What is DATA COLLECTION?

What are the ways in

collecting DATA?
 Lesson 1.
7 P’s of Marketing
and Branding
OBJECTIVES
1.describe the Concept of Marketing
Mix;
2. identify the seven P’s in the Marketing
Mix;
3. Appreciation of the importance of
Marketing Mix
You have started discovering a
new world – the world of
business. Who knows, one day
you may grow into one of the
successful entrepreneurs in our
country that our country can be
proud of.
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
1. __________________
on the space provided and 2.___________________
3. __________________
write something about the 4. __________________
term using your own 5. __________________
6. __________________
words. Write your answers 7.___________________
in your activity notebook.
What is MARKETING MIX?
a certain marketing
program or strategy
that will convey the
value of your product
to the target customers
The 7 P’s of Marketing Mix

“The first P in the Marketing Mix is the Product.

Marketing strategy typically starts with the product.
Marketers can’t plan a distribution system or set a
price if they don’t know exactly what the product
will be offered to the market “
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.
 GOODS
A. CONSUMER GOODS
B.BUSINESS GOODS

PRODUCT

SERVICES
• A. CONSUMER SERVICES
• LAWN CARE
• HAIR STYLING
• B. PROFESSIONAL
SERVICES
• ENGINEERING
• ACCOUNTING
• CONSULTANCY

The two (2) types of products

Consumer Goods Business Goods
The demand for consumer goods is a 'direct The demand for business goods is a
demand'. 'derived demand'. It is derived from the demand for
consumer goods, which are made using the business goods.
The number of buyers is great. Business goods have only limited number of buyers.
The buyers are found scattered in different parts of The buyers are found to be concentrating in certain regions
the country / world. only.
Each purchase will generally be of small value. Each purchase involves a very high amount (in money
terms).
Buying is much influenced by emotions. Buying cannot be influenced by emotions.
After-sale service is important in the case of After-sale service is of paramount importance in the case of
consumer durables. all business goods.
There are a number of middlemen in the market. The manufacturers of industrial goods supply directly to their
customers.
A buyer of consumer goods may not have thorough A buyer of industrial goods must have complete knowledge
knowledge of the goods he buys and uses. of the goods he buys and uses.
The reputation of the seller or manufacturer may not The reputation of the manufacturer is always important in
always be given importance in buying consumer buying industrial goods.
goods.
Inducements to the buyers in the form of cash Such inducements may not be common in the marketing of
discounts, free gifts, etc. are made always by those industrial goods.
marketing consumer goods.
The market for consumer goods is affected by The market for industrial goods is affected by technological
2. 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. “
STAGES OF DISTRIBUTION CHANNEL
Channel 1
 contains two stages between producer and
consumer - a wholesaler and a retailer.
A wholesaler
 typically buys and stores large quantities of
several producers' goods and then breaks into
bulk deliveries to supply retailers with smaller
quantities.
For small retailers
 with limited order quantities
 the use of wholesalers makes economic
sense.
Channel 2
contains one intermediary.
In consumer markets, this is typically a retailer.
A retailer
 is a company that buys products from a
manufacturer or wholesaler and sells them to
end users or customers.
 In a sense, a retailer is an intermediary or
middleman that customers use to get products
from the manufacturers.
Channel 3
 is called a "direct-
marketing" channel,
since it has no
intermediary levels. In
this case the
manufacturer sells
directly to customers.
3. PRICE
“The price is a serious component
of the marketing mix.”
What is PRICE?
narrowest sense
“price is the amount or value
that a customer gives up to
enjoy the benefits of having or
using 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 “With product,
 is determined by what promotion, and
place of marketing
(1)a buyer is willing to mix, it is one of the
pay, business variables
(2)a seller is willing to over which
organizations can
accept, exercise some
(3) the competition is degree of control.”
allowing to be charged.
One example of a pricing strategy is the penetration
pricing.
It is when the price charged for products and services is
set artificially low in order to gain market share. Once
this is attained, the price can be higher than before.
For example
if you are going to open a Beauty Salon, you need to
set your prices lower than those of your competitors so
that you can penetrate the market. If you already have
a good number of market share then you can slowly
increase your price.
 The Different Pricing Strategies and Its Definition
Pricing Definition
Strategies

Penetration Pricing The price charged for products and services is set artificially low in order to gain market share. Once this is achieved, the price is increased.

