Entrep - Lesson 5

Our Lady of the Abandoned Catholic School
7 P’s of Marketing
and Branding
Entrepreneurship – Lesson 5
OBJECTIVES:
1. Describe the Marketing Mix (7Ps) in relation to the
business opportunity vis-à-vis, (CS_EP11/12ENTREP-
0h-j-10) Module 5:
- Describe the concept of marketing Mix
- Identify the seven P’s in the marketing mix
- Appreciate the importance of Marketing Mix and
Branding; and
- Developed a Brand Name.
Part 1: The Marketing
Mix (7P’s) in Relation
to the Business
Opportunity
Marketing Mix
- is a set of controllable and connected
variables that a company gather to satisfy
a customer better than its competitor.
- is a strategy of choosing and
implementing the best possible course of
action to attain the organization’s long-
term objectives and gain competitive
PRODUCT
- refers to any goods or services
that are produced to meet the
consumer’s wants, tastes, and
preferences.
 What is the product?
 Who is this product aimed
towards?
 What does it do?
 What is special or different
about the product?
 Why do people need your
product?
-
PLACE
represents the location where the
buyer and seller exchange goods or
services.
- the distribution channel either
physical store or online shops on the
internet.
Where would you be
able to buy this
product?
Why did you choose to
sell your product at this
place?
PRICE
-is the value of money in
exchange for a
product/service.
 What do you think the price of
this product is? Why do you
think it is this price?
 What are the prices of your
competition?
 What is the price of the
product? Why did you choose
this price?
PROMOTION
- refers to the complete set of
activities, which communicate
the product, brand, or service to
the user.
- To attract people to buy the
product over others.
 Where would you see this
product advertised?
 Where are you going to advertise
your product?
 Who will be the spokesperson for
your project ?
PEOPLE
People are the ultimate
marketing strategy.
They sell and push the
product.
PACKAGING
- is a silent hero in the marketing
world.
- Packaging refers to the outside
appearance of a product and
how it is presented to the
customers.
POSITIONING
- Positioning refers to a process used
by marketers to create an image in
the minds of a target market.
Part 2: Developing
a Brand Name
Brand Name is a name,
symbol, or other feature
that distinguishes a
seller's goods or services
in the marketplace.
Your brand is one of your
greatest assets because
your brand is your
customers' over-all
experience of your
business.
Brand strategy is a long-term design for
the development of a popular brand in
order to achieve the goals and
objectives.
A well-defined brand strategy shakes all
parts of a business and is directly linked
to customer needs, wants, emotions,
and competitive surroundings.
Branding is a powerful and
sustainable high-level
marketing strategy used to
create or influence a
brand.
Commonly Used Branding Strategies
1. Purpose
"Every brand makes a promise. But in a market
in which customer confidence is little and
budgetary observance is great, it’s not just
making a promise that separates one brand
from another, but having a significant purpose,"
(Allen Adamson).
1. Purpose
According to Business Strategy Insider, purpose
can be viewed in two ways:
a. Functional. This way focuses on the assessments of
success in terms of fast and profitable reasons. For
example, the purpose of the business is to make
money.
b. Intentional. This way focuses on fulfillment as it relates
to the capability to generate money and do well in the
world.
2. Consistency
The significance of consistency is to
avoid things that don’t relate to or
improve your brand. Consistency
aids to brand recognition, which
fuels customer loyalty.
3. Emotion
There should be an emotional
voice, whispering "Buy me". This
means you allow the customers to
have the chance to feel that they
are part of your brand.
4. Flexibility
Marketers should remain flexible too in this
rapidly changing world. Consistency targets
at setting the standard for your brand,
flexibility allows you to adjust and
differentiate your approach from your
competition.
5. Employee Involvement
It is equally important for your

employees to be well versed in how
they communicate with customers and
represent the brand of your product.
6. Loyalty
Loyalty is an important part of brand
strategy. At the end of the day, the emphasis
on a positive relationship between you and
your existing customers sets the tone for
what potential customers can expect from
doing business with you.
7. Competitive Awareness
Do not be frightened of
competition. Take it as a challenge
to improve your branding strategy
and craft a better value in your
brand.
“
“The aim of selling is to
satisfy a customer’s
need: the aim of
marketing is to figure out
his need.”
QUIZ 4
Identification. Write the word
or phrase that is being
described or completes the
thought of each statement.
1. It is a set of controllable and
interrelated variables composed of
product, place, price, and
promotions that a company
assembles to satisfy a target group
better than its competitor.
2. The amount of money that a
customer pays for to enjoy a
product or service.
3. It is any initiative undertaken
by an organization to promote
an increase in sales, usage or
trial of a product or service.
4. It occurs when an
individual salesperson sells
a product, service or
solution to a client.
5. It can be intangible or
tangible as it can be in the
form of services or goods.
6. The way your product or
service appears from the
outside.
7. A marketing model that
modifies the 4Ps model.
8. It is responsible for every
element of your sales,
marketing strategies, and
activities.
9. It refers to how a business
creates awareness in the
market.
10.It claims a new space in
the mind of the customer
different from the spaces
occupied by existing
products.
11.The ultimate marketing
strategy.
12.This is where your
product or service is
actually sold.
13.The place occupied by
products in the hearts
and minds of the
consumers.
14. A name, symbol, or other feature
that distinguishes a seller's
goods or services in the
marketplace.
15. A powerful and sustainable high-
level marketing strategy used to
create or influence a brand.
ANSWER KEY
1. Marketing Mix 10. Services
2. Price 11. People
3. Sales Promotion 12. Place
4. Personal Selling 13. Positioning
5. Product 14. Brand Name
6. Packaging 15. Branding
7. 7 P’s Model
8. People
9. Promotion

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