IMPLEMENTING THE

MARKETING PLAN
GROUP 5
Carlo Rene San Miguel
Fe angela Patria
Mark Joseph Furo Guegue
Analyn Ochia
Daniela Docot Sotor
Nicole Anne Tubig
Cyrell Narvaez
Eden Claire Trapane
Mark Lowell Moreno Navotas
Kimberly Vergara
Joseph Dominic Velez
PACKAGING AND PROGRAMMING

Packaging in Marketing

 Packaging serves different functions for products. It serves a

practical purpose of helping to store, handle, transport and display
the product. However, packaging is much more than mere
packing. It also provides a means to market products.
 Packaging is a marketing necessity.
 In a sense, your brand, package and label represent your product.
Most of the time, package design itself can act as a registered
brand. Thus, a good package ensures ultimate success of the
product as a commercial venture. Packaging: Marketing
Opportunities • Designing packaging from a marketing perspective
also involves brand recognition. Brand recognition occurs when a
consumer can identify a brand by its attributes. If there is strong
brand recognition, the general public will be able to identify the
product brand without seeing its name.

Programming in Marketing

 A marketing program is all the people, processes, technologies and

activities involved in making connections and building
relationships to achieve an end goal. In B2B and B2C markets,
that end goal is to engage potential customers and improve sales
of products and services.
 Marketing Program is the plan with respect to the various
marketing activities taken by a company to increase sales. A
marketing program is a coordinated and well-designed set of
activities to achieve marketing objectives.
 Marketing objectives are strategic sales goals that fit the products’
strengths and are based on various characteristics of the product.
One may follow different marketing programs according to the
situation. In order to build strong customer relationships and
maximize sales, the organizations follow different marketing, sales
and loyalty programs.
 Marketing is a broad field, encompassing elements as diverse as
advertising, brand and logo design, sales calls, Web sites,
brochures, packaging, shows, conferences and other events, and
so on. The more tools, the better. But the variety and complexity of
choices makes getting organized and focused hard. The 4Ps-
product, place, price and promotion can be used to develop these
marketing programs.
COMMUNICATIONS AND PROMOTIONAL MIX

Marketing Communication Plan

A marketing communications plan, or a marcom plan, is a strategy for
informing your target customer audience about your product or
service. 

7 Steps To Create An Integrated Marketing Communication Plan

1.Understand And Know Your Target Audience

The first step in establishing the best marketing communications

system for your business is to know your target audience intimately.
This step includes analyzing buyer personas, past sales, and
marketing data (conversion rates, churn rates, etc.), along with
analyzing benchmark data, and the overall scope of target
lead/customer demographics.

2. Set Up A Budget Plan

Accomplishing this requires that the marketing communication plan

aligns with the company’s budget, which will include feedback from
the CFO of the company. The important thing to remember is that the
chief officers need to monitor all aspects of the communication plan’s
budget and ensure that the company is not going over budget, and
should have a clearly defined buffer.

3. Identify Your Unique Selling Proposition

Adopting and utilizing strategic differentiators is required to stand out

in a crowd of enterprises. When a company identifies a unique selling
proposition (USP), it can reach a greater audience and expand
operations to new markets. In turn, they can secure more interested
prospects, increase conversion rates, and increase the top line of the
enterprise.

4. Define Your Marketing Communication Methods

One of the most important parts of creating and implementing a

robust marketing communications strategy is defining the methods
that will make up the strategy, such as platforms and style, etc.

But the very first step of this process is for a company to define clear
marketing goals/objectives needed to optimize its marketing system.
  Which Platforms

 Which Messaging Style

 Frequency And Targeting

 Channels For Promotion

5. Maintain A Consistent Brand Element

While it may not seem as important as the other factors associated

with creating an effective marketing system, how your company
maintains its brand and its brand voice is key. Be sure that your
branding element is maintained throughout all phases of the
marketing communications and across all channels, platforms, and
media. Your brand is the core identity of your company. Consistency
is key in helping to craft a positive image for your company in the eyes
of prospects, leads, clients, and customers.

6. List Down Key Success Metrics

Gauging the success of your marketing communications effort

requires a set of success metrics that can be recorded, analyzed, and
used to craft future optimization strategies. For instance, many
metrics can determine how well your communications system is
working, informing you what is working and what isn’t working:

 How many mentions have we received on Social Media? 

 How many newsletter sign-ups have we received from blog
posts? 
 How many websites visits from a Social Media post? 
 What is the churn rate for email campaigns?
 What is our conversion rate for website chatbot marketing/sales
processes?

