Make a great marketing plan

ILLUSTRATION —BY RACHEL REVILLA

A marketing plan is a written document that serves as a guide and outline of how a company intends to grow in the marketplace and win against the competition. The marketing plan is usually formulated annually but results are reviewed monthly, with major business reviews done quarterly on what worked versus what did not work.

While there is no standard format, the marketing plan must be focused, and the issues and activities must be clear. It has to gather data from external and internal sources and must look at problems, pain points and opportunities.

The table on the right shows a typical marketing plan format. If you are a neophyte or a student, follow the mini marketing plan format first in the next section so you will not be overwhelmed in preparing an entire marketing plan. Then work backward to complete the entire marketing plan as you gain more experience.

Mini marketing plan

For beginners, it is suggested to practice with a mini or shortened version of a marketing plan, instead of being overwhelmed with so many details. For a shortened version of a mini marketing plan, please consider the following format:

Marketing objectives

• Situations (Problems, opportunities, threats)

• Marketing strategies and tactics that solve situations above

• Estimated cost of strategy versus marketing objectives

As an example, consider this background: Bioderm is a germicidal soap brand manufactured by Cebu-based International Pharmaceutical Inc. (IPI), the same company that manufactures Efficascent Oil, Omega Pain Killers, Bronco Rub, Casino Alcohol, among many other popular products. Back in 2014, IPI discovered that Bioderm has over 80 percent total awareness level (an opportunity that could have been exploited). However, the high awareness did not translate to trial and usage in the bath soap category (problem to be solved) with Safeguard dominating and owning over half of the total market share. Safeguard also had high affinity and unmatched credibility among Filipinos (threat that needs to be negated).

As part of their marketing strategy and positioning, Bioderm did the following:

Marketing strategy phase 1

Product: They launched a reformulated variant with cooling sensation to create a different level of product use experience. Positioning: Level up the “ligo” (bath) experience.

Credibility: They tapped key opinion leaders to build trust and relevance and to create impact among consumers. In Luzon, they had TV personality Kim Atienza. In Mindanao, it was Sara Duterte, then Mayor of Davao City.

Story: They capitalized on existing user base—millions of users who are satisfied and trusted the brand. The distinct product experience of Bioderm extends even after bathing, setting a standard in germicidal soaps among its users, positioning Bioderm as a game changer.

Marketing strategy phase 2

As the trial level continued to grow, Bioderm benefited from high retention rates because of its value proposition: cooling benefit along with its germ protection attribute. See some feedback from consumers below:

Bioderm Coolness: “Nakaka-excite maligo ‘pag naaamoy ko sa banyo at sobrang lamig sa pakiramdam habang naliligo. Feeling refreshed ang body at mind ko.” (I feel excited to take a bath especially when I smell the soap in my bathroom. I also feel very cool after my bath; my body and mind feel refreshed.)

Bioderm Bloom: “Bukod sa mabango, hindi nakaka-dry sa skin, yung malambot ang feeling sa balat at hiyang din sa kids ko.” (Besides smelling good, it doesn’t dry the skin. It gives the skin a feeling of softness, which also suits my kids.)

Bioderm Freshen: “Natanggal nya yung dumi at pawis ng aking balat kaya presko na ang aking pakiramdam. Tumatagal ang bango.” (It removes dirt and sweat from my skin so I feel fresh. The fresh smell also lasts.)

The sales revenue of Bioderm went up by over 500 percent in six years with a cost to sales ratio of 5 percent, giving consumers more with every ligo (bath) and every hugas (wash).

4Ss to evaluate marketing plan formulation

The marketing plan can change over time. However, all marketing plans must be able to meet four basic criteria to be considered a diligently thought-out marketing plan. It is important for marketers to consider the 4Ss in formulating marketing plans, as follows:

• Sufficient: Will the planned marketing strategies and tactics attain our marketing objectives and goals?

• Synchronized: Were the relationships of each element of the marketing mix considered to produce the desired outcome?

• Selective: Have we considered as many potential combinations of the marketing mix as possible that can optimize results?

• Sustainable: Is the plan going to survive competitive attacks or constraints like government and supply barriers? —CONTRIBUTED

Go, Escareal-Go and RG Gabunada co-authored “Marketing for Beginners: Start Strong, Succeed Fast,” currently the No.1 marketing book in the Philippines (available at National Book Store). They will be among the 12 award-winning marketing experts who will speak at the “How to Create a Strategic Marketing Plan” webinar on Sept 24 to Sept. 25. Email [email protected].