Learning Area Principles of Marketing Grade Level 11

W7-8 Quarter Fourth Date

I. LESSON TITLE Workshop and Preparation of a Marketing Plan
II. MOST ESSENTIAL LEARNING Integrate the marketing concepts and techniques learned by preparing a
COMPETENCIES (MELCs) marketing plan. (ABM_PM11-IIg-j-24)
Present a mini-marketing plan, orally and in writing. (ABM_PM11-IIg-j-25)
III. CONTENT/CORE CONTENT The learners demonstrate an understanding of the necessity of a marketing plan
in business and proper interpretation of marketing strategies through workshop
and presentation.
IV. LEARNING PHASES AND ACTIVITIES
I. Introduction (Time Frame: 10 minutes)
Good day! In the previous lesson, you have learned that the marketing process is essential to understanding the needs,
wants and demands of customers. Likewise, a planned strategy should be crafted to match with the demands of different
groups of customers and be able to meet their satisfaction, provide suitable goods and services, and build-up long-term
relationships to extend business profits.

In this LeaP, you will apply everything that you have learned in the Principles of Marketing. At the end of the lesson, you
will be able to:
1. integrate the marketing concepts and techniques learned by preparing a mini-marketing plan, and
2. orally defend the mini-marketing plan to a group of marketing professionals.
D. Development (Time Frame: 120 minutes)

Learning Task #1: Pre-test: Directions: Complete the mini-marketing outline.

I. Executive Summary VI. Strengths and Weaknesses

II._____________________________________ VII. The Market
A. Brief History of the Company A. _____________________
B. Mission and Vision B. Market Needs
C.__________________________________ C. Market Trends
III. Macro-Environment Analysis VIII. ___________________________
A. Economic IX. Marketing Strategies
B.___________________________________ A. Product/Service Strategy
C.Socio-Cultural 1. Target Market 2. Brand
Positioning
D.Demographic B. Pricing Strategy
E. Technological C.__________________________
F. Natural D. Advertising/Promotion Strategy
IV.Opportunities and Threats X. ___________________________
V. _________________________________ Xi. Marketing Budget
A. The Company XiI. _____________________________
B. Suppliers XIiI.Financial Projections
C.______________________
D.Customers
E. Competition
F. Publics

Equipped with the knowledge of the basic principles of marketing, you are now ready to demonstrate your learnings by
preparing a mini-marketing plan and presenting it orally and in writing.
.
BRIEF OUTLINE OF A Mini-MARMETING PLAN

I. Executive Summary E. Technological VI. Strength and Weakness B. Pricing Strategy

II.Study Background F. Natural VII.The Market C. Distribution Strategy
A. Brief History of the Company IV. Opportunities and Threats A. Market Size D. Advertising &Promotion Strategy
B. Mission and Vision V. Micro-Environmental Analysis B. Market Needs X. Tactical Implementation
C.Product/Service Offering A. The Company C. Market Trends XI. Marketing Budget
III. Macro-Environment Analysis B. Suppliers VIII.Marketing Objectives XII. Feedback and Control
A. Economic C. Marketing Intermediaries IX. Marketing Strategies XIII.Financial Projections
B. Political Illegal D. Customers A. Product /Service Strategy
C.Socio-Cultural E. Competition 1. Target Market
D.Demographic F. Publics 2. Brand Positioning
Let us now be familiar with each part.

I. Executive Summary
It provides a brief overview of your marketing plan. It is usually written as a series of paragraphs in one or two pages, with
each paragraph focusing on one section of the marketing plan. It describes the key results of your marketing research,
information about your company and brand, your products/services, market opportunity, and your overall direction with
financial projections. This also is where you enumerate your project’s goals and strategies to achieve those goals and
articulate the value proposition of your project in a concise way that will compel the reader to read the full marketing
plan. Normally, it is composed after the marketing plan is completed.

II. Study Background

Provide general information about your company to emphasize the main aims of your marketing plan.
A. Brief History of the Company: Describe your business including its history, structure, customer base, sales figures.
B. Mission and Vision: State the business philosophy and long-term direction align with its core values and goals.
C. Product/Service Offerings: Explain the key features, value, benefits, and profitability of your product/service and show
how they differ from or are far better than competitors.

