MARKETING PLAN

A Marketing Plan is a comprehensive document or blueprint that outlines a company's advertising and marketing
efforts for the coming year. It describes business activities involved in accomplishing specific marketing objectives
within a set time frame.

Marketing Plans can be put together for new products or for existing products - so long as it is a product that requires
a communication intervention, then a marketing plan can be put together for it.

Business Plan. A business plan is a road map for a business. It is involved more with analyzing a current business
model and proposing strategies for making it achieve critical objectives.

Feasibility Study A feasibility study is a proposal for a new business. Here, everything is still in a conceptual phase,
down to the market opportunities that seek to be addressed. A feasibility study may include a section that behaves like
a marketing plan as it outlines market communication strategies for the proposed business. But as a whole, a feasibility
study is all about whether or not a business idea can fly-mapping out all the tasks that have to be accomplished, the
investment that needs to be poured into the enterprise, and the expected return on investment.
◦ 1. Executive Summary The executive summary presents, in a very concise manner, vital Information contained in the
marketing plan such as its marketing objectives, strategy recommendations, marketing budget, projected sales, and
profitability. A well-written executive summary is usually no longer than one or two pages. Because it is a summary of
the significant points and figures contained in the marketing plan, the executive summary can only be composed after
the marketing plan is completed.

II. Background of the Study

A. Brief history of the company

B. As the starting point for your paper, select a product brand.

C. Identify its manufacturer and write a brief history of this company.

Most companies historical background can be found on the internet.

Whenever you use material from the Internet, always cite your source

B. Mission and vision

Research on the company's mission and vision through the internet. These statements can give you a vital information on its
business philosophy and long-term directions.
C Product/service offerings

List down the company's current product offerings,

classifying them by type (hair care, personal care, home
care, etc) and also indicate their suggested retail prices
(SRP). This product listing can determine the specific
role your selected product brand plays in the company's
entire product offering or product portfolio.
III. Macro-Environmental Analysis

Make an assessment on each of the company's macro-environments. Get the latest data possible. A marketing plan of a
particular product is a plan of action for the future and is intended to be implemented in the coming year. It is therefore
important that after accessing current information, secure also authoritative information on how figures may look like in
the following year Since the marketing plan is to be implemented a year after, it is the following year's macro-economic
environment that the product will have to contend with. Future indicators are readily available on the internet.

A.Economic

Latest economic data is projected. Inflation rate and peso-dollar exchange rates are usually critical in determining future
cost, price, and consumer purchasing power Gross Domestic Product (GDP) can indicate the general business
environment in the coming year These data are available at the Bangko Sentral ng Pilipinas website (www.bsp.gov.ph)
Make sure only relevant economic data are used Economic factors should be concisely stated, and the accompanied
figures and projections acquired should also be indicated
B. Politico-legal

The political macro-environment is nasaasod. Unless there is obvious political stability, there is no need to project the
political environment, Art exception would be a national election, which may cause the economic and business
climate to change dramatically. Bills currently pending on the senate or in congress that they be enacted into law in
the coming year should be considered.
C. Socio-cultural

Identify relevant socio-cultural factors that may affect the manner of how the selected brand will be marketed. There may,
however, be no possible change in the coming years because socio-cultural factors take years, if not generation, to change.

D. Demographic

Based on target market, vite current and relevant figures that may affect the marketability of the product. Therefore, if arid
target market is "fensie residents of Metro Manila between the ages of 18 and 25, who are career oriented" determine the
population of Metro Manila, the gender mix of population, and the distributions of the population by age are all relevant to
your brands marketability. As discussed in psychographic segmentation who ne carder oriented) is important in
determining consumer behavior, there is little to ot Plupine population psychographic information avellable on the
internet. Because iskes many pests before deparphic trends to change subtentially, there is no need to project indeman
upbio essa quired
E. Technological

Depending on the industry relevant technological developments that may favorably or unfavorably affect the chosen
brand. This may include, for example, a new production process which the company can adopt to reduce manufacturing
cost, or an innovative type of packaging, the patent of which may be owned by one of the competitors.
F. Natural

