MARKETING PLAN WORKSHEET

INTERNAL ANALYSIS
COMPANY
BACKGROUND

BRAND PROFILE:
BACKGROUND/STATUS

MARKETING/BRAND
ISSUES/PROBLEMS
Based on your analysis
of the current
marketing programs
and market
performance of the
brand, what are the
marketing
issues/problems that
will be addressed by
the proposed
marketing plan?

EXTERNAL ANALYSIS
MACRO-ENVIRONMENT (PESTN)
POLITICAL-LEGAL
(What political polices, Developments Threat or Opportunity Implications on the
laws, rules, and competitiveness and
regulations that affect competitive position of
the marketing of the the brand
brand?
In what specific ways
will these strengthen
or diminish the
competitiveness or
competitive position of
the brand?

ECONOMIC
(What are economic Developments Threat or Opportunity Implications on the
issues/ developments competitiveness and
that affect the competitive position of
marketing of the the brand
brand?
In what specific ways
will these affect the
marketing of the
brand?)

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 SOCIO-CULTURAL
(DEMOGRAHIC AND Developments Threat or Opportunity Implications on the
CULTURAL FACTORS) competitiveness and
(What are competitive position of
developments in the the brand
socio-cultural arena
that affect the
marketing of the
brand?
In what specific ways
will these affect the
marketing the brand?)

TECHNOLOGY
(What developments Developments Threat or Opportunity Implications on the
in the technological competitiveness and
arena that affect the competitive position of
marketing of the the brand
brand?
In what specific ways
will these affect the
marketing the brand?)

NATURAL
(What developments Developments Threat or Opportunity Implications on the
in the natural arena competitiveness and
that affect the competitive position of
marketing of the the brand
brand?
In what specific ways
will these affect the
marketing of the
brand?

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 CHANNEL ANALYSIS
STRENGTHS AND CAPABILITIES OF EXISTING
CHANNELS​ (Are existing marketing channels capable
of carrying and pushing the product in the
marketplace?
WEAKNESSES OF EXISTING CHANNELS ​(What are the
weaknesses of existing marketing channels?)

SEGMENTATION AND TARGETING

SEGMENTATION
VARIABLES
(What segmentation
variables to should be
used in segmenting the
market?)

RESULTING SEGMENTS
(IDENTIFY AT LEAST Segment Description
THREE) 1
(How would you
describe the three 2
distinct resulting
segments?) 3

TARGETING
CRITERIA ​(What
criteria are used to
select the target
market?)
Include demand
potential for each
segment, and the
assumptions made in
forecasting demand
potential.

CHOSEN TARGET
MARKET
(Describe your target
market using
appropriate
segmentation
variables)

CONSUMER ANALYSIS
Who buys the product
or service?

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 Who makes the
decision to buy the
product?

Who influences the

decision to buy the
product?

How is the purchase

decision made? Who
assumes what role?

What needs must be

satisfied?

What is the value that

they are looking for?

Where do they go or
look to buy the
product?

What criteria do they

use in their purchase
decision?
When do they buy?
Any seasonality
factors?

How is our product

perceived by the
customers?

What are customers’

attitudes toward our
product?

What social factors

might influence the
purchase decision?

What cultural factors

might influence the
purchase decision?

What personal factors

might influence the
purchase decision?

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 What psychological
factors might influence
the purchase decision?

How would you

describe the buying
situation?

-----------------PART 2-----------------
COMPETITOR ANALYSIS​ viclyn
Who/what are direct
competitors of the DIRECT​ COMPETITORS
brand? 1 2 3
7/11
Target Market
Differentiation Strategy
Value Proposition
Positioning Strategy
Who/What are the
indirect competitors? Marketing Mix
Product Strategy
Pricing Strategy
ND KO SURE IF DIRECT Place Strategy
OR INDIRECT ANG 24 Promotion Strategy
HIOUR COFFEESHOP
KAY LAYO SILA GALING INDIRECT​ COMPETITORS
AMO NA B ONE OF 1 2 3
PRIMARY STRENGTHS KOOZKAF 24 HOUR
SG SAMANTHAS KAY 24 COFFEE
HOURS SILA SOOOO SHOPS
UNSA MAN???? Target Market
Differentiation Strategy
Value Proposition
Positioning Strategy
Marketing Mix
Product Strategy
Pricing Strategy
Place Strategy
Promotion Strategy

MAJOR STRENGTHS OF
COMPETITORS COMPETITOR 1
7/11 more variety of products; well-established name;
COMPETITOR 2

COMPETITOR 3

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 MAJOR WEAKNESSES
OF COMPETITORS COMPETITOR 1 impersonal

COMPETITOR 2

COMPETITOR 3

POP & POD

POINTS-OF-PARITY ​(In espresso based drinks - americano, cappuccino, latte, mocha (daw amo ni b ang
what ways are your minimum/default)
product offering similar same2 pricing
to competition?)

