10

1
Technology and
Livelihood Education
0
Agri-Fishery Arts
Agricultural Crop Production

0
Quarter 1 - Module 2:
Marketing Agricultural Products

Photo Credit: Alvin A. Gantalao

Department of Education ● Republic of the Philippines

Technology and Livelihood Education Grade 10
Agri-Fishery Arts - Agricultural Crop Production
Alternative Delivery Mode
Quarter 1 - Module 2: Marketing Agricultural Products
First Edition, 2020

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 10
Technology and
Livelihood Education
Agri-Fishery Arts
Agricultural Crop Production
Quarter 1 - Module 2:
Marketing Agricultural Products

This module 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
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Department of Education ● Republic of the Philippines

 Table of Contents
Page
Cover Page
Copyright Page
Title Page

Overview 1
Objectives 1
Lesson 1: The Market 3
Pre-Assessment 3
Prior Knowledge 3
Presentation 4
Concept Development 5
Activities 6
Assessment 7
Application 7
Generalization / Synthesis 8

Lesson 2: The Market - Product Development 9

Pre-Assessment 9
Prior Knowledge 10
Presentation 10
Concept Development 11
Activities 15
Assessment 16
Application 17
Generalization / Synthesis 17

Lesson 3: The Market - Selecting Business Idea 19

Pre-Assessment 19
Prior Knowledge 19
Presentation 20
Concept Development 20
Activities 23
Assessment 23
Application 24
Generalization / Synthesis 25

Lesson 4: The Market - Branding 26

Pre-Assessment 26
Prior Knowledge 26
Presentation 27
Concept Development 28
Activities 29
Assessment 30
Application 30
Generalization / Synthesis 30

Post Assessment 31
Answer Key 32
References 33
Overview
Marketing agricultural products or services is another skill that a
future agriculturist must develop. In this module, you, as a student will
embrace the world of marketing as you will ponder and extract the basic
methods in promoting and introducing the products or services to the
customers. It is done by identifying the market, product development,
selecting business ideas and branding.

Along the way, you are expected to experience and learn the
process of disposing your products and services. Developing,
promoting and managing your products/ services are necessary to gain
profit and satisfy the customers’ wants and needs.

Objectives

At the end of this module, you are expected to acquire the

following competencies:

LO1. Recognize and understand the market for agricultural crop

production

Topic Code: TLE_EM9-12-IO-1

1.1. Identify the players/ competitors within the province;

1.2. Identify the different products/ services available in the
market; and
1.3. Enumerate the differences between these products/
services.

LO2. Develop a product for the agricultural crop production market

Topic Code: TLE_EM9-12-IIO-2

2.1. Identify what is of “value” to the customer;

2.2. Identify the customer;
2.3. Define and identify what makes a product different;
2.4. Enumerate and apply creativity and innovation techniques
In order to develop a product that stands out; and
2.5. Identify the unique selling proposition (USP) of the
product.

1
LO3. Select a business idea based on the criteria and techniques
provided for the agricultural crop production market.
Topic Code: TLE_EM9-12-IIIO-3
3.1. Identify potential business to select from;
3.2. Enumerate the various criteria and steps to selecting a
business idea;
3.3. Apply the criteria/ steps in order to select a viable business
idea; and
3.4. Identify a business idea based on the criteria/ steps
provided.

LO4. Develop a brand for the product

Topic Code: TLE_EM9-12-IVO-4

4.1. Identify the benefits of having a good brand;
4.2. Enumerate recognizable brands in town/ province;
4.3. Enumerate the criteria for developing a brand; and
4.4. Generate a brand that is clear and follows the techniques of
generating a brand.

2
Lesson

1 The Market

Pre-Assessment

Before going any further, let us see if you know something about
this topic!

Identification

Directions: Arrange the jumbled letters inside the box to form the
correct term being described in each sentence.

1. It is the place where buyers and sellers

R K M
meet for the transaction of goods and
A T E services.

2. It is known as the rivalry between sellers

T O M P O
selling similar products or services in the
C T E I N I market.

3. It is an important activity of the buyers

A R M N and sellers inside the market, done
K T E G I through the exchange of goods and
services.

R T U N C 4. It is the process of creating or

manufacturing of goods and services.
O P D I O

M C N C 5. It is the branch of social science that

deals with the production and fair
O E S I O distribution of goods and services to
satisfy human wants and needs.

