MARKETING PLAN

A document that describes activities involved in achieving specific marketing objectives within a set time
frame. It begins with the identification of specific customer needs through market research and how the
firm intends to fulfill them while generating an acceptable level of return. It involves an analysis of the
current market situation and includes detailed action plans, budgets, forecasts, strategies, and projected
financial statements.

MARKETING PLAN: SUBMISSION 1

PRELIMINARIES

Title Page
Approval Sheet
Certificate of Originality
Acknowledgments (Optional)
Table of Contents
Summary of Tables
Summary of Figures
Summary of Appendices

I. EXECUTIVE SUMMARY

Allows the reader the opportunity to capture the essence of the Marketing Plan at a glance
Contains in a very concise manner vital information contained in the Marketing Plan such as
objectives, revenue expectations, strategic recommendations, budgets, etc.
To be composed after the entire Paper has been completed

II. SCOPE AND LIMITATIONS

Enumerates in bulleted form the Marketing Plans scope in terms of timeframe, content, cut-off
date, and limitations pertaining to sources of information, among others

MARKETING PLAN: SUBMISSION 2

III. STUDY BACKGROUND

1. Company profile

A. Brief history
B. Mission/vision
C. Product/service offerings
D. Selected product/brand/service
E. Selected product/brand/service extension

Product/brand/service extension must be identified and described in detail and in

meaningful consumer terms
The market opportunity/problem it is intended to address must likewise be identified
MARKETING PLAN: SUBMISSION 3

IV. MARKET SITUATION ANALYSIS

1. Macro-environment

A. Economic
B. Political-legal
C. Socio-cultural
D. Demographic
E. Technological

Tables must be created for each of the 5 specific areas with the following headings:

A. Factor
B. Implication
C. Effect on Proposed Product/ Service

Under the Factor column, specific recent circumstances, statistics, and future trends
must be enumerated that may directly affect the manner of how the proposed
product/brand/service extension will be marketed and/or substantially affect its
success/failure in the market
Circumstances or factors that have materialized/occurred in the distant past such that the
firm may have already been able to adjust to them operationally should no longer be
included
Factors cited must be concisely stated and must cite numerical and statistical figures
and/or trends whenever possible
No relevant factors must be left out, and no irrelevant factors should be included in the
Factor listing
All numerical and statistical data must be superscripted chronologically and footnoted
Because it can be edited arbitrarily by third parties, Wikipedia is not acceptable as a data
or material source
Under the Implication column, identify the effect of each item in the Factor column on
demand, supply, consumer behavior, needs and preferences, material and/or selling
prices, manufacturing processes, etc. which may affect the marketing of the products/
brands/services of the specific industry/segment/sub-segment during the Plan period
Under the Effect on Proposed Product/Service column, identify the specific effect of
each enumerated factor in the Factor column on demand, supply, consumer behavior,
needs and preferences, material and/or selling prices, manufacturing processes, etc.
which may affect the marketing of the proposed product/brand/service extension

MARKETING PLAN: SUBMISSION 4

2. The market

A. Segment, size, and needs

 The market segment or sub-segment of the proposed product/brand/service is identified
and its historical 2-year growth trend is depicted
The total size of the entire industry is shown in figures, percentage, and visually presented
through a pie chart

B. Growth and trends

Based on the historical trend, the segment or sub-segments growth rate is projected over
the plan period
Trends are also identified with respect to market needs and preferences and subsequently
projected

C. Industry/Segment/Sub-segment participants

Major competitors are identified

D. Market shares

The market shares of each participant and their estimated pro-rata market share (based on
the proposed products/ brands/ services segment/sub-segment) are depicted in a Table
indicating peso figures and percentages
Pie charts are made to accompany each of the market share Tables

E. Profitability

Tables are also prepared comparing net profitability of each participant in the industry/
segment/sub-segment

F. Seasonality

Seasonality of the proposed products/brands/services sales is investigated and an

annualized sales graph for the latest year is prepared to visually identify seasonality, if any

