MARKETING

PLAN
A Tool of an Entrepreneur
This is a Self-Study
Learning Guide
designed for
students of St.
Anthony
Montessori Senior
High School
Department for
the Applied
Course,
Entrepreneurship.
This focuses on
Lesson 3:
Marketing Plan

Prepared by :
Zymon Andrew M. Maquinto
S.Y. 2019-2020

Proprietary and Exclusive for St. Anthony Montessori

HOW TO USE THIS TOOL?
This Self-Study Learning Guide is very easy to use. Here are the
features of this tool using the BCAR acronym:

> BACKGROUND section gives you primary ideas about the

topic. It will give you overview and simple things to begin with.

> CONCEPTS section contains the important terms and operative

words which you need to remember or memorize.

> APPLICATION section provides supplemental explanations

and comments of the teacher regarding actual use of such
concepts.
> RESEARCH section gives you sample questions and starters for
your personal research to extend your learning.
WHAT TO LEARN?
After completing this self-study guide, you shall be able to remember
and understand the following:
1. Marketing Concepts and Principles
2. Marketing Mix
3. Market Research
4. Marketing Strategies
5. Branding (Brand Elements)
 1
MARKETING CONCEPTS
AND PRINCIPLES
BACKGROUND
I’m sure you’ve heard about promotion and advertising. That’s pretty
much what Marketing is all about. Marketing is one of the business
functions or departments that make the business moving. When we
say business function, it is like a part of a whole. You see, a computer
will not work without monitor, keyboard or mouse. It is the same with
businesses, it will not work without Marketing, Accounting, Finance,
among others. Marketing is important because it will boost higher
sales and higher profit for the business. But more importantly,
marketing wants to understand the customers better. What are their
needs? How can they be satisfied? What will make them loyal to our
business? Knowing the marketing concepts and principles will let us
begin with this very interesting business function.

CONCEPTS
Marketing - a business function which focuses on managing profitable
customer relationships
Marketing Management - art and science of choosing target markets
and building profitable relationships with them
Target Market - a group of individuals which the business wants to
serve and satisfy
MARKETING CONCEPTS
AND PRINCIPLES
CONCEPTS (Continuation)
Market - a place where buyers and sellers meet
Competitive Market - a market where there are numerous buyers and
sellers and that no single buyer or seller can control the price
Needs - state of felt-deprivation or those which the customers think
are necessities
Wants - human needs driven by culture, interest and personal
preferences
Demand - human needs backed up by buying power
Buying Power - the capacity of the customer to purchase or buy a
product
Satisfaction - the ultimate goal of marketing which is intended by
businesses to its customers
Exchange - a give and take process when a product or value is passed
on
Offering - a general term in Marketing for products, services and
experiences for sale
Value Proposition - the promise by a business or marketer to the
customers or patrons
Loyalty - a virtue among customers where they stick to the business for
their needs, a long term loyalty leads to retention
MARKETING CONCEPTS
AND PRINCIPLES
APPLICATION
Marketing is considered a process by which a business creates value
for customers and build strong relationships in order to capture value
from them. It’s ultimate goal is to satisfy the customers, because
satisfied customers, become loyal and it further leads to customer
retention. Like a saying goes, “It takes 5x more difficult to find a new
customer than keep an old customer satisfied.” So the job of
marketers is to deliver value that will benefit the customer and the
customer will stay with the business.

RESEARCH
For your personal research:
1. Visit the American Marketing Association website and read on the
definition of marketing. Analyze how Marketing is considered both
an art and science.
2. Look for the publicly accessible version of E-book of Marketing:
An Introduction by Gary Armstrong and Philip Kotler. Read the
discussions and examples in pages 30-63 (Lesson on Marketing:
Creating and Capturing Customer Value).
 2
MARKETING MIX
BACKGROUND
In using Marketing as a tool to make the business successful, there are
numerous things to consider. Actually, the perfect Marketing approach
requires that there should be a balanced combination or mixture of
different elements. This is why it is important that after learning the
marketing concepts and principles, we understand the Marketing Mix
or the 7Ps of Marketing. By 7Ps, we mean that there are seven things
that a marketer should pay attention to.