Prior Knowledge

Now let us review first what you have learned from Module 1!
Enumeration

3
 Directions: Write at least five characteristics / traits / attributes of a
good entrepreneur. Write your answers on another sheet
of paper.
1. ____________ 3. ____________ 5. ____________
2. ____________ 4. ____________

Presentation
Market and Agricultural Marketing

Market is a place where buyers and sellers meet for the transaction of
goods and services. There are two main types of markets: markets for goods
and services and markets for the source of production. Agricultural marketing
on the other hand, is defined as the marketing flow of agricultural food and
fiber from farm producers to the consumers.

Types of Markets

Markets for Goods and Services Markets for Source of

Production

Key Concepts of Market

1. Production Concept. A concept that holds consumers who choose those

products that are available and highly affordable. Hence, the producers
should concentrate on improving production and distribution efficiency.

2. Product Concept. It holds that the consumer favors those products that
offer the best quality, performance and features and therefore, the
producers should devote their strategy in making continuous product
improvement.

3. Selling Concept. It holds that the consumer will not buy enough of the
products unless the producer undertakes substantial selling and promotion
efforts.

4. Marketing Concept. It holds that the producers should determine the needs
and wants of the target market and to adapt itself in delivering the desired
satisfaction more effectively than the competitors.

5. Societal Marketing Concept. It holds that the producer task is to determine

the needs, wants and interest of target markets and to deliver the desired

4
 satisfaction more effectively than the competitors in a way that it preserves
or enhances the consumers and the well-being of the society.

The graph below shows the key concepts of market.

Societal Marketing
Concept

Societal Marketing Societal Marketing

Concept Concept

Societal Marketing Societal Marketing

Concept Concept
Source: https://www.iedunote.com/marketing-process

Concept Development

The Market Competition

Market competition is defined as the rivalry among sellers selling similar

products or services in the market with the aim of achieving revenue, profit,
and market share growth.

Three Primary Types of Market Competition

1. Direct Competitor. A competitor who targets the same consumers and

selling the same products as the other sellers with the same goal of profit
and market share growth.

2. Indirect Competitor. A competitor that offers the same products and

services but with different end goals. These competitors are finding ways
to grow revenue with a different strategy.

3. Replacement Competitor. A competitor that is offering a product or

service that the consumer could use instead of choosing products or
services offered by sellers. They are using the same resources to
purchase the replacement product or service that is offered by the sellers.

5
Structures of Products in Agricultural Production

a. Raw Material. These are the large outputs of agriculture that are commonly
used for further processing. Like for example, pineapple that is converted
into pineapple juice and pineapple products in cans. Banana that is
converted into catsup. All vegetables and fruits that are sold in the market in
volume.

b. Bulky and Perishable Products. Mostly all agricultural products are bulky
by nature and perishables. That is why, they require a speedy handling and
special refrigeration process.

c. Quality Variation. The quality of production of agricultural commodities

varies from year to year and from season to season. Some products are of
high quality and some are of low quality. Such variations in the quality of
production make it very hard to apply uniform standards for grades from
year to year.

Activities

Now try to do this activity!

Directions: Write at least ten (10) agricultural products or services

that are commonly sold or offered in the local market of
your area. Write your answers on another sheet of paper.

Now answer the following questions:

1. Which among the agricultural products or services you have listed

are perishables and non-perishables?

2. Which among the agricultural products/ services you listed have a

lot of sellers/ competitors? Write down at least three (3) products or
services.

3. Why do you think that the products/ services you listed in question
#2 have a lot of sellers/ competitors in your place? Give at least two
reasons.

6
 Assessment

Identification

Directions: Complete the table below by identifying the types of

agricultural products and classify these examples as
perishable or non-perishable. Write your answers on
another sheet of paper.

Agricultural Products Types

(Perishable, Non-Perishable)
1. Corn, dry
2. Abaca Fiber
3. Rattan
4. Wheat, dry
5. Fresh Vegetables
6. Pineapple
7. Sugarcane
8. Rice
9. Fresh Fruits
10. Milk

Application
Completing the Chart

Directions: Think of a particular crop coming from your locality or

community. Based on the chart shown below, write on another
sheet of paper at least three (3) ways on how that crop/ product
being is sold in the market.
Name of Crop

_______________________________

Way 1 Way 3
Way 2

7
Generalization / Synthesis
These are the things that you must bear in mind!

1. A market is a place between the buyers and sellers who do transaction

for the goods and services.
2. The two main types of market: markets for goods and services and
markets for sources of production.
3. The five (5) market key concepts: production, product, selling,
marketing, and societal marketing.
4. The rivalry between the sellers selling the same products is known as
market competition.
5. The three primary types of market competition are: direct competitor,
indirect competitor and replacement competitor.