MARKETING PLAN: SUBMISSION 5

G. Competitor analysis

Eventual competitors brands are compared head-to-head in the following areas:

a. Product
b. Target market
c. Positioning
d. Features and benefits
e. Packaging
f. Labeling
g. Wholesale and suggested retail prices
h. Product distribution
i. Merchandising
 j. Marketing communications

MARKETING PLAN: SUBMISSION 6

V. BRAND SALES PERFORMANCE REVIEW

1. Sales mix

The companys/brands/services present sales mix is indicated in percentage from highest to

lowest and an accompanying pie chart is prepared

2. Product offering, selling prices and product description

All company products/services are enumerated, described, and their selling prices indicated

3. Distribution network

The companys current distribution network is illustrated and described in detail

VI. BRAND FINANCIAL PERFORMANCE REVIEW

1. Historical income statements

Historical income statements for the subject company must be exhibited for the latest
consecutive three-year period

2. Horizontal analysis
3. Vertical analysis

MARKETING PLAN: SUBMISSION 7

VII. STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREATS

Enumerate and explain individually arranged according to the four Ps (product, price, place and
promotion) in sequence, the proposed products/brands/ services strengths, weaknesses,
opportunities, and threats

EXPLANATION OF EACH MUST INCLUDE:

The complete details of the factor stated

Why it is classified as such (strength, weakness, opportunity, or threat)
SOURCES OF OPPORTUNITIES AND THREATS
SOURCES OF STRENGTHS AND WEAKNESSES
VIII. SWOT MATRIX

Must be enumerated on a 5 x 5 matrix (Strengths, Weaknesses, Opportunities and Threats on

the horizontal axis, and Product, Price, Place and Promotion on the vertical axis)
Factors should be condensed but must still be readily understandable in its condensed form
IX. KEY SUCCESS FACTORS

These are individual factors responsible for the subject firms success in the selected
industry/segment/sub-segment
Each factor must be individually explained in detail as to why it is responsible for achieving
competitive success in the selected industry/segment/sub-segment

MARKETING PLAN: SUBMISSION 8

X. MARKETING OBJECTIVES

Must have a brief introductory statement

Must be bulleted or sequentially numbered
All objectives must be specific, measurable, attainable, realistic, and time-bound (SMART)
Must include, at the minimum, required objectives that need to be achieved for the proposed
product/brand/service in the introductory and growth stages of its product life cycle
Must correspond with the quantitative results of proposed marketing plan

XI. TOWS MATRIX

THE TOWS MATRIX

TOWS

Threats
Opportunities
Weaknesses
Strengths
 ]

XI. TOWS MATRIX

Strengths, Weaknesses, Opportunities, and Threats must correspond with condensed SWOT as
indicated in the SWOT Matrix (Chapter VIII)
Strengths, Weaknesses, Opportunities, and Threats must be in their correct placements in the
TOWS Matrix
Strengths, Weaknesses, Opportunities, and Threats must be sequentially numbered
 Combination Action Plans must be in their correct placement in the matrix
Combination Action Plans must indicate in parenthesis from whence their combined factor(s)
were acquired
Action Plans under each combination strategy, when properly implemented, must lead to the
successful implementation of the strategy under which they are classified

STRATEGY CLASSIFICATIONS

FORWARD INTEGRATION

Strategy proposing gaining ownership or increased control over distributors or retailers

Proposing Philippine Daily Inquirer buy 418 newspaper stands in Metro Manila

BACKWARD INTEGRATION

Strategy proposing ownership or increased control of a firms suppliers

Proposing Nestle Philippines purchase a cow farm and dairy facility in General Santos City

HORIZONTAL INTEGRATION

Strategy proposing purchase or increased control over competitors

Proposing Pizza Hut purchase Yellow Cab

MARKET PENETRATION

Strategy proposing increased market share for present products or services in present markets
through greater marketing efforts
Proposing Krispy Kreme launch a P56 million advertising campaign directed at current customers

MARKET DEVELOPMENT

Strategy proposing introducing present products or services into new geographic area
Proposing opening a University of Santo Tomas in Tagaytay City

PRODUCT DEVELOPMENT

Strategy proposing increased sales by improving present products or services or developing new
ones
Proposing Coca-Cola introduce Coke in tetra pack

