MARKETINGPLAN

Marketing Plan
In partial fulfilment of the requirements for the subject Marketing Management (MKM
– 101)

Yllor Don Bautista

Christine Madula
Domingo Dela Cruz
Maureen Joyce Cipriano
Marjoshua Descargar

December 20, 2020

MARKETINGPLAN

TABLE OF CONTENTS
DEFINE YOUR BRAND
What is your vision statement?........................................................................................................2
What is your value proposition?.......................................................................................................2
What is your positioning statement? ...............................................................................................2

IDENTIFY YOUR CUSTOMERS

Your top three personas.................................................................................................................. 4

UNDERSTAND YOUR COMPETITORS

Your top three competitors...............................................................................................................5

ANALYZE YOUR BUSINESS

Strengths.......................................................................................................................................... 6
Weaknesses.................................................................................................................................... 6
Opportunities.................................................................................................................................... 6
Threats............................................................................................................................................. 6

DEFINE YOUR DIFFERENCE

What is your USP?...........................................................................................................................7
What is your elevator pitch?.............................................................................................................7

MAP YOUR CUSTOMER’S JOURNEY

Your customer’s journey.................................................................................................................. 8

CREATE YOUR ACTION PLAN

What is your marketing budget?......................................................................................................9
Who is on your marketing team?.....................................................................................................9
Who is responsible for what?.........................................................................................................10
What is your pricing strategy?........................................................................................................10
How will you distribute your goods or services?............................................................................10
How will you create or update your website?.................................................................................11
What is your social media strategy?..............................................................................................11
What is your email strategy?..........................................................................................................11
What is your advertising strategy?.................................................................................................12
What is your public relations strategy?..........................................................................................12
What is your after-the-sale strategy?.............................................................................................12

MONITORING, MEASURING AND IMPROVING

How will you measure the effectiveness of your marketing activities?..........................................13
How will you adjust to improve?.....................................................................................................13
 MARKETINGPLAN

Part 1 - Define your brand

What is your vision statement?

To develop professional entrepreneurs by providing business opportunities to

individuals through our world leading quality products and services of Unified.

To be the world-class leader in Multi-Level Marketing industry empowering the

global community in attaining financial freedom and economic stability.

What is your value proposition?

Nowadays, we spent time and money to go to remittance center, airline ticketing,

bills payment centers etc. but with Unified Products and Services offers you a hassle-
free transaction from booking online to sending payments, we got everything.

Unified Products and Services is an independent Multi-Level Marketing Company

that caters not only traditional products but also technology-based services, such as e-
Cash, ticketing, bills payments and universal loading. We are partnering with the most
trusted bills payment and remittance service providers ensure every transaction is fast,
smooth and hassle free. We are credited partners with more than 300 plus airlines
across the globe to get you to wherever you need to be.

Unified Products and Services, Inc. offers various dealership packages and
franchise that will empower global communities towards attaining financial freedom and
economic stability. Unified Products and Services, Inc. exists with the paramount
purpose of providing business opportunities to everyone through our world-class quality
products and services and breaking the stigma on multi-level marketing by developing
 MARKETINGPLAN

professional and globally-competitive multi-level marketing leaders. The company

enshrined in its helm the tenets of Unity, People Oriented, and Service & Products
Excellence.

What is your positioning statement?

Unified Products and Services access a Global set of users with our convenient
technology- based services such as e-Cash, ticketing, bills payment and universal
loading unlike other remittance center and other Ticketing centers Unified Products and
services is a one-stop-shop that provide you hassle free service.
 MARKETINGPLAN

Part 2 – Identify your customers

Your top three personas

Create three personas or imaginary individuals. They should correspond to the most important customer
segments you want to attract. For example, a coffee shop near a university might be going after students,
parents of young children and the local business crowd.
Your personas will help you visualize the customers you are targeting and develop brand messages and
marketing tactics that will resonate with them.

PERSONA 1 PERSONA 2 PERSONA 3

What is their  25 yrs old  18  30 yrs old

demographic profile?  College grad  College student  Professor
Age, sex, profession,  Average  Average  Middle Class
income, social status,  Male  Female  Female
education, etc.  OFW

What are their values,

attitudes, interests,
needs and lifestyle Convenience Accessibility Profitability
choices?
What is important to
them?

