MARKETINGPLAN

MARKETING PLAN

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION (2020-2021)

SUBMITTED TO:
PROF. LESLIE ANN U. GAMUNDOY

SUBMITTED BY:

ORTILLO, SARAH MAE E.

BARIAT, LEANNE NICOLE L.

DAUZON, SHEKINAH G.

LUMAGDA, KRISTEL Q.
MARKETINGPLAN

TABLE OF CONTENTS
DEFINE THE BRAND
What is your vision statement? .......................................................................................................5
What is your value proposition? ......................................................................................................5
What is your positioning statement? ..............................................................................................5

IDENTIFY THE CUSTOMERS

Your top three personas .................................................................................................................6

UNDERSTAND COMPETITORS
Your top three competitors. .............................................................................................................8

ANALYZE BUSINESS
Strengths.......................................................................................................................................10
Weaknesses .................................................................................................................................10
Opportunities.................................................................................................................................11
Threats ..........................................................................................................................................11

DEFINE DIFFERENCE
What is your USP?........................................................................................................................12
What is your elevator pitch? ..........................................................................................................12

MAP CUSTOMER’S JOURNEY

Your customer’s journey ...............................................................................................................13

ACTION PLAN
What is your marketing budget? ...................................................................................................14
Who is on your marketing team? ..................................................................................................15
Who is responsible for what? ........................................................................................................16
What is your pricing strategy? .......................................................................................................17
How will you distribute your goods or services?............................................................................17
How will you create or update your website? ................................................................................18
What is your social media strategy? .............................................................................................19
What is your email strategy? .........................................................................................................20
What is your advertising strategy? ................................................................................................20
What is your public relations strategy? .........................................................................................21
What is your after-the-sale strategy? ............................................................................................24

MONITORING, MEASURING AND IMPROVING

How will you measure the effectiveness of your marketing activities? ..........................................25
How will you adjust to improve? ....................................................................................................25
 MARKETINGPLAN

EXECUTIVE SUMMARY

We gladly present you our report on marketing plan. The name of our company is CLP Industries Co. that
offers the latest in cleaning Technology with convenience and efficiency and cost-effective solution, and only the CLP
industries Co. provides you equipment that guarantee stability and durable machine equipment. " WE PUT THE FAB
IN FABRICATION". This report is prepared on the basis of both primary and second. Primary data was collected by
our group members and the use of interviews to the loyal customers of our company and analyzed the Strength,
Weaknesses, Threats and Opportunities of our company while the secondary data was collected by useful websites.
Although the main purpose of the report is to describe the whole process of developing and promoting our product in
marketing area. We are dedicated in giving our 100% in all our products and we guarantee that we fabricate our
products with the highest quality to meet your standards. We have more than 20 years of experience, serving some
of the top companies in the Philippines. Our talented engineers and fabricators design and fabricate our products with
the purpose of providing you with solutions needed for your business and with STYLE, putting the FAB in fabrication.
BIG or SMALL we do it ALL over the years, we have developed custom machine equipment for most industries, and
we guarantee we will continue to add more in the future.

Our mission and vision are to provide Incomparable design and high-quality production of all your equipment
fabrication and tooling needs. To be a world class manufacturer of dressing plant equipment, customized stainless-
steel products and precision tools. High Quality at a competitive price. The target market of our company is those
business that used poultry machines businesses. We give professional services with prompt and quality service. In
compliance with our customers specified requirements we are precision machining solutions for their machining
needs.

This section proposed the strategies the business can do in improving the business. Our company provides
Management teams with the Chief Marketing Officer, Strategist, Marketing Manager, Market Research Expert,
Analyst, Copywriter and Digital ‘Jack-of-All-Trades, Content Marketer, Social Media Manager, Search Engine
Optimization (SEO) Specialist, Someone to Oversee Operations, Project Manager, Digital Marketing Manager,
Financial Analysis, and Public relations team to manage the companies agenda in being top to the competitive
advantage in providing high quality production and competitive price. We provide marketing plan also provides the
suggested marketing budget and Action plan incase our company experience business crisis unexpectedly.

Our company uses pricing strategies which are; Use of Psychological Pricing Strategies, Pricing Strategies
of Product Line, Pricing Optional Products, Pricing of Captive Products, Pricing for promotion, Pricing as Per
Geographic Locations, Value Pricing a Product, and Pricing of Premium Products. This marketing plan also monitor
the public relations strategy in terms of Appeal, Control, Credibility and Reputation of our company. And lastly, we
measure are effectiveness to the market in terms of Marketing contribution to revenue, Pipeline growth and
acceleration, Conversion rates, Cost per lead, cost per opportunity, and Brand awareness.

