entrep

1. IMPLEMENTING A
BUSINESS PLAN
UNIT II

2. MODULE 5: IMPLEMENTATION OF MARKETING PLANS AND
STRATEGIES
IMPLEMENTING THE MARKETING PLANS AND STRATEGIES
Preparing a Marketing Plan
Research-based
Very technical
Focused on coming up with a methodical marketing plan
Implementing a Marketing Plan
 Strategy- and tactics-based
Needs manpower to execute
Results oriented
Iterative process and does not end after one round

3. EFFECTIVE MARKETING IMPLEMENTATION
 Starts with listing the marketing activities
and those who will be involved in executing
the tasks.

4. HERE ARE THE IDEAL MARKETING PLAN IMPLEMENTATION STEPS:
STEP 1: Divide the marketing plan into small manageable pieces and
manageable time lines.
• Discuss marketing plan and marketing objectives
• The VP and USP and the 7Ps or the marketing mix must be clear
• Discuss thoroughly with the marketing team critical implementation
aspects
• Implement also the promotional strategies especially the promotional
channel
• Risk must always be factored (reputational risk, financial risk and
strategic marketing risk)

5. EXAMPLE: Online Clothing Business
Value Proposition: Virtual shopping mall
Unique Selling Proposition: Hand made fashionable clothes from Indigenous
Filipinos
7Ps marketing mix strategies:
Product – Hand-made fashionable clothes
Place – Online/Internet
Price – Penetration pricing (will start with low price until it peaks)
Promotion – Internet marketing (e-mails, social media, Web sites)
People – 24/7 helpdesk
Packaging – Organic paper
Process – Return policy of 10 calendar days

6. GANTT CHART- is an important implementation tool that enumerates all the planned
marketing activities into one file and arranges the marketing activities chronologically,
together with the interrelations with each other and other dependencies.
Summarize the marketing implementation plan in one document.

7. TABLE 5.1. SAMPLE TASKS FOR AN ONLINE CLOTHING STORE
Person Responsible Specific Marketing Tactic Time line and Deliverables Budget
E-mail marketer Spends 1st batch of clothing
products with special
discounted prices to the first
500 primary target market’s
e-mail addresses
Channel: Internet Marketing
Strategy: sales promotion,
online advertising
Beginning January 2016 and
must be sent every month
P50 000
Discount: P100 off for every
purchase x 500= P50 000
Social media marketer Gives special discount prices
to first 100 customers who
will like the page on
Facebook or follow on
Twitter, and purchase any
clothing product
Channel: Internet Marketing
strategy: sales promotion,
social media marketing
January 2016 P20 000
Special discount:
P200 x 100 = P20 000

8. Person Responsible Specific Marketing Tactic Time line and
Deliverables
Budget
Web site designer Creates a Web site where
customers can choose,
order online, pay online,
and deliver goods to the
customer’s doorsteps
Channel: Internet
Marketing Strategy: Web
site advertising
January-June 2016 P100 000

9. STEP 2: EXPLAIN AND DELEGATE THE MARKETING TASKS TO ASSIGNED
INDIVIDUALS.
• The entrepreneur must also update, monitor, and evaluate
the marketing assignments every week or every month
depending on the importance and urgency of the marketing
task.
• From Table 5.1, assuming the entrepreneur also planned to
launch the online clothing business using traditional
approaches aside from the Internet and mobile.

10. TABLE 5.2. SAMPLE TASKS FOR ONLINE CLOTHING STORE
Marketing Tactic and
Channel to be Used
Person Responsible Rationale Timeline
Direct marketing –
newsletters and
infomercials using social
media
Direct marketer To instigate awareness to
the primary target market
and eventually lead to
purchase
January-June 2016
Public relations –
press releases via a
reliable fashion Web site
or a blog site of a famous
fashion blogger
PR coordinator To establish a credible
online reputation because
the Internet is susceptible
to various threats
January – March 2016
Sales promotion –
P500 off and free delivery
fee in the first online
purchase of any clothing
product
Digital marketer To encourage the primary
target market to try the
product and eventually to
change the habit from
traditional purchase to
online purchase
January – March 2016

11. STEP 3: KEEP THE COMMUNICATION LINE OPEN.
• The entrepreneur must ensure that the line of
communication between him or her and the
marketing team is always open to avoid
implementation issues.
• Communication channels these days have been
revolutionized by technology

12. STEP 4: MONITOR ACCOMPLISHMENTS AND PROGRESS.
• Marketing team member’s tasks must be monitored and
evaluated to see if the deliverables were done correctly
and timely.
• Entrepreneur must also review the results according to
the set standards.
• Using the example chart in step 1, add two or more
columns for Performance Score and On-time Delivery
Score.

