ENT300 - Module08 - MARKETING PLAN New

ENT/ETR300 – FUNDAMENTALS OF ENTREPRENEURSHIP
MARKETING PLAN
MARKETING PLAN
Dr. Zarina Salleh
Hjh. Zanariah Zainal Abidin
MARKETING PLAN
LEARNING OUTCOME
• Understand the importance of preparing a
marketing plan
• Describe the steps in preparing a
marketing plan
• Identify components of a marketing plan
• Prepare a marketing plan for a small
business
MARKETING PLAN
Module Outline
• Introduction
• Steps in Preparing a Marketing Plan for Small
Businesses.
• Marketing Objectives
• Product or Service
• Target Market
• Market Trend and Market Size
• Competition
• Sales Forecast
• Marketing Strategy
• Marketing Personnel
• Marketing Budget
MARKETING PLAN
Introduction
A well prepared marketing plan helps
entrepreneurs to:
• evaluate market acceptance
• develop strategies to market products or
services of the business
• identify required resources to execute the
marketing strategy
• estimate marketing financial requirement
MARKETING PLAN
Steps in Preparing a Marketing Plan

1. Setting Marketing Objectives
2. Determining product or service
3. Identifying target market
4. Analyzing market trend and size
5. Assessing competition
6. Forecasting sales
7. Developing marketing strategy
8. Planning for marketing personnel
9. Preparing marketing budget
MARKETING PLAN
1. Setting Marketing Objectives:

New business:
• Introduce new products/services
• Estimate market acceptance and sales
Existing business
• Introduce new products/services
• Inform market of product improvement
• Enter new market
• Increase sales of existing products
• Increase market share
• Market penetration
• Regain market for existing product
MARKETING PLAN
2. Determining product or service

• Needs & wants of customers
• Marketability of a product or service
Guide in describing product or services

State clearly the value and benefits of product or service to
customers. Capitalize on the uniqueness or strengths of
the product or services such as on its formulation,
ingredients used, safety, ease of use, life span, flexibility,
assortment, location, operation hours, personalization,
extended warranty etc.
MARKETING PLAN
3. Identifying target market

• Who is the consumer of the product or
service?
• What is their common needs or wants that

would be satisfied by the product or
service?
• What is their common characteristics?

• Ex : Target market : Housewives, students
MARKETING PLAN
Target Market Alternatives

• Segmented Marketing
- target several or a particular market segments
- design separate offers for each segment
Niche Marketing:
Targeting a large share of one or a few segments or
niches
Micromarketing:
Tailoring products to suit the tastes of specific
individuals and locations
MARKETING PLAN
Target Market Alternatives

• Mass-Marketing
- ignoring market segment differences
- go after the whole market with one offer
MARKETING PLAN
Common Bases For Segmentation

• Demographic Segmentation:a study of human
population , ex: based on gender ,age
• Psychographic Segmentation-dividing a market into
different grps based on social class,lifestyle
• Behavioral Segmentation
• Occasions
• Benefits Sought
• User Status-non users,light,medium,heavy users
• Usage Rate-light,medium and heavy users
• Loyalty Status
MARKETING PLAN
4. Analyzing Market Trend

and Market Size
• What is the trend in the market?
• What is market potential?
• Size of the market - what is the RM value?
• Customer profiles of relevant market
segments.
MARKETING PLAN
Market Size:
- Total potential purchase that is expected from the target
market. It includes purchases of the competitor’s product
within the same market.
- Should be translated into monetary value
- Growing, remain the same or shrinking
Market Share:
-refers to portion of the market that the business can control
after consider the market size and the competitors’ position in
the same market.
- Quoted in terms of percentage of the total market size.
- a comparative measure to assess performance against the
competition
MARKETING PLAN
5. Assessing Competition
Identify Competitors
• Assess their market positions and
strategies i.e.; product quality, pricing,
distribution and promotion
• Strengths and weaknesses
• Duration in market
• Customers
MARKETING PLAN
6. Forecasting Sales
• Past performance
• Break-even – to set the minimum
• Secured projects
• On-going contracts
• Anticipated or intended growth
MARKETING PLAN
Target Market and Market Size

• Syarikat Keropok Segera:production and distribution of ready-to-eat
crackers.
• Target market :schoolchildren and families.
Market Size
1. Schoolchildren : 2 schools consists of 1,000 people
• Spend an average of RM20 per month x 1000= RM 20,000 per month
2. Families : estimated 3,000 families

