This is the 5th module in senior high school Entrepreneur subject.

1. Module 5:
Implementation
of
Marketing Plans
and
Strategies

2. Marketing Plan
The role of marketing plan is to ignite the
customers to be informed, be persuaded, and be
reminded to buy a product or avail of a service.
To fulfill this role, this module will teach you how
to make marketing concepts a reality. The
implementation of a marketing plan and
strategies is the stage when the entrepreneur
puts his or her marketing ideas into action.
By Renalyn C. Dejos

3. Implementing the Marketing Plans and
Strategies
Preparing a market plan and implementing a
market plan are two different disciplines.
Preparing a marketing plan is research-based, very
technical, and focused on coming up with a
methodical marketing plan. Implementing a
market plan is strategy and tactics-based, needs
manpower to execute, and is results-oriented.
By Renalyn C. Dejos

4. Here are the ideal marketing plan
implementation steps:
Step 1: Divide the marketing plan into small
manageable pieces and manageable time
lines.
-the entrepreneur must discuss the marketing
plan and the marketing objectives thoroughly to
the marketing team at the onset and establish
accountabilities.
By Renalyn C. Dejos

5. The value proposition, the unique
selling proposition, and the 7p’s or
the marketing mix must be clear
with the members of the marketing
team and why these were chosen to
best communicate the product or
service to target customer.
By Renalyn C. Dejos

6. The entrepreneur must also
discuss thoroughly with the
marketing team critical
implementation aspects such as
organizational preparedness,
allotted budget, implementation
schedule, and risks.
By Renalyn C. Dejos

7. Promotional strategies to be
implemented such as sales promotion,
public relations, advertising direct selling,
or personal selling, and task to be divided
must also be explained well among the
marketing team members. The
proportional channel to be used must
also be clear them, as to why these are
considered the most effective.
By Renalyn C. Dejos

8. Risks must always be factored in so
that the marketing team is ready to
counter all the negative effects of the
marketing plan implementation. These
risk could be in the form of
reputational risk, financial risk, or
strategic marketing risk.
By Renalyn C. Dejos

9. Example of unique selling proposition, value proposition, marketing
mix strategies, and tactics for an online clothing business:
7ps marketing mix strategies:
Product –Hand-made fashionable clothes
Place –Online/internet
Price –Penetration pricing (will start with low price until it peaks)
Promotion –internet marketing (e-mails, social media, web sites)
People -24/4 helpdesk
Packaging –organic paper
Process –return policy of 10 calendar days
By Renalyn C. Dejos

10. For a detailed and organized timeline,
entrepreneurs usually prepare a Gantt
Chart. A Gantt Chart is an important
implementation tool that enumerates all
the planned marketing activities into one
file and arranges the marketing activities
chronologically, together with the
interrelations with each other
dependencies.
By Renalyn C. Dejos

11. Sample of a Gantt Chart
Personal Responsible Specific Marketing Tactic Timeline and
Deliverables
Budget
E-mail marketer Sends first batch of clothing
products with special
discounted prices to the first
500 primary target market’s
e-mail addresses
Channel: Internet Marketing
strategy: Sales promotion,
online advertising
Beginning January 2016
and must be sent every
month
₱50 000
Discount: ₱100 off for
every purchase x 500 =
₱50 000
Social media marketer Gives special discount prices
to first 100 customers who
will like the page on
Facebook or follow on
Twitter, and purchase any
clothing product
Channel: Internet
Marketing strategy: sales
promotion, social media
marketing
January 2016 ₱20 000
Special discount:
₱200 x 100=
₱20 000
By Renalyn C. Dejos

12. Web site designer Creates a Web site
where customers can
choose, order online,
pay online, and
deliver goods to the
customer's
doorsteps
Channel: Internet
Marketing strategy:
Web site advertising
January-June 2016 ₱100 000
Personal Responsible Specific Marketing
Tactic
Timeline and
Deliverables
Budget
By Renalyn C. Dejos

13. Step 2: Explain and delegate the marketing tasks to
assigned individuals.
In the previous table, the online clothing
entrepreneur must discuss the marketing objectives
and the specific marketing tasks to assigned people
so they know exactly what they will do and when to
deliver them. The entrepreneur must also update,
monitor, and evaluate the marketing assignments
every week or every month depending on the
importance and urgency of the marketing task.
By Renalyn C. Dejos

