ENTREPRENEURSHIP

IN RELATION TO THE
BUSINESS OPPORTUNITY

SECOND QUARTER
 1. Describe the Concept of Marketing

Mix;
ENTREPRENEURSHIP

2. Identify the seven P’s in the

Marketing Mix
AFTER READING THIS MODULE, 3. Appreciate the importance of
YOU SHOULD BE ABLE TO:
Marketing Mix and Branding; and

4. Developed a Brand Name

2ND QUARTER

Introduction
Marketing mix
Product
Place
Price
Promotion
People
Packaging
Positioning
Developing a Brand Name
ENTREPRENEURSHIP
THIS PRESENTATION THE COVERS THE KEY ASPECTS OF
MARKETING MIX AND BRANDING FROM THE ENTREPRENEUSHIP.
YOU WILL LEARN ABOUT THE 7 P’S OF MARKETING AND HOW TO
DEVELOP A BRAND NAME EFFECTIVELY.
2ND QUARTER

THE MARKETING MIX IS A SET OF

CONTROLLABLE AND
INTERRALATED VARIABLE
COMPOSED OF PRODUCT,
AN OVERVIEW
PLACE, PRICE, PROMOTIONS,
PEOPLE, PACKAGING, AND
POSITIONING.
DEFINITION
The first P in the Marketing Mix is
Product. Marketing strategy starts
here because without knowing the
product, distribution and pricing
can't be planned.
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.
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.
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.

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.
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.
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 fast-developing
advertising medium is
gaining popularity for its
effectiveness over radio,
thanks to its sound and
visual elements that
create a lasting
impression.
PRINT

The print media carry

their messages entirely
through the visual mode.
These media consist of
newspapers, magazines
and direct mail.
ELECTRONIC

Advertise on your
company website with
key info, protect sections
via passwords for
members, and send ads
through direct email as
part of your strategy.
WORD OF MOUTH

Word-of-mouth
advertising is vital, as
each satisfied customer
can bring in many
others. It’s highly
credible, with individuals
risking their reputation
to recommend your
business purely to help
others.
GENERIC

Commodity promotion is
done without linking to
a specific brand or
producer. Producers
collaborate to boost
overall demand,
benefiting their sales,
often funding these
efforts through check-off
program assessments.
In public relations (PR),
articles about your
company are unpaid.
Reporters write or film
based on information
they’ve gathered and
researched.
Personal selling is when
a salesperson matches
product benefits to client
needs, focusing on
building long-term
relationships.
Sales promotion involves
initiatives to boost sales,
usage, or trials of a
product or service,
outside of other
marketing
communications.
FREE GIFTS
A newly opened store, for example, may offer the first 10
customers free items worth 100 pesos.

FREE SAMPLE
giving free sample to introduce new product to the marketplace,
to see how they like the product or try something otherwise.
FREE TRIAL
A free trial lets consumers try a new product risk-free, often
used for unique market offerings.

CUSTOMER CONTESTS
Contests offer the customer a chance to win prizes like cash or
store merchandise.
SPECIAL PRICING
Special pricing offers consumers a temporary discount or
bulk purchase deal, like 3-for-100-pesos instead of 35 pesos
each.
FORMS OF DIRECT MARKETING
Brochure --- Email
Coupons --- Fliers DIRECT MARKETING DIRECTLY
Catalogs --- Phone calls PRESENTS INFORMATION ABOUT
YOUR COMPANY, PRODUCT, OR
SERVICE TO TARGET CUSTOMERS
News letters ---- Text messages WITHOUT USING AN
ADVERTISING MIDDLEMAN,
Post cards FOCUSING ON LIKELY BUYERS.
The fifth P in the
Marketing Mix is People.
This includes your
team, audience, and
advertisers, all crucial
in marketing. People
drive the strategy,
selling and promoting
the product. With the
rise of the services
industry, having the right
people is essential for
product sales through
retail channels.
Packaging, the sixth P in
the Marketing Mix, is a
silent hero. It refers to
the product's
appearance and
presentation. Effective
packaging should be
attractive and cost-
efficient while serving
functions like protection,
containment,
information, utility, and
promotion.
 P ROT E CT ION

1. PROTECTION
A major function of packaging is to protect natural &
manufactured products from the effects of time
and environment. The protection function has
several categories.
 P ROT E CT ION

PROTECTION

B. PHYSICAL PROTECTION:
Packaging also provides physical protection,
enhancing shock resistance, internal product safety,
and reducing damage from vibration, snagging,
friction, and impact.
 P ROT E CT ION

PROTECTION

C. SAFETY:
Special protective packaging is needed for harmful
products like inflammable gases, radioactive
elements, and toxic materials. It should also prevent
easy access by children.
 P ROT E CT ION

PROTECTION

D. WASTE REDUCTION:
Packaging also serves to reduce the amount of waste
especially in case of food distribution.
 CON T A IN M E N T

2. CONTAINMENT:
This involves merging unit loads for
shipping using adhesives, steel and
plastic straps, shrinkable/stretchable
films, and wraps around entire pallets.
 IN F ORM AT ION

3. INFORMATION:
Packaging provides key information such as
product features, ingredients, net weight,
manufacturer's name and address, and
maximum retail price (MRP).
 U T IL IT Y OF U SE

4. UTILITY OF USE:
Convenience packaging is used for foods,
household chemicals, drugs, adhesives, paints,
cosmetics, paper goods, and more. It includes
dispensing devices, prepackaged hot meals,
and disposable medical packaging.
 P ROM OT ION

