SENIOR HIGH SCHOOL

COURSE MODULE
ENTREPRENEURSHIP
FIRST SEMESTER
1ST QUARTER
SY 2020-2021

Module 8: Gate 2: Market and Message

Topic: Market and Message

Learning Outcomes:
At the end of the lesson the learners are able to understand
1. Marketing Mix
2. Value Proposition
3. Developing Brand Name

Learning Activity:
1. The learners will watch the pre-recorded video discussion during their Asynchronous period
2. During synchronous, the leaners will present their report about the Types of Benefits and Ideation process
3. The learners will use the Discussion section of Canvas to ask their questions or share their thoughts about the
topic. Participation will be graded (due three days after pre-recorded discussion is given)

Resources:
https://www.dummies.com/business/marketing/branding/how-to-develop-a-brand/

Introduction (with core value/Character integration)

James 3:17

But  the wisdom from above is first pure, then  peaceable, gentle, open to reason,  full of mercy and good
fruits,  impartial and  sincere.

Making decisions, we are all expected to make one. Even as babies we already try to do things even for the first
time. As we grow, we realized that making decisions never gets easy. For a kid it may be hard already to choose
between chocolate or candy, but for grown-ups, it is a different story.
Deciding what course to choose for college, what work do I really want? How can I be successful? Should I have
a relationship right now? Am I ready for marriage? How many kids do I want to have?
Life gets tougher but it doesn’t mean it’s getting worst.
As humans, we all are imperfect. Which means we are capable of failing over an over again. We lack wisdom but
it doesn’t mean that we know nothing at all.
Life can put so much pressure on you if your treat all your mistakes as failure, or even if you treat your failures as
a bad experience. Failure teaches us to think more and be wiser. If we don’t experience failure, tendency is we
will be prideful. Failure keeps our feet on the ground and keeps us in awe of acknowledging “what is the sense of
wanting to be so great in this world when the world is already great”
Don’t be pressured by your environment, don’t pursue perfection. The last perfect man who lived in this world
was crucified and died for all the imperfect people.
It’s okay to fail, rise up in humility and when you succeed, lift His name up.
 Seek His wisdom, before you decide
Pray for all your plans
Keep your feet on the ground

Body (with real life application: current issues)

Marketing Mix
popularly known as the 4P’s of marketing, it is a set of controllable and inter-related
variable composed of product, place, price and promotions that the company assembles to
satisfy a target market group. If the target market is unclear, the marketing mix is useless.
For service industries there are three additional Ps, Physical environment, people and
process.

Product/Service- to satisfy consumer needs and wants of consumers

Price- to make product affordable to target consumers
Mass Market- economy premium pricing, meaning slightly higher than economy
brands justified by quality dimensions and additional features,
Flexible- being able to decrease price compared to others
Place- to make product available consistent with consumers’ purchasing pattern
Promotions- to build and improve consumer demand, promotions has four components called the
promotion mix:
Advertising- to effectively inform, persuade, and remind the target consumers
Sales promotion- to convince costumers to buy immediately
Public relations- to offer positive image of the company and the brand, as well as promote an
advocacy
Selling- to get the customers to buy

Service:
Physical Environment- to create the tangible expression of the brand engaging the senses through the
layout and images of the service scape.
People- to show a living representation of the brand promise
Process- to experience how the brand deliver value
Value Proposition
The relevant and unique benefit that the consumer gets from buying or owning the firm’s products or
services.
Product x Price
The entrepreneur needs to decide if the value proposition will be superior, parity, inferior or even
different to what is available in the marketplace.

Value proposition What it is? Typical product- Examples

decision Price typology
Superior Better than what High quality- Apple has great value propositions for
is available High price every product, but one that is particularly
impressive is its statement for the
MacBook. In this witty example, Apple
emphasizes how lightweight its product
is (its biggest differentiator), while also
speaking to how advanced its technology
is.

That Apple...always "light years

ahead" (even in marketing.)
Parity Same as what is Same quality- Jollibee vs McDonald’s
available Same price
Inferior Not as good as Lower quality- Authentic imitations of original
what is available Lower price products
Different Different from Can be higher or Different schemes than the usual
what is available lower price regular transactions, maybe thru
promos, discount, or freebies
etc.