7. Execute, Test, Reiterate

Once your marketing plan is ready, you may begin to execute the
strategies, achieve the success metrics, and change the plan as
needed. It is best to maintain an open mind and utilize dynamic
strategies that can be altered and optimized along the way. Marketing
communication plans should not be set in stone but should be flexible
and leave room for optimization.

The Promotion Mix

A marketing manager from one company might decide to focus on
social media, whereas a marketing manager from another company
might decide to focus her company’s efforts on television commercials.

Factors that influence Selection of Promotion Mix

1. Budget Available. For many companies, the budget available to

market a product determines what elements of the promotion mix are
utilized.

2. Stage in the product life cycle. The stage in the product life cycle
also affects the type and amount of promotion used. Products in the
introductory stages typically need a lot more promotional dollars to
create awareness in the marketplace.

3. Type of product and type of purchase decision. Different products

also require different types of promotion. Very technical products and
very expensive products often need personal selling so the customer
understands how the product operates and its different features.

4. Target market characteristics and consumers’ readiness to

purchase. In order to select the best method to reach their target
market(s), organizations must also understand how ready different
target markets are to make purchases.

5. Consumers’ preferences for various media. We’ve already explained

that different types of consumers prefer different types of media. In
terms of target markets, as we mentioned, college-aged students
prefer online, cell phone, and social media more than older consumers
do.

6. Regulations, competitors, and environmental factors. Regulations

can affect the type of promotion used. For example, laws in the United
States prohibit tobacco products from being advertised on television.
In some Asian countries, controversial products such as alcohol
cannot be advertised during Golden (prime) time on television.

7. Availability of media. Organizations must also plan their

promotions based on availability of media.

8. Push versus pull strategy. Businesses must also decide whether to

use a push strategy, a pull strategy, or both push and pull strategies.
A push strategy involves promoting a product to middlemen, such as
wholesalers and retailers, who then promote the product to
consumers. A push strategy involves promoting a product to
middlemen, such as wholesalers and retailers, who then promote the
product to consumers.
Seven common methods of marketing communication are
described below:

1. Advertising Any paid form of presenting ideas, goods, or services by

an identified sponsor. Advertising may also target individuals
according to their profile characteristics or behavior

2. Public relations (PR) The purpose of public relations is to create

goodwill between an organization (or the things it promotes) and the
“public” or target segments it is trying to reach.

3. Personal selling Personal selling uses people to develop

relationships with target audiences for the purpose of selling products
and services.

4. Sales promotion Sales promotions are marketing activities that aim

to temporarily boost sales of a product or service by adding to the
basic value offered.

5. Direct marketing This method aims to sell products or services

directly to consumers rather than going through retailer.

6. Digital marketing Digital marketing covers a lot of ground, from

Web sites to search-engine, content, and social media marketing.

7. Guerrilla marketing This newer category of marketing

communication involves unconventional, innovative, and usually low-
cost marketing tactics to engage consumers in the marketing activity,
generate attention and achieve maximum exposure for an
organization, its products, and/or services.

ADVERTISING

Advertising is the techniques and practices used to bring products,

services, opinions, or causes to public notice for the purpose of
persuading the public to respond in a certain way toward what is
advertised. Most advertising involves promoting a good that is for sale,
but similar methods are used to encourage people to drive safely, to
support various charities, or to vote for political candidates, among
many other examples. In many countries advertising is the most
important source of income for the media (e.g., newspapers,
magazines, or television stations) through which it is conducted. In
the noncommunist world advertising has become a large and
important service industry.
4 Types of Advertising

While there are many different “types” of advertising, the following

four categories cover a vast majority of all digital advertisements. They
also are not all mutually exclusive.

1. Display Advertising
Display advertising, which is also often referred to as “banner”
advertising, is a type fo advertising that is composed of small digital
billboards or banners that are placed in and around blog posts,
keyword search pages, websites, etc. Display ads can be both
unmoving images or animated. They usually tend to take on the form
of horizontal banners at the top of a page or as a vertical banner in
the side margins of a page.Display ads are great for telling a fast
visual story while showing off brand identity. They’re usually very
visual with very little text, and are ideal for health and wellness
products that don’t require an in-depth disclaimer in the ad.

