MARKETING

OUTLINE OF THE LESSON

What is Marketing? Branding
The 8P’s of Marketing: Importance of Branding
Product Making your Marketing Plan
Price Layout of the Marketing Plan
Packaging
People
Place
Positioning
Promotion
Prospect

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Hello!
WHAT IS MARKETING?
￮ Creating and accumulating customers.
￮ These are designed to capture a
market share and defeat competitors.

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 Product

8P’s of Positioning Packaging

Marketing
Marketing
Prospect Mix People

Promotion Place

Price

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1
Positioning
The act of designing the company’s offer & image
so that it occupies a distinct and valued place in
the target customer’s minds.
“ Style on a
budget.
- TARGET

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“ For macho guys
(and “macho
wannabes”)
- Harley Davidson
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Overlapping Objectives
1. Has a an enterprise objective
- Scans the market environment and decides to
position itself with the products that specifically
address the needs of the chosen target market.

2. Competitive perspective
- Different and distinguishes itself from its
competitors

3. Takes the customer’s perspective

- The way customer’s perceive the product or
service in mind.

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￮ LONGITUDE
Represents the product features
and attributes of competitors

￮ LATITUDE
lays out what’s important to the
different customer segments from
their different point of view.

-- Durability and Functionality

-- Design and Aesthetics

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Branding
serves 3
purposes:
1 2 3

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WE ALL REMEMBER THE FIRST,
BUT NOT THE SECOND.
Branding and brand equity goes hand-in-hand.
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2
Product
Tangible good or intangible service that the
enterprise offers to its customers in order to
satisfy their needs and to produce their
expected results.
General
types of
Products:
1 2 3 4

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 BREAKTHROUGH
PRODUCT

iPhone
New performance
Place your screenshot here
benefits
One of the biggest
breakthrough product of
this generation

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General types
of Products
Differentiated Products
New space in the mind of the
customer different from the
space occupied by existing
products.
There are ADDITONAL benefits in
an existing product.

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General types of
Products
Copycat Products Niche Products
These products does not Do not intend to
make much impression on compete directly with
the consumer’s minds. the giants
Aggressive advertising Targets specific group of
may add to market people
demand but at a greater
cost than the leading
bands.

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3
Packaging
The process of putting the product in a package
or container. It can also mean the bundle of
products or services that are put together to
attract the customers. Delivery
Container used
for the product
Materials used for the
container:
Paper, plastics, Stickers, etc.

It identifies the product, describes its

features and benefits, and complies with
government rules on specifying its
contents, weight, chemical composition
and potency.

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Bundle of
products/service
What products go together
and are sold together?
Most of the time these are products
that complements each other.

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CONSIDER QUALITY AND
FUNCTIONALITY
There is more to just aesthetics
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4
Place
Location, location, location!
The nature of the business and the type of
the product significantly determine the
most appropriate place for the business.
Factors in Location
1. The cost of buying or renting, renovating, and
operating the location.
Clustering of
2. Customer volume, drop-in rates (what competitor
percentage of customer traffic would stop establishme
by the store) and sales conversion ratios nts
(what percentage of drop-ins would actually
purchase something from the store).
3. Revenues based on the volume and mix of
goods and services expected to be sold at
certain prices.
4. Profits.

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Factors in Location
Image and Exact fit to Clustering of
Location target competitor
Condition customers establishments
Physical look, Is the foot
sanitary traffic
conditions, connected to
crime and the target
safety levels market?

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Factors in Location
Future Area of Fiscal and
Development Regulatory
Signs of development Requirements
in the area Low tax rates, good
governance, excellent
infrastructure and
great public service.

