Use this Guide to Create Your 10 Step Marketing Plan. Best used together with the Downloadable Template of the 10 Step Plan also available on Slideshare and hypermarketing2.com by vCoach Bong De Ungria

1. The 10 Step Marketing Plan
(Simplified & Annotated Template & Example)
2011 Edition
Prof. Remigio Joseph De Ungria, MBA, CDM
Ateneo Graduate School of Business
** Download the Accompanying Template at:
http://www.slideshare.net/josephdeungria/v46-template-and-sample-10-step-by-step-marketing-plan-to-students

2. Professor’s Note
A “Marketing Plan” is the usual culmination of a marketing
management class. The simplified 10 step process of
marketing plan is an attempt to remove the mystery &
guesswork and ensure that marketing principles are used by
the students. Certainly, the simplification has both advantages
and limitations.
The following template and examples are used to guide
students on the whats, whys and hows of a real-world
marketing plan.
The students are reminded to use only publicly available
data in the reports, and to put the disclaimer (refer to the
disclaimer in the sample template) on their reports.
- Prof. Bong De Ungria, 2011

3. How To Use This
For ease of use and understanding, this presentation is
a series of templates and explanations.
Each template slide has a TEMPLATE logo on the
upper right hand of the page.
Download the “template only” powerpoint file by
clicking on this link…
Simply replace the contents of this downloadable
template to your own topic.
The annotations and explanations are in the slides
which follow each template slide. These help in
understanding the proper use of the template.

4. TEMPLATE
10 STEP
Marketing Plan for
(product’s name here)
Put your Your Name
Blog Address Product
Here. This Month Year
Photo here
Must appear
In All Slides
4

5. 10 STEP
Marketing Plan for CLOSE-UP
Bong De Ungria
January 2011
5

6. TEMPLATE
Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. De Ungria’s 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.

7. TEMPLATE
Steps 1 to 5
Summary headline of your
PTM and market
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)

8. Steps 1 to 5
Coming close to the teens…
1. Close-up PTM are “teens at heart”
2. Who want to feel confident up-close to their
preferred sex.
3. Can choose Colgate & Happee
4. Gap is all other brands are more known for
preventing tooth decay & providing savings
5. The market size is P 15 Billion. Close-up
niche is P3 Billion.

9. TEMPLATE
Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix

10. Steps 6 to 10
Teens pay for confidence
6. Close-up is a colorful toothpaste
gel and mouthwash in 1
7. Is priced 10% less than Colgate
but 30% more than Hapee
8. Uses TV, events & experiences
9. Is distributed nationwide
10. Uses niche approach to win

11. TEMPLATE
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

12. 1.Close-up primary target
market (PTM) are “teens” at
heart
 13-24 years old, social class AB and C, single
without kids
 Studying or just starting work, actively dating
or pa-cute towards the preferred sex
 Brush 3x a day, and demand long lasting
fresh breath and white teeth to gain that
extra confidence

13. TEMPLATE
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

14. PTM needs to be loved by
their special someone…
Self-Actualization
Needs
(Self-Development
I am happy when I have & Realization)
a romantic partner
Esteem Needs
(Recognition,
Status)
I want to be loved 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
14

15. TEMPLATE
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

16. 2. Teens have unique
needs, wants & demands
Teens “desperately” need to belong, to be loved, gain
self-Esteem, and achieve Self -actualization
Teens prefer, choose Close-up over other toothpastes
because of Taste, Freshness, Color, packaging, price,
credibility& awareness of company, brand promise
of confidence up close; PDA approval,
Teens demand
Whiter teeth, Fresher breath, no tooth decay, long
lasting, More confidence to come close to the
their preferred sex, Feel more sexually attractive

17. 3a. Direct and indirect TEMPLATE
products that address my
PTM’s NWE
 List of Competitors products/ brands
 Determine the variables that affect
choice of product, brand

18. 3a. Close-up has many
formidable competitors
 Direct: Colgate, Hapee, Unique, Beam,
Sensodyne toothpastes
 Indirect: Mouthwashes, Breathmints, gums,
candy, breath spray, water
 Variables: Age, Price, packaging, specific
use, convenience of use, availability,
Occasion of use, brand promise of
confidence up-close and personal to
preferred sex

