10 Step Marketing Plan for:St. Peregrine Institute – LingapE2D 3-L Alvin James B. Guinto 2012-2013
DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
The Primary Target Market(PTM) 18 to 25 Years old (Working Age) Class C-D Preferably Male Preferably Single Working Class Lifestyle Should be in a Healthy condition for Laborious Work
PTM’s Needs, Wants and Demand NEED Further Education Degrees for compliance to work Other Qualifications Want Education of lower costs Convenient Location Quality of Education Demand Cheap Eduaction Better Job opportunities
COMPETITORS Brand and product that provide NWD of my PTM Inexpensive College Insitutions Technical Vocational Schools Variables that affect choice of product Price Quality of Education
COMPETITORSPositioning map:Social Class vs. Further Studies Further Studies Other Vocational Stops Schooling Trade School Schools College Class A-B ok ok Class B-C ok ok ok ok Class C-D ok ok ok
Gap Between Customers andCompetition Marketing opportunity Package the product in such away that its most beneficial to the market. Assured employment both locally and abroad after education. There are no vocational schools catering to the construction training. Not being addressed The diminishing buying power of the community Lack of opportunity for employment and good qualification for a good school.
Gap Between Customers andCompetition Unique selling proposition Education that assures you of Employment Locally, and better Opportunities Abroad. Education – Employment – Deployment
Estimated Market Size With Bacoor population running at about 600,000 and is comprised of a working force of 65%, and in the 65% roughly 20% is within the PTM which is 18 to 25, we have a lead of about 120,000 potential students for the community alone. Since this is a vocational course, a trainee can avail of up to 2 courses per year
Estimated Market Size Direct competitor is insignificant for this data since there are no other institution within the area that is offering the same training program. For other courses that share the same PTM such as colleges, universities and other vocational schools that offer a different program, on a rough estimate. College and University 30% Vocational Schools 20% Doesn’t Push thru with school 50%
Estimated Market Size Looking on the estimates on the number of people qualified for the program and considering that a person can take two of the four programs within a year. The market’s potential monetary value annually is estimated to be at 288 Million, but due to the school’s limited capacity to accommodate students, only 2 classes per program can be offered with a maximum population of 30 students each arriving at 5.7 Million pesos.
Product Description Lingap E2D A TESDA accredited Technical Vocational Program which courses focus on construction and real estate development. The program is partnered with different local construction companies for assured on the job training and employment locally.
Price Our programs costs at 12k to 16k per program Other Vocation Schools that offers different programs range from about the same price. Colleges and Universities are way more expensive than the program that we are offering.
Sales and Promotions MASS Personal1. Public Relations 1. Personal Selling2. Sales and 2. Word of Mouth Promotions 3. Direct Marketing3. Events and 4. Interactive Experiences Marketing4. Advertising
Sales and Promotions The approach of the program is to position it as a community program of the institution to alleviate the quality of living in the country, to do this, partnerships with various Local Government Units and different National Agencies and Departments to build Credibility of the program Scholarships coming from different granting bodies help in boost enrolment for the program Endorsements to different communities(baranggays and municipalities) in order to invite the program’s Primary Target Market A Video Launch to be shown online and to be utilized during orientation programs that will be done to sale the product.
Place The program/product is available in the vicinity of the City of Bacoor and is catering to its City and Neighboring Municipalities.
Generic Winning Strategy:Differentiation By offering a means of living rather than simply an educational program, this would entice the Primary Market Further since this is a program which has assurance. Being offered as an alternative for other further education and still give the opportunities of a better lifestyle.