TLE AFA AgriCropProduction Q1 M2 MarketingAgriculturalProducts v3

Technology and
Livelihood Education
Agri – Fishery Arts (Agricultural
Crops Production) Quarter 1 -
Module 2 Marketing Agricultural
Products
Technology and Livelihood Education - Agri – Fishery Arts
(Agricultural Crops Production) Grade 10 Alternative Delivery
Mode Quarter 1 - Module 2: Marketing Agricultural Products
First Edition, 2020
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Published by the Department of Education – Division of Bukidnon
Development Team of the Module

Author: Alvin A. Gantalao Editors: Albert A. Vildosola, Helen N. Ybañez, Mary
Jane S. Labistre Reviewers: Mary Jane R. Cardente, PhD, Lasaro A. Gomez, RA,
MSc. Illustrator and Layout Artist: Alvin A. Gantalao
Management Team: Chairperson: Arturo B. Bayocot,

Ph.D., CESO III
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Assistant Regional Director
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Schools Division Superintendent
Shambaeh A. Abantas - Usman, PhD Assistant Schools Division

Superintendent Mala Epra B. Magnaong, PhD, Chief ES, CLMD Neil
A. Improgo, PhD, EPS-LRMS Bienvenido U. Tagolimot, Jr., EPS-ADM
Members:
Elbert R. Francisco, PhD., Chief ES, CID Mary Jane R. Cardente, PhD., EPS in Tech.
and Livelihood Educ. Rejynne Mary L. Ruiz, PhD., LRMDS Manager Jenny B. Timbal.
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Technology and
Livelihood Education
Agri – Fishery Arts (Agricultural
Crops Production) Quarter 1 -
Module 2 Marketing Agricultural
Products
This instructional material was collaboratively developed and reviewed by

educators from public schools. We encourage teachers and other education
stakeholders to email their feedback, comments, and recommendations to the
Department of Education at bukidnon@deped.gov.ph.
We value your feedback and recommendations.
10
Table of Contents
Page
Cover Page........................................................................................... i Copyright
Page...................................................................................... ii Introductory
Message.............................................................................. iii What This Module is
About....................................................................... iv What I Need to
Know.............................................................................. iv How to Learn from this Learning
Package................................................... v Icons of this Learning
Package............................................................... v
Lesson 1: The Market.................................................................... 1 What I Need to

Know..................................................................... 1 What I
Know................................................................................... 1 What’s
In..................................................................................... 3 What’s
New................................................................................. 4 What Is
It..................................................................................... 5 What’s
More................................................................................. 7 What I have
Learned..................................................................... 8 What I Can
Do..............................................................................
9 Assessment................................................................................. 10 Additional
Activity.......................................................................... 11
Lesson 2: The Market – Product Development......................................... 12 What I

Need to Know..................................................................... 12 What I
Know................................................................................... 12 What’s
In..................................................................................... 14 What’s
New................................................................................. 14 What Is
It..................................................................................... 15 What’s
More................................................................................. 18 What I have
Do.............................................................................. 20
Assessment................................................................................. 21 Additional
Activity.......................................................................... 22
Lesson 3: The Market – Selecting Business Idea.............................. 24 What I Need to

Know..................................................................... 24 What I
Know................................................................................... 24 What’s
In..................................................................................... 25 What’s
New................................................................................. 25 What Is
It..................................................................................... 26 What’s
More................................................................................. 28 What I have
Do.............................................................................. 29
Activity.......................................................................... 31
Lesson 4: The Market – Branding.......................................... 32 What I Need to

Know..................................................................... 32 What I
Know................................................................................... 32
What’s In..................................................................................... 33 What’s
New................................................................................. 33 What Is
It..................................................................................... 34 What’s
More................................................................................. 35 What I have
Do.............................................................................. 37
Activity.......................................................................... 37
Summary.............................................................................................. 38 Unit
Test............................................................................................... 39
References............................................................................................ 42 Key to
Answers...................................................................................... 44
Introductory Message
For the facilitator:
Welcome to the Technology and Livelihood Education – Agri – Fishery – Arts

(Agricultural Crops Production) Grade 10 Alternative Delivery Mode (ADM) Module on
Marketing Agricultural Products!
This module was collaboratively designed, developed and reviewed by educators from
public institutions to assist you, the teacher or facilitator in helping the learners meet the
standards set by the K to 12 Curriculum while overcoming their personal, social, and economic
constraints in schooling.
This learning resource hopes to engage the learners into guided and independent
learning activities at their own pace and time. Furthermore, this also aims to help learners
acquire the needed 21st century skills while taking into consideration their needs and
circumstances.
In addition to the material in the main text, you will also see this box in the body of the
module:
As a facilitator it is your duty to acquaint the learners on how to use this module. You
also need to follow – up the learner’s progress while allowing them to do their own learning.
Furthermore, you are expected to encourage and assist the learners as they do the tasks
included in the module.
For the learner:
Welcome to the Technology and Livelihood Education – Agri – Fishery – Arts

(Agricultural Crops Production) Grade 10 Alternative Delivery Mode (ADM) Module on
Marketing Agricultural Products!
The hand is one of the most important part of the human body. It is often used to perform
skill, action and purpose. Through our hands we have the desire to learn, create and complete
the tasks. Hence, the hand in this learning resource signifies that you as a learner is capable
and empowered to successfully achieve the relevant competencies and skills at your own pace
and time. Your academic success lies in your own hands!
This module was designed to provide you with fun and meaningful opportunities for
guided and independent learning at your own pace and time. You will be enabled to process the
contents of the learning resource while being an active learner.
For the parents:
Your patience, support and never – ending love to your sons/daughters will make this
learning journey a remarkable one. Please assist your child in discovering his/her full potentials
in developing technical skills by using this module whole - heartedly. Your guidance and help,
with the teachers, embark a magnificent effect on your child’s future.
Notes to the Teacher
This contains helpful tips or strategies that will help you

in guiding the learners.
iii
What This Module Is About
Marketing agricultural products or services is another skill that a future agriculturist must
be developed. In this module, you as a student will embrace the world of marketing as you will
ponder and extract the basic methods in promoting and introducing your products or services to
the consumers. It is done by identifying the market, product development, selecting business
ideas and branding.
Along the way, you are expected to experience and staple yourself on how the process
of disposing your products and services shall be done. Developing, promoting and managing
your products/services is a must to gain profit and satisfy the consumers wants and needs.
What I Need to Know
At the end of this module, the students are expected to acquire the following competencies:
LO1. Recognize and understand the market for agricultural crop production
1.1 Identify the players/competitors within the province;
1.2 Identify the different products/services available in the market; and
1.3 Enumerate the differences between these products/services.
LO2. Develop a product for the agricultural crop production market
2.1 Identify what is of “value” to the customer;
2.2 Identify the customer;
2.3 Define and identify what makes a product different;
2.4 Enumerate and apply creativity and innovation techniques in
order to develop a product that stands out; and
2.5 Identify the Unique Selling Proposition (USP) of the product.

LO3. Select a business idea based on the criteria and techniques
provided for the agricultural crop production market.
3.1 Identify potential business to select from;
3.2 Enumerate the various criteria and steps to selecting a
business idea;
3.3 Apply the criteria/steps in order to select a viable business

idea; and
Topic Code: TLE_EM9-12-IIO-2
Topic Code: TLE_EM9-12-IO-1
iv
3.4 Identify a business idea based on the criteria/steps provided.
LO4. Develop a brand for the product
4.1 Identify the benefits of having a good brand;
4.2 Enumerate recognizable brands in town/province;
4.3 Enumerate the criteria for developing a brand; and
4.4 Generate a brand that is clear and follows the techniques of
generating a brand.
How to learn from this Module

As a student, you are expected to:
• Do the tasks/activities religiously in every lesson.

