Use this Downloadable Template to Create Your 10 Step Marketing Plan. Best used together with the Comprehensive Guide and Sample of the 10 Step Marketing Plan also available on Slideshare and hypermarketing2.com

1. The 10 Step Marketing Plan
(Free Downloadable Template)
Prof. Remigio Joseph De Ungria, MBA, CDM
Ateneo Graduate School of Business
Ateneo School of Medicine and Public Health
** The Illustrated and Annotated Guide to this Template
Can be found at www.hypermarketing2.com. Just search for
“10 step marketing plan” in the search box on the right side.

2. 10 STEP
Marketing Plan for
(product’s name here)
Your Name
Month Year
Product
Photo here
Highly recommended. Put your
Blog Address Here.
(I create a free one using blogspot.com)

3. This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB 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.
Disclaimer
Include this disclaimer only if you
Are posting the marketing plan on-line and if
The products require it. Otherwise, omit this page.

4. 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)
Steps 1 to 5
Summary headline of your
PTM and market

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

6. 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

7. 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

8. Describe your PTM needs
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition,
Status)
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

9. 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

10. 3a. Direct and indirect
products that address my
PTM’s NWD
 List of Competitors products/ brands
 Determine the variables that affect
choice of product, brand

11. 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

12. Example of a 2x2 competitive
position map for toothpaste
Price/
Age
Matrix
0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
High
price
Low
Price
Close
up
Colgate
kids
Colgate
Total +
whiten
Sensodyne
Hapee
Unique
Hapee
Complete
+ whitening
Price vs. Age Matrix
as of 2011
Hapee
Fresh
Close
Up
whiten
Colgate
Sensitive
Colgate
Fresh
Unique

13. Example of a benefit positioning
vs. brand map for toothpaste
Benefit Positioning vs. Brand Matrix
as of 2011
FunctionalBenefit
Colgate
Kids
Colgate
Fresh
Colgate
Total+
Whitening
Colgate
Sensitive
CloseUp
Gel
CloseUp
White
Hapee
Kids
Hapee
Fresh
Hapee
Total+
Whiten Unique Sensodyne
PreventsToothDecay
WhitensTeeth
FreshensBreath
Mouthwashin1
FreshConfidence
ConfidenceUpCloseto Kiss
Protect24hours
Funforkids
Savesmoney
Reducesteethsensitivity
Harder to stand out amidst the competitive clutter.

14. 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.)

15. 5a. Estimate the market size
using publicly available data
(referred to as competitor data in this template)
1. SEC Top 7000 Corporation Data
2. Google search
3. Press releases

16. 5b. Estimate the market size
using company data
1. Claimed market share by the company
2. Guesstimate on market share
 Fair share of market
 Distribution extent
3. Historical sales data of the company

17. 5c. Estimate the market size
using customer data
1. Usage per day or per year
 Per person
 Per household

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

19. 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

20. 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

21. 6b. Product Description
Describe the physical features,
specifications, attributes of the product.
Info may be in product packaging, label,
brochures or website.

22. 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

23. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use

24. 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)

25. 8a. Samples of Promo
Samples
This can be in multiple slides

26. 8b. Competitor promo
Show also how your key competitors
communicate
Their commercials
Their websites
And why your communication stands out

27. 8b. Competitor promo
Samples
Can be multiple slides

28. 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.)

29. 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

30. 30
SUMMARY

31. 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)
Steps 1 to 5
Summary headline of your
PTM and market

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

33. 33
YOUR ASSIGNMENT AS A
MARKETING STUDENT

34. Your Assignment
 Use this template to make your marketing
plan for a product (not a company). It would
be ideal if this the same topic that will use for
your STRAMA.
 Follow power presentation principles. Search
vcoachbong.blogspot.com for tips on
Presenting like Steve Jobs

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

36.  30 second to 1 minute (max) TV
commercial.
 5 minute infommercial
 Radio or print ad
 Campaign poster
 Website look
 Mock-up of products or selling booths
Optional components of
Marketing Plan (only if these
are relevant and applicable)

37. The 10 Step Marketing Plan
(Free Downloadable Template)
Prof. Remigio Joseph De Ungria, MBA, CDM
Ateneo Graduate School of Business
Ateneo School of Medicine and Public Health
** The Illustrated and Annotated Guide to this Template
Can be found at www.hypermarketing2.com. Just search for
“10 step marketing plan” in the search box on the right side.