Subject: Principles of Marketing

Department: ABM Department

Duration: 2 weeks
wee
This learning packet or any part thereof is solely for the
exclusive use of Xavier University Senior High School students.

ABM 305-PRINCIPLES OF MARKETING Page | 0

 Principles of Marketing
GRADE 12 ABM:
MODULE NO. 3
Title: Execution of the Marketing Plan

LESSONS OVERVIEW

AD MAJOREM DEI GLORIAM!

Welcome to our third and last module! You and your groupmates are about
to apply all your learnings from Module 1 and Module 2. May you execute
your Performance Task according to your mini-task content, team
collaboration, and confidence. You will find here our general instructional
guidelines and the components of our module. You will be guided one step
at a time through the specific instructions of the learning tasks given below,
which intend to develop our competence and analytical skills and ignite our
Ignatian spirit in taking into consideration the present events and issues not
just in our region or locality and also the issues of our nation. May the spirit
of growth mindset, guide you as we undertake this online learning process. If
you have concerns, questions, or clarifications you may contact us through
these details:

In this module, you will take the following topics and you are expected to
demonstrate the following as evidence of learning:

Content Standards: The learners demonstrate an understanding of the

necessity of a marketing plan in the business and proper interpretation of
marketing strategies through workshop and presentation.

Performance Standards: The learners shall be able to create a new product

or service design and pricing, and promotion and distribution strategies
orally defend the mini-marketing plan to a group of marketing
professionals.

Formation Standards: The learners develop the sense of solidarity which

they will find value in teamwork, collaboration, and companionship in
planning, strategizing, and executing their mini-marketing plan. In which
these values are important for learners to master communicating ideas,
accepting differences of opinion, and accountability to one’s responsibility.

Ms. Zurita Gadua S Bito-on Mr. Ray Michael S. Homeres Ms. Agustine Jessa D. Plasabas Mr. Argiel Dave R. Reid
zbito-on@xu.edu.ph rhomeres@xu.edu.ph aplasabas@xu.edu.ph aried@xu.edu.ph

ABM 305-PRINCIPLES OF MARKETING Page | 1

Most Essential Learning Competencies:
Essential Topic:
Title:
Learning Objectives
Evidence of Learning
Managing the Marketing Effort
Execution of the Marketing Plan
At the end of the unit, the learners should be able to:
Cognitive:
➢ Explain the relationship between market analysis, planning,
Implementation and control
➢ Analyze the company’s situation,
markets, and environment (the marketing audit and SWOT analysis)
➢ Integrate the marketing concepts and techniques learned by preparing a marketing
plan
Affective:
➢ Appreciate the significance of managing the marketing effort along with the team,
customers, partnered business, and stakeholders.
Psychomotor:
➢ Demonstrate the skills needed to present a mini-marketing plan, orally and in
writing.
The learners will demonstrate their analytical and creative thinking skills in presenting the
Marketing Plan of their chosen company from their Entrepreneurship subject in Grade 11.

1. Organizing and transforming information.

2. Outlining and summarizing.
Self-regulated Strategies
3. Goal setting and planning
4. Time management and pacing.
▪ So, R., Torres, G. (2016). Principles of Marketing. 12353 Gregorio Araneta Avenue,
Quezon City: Vibal Group, Inc.
References
▪ Zarate, C. (2017). Principles of Marketing for Senior High School. 839 EDSA, South
Triangle, Quezon City: C&E Publishing, Inc.

By the end of the quarter, you are expected to show the following as Performance Task: Mini-Marketing Plan.

Welcome to the world of Marketing!

You are working in a Marketing Consultancy Firm as a Marketing Strategist who helps companies align marketing strategies
with the marketing objective so as to attain the goal of every business; “ To attract and retain loyal customers”, in spite of
the concerns and issues brought by the Covid19 pandemic. Your task is to propose a Marketing Plan to a small enterprise
(specifically G11 Entrepreneurship companies) in which the result will allow the company to grow by gaining marketing
share, increasing customer awareness, and building favorable attitudes. This Marketing Plan will be orally presented to the
Board of Directors and management. Your work will be evaluated by (1.) content-the information contained in and
communicated by the Marketing Plan, (2.) communication skills-the ability to express oneself using different Marketing
platforms and (3.) organization-the way in which the information is put together.

