price, place (distribution), and promotion (also known as the
marketing mix) require the entrepreneur to understand how these
ENTREPRENEURSHIP
VIRGINIA CENTURIONE BRACELLI SCHOOL
Daughters of our lady on Mount Calvary
Poctoy, Odiongan, Romblon
QUARTER 2 MODULE 1
OBJECTIVES:
1. Define what a marketing plan is.
2. Explain the relevance of industry analysis to the market planning
process.
3. Identify the steps in preparing the market plan.
4. Determine the elements that must be considered in developing
strategy for each component of the marketing plans,
WHAT IS A MARKETING PLAN?
A marketing plan is a document containing the marketing
objectives, marketing strategies, and the activities that will be
undertaken to execute these strategies. The plan must consider the
overall goals of the enterprise which must take precedence over the
specific marketing objectives. It must also be based on valid
assumptions about the financial resources, physical resources, and
human resources that will be available to the business venture.
Thus, planning for an aggressive advertising campaign at the early
stages of the venture might not necessarily serve the interest of the
business that has scarce resources.
Just like any plan, the marketing plan must have specific
and measurable objectives that will allow the entrepreneur to
monitor performance and control business activities. It must also be
able to anticipate certain scenarios that will allow the entrepreneur
to adjust his strategies accordingly. For example, an entrepreneur
who will set up a bakery specializing in flavored pan de sal in a
barangay in Parañaque can target a 10% market share in the area
after twelve months of operations. If the bakery falls short of its
target during the first six months (perhaps due to special offers
given by competitors) does the entrepreneur have an alternative
action plan? If the bakery does extremely well, on the other hand,
does the business plan have a provision for expanding capacity so as
to take advantage of the opportunity? This example illustrates how
the projections of the marketing plan have implications on the
operations plan and on the financial plan as well.
COMPETITOR ANALYSIS
The marketing strategies that the entrepreneur will execute must be
based on an intelligent assessment of the business environment.
Pricing strategies, for example, must consider the purchasing power
of the customers as well as the price levels of similar products
available in the market. Distribution strategies, on the other hand,
must consider transportation costs or the costs of operating a retail
outlet. In short, decisions concerning the 4Ps of marketing product,
four elements influence each other and how can be they other and
how they can be integrated to effectively exploit business
opportunities.
An important component of the industry analysis is a
documentation of strategies of competitors. The entrepreneur can
get hold of the relevant information by visiting the competitors'
websites, getting hold of company catalogs, flyers and brochures,
reading newspaper and magazine articles, and interviewing
customers, suppliers, and distributors. In fact, a simple Google or
Yahoo! search can lead the entrepreneur to relevant sources of
information about the competitors' products and services. If the
entrepreneur has access to online databases, which are available in
some public or, university libraries, he can get valuable information
from such databases as Euromonitor, Marketline Advantage, and
Orbis.
After scanning and reading the materials from these
sources, and then supplementing these with additional interviews
with key informants, the entrepreneur can summarize the
information by filling up Table 5.1, except the last column, which
will be reserved for his own company. This will show him, at a
glance, the various market strategies utilized by competitors, which
he could adopt, adapt, or improve upon, depending on the needs
and wants of his target market.
Table 5.1 Comparison of marketing Strategies of Major Competitors
Company A Company B Company C Your
company
Target
Market
Product/
Service
Strategies
Pricing
Strategies
Distribution
Strategies
Promotion
Strategies
Once the strategies have been summarized, the
entrepreneur can proceed to identify his competitors’ strengths (or
benchmarks that must be met or surpassed) and weaknesses (or
gaps in the execution of the strategy) which could be listed in Table
6.2. The MADI questions of Dr. Ned Roberto provides a useful way
of identifying unmet or unsatisfied customer needs and
expectations. This will require the entrepreneur to interview
customers or to conduct a focus group discussion (FGD) to
determine the following about products or services that now exist in
the market:
M- What is MISSING ("Kulang")?
A- What is ANNOYING ("Nakakabuwisit")?
D- What is DISAPPOINTING ("Nakakabanas")
I- What is IRRITATING ("Nakakainis")
Table 5.2. Strengths and Weaknesses of Major Competitors

