Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

Entrepreneurship
MODULE 3: Marketing Mix
QUARTER 1 - TLE_ICTAN11/12EM-Ia-1

The Marketing Mix. “Marketing Mix Definition - 4Ps & 7Ps of the Marketing Mix”. July 08, 2020.
https://marketingmix.co.uk/

Introduction
WORDS YOU WILL
Often, a product or brand may need to create
an identity within the market. For the most ENCOUNTER
part, this applies to a new company, a new  Brand
brand or a new product. But often it may also  Packaging
be needed in times of rebranding or building up a failing
 Positioning
product. The aim then is to select those promotional
activities that help inform the customer about the  Promotion
company and the product.  Competitors
 Latitude
 Longitude
Learning Targets 
At the end of this module the learners should,

1. understand the role of promotions, packaging and positioning in

enterprises;
2. identify and analyse what would be packaging and promotion should
takes place in the market;

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 1

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

3. create and design packaging for their ideal products

Lesson 4 Positioning, Packaging, and

(Week 9) Promotion

Let’s try this!

Multiple Choice: Choose the letter of the correct answer. Write it on the
space provided.

_________1. Promotion of a product can include all of the following except:

a. advertising a new product
b. personal selling by using sales representative
c. offering money-off vouchers to encourage increased sales
d. redesigning a product to make it look more modern
_________2. One of the aims of promotion is to:
a. lower the price of the product
b. inform consumers about the product
c. update the product
d. to lower the cost of producing the product
_________3. Before deciding on the most appropriate advertising media, it is
important to:
a. change the price of the product
b. redesign the product
c. establish the tagged audience for the product
d. introduce an extension strategy for the product
_________4. Which of the following is an advantage of television advertising?
a. it is cheaper than most other forms of advertising
b. it can be aimed at audiences at different times of the day
c. it can be used to give the consumer product information
d. all members of the target audience will see the advertisement

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 2

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

_________5. Which of the following is not an element of the Marketing Mix?

a. price b. planning c. product d. promotion
_________6. Which company is a good example of a business with a large product
width?
a. Walmart b. Foot Locker c. Verizon Stone d. Victoria’s Secret
_________7. Which of the following can best improve a company's image?
a. branding b. product extension c. packaging d. promotion
_________8. What is it called when companies increase their product offerings by
adding new product lines, items, or services?
a. line grown b. product extension c. product width d. line extension
_________9. What do we call all of the different items that a company makes or
sells?
a. product design b. product mix c. marketing mix d. promotion
_________10. Which phase of the product life cycle experiences and increase in new
competition?
a. introduction b. maturity c. growth d. decline

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 3

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

Discussion

Promotion and Packaging, and Positioning

- Product Promotion & Product Packaging

Promotion
As part of the marketing mix, promotion includes all activities that involve
communicating with the customer about the product and its benefits and features.
Once a company has worked on the product and price elements, it is time to start a
conversation with the consumer about the product. This includes raising awareness
through different mediums to increase sales, as well as to create and foster brand
loyalty.

ROLE OF PROMOTION IN THE MARKETING MIX

- promotion is the communication aspect of the marketing mix. It is creating a
channel for conversation with the targeted consumer base.

- Through promotion, the company aims to attract the customer’s attention and
give them enough information about the product to foster enough interest to
motivate them to purchase.

The team tasked with these activities will begin by understanding the
dynamics of the target audience and deciding which modes of promotion are likely
to help meet targets. Once the channel is decided, information from other elements
of the mix is incorporated to ensure that the message sent corresponds to the
actual product features, benefits and user experience

OBJECTIVES OF PROMOTIONAL ACTIVITIES

Different organizations have different expectations from their promotional activities.

These expectations are developed into objectives which then shape the selection
and execution of these activities. Some possible objectives of promotion for any
company may include:

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 4

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

1. Packaging

The importance of branding

Traditionally, a product’s unique features and quality were explained by the
sellers who made the product. However, since products are usually sold in private
retail shops nowadays, these points need to be projected differently. Products
therefore need to be branded with unique brand name and the products features
and quality will be projected with advertisement. The price of branded goods are
usually higher, since customers are more confident to buy them. Here are things
that are involved with branding:
Unique name.
 Unique packaging.
 Needs advertising to enforce the brand's qualities.
 Higher price than unbranded products.
 Higher quality than unbranded products.
 Creates a brand image (unique image associated with using the
product)
 Creates brand loyalty.
 Consistent quality.

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 5

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

Packaging
Getting the packaging right is very important. Packaging performs several
tasks:

Protecting the product (also includes preserving foods)

 Making it easy to transport.
 Allow the product to be used easily. Container must be able to be opened
easily. (e.g. juice in a can)
 Suitable for the product to fit in.
Packaging also helps promote the product:
 Make it eye-catching.
 Carries information about the product.
 Promotes the brand image.

2. Positioning
In the context of marketing plan, positioning has three overlapping
objectives.
1. Positioning has an enterprise perspective – the enterprise scans the market
environment and decides to position itself with products that specifically address
the needs of a chosen target market.
2. Positioning has a competitive perspective – The enterprise has to
differentiate and distinguish itself from its competitors
3. Positioning takes the customers’ perspective – the way the customers
perceive the enterprise and its products or services in their minds.
Enterprises can establish their positioning either by starting with their own
product creations or with their customers’ outcome expectations.
The competitive landscape of the enterprise, relative to its market, can be
clearly mapped out by laying out both the latitudinal and longitudinal market
dimensions.
Latitude lays out what is important to the different customer segments from
their differing points of view. Certain customers may claim that what is important to
them are quality features of durability and functionality. Others may be looking for
style, design, and aesthetic appeal. There would be customers who do not have the
purchasing power to afford any of the above quality definitions. They would buy
lower-priced products with lesser quality.
Longitude in the marketing map represents the product features and
attributes of competitors in the marketplace. Most competitors would be offering
product features, which the major customer segments want to buy.

