The Marketing Plan

A. Mission Statement
1. Mission Statement

MISSION
Bagerpen Colours firmly believed in fulfilling
the requirements of our valuable customer especially
to the studen. Our mission is to guide our journey and
to achieve our mission.
Bagerpen Colours expertise into developing
exclusive features that will provide great identity
and position to the custome's brand in our target
market.
Our mainly focus is to achieve the confidence of
each students and greater success for our valuable
customers.

VISION
Bagerpen Colours providing the needs of customer
to achieve their needs and to globally recognize the
quality of our school supplies to the customer
worldwide.
Bagerpen Colours Aims to be a number one to the
heart of people.

CORE VALUES
 Authencity
Open in action to ensure
trustworthiness.Never lie, fulfill commitments,
accurated and genuine.

 Respect
Treat others as you would like yourself be
treated.

 Leadership
Set trends for your peers and the industry
in general to follow.

 Offering exceptional value

Understand and exceed customers expectations
all the time.
 2. Review business goals and objectives as well as specific
strategies to reach them.

MARKETING GOALS
We aspire for quality, character in all we do.

 Product- we aim to serve the best quality

and most interesting varieties of school
supplies like paper, pencip, bags and ect.

 Service- we will try our best to treat our

customers especially to our guest.

 Atmosphere- we will provide a pleasant,

welcoming environment and maintaining clean
and attractive school supplies.

MAJOR MARKETING OBJECTIVES

The Bagerpen Colours objectives for the first
year of operations are:

 Maintain a 65% gross margin

 Maintain the cleanliness of our shop
 Turn in profits from the month of operation

3. STRATEGIES TO REACH THEM

 Surround our branch with the right people
 Welcoming environment near by school where we
will find our customer which is the students.
 Open to listen and making changes

B. Diagnosis: Where are you right now?

In order to determine how to get where you want to be,
you need an accurate, objective picture of where you are
now.
Write a brief statement assessing the current state of
the business:

Bagerpen Colours experienced loss profit because

we are too far from our target costumers.But now the
sales is increasing because we are now surrounding by
our target customer which is the students.
 C. Product/Services

1. Identify each product or service in terms of name,

trademark, color, shape or other characteristic,
including packaging and labeling

Company Name: BAGERPEN COLOURS

Logo:

Tagline: YOUR DOOR FOR THE FUTURE BAGERPEN COLOURS

2. What is your competitive advantage? How does your

product/services differ from the competition in terms of
exclusive process or superior ingredients, or other
features?

- Bagerpen Colours builds strong relationship with

customers by:
 Communication any good relationship must have a
better communication.
 To exceed expectations, to have a great product
and service.
 Connect through technology, show appreciation and
to ask feedback whether good or bad opinion.
Listen to the comments
 - Bagerpen Colours achieves efficient internal
operations by:
 Involve your employees in the hiring process
 Pay the employees better than our competitors
 We train our employee by any orientation a proper
training to develop or to improve their
performance.

- Effective human resource management

Techniques to manage and improve our employee
performance is to communicate them well and we
continue to manage expectations. Train managers and we
organized their uniform.

 (your company name) use multiple/single approach(es)

in order to set apart from the competition.
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3. What are your strengths versus your competition’s?

➢ Knowing who your competitors are, and what they are

offering, can help you to make your products and services
and marketing stand out.
Our strength is a good quality of our products.
Our products is proven and tested. It has a good
quality that can make our customer happy and
satisfied. Our design is more appealing than to them.
Our services also good and we have a pleasant,
welcoming environment and attractive school supplies.

4. What are your weaknesses versus your competition’s?

As what we discovered, Our weakness is the
satisfaction of our customers expectation to the
prizes of our product. Commented [L1]: Oliego
5. Determine the cost of each product or service.
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6. Determine the price you charge for each product.

 7. What is your product’s/services’ personality?
We do offering a wide range of personality product
and services. The Bagerpen Colours company, dedicated to
help the students to achieve their confidence to use our
our school supplies. We made our product more attractive
than to than and we will make sure that our customer is
offering exceptional value and respect. Commented [L2]: Oliego

D. Market
1. Identify your customers (include all demographic and
lifestyle information)

Target Market:
Several markets exist for school supplies
dependent on certain variables in the age group of the
student. School supplies is too vague a category. You
would likely want to create segments by age group or
another demographic such as students, parents, etc.

Lets presume you are speaking to school supplies

for elementary students as one potential segment.
Target market may be parents of kids since the kids
themselves are typically not the decision making
purchasers. Another segment might be college students.
Here, students themselves are typically making
purchase decision in many cases, with their parents
resources. Another market all together would be where
your target would be school systems, countries or
states. Commented [L3]: Galdiano

2. Who are your customers

- Male/female?
- How old?
- What education level?
- What type of work? profession?
- What level of income?
- How knowledgeable about your product or service?
- What factors (e.g. price, availability, service, etc.)
influence this customer’s purchase decision?
 - What other people (if any) influence the purchase
decision?
- How would you describe your customers’ personality?
- Is there anything else unique about your customer?

