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MARKETING PLAN
COLLEGE OF BUSINESS, ECONOMICS, ACCOUNTANCY AND MANAGEMENT
Chapter I
EXECUTIVE SUMMARY
Businesses use advertising to accomplish varied goals, and companies place those ads in
diverse media. Besides advertising products in traditional venues such as newspapers and
general interest magazines, businesses advertise in media that reach specific markets. For
example, a portable communications device is advertised on a social media site that reaches
younger customers. Home furnishings and decor are advertised in a Home and Garden Show
program guide. Effectively produced ads help to further business goals. People often think of
advertising agencies as managing large, expensive ad campaigns for big brands. But most
advertising agencies make their money by running small ad campaigns and placing advertising in
local media. Advertising agencies can benefit any size business, as long as you keep in mind the
best way to use the agency, and to use advertising, for your particular business. In today's rapidly
changing world, choosing the perfect combination of advertising services for your product or
service is becoming increasingly challenging. Let us help you put together an advertising
campaign that will cut through the clutter and target your audience carefully and thoughtfully.
Channels of advertising services include television, radio, print, outdoor as well as direct
mail, web advertising, podcasts and other alternative forms. Like tools in a toolbox, each
advertising channel can be effective if used wisely. At HaBO we are a full service agency that
helps you plan your advertising, choose the right advertising tools, buy the media and produce
the assets. At PCN Promopro Inc. we look at advertising services like tools in a toolbox. We want
to make sure that we evaluate all the available tools and choose the best tools for the job. A good
marketing strategy typically involves using a variety of advertising channels, with a clear
understanding of the purpose for each. Once we have strategized the best advertising channels
to use, PCN has experience creating assets for all of the advertising you will do. We will create
advertising that reflects your branding message with the creativity we are known for.
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The estimated net sales for the first year is ₱ 12,000,000 while the estimated investment
needed costs ₱ P250,032.00. In order to reach out the estimated sales projection, PCN will do
some marketing efforts such as social media boosting, some sort of promotions, and website.
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Chapter II
A. The Industry
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Print media includes more than nine daily newspapers, 19 national tabloids, over 100
regional newspapers, and more than 100 magazines and publications covering a diverse range
of themes (for example, entertainment, leisure and lifestyle, sports, hobbies and recreation,
business and trade, religion, fashion, culinary, specific market segments, health, travel, IT,
agriculture, etc.). These publications are distributed in weekly, bimonthly, monthly, bi-annual or
annual issues. Provincial newspapers and regional publications are also available.
Internet penetration has increased, but is still relatively low compared to Asian neighbors
such as Singapore, Taiwan, and Japan. Online advertising is gaining popularity as social
networking/marketing captured the younger Filipino market. Web-based advertising is typically
placed on the most-visited local websites (online news and entertainment media, local search
portals, etc.). Although most of the major companies in the Philippines maintain their own
websites, the content quality, level of sophistication, and interaction with site visitors varies.
Text messaging (also referred to as SMS or short message service) is a very popular
advertising medium since it is relatively inexpensive and allows businesses to reach out to highly
targeted consumers. The Philippines has 110 million mobile subscriptions with the ability to
receive text messages. Large companies often send promotional messages via SMS, which
serves as an effective marketing strategy.
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The use of other social networks such as Facebook, YouTube, Linked-in, and Twitter have
also gained momentum in reaching niche markets for consumer brands, especially among young
people.
When one starts a business or is running a business, one needs to make people aware of the
fact. Promotion is important for any type of business to let others know about the business. Any
type of business, whether it is run online or offline requires customers so that it can experience a
good business turnaround. However, the only means of reaching customers is advertising. This
is why advertising is important for a business. Once a business advertises about its products and
services, it is able to run in a competitive environment.
Advertising is important for every aspect of a business. It plays an imperative role for both
manufacturers and consumers. Advertising is important for the business on the whole as it lets
the business gain more customers, thereby increasing business turnaround.
Advertising can be achieved using various media like television, newspapers, radio,
banners, pamphlets, websites etc. Each advertising media has its own pros and cons and one
must evaluate all of them before selecting a particular media. The main thing that needs to be
considered is that the advertising medium selected must be able to reach a large number of
customers.
Generally, businesses hire the services of an advertising agency to promote their products
and services. The advertising agency selected by the business owner can handle the entire
advertisement campaign and all aspects of the companies Marketing. This way the businessmen
can focus on other aspects of the business and need not worry about how to attract more
customers. The advertising agency handles the entire process of promoting a product or service
by breaking it down into stages and then working on each stage.