Great job! Now you are ready to proceed to the next lesson.

8
Lesson
The Market - Product
2 Development

Pre-Assessment

Before going any further, let us see if you know something about
this topic!

Multiple Choice

Directions: Choose the letter of the best answer. Write your

answer on another sheet of paper.

1. What do you call the process of making a new product to be sold to

the customers?
A. product analysis C. business concept
B. product development D. business idea
2. What process is generated by examining the goods and services that
are sold outside the community?
A. business creation C. business idea
B. business concept D. business pricing
3. What are the things considered as luxuries or advantage and every
individual’s beyond necessity?
A. desires C. requirements
B. needs D. wants
4. What factor or consideration is presented by a seller as the reason
that one product or service is better and different from that of the
competitors?
A. finding value-added C. unique selling price
B. unique pricing policy D. unique selling proposition
5. In what stage of business transaction were the needs of the target
market identified, reviewed, and evaluated?
A. concept development C. project development
B. economic analysis D. refine specification

9
 Prior Knowledge

Now let us review first what you have learned from Module 1!

Enumeration

Directions: Write at least five characteristics / traits / attributes of a

good entrepreneur.

1. ____________ 3. ____________ 5. ____________

2. ____________ 4. ____________

Presentation
People who want to start up a business need to explore the economic,
cultural and social conditions prevailing in their area. Needs and wants of the
people around the vicinity that are not met may be considered as business
opportunities. Identifying the needs of the community, its resources, availability
of raw materials, skills and appropriate technology can help a new
entrepreneur in seizing a business opportunity.

To be successful in any kind of business venture, potential

entrepreneurs should always look closely at the environment and market. They
should always be watchful of the existing opportunities and constraints. The
opportunities in the business environment are those factors that provide
possibilities for a business to expand and make more profits. Constraints, on
the other hand, are those factors that limit the ability to grow, hence, reducing
the chance of generating profit. One of the best ways to evaluate the
opportunities and constraints is to conduct SWOT (strengths, weaknesses,
opportunities and threats) analysis.

SWOT analysis is a managerial tool to assess the environment. It

gathers important information, which in turn is used in crafting a strategic plan.
Strengths and weaknesses are internal in an organization. Basically, they
relate to resources owned by the organization, things that one control over, as
well as the extent of its marketing capability.

Opportunities and threats exist in the external environment.

Opportunities relate to the market, development of new technologies, and
external factors such as government policies, climate and trends. Threats
relate to what the competition is doing as well as legal and other constraints.

10
 Now that you have read some of the important things to consider to
succeed in any business, you are now ready to go deeper about market -
product development.

Concept Development

Product Development

Product development refers to the process of making a new product

to be sold by a business or enterprise to its customers. It may involve
modification of an existing product or its presentation, or formulation of an
entirely new product that satisfies a newly defined customer’s needs and/ or
wants and/ or a market place.

The term development in this module refers collectively to the entire

process of identifying a market opportunity, creating a product to appeal to the
identified market, and finally, testing, modifying and refining the product until
this will be ready for production. This product can be any item to be sold to the
consumers.

In product development, these are the basic yet vital questions that
you can ask yourself. When you shall find acceptable answers to these, you
can say that you are ready to develop a product and/ or render service:

1. For whom are the products/ services aimed?

2. What benefit will the customers expect from it?
3. How will the product differ from the existing brand? Or from their
competitors?

Likewise, needs and wants of the people within the area should also be
taken into consideration. Everyone has his/ her own needs and wants.
However, people have different concepts of needs and wants. Needs in
business are important things that every individual does within a society.
These include:
1. Basic commodities for consumption
2. Clothing and other personal belongings
3. Shelter, sanitation and health
4. Education

Basic needs are essential to every individual so, he/ she may be able
to live with dignity and pride in the community where he/she lives. These
needs can obviously help you generate business ideas and subsequently to
develop a marketable product.

11
 Wants are desires, luxuries and extravagance that signify wealth and
expensive way of living. They are the things that above all the basic
necessities of life, like fashion accessories, shoes, clothes, travelling around
the world, eating in an exclusive restaurant, watching movies, concerts, plays,
having luxurious cars, wearing expensive jewelry, perfume, living in impressive
homes, and others.

Needs and wants of people are the basic indicators of the kind of
business that you may engage into because they can serve as the measure of
your success. Some other good points that you might consider in business
undertakings are the people, their needs, wants, lifestyle, culture and tradition,
and social orientation.

