IMPLEMENTING A

BUSINESS PLAN
UNIT II
MODULE 5: IMPLEMENTATION OF MARKETING PLANS
AND STRATEGIES
IMPLEMENTING THE MARKETING PLANS AND STRATEGIES
Preparing a Marketing Plan
Research-based
Very technical
Focused on coming up with a methodical marketing plan

Implementing a Marketing Plan

 Strategy- and tactics-based
Needs manpower to execute
Results oriented
Iterative process and does not end after one round
 EFFECTIVE MARKETING IMPLEMENTATION

 Starts with listing the marketing activities

and those who will be involved in executing
the tasks.
HERE ARE THE IDEAL MARKETING PLAN IMPLEMENTATION STEPS:

STEP 1: Divide the marketing plan into small manageable pieces and
manageable time lines.
• Discuss marketing plan and marketing objectives
• The VP and USP and the 7Ps or the marketing mix must be clear
• Discuss thoroughly with the marketing team critical implementation
aspects
• Implement also the promotional strategies especially the promotional
channel
• Risk must always be factored (reputational risk, financial risk and
strategic marketing risk)
EXAMPLE: Online Clothing Business

Value Proposition: Virtual shopping mall

Unique Selling Proposition: Hand made fashionable clothes from Indigenous
Filipinos

7Ps marketing mix strategies:

Product – Hand-made fashionable clothes
Place – Online/Internet
Price – Penetration pricing (will start with low price until it peaks)
Promotion – Internet marketing (e-mails, social media, Web sites)
People – 24/7 helpdesk
Packaging – Organic paper
Process – Return policy of 10 calendar days
GANTT CHART- is an important implementation tool that enumerates all the planned
marketing activities into one file and arranges the marketing activities chronologically,
together with the interrelations with each other and other dependencies.
 Summarize the marketing implementation plan in one document.
TABLE 5.1. SAMPLE TASKS FOR AN ONLINE CLOTHING STORE
Person Responsible Specific Marketing Tactic Time line and Deliverables Budget
E-mail marketer Spends 1st batch of clothing Beginning January 2016 and P50 000
products with special must be sent every month
discounted prices to the first Discount: P100 off for every
500 primary target market’s purchase x 500= P50 000
e-mail addresses

Channel: Internet Marketing

Strategy: sales promotion,
online advertising
Social media marketer Gives special discount prices January 2016 P20 000
to first 100 customers who
will like the page on Special discount:
Facebook or follow on P200 x 100 = P20 000
Twitter, and purchase any
clothing product

Channel: Internet Marketing

strategy: sales promotion,
social media marketing
 Person Responsible Specific Marketing Tactic Time line and Budget
Deliverables
Web site designer Creates a Web site where January-June 2016 P100 000
customers can choose,
order online, pay online,
and deliver goods to the
customer’s doorsteps

Channel: Internet
Marketing Strategy: Web
site advertising
STEP 2: EXPLAIN AND DELEGATE THE MARKETING
TASKS TO ASSIGNED INDIVIDUALS.

• The entrepreneur must also update, monitor, and evaluate

the marketing assignments every week or every month
depending on the importance and urgency of the marketing
task.

• From Table 5.1, assuming the entrepreneur also planned to

launch the online clothing business using traditional
approaches aside from the Internet and mobile.
TABLE 5.2. SAMPLE TASKS FOR ONLINE CLOTHING STORE
Marketing Tactic and Person Responsible Rationale Timeline
Channel to be Used
Direct marketing – Direct marketer To instigate awareness to January-June 2016
newsletters and the primary target market
infomercials using social and eventually lead to
media purchase
Public relations – PR coordinator To establish a credible January – March 2016
press releases via a online reputation because
reliable fashion Web site the Internet is susceptible
or a blog site of a famous to various threats
fashion blogger
Sales promotion – Digital marketer To encourage the primary January – March 2016
P500 off and free delivery target market to try the
fee in the first online product and eventually to
purchase of any clothing change the habit from
product traditional purchase to
online purchase
STEP 3: KEEP THE COMMUNICATION LINE OPEN.

• The entrepreneur must ensure that the line of

communication between him or her and the
marketing team is always open to avoid
implementation issues.