19. TEMPLATE
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

20. Close-up is #1 in niche:
premium product for teens
as of 2005
Price vs. Age Matrix
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
Age
Matrix
High Colgate
Colgate Close Sensodyne
price kids up total
Low
Hapee
Price Hapee
Unique

21. Close-up is #1 in niche:
premium product for teens
as of 2011
Price vs. Age Matrix
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
Age
Matrix Colgate
Close Colgate
High Colgate
Fresh
Up
Colgate
Sensitive
Sensodyne
Close whiten
price kids Total +
up
whiten
Hapee Hapee
Low Fresh Complete
+ whitening
Price Hapee
Unique Unique

22. Close-up niche positioning to the
teen market up close…
as of 2005
Benefit Positioning vs. Brand Matrix
Colgate Colgate Close Up Hapee Hapee
Functional Benefit Kids Total Gel Kids Regular Unique Sensodyne
Prevents Tooth Decay
Whitens Teeth
Freshens Breath
Mouthwash in 1
Fresh Confidence
Protect 24 hours
Fun for kids
Saves money
Reduces teeth sensitivity
Many competitors in prevent tooth decay and saves money
positioning.

23. Close-up’s niche is being crowded
so it strengthened its key
differentiator (kiss!) as of 2011
Benefit Positioning vs. Brand Matrix
Colgate Hapee
Colgate Colgate Total+ Colgate Close Up Close Up Hapee Hapee Total +
Functional Benefit Kids Fresh Whitening Sensitive Gel White Kids Fresh Whiten Unique Sensodyne
Prevents Tooth Decay
Whitens Teeth
Freshens Breath
Mouthwash in 1
Fresh Confidence
Confidence Up Close to Kiss
Protect 24 hours
Fun for kids
Saves money
Reduces teeth sensitivity
Harder to stand out amidst the competitive clutter.

24. Hapee has “followed” Colgate
and Close-Up positioning and
offers more for lower price
Hapee has products
which match
“Colgate Total” and
Close Up”
confidence and
teeth whitening
postions

25. 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.)

26. 4. Close-up positions strongly
in a niche market opportunity
Close-up is the only toothpaste
 that gives shiny white teeth and fresh breath
 for teenagers
 who want to feel confident when up close and
personal when kissing their preferred sex partners.
Colgate Fresh Confidence & Hapee Fresh are trying to
crowd/ copy this position.
Traditional positioning has been on broad segments of
the market with emphasis on preventing tooth decay,
whitening & low price.

27. 4. “Positioning”: brand
identity from the maker
The Closer, The Better
Fresher Breath & Whiter Teeth for
the confidence to get close, only
from Close Up!
Source: Unilever Philippines website

28. 4. Close-Up Positioning from
the global perspective…
Close-Up gives confidence in those very "up close and personal"
situations.
Couples with bright smiles in very "close" situations are featured on
the packaging, and commercials depicted youthful adults
blowing kisses at each other.
Gives fresh breath, white teeth and, subsequently, a little extra
self-confidence and sex appeal.
Symbolized by attractive white smiles in very close situations.
Source: Unilever Global website

29. TEMPLATE
5a. Estimate the market size
using competitor data
1. Top 7000 Corporation Data or news
 Total Sales from 1 product companies
 % of sales from multi-product
2. vs. known Industry size comparisons
3. vs. 1-1 suppliers
4. Visual observation- warehouse
5. Pirating personnel or garbage
6. Illegal interview
7. “Share of Shelf”

30. 5a. Based on competitor press
releases, toothpaste market is
P15 billion
Nov. 2005: Market size for toothpaste: 10 Billion
 Colgate: 50%
 Close Up: 20%
 Hapee: 15%
2007: Hapee becomes #2 brand, reaching 20% share. Retains this
20% share until 2010.
2009: After 2 decades of continuous growth, market declines
13%. Companies reduce prices. To stay competitive, Hapee’s
prices cut by 20%.

