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V47 10 Step Marketing Plan Edgardo Basa

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Ten Step Marketing Plan fotr the University of Manila

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V47 10 Step Marketing Plan Edgardo Basa

  1. 1. 10 STEP Marketing Plan for University of Manila Edgardo V. Basa February, 2010
  2. 2. 5 Steps for Part 1 (PTM and positioning) <ul><ul><li>Identify your target (PTM) </li></ul></ul><ul><ul><li>What do they need (NWE) </li></ul></ul><ul><ul><li>What are they choices (competitors) </li></ul></ul><ul><ul><li>Where is the opportunity (gap) </li></ul></ul><ul><ul><li>How big is the market (3Cs) </li></ul></ul>
  3. 3. UM- PTM : Class D Students 1.UM - PTM are Class D Public School High School graduates/ transferees and working-early breadwinner students 2.“Very” affordable College education-offers flexible payments and provides programs for working students 3.Can choose MLQU.
  4. 4. 4.Gap: all other schools focus on rigid admission procedures, high cost retention/non-flexible payment schemes, no program for working students 5.The Market size is P 7 B. UM covers P 312 M. UM- PTM : Class D Students
  5. 5. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Promo </li></ul></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>Generic Winning Strategy of Mix </li></ul></ul>
  6. 6. UM’s 4 Marketing Mix & Winning Strategy <ul><ul><li>UM brand- Same quality education for Class D working and self-supporting students </li></ul></ul><ul><ul><li>Lowest cost per unit (300/unit) </li></ul></ul><ul><li>No miscellaneous fee, fixed tuition </li></ul><ul><li>for four years </li></ul>
  7. 7. 5 Steps for Part 2 (Marketing Mix & Strategy) 3. Uses public school campaigns, grapevine, print ads 4. Limited to University Belt-Manila 5. Uses Low Cost Strategy and differentiation to win
  8. 8. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  9. 9. 1.UM’s Primary Target Market <ul><ul><li>Demographics (Age range, sex, social class, marital status) </li></ul></ul><ul><ul><li>Lifestyle (what they do) </li></ul></ul><ul><ul><li>Behavior (when consume, how much, how frequent, special concerns) </li></ul></ul>
  10. 10. 1.UM’s PTM: Class D Working Students <ul><ul><li>Demographics 16-23, M/F , social class: D, single/married) </li></ul></ul><ul><ul><li>Lifestyle (working students, self-supporting, young breadwinners, part time students) </li></ul></ul><ul><ul><li>Behavior (schooling in the morning , work in the afternoon and evening </li></ul></ul>
  11. 11. 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Expectations from the product
  12. 12. I want to be recognized as a graduate I am complete when I earn a degree and be eligible for regular employment
  13. 13. 2. My PTM’s N WD THE NEED : To belong (social), To be recognized as a graduate and be eligible to take the board exam/work, ( Self-Esteem) THE WANT: Students choose UM over other schools because of …. The same Quality Education, Accessibility, Prestige, Cost of tuition fee (price), flexible class schedule and payment scheme adaptive to under privileged students , credibility& awareness of the school, CHED and PACUCOA approval,
  14. 14. 2. My PTM’s N WD THE DEMAND Students expect these when they enroll at UM : Quality Education, Good instruction from competent Professors, a College life experience, To be trained equally with other Universities while working with less cost
  15. 15. 3a. Direct and indirect products that address my PTM’s NWD <ul><ul><li>List of Competitors products/ brands </li></ul></ul><ul><ul><li>Determine the variables that affect choice of product, brand </li></ul></ul>
  16. 16. 3a. UM has many formidable competitors <ul><ul><li>Direct: Private Colleges and Universities : NU, UE, MLQU, SAN BEDA,, CEU, LCC, HOLY SPIRIT, ARRELLANO UNIV., etc. </li></ul></ul><ul><ul><li>Indirect : AMA Computer learning Centers, TESDA training centers, short time courses offered by small learning institutions </li></ul></ul><ul><ul><li>Variables: Cost of tuition and subsequent increase , stringent rules for admission,reputation, pride, accessibility, success rate in board exams/employment </li></ul></ul>
  17. 17. 3b. Competitive Position Map <ul><ul><li>Determine the 2 most critical variables </li></ul></ul><ul><ul><li>Make a position map plotting the different competitors </li></ul></ul>
  18. 18. 2 Examples of Position Map <ul><ul><li>Tuition Cost vs. Student Status </li></ul></ul><ul><ul><li>Brand vs. Positioning </li></ul></ul><ul><li>Ensure size of bubbles= represent relative market shares of the brands </li></ul>
  19. 19. UM is #1 in niche: Low Tuition for under privileged- self supporting students Tuition Cost vs. Student Status UM SBC CEU LCC CHS UE SSC NTC SSC Tuition/ Student Status Matrix Parent-supported Self-supporting Scholar High Tuition Low Tuition
  20. 20. UM unique positioning is shown in this competitive map Many competitors focus on “ comfort ” and “quality” zone positioning Positioning vs. Brand Matrix UM SBC CEU LCC CHS UE FEU MLQU AU NU PSBA SSC TIP NTC No Miscellaneous fees Downpayment of Php 500 Guaranteed No increase in TF Back accounts allowed up to 50 % of TF No entrance Exam Tutorial program for working students High Technology facilities High Passing Rate in board exams 7 day schedule of classes With branches or off-campus training facility Airconditioned rooms Majority of faculty having Doctorate degrees All faculty members having Masteral degrees
  21. 21. 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.)