III. Macro-Environmental Analysis

Make an external environment analysis associated with your area of business. Get the latest data and secure authoritative
information on how the figures may look in the following year.
A. Economic: interest rates, exchange rates, consumer confidence
B. Politico-Legal: taxation, regulations, employment laws, government policies
C. Socio-Cultural: lifestyle, buying behavior, attitudes; it affects the manner of how the selected brand will be marketed.
D. Demographic: age, gender, cite the current and relevant figures that may affect the marketability of the product.
E. Technological: identify relevant technological developments, innovations that may favorably or unfavorably affect
the chosen brand.
F. Natural: have a thorough analysis of the natural environment like pollution, climate change, and “acts of God”.

IV. Opportunities and Threats

These are the external factors in your business environment. Opportunities are favorable external factors that could give
a competitive advantage to your business. Threats are obstacles that can trip up your business. These are external factors
that have the potential to harm your business and you have no control over them.

V. Micro-Environmental Analysis
These are the micro factors affecting your business strategy, performance and decision-making.
A. The Company: It is evaluated in terms of its organizational ability to implement marketing strategies. Relationships
among functional areas must be evaluated to determine bottlenecks in decision-making, if there are any, and to know if
it has the support of other functional departments. Look at the latest company’s income statement to determine its cost
structure. Financial statements are available from the Securities and Exchange Commission.
B. Suppliers: any opportunities to improve the company’s supply chain should be investigated with the objective of
reducing product cost and increasing value to customers.
C. Marketing Intermediaries: the choice of distribution type is reviewed to determine possible improvements if necessary.
D. Customers: identify the geographic, demographic, and psychographic profile of the brand’s typical customer. Explain
and understand the buying behavior.
E. Competition: identify the brand competitors and their manufacturing companies. If necessary, draw a perceptual
map to identify the closest competitors and the relative positions of the different competing brands including your own.
F. Publics: evaluate the company’s relationship with its publics: corporate, stockholders, community, financial institutions,
media, government, and society as a whole.

VI. Strengths and Weaknesses

Strengths and weaknesses are internal factors of your business that you have control and can change. Strengths are the
core competencies that give the business advantages in relation to satisfying a customer’s need. It should be market-
oriented and customer-focused. Weaknesses refer to any limitations of the business in developing or implementing a
strategy. It should be examined from a customer perspective for they often perceive weaknesses that the company
cannot see. Arrange chronologically your identified strengths and weaknesses and relate them directly to specific micro-
environmental factors. Justify your analysis.

VII. The Market

Businesses operate in the market where makers, distributors, retailers, and consumers buy goods or avail services. It is
dynamic and always changing. It facilitates trade, distribution and allocation of resources within an economy.
A. Market Size: Market size is expressed either in units or value (pesos). The sum total of the group of individual or
organizational consumers who have both the willingness and financial capacity to purchase a particular product or service
is called the total market.
B. Market Needs: Know and understand your market to determine their needs. It will help you describe and express the
market’s needs, wants, and value perceptions of the various products/services.
C. Market Trends: It is simply the comparison of industry data over a set time period to assume future development and
the overall direction of the market. Trends are identified with respect to the segment or sub-segments growth rate
projected over the plan period.

VIII. Marketing Objectives

Marketing objectives are actionable targets that outline the intentions of the marketing team, provide clear directions,
specific actions, and offer information for executives to review and support. In short, it is the brand’s clear-cut defined
goals. It includes brand awareness targets and sales revenue objectives. It must be SMART: Specific, Measureable,
Attainable, Realistic and Time-bound.

IX. Marketing Strategies

It refers to the business’s overall game plan towards attaining the marketing objectives of the organization. It is proposed
based on a thorough SWOT analysis and market analysis for the proposed product/service. It must be collectively
achievable.
A. Product/Service Strategy: Fully explain your plan, if there are any innovations, in implementing your products/services.
Identify its value proposition or unique selling proposition.
1. Target Market: Describe in detail the target market of the product/service. Use necessary segmentation variables
to outline the target market’s geographic, demographic and psychographic profile. Quantify its size.
2. Brand Positioning: State the current positioning of the brand/service. State fully its relevance and use and why it is
more appropriate than the current one. It must be unique, beneficial, credible, and must revolve around a
product/service feature that is valuable to the target market.
B. Pricing Strategy: Decide on the general pricing strategy for the brand.
C. Distribution Strategy: Describe how the product/services can be distributed effectively and efficiently.
D. Advertising and Promotional Strategy: Decide on the message, creative style, vehicles, and media you will utilize.
Provide the details of your media and promotional plan, including the locations for advertising placements, frequency
and approximate costs. Indicate the mechanics of the trade and consumer promotions.