• Read and understand the “What is it” part, since that is the meat of the
lesson.
• Apply what you have learned on this module to your daily lives, for you to
develop your technical skills.
Icons for this Module

This module has the following parts and corresponding icons:
What I What I
Need to Know
Know This part includes an activity that aims to
This will give you an idea of the skills or check what you already know about the
competencies you are expected to learn in lesson to take. If you get all the answers
the module. correct (100%), you may decide to skip this
module.
This is a brief drill or review to help you

What’s In link the current
lesson with the previous one.
What’s introduced to you in various ways such as a

New story, a song, a poem, a problem opener, an
In this portion, the new lesson will be activity or a situation.
Topic Code: TLE_EM9-12-IVO-4
Topic Code: TLE_EM9-12-IIIO-3
v
This section provides a brief discussion of
What Is It the lesson. This aims to help you discover
and understand new concepts and skills.
What’s More
This comprises activities for independent practice to solidify your understanding and skills of the
topic. You may check the answers to the exercises using the Answer Key at the end of the
module. What I Have Learned
This includes questions or blank sentence/paragraph to be filled in to process what you learned
from the lesson.
What I Can Do
This section provides an activity which will help you transfer your new knowledge or skill into
real life situations or concerns.
Assessment
This is a task which aims to evaluate your level of mastery in achieving the learning
competency.
Additional Activities
In this portion, another activity will be given to you to enrich your knowledge or skill of the lesson
learned. This also tends retention of learned concepts.
This contains answers to all activities in
Answer Key
the module.
vi
Lesson
The Market
1
What I Need to Know
After going through this lesson, you are expected to:
1. Identify the players/competitors within the province;
2 Identify the different products/services available in the market; and
3. Enumerate the differences between these products/services.
What I Know
Before going any further, let us try if you know something about this topic!
Pretest
I. Identification Directions: Arrange the jumbled letters inside the box to form the correct term
being described in each sentence. Write your answer on the space provided below.
1.
- the place where the buyers and sellers can meet for
the transaction of goods and services. *Answer: __________________
2. - it is known as the rivalry
between sellers selling similar products or services in the market. *Answer:
_________________
3.
- an important activity of the buyers and sellers inside the market, done through the exchange of
goods and services. *Answer: _____________________
TOMPO
ICTEIN
ARMN
IKTEG
RKM
ATE
1
4. - the process of creating or
manufacturing of goods or services. * Answer: ____________________
5. - the branch of social science that deals with the production and fair distribution of goods and
services to satisfy human wants and needs. * Answer: _______________________
II. Multiple Choice Directions: Choose the letter of the correct answer. Write your answer on
the space provided before each item.
_____1. Linda as consumer, will not buy enough of the product sale in the market
unless the product undertakes substantial selling and promotion by the company who sell it.
What marketing concept has been described in that situation?
A. marketing C. production B. product D. selling
_____2. Luis will favor those products that offer the most quality, performance and
features. What marketing concept has been described with his option of buying a product?
_____3. Leah as the owner of a food business establishment, target to determine the
costumer’s needs, wants and interest in her restaurant and delivered the desired satisfaction
more effectively and efficiently than her competitors of the business. What marketing concept is
she promoting?
A. marketing C. selling B. product D. societal marketing
_____4. Lawrence buy only those products that are available and highly affordable.
What marketing concept initiates on hid mind?
_____5. The key to achieving goal for the seller like Luka, is to determine the needs
and wants of the target market and to adapt itself in delivering the desired satisfaction more
effectively than its competitors. What marketing philosophy does Luka wants to achieve?
A. marketing C. selling B. product D. societal marketing
RTUNC
OPDIO
MCNC
OESIO
2
III. Completing the Chart Directions: Complete the chart below by writing inside
the boxes the five (5) key
concepts of a market.
What’s In
Now let us review first what you have learned from Module 1!
Enumeration. Direction: Write at least ten characteristics/traits/attributes of

a good entrepreneur.
1.________________________ 6. _________________________
2. _______________________ 7. _________________________
3. _______________________ 8. _________________________
4. _______________________ 9. _________________________
5. _______________________ 10. ________________________

5. __________________
4.________________ 3
1. ________________ 3. ________________
Try to do this!
Directions: Write down at least ten (10) agricultural products or services that are
commonly sell in a local market in your area. Write your answer on the space provided
below.
1. ______________________ 6. ________________________
2. ______________________ 7. ________________________
3. ______________________ 8. ________________________
4. ______________________ 9. ________________________
5. ______________________ 10. _______________________
Now answer the following questions:
1. Which among the agricultural products or services you have listed are perishables
and non – perishables?
2. Which among the agricultural products/services you listed has a lot of

sellers/competitors? Write down at least three (3) products or services.
1. ____________________________________ 2.
____________________________________ 3.
____________________________________
3. Why do you think that the products/services you listed in question No. 2 have a lot of
sellers/competitors in your place? Give at least two reasons.
1. ______________________________________________________
______________________________________________________
2. ______________________________________________________
______________________________________________________
Perishables 4
What’s New Non – perishables
What Is It
Market and Agricultural Marketing

Market is a place where the buyers and sellers can meet for the transaction of goods
and services. There are two main types of markets – markets for goods and services and the
markets for the source of production. Agricultural Marketing on the other hand defines as the
marketing flow of agricultural food and fiber from farm producers to the consumers.
Key Concepts of Market
1. Production Concept. A concept that holds consumers who choose those products that is
available and highly affordable. Hence, the producers should concentrate on improving
production and distribution efficiency.
2. Product Concept. It holds that the consumer will favor those products that offer the most
quality, performance and features and therefore the producers should devote its strategy in
making continuous product improvement.
3. Selling Concept. It holds that the consumer will not buy enough of the products
unless the producer undertakes substantial selling and promotion efforts.
4. Marketing Concept. It holds that the producers should determine the needs and wants of
the target market and to adapt itself in delivering the desired satisfaction more effectively
than its competitors.
5. Societal Marketing Concept. It holds that the producer task is to determine the needs,
wants, and interest of target markets and to deliver the desired satisfaction more effectively
and efficiently than the competitors in way that preserves or enhances the consumers and
the well – being of the society.
Markets for goods and 5
services Markets for Factors of
Types of Markets Production
The graph below shows the key concepts of market.
Source: https://www.iedunote.com/marketing-process
The Market Competition
Market Competition is defined as the rivalry among sellers selling similar products or
services in the market with the aim of achieving revenue, profit, and market share growth.
There are three primary types of market competition:
1. Direct Competitor. A competitor who targets the same consumers and selling the same
products as the other sellers, with the same goal of profit and market share growth.
2. Indirect Competitor. A competitor that offers the same products and services but with the
different end goals. These competitors are finding ways to grow revenue with a different
strategy.
3. Replacement Competitor. A competitor that is offering a product or service that the

consumer could use instead of choosing products or services offer among the sellers. They
are using the same resources to purchase the replacement product or service that offered
by the sellers.
The Structure of Product in Agricultural Production
a. A raw material. These are the large output of agriculture that are commonly used for
further processing. Like for example, Pineapple that is converted into pineapple juice and
pineapple products in cans. Banana that is converted into catsup. All vegetables and fruits
that is sold in the market.
b. Bulky and Perishable Products. Mostly all agricultural products are bulky by nature and
perishables that is why they require a speedy handling and special refrigeration.
c. Quality Variation. The quality of production of agricultural commodities varies from year
to year and from season to season. Some products are of high quality and some are of low
quality. Such variations in the quality of production make it very hard to apply uniform
standards for grades from year to year.
Production Concept 6
Product Concept
Societal Marketing
Concept
Selling Concept
The table below shows examples of major crops yield in Bukidnon as it compared to
Northern Mindanao.
What’s More
Guided Task
Identification Directions: Complete the table below by identifying the types of agricultural
products do the following examples belongs.
Agricultural Products Types (Perishable, Non- perishable) 1. Corn
2. Abaca fiber
3. Rattan
4. Wheat
5. Fresh vegetables
6. Pineapple
7. Sugarcane
8. Rice
9. Fresh Fruits
10. Milk
7
Independent Task
Creating an Agri – business Plan Directions: Conceptualize your own agricultural

business plan. Use the sample guide as shown below. Write your plan in a separate sheet
of paper.
What I Have Learned