RELATED DIVERSIFICATION

Strategy proposing adding new but related products or services

Proposing Motolite introduce solar automotive batteries

UNRELATED DIVERSIFICATION

Strategy proposing adding new, unrelated products or services

 Proposing Banco de Oro open a chain of BDO ice cream parlors

RETRENCHMENT

Strategy proposing regrouping through cost or asset reduction to reverse declining sales and
profits
Proposing S&R sell-off its Automotive Department and lay-off 47 of its department employees

DIVESTITURE

Strategy proposing selling a division or part of an organization

Proposing Shoemart sell all its Hypermarts

LIQUIDATION

Strategy proposing selling all of a companys assets, in parts or as a whole, for their tangible
worth
Proposing JG Summit sell all their companies and have the Gokongwei family retire from
business

COST LEADERSHIP

Strategy proposing low cost leadership among industry competitors

Proposing Nikon retail their 16 desk fan at P635.00, as against competitors at P1,000.00

DIFFERENTIATION

Strategy proposing incorporating superior product attributes and distinctive features to gain
customer preference
Proposing MyPhone introduce a smartphone that does not have a keyboard but is activated and
controlled by thought

FOCUS

Strategy proposing concentrating on a small but profitable market

Proposing Family Mart redesign its food offerings to exclusively sell gourmet food items
prepared by resident chefs
XII. MARKETING STRATEGIES

1. Core strategies

A. Primary target market

B. Secondary target market

Must describe in detail the proposed products/brand extensions/services primary and

secondary target markets
All necessary segmentation variables and sub-variables must be utilized in describing the
proposed products/brand extensions/services primary and secondary target markets

C. Positioning

State the companys/brands/ services current positioning and positioning statement, if any
Will you change it for the proposed product/brand/service?
If not, why do you think their current positioning and positioning statement is the best for your
proposed product/brand extension/service?
If you will change it, or if none, what is your proposed positioning and positioning statement?
Fully justify your proposed product positioning and positioning statement
Explain comprehensively why you think it is a more appropriate positioning statement than
what is currently in use
Remember, your proposed products/brands/services extensions positioning must be unique,
beneficial, and credible
It must revolve around a product/brand/service attribute that is relevant to your target market
To determine attribute relevance, refer to your UAI Study results
2. Other strategies

Classify all your strategies under Product, Price, Place, and Promotion
Develop a detailed write-up for each strategy/action plan stating in paragraph form:
 1. What is the current market situation?
2. What strength(s) are you capitalizing on? or
3. What opportunity(ies) are you taking advantage of? or
4. What weakness(es) are you trying to eliminate? or
5. What threat(s) you are trying to neutralize? or
6. Any other combination thereof

What is your strategy/action plan?

What are the operational details of your strategy/action plan?
How will it benefit your proposed product/brand/service?
How will it help attain your marketing objectives?
Include Tables or Figures, if necessary
Footnote whenever necessary

MARKETING PLAN: SUBMISSION 9

A. Integrated marketing communications plan

Make a write-up of your proposed IMC plan

What are its objectives?
What are its operating details?
What medium (media) will it utilize, if any?
Why did you decide on this/these medium/media, if any?
Review the preliminary IMC plan you developed in your Integrated Marketing Communications
class
Will your proposed IMC plan achieve your proposed products/brand/service extensions
awareness and trial targets?
Does your proposed IMC plan promote the proposed products/brand extensions/ services
positioning?
What percentage of your first years projected incremental sales revenues is your proposed IMC
plan?
Your proposed IMC plan must include consumer promotions and/or trade promotions to induce
trial
Is your proposed IMC plan really integrated?
If you need to make revisions and/or additions to your original IMC plan, it must be undertaken
now