To manage your time well, observe the Learning Time below:

Target Date of
Lesson Activity No./ Task
Completion
1. Business Overview (Consultancy Firm)
The Marketing Process Sept 13-14, 2021
Draft and Consultation
2. Business Client Profile
Analyzing Marketing Opportunity Sept 15-16, 2021
3. Feasibility Report (ENGLISH EAP PT)
4. Market Research Analysis (MT1)
Selecting Target Market Sept 17, 2021
5. Proposed Marketing Objective (MT2)
Designing Marketing Strategies 6. Marketing Mix – 4Ps (MT3) Sept 20-21, 2021

ABM 305-PRINCIPLES OF MARKETING Page | 2

 7. Annual Marketing Budget
8. Proposed Financial Plan
Planning Marketing Programs 9. Marketing Evaluation and Control Sept 22-24, 2021
10. Appendices
Organizing, Implementing, and
11. The Mini-Marketing Plan oral online defense. (PT) Sept 27 – Oct 1, 2021
Controlling the Marketing Effort

PRE-TEST:

Let’s find out how much you already know about this module. Encircle the letter that you think best answers
the question. Please answer all items. After taking this short test, you will see the answer key. Take note of
the items that you were not able to correctly answer and look for the right answer as you go through this
module.

For item nos. 1-4, refer to the following choices:

A. Actual Product B. Augmented Product C. Core Product D. Generic Product
1. This level is considered the main reason for purchasing a product.

2. This level corresponds to the tangible characteristics of the product, including its features and packaging.

3. This level refers to the service-based add-ons that customers are entitled to upon purchasing the product.

4. This level refers to the benefit that a consumer can gain from using a product.

For item nos. 5-6, refer to the following choices:

A. Mark-up pricing B. Odd pricing C. Predatory pricing D. Prestige pricing

5. A psychological pricing strategy involving the last digit of a product or service price, in the belief that certain
prices or price ranges appeal to a certain set of buyers.

6. The practice of pricing goods at a high level in order to give the appearance of quality.

For item nos. 7-8, refer to the following choices:

A. Manufacturers B. Merchandisers C. Retailers D. Wholesalers

7. These are the individuals involved in selling goods or services directly to the customers.
8. A distribution channel that usually displays their goods in stores or shops and mostly relies on advertisements to promote their
products.

For item nos. 9-10, refer to the following choices:

A. Advertising B. Direct Marketing C. Personal Selling D. Sales Promotion

9. A promotional strategy utilizing face-to-face techniques wherein the salesperson uses his or her persuasive skills to convince the
customer to buy a particular product.

10. A type of promotion is the most expressive in terms of pursuing the customers.

***************************************************************************************

ANSWER KEY
1. C. Core Product
2. A. Actual Product
3. B. Augmented Product
4. C. Core Product
5. B. Odd pricing
6. D. Prestige pricing
7. C. Retailers
8. C. Retailers
9. C. Personal Selling
10. A. Advertising

ABM 305-PRINCIPLES OF MARKETING Page | 3

 I. CONTEXT

Now that you were able to align all the four elements of the marketing mix, the 4Ps or the product, price, place, and promotion
from the previous module, you now place them in order and check how to prioritize each important point. But before anything else,
let us see what you have learned in your Module 1 and Module 2.

(Fill out the first column of the KWL Chart)

In this lesson, you will collect all your learnings and outputs from the previous modules in this subject and craft them
according to your plan.
You will learn the relationship between market analysis, planning, implementation, and control
analyze the company’s situation, markets, and environment (the marketing audit and SWOT analysis) integrate the marketing concepts
and techniques learned by preparing a marketing plan.

You are expected to demonstrate your analytical and creative thinking skills in presenting the Marketing Plan of their chosen
company from their Entrepreneurship subject in Grade 11.

By the end of the lesson, you are expected to present and defend the Performance Task:

You are working in a Marketing Consultancy Firm as a Marketing Strategist who helps companies align marketing strategies with the
marketing objective so as to attain the goal of every business; “To attract and retain loyal customers”, in spite of the concerns and
issues brought by the Covid19 pandemic. Your task is to propose a Marketing Plan to a small enterprise (specifically G11
Entrepreneurship companies) in which the result will allow the company to grow by gaining marketing share, increasing customer
awareness, and building favorable attitudes. This Marketing Plan will be orally presented to the Board of Directors and management.
Your work will be evaluated by (1.) content-the information contained in and communicated by the Marketing Plan, (2.)
communication skills-the ability to express oneself using different Marketing platforms and (3.) organization-the way in which the
information is put together.
The Marketing Proposal Outline

I. BUSINESS OVERVIEW (MARKETING CONSULTANCY FIRM)

- History of the Marketing Consultancy Firm
- Vision and Mission Statement of the Marketing Consultancy Firm
- Marketing Consultancy Firm Logo and Tag Line
- Address
- Merits
- Consultancy Firm Products and Services
- Organizational Chart
- Members names with company position and credentials

ABM 305-PRINCIPLES OF MARKETING Page | 4

 II. BUSINESS CLIENT
- The G11 Entrepreneurship Business Plan (Copy paste from old)

III. FEASBILITY REPORT (ENGLISH EAP PT)

- Preface / Introduction

IV. MARKET RESEARCH ANALYSIS

- SWOT and PEST Analysis (MT 1)
- Market Trends
- Customer Segments
- Industry Competitor Analysis

V. PORPOSED MARKETING OBJECTIVE

- 5 S.M.A.R.T OBJECTIVES (MT 2)