Directions: Supply the blank spaces with the correct information, based on what you have
learned from this lesson.
1 – 2. A market is a place between the ______________ and ______________ who

does transaction for the goods and services. 3 – 4. The two main types of market are:
_________________ and _____________ 5 – 9. The five (5) market key concepts are:
_______________, ________________,
____________________, _________________ and ______________ 10. The rivalry between
the sellers selling of the same products is known as
________________________ 11 – 13. The three primary types of market competition
are: ________________________, ______________________________ and
___________________________
Type of agricultural business: _______________________________________
Target customers/buyers/sellers: _____________________________________
Number of Competitors with that kind of business:
None ___ 1 to 5 ____ More than 5 ___ Estimated starting capital:
____________________________ Estimated monthly income:
___________________________ Location/Place of business establishment:
_____________________________ Description on the types of business you
want to put – up:
1. 2.
3. 4.
5.
Sample drawing of the establishment, products or services:

8
14 – 15. The two main kinds of agricultural products are ______________________,
_______________________________.
What I Can Do
Completing the Chart Directions: Think of a particular crop coming form your locality or
community. Using the chart as shown below, write at least three (3) ways on how that
crop/product being sold in the market.
Way 1 Way 2
Name of Crop Way 3
Way 3
_____________________
9
Assessment
Post test
I. Multiple choice Directions: Choose the letter of the best answer. Write your answer
on the space
provided before each number.
_____1. Which of the following product samples below is non – perishables?

A. abaca and rattan C. eggs and milk B. cacao and
coffee D. rice and corn
_____2. What place does the buyers and sellers conduct a transaction for goods and
services?
A. capitol B. church C. market D. municipal hall
For numbers 3 – 5. Refer your answer with the choices inside the box.
_____3. A competitor that is offering a product or service that the consumer could use instead
of choosing products or services offer among the sellers.
_____4. A competitor who targets the same consumers and selling the same products as the
other sellers, with the same goal of profit and market share growth.
_____5. A competitor that offers the same products and services but with the different end
goals.
_____6. Shirley as the owner of a food business establishment, target to determine the
costumer’s needs, wants and interest in her restaurant and delivered the desired satisfaction
more effectively and efficiently than her competitors of the business. What marketing concept is
she promoting?
A. marketing C. selling B. product D. societal
marketing
_____7. Mikael buy only those products that are available and highly affordable. What
marketing concept initiates on hid mind?
A. marketing C. production B. product D.
selling
_____8. The key to achieving goal for the seller like Lucia, is to determine the needs and wants
of the target market and to adapt itself in delivering the desired satisfaction more effectively
than its competitors. What marketing philosophy does Lucia wants to achieve?
A. marketing C. selling B. product D. societal
marketing
_____9. Minda as consumer, will not buy enough of the product sale in the market unless the
product undertakes substantial selling and promotion by the company who sell it. What
marketing concept has been described in that situation?
A. marketing C. production B. product D.
selling
A. Direct Competitors C. Replacement Competitors B. Indirect
Competitors D. Subjugating Competitors
10
_____10. Josh will favor those products that offer the most quality, performance and features.
What marketing concept has been described with his option of buying a product?
II. Enumeration Directions: Give what is ask in every item. Write your answers on the space
provided.
1 – 2. Two main types of markets
1. _________________________________ 2. _________________________________
3 – 5 Three characteristics of agricultural products
3. _________________________________ 4. _________________________________ 5.
_________________________________
Additional Activity
Directions
Great Job! Now you are ready to proceed to the next lesson.
: Submit a copy of your individual business plan next meeting.
11
Lesson
The Market – Product Development
2
What I Need to Know
1. Identify what is the “Value” of the customer;
2. Identify the types of customer;
3. Define and identify what makes a product different;
4. Enumerate and apply creativity and innovation techniques in order to develop
a product that stands out; and
5. Employ a Unique Selling Proposition (USP) to the product/service.
What I Know
Pre-test
Before going any further, let us try if you know something about this topic!
Multiple Choice Directions: Choose the letter of the best answer. Write your answer on the
space provided before each number item.
_____1. What do you call the process of making a new product to be sold to the customers?
A. product analysis C. business concept B. product conceptualization D. business idea
_____2. What process is generated by examining what goods and services are sold outside the
community?
A. business creation C. business idea B. business concept D. business pricing
_____3. What things are considered as luxuries or advantage and considered as every
individual’s beyond necessity?
A. desires C. requirements B. needs D. wants
12
_____4. What factor or consideration is presented by a seller as the reason that one product or
service is better and different from that of the competitors?
A. finding value-added C. unique selling price B. unique pricing policy D. unique selling
proposition
_____5. In what stage of business transaction does the needs of the target market is identified,
reviewed, and evaluated?
A. concept development C. project development B. economic analysis D. refine specification
_____6. What procedure indicates the introduction of a new to make the product and services
more attractive and saleable to prospective customers? A. creativity C. new idea B. innovation
D. product development
_____7. What managerial tool used to assess the environment in gathering important
information that is used for strategic planning?
A. environmental scanning C. SWOT analysis B. survey analysis D. WOTS analysis
______8. What marketing practices is done by creating name, symbol or design that identifies
and differentiate a product from other products?
A. branding C. tagging B. sealing D. tagline
______9. What business term signifies a meaningful and unforgettable statement that captures
the essence of your hand?
A. branding C. tagline B. product naming D. unique selling proposition
______10. What are the things that people cannot live without?
______11. Which of the following examples below is NOT considered as basic needs?
A. car C. food B. education D. shelter
______12. Daniel is focused on his business; he does the review and estimates the economic
implications regarding development expenses and the selling price of the product to be offered.
What step of product development he is been doing?
A. analyze competitive products C. perform economic analysis B. identify customer needs D.
refine product specifications
______
13. After the final selection, Sarah did an additional market research which can be obtained
from the feedbacks of the concept key customers. What step of product development she
applied?
A. establish target specifications C. plan the development project B. generate product concept
D. select a product concept
_____14. What stage in product development gathered information about the taste, size color,
shape and life span of the product?
A. analyze competitive products C. perform economic analysi B. identify customer needs D.
13
_____15. Which of the following steps in product development is considered as the final
stage?
A. establish target specifications C. plan the development project B.
generate product concept D. select a product concept
What’s In
Now let us review first what you have learned from the previous lesson!
Enumeration Directions: Write the five key concepts of market on the space
provided below.
1.____________________________________
2. ____________________________________
3. ____________________________________
4. ____________________________________
5. ____________________________________
What’s New
cultural and social conditions dominant in their locality. The needs and wants of the people
that are not met in the area may be considered as business opportunities. This is done by
identifying the needs of the community, its resources, availability of raw materials, skills and
appropriate technology that can help a new entrepreneur in seizing a business opportunity.
entrepreneurs should always look closely at the environment and market. They should
always be watchful of the existing opportunities and constraints. The opportunities in the
business environment are those factors that provide possibilities for a business to expand
and make more profits. On the other hand, are those factors that limit the
Constraints are those factors that limit the
ability to grow, thus reducing the chance of getting profit. One of the best ways to evaluate
the opportunities and constraints is to conduct SWOT (strengths, weaknesses,
opportunities and threats) Analysis.
important information, which in turn is used in crafting a strategic plan. Strengths and
weaknesses are internal in an organization. Basically, they can become resources owned
by the producers, things that one control over, as well as the extent of its marketing
capability.
the market, development of new technologies, and external factors such as government
policies, climate and trends.
and other constraints. refer to what the competition is doing as well as legal
refer to what the competition is doing as well as legal
When one wants to start up a business, he/she needs to explore the economic,
To be successful in any kind of business venture that one may undertake, potential
SWOT ANALYSIS 14
agerial tool to assess the environment. It gathers Opportunities
relate to
relate to
Opportunities and threats exist in the external environment.
What Is It
Product Development Define
The creation of a new product from the existing one to be sold by a business or
enterprise to its customers is known as Product Development. It may include the alteration of
an existing product or its entire value, or the creation of an entirely new product that satisfies a
newly defined customer’s needs and/or wants.
In this lesson, the term Development refers collectively to the entire process of
distinguishing a market opportunity, making a product to attract the identified market. Some
materials may include testing, modifying and refining the product until this will be ready for
mass production. Any product that is sold to the consumers are subject for product
development.
These are the basic questions you may ask yourself when you want to pursue product
development. If you find acceptable answers to these, then you are ready to develop a product
or render services:
1. For whom are the product/service aimed? 2. What benefit will the customers expect from it?
3. How will the product differ from the existing brand? Or from their competitor? The needs and
wants of the people within the area should also be taken into consideration. Everyone has
his/her own needs and wants. But due to people’s unsatisfaction, they have different concepts
of needs and wants. Needs in business are important things that every individual does without
in a society. These include:
1. Basic commodities for consumption 2. Clothing and other personal belongings 3. Shelter,
sanitation and health 4. Education Basic needs are essential to every individual so he/she may
be able to live with dignity and pride in the community he/she lives. To develop a marketable
product, you need to focus on the basic needs; it will guide you in creating a new business idea.
While, Wants are desires, luxury and extravagance that signify wealth and expensive way of
living. They are the things that above all the basic necessities of life, like fashion accessories,
shoes, clothes, travelling around the world, eating in an exclusive restaurant, watching movies,
concerts, having expensive cars and a more luxurious way of living.
Needs and wants of people are the basic indicators of the kind of business that a seller
may engage into because they can serve as the basis of your success. Some other good points
that you might consider in business undertakings are the people, aside from their needs, wants,
lifestyle, culture and tradition, and social orientation.
Concepts of Developing a Product
The very critical stage in developing a product is called Concept Development. Before
the product specifications, the needs of the target are defined, market is identified and
competitive products are reviewed. Then along with the economic analysis, the product concept
is selected to come up with an outline of how a product is being developed. The figure below
shows the stages of concept development of a product.
Now that you have read some of the important things to consider to succeed in any
business, you are now ready to go deeper about Market – Product Development.
15
Fig. 1 Concept of Product Development
The process of product development follows these steps:
A. Identifying Customer Needs – it could be in a form of interviews, survey forms,

