1. 10 Step Marketing Plan for:
St. Peregrine Institute – Lingap
E2D
3-L Alvin James B. Guinto
2012-2013

2. Disclaimer
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.

3. The Primary Target Market(PTM)
 18 to 25 Years old (Working Age)
 Class C-D
 Preferably Male
 Preferably Single
 Working Class Lifestyle
 Should be in a Healthy condition for
Laborious Work

4. PTM’s Needs, Wants and Demand
 NEED
 Further Education
 Degrees for compliance to work
 Other Qualifications
 Want
 Education of lower costs
 Convenient Location
 Quality of Education
 Demand
 Cheap Eduaction
 Better Job opportunities

5. COMPETITORS
 Brand and product that provide NWD
of my PTM
 Inexpensive College Insitutions
 Technical Vocational Schools
 Variables that affect choice of product
 Price
 Quality of Education

6. COMPETITORS
Positioning map:Social Class vs. Further Studies
Further Studies
Other Vocational
Stops Schooling Trade School Schools College
Class A-B ok ok
Class B-C ok ok ok ok
Class C-D ok ok ok

7. Gap Between Customers and
Competition
 Marketing opportunity
 Package the product in such away that its most
beneficial to the market. Assured employment both
locally and abroad after education.
 There are no vocational schools catering to the
construction training.
 Not being addressed
 The diminishing buying power of the community
 Lack of opportunity for employment and good
qualification for a good school.

8. Gap Between Customers and
Competition
 Unique selling proposition
 Education that assures you of Employment
Locally, and better Opportunities Abroad.
 Education – Employment – Deployment

9. Estimated Market Size
 With Bacoor population running at about
600,000 and is comprised of a working
force of 65%, and in the 65% roughly
20% is within the PTM which is 18 to 25,
we have a lead of about 120,000
potential students for the community
alone.
 Since this is a vocational course, a
trainee can avail of up to 2 courses per
year

10. Estimated Market Size
 Direct competitor is insignificant for this data since
there are no other institution within the area that is
offering the same training program.
 For other courses that share the same PTM
such as colleges, universities and other vocational
schools that offer a different program, on a rough
estimate.
 College and University 30%
 Vocational Schools 20%
 Doesn’t Push thru with school 50%

11. Estimated Market Size
 Looking on the estimates on the number of
people qualified for the program and
considering that a person can take two of
the four programs within a year. The
market’s potential monetary value annually
is estimated to be at 288 Million, but due to
the school’s limited capacity to
accommodate students, only 2 classes per
program can be offered with a maximum
population of 30 students each arriving at
5.7 Million pesos.

12. Product Description
 Lingap E2D
 A TESDA accredited Technical Vocational
Program which courses focus on
construction and real estate development.
 The program is partnered with different local
construction companies for assured on the
job training and employment locally.

13. Price
 Our programs costs at 12k to 16k per
program
 Other Vocation Schools that offers
different programs range from about
the same price.
 Colleges and Universities are way
more expensive than the program that
we are offering.

14. Sales and Promotions
MASS Personal
1. Public Relations 1. Personal Selling
2. Sales and 2. Word of Mouth
Promotions 3. Direct Marketing
3. Events and 4. Interactive
Experiences Marketing
4. Advertising

15. Sales and Promotions
 The approach of the program is to position it as a community
program of the institution to alleviate the quality of living in the
country, to do this, partnerships with various Local
Government Units and different National Agencies and
Departments to build Credibility of the program
 Scholarships coming from different granting bodies help in
boost enrolment for the program
 Endorsements to different communities(baranggays and
municipalities) in order to invite the program’s Primary Target
Market
 A Video Launch to be shown online and to be utilized during
orientation programs that will be done to sale the product.

16. Place
 The program/product is available in
the vicinity of the City of Bacoor and is
catering to its City and Neighboring
Municipalities.

17. Generic Winning Strategy:
Differentiation
 By offering a means of living rather
than simply an educational program,
this would entice the Primary Market
Further since this is a program which
has assurance.
 Being offered as an alternative for
other further education and still give
the opportunities of a better lifestyle.