Let us go back to our entrepreneur planning to offer
flavored pan de sal. By asking the MADI questions, he might just
validate his intuition, which led him to his product idea. For
example, one of the FGD participants might say: "Puro plain pan
de sal at Spanish bread lang ang binebenta. Sana may iba pang
flavors." (The bakery only sells plain pan de sal and Spanish
bread. I wish they could offer additional flavors). Or he could
get comments such as lagging mahaba ang pila" (Queueing time
is too long), "masungit yung tindera (The
lady selling the bread is unfriendly), or "mura nga, puro hangin
naman (lt's cheap, but not filling enough), which gives him an
idea about what is important to the customers.
Market share and competition
Market surveys and the calculation of market size and value
are important to find out whether the demand for a product really
exists.
It is therefore important from the outset, to estimate the
proportion of the total market that a new busines could reasonably
expect to have. This is referred as the market share.
It is often difficult to estimate a realistic market share. The
figure depends on a large number of variables.
In many cases, new entrepreneurs over-estimate the share
that they could expect, with the result that production operates at
only a small proportion of the planned capacity.
These figures should not be assumed to represent the scale of
production that could be expected. Even if no one else is currently
making a product locally, it is likely that once a new business starts
production and is seen by others to be successful, they too will start
up in competition.
WHAT ARE THE STEPS IN PREPARING THE MARKETING PLAN?
Preparing the marketing plan involves the following steps:
(a) assessing the business situation;
(b) defining the target market;
(c) setting the marketing goals and objectives;
(d) developing marketing strategy and action programs
(e) preparing the budget for the action plan.
Assessing the Business Situation
Company A Company B Company C If
Strengths the
(Benchmarks)
Weaknesses
(Execution
gaps)
marketing plan is being written after the business has already
started, it should describe present market conditions and how the
company's goods and services fare against those of its competitors.
Any future opportunities must also be presented. Since the industry
and competitive analysis had already been done in the first section
of the business plan, the entrepreneur should just reiterate some
key elements to help provide the context for decisions concerning
the target market and the strategies that will be employed to
address the needs and expectations of this segment of the
market.
Defining the Target Markel
Gone are the days when a company can offer a single
product to everyone. Early in the twentieth century, Henry Ford
succeeded in selling the Model T (One style, one color, one size) to
the mass market, primarily because the Ford Company was able to
bring down the cost per unit by producing the cars in large numbers
on assembly lines. In fact, Ford is famous for his quip: Any customer
can have a car painted any color that he wants so long as it is black.
Because of Ford's success, many large American manufacturing
companies adopted this business model with great success in the
succeeding decades. However, shifting consumer preferences
coupled by stiff competition and rapid technological developments
have changed the market landscape considerably, rendering Ford's
mass-market strategy obsolete, especially in the twenty-first
century.
Businessmen now recognize the value of focusing on a
particular segment of the market, given that people have different
needs, wants, preferences, and expectations. Worth telling is the
story of San Miguel Corporation (SMC), which used to offer only San
Miguel Pale Pilsen to Filipino drinkers until the 1970s. When Asia
Brewery launched its cheaper beer products (including "Beer" now
Beer na Beer), San Miguel responded by launching "Gold Eagle,"
which targeted the lower-income class, and by filing a lawsuit
against its competitor. Today, San Miguel Breweries, Inc. (SMB), a
subsidiary of SMC, has a variety of beer products that cater to
several segments of the market. These include Red Horse Extra
Strong Beer, which seems to appeal to males in their late teens or
early 20s, especially rock band fans; San Mig Light, which targets the
health-conscious bunch; and the lifestyle brews, namely San Miguel
Super Dry, Cerveza Negra, and San Miguel Premium All Malt, which
cater to the sophisticated, high-end market.
Clearly, San Miguel has mastered not only the craft of
brewing beer but also of market segmentation, a process of dividing
the market into small groups that have some similar characteristics.
Drawing from the industry analysis and the market research, the
entrepreneur should have a good idea of who his customer or target
market ought to be.
Step 1: Decide what general market or industry you wish to enter.
Step 2: Divide the market into smaller groups based on customer
characteristics: (a) demographic (eg age, gender,
 educational attainment, occupation, income level); (b)
psychographic (e.g. personality, lifestyle); (c)geographic (e.g.
barangay, city, municipality, province, region).
Step 3: Select segment or segments to target.
Step 4:Prepare a marketing plan integrating product, price,
distribution, and promotion.
Setting the Marketing Goals and Objectives
Before strategies can be formulated, the entrepreneur
must know where he intends to bring the business. Thus, the
answer to the question "Where do we want to go? This is where
SMART goals come into play. SMART means that marketing
objectives must be: S-Specitic, M-Measurable, A- Attainable, R
-Realistic, and T-Time-bound. For example, it does not help much if
the entrepreneur simply indicates his desire to increase sales by the
end of the year. Who does not? But he could instead express it this