researches, focused group discussions and observations of customer’s needs and wants.
Information like, the product sales, taste, size, color, shape and life span are gather at this
stage. This is an important stage since this would be the basis for the product to be
produced or provided.
B. Establishing Target Specifications – Based on customer’s needs and reviews of

competitive products, you may now establish target specifications of the prospective new
product and/or service. Target specifications are essentially a wish-list.
C. Analyzing Competitive Products – To provide important information on establishing

product/service specifications, it is important to analyze existing competitive products.
D. Generating Product Concept – This is done by developing a number of product

concepts to illustrate what types of products are both technically feasible and would best
meet the requirements of the target consumers/market.
E. Selecting a Product Concept – Through the process of evaluation between attributes, a

final concept is selected. To obtain feedbacks from certain key customers, the final selection
and additional market research can be applied.
F. Refining Product Specifications – Product/service specifications are refined in this

stage on the basis of input from the foregoing activities. Final specifications are the results of
extensive study. The expected service life and projected selling price are also being
considered at this stage.
G. Performing Economic Analysis – This is to be done by reviewing and estimating the

economic implications regarding development expenses, manufacturing costs, and selling
price of the product to be offered/provided.
ESTABLISH TARGET 16
SPECIFICATIONS PERFORM
IDENTIFY ECONOMIC
CUSTOMER ANALYSIS
NEEDS SELECT A
PRODUCT
CONCEPT
SELECT A
PRODUCT
CONCEPT
REFINE
SPECIFICATIONS
REFINE
SPECIFICATIONS
REFINE
SPECIFICATIONS
ANALYZE
COMPETITIVE
PRODUCTS
GENERATE PLAN REMAINING
PRODUCT DEVELOPMENT
CONCEPTS PLAN REMAINING
DEVELOPMENT
H. Planning the remaining Development Project – in this final stage, you may prepare a
detailed development plan which includes a list of activities, the necessary resources and
expenses, and a development schedule with indicators for tracking progress.
Finding value
Every created product has its own value, most often than that, it can be analyze when
you see your customers go and buy your products most often. This implies that you offer
something to your customers which they will value or treasure.
Value proposition is the value that you incorporate to your product. It is “a believable
collection of the most persuasive reasons people should notice you and take action you are
asking for”. This is created by fulfilling deep desires and solving deep problems. This what gets
the people moving and keep them spending for your product/service.
Innovation
The introduction of something new in the existing product or service is commonly known
as Innovation. This may include a new idea, method or a system in the business. An
entrepreneur must know how to innovate to increase its sales and profit. Like what Dodong
Cacanando done on his farm, he is not only planting one particular crop but a lot of high valued
crops. His lettuce farm produces a lot of varieties (Ice berg, green coral, red coral and romaine)
that his customers may able to select. He managed to target big companies (Mc Donalds, KFC,
Montery) as his partners to sell his agricultural products.
Unique Selling Proposition (USP)
One of the most profound way of selling the product or service being offered is done
through Unique Selling Proposition (USP). As a competitive seller, you have to consider that
your business should stand out when compared to other competitors which has the same
products as yours. One must have to sell its product to himself before he can begin to sell it to
his target customers. This is especially applicable when your product or service is similar to
those around you.
Unique selling proposition would require careful analysis on how other businesses’ ads
and marketing strategies are presented. Apart from the qualities of their product or service, you
have to analyze what they sell, you can learn a great deal about how other companies
distinguished themselves from their competitors.
Here’s how to discover your Unique Selling Proposition and use it to increase your sales
and profit:
• Use empathy by putting yourself in the shoes of your customers. Never get to fall in love
with your own product or service or brag about it to the public. Remember that agricultural
products are not hard to sell because they are part of everyone basic needs. Always focus on
the needs of the target customers, put in your mind that you are making this product for their
satisfaction, and eventually to increase your sales or profit. Always consider the quality,
availability, convenience, cleanliness, reliability and friendliness and just ignore your
competitors.
• Identify what drives your customer to buy your products. Do some efforts to find out,
analyze and utilize the information that motivates the customers in their decisions to purchase
your product/service. Accept criticisms from the customer humanely, and make that one as
your drive to improve your products.
17
• Always think of the reasons why your customers should pick your products instead of
that of your competitors. As your line of business is prosper, always ask your customers
feedback and information to improve your products and services. This will also guide you in the
product and selling decision making in the future.
What’s More
Guided Task
Enumeration Directions: Give what is ask in every item. Write your answers
on the blank
spaces.
1 – 8 The eight steps/stages of Product Development
1. ______________________________________________________
2. ______________________________________________________
3. ______________________________________________________
4. ______________________________________________________
5. ______________________________________________________
6. ______________________________________________________
7. ______________________________________________________
8. ______________________________________________________
9 – 15. As an entrepreneur you have to show empathy to your customers, what are
the things you should consider when making your Product Development?
9. _______________________________________________________
10. ______________________________________________________
11. ______________________________________________________
12. ______________________________________________________
13. _________________________________________________
14. ______________________________________________________
15. ______________________________________________________
18
Independent Task
Group Task Directions: With a group of 2 to 5 members, you conduct an interview of a

successful practitioner/entrepreneur in your community/locality. Document the whole interview,
by taking pictures or recording. You can use the guide questions as stated below:
Sample Interview Guide

