7

Technology and
Livelihood Education
Module 2
UNDERSTAND AND RECOGNIZE THE
POTENTIAL CUSTOMER/MARKET IN
ANIMATION

Department of Education ● Republic of the Philippines

Technology and Livelihood Education – Grade 7
Alternative Delivery Mode
Module 2: UNDERSTAND AND RECOGNIZE POTENTIAL CUSTOMER/MARKET IN
ANIMATION
First Edition, 2020

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Published by the Department of Education – Region 10

Regional Director: Arturo B. Bayocot, CESO III
Assistant Regional Director: Dr. Victor G. De Gracia Jr., CESO V
Development Team of the Module
Writers: Spark Erl E. Balicog
Kris Rovenson S. Arances
Sheena B. Gomonit
Alistair D. Luzon
Leah Mae D. Manginsay

Evaluators: Ray Salcedo, DIC, Panaon District

Nena T. Arcay, School Head, Baliangao, SOF
Gregorio F. Carillo, Jr., HT-III, Clarin NHS
Arne B. Erat, T-I, Filena Sevilla Oaminal NHS
Dennis A. Yee, T-I, Looc NHS

Illustrator and Layout Artist: Spark Erl E. Balicog

Management Team
Chairperson: Dr. Arturo B. Bayocot, CESO III
Regional Director
Co-Chairpersons: Dr. Victor G. De Gracia Jr. CESO V
Asst. Regional Director
Edwin R. Maribojoc, EdD, CESO VI
Schools Division Superintendent
Myra P. Mebato,PhD, CESE
Asst. Schools Division Superintendent
Mala Epra B. Magnaong, Chief ES, CLMD

Members: Neil A. Improgo, EPS-LRMS

Bienvenido U. Tagolimot, Jr., EPS-ADM
Samuel C. Silacan, EdD, CID Chief
Joseph T. Boniao, EPS –EPP/TLE
Rone Ray M. Portacion, EdD, EPS – LRMS
Edwin V. Palma,PSDS
Ray G. Salcedo, Principal II/District In-charge
Avilla G. Taclob, Principal I/District In-charge
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Department of Education – Region 10
Office Address: Zone 1, DepEd Building, Masterson Avenue, Upper Balulang,
Cagayan de Oro City
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E-mail Address: region10@deped.gov.ph
 7
Technology and
Livelihood Education
Module 2
UNDERSTAND AND RECOGNIZE THE
POTENTIAL CUSTOMER/MARKET IN
ANIMATION

This instructional material was collaboratively developed and reviewed by

educators from public schools. We encourage teachers and other education
stakeholders to email their feedback, comments, and recommendations to the
Department of Education at action@ deped.gov.ph.

We value your feedback and recommendations.

FAIR USE AND CONTENT DISCLAIMER: The SLM (Self Learning Module) is for
educational purposes only. Borrowed materials (i.e. song, stories, poems, pictures, photos,
brand names, trademarks, etc.) include in these modules are owned by their respective
copyright holders. The publisher and author do not represent nor claim ownership over
them. Sincerest appreciation to those who have made significant contribution to the
modules.

Department of Education ● Republic of the Philippines

 Introductory Message

For the learner:

Welcome to the Technology and Livelihood Education 7 Alternative Delivery

Mode (ADM) Module on UNDERSTAND AND RECOGNIZE THE POTENTIAL CUSTOMER
/MARKET IN ANIMATION!

The hand is one of the most symbolized part of the human body. It is often used to
depict skill, action and purpose. Through our hands we may learn, create and accomplish
varied works. Hence, the hand in this learning resource signifies that you as a learner is
capable and empowered to successfully achieve the relevant competencies and skills at
your own pace and time. Your academic success lies in your own hands!

This module was designed to provide you with fun and meaningful opportunities for
guided and independent learning at your own pace and time. You will be enabled to process
the contents of the learning resource while being an active learner.

This module has the following parts and corresponding icons:

What I Need to Know This will give you an idea of the skills or
competencies you are expected to learn in the
module.

What I Know This part includes an activity that aims to check

what you already know about the lesson to take

What’s In This is a brief drill or review to help you link the

current lesson with the previous one.

What’s New In this portion, the new lesson will be introduced

to you in various ways such as a story, a song, a
poem, a problem opener, an activity or a
situation.

What is It This section provides a brief discussion of the

lesson. This aims to help you discover and
understand new concepts and skills.