way: To increase our sales by at least 10% in each of our two
branches by the end of year This objective is definitely specific,
measurable, and time-bound. Whether it is attainable and realistic,
however, depends partly on market conditions and on the
business's past performance.
Marketing goals can be expressed in terms of the following
market share, market penetration, revenue by territory, new
products launched, number of distributors, customer service
responsiveness, sales promotion, and advertising expenditures, For
example, our pan de sal entrepreneur might have the following
objectives for the year: 10% nmarket share, 70'% market awareness,
three new products launched, and distribution of 1,000 flyers in the
nearby church, market, and schools.
Developing Marketing Strategy and Action Programs
Once the marketing goals and objectives have been set, the
entrepreneur can proceed with developing his marketing strategy
and accompanying action plan. Thus, in answering the question
"How do we get there? Strategies should be formulated for each
element of the marketing mix.
Product. This must include a description of the product or service
that will be offered by the business. Aside from the physical
characteristics of the product, there must also be a description of
other important components that add value to the customer, such
as the brand name, image, packaging, delivery time, after-sales
service, and warranty.
Pricing. Price is an important consideration for many buyers, and
must therefore be given appropriate attention by the entrepreneur.
But what must be considered when deciding on the price of a
product? The most critical are cost, competition, and perceived
value. Thus, the terms cost-based pricing, competition-based
pricing, and value-based pricing are used.
For cost-based pricing, entrepreneurs must make sure that
they calculate both variable costs and fixed costs. Variable costs are
those incurred on each unit that is produced, such as direct labor,
raw material, commission given to a salesperson, or the cost of
packaging. Fired (overhead) costs refer to costs of things such as
facilities and equipment that do not change with the number of
units that are produced. While it is easy to determine variable costs,
it is a bit tricky to determine the per unit portion of fixed cost
because this is dependent on the volume of goods that must be
produced or bought.
To illustrate, let us look at the example of a retail store
selling shoes in Makati City. Let us assume that the company buys
the shoes for PHP 150 per piece (cost of goods) from a Marikina
supplier. Overhead costs for maintaining the store are estimated at
PHP 50,000. The entrepreneur expects to buy and sell 1,000 units,
which translates to a unit overhead cost of PHP 50 per shoe He adds
PHP 50 for profit, resulting in a final price of PHP 250. If he buys and
sells only 500 units, however, the unit overhead becomes PHP 100.
This brings his total cost to PHP 250 (i.e., PHP 150 variable cost +
PHP 100 unit overhead). If he wants to keep the PHP 50 profit for
every shoe, then he must raise his price to PHP 300.
For competition-based pricing, entrepreneurs must
consider the prices of sting products or services in the market.
Offering an affordable price, even for an innovative product, Would
encourage customers to switch from more established products to
the new product. The entrepreneur must also anticipate the
reaction of competitors. For example, if a competitor decides to
offer a 10% discount to customers paying immediately, rather than
in 60 days, this reduces the net price tor consumers and provides
the competitor some
vantage. This must be factored in when determining the price of
one’s product.
For value-based pricing, entrepreneurs must be aware of
the value attached by customers to products or services. Why, are
some customers willing to pay much more for a product such as
Apple's iPhone, when there are more affordable alternatives like the
locally-made MyPhone? It can be argued that the iPhone has several
product features that the MyPhone does not have. What accounts
for the huge price difference could be the "intangible benefits (eg,
prestige, pogi points) that an iPhone owner gets.
Place. What is the best way of getting the product to the consumer?
When deciding on a channel for distributing one's product, the
entrepreneur must consider the following interrelated factors: (a)
the channel's directness, (b) the customer's convenience, and (c)
cost-effectiveness.
If the market for the product is highly concentrated (e.g,
urban areas like Metro Cebu or Metro Manila), the entrepreneur
can consider direct sales to the customer or to a retailer. It the
market is dispersed across a wide geographic area; it might be more
cost-effective to avail of the services of a wholesaler rather than to
do direct sales. However, going directly to the customer might be
the best option for products that are very expensive, bulky,
perishable, or hazardous.
Using middlemen might work well for many start-up
ventures, which might not want to carry the cost of transport,
storage, and a large sales staff. Wholesalers, for example, provide
these services at a lower cost because they operate with economics
of scale. They also have an existing network of retailers that could
carry the goods of the entrepreneur.
Entrepreneurs can also consider a combination of these
different channels, including electronic retailing In the Philippines,
entrepreneurs can make their products available through e-retailing
companies like Lazada, which offers a wide range of items that
include fashion apparel, electronics, car accessories, home
appliances; and Zalora, which allows independent merchants to sell
their products, especially clothing. footwear, accessories, and
beauty products (https://www.techinasia.com 10-popular-
ecommerce sites-philippines).
Promotion: For start-up businesses, it is essentai for the