VI. Marketing Mix 4Ps

“One of the biggest mistakes people make is guessing the answers to the marketing mix questions. Marketers pursue and use data to build
rock-solid marketing strategies.” – Kyle Chowning, President of Full Cycle Marketing, and ROOTS Academy.
a. Product Guide questions:
• Describe the company’s product. (Insert the picture of your Grade 11 product)
• Who is the target market of the company?
• What does the product need to improve on? Refer to your current SWOT and PEST analysis or marketing research and online survey)
• As strategists, what is your final product proposal? (Refer to product level; core, actual and augmented, also the packaging and
labeling)
b. Price Guide questions:
• What are the things that you need to consider in creating a pricing strategy? Explain the following: Demand, Competition, Marketing
Objectives, and Government Regulation that may affect the company.
• What is your computation for your cost of production? (Show the computation of fixed and variable cost and specify the components
which will lead to break even)
• What pricing strategy would you recommend that would suit best for the company’s marketing objective? Why?
c. Place Guide questions:
• What is the most strategic location for the business? Why?
• What will the proposed store look like? Provide a picture.
d. Promotions Guide questions:
• How are you going to promote the product? Provide pictures if possible. You may include corporate social responsibility or social
engagement in promoting your product.

VII. ANNUAL MARKETING BUDGET (sample table to follow)

Month Marketing Activity and Description Materials Needed Estimated Cost of
Marketing Activity
Oct 2021
Nov 2021
Dec 2021
Jan 2022
Feb 2022
Mar 2022
Apr 2022
May 2022
Jun 2022
Jul 2022
Aug 2022
Sept 2021

8. PROPOSED FINANCIAL PLAN

- SOURCES OF FUNDS

9. MARKETING EVALUTATION AND CONTROL

10. APPENDICES

ABM 305-PRINCIPLES OF MARKETING Page | 5

In the previous lesson you learn and understand the essence of the new product development, pricing, placing(distribution), and
promoting a product or service. In which you are tasked to design a new product or service decide types of pricing approach and
choose distribution methods and promotion tools that respond to the market trends.

In this lesson you will learn about Managing the Marketing Effort.

II. EXPERIENCE

GoPro frees people to celebrate the moment, inspiring others to do the same. From cameras to apps and
accessories, everything we do is geared to help you capture life as you live it, share the experience and pass on the stoke. We believe
that sharing our experiences makes them more meaningful and way more fun.

GoPro was founded in 2002 by Nick Woodman—a surfer, skier, and motorsports enthusiast in search of a better way to film himself
and his friends surfing. What started with a 35mm camera and a wrist strap made from old wetsuits and plastic scraps has grown into
an international company that has sold over 26 million GoPro cameras in more than 100 countries.

But it is the millions of passionate GoPro users around the globe who bring the magic to life. They humble and inspire us every day
with incredible creativity that helps us see the world in an all-new way—and fires us up to keep creating the most awesome, innovative
products possible.
Source: https://gopro.com/en/us/about-us

What are your thoughts about GoPro creative concept to untapped

customers?

In what ways did Nick Woodman, the founder of GoPro was able to
discover unfulfilled customer needs towards camera users?

The marketing process is the process of discovering

unfulfilled customer needs. It involves identifying opportunities,
targeting markets, designing, and planning marketing strategies and
programs, and organizing implementing, monitoring, and
controlling the results.
Managing the marketing effort consists of:
1. Market Analysis (SWOT)
2. Marketing Planning
3. Marketing Implementation
4. Marketing Control

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 Let’s find out what you want to learn from this lesson…. (Fill out the second column of the KWL Chart)

LESSON 1: THE MARKETING PROCESS

To start off, we take this company as a context and example in thorough discussion of the entire Module

Organizing,
Analyze Selecting Target Designing Planning
Marketing Marketing Marketing Implementing
Markets and Controlling
Opportunity Strategies Programs
marketing effort

Metro Corporation is a Filipino company established in 2010. It is a participant in the local hair care industry. It currently offers two
types of shampoo for the female segment of the market
1. An anti-dandruff shampoos.
2. An anti-split ends shampoo.

Vision and Mission

The vision of Metro Corporation is:
“To be the leading company in developing innovative consumer goods and services.”
The mission of Metro Corporation is:
“We are a consumer goods marketing company making quality and innovative products designed to improve the well-being of our
consumers.”

Now, the company intends to develop one of two new products to augment its hair care line: a hair damage-repair shampoo or an
aromatherapy shampoo.

