro
Manila between the ages of 18 and 25, who are career oriented,” determine the population of
Metro Manila, the gender mix of population, and the distribution of the population by age are
all relevant to your brands marketability. As discussed in psychographic segmentation (“who
are career oriented”) is important in determining consumer behavior, there is little to on
Philippine population psychographic information available on the internet. Because it takes
many years before demographic trends to change substantially, there is no need to project
demographic data acquired.
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E. Technological
F. Natural
V. Micro-Environmental Analysis
The six micro-environmental factors assessed and evaluated. Because the micro-
environment is not expected to change dramatically over the short-term, it is largely
unnecessary to project the situation to the following year. The only aspect which may
situationally require projection is the competitive situation. It may be possible that there is
public knowledge of the entry of new competitor that may affect the industry’s competitive
landscape.
A. The company
B. Supplier
In this section, the relationship between the company and its suppliers is assessed.
This is especially for suppliers involved in the supply of raw materials vital to product
manufacturing. Any opportunities to improve the company’s supply chain should also be
investigated with the objective of reducing the product cost and increasing value to the
customers.
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C. Marketing intermediaries
The company’s distribution network is illustrated and explained in this section. The
choice of distribution type is reviewed and possible improvements in intermediary
relationships is determined.
D. Customers
E. Competition
This is where the brand competitors and the companies that manufacture them are
identified. If necessary, draw a perceptual map to identify the closest competitors. Identify
also the relative positions of the different competing brands (including your own) in terms of
market share. It would also be important to discuss the recent competitive actions of the
competitors in order to anticipate how they will most likely respond to the proposed
marketing strategies.
F. Publics
Evaluate the company’s relationship with its publics; corporate stockholders, the
community, financial institutions, media, the government, and society as a whole. This can
prevent any future need for the company to engage in public relations and publicity.
Enumerate the identified strength and weaknesses from the micro- environmental
analysis. Arrange them chronologically. Relate them directly to a specific micro-
environmental factor and justify why they are classified as strength and weaknesses.
A. Market size
Show the size of your market. 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. If you can identify your industry
competitors, simply add the total sales of all different brands to arrive at the market size. If
this information is not available, you may need to conduct interviews or surveys to determine
purchase size, frequency of purchase, and average price paid. When this is combined with the
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market population data you will arrive at market size. Market size is expressed either in units
or in value (pesos).
B. Market needs
Know your market intimately to be able to serve its needs. Understand and express
what exactly the market is looking for in the product that you are offering. Describe the
market needs and wants and its value perceptions of various product/service attributes.
C. Market trends
In this section state the marketing objectives. Arrange the objectives in sequence.
Marketing objectives may include brand awareness target and sales revenue objectives. They
must be specific, measurable, attainable, realistic and time-bounded. An example of
marketing objective pertaining to brand awareness is as follows:
A. Product/Service
1. Target Market
Describe in detail the target market of the product/service. Use as
many or a few segmentation variables as necessary to outline the target
market’s geographic, demographic, and psychographic profile. Quantify the
size of your target market. If you plan to expand, contract, or totally change
your brands present target markets, indicate the changes and justify it
convincingly.
2. Brand positioning
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State the current positioning of the brand/service. Fully explain if you
think it is relevant for use. If revision is needed, state the proposed alternative
brand positioning. Fully justify the proposed brand positioning and explain
convincingly why it is more appropriate than the current one. Remember that
positioning of your proposed product/service must be unique, beneficial and
credible, and must revolve around a product or a service attribute that is
relevant to your target market.
B. Pricing strategy
Based on the marketing objective formulated, decide on a general pricing
strategy for the brand. It is possible to implement general pricing strategies for a
brand during an operating year. For example, a brand may have a general strategy of
going-rate-pricing but implement promotional pricing during the last quarter of the
year.
C. Distribution Strategy
Review the brands current distribution strategy to determine if it is still
applicable for the marketing plan’s implementing period. When adjustments or
modification are required, give recommendations as to how the selected brand can be
distributed more efficiently.
X. Tactical Implementation
Develop tactics for each strategy. Some strategies may only require a little a two
tactical plan, while others may need to be supported by five or more tactics. In essence, there
is no precise number of tactics per strategy. There should be as many tactics as necessary to
ensure the success of the strategy, but no additional tactics may be proposed if it does not
contribute to successful strategy implementation.