entrepreneur to make his product known to his potential
consumers. He can do this by utilizing traditional media such as
print, radio and television, or by tapping new media, such as the
internet. Small entrepreneurs might not be able to afford television
advertising, which is very expensive. Relatively more affordable is
advertising in newspapers and magazines. Publications that cater to
a specialized readership (eg, golf enthusiasts, architects and interior
designers, teenage girls) might be the best option for entrepreneurs
who want to reach a particular market segment whose
characteristics match the publication's main readers.
Those with limited budgets turn to social media. Plush and Play,
for example, is a social enterprise born inside the Gawad Kalinga
-Enchanted Farm, which "highlights the undervalued sewing skills of
women living in Gawad Kalinga communities(www.
plushandplay.com). The company has its own website, which
features its fruit- and veggie-themed stuffed toys carrying names
like Manny Pakwan, Anne Kamatis, Sili Crawford, Apple de Ap, Buko
Martin, Dalan Daniel, and Karla-mansi. The website has a feature
that allows customers to place orders. Plush and Play also has a
Facebook site which features its promotional efforts (eg, toy making
activities) and videos of its TV features, among others.
Other sources put emphasis also on the other P’s namely:
Packaging
The fifth element in the marketing mix is the packaging.
Develop the habit of standing back and looking at every visual
element in the packaging of the product or service through the eyes
of a critical prospect. Remember, customers form the first
impression within the first 30 seconds of seeing the product or some
elements of the company. Small improvements in the packaging or
external appearance of the product or service can often lead to
completely different reactions from the customers.
With regard to the packaging of a company, a product or
service, think in terms of everything that the customer sees from
the first moment of contact with the company all the way through
the purchasing process.
Packaging refers to the way the product or service appears
from the outside. Packaging also refers to the people and how it is
dressed and groomed. It refers to the offices, the waiting rooms,
the brochures, the correspondence and every single Visual element
about the company. Everything counts. Everything helps or hurts.
Everything affects the customer's confidence.
When IBM started under the guidance of Thomas J.
Watson, Sr., was early concluded that fully 99 percent of the visual
contact a customer would have with this company, at least initially,
would be represented by IBM salespeople. Because IBM was selling
relatively sophisticated high-tech equipment, Watson knew
customers would have to have a high level of confidence in the
credibility of the salesperson. It, therefore, instituted a dress
code grooming code that became an inflexible set of rules and
regulations within IBM.
As a result, every salesperson was required to look like a
professional in every respect. Every element of their clothing-
including dark suits, dark ties, white shirts, conservative hairstyles,
shined shoes, clean fingernails-and every other feature gave off the
message of professionalism and competence. One of
Of the highest compliments a person could receive was, “You look
like someone from IBM.
Positioning
The next P is positioning. Positioning develops the habit of
thinking continually about how the products are positioned in the
hearts and minds of your customers. How do customers think and
talk about the products even if it is not present? How do customers
think and talk about the company? What positioning does it have in
the market, in terms of the specific words people use when it is
described and offered to others?
People
The final P of the marketing mix is people. Develop the
habit of thinking in terms of the people inside and outside of the
business who are responsible for every element of the sales,
marketing strategies, and activities.
It is amazing how many entrepreneurs and business people
will work extremely hard to think through every element of the
marketing strategy and the marketing mix, and then pay little
attention to the fact that every single decision and policy has to be
carried out by a specific person, in a specific way. The ability to
select, recruit, hire and retain the proper people, with the skills and
abilities to do the needed job to have done, is more important than
everything else put together.
To be successful in business, you must develop the habit of
thinking in terms of exactly who is going to carry out each task and
responsibility. In many cases, it's not possible to move forward until
you can attract and put the right person into the right position.
Many of the best business plans ever developed sit on shelves today
because the [people who created them] could not find the key
people who could execute those plans.
Developing a Brand Name
For a new business, creating and effectively marketing a
new brand name is one of the most challenging aspects of starting a
business. For a new business, creating and effectively marketing a
new brand name is one of the most challenging aspects of getting
out of the proverbial starting blocks. Choose the wrong name and
customers have no idea what your business stands for or what it
does. Choose the right name and customers immediately identity
with your value proposition. It's an important step, so let's review
some of the basics.
The Significance of the Brand Name
Brand name will always be incredibly important even if progressive
business experts claim that the significance of brand names is
fading. As an entrepreneur therefore it is important that you spend
a considerable amount of time and effort in developing your brand
name.
How to Develop a Brand?
If you are ready to brand your business, you need to have a
