SHS Abm PM QRT3 Mod9 Mgarcia
SHS Abm PM QRT3 Mod9 Mgarcia
SHS Abm PM QRT3 Mod9 Mgarcia
S
Principles of Marketing
Module 9
Principles of Marketing
Grade 11 :Module 9
First Edition, 2021
Copyright © 2021
La Union Schools Division
Region I
All rights reserved. No part of this module may be reproduced in any form
without written permission from the copyright owners.
Management Team:
For a business, the choice of the target market is a very important decision as it
takes considerable effort and determination to execute a suitable and targeted
marketing mix. The identification of the target market is a crucial part of marketing
plan and requires considerable company-wide research, debate and evaluation.
POSITIONING
What is the best way to get people understand what your product is all about?
By keeping its messaging as simple as possible.
Think about the products that you normally consume: the fast-food outlets that
you frequently visit, the sneakers you wear, the soda you drink, and even the apps in
your tablet or smartphone. Each of these products occupies some sort of clear, personal
definition in your mind.
Think about all the products that you do not normally pay any attention to.
Chances are, most of these you may not even know much about it. At worst, they could
even occupy a negative zone in your mind.
In the previous module, you learned the conceptual information about market
segmentation wherein it covers the different types – Market According to Types of
Institution (Consumer Markets, Organizational Markets and International Markets) and
Market According to Forms (Primary Markets and Secondary Markets). It also tackles
the process of segmenting markets, bases for market segmentation and others.
This module covers the process of selecting appropriate target markets, the arts
and science of positioning – types of positioning strategies and positioning map. This
will help learners to understand how to effectively communicate a strong, clear and
concise message for a particular product. It will focus on particular attention to the
challenge of convincing the market about what makes it different from its various
competitors.
Before going on, check how much you know about this topic. Answer the pretest
PRE-TEST
Directions: Read and analyze the conceptual information about market positioning.
Express your thoughts by writing AGREE or DISAGREE on your answer
sheet.
____________3. A product position is a space that a product owns in the minds of the
consumers.
____________4. Market positioning is non-essential part of marketing strategy.
____________8. A car maker may position itself as a luxury status symbol is an example
of effective market positioning.
____________9. Repositioning a brand or product means altering its place it the minds of
the consumer.
____________15. Low price and low volume can be a possible dimension for the axes of
positioning map
Lesson Selecting Target Market
9 and Positioning
Jumpstart
A. Give three (3) examples of popular products that you always bought at
supermarket.
Example 1: _______________________________
Example 2: _______________________________
Example 3: _______________________________
Cite some possible reasons why the chosen products have managed to
communicate very clear benefits?
a. ____________________________________________________________________________
b. ____________________________________________________________________________
c. ____________________________________________________________________________
d. ____________________________________________________________________________
e. ____________________________________________________________________________
B. Think of two (2) examples of “confusing” products- products that you cannot
classify or understand what are their uses. Try to explain the source of your
confusion.
Product 1:
Product 2:
Discover
Individuals who think on the same lines and have similar preferences from the
target audience. Target market includes individuals who have almost similar
expectations from the organizations or marketers.
To determine which segments are right for the firm, the following criteria must
be considered:
2. Expected Growth. There are markets that are not lucrative at the moment, but
some of these are possibly expected to develop in the future. Even if the market
is small, it could be profitable if there is evidence that it is going to expand.
4. Cost of reaching the segment. The business must quickly hit a consumer
segment that is identified. If marketing campaigns are too costly to accomplish
this, revenue may be jeopardized.
5. Compatibility with the firm’s objectives and resources. The segment must
not be chosen if the company does not have adequate capital to serve a
prospective segment. How compatible is the demand with the company’s
objectives?
Businesses use marketing to create value for customers by making two key
decisions:
This involves (a) Market segmentation (analyzing the different parts of a market);
(b) Targeting (deciding with market segments to enter)
This also involves two important parts of marketing strategy: (a) Product
differentiation (what makes it difference from the competition) ; (b) Market positioning
(how customers perceive the product).
The location of a product was referred to as the Special Selling Preposition or USP
in the early days of publicity. It’s basically the answer to the question, ”What makes
your product different, then? In fact, advertisers were the individuals empowered to
determine the USPs for the goods they were promoting.
In their book entitled “Positioning” in 1970, marketers Al Ries and Jack Trout
coined the word “positioning”. They argued that there was a need for goods to
concentrate on one message and one message alone. For instance, only toothpaste and
nothing more should be associated with Colgate, while only germ-fighting soap and
nothing else should eb associated with Safeguard.
▪ Crispy fried chicken has always been associated with Max’s Restaurant. It is not
the only fried chicken restaurant (KFC is the leading fried chicken chain), but it
holds a distinct message, especially among Filipino tradition’s senior market
segments, family bonding, and a unique form of fried chicken experience.
Points of Difference or PODs refer to the attributes or benefits that the market
associates primarily with a particular brand, to the point that the market believes that
no other brands offer these attributes or benefits to the same degree.
Figure 1
Points of Parity between GMA Network and ABS-CBN Network
There are two broad categories of market position: cost leadership and
differentiation. Cost leadership and differentiation market positioning strategies are
applicable to any business and any industry. A business can choose to position itself
using a cost leader strategy or a differentiation business strategy.