What I Have Learned
These are the things that you must bear in mind!
1. Product Development is referring to a process of making a new product to be sold by a

business or enterprise to its customers. The development of some products will depend on
the wants and needs of the customers.
2. There are eight (8) steps that lead to product development: Identify customer needs,
establish target specifications, analyze competitive products, generate product concepts,
select a product concept, refine product specifications, perform economic analysis, and
plan the remaining development project.
3. Value proposition is “a believable collection of the most persuasive reasons people

should notice you and take action you are asking for”. This what gets the people moving
and keep them spending for your product/service.
Name of Proprietor/Practitioner: _______________________________________
Age: _____________________ Number of Years in Business: _______________
Business Name: ___________________________________________________
Business Address:
_________________________________________________________________
_________________________________________________________________
1. How did you identify your customers? 2. What were your considerations in
selecting your customers? 3. Explain how your product/service becomes unique
from other product/s. 4. Did you consult somebody before you engage in this
business? Give sample
insights that you gained from the consultation. 5. What were your preparations before
you started the actual business? 6. What creative and innovative techniques did you
adapt to your
product/service? 7. What was the effect of the innovative techniques on the sales and
profits of
your business? 8. What strategies did you consider to have a unique selling proposition
for your
product/service?
19
4. If you want to increase your sales and profit you must innovate. Innovation is the
introduction of something new in your product/service.
5. Unique Selling Proposition is the factor of consideration presented by a seller as the

reason that the product or service being offered is different from and better than that of
other key players or competitors.
What I Can Do
Complete the figure Directions: Using the figures below, develop your own concept of
your product/service that you want to pursue as an agri - business in the future.
Source: 20
are.net/cobejayspadigos/agri-crop-grade-10-lm 5. Select a Product
7. Prepare a Concept
Development ______________
Plan ______________
____________ ______________
____________ ______________
____________ ______________
____________ _____
____________ 2. Target
____________ Specifications
____________ ____________
____________
____________
____________
____________
6. Refine Product 3. Analyze a

Specifications Competitive
_______________ Product
_______________ ____________
_______________ ____________
_______________ ____________
1. Identify ____________
Customer’s ____________
Need
___________
___________
___________
___________
4. Generate
Product Concept
___________
___________
___________
___________
___________ _
4. Generate
Product Concept
___________
___________
___________
___________
___________ _
Assessment
Multiple choice. Directions: Choose the letter of the best answer. Write your answer on the
space provided before each number.
A. product analysis C. business concept B. product
conceptualization D. business idea
_____2. What process is generated by examining what goods and services are sold outside
the community?
A. business creation C. business idea B. business concept
D. business pricing
_____4. What factor or consideration is presented by a seller as the reason that on product or
A. finding value-added C. unique selling price B. unique pricing
policy D. unique selling proposition
_____5. In what stage of business transaction does the needs of the target market is identified,
reviewed, and evaluated?
A. concept development C. project development B. economic
analysis D. refine specification
_____6. What procedure indicates the introduction of a new to make the product and services
more attractive and saleable to prospective customers? C. creativity C. new idea D. innovation
D. product development
C. environmental scanning C. SWOT analysis D. survey
analysis D. WOTS analysis
______8. What marketing practices is done by creating name, symbol or design that identifies
C. branding C. tagging D. sealing D. tagline
______9. What business term signifies a meaningful and unforgettable statement that captures
the essence of your hand?
C. branding C. tagline D. product naming D. unique selling
proposition
21
______10. What are the things that people cannot live without?
C. desires C. requirements D. needs D. wants
______11. Which of the following examples below is NOT considered as basic needs?
C. car C. food D. education D. shelter
______12. Daniel is focused on his business; he does the review and estimates the economic
implications regarding development expenses and the selling price of the product to be offered.
What step of product development he is been doing?
A. analyze competitive products C. perform economic analysis B. identify customer needs D.
______
13. After the final selection, Sarah did an additional market research which can be obtained
from the feedbacks of the concept key customers. What step of product development she
applied?
_____14. What stage in product development gathered information about the taste, size color,
shape and life span of the product?
A. analyze competitive products C. perform economic analysi B. identify customer needs D.
_____15. Which of the following steps in product development is considered as the final stage?
Additional Activity
Group Task
Directions
perform the following tasks:
1. Browse the internet on the topics related to:
a. customer’s needs and wants particularly on agricultural crops;
b. techniques in identifying customer’s needs and wants;
c. creativity/innovations in products and services in the market;
d. unique selling proposition; and e. product development
: In order to deepen your understanding of the lesson, work by pair or trio,
Students with no phones/computer may opt to go to the library and find books, magazines,
related with the topics as stated above.
22
2. Write a short narrative report about the article you had read or the video you watched.
In at least 3 paragraphs highlighting the “aspect” that intensifies your knowledge of
product development.
Great job! Now you are ready to proceed to the next lesson.
23
Lesson
The Market – Selecting Business Idea
3
What I Need to Know
1. Identify potential business ideas to select from; 2. Enumerate the various criteria and steps in
selecting a business idea 3. Apply the criteria/steps in order to select a viable business idea;
and 4. Identify a business idea based on the criteria/steps provided.
What I Know
Pre-test. Before going any further, let us try if you know something about this topic!
Matching Type Directions: Identify as to what potential business idea has been described with
the following sentences below. Choose your answer from the choices inside the box. Write the
letter of the correct answer on the space provided for before each item.
A. examine the existing goods and services B. examine the present and future needs C.
examine how the needs are being satisfied D. examine the available resources around
you E. read magazines, articles on new products and technology
_____1. A business can be started out of available raw materials by selling them in raw form
and by processing and manufacturing them into finished products.
_____2. Look and listen to what the customers, institution, and communities are missing in
terms of goods and services.
_____3. This is a very good business opportunity when there is absolute lack of supply of a
pressing market demand.
_____4. Business ideas may also be generated by examining what goods and services are sold
outside the community.
_____5. There are many ways of improving a product from the way it is crafted to the time it is
packed and sold.
_____6. The internet serves as a library where you may browse and surf on possible
businesses.
24
_____7. The business firm needs for raw materials, maintenance, and other services such as
selling and distribution are good sources of ideas for business
_____8. Business ideas can come from your own skills.
_____9. It will also guide you on how to put the right product in the right place, at the right price
and at the right time.
_____10. You introduce new ways of using the product, making it more useful and adaptable to
the customers many needs.
What’s In
Now let us review first what you have learned from Lesson 2.
Directions: Write the eight steps/stages of Product Development
1. ____________________________________________
2. ____________________________________________
3. ____________________________________________
4. ____________________________________________
5. ____________________________________________
6. ____________________________________________
7. ____________________________________________
8. ____________________________________________
What’s New
come up with a bunch of business ideas, while some are without ideas. There are two
problems that commonly arise: first is the excessive generation of ideas that makes one
remain in the dreaming stage, and second, when one fails to generate. In generating and
selecting ideas that will be translated into a viable business, one optimal way is to have a
systematic approach.
Now that you have read some of the important things to consider to succeed in any
business, you are now ready to go deeper about Market – Selecting Business Idea.
Generating or developing a business idea is not a simple process. Some thinkers
25
What Is It
How to Generate Ideas for Business
Here are some basic important considerations that you may use to generate possible ideas for
business:
1. Examine the existing goods and services. Are you satisfied with the product? What do
most people who use the product say about it? How can it be improved? You introduce new
ways of using the product, making it more useful and adaptable to the customers that need it
until the time it is packed and sold. You are doing an innovation when you are improving the
product. You can also do an intervention by introducing an entirely new product to replace the
old one.
Business ideas may also be generated by examining what goods and services are sold
outside the community. Very often, most products are sold in a form that can still be
enhanced or improved.
2. Examine the present and future needs. Look and listen to what the customers are missing
in terms of goods and services from the institution and communities. Sometimes, these needs
are already obvious and felt at the moment. Other needs are not that obvious because they can
only be felt in the future in the event of certain developments in the locality. For example, a
town will have its electricity facility in the next six months. Only by that time will the entrepreneur
could think of agricultural products which are made using electrically – powered tools or
equipment.
3. Examine how the needs are being satisfied. Market demand refers to the needs for the
products and services. To satisfy these needs is to supply the products and services that meet
the demands of the market. The term market refers to whoever will use the product or services,
and these include people or institutions such as other businesses, establishments,
organizations, or government agencies.
This is a very good business opportunity when there is absolute lack of supply of a pressing
market demand. Businesses or industries in the locality also have needs for goods and
services. Their needs for raw materials, maintenance, and other services such as selling
and distribution are good sources of ideas for business.
4. Examine the available resources around you. Observe what materials or skills are
available in abundance in your area. A business can be started out of available raw materials by
selling them in raw form and by processing and manufacturing them into finished products. For
example, in a copra – producing town, there will be many coconut husks and shells available as
“waste” products. These can be collected and made into coco rags/doormat and charcoal
bricks; then sold profitably outside the community.
A group of people in your neighborhood may have some special skills that can be harnessed
for business. For example, women in Impasugong, Bukidnon possess weaving skills using
Abaca fibers that have been passed on from one generation to the next. There association
for women set up weaving businesses to produce bags, decorative items and various
souvenir items for sale to tourists and lowland communities.
26
Examples of Abaca fiber products of Impasugong Women’s Association
Business ideas can come from your own skills. The work and experience you
may have in agricultural arts, industrial arts, home economics, and ICT classes will
provide you with business opportunities to acquire the needed skills which will earn for
you extra income, should you decide to engage in income generating activities. With
your skills, you may also try on doing things during your spare time. Many products were
inverted this way.
5. Read magazines, news articles and other publications on new products and
techniques or advances in technology. You can pick up new business ideas from
Newsweek, Reader’s Digest, Business Magazines, and the likes. The internet serves as a
library where you may browse and surf on possible businesses. It will also guide you on how to
put the right product in the right place, at the right price and at the right time.
Key Concepts of Selecting a Business Idea
Once you have entered on identifying the business opportunities, you will eventually see
that there are many possibilities available for you. It is very unlikely that you will have enough
resources to pursue all of them at once. Which one will you choose?
You have to select the most promising one from among a hundred and one ideas. It will
be good to do this in stages:
FIRST STAGE – Screen your ideas to narrow them down to about first choices.
SECOND STAGE – Trim down the five choices into two options. FINAL STAGE –
Choose between the two and decide which business idea is worth
pursuing.
In screening your ideas, examine each one in terms of the following factors:
1. How much capital is needed to put up the business? 2. How big is the demand for the
product? Do many people need this product and will
continue to need it for a long time? 3. How is the demand met? Who are processing the
products to meet the need
(competition or demand)? How much of the need is now being met (supply)?
27
4. Do you have the background and experience needed to run this particular business? 5.
Will the business be legal, not going against any existing or foreseeable government
regulation? 6. Is the business in line with your interest and
expertise?
Your answers to these questions will be helpful in screening which ones from among
your many ideas are worth examining further and worth pursuing.
What’s More
Enumeration
Directions: Supply the needed information on the following items below. Write your
answers on the blank spaces.
1 – 4. What does SWOT stands for?
1. S - _______________ 2.
W - _______________ 3. O -
________________ 5. T -
________________
5 – 6. What are the common problems that will arise in generating ideas for
business?
5. ___________________________________ 6.
___________________________________
7 – 11. What are the possible ideas on how to generate business?
7. ____________________________________________ 8.
____________________________________________ 9.
____________________________________________ 10.
___________________________________________ 11.
___________________________________________
12 – 14. What are the three stages in selecting a business idea?
12. ___________________________________________
13. ___________________________________________
14. ___________________________________________
15. What are you exactly been doing if you are improving or enhancing a
product? __________________________________________
28
What I Have Learned
In generating a business idea, you should first identify what type of business is suited to your
business idea. You should analyze and scan the potential environment study the marketing
practices and strategies of your competitors, analyze the Strengths, Weaknesses,
Opportunities, and the Threats (SWOT) in your environment to ensure that the
products/goods and service you are planning to offer will be patronized within the easy reach by
your target markets/consumers.
Bear in mind these simple rules for successful SWOT analysis:
• Be realistic about the strengths and weaknesses of your business when conducting SWOT
analysis.
• SWOT analysis should distinguish between where your business is today, and where it could
be in the future.
• SWOT should always be specific. Avoid any grey areas.
• Always apply SWOT in relation to your competition i.e. better than or worse than your
competition.
• Keep your SWOT short and simple, Avoid complexity and over analysis
• SWOT is subjective.
What I Can Do
Fill – out the table Directions: In generating a business idea, environmental scanning is very
important. Utilize the SWOT analysis table below to list all your observations.
Strength (S) Weaknesses (W) - - - - -
-----
Opportunities (O) Threats (T) - - - - -
-----
29
Strategize:
• SW – Utilize the strength to overcome the weaknesses
• OS – Capitalize on the opportunities to eliminate the weakness
• ST – Maximize your strengths to eliminate the external threats
• OT –Take advantage of the avilable opportunities to eliminate the external
threats.
Strategies/Activities:
The strategies/activities that I would like to apply for my business would be
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
Analysis:
I think that my strategies will work if I do the following:
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
My best business idea would be ________________________________________

