THE MARKETING PLAN

Mrs. A. Magno
OBJECTIVES
1. Describe the unique selling proposition
and value proposition that differentiates
one’s product/service from existing
products/services.
2. Determine who are the customers are
3. Validate customer-related concerns
4. Describe the marketing mix in relation to
the business opportunity and vice versa
 THE MARKETING PLAN
Value and
Know your Customer
Unique Selling
proposition customers requirements

Primary and The

secondary marketing
target market mix
Video
MARKETING VS. ADVERTISING?
 MARKETING PROCESS
“A series of steps that allow
organizations to identify customer
problems, analyze market
opportunities, and create
marketing materials to reach the
desired audience.”
 ADVERTISING
provides a direct line of
communication to your
existing and prospective
customers about your
product or service.
 UNIQUE SELLING
AND VALUE PROPOSITION
 VALUE PROPOSITION
States why a customer should buy
a certain product or service.
GUESS THE PRODUCT/SERVICES
 VALUE PROPOSITION

Situation Simple and value of

Analysis short your product
 VALUE PROPOSITION

language of Add credibility your VP with

your market – enhancing your
competitors.
UNIQUE SELLING PROPOSITION (USP)
The factor or consideration
presented by a seller as the
reason that one product or
service is different from and
better than that of the
competition
VP VS. USP
VP VS. USP
VP VS. USP
HOW TO CREATE AN EFFECTIVE USP?
KNOW YOUR CUSTOMERS
 KNOW YOUR CUSTOMERS

1 • Market space/universe
Market
• Eliminate the customers
Size 2

3 • Market share
CUSTOMER REQUIREMENTS
CUSTOMER REQUIREMENTS
Are specific features
and characteristics
that the customers
need from a product
or service.
 MARKET SEGMENTATION

PRIMARY TARGET SECONDARY

MARKET TARGET MARKET
 MARKET SEGMENTATION

DEMOGRAPHIC PSYCHOGRAPHIC
SEGMENTATION SEGMENTATION

GEOGRAPHIC BEHAVIORAL
SEGMENTATION SEGMENTATION
TALKING TO YOUR
CUSTOMERS
INTERVIEW OBSERVATION

SURVEYS
FOCUS GROUP
TRADITIONAL/
DISCUSSION
ONLINE
 THE MARKETING MIX:
THE 7PS OF MARKETING
PRODUCT
Level 1: Core benefits of the product

Level 2: Physical characteristics

Level 3: Augmented benefits of product

PLACE
 PRICE
Bundling Skimming

Penetration pricing Competitive pricing

Product line pricing Psychological pricing

 PRICE
Premium pricing Optional pricing

Cost-based pricing Cost plus pricing

 PRICE
Classification of costs

Variable costs Fixed costs

PROMOTION

Advertising Sales Promotion

Selling Public relations

PEOPLE
PROCESS
PACKAGING