HOLY ROSARY ACADEMY OF LAS PIÑAS CITY

HELE/TLE/ TECHVOC DEPARTMENT

SY 2021-2022

TEACHER: Sherylyn De Guzman

SUBJECT/LEVEL: Entrepreneurship Gr 11

Lesson 6: THE MARKETING PLAN 2 (Week 6)

Lesson Description:

In this lesson you will understand in detail and apply the 7Ps of marketing or the
marketing mix in instigating awareness and driving sales of the business venture.
You will also be introduced to the concept of Brand and Brand Management and how it
helps in marketing the product.

Lesson Objectives:

At the end of the lesson, students are expected to:

1) Explain the 7Ps of Marketing (Marketing Mix)

D) Promotion
E) People
F) Packaging
G) Process

2) Define and explain Brand and brand management

Content:
D) PROMOTION
 Promotion involves presenting the products or services to the public and how
these can address the public’s needs, wants, problems or desires.

 In promotion, the primary target market should be identified because it will

become the main audience.

 The main goal of promotion is to gain attention

Once the key marketing is established, the entrepreneur must choose the right
promotional tools to deliver these messages to the target market.

The entrepreneur can choose one or combination of the following

promotional tools:

1. Advertising - This is a type of communication that influences the behavior of

a customer to choose the product or service of the entrepreneur over the
competitors.

 There are so many ways to advertise, but the challenge for the
entrepreneur is to choose which is the most cost-effective and targeted
channel to relay the key marketing message to the target market.
 The entrepreneur can choose to advertise through the following:
 Television – regular channels, cable channels
 Radio – AM and FM radio
 Internet- emails, web sites, blogs, social media, search
engines, podcasts
 Mobile phones – text messages, mobile applications, mobile
internet
 Print – newspapers, magazines, flyers, signages, posters
 Out-of-home – billboards, buses, bus stops, trains, train
stations, taxis, street advertisements

2. Sales Promotions – These are short-term promotional gimmicks wherein

practical incentives and appealing activities are incorporated to entice the
customers to buy the product or avail of the service.

Here are common examples of sales promotions in the Philippines:

 Sales discounts or discount coupons
 Raffles
 Contests and games
 Promo items
 Product or service bundles
  Trade Fairs or exhibits (example : wedding expo)
 Sample distributions or free taste/free trials
 Premiums (example: free toys for fast food meals)
 Point-of-purchase promotions (example: display stands in grocery
stores
 Advertising specialties (example: pens, notebooks, umbrellas,
bags, calendars)
 Rewards (example: reward cards, SM Advantage, Puregold perks
card)
3. Public Relations – These are image-building initiatives of the entrepreneur to
make the name of the business reputable to stakeholders, which includes the
target customers, government agencies, business partners, media, and the
public.

 These PR strategies affect customers indirectly, but they do influence

the stakeholders to build more trust to the business.
 Examples of PR strategies are as follows:
 Press conferences
 Launching events
 Strong media relations through press kits
 Social Responsibility events (e.g. charitable or community
events)
 Lobbying (e.g. good relationships with government officials)
 Web public relations (e.g. blogs, social media, emails, word of
mouth)

4. People – In today’s marketing arena, people play a vital role in servicing

customers even though the entrepreneur sells only physical goods. With the
influx of various competing products and services, one of the major
differentiators is how people or employees make a difference in the lives of
the customers.

 It is not just about the quality of products anymore, but how

employees serve customers!!!

5. Packaging - Packaging is
 This will determine the uniqueness of the product from competitors
 Packaging preserves the shelf life of the product or service
 Packaging is very important in selling physical products or goods, as
it establishes the brand’s identity as well as its unique selling
proposition.
 In selling services, the term servicescape was used to refer to the
overall ambiance of the place where the service Is performed.
For example, is a spa business, the servicescape should be cozy,
service staff should be friendly, the massage bed should be
 comfortable and clean, and relaxing music and the aromatic smell of
nature should be there.

 Packaging plays a vital role in persuading a customer to try a product

or avail of a service.
 Packaging must please the eye of the beholder.

6. PROCESS – Is a step-by-step procedure or activity workflow that the

entrepreneur or employees follow to effectively and efficiently serve
customers.

 It’s components include input, throughput and output

 The internal process includes the back-office operations wherein

employees or machines process customers’ requests without
necessarily being seen by the customer.

 The external process includes the actual servicing where customers are
part of the process.
BIG IDEA
The original 4Ps (product, place, price and promotion) of the marketing mix already evolved
to 7Ps, which now include people, packaging and process to cover service businesses as well.
When used effectively, the 7Ps of marketing will achieve the two most important objectives of
an entrepreneur: customer delight and profitability

FUNDAMENTALS OF BRAND MANAGEMENT”

What is a brand?
 A brand refers to the identity of a company, of a product, of a service, or of an
entrepreneur himself or herself.

 A brand is a symbol of promise or assurance from the entrepreneur that what it claims to
the customers will happen.

 A good brand not just entices customers to try the product but makes them loyal to it.

BRANDING – is the process of integrating the strategies formed from the marketing mix to give
an identity to the product or service.
The goals of branding include the following:
1. Establishing to target customers that the business is reliable and trustworthy and that
the product or service is the superior solution to their current problem
2. Differentiating with competitors
 3. Driving customer loyalty and retention

 With strong branding, customers will feel that they are safer in using the products or
availing the service, and that the risks are minimal or low. If two products will be
offered, the customer will likely choose the one from a reputable brand.
As an important element of a brand, the brand name is a major differentiator of the
entrepreneur against the competitors. To be different and catchy, a brand name must
possess the following characteristics:

 Unique
 Extendable
 Easy to remember
 Can describe the benefits of the product or service
 Can describe a product category
 Can describe concrete qualities
 Positive and inspiring
GENERALIZATION:
In this lesson, you have understood the importance of marketing as a critical success
factor in starting and running a business venture.
A strategic marketing plan aids an entrepreneur to select the appropriate target market ,
understand customers deeper and communicate with them in a channel and language that they
will easily understand.
You were also introduced the marketing mix or 7Ps so you will be able to strategically
position your product or service using these primary elements of marketing.
The fundamentals of brand management were also introduced to you so that you will be
acquainted on how to create, manage and sustain a brand. A brand symbolizes the integrity and
credibility of a business.

References:
1) Batisan, Ronaldo S., Entrepreneurship DIWA Senior High School Series, Diwa
Textbooks

2) Edralin, Dr.Divina M., Entrepreneurship K-12 Revised Edition, Vibal Publishing House
3) Go, Josiah amd Go, Chiqui E. , Entrepreneurship- Starting an Enterprise, having an
Innovation Mindset, Josiah and Carolina Go Foundation, Inc. , July 2018