Below is a brief outline of a mini-marketing plan:

I. Executive summary
II. Study Background
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
c. Market trends
VIII. Marketing Objectives
IX. Marketing strategiesn
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

Let us now proceed to complete each part of the plan:

I. Executive summary

The executive summary presents, in a very concise manner, vital information contained
in the marketing plan such as its marketing objectives, strategy recommendations,
marketing budget, projected sales, and profitability. A well-written executive summary is
usually no longer than one or two pages. Because it is a summary of the significant points
 and figures contained in the marketing plan, the executive summary can only be
composed after the marketing plan is completed.

II. Study Background

A. Brief history of the company

As the starting point for your paper, select a product brand. Identify its manufacturer
and write a brief history of this company. Most companies’ historical background can
be found in the internet. Whenever you use material from the Internet, always cite your
source.
B. Mission and vision
Research on the company’s mission and vision through the internet. These statements
ca give you a vital information on its business philosophy and long-term directions.
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.

III. Macro-environmental analysis

Make an assessment on each of the company’s macro-environments. Get the latest data
possible. A marketing plan of a particular product is a plan of action for the future and is
intended to be implemented in the coming year. It is therefore important that after
accessing current information, secure also authoritative information on how figures may
look like in the following year. Since the marketing plan is to be implemented a year after,
it is the following year’s macro-economic environment that the product will have to
contend with. Future indicators are readily available on the internet.

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
The political macro-environment is assessed. Unless there is obvious political stability,
there is no need to project the political environment. An exception would be a national
election, which may cause the economic and business climate to change dramatically.
Bills currently pending on the senate or in congress that maybe enacted into law in the
coming year should be considered.
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 f population, and the distribution of the
population by age are all relevant to your brands marketability. As discussed in chapter
3, although psychographic segmentation (“who are career oriented”) is important in
determining consumer behavior, there is little to n 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.
E. Technological
Depending on the industry relevant technological developments that may favorably or
unfavorably affect the chosen brand. This may include, for example, a new production
process which the company can adopt to reduce manufacturing cost, or an innovative
type of packaging, the patent of which may be owned by one of the competitors.
F. Natural
A thorough analysis of the natural macro-environment is undertaken in this section:
pollution, global warning and acts of God, among others. There’s no need to project
this into the marketing plan’s implementation phase, however, because this issues are
not volatile over the short term period

IV. Opportunities and Threats

Enumerate identified opportunities and threats from the macro-environment analysis.
Arrange them chronologically. Relate them directly to a specific macro-environmental
factor and justify why they classified as opportunities or threats.
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
The company is evaluated in terms of its organizational ability to implement marketing
strategies. The relationship among functional areas must be evaluated to determine if
there are bottlenecks in decision-making, and if other functional departments are
supportive of the marketing. It would also be helpful to look at the latest company
income statement to evaluate the company’s cost structure. Financial statements are
available from the Securities and Exchange Commission.
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.
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
In this section of the marketing plan, identification of the geographic, demographic and
psychographic profile of the brand’s typical customer is expected. The buying behavior
should be explained and understood, e.g. why they buy, where they buy, how
frequently they buy, and how they use your product.
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.
In this case high organized industries, information is available from Euromonitor
(www.euromonitor.com/philippines). Otherwise, interview with product retailers can be
used and shelf checks conducted (normally the larger the shelf space a particular
brand occupies, the larger its sales). 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.

VI. Strengths and Weaknesses

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.

