MODIFIED MARKETING PLAN GUIDELINES

Marketing Management (MGT1110) Final Requirement

A. Template
 The abridged version of the Marketing Plan template is included in this guidelines packet.
 The Marketing Plan template provided by the Business Administration Department must be
strictly followed.
 For ease of use, every part of the template includes descriptions and examples.
 The Marketing Plan must be original ideas of the students. Plagiarism would merit a grade of zero.

B. Group Composition
 Students can
o Work in groups with a maximum of five (5) members. Anything above 5 members will be
allowed only if with professor’s permission.

C. Brand Assignment
 Groups will create a Marketing Plan for an assigned company or brand (karinderia)
 The faculty is tasked to assign the company/brand to the groups.
 The group must present at least 2 choices of karinderia located within the U-Belt area

D. Formatting Guidelines
 Arial Typeface, 12pt, Regular
 Section headings should be in Bold
 1.5 spacing throughout including caption and references
 Insert page numbers at the bottom right
 One (1) inch on margin all sides
 Final copy should be submitted in ringbind.

E. Presentation/Defense
 A 12-minute maximum live presentation of powepoint.
 The leader of each team is expected to send to CANVAS the final copy of paper before the actual
oral defense. Late submissions will merit deductions based on POLICY ON LATE SUBMISSION.
 Soft copy of Marketing Plan paper should be submitted on or before the agreed date to CANVAS
to avoid deductions.
 One printed copy of the propose marketing plan should be given to the professor on the date of the
oral defense in ringbind.
 All members should be present during the oral defense in proper corporate attire.
 No cellphone or cue card is allowed to use during the oral defense.
 A member who failed to appear and present during oral defense will be penalized based on the
agreement: NO SHOW, NO APPEARANCE DURING DEFENSE, NO GRADE IN THE ORAL
INDIVIDUAL GRADE.
 Late team and/or member/s during defense will be penalized of 15 points deductions from the total
score earned in the paper.
 Any members who arrived late during oral defense will be penalized of 10 points deductions from
the oral individual grade rubric.

Marketing Plan – Guidelines 1

  All teams assigned for oral defense MUST bring ALL necessary materials, e.g. laptop/tablet,
speaker, HDMI, and USB). FAILURE TO DO SO, THE TEAM WILL NOT BE ALLOWED TO
PRESENT ANYMORE.

F. Final Submission Deadline – BASED ON THE AGREED SCHEDULE. (CHECK THE DATE
FROM CANVAS FOLDER).

 Marketing Plan in Word format and PowerPoint presentation must be submitted via Canvas on the
specified date. A revised copy of the marketing plan IS NOT NECESSARY TO SUBMIT.

Marketing Plan – Guidelines 2

 Attachment A – Modified Marketing Plan Template

I. EXECUTIVE SUMMARY
Summary of key points from the marketing plan and what it will accomplish. It’s an at-a-glance overview of
every major part of the paper.

II. CURRENT MARKETING SITUATION

2.1 Industry Analysis
The industry analysis is the section of the marketing plan that assesses the general industry environment in
which the brand operates.

You should be able to present some statistics about the size of the industry (e.g., juice drink industry, major
players, etc.) and its growth rate over the last few years. Is the industry expanding, contracting or holding
steady? Why?

Who are the major industry participants? While you might not compete directly against these companies (they
are likely to be large national or international corporations), it's important that you can identify them, and have a
good understanding of their market share and why they are or aren't successful.

You should also be able to discuss the important trends that may affect your industry. For example, significant
changes in the target market, in technology, or in other related industries may affect the market's perception of
your product or your profitability.

*Note: Get pointers from Chapters 2 and 10 of your eBook

2.2 Porters Framework

Porter's Five Forces is a model that identifies and analyzes five competitive forces that shape every industry
and helps determine an industry's weaknesses and strengths. Five Forces analysis is frequently used to identify
an industry's structure to determine corporate strategy.

The Porter’s Framework illustration should be followed by a narrative explaining the framework as a whole.

*Note: Get pointers from Chapter 9 of your eBook

2.3 Competitive Profile Matrix

The Competitive Profile Matrix (CPM) is a tool that compares your products and its rivals and reveals their
relative strengths and weaknesses. CPM allows marketers to understand the external environment and
the competition in a particular industry, identifies a firm’s key competitors and compares them using industry’s
critical success factors.

CPM Format

1. Identify Key Success Factors

2. Rate each factor of the product from 4-1, 4 being the highest, 1 being the lowest.
(e.g. In terms of distribution channels Choco Coco is rated 4 because it’s available not only in
supermarkets but also in convenience stores, sari-sari stores, etc; CocoMilko is rated 1 because you can
only buy it from an exclusive distributor).
3. Calculate each weighted score for each factor
4. Find total weighted score for each product.

Marketing Plan – Guidelines 3

 Table 1. Competitive Profile Matrix (CPM)

Company Company A Company B Company C Company D

Product Choco Latte Choco Coco CocoMilko Milkichoo
Price
Distribution 3 4 1 2
Channels
Product Quality
Factor 3
Factor 4
Total Weighted
Score

*Note: You may create another table for price comparison.

**Note: Get pointers on analyzing competition from Part 4 (Chapters 9-12) of your eBook.

2.4 Consumer Perception

Consumer perception is a marketing concept that encompasses customer’s impression, awareness and/or
consciousness about a brand.

Discuss how consumers perceive your product in view of its existing advertising, public relations, and social
media social media campaigns. including product reviews and customer experiences.

*Note: Get pointers in Chapter 6 of your eBook.