What’s More This comprises activities for independent practice

to solidify your understanding and skills of the
topic. You may check the answers to the
exercises using the Answer Key at the end of the
module.

What I Have Learned This includes questions or blank

sentence/paragraph to be filled in to process
what you learned from the lesson.
 What I Can Do This section provides an activity which will help
you transfer your new knowledge or skill into real
life situations or concerns.

Assessment This is a task which aims to evaluate your level of

mastery in achieving the learning competency.

Additional Activities In this portion, another activity will be given to

you to enrich your knowledge or skill of the
lesson learned. This also tends retention of
learned concepts.

Answer Key This contains answers to all activities in the

module.

At the end of this module you will also find:

References This is a list of all sources used in developing this

module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any part of the module.
Use a separate sheet of paper in answering the exercises.
2. Don’t forget to answer What I Know before moving on to the other activities included
in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through with it.

If you encounter any difficulty in answering the tasks in this module, do not hesitate to
consult your teacher or facilitator. Always bear in mind that you are not alone.

We hope that through this material, you will experience meaningful learning and gain
deep understanding of the relevant competencies. You can do it!
 TABLE OF CONTENTS

What I Need to Know ………......................................... 1

What I Know ………......................................... 2
What’s In …................................................ 3
What’s New …................................................ 4
What is it …................................................ 5
What’s More …................................................ 8
What I Have Learned …................................................ 8
What I Can Do …................................................ 9
Assessment …................................................ 10
Additional Activities …................................................ 13
Answer Key …................................................ 14
References …................................................ 15
 What I Need to know

Animation can be seen anywhere in the country. It can be seen on the

television shows/ads, cinemas, internet, and digital billboards on the highways. One
of its main reasons is to gain customers for a business. Customers are important for
the business to grow.

A market is a place where buyers and sellers of a specific goods and services
interact with each other. It may be in a physical marketplace or a virtual marketplace.

In marketing products and services, it will only take few seconds to capture
the customers’ attention, and animation is a real eye-catcher. When animated videos
are included on a company’s social media page and website, it can easily get the
customers’ attention and they can easily connect with the company’s product.

This module will help you master the nature of INFORMATION,

COMMUNICATIONS AND TECHNOLOGY (ICT) – ANIMATION. The scope of this
module is to help you how to UNDERSTAND AND RECOGNIZE THE POTENTIAL
CUSTOMER/MARKET IN ANIMATION – (TLE_EM9-12-Ia-1 and TLE_EM9-12-Ia-2)

After reading this module, you should be able to:

1. Understand and recognize the potential customer/market in animation
1.1. Identify the players/ competitors within the town;
1.2. Identify the profile of potential customers; and
1.3 Conduct consumer/market analysis

In going through the module, you have to extend your patience in

understanding, analyzing what you are reading. Follow the directions and/or
instructions in the activities. Answer the entire given test and exercises carefully.
Comply the required activities provided.

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 What I Know

Pretest: Before starting with this module, let us see what you have already known
about the Environment and Market in Animation.

Directions. Write TRUE if the statement is correct and FALSE if it is wrong. Write
your answers on your TLE - Animation Activity Notebook.
_______ 1. Using animation in marketing products and services can capture the
customers’ attention.
_______ 2. The demand of animators in the market around the world is consistently
declining.
_______ 3. Philippine animation products and services include full 2D and 3D.
_______ 4. Dragon Ball Z and Finding Nemo are examples of the product outputs
of the Filipino animators.
_______ 5. The market may not only refer to physical marketplace but also to a
virtual marketplace.
_______ 6. Interactive brochures are not a product/service of animation.
_______ 7. The Philippines is not included in the major players of animators in the
Asian region.
_______ 8. If you want your customer to buy your product or service, you do not
need to understand how they make purchasing decisions.
_______ 9. Customer refers to a person or company that sells goods or services..
_______10. No one will buy your products or services if they don’t need it.
_______11. Customer cannot complain if he/she is not satisfied with the
product/service.
_______ 12. Poor customer service is important in the business.
_______ 13. Loyal customers are important in every business.
_______ 14. Animation has 2D and 3D products.
_______ 15. Failure to deliver what was expected by the customer is acceptable.

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Lesson

1 Environment and Market (EM)

What’s In

Before we will proceed to our lesson, identify at least five (5) players of
animation within the locality. Write it on your TLE - Animation Activity Notebook (All
answers will be accepted)

1.____________________________

2. ___________________________

3. ___________________________

4. ___________________________

5. ___________________________

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 What’s New

Activity 1. Introduction of New Lesson

Directions: Below are some names of the customer of our Filipino animators in the
international entertainment industry. Identify the logos/symbols of the
industries by matching Column A with Column B. Write the letter of the
correct answer on your TLE-Animation Activity Notebook.