A thorough analysis of the natural macro-environment is undertaken in this section pollution, global warming and acts of
God, among others. There's no need to project this into the marketing plan's implementanon phase, however, because these
issues are not volatile over the short-term period

IV. Opportunities and Threats

Enumerate identified opportunities and threats from the macro-environment analys Arrange them chronologically
Relate them directly to a specific macro-environmental factor and justify why they classified as opportunities or
threats

V. Micro-Environmental Analysis

The six micro-environmental factors assessed and evaluated: Because the micro- environment is not expected to
change dramatically over the short-term, it is largely unnecessary to project the situation to the following year The
only aspect which may situationally require projection is the competitive situation. It may be possible that there is
public knowledge of the entry of new competitor that may affect the industry's competitive landscape
 A. The company

The company is evaluated in terms of its organizational ability to implement marketing strategies. The relationship among
functional areas must be evaluated to determine if there are bottlenecks in decision-making, and if other functional
departments are supportive of the marketing. It would also be helpful to look at the latest company income statement to
evaluate the company's cost structure. Financial statements are available from the Securities and Exchange Commission

B. Supplier

In this section, the relationship between the company and its suppliers is assessed This is especially for suppliers involved
in the supply of raw materials vital to product manufacturing. Any opportunities to improve the company's supply chain
should also be investigated with the objective of reducing the product cost and increasing value to the customers

C Marketing intermediaries

The company's distribution network is illustrated and explained in this sectime. The choice of distribution type is
reviewed and possible improvements in intermediary relationships is determined
D.Customers

In this section of the marketing plan, identification of the geographic, demographic and psychographic profile of the
brand's typical customer is expected. The buying behavior should be explained and understood, eg, why they buy, where
they huy, how frequently they buy, and how they use your product
E. Competition

This is where the brand competitors and the companies that manufacture them are identified. If necessary, draw a
perceptual map to identify the closest competitors. Identify also, the relative positions of the different competing
brands (including your own) in terms of market share. It would also be important to discuss the recent competitive
actions of the competitors to be able to anticipate how they will most likely respond to the proposed marketing
strategies
F. Publics

Evaluate the company's relationship with its corporate stockholders, the community financial institutions, media, the
government and the society in general. This can prevent any future need for the company to engage in public relations
and publicity

VI. Strengths and Weaknesses

Enumerate the identified strength and weaknesses from the micro-environmental analysis. Arrange them chronologically
Relate them directly to a specific micro-environmental factor and justify why they are classified as strength and
weaknesses
VII. The Market

A Market size

Show the size of your market. The total market is the sum total of the group of individual or organizational
consumers who have both the willingness and financial capability to purchase a particular product or service. If you
can identify your industry competitors, simply add the total sales of all different brands to arrive at the market size. If
this information is not available, you may need to conduct interviews or surveys to determine purchase size,
frequency of purchase, and average price paid. When this is combined with the market population
data you will arrive at market size Market size is expressed either in units or in value (pesos)

B. Market needs

Know your market intimately to be able to serve its needs. Understand and express what exactly the market is
looking for in the product that you are offering. Describe the market needs and wants and its value perceptions of
various product/service attributes

C. Market trends

A market trend is a perceived tendency of financial markets to move in a particular direction over time... A trend
can only be determined in hindsight, since at any time prices in the future are not known.
VIII. Marketing Objectives

In this section state the marketing objectives. Arrange the objectives in sequence Marketing objectives may include
brand awareness target and sales revenue objectives. They must be specific, measurable, attainable, realistic and time
bounded. An example of marketing objective pertaining to brand awareness is as follows"To attain a brand awareness
level of 65% by December 31, 2021

IX. Marketing Strategies

In this chapter, marketing strategies are proposed based on a thorough analysis of opportunities and threats, strengths
and weaknesses, and the market for the proposed product/service. Strategies must collectively be able to achieve all
marketing objectives.