Through all these data gathered from the observations of our research and marketing team we can discover
new marketing techniques by being consistent and persistent. A big part of success is trial and error, so we can't
 MARKETINGPLAN

expect miracles overnight. Taking the proper steps to correct inefficiencies should prevent us from repeating the
same mistakes. By getting our message to the right demographic through the right marketing channels, we will likely
to see good results
 MARKETINGPLAN
Part 1 Define your brand

What is your vision statement?

To Provide Incomparable design and high-quality production of all your equipment fabrication and tooling
needs. To be a world class manufacturer of dressing plant equipment, customized stainless-steel
products and precision tools. - High Quality at a competitive price.

What is your value proposition?

We have more than 20 years of experience, serving some of the top companies in the Philippines.
Our talented engineers and fabricators design and fabricate our products with the purpose of providing
you with solutions needed for your business and with STYLE, putting the FAB in fabrication.
BIG or SMALL we do it ALL over the years, we have developed custom machine equipment for most
industries, and we guarantee we will continue to add more in the future

What is your positioning statement?

For the poultry processing plant Big or Small companies, CLP Industries Co. that offers the latest in cleaning
Technology with convenience and efficiency and cost-effective solution, and only the CLP industries Co. provides you
equipment that guarantee stability and durable machine equipment. " WE PUT THE FAB IN FABRICATION"

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Part 2 Identify your customers

Your top three personas

PERSONA 1 PERSONA 2 PERSONA 3

What is their Age: 45 Age: 38 Age: 56

demographic profile? Sex: Male Profession: business Sex: male
Age, sex, profession, Profession: Store woman Profession:
income, social status, Owner/Businessman Income: 15,000-20,000 Agricultural engineer
education, etc. Income: 150,000- per months Income: 50,000-
250,000 per month Social status: single 100,000 per month
Social Status: Married Education: Graduate Social Status: Married
Education: Graduate of of Vocational course Education: Bachelor of
Business Science in Agricultural
Administration major in Engineering College
Entrepreneurship. graduate

What are their values, " I like managing “I like joining in Community service
attitudes, interests, business and providing Volunteering, and Woodworking or
needs and lifestyle a quality fast food chain community service or other projects
choices? to the Filipinos" charity work. Creative
What is important to arts, including writing,
them? music, painting and
crafts”

How do they like " I like to do a face to “I want both online “I would like to in
to do business? face business because and face to face. She online because it is
Online or face-to-face? it is easier, I bought sends more than easier to buy poultry
How much do machinery for poultry 20,000 in CLP machines in CLP
they spend? dressing to make the Industry in their industries and they
production efficient" fabricated machines have a high quality of
What kind of products like carts and kiosk. machines.”
do they buy? She wants something
What do they want that is high quality but
in terms of features, cheaper price.”
functionality and cost?

Where are they located? " We are located at Brgy. San Vicente, San Benito, Victoria
Santa Rosa Complex San Pedro Laguna Laguna
near Target Mall "

Why would this person " I bought products to “I buy products at CLP “I bought a machine of
buy your product or CLP industries because because they offer a Clp industries co
service they have quality lot of options. Like because is a very neat
machineries and the whatever I want to yet and hospitable and
price is affordable for fabricated they will do built with good

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MARKETINGPLAN
Part 2 Identify your customers

the other businesses" it. Also, because at foundation and good

CLP I sees that they quality of machines.”
have a high quality
and offers a cheaper
option.”

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 MARKETINGPLAN
Part 3 Understand your competitors
Your top three competitors
Where are they located?
How long have they been
in business?
What are their target
markets?
What are their unique
selling points, competitive
differentiators?
COMPETITOR 1 COMPETITOR 2 COMPETITOR 3
Blk 165 Lot 13 Phase 9, Blk 20 lot 26, Unit 3 Lexter and
2 Mabuhay City Jupiter Street, Pacita Jordan building
Mamatid, Cabuyao, Complex 2, Laguna, Laguna Technopark
Laguna 4025 San Pedro, 4023 Annex, Biñan Laguna.
4024 Biñan.
Philippines
ac&d Industrial Sales Elf Precision Tooling Applied Machining
& Fabrication- 23 Services- 20 years in corporation is a
years on business business Philippines based
industry company in 2010 - 10
years in Business
To give professional To provide services of Applied Machining
services with prompt the highest quality Corporation is a
and quality service. and in compliance precision machining
with their customers service provider
specified catering to the OEM’s
requirements. and Aftermarket.
Their provide
customers with the
precision machining
solutions for their
machining needs.
They are highly They have machine Applied Machining
motivated factory tools capable of Corporation will
automation company manufacturing all always be client-
that deals with electro kinds of semi – focused, innovative
mechanical design precision and critical and flexible in
and integration. Also, parts such as punch meeting customer
they are installing and dies for trim form needs and will work
CCTV security alarm systems (DTFS) and to be better and faster
system. core pins for mold. with utmost
They can also do consideration to
customized designs Quality while
of jigs and fixtures adhering to the
based on customer’s regulatory and
specifications and statutory
requirements within a requirements of the
few weeks’ time. In governing bodies.
addition, we have a
CNC vertical Quality Management
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Part 3 Understand your competitors

machining center that System is to be used

is used for high speed by all Applied
duty machining and Machining
also to manufacture Corporation
molds in less time. employees to raise
This machine is standards, reduce
widely appreciated for waste and to make
its reliable, high Applied Machining
precision cost Corporation a better
effective and durable place to work
machines and
components.

