Module 3: Marketing Plan Steps in Writing a Marketing Plan

Definition • Identify mission statement.

• Address competition (direct & indirect).
A marketing plan is a document that outlines
the strategies, promotions, and advertising • Determine strengths & weaknesses.
activities of a business (usually for 1 year). • Describe target buyers.
• Identify buying cycle patterns
It includes goals, buyer personas, competitive (Awareness → Consideration →
analysis, KPIs, and action steps. Decision).
4 F’s of a Marketing Plan • State Unique Selling Proposition (USP).
• Describe brand.
• Factual – Based on reliable facts
• Improve website issues.
• Focused – Solves a specific problem.
• Choose marketing channels (social
• Financially-set – Supported by
media, email, events)
management budget.
• Define SEO strategies (keywords).
• Flexible – Can be adjusted if needed.
• Track KPIs.
Purpose of a Marketing Plan • Develop marketing strategies (actions to
reach goals).
• Set clear goals aligned with company
mission.
• Help grow the business and expand
Module 4: Product and Brand Strategy with
customer base.
Pricing Techniques
• Apply the 8Ps of Marketing (Product,
Price, Place, Promotion, People, Nature & Definition of Product
Process, Physical Evidence, A product can be tangible (physical) or
Performance). intangible (service).
• Increase market share & brand
awareness. Universal characteristics:
• Provide budget plan and assign • Intended for customers.
responsibilities. • Provides benefits.
• Find new opportunities and understand • Exchanged for value.
competition.
• Ensure teamwork across departments. Classification of Products

Preparation of Marketing Plan • Consumer Goods

• Convenience goods: Easy to buy (staple,
• Know your competition (research their impulse, emergency).
strategies). • Shopping goods: Homogeneous
• SWOT analysis (Strengths, Weaknesses, (similar) or Heterogeneous (different).
Opportunities, Threats). • Specialty goods: Brand loyalty, unique.
• Develop buyer personas (target • Unsought goods: Not known or not
customers). actively wanted.
• Set budget parameters. • Industrial Goods
• Establish KPIs & goals. • Capital goods (machinery, buildings).
• Create an outline (info, competitors, • Raw materials (wood, minerals).
target buyers, strategies). • Component parts (processed parts).
 • Major equipment (computers, engines). Packaging
• Accessory equipment (tools, office
• Protects, identifies, and promotes the
items).
product.
• Operating supplies (stationery, repair
• Features: Attractive, convenient, secure,
items).
adaptable, dependable, prestigious.
• Services (maintenance, consultancy).
Pricing & Objectives
Product Mix & Line
Pricing = deciding product value.
Product line = related products (e.g., cereals).
Factors: competitors, production cost,
Product mix = several product lines.
customer value, regulations.
Tips: Coordinate with production, ensure
Objectives of Pricing:
consistency, go for depth, assign managers,
know limits. Survival.

Product Life Cycle Profit expansion.

• Introduction – Launch, high marketing. Market leadership.

• Growth – Demand increases. Market for innovations (premium pricing).
• Maturity – Sales peak, high profit, heavy
competition.
• Decline – Sales drop, saturation.

Why New Products Fail?

Lack of market need, poor research, bad

timing, wrong pricing, ineffective marketing,
low quality, misaligned branding.

Strategies to Prevent Failure

• Research competitors.
• Analyze market.
• Define product vision.
• Have clear positioning.
• Understand customer needs.

Branding & Brand Equity

Branding: Identity, story, and experience of a

company.

Brand equity: Extra value a brand gives

compared to generic products.