• Communication channels these days have been

revolutionized by technology
 STEP 4: MONITOR ACCOMPLISHMENTS AND PROGRESS.
• Marketing team member’s tasks must be monitored
and evaluated to see if the deliverables were done
correctly and timely.

• Entrepreneur must also review the results according to

the set standards.

• Using the example chart in step 1, add two or more

columns for Performance Score and On-time Delivery
Score.
TABLE 5.3. ADDING THE SCORES FOR EACH TASK DELEGATED
Person Specific Timeline Performance On-time
Responsible Marketing Score Delivery
Tactics Score
E-mail marketer E-mail Every month ? ?
marketing beginning January
campaign 2016
Social media Facebook and January 2016 ? ?
marketer Twitter Page
Web site Transacting January – June ? ?
designer through the Web 2016
site

Scores: - Perfectly done/ Way before the deadline; 4 – Above average/Almost before the
deadline; 3 – Average/Done on time; 2 – Poorly done/Late than the deadline; 1 – Not done
at all/Way beyond the deadline
STEP 5: OPEN YOURSELF TO RELEVANT IDEAS OF YOUR MARKETING TEAM

• Frontline – the entrepreneur’s marketing team member,

the entrepreneur should listen carefully to all their
specific insights and findings and document them.

• They have the firsthand experience

• They can better describe to the entrepreneur the

picture of reality
USING TABLE 5.2:
TABLE 5.4. SAMPLE FEEDBACK FROM THE
IMPLEMENTATION OF THE MARKETING PLAN
Person Responsible Feedback from the Marketing Team
E-mail marketer Even though most of the target market have e-mail addresses,
45% of them have not read the entire e-mail marketing
campaign because the e-mail was heavy in pictures. Most of the
recipients are using a basic data plan for their mobile phones.
Social media marketer The target market responded positively with the social media
campaigns. The sales price discount for the first 100 persons who
liked the Facebook page or followed the campaign on Twitter
worked. They request that another batch of discount be given
soon.
Web site designer A mobile application can also be done simultaneously to mirror
the functionality of the Web site because 90% of the target
market are using smartphones.
STEP 6: ADAPT TO THE INTERNAL AND EXTERNAL FACTORS
THAT AFFECT THE MARKETING FUNCTION

• The entrepreneur must always be ready and open

for changes.

• Not ignore all relevant factors

• Marketing plan is a work in progress and must be

revisited accordingly
TABLE 5.5. SAMPLE INTERNAL AND EXTERNAL FACTORS FOR THE
FOLLOWING MARKETING TACTICS
Marketing Tactic in 2016
Online ordering via Web
site
Email marketing alerts
every month where the e-
mail marketer adds e-mail
addresses of new
customers manually. These
new customers receive the
e-mail alerts one week after
resignation
Social media campaigns
and promos in Facebook
and Twitter
Internal Factor External Factor Marketing Tactic in 2017
90% of the target Ordering via Web site
market have and mobile application
smartphones with a
data plan
A system that E-mail marketing alerts
automatically adds every month. New
new customers e- customers will receive
mail addresses is the e-mail alerts one
purchased day after resignation.
40% of the target Add instagram as new
market joined Instagram channel for social
in 2016 media promos.
Why employers give
penalties and
incentives to their
employees?
STEP 7: INCORPORATE INCENTIVES AND PENALTIES FOR MOTIVATION.

• These incentives and penalties will always remind the

members of the team to keep themselves on their
toes.

• What should we need to do to the team members

that did the task right?

• How about for the low-performing team members?