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Write a brief discussion of the operating details of each tactic including the timetable
as to when each will be implemented. An example of this is provided below:
In this chapter, indicate the total cost involved in the implementation of the proposed
marketing plan. Only third party expenditures are to be included in the marketing budget.
Capital expenditures like retail outlet construction expenses and the purchase of packaging,
machinery, are excluded from the marketing budget.
An example below:
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XII. Feedback and Control
The purpose of this section is to ensure that each of the tactics is carried out as
planned. There should be feedback and control write up for each of your tactics. In paragraph
for discuss individual tactic benchmark or milestone to indicate that the tactics is
implemented according to plan. Corrective measures that can be taken to ensure adherence to
plan must be developed; e.g. reporting procedures and forms, coordination among parties and
accountabilities.
By the end of August 2021, personnel required for all position 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, 2021. Training should commence immediately on
September 12 to be completed by September 28, 2021. 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, 2021 the trainee 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
Manila stores shall be flown in to temporarily occupy these positions. Continuous
recruitment, prequalification and training for unfilled Cebu store positions shall continue by
October 2021, however all vacant position should be filled.
At the point, present the financial viability of your proposed marketing plan. The
latest available income statement of your company can be used.
Note: For sample marketing plan. . .you may visit this site:
https://www.disruptiveadvertising.com/marketing/marketing-plan-sample/
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’s More
Task 4
Direction: Answer the following questions in your activity notebook.
1. How important is marketing plan in business?
2. If one of the essential components in the marketing plan, ( i.e Feedback and Control ) is
missed/disregarded, what do you think will happen to the marketing plan? Why?
I Have Learned
Task 5
Direction: Fill in the missing component or element in the outline given in preparing a mini
marketing plan.
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d. ___________________________
e. Competition
f. Publics
VI. ______________________________
VII. The market
a. Market size
b. Market needs
c. Market trends
VIII. Marketing objectives
IX. ___________________________________
a. Product/service strategy
1. Target market
2. _______________
b. Pricing strategy
c. Distribution strategy
d. Advertising and promotion strategy
X. Tactical implementation
XI. _____________________________________
XII. Feedback and control
XIII. _____________________________________
I Can Do
You are required to submit a mini-marketing plan based on the format given above.
The mini marketing plan will be graded based on the rubrics presented below:
You can choose your own product and services you want to create as
your basis in making your mini-marketing plan by including the
following:
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Rubrics
Level of Achievement
Criteria Excellent (3 points) Satisfactory (2 pts) Unacceptable (1 pt)
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and provided and/or There
weaknesses are logical. One or two is no reasonable
clearly internal strengths/weaknesses points
factors, while are external, or provided for the
opportunities and one/two items. More than two
threats are clearly opportunities/threats strengths/weaknesses
external factor are internal or
opportunities/threats
are inappropriate.
Marketing The marketing Linkage of marketing Marketing goals and
objectives and objectives and goals objectives and goals objectives are missing
goals are clearly related to to or those that are
the company/organization identified are not
company/organization mission is not clearly quantified or are
mission. Objectives stated. Some of the inappropriate
and goals are clearly objectives and goal
stated are unclear and/or not
and appropriately appropriately
quantified. quantified.
Marketing The marketing Marketing strategy is The marketing
Strategy direction that will identified but is strategy is
frame marketing unclear or unspecific missing or is illogical
tactics of the in some aspects. The given the marketing
marketing plan is marketing strategy is objectives and goals.
clearly and logically linked to the
specifically stated in marketing objectives
3-5 sentences. The and goals
marketing strategy is
logically link to the
marketing objectives.
Implementation A thorough and An implementation An implementation
and control specific plan is identified, but plan is
Implementation plan one to two tactics are identified, but more
is clearly identified not addressed. than
for every Specifically of some two tactics are not
tactic; the plan components of the addressed, and the
identifies who is plan could be plan
responsible for improved. The generally lacks
implementing the company will be able specificity.
tactic, when it should to use the plan to Because of missing
be implement the information, the plan
implemented, the marketing plan, but will
cost measurement maybe confused not help the
of effectiveness, and about some aspects company/organization
any other relevant because of missing implement the
information information marketing
plan
Conclusion A brief summary that A summary of There is no
identifies the expected outcome is conclusion.
expected outcomes provided but lacks
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with successful clarity.
