[MUSIC] Hello, week five, last stage of the marketing plan project. Again, once again, we are dealing with Hotel Ipsum. Rafael Escuego, trying to improve the performance of the hotel and putting together a marketing plan. The last state of the marketing plan is expected results. And basically, the expected results we're trying to find what should be the most likely output of this marketing plan? And basically, expected results is like a deal. So basically, you're saying if you give me this budget, I'm going to deliver these results. And it's like a promise of the results of the marketing plan. One thing that is important is that for every single objective that you define in the marketing strategy part of the marketing plan, which is the second part, you need to define expected results. And specifically, you need to define a measurement tool, okay? So it should be expected results and marketing strategy were two parts, part two and part four, should be very much link together. So let me take you back to the different objectives and then we're going to talk about the expected results. The first one was a financial objective. In this case, we're trying to deliver a specific profit, $864,000. And so basically in the expected results part, we're going to produce a profit and loss account. Very simple, don't complicate yourself, just sales minus production cost or cost of goods sold. That is going to deliver a gross profit. Then minus the marketing and sales expenses or the marketing budget, and what is left is the net contribution. That's it, that's all we need, we don't need more. Just focus on these things. Everything is in the case. And that is going to give you the expected results and the financial objectives. Non-financial objectives, if you define any non-financial objective for this marketing plan, you need to put here in this last part. A measurement tool, in order to figure the result, if you're going to deliver that objective. For example, if you're talking about brand awareness, I want to increase brand awareness, then at the end, you need to put a measurement tool to evaluate if you are reaching the brand awareness that you want to reach or no. Next is going to be attraction, retention. So the customer objectives. So once again, probably you need to have some idea in terms of what percentage of your customer is going to be new customers and what percentage of your customer is going to be repetition customers or loyal customers. And finally, the measurement of the target segment and the positioning. That could be, once again, measuring your customer base and seeing if you're reaching the objective that you want to reach. For example, in terms of business travelers, leisure travelers, weekend travelers or week travelers. Okay, so once again, remember, for every single objective that we define, we need to put here in the expected results some measurement tools. Okay, once we finish with this we're ready to produce the final document, okay. The final presentation which is going to be the full marketing plan, okay? So, in a short format, so five pages, no more than that. Remember that you're going to be peer reviewing others, so try and respect this five-page cut. Probably one page could be analysis, okay? And that's more than enough for the analysis part. One page could be marketing strategy definition. So objectives, the finishing of objectives. Two pages for the marketing niche, which is the longest part of the marketing plan. And one final page for closing with the expected results. Now we're going to be ending in five pages of a probably very good and attractive marketing plan. And with this, we should finish. You will peer review other marketing plans. And in this process of reviewing others and producing your own marketing plan, I'm sure you're going to consolidate your learning and you're going to end up knowing very well how to do a marketing plan. Thank you very much. [SOUND]
