PRINCIPLES OF

MARKETING
Quarter 4 - Module 7
Mini- Marketing Plan Presentation
 MARKETING PLAN
-A comprehensive document or blueprint that outlines a company’s advertising and
marketing efforts for the coming year. It describes business activities involved in
accomplishing specific marketing objectives within a set time frame.

MARKETING PLANS
-Can be developed for both new and existing products, as long as they necessitate
communication intervention.

BUSINESS PLAN
-The road map of a business. It is involved with analyzing a current business model and
proposing strategies for making it achieve critical objectives.
FEASIBILITY STUDY
-Is the proposal for a new business. In here, everything is still in a conceptual
phase, down to the market opportunities that seek to be addressed. It is all about
whether or not a business idea can fly-mapping out all the tasks that have to be
accomplished, the investment that needs to be poured into the enterprise, and
the expected return on investment.

The outline of mini- marketing plan:

III. Macro-environmental analysis
I. Executive summary
A. Economic
II. Background of the Study
B. Politico-legal
A. Brief history of the company C. Socio-cultural
B. Mission and Vision D. Demographic
C. Product/service offerings E. Technological
F. Natural
 IV. Opportunities and Threats VIII. Marketing Objectives
V. Micro-environmental Analysis IX. Marketing Strategies
A. The company A. Product/service strategy
B. Suppliers 1. Target Market
C. Marketing Intermediaries 2. Brand positioning
D. Customers B. Pricing strategy
E. Competition
F. Publics C. Distribution strategy
D. Advertising and promotions strategy
VI. Strengths and Weaknesses X. Tactical Implementation
VII. The Market XI. Marketing Budget
A. Market size XII. Feedback and Control
B. Market needs XIII. Financial projections
C. Market trends
Let us now proceed to complete each part of the plan:

I. Executive Summary
Presents in a very concise manner, vital Information contained in the marketing plan
such as its marketing objectives, strategy recommendations, marketing budget,
projected sales, and profitability.A well-written executive summary is
usually no longer than one or two pages.

II. Background of the Study

A. Brief history of the company
• As the starting point for your paper, select a product brand.
• Identify its manufacturer and write a brief history of this company.
B. Mission and vision
• Research on the company’s mission and vision through the
internet.
 C. Product/Service offerings
• List down the company’s current product offerings, classifying them by type (hair care,
personal care, home care, etc) and also indicate their suggested retail prices (SRP). It
determines the specific role your selected product brand plays in the company’s entire
product offering or product portfolio.

III. Macro-Environmental Analysis

A. Economic
• Latest economic data is essential for projecting future costs, prices, and consumer
purchasing power.
• Inflation rate and peso-dollar exchange rates are critical factors to consider.
• Gross Domestic Product (GDP) can indicate the general business environment in the
coming year.
 B. Politico-legal
• Assess the political macro-environment for stability before projecting its impact.
• Exceptions include significant events like national elections that can alter the economic and
business climate.
• Consider pending bills in the Senate or Congress that may become laws in the coming year.

C. Socio-cultural
• Identify socio-cultural factors impacting marketing strategies for a selected brand.
• Socio-cultural factors may take years or even generations to change.
• Some factors might not change in the coming years.

D. Demographic
• Identify the target market for the product.
• Determine relevant demographic factors:
A. Population of Metro Manila
B. Gender mix of the population
C. Distribution of the population by age
 • Psychographic segmentation, specifically focusing on career orientation, is crucial in
understanding consumer behavior.

E. Technological
• Relevant technological developments can impact a chosen brand positively or negatively in the industry.
• Examples include:
- A new production process that reduces manufacturing costs.
- Innovative packaging patented by a competitor.

F. Natural
• Conduct a comprehensive analysis of the natural macro-environment factors, such as pollution, global
warming, and acts of God.
• These factors do not require projection into the marketing plan's implementation phase.
• The reason is that they are relatively stable over the short-term period.
 IV. Opportunities and Threats
• Identify Opportunities and Threats from Macro-Environment Analysis in chronological
arrangement.
• Justification of Opportunities or Threats Classification.