clear understanding of what developing a brand actually involves
before you really get started. Your brand development process
should always follow these major steps:
1. Decide what is going to be brand. Is it branding a product, a
service, a company, or an individual?
2. Do the research. First, find out everything there is to know
about the market. Then, find out everything there is to
know about the product or service.
3. Position the product or service. Find and win a place for the
offering in the marketplace and in consumer’s minds by
providing unique solutions to problems or needs that aren't
already being addressed by competing products.
4. Write the brand definition. The brand definition describes
what is to be offered, why it is offered how the offering is
different and better, what unique benefits the customers
can count on, and what promise or set of promises will
make all who work with andbuy from the business.
5. Develop the name, logo, and tagline.The name is the key
that unlocks the brand image in the consumer's mind. The
logo is the brandmark or symbol that serves as the face of
the brand. The tagline is the memorable phrase that
provides consumers with a quick indication of the product,
brand, and market position.
6. Launch the brand. he brand goes public when the name,
logo, and slogan is unveiled,and when it begins to tell the
market the story of how the brand reflects what itstands
for.
7. Manage, leverage, and protect the brand. This is the "care
and feeding" phase of the branding process; it's the step
that leads to a strong, healthy, resilient brand. Just like
good parenting, good branding management can be
summed up in a single word-consistency.
8. Realign the brand to keep it current. Occasionally, it can
(and should) change how the brand is presented. From
time to time, there is a need to update the brand
presentation (the face of the brand) to keep it relevant to
the market in which it lives.
9.
UNDERSTANDING HOW CUSTOMERS MAKE DECISIONS
Individuals behave differently even when they are faced by
the same situation. hat s because they perceive situations in
different ways. Their perceptions are influenced by their operative
needs and wants, their past experiences, and their personal values.
Entrepreneurs must recognize this. They must acknowledge that,
more than the actual features of the product or service, it is how the
consumers perceive this product or service that will lead them to
make a purchase. The challenge for an entrepreneur introducing a
new product to the market is to make the target market be aware of
the product and them to create a positive image of the product in
the minds of these potential buyers.
Before a potential customer makes a purchase, he goes
through several stages:
(a) recognizing a need or want;
(b) seeking or retrieving information;
(c) evaluating choices.
After these, he proceeds to the next two stages:
(d) making a purchase;
(e) assessing the product or service experience.
Some people, however, skip some stages. For example, a
man who runs out of disposable razors, might just run to the closest
convenience store to buy his usual brand. He does not anymore
evaluate his choices, something that he must have done in the past.
In general, though, "the buying process starts long before the actual
purchase and has consequences long afterward.
CULTIVATING CUSTOMER RELATIONSHIPS
Entrepreneurs must not only aim to sell their product once,
but also to get repeat sales from satisfied or delighted customers.
Thus, it is essential for companies to cultivate its relationship with
customers.
CUSTOMER EQUITY
A business must aim to produce high customer equity. Customer
equity refers to the total lifetime value (or estimated lifetime
revenues less expenses a company can generate from all of its
customers. In practical terms, a company wants a steady, if not
increasing, pool of loyal customers so that it will be able to generate
continuing revenues from them. There are three types of customer
equity:
1. Value equity is the customer's objective assessment of the
utility of a product r service based on his perception of
what he is giving up for what he is receiving.
2. Brand equity is "the customer's subjective and intangible
assessment of the brand, above and beyond its objectively
perceived value."
3. Relationship equity is the customer s tendency to stick with
the brand, above and beyond his objective and subjective
assessments of the same.
BUILDING AND MANAGING YOUR BRAND
A brand, as defined by Merriam-Webster, is a "category of
products that are all made by a particular company, all having a
particular name. It is also defined as a "unique design, sign, symbol,
words, or a combination of these, employed in creating an image
that identifies a product from its competitors." Over time, this
image is associated with a level of quality and credibility in the
consumer's mind.
Brands are important because consumers can make a
purchase decision based on how products and services are branded.
Consumers get to know brands through their past experiences with
products and how they are advertised or promoted. Some of these
products satisfy their needs; some do
not. If they have a positive experience with the brand, then their
subsequent decision-making becomes easier. They need not spend
valuable time evaluating their options. Going for the "tried-and-
tested" brand assures them of the product's quality.
Clearly, brands associated with quality and dependability
can result to customer loyalty This can lead to a steady demand for
the firm's products. Loyal customers might also be willing to pay a
higher price tor reputable brand.
To build brand equity, a business venture must undertake
several key activities. First, it must choose brand elements that will
serve to identify and differentiate the brand. Second, it must engage
in marketing programs aimed at building the brand.

