The Marketing Plan Inputs by Josiah Go PDF Print E-mail
Saturday, 19 January 2013 10:52

(As a business consultant, two questions commonly asked from me is what business should I go into and how do I expand/improve my business. Here’s a marketing article by Chief Marketing Strategist Josiah Go of Mansmith and Fielders, Inc.,a leading training company in marketing, sales, strategy and innovation in our country, for 32 marketing insights. Hope Pep talk readers who have the same questions can pick or more tips from here and make Zamboanga City a place where new business will boom.)

It’s the start of marketing plan season again; many companies are assessing the business landscape to try to understand what’s happening in the marketplace.

It is important for marketers to understand that contrary to popular belief, when consumers make a buying choice, they do not decide based on marketing mix alone (product, place, promo, price) but on their own characteristics, i.e., cultural (culture, sub-culture, social class), social (reference groups, roles and status, family), personal (age and life cycle stage, occupation, economic situation, lifestyle, personality and self-concept) and psychological (motivation, perception, learning, belief and attitudes) factors.

Below is a list of 37 cultural, social, personal and psychological factors observed in the Philippines (included in the book “Fundamentals of Marketing in the Philippine Setting”, 2nd edition, Go & Escareal-Go, 2010), that should be considered when making your marketing plan:

1.        The increasing migration and the rise of middle class from the Overseas Filipino Worker (OFW) segment

2.        The vanishing breed known as housemaid

3.        The swelling number of netizens and their reliance on online tools to keep in touch (Facebook, Yahoo messenger) with friends and strangers (called digital “friends”)

4.        The addictive habits of texting

5.        The re-emergence of voice calls because of Sun Cellular and Bayan wireless

6.        The ownership of multiple mobile phones with different service providers

7.        The emergence of and reliance on opinion not from watchdog groups alone but from strangers in social media

8.        The absence of parents in a third of homes

9.        The immediate acceptance of foreign cultures (American music, Korean telenovelas, Indian yoga, Chinese feng shui, Japanese anime)

10.     The increasing role of women in the work force due to better education and social equality

11.     The expanding number of call center workers and their odd working hours to conform with the working time abroad

12.     The escalating market penetration of energy drinks

13.     The social diseases associated with the absence of parents (drugs, child sex abuse, teen pregnancy)

14.     The change in the boundaries and sequence of love, marriage, sex and family

15.     The rise of the number of single parents

16.     The rise of stay home “housebands” looking after children and house needs

17.     The emergence of more males as purchase decision makers of grocery products

18.     The increasing ratio of people 40 years old and above

19.     The trend towards late marriages and smaller families

20.     The rising acceptance of value brands and private labels like those of SM Bonus, National Book Store’s Best Buy, HBC’s personal care products and Generics Pharmacy

21.     The condemnation of non-environment friendly products and practices, especially among the middle and upper class

22.     The upgrading role of music as surrogate companion

23.     The continuous popularity of “tingi” (small portion), sachet, “lista” (credit) and 4-gives installment for better affordability

24.     The emergence of microfinancing options led by the Center for Agriculture and Rural Development Mutually Reinforcing Institution (CARD-MRI) with 1.2 million clients

25.     The growing popularity of network marketing

26.     The shift towards deliveries (food, medicine, car batteries, LPG, etc)

27.     The increasing demand for instant solutions (from food to medical remedies)

28.     The upward demand for healthier alternatives (yogurt, mineral water, fitness center, sugar free, organic)

29.     The desire to take care of self (multi-vitamins, Del Monte Fit n Right, C2 Envidia)

30.     The emerging consciousness of people to self-organize to help people in need during natural disasters

31.     The demanding lifestyle of the working class leading to stress and lack of sleep

32.     The growing consciousness in planning discretionary time

33.     The frequent visit to malls as an instant “escape”

34.     The increasing dominance on point of purchase activities (packaging, display, sampling, etc)

35.     The mounting strength of advocacy reputation as symbolic meaning in a purchase

36.     The improving openness about herbal remedies and natural treatment

37.     The intensifying acceptance of cosmetic surgery for self-esteem and work advantage

We hope this list can help trigger new insights and allow you to spot and exploit the next big opportunities in the marketplace, looking at underserved and unserved markets rather than solely relying on competing in the largely price and promo-driven served markets.  The former is via what is known as market-driving strategy that espouses more market penetration and new customer acquisition; the latter, the traditional market-driven strategy that espouses increasing market shares and brand switching tactics.

(For more sales and marketing, visit You can also connect with Josiah Go in his Facebook or twitter account: josiahgo.)

Be fair in business and be blessed. "You shall not have in your bag differing weights, a large and a small. You shall not have in your house differing measures, a large and a small. You shall have a full and just weight; you shall have a full and just measure, that your days may be prolonged in the land which the LORD your God gives you".(Deuteronomy 25:13-15)

by Dante Corteza