Holy Cross College

Sta. Ana, Pampanga

SENIOR HIGH SCHOOL DEPARTMENT

Marketing Plan

(Insert Logo)

(Insert Company Name)

(Insert Product Name)

Prepared by:
(Last Name, First Name, Middle Initial)
(Section)
 (Insert
(Insert Company Name) • (Insert Product Name) Logo)

INTRODUCTION

(State what is a marketing plan and its function)

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 (Insert
(Insert Company Name) • (Insert Product Name) Logo)

I. EXECUTIVE SUMMARY

(Insert your product concept here)

II. THE CHALLENGE

(Why did you decide to offer your product?)

III. SITUATION ANALYSIS

1. Environmental Analysis
(PEST – What are the relevant trends that should be noted?)
2. Company Analysis
(Short description of the product, advantages and disadvantages)
3. Market Analysis
(Describe the market segments available in the place where you would like to put up your business. You
may describe them in terms of culture, social, personal and psychological factors)
4. Competitor Analysis
(List down 3-5 competitors and substitutes. Cite the similarities and differences between your product and
theirs)
5. SWOT Analysis
(Use the format you learned when you were in grade 11)

IV. COMMUNICATION STRATEGY

1. Positioning Strategy for the Product
(Describe the unique selling point, and how will your product compete with its competitors and
substitutes)
(What is your product for, and what are the benefits it will bring to the consumers/users?)
2. Market Segment that is Targeted
(Describe your target market and why you chose them)
(Insert blank questionnaire, then the detailed discussion of the survey results)
3. Product Strategy
(Describe your brand – explain your product, logo, tagline, colors, and any other visual signifiers used)
4. Price Strategy
(Identify the Pricing Strategy applied, and why you chose it)
(Comparison of your price versus your competitors’ and substitutes’)

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 (Insert
(Insert Company Name) • (Insert Product Name) Logo)

5. Place Strategy
(Identify the Distribution Channel, Distribution Design, and Distribution System to be applied, and why
you chose them)
(Determine where are you going to sell your products – physical store, online selling, or online shopping
platforms?)
(Decide whether you will be offering delivery or shipping of products, and the fee that may be charged to
the customers. Cite your source for the fee decided on)
6. Promotions Strategy
(Determine which above-the-line or below-the-line strategy you are going to apply to your business, and
why you chose it)

V. METRICS AND TARGETS

Key Result Areas Key Performance Indicators Targets

(DELETE THIS PART BEFORE YOU SUBMIT YOUR MARKETING PLAN)

References:
Environmental Analysis – page 43-44
Market Analysis – page 73
Competitor Analysis – page 42
Positioning Map – page 118
Product Strategy – page 151-153
Price Strategy – page 202-203
Place Strategy

 Distribution Channels – page 221

 Distribution Design – page 224
 Distribution Systems – page 225
Promotions Strategy

 Above-the-Line Strategies – page 272-276

 Below-the-Line Strategies – 282-283
Metrics and Targets – page 304-306

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