Concepts of Developing a Product

Concept development is a very critical phase in developing of a

product. From this stage, the needs of the target market are identified and
competitive products are reviewed before the product specifications are
defined. The product concept is selected along with an economic analysis to
come up with an outline of how a product is being developed. Below is a figure
that shows the stages of concept development of a product.

IDENTIFY ESTABLISH GENERATE SELECT A REFINE

CUSTOMER TARGET PRODUCT PRODUCT SPECIFICATIONS
CONCEPTS CONCEPT
NEEDS SPECIFICATIONS

PLAN
REMAINING
DEVELOPMENT
ANALYZE PERFORM
COMPETITIVE ECONOMIC
PRODUCTS ANALYSIS

Figure 1. Concept of Product Development

The process of product development follows these steps:

A. Identify customer needs. Using survey forms, interviews, researches,

focused group discussions and observations an entrepreneur can easily
identify customer’s needs and wants. In this stage, the information that can
possibly be gathered here are the product specifications (performance, taste,

12
size, color, shape, life span of the product, etc.). This stage is very important
because this will determine the product to be produced or provided.

B. Establish target specifications. Based on customer’s needs and reviews

of competitive products, you may now establish target specifications of the
prospective new product and/ or service. Target specifications are essentially
a wish-list.

C. Analyze competitive products. It is imperative to analyze existing

competitive products to provide important information on establishing product/
service specifications. Other products may inhibit successful design attributes
that should be emulated or improved upon in the new product/ service.

D. Generate product concept. After having gone through with the previous
processes, you may now develop a number of product concepts to illustrate
what types of products are both technically feasible and will best meet the
requirements of the target consumers/ market.

E. Select a product concept. Through the process of evaluation between

attributes, a final concept is selected. After the final selection, additional
market research can be applied to obtain feedbacks from certain key
customers.

F. Refine product specifications. In this stage, product/ service

specifications are refined on the basis of input from the foregoing activities.
Final specifications are the results of extensive study. Expected service life
and projected selling price are being considered in this stage.

G. Perform economic analysis. Throughout the process of product

development, it is very important to always review and estimate the economic
implications regarding development expenses, manufacturing costs, and
selling price of the product to be offered/ provided.

H. Plan the remaining development project. In this final stage of concept of

product development, you may prepare a detailed development plan which
includes a list of activities, the necessary resources and expenses, and a
development schedule with milestones for tracking progress.

Finding Value

People buy for a reason. There should be something in your product/

service that will give consumers a good reason to go back and buy for more.
There must be something that has to make you the best option for your target
customers; otherwise, they have no reason to buy what you are selling. This

13
implies further, that you offer something to the customers which they will value
or treasure.

The value that you incorporate to your product is called value

proposition. Value proposition is “a believable collection of the most
persuasive reasons people should notice you and take action you are asking
for”. Value is created by fulfilling deep desires and solving deep problems.
This what gets the people moving and keep them spending for your product/
service.

One of the famous agri–products of Region X, Philippines

Photo Credit: Alvin A. Gantalao

Innovation

Innovation is the introduction of something new in your product/

service. This may be a new idea, a new method or a device. If you want to
increase your sales and profit you must innovate. Some of the possible
innovations in your products are change in packaging. Innovations in providing
services are application of new improved methods, additional feature of
product/ services, and possibly, freebies.

Like what Dodong Cacanando has done in his farm, he is not only
planting one particular crop but a lot of high valued crops. His lettuce farm
produces a lot of varieties (ice berg, green coral, red coral and romaine) that
his customers may be able to select. He managed to target big companies
(McDonalds, KFC, Monterey) as his partners to sell his agricultural products.

Unique Selling Proposition (USP)

Unique selling proposition is the factor of consideration presented by

a seller as the reason that the product or service being offered is different from
and better than that of other key players or competitors. Before you can begin
to sell the product or service to the target customers, you have to sell yourself
into it. This is especially important when the product or service is similar to
those around you.

14
 Unique selling proposition requires careful analysis of other businesses’
ads and marketing messages. If you analyze what they say or what they sell
apart from the qualities of their product or service, you can learn a great deal
about how companies distinguish themselves from competitors.

How to Discover the Unique Selling Proposition and Use It to Increase

the Sales and Profit

 Use empathy by putting yourself in the shoes of your customers.