2. Video Advertising
Video ads are quite popular advertising types in today’s digital
marketing environment, and it makes sense why. Video
advertisements are eye-catching, entertaining, and great for telling a
complex story that a display ad simply can’t do. Instream video ads
and outstream video ads are the primary ways that advertisers will
utilize video ads. Instream video involves placing video ads mid-roll,
pre-roll, or post-roll in a video that a consumer is already watching.
The ad itself will be relevant to the content that the consumer is
already watching. An outstream video ad is a video ad that is
integrated into an article or blog post.If you’re a medical or
pharmaceutical brand, video ads are an excellent choice for sharing
your mission or product with full disclaimers.

3. Mobile Advertising
Mobile advertising is quickly becoming the new norm as more people
are consuming online content through their mobile devices than ever
before. Mobile advertising is, simply, ads that are optimized for mobile
consumption. Mobile ads are quite broad and can include video, app,
display, search, or social ads. For most brands, video-based social
media mobile ads are a great place to start. Health and wellness
brands could definitely benefit from these types of ads on platforms
like Instagram.

4. Native Advertising
This form of advertising is simple ad content that is integrated into a
piece of content. They are considered “non-disruptive” ads and usually
come in the form of sponsored content. These ads will match the style
and flow of the content it appears in without being pushy is
disruptive. For example, pop-up ads and autoplay videos are
considered disruptive and can often have a negative impact on one’s
potential customer base. Native ads, on the other hand, are “slipped”
into content in a way that is not disruptive and more attractive to
consumers. They can come in the form of blog posts, videos, photos,
etc.

Characteristics Of Advertising

Paid Form: Advertising requires the advertiser (also called sponsor) to

pay to create an advertising message, buy advertising media slot, and
monitor advertising efforts.
Tool For Promotion: Advertising is an element of the promotion mix of
an organisation.
One Way Communication: Advertising is a one-way communication
where brands communicate to the customers through different
mediums.
Personal Or Non-Personal: Advertising can be non-personal as in the
case of TV, radio, or newspaper advertisements, or highly personal as
in the case of social media and other cookie-based advertisements.

Objectives Of Advertising
There are 3 main objectives of advertising – to inform about the brand
or offering, to persuade to buy or perform a task and to remind and
reinforce the brand message.

To Inform
Advertisements are used to increase brand awareness and brand
exposure in the target market. Informing potential customers about
the brand and its products is the first step towards attaining business
goals.
To Persuade
Persuading customers to perform a particular task is a prominent
objective of advertising. The tasks may involve buying or trying the
products and services offered, forming a brand image, developing a
favourable attitude towards the brand etc.

To Remind
Another objective of advertising is to reinforce the brand message and
to reassure the existing and potential customers about the brand
vision. Advertising helps the brand to maintain top of mind awareness
and to avoid competitors stealing the customers. This also helps in the
word of mouth marketing.

Other objectives of advertising are subsets of these three objectives.

These subsets are:
 Brand Building
 Increasing Sales
 Creating Demand
  Engagement
 Expanding Customer Base
 Changing Customers’ attitudes, etc.

Importance Of Advertising

To The Customers
Convenience: Targeted informative advertisements make the
customer’s decision making process easier as they get to know what
suits their requirements and budget.
Awareness: Advertising educates the customers about different
products available in the market and their features. This knowledge
helps customers compare different products and choose the best
product for them.
Better Quality: Only brands advertise themselves and their products.
There are no advertisements for unbranded products. This ensures
better quality to the customers as no brand wants to waste money on
false advertising.

To The Business
Awareness: Advertising increases the brand and product awareness
among the people belonging to the target market.
Brand Image: Clever advertising helps the business to form the
desired brand image and brand personality in the minds of the
customers.
Product Differentiation: Advertising helps the business to differentiate
its product from those of competitors’ and communicate its features
and advantages to the target audience.
Increases Goodwill: Advertising reiterates brand vision and increases
the goodwill of the brand among its customers.
Value For Money: Advertising delivers the message to a wide audience
and tends to be value for money when compared to other elements of
the promotion mix.

Advantages Of Advertising

Reduces Per-Unit Cost: The wide appeal of advertisements increases

the demand for the product which benefits the organisation as it
capitalises on the economies of scale.
Helps In Brand Building: Advertisements work effectively in brand
building. Brands who advertise are preferred over those which doesn’t.
Helps In Launching New Product: Launching a new product is easy
when it is backed by an advertisement.Boosts Up Existing Customers’
Confidence In The Brand: Advertisements boosts up existing
customers’ confidence in the brand as they get a feeling of pride when
they see an advertisement of the product or the brand they use.
Helps In Reducing Customer Turnover: Strategic advertisements for
new offers and better service helps reduce customer turnover.
Attracts New Customers: Attractive advertisements help the brand in
gaining new customers and expanding the business.
Educates The Customers: Advertisements inform the customers
about different products existing in the market and also educates
them in what they should look for in an apt product.

