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ADM BES Module 6 Marketing Plan
ADM BES Module 6 Marketing Plan
Writer:
ELSA A.What
LAQUINDANUM
I Need to Know
Master Teacher-I San Isidro HS
Bacolor
This module was South
designed and written with you in mind. It is here to help
Editors:
you master the crafting of Enterprise Business Plan. The scope of this module
JANE P. VALENCIA, EdD – Math/ABM Supervisor
permits it to be CHAIRMAN
used in many different learning situations. The language used
SHEILA MARIE ANN M. GALURA – Teacher II
SHARINETTE R. CORONEL – Teacher II
recognizes the diverse vocabulary level of students. The lessons are arranged to
follow the standard sequence of the course. But the order in which you read them
can be changed to correspond with the textbook you are now using.
This module titled “Marketing Plan” is composed of one lesson with sub-topics,
namely:
Lesson 1 – Marketing Plan
o Market Analysis
o Target Market Description
o Product or Service Description
o Pricing Strategies
o Place Strategies
o Promotion Strategies
o Projected Sales Volume and Value
After going through this module, you are expected to:
prepare a marketing plan that will describe the product offering,
prepare a marketing plan that will describe the value it brings to the
consumer
prepare a marketing plan that will describe the subsequent tactical plan on
how to reach consumers (7Ps)
and prepare a marketing plan that will conclude with a sales forecast;
What I
Know
Let us recall back and freshen up your head by giving the three form
of business organizations based on our previous lesson.
Corporation
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Notes to the Teacher
The teacher must consider the prerequisite skills needed in the
development of this competency including the schema or background knowledge
which may reinforce learning. This module will help the learners bridge the gap
of learning to attain mastery of the lesson in its spiral progression.
If you are going to market your own business, you have to employ
various marketing mix or strategies. Let’s try to identify the 7 Ps of
Marketing Mix by placing each mix on the circle below.
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Physical
Evidence
What is It
9
Service Business Analysis
10
A competitive analysis establish what makes your product or service unique--
and therefore what attributes you play up in order to attract your target market.
11
What is Pricing Strategy?
Pricing strategy refers to method companies use to price their products or
services. Companies base the price of their products and services on production,
labor and advertising expenses plus add on a certain percentage to make profit.
Cost-
oriented
Pricing
Strategies
Competition
Target-profit
based
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Place strategy or distribution strategy sketches how and where a
company will place its products/services in an attempt to gain market share
and consumer purchases.
direct
distribution
types to
expand
location-
based client
hybrid indirect
13
traditional
advertising
e- personal
commerce selling
elements of
promotional
mix
social sales
media promotion
public
relations
14
Hey buddy! More activities are
What’s More waiting for you. It’s okay to take
a break, but only for a while.
Then go back to learning. Ready?
Analyze carefully those ideas that can be interchange with your own ideas of the
dream business venture you have in mind by filling the blanks. Copy the
activities below in your paper and fill out the blanks with necessary data from
your business.
MARKETING STUDY
Market Segmentation
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approximately __________ of the revenues. ____________________ and
_____________________ and _____________ are _____________ to ____________ this
segment of the market.
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_____________________________________________. _________________________ customers
are looking for ____________________________ in a ____________________. They desire a
_____________, ______________________ in buying ______________________________.
Target 2.
Describe.
Target 3.
Describe.
Product 1
Place picture here
Product 2
Place picture here
17
Product 3 Place picture here
Target profit pricing – where the desired profit is added to the unit cost
18
Indirect distribution – through agents or intermediaries
Hybrid distribution – a combination of the direct and indirect approaches
Advertising/Facebook Posts.
The entrepreneurs will be calling or texting target markets to share
information about the store. The owners through their Facebook account will
be posting and sharing information about their product offerings. This will be
use to share to the customers their different branches locations and openings.
Public Relations
The business venture shall _____________________________ where it is
located by joining in ________________, paying ____________________ and
_________________ help when the need arises
Personal Selling
The entrepreneurs will conduct __________________ to offer
_________________ as well as _________________________ of their store.
Sales Promotions
The owners will be offering _______________ from __________________.
This will be to capture the __________________ valued customer.
The entrepreneurs will be using ____________, _______________,
_____________ and ____________ to present their ______________ with particular
__________________, ___________________ and _____________________ to their
valued customers.
The year-round ______________ will surely be a _________ with their
target customers. This will be the ____________________ offered by
______________ all year round. This is to attract ___________________ to buy a
________________ especially to _________________ as well as to
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___________________ who are the regular customers.
