Marketing Plan

• The marketing mix is the heart of an important

company document called the marketing
plan, which outlines how the company intends
to grow in the marketplace and win against
competition.

• The marketing plan is usually formulated

annually, but results are reviewed monthly with
major business reviews done quarterly.
MARKETING MIX
• Marketing Mix Strategy – choosing and
implementing the best possible course of
action to attain the organization’s long term
objectives and gain customer bonding and
competitive advantage.

• Competitive Advantage - an advantage over

competitors gained by offering consumers
greater value than competitors do.
 4P’s of Function
Marketing
1. Product To satisfy the needs and wants of the target
market

2. Placement To make the product conveniently

(or Distribution) available to the target market consistent
with their purchasing patterns
3. Promotions To build and improve consumer demand.

4. Price To make the product available to the

target market and reflect the value of
benefits provided
 Promotions have four components called
the promotions mix, as follows:
a.Advertising To effectively inform, persuade, and remind the
target market.

b. Public To offer a positive image of the company and the

Relations brand.

c.Selling To get the customers to buy.

d. Sales To convince customers to buy immediately.

Promotions
 Additional P’s for service industry
1. Physical refers to the place where services is performed
environment including all touch points leading to the place
(includes tangible such as parking, fire exits,
even neighbor’s frontage or intangibles like
ambiance or status)
2. Process Refers to the procedures, flow of activities, and
other mechanisms that deliver the intended
experience

3. People Refers to all members of the team who contribute

to the delivery of the service and its brand
promise whether in the front line or in the back
office, on-site or off-site;
 Marketing Management
Functions
1. Analysis
2. Planning
3. Implementation
4. Control
 Analysis
•Provides information
and evaluations
needed for all the other
marketing activities.
1. In the macro level, market segmentation answers the
question “What are the groupings of similar
customers?”

2. In the micro level,

a. Decision Making Unit (DMU) points to “Who purchases
the product?”
b. Decision Making Process (DMP) answers the question
“How, where, and when is the purchase made?”
c. Consumer motivation and preferences guide the
marketer to answer, “What do the consumers want
and why?”
•Marketers must consider
the initiator, influencer,
decider, buyer, user and
the beneficiary for every
purchase – not just the
user.
 Planning
• The company first develops
company-wide strategic plans
and then translates them into
marketing and other plans for
each division, product, and
brand.
 Strategic Planning
• the process of developing
and maintaining a strategic fit
between the organization’s
goals and capabilities and its
changing marketing
opportunities.
 Product Value
• Product value must be in sync with what consumers need,
therefore, it must be able to close the gap between what
the customers have at the moment and what they really
need.

• Products may either be superior, at par with (the same)or

basic to those of competition.

• A superior product satisfies more needs and wants

• Parity products satisfy the same customer’s needs in the
same way as competition.
• Sometime in 1983, an advertising executive
recommended a positioning slogan “Pang Donya
ang lasa, sa konting barya!” for a secondary (low-
cost) of brand of canned meat products called RICA.
• The recommendation was not approved by RFM
Corporation since the brand, in the first place, was
not intended for those with discriminating tastes.

• Instead, RICA products were meant for price-

conscious housewives. Thus, “O.K. sa lasa, O.K. pa sa
halaga”was deemed the appropriate slogan.
 Product Quality

• Conforming to the customer’s

specifications, measured
through customer satisfaction
and not (company) self-
gratification.
 Price
• Inseparabdle twin of product quality,
defined to ensure an appropriate product
value.
• These are the first two elements assembled
in the marketing mix and must be based
on consumer insights.
• A product can be acceptable but the
price is not and vice versa.
 Marketing Program
• Assembled by identifying which of the
marketing mix components should logically
be the main weapon and which should be
the support strategy.

a. Distribution-driven – product must be available

when and where customers expect them to be.
Ex. Andok’s, Baliwag, and Sr. Pedro lechon manok
Gasoline stations of Shell, Caltex, Petron and Seaoil
b. Selling-driven – products are available only
through the salesman.
c. Sales promo-driven – regularly or continuously
offer marketing activities to achieve short term
objectives such as to increase volume
d. Price-driven – offer low prices to attract the
most number of price-conscious customers
e. Advertising-driven – continuously pay for time
and space whether in TV, on print, outdoor,
online or other efforts to achieve and/or
maintain their desired awareness.
 Implementation
• the company turns
the plans into
actions.
 Marketing Implementation

•Turning marketing strategies

and plans into marketing
actions to accomplish
strategic marketing
objectives.
 Marketing Marketing
Planning Implementation

Addresses the Addresses the

WHAT and WHY of WHO, WHEN, and
marketing HOW
activities
Implementation Strategy

Doing the right

Doing things right
things
• Marketing managers make decisions about
target segments, branding, product
development, pricing, promotion, and
distribution. They talk with engineering about
product design, with manufacturing about
production and inventory levels, and with
finance about funding and cash flows. They
also connect with outside people, such as
advertising agencies to plan ad campaigns
and the news media to obtain publicity
support.
 Marketing Control
• Measuring and evaluating the
results of marketing strategies
and plans and taking
corrective action to ensure that
the objectives are achieve.
 Steps in Marketing Control
1.Setting specific marketing goals.
2.Marketplace performance
measurement
3.Evaluate measured performance(diff.
bet expected and actual)
4.Taking corrective action (closing the
gap bet. goals and performance)
 Marketing Control

•Corrective action may

require changing the
action programs or even
changing the goals.