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Growth/Decline Patterns
Philippines concluded the year on a positive note with double-digit growth in demand for
advertising and marketing executives in December, according to the data provided by the Monster
Employment Index, (Monster.com)
Leading Southeast Asia in terms of an increased appetite for marketing talent was
Singapore at 15% year-on-year growth for December. Not far behind was the Philippines at 13%
annual growth. However, the country had performed better during November, reporting a 21%
annual growth for the same month. Singapore remained flat, recording 15% year-on- year growth
for both November and December.
Table 1 shows that the Philippines displayed a sizeable increase in the availability of
marketing and communication roles in December, clocking in 16% year-on-year growth. The same
could not be said for Malaysia, who reported an annual decline of 4% in marketing roles for the
month.
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The role of any good marketing agency is to build cohesive and effective brands, bring
organizations closer to their customers and audience, and help drive sales through awareness.
While many agencies promise to do this, your business can prove its worth and stand out in a
vast field of competitors by possessing the ten traits outlined below. After all, organizations have
a lot of marketing agencies to choose from when it comes to finding a company to represent and
build their brand.
We are the pioneers in the promotions marketing industry, having been formed in 1988 as
an advertising firm under the name, Promotions & Communications Network. Due to a growing
industry demand for more focused services on below-the-line activities, with ownership changes
within the organization came a change in company direction and name. Thus, we became PCN
Promopro, Inc. Since then, we have grown in size, business volume and clientele, with lasting
partnerships with Unilever Philippines, Inc., PMFTC Inc., Sun Cellular and other companies. In
Year 2000, new clientele, new opportunity, and the PCN employee grew up. A year after Unilever
Philippines was acquired and PCN continuous to grow. 2010 the PCN adapted to the needs of
clients. More clients were satisfied and stayed. By year 2014 PCN starts to put trainings to their
employee, PCN believes that training is a must to develop and enrich employees. Seven regional
offices were build, PCN is committed through service excellence PCN was also awarded by
Unilever’s Annual awarding. Most Valuable Area Activation Agency (AAA) of 2015 & 2017: the
prestigious and highest award given to a service agency. Do More Award 2016: agency with most
number of projects or accomplishments rendered for PCN’s improvement and enhancement such
as Training Development.
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PCN target market for their services is those new players in transnational consumer
goods company, and those who are well establish company in this industry,
Product Positioning and Merchandising in the sale outlet are a part of a process of presenting
the product to the consumers. Good positioning in the sale outlet is the key of the success in
selling the product. It is important to understand that not all locations within sale outlet are good
for the specific product.
Usual “good” positions within the sale outlet are near the entrance of the sale outlet ( or in front
of entrance in some cases ), in front sides of the racks, not behind, before competitor, in areas of
sale outlet where consumers spend most of their time while shopping ( Hot Spots ), in the eye
level of consumer ( not too high or not too low ), next to the cashier
Currently, PCN Promopro Inc. has not have grand marketing efforts compare to other
players and competitors, PCN promopro Inc. have only social media accounts and website. Other
than that PCN does not have any marketing effort.
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Figure 1 shows the Facebook Page of PCN, although it has 13k followers it is quite low.
Even on twitter accounts PCN has only 32 followers. We consider that these social media
accounts is below average of what we need in order to put PCN the number 1 in the industry.
Figure 2. Webpage
Figure 2 shows the webpage of the PCN Promopro Inc., The webpage includes a brief
history of PCN, services offered by PCN, jobs offered by PCN, and contact number and address
of PCN Promopro Inc..
C. Competitive Situation
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Chapter III
• . A lack of
• Strength of its marketing • Market • Fluctuating
relationships efforts fluctuations market
with • Much • An conditions
customers bigger evolving • Upcoming
• a strong direct market, legislation
organizational competitors such as
culture. • Possession the Internet
• The of clients
possession of who consist
an especially mainly of
PCN talented businesses
PROMOPRO creative with low-
INC. team. quality
products
and
services or
products
that are
difficult to
differentiate
from others
in the
market
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Chapter IV
Our main goals or main points for this plan are to have a high quality and professional
service in the field of advertising and marketing, to make marketing and advertising that gives
concrete results to clients, to have dedication to the client and its goals, and to build best
advertising and marketing service.
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Chapter V
PCN Promopro Inc. expertise are in-store and field merchandising, in which we
offers to deploy our employee to merchandise your product. Our employees that are
chosen to merchandise product will undergo on training for the PKS “Product Knowledge”.