Direct Marketing
The business owner, staffs, consultants and advisers shall share the
business venture (word of mouth) to anyone who passes by within the
community.
With all the many information you have learned and acquired in this module, let us
make an evaluation on how important the lesson will be for your future. Answer
concisely what is being asked.
1. Why do you think you need to have known by heart the 7Ps of Marketing Mix?
And how these will help you in your business?
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
2. Considering your answer to number one, how will you apply these in your dream
venture in the future?
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
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Assessment
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B. Place strategy
C. Promotion strategy
D. People strategy
6. When the marketplace has a ___________________ need, people want a product or
service that provides rational benefits.
A. Physical
B. Physiological
C. Emotional
D. Functional
7. The marketing plan shows _________________________ such as graphic
illustrations, pictures or testimonials for the product and service descriptions
and promotional packages are prepared and/or discussed
A. Enterprise activities
B. Financial activities
C. Management activities
D. Marketing activities
8. A target market is the specific group of people you want to reach with your
____________________. They are the people who are most likely to buy.
A. Market place
B. Marketing message
C. Market consumers
D. Market suppliers
9. The ____________ of a product description is to supply customers with vital
information about the features & benefits of the product for them to buy.
A. Target
B. Plan
C. Purpose
D. Importance
10. Pricing strategy refers to _____________ companies use to price their products or
services, such as penetration pricing, price skimming, discount pricing, product
life cycle pricing and even competitive pricing.
A. Method
B. Plan
C. Tactics
D. Process
11. Traditional advertising: Any paid form of nonpersonal promotion by an identified
sponsor that is delivered through traditional media channels.
A. E-commerce
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B. Personal selling
C. Public Relations
D. Traditional Advertising
12. Personal selling: A face-to-face presentation to a prospective buyer.
A. E-commerce
B. Personal selling
C. Public Relations
D. Traditional Advertising
13. Public relations: Can include lobbying, publicity, special events, internal
publications, and media such as a company’s internal television channel.
A. E-commerce
B. Personal selling
C. Public Relations
D. Traditional Advertising
14. Social media: The use of social media platforms such as Facebook, Twitter,
Pinterest, Instagram, and various blogs to generate “buzz” about a product or
company.
A. E-commerce
B. Social Media
C. Public Relations
D. Traditional Advertising
15. E-commerce: The use of a company’s website to generate sales through online
ordering, information, interactive components such as games, and other
elements of the website.
A. E-commerce
B. Social Media
C. Public Relations
D. Traditional Advertising
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Additional
Oh! There’s another activity
left! Come on! Let’s finish it!
Activities
Grab your pen and let’s begin!
Kindly fill out on the comments/status section of the table the status of your
enterprise business plan
ENTERPRISE BUSINESS PLAN: MARKETING PLAN
Indicator Researching
on how to
Preparing
on how to
First draft
formulation
Editing of
the first
Final draft
already
formulate it craft it draft
Market Analysis
Market Segmentation
Demographics
Psychographics
Behavioral
Geographic
Market Needs:
Functional
Emotional
Service Business
Analysis:
Scope of Work
Activities and
tasks
Agreement of
Tasks
Resources
Available
Competition and Buying
Patterns
25
Answer Key
What I Know/Pre-Assessment
1.
2. D 7. D 12.D
3. D 8. D 13.B
4. B 9. B 14.C
5. B 10.B 15.B
6. A 11.A 16.A
What’s In
1. Sole Proprietorship
2. Business Partnership
3. Corporation
What’s New:
1. Product/Service
2. People
3. Price
4. Promotion
5. Place
6. Process
7. Physical Evidence
MARKETING STUDY
Market Analysis
K-Pop Fans.
27
B. Product or Service Description
The products the entrepreneur wants to offer to the target markets are the trends in
K-Pop collectibles or bits and pieces. K-Pop collectibles ranges from K-Pop ID lace, K-Pop
pins, K-Pop stickers and K-Pop posters. All four (4) products comes with readymade designs
but very open for customized designs and various sizes.
Sample ID Lace
C. Pricing Strategies
a. Cost-oriented pricing – where a cost serves as a basis for pricing products
i. Cost-plus pricing – where a specified amount is added to the unit cost
ii. Standard markup pricing – where a specific percentage is added to the unit
cost
Korean-Pop Collectibles Shopaholic store shall charge for the good of the local
female residents. The pricing shall be based on the product’s raw materials’ cost price plus
a small percentage mark-up to cover up the overhead costs and incur minimal earnings. A
mark-up f 20% to 30% of the cost shall suffice for the earnings of the business owner.
