TABLE OF CONTENTS

I. Executive Page no
Summary……………………………………………………… Page no
II. Study
Background………………………………………………………..
A. Brief History of the Company
B. Mission and Vision Page no
C. Product/ Service Offerings
III. Macroenvironmental Analysis…………………………………………
A. Economic
B. Politicolegal
C. Sociocultural
D. Demographic
E. Technological Page no
F. Natural Page no
IV. Opportunities and
Threats…………………………………………………
V. Microenvironmental
Analysis………………………………………………
A. The Company
B. Suppliers
C. Marketing Intermediaries Page no
D. Customers Page no
E. Competition
F. Publics
VI. Strengths and
Weaknesses……………………………………………… Page no
VII. The Market……………………………………………………………… Page no
A. Market Size
B. Market Needs
C. Market Trends
VIII. Marketing Objectives………………………………………………..…
IX. Marketing
Strategies…………………………………………………….…
A. Product/ Service Strategy Page no
1. Target Market Page no
2. Brand Positioning Page no
B. Pricing Strategy Page no
 C. Distribution Strategy
D. Advertising and Promotions Strategy
X. Tactical
Implementation……………………………………………………
XI. Marketing
Budget…………………………………………………………..
XII. Feedback and Control………………………………………………….
XIII. Financial Projections……………………………………………………

I.
Executive
Summary
(Time of Submission: SEPT 20; Friday)
 This 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 one 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. Study
Background
(Time of Submission: AUG 9; Friday)
–
A. Brief History of the Company
As the starting point of your paper, select the product brand you
came up with in your previous subject (Organization and Management).
Write how the company was made and how it (should) come to be.

B. Mission and Vision

Create your company’s mission and vision. These statements can
give you vital information on its business philosophy and long-term
direction. Recall your lessons in Organization and Management.

C. Product/ Service Offerings

List down your company’s current product offerings, classifying
them by type (hair care, personal care, home car, etc.) and also indicate
their suggested retail price (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
(Time of Submission: AUG 16; Friday)
 Make an assessment of each of the company’s macroenvironments. 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 assessing current information, secure also
authoritative information on how the figures may look like the following year.
Since the marketing plan is to be implemented a year after, it is the following
year’s macroeconomic 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.
An example of how to state a relevant economic factor would be:
Inflation rate as of the end of 2015 is 3.2%, and is expected to increase to
3.7% in 2017.

B. Politicolegal
The political macroenvironment is assessed. Unless there is
obvious political instability; there is no need to project the political
environment. An exception would be a national election, which may cause
the economic and business climate to change dramatically. Bills currently
pending in the Senate or in Congress that may be enacted into law in the
coming year should be considered.

C. Sociocultural
Identify relevant factors that may affect the manner of how the
selected brand will be marketed. Because sociocultural factors take years,
 if not generations, to change, there may be no possible change in the
coming year.

D. Demographic
Based on the target market, cite current and relevant figures that
may affect the marketability of the product. Therefore, if the target market
is “female residents of Metro Manila between the ages of 18 and 25, who
are career-oriented,’ determining the population of Metro Manila, the
gender mix of the population, and the distribution of the population by age
are all relevant to your brand’s marketability. Although psychographic
segmentation (“who are career-oriented”) is important in determining
consumer behaviour, there is little to no Philippine population
psychographic information available in the Internet. Because it takes many
years before demographic trends to change substantially, there is no need
to project demographic data acquired.

E. Technological
Depending on the industry, identify relevant technological
developments that may favourably or unfavourably affect the chosen
brand. This may include, for example, a new production process which the
company can adopt to reduce manufacturing costs, or an innovative type
of packaging, which one of the competitors may own the patent.

F. Natural
A thorough analysis of the natural macroenvironment is undertaken
in this section: pollution, global warming, and “acts of God”, among others.
But because these issues are not volatile over the short-term period, there
is no need to project these into the marketing plan’s implementation
period.
 IV.
Opportunities
and Threats
(Time of Submission: AUG 16; Friday)
 Enumerate the identified opportunities and threats from the
macroenvironmental analysis. Arrange them chronologically. Relate them
directly to a specific macroenvironmental factor and justify why they are
classified as opportunities or threats.
Example:
Inflation rate as of the end of 2015 is 3.2%, and is expected to increase to
3.7% in 2017. This is considered a threat because increased inflation can
increase product manufacturing costs and may result in reduction in
consumer demand
.
 V. Micro-
environmental
Analysis
(Time of Submission: AUG 16; Friday)
 The six microenvironmental factors is assessed and evaluated. Because
the microenvironment is not expected to change dramatically over the short-
term, it is largely unnecessary to project the situation to the following year.
The ony aspect which may situationally require projection is the competitive
situation. It may be possible that there is public knowledge of the entry of a
new competitor that may affect the industry’s competitive landscape.

A. The Company
This 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 of
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. Suppliers
The relationship between the company and its suppliers is
assessed. This is specially 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 product cost and increasing value to customers.

C. Marketing Intermediaries
The company’s distribution network is illustrated and explained in
this section. The choice of distribution type is reviewed and possible
improvements in intermediary relationships determined.

D. Customers
Identification of the geographic, demographic, and psychographic
profile of the brand’s typical customer is expected in this section. The
buying behaviour should be explained and understood like why they buy,
where they buy, 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.

