E. ZOBEL FOUNDATION, INC.

SHS DEPARTMENT

ENTREPRENEURSHI
P
Developing a Business
Plan: 7P’s of Marketing
Mix

LESSON 7
Find the P’s
Directions: Think of words or terms related to the topic 7P’s of Marketing Mix and then find the words
that start with letter P and write something about it using your own words.
7P’s of Marketing Mix: Product
 Product is anything that satisfies a need or a want. It can be sold to a

market for acquisition, use or consumption. It includes physical products,

service, persons, places, organization and ideas. It is also defined as the

tangible good or the intangible service that the business offers to its

customer in order to satisfy their needs and to produce their expected

output.
Four Classification of Consumer
Products
1. Convenience Products these are regularly and
immediately bought, low priced and have many
purchase locations. It includes staple goods, impulse
goods and emergency goods.
 2. Shopping Products are items for which buyers are
willing to spend considerable effort in planning and making
a purchase, these products also have little purchase locations
and buy less frequently.
3. Specialty Products are items for which there is no
acceptable substitute in the consumers’ mind. They possess
one or more unique characteristics where a significant
group of buyers is willing to expend considerable effort to
obtain them.
4. Unsought Products are items that are purchased when a
sudden problem has to be solved. This requires new
innovation and much advertising and personal selling.
 Key Stages in the lifecycle of any product or
service.
1. Product Development - at this point your product
or service is only an idea.
The new product planning involves a series of steps:
1.1 Idea Generation
Methods:
A. Brainstorming – sharing ideas, comments, suggestions of members
B. Analyzing Existing products - learn how market is captured
successfully
C. Visiting suppliers’ facilities – suppliers’ raw materials can be used
as a method to innovate and modify existing products.
D. Surveys – get feedback from customers and potential market.
E. Reading trade publications – inspirational stories of successful
entrepreneurs can be a basis for creating new products.
2. Introduction - launching of product or
service in the marketplace and objective is
to generate customer interest. Heavy
spending on marketing confronts the
entrepreneur.
3. Growth- your product or service is
establishing itself, sales are growing and
profit margins are good.
4. Maturity - sales growth is slowing or has
even stopped. You've been able to reduce
production and marketing costs, but
increased competition has driven down
prices. Now is likely to be the best time to
invest in a new product.
5. Decline - new and improved products or
services are on the market and competition
is high. Sales fall and profit margins
decline.
WRITTEN WORK 6
Product Lifecycle Chart
Directions: Group the list of products and services below according to the stage of
their life cycle.
Nokia 3210 Phone Chatbots Electric vehicles Image Recognition

Bluetooth wireless Smart glasses Facemasks Typewriters

earphones
Self-driving cars Smart Touch DVD’s & CD’s Friendster
screen Televisions
Books Manufacturing Foldable Phones Online education
Robots
Landline Speech Smartwatches Movie Theater
Telephones Recognition
 Product
Development
Introduction Growth Maturity Decline
 7P’s of Marketing Mix: Price
Price refers to the amount of money paid by the customer to the
selling firm so the customer can use the product. It is the value of a
thing or service that is expressed in terms of money. In simple
marketing terms, price is the whole amount of money that is equal to
cost plus all incidental expenses paid for goods or services. It is the
only element among the seven P’s of the marketing mix that generates
sales revenues.
FORMATIVE ACTIVITY
Know my Value!
Directions: Look for a product with a label at your home, then draw it on the box. Then, answer the guide
questions that follow.

Guide Questions:
1. What is the name of the product?
_______________________________________________________________________________________________________________________________
2. How much is the product?
_______________________________________________________________________________________________________________________________
3. Does the price of the product suit the quality of the product? State your reasons.
______________________________________________________________________________________________________________________________________
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 7P’s of Marketing Mix: Place
In the marketing mix, the process of moving products from the
producer to the intended user is called place. In other words, it is how
your product is bought and where it is bought. This movement could be
through a combination of intermediaries such as distributors,
wholesalers and retailers.
What is the right location?
 The right location refers to that one which will bring the highest
possible benefits to the firm. The wrong location is one which will bring
the most disadvantages to the small business. Although finding a good
location proves to be challenging, even more challenging is maximizing
the potentials of that location.
 Initial Location Screening
In finding a good location, one needs to consider the following:

1. The number of customers residing or working in the area, and the number of customers who
frequently pass through the area.