To exceed clients expectation, we believe that training our own employee will increase
their work efficiency and knowledge. Unilever, one of the world's oldest multinational
corporations, with extensive product offerings in the food, detergent, and personal care
businesses is our biggest client. We provide the merchandiser man power for each product
of Unilever. Since then, PCN continuous to grow.
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B. Pricing Program
Date:
181719-SSA
Client: Unilever Philippines, Inc.
Name of Activity: Batangas Superstore Summit
Category: Special
Classification: Activation
Type of Activity: Activation
Area of Coverage: Luzon
Account Coverage: Luzon
Date of Implementation/Duration: March,2019
Shipping Address: Unilever
PID:
DO Number:
CE Number:
Budget Alloted:
Actual CE: ₱155,470.28
Variance
Name of Requestor
Assumptions:
I. Manpower
₱1,470.28
Type of Expense Rate Qty # of Days Total Cost ₱147.03
Helper 735.14 2 1 1,470.28
II .Meals
₱102,000.00
Type of Expense Rate Qty # of Days Total Cost ₱10,200.00
Cater(Lunch/Tables/Chairs) 450.00 150 1 67,500.00
Add Ons(Lechon/Dessert/Drinks) 30,000.00 1 1 30,000.00
Dinner 300.00 15 1 4,500.00
III. Venue
₱28,000.00
Type of Expense Rate Qty # of Days Total Cost ₱2,800.00
Function Hall/Rooms/Photobooth 28,000.00 1 1 28,000.00
IV. Miscellaneous
₱10,000.00
Type of Expense Rate Qty # of Days Total Cost ₱1,000.00
Contingency(Streamers/Invitaton/Paper Plates etc.) 10,000.00 1 1 10,000.00
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PCN PROMOPRO INC. offers a merchandising service, in which PCN will provide
merchandisers who will promote the sale of goods, especially by their presentation in retail outlets.
The activity of promoting the sale of goods at retail. Merchandising activities may include display
techniques, free samples, on-the-spot demonstration, pricing, shelf talkers, special offers, and
other point-of-sale methods. According to American Marketing Association, merchandising
encompasses "planning involved in marketing the right merchandise or service at the right place,
at the right time, in the right quantities, and at the right price." (AMA)
Producers
Consumers
Figure 10. Sales and Distribution
● Policies
There will be a contract signing for those clients who will avail the services of PCN
Promopro Inc., the terms and conditions are stated on the contract.
The company targets are those newly startup business who wants to promote their
business or product.
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After signing the contract, the company will get all the information of the client’s
product for study. The study will be used to train the man power of PCN. 5 days after the
training, the merchandiser of PCN is ready to deploy.
D. Advertising
Website
Objectives To Increase awareness of the
company.
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Social Media
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2. Sales Promotions
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Chapter VI
INVESTMENT PLAN
This chapter shows the financial projections and forecast of the profitable financial cost of
the company in its marketing communication programs. This will help the company to estimate
the possible investment the company needs to devote for its marketing communication program.
Investment Plan
1. Advertising Program
a. Website P 12,000.00
b. Facebook Boosting P 88,032.00
2. Sales Promotion
a. 150,000.00 Discount P 150,000.00
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Chapter VII
ESTIMATES OF PROFITABILITY
The table below shows the profit forecast for three consecutive years.
Less:
Less: Operating Expense
Marketing budget estimates
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Chapter VIII
EVALUATION OF RESULTS
PCN the one of the pioneers in BTM Advertising is aiming to be the well preferred service
agency in the Philippines. Considering its big companies clients, PCN is still aiming to get
some big clients in the industry. Aiming to maintain its stability in the industry, one of our
mission is to provide effective and reliable Marketing and Sales Solutions with our local
expertise and global competitiveness. We creat a work environment where employees are
encouraged and trained to be productive to achieve their full potential. Nurturing a mutually
beneficial partnership with our clients. To be socially responsible and environment-friendly
is also one of our visions. The PCN Promopro Inc. will continue to be a profitable venture
for all our stakeholders.
Inorder to reach those goals, missions and visions, PCN Promopro needs Reliable
Sales promotions by having a Raffle of 150,000 gift cheque for clients who availed the any
service of PCN Promopro Inc in a period of time, starting January 2019 upto Nobember
2019. Also, PCN Promopro Inc. needed intensive advertising program by using the online
digital platforms such as Facebook and Twitter Boosting to increase potential clients
awareness of the services offered. We will also launch a website in which all of the
information needed by the client will be found there. That will include: Services offered,
Job vacancies, contact numbers, and the history of PCN promopro Inc. We are confident
that this service plan will be well executed, and the estimate of profitability will be reach.
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