Skimming A company charges a higher price then slowly lowers the price to make the product available to a wider market because it has a
Pricing considerable competitive advantage. However, the advantage tends not to be sustainable. The high price attracts new competitors into the
market, and the price inevitably falls due to increased supply.
Competition Pricing A pricing method in which a seller uses prices of competing products as a benchmark instead of considering own costs or the customer
demand. In reality a firm has three options and these are to price lower, price the same or price higher than competitors
Product Line Pricing The practice of reviewing and setting prices for multiple products that a company offers in coordination with one another. Rather than
looking at each product separately and setting its price, product-line pricing strategies aim to maximize the sales of different products by
creating more complementary, rather than competitive, products. If you offer more than one product or service, consider the impact that
one product's or service's price will have on the others.
Bundle Pricing The act of placing several products or services together in a single package and selling for a lower price than would be charged if the items
were sold separately.
Premium Setting the price of a product higher than similar products. The goal is to create the perception that the products must have a higher value
Pricing than competing products because the prices are higher.
Psychological Pricing Psychological pricing is the practice of setting prices slightly lower than rounded numbers, in the belief that customers do not round up these
prices, and so will treat them as lower prices than they really are. This practice is based on the belief that customers tend to process a price
from the left-most digit to the right, and so will tend to ignore the last few digits of a price.

Optional Pricing The company earns more through cross-selling products along with a basic core product. The main product does not have many features
(and is priced low) which can be enhanced through optional or accessory products which are sold at premium by the same company.

Cost Plus Cost plus pricing involves adding a markup to the cost of goods and services to arrive at a selling price. Under this approach, you add
Pricing together the direct material cost, direct labor cost, and overhead costs for a product, and add to it a markup percentage in order to derive
the price of the product.
Cost Based A pricing method in which a fixed sum or a percentage of the total cost is added (as income or profit) to the cost of the product to arrive at
Pricing its selling price.
Value Based A price-setting strategy where prices are set primarily on consumers' perceived value of the product or service.
Pricing
4. 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.
PROMOTIONAL MIX
1. Advertising
a. 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 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 Relation or PR
PR
 In public relations, the
involves sharing information
article that features your with the public using platforms
company is not paid for. that do not require a payment,
The reporter, whether such as social media or
broadcast or print, writes through press releases
about or films your shared with magazines and
company as a result of newspapers. PR
professionals package
information he or she
information and disseminate it
received and researched. in the hopes that it will be
organically shared.
The goal of public relations is
to shape public perception of
a business, presenting a
positive image through
various strategies to its
various constituents.
3. Personal Selling
 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.
Personal selling involves a selling process
that is summarized in the following
Five Stage Personal Selling Process :
• Prospecting
• Making first contact
• The sales call
• Objection handling
• Closing the sale
4. Sales Promotions

 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
 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
 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
is a promotional method that
Forms of Direct
involves presenting information Marketing
about your company, product,  Brochure
or service to your target  Catalogs
customer without the use of an  Fliers
advertising middleman.  Newsletters
It is a targeted form of  Post cards
marketing that presents  Coupons Email
 Phone calls
information of potential interest  Text messages
to a consumer that has been
determined to be a likely buyer.
5. PEOPLE
“Your team, the staff that makes it happen for you,
your audience, and your advertisers are the people
in marketing. This consist of each person who is
involved in the product or service whether directly or
indirectly. “

are the ultimate marketing strategy. They

sell and push the product.
are one of the most important elements of
the marketing mix today. This is because of
the remarkable rise of the services industry.
Products are being sold through retail
channels today.
If the retail channels are not handled with the
right people, the product will not be sold.
Services must be first class nowadays. The
people rendering the service must be competent
and skilled enough so that that the clients will
patronize your service. The marketing efforts of
people are to create customer awareness, to
arouse customer interest, to educate customers,
to close the sale and to deliver the product.
Therefore,
“the right people are
essential in marketing mix in the
current marketing scenario.”
6. PACKAGING

 is a silent hero in the marketing world.

 refers to the outside appearance of a
product and how it is presented to the
customers. The best packaging should
be attractive enough and cost efficient
for the customers.
 is highly functional. It is for protection,
containment, information, utility of use
and promotion.
 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
When a company presents a product or
service in a way that is different from the
competitors, they are said to be
“positioning” it.
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.
Steps of the Position Process
Communicat

e and deliver

Define your on the

positioning positioning

Choose strategy strategy

competitive

Identify your advantages

competitive
that define
Confirm your advantages
your market
understanding
“niche”
of market

dynamics
Step 1: Confirm Your Understanding of Market Dynamics

At the start of the positioning process, you need a firm understanding of

your target market and answers to the following questions:
 In which product, service, or market category (also called the “frame of
reference”) do you plan to use this positioning?
 Which target segment is your focus for the positioning you are
developing?
 What factors do these buyers evaluate when they make a purchasing
decision?
 How do these buyers view your competitors in the category?
NOTE:
If you don’t have answers to these questions, you should consider
conducting formal or informal marketing research to reach a better
understanding of your target market and the market dynamics around it.
Step 2: Identify Your Competitive Advantages
Competitive advantage is some trait, quality, or capability that allows you to
outperform the competition. It gives your product, service, or brand an
advantage over others in purchasing decisions.