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 6

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

Apply what you have learned

(See the Rubric for the score)

Activity A. The Positioning Map

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 7

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

Make a Positioning Map of Competitors in an Industry/Market based on the

latitudinal and longitudinal dimensions.

Choose an industry or market you want to study (e.g., soft drinks, apparel cloths,
footwear, eatery.

1. Segment the market according to what customer are looking for. (A simple
market segmentation may be according to the quality being sought and the price
that the customer is willing to pay.)

In footware, for example, there are excellent quality and premium-priced

brands; like SKETCHERS, NIKE and ADIDAS. There are good quality and medium-
priced brands; like Mendres, Solera, and Hush puppies. There are acceptable quality
and economy brands; like Boardwalk, Natasha, etc. And there are low-quality and
sub-economy priced brands; like Pacipic Surp, Havaianas, and the like.

2. Find out what the different competitors are offering in the marketplace. (To what
market segments are the different products of the competitors catering to? Some
competitors may have products that are catering to the different segments of the
market)

3. Finally draw the Positioning Map of the competitors in the industry or market
based on your analyses. (Use any of the demographic market segments, follow the
pattern below, make your own. Then explain your work.)

Positioning Map of Competitors in an industry/market

LONGITUDE

What are the competitors’ offering in terms of product

features and attributes?

NIKE Skecher Adidas NEW PUMA

s Balanc
2,050 425 e 1,800
4,538 899
LATITUDE 46-60
What are
the
different
36-45
market
segments?
26-35
Focus on
Demograp
hical 16-25
Segments

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 8

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

10-15

Activity B. Promotional Strategies

All things Milk tea

1. Price reductions

2. Special offers

3. Gifts

4. Free samples

5. Competitors

6. After sales

Accomplished (15pts) Developing (10pts) Beginner (5pts)

• Read the material • Read the material • Read the material
carefully, or contemplates carefully, or contemplates carefully, or contemplates
the situation carefully. the situation carefully. the situation carefully.
• Identify what the final • Identify what the final • Identify what the final
solution should determine. solution should determine. solution should determine.
• Identify all intermediate • Identify some • Identify a few
steps required that connects intermediate steps required intermediate steps required
previous material to the new that connects previous that connects previous
context. material to the new context. material to the new context.
• Be able to bring other • Be able to bring other
resources to bear on the resources to bear on the
solution. solution.
• Be able to see problem or
challenge in a wider context.

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 9

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

• Recognize basic patterns

from prior context that are
applicable to new context.
• Arrive at solution
expeditiously.

Activity C. Packaging my ideal product

My Design Name;
What materials I will use and why? What equipment I will use and why?

My design will look like this;

Procedures in creating my packaging;

My evaluation;

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 10

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

What would I do better next time

Assessment
A. Direction: Read carefully each statement and identify if the
statement tells Promotion, Packaging, and Positioning. Write
Pro for Promotion, Pack for Packaging and Pos for Positioning. Write your
answer on the space provided

__________1. It is creating a channel for conversation with the targeted consumer

base.

___________2. It takes the customers’ perspective – the way the customers perceive
the enterprise and its products or services in their minds.

___________3. Protects the product.

___________4. It has a competitive perspective – The enterprise has to differentiate

and distinguish itself from its competitors.

___________5. It can be clearly mapped out by laying out both the latitudinal and
longitudinal market dimensions.

___________6. Make it eye-catching.

___________7. It has an enterprise perspective

___________8. Carries information about the product.

___________9. Allow the product to be used easily

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 11

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

___________10. This includes raising awareness through different mediums to

increase sales, as well as to create and foster brand loyalty.

Reflection
Self-Check

The final section of the lesson would be a self-check or self-

evaluation of the learner to see if he/she has understood the unit enough to see it
working in their own lives. It is also a way of closing out the unit by reiterating the
objectives and seeing whether these were met upon completion of the unit by the
learner. In the skills column, you can state here the competencies the learners’
should have achieved at the end of the unit.

Check As an Entrepreneur, I can…

Reflect

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 12

SENIOR HIGH SCHOOL Teacher I
 Republic of the Philippines

Department of Education
Region III - - Central Luzon
Schools Division OF CITY OF
MEYCAUAYAN MEYCAUAYAN
NATIONAL HIGH SCHOOL
Camalig, city of meycauayan, Bulacan

Finding solution to the problem...

Today I have learned that ________________________________________________________.

I find __________________________ the most interesting because ______________________.

I got ____ checks because _______________________________________________________.

I need to improve on _______________________because _____________________________.

I need to practice _________________________ because _____________________________.

I plan to _____________________________________________________________________ .

Reference:
“The marketing mix: product and packaging”. The marketing mix: product and packaging. (January 01, 1970).
https://buscreative.blogspot.com/2016/12/the-marketing-mix-product-and-packaging.html. July 15, 2020

“Perceptual Maps.” Perceptual Maps/Positioning Maps. July 20, 2020.

https://www.learnmarketing.net/perceptualmaps.htm

Book:

Guzman, I. D. (2016). The Young Entrepreneur. Quezon City: Golden Cronica

Publishing.
Jr., E. M. (2016). Entrepreneurship . Manila: Rex Book Store.
Macatangay, L. (2015). Entrepreneurship. Makati: Don Bosco Press.

MEYCAUAYAN NATIONAL HIGH SCHOOL FLORIE S. ASUNAN 13

SENIOR HIGH SCHOOL Teacher I