4-Gate Model

MARKETING: MINDSET, MARKET, AND MESSAGE

• The 4-Gate model involves Mindset, Market, Message

and Marketing to seize the golden opportunity chosen .
Entrepreneurs need to identify their target market and
formulate a compelling message. The more focused and
the target market definition, better for the marketing
communication group to know who to send message to.

• Entrepreneurs must make smart choices in satisfying

either customers or noncustomers they are targeting. for
entrepreneurs with a much smaller marketing budget, it
is much more important to have superior product that
can shift consumer preference and or solve consumers
pain points.
 Marketing, Mindset, and
Message, note that most of
the value creation ideas listed
above are offers to perform
better than rivals in the
existing marketplace , it is
the only the last item or being
different thar focuses on
creating innovative value
Identify
the Target
Market
It is converting a
superior product
or service value
advantage to a
market advantage
A compelling message not
communicated deprives the
entrepreneurs of his brands
awareness ,which is the first of
three steps in the customer
bonding strategy awareness
trial and repeat purchase.
There are three points
to remember in product
or service positioning
it ,must be relevant ,it
must be unique, and it
must be
communicated

In the solar industry, three major
market segments are
commercial, residential and
utilities. In the commercial
segment, different target markets
can be shortlisted before being
chosen. One possible target
market is the supermarket where
cold storage translates to high
electricity bills monthly. But a
constraint of solar panel
installation is old rooftops, so an
ideal definition of target market
are supermarkets with high
electricity bills whose life of
rooftops would be seven years or
less, or the solar installers might
be blamed for leakages in the
building from an old roof..
Mommy Mundo, an online
community of moms, defines the
target market of their blog and
events as "active and modern
moms". "Active" refers to being a
"present", conscious or
intentional parent to one's
children while "modern" refers not
only to being up-to-date in
choices of products, or perhaps
use of technology, but also refers
to having a progressive mindset
always learning and searching for
new parenting principles and
choosing what will work best for
herself and her family. They
chose this target market, with
whom they can share information
and awareness, while also
respecting every mom's principles
and parenting style, their
individuality and choices.
 Mucho Macho started as a
barbershop in General Santos City
targeting stylish millennials in
2012. The barbershop provides
the services of barbers as well as
stylists. Their expansion to Davao,
which accepted their concept,
encouraged them to start
franchising nationwide.
Harbest Agribusiness sells their
Seeds of Hope vegetable seeds to
politicians instead of other
channels. Politicians use the
packaging of these vegetable
seeds to print their photo and
programs, allowing them to
increase awareness retention
while offering the advocacy of
planting vegetables in backyards.
 Below is how Waters Philippines applied framework:

Customer: Is the market Timing: Is the market big

Finance: Will be profitable?
real? enough?
According to Kantar, the socio- Selling the Waters Bio Mineral
The market gap is three-fold:
demographics of the Philippines is Pot 3-in-1 alkaline, mineral,
Water refill stations provide
1% for upper class AB, 2% for upper purified home water system
mostly acidic water, not
middle class C, 9% for broad middle
alkaline; The average drinking has the advantage of
class C, 71% lower class D and 17%
water expenditures for a referrals from satisfied
for lower class E. The market can customers, as well as
household is about P150 a
expand 12 times if Waters customers converting
week. This P150 a week is
Philippines also taps the middle themselves to be independent
P600 a month or P7,200 a
class and not limit sales to cash distributors to sell to their
year or P500,000 lifetime cost
buyers only, composed of 1% in the own network. Aside from
in drinking water. The higher
upper AB class. Given about 20
the expenditures for drinking profit from unit sales, Waters
million households in the
water, the higher probability of can be profitable from repeat
Philippines, the 12% market purchase of filters, from
shifting to a water purifier and
potential represents 2.4 million parts sales from natural wear
There are very few industry
households which is the size of the and tear, as well as from
players selling high quality
prize". Almost all upper and middle interest income from
home water purifiers on
class families do not drink directly installment sales.
installment.
from the tap.
 What is product life cycle?
Product life cycle is the progression of an item through the four stages of its time
on the market.
When a product is new the organizations objective
Introductory will be to inform the target audience of its entry.
Television, radio, magazine, coupons etc may be
used to push the product through the introduction
stage of the lifecycle. Push and Pull Strategies will
be used at this crucial stage.

Growth As the product becomes accepted by the target

market the organization at this stage of the
lifecycle the organization works on the strategy of
further increasing brand awareness to encourage
loyalty.
 What is product life cycle?
Product life cycle is the progression of an item through the four stages of its time
on the market.

At this stage with increased competition the

Maturity organization take persuasive tactics to encourage
the consumers to purchase their product over their
rivals. Any differential advantage will be clearly
communicated to the target audience to inform of
their benefit over their competitors.

