q1 Entrepreneurship m7
q1 Entrepreneurship m7
RT
12
P E
LE
O
PR
EN
T
S A
E RN
M
OR
OV F
G
OT
N
Entrepreneurship
Quarter 1 ˘ Module 7:
Marketing Mix: Promotion, People, Packaging,
and Positioning
Republic Act 8293, section 176 states that: No copyright shall subsist in any work
of the Government of the Philippines. However, prior approval of the government
agency or office wherein the work is created shall be necessary for exploitation of
such work for profit. Such agency or office may, among other things, impose as a
condition the payment of royalties.
Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this module are owned by their respective copyright
holders. Every effort has been exerted to locate and seek permission to use these
materials from their respective copyright owners. The publisher and authors do not
represent nor claim ownership over them.
ii
Introductory Message
This Self-Learning Module (SLM) is prepared so that you, our dear learners, can
continue your studies and learn while at home. Activities, questions, directions,
exercises, and discussions are carefully stated for you to understand each
lesson.
Each SLM is composed of different parts. Each part shall guide you step-by-
step as you discover and understand the lesson prepared for you.
Pre-tests are provided to measure your prior knowledge on lessons in each SLM.
This will tell you if you need to proceed on completing this module or if you
need to ask your facilitator or your teacher’s assistance for better
understanding of the lesson. At the end of each module, you need to answer
the post-test to self-check your learning. Answer keys are provided for each
activity and test. We trust that you will be honest in using these.
In addition to the material in the main text, Notes to the Teacher are also
provided to our facilitators and parents for strategies and reminders on how
they can best help you on your home-based learning.
Please use this module with care. Do not put unnecessary marks on any part
of this SLM. Use a separate sheet of paper in answering the exercises and tests.
And read the instructions carefully before performing each task
If you have any questions in using this SLM or any difficulty in answering the
tasks in this module, do not hesitate to consult your teacher or facilitator.
Thank you.
iii
Entrepreneurship
Marketing Mix: Promotion,
12
People, Packaging and
First Quarter
Week 7 Positioning
Objective/s:
1. Describe promotion, people, packaging, and positioning
concerning the business opportunity;
2. Develop promotional activities of a particular product;
3. Create packaging for a particular product; and
4. Write a positioning statement for a particular product.
What I Know
Directions: Read each item very carefully. Choose the letter of your answer
and write on a separate sheet of paper.
2. It is a type of broadcast through both free and cable channels. The content
is to be exclusively public affairs, entertainment, children’s programs, or
educational TV.
a. Radio c. Television
b. Billboard d. Print
1
4. What is relatively low cost but high exposure to heavy traffic along major
thoroughfares?
a. Cinema c. Billboard
b. Websites d. Television
6. Which of the following should the seven elements (7Ps) of the marketing mix
focus?
a. Advertisement c. Target Market
b. Business Plan d. Market Research
7. Which of the following orders are the correct steps to consider before a
company launch advertising campaigns?
1. Selecting Media
2. Determining advertising message
3. Identifying the target market
4. Managing and coordinating the marketing communication process
5. Establishing advertising objectives
a. 5,2,3,1,4 c. 1,2,3,4,5
b. 3,5,2,1,4 d. 2,3,5,1,4
11. Which of the options is a viable advertising vehicle in the Philippines since
1922 and the most accessible media?
a. Print c. Billboard
b. Television d. Radio
2
12. It is the extent to which consumers are familiar with the distinctive qualities
or image of a particular brand of goods or services.
a. Advertising Campaigns c. Product Development
b. Personal Selling d. Brand Awareness
13. Which of the following catches the attention of new buyers in a crowded
marketplace and reinforces value to returning customers?
a. Packaging c. Product
b. Positioning d. Place
15. Which essential element of the marketing mix includes everyone involved
in the products or services, whether directly or indirectly?
a. Price c. People
b. Product d. Packaging
What i s It
The company's strategy is a must in all areas at the start of the operation;
this incorporates all the company's marketing goals into one complete plan.
The firm’s marketing plan must be strong and focus on market research and
the product mix to maximize profit and sustain the firm. The marketing strategy
is stated to be the foundation of a marketing plan.
After this standard development of marketing strategy, there is the
"Seven P Formula," as we call it. It can be used to analyze and re-evaluate
business actions regularly. Product, Price, Place, Promotion, Packaging,
People, and Positioning are the seven elements. Because goods, markets,
consumers, and demands change so quickly, it is critical to evaluate these
seven Ps regularly to ensure the company stays on track and achieves the best
results possible in today's market. To effectively demand from its customers, the
corporation must align the 7Ps of marketing (product, price, place, promotion,
people, packaging, and positioning). The target market must be the focus of
3
all seven factors. They should add value by meeting the requirements and
desires of their customers.