Column A Column B
1. Home Box Office

A.
https://commons.wikimedia.org/wiki/File:Walt_
Disney_Feature_Animation_logo.svg
2. Marvel Studio

B.
https://commons.wikimedia.org/wiki/File:Warner_
Bros._Animation_(2014).png
3. Walt Disney

C.
https://commons.wikimedia.org/wiki/File:Cartoon_
Network_white_letter_logo.png
4. Warner Brothers

D.
https://commons.wikimedia.org/wiki/File:Marvel_
Animation_Brasil.png
5. Cartoon Network

E.
https://commons.wikimedia.org/wiki/File:HBO_522.png

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 What is it?

Understand and recognize the potential customer/market in animation

Market (Customer)

Customer refers to a person or company that buys goods or services. They are
important for the business because they increase revenues; and business have
nothing to offer without them.

International entertainment giants, namely: Walt Disney, Dreamworks Studios,

Warner Brothers, Cartoon Network, Marvel Comics, Home Box Office (HBO), Hanna
Barbera, and producers of Japanese anime, are some of the customers nowadays of
the animation industry in the country. Aside from that, Filipino animators are also
able to cater big names in gaming industry,namely Nintendo, Sega, Game Gear,
Game Boy, and Sony PlayStation, for rendering graphics in different platforms.

Key Concepts in the Market

Five philosophical concepts to the marketplace

1. Production Concept – Customers prefer products or services that are

widely available and inexpensive.

2. Product Concept – Customers favour products that offer the best quality,
performance, or innovative features. In this concept, consumers are found
to be loyal if they have more options or they get more benefits from the
product of the company.

3. Selling Concept – Consumers will buy the products if the company

aggressively promotes or sells these products. In this concept, selling is not
the only way to sell the product. It also focuses on marketing as well.

4. Marketing Concept – Focuses on the needs/wants of the target markets &

deliver better products than competitors. In this concept, you need to have
a good marketing in order to make your brand known to the customers and

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 get their attention that they will prefer your products over every other
competitor.

5. Societal Marketing Concept – Focuses not only on the customer

needs/wants but also the company’s requirements, and society’s long term
interest.

Products and services available in the market

A product refers to a tangible item that is put on the market for acquisition,
attention, or consumption, while a service refers to an intangible item, which
arises from the output of one or more individuals.

Animation products and services generally operate in the following forms:

• Digital Media - It offers cloud-based services enabling customers to access
the latest version of products.
• Digital Marketing - It provides solutions to professionals such as user
interface, designers, mobile application and video game
developers, and graphic and web designers.
• Print and Publishing - It provides products and services for e-learning,
technical document publishing and developing.

In the Philippines, the 2D and 3D animations are some of the products and
services offered by our own Filipino animators. Some of the offerings include
products such as video games, mobile applications, e-learning modules, and
computer software applications; and services such as web designs, flash
animations, graphics designs, film and special effects, ads for TV or internet,
interactive brochures, billboards animated advertisements, and corporate training
module.

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 What’s More

Activity 2: Enrichment Activity

Directions: Copy the table in your TLE - Animation Activity Notebook and find out
the products and services of the animation industry. Put a check mark in
the YES column if it has the products and services of the animation
industry and check the NO if it is not.
PRODUCTS/SERVICES YES NO
Computer games
Movies special effects
Mobile applications
Sound effects
Web Designs
Microsoft Word
Computer Speaker

What I Have Learned

Generalization
Directions: Write the word/s that is being described in each item. Write your answer
in your TLE - Animation Activity Notebook.
____________1. It refers to the service providers, local sub-contractors and non-
commercial producers.
____________2. It is a place where clients and sellers of a specific good or service
to interact with each other in order to facilitate an exchange of
goods or services.
____________3. It refers to either 2D or 3D animation such as video games, graphic
design, and flash animation that are offered by Filipino animators.
____________4. It is one of the major players of Animation in Asia aside from India,
Singapore, China and South Korea.