A. Product/Service

Product or service should be fully explained. Indicate any innovations you plan to implement in your product or
service, eg, a change in packaging label, supplements on your service offering, etc Identify the value proposition or
unique selling proposition of the product/service.
1. Target Market

Describe in detail the target market of the product/service. Use as many or a few segmentation variables as necessary
to outline the target market's geographic, demographic, and psychographic profile Quantify the size of your target
market. If you plan to expand, contract, or totally change your brands present target markets, indicate the changes,
and justify it convincingly
2 Brand positioning

State the current positioning of the brand/service. Fully explain if you think it is relevant for use. If revision is
needed, state the proposed alternative brand positioning. Fully justify the proposed brand positioning and explain
convincingly why it is more appropriate than the current one. Remember that positioning of your proposed
product/service must be unique, beneficial, and credible, and must revolve around a product or a service attribute
that is relevant to your target market.

B. Pricing strategy

Based on the marketing objective formulated, decide on a general pricing strategy for the brand. It is possible to
implement general pricing strategies for a brand during an operating year. For example, a brand may have a general
strategy of going-rate-pricing but implement promotional pricing during the last quarter of the year.
C. Distribution Strategy

Review the brands current distribution strategy to determine if it is still applicable for the marketing plan's
implementing period. When adjustments or modification are required, give recommendations as to how the
selected brand can be distributed more efficiently

D. Advertising and Promotional Strategy

In this section, propose your advertising and promotion strategy. Based on the advertising and promotional objectives and
target audience profile, decide on the message, creative style, vehicles, media you will utilize. Provide details of media
and promotional plan, including locations for advertising placements, their frequency and approximate cost. Also indicate
the mechanics of the trade and consumer promotions. If any, their corresponding costs. Select media carefully, giving
consideration on cost effectiveness.
X. Tactical Implementation

Develop tactics for each strategy. Some strategies may only require a little a two tactical plan, while others may need to be
supported by five or more tactics. In essence, there is no precise number of tactics per strategy. There should be as many
tactics as necessary to ensure the success of the strategy, but no additional tactics may be proposed if it does not contribute
to successful strategy implementation.
XI. Marketing Budget

In this chapter, indicate the total cost involved in the implementation of the proposed marketing plan. Only third party
expenditures are to be included in the marketing budget Capital expenditures like retail outlet construction expenses and
the purchase of packaging. are excluded from the marketing budget.
XII. Feedback and Control

The purpose of this section is to ensure that each of the tactics is carried out as planned. There should be feedback and control
write up for each of your tactics: In paragraph for discuss individual tactic benchmark or milestone to indicate that the tactics
is implemented according to plan Corrective measures that can be taken to ensure adherence to plan must be developed.
eg..reporting procedures and forms, coordination among parties and accountabilities.
Action Plan: Hire and Train Cebu Store Personnel Timetable September 2021By the end of August 2021, personnel
required for all position in the Cebu store should already have been screened and prequalified. If this deadline will not
be met, the company should contact a local employment office to fill in missing positions. At the latest, this should be
completed by September 10, 2021. Training should commence immediately on September 12 to be completed by
September 28, 2021. At this point, the company should subject all who have completed the necessary training to
standard performance to determine which trainees will be hired. By September 30,2021 the trainee should be informed
of their hiring status. If there are no qualified trainees for specific critical positions such as Assistant Store Manager and
Store Inventory Supervisor. qualified employees from Manila stores shall be flown in to temporarily occupy these
positions. Continuous recruitment, prequalification and training for unfilled Cebu store positions shall continue by
October 2021, however all vacant position should be filled.

XIII. Financial Projections

At the point, present the financial viability of your proposed marketing plan. Thelatest available income statement of your
company can be used. Note: For sample marketing plan.. you may visit this
sitehttps://www.disruptiveadvertising.com/marketing/marketing-plan-sample/
THANK YOU!!!!
ERICA RICAFRANCA
RAJAH FETALVERO
JAYLENE BENJAMIN