Achieving & Attaining

Best Quality Supplier
Best Supplier of
Machine Parts at
Ushio Philippines

What are their strengths, Strength: Strength: Strengths:

weaknesses? ❖ Long term in ❖ High quality ❖ High Quality
business product Product
❖ High quality ❖ Latest quality ❖ Different
products of technology Machinery
❖ Strong and ❖ Long term in products
long-lasting business offered
relationship ❖ best service ❖ Act for
with clients and Prevention
❖ Positive and satisfaction of Rather than
growing cash customer Detection
flow ❖ Navigate
❖ Superior Weaknesses Opportunities
customer ❖ Harness the
services Power of a
❖ Shortage of Visual
materials Workplace
Weaknesses: resource
Weaknesses
❖ Deficiency of
❖ Lack of relationship ❖ Limited
expertise in a with their Product
particular area customer Availability
❖ Inflexibility of ❖ High Priced
day-to-day
operations or
business
processes

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Part 4 Analyze your business

Strengths
CLP Industries Co. has the following Strengths:

STRENGTHS

❖ High Quality Production

❖ Pure Stainless materials

❖ Competitive price

❖ High Income returns per month

❖ Different machinery products

offered

❖ NMIS "AAA" Accredited

❖ Supplying products in foreign countries

❖ 25 years existing

❖ Partnerships with well-known

industries

Weaknesses
CLP Industries Co. has the following Weaknesses:

WEAKNESSES

❖ Reasonable delay in salaries

❖ Insufficient workers Single Branch

❖ Short-Term Warranty of Machineries

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Part 4 Analyze your business

Opportunities
CLP Industries Co. has the following opportunities:

❖ Introduce more type of stainless machineries under its own brand

❖ Offering Dressed chicken and pork

❖ Open new Branch

❖ A new market related to that which you currently serve, which you could move into (this is where
approaches like Blue Ocean Strategy can be useful)

❖ A new way of promoting your product or service, or a new marketing channel

❖ New technology which you could leverage to improve production or other operations

❖ A seasonal uptick in demand for your product or service

Threats
CLP Industries Co. has the following Threats:

❖ Highly competitive industries in the foreign countries

❖ Competitions with the other industries in the Philippines

❖ Single Location

❖ Delivered products on wrong address/location

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 MARKETINGPLAN
Part 5 Define your difference

What is your USP?

“We are dedicated in giving our 100% in all our products and we guarantee that we fabricate our products
with the highest quality to meet your standards.”

What is your elevator pitch?

CLP Industries co. Is a leading service provider of custom machine equipment fabrication located in the
Philippines. We have more than 20 years of experience, serving some of the top companies in the Philippines.
Our talented engineers and fabricators design and fabricate our products with the purpose of providing you
with solutions needed for your business and with STYLE, putting the FAB in fabrication. BIG or SMALL we do
it ALL over the years, we have developed custom machine equipment for most industries, and we guarantee
we will continue to add more in the future.

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 MARKETINGPLAN
Part 6 Map your customer’s journey
Your customer’s journey
ATTENTION
How will we make this person
aware of our business?
INTEREST
How will we get them
interested in our business?
DESIRE
How will we create a desire
to purchase?
ACTION
How will we get them to take
action and buy?
LOYALTY
How will we make them loyal
to our business?
PERSONA 1 PERSONA 2 PERSONA 3
“We were partners “I discovered them in “It was recommended
with CLP industry. Facebook and they by my friends and I
Also, I see them host have campaigns” see them in social
an event and see their media.”
logo.”
“They offer affordable “Because they “I see many good
prices and discount” provide customize reviews from the
metal fabrication” satisfied customers”
“It is beneficial to my “Because they meet “Because of social
business and helps the needs of my proof, social media
envision a better business” sharing, video
future with their marketing, and
product, they keep comments.”
messaging fresh and
new but speaking
directly to the very
needs being met.”
“They offer a buy one “They offer me a “They offer me free
gets one promo, a limited time offer or shipping for orders
discount on another give it an end date to over a certain amount
product, a sample of a create a sense of and for a limited
new product, or even urgency. It time.”
free tech support” encourages me to buy
now and not put it off
until later.”
” They give me first “They give me “They promise to
options on new incentives and simple provide a high level of
products or discounts” customer service and
discounted stock maintenance”
clearances.”
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Part 7 Create your action plan

What is your marketing budget?