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
________________________________________________________________________
Assessment
Post test
Matching Type Directions: Identify as to what potential business idea has been described
with the following sentences below. Choose your answer from the choices inside the box. Write
the letter of the correct answer on the space provided for before each item.
A. examine the existing goods and services B. examine the

present and future needs C. examine how the needs are being
satisfied D. examine the available resources around you E. read
magazines, articles on new products and technology
30
pressing market demand.
_____4. Business ideas may also be generated by examining what goods and services are sold
outside the community.
packed and sold.
businesses.
selling and distribution are good sources of ideas for business.
the customers many needs
Additional Activity
Group Task
Directions 1. Read books, magazines, newspaper or watch videos
understanding of the lesson, work by pair or in trio, Youtube
perform the following tasks: with any of the
with any of the
2. Write a short narrative report about the article you had read or the video you watched. In
at least 3 paragraphs highlighting the “aspect” that intensifies your knowledge of product
development.
following topics:
A. Steps in selecting a business idea
B. Criteria of a viable business idea
C. Benefits of a good brand
D. Ways of developing a product
Great job! You may now proceed to the next lesson.
31
Lesson 4 The Market – Branding
What I Need to Know
1. Identify the benefits of having a good brand;
2. Enumerate recognizable brands in the town/province;
3. Enumerate the criteria for developing a brand; and
4. Generate a brand that is clear and follows the generating a brand.
What I Know
Pre-test. Before going any further, let us try if you know something about this topic!
Identification Directions: Identify the elements/parts of branding applied on the product as

show below. Explain the importance of that identified parts.
3
4 5
Elements of Branding
Definition
32
1. ______________________________ ______________________________
2. ______________________________ ______________________________
3. ______________________________ ______________________________
4. ______________________________ ______________________________
5. ______________________________ ______________________________
What’s In
Do the activity below!
Enumeration Directions: List down at least ten agri – products/brand that is locally made from
your province/town. Write your answers on the spaces provided below.
1._______________________________________________
2. _______________________________________________
3. _______________________________________________
4. _______________________________________________
5. _______________________________________________
6. _______________________________________________
7. _______________________________________________
8. _______________________________________________
9. _______________________________________________
10. ______________________________________________
What’s New
Written Response Directions: Read and analyze the saying as shown below, then answer
the questions as follows.
The product is the brand and there is no story to be told except the swells of
emotion each consumer has when he owns that brand.
- Dushyant Waldivkar
33
Answer the following questions:
1. What does the saying wanted to tell?

___________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
2. What is meant by the phrase “swells of emotion”? What is it referring to?