Let us try to answer:

I. Business Overview (Marketing Consultancy Firm)

- History of the Marketing Consultancy Firm
- Vision and Mission Statement of the Marketing Consultancy Firm
- Marketing Consultancy Firm Logo and Tag Line
- Address
- Merits
- Consultancy Firm Products and Services
- Organizational Chart
- Members names with company position and credentials

ABM 305-PRINCIPLES OF MARKETING Page | 7

 Rubric
5 3
All concepts and connections
Accuracy present are correct and
accurately described.
Captures the entire scope of the
Completeness problem being represented,
including all required concepts.
Connections and Concepts are richly
Organization of interconnected both within sub-
Ideas branches and between them.
1
Many factual errors exist
Most concepts and
such as concepts
connections shown are
connected
accurate
inappropriately.
Essential elements are
Omits one or more major
present, but smaller details
concepts or connections.
are missing.
It is well organized but
Connections are highly
largely hierarchical. Central
linear
concept is appropriate.

************************************************************************************************************

LESSON 2: Analyzing Marketing Opportunities

(The Microenvironment)
To decide between the two shampoo variants, Metro Corporation first needs to evaluate the
company’s microenvironment. The internal organization or the company is assessed. This is
to determine the availability of resources for a new product development. Relationships
among the functional areas are reviewed to ensure support. Among others, the following
questions should be answered:

1. Does the company research and development possess the technical expertise and know-how to develop the new product?
2. Does manufacturing have the necessary equipment, machinery, and manpower to produce the new product?
3. Does the company employ sufficient qualified and well-trained personnel to handle the marketing of the new product?
4. Will top management consolidate necessary human and financial resources to see the project of its completion?

It should be noted as well that other participants in the industry (competitors) may also be developing similar products. They could be
doing so at a faster and more efficient rate. The extent of competition and their resources should be evaluated. A new product’s
competitive position in the market can be determined using marketing tools.

The ability of suppliers to provide necessary raw materials at the required quantity, price, and time should be considered. The firm
should evaluate the availability of market intermediaries, distribution system, and network. This is to ensure that the new product
will be accessible to the customers. Publics are important to anticipate societal expectations. Finally, a detailed study pf the product’s
potential customer shall confirm the need of the new product. This can be determined through market research e.g. focused group
discussions and consumer surveys.

A study of microenvironment factors can generate areas of strengths and weaknesses for the company. Some possible strengths are
superior financial resources, wide distribution coverage, and a strong market need for the new product. On the other hand, possible
weakness are, a not so ideal company’s reputation, the lack of marketing personnel, etc.

Let us try to answer:

II. Business Client

- The Grade 11 Entrepreneurship Business Plan (Copy and Past the old Business Plan)

III. Feasibility Report (English EAP PT)

Rubric
5 3 1
Many factual errors exist
All concepts and connections Most concepts and
such as concepts
Accuracy present are correct and connections shown are
connected
accurately described. accurate
inappropriately.
Captures the entire scope of the Essential elements are Omits one or more
Completeness problem being represented, present, but smaller details major concepts or
including all required concepts. are missing. connections.
Connections and Concepts are richly It is well organized but
Connections are highly
Organization of interconnected both within sub- largely hierarchical. Central
linear
Ideas branches and between them. concept is appropriate.
ABM 305-PRINCIPLES OF MARKETING Page | 8
************************************************************************************************************

LESSON 3: SELECTING TARGET MARKET

THROUGH THE MACROENVIRONMENT

The Macroenvironment
The macroenvironment is the next to be evaluated. The economic
situation is reflective of the general business climate. The shifts on the politico-
legal scene would project political stability and anticipate the effects of legislations
on the hair care industry.
A careful study of the demographics will pinpoint areas where the product will provide the greatest benefit. In some cases,
failure to consider sociocultural factors affects the success of a product. One example is tampons. Metro Corporation would have to
make sure that the product dies not conflict with societal norms.
Research on the technological environment may lead to innovative production processes or new packaging ideas. These can
be incorporated to reduce the cost and enhance the product’s aesthetic and utility. Possible effects on the natural environment should
not be ignored. Package design of the new product should be environment friendly.
A study of macroenvironment factors will lead to the discovery of opportunities and threats. Opportunities may emerge from
the increasing customer disposable income, the growing teenage female population or the premium placed by the youth market on
sweet smelling hair. Threats may arise from pending government regulation banning the use of harmful chemicals in hair-repair
shampoos.
Let us assume that after evaluation of the microenvironment and macroenvironment, Metro Corporation decided to develop
an aromatherapy shampoo. This is because it satisfies a real need, has a relatively large and growing market, capitalizes on the
company’s extensive distribution network and the population’s increasing disposable income, has fewer competitors and the company
has access to advanced product technologies that are unavailable to competitors.

Let us try to answer:

IV. Market Research

- SWOT and PEST Analysis (MT 1)
- Market Trends
- Customer Segments
- Industry Competitor Analysis

Revisit your Minitask1 and check if your SWOT analysis is correct. If you are convinced, you may place your previous output here.

