Principles of Marketing

Quarter 2 – Module 6:
Marketing Plan
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Principles of Marketing
Quarter 2 – Module 6:
Marketing Plan
Introductory Message
For the facilitator:

Welcome to the Principles of Marketing – Grade 12 Alternative Delivery Mode (ADM)

Module on Marketing Plan !

This module was collaboratively designed, developed and reviewed by educators both
from public and private institutions to assist you, the teacher or facilitator in helping
the learners meet the standards set by the K to 12 Curriculum while overcoming
their personal, social, and economic constraints in schooling.

This learning resource hopes to engage the learners into guided and independent
learning activities at their own pace and time. Furthermore, this also aims to help
learners acquire the needed 21st century skills while taking into consideration their
needs and circumstances.

In addition to the material in the main text, you will also see this box in the body of
the module:

Notes to the Teacher

This contains helpful tips or strategies that
will help you in guiding the learners.

As a facilitator you are expected to orient the learners on how to use this module.
You also need to keep track of the learners' progress while allowing them to manage
their own learning. Furthermore, you are expected to encourage and assist the
learners as they do the tasks included in the module.
For the learner:

Welcome to the Principles of Marketing – Grade 12 Alternative Delivery Mode (ADM)

Module on Marketing Plan !

The hand is one of the most symbolized part of the human body. It is often used to
depict skill, action and purpose. Through our hands we may learn, create and
accomplish. Hence, the hand in this learning resource signifies that you as a learner
is capable and empowered to successfully achieve the relevant competencies and
skills at your own pace and time. Your academic success lies in your own hands!

This module was designed to provide you with fun and meaningful opportunities for
guided and independent learning at your own pace and time. You will be enabled to
process the contents of the learning resource while being an active learner.

This module has the following parts and corresponding icons:

What I Need to Know This will give you an idea of the skills or
competencies you are expected to learn in the
module.

What I Know This part includes an activity that aims to

check what you already know about the
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.

What’s In This is a brief drill or review to help you link

the current lesson with the previous one.

What’s New In this portion, the new lesson will be

introduced to you in various ways such as a
story, a song, a poem, a problem opener, an
activity or a situation.

What is It This section provides a brief discussion of the

lesson. This aims to help you discover and
understand new concepts and skills.

What’s More This comprises activities for independent

practice to solidify your understanding and
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.

What I Have Learned This includes questions or blank

sentence/paragraph to be filled in to process
what you learned from the lesson.

What I Can Do This section provides an activity which will

help you transfer your new knowledge or skill
into real life situations or concerns.
 Assessment This is a task which aims to evaluate your
level of mastery in achieving the learning
competency.

Additional Activities In this portion, another activity will be given

to you to enrich your knowledge or skill of the
lesson learned. This also tends retention of
learned concepts.

Answer Key This contains answers to all activities in the

module.

At the end of this module you will also find:

References This is a list of all sources used in developing

this module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any part of the
module. Use a separate sheet of paper in answering the exercises.
2. Don’t forget to answer What I Know before moving on to the other activities
included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through with it.
If you encounter any difficulty in answering the tasks in this module, do not
hesitate to consult your teacher or facilitator. Always bear in mind that you are
not alone.

We hope that through this material, you will experience meaningful learning and
gain deep understanding of the relevant competencies. You can do it!
 What I Need to Know

This module deals with all the information you learned previously to construct a
viable marketing plan. Also provided is a template that can help you come up with a
marketing plan in an easy manner as possible.

At the end of the lesson, the learners will be able to:

1. Integrate the marketing concepts and techniques learned by preparing a
marketing plan - ABM-PM11-l1g-j 24;
2. Familiarize with the essential content of marketing a plan; and
3. Describe the purpose of a marketing plan.
 What I Know
Marketing Plan: Crossword Puzzle

Directions: Complete the word puzzle. Use the clues to identify the words.