13. TABLE 5.3. ADDING THE SCORES FOR EACH TASK DELEGATED
Person
Responsible
Specific
Marketing
Tactics
Timeline Performance
Score
On-time
Delivery
Score
E-mail marketer E-mail
marketing
campaign
Every month
beginning January
2016
? ?
Social media
marketer
Facebook and
Twitter Page
January 2016 ? ?
Web site
designer
Transacting
through the
Web site
January – June
2016
? ?
Scores: - Perfectly done/ Way before the deadline; 4 – Above average/Almost before the
deadline; 3 – Average/Done on time; 2 – Poorly done/Late than the deadline; 1 – Not done
at all/Way beyond the deadline

14. STEP 5: OPEN YOURSELF TO RELEVANT IDEAS OF YOUR MARKETING
TEAM
• Frontline – the entrepreneur’s marketing team member,
the entrepreneur should listen carefully to all their
specific insights and findings and document them.
• They have the firsthand experience
• They can better describe to the entrepreneur the
picture of reality

15. USING TABLE 5.2:
TABLE 5.4. SAMPLE FEEDBACK FROM THE IMPLEMENTATION OF THE
MARKETING PLAN
Person Responsible Feedback from the Marketing Team
E-mail marketer Even though most of the target market have e-mail addresses,
45% of them have not read the entire e-mail marketing
campaign because the e-mail was heavy in pictures. Most of the
recipients are using a basic data plan for their mobile phones.
Social media marketer The target market responded positively with the social media
campaigns. The sales price discount for the first 100 persons who
liked the Facebook page or followed the campaign on Twitter
worked. They request that another batch of discount be given
soon.
Web site designer A mobile application can also be done simultaneously to mirror
the functionality of the Web site because 90% of the target
market are using smartphones.

16. STEP 6: ADAPT TO THE INTERNAL AND EXTERNAL FACTORS THAT AFFECT THE MARKETING
FUNCTION
• The entrepreneur must always be ready and open
for changes.
• Not ignore all relevant factors
• Marketing plan is a work in progress and must be
revisited accordingly

17. TABLE 5.5. SAMPLE INTERNAL AND EXTERNAL FACTORS FOR THE FOLLOWING MARKETING
TACTICS
Marketing Tactic in 2016 Internal Factor External Factor Marketing Tactic in 2017
Online ordering via Web
site
90% of the target
market have
smartphones with a
data plan
Ordering via Web site
and mobile application
Email marketing alerts
every month where the e-
mail marketer adds e-mail
addresses of new
customers manually. These
new customers receive the
e-mail alerts one week
after resignation
A system that
automatically adds
new customers e-
mail addresses is
purchased
E-mail marketing alerts
every month. New
customers will receive
the e-mail alerts one
day after resignation.
Social media campaigns
and promos in Facebook
and Twitter
40% of the target
market joined Instagram
in 2016
Add instagram as new
channel for social
media promos.

18. Why employers give
penalties and
incentives to their
employees?

19. STEP 7: INCORPORATE INCENTIVES AND PENALTIES FOR MOTIVATION.
• These incentives and penalties will always remind the
members of the team to keep themselves on their
toes.
• What should we need to do to the team members
that did the task right?
• How about for the low-performing team members?