Research

12%
Research Firm Fees
16%
50% Web Research
22% Independent Research
Other Research

Communications

Promotional brochure
18%
1% Text SMS
40%
11% Radio

4% 26% Web
Social Media
Events

Our marketing budget for year 2021:

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Part 7 Create your action plan

COMMUNICATIONS ESTIMATED COST

RESEARCH ESTIMATED COST
PROMOTIONAL
20,000 PHP
RESEARCH FIRM BROCHURE
300,000 PHP
FEES
RADIO 12,000 PHP
WEB RESEARCH 130,000 PHP
WEB 30,000 PHP

INDEPENDENT SOCIAL MEDIA 5,000 PHP

100,000 PHP
RESEARCH
TEXT SMS 1,500 PHP
OTHER RESEARCH 70,000 PHP
EVENT 45,000 PHP

RESEARCH COMMUNICATION
ESTIMATED COSTS 600,000 PHP ESTIMATED COSTS 113,500 PHP
SUBTITAL SUBTOTAL

Who is on your marketing team?

CLP Industries Co.’s Marketing teams is composed of:

❖ Social Media Manager

❖ Chief Marketing Officer

❖ Strategist ❖ Search Engine Optimization (SEO)

Specialist
❖ Marketing Manager
❖ Someone to Oversee Operations
❖ Market Research Expert

❖ Analyst ❖ Project Manager

❖ Digital Marketing Manager

❖ Copywriter and Digital ‘Jack-of-All-Trades’
❖ Financial Analyst
❖ Content Marketer
❖ Public Relations Team

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Part 7 Create your action plan

Who is responsible for what?

❖ Chief Marketing Officer - CMOs set the tone for success in any marketing team. Without energetic,
success-driven leaders in the CMO role, marketing efforts can stagnate as middle managers struggle to find
a direction and less-experienced creative, buying and support staff follow their own direction rather than
focus on a common goal. CMOs who lead with vision and offer consistent support can have the most impact.

❖ Strategist- It is in charge for strategy for clients in the past and will have solid knowledge of the overall
vision and what will work and what may be riskier.

❖ Marketing Manager- It is the one who take the vision of the CMO then use the full breath of their team, their
vendors, and other company resources like sales and development to reach the overall company goals.

❖ Market Research Expert- they are responsible for putting together the buyer personas for our organizations
as well as creating surveys to find out how happy our customers are with our existing product and what they
would like to see from the future

❖ Analyst- they are the one who gathers our marketing campaign data and gauges its effectiveness has one
of the most important roles of the team.

❖ Copywriter and Digital ‘Jack-of-All-Trades- they develop a comprehensive marketing plan that focuses on
key channels and helps produce great content. They also roll up his sleeves when needed.

❖ Content Marketer- One of the most low-cost and highly effective strategies to building brand awareness,
building trust with consumers, improving our organic search and generating leads for our business.

❖ Social Media Manager- The one who curate our brand’s social channels. Posting content is important, but
we also need a social media manager to monitor and respond to comments since so many consumers are
using social media for customer service too

❖ Search Engine Optimization (SEO) Specialist- The one who improves website rankings on major search
engines, such as Google, Yahoo! and Bing. The specialist ensures on-page optimization to produce relevant
search results and a positive user experience, growing site traffic, lead volume and brand awareness.

❖ Someone to Oversee Operations- These days content writers and performance marketers are a dime a
dozen, but those who can actually implement multifaceted campaigns across several platforms and software
are rare.

❖ Project Manager- A strong project manager ensures effective communication between all stakeholders and
keeps everyone on task too

❖ Digital Marketing Manager- They are responsible for developing and overseeing online marketing
strategies for businesses ranging from small startups to large corporations. They are in charge of overseeing
projects and ensuring that digital marketing campaigns run smoothly from start to finish

❖ Financial Analysis- It is the one who prepare reports using ratios and other techniques, that make use of
information taken from financial statements and other reports.

❖ Public relations team- It is responsible for getting the product mentioned in news articles, guest posting,
and generating backlinks from high domain authority sites to help boost your site’s SEO.

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Part 7 Create your action plan

What is your pricing strategy?

Our Companies pricing strategies are as follow:

❖ Use of Psychological Pricing Strategies- it is an approach of gathering the consumer’s emotional respond
instead of his rational respond. Thus, our company will price its product at Rs 99 instead of Rs 100. The
price of the products we sell is within Rs 99 at the end of the price digit so this makes the customer feel that
the product is not very expensive.

❖ Pricing Strategies of Product Line- It is defined as pricing a single product or service and pricing a range
of products. When they buy a poultry machineries and tables separately it will cause them to pay much cost
rather than buying the Poultry machinery and a production table in one package with a lesser price.