How do they like

to do business? Online Online Online
Online or face-to-face?
How much do 15k 7k 25k
they spend?
What kind of products Loading& Vitamins Herbal Juice & Soap Remittance & Whitening
do they buy? product
What do they want
in terms of features, Mostly Satisfied Nearly Satisfied Very Satisfied
functionality and cost?

Where are they located? Doha, Qatar Nueva Ecija Sta. Rosa, Laguna

Why would this person Because the product Because they offer Because it is useful and
buy your product or they offer has a lot of quality products and necessary in our daily
service health benefits and for services life
services was so flexible

4
 MARKETINGPLAN

Competitor 1 Competitor 2
(Truemoney) Luzon Brokerage Corporation (LBC)

Where are they located? They are located at Cambodia, They are located at San Francisco
Myanmar, Vietnam, Thailand, Indonesia California, Middle East, Asia Pacific,
and Philippines. Europe, Oceania and Philippines

How long have they been in Truemoney was founded in 2003 as LBC was founded in 1945 It operate as
business? part of True Corporation, but is now a brokerage and air cargo agent before
reorganized in 2014 as part of Ascend evolving into an express delivery
Group, a spin-off of True Corporation service.
and a subsidiary of Charoen Pokphand
Group.

What are their target markets? This business target market is young The brand’s target audience is Young
people, professionals, families and the adults, Professionals, Families,
average citizen. Enterprises and Community at large.

LBC's exclusive offerings are the

What are their unique selling points, Truemoney's innovative programs are delivery services where consumers
competitive differentiators? supporting customers who have never collect shipments at anytime, anywhere
dealt with banks and have no access to with safe and reliable services. Other
banking services and people who wants services provided by LBC are the
to regularly use remittance as a Business Solution that makes you
transaction method. excel in your business, whatever it
might be. They adapt logistics market
strategies to the needs of the business.

Strength Strengths
What are their strengths,  Anti-Money Laundering and  Service High Quality
weaknesses? counter Terrorist  Number of LBC branches
Financing  Number of courier trucks
 Financial Audits  Online tracking of goods
 Improving Security delivered.
 High Quality services Weaknesses
Weaknesses  Slow in terms of coping with
 Customer Distrust innovations
 Low volumes of seller and  Market segment is not well
customers defined
 Price manipulations  Doesn’t have a wide spread of
IMC channels

Part 3 – Understand your competitors

5
 MARKETINGPLAN

Part 4 – Analyze your business

Strengths

1. Product innovation
2. Variety of products and services
3. Convenience

Weaknesses

1. Lack of direct marketing

2. Brand positioning
3. Restricted availability of goods

Opportunities

1. Expansion of Markets
2. Indistinct rival products
3. Consumer Demand

Threats

1. Intense service category rivalry

2. Regulatory pressures
3. Competition between major competitors

6
 MARKETINGPLAN

Part 5 – Define your difference

What is your USP?

Unified Products and Services Mobile Unique Selling Point is their quick and easy
way technology-based services, such as remittance, bills payment, universal loading
ticketing and insurance services. It provides various dealership packages and franchise
that empowers global communities towards attaining financial freedom and economic
stability. The company enshrined in its helm the tenets of Unity, People Oriented, and
Service & Products Excellence.

What is your elevator pitch?

Unified Products and Services, Inc., was established 2011. The company was
initially formed as the marketing arm of a particular company. This company offers
different types of products and services like remittances, loading, bills payment, etc. The
insurance and ticketing services of this service are the most qualified services they
provide that are not present in other businesses.

UPS is used to connect its industry partners including Philippine Airlines, Globe
Gcash, Maynilad, and network providers such as Smart and Globe Telecommunications
to meet the consumer, UPS and its company partners have a very large business
partnership, and are able to serve consumers here in the Philippines as well as around
the world with a high degree of rivalry.

7
 MARKETINGPLAN

And in addition to its physical shops and tangible operations, this app has got rating by
4.1 for the past few years, offering a quick-to-use service with its own app currently
accessible at Apps and Google Play Store. This type of method is beneficial and makes
it easy for the customer to use.

Part 6 – Map your customer’s journey

Your customer’s journey

PERSONA 1 PERSONA 2 PERSONA 3

ATTENTION In my friends post in In my neighbor’s My friend invited me in

How will we make this person social media he posts tarpaulin of unified and a seminar in a HUB of
aware of our business? the profit he earned in I see many services Unified
just a week and I’m
curious

INTEREST Because it’s convenient Because it’s accessible Because it’s profitable
How will we get them
interested in our business?

