MARKETING PLAN

PREPARED BY: GROUP 2

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What is a Marketing Plan?
• A document containing the marketing objectives, marketing strategies,
and the activities that will be undertaken to execute these strategies.
• It serves as a roadmap for introducing and delivering your product or
service to potential customers.
• An effective marketing plan will help a company understand the market
that it targets and the competition in that space, understand the impact
and the results of marketing decisions and provide direction for future
initiatives.

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The 4Ps of Marketing

• Product
• Price
• Place (Distribution)
• Promotion

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 Elements of
Marketing

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Situation Analysis
• Your situation analysis details the context for your marketing efforts.
In this section, you will take a close look at the internal and external
factors that will influence your marketing strategy.
• SWOT Analysis
• MADI Analysis

Business Objectives
• An effective marketing plan will help support the overall business
strategy and goals.

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Marketing Goals
• These goals will tie into the overall business objectives, but they'll
focus only on the portions of the business that marketing can
influence.

Target Market
• Getting specific about your target market and segmenting it into
even smaller groups for specific promotions can help you decide
where to commit resources and what kinds of tactics and messages
to use.

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Strategies
• Strategies are the approaches you want to take to achieve your
marketing goals.

Tactics
• These are the specific actions you will take to execute the strategies
that you set.

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Messaging Guidelines
• The right messaging can help establish your brand's position in the
market, help it stand out from competitors, demonstrate value to
potential customers, and reach specific audiences.

Budget
• You must know what you can spend on your marketing
campaigns and how much money your company is willing to
put into different types of marketing efforts.
Tracking and Evaluation
• This section of your plan should include plans and procedures for
tracking each type of marketing activity you are using.
 STEPS IN PREPARING THE
MARKETING PLAN

• Assessing the Business Situation

• Defining the Target Market
• Setting the Marketing Goals and Objectives
• Developing Marketing Strategy and Action Programs
• Preparing the Budget for the Action Plan
 Marketing Plan Sections
The marketing plan section of the business plan explains how you're going
to get your customers to buy your products and/or services.

•Products/Services - Unique Selling Proposition (USP)

•Pricing and Positioning Strategy
•Sales and Distribution Plan
•Advertising and Promotion Plan

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 Products/Services
• Unique Selling Propositions (USP)
• Focus on the uniqueness of your product or service and how the
customer will benefit from using the products or services you're offering.

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 Pricing and Positioning Strategy
• The pricing strategy portion of the marketing plan involves
determining how you will price your product or service; the price you
charge has to be competitive but still allow you to make a
reasonable profit.

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 Sales and Distribution Plan
• Remember, the primary goal of the marketing plan is to get people to
buy your products or services. Here's where you detail how this is
going to happen.

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 Advertising and Promotion Plan
• The Advertising and Promotion section of the marketing plan
describes how you're going to deliver your Unique Selling Proposition
to your prospective customers.

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 Sample Marketing Plan
(Camote Roll)

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Target Market
Our innovative product aims to target the student market. Due
to its affordability, the students can easily purchase this product.
Because it’s packed with nutrients, it suits to provide the needed
strength and endurance of the students throughout the day
especially the elementary and high school students because they are
more on school activities. That’s why they need to intake foods that
are not just delicious but also energy-giving food. And this camote
roll qualifies for the supplication of this need that will help them
boost their physical and mental capabilities all day long.

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Product
Camote roll is an innovative product that is a combination of
the existing products camote cue and turon. It is made of mashed
sweet potato, condense milk, grated cheese and jackfruit. We name
it “Camote Roll” since it is rolled in the lumpia wrapper after frying it.
To add the abundance of the taste and aroma, we simmer it with
choco syrup and desiccated coconut.
These are the vitamins and minerals that the primary
ingredients contain. Among some of the vitamins contained within
sweet potatoes other that vitamin A and vitamin C, you'll find iron,
copper, manganese, vitamin E, vitamin B6. Sweet potatoes also
contain beta carotene which the body can convert into vitamin A.

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 Cheese is an excellent dietary source of calcium, phosphorus, zinc
and protein as well as vitamins A and B12. Most cheeses provide
good amounts of phosphorus and although the content varies
between different varieties. Jackfruit is one of its own kind tropical
fruits, recognized for its fruity flavor that can be appreciated from a
distance. The fruit is unique for its size and delicious sweet taste. In
common with other tropical fruits such as durian, banana, etc., it is
also rich in energy, dietary fiber, minerals, and vitamins and free from
saturated fats or cholesterol, making it one of the healthy summer
seasons treated to relish

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Price
The total cost of expenditures is P521.13 which is the initial
investment of the venture. it is the total amount from purchasing the
ingredients and other needed materials which are sweet potato,
jackfruit, choco syrup, desiccated coconut, cooking oil, condense
milk, cheese and lumpia wrapper. From the total cost of
expenditures, we base our price. Since we produced 320 pieces, we
only price it P3.00. We can get a total P960.00 sales and P438.87 net
income. This net income is 84.22% of the product’s initial investment.

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 We base our pricing strategy using the costs plus pricing
approach which is the simplest pricing method. This approach is used
by simply adding a standard markup to the cost. We associate it with
the venture’s investment, production, distribution, and marketing
and sales expenses such as promoting a product or service.

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Place

Camote roll” is sold inside the campuses to cater the student

industry. This is to ensure the convenience and accessibility for the
customers. From the elementary up to college campuses will be our
target area and premises.

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Promotion
To enhance market awareness, we apply personal selling as
our tool in promoting our product. We approach prospect customers
and inform them about the highlight of the product. We persuade
them until they decide to purchase the product. This strategy is very
effective because the product is not yet known to the market and to
assure the market acceptance of this

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Competitive Advantage
Camote roll has many competitive advantages over other.
First is its affordability. In marketing, price promotion is one of the
most applied strategies of businesses to develop their own
competitive edge against its competing products. That’s why it’s one
of the major factors that help this product to gain its own market
share upon introduction. The other advantage is its benefits and the
values that it returns to the customers because of the richness of the
nutrients that the ingredients contain. It also adopt on the present
need of the Filipinos when it comes to food. Because of its common
nature which is a type of kakanin, it is more enticing than other
products.

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SWOT Analysis
INTERNAL

Strength
1. Affordable
2. Nutritious
3. Delicious

Weaknesses
1. Ordinary
2. Limited lumpia wrappers’ lifespan
3. Less attractiveness on its appearance

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EXTERNAL

Opportunities
1. High market share
2. Customer retention
3. Customer Acceptance

Threats

1. Direct competitors
2. Customer resistance
3. Changing customer preferences

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Marketing Strategy

Strengths and Opportunities strategy

1. Maintain the affordable and quality of the product to gain
customer retention.
2. Build customer loyalty by giving customer value.

Weaknesses and Opportunities strategy

1. Choose a wrapper that last for longer period of time.
2. Avoid over production.

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Strengths and Threats Strategy
1) Make and use promotional material (like fliers or leaflets) about
the content and benefits of the product to expect market
acceptance.
2) Add variety of toppings that will add flavor and taste to the
product.

Weaknesses and Threats Strategy

1) Maintain and improve the competitive edge over the competing
products.
2) Adopt always on the changing demands of the market by
offering variety of choices.

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Sources
https://4dcamroll.weebly.com/marketing-plan.html
https://www.thebalancesmb.com/writing-the-business-plan-section-
5-2947030
https://www.thebalancesmb.com/what-is-a-marketing-plan-2295831

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