Marketing Plan

Table of contents
01 02
Unique Selling
Value Proposition
Proposition

03 04
Fundamentals of
7P’s of Marketing Mix
Brand Management
Guess what?

BDO Nike Joy

“Isang
“We find
“Just do It” patak, isang
ways”
katutak”
Value Proposition (VP)

Simply states why

a customer should Keep it short
buy a certain and simple
product or
service
Unique Selling Proposition (USP)

Refers to how you will sell

the product or service to
customers
 7P’s of
Marketing
Mix
4P’s

Product Place

Price Promotion
3P’s

People Packaging

Process
 P1: PRODUCT
any physical good, service, or idea that is created
by an entrepreneur or an innovator in serving the
needs of the customer and addressing their
existing problems.
3-Level Concept
Level 1:

Core
Level 2: Benefits
Physical
Level 3: Characteristics

Augmented
Benefits
 P2: PLACE
refers to a location or medium
of transaction
 P3: PRICE
peso value that the entrepreneur
assigns to a certain product or
service
Pricing
Strategies
Penetration
Bundling
pricing

Competitive
Skimming
pricing
Pricing
Strategies
Product line Psychological
pricing pricing

Premium Optional
pricing pricing
Pricing
Strategies
Cost-based
pricing
Cost plus
pricing
Cost Classification

Variable costs
or Fixed costs or
Controllable Uncontrollable
costs costs
P4: PROMOTION
involves presenting the product or
services to the public and how
theses can address the public’s
needs, wants, problems, or desires
Promotional Tools

Advertising Selling

Sales Public
promotions relations
 P5: PEOPLE
play a vital role in servicing
customers even though the
entrepreneur sells only physical
goods
P6: PACKAGING
overall identification (look and feel)
of the product or service
 P7: PROCESS
a step-by-step procedure or activity
workflow that the entrepreneur or
employees follow to effectively
and efficiently serve customers
Fundamentals
of Brand
Management
Brand
refers to the identity of a
company, of a product,
of a service, or of an
entrepreneur
Brand Management
supervision of the tangible
and intangible elements of
a brand
Branding
process of integrating the
strategies formed from the
marketing mix to give an
identity to the product or
service
Name it!

rubber
toothpaste smartphone
shoes