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

6,198 views

Published on

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

Published in: Business, Health & Medicine
1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total views
6,198
On SlideShare
0
From Embeds
0
Number of Embeds
1,953
Actions
Shares
0
Downloads
661
Comments
1
Likes
3
Embeds 0
No embeds

No notes for slide

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

  1. 1. The 10 Step Marketing Plan (Free Downloadable Template) Prof. Remigio Joseph De Ungria, MBA, CDM Ateneo Graduate School of Business Ateneo School of Medicine and Public Health ** 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.
  2. 2. 10 STEP Marketing Plan for (product’s name here) Your Name Month Year Product Photo here Highly recommended. Put your Blog Address Here. (I create a free one using blogspot.com)
  3. 3. 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. Disclaimer Include this disclaimer only if you Are posting the marketing plan on-line and if The products require it. Otherwise, omit this page.
  4. 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 5 Summary headline of your PTM and market
  5. 5. 6. Product 7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix Steps 6 to 10 Summary headline of the marketing mix & strategy
  6. 6. 1. Describe the primary target market (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
  7. 7. 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy the product Note: 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
  8. 8. Describe your PTM needs Self-Actualization Needs (Self-Development & Realization) Esteem Needs (Recognition, Status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
  9. 9. 2. PTM’s needs, wants & demands Needs: 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
  10. 10. 3a. Direct and indirect products that address my PTM’s NWD  List of Competitors products/ brands  Determine the variables that affect choice of product, brand
  11. 11. 3b. Create 2 Positioning Maps 1st 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 brands 2nd Map: Functional Benefit vs. Brands/ Variants
  12. 12. Example of a 2x2 competitive position map for toothpaste Price/ Age Matrix 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up High price Low Price Close up Colgate kids Colgate Total + whiten Sensodyne Hapee Unique Hapee Complete + whitening Price vs. Age Matrix as of 2011 Hapee Fresh Close Up whiten Colgate Sensitive Colgate Fresh Unique
  13. 13. Example of a benefit positioning vs. brand map for toothpaste Benefit Positioning vs. Brand Matrix as of 2011 FunctionalBenefit Colgate Kids Colgate Fresh Colgate Total+ Whitening Colgate Sensitive CloseUp Gel CloseUp White Hapee Kids Hapee Fresh Hapee Total+ Whiten Unique Sensodyne PreventsToothDecay WhitensTeeth FreshensBreath Mouthwashin1 FreshConfidence ConfidenceUpCloseto Kiss Protect24hours Funforkids Savesmoney Reducesteethsensitivity Harder to stand out amidst the competitive clutter.
  14. 14. 4. Identify the gap between customers and competition Where 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.)
  15. 15. 5a. Estimate the market size using publicly available data (referred to as competitor data in this template) 1. SEC Top 7000 Corporation Data 2. Google search 3. Press releases
  16. 16. 5b. Estimate the market size using company data 1. Claimed market share by the company 2. Guesstimate on market share  Fair share of market  Distribution extent 3. Historical sales data of the company
  17. 17. 5c. Estimate the market size using customer data 1. Usage per day or per year  Per person  Per household
  18. 18. 5. Decide on market size in pesos, not in number of people 1. Competitor data= 2. Company data = 3. Customer Usage data = Use instinct and best business judgment to finalize market size
  19. 19. 6a. Photo of product category Show a product shot Your product and your competitors with, without box as they look in the supermarket All pack sizes All variants All major brands
  20. 20. 6a. Show how product looks vs. competition Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves or point of sales
  21. 21. 6b. Product Description Describe the physical features, specifications, attributes of the product. Info may be in product packaging, label, brochures or website.
  22. 22. 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
  23. 23. 8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use
  24. 24. 8a. Your products Promotions Describe 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)
  25. 25. 8a. Samples of Promo Samples This can be in multiple slides
  26. 26. 8b. Competitor promo Show also how your key competitors communicate Their commercials Their websites And why your communication stands out
  27. 27. 8b. Competitor promo Samples Can be multiple slides
  28. 28. 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.)
  29. 29. 10. What is the generic winning 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
  30. 30. 30 SUMMARY
  31. 31. 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 5 Summary headline of your PTM and market
  32. 32. 6. Product 7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix Steps 6 to 10 Summary headline of the marketing mix & strategy
  33. 33. 33 YOUR ASSIGNMENT AS A MARKETING STUDENT
  34. 34. Your Assignment  Use this template to make your marketing plan for a product (not a company). It would be ideal if this the same topic that will use for your STRAMA.  Follow power presentation principles. Search vcoachbong.blogspot.com for tips on Presenting like Steve Jobs
  35. 35. Grading  Customers (PTM, NWD)- 20%  Competition (Positioning Map, Market Size) 30%  Company (4Ps, Strategy)- 40%  Power Principles Formatting- 10%
  36. 36.  30 second to 1 minute (max) TV commercial.  5 minute infommercial  Radio or print ad  Campaign poster  Website look  Mock-up of products or selling booths Optional components of Marketing Plan (only if these are relevant and applicable)
  37. 37. The 10 Step Marketing Plan (Free Downloadable Template) Prof. Remigio Joseph De Ungria, MBA, CDM Ateneo Graduate School of Business Ateneo School of Medicine and Public Health ** 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.

×