Never get to fall in love with your own product or service or brag
about it to the public. Remember that agricultural products are not hard to
sell because they are part of everyone’s basic needs. Always focus on the
needs of the target customers. Put in your mind that you are making this
product for their satisfaction, and eventually to increase your sales or
profit. Always consider the quality, availability, convenience, cleanliness,
reliability and friendliness and just ignore your competitors.

 Identify what drives your customer to buy your products.

Do some efforts to find out, analyze and utilize the information that
motivates the customers in their decisions to purchase your product/
service. Accept criticisms from the customer humanely, and make that one
as your drive to improve your products.

 Always think of the reasons why the customers should pick your
products instead of that of your competitors.
As your line of business prospers, always ask the customers
feedback and information to improve your products and services. This will
also guide you in the product and selling decision making in the future.

Activities
Enumeration

Directions: Answer what is asked in every item. Write your

responses on the blank spaces.

1-8. Eight steps/ stages of product development

9-15. As an entrepreneur, you have to show empathy to your

customers. What are the things you should consider when making
your product development?

15
Assessment
Multiple Choice

Direction: Choose the letter of the correct answer.

1. Which of the following examples below is not considered as basic

need?
A. car C. food
B. education D. shelter
2. Daniel is focused on his food business; he does the review and
estimating the economic implications regarding development
expenses and the selling price of the product to be offered. What
step of product development is he doing?
A. analyze competitive products
B. identify customer needs
C. perform economic analysis
D. refine product specifications
3. After the final selection, Sarah did an additional market research
which can be obtained from the feedbacks of the concept key
customers. What step of product development did she apply?
A. establish target specifications
B. generate product concept
C. plan the development project
D. select a product concept
4. What stage in product development is gathering information about
the taste, size color, shape and life span of the product?
A. analyze competitive products
B. identify customer needs
C. perform economic analysis
D. refine product specifications
5. Which of the following steps in product development is considered
as the final stage?
A. establish target specifications
B. generate product concept
C. plan the development project
D. select a product concept

16
Application

Complete the Figure

Directions: Using the figures below, develop your own concept of the
product/ service you want to pursue as an agri- business in the
future.

1. Identify 2. Target
Customer’s Specifications
Need ______________
____________ ______________
____________ ______________
____________

7. Prepare a 3. Analyze a
Development Competitive
Plan Product
______________ ____________
______________ ____________
______________ ____________

6. Refine Product 5. Select a 4. Generate

Specifications Product Product
_______________ Concept Concept
_______________ ______________ ___________
_______________ ______________ ___________
______________ ___________

Generalization / Synthesis
These are the things that you must bear in mind!

1. Product development refers to the process of making a new product to be

sold by a business or enterprise to its customers. The development of some
products depends on the wants and needs of the customers.

2. There are eight (8) steps that lead to product development: identify
customer needs, establish target specifications, analyze competitive
products, generate product concepts, select a product concept, refine
product specifications, perform economic analysis, and plan the
remaining development project.

17
3. Value proposition is “a belieable collection of the most persuasive
reasons people should notice you and take action you are asking for”. This
what gets the people moving and keep them spending for your product/
service.

4. If you want to increase your sales and profit, you must innovate. Innovation
is the introduction of something new in your product/ service.

5. Unique selling proposition is the factor of consideration presented by a

seller as the reason that the product or service being offered is different from
and better than that of other key players or competitors.

Good job! You may now proceed to the next lesson!

18
Lesson
The Market - Selecting
3 Business Idea

Before going any further, let us try if you know something about
this topic!

Pre-Assessment
Matching Type

Directions: Identify what potential business idea is described in the

following sentences below. Choose your answers from the
choices inside the box. Write your answers on another
sheet of paper.

A. examine the existing goods and services

B. examine the present and future needs
C. examine how the needs are being satisfied
D. examine the available resources around you
E. read magazines, articles on the new products and technology

1. A business can be started out of available raw materials by selling

them in raw form and by processing and manufacturing them into
finished products.

2. Look and listen to what the customers, institution, and communities

are missing in terms of goods and services.

3. This is a very good business opportunity when there is absolute lack

of supply of a pressing market demand.

4. Business ideas may also be generated by examining what goods

and services are sold outside the community.

5. There are many ways of improving a product from the way it is

crafted to the time it is packed and sold.

Prior Knowledge
Now let us review first what you have learned from Lesson 2.

Directions: Write the eight steps/ stages of product development.