Rubric
5 3 1
Many factual errors exist
All concepts and connections Most concepts and
such as concepts
Accuracy present are correct and connections shown are
connected
accurately described. accurate
inappropriately.
Captures the entire scope of the Essential elements are
Omits one or more major
Completeness problem being represented, present, but smaller details
concepts or connections.
including all required concepts. are missing.
Connections and Concepts are richly It is well organized but
Connections are highly
Organization of interconnected both within sub- largely hierarchical. Central
linear
Ideas branches and between them. concept is appropriate.

***********************************************************************************************************

ABM 305-PRINCIPLES OF MARKETING Page | 9

 LESSON 4: DESIGNING MARKETING STRATEGIES

After identifying marketing opportunities, Metro

Corporation will select its target market. The objective is to select
the most logical and most probable customers of the new product.
They are the ones who will purchase the product with the greatest
frequency and at the greatest volume. To identify the target market,
a perceptual map can be used to determine the specific segment it
should target, in comparison to existing competitors. It may select a
segment that may have one or more competitors that do not seem
to be serving its market well. It may also consider an unoccupied
segment unserved by any brand competitor.

For our example, Metro Corporation now decides to serve the medium-priced, high fragrance aromatherapy market because its is
currently unoccupied. It proceeds to determine the size of the market, its purchasing power in terms of price, frequency and amount of
purchase, its scent preferences, and general usage habits. The target market for the new aromatherapy shampoo product is now
identified as:

“Image and hygiene conscious female teenagers from Metro Manila and major urban centers nationwide, who shampoo their hair on
a daily basis, and are willing to pay average prices for an aromatherapy shampoo that is capable of keeping their hair fragra nt
throughout the day.”

For this new product in its initial year in the market, the company may have decided on the following marketing objectives:
1. Achieve an awareness level of 65% by the end of calendar year 2023.
2. Attain new product sales revenue of 45 million pesos by December 31, 2024.
3. Realize new product net profitability of 3.8 million pesos by the end of 2023.

After selecting the target market, Metro Corporation must select the marketing strategies to employ. These are selected with
the objective of increasing awareness, revenue, and profits. For this case, the selected strategies can be applied during the product’s
introduction into the market. However, they are usually modified as the product enters growth stage. Marketing strategies can be
defined as comprehensive programs of action involving the use of organizational resources to achieve marketing objectives.

VISION

OBJECTIVE OBJECTIVE OBJECTIVE

1 2 3

STRATEGY STRATEGY STRATEGY STRATEGY STRATEGY

1 2 STRATEGY STRATEGY STRATEGY 6 7 8
3 4 5

To achieve new product revenues of 45 million pesos, the company may propose three strategies: 1. Product development, 2. Product
differentiation, 3. Market penetration. Next is budget the company would decide on the funds needed for the implementation of the
strategies. The budget will be allocated to the implementation of the four elements (4Ps) of the marketing mix: product, price, place,
and promotion.

ABM 305-PRINCIPLES OF MARKETING Page | 10

 Let us try to answer:

V. PORPOSED MARKETING OBJECTIVE

5 S.M.A.R.T OBJECTIVES (MT 2)
Revisit your Minitask2 and check if your 5 S.M.A.R.T objectives are aligned accordingly. If you are convinced, you may place your
previous output here

VI. Marketing Mix 4Ps

Marketing Strategy using Marketing Mix (4P’s, be creative but realistic at the same time)
(Additional Reference: https://kylechowning.com/marketing-strategy/)

a. Product Guide questions:

• Describe the company’s product. (Insert the picture of your Grade 11 product)
• Who is the target market of the company?
• What does the product need to improve on? Refer to your current SWOT and PEST analysis or marketing research and online
survey)
• As strategists, what is your final product proposal? (Refer to product level; core, actual and augmented, also the packaging
and labeling)
•
b. Price Guide questions:
• What are the things that you need to consider in creating a pricing strategy? Explain the following: Demand, Competition,
Marketing Objectives, and Government Regulation that may affect the company.
• What is your computation for your cost of production? (Show the computation of fixed and variable cost and specify the
components which will lead to break even)
• What pricing strategy would you recommend that would suit best for the company’s marketing objective? Why?

c. Place Guide questions:

• What is the most strategic location for the business? Why?
• What will the proposed store look like? Provide a picture.

d. Promotions Guide questions:

• How are you going to promote the product? Provide pictures if possible. You may include corporate social responsibility or
social engagement in promoting your product.

Rubric
5 3 1
Many factual errors exist
All concepts and connections Most concepts and
such as concepts
Accuracy present are correct and connections shown are
connected
accurately described. accurate
inappropriately.
Captures the entire scope of the Essential elements are
Omits one or more major
Completeness problem being represented, present, but smaller details
concepts or connections.
including all required concepts. are missing.
Connections and Concepts are richly It is well organized but
Connections are highly
Organization of interconnected both within sub- largely hierarchical. Central
linear
Ideas branches and between them. concept is appropriate.

************************************************************************************************************

ABM 305-PRINCIPLES OF MARKETING Page | 11

 LESSON 5: Planning Marketing Programs

Planning of marketing programs involve developing and implementing action plans or tactics under each strategy. Action plans or
tactics conventionally use the marketing mix as the foundation of implementation.