Components: Perception, effects

(positive/negative), resulting value.
 ROLE OF LEADERSHIP kailangan ng partnership. Maliban dito,
malaking responsibility din ng leader ang
pagdedesisyon lalo na kapag may kailangang
1. Vision and Strategic Alignment aprubahan na campaign strategy, content, o
gastos. Dapat mabilis at tama ang desisyon
Ang leadership ay nagsisimula sa pagbibigay ng
para hindi maantala ang project at maging
vision o direksyon para sa buong co-marketing
responsive sa market opportunities. Sa
initiative. Importante na may malinaw na
madaling salita, ang leader ang gumagawa ng
layunin para alam ng lahat kung saan sila
paraan para hindi magkulang at ma-stuck ang
papunta. Ang leader ang gumagawa ng paraan
buong team.
para lahat ng partners ay aligned sa goals,
messaging, at brand values. Halimbawa, kung 4. Accountability and Performance
may dalawang kumpanya na nag-cooperate Tracking
para sa isang campaign, ang leader ang
Isang malaking tungkulin din ng leadership
nagseset kung ano ba ang purpose, ano ang
ang pagsubaybay at pagsusuri ng performance.
magiging mutual benefits, at paano masasabing
Sila ang nagse-set ng clear na KPIs (Key
successful ang project. Dahil may malinaw na
Performance Indicators) para masigurong
direksyon, nagiging mas madali para sa lahat ng
aligned ito sa goals ng lahat ng partners.
stakeholders na mag-focus at iwas sa kalituhan
Habang ongoing ang campaign, responsibility
o maling pag-unawa habang tumatakbo ang
ng leader na tingnan kung nasa tamang
campaign.
direksyon pa ba ang ginagawa, at kung may
2. Relationship Management mali o kulang, kailangan itong agad ayusin. Ang
ganitong klaseng accountability ay
Hindi mawawala ang relationship
nakakatulong para mapanatili ang tiwala ng
management sa role ng leadership. Sa
bawat partner at para lahat ay seryoso at
cooperative marketing, maraming partners na
committed sa pag-abot ng results.
may iba’t ibang priorities at culture. Kaya
kailangan ng leader na marunong mag-build ng 5. Innovation and Adaptability
trust at magpanatili ng open communication.
Kapag may misunderstanding o conflict, ang
leader ang pumapasok bilang mediator para Ang huli pero equally important ay ang
ayusin ito sa diplomatic na paraan. Mahalaga innovation at adaptability. Ang mga leader ay
rin na lahat ng partners ay naririnig at nae- hindi lang dapat nakatutok sa kung ano ang
encourage na magbigay ng inputs para existing strategies, kundi kailangan din nilang
maramdaman nilang valued sila. Kapag mag-encourage ng creativity at
maganda ang relasyon ng mga partners, experimentation. Pwedeng mag-try ng bagong
nagiging mas smooth at productive ang marketing formats, gamitin ang bagong
partnership. technology, o mag-explore ng ibang messaging
approach. Kasabay nito, dapat marunong din
3. Resource Allocation and Decision-
ang leader na maging flexible lalo na kung may
Making
pagbabago sa market trends, consumer
Kasama sa role ng leader ang pag- preferences, o kung may lumalabas na
aallocate ng resources para maging successful competitors. Ang strong leadership ay
ang cooperative marketing. Dito pumapasok tumutulong para makapag-adjust agad at
ang tamang pagbibigay ng budget, pag-assign manatiling relevant at effective ang campaign.
ng tao o staff, at pag-support ng mga tools na
 Explanation of the Campaign: “Cup for a
Cause”

Ang “Cup for a Cause” ay campaign ng ZUS

Coffee na humihikayat sa customers na
gumamit ng reusable cups tuwing bibili ng kape.
Hindi lang ito para mas enjoy nila ang pag-inom
ng coffee, kundi para rin makatulong sa
environment dahil nababawasan ang waste at
napo-promote ang sustainable habits.

Bukod doon, parte ng profit mula sa campaign

ay idadonate sa charities, kaya bawat kape na
binibili ng customer ay may ambag din sa ibang
tao. Dahil dito, nagiging mas meaningful ang
simpleng pagbili ng coffee.

At the same time, nakakatulong din ito para

mapatibay ang loyalty ng customers. Habang
ini-enjoy nila ang kape nila, alam nilang
nakakatulong sila sa kalikasan at sa mga
nangangailangan. Kaya ipinapakita ng
campaign na kahit small action lang—tulad ng
paggamit ng reusable cup—pwedeng magbigay
ng malaking epekto para sa community at sa
planeta.