❖ Pricing Optional Products- It is a general approach, if the companies decrease the price of a product or a
service, they do increase their price for their other available optional services. The prices of the poultry
machineries are low however we can charge you extra if you want to avail a longer maintenance warranty for
your purchase.

❖ Pricing of Captive Products- Captive products have products that complement the products without which
the main product is of no use or is useless. For our company’s Poultry Processing plant, the Killing Line
cannot function if it does not have the Hanging Line so they have to buy both the Killing Line and Hanging
Line machineries to function.

❖ Pricing for promotions- Promotional pricing is very common these days. On these promotions we can
offers discounts, gift or money coupons or vouchers, buy one and get one free, etc. to promote new and
even existing products companies do adopt such strategies where they roll out these offers to promote their
products.

❖ Pricing as Per Geographic Locations- Geographic location does create a huge impact on the pricing
strategy of a product as the company has to consider every aspect before they price a product. Hence the
price needs to be perfect and appropriate in terms of the location if the location is overseas.

❖ Value Pricing a Product- Value pricing is reducing the price of a product due to external factors that can
affect the sales of the product for example competition and recession; value pricing does not mean that the
company has added something or increased the value of a product. If our company notice the growth of
many competitors we have, then we will create a pricing that is much competitive than the competitors.

❖ Pricing of Premium Products- Premium products are priced higher due to their unique branding approach.
A high price for premium products is an extensive competitive advantage to the manufacturer as the high
price for these products assures them that they are safe in the market due to their relatively high price. The
higher the cost the more will be the value of the product amongst that class of audience.

How will you distribute your goods or services?

Customers have two options wherein they can pick up their orders to our warehouse or we will deliver the
orders to their place.

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Part 7 Create your action plan

How will you create or update your website?

DESIGN:

❖ Less is more- When it comes to effective website design, the simpler the better.
❖ A Picture is worth a thousand words- It may seem cliché, but it’s true. Pictures convey a lot more
information much quicker than large blocks of text.
❖ Aesthetics are everything- No matter how great the content on our site is, we could be losing conversions
if our website isn’t visually appealing. Three of the most important aesthetic elements for effective website
design are colors, typography, and balance.
❖ Conventions are Cool- People are used to certain generic website layouts. Being unique is usually a good
thing, but it might be a better idea to take advantage of what users are already comfortable and familiar with!
There’s no need to reinvent the wheel when it comes to effective website design.
❖ Consistency is Key
❖ Let it Flow- Effective website design is about more than just looking good; the information on your website
must flow in a logical and easily followed pattern.
❖ User Experience - Design is not just what it looks like and feels like. Design is how it works.
❖ Keep Load Time in Mind
❖ Accessibility for All
❖ Optimization Station- As with most things in today’s digital age, the key to success in web design is
constant optimization.
❖ Goals- A specific end-goal should be at the core of any effective website design strategy.

CONTENT:
Kinds of content we will produce in our website:

❖ A clear description of who we are

❖ A simple, sensible Web address
❖ An easily-navigated site map
❖ Easy-to-find contact information
❖ Customer testimonials
❖ An obvious call to action
❖ Know the basics of SEO
❖ Fresh, quality content
❖ A secure hosting platform
❖ A design and style that's friendly to online readers

Who will be responsible for regularly producing and managing it?

❖ The one who is responsible for regularly producing and managing it are the digital marketing manager, the
SEO specialist, the social media manager, and the content marketer

SEARCH ENGINE OPTIMIZATION:

We will optimize our website through the following:

1. Analyze all of your website data

2. Conduct thorough keyword research

3. Produce long and value-rich content

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Part 7 Create your action plan

4. Optimize for on-page SEO

5. Optimize for off-page SEO

6. Optimize the website for mobile

7. Speed up the pages

8. Get quality backlinks

We will get our website to rank higher on search engines through the following:

1. Publish relevant content- Quality content is the number one driver of our search engine rankings and there is
no substitute for great content
2. Update our content regularly- Regularly updated content is viewed as one of the best indicators of a site's
relevancy, so be sure to keep it fresh.

3. Metadata- It is important for you to review and update Metadata as your site changes over time.

4. Have a link-worthy site- We will always use descriptive links by linking keywords. It not only improves search
engine optimization, but also adds value to our readers, including those with disabilities or who are using screen
readers.

5. Use alt tags- Always describe our visual and video media using alt tags, or alternative text descriptions. They
allow search engines to locate our page, which is crucial especially for those who use text-only browsers or screen
readers.

What is your social media strategy?

We will set S.M.A.R.T. goals

Our first step in creating a winning strategy is to establish our objectives and goals.

Each of our goals should be: Specific, Measurable, Attainable, Relevant, Time-bound

This is the S.M.A.R.T. goal framework. It will guide our actions and ensure that it will lead to real business results.

Here’s an example of our S.M.A.R.T. goal:

“We will use Twitter, Facebook and Instagram for customer support and lower our average response rate to under
two hours by the end of the quarter.”