• Spend an average of RM30 per month x 3,000=RM90,000 per month
• Estimated total market size per month :RM20,000

+RM90,000=RM110,000
• Estimated total market size per year: RM 110,000 x 12 = RM 1,320,000
MARKETING PLAN
Market Share
• Syarikat Keropok Segera identified 4 main competitors which are
Company A,B,C and D. A survey by the business reveals that each of
the competitor controls a percentage of the market as shown below:
• Market Share Before Entry of Syarikat Keropok Segera Ent

Company A 40% RM528,000
Company B 30% RM396,000
Company C 15% RM198,000
Company D 15% RM198,000
100% RM 1,320,000
• Market Share After Entry of Syarikat Keropok Segera Ent
Company A 35% RM462,000
Company B 28% RM369,600
Company C 14% RM184,800
Company D 13% RM171,600
Keropok Segera 10% RM132,000
100% RM 1,320,000
MARKETING PLAN
Sales Forecast
• Sales Forecast for Keropok Segera Ent Year 2016(average sales-
RM11,000 per month)
Month Sales
• January 10,000
• February 14,500
• March 9,000
• April 14,500
• May 14,500
• June 7,000
• July 8,000
• August 14,500
• September 14,500
• October 14,500
• November 7,000
• December 4,000
• TOTAL RM 132,000
MARKETING PLAN
7. Developing Marketing Strategy

• To enable business to plan for its limited
resources in order to achieve stated
marketing objectives
• The key idea is to deliver customer
satisfaction yet provide business with a
competitive advantage
MARKETING PLAN
Marketing Strategy
• Product Strategy
• Pricing Strategy
• Place or Distribution Strategy
• Promotion Strategy
MARKETING PLAN
Product Strategy
• Include product and service strategy
– Product is a physical item that can be seen, owned,
used or consumed
– Ideas and creations of the minds can also be
regarded as product
– Service is intangible and cannot be seen or owned,

but is useful, can be experienced and able to satisfy
customer needs and wants
– Product strategy refers to a product, service or a

combination of both
MARKETING PLAN
Product Strategy
• Product attributes
– Quality
– Design
• Trade name
• Brand name
• Packaging
• Labeling
• Warranty
• After sales service
MARKETING PLAN
Marketing Strategies for Services

• Service quality
– consistency
• Service package
– Combination of services at competitive price
• Service differentiation
– Offering that is unique and can be
differentiated from the competitors
• After sales services
– Follow-up
MARKETING PLAN
Pricing Strategy
Price is the value exchanged between
the seller and the buyer in order for the
buyer to possess, use or experience the
product or service offered
Most often, price is in the form of
monetary value paid by the buyer to
obtain the product or service
MARKETING PLAN
Pricing Strategy
Common Pricing Methods:
• Based on Cost
– Fixed Cost + Variable Cost + Desired Margin
• Based on Perceived Value
• Based on Competition
MARKETING PLAN
Cost Based Pricing

• Price=Total Cost Per unit + Mark Up
• Cost per unit RM5 and the mark up is 20%, price of
the product:
• Price : Cost per unit = mark up

= RM5 + (20% x RM5)
=RM 5 + RM 1
=RM 6
MARKETING PLAN
Pricing Tactics
• Price lining-price range based on product
line items
• Discounting
• Purchase with purchase
• Psychological pricing
• Captive pricing-pricing products that must
be used with the main product
• Product bundle pricing
• Segmentation pricing
MARKETING PLAN
Factors to Consider
When Setting Price
• Marketing objectives
• Demand and supply
• Competitor’s pricing
MARKETING PLAN
Place or Distribution Strategy
• Place strategy refers to the decision made on

the location of the business
• Choice of location is crucial for most brick and
mortar businesses
• Channel of distribution is a network developed

to ensure product or services reach target
consumers
• Distribution strategy for consumer product and
industrial product may vary
MARKETING PLAN
Distribution Strategy
Manufacturer/Producer
Wholesaler Wholesaler
E-Intermediaries
Retailer Retailer
Consumer
MARKETING PLAN
Factors to Consider When