For example:
Implementing product development, the company (Metro Corporation) may decide to utilize several variables under the first
P (product). It may choose to develop a high-quality shampoo (quality) and name this new product “Bouquet” (brand), which suggests
its value proposition. The company may decide on three size variants for the shampoo (sizes), 100mlm 50ml, and sachet, and package
the 100ml and 50ml sizes with retractable spout (packaging).

For product differentiation, the company may use various product variables. The company may use various product variables.
The company may decide to infuse their new shampoo with long-lasting scent ingredients (features) and give a money back guarantee
if the consumer is not satisfied with the product (warranties).

For market penetration, this strategy may involve price variables. The company may decide that the ideal selling price for the
new product is 120 pesos for the 100ml size, 65 pesos for the 50ml, and 6 pesos for the sachet (list price). To induce retailers to carry
the new product, Metro Corporation may offer them a 10+1 deal (allowances) coupled with a 60-day payment term (payment period).

Place variables may also involve. The company may decide to utilize its existing distribution network (coverage) but include
the use of independently owned local dealers (channels) who shall be responsible for stocking the product (inventory) to service various
product retailers and eliminate stock outs.

The last, P (promotions) assumes a major role in the implementations of the company’s market penetration strategy. Product
advertising (advertising) may be released and broadcast in advance to create and sustain a new product awareness. There will be
product sampling (consumer promotion) during the first three weeks of the product launch in 87 major supermarkets nationwide. Both
a company website, and a Facebook account will be created (social networking) to harness the influence of the Internet on the new
product’s target market. Billboards will be erected by the second of the month, shelf talkers and mobiles placed in major supermarkets
(point-of-purchase) shortly after.

Separate budgets would be allocated to these marketing mix variables. There are limitless possible combinations and
budgetary allocations for each marketing mix variable. To a large extent, the success of the company’s marketing program would
depend on the proper selection of the variables to be used, and the financial support extended to each of the variable.

Let us try to answer:

VII. Proposed Financial Plan (taken from FINANCE)

VIII. Marketing Evaluation and Control

(This section should provide your timetable; monthly and quarterly checklists, market activity budget and monitoring.)

IX. Appendices (Promotional video/Poster/Pamphlet and other promotional materials that can be used in convincing the owner. Take
note: This is optional, and it depends on the type of marketing strategy).

Rubric
5 3 1
Many factual errors exist
All concepts and connections Most concepts and
such as concepts
Accuracy present are correct and connections shown are
connected
accurately described. accurate
inappropriately.
Captures the entire scope of the Essential elements are
Omits one or more major
Completeness problem being represented, present, but smaller details
concepts or connections.
including all required concepts. are missing.
Connections and Concepts are richly It is well organized but
Connections are highly
Organization of interconnected both within sub- largely hierarchical. Central
linear
Ideas branches and between them. concept is appropriate.

ABM 305-PRINCIPLES OF MARKETING Page | 12

************************************************************************************************************
Organizing, Implementing, and Controlling the Marketing Effort
A good marketing program by itself does not necessarily guarantee sustained success for an organization. The business organization
must be operated and structured in a manner that will ensure that the time, effort, and resources spent in the preparation of good
marketing programs are not wasted.
The job description of the marketing officer must be defined clearly. The company’s president or chief operating officer (COO)
must ensure that there is effective collaboration among the heads of all other functional departments. The manufacturers must
produce the product as required by the customer while finance must adequately fund planned marketing activities. Human resources
must ensure that there is a stable pool of qualified, well-trained, and highly motivated personnel.
Adequate monitoring and control systems should be in place to ensure that marketing programs do not miscarry. Monthly,
quarterly, and semiannual benchmarks can be established as advance warnings that performance results are not going according to
plan. Marketing programs may be tweaked or adjusted so that performance targets are met. In some cases, situational conditions may
have dramatically change necessitating adjustment of goals.
Internal systems must measure the effectiveness of specific marketing activities. This is to accurately determine return on
marketing investment (ROMI). Moreover, accountabilities must be assigned for each of the activities to ensure that they are
implemented with a singular purpose.
The entire marketing process is embodied in the company’s marketing plan, which it usually prepares annually. A marketing
plan is a documented describing the current market position of a business and strategies designed to accomplish its objectives. It
serves as one of the major roadmaps for a business enterprise in achieving its financial, operational, and societal goals.

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We have reached end of the lesson. Now, what have you learned…
(Fill out the last column of the KWL Chart)

Now that you have a deeper understanding of the topic, you are ready to do the task in the next section.

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 III. REFLECTION

Reflective Writing:
Answer the discussion question:
S •How important is the marketing process towards the business?
•What does this statement mean to you? “A good marketing program by itself does
not necessarily guarantee sustained success for an organization. The business
organization must be operated and structured in a manner that will ensure that the time, effort,
and resources spent in the preparation of good marketing programs are not wasted.”