We will also know who is our competitors by using social listening, it is another way to keep an eye on our
competitors. We will do searches of the competition’s company name, account handles, and other relevant keywords
on social media. Find out what they’re sharing and what other people are saying about them.

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Part 7 Create your action plan

What is your email strategy?

We will do personalize messages. When we say personalized email marketing, we don’t mean that we send an
individual email to every single subscriber. Personalization means that we will use customer data to create a
personalized message. We will ask for the right information upfront, we will only ask for the information we need such
as name and location. We will also use a real reply-to email address. Using a real reply address will improve our
credibility and appear more personal. And we will use our real email signature. Just like using a real reply-to email
address, we will use a real contact information within the email and the best way to do is to include our contact details
in the email signature.Giving our readers the opportunity to contact us or connect with us online is a great way to be
personal and build a relationship with them.

What is your advertising strategy?

PAY-PER-CLICK- Ads is the inorganic mode, used to drive traffic to a website. As an advertiser you pay the
the publisher when the ad is clicked by user. PPC basically means the amount spent to get a click on the ad. The
advertiser bids on the keywords specific to the target audience. Bidding implies the amount he is willing to the
advertising service for a click .

Communication where in media Once the product and its environment are understood and the target consumer
has been specified, the routes of reaching the consumer must be assessed—the media of communication. Five
major channels are available to the business owner:

❖ Video—Promotional videos, infomercials.

❖ World Wide Web.

❖ Direct mail.

❖ Outdoor advertising—Billboards, advertisements on public transportation (cabs, buses)

Text Link Ads- This is basically hyperlinked text on a website or a blog. It works well in monetizing a website.
When visitors click the link, you as an advertiser have to pay the publisher of the blog or website. The pay is in
accordance with the pay-per –click method. In addition, these ads improve the search engine ranking of your content.

Social Media Advertising- Social media is the heart of the marketing system. We have the scope of
pumping content through various channels such as Facebook, Twitter, Instagram depending on the brand personality
and the target audience. This method helps us gain visibility and drives brand equity. Given the reach of social media,
we can build inbound traffic using our syndicates.

PRINT/RADIO- Print Primarily newspapers (both weekly and daily) and magazines. Audio—FM and AM radio.

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Part 7 Create your action plan

What is your public relations strategy

CLP Industries Co. has the following Public relation strategies:

❖ Know our audiences

❖ Get organized

❖ Think like a reporter

❖ Do our research

❖ Work with a team

❖ Enhances our online presence

❖ Know our competition

❖ Create compelling content

❖ Think like your audience

❖ Define goals and objectives

❖ Establish a working strategy

Public Relations is a business tool that often gets confused with marketing or advertising. The woo editors
and journalist should cover our business with the following:

❖ Appeal- Your publicity effort should have an angle. The messaging should appeal to the media, the intended
public and customers at large. Ads appeal to only one audience which are sales prospects and do not reach
a broader audience.

❖ Control- You specify how big your ad is and when it runs. With public relations however you have almost no
control over the content, format, timing, and size of your message as it appears in the media. Though you
can write anything you want in a press release, you can’t dictate to the newspaper how it is printed or used.

❖ Credibility- People are ever more skeptical of advertising. They tend to take advertisements with a grain of
salt when it comes to believing the claims. However, people might be inclined to believe what they hear on
radio, see on TV, or read in the paper. They come with the belief that if it runs in the news it must be true.
This is because publicity is promotion masquerading as editorial, feature, or news.

❖ Repetition- Advertising is repeatable while PR is not. The same advertisement can run repeatedly as many
times as you want it. Conversely, with PR, a media source will run a given press release or cover a publicity
event only once.

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Part 7 Create your action plan

CLP INDUSTRIES CO.

B12 L1 & 2 Perfectech Building
Villa Olympia Subdivision 4023
Olympia Ave, San Pedro, Laguna

120 DAYS ACTION PLAN

OBJECTIVES TASKS TIME FRAME RESPONSIBLE

❖ Identify others to Management teams

complete the tool

❖ Identifying the ❖ Define mutual

1-30 days
common purposes company goals
and strategies

❖ Assign team leads

❖ Team leads Management teams

develop project
plans
Team Leaders
❖ Put together the ❖ Define
30-60 days
achievable plans performance goals

❖ Develop
communication
plan for staff

❖ Communicate plan Management Team

to organization
❖ Open ❖ Connect plans to
communication with 60-90 days Organization Staffs
operational teams
the staff networks (Cross Functional
teams)

❖ Check in on Management team

achievements to
date and talk next
❖ Keep the project on steps this is Team Leaders
90-120 days
track ongoing

❖ Build next 120-day

plan

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Part 7 Create your action plan

