The 10 Step Marketing Plan Seatwork for June 7 2013 Prof. Remigio Joseph De Ungria Ateneo Graduate School of Business

1. The 10 Step Marketing Plan
(Free Downloadable Template)
Prof. Remigio Joseph De Ungria, MBA, CDM
Ateneo Graduate School of Business
2011 Edition
** 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. 2
10 STEP
Marketing Plan for
Apicius’ Culinary Education
Advantage
Peter-Paul Gumpal
June 2013
http://peterpaulgumpal.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

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. Young Adults, Dough
Dispensers
 Working professionals finding alternatives
 entrepreneurial freedom - financial fallback strategy,
and leaving the rat race
 Center for Culinary Arts, Globa Academy
 Gap is – prospect students who cannot pay more
than 200K for a culinary education (Class C). School
locations everywhere (Apicius partners with other
academic institutions)
 (NSO Data entire Philippines) 10 Million employed
persons by Sex, Age Group and Highest Grade
Completed

6. 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

7. 6. Affordable quality culinary education at your most
convenient time and place.
7. Tuition fee is 50% to 60% lower than competitors
8. Uses Print Ads, Flyers, Social Media
9. 3 campuses in the Metro (In-house training)
10. Price Discrimination (based on site)
Steps 6 to 10
Summary headline of the
marketing mix & strategy

8. 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

9.  PTM: Working professionals aged 22 to 34,
Male and Female, Class BC, Single
 Young Adults. The Urban lifestyle makers.
Their lifestlye allows them to fully enjoy the
rewards of their labor (just like the slide Prof.
Bong showed us in class the other time)
 Frequently shifting careers. Burned-out from
the corporate world. Confused with their
career (behavior close to those having a
midlife crisis)

10. 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

11. Describe your PTM needs
11
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler
Serving others by
following my passion.
There’s no sense of fulfillment
in my current line of work

12. 2. Young adults needs,
wants & demands
Needs: Chefs earn more. Young adults needs to start business to
be able to support both her parents, children for their day to day
financial needs.
Wants: Young adults turned Chefs can reward themselves thru
socializing even in workdays.
Demands: Young Adults cum Chefs/Entrepreneurs demands are
answered by having the luxury of time, and that, they manage
their own time.
** for needs, wants & demands, underline the top 1or 2 variables
that are most important to the PTM

13. 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

14. 3a. Direct and indirect
products that address my
Young Adults NWD
 Direct: CCA, Global Academy
 Indirect: STI, CSB, Endurun, Cooking
Shows.
 Variables: Price, Location of Campus,
Schedule of training

15. 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

16. 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
Global
Price vs. Age Matrix
as of 2011
CCA
TV Shows
CCA
Global
Colleges
with
Culinary Arts
course offerings

17. benefit positioning vs. brand map
for other Culinary Schools
Benefit Positioning vs. Brand Matrix
as of 2011
Benefits
Global
Academy
CC
A
Colleg
es
TV
Shows
Affordable tution fee
Accesible Campus Location
TESDA Accredited
Industry Contacts
HALAL Accredited
Free Use of Kitchen Appliances and Utensils
Uniform,Cooking materials TF-inclusive
Apicius offers the most affordable culinary education in the metro.
Aside from being the only HALAL accredited culinary institution,
Business contacts can also be handed to students as Apicius joins trade shows & Expos,
Culinary contests, but most of all, instructors in Apicius are all veterans in the industry.

18. 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.)

19.  Apicius will be positioned as an institution that
gives consumers more – be it in the form of
state-of-the-art facilities, industry recognized
trainers, globally recognized curriculum,
recognizable affiliates and career
opportunities – with a relatively lower cost.
 Apicius = Advantages + Low Cost
 Apicius = More for Less

20.  Employment of veteran chef-instructors
 TESDA Certified company
 Inclusion of HALAL modules
 Affordable tuition fees – with possible
instalment plans
 Free tools, uniforms and meals
 Paid OJT abroad

21. 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”

22.  6. Visual Location
CCA’s campuses are: Pasay only
Global Academy campuses are: Makati, Las Pinas and
Quezon City

23. 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

24.  Guesstimate:

25. 5c. Estimate the market size
using customer data
1. Usage per day or per year
 Per person
 Per household

26. 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

27. 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

28. 6a. Show how product looks
vs. competition

29. 6b. Product Description
Describe the physical features,
specifications, attributes of the product.
Info may be in product packaging, label,
brochures or website.

30. Global Academy
 First and only culinary school in the Philippines and
7th in Asia to be awarded the World Association of
Chefs Societies (WACS) Recognition of Quality
Culinary Education
 First Culinary School to teach Modern Cooking
Techniques
 100% Chef owned and operated school
 Individual learning (Lab and Kitchen work)
 Internationally educated and accomplished faculty
 Multiple locations in the Metro

31. Center for Culinary Arts
 Offers basic courses for beginners and professionals as well as
international degree succession and certification. Offers creative
recreational and lifestyle courses for kitchen enthusiasts.
 offers both diploma and certificate programs in either Culinary Arts or
Baking and Pastry Arts.
 offers an International Degree Succession program which is available
through their partner schools should one decided to enhance their one-
or two-year program and earn a degree. These schools are William
Angliss Institute in Australia, Johnson and Wales University in the US,
Les Roches in Switzerland, Thames Valley University in the UK, and
the Northern Alberta Institute in Canada.
 Graduates of two-year program in Culinary Arts & Technology
Management and one-year program in Baking and Pastry Arts who are
active members of American Culinary Federation Foundation are
eligible for ACF certification
 offers continuing education courses for basic, intermediate and
advanced professional

32. 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

33. Price
Price Remarks
Global Academy 160,000.00 1 Year
CCA 280,000.00 2 Years
The accelerated course from Apicius
for its Fundamental Culinary Arts diploma
Course’s pricing stragety type
is “Loss Leader”

34. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use

35. 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)

36. VETERAN CHEF-
INSTRUCTORS
TESDA CERTIFIED
HALAL MODULES
AFFORDABLE TUITION FEE
INSTALLMENTS THRU
PDC and CREDIT CARDS

38. 8a. Samples of Promo

41. 8b. Competitor promo
Show also how your key competitors
communicate
Their commercials
Their websites
And why your communication stands out

42. 8b. Competitor promo

44. 9. Place
 Where is your product available?
 Campuses: Paranaque, Pasig, Legaspi
City
 Satellite schools (via partnership)

45. 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

46. 46
SUMMARY

47. 1. Young Adults working Professionals
2. Higher salary, More time for family, Sense
of fulfillment
3. CCA, Global Academy
4. 22 to 34 year old working professionals who
can’t afford to leave their current job
5. 10M in the Phil (no current data for Metro
manila)
Steps 1 to 5
Summary headline of your
PTM and market

48. 6. Product
7. Low
8. Social media advertisement giving
discounts to first 20 enrolees
9. 3 Campuses and partner institutions is
growing
10. Affordable culinary education
Steps 6 to 10
Summary headline of the
marketing mix & strategy

49. 49
YOUR ASSIGNMENT AS A
MARKETING STUDENT

50. 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

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