8 7 11

3
12

2 4
15
1

14

10

6
13

ACROSS DOWN
1. Summary of key points 2. Market description

5. Distribution 3. Basic information about

organization
6. Detailed plan
4. Collection of information
8. Product’s personality
7. Product uniqueness
9. Profile of primary buyers
10. Metrics to monitor effectiveness
12. Situation Analysis
11. Good corporate citizenship
13. Resources required
15. Being marketed
14. Campaign
 Lesson

6 Marketing Plan

M
arketing exists in order to
support an organization in
achieving its strategic goals–for
growth, profitability, revenue,
influence, and so on. The role of marketing
is to identify, satisfy, and retain customers.

The marketing plan is the guiding document used by marketing managers

and teams to lay out the objectives that marketing efforts will focus on and
the actions they will take to achieve these objectives.

A comprehensive marketing plan paints the big picture of what is happening with an
organization internally and externally. After analyzing the marketing environment,
the plan then recommends strategies and tactics aimed at helping the organization
take full advantage of available opportunities and resources to accomplish its goals.
When a marketing plan is completed thoughtfully and skillfully, it helps marketers
not only present the case for what they
recommend doing, but it also creates a
common vision within the organization
about what’s happening and how people
and resources will come together to achieve
that vision.

KEY TAKEAWAYS

 The marketing plan details the

strategy that a company will use to market its products to customers.
 The marketing plan should be adjusted on an ongoing basis based on the
findings from the metrics that show which efforts are having an impact and
which are not.
Marketing Plan: Key Elements

PLAN ELEMENT DESCRIPTION

What is this plan about?

Summary of key points from the marketing plan and what

it will accomplish.
Do this section last. This should provide a holistic overview
of your marketing plan. All this information is covered in
more detail in the rest of the marketing plan. For the
executive summary, provide a clear, concise overview of the
following points:
Company Description
Briefly describe the organization and offerings (products
and/or services) your marketing plan focuses on, and the
Executive problem(s) they solve.
Summary Target Segment
Identify and briefly describe your target segment.
Competitive Advantage
Explain your organization’s competitive advantage.
Positioning Statement
Provide the positioning statement your marketing plan will
apply.
Marketing Plan Objectives
List the objectives of the marketing plan: What will it
accomplish? Be as specific as possible: anticipated increase
in sales, profits, market share, etc.

What organization are you marketing?

Basic information about the organization, its offerings, and

competitive set.

● Company Name:
● Industry:
Company Profile ● location:
● Year founded:
● The number of employees:
● Annual revenue (estimated):
● Major products and/or services:
● Target customers:
● Distribution channel(s):
● Key competitors:
● Website:
 Who is your target audience?

Description of the market for the product or service,

segments and targeting strategy the marketing plan will
address.
Market
● What problem does your product or service solve?
Segmentation and
● Describe the total market for your solution: Who are
Targeting potential customers?
● What are the key segments within this market?
● Identify and briefly describe 1-3 segments that this
company serves.
● Which segment does this marketing plan focus on,
and why? Why do you believe this segment will offer
growth and profit opportunities?

What is your strategy, and why is it the right approach?

SWOT analysis of the external marketing environment and

the internal company environment, and marketing goals
aligned with the company mission and objectives.

Economic Environment
Discuss factors that affect your consumers’ purchasing power
and spending patterns. What is the economic environment
that you are operating in? Is it growth, recovery or recession?
Will it be easy to find staff? What is the current interest rate
i.e. is it increasing or decreasing? What is consumer
confidence like?
Situation and
Company Analysis Technical Environment
The technological environment changes rapidly. You need to
make sure that you are aware of trends in your industry and
other industries could affect your business. New technologies
create new markets and can influence your consumers and
competitors.

Industry Environment
What are the trends in your industry? Are there new entrants
in the market? Has a substitute product been introduced? Are
there changes in industry practices or new benchmarks to
use?

Competitive Environment
How many competitors do you have? Who are the key
competitors? What are the key selling points or competitive
 advantages of each one? What is your advantage over
competitors? Is the market large enough to support you and
competitors?

Political Environment
Consider the political environment for the areas that your
business will trade and operate in. Is there a stable political
system? Are there any licenses and regulations that you
should be aware of?