19
 1-8. Eight steps or stages of product development

Presentation

The process of developing/ generating business idea is not a simple

process. Some people come up with a bunch of business ideas, while some
are without ideas. There are two problems that arise: first is the excessive
generation of ideas that makes one remain in the dreaming stage, and
second, when one fails to generate. The most optimal way is to have a
systematic approach in generating and selecting ideas that will be translated
into a viable business.

Concept Development

Generating Ideas for the Business

Here are some basic and important considerations that you may use to
generate possible ideas for business:

1. Examine the existing goods and services.

Are you satisfied with the product? What do other people using the
product say about it? How can it be improved? There are many ways of
improving a product from the way it is crafted to the time it is packed and sold.
You can also improve the materials used in crafting the product. In addition,
you introduce new ways of using the product, making it more useful and
adaptable to the customers’ many needs. When you are improving the product
or enhancing it, you are doing an innovation. You can also do an intervention
by introducing an entirely new product to replace the old one.

Business ideas may also be generated by examining what goods and

services are sold outside the community. Very often, these products are sold
in a form that can still be enhanced or improved.

2. Examine the present and future needs.

Look and listen to what the customers, institution, and communities are
missing in terms of goods and services. Sometimes, these needs are already
obvious and felt at the moment. Other needs are not that obvious because
they can only be felt in the future in the event of certain developments in the
community. For example, a province will have its electricity facility in the next
six months. Only by that time the entrepreneur can think of agricultural
products which are made using electrically powered tools or equipment.

20
3. Examine how the needs are being satisfied.
Needs for the products and services are referred to as market demand.
To satisfy these needs is to supply the products and services that meet the
demands of the market. The term market refers to whoever will use or buy the
product or services. These include people or institutions such as other
businesses, establishments, organizations, or government agencies.

This is a very good business opportunity when there is absolute lack of

supply of a pressing market demand. Businesses or industries in the locality
also have needs for goods and services. Their needs for raw materials,
maintenance, and other services such as selling and distribution are good
sources of ideas for business.

4. Examine the available resources around you.

Observe what materials or skills are available in abundance in your
area. A business can be started out of available raw materials by selling them
in raw form and by processing and manufacturing them into finished products.
For example, in a copra-producing town, there will be many coconut husks and
shells available as “waste” products. These can be collected and made into
coco rags/ doormats and charcoal bricks; then sold profitably outside the
community.

A group of people in your neighborhood may have some special skills

that can be harnessed for business. For example, women in Impasugong,
Bukidnon possess weaving skills using abaca fibers that have been passed on
from one generation to the next. The association for women sets up weaving
business to produce bags, decorative items and various souvenir items for
sale to tourists and lowland communities.

Examples of abaca fiber products of Impasugong Women’s Association

Photo Credit: Alvin A. Gantalao

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 Business ideas can come from your own skills. The work and
experience you have in agricultural arts, industrial arts, home economics, and
ICT classes will provide you with business opportunities to acquire the needed
skills which you can earn for extra income, should you decide to engage in
income generating activities. With your skills, you may also try doing things
during your spare time. Many products were inverted this way.

5. Read magazines, news articles and other publications on new

products and techniques or advances in technology.
You can pick up new business ideas from Newsweek, Reader’s Digest,
Business Magazines, and the like. The internet serves as a library where you
may browse and surf on possible businesses. It will also guide you on how to
put the right product in the right place, price and time.

Key Concepts of Selecting a Business Idea

Once you have entered on identifying the business opportunities, you

will eventually see that there are many possibilities available for you. It is very
unlikely that you will have enough resources to pursue all of them at once.
Which one will you choose?

You have to select the most promising one from among a hundred and
one ideas. It will be good to do this in stages:

FIRST STAGE – Screen your ideas to narrow them down to about first
choices.
SECOND STAGE – Trim down the five choices into two options.
FINAL STAGE – Choose between the two and decide which business
idea is worth pursuing.

In screening your ideas, examine each one in terms of the following

factors:

1. How much capital is needed to put up the business?

2. How big is the demand for the product? Do many people need this
product and will continue to need it for a long time?
3. How is the demand met? Who are processing the products to meet
the need (competition or demand)? How much of the need is now
being met (supply)?
4. Do you have the background and experience needed to run this
particular business?
5. Will the business be legal, not going against any existing or
foreseeable government regulation?
6. Is the business in line with your interest and expertise?
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 Your answers to these questions will be helpful in screening which ones
from among your many ideas are worth examining further and worth pursuing.

Activities

Enumeration

Directions: Supply the needed information on the following items

below. Write your answers on a clean sheet of paper.

1-4. What does SWOT stand for?