POINTS-OF-DIFFERENCE 24 hours
(In what ways are your more exclusive and peaceful. nd distracting like other coffeeshops nga damo tawo
product offerings mas kilala ka sg mga barista
different from
competition?)

SWOT ANALYSIS ​mary

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

CRITICAL ISSUES ​mary

What are the critical
issues that must be
addressed by the
Marketing Plan?
(Critical issues should
logically flow from
SWOT analysis.)
IDENTIFIED MARKET OPPORTUNITY ​dane
What is gamay plg ang 24 hours nga establishment so damo pa cla potential market
market/marketing
opportunity?

Financial and Marketing Goals/Objectives

(must be SMART- Specific, Measurable, Attainable, Realistic and Time-bound)
Marketing Objectives To recover capital expenditures within 2 years of operations
(market To extend market scope within Jaro district by brand awareness primarily through social
share/penetration, media
level of brand To break even daily sales with operating expenses during the 3rd quarter of the first
awareness, knowledge fiscal year

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 of the brand, To foster customer intimacy by creating close-knit relationships through loyalty
product/service trial, programs
distribution, etc.)

MARKETING STRATEGY
General statement of market development
the “game plan” to
attain goals/objectives. ma define anay stateent
(Take note of Ansoff’s
basic marketing
strategy like To identify the core customer value, Samantha’s should define first their value
1) Product Development proposition
2) Market Development
3) Market Penetration
3) Diversification or
Porter’s competitive
strategy like cost
leadership,
differentiation and
“niching”​)

MARKETING MIX ​alexis

PRODUCT STRATEGY PRODUCTS: currently, Samantha’s offer its customers the best tasting coffee
beverages in the area. And among these products are …
Coffee
Pastries
All day breakfast
Japanese selection
Smoothies
Milkshake &
tea
Also, they can try selling coffee beans for those who wanted to prepare their
coffees at home. And it is also strategic to supplement free books and
magazines that customers can read inside the coffee bar.
Product Objective?
To provide coffee drinkers their daily dose of caffeine to get through their day.
Components of the Market Offering
Core Customer Value
productivity peace privacy
Actual Product
Features/attributes
Quality level
Product Design (show
drawings, dimensions)
Packaging (primary,
secondary, shipping)
Labeling

Augmented Product
Delivery and credit
Product support

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 After sales service
warranty

PRICING STRATEGY PRICING: Moreover It has a price which is very much affordable for the middle class.
The price for a cup ranges from ​50​ to ​70_​ which is indeed cheaper if you compare it to
those existing coffee shops like booklatte, dakasi and others
Pricing Objectives To provide for an everyday coffee

Considerations in Samantha's products were priced considering the law of demand, the lower the
Setting the Price price the more customers buy. Located near a residential area, they also considered
the income of the middle class and priced their products affordably. The pricing also
considered covering the cost of the coffee beans and other ingredients, and
allocated fixed costs like the use of machines.

Pricing Strategy Despite of the increasing prices of the ingredients used in Samantha's, the
management originally wanted to maintain their 50-70 price range because they
believe that the markup can cover the increasing costs. However, after trying out the
original plan, they incurred losses which leads them to increase their prices

Price Adjustments
Strategies
PLACE STRATEGY PLACE: On the other hand with respect to the place, samantha’s is a smart, simple
space that they could call their own for a while… where they can study, sit down, talk
and listen to conversations, hold short meetings or even have a lot of good fun… all
over a steaming cup of coffee

Since they envision to expand in the future, preferably they should place the café in
every possible location where some business can be generated. That means to say
that their outlets should be strategically located in entertainment centers, near
schools/colleges and others
And as to the channel, samantha’s get their coffee beans from local suppliers
Place Objectives
To shorten the channel
Incentives given to
channels to motivate
channel members
PROMOTIONS In terms of products, price and place, Samantha's is at par with other establishments of similar
STRATEGY business. However, Samantha's has a lot to improve with regards to their promotions and marketing.
In order to attract customers and to reach their target market, Samantha's can maximize the use of
social media as primary avenue for promotions.