___________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
What a great idea you got there! Now let us go deeper with the lesson.
What Is It
Branding
The business process that defines of who you are, who you want to be, and how people
treat and perceive you to be is done through a marketing practice called Branding. It defines
the name, symbol or design that identifies and differentiates product/service from your
competitors. It tells the customer of what your product/service could give to them.
Branding is a powerful tool when integrating business. If you have an increasingly shift
of profit, maybe that is because of your effective way of branding strategy.
A good brand has the following characters:

- The message of the brand was clearly stated. - It confirms your integrity
and credibility as a seller. - It connects emotionally and intelligently to
what your prospected
customers’ wants and needs. - It motivates the buyers loyalty to keep on patronizing
your product.
Here are some simple tips to broadcast your brand:

• Develop a creative tagline. Have an expressive and remarkable tagline that apprehends
the meaning of your brand, brief but concise.
• Produce a countless logo. Design a logo that fits to your business and dependable with
your tagline.
• Convey the message of your brand. Select an appropriate and promising words that will
tell about your brand.
• Be loyal to your brand. Trustworthiness is essential to the customer’s choice.
• Be consistent and reliable as always as possible. Give what is worth to your customers.
Ten Elements/Parts of Branding

1. Brand Identity. This will involve the name, logo, tagline or messages about the
brand. 2. Brand Image. It prescribed on what the buyers expect from the
brand.
34
3. Brand Positioning. It defines what section of the market it is targeting. It is how a
product will make a profit. 4. Brand Personality. It described the image of the brand in the
market. 5. Brand Equity. It includes the strategic benefits of the brand ot its value towards
the
buyers. 6. Brand Experience. It covers all the feedbacks and impressions of the
customers
while patronizing the brand. 7. Brand Differentiation. It is how the product will stand out
differently among other
brands. 8. Brand Communication. It is how the brand convey messages to the customers.
If the brand has to expand, it should deliver messages that favors to the customer’s interests.
9. Brand Gap. A successful brand usually gave what he promised to his customers. This
gap usually happens when there is a difference between what a brand promises to deliver
and what it actually does towards his customer. 10. Brand Extension. It means making a
variety of products form a single one. This is done to continue the existing operations
of the company embracing the latest trends in product development.
What’s More
Guided Task
True of False Directions: Write T if the statement is TRUE and F if it is FALSE. Write your
answer on the space provided before each number.
_____1. A successful brand must be able to deliver what it promises. _____2. An effective
brand strategy gives you a major edge in increasingly competitive
markets. _____3. A successful businessman must focus to one product in order to
minimize
cost of production. _____4. Your brand is the mirror of your soul and personality.
_____5. The brand logo, tagline, punchline is all part of brand equity. _____6. Taglines must be
meaningless and forgettable for the customers. _____7. The brand image dictates the idea of
what the brand wants convey to the
customer. _____8. The brand equity measures only the tangible value of the brand.
_____9. The difference between what a brand promises to deliver in its communications and
what it actually does is the brand differentiation. _____10. If the brand has to grow, it
must be clearly communicating its core benefits to the
customers. _____11. Branding is not one of the most important aspects of any
business. _____12. Select short messages you want to communicate about your brand.
_____13. Brand positioning defines what segments of the market it is targeting. _____14.
SWOT should always be specific and subjective. _____15. SWOT analysis should distinguish
between where your business is today, and
where it could be in the future.
35
Independent Task
Create – your - own Directions: Generate a clear appealing product brand with logo and
tagline. Use the boxes below for your brand design.
Logo Tagline
What I Have Learned
These are the things that you must bear in mind!
1. Branding is a marketing practice of creating name, symbol or design that identifies and
differentiates product/service from that of the competitors. It is also a promise to your
customers. It tells them what they can expect from your product/service and it differentiates
your offerings from other competitors.
2. To develop your brand, considered the following tips; develop a tagline, design a great
logo, write down your brand messaging, be true to your brand and be consistent.
3. The Elements of a good branding are the following: Brand identity, Brand image, Brand
positioning, Brand equity, Brand experience, Brand Differentiation, Brand
Communication, Brand Gap, Brand Extension.
36
What I Can Do
Create – your – own Directions: La Agricultura Company is developing a new product using
taro as chips. Using your idea about branding, design the package of their product using the
figure as shown below.
Assessment
Identification Directions: Identify the elements/parts of branding applied on the product as

shown below. Explain the importance of that identified parts.
3
4 5
37
Review the different agricultural tools and equipment you learned during your
exploratory course in AFA – Crop Production. Your knowledge for this topic will be
useful for the next Module you will take.
You just finished the Lesson 4, prepare yourself for the Unit Exam!
Summary
In this module, you been able to experience the marketing strategies that is
usually done in developing and selecting products and services. Skills on marketing
agricultural products are indispensable to fully maximize your profit and satisfy your
sellers wants and needs.
With these concepts, you are now fully equipped with the needed requirements in
marketing your agricultural business in the future.
Elements of Branding Definition
1. ______________________________ ______________________________
2. ______________________________ ______________________________
3. ______________________________ ______________________________
4. ______________________________ ______________________________
5. ______________________________ ______________________________
Additional Activity
38
UNIT TEST
I. Modified True – False. Directions: Write T if the statement is TRUE and F if it is FALSE. If it
is false, underline the word/s that makes the sentence wrong. Write your answer on the space
provided before each item.
_____1. Branding is not one of the most important aspects of any business. _____2. Select
short messages you want to communicate about your brand. _____3. Brand positioning defines
what segments of the market it is targeting. _____4. SWOT should always be specific and
subjective. _____5. SWOT analysis should distinguish between where your business is today,
and
where it could be in the future. _____6. A successful brand must be able to deliver what
it promises. _____7. An effective brand strategy gives you a major edge in increasingly
competitive
markets. _____8. A successful businessman must focus to one product in order to
minimize cost of
production. _____9. Your brand is the mirror of your soul and personality. _____10. The
brand logo, tagline, punchline is all part of brand equity. _____11. Taglines must be
meaningless and forgettable for the customers. _____12. The brand image dictates the idea of
what the brand wants convey to the
customer. _____13. The brand equity measures only the tangible value of the brand.
_____14. The difference between what a brand promises to deliver in its communications
and what it actually do is the brand differentiation. _____15. If the brand has to grow, it
must be clearly communicating its core benefits to the
customers.
II. Multiple Choice Directions: Choose the letter of the best answer. Write your answer
on the space as provided for before the number item.
_____1. What procedure indicates the introduction of a new idea to make the product and
services more attractive and saleable to prospective customers?
_____3. What marketing practice is done by creating name, symbol or design that identifies
_____4. What business term signifies a meaningful and unforgettable statement that
captures the essence of your hand?
A. creativity C. new idea
B. innovation D. product development
A. environmental scanning C. SWOT analysis

B. survey analysis D. WOTS analysis
A. branding B. sealing C. tagging D. tagline
39
_____5. What are the things that people cannot live without? A.
desires C. requirements
A. product analysis C. business concept B. product
conceptualization D. business idea
_____7. What process is generated by examining what goods and services are sold outside
the community?
A. business creation C. business idea B. business concept
D. business pricing
_____9. What factor or consideration is presented by a seller as the reason that one product or
A. finding value-added C. unique selling price B. unique pricing
policy D. unique selling proposition
_____10. In what stage of business transaction does the needs of the target market are
identified, reviewed, and evaluated?
A. concept development C. project development
B. economic analysis D. refine specification
III. Matching – type Directions: Identify as to what potential business idea has been
described with the following sentences below. Choose your answer from the choices inside the
box. Write the letter of the correct answer on the space provided before each item.
A. Examine the existing goods and services B. Examine the