CONCEPTS
Product - an offering that has value which the business sells for a profit
to the customers
Price- the actual tangible cost of offering or the amount by which the
product is sold
Place - a strategic site where products are produced and distributed
Promotion - consists of the advertising strategies and tools to make
the offerings known
People- personnel that performs task to produce, distribute and
market the products to customers
Packaging - the branding features and aesthetic value of the offerings
as presented to the customers
MARKETING MIX
CONCEPTS (Continuation)
Positioning - the label or status a marketer gives to its offerings for it to
be identified uniquely in the market

APPLICATION
To better understand the components of the 7Ps, here is are examples
of what constitute each element:
Product (the nature and characteristics of the offering, what are its
features and functions, the benefits that can be obtained)
Price (how much is the product, what is the volume and amount)
Place (where to put up the shop, accessibility, leasing)
Promotion (advertisements, strategies to be employed)
People (who will produce, who will market, training of sales staff)
Packaging (product labels, color, branding, logo)
Positioning (product differentiation, controls, brand identity)

RESEARCH
For your personal research, look for a sample business plan in Google
and identify how the author discussed each marketing mix under the
Marketing Plan chapter. Analyze the relevance of each element in
developing a sound marketing plan.
 3
MARKET RESEARCH
BACKGROUND
Accordingly, market research important because it will allow
businesses to understand the customers better. If they will conduct
market research, they will be able to grasp what the customers want,
how they like the products to be, what are their expectations and
preferences. Rather than making decisions, a business should be
research-driven, because the customers will be the one to buy the
product, at their disposal.

CONCEPTS
Market Research - process of gathering information which will make
the company more aware of the customer’s preferences
Methods used by Market Researchers:
Customer Survey - a simple tool which uses an index or
questionnaires to determine what the customer likes or dislikes.
Interview - face-to-face interaction with customers to determine
what they want in qualitative responses
Focused Group Discussion (FGD) - moderated sharing of
information or insights about serving the customers better
Brainstorming - pooling of ideas about customer service where
there is no rejection of ideas from members
MARKET RESEARCH
CONCEPTS (Continuation)
Methods used by Market Researchers:
Hitch Hikes - determining the best option for customers by
adding ideas on the ideas of other members
Feature Prioritization - trade-offs of customer needs to identify
which need should be prioritized
Trend Explanation - discussing or presenting the latest trends in
serving the customers and interacting with sales leads
Product Sampling - giving free taste to customers and asking for
feedback to improve the formulation

APPLICATION
In doing market research, a marketer should be able to:
1. Identify potential customers
2. Understand existing customers
3. Set realistic targets
4. Develop effective strategies
5. Examine and solve business problems
6. Prepare for business expansion
7. Identify business opportunities
(Culled from: Entrepreneurship by Divina Edralin, 2016)
MARKET RESEARCH
APPLICATION (Continuation)
According to the Guide to Market Research and Analysis (2015), in
order to conduct a successful market research, it is important to set
clear goals for the market research activity and define what are
needed to be known and why. Then, it is vital to develop a strategy
and select the data gathering techniques to be used. One should also
remember the following guidelines:
1. Keep it as short and simple as possible.
2. Make sure it is visually appealing and easy to read.
3. Cluster or block related questions.
4. Make sure questions are brief and easily understood.
5. Be specific with questions to be addressed.

RESEARCH
For your personal research, look for answers to the following
questions:
1. What is an exploratory market research?
2. How does Focused Group Discussions proceed?
3. What are the considerations in the use of personal interviews in
market research?
 4
MARKETING STRATEGIES
BACKGROUND
What is interesting with Marketing is that, it has structured concepts
and principles but it has different styles in applying it. This gives way to
marketing strategies or the unique ways of making impact to the
customers to boost sales and profitability of the business. Marketing
strategies play important role in determining the success of any
marketing or promotional initiative. It surely lies on the planning and
effective implementation of such strategy.

