OBJECTIVES

• Describe the unique selling proposition (USP) and

unique value proposition (UVP) that differentiates
one’s product/services from existing product/services.
• Determine who the customers are in terms of:
• Target market;
• Customer requirements and
• Market size.
 OBJECTIVES
• Validate customer-related concerns through:
• Interview;
• Focused Group Discussion (FGD) and
• Survey
• Describe the Marketing Mix (7Ps) in relation to the
business opportunity
• Develop a brand name.
HOW DO I MAKE MY BUSINESS UNIQUE
OVER OTHER COMPETITORS?
•Unique Selling Proposition
(USP)
•Unique Value Proposition (UVP)
UNIQUE SELLING PROPOSITION (USP)

• The factor or consideration presented by a seller as the reason

that one product or service is different from and better than that of
the competition .
• usually a feature that conveys unique benefits to the consumer. (
Dr. James Blythe)
 Defining your unique selling proposition (USP)
LOCAL OPTICIAN USP
FEATURES CUSTOMER BENEFITS STANDARD/
DIFFERENT
1. 40 minute eye test - Customer can expect a detailed eye examination S
2. Competitive prices - Customer will not pay more than comparable local S
practices.
3. Qualified dispensers - Customer get professional advice on lens options and S
frame styles.
4. Wide range of frames - It is likely that a frame will be available in the style that S
you want.
5. Friendly & personal - The practice cares about its customers S
service.
6. Instant photo machine - Customer can see what they look like in different frame D
styles.
7. Automatic reminders - Customer don’t have to remember when they are next due S
for next eye test for an eye test
• What feature is unique to this optician?
• Instant photo machine
• Customer can see what they look like in
different frame styles

• This unique feature, and the customer benefit it

delivers considered the optician’s USP. And this USP
must be highlighted in their promotional activity.
video
 UNIQUE VALUE PROPOSITION (UVP)

• is a statement of how your product or service will benefit your

customer.
• It clearly defines what you will do for your ideal customer.
 Looking for a service to Company-B
help you plan out your
vacation
Company-A

You have between 5 to 30 seconds to

hold the attention of a viewer. In
other words, if you can’t communicate
your value in less than 30 seconds,
you’re losing money.
ACTIVITY # 1 – DEFINING USP OF A PRODUCT
• WHO? : Group of 5 participants
• WHAT TO DO?
• INSTRUCTION:
1. Choose a brand of product used as instructional
material
2. Identify the features of the product
3. Describe customer benefits of each feature
4. Define USP of the product by identifying benefits
as being “standard” or “different”
• NEEDED MATERIALS : Manila paper & Marker
• DURATION : 10 minutes – formulation
5 minutes - presentation
WHO ARE MY CUSTOMERS?
 A
DETERMINING WHO THE
CUSTOMERS ARE IN TERMS OF
TARGET MARKET
• Customer- a person or organization that buys goods or
services from a store or business.
• Target Market - consists of customers that share similar
characteristics, such as age, location, income and
lifestyle, to which a business directs its marketing efforts
and sells its products.
• Primary target markets are those market segments to
which marketing efforts are primarily directed
• Example: Primary target market for a jewelry store
might be middle aged women who care about fashion
• Secondary target markets are those market segments to
which marketing effort  are smaller or less important.
• Example: Secondary target market for a jewelry store
might be middle aged men who may want to buy gifts for
the women in their lives
IMPORTANCE OF IDENTIFYING TARGET
MARKET
• Customer satisfaction
• marketing resources will be used efficiently, resulting in more cost
and time efficient.
•  More precise data about customer needs will be gathered as bases
for marketing strategies.
DETERMINING TARGET MARKET
IDENTIFYING TARGET MARKET
1. Identify Why A Customer Would Want To Buy Your
Product/Service
2. Segment Your Overall Market
3. Research Your Market
 1. IDENTIFY WHY A CUSTOMER WOULD WANT TO BUY
YOUR PRODUCT/SERVICE

• identify your product or service's features and benefits.

• Example:
• Anti-lock brakes (features) - safety (benefit)
• After understanding what your products/services have to offer,
you can begin to identify common characteristics of your potential
market.
 2. SEGMENT YOUR OVERALL MARKET

• Market Segmentation is a marketing strategy which

involves dividing a broad target market into subsets
of consumers that have a common needs, interests, and
priorities, and then designing and implementing strategies
to target them.
 MARKET SEGMENTATION
APPROACHES
1. Demographic segmentation is the process of dividing the total
market according to particular characteristics
2. Geographic segmentation is the process of dividing the total
market according to geographic location.
3. Psychographic segmentation is the process of dividing the
total market according to personality characteristics.
4. Behavioral segmentation is the process of dividing the total
market according to their knowledge, attitudes, uses and
responses to the product.
3. RESEARCH YOUR MARKET
Determining who the customers
are in terms of customer’s need
WHAT IS CUSTOMER REQUIREMENTS?

• Characteristics or specifications that should be

present in a product for it to be deemed desirable
by the consumer.
 Types of Customer Requirements:

1. Service Requirements: Intangible aspects of purchasing a product

such as:
• on-time delivery,
• service with a smile,
• easy-payment, etc.
2. Output Requirements: These are mostly the tangible
characteristics, features or specifications that a consumer expects to
be fulfilled in the product.
• Example: The inventory system must produce a daily report
showing complete data.
Determining who the customers
are in terms of Market Size
 WHAT IS MARKET SIZE?