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Relevant location
drivers:
Physical Customer Traffic Industry
Proximity to flow Clustering
Target Market
Contact with Competitors
Easily accessible customers clustered in one
“peak hours” and location; a
“slow hours” fiercer
competition
Convergence of Population Activity Hubs
Multiple Concentration
Industries large schools,
The greater the
high-rise
Central business number of
buildings, public
districts, people, the
parks ,
Shopping malls, greater the
transportation
and public number of wants
terminals and
markets; one- and needs
etc.
stop shopping
experience 25
“ The location
is perfect.
- TARGET

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 PROMOTIONS
Traditional or Non-traditional? 27
PROMOTION
Function of The business Raising
informing, communicate customer
persuading, s to the target awareness of
and consumers the a product or
influencing the pertinent brand,
consumer’s information generating
purchase about the sales, and
decision. product creating brand
including its loyalty
benefits, price
and position in
the market.

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Types of Promotions
Any paid form of non personal presentation and promotion of ideas, goods,
Advertising or service by an identified sponsor.
(Broadcast, print, internet, mobile.)

Short-term incentives to encourage the purchase or sale of a product or

Sales Promotion service.
(Discounts, displays, coupons, demonstrations)

Personal presentation by the firm sales force for the purpose of making sales
Personal Selling and building customer relationship.
(Sales Presentation, Trade shows, Incentive programs)

Building good relationships with the company’s various publics by obtaining

favorable publicity, building good corporate image, and handling or heading
Public Relations off unfavorable humor, stories, and events.
(Press releases, sponsorships, events, web pages.)

Direct connections with carefully targeted individual consumers to both

Direct Marketing obtain an immediate response and cultivate lasting customer relationships.
(Catalogs, direct-response, TV, Kiosks, internet, mobile marketing)
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Factors for an
Effective Promotion
• The credibility of the communicator

• The message and the medium of the

message

• The receptiveness of the audience to all

that is being communicated

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6
Price
What are we willing to give up for
something in return.
Factors affecting
product pricing:
1. Availability of the competing products
2. Cost of making the products
3. Type of product
4. Presence of substitute products
5. Stages of the product in the market
6. Demographic profile of the target
consumers
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Basis for
Pricing:

1 2 3

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 Salon A Salon B Salon C
Low Cost Value for Money De Luxe Service
Php 45 Php 85 Php 125
Located 1 hr away by car Located 15 min away by Located next to your
or transit car or transit office
Next available Next available Next appointment is in 1
appointment is in 3 weeks appointment is in 1 week day
Hours: Mon-Fri, Hours: Mon-Fri, Hours: Mon-Sat ,
9am – 5pm 8am – 10pm 8am – 10pm
Estimated wait at salon is Estimated wait at salon is By appointment –
about 2 hours 30-45 minutes estimated wait at salon
is about 0-15 min

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Other Pricing
Strategies
1. Introductory or promotional pricing to
launch a new product
2. Charge different prices in different
geographical areas to take care of
additional logistics costs in farther locations
or to accommodate the lower purchasing
power in poorer geographic areas
3. Discount pricing given to loyal and regular
customers to maintain their patronage

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7
People
Individual employees or workers who are
directly involved in the marketing and
sales of the product or service.
Culture of the organization
People are your biggest
assets in the business.
People are the ultimate marketing strategy
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8
Prospect
These are your target market,
your customers.
People are your biggest
assets in the business.
It’s a people’s world
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1
“ We Find ways”

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2
“Just do it”

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3
“Ang sarap ng
filling mo”

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4 WHAT COMES TO YOUR
MIND WHEN YOU HEAR
THE WORD
“TOOTHPASTE”?
“SOFTDRINKS”?

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 Branding
Associated features, attributes, benefits, or value 45
of the product with the brand.
 Branding
￮ Brand – Name, design, color, symbol, quality, features, or a
combination of these elements that make the product separate
and distinct from similar products of competitors.

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IMPORTANCE OF BRANDING
They associate the features, attributes,
benefits, or value of the product with the
brand.

Consumers sometimes become familiar with

the brand name than with the product itself.

They position the brand, and not the product,

at the back of their mind.

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