CHOOSING BRAND ELEMENTS
Brand elements are those things that make a brand
distinct. These include names, logos, symbols, mascots, jingles, and
slogans. Examples that are familiar to Filipinos are the following:
Philippine Airlines's stylized image of the national flag, which serves
as its logo; the slogan "Langhap Sarap”, which clearly associated
with Jollibee; the "'swoosh" logo of Nike; the three stripes of Adidas;
the Oblation, which is identified with the University of the
Philippines; and the catchy tourism slogan "Tt's more fun in the
Philippines."
Whether these brand elements could really build the brand
depends on how these are able to elicit positive thoughts and
feelings to the consumers once they encounter the brand element.
When choosing brand elements, companies must make
sure that these elements are memorable, meaningful, and likeable.
For certain brands, Filipinos might respond to humorous elements
too.
Memorable. As a general rule, short brand names are easy to recall.
Consider the names of leading laundry detergents such as Tide, Surf,
and Champion. How about coffee places such as Starbucks and
Figaro? Even their competitor Coffee Bean & Tea Leaf is now being
marketed through its acronym "CBTL Acronyms are also being
utilized by television shows (eg, "MMK" for Maalaala Mo Kaya;
"OTWOL" for the hit telenovela On the W'ings of Love), partly due to
the ease of attaching these to hashtags (eg, #MMK, #OTWOL),
which are a staple of social media. Memorable slogans are also very
powerful, Nike's "Just Do It is a classic, as is "Intel Inside." In the
Philippines, we even have slogans that have stuck to our collective
memories.
humor. Take note of the following business names, many of which
make references to famous people and popular culture:
(a) Starducks a balut wholesaler in Batangas;
(b) Summa Cum Laundry a laundromat in Manila;
(c) Mekeni Rogers a restaurant in Pampanga;
(d) Café Pindotan Internet café in a slum area;
(e) Bread Pitt-a local bakery; () Susan's Roses a flower shop:
(g) Lito Lapida a tombstone maker in Antipolo;
(h) Pakopya ni Edgar -a copy center in Quezon City;
(i) Pusit to the Limit-a squid stall in a wet market;
(k) Bangga Ka, Day?-a car repair shop.
Clearly, brand elements play an important part in building a
company s brand. Ideally, they must be easily recognized,
remembered, descriptive, suggestive, and persuasive. It must be
noted, though, that brand building attempts will be put to naught if
a product or service does not offer real value to the customers.
Preparing the Budget for the Action Plan
The budget needed to execute the marketing strategies and
activities can be included in the Marketing Plan when prepared as a
standalone document. However, if it is just a chapter of a business
plan, then the budget should be included in the financial
projections.

