Group 5

Masulot, Haipa U.

Sulaiman, Junaida K.

Ali, Datu Al-Shariff T.

THE 7P’S MARKETING AND BRANDING

Learning Objectives

At the end of this lesson, the student will be able to;

1. Describe the Concept of Marketing Mix;

2. Identify the seven P’s in the Marketing Mix,
3. Appreciate the importance of Marketing Mix and Branding; and
4. Developed a Brand Name.

1. PRODUCT

● Refers to anything that’s being sold in physical product, service or experience.

● The product or service is always going to be the center of enterprise marketing strategy and
therefore it will influence every aspect of the Marketing Mix.

● When you think for your product, consider different factors such as quality, specific
features, packaging and benefits for the customers.

● Lastly, Product should address the needs.

FOUR GENERAL TYPES OF PRODUCT

1.BREAKTHROUGH PRODUCTS – Offers complete new performance benefits. This
products are technologically advance and creatively superior to existing product in the
market. It fulfill the consumer’s need to a greater degree. Breakthrough products are said to
be an innovative products. One great example of a breakthrough products are the vaccines
to protect people from COVID19 Pandemic.

2. DIFFENTIATED PRODUCTS – A product that is uniquely different from those of

competitors. The performance may be close to that of existing products but there would be an
additional benefits on special aspects. An example of this products is an eyeglasses that have
transitional lenses as compared to the many existing eyeglasses in the market.

3. COPYCAT PRODUCTS – A product which copies, mimic or deliberately similar to of

established products in the market. They are designed, branded or packaged to look exactly
the same. However, this products usually doesn’t stay longer in the industry. Aggressive
advertising should be employ to gain market share however a greater cost needed to d this
action.

4.

5. PRODUCTS – Products that do not intend to compete with the well-established Enterprise
in the market. They are products with Lower reach, Lower visibility, Lower prices and Lower
top of mind. Example of a niche product is a handmade product produces by small business
in the rural areas.

2. PLACE

Place there are many places and ways that an enterprise sell it’s products and service. Place
doesn’t only refer to a physical store but rather a place when there is an interaction between
seller and a buyer. It could mean selling via website, catalogue, social media, and trade fairs
or exposition. Place includes each and every distribution channels.

TYPES OF DISTRIBUTION CHANNEL

● A distribution channel is a chain of businesses or intermediaries through which a good or
service passes until it reaches the final buyer or the end consumer. Distribution channels can
include Wholesalers, Retailers, Distributors, and even the internet.

● Retailer refers to a person who finally sells his/her products direct to the consumer.

● Wholesaler is someone who purchased product in a large quantity in lower price and sell it
to the retail.

3. PRICE

Price encompasses the entire pricing methodology for products or services, and how
customers will react to it. The price you set should reflect your customer’s perceived value of
your product, correlate with your budger. This elements goes into depths beyond selling
prices. When pricing your product you should consider your business current position among
other competitors. Price also includes discounts, terms, and fees among others.

SIX COMMON PRICING STRATEGIES

1. PRICE SKIMMING – Setting a high price for your product and then slowly reducing the
price over a period of time.

2. COMPETITION-BASED PRICING – Assessing the prices set by market Competitors and

setting your price either slightly higher or lower than the competition.

3. ECONOMY PRICING – Setting prices that target buyers who seek a low price or Bargain.

4. PREMIUM PRICING – Setting a high price tag on your items. This strategy requires
guaranteeing that the product or service is of high quality.

5. VALUE-BASED PRICING – Setting a price based on what a customer is willing to pay

what they believe your brand and your product is worth.
6. COST-PLUS PRICING – This method is solely based on what the cost of producing your
product is and then adding a mark-up so that you aren’t selling at a loss. It is also called
target.

4. PROMOTION

Promotion is more than advertising your product but more on raising awareness of a brand,
product or service within a market. Telling a story to encourage and persuade consumer
engagement. It is the key to make your products known to acquire new market-Increasing
sale and generate revenue.

COMMON PROMOTIONAL STRATEGIES, FOR MARKETERS, COME UNDER TWO

CATEGORIES. TRADITIONAL AND DIGITAL

Traditional marketing refers to print media, broadcasting, direct mail, Billboards and
posters, and refferal, i.e word of mouth.

Digital methods mean email marketing, social media promotion, content marketing,
search engine optimization (SEO), mobile marketing and paid advertising.

METHOD OF PROMOTIONAL MIX

1. ADVERTISING – It is the most popular paid form means of promotion ideas to persuade
consumers through different medium such as newspapers, social media, television, etc.

2. PUBLICITY – It is not paid form of communication by an enterprise which may consider

as Public relation. This includes allowing public interviews, charitable conducting trainings
related to your business and etc.

3. PERSONAL SEEKING - The most effective way of promoting product to presentation of

the desired product.

4. SALES PROMOTION – It is designed to encourage consumers like giving tokens, serve as

a gift, rewards, and others.
5. PEOPLE

People are regarded as the ultimate marketing strategy. The very reason for such is because
they are the implementer and executor of all the marketing strategies develop in the
attainment of enterprise objectives and goals. People are not just those who are selling and
advertising, it also includes staff, sales people, customer service teams, and anyone involved
in the marketing and sales processes.

MARKETING AFFECT ON PEOPLE

● To create customer awareness,

● To arouse customer interest

● Note Customers as they evaluate their buying choices,

● Deliver the product

6. PACKAGING

First impression lasts.’’Every consumer are looking how the product reveal its appearance
outside which is one of the great technique that affects the decision of the consumers to buy.
However, packaging is more than the outside appearance of a product but identifies the
product, describe is features and benefits. It can also means the bundle of products or services
put together to attract and delight customer consumers.