31. 5a. Based on competitor data,
toothpaste market is P15 billion
References
 http://www.aredconsult.com/philippine-business/lamoiyan.htm
November 28, 2005, Bernie Cahiles-Magkilat, Manila Bulletin
 http://goodnewspilipinas.com/2008/11/23/hapee-now-rps-2nd-best-
toothpaste-brand/
 http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100131-
250434/Pinoys-brush-teeth-less-or-use-less-toothpaste
Pinoys brush teeth less or use less toothpaste
By Paolo Montecillo
Philippine Daily Inquirer
First Posted 00:59:00 01/31/2010

32. TEMPLATE
5b. Estimate the market size
using company data
1. Claimed market share
2. Guesstimate on market share
 Fair share of market
 Distribution extent
3. Historical sales

33. 5b. Based on Unilever data,
where close-up share is 20%,
total market size is 15 billion
1. Unilever Philippines sales data: Close-
up sales may be P3 billion
2. Unilever claims market share of 20%
3. Then total toothpaste market size is P
3 billion/0.2 = P 15 billion

34. TEMPLATE
5c. Estimate the market size
using customer data
1. Usage per day or per year
 Per person
 Per household

35. 5c. Consumer data indicates
a size of P 22 billion
Toothpaste Usage:
60 of 90 million Filipinos brush average of
2x per day using 5 mL toothpaste
which costs around P0.50 per
brushing
60 M x 2 x P0.50 X 365 = P22 billion

36. 5. Decide on market size in
pesos, not in number of
TEMPLATE
people
1. Competitor data=
2. Company data =
3. Customer Usage data =
Use instinct and best business judgment to finalize
market size

37. 5. Concluded that toothpaste
market is 15 billion
1. Competitor data= P15 B
2. Company data = P 15 B
3. Customer Usage data = P 22 B

38. TEMPLATE
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

39. TEMPLATE
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

40. Close-Up, like Colgate own
superior displays on shelf.

41. TEMPLATE
6b. Product Description
Describe the physical features,
specifications, attributes of the product.
Info may be in product packaging, label,
brochures or website.

42. 6b. What makes Close-Up
different as a product?
 Only Close Up has germ-fighting mouthwash to give
you long lasting fresh breath!
 Only Close Up has Microwhiteners and Vitamin
Fluoride System to give you whiter and stronger
teeth.
 Close Up is the only Philippine toothpaste that is
recommended by both the World Dental Federation
and the Philippine Dental Association.
From Unilever Philippines website

43. 6b. Close-up offers long-
lasting freshness in 8 variant
1. Close Up Red Hot
2. Close Up Menthol Chill
3. Close Up Icylicious
4. Close Up Lemon Mint
5. Close Up Crystal Frost Winter Blast
6. Close Up Crystal Frost Cool Spice
7. Close Up Milk Calcium
8. Close Up Spa Moisture
From Unilever Philippines website

44. TEMPLATE
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

45. 7. Price-
Brands are aiming for “affordable
price points: P 20, 50, <100”. Very
hard for consumer to compare
ACTUAL RETAIL PRICES AT WALTERMART SUPERMARKET (FEB. 8, 2011)
Close Up Colgate Hapee Pepsodent Unique
White Fresh Prof. Complete
Size (mL) Gel Gel Now Confidence Clean Sensitive + Whiten Gel Fresh Whitening Cavity
190 59 49
160 109.5 109.5
150 74 82.75 55.75 51.75 50
100 54 49 65 55.75 44 34.75
90 75.5 75.5
50 35.25 31.75 36 29.75 24.75
40 47 47
25 17.5 20
Tabulation of 8 sizes, 5 brands, 12 variants

46. 7. Price-
Toothpaste prices vary widely
from P300 to P1175 per liter
PRICE PER LITER OF PRODUCT BASED ON SUPERMARKET PRICES (FEB. 8, 2011)
Close Up Colgate Hapee Pepsodent Unique
White Fresh Prof. Complete
Size (mL) Gel Gel Now Confidence Clean Sensitive + Whiten Gel Fresh Whitening Cavity
190 311 258
160 684 684
150 493 552 372 345 333
100 540 490 650 558 440 348
90 839 839
50 705 635 720 595 495
40 1175 1175
25 700 800

47. 7. Price Conclusion
Close-Up is 10% less than Colgate
and 20 to 30% higher than Hapee
RELATIVE PRICES VS. CLOSE-UP PRODUCT
Size Close Up Colgate Hapee Unique
150 100% 112% 75% 70% 68%
100 100% 91% 120% 103% 81% 64%

48. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use TEMPLATE
Mass Personal
1. Sales Promotion 1. Direct Marketing
2. Advertising 2. Interactive Marketing
3. Public Relations 3. Personal Selling
4. Events and 4. Word of Mouth
Experiences