Mission, Objectives & Goals

State the mission or business purpose: what the organization
wants to achieve, in market-oriented terms. (Example:
Disney’s mission could be, “We create happiness by providing
the finest in entertainment for people of all ages.)

List objectives that move the organization a step closer to

achieving the mission. (Example: A Disney objective could be,
“To be the most popular theme park for international visitors.”)

Convert objectives into specific marketing goals that are easy

to measure and evaluate, e.g., SMART. (Example: The
company’s goal is to increase market share of international
theme park visitors by 10% within the next two years.”)

How will you demonstrate good corporate citizenship?

Ethics and Social
Responsibility Recommendations for how to address any issues around
ethics and social responsibility

What information do you need to be successful, and how will

Marketing you get it?

Information and Discussion of key questions that need to be answered , the

Research information needed and recommendations for how marketing
research can provide answers.

Who is your target customer, and what influences their buying

Customer decisions?
Decision-Making
Profile of the primary buyer(s) targeted in the marketing plan
Profile (Buyers
and factors that impact their choices.
Persona)

Identifying the Customer and Problem

 Describe a primary decision maker in your target segment:
who they are, what they like, how they make buying
decisions. Describe the primary problem(s) your organization,
product or service will help them solve.

Factors Influencing Customer Decisions

Provide a detailed profile of your target segment using at
least three (3) of the following categories:
● Geographic characteristics: e.g., location, region,
population size or climate.
● Personal and demographic characteristics: e.g., age,
gender, family size, family life stage, income,
personality.
● Social and Psychological characteristics: e.g., culture,
social class, lifestyle, motivation, attitudes, reference
groups, beliefs.
● Situational characteristics: e.g., buying situation, level
of involvement, market offerings, the frequency of use,
brand loyalty.
● B2B/organizational buying considerations: e.g.,
individual factors, organizational factors, business
environment factors, types of complexity

What do you want to be known for?

Positioning and differentiation explain what you want to be

known for in the market, and how you are different from
competitors. Respond to the following questions.

Competitive Advantages
List the competitive advantages of the product, service or
Positioning and organization you’re focusing on: the things that make it
different from competitors in positive ways.
Differentiation
Market Niche and Positioning Strategy
Describe the market niche you want to fill, along with the
positioning strategy you recommend using. Why do you
think this is the right approach?

Positioning Statement
Develop a positioning statement using this formula: “To
[target audience], [product/service/organization name] is the
only [category or frame of reference] that [points of
 differentiation/benefits delivered] because [reasons to
believe].1

What is the brand you are building? What do people think

about this brand today, and how do they will experience it?

Branding Brand platform describing the brand: promise, voice,

personality, positioning, and strategic recommendations for
building the brand.

How will you impact your target market?

 Product Strategy. Description of the product or

service being marketed.

 Pricing Strategy. How is your product or service

Marketing Mix (4 priced? And why this approach makes sense.
Ps)
 Place: distribution strategy. Recommendations on
distribution strategy and channel partners and
explanations of why this approach makes sense.

 Promotion. What promotional or engagement

strategies will you use? Explain reasons for chosen
approach.

Measurement (KPIs - Key Performance Indicators)

How will you measure the success of the campaign? Select
3-6 KPIs (key performance indicators) that you will measure.
Briefly explain why each KPI you select will be a good
indicator of whether your campaign is successful.

Examples of KPIs:
Measurement and ● Total sales/revenue
KPIs ● New/incremental sales
● Number of qualified leads generated
● Net Promoter Score
● Website unique visitors
● Number of registrations/sign-ups
● Impressions - views of content
● Engagement - comments, likes, shares, page views,
video views
 ● Followers - social media (Facebook, Twitter, LinkedIn,
YouTube)
● Awareness
How much will this cost?

List marketing budget and resources required to execute your

marketing campaign, and estimate what it will cost. Include
items such as labor, materials and other expenses such as:
print materials, online media tools or development, public
relations services, design services, content development
services, space or equipment rental, etc. Also, estimate the
increased sales or revenue the campaign will generate for the
company.
Budget
Item Purpose Cost
Estimate

Example: White Layout of promotional approach P1000.00

paper

Item #1

Add additional
rows as needed

What will it take to make this happen?

