The Marketing

Planning Process
and The
Marketing Plan
 Planning for Marketing
Sachet Marketing
Offering products in sachets is a popular marketing tool in
developing economies. Unlike selling in bulk, which is the
trend in the US, Canada, and other highly industrialized
countries, sachet marketing is popular in countries like
India, Mexico, Brazil, and the Philippines because products
are packed in sizes that are more affordable and
convenient to carry.

In Brazil, Unilever offers its detergent brand. Ala, in sachets

to cater to low-income consumers. The company also
packages Rexona deodorant in sticks while Sunsilk, Clear,
and Lux shampoos are sold in sachets in India. In
Tanzania, key soap is sold in small sizes.

In the Philippines, multinational companies have

capitalized on our piecemeal purchasing habit so they sell
their products in small packages. This strategy has also
made it possible for these companies to reach even the D
(low income) and E (subsistence market) income
segments. Local small-scale enterprise are also venturing
into sachet marketing. Sari-sari stores and market stalls
repack goods such as spices, cooking oil, sugar, spreads,
and snacks, and sell them in small containers or sachets.
 MARKETING PLANNING PROCESS
• The marketing planning process includes a series of steps
which cover market analysis, planning, implementation,
and control. This process is applied in the development of
a marketing plan.

• Basically, marketing planning

T process is a systematic
approach for developing marketing goals, strategy and
implementation tactics. It may be adapted to a wide variety
of situations from the launch of a new firm or practice area
to the repositioning of an existing firm, even the routine
planning of a new business development activities.
Marketing Planning Process
STEP 1: FORMULATE BUSINESS
MISSION AND OBJECTIVES

STEP 2: CONDUCT SITUATION (SWOT)

ANALYSIS AND MARKET ANALYSIS
STEP 3: IDENTIFY OPPORTUNITIES
(Segmentation, Targeting, Positioning)

STEP 4: IMPLEMENTATION OF MARKETING MIX

(Product, Price, Placement, Promotion)

STEP 5: EVALUATE PERFORMANCE AND

EXECUTE MARKETING CONTROL
 STEP 1: MISSION STATEMENT
AND OBJECTIVES
A mission statement describes a company’s reason for it’s
existence. A good mission statement identifies the company’s
products and services, the customer’s needs that it seeks to
satisfy, the target market that it wants to serve, and its
approach to satisfy customers needs. It should likewise
describe the company’s identity to distinguish itself from
competitors.
Goals – are accomplishments or actions plans set
for a longer period. These are often stated in
broad or general terms.

PLANNING
PHASE
OBJECTIVES
Objectives meanwhile, refer to targets which are
archieved within a shorter period. Marketing
objectives should be SMART (specific,
measurable, attainable, realistic and time-
bound)
 STEP 2: SWOT ANALYSIS AND MARKET ANALYSIS
SWOT analysis is done to evaluate the internal and external environment of an
organization of business firm. The analysis determines the strengths and
weaknesses of the company (internal environment) as well as the opportunities
and threats (external environment) to the business.

STRENGTHS – includes the company’s valuable attributes that give it a

competitive advantage.
WEAKNESSES – refer to attributes that need to be improved or enhanced,
such as the lack of access to technology, limited distribution channels,
inaccessible location, outdated facilities and equipment, poor transportation
system, and others.
OPPORTUNITIES – are current trends which may be advantageous to the
company in the long term or in the immediate future. It consists of favorable
circumstances for new markets, higher profits, better sources or raw materials,
higher purchasing power of consumers, better location, new users, among
others.
THREATS – are external movements which may negatively impact the
company. They include trends or changes which the company cannot control.
THE SWOT ANALYSIS
STRENGTHS
What does your company do better than others?

WEAKNESSES
Which aspects of your company need to be
improved?

OPPORTUNITIES

What conditions and trends can positively impact

your company?
THREATS

What conditions and trends can negatively impact

your company?
Market Analysis
01 Actual and potential size of the
market determine the total sales of the brands
Companies
under a particular industry so that they can project the
potential sales of their own product or service.