As the product reaches the decline stage the

organization will use the strategy of reminding
people of the product to slow the inevitable.
Decline
BUYERS CHARACTERISTIC

Cultural

Social

Personal

Pyschological
 BUYER’S INFLUENCE

01 02 03 04
Situational
Environmental Influences Organizational
Influences

05 06 07
Individual
Interpersonal Influences
Inflluences
 Consumer Decision
What is it? Example: Expensive Milktea
Process

ProblemRecognition
The first step in the customer
decision- making process is
My mother spends $10 every
to recognize the problem. weekon drinking milktea. The
Our capacity to spot sums up to 40$ every
problems and address them When making adecision, a person month,480$ a year.
for our customers determines first needs to identify and define the
our success as business problem or need recognition The milktea shop is also
known on their high price and
owners and/or marketers. A
it can also last long about
disparity between one's 48hours.
intended state and one's
actual state of contentment
leads to problem detection.
 Consumer Decision
What is it? Example: Expensive Milktea
Process

Newspapers,Onlinearticles.N
Information Search ews, Blogs,Social Media
page.etc
is a multi-stepprocess
thatincludesformulating a E. coli found in milk tea that
A consumer seeks information by killed 1, downed 9 in Iloilo.
search question, selecting asking an employee about a Report from Regi Adosto,
search terms, searching, product. Asking an employee is ABS-CBN News Iloilo.
some situations,evaluating external research.
(Article can be found
sources critically, and, https://news.abscbn.com/nat
inpresenting the search ion/regions/12/07/13/e coll-
method. found-milk-tea-killed-1-
downed9-iloilo)
The 4 Minds What is it? Examples Decision-making

Ideal Point uses the optimal option for the Dream computer Customers measure
customer as a point of set everything against
comparison when evaluating any the ideal.
option

Market Individual attribute evaluations Computer Customers measure

Comparison based on internalized reference set/parts everything against
points are used by the market the ideal.
comparison mind.

Local based on comparisons between Available Customers make

Comparison only the set of choices that the flavors/menu in comparisons based
consumer is considering at the milktea shop on a restricted
time number of options.

Image Point focuses on overall impressions Known computer Customers are

while evaluating specific brands brand-aware.
attributes
 THE 4 GATES OF ENTREPRENEURSHIP
The first gate of the journey
to entrepreneurship is the
preparatory gate. Here,
entrepreneurs deal with
money, models (business
models), and mentoring.
The principle of wealth
conversion states that
wealth is created by
converting money or cash
(or equivalent) into goods
and returning them to cash
when sold for profit.
Entering all four gates
allows the entrepreneur
to experience the two
benefits of the House
of Prosperity. The first
is accomplishing five
critical tasks: having 1)
a good and compelling
value proposition, 2)
cash flow, 3) profit, 4)
manageable execution
and 5) vision/mission.
What is Entrepeneur?

An entrepreneur is an individual who creates a new business,

bearing most of the risks and enjoying most of the rewards.

Entrepreneurs play a key role in any economy, using the skills

and initiative necessary to anticipate needs and bringing good
new ideas to market.

A person who starts a business and is willing to risk

loss in order to make money.

The entrepreneur is defined as someone who has the

ability and desire to establish, administer and
succeed in a startup venture along with risk entitled
to it, to make profits.
 WHAT IS COMPELLING MESSAGE IN
ENTREPRENEURSHIP?
Phase 1 Phase 3
Phase 2

It uses words and

A compelling message explanations the
resonates with the It is designed to help audience
audience's values and the audience solve understands and
beliefs their problems, achieve finds relatable.
their goals and dreams,
and meet their needs.
 IMPORTANCE OF MARKETING

Market Acquisition Strategic

Comercial

Intelligence Support Planning

 IMPORTANCE OF 9 WAYS TO CREATE VALUE
Value creation happens when
a business or organization
uses its work and resources to
create something of value that
is sold to a customer base.
Sales
process
Creating customer value increases
customer satisfaction and the
customer experience. . A good
customer experience will create value
for a customer.)
In turn, the business earns a profit
for what it has created and the
customers have a want or need
fulfilled. ... Reward creativity and
value creation with incentives.
Creating customer value
(better benefits versus price)
increases loyalty, market
share, price, reduces errors
and increases efficiency.
 IMPORTANCE OF COMMUNICATION IN
MARKETING
It establishes and
fosters relationships With proper communication,
between employees researching the market,
and clients. targeting specific groups, and
understanding their needs has
never been easier.
01 02 03 04

Communications is
Communication is vital to
fundamental to the
marketing because it
existence and survival of
brings everyone on the
humans as well as to an
same page.
organization.
 IMPORTANCE OF DEVELOPING A BRAND NAME

It signifies what you It depicts your

stand for in the products or services.
market.

In a way, it also tells

the customers how
It conveys your you feel about them
business ethics, and what value you
values, and goals. can offer them.