A detailed, step-by-step plan about what needs to happen,

when and who’s responsible for each step to execute the
marketing campaign

Date Activity Brief Description Target Responsible

Action Plan Type

December Example: Add new key Existing Cherry

2021 messages that fit audience/ Elizalde
Website repositioning
Update strategy and Potential
audience focus customers

Add additional rows as needed

 What’s In

MODIFIED TRUE OR FALSE. Directions: Write True if the underlined word makes
the statement correct. If not, replace the underlined word with a more appropriate
term to make it correct.

1. Market segmentation is the analysis of the external environment and the

internal company environment.
2. Description of the product or service being marketed is known as pricing
strategy.
3. Key performance indicators is a detailed step by step plan about what needs
to happen, when and who’s responsible.
4. To Execute the marketing plan, budget is required.
5. Positioning describes the promise, voice and personality of the product.
6. Buyers persona is an effective tool to identify target customers.
7. Demonstrating good corporate citizenship is a form of social responsibility.
8. Executive summary deals with the basic information about the organization.
9. Website unique visitors is an example of marketing information.
10. Personal and demographic characteristics can be a factor influencing
customers decisions.

´Business environment is uncertain, PLAN to make it certain.”

(Dizon C., 2020)

 What’s New

To help you generate effective marketing ideas, here are

some of the greatest marketing quotes to inspire you to
dream big and to do big things!

“Your brand is so “ Marketing is too

much more than important to be
what you sell.” left to the
marketing
Jon Iwata department.”

David Packard
 What is It

M
arketing plans can be developed to focus in a variety of areas. A corporate
marketing plan can be developed to promote the organization as a whole.
Marketing plans may also focus on specific brands, products, services,
market segments, and even to cover a set period of time, such as a quarterly
marketing plan.

To illustrate:

Company A might develop and execute three distinct marketing plans that share
some common elements, such as the situation and company analysis and the market
segmentation. When it comes to specific target audiences, positioning, campaign
objectives, and planning, the three marketing plans diverge to focus on different
dimensions of the business:

1. A corporate marketing plan to direct marketing communications focused on

the company as a whole and building its corporate brand

2. A marketing plan focused on the launch and rollout of a new product line

3. A marketing plan for expanding the customer base and revenue of an

established product line.

On the other hand, Company B might develop and execute a single marketing plan
that incorporates several different campaigns targeting the market segments served
by its product and service portfolio. In this case, some sections of the plan are
expanded to provide information, strategy, and planning focused on each target
segment. This includes segment-specific customer profiles, positioning, Integrated
Marketing campaigns, and so forth.
Either of these approaches could be exactly right for the organization, depending on
its goals and objectives. What’s most important is for the marketing plans to do a
good job guiding marketing teams to formulate and execute marketing activities that
are well aligned what the organization is trying to achieve. If multiple marketing plans
are being developed and used, it is essential for marketing managers to make sure
internal communication and sharing are happening between the marketing team
members executing the plans. By sharing information about goals, messaging,
timing, audience touch points, and other elements, marketers can avoid stepping on
one another’s toes or creating confusion in the market. Ideally, teams can learn from
one another’s successes and experiences so that the entire marketing effort becomes
smarter and more efficient over time.

Directions: Read and analyze the following expressions. Tick (/) the sentence that
expresses what is true about marketing plan.
__________1. Marketing plans may focus on specific brands, products or segments.

__________2. An organization can have multiple marketing plans.

__________3. Distinct marketing plan diverge to focus on the same dimension of the
business.

__________4. Different marketing plans can share common elements.

__________5. Sections or elements of the marketing plan can be expanded depending

on a case to case basis.

__________6. Marketing plan must be aligned to a company’s rules and regulations.

__________7. A comprehensive marketing plan paints the smaller picture of what is

happening with an organization internally and externally.

__________8. The marketing plan can be adjusted based on findings from the metrics.
__________9. Marketing plans can be developed to focus in a variety of areas.
__________10. When completed skillfully, it creates a common vision within the
organization.
 What’s More

Direction: Arrange the following elements of marketing plan accordingly. Write

numbers to identify proper sequence.