The previous module lets you acquainted with the product, price, and
place concepts, which made you see the product as a business opportunity,
established a channel to sell the product, and used pricing effectively. This
chapter will introduce you to the final four Ps: promotion, people, packaging,
and positioning.
PROMOTION
As employed in the 7Ps, promotion is a broad term that encompasses
advertising, promotions, personal selling, publicity, and public relations. Figure
1 shows how marketing businesses communicate product information and
other advertising messages to their customers using the Marketing Model. The
advertiser is the party that aims to transmit a commercial message to the
customer in the context of advertising.
Sender Receiver
Advertiser Message Consumer
Encoding Decoding
Barriers
Feedback
4
Advertising
A recognized sponsor's paid and public presentation of products,
services, or ideas through media is characterized as advertising. The following
are the most typical advertising goals:
§ To build awareness
§ To inform
§ To persuade
§ To remind
Advertising Campaigns
Companies go through the following procedures before initiating advertising
campaigns:
1. Identifying the target market
2. Establishing advertising objectives
3. Determining advertising message
4. Selecting media
5. Organizing and coordinating marketing communications
Promotions
Promotions are short-term activities or a series of activities to increase the
sales of a product or service. These are steps that a business can do to entice
clients to buy now rather than later. Promotions can be classified into two
types:
1. Trade Promotions- These are intended for marketing intermediaries such
as retailers.
2. Consumer Promotions- These are aimed at the public. Consumer
promotions are intended to encourage product sampling, encourage
brand switching, or reward customer loyalty.
Personal Selling
When a salesman sells a product, service, or solution to a client, it is
known as personal selling. When products/services are highly technical,
sophisticated, durable, expensive, or not actively sought out by customers,
personal selling is required in the marketing mix, especially when the clients are
organizations and institutions rather than individual customers.
Public Relations
Through publicity and other nonpaid kinds of communication, public
relations cultivate and maintain the goodwill of an organization's many publics
(customers, employees, investors, suppliers, and so on). Support for the arts,
philanthropic activities, education, athletic events, and other civic
involvement are examples of these endeavors.
Publicity
Publicity is a type of communication written and produced by public
relations specialists to promote a client's positive public image. Text, audio, and
video news releases about an individual or organization are common forms of
publicity. Newspapers, magazines, radio and television stations, Internet sites,
and other media types get them.
6
PEOPLE
People are a crucial part of the marketing mix. This includes anyone who
is directly or indirectly involved with the product or service. Not everyone in this
group communicates with customers. However, each of these individuals has
a specific role in creating, marketing, distributing, and delivering products and
services to clients.
7
them if they have questions or issues about the items or services. Companies
should hire customer-friendly employees who are ready to respond to their
customers' requirements. Customer service is important to help your company
stand out from the competition. Some goods perform the same purpose and
have the same configuration. In these situations, customers seek out brands
and businesses that can provide them with excellent customer service. As a
result, companies should invest in training their customer care representatives,
including the technical and human aspects of the position.
PACKAGING
In a saturated marketplace, a company's packaging attracts new
buyers and reaffirms value for current customers. Here are some ideas for
making your package more useful:
• Design for differentiation. A good design may help people quickly
recognize your brand and can also highlight product features. For
example, if you are a shampoo firm, you can mark different hair kinds
with different colors on the container.
• Provide valuable information. Product education or brand
reinforcement can be done right on your packaging. To surprise and
please your customers, include clear directions or an unexpected
feature.
• Add more value. Exceed your clients' expectations by providing them
with useful, well-designed extras, such as a free toothbrush from their
dentist, a free estimate from a roofer, or a freestyling guide from their
hairdresser.
POSITIONING
The process of transmitting a brand's image into the minds of consumers
is known as positioning. The goal is to make the brand stand out among
competitors. Why does a company need a brand image or a brand position?
The first reason is to remind yourself. Customers have a hard time recalling
brands that lack a distinct image. When a customer needs a specific product
or service, he will only consider the brands on his mental shopping list. Those
8
are the brands he recalls and remembers. Other brands that have not
cemented their place in the customer's mind will be excluded.
9
as pink, lavender, and other feminine colors. Products aimed at the highest
income classes would be priced significantly higher.
