Outline for the EXPOMAR Project

EXPORT MARKETING PLAN

PHASES 3 TO 6
SPECIFIC INSTRUCTIONS

PHASE 3: PRODUCT STRATEGIES

This requirement is for the group. The group should decide specific product strategies and activities to be
done. Outline is as follows:

1. Positioning Statement or Unique Selling Proposition: Summarizes the point of differentiation of the
product to offer.

Positioning Statement Format: To (target segment and need) our (product) is (product concept)
that (point-of-difference).

Example: “To busy professionals who need to stay organized, Palm Pilot is an electronic organizer
that allows you to back up files on your PC more easily and reliably than competitive products.

2. Product description:
- Describe the features and specific functions of the product offer. The benefits it offers to the target
market and advantages over the product’s competitors. (B-A-F-F Matrix)
- Include the materials, design, sizes, measurement, shapes, and color scheme of the product offer.

3. Package and Label:

- Describe primary, secondary, and tertiary packaging concepts for your product. [design, sizes,
shapes, color scheme, etc.] Include the materials and measurement of your packaging.
- Describe labeling strategies and list the information to be placed on the label. Include the
description of the label/s on your product or packaging. *NOTE: Consider the packaging and
labeling requirements of the target country market.
- Include drawings or illustrations to further visualize the proposed packaging and labeling.
-
4. Brand: Identify the name and symbols of the company and the product. Explain the choice of your
brands.

5. Other significant decisions like customer services after sales [if there would be any].

PHASE 4: PRICE STRATEGIES

This requirement is for the group. The group should decide specific pricing strategies and activities to be
done. In this section, provide computation of your product’s selling price. Outline is as follows:

1. Indicate the pricing strategy.

2. List all possible cost
3. Identify preferred mark up
4. Computation of product’s selling price (Indicate the foreign exchange rate in US Dollar and local
currency)
5. Suggest retail price
6. List of competitor’s pricing.

PHASE 5: PLACE STRATEGIES

This requirement is for the group. The group should decide specific distribution strategies and activities
to be done. In this section, provide an overview of each channel arrangement, and mention any new
developments or trends. Outline is as follows:

Dr. Dave Vincent Mangilet, CPM

 Outline for the EXPOMAR Project
EXPORT MARKETING PLAN

1. List down specific importers/distributors in the target country market. Give a brief company
description, its address and contact numbers of this importers/distributors.
2. Trading agreements with the Philippines.
3. Policies [Ex. Whether distributions will be handled by one distributor, by the company directly or by a
combination of the two.]

PHASE 6: PROMOTION STRATEGIES

This requirement is for the group. The group should decide specific marketing communication strategies
and activities to be done. Outline is as follows:

1. Types of promotions for distributors or customers, and for the sales force
a. Specify the objectives for each type of promotion.
b. Identify the frequencies [number of times the promos will be used/adapted within the planning
period], where to implement the promotion and guidelines in doing the promotion.
2. Sample promotion materials
3. Promo schedules

IMPORTANT REMINDERS:
1. Always include explanation to justify the decisions.
2. Italicize your explanation.
3. Provide sources of information/references to every significant study highlighted in the requirement.
4. Students are highly encouraged to be resourceful in looking for other research materials [e.g.
Euromonitor, journals, books, periodicals, etc.] which will assist the completion of the study. Let it be
the goal of the students to exhaustively explore other research materials which will contribute to the
completeness of the data gathering.

5. Written report guidelines

1. Software: MS Word for your encoding

2. Page set up: Top [0.8”] Bottom [0.8”] Left [1”] Right [1”]
3. Text: Calibri 10
4. Spacing: Single only [double-spacing after a paragraph only]
5. Paper size: Standard short bond paper
6. Title page: encoded in the lower part of the short bond paper

Export Marketing Plan

Phase ___

Submitted by:
Group Members (In alphabetical order)
EXPOMAR [Section]

Submitted to:
Dr. Dave Vincent Mangilet, CPM

Date of Submission: ______

Note: Use Project Template

Dr. Dave Vincent Mangilet, CPM