Disadvantages Of Advertising

Increases The Costs: Advertising is an expense to the business and is

added to the cost of the product. This cost is eventually borne by the
end consumer.
Confuses The Buyer: Too many advertisements with similar claims
often confuses the buyer in what to buy and should he buy the
product or not.
Is Sometimes Misleading: Some advertisements use smart strategies
to mislead the customers.
Only For Big Businesses: Advertising is a costly affair and only big
businesses can afford it. This makes small businesses out of
competition with big businesses who get to enjoy a monopoly in the
market.
Encourages The Sale Of Inferior Products: Effective advertisements
even lead to the sale of inferior products which aren’t good for the
consumers.

SALES PROMOTION AND MERCHANDISING

Sales Promotion and Merchandising

A sales promotion is a marketing strategy in which a business uses a

temporary campaign or offer to increase interest or demand in its
product or service.

There are many reasons why a business may choose to use a sales
promotion (or ‘promo’), but the primary reason is to boost sales. Sales
boosts may be needed to reach a quota as a deadline approaches, or
to raise awareness of a new product.

Types of sales promotion

1. Competitions and challenges: Competitions or challenges usually

take place on social media, and serve to increase customer
engagement as fans try to win a discounted or free product.

2. Product bundles: Product bundles offer a collection of products for

an overall discounted rate, as opposed to buying the products
individually.

3. Flash sales: Flash sales are extremely short sales that offer extreme
discounts for a limited amount of time.
4. Free trials: Free trials or demos are one of the most common sales
promotions and one of the most promising strategies to grow a
customer base.

5. Free shipping and/or transfers: Free shipping promotions attempt

to curb the 70% of customers who abandon their carts when they see
the shipping costs.

6. Free products: Free product promotions work by offering a small

free product with the purchase of a larger, mainstream product.

7. Early-bird or first-purchaser specials: These specials offer

discounts to first-time purchasers as a way of welcoming them as
customers.

8. BOGO specials: BOGO, or “buy one, get one free” promotions are
primarily used to spread product awareness.

9. Coupons and vouchers: Coupons and vouchers reward current

customers for their brand loyalty and encourage future purchases.

10. Upsell specials: Upsell promotions are not as common as the

others, but they can still be extremely effective.

11. Subscriptions: Subscriptions are not always considered sales

promotion, since they tend to be long-term purchases, but having
different amounts of a product available at a different price point is a
sales promotion tactic

12. Donations: Donations are an excellent way for a company to build

credibility and goodwill within the customer base

Merchandising

Merchandising is the presentation and promotion of goods that are

available for purchase for both wholesale and retail sales. This
includes marketing strategies, display design, and competitive pricing,
including discounting.

Importance of merchandising

1. A good merchandising strategy helps in selling more items to the

customer.
2. Merchandising offers more variety in the same product from
different manufacturers. As a result, the customer feels comfortable to
choose from the available items.
3. The placement of “sale” items will improve the chances of
customers buying other items around these items.

Types of merchandising
1. Retail Merchandising - is a process of attracting shoppers to sell
products/services by using marketing and promotional activities.
2. Visual merchandising - is used to make the product and its
qualities prominent through different display techniques.
3. Product merchandising - includes all the promotional activities
used for selling an item/service.
4. Digital merchandising - includes all the activities used to sell a
product on the internet. This is also known as online merchandising
or eCommerce.

PERSONAL SELLING AND SALES MANAGEMENT

Personal Selling

Personal selling is also known as face-to-face selling in which one

person who is the salesman tries to convince the customer in buying a
product. It is a promotional method by which the salesperson uses his
or her skills and abilities in an attempt to make a sale.

Personal selling is a face-to-face selling technique by which a

salesperson uses his or her interpersonal skills to persuade a
customer in buying a particular product. The salesperson tries to
highlight various features of the product to convince the customer
that it will only add value. However, getting a customer to buy a
product is not the motive behind personal selling every time. Often
companies try to follow this approach with customers to make them
aware of a new product.

