Entrepreneurship

Group 7 Report
 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.

20XX Pitch deck title 2

 A Strong integrated marketing communication plan (IMC) should be devised to
deliver the compelling messages effectively. Key marketing messages for
promotion can be the following:

1. 2.
Value proposition or unique Product or service image.
selling proposition of the
product or service.
3. 4.
Business image. Business value and philosophy.

20XX Pitch deck title 3

 Once the key marketing message is established, the
entrepreneur must choose the right promotion tools to
deliver these message is established the entrepreneur
must choose the right promotion tools to deliver these
message to the target market. The entrepreneur can
choose one or combination of the following
promotional tools:
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.
Selling
This is the act of trading a product or service for a price or a
fee. The entrepreneur must identify the target customer who
will likely buy the product or service.
Sales Promotions
These are short-term promotional gimmicks where in
practical incentives and appealing activities are incorporated
to entice the customers to buy the product or avail of the
service
Public relations
These are image-building initiatives of the entrepreneur to
make the name f the business reputable to stakeholders,
such as the target customers, government agencies, business
partners, media, and the public.
20XX 4
People
People is one of the three additional Ps in the marketing mix.
In today’s marketing arena, people play a vital role in
servicing customers even through the entrepreneur sells only
physical goods. With the influx or 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. Employees have become a
major influence in the customer’s buying behaviors.

5
Packaging
Another addition in the 7Ps is packaging. Packaging is how
the product or service is presented to customers. It is the
overall identification (look and feel) of the product or
service. This will determine the uniqueness of the product
from competitors. Packaging is very important in selling
physical products or goods, as it establishes the brand’s
identity, as well as its unique selling proposition. As one of
the additional Ps in the marketing mix, packaging plays a
vital role in persuading a customer to try a product or avail
of a service based on what he or she has seen. In fact,
packaging sometimes matters more that the product or
service itself. Indeed, it must please the eye of the
beholder.
6
Process
Process is the last addition in the marketing mix as
marketers began to realize the importance of the internal
and external operations of the business to serve
customers better. Process is defined as a step-by-step
procedure or activity workflow that the entrepreneur or
employees follow to effectively and efficiently serve
customers. Its components include input, throughput, and
output. The internal process includes the back-office
operations (preprocessing, processing, and
postprocessing), wherein employees or machines process
customers’ requests without necessarily being seen by the
customer.

7
 Fundamentals of Brand
Management

A brand refers to 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 purports to the customers will happen.

20XX Pitch deck title 8

 Fundamentals of Brand
Management

Brand management is the supervision of the tangible and intangible elements of a

brand. The tangible elements include the product itself, its packaging its price, and its
location.

20XX Pitch deck title 9

 Fundamentals of Brand
Management

Branding is the process of integrating the strategies formed from the marketing mix to give an identity
to the product or service. 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.

20XX Pitch deck title 10

 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 • Can be converted to other dialects or languages in
case the entrepreneur expands to other territories
• Extendable
• Can describe a product category
• Easy to remember
• Can describe concrete qualities
• Can describe the benefits of the product or service
• Positive and inspiring

20XX 11
Summary
The brand is the marketing element that sticks to the mind
of the target customers and the public. Therefore, the
entrepreneur must think critically on how to position the
brand and be able to sustain it.
Thank you Kulong
Ucol
Villanueva