2.5 Macro-Environmental Forces

What are the forces affecting the brand? Macro-Environmental Forces uses the PESTLE mnemonic which in its
expanded form denotes P for Political, E for Economic, S for Social, T for Technological, L for Legal and E for
Environmental. It gives a bird’s eye view of the whole environment from many different angles.

*Note: Get pointers in Chapter 3 of your eBook.

III. COMPANY PROFILE

Discusses the basic information about the company and its offerings.
(e.g. Nutri Asia for Locally, Zesto Corporation for Choc-O)

3.1 About the Company

3.2 Mission & Vision
3.3 Company History

IV. OPPORTUNITIES & ISSUE ANALYSIS

4.1 SWOT Analysis
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used to evaluate a brand’s
competitive position and to develop strategic planning.

SWOT analysis assesses internal and external factors, as well as current and future potential.

*Note: SWOT Analysis can be found in Chapter 2 of your eBook.

4.2 Key Success Factors

Marketing Plan – Guidelines 4

 Key Success Factors are functions, activities, or business practices, defined by the market not the company, and
as viewed by customers that are critical to the company/customer relationship. (e.g. location of the factory to the
distribution channels, introducing new technology to speed up production)

Key Success Factors (KSF) are generally areas that should focus on, to attain its vision. KSF may also be major
flaws that need to be addressed before other goals can be completed or strengths that must be preserved.

*Note: This will depend on the product you are looking into. KSF is defined by the target market and customers.
If the business is able to address the needs and preferences of its customers, whatever activity allows them to do
this can be the KSF.

V. TARGET MARKET
Describe the target market of your brand or product. Who is the brand’s current target market? In what age
group does your market belong?

Please keep in mind that the target market is the central focus within a marketing plan. It determines the essential
factors for the product, such as distribution, price, and promotion efforts. The target market also determines
significant factors about the product itself.

*Note: Get pointers in Chapters 6 and 9 of your eBook.

VI. KEY MARKETING STRATEGIES

6.1 Positioning Statement
A positioning statement is a brief description of a product or service and target market, and how the product or
service fills a particular need of the target market. It's meant to be used as an internal tool to align marketing
efforts with the brand and value proposition.

Template: For [your target market] who [target market need], [your brand name] provides [main benefit that
differentiates your offering from competitors] because [reason why target market should believe your
differentiation statement.]

Example, for Coca-Cola: For individuals looking for high-quality beverages, Coca-Cola offers a wide range of
the most refreshing options — each creates a positive experience for customers when they enjoy a Coca-Cola
brand drink. Unlike other beverage options, Coca-Cola products inspire happiness and make a positive difference
in customers' lives, and the brand is intensely focused on the needs of consumers and customers.

6.2 Product Strategy

Description of the product or service being marketed and recommended improvements to fit the needs of
target segments. (e.g. New and Improved, Fortified With Vitamin A, etc).

6.3 Pricing Strategy

Recommendations on pricing strategy and why this approach makes sense. In comparison to the price of
other competing brands, do you think the product’s current pricing strategy is working? Should you use a
different approach or just maintain the status quo pricing? Shift to promotional pricing? Bundle pricing?

6.4 Promotion Strategy

Overview of marketing strategy you recommend for the consumer brand, including objectives, messaging,
and tactical approach for marketing campaign(s) to reach your target audience. Should the company increase
its social media marketing efforts? Or focus on PR? Establish an e-commerce presence?

6.5 Distribution Strategy

Recommendations on distribution strategy and channel partners to improve the availability of your offering,
and explanations of why this approach is needed. Should the company

*Note: Get pointers from Chapter 2, 10, 15, and 16.

Marketing Plan – Guidelines 5

 VII. REFERENCES
VIII. APPENDICES

Marketing Plan – Guidelines 6

 Attachment B – Brands

 Locally is a juice drink brand operating under Nutri-Asia, a Philippine food company and the leading
producer of condiment products in the Philippines.

Among its best known brands are Datu Puti, Mang Tomas, UFC Catsup and Silver Swan.

Link to the official website: https://www.nutriasia.com

Locally was launched in 2017 with 10 flavors inspired from indigenous Philippine fruits. One of the
reasons for launching the product was the resurgent of advocacy for homegrown Filipino products.
Locally wanted to promote fresh flavors sourced from various farm regions in the country. One of the
launching activities for Locally was during the ASEAN summit in 2017 where Locally was one of the
beverages provided to all participants including the media present during the summit.

 Choc-O is a milk chocolate drink manufactured by one of the biggest local beverage in the Philippines
in the country – Zesto Corporation.

Link to the official website: https://www.zesto.com.ph

Choc-O is one of the chocolate drink brands directly competing with a significant number of chocolate
milk drink produced by Nestle, Jack & Jill, and Magnolia to name a few. It was launched in 1995
along with another beverage variant, Milk-O.

 Angel Evaporada is a local milk/dairy brand manufactured by Century Pacific Food, Inc. Century
Pacific concentrates on processing, manufacturing and exporting tuna. The company brings Century
Tuna, Fresca, and 555 Sardines to the Filipino table.

Link to the official website: https://www.centurypacific.com.ph/

Angel Evaporada is significantly low priced compared to other evaporated milk in the market. This low
price strategy was able to gain market share at the expense of other brands such as Alaska with
products in the low cost segment. Despite being a low cost product, Century has launched Angel
Evaporada in significantly priced campaigns such as TV commercials with well-known actors as its
Brand Ambassadors.

Marketing Plan – Guidelines 7