Using social media apps like Facebook and Instagram does not cost much and has even a wider
reach. By using Instagram for taking art savvy pictures featuring their scrumptious and
mouth-watering products, new customers will be aware that such 24-hour establishment exists, be
interested to the products they offer, desire to experience Samantha's and eventually take action to
visit the place. They can also maximize the location feature of Instagram where the user will be
directed to google maps with just one click, since the location is distant from the main commercial
area. Samantha's can also use Facebook to publicize and to receive feedback from and as well as
answer queries from customers and potential ones. Many businesses has used social media
effectively to hype up customers and eventually spread through word of mouth.
Samantha's distance! from the city seems to put them in a disadvantaged position, but they can
covert this weakness to strength. They just have to target the right customers. In this case, they can
focus more on having a relatively small but constant target customers. To achieve this. They can
foster strong customer relationship through loyalty programs. Each member will have their own
personalized mugs and is entitled to seat reservations and free tastes for upcoming products. This
can be costly, but it can help the promotions of Samantha's. Customers can develop their

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 relationship with the business and to the products. This strategy can stabilize their profit and can
cover the cost that was spent on marketing.
Promotions/Communications targeted to Target Market (Pull Strategy)
Promotions Objectives
AIDA Model
Marketing Awareness -Their signage must be improved in order to raise awareness to the people
Communications Mix passing by in the location. In addition, Samantha’s can distribute stickers to tricycle and
for each stage in the pedicab drivers as a part of their promotional advertising. Also, they can post some
AIDA model tarpaulins and posters in the terminal area to make such potential market aware the
Samantha’s exists.

Interests - The continuing updates in the social media account can build the interest of
the people with Samantha’s. Giving information about the product and its price will help
locate the target market and know the people who really needs or wants to try the coffee
and dishes of Samantha’s. By this, the customer would show how they like Samantha’s
and how they will find ways to know more about them.

Desire -The interest of the customers may be stimulated from just liking the product to
wanting the product. In order this desire of the customer will strengthen, Samantha’s may
establish an emotional connection to the customers by using different strategies.
Samantha’s can provide various coffee products even fresh coffee beans in order to
answer the demand of their customers. Samantha’s can redesign their store by adding
books and magazines for those people who loves to read. Also, since the communication
is a need in this era, having a WiFi connection in the store can develop the emotional
connection with the customers in order to stimulate their desire.

Action - Customer loyalty programs can move the buyers to interact with the Samantha’s.
This strategy can relive the spirit of the customers and sustain their ties with Samantha’s

Objectives of To develop strong customer connection by providing their needs and stimulating their
each of the elements of interests and desires through promotion strategies.
the promotions mix

Tactics/Promotions Awareness - 1) The improvement of signage and the facade of the coffee shop. 2) The use
Campaigns or Programs of stickers and other promotional materials in areas surrounding the business turf in
for each stage of the order to spread awareness.
AIDA mode​l
Interests - 1) Use of social media to inform the buyers basic information and stimulate
their interests about the product

Desire - 1) Samantha’s can provide variety of products to answer the demand of

customers. 2) Provide book and other reading materials in the coffee shop that would
help allow customers build their desire with the product. 3) The establishment of stable
internet connection in the store. 4) Improvement and training of staff must be a strategy
to stimulate desire since
Action - 1) Customer loyalty program that would help them strengthen their bond with
the customers and would sustain their connection in the long run.

Promotions/Communications targeted to Marketing Intermediaries/Channels (Push Strategy)

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 Marketing As a part of the promotion strategy of Samantha’s, they must establish a marketing
Communications Mix communication mix that would help them promote their products. Samantha’s may use
channels that would indirectly boost their promotions. They can also use personal and
direct marketing in order to pick the right target audience and to focus on that audience
and build and strong customer - business relations.
Objectives of Advertising - To inform buyers and raise awareness about Samantha’s through media and
each of the elements of other other non personal presentations.
the promotions mix Personal Selling - To inform and persuade buyers by personal communication
Sales Promotions - To attract customers by giving incentives to products or service
Public relations - Building a good name for the company use it for publicity and
promotions
Direct Marketing - To choose the right target market and develop their interests, desire
and build strong customer relationship.
Tactics The use of promotional materials such as posters and stickers attached to pedicabs and
tricycles roving around the area could help a lot in their communications to their
audience. The use of Facebook, Instragram and other social media outlets in order to
connect with customers located outside the area.

ACTION PROGRAMS AND IMPLEMENTATION SCHEDULE

What will be done? When will it start and How much will it
(Activities) end (Date of cost? (Budget)
Implementation)
Asap
Radiate vintage feels
by changing outfit and
music
establish social media asap after they have free
-daw ka launching sa established visual
market
loyalty
customize cups

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