DESIRE Because I know that Because I want to Because I don’t want

How will we create a desire what you reap is what make my parents proud my neighbor going to
to purchase? you sow of my doing city for any bills
payment

ACTION Because I know I will By asking some Because now unified

How will we get them to take never regret it someday question and help to my prove that what I see in
action and buy? and now I’m doing well neighbor if this all was the seminar is what I’m
legitimate now

LOYALTY Through posting all the By persuade people to Upon going to all
How will we make them loyal programs and services take this opportunity to seminars and events
to our business? of unified in all of social join immediately
media

8
 MARKETINGPLAN

Part 7 – Create your action plan

What is your marketing budget?

The projected cost in marketing will be about 48,590. The large portion of budget
will be allocated in online promotion such as Facebook and website advertisements
which is 3,000 a month, 12,000 a year in apps and website advertisements, and the
other expenses is for the distribution of flyers.

Who is on your marketing team?

9
 MARKETINGPLAN

Who is responsible for what?

Based on the Organizational structure above the line of Mr. Doming Dela Cruz is
responsible in Processing Tangible Advertisements while the line of Ms. Christine
Madula is responsible for Online Advertisements. Mr. Yllor Don Bautista the Manager is
responsible in making those to marketing line balance and relevant to each other for
long term purposes.

What is your pricing strategy?

Our pricing strategy would concentrate on delivering a high quality goods and
services that has a distinctive panache. Thus, we will price our fantastic goods and
outstanding services at a fair price that is affordable to our target market than our
immediate rivals.

How will you distribute your goods or services?

Our products will be distributed by advertising on a social media page and being
a paid advertisement for other sites. As for the services it will be on an app that tends to
help the people with a cashless payment to water, Wi-Fi, electricity or etc. It may also
include bank transfer and loans for those needed money.

10
 MARKETINGPLAN

How will you create or update your website?

DESIGN
The marketing team will create a website that is easy to navigate and not so hard
to find in their browsers, we specifically indicate to our website the details of the
product and services available so that customers already have the knowledge before
creating a transaction with us.

CONTENT
The website content will be full of information about our products and services
and also our business partners, we also indicate other information such as contacts,
about us, and the events that we made from the previous years.

What is your social media strategy?

The social media strategy will be making a Facebook page to endorse the
product and the services also an Instagram account to accommodate other customers
from the local to international.

What is your email strategy?

The email strategy is based on the website where the customer must make an
account to buy and use the services and they may not always visit the website but
always be informed through email for new products and services and updates that will
be happening.

11
 MARKETINGPLAN

What is your advertising strategy?

Tangible Advertisement
The advertising strategies are making a tarpaulin to make it known, distribution of
flyers and brochures to others like in the mall and other crowded area.
Online Advertisement
To put on social media and advertise it and being a paid advertisement on other
website and paid ads in apps store and Google play.

What is your public relations strategy?

The strategy will be based on the feedbacks of the audience and to answer them back in
a polite and well-mannered way if they have any unsatisfactory transaction to lessen the
negative impact on the product or service. If it gets serious it up to them to bring it to
upper level for a better decision.

What is your after-the-sale strategy?

The approach for unified products and services is clear. We want our clients to be
successful by delivering outstanding consumer satisfaction at low cost, at all times, and
anytime they go through our kiosk and work with us.

After the sales strategy, our main goal is to grow our customers' repeated
transactions. Any client who uses our products and services must return to a seamless
transaction experience. UPS needs to control the products and services that are sold
appropriately and to generate a customer feedback program by surveys. Through this
knowledge we will streamline our products and services in order to match our

12
 MARKETINGPLAN

consumers' daily desires and inspire more people to shop and make purchases with
UPS.

Part 8 – Monitoring, measuring and improving

How will you measure the effectiveness of your marketing activities?

The company measures the effectiveness of the marketing activities by

monitoring daily sales and number of transactions done in daily basis, furthermore we
also see immediate feedback in our online mobile app by ratings, as of now the current
rating of UPS mobile app is 4.8 stars based on the statistics shown in Play store and
Apps store.

How will you adjust to improve?

In terms of adjusting it is always in the of customers satisfaction, in our generation

modernity and technology development are fast phasing and we as a marketers we
adjust our decision making by identifying trend and ideas that will make our company
more reliable and unique when it comes in providing quality goods and services.

13