VII. The market

A. Market size
Show the size of your market. The total market is the sum total of the group f individual
or organizational consumers who have both the willingness and financial capability to
purchase a particular product or service. Some industries have their total market size
published in Euromonitor. 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 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
Based on the historical trend, the segment or t=sub-segment’s growth rate is projected
over the plan period. Trends are also identified with the respect to market needs and
preferences.
VIII. Marketing objectives
 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:

“To attain a brand awareness level of 65 % by December 31, 2020

IX. Marketing strategies

In this chapter, marketing strategies are proposed based n a thorough analysis of
opportunities and threats, strengths and weaknesses, and the market for the proposed
product/service. Strategies must collectively be able to achieve all marketing objectives.
A. Product/Service
Product or service should be fully explained. Indicate any innovations you plan to
implement in your product or service; e.g. a change in packaging label, supplements
on your service offering, etc. Identify the value proposition or unique selling proposition
of the product/service.
B. 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.
C. Brand positioning
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.
D. 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.
E. 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.
D. Advertising and promotional strategy
In this section, propose your advertising and promotion strategy. Based on the
advertising and promotional objectives and target audience profile, decide on the
message, creative style, vehicles, media you will utilize. Provide details of media and
promotional plan, including locations for advertising placements, their frequency and
approximate cost. Also indicate the mechanics of the trade and consumer promotions.
If any, their corresponding costs. Select media carefully, giving consideration on cost
effectiveness.
 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.
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:

Marketing strategy: Market development

Tactics Operating details Time table
Establish a warehouse in To accommodate store September 2020
cebu merchandise to support
Cebu retail operations
Hire and train Cebu store Hiring must be localized September 2020
personnel and extensive training
undertaken to maximize
customer service
Open a retail outlet in cebu This is to take advantage October 2020
of the growing market in
the Vizayas

IX. Marketing Budget

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:
Marketing Budget 2020
Advertising expenses, which include the ff: P10, 600, 000.00
Television 7, 500, 000.00
Radio 1, 870, 000.00
Newspaper 1, 230, 000.00
Leaflets 25, 000.00
Point-of-purchase materials 220, 000.00
Sales promotions 650, 000.00
Total 11, 495, 000.00

XI. 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.

An example is shown below:

Action plan: Hire and train Cebu store personnel Timetable: September 2020

By the end of August 2020, 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. 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 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, prequalify cation and training for unfilled Cebu store positions
shall continue by October 2020, however all vacant position should be filled.
XII. Financial projections
At the point, present the financial viability of your proposed marketing plan.
The latest available incoming statement of your company can be used. Begin by
calculating the expected revenues to be generated by your marketing plan. Add the
expected amount of your average historical sales of the company. The sum is the total
sales generated for the year. Using the same percentage of costs of sales from the latest
available income statement, deduct the percentage amount of the total sales to obtain the
gross profit. The difference is the income before tax. Deduct income tax (currently at 30
% of income for corporations) from the gross income.
The resulting amount is your income after tax. (net income).
If latest income statement is not available, you can prepare projected income
statement using the incremental method. Simply calculate the additional incremental
sales the brand can realise as a result of the proposed marketing plan.Use a close
competitors historical income statement to determine percentage cost of sales. Because
the competitor manufactures a similar product, its costs should be similar to yours. Apply
this percentage to your incremental brand sales and deduct this amount from your
incremental brand sales to arrive at incremental gross profit. Deduct your marketing
budget from your incremental gross profit to determine your incremental income before
income tax. Deduct incremental income tax at 30% of income before income tax for
corporations to arrive on you incremental income after income tax.

Whats more…..

1. Complete the mini marketing outline and briefly describe each

I. ______________________
II. Study background
a. Brief history of the company
b. ______________________
c. Products service offerings
 III. Macro environmental analysis
a. Economic
b. Politico-legal
c. _______________________
d. Demographic
e. Technological
f. Natural
IV. ________________________
V. Micro-environmental analysis
a. The company
b. Suppliers
c. Marketing intermediaries
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. _____________________________________

What I have learned….