F. Publics
Evaluate the company’s relationship with its publics: corporate
stockholders, the community, the financial institutions, media, the
government, and society as a whole. This can prevent any future need for
the company to engage in public relations and publicity.
 VI.
Strengths
and
Weaknesses
(Time of Submission: AUG 16; Friday)
 Enumerate and identify strengths and weaknesses from the
microenvironmental analysis. Arrange them chronologically. Relate them
directly to a specific microenvironmental factor and justify why they are
classified as strengths and weaknesses.
 VII.
The Market
(Time of Submission: AUG 30; Friday)
A. Market Size
Show the size of your market. The total market is the sum total of
the group of individual or organizational consumer who have both
the willingness and financial capability to purchase a particular
product or service. If you can identify your industry competitors,
simply add all the sales of the brands to arrive at the market size. If
this information is unavailable, you may need to conduct interviews
or surveys to determine purchase size, frequency of purchase, and
average price paid. When this is combined with 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’s needs and
wants and its value perceptions of various product/ service
attributes.

C. Market Trends
Based on the historical trend, the segment or the subsegment’s
growth rate is projected over the plan period. Trends are also
identified with respect to market needs and preferences and
subsequently projected.
 VIII.
Marketing
Objectives
(Time of Submission: AUG 30; Friday)
 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-bound. An example of a
marketing objective pertaining to brand awareness is as follows: “To attain
a brand awareness level of 65% by December 31, 2019.”
 IX.
Marketing
Strategies
(Time of Submission: AUG 30; Friday)
 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 Strategy

The strategies should be fully explained. Indicate any innovations in
your plan to implement in your product or service. Examples could be
a change in packaging or label, supplements to your service offering,
etc. Identify the product’s or service’s value proposition or unique
selling proposition.

1. Target Market
Describe this in detail. Use as many or as few
segmentation variables as necessary to outline the
target market’s geographic, demographic, and
psychographic profile. Quantify the size of the target
market. If you plan to expand, contract, or totally
change your brand’s present target market, 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 the
positioning of your proposed product/ service must be
unique, beneficial, and credible, and must revolve
around a product/ service attribute that is relevant to
the target market.

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

C. Distribution Strategy
Review the brand’s current distribution strategy to determine
of it is still applicable for the marketing plan’s implementation
period. When adjustments or modifications are required, give
recommendations as to how the selected brand can be distributed
more efficiently.

D. Advertising and Promotions Strategy

In this section, propose your advertising and promotions
strategy. Based on the advertising and promotional objectives and
target audience profile, decide on the message, creative style,
vehicles and media you will utilize. Provide details of the media and
promotional plan, including locations advertising placements, their
frequency, and approximate costs. Also, indicate the mechanics of
trade and consumer promotions, if any, and their corresponding
costs. Select media carefully, giving consideration on cost
effectiveness.
 X.
Tactical
Implementation
(Time of Submission: SEPT 20; Friday)
 Develop tactics for each strategy. Some strategies may only require as
little as two tactical plans, while others may need to be supported by five or
more tactics. In essence, there is no precise number of tactics per strategy,
but no additional tactic is proposed if it does not contribute to successful
strategy implementation.
Write a brief discussion of the operating details of each tactic including the
timetable as to when each will be implemented.

Example:

Marketing Strategy: Market development

Tactics Operating Details Timetable
Establish a warehouse in To accommodate store September 2019
Cebu merchandise to support
Cebu retail operations
Hire and train Cebu store Hiring must be localized September 2019
personnel and extensive training
undertaken to maximise
customer service
Open a retail outlet in This is to take advantage of October 2019
Cebu the growing market in the
Visayas
 XI.
Marketing
Budget
(Time of Submission: SEPT 20; Friday)
 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 machinery, are excluded from the
budget.

Example:

Marketing Budget, 2019

Advertising expenses, which include the ff: Php 10,600,000.00
Television Php 7,500,000.00
Radio Php 1,870,000.00
Newspaper Php 1,230,000.00
Leaflets Php 25,000.00
Point –of-purchase materials Php 220,000.00
Sales promotions Php 650,000.00
Total Php 11,495,000.00
 XII.
Feedback
and Control
(Time of Submission: SEPT 20; Friday)

The purpose of this section is to ensure that each of the tactics are carried
out as planned. There should be feedback and control writeup for each of
 your tactics. In paragraph form, discuss individual tactic benchmarks, or
milestones to indicate that the tactic is implemented according to plan.
Corrective measures that can be taken to ensure adherence to plan must be
developed like reporting procedures or forms, coordination among parties,
and accountabilities.

Example:

Action Plan: Hire and train Cebu store personnel Timetable: September 2019

By the end of August 2019, personnel required for all positions in Cebu store
should have already 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. Training should commence
immediately on September 12 to be completed by September 28. At this point, the
company should subject all who have completed the necessary training to standard
performance appraisal to determine which trainees will be hired. By September 30, the
trainees should be informed of their hiring status. If there are no qualified trainees for
specific critical positions such as an Assistant Store Manager and Store Inventory
Supervisor, qualified employees from the Manila store shall be flown in to temporarily
occupy these positions. Continuous recruitment, prequalification and training for unfilled
Cebu store positions shall continue. By October 30, however, all vacant positions should
be filled.
 XIII.
Financial
Projections
(Time of Submission: SEPT 20; Friday)

Still in progress… ^_^v

Please prepare a presentation good for 15 minutes. 
Good luck and God bless <3