Types of Crisis in Business

❖ Financial Crisis- In these cases, our company must move funds around to cover immediate
short-term costs. Then, we need to reanalyze the revenue sources to look for new ways to
generate long-term income as well as increase our margins.
❖ Personnel Crisis- In these cases, we need to identify the scope of the situation, determine
appropriate disciplinary action, and if necessary, provide a written or verbal statement. It's
important to first fully evaluate the situation and determine how severely the individual violated
your company's values. This will help us determine the right responsive action to take against the
convicted individual. Finally, if this situation has drawn media attention, we want to be transparent
to these outlets and inform them about the actions we are taking.
❖ Organizational Crisis- Rather than creating mutually beneficial relationships, our businesses will
use our customers as a means of benefiting the company.
❖ Technological Crisis- The first step we can do in managing these crises is to work with our IT or
tech provider to resolve the issue immediately. Our primary concern is to prevent the issue from
affecting any more customers. Once our software is back online, the next step is to work with to
our internal resources to determine what happened with our system and set up safeguards to
prevent it from occurring again.
❖ Natural Crisis- If an earthquake destroys our company office, we might call that a crisis. While it
may be rare, natural disasters like hurricanes, earthquakes, and tornados can make a significant
impact on our business. Our company is located in an area that's exposed to extreme weather, so
we need to prepare an emergency response in the unfortunate event that we might be affected.

Types of Crisis Management

❖ Responsive Crisis Management- When a crisis hits our business, it's important to have a plan of action
ready that matches the situation at hand. Responsive crisis management executes that plan and handles
any unexpected roadblocks that may pop up. Responsive crisis management is used for scenarios like
financial and personnel crises where it's imperative that we provide a timely response.

❖ Proactive Crisis Management- Proactive crisis management anticipates a potential crisis and works to
prevent it, or prepare for it. While not all crises can be prevented or planned for, actively monitoring for
threats to our business can help our company reduce the impact of a potential crisis.

❖ Recovery Crisis Management- Sometimes we don't even see the crisis coming, and it's too late to prevent
the damage it caused. Technological and personnel crises can often blindside a business, causing long-term
negative effects. In these cases, our company may not be able to lessen the impact, but we can begin to
salvage what's left of the situation.

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 MARKETINGPLAN
Part 7 Create your action plan

What is your after-the-sale strategy?

CLP Industries Co. practice after- the- sale strategy as follow:

❖ Make customer service a priority even

on social ❖ Admit our mistakes
❖ Reward our customers. ❖ Have the right employees
❖ We will ask for advice and listen to it. ❖ Being expert
❖ We will offer conveniences ❖ Say the right words
❖ We will not just ask for money ❖ Offer incentives
❖ We will make them feel special ❖ Ask for their feedback
❖ Responding to every concern ❖ Be reliable
❖ Consider different payment plans ❖ Spend more time with customers
❖ Providing great customer service ❖ Make life easier for our customers
❖ Give customers a reason to be loyal ❖ Anticipate problems
❖ Being transparent ❖ Surprise them
❖ We will use social proofs ❖ Offer a loyalty program
❖ Exceed their expectations

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Part 8 Monitoring, measuring and improving

How will you measure the effectiveness of your marketing activities?

Our Company can use the 5 Metrics to Measure Marketing Effectiveness:

1. Marketing contribution to revenue: This is the big one—what percentage of our overall company revenue
can be traced back to our marketing team’s efforts. The higher the number here, the more effective our
initiatives.

2. Pipeline growth and acceleration: Our team’s ability to regularly fill the pipeline with new leads and to
keep those leads moving down the funnel is a critical component of overall effectiveness. Additionally, it’s
important to pay attention to both growth and acceleration, as having one without the other can be a warning
sign that something isn’t working as planned and/or that we need to re-focus our efforts to keep the pipeline
both full and flowing.

3. Conversion rates: It can tell a number of different stories depending on where we are looking. We might
measure conversion rates based on the channel to determine the effectiveness of the efforts on any one
channel or we might measure conversion rates based on the stage in the buyer’s journey to determine the
effectiveness of particular campaigns to move leads down the funnel. In cases where the end goal is to spur
further action both of these are critical in determining how we will have it done.

4. Cost per lead, cost per opportunity: Our marketing team might surface a lot of quality leads and do a good
job of converting those leads, but if the cost of doing so is extremely high, how effective are those efforts. On
the other side, we might find that investing more upfront yields higher quality (more valuable) leads and
opportunities and, therefore, better ROI. Our goal should be to find the sweet spot that balances cost with
quality and results.

5. Brand awareness: If we find that our company have strong brand awareness but our pipeline is lacking, we
should ask what else we can do to use that awareness to fuel more conversions. Understanding brand
awareness is especially important in industries with longer sales cycles and even just in general, as buyers
today tend to do far more research on their own before ever reaching out to a company for more information.
It’s important to note that oftentimes the results of brand awareness are more long term, so don’t expect an
immediate return here. One way to frame the effectiveness of our brand awareness is to consider it in
conjunction with our pipeline.

