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Prof. Remigio Joseph De Ungria's Downloadable Template for the 10 Step Marketing Plan
 

Prof. Remigio Joseph De Ungria's Downloadable Template for the 10 Step Marketing Plan

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Use this Downloadable Template to Create Your 10 Step Marketing Plan. Best used together with the Annotated and Illustrated Version of the 10 Step Plan also available on Slideshare and ...

Use this Downloadable Template to Create Your 10 Step Marketing Plan. Best used together with the Annotated and Illustrated Version of the 10 Step Plan also available on Slideshare and hypermarketing2.com

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    Prof. Remigio Joseph De Ungria's Downloadable Template for the 10 Step Marketing Plan Prof. Remigio Joseph De Ungria's Downloadable Template for the 10 Step Marketing Plan Presentation Transcript

    • The 10 Step Marketing Plan (Free Downloadable Template) 2011 Edition Prof. Remigio Joseph De Ungria, MBA, CDM Ateneo Graduate School of Business ** The Illustrated and Annotated Guide to this Template Can be found at www.hypermarketing2.com. Just search for “10 step marketing plan” in the search box on the right side.
    • 10 STEPMarketing Plan for(product’s name here) Your Name Product Photo here Month Year Put yourBlog Address Here. 2
    • 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.
    • Steps 1 to 5Summary headline of yourPTM and market1. Identify your target (PTM)2. What do they need, want, demand (NWD)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
    • Steps 6 to 10Summary headline of themarketing mix & strategy 6. Product 7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix
    • 1. Describe the primary targetmarket (PTM)* Demographics (Age range: must have a start and end age*, sex, social class, marital status) Lifestyle (what they do) Behavior (when consumed, how much, how frequent, special concerns)*Exclusion of a certain demographic group in PTM does not mean they do not buy the product. Some do buy, but majority don’t which is why limited marketing resources are best focused on PTM
    • 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy the productNote: There may be multiple answers for needs, wants demands. Of these answers,underline and use bold font for the best answers. See examples that follow
    • Describe your PTM needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler 8
    • 2. PTM’s needs, wants &demandsNeeds: list of needs from Maslow’s hierarchy that the product meets.Wants: what variables are used by the primary target market to choose among several products that can satisfy the same needs.Demands: for the PTM to finally decide to buy the product, what characteristics, values, benefits or selling propositions must the product have?** for needs, wants & demands, underline the top 1or 2 variables that are most important to the PTM
    • 3a. Direct and indirectproducts that address myPTM’s NWD List of Competitors products/ brands Determine the variables that affect choice of product, brand
    • 3b. Create 2 Positioning Maps1 st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice This 1st Map should allow differentiation/ non- clustering of the direct competitors Example: Price vs. Age Size of bubbles= represent relative market shares of the brands2 nd Map: Functional Benefit vs. Brands/ Variants
    • Example of a 2x2 competitive position map for toothpaste as of 2011 Price vs. Age MatrixPrice/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs upAgeMatrix Colgate Close Colgate FreshHigh Colgate Up Colgate Sensitive Sensodyne Close whitenprice kids Total + up whiten Hapee HapeeLow Fresh Complete + whiteningPrice Hapee Unique Unique
    • as of 2011 Example of a benefit positioning vs. brand map for toothpaste Benefit Positioning vs. Brand Matrix Colgate Hapee Colgate Colgate Total+ Colgate Close Up Close Up Hapee Hapee Total + Functional Benefit Kids Fresh Whitening Sensitive Gel White Kids Fresh Whiten Unique SensodynePrevents Tooth DecayWhitens TeethFreshens BreathMouthwash in 1Fresh ConfidenceConfidence Up Close to KissProtect 24 hoursFun for kidsSaves moneyReduces teeth sensitivity Harder to stand out amidst the competitive clutter.
    • 4. Identify the gap betweencustomers and competitionWhere is the marketing opportunity?What NWDs are not being addressed?What can be the unique selling proposition for the new product (totally new or repositioned.)
    • 5a. Estimate the market sizeusing competitor data1. Top 7000 Corporation Data or news  Total Sales from 1 product companies  % of sales from multi-product2. vs. known Industry size comparisons3. vs. 1-1 suppliers4. Visual observation- warehouse5. Pirating personnel or garbage6. Illegal interview7. “Share of Shelf”
    • 5b. Estimate the market sizeusing company data1. Claimed market share2. Guesstimate on market share  Fair share of market  Distribution extent1. Historical sales
    • 5c. Estimate the market sizeusing customer data1. Usage per day or per year  Per person  Per household
    • 5. Decide on market size inpesos, not in number ofpeople1. Competitor data=2. Company data =3. Customer Usage data =Use instinct and best business judgment to finalizemarket size
    • 6a. Photo of product categoryShow a product shotYour product and your competitorswith, without box as they look in the supermarketAll pack sizesAll variantsAll major brands
    • 6a. Show how product looksvs. competition Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves or point of sales
    • 6b. Product DescriptionDescribe the physical features, specifications, attributes of the product.Info may be in product packaging, label, brochures or website.
    • 7. Price Get prices of your product Creatively compare vs. competitors across different pack sizes and variants Quantify the price difference in % terms vs. competitors Conclude on what pricing strategy is being used
    • 8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use
    • 8a. Your productsPromotionsDescribe what you propose to do/ product is currently doing vs. the 8 modes of communications.Show executions of this (from websites, print ads, actual commercials)
    • 8a. Samples of PromoSamples This can be in multiple slides
    • 8b. Competitor promoShow also how your key competitors communicateTheir commercialsTheir websitesAnd why your communication stands out
    • 8b. Competitor promoSamples Can be multiple slides
    • 9. Place Where is your product available?  Supermarkets, sari-sari stores, convenience outlets, drugstores  Nationwide or in key areas only?  Method of delivery (some products can be delivered to your home, ordered via internet, phone orders, etc.)
    • 10. What is the genericwinning strategy?Which of the 4 strategies are being used? (bold and underline to most dominant strategy)  Low Cost Producer  Supply and Distribution Leverage  Differentiation  Niche
    • SUMMARY 30
    • Steps 1 to 5Summary headline of yourPTM and market1. Identify your target (PTM)2. What do they need, want, demand (NWD)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
    • Steps 6 to 10Summary headline of themarketing mix & strategy 6. Product 7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix
    • YOUR ASSIGNMENT AS AMARKETING STUDENT 33
    • Your Assignment Use this template to make your marketing plan for a product or company that will also be the topic of your STRAMA Follow power presentation principles
    • Grading Customers (PTM, NWD)- 20% Competition (Positioning Map, Market Size) 30% Company (4Ps, Strategy)- 40% Power Principles Formatting- 10%