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 ____________5. It is the concept where customer buy products only if the company
aggressively promotes or sells these products.
____________6. It refers to a tangible item that is put on the market for acquisition,
attention, or consumption.
____________7. They are behind of some of the world’s best-loved cartoons and
animated films such as Scooby Doo, Tom & Jerry, Addams Family,
Dragon Ball Z, and Finding Nemo.
____________8. The number of known animation industry in the Philippines whether
small of medium sized animation studio.
____________9. It refers to an intangible item, which arises from the output of one
or more individuals.
____________10. It is the concept where customers prefer products or services that
are widely available and inexpensive.

What I Can Do

Activity 3
Directions: If you are to sell a product such as a pencil or drawing pen, how would
you sell them using the key concepts in identifying and understanding
your consumer? Write your answer on your TLE-Animation Activity
Notebook. You will be rated according to the Rubrics below.
Rubric:
5 4 3 2 1
Quality of Supporting Some Details are Details are Unable to
Information details are details are somewhat not clear. find specific
clearly non- not clear. details.
stated. supporting
to the topic.
Understan- Show in- Shows Shows basic Shows little It clearly
ding on the depth understand- understand- understand- shows no
concepts understand- ing but lacks ing of the ing of the understand-
ing of the depth. 4-3 topic. 3-2 topic. 2-1 ing of the
topic. 5 - 4 concepts are concepts are concepts are topic. No
concepts are presented. presented. presented. underlying
presented concepts are
clearly presented.

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 Assessment

Now, that you are finished accomplishing the module, let us check what you have
learned.
A. Directions: Match column A with column B. Write the letter of the correct answer
on your TLE - Animation Activity Notebook.

Column A Column B
1. It is one of the international entertainment A. RPG Metanoia
giant that offer animated movie films.
2. It is one of the known animated films B. Digital billboards
exclusively made in the country.
3. It is one of the gaming industries that our C. Customer
Filipino animators cater.
4. It is one of the places where animation can be D. Walt Disney
found in the country.
5. It refers to a person that buys goods or E. Nintendo
services.

B. Directions: Read each item carefully and choose the letter of the best answer
from the choices below. Write your answer in your TLE - Animation
Activity Notebook.

6. Which of the following world’s best-loved cartoons and animated films is created
by Filipino animators?
A. Mulan
B. SpongeBob
C. Transformers
D. Tom and Jerry

7. A place where clients and sellers of a specific good or service interact with each
other in order to facilitate an exchange of goods or services.
A. Park
B. Church
C. Cinema
D. Market

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8. Which of the following is NOT a product or service covered by the animation
industry?
A. Mobile applications
B. Graphic and art design
C. Films and special effects
D. Computer hardware repair
9. The concept where customers prefer products or services that is widely available
and inexpensive.
A. Selling Concept
B. Product Concept
C. Marketing Concept
D. Production Concept
10. The following reasons are stated below why the Philippines is the preferred
outsourcing partner of big international production outfits worldwide except
A. Create quality output
B. Capability to speak English
C. Ability to comprehend concepts
D. Can adopt easily in any language
11. It refers to a tangible item that is put on the market for acquisition, attention, or
consumption.

A. Product
B. Market
C. Service
D. Customer
12. An animation product/service that provides solutions to professionals such as
user interface, designers, mobile application, and video game developers, and
graphic and web designers.

A. Digital Media
B. Digital Marketing
C. Print and Publishing
D. Digital Training and Development

13. An animation product/service that provides products and services for e-

learning, technical document publishing and developing.

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 A. Digital Media
B. Digital Marketing
C. Print and Publishing
D. Digital Training and Development
14. An animation product/service that offers cloud-based services enabling
consumers to access the latest version of products.

A. Digital Media
B. Digital Marketing
C. Print and Publishing
D. Digital Training and Development
15. It refers to an intangible item, which arises from the output of one or more
individuals.

A. Product
B. Market
C. Service
D. Customer

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 Additional Activities

Activity 4
Directions: Draw a cartoon character that you loved most and demonstrate how you
would be able to sell your output to your classmates applying any of the
key concepts in marketing. Use 1 whole bond paper, pencil and
crayons for this activity and attach it to your TLE - Animation Activity
Notebook.