5. PROMOTION:
Companies use attractive colors, logos,
symbols and captions to promote the
product that can influence customer
purchase decision.
The seventh P in the
Marketing Mix is
Positioning. It's the
process of
differentiating a
product or service to
create an image in the
target market's mind.
Effective positioning can
attract diverse customers
for different reasons, like
two people buying the
same phone for its price,
fashion, durability, or
battery life.
 ]

1. FUNCTIONAL POSITIONS
DEAL WITH SOLVING A PROBLEM, PROVIDING
BENEFITS AND GETTING A FAVORABLE
PERCEPTION FROM INVESTORS,
STOCKHOLDERS AND CONSUMERS.
 ]

2. SYMBOLIC POSITIONS
DEAL WITH SELF-IMAGE ENHANCEMENT, EGO
IDENTIFICATION, BELONGINGNESS, SOCIAL
MEANINGFULNESS AND AFFECTIVE
FULFILMENT
 ]

3. EXPERIENTIAL POSITIONS
DEAL WITH PROVIDING SENSORY OR
COGNITIVE STIMULATION.
 P OSIT ION IN G P ROCE SS

CONFIRM YOUR UNDERSTANDING OF MARKET DYNAMICS

To begin positioning, you need a clear understanding of your target market by
answering these questions:
• What product, service, or market category will this positioning apply to?
• Which target segment are you focusing on?
• What factors do these buyers consider when purchasing?
• How do these buyers perceive your competitors?
 P OSIT ION IN G P ROCE SS

IDENTIFY YOUR COMPETITIVE ADVANTAGES

A competitive advantage is a trait, quality, or capability that helps your product, service, or
brand outperform competitors in purchasing decisions. This advantage may stem from:
Price: Efficient production or supply chain allows for lower costs.
Features: Unique qualities, such as more colors, better taste, faster delivery, or
personalized service.
Benefits: Intangible strengths like convenience, time savings, enjoyment, or increased
choices that competitors can’t match.
 P OSIT ION IN G P ROCE SS

CHOOSE COMPETITIVE ADVANTAGES THAT DEFINE YOUR NICHE

Your competitive advantages offer potential positioning strategies for your product,
service, or brand. Next, evaluate how these align with customer perceptions of your
competitors. The goal is to choose a unique, valued market position that competitors
aren’t addressing.
Compare and contrast
differences between your
company and competitors to
identify opportunities. Focus
on your strengths and how it
can exploit these
opportunities.
Identify your existing market
position and how the new
positioning will be beneficial
in setting you apart from
competitors.
Identify the conditions of the
marketplace and the amount
of influence each competitor
can place on each other.
These steps help you
understand your company's
identity, its differences from
competitors, market
conditions, opportunities, and
potential positioning.
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?
As a future entrepreneur, how would you
describe the sales of your product
displayed alongside well-known brands in
malls and groceries? Will consumers
notice or remember it? Branding is key,
as it ultimately resides in consumers'
minds and plays a crucial role in business
success.
is a name, symbol, or feature that sets a
seller's goods or services apart. It’s a
valuable asset, representing customers'
overall experience with your business.
Brand strategy is a long-term plan to
build a popular brand and achieve
business goals.
"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).
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.
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.
Create an emotional connection that
invites customers to feel part of your
brand. Find ways to connect deeply,
making them feel like family and using
emotion to foster brand loyalty.
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.
"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.
It is equally important for your
employees to be well versed in how they
communicate with customers and
represent the brand of your product.
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.
Do not be frightened of competition.
Take it as a challenge to improve your
branding strategy and craft a better
value in your brand.
1. Start with a Hook (1 Minute)
Begin with a powerful statement, story,
or statistic that grabs attention.
Clearly state your business idea in a
single sentence, showing its uniqueness
or problem-solving potential.
2. Define the Problem (1-2 Minutes)
•Describe the problem or gap in the
market that your business addresses.
•Explain why this problem matters,
using data or real-life examples if
possible.
3. Present Your Solution (1-2 Minutes)
•Outline your product or service as the
solution to the problem.
•Highlight what makes it innovative,
unique, or better than existing options.
4. Describe the Target Market (1 Min)
•Define your ideal customers and their
demographics.
•Briefly explain the size and potential
growth of this market.
5. Explain the Revenue Model (1-2 Min)

•Show how your business will make

money. Be specific about your revenue
streams.
•Include pricing, subscription plans, or
any other relevant financial model
details.
6. Showcase Your Competitive
Advantage (1 Minute)

•Identify your key competitors and

explain what sets your solution apart.
•Mention any unique technology,
patent, or team expertise that gives you
an edge.
7. Share Your Go-to-Market Strategy
(1 Minute)

•Briefly outline how you plan to reach

and attract customers.
•Highlight initial marketing tactics,
partnerships, or distribution channels.
8. Present Financial Projections &
Milestones (1-2 Minutes)

•Give an overview of projected revenue

and profit for the next 3-5 years.
•Mention any major milestones you aim
to achieve, such as product launches or
growth benchmarks.
9. Team Introduction (1 Minute)

•Introduce the key members of your

team and their relevant skills or
experiences.
•Explain how the team’s expertise
contributes to the business’s success.
10. End with an Ask (1 Minute)

•Specify what you’re asking for (e.g.,

funding amount, mentorship, strategic
partnerships).
•State how the investment or support
will help grow the business and reach
its goals.