B. IMC Plan Costings

If using collaterals, you must have columns for Collateral, Particulars, Supplier, Quantity, Unit
Cost, and Total Cost
If using radio, you must have columns for Bandwidth, Station, Frequency, Duration, Cost per
Spot, Total Spots, and Total Cost
 If using TV, you must have columns for Station, Program, Frequency, Duration, Cost per Spot,
Total Spots, and Total Cost
If using newspaper or magazine, you must have columns for Publication, Size, Frequency,
Duration, Cost per Placement, Total Placements, and Total Cost
If utilizing billboard or signage, you must have columns for Particulars, Location(s), Supplier,
Size, Monthly and Annual Cost, and Total Cost
All your IMC plan materials (tarpaulins, signages, radio, TV, and/or print advertising, etc.) must
be included in your paper
If utilizing promotions, you must have columns for Promotion Type, Particulars, Duration, Units
Involved (if any), Sales to be generated, Total Cost, and Return on Marketing Investment (ROMI)
Your promotional materials and detailed mechanics must be included in your paper
Your IMC costings must be current and accurate
Summarize your IMC Plan components and their corresponding amounts from the largest
amount to the smallest amount
Calculate and indicate the percentage contribution (up to 2 decimal places) of each IMC
component to your total IMC budget
Following the above logic, your total IMC budget should show a 100.00% percentage figure
For every applicable IMC activity, calculate and indicate your Return on Marketing Investment
(ROMI)
MARKETING PLAN: SUBMISSION 10

XIII. ACTION PLANS

STEP 1

Identify as many Action Plans as necessary in order to make the recommended strategies
implementable and capable of achieving predetermined marketing objectives

ACTION PLAN EXAMPLE

Strategy: Market development

Action Plans:

Open new retail outlet in Bacolod City

Recruit and hire outlet administrative, sales, and support personnel
Conduct new hire training and development
Purchase new outlet transportation equipment
Establish Bacolod City warehousing facility

STEP 2

Each Action Plan must have an accompanying Activity Timetable

STEP 3

Enumerate sequentially each individual activity to be undertaken per Action Plan

No individual activity must be left out or omitted

STEP 4

Identify timetable required for each individual activity

The minimum period for each activitys timetable is one day
STEP 5

Identify party responsible for each individual activity

Only one party may be indicated as ultimately responsible for each individual activity
STEP 6

Estimate budgetary requirement for each individual activity, if any

Activities that are in the normal scope of an individuals duties and responsibilities will have no
budgetary allocation
An activity involving a capital expenditure will have no budgetary allocation
An activity involving cost of sales, except when used for product sampling or promotional
purposes, will have no budgetary allocation
Add all amounts in the Budget column in each activity timetable to determine the total
individual Action Plan budget

XIV. MARKETING BUDGET

Refer to your companys Chart of Accounts as the basis for your proposed Marketing Budgets
account titles
Go through each item on the Budget column of all your Action Plans
Superscript each amount in the Budget column of your Action Plans that can be classified
under a particular account title in your Marketing Budget
All amounts that can be classified under a particular account title in your Marketing Budget
should have the same superscript number
Give the account title in your Marketing Budget the same superscript number
Repeat this procedure until all the amounts in the Budget column of your Action Plans have
been superscripted correspondingly
Arrange your Marketing Budget account titles from the largest amount to the smallest amount
Create a Reserve for Contingency account title
 This Reserve for Contingency account should have an amount allocated to it of from 2%-4% of
the total of your Marketing Budget
Regardless of its peso amount, this Reserve for Contingency account title should be the very
last account title in your Marketing Budget
Total all your peso amounts including that indicated in your Reserve for Contingency account
The total should normally not exceed 10% of your 2017 projected incremental sales
Make sure your total Marketing Budget has a round total to the nearest hundred thousand
If need be, adjust your Reserve for Contingency account amount in order to arrive at this
round total Marketing Budget, making sure however that your Reserve for Contingency
amount is between 2%-4% of your total Marketing Budget
Calculate and indicate the percentage contribution (up to 2 decimal points) of each budgetary
item to your total Marketing Budget
Following the above logic, your total Marketing Budget should show a 100.00% percentage
figure

1. Notes to Marketing Budget

Arrange your account titles and their corresponding amounts as in your Marketing Budget (from
the largest amount to the smallest amount)
Explain under the corresponding account title how each account total was acquired by
indicating each accounts titles common superscript number
Likewise explain the purpose of your Reserve for Contingency account title