49. 8a. Close-Up uses TV ads,
Love events & Songs
Mass Personal
1. Sales Promotion 1. Direct Marketing
1
2. Advertising 2. Interactive Marketing
3. Public Relations 3. Personal Selling
2
4. Events and 4
4. Word of Mouth
3 Experiences

50. TEMPLATE
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)

51. 8a. Close-Up has teeny
bopper feel good romance
commercials

52. 8a. Close-Up Lovapalooza 2008:
Gerald to Kim: Do I get to kiss you?
http://www.youtube.com/watch?v=t9sbGzxRKkM

53. 8a. An event that is truly
Close-Up’s (reinforced)
Kissing Record Back to the Philippines
 A total of 6,124 couples kissed simultaneously in
Closeup’s Lovapalooza at the SM Mall of Asia beating
Hungary’s record of 5,700 in 2005.
 The Guinness Book of World Records has yet to
release the official number of couples of this record
breaking event.
 Every Valentines for 5 years in a row, thousands of
couples have shown the ultimate display of fresh
breath confidence by kissing in Close Up Lovapalooza

54. 8a. Close Up’s true test:
Halik Meter challenge
http://www.youtube.com/watch?v=2XwGeryMOEY

55. TEMPLATE
8a. Samples of Promo
Samples
This can be in multiple slides

56. TEMPLATE
8b. Competitor promo
Show also how your key competitors
communicate
Their commercials
Their websites
And why your communication stands out

57. TEMPLATE
8b. Competitor promo
Samples
Can be multiple slides

58. 8b. Colgate remains #1:
<50% share & declining?

59. 8b. Hapee challenges #2:
20% share & increasing?

60. 8b. Hapee challenges #2:
proudly Pinoy world class

61. 8b. Sensodyne- more benefits
(fresh mint) for 25% less to
respond to Colgate Sensitive
Sensodyne Freshmint Print Ad, Philippine Daily Inquirer, Feb. 10, 2011

62. TEMPLATE
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.)

63. 9. Close-up is distributed
nationwide using Unilever
distibution network
 Supermarkets, sari-sari stores, convenience
outlets, drugstores, market stalls
 Nationwide
 Pick-up by customers
 Cash and credit transaction

64. 9. “Place” challenges for
Toothpaste
1. No Colgate displayed/ sold in Shoemart, Savemore
2. Imported toothpastes filling “place” gaps

65. 9. “Place” challenges for
Toothpaste
1. No Colgate displayed/ sold in Shoemart, Savemore
2. Imported toothpastes filling gaps
3. Aside from slowing domestic demand, he said the
bigger competing firms had also adopted the
practice of buying the entire supermarket shelf
space, ensuring maximum exposure on the aisles.
- Cecilio Pedro, Lamoiyan President, 2010
http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100131-250434/Pinoys-brush-
teeth-less-or-use-less-toothpaste

66. TEMPLATE
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

67. 10. Close-up is a niche leader
Close-up’s main strategy is to dominate
the niche market of 13 to 24 year old
teens at heart.
It benefits from the distribution leverage
of Unilever.
Has an excellent, premium priced,
product distributed nationwide.

68. TEMPLATE
SUMMARY
68

69. TEMPLATE
Steps 1 to 5
Summary headline of your
PTM and market
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)

70. Steps 1 to 5
Coming close to the teens…
1. Close-up PTM are “teens at heart”
2. Who want to feel confident up-close to their
preferred sex.
3. Can choose Colgate & Happee
4. Gap is all other brands are more known for
preventing tooth decay & providing savings
5. The market size is P 15 Billion. Close-up
niche is P3 Billion.

71. TEMPLATE
Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix

72. Steps 6 to 10
Teens pay for confidence
6. Close-up is a colorful toothpaste
gel and mouthwash in 1
7. Is priced 10% less than Colgate
but 30% more than Hapee
8. Uses TV, events & experiences
9. Is distributed nationwide
10. Uses niche approach to win

73. YOUR ASSIGNMENT AS A
MARKETING STUDENT
73

74. Your Assignment
 Use this template to make your
marketing plan for a product or
company that will also be the topic of
your STRAMA
 Follow power presentation principles

75. Grading
 Customers (PTM, NWD)- 20%
 Competition (Positioning Map, Market
Size) 30%
 Company (4Ps, Strategy)- 40%
 Power Principles Formatting- 10%