V60 10stepbystepmarketingplan gumpal-peter

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The 10 Step Marketing Plan …

The 10 Step Marketing Plan
Seatwork for June 7 2013
Prof. Remigio Joseph De Ungria
Ateneo Graduate School of Business

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  • 1. The 10 Step Marketing Plan(Free Downloadable Template)Prof. Remigio Joseph De Ungria, MBA, CDMAteneo Graduate School of Business2011 Edition** The Illustrated and Annotated Guide to this TemplateCan be found at www.hypermarketing2.com. Just search for“10 step marketing plan” in the search box on the right side.
  • 2. 210 STEPMarketing Plan forApicius’ Culinary EducationAdvantagePeter-Paul GumpalJune 2013http://peterpaulgumpal.blogspot.com/
  • 3. This 10 Step Marketing Plan is part of the mandatoryrequirements of Prof. Remigio Joseph De Ungria’sAGSB marketing management class.The data included in this report are based on publiclyavailable data such as those on internet websites,news, package declarations, public reports.When appropriate, data are “masked” so as not tocreate unexpected conflicts.The reports are posted and linked on slideshare, blogsand facebook so that there is easier sharing amongstudents from different marketing classes.Disclaimer
  • 4. 1. 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 1 to 5Summary headline of yourPTM and market
  • 5. Young Adults, DoughDispensers Working professionals finding alternatives entrepreneurial freedom - financial fallback strategy,and leaving the rat race Center for Culinary Arts, Globa Academy Gap is – prospect students who cannot pay morethan 200K for a culinary education (Class C). Schoollocations everywhere (Apicius partners with otheracademic institutions) (NSO Data entire Philippines) 10 Million employedpersons by Sex, Age Group and Highest GradeCompleted
  • 6. 6. Product7. Price8. Promo9. Place10. Generic Winning Strategy of MixSteps 6 to 10Summary headline of themarketing mix & strategy
  • 7. 6. Affordable quality culinary education at your mostconvenient time and place.7. Tuition fee is 50% to 60% lower than competitors8. Uses Print Ads, Flyers, Social Media9. 3 campuses in the Metro (In-house training)10. Price Discrimination (based on site)Steps 6 to 10Summary headline of themarketing mix & strategy
  • 8. 1. Describe the primary targetmarket (PTM)* Demographics (Age range: must have astart 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 donot buy the product. Some do buy, but majority don’t which is whylimited marketing resources are best focused on PTM
  • 9.  PTM: Working professionals aged 22 to 34,Male and Female, Class BC, Single Young Adults. The Urban lifestyle makers.Their lifestlye allows them to fully enjoy therewards of their labor (just like the slide Prof.Bong showed us in class the other time) Frequently shifting careers. Burned-out fromthe corporate world. Confused with theircareer (behavior close to those having amidlife crisis)
  • 10. 2. My PTM’s NWDNeeds from Maslow’s hierarchyWants determine choiceDemands 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
  • 11. Describe your PTM needs11Reference: Maslow’s Hierarcy of Needs Marketing Management, 11thed, Philip KotlerServing others byfollowing my passion.There’s no sense of fulfillmentin my current line of work
  • 12. 2. Young adults needs,wants & demandsNeeds: Chefs earn more. Young adults needs to start business tobe able to support both her parents, children for their day to dayfinancial needs.Wants: Young adults turned Chefs can reward themselves thrusocializing even in workdays.Demands: Young Adults cum Chefs/Entrepreneurs demands areanswered by having the luxury of time, and that, they managetheir own time.** for needs, wants & demands, underline the top 1or 2 variablesthat are most important to the PTM
  • 13. 3a. Direct and indirectproducts that address myPTM’s NWD List of Competitors products/ brands Determine the variables that affectchoice of product, brand
  • 14. 3a. Direct and indirectproducts that address myYoung Adults NWD Direct: CCA, Global Academy Indirect: STI, CSB, Endurun, CookingShows. Variables: Price, Location of Campus,Schedule of training
  • 15. 3b. Create 2 Positioning Maps1stMap: 2 x 2 Matrix showing the 2 Most CriticalVariables for Consumer choiceThis 1stMap should allow differentiation/ non-clustering of the direct competitorsExample: Price vs. AgeSize of bubbles= represent relative market sharesof the brands2ndMap: Functional Benefit vs. Brands/ Variants
  • 16. Example of a 2x2 competitiveposition map for toothpastePrice/AgeMatrix0-13 yrs 13-24 yrs 25-49 yrs 50yrs upHighpriceLowPriceGlobalPrice vs. Age Matrixas of 2011CCATV ShowsCCAGlobalCollegeswithCulinary Artscourse offerings
  • 17. benefit positioning vs. brand mapfor other Culinary SchoolsBenefit Positioning vs. Brand Matrixas of 2011BenefitsGlobalAcademyCCACollegesTVShowsAffordable tution feeAccesible Campus LocationTESDA AccreditedIndustry ContactsHALAL AccreditedFree Use of Kitchen Appliances and UtensilsUniform,Cooking materials TF-inclusiveApicius offers the most affordable culinary education in the metro.Aside from being the only HALAL accredited culinary institution,Business contacts can also be handed to students as Apicius joins trade shows & Expos,Culinary contests, but most of all, instructors in Apicius are all veterans in the industry.