V. Micro-Environmental Analysis
A. The company
Evaluate the company's organizational ability to implement marketing strategies.
B. Supplier
Evaluate the company's relationship with key suppliers, particularly those providing
crucial raw materials for product manufacturing.
C. Marketing intermediaries
The company’s distribution network is illustrated and explained in this section. The choice of
distribution type is reviewed and possible improvements in intermediary relationships is
determined.
 D. Customers
This section concentrates on identifying the brand's target customers. This includes their
geographic, demographic, and psychographic profiles, along with understanding their
buying behavior, like purchase motivations, shopping preferences, frequency, and product
usage
E. Competition
Identifying competitors and their manufacturing companies, while utilizing tools like
perceptual maps to locate them closely. Assessing market shares of various brands,
including the one being marketed, and analyzing recent competitive actions.

F. Publics
Evaluate the company’s relationship with its corporate stockholders, the community,
financial institutions, media, the government, and the society in general.
VI. Strengths and Weaknesses
Identified strength and weaknesses from the micro- environmental analysis. Relate them directly to a
specific micro-environmental factor and justify why they are classified as strength and weaknesses.

VII. The Market

A. Market size
Show the size of your market. The total market is the sum total of the group of individual or organizational
consumers who have both the willingness and financial capability to purchase a particular product or
service.
B. Market needs
Know your market intimately to be able to serve its needs. Understand and express what exactly
the market is looking for in the product that you are offering.
C. Market trends
A market trend is a perceived tendency of financial markets to move in a particular
direction over time. A trend can only be determined in hindsight, since at any time prices
in the future are not known.
VIII. Marketing Objectives
In this section state the marketing objectives. Marketing objectives may include brand awareness
target and sales revenue objectives.

IX. Marketing Strategies

In this chapter, marketing strategies are proposed based on a thorough analysis of
opportunities and threats, strengths and weaknesses, and the market for the proposed
product/service.
A. Product/Service
Product or service should be fully explained. Indicate any innovations you plan to implement in your
product or service. Identify the value proposition or unique selling proposition of the product/service.
1. Target Market
Describe in detail the target market of the product/service. Quantify the size of your targe
market. If you plan to expand, contract, or totally change your brands present target
markets, indicate the changes, and justify it convincingly.
 2. Brand positioning
State the current positioning of the brand/service. Justify the proposed brand positioning and explain
convincingly why it is more appropriate than the current one. Remember that positioning of your
proposed product/service must be unique, beneficial, and credible, and must revolve around a product or
a service attribute that is relevant to your target market.
B. Pricing strategy
Based on the marketing objective formulated, decide on a general pricing strategy for the brand. It is possible to
implement general pricing strategies for a brand during an operating year.
C. Distribution Strategy
Review the brands current distribution strategy to determine if it is still applicable for the marketing
plan’s implementing period. Give recommendations as to how the selected brand can be distributed
more efficiently.
D. Advertising and Promotional Strategy
In this section, propose your advertising and promotion strategy. Provide details of media and
promotional plan, including locations for advertising placements, their frequency and
approximate cost. Also indicate the mechanics of the trade and consumer promotions.
 X. Tactical Implementation
Develop tactics for each strategy. Some strategies may only require a little two
tactical plan, while others may need to be supported by five or more tactics. There
should be as many tactics as necessary to ensure the success of the strategy.
XI. Marketing Budget
This indicate the total cost involved in the implementation of the proposed marketing plan. Only third party
expenditures are to be included in the marketing budget. Capital expenditures like retail outlet construction
expenses and the purchase of packaging, machinery, are excluded from the marketing budget.

XII. Feedback and Control

The purpose of this section is to
ensure that each of the tactics is
carried out as
planned. There should be
feedback and control write up for
each of your tactics.
XIII. Financial Projections
Present the financial viability of your proposed marketing plan. The latest available
income statement of your company can be used.
 THANK YOU!!

Escamillas, Janinne L.
Hutalla, Nicole Grace P.