5-6. What are the common problems that will arise in generating ideas
ideas for business?

7-11. What are the possible ideas on how to generate business?

Assessment

Matching Type

Directions: Identify what potential business idea is described in the

sentences below. Choose your answers from the choices
inside the box.

A. examine the existing goods and services

B. examine the present and future needs
C. examine how the needs are being satisfied
D. examine the available resources around you
E. read magazines, articles on the new products and technology

1. The internet serves as a library where you may browse and surf on
possible businesses.

2. The business firm needs raw materials, maintenance, and other

services such as selling and distribution, which are good sources of
ideas for business.

3. Business ideas can come from your own skills.

4. It will also guide you on how to put the right product in the right
place, price and time.

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 5. You introduce new ways of using the product, making it more useful
and adaptable to the customers’ many needs.

Application
Fill-out the Table

Directions: In generating a business idea, environmental scanning is very

important. Utilize the SWOT analysis table below to list all your
observations. Write your answers on another sheet of paper.

Strength (S) Weaknesses (W)

- -
- -
- -
Opportunities (O) Threats (T)
- -
- -
- -

Strategize:

 SW - Utilize the strength to overcome the weaknesses.

 OS - Capitalize on the opportunities to eliminate the weakness.
 ST - Maximize your strengths to eliminate the external threats.
 OT - Take advantage of the avilable opportunities to eliminate the
external threats.

Strategies/ Activities:

The strategies/ activities that I will apply for my business will be

______________________________________________________________
______________________________________________________________

Analysis:

I think my strategies will work if I will do the following:

______________________________________________________________
______________________________________________________________

My best business idea would be

______________________________________________________________
______________________________________________________________
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Generalization / Synthesis
In generating a business idea, you should first identify what type of
business is suited to you. You should analyze and scan the potential
environment. Study the marketing practices and strategies of your
competitors, analyze the strengths, weaknesses, opportunities, and the
threats (SWOT) in your environment to ensure that the products/ goods and
services you are planning to offer will be patronized within the easy reach by
your target markets/ consumers.

Bear in mind these simple rules for successful SWOT analysis:

 Be realistic about the strengths and weaknesses of your business

when conducting SWOT analysis.

 SWOT analysis should distinguish between where your business is

today and where it will be in the future.

 SWOT should always be specific. Avoid any grey areas.

 Always apply SWOT in relation to your competition, i.e., better than or

worse than your competition.

 Keep your SWOT short and simple. Avoid complexity and over
analysis.

 SWOT is subjective.

Good job! You may now proceed to the next lesson!

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 Lesson

4 The Market - Branding

Before going any further, let us see if you know something about this
topic!

Pre-Assessment

Identification

Directions: Identify the elements/ parts of branding applied on the

product as shown below. Explain the importance of the
identified parts.

4 5

Elements of Branding Definition

1._________________ - ___________________________
2._________________ - ___________________________
3._________________ - ___________________________
4._________________ - ___________________________
5._________________ - ___________________________

Prior Knowledge

In the previous lesson, you have learned the topic on the market-
selecting business idea. Activities were formulated for you to master the
said competency and to prepare you to tackle the next lesson: the

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 market-branding. To let you recall the previous lesson, do first the
activity below.

Enumeration

Directions: List down at least five agri-products/ brands that are

locally made in your province/ town. Write your answers
on another sheet of paper.

1. ___________ 3. ___________ 5. ___________

2. ___________ 4. ___________

Presentation
After learning / mastering the skills in the previous topic, you will study
this new lesson on the market-branding. This will help you develop the skills
on branding your products in agricultural crop production. However, before
going through the new lesson, answer first this activity.

Written Response

Directions: Read and analyze the saying as shown below, then answer the
questions as follows. Write your answers on another sheet of
paper.

The product is the brand and there is no

story to be told except the swells of emotion
each consumer has when he owns that brand.

- Dushyant Waldivkar

1. What does the saying mean?

_________________________________________________________
_________________________________________________________
2. What is meant by the phrase “swells of emotion”? What is it referring to?
_________________________________________________________
_________________________________________________________
What a great idea you got there! Now let us go deeper with the lesson.

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Concept Development

Branding

Branding is a marketing practice of creating name, symbol

or design that identifies and differentiates product/ service from that of
the competitors. It is also a promise to your customers. It tells them
what they can expect from your product/ service and it differentiates
your offerings from other competitors. Your brand is derived from who
you are, who you want to be, and who people perceive you to be.