  • 18. 4. Identify the gap betweencustomers and competitionWhere is the marketing opportunity?What NWDs are not being addressed?What can be the unique sellingproposition for the new product (totallynew or repositioned.)
  • 19.  Apicius will be positioned as an institution thatgives consumers more – be it in the form ofstate-of-the-art facilities, industry recognizedtrainers, globally recognized curriculum,recognizable affiliates and careeropportunities – with a relatively lower cost. Apicius = Advantages + Low Cost Apicius = More for Less
  • 20.  Employment of veteran chef-instructors TESDA Certified company Inclusion of HALAL modules Affordable tuition fees – with possibleinstalment plans Free tools, uniforms and meals Paid OJT abroad
  • 21. 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”
  • 22.  6. Visual LocationCCA’s campuses are: Pasay onlyGlobal Academy campuses are: Makati, Las Pinas andQuezon City
  • 23. 5b. Estimate the market sizeusing company data1. Claimed market share2. Guesstimate on market share Fair share of market Distribution extent3. Historical sales
  • 24.  Guesstimate:
  • 25. 5c. Estimate the market sizeusing customer data1. Usage per day or per year Per person Per household
  • 26. 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
  • 27. 6a. Photo of product categoryShow a product shotYour product and your competitorswith, without box as they look in thesupermarketAll pack sizesAll variantsAll major brands
  • 28. 6a. Show how product looksvs. competition
  • 29. 6b. Product DescriptionDescribe the physical features,specifications, attributes of the product.Info may be in product packaging, label,brochures or website.
  • 30. Global Academy First and only culinary school in the Philippines and7th in Asia to be awarded the World Association ofChefs Societies (WACS) Recognition of QualityCulinary Education First Culinary School to teach Modern CookingTechniques 100% Chef owned and operated school Individual learning (Lab and Kitchen work) Internationally educated and accomplished faculty Multiple locations in the Metro
  • 31. Center for Culinary Arts Offers basic courses for beginners and professionals as well asinternational degree succession and certification. Offers creativerecreational and lifestyle courses for kitchen enthusiasts. offers both diploma and certificate programs in either Culinary Arts orBaking and Pastry Arts. offers an International Degree Succession program which is availablethrough their partner schools should one decided to enhance their one-or two-year program and earn a degree. These schools are WilliamAngliss Institute in Australia, Johnson and Wales University in the US,Les Roches in Switzerland, Thames Valley University in the UK, andthe Northern Alberta Institute in Canada. Graduates of two-year program in Culinary Arts & TechnologyManagement and one-year program in Baking and Pastry Arts who areactive members of American Culinary Federation Foundation areeligible for ACF certification offers continuing education courses for basic, intermediate andadvanced professional
  • 32. 7. Price Get prices of your product Creatively compare vs. competitorsacross different pack sizes and variants Quantify the price difference in % termsvs. competitors Conclude on what pricing strategy isbeing used
  • 33. Price  Price RemarksGlobal Academy 160,000.00 1 YearCCA 280,000.00 2 YearsThe accelerated course from Apiciusfor its Fundamental Culinary Arts diplomaCourse’s pricing stragety typeis “Loss Leader”
  • 34. 8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use
  • 35. 8a. Your productsPromotionsDescribe what you propose to do/ product iscurrently doing vs. the 8 modes ofcommunications.Show executions of this (from websites, printads, actual commercials)
  • 36. VETERAN CHEF-INSTRUCTORSTESDA CERTIFIEDHALAL MODULESAFFORDABLE TUITION FEEINSTALLMENTS THRUPDC and CREDIT CARDS
  • 37. 8a. Samples of Promo
  • 38. 8b. Competitor promoShow also how your key competitorscommunicateTheir commercialsTheir websitesAnd why your communication stands out
  • 39. 8b. Competitor promo
  • 40. 9. Place Where is your product available? Campuses: Paranaque, Pasig, LegaspiCity Satellite schools (via partnership)
  • 41. 10. What is the genericwinning strategy?Which of the 4 strategies are being used?(bold and underline to most dominantstrategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche
  • 42. 46SUMMARY
  • 43. 1. Young Adults working Professionals2. Higher salary, More time for family, Senseof fulfillment3. CCA, Global Academy4. 22 to 34 year old working professionals whocan’t afford to leave their current job5. 10M in the Phil (no current data for Metromanila)Steps 1 to 5Summary headline of yourPTM and market
  • 44. 6. Product7. Low8. Social media advertisement givingdiscounts to first 20 enrolees9. 3 Campuses and partner institutions isgrowing10. Affordable culinary educationSteps 6 to 10Summary headline of themarketing mix & strategy
  • 45. 49YOUR ASSIGNMENT AS AMARKETING STUDENT
  • 46. Your Assignment Use this template to make yourmarketing plan for a product orcompany that will also be the topic ofyour STRAMA Follow power presentation principles
  • 47. Grading Customers (PTM, NWD)- 20% Competition (Positioning Map, MarketSize) 30% Company (4Ps, Strategy)- 40% Power Principles Formatting- 10%