Personal Selling process

 Prospecting
 Pre-approach
 Approach
 Presentation
 Handling Objections
 Closing
 Follow Up

Sales Management
Sales management is the process of developing a sales force,
coordinating sales operations and implementing sales techniques that
allow a business to consistently hit, and even surpass, its sales
targets.
If your business brings in any revenue at all, a sales management
strategy is an absolute must. When it comes to managing sales and
boosting sales performance for any size of operation, no matter the
industry, the secret to success is always precise sales management
processes. This starts with a great sales manager who knows how to
inspire and lead a sales department.
5 Sales management strategies

 Set realistic targets

 Find the right people for your team
 Educate your salespeople and give feedback
 Reward your top performers
 Measure the progress of your team

WEB MARKETING

Web Marketing
is the process of using the Internet to market your business. It
includes the use of social media, search engines, blogging, videos, and
email.

What Are The Benefits Of Web Marketing?

Marketing on the web gives you unique benefits that other advertising
and promotion avenues don’t.
 Cost-effective
 Focused
 Builds relationships
 Easy to adapt and edit
 Measurable and easy to determine ROI

5 reasons why Internet marketing matters

 Your customers are online. Internet marketing is so important

because your customers are online. Considering that over 4.2
billion people are on the Internet, it’s a great opportunity for you to
reach leads that are looking for your business
 It create two-way communication With traditional advertising, the
communication is one-way. You create a TV ad or print ad in a
newspaper, and that’s it. You wait and hope that your audience
will see your ad and visit your business.
 It personalizes your audience’s experience As we stated previously,
your audience wants to feel like they matter to your business.
They don’t want to just be another number. Effective Internet
marketing creates a custom experience for each member in the
audience.
 It allows you to drive quality traffic One of the biggest hurdles with
traditional advertising is obtaining interested leads.When you use
traditional advertising, you don’t know how many valuable leads
you will reach. Your advertisements appear in front of interested
and uninterested leads, which makes it difficult to drive an
abundance of quality traffic.
 It allows you to multitask The importance of online marketing also
includes its ability to run multiple campaigns at once. The Internet
makes it easy for you to take on a high level of customers and
provide them with a quality experience.

Disadvantages of Digital Marketing With advantages come a few

disadvantages of digital marketing.

1. High competition The digital marketing campaign should be well

thought of, should stand out, grab attention and create impact on the
target audience since the competition has grown many folds in the
recent past. Any monotonous approach or repeated method will drive
the brand out of the competition in no time. Digital marketing
campaigns have become very competitive, thus brands have to be
relevant to the needs of the customers and be quick in responding.

2. Dependability on Technology Digital marketing is purely based on

technology and the internet is prone to errors. There are times when
the links may not work, landing pages may not load, and page buttons
just don’t simply do its job. This leads the prospective customers to
switch to other brands. Therefore, to avoid this, a test of the website is
necessary, also proofreading the contents and making sure that the
campaigns will work on its targeted niche becomes important.

3. Time Consuming One of the biggest disadvantages of digital

marketing campaigns is its time consuming nature. Unorganized
tactics and strategies may consume a lot of time and often it becomes
difficult to devote the desirable time to the campaign. This will
eventually lead to negative results. Therefore, it has been suggested to
focus on a strategy that the company needs the most then accordingly
plan and curate the content. Digital marketing tools like HubSpot,
Ahrefs and social media posting, and scheduling tools like Hootsuite
and Tweetdeck should be used to overcome the potential barriers.

4. Security and Privacy Issues Security is the primary requirement for

any brand, hence website protection is something to be executed
seriously as a digital marketer. Securing the network and
safeguarding the network connections by using firewalls and
encryption tools like VPN is always suggested. The basic approach of
having a good antivirus is most desirable. The legal considerations in
obtaining customer data for using in digital marketing strategies must
be done with all required formalities. Protecting the customer data
should be the top priority as it may be compromised during data
breaches. The main advantages and disadvantages of digital
marketing will work out only if market research is not compromised
by finding the best platform, creating the right content, taking note of
its pros and cons, learning the perfect timing, and pushing up the
brand. Marketing, be it traditional or digital, is all about connecting to
people at the right time in the right place.

There are seven main types of internet marketing:

 Social media marketing

 Influencer marketing
 Affiliate marketing
 Email marketing
 Content marketing
 Search engine optimization (SEO)
 Paid advertising

https://www.pipedrive.com/en/blog/sales-management
https://sendpulse.com/support/glossary/sales-management
https://www.healthyads.com/articles/what-are-the-4-types-of-
advertising/
https://www.feedough.com/what-is-advertising-advertising-
objectives-examples-importance/
https://paradoxmarketing.io/capabilities/demand-generation/
insights/7-steps-to-a-better-integrated-marketing-communication/
https://study.com/academy/lesson/what-is-product-packaging-in-
marketing-definition-types-importance.html