Branding is one of the most important aspects of any business.

An effective brand strategy gives you a major edge in increasingly
competitive markets.

The features of a good product brand are as follows:

- delivers the message clearly
- confirms your credibility
- connects your target prospects emotionally
- motivates the buyer; concretizes user loyalty

Simple Tips to Publicize Your Brand

 Develop a tagline. Write a meaningful, unforgettable, and easy-to-

remember statement that captures the essence of your brand.
 Design a great logo. Create a logo suitable to your business and
consistent with your tagline and advertise it.
 Write down your brand messaging. Select key messages you
want to communicate about your brand.
 Be true to your brand. Deliver your brand promise.
 Be consistent. Be reliable and consistent every time.

Ten Elements/ Parts of Branding

1. Brand Identity. This is an easily recognizable name that immediately

tells people about a particular product or service. It can be done by a
logo or a tagline/ punchline.

2. Brand Image. It is the idea of the brand that people develop in their
minds. It dictates what they expect from the brand.

3. Brand Positioning. It is the how a product is placed in the market. It

defines what segments of the market it is targeting.

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4. Brand Personality. It is the emotional or personal qualities that a
person associates with a particular brand. It is like we look on a
personality of a person.

5. Brand Equity. It is a value of a brand. It may include tangible

financial value such as market share and revenue as well as intangible
aspects such as strategic benefits of the brand.

6. Brand Experience. It is a combination of everything that a customer

goes through while purchasing and using that brand.

7. Brand Differentiation. It is how a brand stands out in the crowd

differently from other products.

8. Brand Communication. It is the message of the brand on how it is

delivered like adverts, brochures, punchlines and hoardings. If the
brand has to grow, it must be clearly communicating its core benefits to
the customers.

9. Brand Gap. It is the difference between what a brand promises to

deliver in its communications and what it actually does. A successful
brand must be able to deliver what it promises.

10. Brand Extension. It is basically making not just one but a variety of
products. It must be done in a manner so that the existing operations
complement the newer initiatives.

Activities

Create-Your-Own

Directions: Generate a clear appealing product brand with logo and

tagline. Use the boxes below for your brand design.
Transfer you answers on another sheet of paper.

Logo Tagline

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 Assessment

True or False

Directions: Write T if the statement is TRUE and F if it is FALSE.

Write your answers on another sheet of paper.

1. A successful brand must be able to deliver what it promises.

2. An effective brand strategy gives you a major edge in increasingly
competitive markets.
3. A successful businessman must focus to one product in order to
minimize cost of production.
4. Your brand is the mirror of your soul and personality.
5. The brand logo, tagline, punchline are all parts of brand equity.

Application
Create-Your-Own

Directions: La Agricultura Company is developing a new product using taro

as chips. Using your idea about branding, design the package of
their product using the figure as shown below.

Generalization / Synthesis
These are the things that you must bear in mind.

1. Branding is a marketing practice of creating name, symbol or design that

identifies and differentiates product/ service from that of the competitors. It
is also a promise to your customers. It tells them what they can expect from
your product/ service and it differentiates your offerings from other
competitors.

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2. To develop your brand, consider the following tips: develop a tagline,
design a great logo, write down your brand messaging, be true to your
brand and be consistent.

3. The elements of good branding are the following: brand identity, brand
image, brand positioning, brand equity, brand experience, brand
differentiation, brand communication, brand gap, and brand
extension.

Post-Assessment
Modified True or False

Directions: Write T if the statement is TRUE and F if it is FALSE.

1. Branding is not one of the most important aspects of any business.

2. Select short messages you want to communicate about your brand.
3. Brand positioning defines what segments of the market it is targeting.
4. SWOT analysis should always be specific and subjective.
5. SWOT analysis should distinguish between where your business is today,
and where it wil be in the future.
6. A successful brand must be able to deliver what it promises.
7. An effective brand strategy gives you a major edge in increasingly
competitive markets.
8. A successful businessman must focus to one product in order to
minimize cost of production.
9. Your brand is the mirror of your soul and personality.
10. The brand logo, tagline, and punchline are all parts of brand equity.

Congratulations! You have finished the activities in this

module. You have done well. Keep it up!

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Answer Key

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References
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For inquiries and feedback, please write or call:

Department of Education - Division of Bukidnon

Office Address: Fortich Street, Sumpong, Malaybalay City, Bukidnon
Telefax/Telephone: (088) 813-3634
E-mail Address: bukidnon@deped.gov.ph
Website: depedbukidnon.net.ph

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