Republic of the Philippines

DEPARTMENT OF EDUCATION
Region IV-A CALABARZON
PROVINCE OF BATANGAS
St. Blaise Community Academy, Inc.
San Luis, Batangas/ [email protected]
 043 – 740-960609997646638 / 09218539116

Name of Student: ________________________________________________

Present Address: _________________________________________________ Contact no.____________________
Subject Matter: ENTREPRENEURSHIP- ABM/HUMSS/STEM/ICT GRADE 12
Topic: 7 P’S of Marketing Mix (Module 1-3 Quarter 4)/ Second Semester

This module was written for you to accomplish at home. It was carefully designed so that you can work at your own pace and allow
self-discovery of the concept through activities that you will perform. Activities were also selected to allow independent learning
which also aims to develop students ‘reading comprehension skills through understanding written texts.
After going through this lesson, you should be able to:
1. Describe the Marketing Mix (7Ps) in relation to the business opportunity
PRODUCT, PLACE, PRICE, PROMOTION, PACKAGING, POSITIONING, PEOPLE
2. Develop a brand name

Direction: Choose the correct answer.

1) It is a set of controllable and interrelated variables composed of product, place, price and promotions that a company assembles to
satisfy a target group better than its competitor.
a. Price b. Marketing Mix c. Product d. Packaging
2) The amount that a customer pays for to enjoy it.
a. Price b. Marketing Mix c. Product d. Packaging
3) An item that is produced to satisfy the needs of a certain group of people.
a. Price b. Marketing Mix c. Product d. Packaging
4) It is a tangible product. Its example includes tires, MP3 players, clothing and etc.
a. Branding b. Positioning c. Goods d. Place
5) It can be intangible or tangible as it can be in the form of services or goods.
a. Price b. Marketing Mix c. Product d. Packaging

What's NEW

Find the P’s

Directions: Think of words or terms related to the topic that starts with letter “P” and find the words in the grid horizontally,
vertically, or diagonally. Write the Words or Terms on the space provided and write something about the term using your own words.

1. _________________________
2. _________________________
3. _________________________
4. _________________________
5. _________________________
6. _________________________
7. _________________________

WHAT IS IT

The 7 Ps of Marketing Mix

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There are several important frameworks which you can utilize for the purpose of marketing your product and services. A very crucial
structure among these is the “7 P’s of Marketing. The framework of “7 Ps of marketing” includes product, place, price, promotion
people, packaging and positioning. Realizing these P’s in the most ideal manner can turn out to be very profitable, however, you
should totally see each description of the 7 P’s first.

1. Product refers to any goods or services that is produced to meet the consumers’ wants, tastes and
preferences. Examples of goods include tires, MP3 players, clothing and etc. Goods can be
categorized into business goods or consumer goods. A buyer of consumer goods may not have
thorough knowledge of the goods he buys and uses. Examples of services include hair salons and
accounting firms. Services can be divided into consumer services, such as hair styling or
professional services, such as engineering and accounting.

There are 2 types of goods. Consumer Goods and Business Goods. The table below shows the
comparison between the 2 types of goods.

2. PLACE
Place is the second P in the Marketing Mix. Place represents the location
where the buyer and seller exchange goods or services. It is also called as the
distribution channel. It can include any physical store as well as virtual stores or online
shops on the Internet.
It is one thing having a great product, sold at an attractive price. But what if:
• Customers are not near a retailer that is selling the product?
• A competing product is stocked by a much wider range of outlets?
• A competitor is winning because it has a team of trained distributors or sales
agents who are out there meeting customers and closing the sale?
Place matters for a business of any size. It is a crucial part of the marketing mix.
The main function of a distribution channel is to provide a link between production and
consumption.

Stages of Distribution Channel

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3. PRICE
The third P in the Marketing Mix is price. The price is a serious component of the
marketing mix. What do you think is the meaning of Price?
In the narrowest sense, price is the value of money in exchange for a product or
service. Generally speaking, the price is the amount or value that a customer gives up
to enjoy the benefits of having or using a product or service. Thus, customers
exchange a certain value for having or using the product – a value we call price. In
commerce, price is determined by what (1) a buyer is willing to pay, (2) a seller is
willing to accept, and (3) the competition is allowing to be charged. With product,
promotion, and place of marketing mix, it is one of the business variables over which
organizations can exercise some degree of control.

The Different Pricing Strategies and Its Definition

4. PROMOTION
Promotion is the fourth P in the Marketing Mix. Promotion refers to the complete
set of activities, which communicate the product, brand or service to the user. The idea
is to create an awareness, attract and induce the consumers to buy the product, in
preference over others. The following are the most common medium in promoting a
product and this is called promotional mix.