  22. 22. 4. UM USES DIFFERENTIATION AND LOW COST STRATEGY TO POSITION <ul><li>UM is the only University </li></ul><ul><ul><li>that accepts P 500 down payment-for enrollment </li></ul></ul><ul><ul><li>No entrance examination </li></ul></ul><ul><ul><li>Fixed tuition fee until graduation </li></ul></ul><ul><li>Example : </li></ul><ul><li>2007- TF = Php 13,000 ( 21 units ) </li></ul><ul><li>2008- TF = Php 13,000 ( 21 units ) </li></ul><ul><li>2009- TF = Php 13,000 ( 21 units ) </li></ul><ul><li>2010- TF = Php 13,000 ( 21 units ) </li></ul>
  23. 23. <ul><ul><li>Absolutely No Miscellaneous Fees </li></ul></ul><ul><ul><li>Promissory notes admitted as long as proof of employment is presented </li></ul></ul><ul><ul><li>Classes are held 7:30 am to 9:00 pm </li></ul></ul><ul><li>( 7 days a week ! ) </li></ul><ul><ul><li>Tutotial Classes allowed (one on one with Professor – subject to validation exam by the office of the President ) </li></ul></ul>4. UM USES DIFFERENTIATION AND LOW COST STRATEGY TO POSITION
  24. 24. 4.UM USES DIFFERENTIATION AND LOW COST STRATEGY TO POSITION <ul><ul><li>Absolutely No Miscellaneous Fees </li></ul></ul><ul><ul><li>Promissory notes admitted as long as proof of employment is presented </li></ul></ul><ul><ul><li>Classes are held 7:30 am to 9:00 pm </li></ul></ul><ul><li>( 7 days a week ! ) </li></ul><ul><ul><li>Tutotial Classes allowed (one on one with Professor – subject to validation exam by the office of the President ) </li></ul></ul>
  25. 25. 5a. Based CHED/ industry data, total market for college students in Ubelt-Manila is P 8.3 B Based on CHED Report on School profile – September,2009 NAME OF SCHOOL LOCATION POPULATION SAN BEDA COLLEGE MANILA 4,700 CEU MANILA 23,100 LACONSOLACION MANILA 2,477 COLLEGE OF THE HOLY SPIRIT MANILA 2,314 UNIVERSITY OF THE EAST MANILA 13,257 FAR EASTERN UNIVERSITY MANILA 28,285 MLQU MANILA 3,780 ARELLANO MANILA 4,671 NATIONAL UNIVERSITY MANILA 2,523 PSBA MANILA 11,021 SAN SEBASTIAN COLLEGE MANILA 4,841 TIP MANILA 13,340 NTC MANILA 3,940 UNIVERSITY OF MANILA MANILA 11,987 Total 130,236
  26. 26. 5b. Based on UM data, where UM share is 4%, total market size is P 7.8 B <ul><ul><li>UM data ( Registrar’s office ): </li></ul></ul><ul><li>Enrolment receipt - P 312 M </li></ul><ul><li>2. UM claims market share of 4 % </li></ul><ul><li>3. Then Market for College students in University belt- Manila (market size) is P 312/ .04 = P 7.8 B </li></ul>
  27. 27. 5c. College Enrolment data indicates a size of P 7 B 130,236 students enroll every sem. Average tuition fee is P 32 thou per semester 125,036 x 2 x P35 thou = P 8.7 B College Students’ enrolment in the Ubelt area
  28. 28. 5. Concluded that College Student Market in the Ubelt area is P 8.3 B 1.CHED/Industry Data : P 8.3 B 2.Company Data : P 7.8 B 3. Usage Data : P 8.7 B The mean is P 8.3 B ( This was used as the basis for estimating the size of the total college student market in the University Belt- Manila )
  29. 29. The Marketing Mix Strategy Part 2: Steps 6 to 10
  30. 30. 6a. Photo of product category
  31. 31. 6a. The University Belt is dominated by Middle to Highend Colleges and University
  32. 32. 6b. Product Description <ul><ul><li>The University of Manila is a private educational institution that offers the following courses : </li></ul></ul><ul><li>a. Business Ad/ Accountancy 4 years </li></ul><ul><li>b. HRM 4 years </li></ul><ul><li>c. Criminology 4 years </li></ul><ul><li>d. Education 4 years </li></ul><ul><li>e. ComSci 4 years </li></ul><ul><li>f. Engineering 4 years </li></ul>
  33. 33. 6b. Product Features <ul><ul><li>The University of Manila produces high passing percentages for the following Colleges : </li></ul></ul><ul><li>a. Accountancy 33 % </li></ul><ul><li>b.Criminology 100 % </li></ul><ul><li>c. Education 36 % </li></ul><ul><li>d. Engineering 81 % </li></ul>