IMPORTANCE OF PACKAGING

1. Protects the product

2. Displays and promotes the product

3. Attracts buyers
 4. Differentiates the product from competitors

PACKAGING TECHNIQUES

1. UNIQUE PACKAGING – Packaging design with distinctive appearance better than the
enterprise’s competitors.

2. FUNCTIONAL PACKAGING – It is the easiest way to increase the existing package of

the product to provide comfort and enjoyment of the consumers. (Ex. Products in squeezable
pouch, beverages in a can instead of bottles, ready to mix or cook foods and others.

3. SAFE PACKAGING – Packaging are designed to be tested and proven to the safety of the
consumers such as tightly sealed chemical products to avoid leak, sealed caps for medicine to
secure the safety of children and many more.

4. EASY TO REMOVE PACKAGING – The methods of packaging where consumers can

easily access to remove the product without breaking or destroying it. Usually labeled on the
package visible to the consumers like arrows indicating the upper portion of the product
inside the box.

5. PROMOTIONAL PACKAGING – Packaging are developed to promote the interest and

satisfaction of the consumers. The benefits and advantages of the product are most written on
the package. Supplement foods and beauty products are some examples of promotional
packaging.

7. POSITIONING

This element concerns on how a product is recognized in the marketplace. Through the
integration of the 4P’s (Product, Price, Promotion and Place). This goals should be supported
by the full marketing mix. Although Positioning reflects the target market’s perception and
understanding on the product, it cannot be achieved only through promotional mix all
marketing mix elements should be consistent at the end of positioning goal. Modt particularly
the product mix.
POSITIONING STRATEGIES IN MARKETING MIX

1. POSITION IN ADVERTISING – It is very important to determine the needs of your target

customer in order to design appropriate advertisement for your desired product.

2. POSITION IN PRICE – This is how the price of your product compare to the demand of
your competitors. A high valued products tend to have expensive price that the macke tve ode
compat price in the larger company rather than smaller.

3. POSITION IN SALES LOCATION – Reaching your consumer is possible by choosing the

appropriate distribution channel. Place your product accessible and can easily establish its
identity to your target market.

BRANDING

Branding means ‘’the use of a name, term, symbol, or design, or a combination of these, to
identify a product’’(Caanon, Perrault, and Mc Carthy (2008). It comprises the use of brand
names, trademarks, and any other system of product identification. This is to help identify
and distinguish products and services offered from your competitors. A Brand name connects
a product with the benefit expectation of a customer. A brand name can be a word, letter or a
group of words or letter. Example of a Brand names are: Palawan; LBC; ABS-CBN; PAL;
Puregold; Jollibee; Cherry Mobile; Metrobank; and CSI.

IMPORTANCE OF BRANDING IN BUSINESS

Branding is ultimately a taxing task in a business because of the overall impact it creates on
your company.

Branding Increase Awareness and Recognition

The ultimate reason why branding is being done in a company is increases recognition and
awareness thus letting your brand be known to the public.

Branding Intensifies Corporate Value

Branding is important when you are seeking for new opportunities or even thinking for future
business investment.

Branding Creates New Customers

A strong brand connects easily with people because of the positive impression it creates about
the company. Due to this very reason, they are likely to do business with you.

Improves Employee Pride and Satisfaction

Working for a strong and well-established branded company gives a feeling of satisfaction
and higher degree of pride for the work they do.

Creates Trust within the Market Place

Building trust with customers, potential markets, and consumers is not easily achieved
overtime, however with proper branding it can be easily reached and accomplished.

Branding Supports Advertising

Advertising is one element of branding and advertising techniques mirror the brand and its
anticipated image you want the public to capture.

What are the Characteristics of a Good Brand Name?

Identify of product and services should always be unique and different from that of the
competitors.

Characteristics of a Good Brand Name

● It should be unique, short, simple and distinctive

● It should be extendable

● It should be easy to identify and recall.

● It should suggest about product’s qualities and benefits

● It should be capable of legal protection and registration

● It should not portray bad or wrong meanings in other category

● It should suggest product/service category

● It can be pronounced in all languages.(For international markets)

● It has no unattractive imagery.

● It is adjustable to any advertising medium.

● It is adaptable to packaging and labelling needs.

● It is easy to pronounce.

● It is up-to-date and timely.

● It is easy to read and spell.

Step in Brand Development

Consider your overall business strategy. To start with, the overall business strategy is the
context for your brand development strategy. If you are clear about where you want to take
your enterorise, your brand will basically help you get there. A strong brand, well
differentiated brand will make your enterprise grow overtime.

Research your target client group

Conducting market research help you understand your target client’s perspective and
priorities, anticipate their needs.

Identify your target market

A well-defined target client should be established. The narrower the focus, the faster the
growth.

Develop your brand positioning

Market positioning help the enterprise to be different from that of the others and finally
chooses you among enterprise to work with.

Develop your messaging strategy

The next step is a messaging strategy that translate your brand positioning into messages to
your target audience.

Develop your name, logo and tagline

Remember, your name, logo and tagline are not your brand, they are part of your brand
identity.

‘’Implement, track, and adjust.

The most important step in brand development. A well-planned and organized brand
development is nothing when it is not implemented. Tracking both the implementation and
result should be monitored so that if miscalculation happens a corrective action should be
done. Tracking the entire process make sure of a substantial decisions and making the right
adjustments.