How will you adjust to improve?

By analyzing our data gathered from the observations of our research and marketing team. We can identify our
company’s problems and creating possible solutions in making adjustments. For our marketing efforts, we can rinse
and repeat. But we will need to switch up our game plan to fix ineffective marketing techniques by being consistent
and persistent. A big part of success is trial and error, so we can't expect miracles overnight. Taking the proper steps
to correct inefficiencies should prevent us from repeating the same mistakes. By getting our message to the right
demographic through the right marketing channels, we will likely to see good results.

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Part 8 Monitoring, measuring and improving

APPENDICES
CURRICULUM VITAE

Name : Sarah Mae E. Ortillo

Objective : To be a Successful Entrepreneur. To contribute, and be
knowledgeable for the growth of our Business.

PERSONAL DATA

Current Address : Southville 4 Brgy. Pooc Santa Rosa Laguna

Place of Birth : Dita Sta. Rosa Laguna
Contact Number : 0906-140-6412
Date of Birth : May 02, 2001
Citizenship : Filipino
Language spoken : Filipino and English
E-mail Address : sareyortillo02@gmail.com

EDUCATION BACKGROUND

Primary : Southville 4 Elementary School S.Y. (2007-2013) Southville 4 Brgy. Caingin Santa
Rosa Laguna

Secondary : Balibago National High School S.Y. (2013-2017) Kabesang Moldes st. Balibago
Santa Rosa Laguna

Senior High School : New Sinai School and Colleges Sta. Rosa Inc. (2017-2019) National
Highway, Tagapo, Sta. Rosa City, Laguna 4026

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Part 8 Monitoring, measuring and improving

CURRICULUM VITAE

Name : Leanne Nicole L. Bariat

Objective : To obtain a position in a people-oriented and friendly
environment and to enhance my skill and knowledge that will be
beneficial for our business.

PERSONAL DATA

Current address : #07 Banlic City of Cabuyao Laguna

Place Birth : Banlic City of Cabuyao Laguna
Contact Number :09127522567
Date of Birth : September 19, 2000
Language spoken : Filipino and English
E-mail address : leannenicolebariat@gmail.com

EDUCATION BACKGROUND

Primary: Pulo Elementary School Pulo city of Cabuyao Laguna (2007-2013)

Secondary : Pulo National High School Pulo City of Cabuyao Laguna (2013-2017)

Senior High School : Westbrigde Institute of Techonology Inc. #01 Banlic City of Cabuyao
Laguna (2017-2019)

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Part 8 Monitoring, measuring and improving

CURRICULUM VITAE

Name : Shekinah G. Dauzon

Objective : To work in a company that will allow me to develop
my skills and to challenging works that will teach me to learn
new things for endeavouring success of myself as well as the
company.

PERSONAL DATA

Current address : Blk 195 Lot 1 Phase 2, Mabuhay, Brgy. Mamatid, City of Cabuyao, Laguna
Place Birth : Cavite City
Contact Numbers : 0975443540
Date of Birth : December 18, 1999
Language spoken : Filipino and English
E-mail address : shekinah.dauzon18@gmail.com

EDUCATION BACKGROUND

Primary : Mamatid Elementary School Mamatid , City of Cabuyao Laguna ( 2007-2013)

Secondary : Liceo de Mamatid Mamatid, City of Cabuyao Laguna (2013-2017)

Senior High School: Liceo de Mamatid Mamatid City of Cabuyao Laguna (2017-2019)

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Part 8 Monitoring, measuring and improving

CURRICULUM VITAE

Name : Kristel Q. Lumagda

Objective : Secure a responsible career opportunity to fully
utilize my training and skills, while making a significant
contribution to the success of the business.

PERSONAL DATA

Current address : Blk9 Lot12 St.Isidore Executive Village, Brgy.San Isidro Cabuyao Laguna
Place birth : Paciano Calamba Laguna
Contact Number :0306261327
Date of Birth : December 22, 2000
Language spoken : Filipino and English
E-mail address : teltellumagda4@gmail.com

EDUCATION BACKGROUND

Primary: San Isidro Elementary School San isidro city of Cabuyao Laguna ( 2007-2013)

Secondary : Pulo National High School Pulo City of Cabuyao Laguna (2013-2017)

Senior High School : Westbrigde Institute of Techonology Inc. #01 Banlic City of Cabuyao
Laguna (2017-2019)

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Part 8 Monitoring, measuring and improving

PHOTOS OF ENTERPRISE

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Part 8 Monitoring, measuring and improving

SCREENSHOTS OF GROUPS WHILE UNDERGONE

BRAINSTORMINGS, CHATS, VIDEOCALLS

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Part 8 Monitoring, measuring and improving

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