Meaningful. For a brand element to be meaningful, it must be

credible and must also communicate the distinction of the brand.

Examples:
1. TIDE: "KunG mukhang imposibleng paputiin, Tide ang
gamitin!"
2. SURF: “Wais si Misis"
3. HAPEE TOOTHPASTE: “Kumukutikutitap”

Likeable. For a brand element to be likeable, it must be vIsually and verbally appealing to customers.
Examples:

1. McDonald's golden arches, for example, are recognized

throughout the world. In spite of its global appeal, however,
it decided to use a shortened version of its brand name in
the Philippines Note how "McDo"has a distinctly Filipino
flavor.
2. "Lucky Me," the instant noodle's brand name, which has a
nice ring to it, aside from having a positive meaning.
3. Electricity distributor Meralco's slogan "May liwanag ang
buhay"can be interpreted in both a literal and figurative
sense. It is also suggestiveof the critical role the company
plays in nation building

Humorous. A recognizable theme in the brand building efforts of

Filipino companies, particularly micro- and small-scale enterprises, is
 ____ 18. Set the financial projections.
Sources:
C. CLASSIFICATION
Pathways to Entrepreneurship by :
Which idea does not belong to the group?
Raymund B. Habaradas, DBA
____ 19. Product
Tereso S. Tullao, Jr, PhD
a. brand name c. packaging
b. quality d. wholesale
Entrepreneurship by:
____ 20. Price
Angeles A. De Guzman
a. quantity c. terms of payment
b. discounts d. distributors
____ 21. Place
a. retailer c. inventory
ENTREPRENEURSHIP b. transportation d. warranties
____ 22. Promotion
a. displays c. flyers
VIRGINIA CENTURIONE BRACELLI SCHOOL b. quantity d. social networking
Daughters of our lady on Mount Calvary ____ 23. Pricing
Poctoy, Odiongan, Romblon a. value based c. cost based
b. competition based d. discount based
QUARTER 2 MODULE 1 ____ 24. Brand Element
Name:_____________________________________________ a. Logo c. slogans
b. Mascots d. promos
I. MARKETING PLAN
A. Check the sentence that tells about a marketing plan. ENUMERATION
______1. It is a document containing the marketing objectives. 1. What are the three types of customer equity? Define each
______2. It contains that marketing strategies and activities. briefly.
______3. It is based on valid assumptions about the different 2. What must an entrepreneur consider in choosing brand
resources. elements?
______4. It has specific and measurable objectives that will allow 3. Give ten examples of humorous business names.
performance monitoring. 4. What are the five stages that customers go through when
______5. It anticipates scenarios that will allow strategies purchasing a product?
adjustment.
______6. It contains the marketing mix- product, price, place and III. MANAGING THE MARKETING FUNCTION
promotion strategies. C- Correct D- Wrong
______7. It is based on competitor analysis. How can you cultivate customer relationship?
______8. It contains the list of people venturing in the business.
____ 1. Personalize your services.
B. GIVE WHAT IS ASKED: ____ 2. Reward your loyal customers.
1. What are the steps in preparing the market plan? ____ 3. Add structural ties with the customer by giving freebies.
2. What are the different pricing schemes? Differentiate ____ 4. Always offer the most expensive product so they will feel
each. important.
3. What are the importance of defining the target market ____ 5. Give near expiry products as freebies.
when preparing a market plan?
Building and Managing your Brand
II. MARKETING FUNCTION.
Write A before the sentence that tells the function of a ____ 6. A brand is a category of product all made by a particular
marketing manager and B if it does not. company all having a particular name.
____ 7. Brands are not important because this cannot be the basis
____ 9. Assess how the company’s goods fare with other of consumers when buying.
competitors. ____ 8. Consumers get to know the brand through past
____ 10. Know where to bring the business. experience.
____ 11. Find ways on how to penetrate the market. ____ 9. Brands associated to quality can lead to customer loyalty.
____ 12. Decide what general market or industry you wish to enter. ____ 10. Brand elements are those things that make a brand
____ 13. Hire people to work for the business. distinct.
____ 14. Integrate product, price, distribution and promotion IV. PERFORMANCE TASKS:
____ 15. Know how to implement the goals and objectives of the Individual Activity: Revisit your brand name, logo, symbol, slogan
company. or tag line of your product. Make some revisions based on the
____ 16. Prepare the legal papers of the business. creating the brand -meaningfulness, likeability, memorability and
____ 17. Set up the equipment and machines.
humor. Write your answer in a short coupon bond. Create a short
jingle too for your business to be launched.

Group Activity: Make a video advertisement for social media for

your business. This is to promote the business you will soon launch.
Make sure that everyone has the participation and can be seen in
the video. Plan it well.

Prepare your product launching too. Do your pub mats now. !