PROMOTIONAL MIX

1. ADVERTISING
• Radio
Advertising by means of radio gives the advantage of selecting the territory and
audience to which the message is to be directed. It is also cheaper than TV advertising.
• Television
This is the latest and the fast-developing medium of advertising and is getting
increased popularity these days. It is more effective as compared to radio as it has the
advantages of sound and sight. On account of pictorial presentation, it is more
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effective and impressive and leaves a lasting impression on the mind of the viewer.
• Print
The print media carry their messages entirely through the visual mode. These
media consist of newspapers, magazines and direct mail.
• Electronic
You can also advertise electronically through your company website and provide
important and pertinent information to clients and customers. You can protect some
parts of your website through passwords and give access to member customers. You
can also send advertisements via direct e-mail as part of your promotional strategy.
• Word of Mouth
Word-of-mouth advertising is important for every business, as each happy
customer can steer dozens of new ones your way. And it's one of the most credible
forms of advertising because a person puts their reputation on the line every time they
make a recommendation and that person has nothing to gain but the appreciation of
those who are listening.
• Generic
The promotion of a particular commodity is without reference to a specific
producer, brand name or manufacturer. Producers join together to expand total
demand for the commodity, thereby helping their own sales. These activities are often
self-funded through assessments on marketing called check-off programs

2. PUBLIC RELATIONS OR PR
In public relations, the article that features your company is not paid for. The
reporter, whether broadcast or print, writes about or films your company as a result of
information he or she received and researched.

3. PERSONAL SELLING
Personal selling occurs when an individual salesperson sells a product, service
or solution to a client. Salespeople match the benefits of their offering to the specific
needs of a client. Today, personal selling involves the development of longstanding
client relationships.

4. SALES PROMOTIONS
Sales promotion is any initiative undertaken by an organization to promote an
increase in sales, usage or trial of a product or service (i.e., initiatives that are not
covered by the other elements of the marketing communications or promotions mix).

Sales Promotion Technique

• Free Gifts
There are many ways to utilize this particular sales promotion technique. A newly
opened store, for example, may offer the first 10 customers free items worth 100
pesos.
• Free Samples
Providing free samples is a technique used to introduce new products to the
marketplace. Samples give the consumer a chance to see how well they like a product
or try something they otherwise would not normally buy.
• Free Trial
A free trial is a way for a consumer to try a new product while eliminating risk. It
may be used when a product is unique to the marketplace.

• Customer Contests
Contests offer the customer a chance to win prizes like cash or store
merchandise.
• Special Pricing
Special pricing is used to offer consumers a lower price for a period of time or to
purchase in multiple quantities. For example, a retailer may offer a product that
normally costs 35 pesos at a price of 3-for-100-pesos during the promotional period.

5. DIRECT MARKETING
Direct marketing is a promotional method that involves presenting information
about your company, product, or service to your target customer without the use of an
advertising middleman. It is a targeted form of marketing that presents information of
potential interest to a consumer that has been determined to be a likely buyer.

5. PEOPLE

People are the ultimate marketing strategy. They sell and push the product.
People are one of the most important elements of the marketing mix today. This is
because of the remarkable rise of the services industry.

6. PACKAGING
Packaging is the sixth P in the Marketing Mix. Packaging is a silent hero in the
marketing world. Packaging refers to the outside appearance of a product and how it
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is presented to the customers.

Five Basic Functions of Packaging

1) Protection:
One of the major functions of packaging is to provide for the effects of time and
environment for the natural and manufactured products. The protection function can
be divided into some classes.
A. Natural deterioration:
It is caused by the interaction of products with water, gases and fumes, microbiologic
organisms like bacteria, yeasts and molds, heat, cold, dryness, contaminants and
insects and rodents.
B. Physical protection:
The packaging is also used for physical protection, which include improving shock
protection, internal product protection and reducing shock damage caused from
vibration, snagging, friction and impact.
C. Safety:
A special kind of protective packaging is required for products that are deemed harmful
to those who transport them or use them. These products include extremely
inflammable gas and liquid, radioactive elements, toxic materials etc. The packaging
should also be done so that children could not easily use or dispose them.
D. Waste reduction:
Packaging also serves to reduce the amount of waste especially in case of food
distribution.
2) Containment:
This involves merging of unit loads for shipping. It starts with spots of adhesives on
the individual shippers that stick them together, straps of steel and plastic, entire
coverings of shrinkable or stretchable plastic films and paper or corrugated wraps that
surround an entire pallet of product
3) Information:
The packaging conveys necessary information to the consumers. The common
information that packaging provides include general features of the product,
ingredients, net weight of the contents, name and address of the manufacturers,
maximum retail price (MRP).