TABLE 5.6. SAMPLE INCORPORATION OF INCENTIVES FOR TEAM PERFORMANCE
Marketing Tactic Performance Metrics Incentive
Spends 1st batch of clothing • Conversion rate to sales Commission for every sale
products with special discounted • Bounce rate (undelivered e- generated by the e-mail marketing
prices to the first 500 primary mails) campaign
target market’s e-mail addresses • E-mail sharing or forwarding rate
• List growth rate
Channel: Internet Marketing
Strategy: sales promotion, online
advertising
Gives special discount prices to first • Conversion rate to sales One time bonus if there will be 1
100 customers who will like the • Brand search volume 000 incremental customers on top
page on Facebook or follow on • Lead growth of the first 100 customers in the
Twitter, and purchase any clothing • Brand sentiment first month after launch
product • Inbound links
• Social media engagement
Channel: Internet Marketing
strategy: sales promotion, social
media marketing
 Marketing Tactic Performance Metrics Incentive
Creates a Web site where • Number of visitors New mobile gadget if the
customers can choose, • Number of referrals visitors reached 1 500 on
order online, pay online, • Bounce rate (visitor of the the first month of Web site
and deliver goods to the Web site that launch
customer’s doorsteps immediately clicks the
back button
Channel: Internet Marketing • Exit pages
Strategy: Web site • Conversion rate
advertising
STEP 8: ANALYZE AND INTERPRET THE RESULTS.

• Final step is one of the most crucial.

• Each accomplished marketing task must be marked as a milestone to
recognize that a task is already executed as envisioned.
• Effective marketing strategies and tactics must be maintained and monitored
if they still work.
• Also give focus on signs that the strategies lose effectiveness.

WHY THERE ARE SO MANY ENTREPRENEURS IN THE PHILIPPINES WHO HAVE

GENERATED BRIGHT AND UNIQUE BUSINESS IDEAS AND EXCELLENT
MARKETING PLANS, BUT SOME OF THEM DID NOT SUCCEED?
ACTIVITY # 8
 Based on your own experience,
which company or entrepreneur
was effective in selling you a
product or service? Why was he or
she effective?
ACTUAL SELLING OF A PRODUCT OR SERVICE

• First objective of marketing strategy

– to create awareness

• Ultimate objective of marketing strategy

– the product or service must be sold

• The validation of how good or bad a marketing strategy is can be

manifested through how much sales the entrepreneur generated.
 THERE ARE VARIOUS SELLING STRATEGIES
ENTREPRENEURS USE THAT YOU CAN ALSO APPLY
WHEN YOU SELL YOUR ACTUAL PRODUCT OR SERVICE:

1.COLD CALLS
2.CONSULTATIVE SELLING
3.DIRECT SELLING
4.PERSUASIVE SELLING
 Based on your own
personality, which among
the four sales strategies
works for you as a buyer?
Why do you say so?
 Based on your own
personality, which among
the four sales strategies will
you be most comfortable
doing? Why do you say so?
What are the steps you
need to take to close
the sale?
STEPS FOR ACTUAL SELLING OF A PRODUCT OR SERVICE

STEP 1: FIND PROSPECTS.

 There is no such thing as “everyone,” “all of them,” or
“everybody” when it comes to marketing and selling.
 Sales leads or prospects is also called
“PRIMARY TARGET MARKETS”
 The entrepreneur must segment the prospects according to his
or her preferred demographics, psychographics, behavior, and
geography.
STEP 2: SELL CREDIBLY TO YOUR PRIMARY TARGET MARKET
(SALES PRESENTATION)

• Why is it the most challenging tasks in selling?

• This initial selling phase determines who in the household is the decision –
maker and how the product or service can be use of them.
• Why we need to established TRUST?
THERE ARE FOUR TYPES OF SALES PRESENTATION AS FOLLOWS:
a. Stimulus response
b. Formula selling
c. Canned presentation
d. Need presentation
STEP 3: MANAGE CUSTOMERS INQUIRIES AND OBJECTIONS

• Customers’ are the entrepreneur’s major

critique.
• Questions related to price or value
proposition.

• What is the biggest challenge of the seller?

STEP 4: CLOSE THE SALE
• Conditions of SALE.

• In processing the sale, the entrepreneur

should ensure that the customers will have a
seamless buying experience.

• Incorporate a value added feature.

STEP 5: DEVELOP A LONG-LASTING RELATIONSHIP WITH CUSTOMERS

• Closing the sale spearheads a long-lasting relationship with customers.

• The entrepreneur must ensure that he or she asks for customer

feedback regarding product or service.

• Entrepreneurs must also prepare their after –sales strategy to entice

customers.

• This way, entrepreneurs will save on additional marketing expenses to

acquire new customers.