MARKETING PLAN

PREPARED BY: DIANNE M. DALIN-AS

INSTRUCTOR, DBM

REVISED FROM: BCP

MARKETING PLAN

Marketing Plan
A written document that specifies the
activities to be performed to
implement and control an
organization’s marketing activities
How to prepare a marketing plan?

1. ENVIRONMENTAL SCANNING (SWOT

ANALYSIS)
A. EXTERNAL ENVIRONMENT ANALYSIS – DONE
TO SPOT OPPORTUNITIES AND THREATS BY
STUDYING THE TRENDS IN BOTH THE
MACRO AND MICROENVIRONMENT OF THE
FIRM.
OPPORTUNITIES

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 OPPORTUNITIES
- Opportunity means a situation or
condition suitable for an activity.
Opportunity is an advantage and the
driving force for an activity to take place.
For this reason, it has a positive and
favourable characteristic.
THREATS

 THREATS
-Threat is a situation or condition that
jeopardizes the actualization
of an activity. It refers to a
disadvantageous situation. For this
reason, it has a negative characteristic
that should be avoided.
B. INTERNAL ENVIRONMENT ANALYSIS – TO
IDENTIFY THE FIRM’S STRENGTHS AND
WEAKNESSES.
STRENGTHS
STRENGTHS

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

-Strength
means that something is more
advantageous when compared to
something else. In this sense, strength
refers to a positive, favourable and
creative characteristic.
WEAKNESSES
 WEAKNESSES
- Weakness means that something is more
disadvantageous when compared to
something else. In this regard, weakness is a
characteristic that is negative and
unfavourable.
2. IDENTIFYING THE TARGET MARKET

WHO ARE MY POSSIBLE CUSTOMERS?

WHAT ARE THEIR NEEDS, BUYING HABITS?
WHERE ARE THEY LOCATED?
HOW BIG IS MY MARKET?
WHO ARE MY COMPETITORS?
HOW MANY ARE THERE AND WHERE ARE THEY
LOCATED?
3. ANALYZING COMPETITION

WHO ARE MY COMPETITORS?

HOW MANY COMPETITORS ARE THERE?
WHAT IS THEIR COMBINED CAPACITY?
WHERE ARE THEY LOCATED?
COMPETITORS
Any person or entity which is a rival

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
against another. In business, a
company in the same industry or a
similar industry which offers a similar
product or service.
TYPES OF COMPETITION
IN BUSINESS
 PERFECT COMPETITION
 MONOPOLISTIC COMPETITION
 OLIGOPOLY
 MONOPOLY
PERCFECT COMPETITION
 Perfect competition is a market system
characterized by many different buyers
and sellers. In the classic theoretical
definition of perfect competition, there
are an infinite number of buyers and
sellers. With so many market players, it is
impossible for any one participant to alter
the prevailing price in the market. If they
attempt to do so, buyers and sellers have
infinite alternatives to pursue.
 Example: Agricultural markets
OLIGOPOLY
 An oligopoly is similar in many ways to a
monopoly. The primary difference is that
rather than having only one producer of
a good or service, there are a handful of
producers, or at least a handful of
producers that make up a dominant
majority of the production in the market
system.
 Example: Computer operating systems,
Smart phone operating systems,
Pharmaceuticals, health insurance,
movie industry
MONOPOLISTIC COMPETITION
 Monopolistic competition is a type of
market system combining elements of a
monopoly and perfect competition. Like
a perfectly competitive market system,
there are numerous competitors in the
market. The difference is that each
competitor is sufficiently differentiated
from the others that some can charge
greater prices than a perfectly
competitive firm.
 Examples: Restaurants, hotels, customer
services (e.g. hairdressing, etc.)
MONOPOLY
 A monopoly is the exact opposite form of
market system as perfect competition. In
a pure monopoly, there is only one
producer of a particular good or service,
and generally no reasonable substitute. In
such a market system, the monopolist is
able to charge whatever price they wish
due to the absence of competition, but
their overall revenue will be limited by the
ability or willingness of customers to pay
their price.
 Example: Meralco
Developing a
Marketing Mix
- FORMULATING THE FOUR MARKETING
VARIABLES (ALSO KNOWN AS THE 4 P’S
OF MARKETING).
4. FORECASTING SALES

-ESTIMATING FUTURE SALES BASED

ON THE SIZE OF THE TOTAL MARKET,
AMONG OTHERS.
4 P’s in Marketing
• PRODUCT
• PRICE
• PLACE
• PROMOTION
Parts of a Marketing Plan?
1. SWOT ANALYSIS
Strengths Weaknesses

Opportunities Threats
2. TARGET MARKET
Variable Description

Geographic Area

Population
No. of households
Ave. Number of
Household Members
Income Profile
Buying Habits
Expenditure pattern
GEOGRAPHIC AREA