4) Utility of use:
The convenience packaging has been devised for foods, household chemicals, drugs,
adhesives, paints, cosmetics, paper goods and a host of other products. This type of
packaging includes dispensing devices, prepackaged hot metals, and disposable
medical packaging.
5) Promotion:
Companies use attractive colors, logos, symbols and captions to promote the product
that can influence customer purchase decision.

Packaging Decisions:

i. Packaging concept:
This defines what the package should be or do for the particular product in terms of
size, shape, materials, color, text, and brand mark and tamperproof ability
ii. Engineering tests:
This will ensure that the package stands up under normal conditions
iii. Visual tests:
This is to ensure that the script is legible and colors are harmonious
iv. Dealer tests:
This is to ensure that the dealers find the packages attractive and easy to handle
v. Consumer tests:
This is to ensure favorable consumer response

7. POSITIONING
Finally, the seventh P in the Marketing Mix is Positioning. When a company
presents a product or service in a way that is different from the competitors, they are
said to be “positioning” it. Positioning refers to a process used by marketers to create
an image in the minds of a target market.
Solid positioning will allow a single product to attract different customers for not
the same reasons. For example, two people are interested in buying a phone; one
wants a phone that is cheaper in price and fashionable while the other buyer is looking
for a phone that is durable and has longer battery life and yet they buy the same exact
phone.
There are three basic concepts for positioning. These are Functional Positions,
Symbolic Positions and Experiential Positions. Functional Positions deal with solving
a problem, providing benefits and getting a favorable perception from investors,
stockholders and consumers. Symbolic Positions deal with self-image enhancement,
ego identification, belongingness, social meaningfulness and affective fulfilment and
Experiential Positions deal with providing sensory or cognitive stimulation.
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Brand Name is a name, symbol, or other feature that distinguishes a seller's
goods or services in the marketplace. Your brand is one of your greatest assets
because your brand is your customers' over-all experience of your business. Brand
strategy is a long-term design for the development of a popular brand in order to
achieve the goals and objectives.
Branding is a powerful and sustainable high-level marketing strategy used to
create or influence a brand. Branding as a strategy to distinguish products and
companies and to build economic value to both customers and to brand owners, is
described by Pickton and Broderick in 2001.

Commonly Used Branding Strategies

1) Purpose
"Every brand makes a promise. But in a market in which customer confidence is
little and budgetary observance is great, it’s not just making a promise that separates
one brand from another, but having a significant purpose," (Allen Adamson).
How can you define your business purpose? According to Business Strategy
Insider, purpose can be viewed in two ways:

a. Functional. This way focuses on the assessments of success in terms of fast

and profitable reasons. For example, the purpose of the business is to make
money.
b. Intentional. This way focuses on fulfillment as it relates to the capability to
generate money and do well in the world.

2) Consistency
The significance of consistency is to avoid things that don’t relate to or improve
your brand. Consistency aids to brand recognition, which fuels customer loyalty

3) Emotion
There should be an emotional voice, whispering "Buy me". This means you allow
the customers to have the chance to feel that they are part of your brand.
You should find ways to connect more deeply and emotionally with your
customers. Make them feel part of the family and use emotion to build relationships
and promote brand loyalty.
4) Flexibility
Marketers should remain flexible too in this rapidly changing world. Consistency
targets at setting the standard for your brand, flexibility allows you to adjust and
differentiate your approach from your competition.
According to Kevin Budelmann, "Effective identity programs require sufficient
consistency to be identifiable, but sufficient variation to keep things fresh and human,"
so if your old tactics don't work anymore, don't be afraid to change. It doesn’t mean it
worked in the past it may still work now.
5) Employee Involvement
It is equally important for your employees to be well versed in how they
communicate with customers and represent the brand of your product.
6) Loyalty
Loyalty is an important part of brand strategy. At the end of the day, the emphasis
on a positive relationship between you and your existing customers sets the tone for
what potential customers can expect from doing business with you.
7) Competitive Awareness
Do not be frightened of competition. Take it as a challenge to improve your
branding strategy and craft a better value in your brand.

6|E N T R E P R E N E U R S H I P
GENERAL DIRECTIION: USE THE ANSWER SHEET AT THE BACK FOR ALL OF YOUR ANSWERS

A. My Imaginary Product
Draw your product and give it a name. Follow the task guide bellow. Draw it in your
answer sheet paper. Then, write a short explanation by describing the product and why
you come up with its name.

Here are some useful phrases that may help you with your tasks and explanations:

My Target Market is/are ________________________________________________,

that is why I choose this product.

I would like to introduce my new product __________________________________.

I chose the name ______________________________________________ because
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________.