XV. GANTT CHART

Create a Table with 13 columns and with a number of rows equivalent to the total number of
your Action Plans plus one
Your initial or launch month may not necessarily be January
Label columns as indicated
Enumerate your Action Plans sequentially in the first column, starting from the second row
Shade the appropriate monthly columns corresponding to the months inclusive when each
Action Plan will materialize or take place
Use different colors for your shading but avoid having two similar colors after one another

XVI. MONITORING AND CONTROL

The purpose of this Chapter is to ensure that your Action Plans are carried out as planned
Each Action Plan should have a separate Monitoring and Control write-up
In paragraph form, discuss Action Plan benchmarks, or measures that can be taken to ensure
adherence to plan including the development of reporting procedures and forms, coordination
among parties, accountabilities, etc. Corrective measures should likewise be recommended in
case plans miscarry
MARKETING PLAN: SUBMISSION 11

XVII. PROJECTED FINANCIAL STATEMENTS

Identify what year your latest historical Income Statements cover

Your Marketing Plan requires you to prepare a projected incremental Income Statement
covering your proposed products/brands/ services first operating year (2017)
Assuming that your latest historical Income Statement covers the year 2015, you cannot
proceed to prepare a projected incremental Income Statement for the year 2017
Why?
Because if you do so, there will be a gap between your latest historical Income Statement
(2015) and your projected incremental Income Statement for your projected period (beginning
2017)
So whats the solution?
You must prepare an interim Income Statement (for 2016) to bridge the gap between your
latest historical (2015) and projected incremental Income Statement (2017)
You must prepare as many interim Income Statements as necessary to bridge this gap.
Therefore, for example, if your latest historical Income Statement covers the year 2014, you
must prepare interim Income Statements for the years 2015 and 2016

HOW TO PREPARE AN INTERIM INCOME STATEMENT

1. Interim Income Statement

Enter the correct heading for your Interim Income Statement (Figure No. and Figure Title)
Refer to your previously completed horizontal and vertical analysis (VI. Brand Financial
Performance Review)
Read historical Income Statement notes to fully understand each accounts behavior
Calculate your Interim Sales figure first using your most appropriate historical horizontal analysis
figure
Calculate all other accounts in your Interim Income Statement working from top to bottom,
using your most appropriate historical vertical analysis figures
Include centavos in all your values

2. Notes to Interim Income Statement

Using the same sequence as your account titles in your Interim Income Statement, proceed to
briefly explain how each amount under each account was derived

3. Projected Incremental Income Statement

Encode the correct heading for your Projected Incremental Income Statement (Figure No. and
Figure Title)
Read historical Income Statement notes to fully understand each accounts behavior
Project your Sales first
 Calculate projected incremental sales using the following formula:

Projected Incremental Sales =

[Target Market Size
x Brand Awareness Percentage
x Trial Percentage (80% of definitely will buy + 30% of probably will buy)
x Annualized Repeat Purchase Frequency x Wholesale/Retail Price per Unit]
+/- Estimated Drag-Along/Cannibalization Rate, if any

HOW TO CALCULATE FOR TARGET MARKET SIZE

Target Market Size = Total Population of Intended Geographic Market x Percentage Demographic
Variable(s) x Percentage Psychographic Variable(s)

Calculate all other accounts in your Projected Incremental Income Statement working from top
to bottom, using your most appropriate historical vertical analysis figures
Impute your total Marketing Budget amount in your expenses
Do not include centavos in all your projected figures

4. Notes to Projected Incremental Income Statement

Using the same sequence as your account titles in your Projected Income Statement, proceed to
briefly explain how each amount under each account was derived
You can now reassess the attainability of your Marketing Objectives (Chapter X)

XVIII. BIBLIOGRAPHY

A complete alphabetical listing is made including textbooks, trade books, periodicals, websites,
and other internet sources
Websites and internet sources are indicated last, likewise listed in alphabetical order

I. EXECUTIVE SUMMARY

Now that you have successfully completed your Marketing Plan, you can now compose your
Executive Summary located in the beginning section of your paper