The business competitors charge in average, the prices of their products depend on
market demand of their avid customers. They charge this way to maintain the
competitiveness to the business world.
b. Target profit pricing – where the desired profit is added to the unit cost
c. Competition-based pricing – pricing strategy that utilizes prices of competitors,
the index for which same, higher or lower price is determined by the
entrepreneur
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D. Location or Place Strategies
a. Direct distribution – through house to house or stall setups
Korean Pop Collectibles Shopaholic store will be located Elsapem’s Garage fronting
Richmond Homes Main Gate, Magliman, Bacolor, Pampanga.
b. Public Relations
The business venture shall form a strong link to the community where it
is located by joining in community festivities, paying due taxes and extending
services.
c. Personal Selling
d. Sales Promotions
The business owner shall be offering discounts from time to time, to capture
the pockets of its valued customer thru the use of flyers, streamers, tarpaulins and
posters and posts to Facebook page to present products with particular discounts,
special prices and freebies to valued customers on a year-round basis to attract
potential customers in buying specific item.
e. Direct Marketing
The business owner, staffs, consultants and advisers shall share the
business venture (word of mouth) to anyone who passes by within the community.
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F. Projected Sales Volume and Value
Table 1. PROJECTED REVENUE
Projected Daily Revenue Projected Monthly Revenue
Types of Costing Volume Volume
Product/s Daily (C x PVD) Monthly (DR x 30)
(PVD x 30)
ID Lace C- 50.00 5 C- 250.00 150 C- 7,500.00
M- 50.00 SP- 500.00 SP- 15,000.00
SP- 100.00
Pins C- 20.00 5 C- 100.00 150 C- 3,000.00
M- 30.00 SP- 250.00 SP- 7,500.00
SP- 50.00
Posters C- 30.00 5 C- 150.00 150 C- 4,500.00
M- 40.00 SP- 350.00 SP- 10,500.00
SP- 70.00
What I Can Do: own words and ideas on the importance of marketing plan in
the future
Assessment
1. D 6. D 11.D
2. D 7. D 12.B
3. B 8. B 13.C
4. B 9. B 14.B
5. A 10.A 15.A
Additional Activities:
Indicator Researching
on how to
Preparing
on how to
First draft
formulatio
Editing of
the first
Final draft
already
formulate it craft it n draft
Market Analysis
Market Segmentation
Demographics
Psychographics
Behavioral
Geographic
Market Needs:
Functional
Emotional
Service Business
Analysis:
Scope of Work
Activities and
tasks
Agreement of
Tasks
Resources
Available
Competition and
Buying Patterns
30
References
Bhasin, H. (2019). What is Buying Pattern Analysis? Steps of Buying Pattern Analysis.
Marketing 91. Retrieved from: https://www.marketing91.com/buying-pattern-
analysis/
BC Campus. (n.d.). Promotion Strategy. Retrieved from:
https://opentextbc.ca/businessopenstax/chapter/promotion-strategy/
Duistermaat, H. (2019). 9 ways to write product descriptions that inform and persuade your
customers. Shopify Blog. Retrieved from:
https://www.shopify.com.ph/blog/8211159-9-simple-ways-to-write-product-
descriptions-that-sell
Garalde-Orjalo, V., & Pefianco, E. C. (2017). Business Enterprise Simulation: Business
Incubation and ABM Integration (1st edition.). The Phoenix Publishing House Inc.
Macharia, M. (2013). Forecasting. Slideshare. Retrieved from:
https://www.slideshare.net/Murmac60/forecasting-29201421
Newberry, C. (2018). How to define your target market: a guide to audience research.
Hootsuite. Retrieved from: https://blog.hootsuite.com/target-market/
Study.com. (n.d.). Place strategy in marketing: examples & definition. Retrieved from:
https://study.com/academy/lesson/place-strategy-in-marketing-examples-
definition-quiz.html
Suttle, R. (2019). Definition of pricing strategy. Chron. Retrieved from:
https://smallbusiness.chron.com/definition-pricing-strategy-4686.html
The Business Plan Shop. (n.d.) How to do a market analysis for a business plan. Retrieved
from:
https://www.thebusinessplanshop.com/blog/en/entry/market_analysis_for_busine
ss_plan
Yesbeck, J. (2019).4 types of market segmentation with examples. Alexa Blog. Retrieved
from: https://blog.alexa.com/types-of-market-segmentation/
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Development Team of the Module
Management Team
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