20. TABLE 5.6. SAMPLE INCORPORATION OF INCENTIVES FOR TEAM PERFORMANCE
Marketing Tactic Performance Metrics Incentive
Spends 1st batch of clothing
products with special discounted
prices to the first 500 primary
target market’s e-mail addresses
Channel: Internet Marketing
Strategy: sales promotion, online
advertising
• Conversion rate to sales
• Bounce rate (undelivered e-
mails)
• E-mail sharing or forwarding rate
• List growth rate
Commission for every sale
generated by the e-mail marketing
campaign
Gives special discount prices to first
100 customers who will like the
page on Facebook or follow on
Twitter, and purchase any clothing
product
Channel: Internet Marketing
strategy: sales promotion, social
media marketing
• Conversion rate to sales
• Brand search volume
• Lead growth
• Brand sentiment
• Inbound links
• Social media engagement
One time bonus if there will be 1
000 incremental customers on top
of the first 100 customers in the
first month after launch

21. Marketing Tactic Performance Metrics Incentive
Creates a Web site where
customers can choose,
order online, pay online,
and deliver goods to the
customer’s doorsteps
Channel: Internet Marketing
Strategy: Web site
advertising
• Number of visitors
• Number of referrals
• Bounce rate (visitor of the
Web site that
immediately clicks the
back button
• Exit pages
• Conversion rate
New mobile gadget if the
visitors reached 1 500 on
the first month of Web site
launch

22. STEP 8: ANALYZE AND INTERPRET THE RESULTS.
• Final step is one of the most crucial.
• Each accomplished marketing task must be marked as a milestone to
recognize that a task is already executed as envisioned.
• Effective marketing strategies and tactics must be maintained and monitored
if they still work.
• Also give focus on signs that the strategies lose effectiveness.
WHY THERE ARE SO MANY ENTREPRENEURS IN THE PHILIPPINES WHO HAVE
GENERATED BRIGHT AND UNIQUE BUSINESS IDEAS AND EXCELLENT
MARKETING PLANS, BUT SOME OF THEM DID NOT SUCCEED?

23. ACTIVITY # 8

24. Based on your own experience,
which company or entrepreneur
was effective in selling you a
product or service? Why was he or
she effective?

25. ACTUAL SELLING OF A PRODUCT OR SERVICE
• First objective of marketing strategy
– to create awareness
• Ultimate objective of marketing strategy
– the product or service must be sold
• The validation of how good or bad a marketing strategy is can be
manifested through how much sales the entrepreneur generated.

26. THERE ARE VARIOUS SELLING STRATEGIES ENTREPRENEURS USE THAT
YOU CAN ALSO APPLY WHEN YOU SELL YOUR ACTUAL PRODUCT OR
SERVICE:
1.COLD CALLS
2.CONSULTATIVE SELLING
3.DIRECT SELLING
4.PERSUASIVE SELLING

27. Based on your own
personality, which among
the four sales strategies
works for you as a buyer?
Why do you say so?

28. Based on your own
personality, which among
the four sales strategies will
you be most comfortable
doing? Why do you say so?

29. What are the steps you
need to take to close
the sale?

30. STEPS FOR ACTUAL SELLING OF A PRODUCT OR SERVICE
STEP 1: FIND PROSPECTS.
 There is no such thing as “everyone,” “all of them,” or “everybody”
when it comes to marketing and selling.
 Sales leads or prospects is also called
“PRIMARY TARGET MARKETS”
 The entrepreneur must segment the prospects according to his or
her preferred demographics, psychographics, behavior, and
geography.

31. STEP 2: SELL CREDIBLY TO YOUR PRIMARY TARGET MARKET (SALES
PRESENTATION)
• Why is it the most challenging tasks in selling?
• This initial selling phase determines who in the household is the decision
–maker and how the product or service can be use of them.
• Why we need to established TRUST?
THERE ARE FOUR TYPES OF SALES PRESENTATION AS FOLLOWS:
a. Stimulus response
b. Formula selling
c. Canned presentation
d. Need presentation

32. STEP 3: MANAGE CUSTOMERS INQUIRIES AND OBJECTIONS
• Customers’ are the entrepreneur’s major
critique.
• Questions related to price or value
proposition.
• What is the biggest challenge of the seller?

33. STEP 4: CLOSE THE SALE
• Conditions of SALE.
• In processing the sale, the entrepreneur
should ensure that the customers will have a
seamless buying experience.
• Incorporate a value added feature.

34. STEP 5: DEVELOP A LONG-LASTING RELATIONSHIP WITH CUSTOMERS
• Closing the sale spearheads a long-lasting relationship with customers.
• The entrepreneur must ensure that he or she asks for customer
feedback regarding product or service.
• Entrepreneurs must also prepare their after –sales strategy to entice
customers.
• This way, entrepreneurs will save on additional marketing expenses to
acquire new customers.