2. The density or number of customers per unit area.

3. The access routes to alternative locations and their traffic count in those routes.

4. The buying habits of customers or where they buy, at what time and how frequent.

5. Locational features such as parking spaces, foot access, creature comfort, and the like.
 Benefits of a very Good/Strategic Location

1. Attract lots of customers- customers prefer to buy their needs in a

very strategic location. Gaisano for example is quite nearer compared to
Robinsons so most people living near that place prefer to buy in
Gaisano rather than in Robinson due to proximity or distance, but of
course there are other factors that they consider like the price or
convenience.
2. Helps improve sales- good location helps to remove barriers to sales.
Once a customer is physically close to your store, you have a far better
chance of persuading them to purchase from you.
3. Attract new customers- good location attracts new customers, KCC
or SM malls for example, it is located within the city, and the
transportation is very accessible so plenty of new customers are coming
every day.
4. Maintain loyal customers- satisfied and happy customers are
maintained if the location is very comfortable and convenient to stay.
5. Get to know your customers better- while a good location is
designed to attract new customers, good services, justifiable prices are
also a way to maintain and know your existing customers better.
FORMATIVE ACTIVITY
Am I in a Good Place?
Directions: Identify three (3) or more businesses in your town which you think are in a very
Good Location and very Bad Location.

Good Location Bad Location

Explain why you think they are in good and bad locations.
_____________________________________________________________________________________________________________________________
_____________________________________________________________________________________________________________________________
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 7P’s of Marketing Mix: Promotion
Promotion refers to communicating information between the

company and potential buyers to influence buying attitudes and

behavior.

1. Advertising – this consists of any form of paid, non-personal

presentation of ideas, goods, or services by an identified sponsor.

 ELEMENTS OF ADVERTISING

3. It is non-personal,
1. Advertising is a form of
unlike personal selling.
communication.

4. It communicates facts and

2. It pays for the use of the information, not the actual
communication media. goods, services, ideas or
institutions.
 ELEMENTS OF ADVERTISING

5. It is openly persuasive and 6. It is a marketing

convincing in order to sell or function.
secure favorable
consideration.
 Classification of Advertising

A. Advertisements by
C. Advertisements by
manufacturers service businesses

B. Advertisements by resellers E. Advertisement by

(wholesalers and retailer) governmental units

C. Advertisements by service F. Advertisements by individuals

businesses
 II. According to media used

A. Print Media – these are advertisements in newspapers, magazines, and journals. Payment is
based on per column centimeter.

B. Broadcast media – these are advertisements in television and radio. Payment is based on
time measured per 30 seconds.

C. Outdoor Advertising – Neon signs, streamers, billboards, Poster panels, aerial signs.
Measured on the basis of space occupied and duration of occupancy.

D. Transit Advertising – billboard/neon advertisements on public utility vehicles.

duct or service.
E. Field Advertising – uses a vehicle that roams around subdivisions or places
announcing a new product through a loudspeaker.

F. Movie Advertising – advertisements on theaters. Important consideration

for advertising fee is the seating capacity of the movie house and audience
class.

G. Direct Advertising – handouts, leaflets, catalogues, brochures, advertising a

product or service.
 III. According to Objectives

A. Promotional Advertising – it mentions a brand of product or service

intended to stimulate demand.

B. Institutional Advertising – it advertises an outlet’s name without

mentioning any brand, intended to develop goodwill.
2. Sales Promotion – this is a promotion activity that stimulates interest,
trial, or purchase by final customers. Examples of sales promotion are the
use of coupons, point-of-purchase display materials, samples, signs,
catalogs, novelties, and circulars.
3. Public Relations – refer to the activities of an organization, person or institution
directed toward one or more groups of people, such as employees, consumers,
dealers and stockholders, for the purpose of creating goodwill and an understanding
of its policies.

4. Publicity - is the dissemination of news and information about a person, product,

service, idea or institution through mass media in order to create impressions to the
public. It uses mass media without openly paying for them.

5. Personal Selling – this involves direct contact/ communication made by

representatives of business firms to induce the purchase of merchandise or services
by oral persuasion.
WRITTEN WORK 7:

TRENDING BUSINESS!
Directions: Draw the product (physical products, services, persons, places, organizations and ideas) that
you want to offer in your business in the first box. Write the Price of your product or service at the star. Write
the slogan/tagline on how you will promote your business in the second box.
 7P’s of Marketing Mix: People

People are the most important element of any service or experience.