Mini-marketing plan presentation

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:

Level of achievment
Criteria Excellent Satisfactory Unacceptable
(3 points) (2 pts) (1 pt)
Introduction The introduction The intrductin is There is no introduction
clearly and cosisely somewhat unclear that states the purpose of
introduces the and/or not concise in the marketing plan
 purpose of the stating the purpose of
marketing plan the marketing plan
Company Information about Information about the Company or organization
analysis the company or company or is provided but there is a
organization is organization is, for the great deal of potential
thoroughly and most part, thoroughly important information
clearly reported, and clearly reported. missing.
inclui=ding such But some information
things as the type of that may be critical to
product or service, the marketing plan is
employees company missing
history, previous
and current
marketing efforts,
current knowledge
of customer and
cometitors etc.
Market A visual depiction Either the visual There is no visual
definition, and verbal depiction or verbal depiction of the market
Potential, description of the description of the definition. More than one
Demand market definition is market definition is estimate/calculation of
provided that is missing. Both maybe arket potential, market
reasonable and provided but not clear demand and company
based on the or reasonable. One of demand are missing or
company or the clearly miscalculated.
organization. estimates/calculations
Reasonable for market potential,
estimates or market demand and
calculations of company demand are
market potential, missing or clearly
market demand and miscalculated.
company demand
are provided and
clearly stated.
SWOT Analysis A thorough SWot SWOT analysis is SWOT analysis is provided
analysis is provided, provided, but there but there are more than
based on preceding are some missing six missing points from
analysis. Reasoning points from preceding preceding analysis. There
for each item in the analysis. Reasoning is no reasonable points
SWOT is provided for each item is not provided for the items.
and logical. always thoroughly More than two
Strengths and provided and/or strengths/weaknesses or
weaknesses are logical. One or two opportunities/threats are
clearly internal strengths/weaknesses inappropriate.
factors, while are external, or
opportunities and one/two
threats are clearly opportunities/threats
external factor are internal
Marketing The marketing Linkage of marketing Marketing goals and
objectives and objectives and goals objectives and goals objectives are missing or
goals are clearly related to to those that are identified
the company/organization are not quantified or are
 company/organizati mission is not clearly inappropriate
on mission. stated. Some of the
Objectives and goals objectives and goal
are clearly stated are unclear and/or not
and appropriately appropriately
quantified. quantified.
Marketing The marketing Marketing strategy is The marketing strategy is
Strategy direction that will identified but is missing or is illogical given
frame marketing unclear or unspecific the marketing objectives
tactics of the in some aspects. The and goals.
marketing plan is marketing strategy is
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 plan is
and control specific plan is identified, but identified, but more than
implementation one to two tactics are two tactics are not
plan is clearly not addressed. addressed, and the plan
identified for every Specifically of some generally lacks specificity.
tactic; the plan components of the Because of missing
identifies who is plan could be information, the plan will
responsible for improved. The not help the
implementing the company will be able company/organization
tactic, when it to use the plan to implement the marketing
should be implement the plan
implemented, the marketing plan, but
cost measurement maybe confused
of effectiveness, and about some aspects
any other relevant because of missing
information information
Conclusion A brief summary A summary of There is no conclusion.
that identifies the expected outcome is
expected outcomes provided but lacks
with successful clarity.
implementation of
the marketing plan
is clearly presented
in short paragraph
Writing styles The plan has writing The writing styles The plan is clearly the
style that is uniform lacks uniformity at works of multiple authors
throughout the times and is not with different writing
paper and always appropriate for styles, margins, printer
appropriate for this a marketing plan. fonts, paper types
type of written There is some
project. There is no indication of multiple
indication that the authors (different
paper involved fonts, different paper
multiple authors. etc)
 Grammar The plan has been There are few spelling There are frequent
spelling and thoroughly spell and/or grammatical misspelled words, serious
formatting checked and errors. There are one grammatical errors, and
proofread. There to three grammatical formatting errors,
are no to almost errors. indicating that time was
none grammatical not taken to spell-check
errors. There are no and proofread.
formatting errors

Criteria points Points Grade equivalent (30 pts=100%)

Introduction
Company Points earned % Description
analysis 25-30 94-100 Outstanding
Market 19-24 88-93 Exemplary
definition, 13-18 82-87 Proficient
potential and 7-12 76-81 Partially proficient
demand 1-6 70-75 Incomplete
SWOT analysis
Marketing
objectives and
goals
Marketing
strategy
Implementation
and control
Conclusion
Writing styles
Gramar Spelling
and formatting