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ABM 305-PRINCIPLES OF MARKETING Page | 15
 IV. ACTION

You are working in a Marketing Consultancy Firm as a Marketing Strategist who helps companies align marketing strategies with the
marketing objective so as to attain the goal of every business; “To attract and retain loyal customers”, in spite of the concerns and
issues brought by the Covid19 pandemic. Your task is to propose a Marketing Plan to a small enterprise (specifically G11
Entrepreneurship companies) in which the result will allow the company to grow by gaining marketing share, increasing customer
awareness, and building favorable attitudes. This Marketing Plan will be orally presented to the Board of Directors and management.
Your work will be evaluated by (1.) content-the information contained in and communicated by the Marketing Plan, (2.)
communication skills-the ability to express oneself using different Marketing platforms and (3.) organization-the way in which the
information is put together.
The Marketing Proposal Outline

I. BUSINESS OVERVIEW (MARKETING CONSULTANCY FIRM)

- History of the Marketing Consultancy Firm
- Vision and Mission Statement of the Marketing Consultancy Firm
- Marketing Consultancy Firm Logo and Tag Line
- Address
- Merits
- Consultancy Firm Products and Services
- Organizational Chart
- Members names with company position and credentials
II. BUSINESS CLIENT
- The G11 Entrepreneurship Business Plan (Copy paste from old)

III. FEASBILITY REPORT (ENGLISH EAP PT)

- Preface / Introduction

IV. MARKET RESEARCH ANALYSIS

- SWOT and PEST Analysis (MT 1)
- Market Trends
- Customer Segments
- Industry Competitor Analysis

V. PORPOSED MARKETING OBJECTIVE

- 5 S.M.A.R.T OBJECTIVES (MT 2)

VI. Marketing Mix 4Ps

“One of the biggest mistakes people make is guessing the answers to the marketing mix questions. Marketers pursue and use data to build
rock-solid marketing strategies.” – Kyle Chowning, President of Full Cycle Marketing, and ROOTS Academy.
a. Product Guide questions:
• Describe the company’s product. (Insert the picture of your Grade 11 product)
• Who is the target market of the company?
• What does the product need to improve on? Refer to your current SWOT and PEST analysis or marketing research and online survey)
• As strategists, what is your final product proposal? (Refer to product level; core, actual and augmented, also the packaging and
labeling)
b. Price Guide questions:
• What are the things that you need to consider in creating a pricing strategy? Explain the following: Demand, Competition, Marketing
Objectives, and Government Regulation that may affect the company.
• What is your computation for your cost of production? (Show the computation of fixed and variable cost and specify the components
which will lead to break even)
• What pricing strategy would you recommend that would suit best for the company’s marketing objective? Why?
c. Place Guide questions:
• What is the most strategic location for the business? Why?
Your work will be evaluated based on the attached rubric.
• What will the proposed store look like? Provide a picture.
d. Promotions Guide questions: RUBRIC: Mini-Marketing Plan
• How are you going to promote the product? Provide pictures if possible. You may include corporate social responsibility or social
engagement in promoting your product.

VII. ANNUAL MARKETING BUDGET (sample table to follow)

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Month Marketing Activity and Description Materials Needed Estimated Cost of
 PERFORMANCE TASK RUBRIC

%
CRITERIA Well below expectations Below expectations Meets expectations Exceeds expectations

1-CONTEXT AND There is no identification There is a weak attempt There is a reasonable There is a clear and
PURPOSE: of the purpose of the to identify the purpose of identification of the complete identification of the
paper written in language the paper in language purpose of the paper in purpose of the paper in
appropriate for the appropriate for the language appropriate for language appropriate for the
audience. audience. the audience. audience.
6%
3% 9% 12 %
2-CREDIBILITY: Did not use SWOT Used SWOT analysis, Used SWOT analysis, Consistently used SWOT
analysis, market trend market trend analysis, market trend analysis, analysis, market trend
analysis, marketing marketing strategies and marketing strategies and analysis, marketing
strategies and industry industry averages as industry averages as strategies and industry
averages as support for support for conclusions support for conclusions averages as support for
conclusions reached in reached in each of the reached in each of the conclusions reached in each
each of the categories. categories. categories. of the categories.
3% 6% 9% 12 %
3-ANALYSIS AND Did not draw an accurate Drew a weak, somewhat Drew a mostly accurate Drew a completely accurate
CONNECTIONS: conclusion regarding the accurate conclusion conclusion regarding the conclusion regarding the
overall marketing impact regarding the overall overall marketing impact overall marketing impact to
to the business based on marketing impact to the to the business based on the business based on the
the results of the analysis. business based on the the results of the results of the analysis.
results of the analysis. analysis.
6% 12 % 24 %
18 %
4-TIMELY The paper did not provide The paper minimally The paper adequately The paper exceedingly
SUBMISSION an informative and provided an informative provided an informative provided an informative and
accurate overall and accurate overall and accurate overall accurate overall assessment
assessment of the assessment of the assessment of the of the marketing aspect of
marketing aspect of the marketing aspect of the marketing aspect of the the business. Complete with
business. Incomplete, business. Incomplete, 1- business. Complete with additional related supporting
lacking 3 or more 2 lacking documents. necessary supporting documents
supporting documents. documents. -Submitted on or
-Submitted beyond before deadline
deadline 6% 9%
3% 12 %
TOTAL 60 %