14. From the previous table, assuming he
entrepreneur also planned to launch the
online clothing business using traditional
approaches aside from the internet and
mobile, these tasks must be explained and
delegated well to the marketing team to
avoid confusions and to execute the plans as
imagined.
By Renalyn C. Dejos

15. Marketing Tactic and
Channel to be used
Personal Responsible Rationale Timeline
Direct marketing
-newsletters and
infomercials using social
media
Direct marketer To instigate awareness to the
primary target market and
eventually lead to purchase
January-June 2016
Public
-press releases via a reliable
fashion Web site of a famous
fashion blogger
PR coordinator To establish a credible online
reputation because the
internet is susceptible to
various threats
January- March 2016
Sales promotion
-₱500 off and free delivery
fee on the first online
purchase of any clothing
product
Digital marketer To encourage the primary
target market to try the
product and eventually to
change the habit from
traditional purchase to
online purchase
January- March 2016
By Renalyn C. Dejos

16. Step 3: Keep the communication line open
The entrepreneur must ensure that the line of
communication between him or her and the
marketing team is always open to avoid
implementation issues. This is very critical because
if there is a communication gap, customers will be
the ones to suffer. In the previous example, the
online clothing entrepreneur and his or her
marketing team must ensure that they talk
regularly to ensue that the marketing execution is
done as planned. By Renalyn C. Dejos
By Renalyn C. Dejos

17. With the advent of technology, the
entrepreneur and his or her marketing team
can communicate via face-to-face meetings,
landline, mobile phone, or in the internet.
Communication channels these days have
been revolutionized by technology, thereby
leaving no reason for the modern
entrepreneur to not communicate well with
his or her marketing team.
By Renalyn C. Dejos
By Renalyn C. Dejos

18. Step 4: Monitor accomplishments and progress.
Each of the marketing team member’s task must be monitored and
evaluate to see if the deliverables were done correctly and timely. The
entrepreneur must also review the results according to the set standards
(highly acceptable, acceptable, a little bit acceptable, or not acceptable).
If there are marketing tasks that were not performed as planned, the
entrepreneur must help the employee is not a viable option, he or she
can resort to transferring the employee to other functions that he or she
will be better use. Using the example chart in step 1, add two more
columns for Performance Score and on-time Delivery Score. The
entrepreneur must check the progress on weekly or monthly basis
depending on the nature of the business and marketing objectives. He or
she also interpret the results so that he or she knows what to do next.
By Renalyn C. Dejos

19. Table 5.3 Adding the scores for each task delegated
Scores: 5-Perfectly done/Way before the deadline; 4-Above average/Almost before
the deadline;3-average/Done on time; 2-poorly done/later than the deadline; 1-not
done at all/Way beyond the deadline
Person
Responsible
Specific
Marketing
Tactics
Timeline Performance On-time
E-mail marketer E-mail
marketing
campaign
Every month
beginning
January 2016
? ?
Social media
marketer
Facebook and
Twitter Page
January 2016
? ?
Web site designer Transacting the Web
site
January-June 2016
? ?
By Renalyn C. Dejos

20. Step 5: Open yourself to relevant ideas of your marketing team.
Because the ones in the frontline are the entrepreneur’s
marketing team members, the entrepreneur should listen carefully
to all their specific insights and findings and document them. They
have the firsthand experience and idea about the behavior,
psychology, demographics, and geography of the target market.
They can better describe to the entrepreneur the picture of reality
–the marketing plan implementation results and other relevant
feedback that may not be covered by the marketing plan.
Marketing plans are not fully encompassing. Many times, it is the
implementation stage that the entrepreneur gets the best
marketing ideas and not on the product or service development
stage.
By Renalyn C. Dejos

21. Person Responsible Feedback from the Marketing Team
E-mail marketer Even though most of the target market have e-mail
addresses, 45% of them have not to read the entire
email marketing campaign because the e-mail was
heavy in pictures. Most of the recipients are using a
basic data plan for their mobile phones.
Social Media The target market responded positively wit the
social media campaigns. The sales price discount for
the first 100 persons who liked the Facebook page
or followed the campaign o Twitter worked. They
request that another batch of discount be given
soon.
Web site designer A mobile application can also be done
simultaneously to mirror t functionality of the Web
site because 90% of the target market are using
smartphones.
By Renalyn C. Dejos