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 Geographic segmentation is when a
business divides its market on the basis
of geography.
POPULATION

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 A target population or, more commonly,
a target market, is a profile of the most
likely customers or clients of a specific
product or service.
NUMBER OF HOUSEHOLDS

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 Household- All person living in the same
dwelling and also sharing at meals and
living space is considered to be a single
household. The members of a household
may belong to a particular family or any
other grouping of people like friends living
together
AVERAGE NUMBER OF
HOUSEHOLD MEMBERS

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 Average household size. A measure
obtained by dividing the number of
people in households by the total number
of households (or householders).
INCOME PROFILE

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 A description of a customer or set
of customers that includes demographic,
geographic, and psychographic
characteristics, as well as buying patterns,
creditworthiness, and purchase history.
BUYING HABITS

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 Habit buying or habitual buying behavior
refers to purchasing a particular brand
again and again.
EXPENDITURE PATTERN

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 Measures of consumer spending include
all private purchases of durable goods,
nondurables and services.
 Expenditure patterns of income groups
across or within categories of products,
such as food, clothing, and discretionary
items
3. COMPETITION

Variable Description
Number of Competing
Firms
Combined Capacity

Location
 4.A. ESTIMATED DEMAND

% of the Ave. Qty.

Population Pop’n Bought Total Firm’s Firm’s
buying by an Market Market Share of
the Individual Demand Share Market
product Buyer (%) Demand
DEMAND

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 Demand is an economic term that refers
to the amount of products or services
that consumers wish to purchase at any
given price level.
 4.B. MONTHLY SALES PLAN (IN P)

Product 1 2 3 4 5 6 7 8 9 10 11 12
MONTHLY SALES PLAN

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 A sales plan is a strategy that sets
out sales targets and tactics for a
business, and identifies the steps the
business will take to meet their targets.
5. MARKETING MIX

A. PRODUCT AND DESCRIPTION

Variable Description
Product Name
Uses
Color, Texture, Form
Size/Weight
Packaging
Product Position
PRODUCT NAME
Product naming is deciding what

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
a product will be called, and is very
similar in concept and approach to the
process of deciding on a name for a
company or organization.
USES
What is the purpose of a product?

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

A good, idea, method, information,

object or service created as a result of a
process and serves a need or satisfies a
want. It has a combination of tangible
and intangible attributes (benefits,
features, functions, uses) that a seller
offers a buyer for purchase.
COLOR, TEXTURE AND
FORM

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A feature is a function or characteristic of a
product or service that has value to
customers.
SIZE AND WEIGHT

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Marketers must be able to predict how consumers will perceive
changes in package size as well as choose package dimensions that
will achieve the desired size impressions.
PACKAGING
 Product packaging must be appealing in order to

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attract and hold the consumers' eye and
attention, and serve as an efficient and functional
shipping container. Most physical products
require packaging. This involves the design of a
box or wrapper that contains the product.
TYPES OF PACKAGING
MATERIALS

Plastics, aluminium, cardboard, glass, foam, etc.

PRODUCT POSITION
 Product positioning is the

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processmarketers use to determine how
to best communicate their products'
attributes to their target customers based
on customer needs, competitive
pressures, available communication
channels and carefully crafted key
messages.
B. PRICING

Variable Description
1. Price per unit
2. Basis of pricing
3. Mode of payment
4. Terms & conditions
5. Discounts
PRICE PER UNIT
PRICE- the amount of money that has to

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be paid to acquire a given product.
Insofar as the amount people are
prepared to pay for a product represents
its value, price is also a measure of value.

Unit price/Price per unit is the price for a

single unit of measureof a product sold in
more or less than the single unit.
BASIS OF PRICING
METHODS OF PRICING

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 Cost-oriented pricing:
One of the methods of pricing a
product is on the basis of its cost. The company can
either set the price on the basis of the total cost of the
product, or on the basis of its variable cost.
Full cost pricing:
Variable and fixed cost per unit is
added and the desired profit margin is added to the
total cost. This price is true for a given volume of
sales/output. But if sales/output goes down, fixed cost
per unit goes up, so price should go up.
BASIS OF PRICING
 Competitor-oriented pricing:
Another method of pricing a product is on the basis of
the competitor’s price. A company can operate at a
competitor’s price level if its products are undifferentiated.
 Marketing oriented pricing:
Prices should be in line with marketing strategy. Price
should be linked to positioning, strategic objectives,
promotions, distribution and product benefits. Pricing
decision is dependent upon other earlier decisions in the
marketing planning process. For new products, price will
depend upon positioning strategy and for existing products,
price will be affected by strategic objectives.
MODE OF PAYMENT
 The way that a buyer chooses to