02 Market Trends
This component describes the general movements
and latest changes in the market and identifies

03 Customers
Marketers need to identify who the consumers are
and how they buy products and services.
04 Customer segments
Marketers divide the market into segments
and find out if the company is capable of
serving these segments.

05 Distribution channels
Marketers analyze the channels of
distribution based on effectiveness and
growth
 PEST ANALYSIS
PEST Analysis is another means to further analyze the external environment of a
company.

POLITICAL ECONOMIC
FACTORS FACTORS
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SOCIAL FACTORS TECHNOLOGICAL

FACTORS
POLITICAL FACTORS
Include government restrictions or laws that may
intervene or affect the company’s course of business.
Included are tax policies, labor laws, environmental
laws, trade restrictions, tariffs, and legislations.

ECONOMIC FACTORS
Such as economic growth, interest rate,
exchange rates, and the inflation rate
affect the firm’s operations.
SOCIAL FACTORS
Included demographic aspects as age,
affiliation, religion, civil status, and
economic status. It also covers the target
population of a company and it’s buying
habits, attitudes, ethics, personalities,
and values.

TECHNOLOGICAL FACTORS
Include research and development
activities, automation, licensing, and
patients, technological shifts, outsourcing
decisions, and so on.
 CONTENT
MARKETING
Content marketing as defined by the Content
Marketing Institute (CMI), is a marketing
technique of creating and distributing
valuable, relevant, and consistent content to
attract and acquire clearly defined audience-
with the objective of driving profitable
customer action. This type of marketing has
been recognized to have great potential by
many companies, as consumers now tent to
avoid traditional display ads and favour
content that provide value for them. Content
marketing comes in various forms: email,
articles, books, infographics, blogs, podcast,
videos and many more.
IMPLEMENTING
THE MARKETING
PLAN
 DIGITAL MARKETING
Digital marketing is defined as the
application of digital technologies
that enable marketing channels to
meet and even exceed customer
needs and expectations. It facilitates
multiple communications at a faster
rate, and provides several channels
that marketers and customers can
use to conduct business
electronically. Digital marketing
comes in different formats that can Text Text Text Text
help organizations grow in terms of
sales and customer base.
 DIGITAL MARKETING
PAID SEARCH
Refers to the sponsored result or ad that appears on a specific area
in a search engine results page (SERP). Companies pay only when
their paid search ads are clicked. Also, these ads are contextual;
they appear only when an internet user searches for particular
keywords.
Content Marketing Search engine optimization (SEO)
Refers to the use of informative, engaging, Involves improving or modifying the content,
and valuable content to consumers without technical setup, and search of a website so
explicitly selling products and services to it appears at the top of the SERP, based on
them. Videos, infographics, cheat sheets, a set of keywords searched. SEO helps
and case studies are some forms of content attract prospective customers to check out a
marketing. company’s website when they look for
related products or services.
Social media marketing Email Marketing
Gives marketers various opportunities to Provides the quickest and most direct way to
engage with consumers on platforms they reach the target market, considering how often
use to acquire information and connect with people check their emails. It is the marketer’s
the world. This also encourages customers task to make sure that marketing emails are
to influence others to become customers as trustworthy, relevant, conversational, strategic,
well. and are coordinate across channels.
IMPLEMENTATION
PHASE

•Segmentation
•Targeting and
•Positioning
Segmentation – is the subdivision of a population into
segments with similar characteristics.
SEGMENTATION
• Demographic segmentation – is a type of market
segmentation based on differences in demographic factors
(e.g., age, gender, race, education, income) of different
groups of consumers.
• Geographic segmentation – involves collecting and analyzing
information according to the physical location of the customer
or other data source.
• Multi-segment marketing – is a marketing strategy in which a
company tries to gain customers from more than one type of
market for the same product and uses.
• Psychographic segmentation – is a market segmentation
strategy that divides the target market according to social
class, lifestyle, or characteristics.
Targeting – refers to the process of assessing the target market in
terms of the product’s perceived attractiveness and deciding how
to reach the target market.