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 PEER EVALUATION FORM for GROUP WORK

Name:______________________________ Section: ___________________

Write the name of each of your group members in a separate column. For each person, indicate the extent to which you agree with
the statement on the left, using a scale:

10 pts = Exceeds expectations,

8 pts = Meets expectations,
6 pts = Below expectations,
5 pts = Well below expectations.

Total the numbers in each column.

Evaluation Criteria Group Group Group Group Group Group Group

member: member: member: member: member: member: member:

Attends group meetings

regularly and arrives on
time.

Contributes meaningfully to
group discussions.

Completes group
assignments on time.

Prepares work in a quality

manner.

Demonstrates a cooperative
and supportive attitude.

TOTALS

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 ORAL ONLINE PRESENTATION GUIDELINES

• There will be at least 3 panelists invited for the oral presentation.

• Each group will present with a PowerPoint presentation.

• Each group will have 5 -10 mins for their marketing proposal presentation, 15 minutes will be allotted for question-and-
answer portions.

ORAL PRESENTATION RUBRIC

DESCRIPTION VGE GE DE LE N
4 3 2 1 0
CONTENT (50%)
The key points of the paper are covered.
The purpose behind the marketing plan is clear and well defined.
The presentation is organized.
The paper is introduced effectively.
The presenter clearly explains the content of the paper.
Sufficient details about the project are provided.
The presentation is concluded effectively.
The presentation is completed within the set time limit.
The presentation responds to the needs, interests, values, and beliefs of the audience.
DELIVERY (50%)
The presenter looks confident and comfortable in his/her delivery.
The presenter shows mastery of the content of his/her work.
The presenter is dressed appropriately.
The presenter uses appropriate gestures to further reinforce his/her ideas.
The presenter does not overly rely on his/her notes. Instead, he/she effectively uses eye
contact to stay connected with his/her audience.
The presenter avoids mannerisms or any distracting behavior that may affect his/her
delivery.
The presenter uses a pleasant yet firm tone of voice.
The presenter enunciates his/her words clearly.
The presenter avoids making offensive remarks directed to the audience.
TOTAL

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 NOW LET’S DO THIS

Closure Activity: “Your personal marketing tagline.”

Description: If your marketing experience and learning could be transformed into a marketing tagline, what would it be?

Place your answer on the provided space below:

_______________________________________________________________________

You are about to complete this lesson. Now answer the post-Assessment to check how well you learned.

V. EVALUATION
POST-TEST:

It’s now time to evaluate your learning. Encircle the letter of the answer that you think best answers the
question.
Your score will be disclosed by your teacher during Consultation Periods.

1. These are products bought by consumers for personal consumption or use?

A. Consumer Goods B. Ideas C. Industrial Goods D. Services

For item nos. 2-4, refer to the following choices:

A. Actual Product B. Augmented Product C. Core Product D. Generic Product
2. This level enables the use, benefit or problem-solving service for which the consumer is purchasing the product?

3. This level allows the seller has enhanced the product with added features or services to distinguish it from the same product offered
by its competitors?

4. This level refers to the overall product design and the product features?

For item nos. 5-6, refer to the following choices:

A. Mark-up pricing B. Odd pricing C. Predatory pricing D. Prestige pricing

5. This is a pricing method of adding a certain percentage of a markup to the cost of the product to determine the selling price?

6. This is a pricing method that relies on the assumption that consumers are calculation-averse and will therefore only read the first
digits of a price when making their purchasing decision?

For item nos. 7-8, refer to the following choices:

A. Manufacturers B. Merchandisers C. Retailers D. Wholesalers

7. This acts as an intermediary or middleman that customers use to get products from the manufacturers?
8. This can be considered as a person or firm that buys large quantity of goods from various producers or vendors, warehouses them,
and resells to retailers?

For item nos. 9-10, refer to the following choices:

A. Advertising B. Direct Marketing C. Personal Selling D. Sales Promotion

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9. A type of strategy that relies heavily on visuals, color, words, and sound?

10. A type of promotional strategy that involves presenting information about your company, product, or service to your target
customer without the use of an advertising middleman?

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AD MAJOREM DEI GLORIAM!

You completed the subject Principles of Marketing through synchronous and asynchronous sessions. We are so proud to see you
accomplish all tasks given based from the most essential competencies we crafted. We hope for the best that is already stored within
yourselves.

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