FORMAT OF MARKETING PLAN

I.

Executive Summary
A one page abbreviated overview of the plan which includes specific goals, recommendations (through strategies and
programs) and the investment/costs required. This part also includes the effect of the plan on the profit and sales.

II. Current Marketing Situation Analysis (Elys and Meljorie)

A. Industry Study
This is a qualitative and quantitative description of the market and industry where your product/brand participates
in the use of industry models or matrixes (e.g. Porter, GE models) should only be used when appropriate. This part
should include:
Composition/size/market segments
Usership patterns/significant buying habits
Growth/decline patterns
Other market characteristics
B. Current Product/Brand Situation
This is a review of the company's product/brand which includes:
Brief history of the product/brand
Relevant market/definition of the market or market segment targeted (primary and secondary)
Market positioning vs. product positioning (what product really is vs. consumer perception)
Past and current marketing strategies vis-a-vis objectives and goals
C. Competitive Situation

This is a description of the competitive environment indicating

Major players in the industry and direct competitors, their market shares, volumes, marketing
efforts
III. SWOT Matrix (Erika and Matthew)
This part summarizes the analysis of the firm's strengths, weaknesses, opportunities, and threats
Opportunities

Threats

Strengths

What the firms should

maximize, Exploit

What the firm should watch

out for

Weaknesses

What the firm can improve on

What the firm should avoid,

Minimize

The detailed SWOT analysis should be appended for the references

IV. Goals and Objectives (Eunice and Tola)
A goal tells where a business wants to go and is a broad statement of what the firm wants to achieve. Objectives on the other
hand are more specific and quantitative indicating sales volume (units or peso), market share, profit among others. This part
should include:
Statement of the goals of the firm for the product/brand
Short term objectives (for the next fiscal year)
Medium term objectives (2-3 years)
Long-term objectives (4-5 years)

V. Marketing Mix Strategies and Programs (All)

This is the company's "game plan" by which the product/brand hopes to achieve its goals and objectives. This part should
include a timetable or a scheduling of the proposed strategies and which should be prioritized.
A. Market Targeting
This part appears if there is a need for the firm to change, expand its current target market. This includes:
Size of the new market
Demographic characteristics
Psychographic characteristics
Behavioral characteristics
B. Product Development/Innovation Program
This part discusses the product and if there are changes to be made. This include:
Unique selling proposition or benefit
Product positioning: benefits, performance, quality, usage
Product features
Packaging
Other significant decisions like changing brand name, labelling, customer service, etc.
C. Pricing Program
This discusses the pricing strategies for the product/brand that includes:
Product costing
Computation of selling price
Pricing objective and strategies which may be planned and developed during the year for the product/brand
D. Sales and Distribution Program
This discusses how the product will reach the consumers in the most effective and cost-efficient way. This includes:
Policies
Sales targets by target market or geographical areas
Extent/terms of distribution
E. Marketing Communications Program (All)
This part the whole communication mix which will include:
1. Advertising Program
Objectives
Target audience/s
Creative approach
Material requirements (mock ups are required)
Other advertising aids (which may include non-traditional)
Media planning (mix, frequencies, schedules, and TARP computations)
2. Sales Promotion Program (Consumer and Trade)
Objectives
Specify whether for consumer or trade
Types/frequencies
Coverage
Promo schedule
Promo casting

3. Public Relations Program

Objectives
Strategies
PR materials to be used and costing
Schedule
VI. Investment Plans (Gerone and Marco)
This part is the quantitative summary of all the expenses to be incurred based on the proposed strategies. It can also include
cost for research, evaluative program, contingency, etc.
VII. Estimates of Profitability (Gerone and Marco)
This part shows the projected Profit and Loss Statement with the implementation of the proposed plan and without it. Thus, a
comparative P&L for the next fiscal year is required. If the marketing plan results in loss, there is a need to compute and
project until the P&L shows a positive profit.
VIII.

Evaluation of Results
This part should consider a schedule of activities that will monitor progress and the implementation of the marketing plan. It
provides management with guidelines for review. This can include a summation of the measurements by which management
can gauge the success of the strategies and implement control mechanisms.