Ateneo de Davao University

Senior High School

Km. 7, MacArthur Highway Bangkal, Talomo, Davao City
A.Y: 2023-2024

Principles of Marketing

Marketing Plan

General Guidelines:

a. Use third-person POV in writing your Marketing Plan (“The company,” “The
organization,” etc.)
b. Discuss/incorporate Marketing concepts you have learned in class to strengthen your
ideas and explanations.
c. The Marketing Plan is a formal document. Use professional/formal language.

Parts of the Marketing Plan:

I. Market Identification Process - Discuss in paragraph form.

a. Segmentation – Describe the different segments of buyers in terms of their
demographic, psychographic, behavioral, and geographic.
b. Target – Determine which among the segments you will target and serve. Who
are they? What are their needs? What are their challenges? Why are they the
appropriate target for your product?

II. Marketing Mix

a. Product
i. Product Specifications:
1. Describe your product/s or service/s. Discuss its features,
varieties, and other vital details.
2. What unique value proposition does it have? How is it unique
compared to others?
3. What problem/need does it address, or what solutions does it
provide your customers?
ii. Product Strategies:
1. What strategy will you entail in offering this to the market? (Cost
leadership, differentiation, focused, combination, etc.)
2. Justify your choice of strategies.
b. Price
i. Price specifications:
1. What price levels does your product have? If you have several
products, you can present this in table form.
ii. Pricing Strategies:
1. How will you price your product?
 Ateneo de Davao University
Senior High School
Km. 7, MacArthur Highway Bangkal, Talomo, Davao City
A.Y: 2023-2024

2. What pricing strategy/ies will you implement? Why?

c. Place
i. Where will your products be available? Discuss the
channels/intermediaries you will use/tap and justify your choice/s. Why
will you utilize such channels?

d. Promotion
i. What approach/es will you use (traditional or contemporary)? Justify.
ii. What specific platforms/media will you use? Be specific and concrete in
your promotional methods/campaigns. Why?
e. People – Briefly discuss key employees/positions/roles relevant to the business.
i. How can they contribute to the business?
ii. How is each of them a success factor for the business?
f. Packaging – Discuss the packaging/presentation of your product. You may
present pictures/samples.
i. Why did you choose such packaging or presentation?
ii. What benefits will it bring to the product? To your customers? To the
business?
g. Positioning
i. What perception or mindset would you want your product to have in the
minds of your target market?
ii. State your positioning statement based on the format discussed in class.

III. SWOT/TOWS Matrix

a. SWOT: Conduct a SWOT Analysis to identify your product's possible internal
and external factors. There is no limit to the S, W, O, or T you can list down, just
make sure they are accurately placed and comprehensively done.
b. TOWS: Propose at least two (2) concrete and clear strategies for each TOWS area.
c. Present using the SWOT-TOWS Matrix below:
d. Below the matrix, discuss which strategy/ies will your prioritize/pursue first.
Consider your Marketing Mix in selecting your strategy.

STRENGTHS WEAKNESSES
1. 1.
2. 2.
3. 3.

OPPORTUNITIES SO Strategies: WO Strategies:

1.
2.
 Ateneo de Davao University
Senior High School
Km. 7, MacArthur Highway Bangkal, Talomo, Davao City
A.Y: 2023-2024

3.

THREATS ST Strategies: WT Strategies:

1.
2.
3.