What I Can Do
Activity 1: Let’s ACT like a STAR.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
10
2. A retailer selling T-shirts wants to launch a sales promotion. He normally
sells his T-shirts at P200.00 each but is willing to sell at only P100.00 to boost
sales. What message would be most effective in advertising his sales?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Sale Signs
T-shirts P100.00 Only T-shirts Buy One, Take One
T-shirts 50% Off T-shirts P100.00 Off
T-shirts P200.00 Buy One, Get One
T-shirts – 1st Shirt P199.00, 2nd P1.00
Free
3. In your opinion, which of the sale signs shown above would be the most
effective? Why? Defend your choice.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
11
What’s Mor e
Reflection questions:
1. What is the importance of product packaging?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Product/Service
Unique
Beneficial
Credible
12
Rubrics for Rating Activities 3 and 4
Points Remarks Descriptions
Extremely developed the content, and learners
5 Excellent demonstrate a complete understanding of what should
be done.
Very
4 The work is of high quality and is presented very well.
Good
The work is developed satisfactorily, and the learners
3 Good complied with basic requirements of what should be
done, and the idea is acceptable.
The work is below the acceptable average, and the
2 Fair
concept of work done is confused or vague.
Almost none of the basic requirements done properly.
1 Poor The writing is disorganized and very difficult to
understand.
At this point, we will see how much you understand the lesson discussed and
the activities you have done.
Activity 5: Fill in the Blanks
Directions: Read each item carefully and complete the sentences below by
filling the blanks with the correct word.
1. Product, Price, Place, Promotion, Packaging, People, and Positioning
are the so called ______________________________.
2. ______________ in the message transmission may prevent the customer
from receiving or understanding the intention of the message.
3. ______________ is defined as any paid and public presentation of
products, services, or ideas, by an identified sponsor through a medium.
4. __________________ is the extent to which consumers are familiar with the
distinctive qualities or image of a particular brand of goods and services.
5. _________________ are activities or a series of activities, usually short-term,
that are intended to boost sales of a product or service.
13
6. In 7Ps of marketing, ___________ includes everyone who is involved in the
product or services whether directly or indirectly.
7. A company’s _______________ catches the attention of new buyers in
crowded marketplace and reinforces value to returning customers.
8. The process of communicating the image of a brand into the minds of
consumers is __________________.
9. The individual salesperson sells a product, services, or solution to a client
is performing _______________.
10. The Marketing Mix includes: Product, Place, Price, _________________,
_________________, ____________________, and _________________.
Assessment
Directions: Read each item very carefully and write your answer on a separate
sheet of paper.
1. What do you call the process of recognized sponsor’s paid and public
presentation of products, services, or ideas through media?
a. Brand Awareness c. Promotion
b. Advertising d. Packaging
14
5. Why should a firm need to have a strong marketing plan and focus on
market research and the product mix?
a. To effectively demand from its customer
b. To ensure the company stays on track
c. To maximize profit and sustain the firm
d. To achieve the best results possible in today’s market
6. Which of the following attracts new buyers and reaffirms value for current
customers?
a. Place c. Packaging
b. Price d. Promotion
8. Which of the following does NOT belong to the best description of People
as the 5th P in the marketing mix?
a. People who make the products
b. People who buy the products
c. People who talk to the customers
d. People in charge of delivering products to customers
11. Which of the following does NOT belong to the elements of a Good Brand
Positioning?
a. Good Brand c. Credible
b. Beneficial d. Unique
12. Which of the following is NOT the most typical advertising goal?
a. To prepare c. To inform
b. To pursuede d. To remind
13. Which does NOT belong to the following procedures before initiating
advertising campaigns?
a. Prepare the procedure
b. Selecting media
15
c. Establishing advertising objectives
d. Determining advertising message
14. Which does NOT belong to the alternative media and techniques?
a. Cinema c. Billboard
b. Newspaper d. Websites
15. Which of the following is NOT a factor to consider when deciding for brand
positioning?
a. Packaging c. Labeling
b. People d. Tagline
16
17
2018.
De Guzman, Angeles A. Entrepreneurship. Philippines: Lorimar Publishing, Inc,
Teacher's Manual. Philippines: Vibal Group Inc, 2016.
So, Real C. and Torres, Oscar G. Principles of Marketing, Textbook and
Edralin, Divina M. Entrepreneurship. Philippines: Vibal Group, Inc, 2016.
Refer ences
Activity 1, 2, 3, and 4
What I know Assessment
1. C Learners’ answers might vary. Please see the 1. B
2. B rubrics prepared to grade the assessment 2. B
3. A 3. A
Activity 5
4. B 4. C
5. D 1. 7Ps of Marketing Mix 5. C
6. B 2. Barriers 6. C
7. B 3. Advertising 7. C
8. B 4. Brand Awareness 8. B
9. A 5. Promotions 9. A
10. C 6. People 10. D
11. A 7. Packaging 11. A
12. A 8. Positioning 12. A
13. A 9. Personal Selling 13. A
14. C 10. Product, Price, Place, Promotion, Packaging, 14. B
15. C People, and Positioning 15. B
Answer Key
For inquiries or feedback, please write or call:
18