implementation of the
marketing plan is
clearly presented in
short paragraph
Writing styles The plan has writing lacks uniformity at The plan is clearly the
style that is uniform times and is not works of multiple
throughout the paper always appropriate authors
and appropriate for for a marketing plan. with different writing
this type of written There is some styles, margins,
project. There is no indication of multiple printer
indication that the authors (different fonts, paper types
paper involved fonts, different paper
multiple authors. etc)
Grammar The plan has been There are few There are frequent
spelling and thoroughly spell spelling misspelled words,
formatting checked and and/or grammatical serious
Proofread. There are errors. There are one grammatical errors,
no to almost none to three grammatical and
grammatical errors. formatting errors,
errors. There are no indicating that time
formatting errors was
not taken to spell-
check
and proofread.
Grade Equivalence
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Task 7
Directions: Identify what is asked in each item. Choices are found inside the box. Write only
the letter of the correct answer in your notebook/answer sheet.
1. Presents vital information contained in the marketing plan such as its marketing
objectives, strategy recommendations, marketing budget, projected sales, and
profitability.
2. Contains brief history of the company, mission and vision and product/service offerings
3. Component of a marketing plan that makes an assessment on each of the company’s
macro-environments.
4. Part of the marketing plan that enumerates identified opportunities and threats from the
macro-environment analysis.
5. A component of a marketing plan that talks about company, supplier, marketing
intermediaries, customers, competitions and public.
6. It has market size, market trends and market needs.
7. Portion of a marketing plan that may include brand awareness target and sales revenue
objectives. They must be specific, measurable, attainable, realistic and time-bounded.
8. A component of a marketing plan that develops tactics for each strategy. Some strategies
may only require a little a two tactical plan, while others may need to be supported by
five or more tactics.
9. On this part of the marketing plan, indicates the total cost involved in the implementation
of the proposed marketing plan.
10. At this point, financial viability of the proposed marketing plan is presented.
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Reflection
Complete the following statements. Write your statements in your activity notebook/ answer
sheet.
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Assessment/TASK 7
1. B 6. A
2. D 7. F
3. J 8. H
4. C 9. E
5. G 10. I
What I can do/Task 6 What I have learned/TASK 5
Answers may vary I. Executive
(with attached rubrics) Summary
B. Mission and Vision
C. Socio-cultural
IV. Opportunities and Threats
D. Customers
VI. Strengths and Weaknesses
IX. Marketing Strategies
2. Brand Positioning
XI. Marketing Budget
XIII. Financial Projection
What’s New/Task 4 What’s New/Task 3
1. The company- Micro-Environment
Answers may vary 2. Economic - Macro-environment
(with attached rubrics) 3. Supplier - Micro-environment
4. Politico-legal - Macro-environment
5. Marketing intermediaries-Micro-environment
6. Socio-cultural - Macro-environment
7. Customers - Micro-environment
8. Demographic- Macro-environment
9. Competition - Micro-environment
10. Technological - Macro-environment
11. Publics - Micro-environment
What’s New/Task 2 What I Know/Task 1
-Identifying target customers -Roadmap
-Create repeat customers -Communication Intervention 1. E 6. A
-Document/blue print -Business activities 2. G 7. B
-accomplishing specific marketing objectives within a set 3. H 8. C
time frame 4. I 9. D
5. J 10. E
Glossary
Marketing Plan - is an operational document that outlines an advertising strategy that an
organization will implement to generate leads and reach its target market.
Macro-Environment - is the set of external factors and forces, not controlled by the
company, that influence its development. It mainly includes demographic, economic,
cultural, technological, legal or political elements.
SWOT Analysis - is a technique for assessing these four aspects of your business. You can
use SWOT Analysis to make the most of what you've got, to your organization's best
advantage.
Target market - is the set of consumers that a company plans to sell to or reach
with marketing activities
Market size - is made up of the total number of potential buyers of a product or service
within a given market
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References
Book
Ilano, A.B. (2016). Principles of Marketing. Rex Book Store: 856 Nicanor Reyes, Sr. St.
Online sources
“Marketing Plan Template”, Wyoming SBDC Network, accessed March 15, 2021,
https://www.sba.gov/sites/default/files/201912/Sample_Marketing_Plan_Template.pdf
Tanner, A. (n.d.) What is Market Trend Analysis: Definition & Examples. Study.com,
Retrieved from: https://study.com/academy/lesson/what-is-market-analysis-definition-
examples.html. [Accessed March 16, 2021]
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