You can use it to _____________________________________________________

___________________________________________________________________
___________________________________________________________________.
I chose the Brand Name _________________________________________ because
___________________________________________________________________
___________________________________________________________________

7|E N T R E P R E N E U R S H I P
Paste the P’s
Look for newspapers or magazines. Find and identify pictures related to the P’s
in Marketing Mix. Cut out the pictures, sort and paste them on the box, then write a
short description on the line next to the picture.

PICTURE 1

PICTURE 2

PICTURE 3

PICTURE 4

8|E N T R E P R E N E U R S H I P
Identification
Write the word or phrase that is being described or completes the thought of each
statement.
______________1. It is a set of controllable and interrelated variables composed of
product, place, price and promotions that a company assembles to satisfy a target group better than its competitor.
______________2. The amount of money that a customer pays for to enjoy a product or service.
______________3. It is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or
service.
______________4. It occurs when an individual salesperson sells a product, service or solution to a client.
______________5. It can be intangible or tangible as it can be in the form of services or goods.
______________6. The way your product or service appears from the outside.
______________7. A marketing model that modifies the 4Ps model.
______________8. It is responsible for every element of your sales, marketing strategies, and activities.
______________9. It refers to how a business creates awareness in the market.
______________10. It claims a new space in the mind of the customer different from the spaces occupied by existing products.
______________11. The ultimate marketing strategy.
______________12. This is where your product or service is actually sold.
______________13. The place occupied by products in the hearts and minds of the
consumers.
______________14. A name, symbol, or other feature that distinguishes a seller's goods or services in the marketplace.
______________15. A powerful and sustainable high-level marketing strategy used to create or influence a brand.

Which category in 21st Century skills do you think the core of our topic falls in? (Communication, collaboration, creativity, critical
thinking, productivity, leadership and technology literacy). Explain why.

Prepared by:

MRS. SHEENA H. PILARCA

ENTREPRENEURSHIP INSTRUCTOR

9|E N T R E P R E N E U R S H I P
**THIS PORTION OF THE MODULE SHOULD BE SUBMITTED BACK TO MRS SHEENA FOR CHECKING**

Name of Student: ________________________________________________

ANSWER SHEET
Present Address: _________________________________________________ Contact no.____________________
Subject Matter: ENTREPRENEURSHIP GRADE 12
Topic: 7 P’S of Marketing Mix (Module 1-3 Quarter 4)/ Second Semester

GENERAL DIRECTIION: USE THE ANSWER SHEET AT THE BACK FOR ALL OF
YOUR ANSWERS

A. My Imaginary Product
Draw your product and give it a name. Follow the task guide bellow. Draw it in your
answer sheet paper. Then, write a short explanation by describing the product and why
you come up with its name.

Here are some useful phrases that may help you with your tasks and explanations:

My Target Market is/are ________________________________________________,

that is why I choose this product.

I would like to introduce my new product __________________________________.

I chose the name ______________________________________________ because
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________.

You can use it to _____________________________________________________

___________________________________________________________________
___________________________________________________________________.
I chose the Brand Name _________________________________________ because
___________________________________________________________________
___________________________________________________________________

10 | E N T R E P R E N E U R S H I P
Paste the P’s
Look for newspapers or magazines. Find and identify pictures related to the P’s
in Marketing Mix. Cut out the pictures, sort and paste them on the box, then write a
short description on the line next to the picture.

PICTURE 1

PICTURE 2

PICTURE 3

PICTURE 4

Identification
Write the word or phrase that is being described or completes the thought of each
statement.
______________1. It is a set of controllable and interrelated variables composed of
product, place, price and promotions that a company assembles to satisfy a target group better than its competitor.
______________2. The amount of money that a customer pays for to enjoy a product or service.
______________3. It is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or
service.
______________4. It occurs when an individual salesperson sells a product, service or solution to a client.
______________5. It can be intangible or tangible as it can be in the form of services or goods.
______________6. The way your product or service appears from the outside.
______________7. A marketing model that modifies the 4Ps model.
______________8. It is responsible for every element of your sales, marketing strategies, and activities.
______________9. It refers to how a business creates awareness in the market.
______________10. It claims a new space in the mind of the customer different from the spaces occupied by existing products.
______________11. The ultimate marketing strategy.
______________12. This is where your product or service is actually sold.
______________13. The place occupied by products in the hearts and minds of the
consumers.
______________14. A name, symbol, or other feature that distinguishes a seller's goods or services in the marketplace.
11 | E N T R E P R E N E U R S H I P
______________15. A powerful and sustainable high-level marketing strategy used to create or influence a brand.

Which category in 21st Century skills do you think the core of our topic falls in? (Communication, collaboration, creativity, critical
thinking, productivity, leadership and technology literacy). Explain why.

Prepared by:

MRS. SHEENA H. PILARCA

UCSP INSTRUCTOR

12 | E N T R E P R E N E U R S H I P
13 | E N T R E P R E N E U R S H I P