The 10 Step Marketing Plan

(Free Downloadable Template)

Prof. Remigio Joseph De Ungria, MBA, CDM

Ateneo Graduate School of Business
Ateneo School of Medicine and Public Health
** The Illustrated and Annotated Guide to this Template
Can be found at www.hypermarketing2.com. Just search for
“10 step marketing plan” in the search box on the right side.
 10 STEP
Marketing Plan for
(product’s name here)

Your Name Product

Photo here
Month Year

Highly recommended. Put your

Blog Address Here.
(I create a free one using blogspot.com)
 Include this disclaimer only if you
Are posting the marketing plan on-line and if
The products require it. Otherwise, omit this page.

Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Steps 1 to 5
Summary headline of your
PTM and market
1. Identify your target (PTM)
2. What do they need, want, demand
(NWD)
3. What are they choices (competitors)
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 6 to 10

Summary headline of the

marketing mix & strategy

6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
1. Describe the primary target
market (PTM)*

 Demographics (Age range: must have a

start and end age*, sex, social class,
marital status)
 Lifestyle (what they do)
 Behavior (when consumed, how much,
how frequent, special concerns)
*Exclusion of a certain demographic group in PTM does not mean they do
not buy the product. Some do buy, but majority don’t which is why
limited marketing resources are best focused on PTM
 2. My PTM’s NWD

Needs from Maslow’s hierarchy

Wants determine choice
Demands for them to buy the product

Note: There may be multiple answers for needs, wants demands. Of these answers,
underline and use bold font for the best answers. See examples that follow
Describe your PTM needs
Self-Actualization
Needs
(Self-Development
& Realization)

Esteem Needs
(Recognition,
Status)

Social Needs (sense of

belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
2. PTM’s needs, wants &
demands
Needs: list of needs from Maslow’s hierarchy that the
product meets.

Wants: what variables are used by the primary target

market to choose among several products that can
satisfy the same needs.

Demands: for the PTM to finally decide to buy the

product, what characteristics, values, benefits or
selling propositions must the product have?

** for needs, wants & demands, underline the top 1or 2

variables that are most important to the PTM
3a. Direct and indirect
products that address my
PTM’s NWD
 List of Competitors products/ brands
 Determine the variables that affect
choice of product, brand
3b. Create 2 Positioning Maps

1st Map: 2 x 2 Matrix showing the 2 Most Critical

Variables for Consumer choice
This 1st Map should allow differentiation/ non-
clustering of the direct competitors
Example: Price vs. Age
Size of bubbles= represent relative market shares
of the brands
2nd Map: Functional Benefit vs. Brands/ Variants
 Example of a 2x2 competitive
position map for toothpaste
as of 2011
Price vs. Age Matrix
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up

Age
Matrix Colgate
Close Colgate
High Colgate
Fresh
Up
Colgate
Sensitive
Sensodyne
Close whiten
price kids Total +
up
whiten
Hapee Hapee
Low Fresh Complete
+ whitening

Price Hapee
Unique Unique
 as of 2011
Example of a benefit positioning
vs. brand map for toothpaste
Benefit Positioning vs. Brand Matrix
Colgate Hapee
Colgate Colgate Total+ Colgate Close Up Close Up Hapee Hapee Total +
Functional Benefit Kids Fresh Whitening Sensitive Gel White Kids Fresh Whiten Unique Sensodyne
Prevents Tooth Decay
Whitens Teeth
Freshens Breath
Mouthwash in 1
Fresh Confidence
Confidence Up Close to Kiss
Protect 24 hours
Fun for kids
Saves money
Reduces teeth sensitivity
Harder to stand out amidst the competitive clutter.
4. Identify the gap between
customers and competition

Where is the marketing opportunity?

What NWDs are not being addressed?

What can be the unique selling

proposition for the new product (totally
new or repositioned.)
5a. Estimate the market size
using publicly available data
(referred to as competitor data in this template)

1. SEC Top 7000 Corporation Data

2. Google search
3. Press releases
5b. Estimate the market size
using company data

1. Claimed market share by the company

2. Guesstimate on market share
 Fair share of market
 Distribution extent
3. Historical sales data of the company
5c. Estimate the market size
using customer data

1. Usage per day or per year

 Per person
 Per household
5. Decide on market size in
pesos, not in number of
people
1. Competitor data=

2. Company data =

3. Customer Usage data =

Use instinct and best business judgment to finalize
market size
6a. Photo of product category

Show a product shot

Your product and your competitors
with, without box as they look in the
supermarket
All pack sizes
All variants
All major brands
6a. Show how product looks
vs. competition

Product shot 1
of direct competitors
Product shot 2
of indirect competitors

How product looks in

supermarket shelves
or point of sales
6b. Product Description

Describe the physical features,

specifications, attributes of the product.

Info may be in product packaging, label,

brochures or website.
7. Price

 Get prices of your product

 Creatively compare vs. competitors
across different pack sizes and variants
 Quantify the price difference in % terms
vs. competitors
 Conclude on what pricing strategy is
being used
8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use
8a. Your products
Promotions

Describe what you propose to do/ product is

currently doing vs. the 8 modes of
communications.
Show executions of this (from websites, print
ads, actual commercials)
8a. Samples of Promo

Samples

This can be in multiple slides

8b. Competitor promo

Show also how your key competitors

communicate
Their commercials
Their websites

And why your communication stands out

8b. Competitor promo

Samples

Can be multiple slides

9. Place

 Where is your product available?

 Supermarkets, sari-sari stores, convenience
outlets, drugstores
 Nationwide or in key areas only?
 Method of delivery (some products can be
delivered to your home, ordered via
internet, phone orders, etc.)
10. What is the generic
winning strategy?

Which of the 4 strategies are being used?

(bold and underline to most dominant
strategy)
 Low Cost Producer
 Supply and Distribution Leverage
 Differentiation
 Niche
SUMMARY

30
Steps 1 to 5
Summary headline of your
PTM and market
1. Identify your target (PTM)
2. What do they need, want, demand
(NWD)
3. What are they choices (competitors)
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 6 to 10

Summary headline of the

marketing mix & strategy

6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
YOUR ASSIGNMENT AS A
MARKETING STUDENT

33
 Your Assignment

 Use this template to make your marketing

plan for a product (not a company). It would
be ideal if this the same topic that will use for
your STRAMA.
 Follow power presentation principles. Search
vcoachbong.blogspot.com for tips on
Presenting like Steve Jobs
Grading

 Customers (PTM, NWD)- 20%

 Competition (Positioning Map, Market
Size) 30%
 Company (4Ps, Strategy)- 40%

 Power Principles Formatting- 10%

Optional components of
Marketing Plan (only if these
are relevant and applicable)

 30 second to 1 minute (max) TV

commercial.
 5 minute infommercial
 Radio or print ad
 Campaign poster
 Website look
 Mock-up of products or selling booths
The 10 Step Marketing Plan
(Free Downloadable Template)

Prof. Remigio Joseph De Ungria, MBA, CDM

Ateneo Graduate School of Business
Ateneo School of Medicine and Public Health
** The Illustrated and Annotated Guide to this Template
Can be found at www.hypermarketing2.com. Just search for
“10 step marketing plan” in the search box on the right side.