CONCEPTS
Marketing strategy - a roadmap of initiatives which a marketer lays out
to advance customer loyalty and retention
Word of Mouth - considered as the best marketing strategy wherein a
satisfied customer shares his good experience to other people
Public Relations (PR) - an element of marketing which focuses on
developing a good image and identity in the market
Corporate Communications - an element of marketing which focuses
on using effective channels to deliver marketing information
Brand Image - the way a business is known through its brand elements
and features
MARKETING STRATEGIES
CONCEPTS (Continuation)
Philosophies in Marketing:
Product Concept - idea that customers will favor products with
high quality and good performance or features
Production Concept - idea that customers will favor products that
are available and highly affordable in the market
Selling Concept - idea that customers will not buy unless there is a
large-scale selling or promotion effort
Marketing Concepts - idea that what is important is to address the
needs and wants of the target market
Societal Marketing Concept - idea that marketing should focus on
satisfying customers while advancing human welfare in society
Common Marketing Strategies:
Pricing Strategy - focuses on selling products that are cheap and
afforable
Production Differentiation - focuses on selling products that are
unique and different
Niche Marketing - focuses on selling products to markets which
are not catered or serviced by other businesses
MARKETING STRATEGIES
APPLICATION
Marketing strategies should be adopted based on its applicability to
the set of parameters present in the market. To ensure this, one should
focus on these marketing management practices:
1. Estimate potential market demand.
2. Analyze the competitors.
3. Price the products and service reasonably.
4. Adopt a good product name for branding.
5. Put price tags.
6. Promote the products in various ways.
7.Attend to customer complaints.
8. Pack goods bought by customers properly.
9. Observe the Rights of the Consumers.
(Culled from: Entrepreneurship by Divina Edralin, 2016)

RESEARCH
For your personal research, look for the publicly accessible version of
E-book of Marketing: An Introduction by Gary Armstrong and Philip
Kotler. Read the discussions and examples in pages 64-91(Lesson on
Company and Marketing Strategy).
 5
BRANDING
BACKGROUND
The logos used by famous brands like NBA, KFC and SM Supermalls
give an impression of identity and reputation to the company or
business. The choice of colors by Jollibee and Globe in its stores,
products and packaging has effect to the perception of the customers
toward their brand. Branding is therefore providing products and
services with the power to remembered or known by many. To
effective formulate a brand, it is essential to teach consumers “who”
the products are. It is like giving the product a name, like a person or
individual. It will surely set the product and the business in a good
competitive edge. Hence, branding is also considered a marketing
strategy.

CONCEPTS
Branding - use of a name, term or symbol to identify a product or the
business itself
Brand Elements - component symbols or signs that determine the
brand of the product or company
Brand Identity - it is the marketer’s promise to give a set of features,
benefits and services consistently
Brand Building - involves all the activities that are necessary to nurture
a brand into an established marketing aspect
BRANDING
CONCEPTS (Continuation)
Logo - graphic mark or symbol that represents the product/company
Livery - the color chosen and used by a product or business
Tagline - a catchy line used to remember the product
Packaging - the physical appearance of the pack of product
Product Description - detailed characterization of the product
Functional Benefits - label of functions and features of the product

APPLICATION
As for an example, the logo of Starbucks is the green siren, the livery
of Jollibee is red and yellow, the tagline of McDonalds Philippines is
“Love ko ‘to”, the packaging of Bear Cuddler is a tube metal case, the
Product description of Cloud-9 is ‘soft chewy nougat, peanuts and
caramel wrapped in rich chocolate’ and the Functional Benefits in
Samsung UHD TV says “Built in HDMI and Android TV”.

RESEARCH
For your personal research, look for the publicly accessible version of
E-book of Marketing: An Introduction by Gary Armstrong and Philip
Kotler. Read the discussions and examples in pages 121-140.
END OF SELF-STUDY GUIDE
After fully mastering this Lesson on Marketing Plan:
1. Answer the Online Quiz on or before January 31, 2020.
2. Revise and enhance discussions of Chapter 2: Marketing Plan
of your Business Plan. Submit output on or before
February 10, 2020.