Elements of Marketing Plan

Budget _________

Market segmentation and targeting _________

Executive summary _________

Ethics and social responsibility _________

Branding _________

Marketing information and research _________

Positioning and differentiation _________

Customer decision-making profile/buyers persona _________

Action plan _________

Marketing mix _________

Measurement and KPIs _________

Company Profile _________

Situation and company analysis _________

 What I Have Learned

M1Fill in the blanks to complete the conceptual information on marketing

Direction:
plan.

A comprehensive marketing plan paints the big picture of what is happening with
an organization 1. ________________________ and 2. __________________________. After
analyzing the marketing environment, the 3. __________________________ then
recommends strategies and tactics aimed at helping the organization take full
advantage of available opportunities and resources to accomplish its goals. When a
4. ____________________________is completed thoughtfully and skillfully, it helps
marketers not only present the case for what they recommend doing, but it also
creates a common 5. _________________________ within the organization about what’s
happening and how people and resources will come together to achieve that vision.

The marketing plan should be adjusted on an ongoing basis based on the 6.

______________________ from the metrics that show which efforts are having an impact
and which are not.

Marketing plans can be developed to focus in a variety of areas. A 7.

______________________ marketing plan can be developed to promote the organization
as a whole. Marketing plans may also focus on specific brands, products, services,
market segments, and even to cover a set period of time, such as a 8.
______________________ marketing plan.

By sharing information about goals, messaging, timing, audience touch points, and
other elements, 9. ______________________ can avoid stepping on one another’s toes or
creating confusion in the market. Ideally, teams can learn from one another’s
successes and experiences so that the entire marketing effort becomes 10.
_______________________and _______________________over time.
 What I Can Do

Matching type. Match column A to column B.

 Assessment
Directions: Read and analyze the following statements. Tick (/) the
elements of marketing plan being described.

ELEMENTS OF MARETING
PLAN
Marketing Mix
1.
a. Limited brand awareness Marketing information
b. New conversational topics and interests to and Research
keep people coming back
c. Limited marketing budget Situation and Company
d. Retention Analysis

Measurement and KPI

Marketing Mix
2.
Marketing information
a. Referrals
and Research
b. Revenue
c. Industry awards
Situation and Company
d. Email list size
Analysis

Measurement and KPI

Marketing Mix

Marketing information
and Research
3. Iphone games are distributed through
the appstore which is currently controlled by
Situation and Company
apple.
Analysis

Measurement and KPI

Marketing Mix

Marketing information
4. and Research
a. Interviews
b. Focus groups Situation and Company
c. Survey Analysis
d. Observation
Measurement and KPI
 Executive Summary

Company Profile
5.Shorter format of marketing plan.
Branding

Positioning Statement

6. Executive Summary

Company Profile

Branding

Positioning Statement

Executive Summary

7.For the young and young-at-heart, walt disney Company Profile

world is the theme park that best delivers on
an immersive and magical
experience because walt disney world, and Branding
only walt disney world, connects you to the
characters and worlds you most desire.
Positioning Statement

8.
Executive Summary

Company Profile

Branding

Positioning Statement
 Customer decision-
9. Making profile

Market Segmentation

Action Plan

Budget

10. Customer decision-

Making profile

Market Segmentation

Action Plan

Budget

Customer decision-
11. Making profile

Market Segmentation

Action Plan

Budget

12.
Customer decision-
Making profile

Market Segmentation

Action Plan

Budget
 Additional Activities

Marketing Plan Checklist

Directions: The following are the sequential order of the elements of marketing
plan. Put a check (√) if it is in CORRECT number order and write the correct
number order if it is INCORRECT.

