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Serve the overall business

strategy. It is
summarized in seven Ps
by which the enterprise
will engage competitors
and gain customers
Is the way the customers perceive
the enterprise and its products
or services in their minds.
refers to an overall strategy that
"aims to make a brand occupy a
distinct position, relative to
competing brands, in the mind
of the customer".
Is a tangible good or the
intangible service that the
enterprise offers to its
customers in order to satisfy
their needs and to produce
their expected results.
1.Breakthrough products – are which give the
customer a product which is technologically
and creatively superior to the
existing product which is present in the
market.
Offer completely new performance benefits.
Marketing breakthrough products need a
higher level of customer education and
orientation.
Try to claim a new space in the mind of
the customer different from the
spaces occupied by existing products.
is a marketing strategy that focuses on
showing off the differences between
your product or business and the
competition.
a product that has been
designed, branded or
packaged to look exactly
like that of a well-
established competitor; a
cheap imitation.
Do not intend to compete
directly with the giants. They
are products with lower reach,
lower visibility, lower prices,
and lower top of mind.
Serves several important purposes, which
elevate it to one of the 7Ps of marketing.

First, packaging identifies the product,


describes its features and benefits, and
complies with the government rules on
specifying its contents, weight, chemical
composition, and potency. Packaging
provides easy brand identification for the
consumers.
Second, packaging differentiates the product
from its competitors and even from its other
brand offerings.

Third, packaging lengthens the lifespan,


physically protects, and extends the
usefulness of the product

Fourth, packaging has become an


environmental issue
Location must be based on the following

1. Image and location conditions


2. Exact fit to target market
3. Clustering of competitor establishments
4. Future area development
5. Fiscal and regulatory requirements.
Distribute, promote, price,
and sell the products in
the most attractive
market places
1. To create customer
awareness
2. To arouse customer interest
3. To educate customers as they
evaluate their buying choices.
4. To close the sale and deliver
the products.
Availability – means that the enterprise has the goods
or services on hand.
Accessible – means that the customers can easily get
the product from their usual buying places or the
products can be conveniently delivered to them
Adequate – means the products meets the quality and
delivery specifications of the customer.
Acceptable – means that the customer is convinced by
the selling points of the product, finds very little or
no objectionable features in the product, and accepts
the conditionality, warranties, and amenities given by
the seller
Affordable – means the price and payment terms are
right.
Is the explicit communication
strategy adopted by an
enterprise to elicit the
patronage, loyalty, and
support not only from its
customers but also from its
other significant stakeholders.
JOSIE M. MACARAEG

ROWENA M. SUYAT

LADYLYNN B. MACASABUANG