SLM Principles-of-Mktg - Q2-W8

Republic of the Philippines
DEPARTMENT OF EDUCATION
Region IX, Zamboanga Peninsula
DIVISION OF PAGADIAN CITY
CO TEK CHUN NATIONAL TRADE SCHOOL
Learner’s Name: __________________________________________ Date: ________________ For ABM12 Only

Strand, Grade & Section: ___________________________________ Score: _______________
PRINCIPLES OF MARKETING
Week – 8
Creating and Presenting a Marketing Plan
After going through this work sheet, learners are expected to:
 Explain the significance of the marketing mix to motivate the potential market to buy a product or service; and
 Integrate the marketing concepts and techniques learned by preparing a marketing plan.
A good marketing plan does not happen overnight. It is a result of research and analysis that correspond to industry trends, market changes, consumer behavior and
competitive environment.
The Marketing Plan and the Marketing Mix

A marketing plan is a written document that contains a detailed analysis of the current market situation, trends in the industry, opportunities and threats for
the product, marketing objectives, and specific action plans for the marketing mix (product, price, place, promotion). It serves to document how the company’s
strategic goals will be achieved through specific marketing efforts and tactics.
The marketing plan is also connected to the plans of other departments within the organization. For example, if the strategic goal of the company is to
increase sales by P10billion or to sell additional 1 000 000 products, there must be enough products to support this. The Product Department must be able to deliver
the required number of additional products that will help increase sales. The Marketing Department will promote the products in different channels, while the Sales
Department will push the products to the customers. The Finance Department will allocate budget for these activities.
The marketing mix (product, price, place, promotion) is vital in the creation of a marketing plan, The product is the solution that a company provides to the
market’s needs or wants, and thus, represents the value that the company will offer to the consumers. This value dictates the price of the product. If the product has
the right price based on its market offering, the consumers will understand its value and most likely will patronize it. Place is another important component because it
makes the product available to its consumers. Consumers now look for convenience, so they want access to the product easily as possible-it can be through a short
commute, the click of a button (when purchasing online), or having the item delivered at their door step. Lastly, promotion ensures that awareness or interest is
created for the product. The promotion mix entices the target market to purchase the product through creative advertisements or sales promotions. Pulic relations
help build a good image for the product and/or the company, while digital marketing helps connect consumers and brands more effectively through the use of social
media.
In creating a marketing plan, each component of the marketing mix must be aligned with the target market as these components are very important in
motivating the potential market to buy the product or service.
Contents of a Marketing Plan

Below is an outline of the typical content of a marketing plan. For the purpose of accomplishing your final project for this course, the assumption is that
you will develop your own product and formulate your own marketing programs. The outline has been made to fit the conceptualization of a new product from
scratch. The objectives should focus on introducing the new product in the market and creating awareness of the product.
I. Executive Summary
II. Situation Analysis

A. PEST Analysis
B. Porter’s Five Forces Analysis
C. Competitors (Direct and Indirect Competitors)
III. Objectives
IV. Product Strategy

A. Brand Name and Description
B. Market-based Mission Statement
C. Product Positioning/Unique Selling Proposition (USP)
D. Target Market (Demographic, Psychographic, Behavioral)
V. Pricing Strategy
VI. Distribution Strategy
VII. Integrated Marketing Communications Strategy

A. Advertising (Advertising Objective, Advertising Message, Advertising Media)
B. Public Relations
C. Consumer Sales Promotions
D. Digital Marketing
VIII. Proposed Budget
1
2
3
4
5
Assessment:
I. Choose the letter of the correct answer found inside the box. Please observe no erasure or alteration.
a. Brand Name and Description g. Product
b. Product Strategy h. Digital Marketing
c. Direct Competitors i. Distribution Strategy
d. Promotion j. Public Relations
e. PEST Analysis k. Pricing Strategy
f. Marketing Plan l. Market-based Mission Statement
_______1. It is a written document that contains a detailed analysis of the current market situation, trends in the industry, opportunities and threats
for the product, marketing objectives, and specific action plans for marketing mix.
________2. It the solution that a company provides to the market’s needs or wants, and represents the value that the company will offer to the
consumers.
________3. This ensures that awareness or interest is created for the product.
________4. It helps the company identify opportunities and threats in four major areas.
________5. These are the products that directly competing against the company’s product. They have similar offerings and pricing strategy
________6. This defines the purpose of the company and serves as a guiding principle in fulfilling its goals.
________7. In this, you will have to identify a unique feature or offering of your product so it can stand out in the market.
________8. This builds good relationships with the company’s various internal and external publics by creating favourable publicity, building a
good corporate image, and addressing unfavourable issues and events.
________9. This utilizes the different digital media to promote brands.
________10. This is important to choose the right distribution channel to make your product available to consumers.
GOD BLESS YOU!!!
ALMA L. CHUA
ABM Teacher II 6

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Republic of the Philippines

Learner’s Name: __________________________ Date: For ABM12 Only

The Marketing Plan and the Marketing Mix

Contents of a Marketing Plan

II. Situation Analysis

IV. Product Strategy

VI. Distribution Strategy

VII. Integrated Marketing Communications Strategy

VIII. Proposed Budget

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