X. Tactical Implementation
It refers to a short-term plan containing actionable steps to turn strategy into actuality. Develop tactics for each strategy
and write a brief description of the operating details, including time table as to when each will be implemented.

XI. Marketing Budget

It is an estimate or projected costs associated with marketing your products or services over a specific period. Indicate
the total cost involved in the implementation of the proposed marketing plan. Only third-party expenditures are to be
included in the marketing budget.

XII. Feedback and Control

It involves measuring the results or outputs of marketing decisions versus goals and taking corrective action to meet these
goals. The purpose of this section is to ensure that each of the tactics is carried out as planned to achieve the
organization’s goals.

XIII. Financial Projections

Present the financial viability of your proposed marketing plan. These are a three-year forecast period from the beginning
of the project.
1. Prepare a projected income statement using the incremental method.
2. Calculate the additional (incremental) sales of the brand as a result of the proposed marketing plan.
3. Use a close competitor’s historical income statement to determine the percentage cost of sales.
4. Apply this percentage to your incremental brand sales
5. Deduct this amount from your incremental brand sales to arrive at incremental gross profit.
6. Deduct your marketing budget from your incremental gross profit to determine your incremental income before income
tax.
7. Deduct incremental income tax to arrive at your incremental income after income tax.

E. Engagement (Time Frame: 200 minutes)

Learning Task #2: Directions: Write a mini-marketing plan of your own product. Place it in an A4 size bond paper, with
Arial “12 font size, single space, standard margins.
A. Assimilation (Time Frame: 30 minutes)

Learning Task #3: Directions: Be ready to virtually defend your mini-marketing plan orally to a group of marketing
professionals.
Criteria Points Points Grade Equivalent (300 PTS.=100%
Introduction Points Earned % Description
Company Analysis 25-30 94-100 Outstanding
Market Definition 19-24 88-93 Exemplary
Potential and Demand 13-18 82-87 Proficient
SWOT Analysis 12-Jul 76-81 Partially Proficient
Marketing Objectives and 6-Jan 70-75 Incomplete
Goals
Marketing Strategy
Implementation and
Control
Conclusion Writing Styles
Grammar Spelling and
Formatting

V. ASSESSMENT (Time Frame: 115 minutes)

(Learning Activity Sheets for Enrichment, Remediation, or Assessment to be given on Weeks 3 and 6)

Learning Task #4: Post-test: Directions:

Revise your mini-marketing plan according to the comments and suggestions given during your oral presentation. Submit
you output according to the instructions given by your teacher for your learning modality.

VI. REFLECTION (Time Frame: 5 minutes)

● Communicate your personal assessment as indicated in the Learner’s Assessment Card.

Personal Assessment on Learner’s Level of Performance
Using the symbols below, choose one which best describes your experience in working on each given task. Draw it in the
column for Level of Performance (LP). Be guided by the descriptions below:
✰ - I was able to do/perform the task without any difficulty. The task helped me in understanding the target content/ lesson.
✔ - I was able to do/perform the task. It was quite challenging, but it still helped me in understanding the target content/lesson.
? – I was not able to do/perform the task. It was extremely difficult. I need additional enrichment activities to be able to do/perform
this task.
Learning Task LP Learning Task LP Learning Task LP Learning Task LP
Number 1 Number 3 Number 5 Number 7
Number 2 Number 4 Number 6 Number 8
VII. REFERENCES So, Real C., Oscar G. Torres. Textbook in Principles of Marketing. Edited by Angeles A. De
Guzman, DBA. Philippines: Vibal Group, Inc., 2016.
So, Real C., Oscar G. Torres. Teacher’s Manual in Principles of Marketing, Edited by Angeles A.
De Guzman, DBA. Philippines: Vibal Group, Inc., 2016.

Prepared by: Ma. Cristina F. Pabalate Checked by: Feliz A. Tayao, Cherie L. Logatoc and
Annabelle G. Bughao