A company using a cost leader strategy attempts to position itself in the minds of
the consumers as a company that provides products the consumers want at a price that
is lower than competing products available in the marketplace. Consumers expect basic
products with no bells and whistles from a company using a cost leader strategy.
Instead, consumers just expect the products to meet their needs and nothing more or
less.
The word ‘perceptual’ comes from the word ‘perception’, which refers to the
consumers’ understanding of the competing products and their associated attributes.
Perceptual maps measure the way products are positioned in the minds of the
consumers and show these perceptions on a graph whose axes are formed by product
attributes (Kardes, Cronley, & Cline 2011).
NECESSITY LUXURY
LIGHT HEAVY
SIMPLE COMPLEX
UNHEALTHY HEALTHY
(Dizon C. 2020)
Explore
Here are some enrichment activities for you to work on to master and
strengthen the basic concepts you have learned from this lesson.
Activity 2: POSITIONING
Read and analyze the questions well. Explain your point of view.
Now that we are experiencing the effect of the COVID-19 pandemic, how would
you position your town as a local tourist destination? What would your unique
selling point for the municipality? In your opinion, what kinds of travelers will
be most attracted to this unique selling point?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Rubric:
Direction: Compare and contrast the two leading fastfood chains in our province.
Write the answer on the space provided inside the box.
COLUMN A COLUMN B
1. Analyzing the different parts of
the market a. Light
2. How customer perceived the
product b. Cost Leadership
3. Low volume c. Perceptual Map
4. Heavy
d. Repositioning
5. Deciding where market MARKET
segments to enter e. Market
6. Offering products with price
f. Healthy
lower than the competing
products g. Targeting
7. Unique products
8. Altering its place in consumer’s h. High Volume
mind i. Differentiation
9. Use to show consumers
perception
10. Unhealthy
Deepen
LET US APPLY WHAT YOU HAVE LEARNED
green cross
10. Toyota
Suzuki
Asahi
B. ARRANGE ME PLEASE….
Directions: Rearrange the letters inside the box to form a meaningful word.
(Hint: words pertain to market positioning)
NNIIIOOPSTG NIOTAITRENEFFDI
1. _________________________ 2._________________________________
GESNEMATIONT SSEENNUUQI
3. ____________________________ 4._________________________________
ERPPCEULAT YGETARTS
5. _____________________________ 6._________________________________
SUBISSEN ERGNOPINISOIT
7. _____________________________ 8._________________________________
DNARB SUCOTREM
9. _____________________________ 10._________________________________
Gauge
Direction:
Acrostic Poem
identity.
References
Ilano, A.B. Principles Of Marketing. Reprint, Philippines: Rex Book Store, 2017.
Alcoran, alaric brian. Principles Of Marketing. Reprint, Philippines: Bookline Publishing Corporation, 2018.
Google.Com, 2020.
https://www.google.com/search?q=rubrics+for+positioning+map&source=lnms&tbm=isch&sa=X&ved=2a
hUKEwiY5fysprrqAhWLad4KHYkWDhYQ_AUoAXoECAwQAw&cshid=1594096114522792&biw=780&bih=
756#imgrc=PFcDUCyxrAu-vM.
"Market Positioning - Creating An Effective Positioning Strategy". Corporate Finance Institute, 2020.
https://corporatefinanceinstitute.com/resources/knowledge/strategy/market-positioning/.
Wilkinson, Jim. "Market Positioning Definition | Positioning A Brand | Repositioning". The Strategic CFO,
2020. https://strategiccfo.com/market-positioning/.
https://www.managementstudyguide.com/targetmarket
https://www. marketing91.com/target-market-selection
https://www.segmentationstudyguide.com/understanding-target-markets/target-market-selection/
https://open.lib.umn.edu/principlesmarketing/chapter/5-3-selecting-target-markets-and-target-market-
strategies/
Boone, Louis E., and David L. Kurtz. Contemporary Marketing. Thomson South-Western, 2006.
Nunes, Paul, and Brian Johnson. Mass Affluence: Seven New Rules of Marketing to Today's Consumer.
Accenture, 2004.
Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind, 20th Anniversary Edition. McGraw-Hill,
2001.
https://www.segmentationstudyguide.com/understanding-perceptual maps/perceptual-maps/
1. Positioning 1. green cross
2. Differentiation 2. Palmolive soap
3. Segmentation 3. Milk tea
4. Uniqueness 4. Bear brand
5. Perceptual 5. Palmolive 1. f 6. c
6. Strategy 6. Alcohol 2. b 7. j
7. Business 7. Nivea 3. I 8. e
8. Repositioning 8. Nescafe 4. a 9. d
9. Brand 9. Soda 5. h 10. g
10. Customer 10. Asahi
have learned
B. Arrange Me A. Apply what you Match Me….
Deepen Activity 4:
Mc Donald’s
1. Agree
Quick Service Strategy
2. Agree
Big Mac 3. Agree
4. Disagree
Chicken McDo Answers may vary
5. Disagree
Ronald Mc. Donald
6. Disagree
Happy Meal 7. Agree
8. Agree
Jollibee
Positioning 9. Agree
Quick Service Strategy
10. Disagree
Activity 2:
Champ 11. Agree
Answers may vary 12. Agree
Chicken Joy
13. Agree
Jollibee Mascot
14. Disagree
Promo Meals 15. Agree
Points of Parity Jumpstart
Activity 3: Activity 1: Pre-Test
Answer Key