Determining Distribution Strategy
• Type of product
• Target market
• Market coverage
• Transportation ease
• Product standardization
MARKETING PLAN
Promotion Strategy
Promotion is any coordinated effort taken

to supplement the product, price and place
strategies in order to achieve marketing
objectives.
MARKETING PLAN
Promotion Strategy
• Advertising
• Sales promotion
• Personal Selling
• Publicity
MARKETING PLAN
Promotion Strategy
Advertising
Paid, non personal sales effort through a medium to influence a large number
of consumers.
• Channel of adverting: • Outdoor

• Printed • Billboards
• Newspaper • Banners
• Magazines • Transportation
• Yellow pages
• Brochures
• Business cards
• Electronic and Digital

• Television
• Radio
• Internet
• Sort messaging system
MARKETING PLAN
Promotion Strategy
Sales promotion
• Promotional activities or incentives carried out or offered within a set time frame to influence
purchase
• Common sales promotion strategies:
– Rebates-price reduction occurs after the purchase
– Coupons
– Purchase-with-purchase
– Samples
– Premiums-goods offered free or low cost as an incentive to buy a product
– Contest
– Point-of-purchase promotion-display/demonstrations that take place at the point of purchase
or sale
– Sweepstakes
– Free delivery
– Extended warranty
MARKETING PLAN
Promotion Strategy
Personal Selling
• Personal sales presentation conducted by a trained sales
person to influence potential customers. It is most often used
for products that require demonstration or explanation
Publicity
• Efforts taken to develop and maintain good relationship with the
public to ensure good favorable public image of the business.
MARKETING PLAN
e-Marketing
• E-marketing is the efforts to communicate, promote and sell
products and other services using electronic communication
technology.
• E-marketing uses digital technologies to facilitate the selling of
goods and services.
• The purpose of e-marketing are :
– to complement traditional marketing method
– to keep pace with information communication technology (ICT) business trend
MARKETING PLAN
Traditional Marketing vs e-Marketing Methods
Traditional e-Marketing
Television Website
Classified Search engine marketing (SEM)
Radio Podcast
Word of mouth Blog and social network
Letter (direct mail) Email and short messaging service
MARKETING PLAN
Benefits of e-Marketing
• Reach global market
• Lower cost
• 24 hours per day and 7 days per week marketing
• Personalization
• Interactive marketing
MARKETING PLAN
8. Planning For Marketing Personnel

• Determine number of supporting
personnel needed to undertake the
marketing tasks – in-house or outsource?
• Examples:
– Marketing manager or executives
– Sales personnel
– Promotion personnel
– Distribution personnel
MARKETING PLAN
9. Preparing Marketing Budget

• Marketing budget refers to expenses incurred in
planning for the marketing aspect of the proposed
business or project. It consists of 3 components.
1. Investment on fixed assets

2. Allocation for working capital for marketing
activities
3. Other marketing expenses
MARKETING PLAN
END OF MODULE 8
MARKETING PLAN
Marketing Budget Table

Items Fixed Working Other
Asset Capital Expenses
(RM) (RM) (RM)
Fixed Asset
Signboard 4,000
Working Capital
Salary/EPF/SOCSO
- Marketing Manager 3,000
- Sales Consultant 1,500
- Promotion 500
Lain-Lain
Grand Opening 5,000
Total (RM) 4,000 5,000 5,000

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ENT/ETR300 – FUNDAMENTALS OF ENTREPRENEURSHIP

Steps in Preparing a Marketing Plan

1. Setting Marketing Objectives:

2. Determining product or service

Guide in describing product or services

3. Identifying target market

• What is their common needs or wants that

• What is their common characteristics?

Target Market Alternatives

Target Market Alternatives

Common Bases For Segmentation

4. Analyzing Market Trend

Target Market and Market Size

2. Families : estimated 3,000 families

• Estimated total market size per month :RM20,000

• Market Share Before Entry of Syarikat Keropok Segera Ent

7. Developing Marketing Strategy

• Place or Distribution Strategy

– Service is intangible and cannot be seen or owned,

– Product strategy refers to a product, service or a

Marketing Strategies for Services

Cost Based Pricing

• Price : Cost per unit = mark up

Place or Distribution Strategy

• Place strategy refers to the decision made on

• Channel of distribution is a network developed

Factors to Consider When

Promotion is any coordinated effort taken

• Channel of adverting: • Outdoor

• Electronic and Digital

Traditional Marketing vs e-Marketing Methods

8. Planning For Marketing Personnel

9. Preparing Marketing Budget

1. Investment on fixed assets

Marketing Budget Table

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