  34. 34. 7. Price- UM offers the floor price of all tuition fee requirements in all Colleges and Universities in the University Belt <ul><li>The classic pricing scheme beats all schemes provided by other schools : </li></ul><ul><ul><li>No Miscellaneous fees </li></ul></ul><ul><ul><li>P 500 initial deposit-guaranteed enrolment </li></ul></ul><ul><ul><li>No tuition fee increase- during the four years of stay in the school </li></ul></ul><ul><ul><li>Flexible payment scheme </li></ul></ul>
  35. 35. 8a. Promo <ul><li>Describe what you propose to do </li></ul><ul><ul><li>School campaign on high school graduating students </li></ul></ul><ul><ul><li>Grapevine utilizing current students </li></ul></ul><ul><ul><li>Print ads </li></ul></ul><ul><ul><li>Alumni contacts and referrals </li></ul></ul><ul><ul><li>25 % discount is given to the third member of the siblings enrolled in the school. </li></ul></ul><ul><ul><li>All students of UM are tagged then as “ SCHOLARS ” </li></ul></ul>
  36. 36. 8b. Competitor promo Passive campaign to invite students to enroll Alumni/ Alumna referral Websites of respective Colleges and Universities
  37. 37. 9. UM is situated at the University Belt- Manila <ul><ul><li>Main Campus is located at the heart of Manila- Legarda st. </li></ul></ul><ul><ul><li>Affililiate campus for the College of Criminology- Camp Crame </li></ul></ul><ul><ul><li>Affiliate Campus for HRM: </li></ul></ul><ul><li>EMIRAMONA Hotel ( Tagaytay ) </li></ul><ul><li>Ermita Hotel ( Ermita Manila ) </li></ul><ul><li>Benguet Hotel ( Baguio ) </li></ul>
  38. 38. 10. What is the generic winning strategy? <ul><li>Which of the 4 strategies are being used? (bold and underline to most dominant strategy) </li></ul><ul><ul><li>Low Cost Producer </li></ul></ul><ul><ul><li>Supply and Distribution Leverage </li></ul></ul><ul><ul><li>Differentiation </li></ul></ul><ul><ul><li>Niche </li></ul></ul>
  39. 39. 10. UM Strategy : Differentiation and Low Cost Strategy UM’s main strategies are to use low cost and differentiation strategy. UM offers the lowest tuition fee for College students in the University Belt Area. UM also differentiates itself as a University that primarily offers flexible programs for working and self-supporting students. .
  40. 40. 10. UM Strategy : Differentiation and Low Cost Strategy Target Market benefits from the flexible – low cost and negotiable payment scheme for its students who are underprivileged /self-supporting/early breadwinners Students enjoy the same quality training and meet desired results (graduating/passing the board exams) at a lesser cost and at their pace.
  41. 41. SUMMARY 10 STEP Marketing Plan for University of Manila
  42. 42. 5 Steps for Part 1 (PTM and positioning) <ul><ul><li>Identify your target (PTM) </li></ul></ul><ul><ul><li>What do they need (NWE) </li></ul></ul><ul><ul><li>What are they choices (competitors) </li></ul></ul><ul><ul><li>Where is the opportunity (gap) </li></ul></ul><ul><ul><li>How big is the market (3Cs) </li></ul></ul>
  43. 43. UM- PTM : Class D Students 1.UM - PTM are Class D Public School High School graduates/ transferees and working-early breadwinner students 2.“Very” affordable College education-offers flexible payments and provides programs for working students 3.Can choose MLQU.
  44. 44. 4.Gap: all other schools focus on rigid admission procedures, high cost retention/non-flexible payment schemes, no program for working students 5.The Market size is P 8.3 B. UM covers P 312 M. UM- PTM : Class D Students
  45. 45. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Promo </li></ul></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>Generic Winning Strategy of Mix </li></ul></ul>
  46. 46. UM’s 4 Marketing Mix & Winning Strategy <ul><ul><li>UM brand- Same quality education for Class D working and self-supporting students </li></ul></ul><ul><ul><li>Lowest cost per unit (300/unit) </li></ul></ul><ul><li>No miscellaneous fee, fixed tuition </li></ul><ul><li>for four years </li></ul>
  47. 47. 5 Steps for Part 2 (Marketing Mix & Strategy) 3. Uses public school campaigns, grapevine, print ads 4. Limited to University Belt-Manila 5. Uses Low Cost Strategy and differentiation to win

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