Develop a Brand Name

After identifying your value proposition, branding is the next task, and must be consistent with the intent
of the value proposition. Good brand names are easy to pronounce, easy to remember and helps in the
brand positioning process.
Brand name is the business’s first impression to the market. It represents the whole business concept into
the insights of the potential market. It is the first impression of the brand name that could make or break
the business. May it be compelling, intriguing, persuading, or even annoying, first impression will make
the market think whether they would want to try or not.

- Develop your name, logo, and tagline.

Your name is the key that unlocks your brand image in your consumer’s mind. Your logo is
the brandmark or symbol that serves as the face of your brand. Your tagline is the
memorable phrase that provides consumers with a quick indication of your product, brand,
and market position.
 Marketing mix and Product life cycle
To formulate the marketing mix, it is important to know where the target market is in order to be
aligned with their needs. This is especially important when introducing a new product category.

Product life Product Brand Stage of Amount of Speed in

cycle category Awareness Decision information decision
awareness needed making
Introductory Low Low Extensive Large Slow
Growth High Low Limited Medium Medium
Maturity High High Routine Small Fast

Understanding Consumer Choice and Marketing Mix

Even though the entrepreneur plans and studies the Marketing Mix, the Marketing mix still does not give
total assurance that the potential customers would buy. As the relationship of marketing mix and
consumer choice is not direct, because consumer consider two factors before making buying choices.
Common factors that affect the consumers/customers buying choices are

- Product, channel. Brand, vendor, timing, quantity, as well as payment method.

The other two factors that affect the consumer buying choices are:
1. Buyers characteristics
2. Consumer decision process

Buyers characteristics

Buyers What is it? Elements Example

Characteristic
s
Cultural How a learned Culture, sub-culture, Buying airline business class ticket or
world view can social class concert VIP ticket shows social and
Consumer Decision Process
influence buyer economic wealth, power and even prestige
Consumer behavior What is it? Example
Social
Decision How people Reference groups, You are planning to buy a new phone, you
Process around us can roles, status, family are usually using android phones but almost
Problem influence buyer
Why do I need to make Is it a need? Is itall
justyour peers are using apple products,
a want?
Recognition behavior
this purchase? chances
The essentiality of the productare youtowill be influenced.
be purchased
Personal
Mind Framework
Information How personal
Where do I get my Age, life cycle stage, One’s tolerance in purchasing
Your resources of information that convinced you his/her
to wants
The 4 mindsSearch What iscircumstances
information
it? influencerelevant
occupation,
to and the price range of the commonly bought
purchase the product/service
example Decision-making
can
myknow
need?exactly whateconomic situation, products/services determines the buying
Ideal point Customersbuyer behavior Dream
lifestyle, personality, Look for anand
behavior architect and engineer
purchasing that will be
pattern here
Evaluationthey
of wantWhat are available Why this specific
Home able brand?
to What
execute is my
their advantage
dream home/ for in
precise
Alternatives attributes and how do self-concept
I both long run and short run?
Psychological How self- these attributes
Motivation, every
Red detail
wine has
Market Customer prioritize
figurescan Isn’t
out what isperception,
Digital there any alternative
Customers thatbeen
look offers
at
experiencing
a fewthekey
same increasing
quality
attributes but
(specs,
concept
including brand image? with learning,
lower pricedemand, as people perceive it to be good for
comparison availableinfluence
in the market camera brand, price)
Purchase Customers
Local comparison What willbuyer
decide I buy on
based
belief, attitudes
(product Whereinisathe best
Menu
thestore
heartavailable
Customers
while giving
compare tobasedthe drinker
purchase? Howa more
on a limited many
choices
behavior
Decision options available
brand), from whom should I buy? sophisticated image.
at the moment restaurant
(seller) and how much
Image point Customers decide based on Known Customers are brand conscious
(price and quantity)?
general impression brands
Post-purchase How do I feel after Are you satisfied with the product/service? Will you
Decision using the product or purchase again? Will you purchase in the same store? Or
service? will look for another distributor that offers the same product
for cheaper price?
Conclusion
Preparations and studies can only tangibly affect the business in its operations and processes; Internal factors.
At the end it is the decision making of the customers/consumers that will determine whether the business’s
preparations and studies will be effective.

Assessment
Reading requirement:

- Expanding the portfolio

- Managing Risk
References
ENTREPRENEURSHIP by Josiah Go

Prepared by:
Keith Bryan S. Javier
Subject Teacher

Checked by:

Dr. Emmeline T. Arel

Principal, High School Department
Supervising Dean, Basic Education Department

Noted By:

Dr. Emmeline T. Arel

Supervising Dean, Basic Education Department