• is a measurement of the total volume of a

given market.
• Think of market size in terms of a pie chart. The
entirety of the circle represents the market
size. Market share represents a company's
allocation in the total market size.
ACTIVITY # 2 – IDENTIFYING YOUR
CUSTOMERS
• WHO? : Group of 5 participants
• WHAT TO DO?
• INSTRUCTION:
1. Based on the sample given, design a survey form to identify your
customers.
2. Conduct a survey inside the class (10 respondents each group)
3. Based on the information you have collected, list (3) products that
you believe would sell best.
• NEEDED MATERIALS : Bond paper and ballpen
• DURATION : 10 minutes - preparation of survey form
10 minutes - conduct of survey
5 minutes - Finalization of product
SAMPLE SURVEY FORM
MARKETING MIX (7P’S)
 PRODUCT
• item being sold to the customer, the thing that will bring in money,
• its features and design need careful consideration.
• When an organization is considering introducing a product into a
market, they should ask themselves the following questions:
• 1. Who is the product aimed at
• 2. What benefit will customers expect from it
• 3. What will be its advantage over competitor products? Or its unique
selling point?
• 4. How does the firm plan to Position the product within the market?
 PLACE

• The product must be available in the right place, at the right time
and in the right quantity, while keeping storage, inventory and
distribution costs to an acceptable level.
• must be appropriate and convenient for the customer. This applies
to brick-and-mortar operations.
 PRICE
• Pricingis one of the most important elements of the marketing
mix, as it is the only element of the marketing mix, which
generates a turnover for the organization.
• Theamount your target market are prepared to pay for your
product depends on its features and the target market's budget.
• You will also need to consider Competitor Pricing and factors
within your Marketing Environment.
 PROMOTION
• Promotion is any activity to raise awareness of a product or to encourage
customers to purchase a product.
• A successful product or service means nothing unless the benefit of such a
service can be communicated clearly to the target market.
• The following things will influence how a firm chooses to promote its
product:
• Promotional campaign purpose
• The budget for the promotional campaign
• Legal rules about what you can promote and
• The target market for the product
 PEOPLE
• People are an essential ingredient in service provision;
• recruiting and training the right staff is required to create a
competitive advantage.
• Customers make judgments about service delivery based on the
people representing your organization.
 PROCESS
• This element of the marketing mix looks at the systems used to
deliver the service.
•  A process needs to be clearly defined by the service provider.
• Consistency of service deliver to every customer, at any time of
day.
• Within process, customer must be provided with a unique
experience.
 PHYSICAL EVIDENCE
• Physical evidence is about where the service is being delivered
from.
• For example all hotels provide a bed to sleep on but one of the
things affecting the price charged, is the condition of the room
(physical evidence) holding the bed.
• Customers will make judgments about the organization based on
the physical evidence.
MARKETING MIX OF
MCDONALDS
• Product
• The product offered is a standard set of items that are similar in
taste and appearance wherever in the world they are being sold.
• There is some adaptation according to local tastes and laws.
• For example, a more vegetarian menu is offered in India,
where a majority does not eat meat. And Muslim countries, any
pork products are eliminated and halal meat is used.
•Price
• The organization attempts to price differently across its
operations. This means that the right price is selected for the
right market.
• Pricing decisions are based by setting a pricing objective,
determining demand, estimating costs, analyzing competing
offers, deciding on a pricing method and then finalizing a
price.
•Place
• McDonald’s has presence in 116 countries of the world. The
organization believes in strategic expansion that focuses on a
location’s long term potential.

Promotion
By first understanding cultural differences, a localized
promotion strategy is employed. The focus is on both the
brand’s global image and its local sensitivity.
• Process
• In all of the thousand’s on McDonald’s worldwide, the same process is
used for making the food.
• The food specifications for size, weight and content are the same
• Kitchen and restaurant layouts are the same.
• To cater to language differences, the menu displays contain images that
help create similarities everywhere.

• People
• The people chosen are trained in both technical skills and
customer focus.
• This training helps standardize product and service delivery.
• Physical Evidence
• All McDonald’s locations are similarly created with a family
friendly environment.
• There is a play area for children.
• All menus are structured in similar ways with fries and drink
combos. The children’s meal always has toys.

video
ACTIVITY # 3 – DESIGNING PRODUCT
CONCEPT
• WHO? : Group of 5 participants(same
members)

• WHAT TO DO?
• INSTRUCTION:
1. Choose 1 best product from the products listed in activity-2
2. Design product concept considering the marketing mix (7p’s)

• NEEDED MATERIALS : Manila paper & marker

• DURATION : 15 minutes - formulation
5 minutes - presentation
BRANDING
 LOGO QUIZ
XEROX
SHELL

NESTLE
AIR JORDAN

RCA COACH
ENTERTAINMENT
 WHAT IS A BRAND ?

• is a name, term, sign, symbol or design or a combination

of these elements, that is intended to identify the goods or
services of one seller or a group of sellers
 WHAT IS A BRAND NAME?

• This term refers to that part of a brand consisting of

words, letters and/or numbers that can be vocalized.
• Example: Suzuki, UST, Tide, Hundred Islands
 BRANDING STRATEGIES

• Manufacturing branding
• Reseller branding
• Mixed branding
• Generic branding
 MANUFACTURING BRANDING

• Is a branding strategy in which the brand name for a product is

designated by the manufactured.
 RESELLER BRANDING

• Refers to the branding strategy of a firm which manufactures

products but sell them under the brand name of a reseller
 MIXED BRANDING
• Refers to the use of the manufacturer and reseller brands in a product.
• It is expected that market segments attracted to the manufacturer and to the
reseller will patronize the mixed branded product.
 GENERIC BRANDING
• Is a branding strategy which lists no product name, only description of
contents.
 END

THANK YOU FOR LISTENING