10 step marketing plan nicolealunan

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10 STEP
Marketing Plan for
College EntranceCollege Entrance
Test ReviewTest Review
Nicole Laya A. Alunan
June 2013

Disclaimer
This 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 5
HS seniors aim for MORE
SCHOLASTIC ACHIEVEMENTS
1. MSA’s PTM are HS seniors who want to get into the top
colleges
2. To prepare for their future personal and financial
security
3. But they can choose AHEAD, BRAINS, or LSC
4. Because other review centers are priced lower
5. The market size is 75M.
MSA holds 1/3 of the market.

Steps 6 to 10
MSA promises to MATCH
STUDENTS’ ASPIRATIONS
6. It offers a more comprehensive review than
other review centers.
7. But its price is expensive.
8. MSA relies on direct marketing, word of
mouth, sales promotion and advertising.
9. Its branches are strategically located around
Metro Manila.
10. MSA positions itself in the niche market.

1. MSA’s primary target market
(PTM) are high school seniors who
want to get into the top colleges
• 15-18 years old, male and female, belongs to class
A, B or C
• Studying
• Enrolling in an entrance test
review center happens once
(or twice) before or during
the college application
season

High School SENIORS NEED…
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler
A sense of personal
achievement makes me
happy.
I want to be a step
closer to financial
security.
I want to gain
new friends.
I want to be one of
the top students.

2. HS seniors have many needs,
wants & demands
• HS seniors need to belong, to prepare for their
future personal and financial security, to gain self-
esteem and a sense of personal achievement;
• HS seniors prefer MSA because of the quality of
the review program, credibility of the review center,
faculty, and of course, high passing rate.
• HS seniors demand
• A comprehensive review to prepare them for
the entrance test

3a. now has many
reputable competitors
• Direct competitors – Ahead, Brains, Expert guides,
Loyola Student Center among many others
• Indirect – school review, one-on-one tutorials, reviewers
for self-study
• Variables that affect enrolling in MSA:
• Schedule / Number of classes
• Location
• Length of review
• Price
• Peers taking the review
• Type of review
• Quality of Materials
• Testimonials from peers or blogs
• Faculty
• Passing rate / track record
• Fun learning experience

3b. is positioned to have
the highest passing rate
Other
review
centers
Brains
LSC
Price vs. Passing Rate Matrix
as of 2011
Brain
Train
Expert
Guides
AHEAD
MSA

3b. MSA’s niche in published
reviewers is being threatened
Benefit Positioning vs. Brand Matrix
as of 2013

4. MSA positions in a niche
market opportunity
It has Many Selling Aspects:
•ISO-certified & received various awards
Most Outstanding Review Tutorial Center
• Provides comprehensive review materials
• Offers UPCAT, ACET, DLSUCAT review
plus refresher courses a few weeks before the exam
• High passing rate!
78% - UPCAT, 84% - ACET, 89% - DLSUCAT

4. “Positioning”:
The best review center in Manila

5a. Market size of Php 71M
based on 2011 SEC financial reports
Source: https://ireport.sec.gov.ph/iview/login.jsp

5b. Market size of Php 80M based on
consumer data
Factors: Number of classes, Number of students per class, Review Price
Sources: review center websites, academic-clinic.com

5. The Review Center market is
Php 75 million
1. Combined competitor & company
data = Php 71M
2. Customer usage data = Php 80M

6a. MSA has many competitors
The best review center in
Manila
It’s more fun in
Ahead.
No leaks. No tricks.
No cheats. Ever.
Academic growth and excellence

6a. MSA has dominated the market for
college entrance test review:
review course + review materials
It offers at least 50 review classes and
50 published reviewers in bookstores.

6a. AHEAD and LSC threatens MSA
niche in published reviewers
• LSC reviewers are only available in Katipunan branch.
• “Score Higher in UPCAT by Ahead” is available in National
bookstore.

6b. MSA offers exam-specific
review
• College Entrance Test
Preparation
• 75 hours
• with diagnostic and dry-run exams
• exam-specific and subject-specific
review
• AM/PM sessions and
weekdays/weekends
• Includes review materials
• Refreshers for:
• UPCAT, ACET, DLSUCAT,
USTET
• Near exam date

7. Price – Review centers are aiming
for “affordable price points:
<Php5,000”
MSA is 9% cheaper than AHEAD but 400% more
expensive than others.

8a. MSA uses the following
marketing modes
21
1
2
3
4

8a. MSA held a contest for the Coolest
Genius for free Reviewer/Practice Test
• Students uploaded
their photo showing
different study
positions.
• The student
whose photo
had the most
number of likes
and comments
won!

8a. MSA gave out Early-bird
Discounts
• Before December 20, 2012 – 20% off
• Before January 31, 2012 – 15% off
• Valentine’s special – 10% off

8b. LSC gave out huge discounts
for groups and early-birds

8b. AHEAD held a
contest on its
18th
year

9. MSA has 9 locations in Manila
• Katipunan
• Cainta
• Alabang
• Cebu
• Makati
• Rockwell
• Sta. Rosa
• Tuazon
• Taft
It has yet to expand outside of Metro Manila.

10. MSA positions in the niche
market
• MSA has prestige of being the only ISO-
certified review center.
• MSA provides comprehensive review
materials.
• MSA provides refresher courses for UPCAT,
ACET and DLSUCAT
• MSA maintains its greater than 80% passing
rate in UPCAT, ACET, DLSUCAT and other
entrance tests.

Steps 1 to 5
HS seniors aim for MORE
SCHOLASTIC ACHIEVEMENTS
1. MSA’s PTM are HS seniors who want to get into the top
colleges
2. To prepare for their future personal and financial
security
3. But they can choose AHEAD, BRAINS, or LSC
4. Because other review centers
are priced lower.
5. The market size is 75M.
MSA holds 1/3 of the market.
In summary,

10 step marketing plan nicolealunan

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