Competitive advantage may come from and or all of the following:

 Price: Something in your production process or supply chain may make it
possible for you to provide comparable value at a lower cost than
competitors.
 Features: You may provide tangible or intangible features that your
competitors do not: for example, more colors, better taste, a more elegant
design, quicker delivery, personalized service, etc.
 Benefits: You may provide unique benefits to customers that your competitors
cannot match. Benefits are intangible strengths or outcomes your customer
gets when they use your offering. For example, time savings, convenience,
increased control, enjoyment, relaxation, more choices, feeling better about
oneself, being more attractive, etc.
Note:
 Create a list of the things that make you
different from competitors in positive ways.
 Then identify which of these factors are also
competitive advantages: the influential
factors that help you perform better in the
marketplace and cause customers to
choose your product, service, or brand over
other options.
Step 3: Choose Competitive Advantages That
Define Your Niche

“Your list of competitive advantages represents a

set of possible positioning strategies you could
pursue for your product, service, or brand. The
next step is to examine how these factors fit into
customer perceptions of your broader competitive
set. Your goal is to pick a positioning approach
that gives you a unique and valued position in the
market that competitors are not addressing. “
 How to Create an Effective Market
Positioning Strategy?

1. Determine company uniqueness by comparing to

competitors
Compare and contrast differences between your
company and competitors to identify opportunities.
Focus on your strengths and how it can exploit these
opportunities.
2. Identify current market position
 Identify your existing market position and how the new
positioning will be beneficial in setting you apart from
competitors.
3. Competitor positioning analysis
 Identify the conditions of the marketplace and the amount of
influence each competitor can place on each other.
4. Develop a positioning strategy
 Through the preceding steps, you should achieve an
understanding of what your company is, how your company
is different from competitors, the conditions of the
marketplace, opportunities in the marketplace, and how
your company can position itself.
What are the 7P’s?
1.Product
2. Place
3. Price
4. Promotion
5. People
6. Packaging
7. Positioning
What’s More
A. Draw to Survive

Direction: Create a Concept Map for the 7 P’s of Marketing Mix. Create your Concept Map in your activity
notebook.
Rubrics for Scoring

Score Description

15 The illustration of the concept map is clear and complete.

12 The illustration of the concept map is complete.

9 The illustration of the concept map is lacking 1.

6 The illustration of the concept map is lacking 2

3 The illustration of the concept map is lacking 3.

 LESSON 2
Developing a Brand Name
OJECTIVES
1.Developed a Brand Name.
2.Appreciate the importance
of Marketing Branding
What comes to your mind when you hear
the word “coffee”?

How about “milk”?

When you are asked to name a

“toothpaste” or a “soft drinks, what will
you think and say first?
Now as a future entrepreneur,
how do you describe the sales of your
product being displayed on the shelves of
various malls and groceries beside the
product with a brand name?
Do you think the consumers will notice or
remember it? Branding will ultimately
reside(s) in the mind of every consumers,
thus, it plays a significant role in every
business.
What is Brand Name?

is a name, symbol,

or other feature that
distinguishes a
seller's goods or
services in the
marketplace.
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.
Experts believe that a good
brand can result in better
loyalty for its customers, a
better corporate image and a
more relevant identity.
As more customers continue to differentiate
between emotional and experienced
companies, a brand may be the first step
forward in your competition instead of price
points and product features.
The question is,
can you build a brand which truly talks to your
audience?
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?

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
 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.
ACTIVITY
My Imaginary Product
Draw your product and give it a name. Follow the task guide bellow. Draw it
in your activity notebook. Then, write a short explanation by describing the
product and why you come up with its name.

Who are your

Target Market? What is your
Suitable Name for
Product ?
( age, gender, the Product
( description )
income)

Suitable Color for Suitable shape for Suitable Material for

the Packaging the Packaging the Packaging

Justify your Brand

Sketch the Product, Create a Brand
Name using the
sketch the logo Name
Branding Strategies