Positioning - is the process of letting the target customers have a

clear and distinct understanding of what the product or service
represents in comparison with its competitors.
Marketing Strategies
Marketing strategy is defined as a
plan of action directed to an
identified target market. It utilizes
the 4Ps of the marketing mix to help
the company’s product or service
offering gain a sustainable
competitive advantage. Having a
sustainable competitive advantage
means that the product or service
holds a steady position in the
market because of an advantage
that cannot be easily copied or
emulated by its competitors.
In building a sustainable competitive advantage,
marketers may concentrate on any of the following
general marketing strategies:

• Customer excellence – marketers retain loyal

customers by providing excellent customer service.
Many companies use this strategy and have
sustained excellent operations for many years.
• Operational excellence – marketers highlight the
company’s excellent operations and human
resources. Employees can share news articles,
videos, and other useful materials to complete their
projects. They also share best practices through the
expertise of employees from research and
development, manufacturing, and other members of
the supply chain.
• Product excellence – the product or service may
have effective branding and great positioning which
result in good brand recall among consumers.
• Location excellence – marketers bank on a good
location and internet presence.
Marketing Mix - The 4Ps of marketing are the primary
bases for the development of a marketing plan. Apart
from these, there are additional concepts and strategies
that can help marketers in formulating the marketing mix
program decisions.

PRODUCT DECISION
a product decision can be defined as a conscious and
significant decision made by a company for a product. Its
component include product attributes, branding,
packaging, labels, and support services.
 Product Decisions
1. Product attributes
Include the designs, features, quality, and performance of Content A
the product. To be competitive, the product must possess
unique characteristics that will set it apart from its
competitors and be free from any damage or defect.
Marketers can enhance the product attributes and ask
customers for their feedback and suggestions to improve Content B
the product’s marketability.

2. Branding
Refers to a symbol, name, design, or a combination of Content C
these that identifies the product distinctly from its
competitors. Marketers protect the brands they carry
by ensuring good product quality and performance. A
product’s good brand image and high customer recall
guarantee high profits. Content D

3. Packaging
Includes the product’s physical features, the
customers’ preferences, and the packaging’s materials Content E
and design.
 Product Decisions
4. Labels
Indicate the manufacturer’s name, the
expiration date, the ingredients or composition
of the product, the instructions on how to use
the product, and other essential information.

5. Support services
For new customer’s may include free
insurance and free check-ups for the first
5,000 kilometers covered by a new car.
 Marketing Communication for Promotion Decisions
Several steps are involved in developing effective communication between
marketers and consumers. First marketers should identify the target audience.

1. Identify the 2. Lay out the

target audience marketing
communication
Identify the target audience or would be objectives
receivers of the message. The target audience
may include the target customers or those
who will actually purchase the product the
people who may influence the customers to It is important that they know at which
buy the product; potential buyers who will stage of awareness the customers
are in which regard to the product.
eventually buy the product in the near future;
and lastly, those who make the buying
decisions. 3. Create the
message
4. Rational thinking
or emotions After determining the objectives,
marketers create the message. A
Marketing content can appeal convincing message draws and
holds attentions. It also arouses
to either rational or emotion.
the desire to buy the product.
Some promotional materials
Thus, marketers should formulate
contain essential information
a good and clear content and
about the product.
develop an effective way of saying
it.

Discounts and
Allowances
Firms may offer various
conditional discounts to
customers. Volume discounts
can be given for those who
buy in bulk. There can be
cash discounts for customers
who pay in cash or in full.
Pricing Strategies
Pricing by Perceived quality Promotional pricing International
segments pricing or Pricing
psychological pricing
Marketers may Products that are
Prices may be different temporarily offer lower
sold in different
for the same product or A high price may prices to promote a
countries have
service. connote high quality new product or service
different prices,
to a consumer. or cater to cost-
based on the
sensitive consumers. country where they
are sold.
Distribution Channel
Conventional marketing channels include wholesalers and retailers that distribute the products. The
finished goods go to the wholesalers who pass them to the retailers then finally to the consumers.