3. Do you have a large, homogenous customer base, or several

smaller market segments?
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4. Meeting customer needs:
a. What are your customer’s real needs?

Customers real needs are identified as:

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b. What are your customers perceived needs?

These are some examples of customer perceived needs:

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c. Are you meeting either or both of these?

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d. If not, where do you fall short?

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e. What resistance do people have to buying your product

or service?

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5. Identify market trends-include information about market

studies and test marketing.

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6. List factors that affect purchasing such as:

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Write a brief paragraph that synthesizes all the factors that

affect the purchase of your product:

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E. Distribution
1. Identify the most effective methods for getting
products/services to customers in the target market.
o Do customers come to you?
 Yes, Because as one of the biggest
challenges marketers face is getting word
out to the people who are most likely to
become our customers. In fact, the whole
goal of all marketing is to "get the right
message to the right person at the right
time". As marketers we also make sure we
can do this at the best price possible.
 o Do you go to the customers?
 Yes, Because we also give them brochures
about our products for them to look for
the things they need.
o Do you mail out samples, use trial offers, or
premiums?
 No, Because our product was known for its
best and good quality.
o Do you use internet?
 Yes, Because we want our customers to be
updated on every product we have.

2. Do you make it easy for customers or potential customers

to get to your product/service?

Yes, Becuase as what they observed and see on our

product its not just a product that is good at their
eyes but also good to use. We did our best to prove
them how good our product is. Commented [L4]: Galdiano

3. Have you made it easy for customers or potential

customers to get more information about your product/s or
service/s?

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4. Identify the need for warehousing of products and

distribution channels (for example internet) if not sold
direct to buyer.
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F. Promotional Strategy
1. What is your current image in the marketplace?

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o How are you perceived by your customers?

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o Is this accurate?

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2. What would you like your image to be in the workplace?

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3. Will everything in your organization consistently
represent the image you want to project?

o Employee behavior

o Place of business atmosphere

o Printed communication

4. What type of customers are you targeting with current

marketing efforts?

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5. How are your leads followed up?

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6. Where/How do you get new business?

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7. Where/How do you get repeat business?

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8. What is the source of your most productive referrals? Are

you doing everything you can to manage that source/s?
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9. Review the message:

Is your message written in terms of what the customer

needs and wants to hear, or in terms of what you want to
say about your business, product, and service?

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 Your Promotional Strategy consists of blending and
using each of the following components to the same end —
that is, with the same message.

• Advertising
• Personal Sales
• Sales Promotion

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Publicity and Public Relations: Does your advertising

message follow the AIDA model?
That is, does it:

• Attract Attention?
• Create Interest?
• Arouse Desire?
• Call for Action?

10. List the promotional activities you are currently

using:
A. Advertising
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B. Personal Selling
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C. Sales Promotion (coupons, freebies, name

recognition, etc.)
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D. Publicity and Public Relations

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11. Are the benefits you offer being communicated

effectively? (Indicate yes or no for each of the
activities listed above)
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12. Review of Advertising: Does the audience for the media

selected match your target market profile?
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13. Review public relations activities

• What are your plans?
• Can you generate any product publicity? How?
• Special programs?

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G. Competition (Direct and Indirect)

A. Identify competitors by divisions, product lines and

markets.

By Division
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By Product Lines
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By the Market
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B. Compare your marketing techniques with those of your

competitors.
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H. Pricing
1. Review product/service costs for accuracy, including all
variable and fixed expenses.
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2. Be sure all products/services carry their share of overhead

expenses plus provide for profit. Commented [5]: Ka ate booc na part
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3. Compare prices for your products/services with similar

products/services in the industry.

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A. If your prices are higher, do they provide the

necessary “added value” to justify the higher price?
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B. If your prices are lower, do you know why they are,
and is the lower price part of your marketing
strategy?
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 4. How price sensitive is your market -- in other words, how
much change occurs in buying behavior when prices rise or
fall?
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5. Do your prices position you as "top of the line" or

"bargain basement?" Are you happy with your position?
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6. Does your current marketing strategy support this price

position?
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I. Action Plan

A. Goals
Identify your goal(s) for each segment or market. Your
goals and objectives should be concrete, measurable and
realistic.
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B. Strategy
A strategy is the general approach you will take to
achieve a goal. The following list of common marketing
strategies may help your thinking:

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Don't try to implement all possible strategies at once.

Choose one or two strategies to achieve each of your goals. In
your selection, consider what you know about your product,
competitors and customers, based on your information above. Also
keep in mind your resources of time, budget and staff. For
example, although a major television campaign might increase
visibility for your business, can you afford the production and
airtime costs? Is television the most cost efficient way to
target your customers?

Develop a tactical plan for each goal:

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Strategy A:

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Strategy B:

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Strategy A:

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Strategy B:

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Strategy A:

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Strategy B:

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Strategy A:

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Strategy B:

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Strategy A:

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Strategy B:

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