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compensate the seller of a good or
service that is also acceptable to the
seller. Typical payment methods used in a
modern business context include cash,
checks, credit or debit cards, money
orders, bank transfers and
online payment services
TERMS AND CONDITIONS

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General and special
arrangements, provisions, requirements,
rules, specifications, and standards that
form an integral part of an agreement or
contract
DISCOUNT

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 The definition of discount is reduced
prices or something being sold at a price
lower than that item is normally sold for.
An example of something described as
discount is a purse sold for 50 percent off
its normal price or a store that focuses on
selling designer items at below-
market prices.
DISCOUNT
Types of Discounts
Buy 1 get 1 free
Contractual discounts
Early payment discount
Free shipping
Order-specific discounts
Price-break discounts
Seasonal discount
Trade discount
Volume Ddiscount
C. PLACE OF DISTRIBUTION

Variable Description
Geographic market

Reasons for the

choice of the market
Methods of Distribution
Percent Distribution
Frequency of delivery
D. PROMOTION
Promotional
Tool Details Budget
1. Print

2. Audio

3. Audio - Visual

4. Personal Selling

5. Others
PROMOTION
Promotion is the marketing term used

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to describe all marketing communications
activities and includes personal selling, sales
promotion, public relations, direct
marketing, trade fairs and
exhibitions, advertising and sponsorship.
 EXAMPLE

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Gacaca Chips
1. SWOT ANALYSIS
Strengths Weaknesses
1. Natural product 1. Technology needs refinement
2. Experienced owners 2. Packaging materials needs
3. Unique product improvement
4. Simple technology 3. Small plant capacity

Opportunities Threats
1. Technical and financial 1. Presence of competition
assistance 2. High prices of materials
2. Availability of Gabi, camote,
cassava
3. Presence of nat’l. port
& bus terminal
Marketing Plan of Gacaca Chips
2. TARGET MARKET

Variable Description
1. Geographic Area Leyte and So. Leyte
2. Population
3. No. of households
4. Ave. Family Size
5. Income Profile
Marketing Plan of Gacaca Chips
TARGET MARKET

Variable Description

4. Buying Habits Buy snack items for the

home, school and as
pasalubong.
5. Expenditure Pattern Food, including snacks
comprise a significant
percentage of the family
budget
3. COMPETITION

Marketing Plan of Gabi Chips, cont’d.

Variable Description
1. Number of Competing More than 5
Firms
2. Combined Capacity indefinite

3. Location All throughout Leyte &

Southern Leyte
 Parts of a Marketing Plan
4.A. ESTIMATED DEMAND

% of the Ave. Qty.

Population Pop’n Bought Total Firm’s Firm’s
buying by an Market Market Share of
the Individual Demand Share Market
product Buyer (%) Demand
Marketing Plan of Gabi Chips, cont’d.
MONTHLY SALES PLAN (IN 0 KGS.)

Product 1 2 3 4 5 6 7 8 9 10 11 12

Special 10 10 15 40 40 40 40 40 50 40 40 60
pack

Ordina-ry
pck. 140 140 210 280 280 280 280 340 500 280 340 400
100 g.

Ordina-ry 30 30 45 60 60 60 60 60 30 60 60 60
pck. 30 g.
Marketing Plan of Gacaca Chips
5. MARKETING MIX
A. PRODUCT AND DESCRIPTION

Variable Description
1. Product Name Gacaca Chips
2. Uses Snacks, Pasalubong
3. Color, Texture, Form Light brown, shiny, rounded
4. Size/Weight 100-g. , 30-g. packs
5. Packaging .002 polypropylene
6. Product Position All-natural ingredients
Parts of a Marketing Plan
5.B. PRICING

Variable Description
1. Price per unit
special pck. (100g) P15.00/pack
ordinary pck. (100g) P10.00/pack
ordinary pck. (30 g) P6.00/pack

2. Basis of pricing Cost-oriented pricing

3. Mode of payment 70% cash, 30% on acct. for a minimum of
500 packs per purchase
4. Terms & conditions 30 days collection period

5. Price Adjustments none

Parts of a Marketing Plan
5.C. PLACE OF DISTRIBUTION

Variable Description
1. Geographic market Leyte & Southern Leyte

2. Reasons for the Proximity of the plant to the

choice of the market major market
3. Methods of Distribution Delivery
4. Percent Distribution 30% Liloan, 20% each to
Ormoc, Maasin & Tacloban
& 10% Baybay
5. Frequency of delivery monthly
Parts of a Marketing Plan
5.D. PROMOTION

Promotion Tool Details Budget

1. Print Point-of Purchase
Advertising

2. Audio none

3. Audio-Visual none
4. Personal Meeting with distribution
Selling channels
5. Others Participation in trade fairs
THANK YOU !!!