Manufacturer

Wholesaler

Retailer

Consumer
The vertical marketing system (VMS) is the improved version of the typical
SOCIAL MEDIA
marketing system. The VMS has producers, wholesalers, and retailers
working together.

On the other hand, a horizontal marketing system (HMS)

involves two or more companies who cooperate to take
advantage of a marketing opportunity.
 Control Phase
Control in marketing is implemented by setting
performance standards based on the established
marketing objectives. The performance and execution
of strategies are monitored and then compared with the
standards set. If deviations occur, corrective actions
are done. Marketing control methods include strategic
control, marketing effectiveness review, marketing
audit, annual plan control, profit control, and efficiency
controls.

Strategic Control – it helps the organization in evaluating its

activities and determine whether the company is taking
advantage of the best opportunities in terms of target
markets and marketing channels. There are two tools
available for strategic control- marketing effectiveness
review and marketing audit. The top management and the
marketing auditor are responsible for implementing this
control.
Marketing effectiveness review – This marketing
control tool evaluates customer orientation, the
integration of other functions with the marketing
function, and coordination of functions with one
another.

Marketing Audit – it is a detailed and

systematic analysis of the present and past
marketing activities of the organization. It also
forecast market growth in consonance with the
changing market conditions and gives
suggestions on how to improve sales
performance.

Annual plan control – it determines whether the

planned results or outcomes were achieved by
using marketing targets as performance
standards. This task is normally the
responsibility of middle and top managements.
The different tools used are sales analysis,
market share analysis, marketing expense-to-
sales ratios, and customer tracking.
ANNUAL PLAN CONTROL
• Sales analysis involves the study of a
company’s sales data. This helps managers
plan and direct the sales efforts.

• Market share analysis determines the overall

standing of the company against its
competitors. The company looks into changes
in its sales volume and market share and
develops solutions to address any challenges
in their marketing plan.

• Marketing expense-to-sales ratios This type of

evaluation focuses on the analysis of the
marketing budget. The budget details the
planned expenditures of a company to achieve
target sales.

• Customer tracking it is a systematic way of

evaluating customer’s attitudes, feedbacks,
and reactions to marketing activities.
 Strategic Control
Profit Control – it determines the areas where the
company is making or losing money. Profitability
can be gauged through any of the following
categories- product, segment, territory, customer,
order size, and trade channel.

Efficiency Control – this type of marketing control

keeps track of the efficiency of marketing
expenditures such as cost of sales force,
advertising, sales promotion, and distribution.
This is also the responsibility of the finance
officer for marketing activities and the marketing
department. This control mechanism keeps track
of each element of the marketing mix to ensure
that it is being utilized efficiently for the
attainment of company objectives.
 THE MARKETING
PLAN
The marketing mix efforts are integrated in the
development of the marketing plan. The
marketing plan contains a summary of the
objectives and strategies of the firm with regard
to launching, re-launching, or improving a
product or service.

• Introduction
• Mission Statement
• SWOT Analysis
• Marketing Objectives
• Target Market
• Marketing Mix
• Marketing control
INTRODUCTION this section should brief and is
intended only to acquaint readers of what they
will find in the succeeding sections of the
business plan.

MISSION STATEMENT a short written

statement of your business goals and
philosophies. A mission statement defines what
an organization is, why it exist, its reason for
being.

SWOT ANALYSIS is a planning process that

organized list of your business’s greatest
strengths, weaknesses, opportunities, and
threats.

MARKETING OBJECTIVES are short term-term

achievements to help you achieve longer-term
goals.
TARGET MARKET refers to a specific and well-
defined consumer segment within the business.

MARKETING MIX refers to the set of actions, or

tactics, that a company uses to promote its
brand or product in the market.

MARKETING CONTROL is the process of

monitoring the proposed plans as they proceed
and adjusting where necessary. Control
marketing plans. Control involves setting
standards.
Thank You
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