Situation and Market Ethics and

Budget Company Segemetnation Social
Analysis and Targeting Responsibility

Customer Marketing
Positioning and Executive
decision-making information and
differentiation summary
profile research

Branding Company Profile Marketing Mix Action plan

Measurement
and KPI
 https://marketinginsidergroup.com/strategy/quotes-inspire-your-marketing/.
To Inspire Your Strategy - Marketing Insider Group". Marketing Insider Group.
Brenner, Michael, and About Brenner. 2020. "33 Of The Greatest Marketing Quotes
https://merlinone.com/brand-positioning-statements-with-6-examples/.
"Brand Positioning Statement Examples | Merlinone". 2020. Merlinone.
Publishing Corporation.
Alcoran Alaric Brian. 2018. Principles of Marketing. Philippines: Bookline
References
Assessment:
Additional Activities: 1.Situation and company What I have learned:
analysis What I Can Do:
1. 12 2.Measurement and KPI 1.Internally
2. 4 3.Marketing mix 1. f 2.Externally
3. / 4.Marketing information 2. d 3.Plan
4. 5 and research 3. i 4.Marketing plan
5. 1 5.Executive summary 4. g 5.Vision
6. 8 6.Branding 5. a 6.Findings
7. / 7.Positioning statement 6. j 7.Corporate
8. 7 8.Company profile 7. b 8.Quarterly
9. / 9.Customer decision- 8. c 9.Marketer
10. 2 making profile 9. e 10. Smarter and more
11. 10 10. Budget 10. a efficient
12. 13 11. Market
13. 11 segmentation
12. Action plan
What I Know:
ACROSS
What’s More: 1.Executive summary
What’s In:
5. Place
12 1. SWOT 6. Action plan
3 2.Product strategy 8. Branding
What is It:
1 3.Action plan 9. Persona
5 1. / 4.True 12. SWOT
2./ 5.Branding 13. Budget
9 6.True 14. Promotion
3..
6 4./ 7.True DOWN
8 5./ 8.Company profile 2.Segmentation
7 6.. 9. Key performance 3. Company profile
7.. indicator 4.Research
13
8./ 10. true 7. Differentiation
10 9./ 10. KPI
11 10. . 11. Ethics
2 15. Service
4
Answer Key
"Cropped-Business-Team-Work-Backgrounds-Hd-Wallpapers". 2020. Asiatic Group.
http://www.asiaticgroup.in/cropped-business-team-work-backgrounds-hd-
wallpapers-2/.

"Download Free Photo Of Business,Tree,Growth,Success,Team - From

Needpix.Com". 2020. Needpix.Com.
https://www.needpix.com/photo/download/531915/business-tree-growth-
success-team-teamwork-profit-marketing-plan.

"Elements Of The Marketing Plan | Principles Of Marketing".

2020. Courses.Lumenlearning.Com. https://courses.lumenlearning.com/suny-
marketing-spring2016/chapter/reading-elements-of-the-marketing-plan/.

"Elements Of The Marketing Plan | Principles Of Marketing".

2020. Courses.Lumenlearning.Com. https://courses.lumenlearning.com/suny-
marketing-spring2016/chapter/reading-elements-of-the-marketing-plan/.

Forsey, Caroline. 2020. "7 Creative Company Profile Examples To Inspire You
[Templates]". Blog.Hubspot.Com.
https://blog.hubspot.com/marketing/company-
profile#:~:text=Starbucks%27%20company%20profile%20has%20it%20all%20-
-%20the%20company%27s%20mission,.
Hatch, Cydney. 2020. "Marketing Plan Sample: A Guide To Scaling Your
Business". Disruptive Advertising.
https://www.disruptiveadvertising.com/marketing/marketing-plan-sample/.
Ilano A.B. 2017. Principles of Marketing. Philippines. Rex Book Store.
"Marketing Plan Example - Sample Marketing Plan Template".
2020. Morebusiness.Com. https://www.morebusiness.com/marketing-plan-
example/.
"Marketing,Plan,Meeting,Presentation,Sales - Free Image From Needpix.Com".
2020. Needpix.Com. https://www.needpix.com/photo/1466037/marketing-
plan-meeting-presentation-sales-sell-business-discuss-
planning#:~:text=Public%20Domain.
"What Is A Marketing Plan And How To Make One? - Venngage". 2020. Venngage.
https://venngage.com/blog/marketing-
plan/#:~:text=A%20marketing%20plan%20is%20a,your%20business's%20curr
ent%20marketing%20position.

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