22. Step 6: Adapt to the internal and external factors
that effect the marketing function.
The entrepreneur must always be at pace with
the changes happening within and outside the
environment where his or her business operates.
The entrepreneur must not ignore all relevant
factors so he or she knows how to counter them or
follow them by devising a revisited accordingly. It
evolves I relation to the internal movements and
the market condition where it operates.
By Renalyn C. Dejos

23. Table: Sample internal and external factors for the following tactics
Marketing Tactic in 2016 Internal Factor External Factor Marketing Tactic in 2017
Online ordering via
Web site
90% of target market
have smartphones with
a data plan.
Ordering via Web site
and mobile application
E-mail marketing alerts
every month where the
e-mail marketers adds
e-mail addresses of
new customers receive
the e-mail alerts one
week after registration.
A system that
automatically adds new
customers‘ e-mail
addresses is purchased.
E-mail marketing alerts
every month. New
customers will receive
the e-mail alerts one
day after registration
Social media campaigns
and promos in Facebook
and Twitter
40% of the target market
joined Instagram in 2016
Add Instagram as a new
channel for social media
promos.
By Renalyn C. Dejos

24. Step 7: Incorporate incentives and penalties for motivation
One of the best ways to do it is to incentivize the marketing
team. On the other hand, nonperformance or mediocre
performance of the marketing team should also have some
consequences. These incentives and penalties will always
remind the members of the team to keep themselves on
their toes. The low team members should be given
reasonable chances before replacing them or transferring
them to another department or unit. Incentives have been
proven to really work well in motivating employees.
By Renalyn C. Dejos

25. Marketing Tactic Performance Metrics Incentive
Send first batch of clothing products
wit special discounted prices to the
first 500 primary target market’s e-
mail addresses
Channel: internet
Marketing strategy: Sales
promotion, online advertising
• Conversion rate to sales
• Bounces rate ( undelivered e-
mail)
• E-mail sharing or forwarding rate
• List growth rate
Commission for every sale
generated by the e-mail marketing
campaign
Give special discount prices to first
100 customers who will like the
page on Facebook or follow on
Twitter, and purchase any clothing
product
Channel: Internet
Marketing strategy: sales
promotion, social media marketing
• Conversion rate to sales
• Brand search volume
• Lead growth
• Brand sentiment
• Inbox links
• Social media engagement
One –time bonus if there will be
1 000 incremental customers on top
of the first month after launch
By Renalyn C. Dejos

26. Create a Web site
where customers can
choose, order, and pay
online, an deliver
goods to the
customer’s doorsteps
Channel: Internet;
Marketing strategy:
Web site advertising)
• Number of visitors
• Number of referrals
• Bounce rate (visitor
of the Web site that
immediately clicks
the back button)
• Exit pages
• Conversion rate
New mobile gadget if
the visitors reached 1
500 on the first month
of Web site launch
By Renalyn C. Dejos

27. Step 8: Analyze and interpret the results.
This final step is one of the most crucial. The entrepreneur must
analyze and interpret the overall results of the marketing plan
implementation. Each accomplished marketing task must be marked
as a milestone to recognize that a task is already executed as
envisioned. All the relevant insights and learning must be recognized
and incorporated in the next marketing plan. Effective marketing
strategies and tactics must be maintained and monitored if they still
work. If there are signs that the strategies lose effectiveness, the
entrepreneur must be vigilant to revise them urgently. The
entrepreneur must always be updated with the internal and external
surrounding s, so he or she can always include these factors in
devising new and relevant marketing strategies and tactics for the
next marketing plan.
By Renalyn C. Dejos

28. There are so many entrepreneurs in the
Philippines who have generated bright and unique
business ideas and excellent marketing plans, but
some of them did not succeed. The major reasons is
poor implementation will give the entrepreneur an
edge against the competitors. Consistent successful
marketing plan implementation, on the other hand,
will sustain the business and establish credibility to
customers.
By Renalyn C. Dejos

29. The END