Services tend to be produced and consumed at the same moment, and
aspects of the customer experience are altered to meet the 'individual needs'
of the person consuming it. Most of us can think of a situation where the
personal service offered by individuals has made or tainted a tour, vacation
or restaurant meal.
❖Buying Preferences
Remember, people buy from people that they like, so the attitude, skills
and appearance of all staff need to be first class.
Some ways in which people add value to an experience, as part of the
marketing mix –

• Training • Personal • Customer

Selling Service
FORMATIVE ACTIVITY:
PEOPLE MATTERS!
Directions: Write a short story about owning a business showing the importance of
people in a company and the preparation made for the employees to become
effective in dealing with the customer like training and seminars.
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 7P’s of Marketing Mix: Packaging

An activity of designing & producing the container for a product.

Packaging is one of the most important parts of marketing. As clothing
is for humans, packaging is for products.
 Functions of Packaging

1.Protection & preservation 4. Forms part of sales promotion

1.Product information 5. Adds to the appeals of the

product

1.Promotion of corporate identity

 Types of Packaging

• Shipping • Secondary • Primary

Packaging Packaging Packaging

Objectives of Packaging

1. Identify the 2. Convey descriptive 3. Facilitate product

and persuasive transportation and
Product protection
information

4. Assist at-home 5.Aid product

storage consumption
 Packaging as a Marketing Tool
1. Self-service - Describe product features, create consumer
confidence and make a favorable overall
impression.

2.Consumer affluence - Consumers are willing to pay little more for

convenience, appearance and prestige of
better packaging.

3. Company and brand image - The company logo defines the company.
4. Innovation opportunity - Unique or innovative packaging can bring
big benefits to consumers and profits to
produce.
 Main Attributes of Packaging

1. Communication

5. Protection and
2. Use convenience Preservation

3. Market and Brand

4. Safety
Appeal
 Effective Packaging
4. Appropriate language,
1. Creative and
with necessary legal
Unique information.

2. Appropriate colors, 5. Easy to access and

fonts, easy to read labels. doesn’t look tampered

3. Use of Images 6. Simple

FORMATIVE ACTIVITY:
IDENTIFY ME!
Directions: Identify the types of packaging used in the pictures whether it is PRIMARY, SECONDARY
or TERTIARY.

1. _______________________________ 2._______________________________ 3._______________________________

4.. _______________________________ 5. _______________________________

 7P’s of Marketing Mix: Positioning

Product’s Position is the way the product is defined by

consumers on important attributes - the place the product
occupies in consumers’ minds relative to competing products.
Positioning Strategies

1. Positioning by specific
product attributes

2. Positioning by
benefits

3. Positioning for user

category
 Steps to Choosing and Implementing a Positioning Strategy

Step 1: Identifying Possible Competitive Advantages: Competitive Differentiation

Step 2: Selecting the Right Competitive Advantage: Unique Selling Proposition (USP)

Step 3: Communicating and Delivering the Chosen Position

 Product Differentiation

1. Physical Attributes 2. Service Differentiation

3. Personnel
Differentiation

4. Location 5. Image Differentiation

 Which Differences to Promote

1.Important to customers 5. Preemptive

1.Distinctive 6. Affordable

1.Superior 7. Profitable

4. Communicable to customers
WRITTEN WORK 8
BUSINESS POSITIONING AND LOGO MAKING
B. Directions: Draw (3) three business logos that you are familiar with then identify the names of the
product or company they are representing. Then, answer the questions that follow.

1. 2. 3.

Guide Questions:

1. Why did you choose these three logos?

2. Why do you think is it important to choose the best brand name and
positioning for your product or service?
PERFORMANCE TASK 4

PASTE THE P’s

Directions: Look for newspapers or magazines of pictures of the 7P’s of
Marketing Mix, then cut them out and write a brief explanation about each
picture.

Product Price Place

Packaging Promotion Positioning

People
 SCORING RUBRIC
STANDARDS 4 3 2 1
OUTSTANDING ACCOMPLISHED DEVELOPING NEEDS
IMPROVEMENT
Concept Has a clear picture of Has a fairly clear Has brainstormed Little effort has been
what they are trying picture of what their concept but no spent on thinking of
to portray. they are trying to clear focus has the concepts for
portray. emerged. each picture.
Description Has adequate Can describe what Pictures were not Unclear descriptions
descriptions of each they are trying to clearly defined based were made and no
marketing mix. portray in each on the concepts. description at all.
Indicates a clear picture. Indicates Indicates fair Presentation is off
understanding of the good understanding understanding of the topic.
topic. of the topic. topic.
Creativity The output shows a The piece Minimal evidence of The piece shows
unique level of demonstrates creativity was shown little to no evidence
originality and originality and in the piece, of creativity and
creativity. somewhat original thought.
creativity.