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 13
What I Know What’s New Assessment
1. TRUE 1. e 1. e References
2. FALSE 2. d 2. d
3. TRUE 3. a 3. a
4. TRUE 4. b 4. b
5. TRUE 5. c 5. c
6. FALSE 6. d
7. FALSE 7. d
8. FALSE 8. d
9. FALSE 9. d
10. TRUE 10. d
11. FALSE 11.a
12. FALSE 12. b
13. TRUE 13. c
14. TRUE 14. a
15. FALSE 15. c
What,s More What I Have Learned
1. YES 1. Industry Players
2. YES 2.Market
3. YES 3.Animation products/services
4. NO 4.Philippines
5. YES 5. Selling concept
6. NO 6.Product
7.Filipino animators
8.50
9. Service
10. Production concept
Congratulations! You have successfully completed Module 2.
Answer Key
 References

“Everything You Need to Know About Philippine Animation.” Mustasa Republic

Multimedia Company, Philippines, November 22, 1970.
http://www.mustasarepublic.com/guide-philippine-animation/.

“Animation Outsourcing to the Philippines.” MicroSourcing, March 17, 2020.

https://www.microsourcing.com/build-your-team/job-roles/animator/.

Patel, Neil. “Why Understanding Your Customers Is the Only Marketing

Strategy You Need.” Neil Patel, January 23, 2020.
https://neilpatel.com/blog/the-only-marketing-strategy-you-need/.

Raisen, Janis. “How Businesses Use Animation for Marketing.” Powtoon Blog,
July 1, 2019. https://www.powtoon.com/blog/businesses-use-animation-
marketing/.

Patel. “5 Techniques to Help You Truly Understand Your Customers.” Neil

Patel, January 23, 2020. https://neilpatel.com/blog/understand-your-customers/.

“Customer Analysis Marketing Plan.” IMD business school. Accessed June 3,

2020. https://www.imd.org/imd-reflections/focused-programs-
reflections/customer-analysis-marketing-plan/.

“Products and Services - Definitions, Examples, Differences.” Corporate

Finance Institute, May 12, 2020.
https://corporatefinanceinstitute.com/resources/knowledge/other/products-and-
services/.

Sagar, Julia. “How to Get Clients on Board with Animation.” Creative Bloq.
Creative Bloq, February 24, 2017. https://www.creativebloq.com/advice/how-to-
get-clients-on-board-with-animation.

Shital, Bhusari. “3 d Animation Software Market Overview with Detailed

Analysis, Compet...” LinkedIn SlideShare, February 23, 2018.
https://www.slideshare.net/ShitalBhusari/3-d-animation-software-market-
overview-with-detailed-analysis-competitive-landscape-forecast-2023.

Muntha, Sainath. “Animation And VFX Design Software Global Market Report
2018.” LinkedIn SlideShare, September 18, 2018.
https://www.slideshare.net/SainathMuntha1/animation-and-vfx-design-software-
global-market-report-2018.
“Local Animation Industry Cries for Help.” Inquirer Business Local animation
industry cries for help Comments. Accessed June 3, 2020.
https://business.inquirer.net/199979/local-animation-industry-cries-for-help.

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Gepte, Ryan Oriel. “ENVIRONMENT AND THE MARKET.” Mustangbols.
Mustangbols, December 30, 2017. https://www.mustangbols.com/animation-
2d/market.

“‘Dragon Ball Sun Goku’ by spadge6868 Is Licensed under CC BY 2.0.” CC

Search”. Accessed June 1, 2020.
https://ccsearch.creativecommons.org/photos/a84c0f0a-7145-4300-a46d-
625c6ba753b1.

"Tom-and-Jerry-tom-and-jerry-81353_800_600" by momokacma is licensed

under CC BY 2.0. Accessed June 1, 2020.
https://ccsearch.creativecommons.org/photos/5da7b96b-6990-4dcb-a22b-
95c811655803

“Addams Family Book Homebodies 1335" by Brechtbug is licensed under CC

BY-NC-ND 2.0”. Accessed June 1, 2020.
https://ccsearch.creativecommons.org/photos/1e0d1fe5-a3b0-41fd-892d-
fb093866e4ce

"Scooby-Doo" by AdamAtom is licensed under CC BY-NC-SA 2.0. Accessed

June 3, 2020. https://ccsearch.creativecommons.org/photos/f52937d1-72e8-
4faa-88eb-63adaff4084e

"Friendly Fish: Finding Nemo Edition" by whoaitsaimz is licensed under CC BY-

NC-SA 2.0. Accessed June 1, 2020.
https://ccsearch.creativecommons.org/photos/1d880c72-442b-4c78-9987-
da92871df9d9

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For inquiries or feedback, please write or call:

Department of Education – Region 10

Zone 1, DepEd Building Masterson Avenue, Upper Balulang

Cagayan de Oro City, 9000
Telefax: (088) 880 7072
E-mail Address: region10@deped.govph