QUARTER 3 WEEK 5

Learning Activity Sheets (LAS) in Entrepreneurship

Name of Learner: Grade and Section:

Date: Teacher:

ENTREPRNEURSHIP ACTIVITY SHEETS

The 7 P’s of Marketing and Branding

I. Learning Competency (MELC)

Recognize the importance of Marketing Mix in the Development of Marketing

Strategy

II. Background Information for Learners

The marketing strategy is the foundation of a marketing plan

A start up or a company’s strategy combines all of its marketing goals into one
comprehensive plan. A good marketing strategy should be drawn from market research
and focus on the product mix in order to achieve maximum profit and sustain the
business.

This module introduces the Marketing Mix, more popularly referred to as the 7P’s of
Marketing. 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.

Marketing Mix strategy is selecting and applying the best potential means to achieve the
organization’s vision and gain competitive edge.

Originally, there were only 4Ps but the model has been continually modified until it
became 7P’s.The original 4 P’s stands for product, place, price and promotion.
Eventually, three elements have been added, namely: people, packaging and positioning
to comprise the 7 P’s.

The 7 P’s of Marketing Mix

1. 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.

Product refers to any goods or services that are produced to meet the consumers’
wants, tastes and preferences. An example of goods includes 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. An example of services includes hair salons and accounting firms.
Services can be divided into consumer services, such as hair styling or professional
services, such as engineering and accounting

PLACE

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 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.

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 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.

2. PRICE

The price is a serious component of the marketing mix. What do you think is the
meaning of a 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. 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 10 penetrate the
market. If you already have a good number of market share then you can slowly increase
your price.

3. PROMOTION
Promotion refers to the complete set of activities, which communicate the product,
brand or service to the user. The idea is to attract people to buy your product over
others. Advertising, Personal Selling, Sales Promotion, Direct Marketing, and Social
Media are examples of promotion.

4. PEOPLE

Your team, a staff that makes it happen for you, your audience, and your advertisers
are the people in marketing. This consists of each person who is involved in the product
or service whether directly or indirectly. 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.
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. Therefore, the right people are essential

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in marketing mix in the current marketing scenario.

5. PACKAGING

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 Packaging is a silent hero in the marketing world. Packaging 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.
Packaging is highly functional. It is for protection, containment, information, utility
of use and promotion.

6. 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

Lesson 2: Develop a Brand Name

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. A well-defined brand strategy shakes all parts of a business and is
directly linked to customer needs, wants, emotions, and competitive surroundings

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, are described by
Pickton and Broderick in 2001.

Commonly Used Branding Strategy

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

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 3) Emotion
There should be an emotional voice, whispering "Buy me". This means you allow
the customers have 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 to 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.

III. Accompanying DepEd Textbook and Educational Sites

Ronaldo S. Batisan, DIWA Senior High School Series: Entrepreneurship Module. Diwa Learning
Systems Inc.

Angeles A. De Guzman. Entrepreneurship (For Senior High School, Applied subject, ABM Strand.

Lorimar Publishing, Inc 2018, 36-42

Raymund B. Habaradas and Tereso S. Tullao, Jr., Pathways to Entrepreneurship, 2016, Phoenics
publishing house, p.17-28

IV. Activity Proper

Activity #1.
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

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 Picture 3

Picture 4

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.

Activity # 2.

The Power of Color!

Complete the table below. For each color on the first column, write down the FIRST
company or product that comes into your mine when you see the color
.What’s the FIRST BRAND you think of when you see these colors?

1.Red
2.Blue
3.Black
4.Yellow
5.Orange
6.Green

Rubrics for Scoring

Score Description
15 The diagram is complete with the right brand written in its corresponding
color.
12 The diagram is lacking one (1) with the right brand written in its
corresponding
color.
9 The diagram is lacking two (2) with the right brand written in its
corresponding
color.
6 The diagram is lacking three (3) with the right brand written in its
corresponding
color.
3 The diagram is lacking four (4) with the right brand written in its
corresponding
color.

Assessment:

Identification:
Direction: Write the word or phrase that is being described or completes the thought of
each statement.
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 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 it.
3. An item that is built or produced to satisfy the needs of a certain group of
people.
4. It determines your firm’s profit and survival.

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 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. 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. Where your product or service is actually sold.
13. The place occupied by products in the heart 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.

Remember:
 Marketing mix constitutes of the 7P’s in case of products – product, price, place
and promotion. In case of services it constitutes of 3 more P’s – people, packaging
and positioning.
 All P's should be compatible in marketing mix. The price is compatible with
the product's placement. The product must be consistent with the
promotion. In general, all P’s are connected intrinsically.
 As a result, when you make a marketing mix, it becomes a chain of strong bonds.
Then these connections will lead you to lengthen the chain. Whenever you plan
to add or change existing features, you need to see the general image which
helps create a fresh product in marketing mix.
 Branding is absolutely critical to a business because of the overall impact it makes
on your company. Branding can change how people percept your brand, it can
drive new business and increase brand awareness.

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