present and future needs C. Examine how the needs are being
satisfied D. Examine the available resources around you E.
Read magazines, articles on new products and technology
pressing market demand. _____4. Business ideas may also be generated by examining what
goods and services are sold outside the community.
packed and sold.
A. branding C. tagline
B. product naming D. unique selling proposition
B. needs D. wants
40
businesses.
selling and distribution are good sources of ideas for business.
the customers many needs.
41
References
• Nazareno, Jesus B., Sajorda, Rodolfo C., Technology and Livelihood Education –
Grade 10, Agricultural Crop Production Learner’s Material, 2014.
• www. gen.xamplified.com/5 – key – elements – that – define your brand
• https://rqriley.com/product-design-development/
-4507/index.php?id=11691 •
• https://link.springer.com/10.1007%2F978-3-642-20617-7_6464
Competencies-and-Environment-Market-docx •
ment/413741882/Personal-Entrepreneurial- g10-Cookery
https://www.scribd.com/presentation/429295271/Environment-and-Market-
•
product-has-a-value-3-is-innovation-and/ •
ile/p5mgl04/2-When-can-one-say-that-a-certain- gradings
https://www.slideshare.net/danielmanaog14/k12-module-in-tle-ict-grade-9-all-
•
G10 •
68354780/K-12-TLE-HE-LM-Travel-Services-
https://www.slideshare.net/bananaapple2/10-2-finding-value
•
• https://quizlet.com/258547218/computer-flash-cards/
bejayspadigos/agri-crop-grade-10-lm
•
• https://www.scribd.com/document/414365796/Fish-Processing-G10-LM-pdf
• https://www.slideshare.net/bananaapple2/10-1-environment-and-market-em
• https://www.scribd.com/document/353025697/Css-Lec-Lesson2
• https://www.scribd.com/doc/269916207/C-Grade-10-LM-Module-1PECs-and- EM-
Aug21-2014-CHS
• https://www.scribd.com/document/419906662/Personal-Entrepreneurial-
Competencies
• https://www.coursehero.com/file/p7h0o8j/help-you-generate-business-ideas- and-
subsequently-to-develop-a-marketable/
• https://www.coursehero.com/file/p2ga2vo/E-Select-a-Product-Concept-
Through-the-process-of-evaluation-between-attributes/
• https://quizlet.com/258161628/computer-flash-cards/
• https://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp
• https://books.google.com/books?id=tSbsAwAAQBAJ
• https://www.workforce.com/news/contingent-workers-why-companies-must-
have-make-them-feel-valued
• https://books.google.com/books?id=YkZjCwAAQBAJ
• https://www.studymode.com/essays/Opportunities-And-Constraints-In-The-
Business-1571448.html
• https://www.coursehero.com/file/phmusp/2-How-does-your-action-plan-
sustain-your-strong-PECs-and/or-address-your/
• https://www.coursehero.com/file/p5n6eii/The-executives-have-discovered-a-
need-for-touring-class-with-bigger-engine/
• http://www.corporatesignature.co.uk/corporate-gifts.html
• https://www.allagmedia.com/blog/creating-a-value-proposition-for-your-farm
42
• https://blog.breezyhillmarketing.com/unique-selling-proposition/
• https://www.coursehero.com/file/p7ecdmu/1-How-did-you-identify-your-
customers-2-What-were-your-considerations-in/
• https://www.coursehero.com/file/p4bmup2/It-is-very-unlikely-that-you-will-
have-enough-resources-to-pursue-all-of-them/
• https://www.scribd.com/presentation/421575854/CSS-S-GenBussIdea
• https://www.coursehero.com/file/p2m0jmm7/5-Read-magazines-news-
articles-and-other-publications-on-new-products-and/
• https://www.coursehero.com/file/p49brcj/You-have-select-the-most-promising- one-
from-among-hundreds-and-one-ideas-it/
• https://www.coursehero.com/file/p2tgk9c/In-screening-your-ideas-examine-
each-one-in-terms-of-the-following-guide/
• https://www.slideshare.net/gilbertbautista3/module-2-environment-market
• https://brainly.ph/question/2253150
• https://www.scribd.com/presentation/427235825/Module-2EM9
• https://www.scribd.com/document/235927879/Module-2-Environment-Market
• https://www.scribd.com/document/267811121/D-CCS-LM-Module2-Environ-
Market
• https://www.scribd.com/doc/231215526/TLE-ICT-Computer-Hardware-
Servicing-Grade-9
• https://www.scribd.com/document/319304496/ICT-9
• https://www.scribd.com/doc/267763691/TLE-ICT-Contact-Center-Services-
Grade-10-LM
• https://economictimes.indiatimes.com/definition/markets
• https://www.thoughtco.com/definition-of-a-market-1146125
• https://www.marketing91.com/concepts-of-marketing
• https://study.com/academy/lesson/what-is-competition-in-marketing-definition-
types-quiz.html
• https://www.slideshare.net/amanina_mal/mkt165-chapter-1introduction
• https://quizlet.com/173451398/marketing-exam-flash-cards/
• https://www.examveda.com/the-holds-that-the-organizations-task-is-to-determine- the-
needs-wants-and-interests-of-target-marketsand-to-deliver-the-desired- satisfactions-
more-effectively-and-efficiently-than-competitors-31561/
Congratulations! You have finished the activities in this module.

You have done well. Keep it up!
It is advisable that you provide your own key guide

words/phrases in checking the students answers or
responses on the written response questions in every
lesson.
43
LO. 3. What I Know/Assessment 5. A 10. A
5. F 10. T 15. T 4. A 9. E
4. T 9. F 14. T 3. C 8. D
3. F 8. F 13. T 2. B 7. C
2. T 7. T 12. F 1. D 6. E
1. T 6. F 11. F
LO 4. What’s More – Guided Task
5. A 10. B 15. C
4. D 9. C 14. B
3. B 8. A 13. D
2. B 7. C 12. C
1. B 6. B 11. A
LO 2. What I Know/Assessment
6.A 7.C 8.D 9.D 10.B

1.A 2.C 3.C 4.A 5.B
LO 1. Assessment/ Post test
Key Answer
4. Production 5. Selling
2. Product 3. Marketing 10. decision maker
9. people Skills
8. planner
II – 1.D 2.B 3.A 4.C 5.D
7. profit Oriented
5. Economics
6. creative
3. Marketing 4. Production
5. positive
5. Brand Size
5. positive
4. Brand Content
4. committed
3. Brand Image
2. Brand Name 2. confident
1. Brand Identity 1. hardworking
LO 4. What I Know/Assessment LO 2. What’s In
14. F – differentiation
13. F – only
12. T
11. F – meaningless & forgettable 5. A 10. A
10. F – equity 4. A 9. E
9. T 3. C 8. D
8. F – one 2. B 7. C
7. T III. 1. D 6. E
6. T
5. T 5. B 10. A
4. T 4. C 9. A
3. T 3. A 8. B
2. F – short 2. C 7. B
I. 1. F – not II. 1. B 6. B
UNIT TEST
44
III – 1. Societal Marketing
I – 1. Market 2. Competition
LO 1. What I Know
3. discipline
Rubrics for Written Responses: (answer, cite, explain and expand)
Criteria *5 pts *4 pts *3 pts *2 pts
Answer
Learner clearly answered all parts of the question in complete sentences. He/she referred back to the
question in their answer.
Learner clearly answered all parts of the question in complete sentences, but the answer may not be
clear.
Learner clearly answered all parts of the question in complete sentences. Answer may not be in complete
sentences.
Learner attempted to answer part of the question, but answer is unclear to the reader and not in complete
sentences.
Cite
Learner cited evidence for all parts of their answer directly from the text. It is clear to the reader to which
part of the text the writer is referring.
Learner cited evidence for some parts of their answer directly from the text.
Learner may have cited evidence for parts of their answer, but most parts of the answer do not have
evidence from the text.
Learner did not cite evidence from the text in any party of their answer.
Explain/ Expound
Learner explained all parts of their answer in clear terms to their reader. Writer expanded their idea
beyond simply answering the question.
Learner explained most parts of their answers in clear terms. Some parts of the answer are left
unexplained.
Learner explained some parts of their answer, but most of the answer does not have an explanation as to
why the learner believes that is the answer.
Learner did not explain or expand upon their answer.
*Points may vary depending on teacher – learners’ agreement
Mastery
Rubric for Create – your – own/Drawing Activities Criteria
(9 – 10 pts)
Accomplished
(7 – 8 pts)
The drawing represents
Unacceptable (4 – 6 pts) Reflection and Knowledge a clear
understanding of the information/theme presented.
The drawing represents a somewhat clear understanding of the material.
The student clearly did not understand the information. The drawing is not representative of the
knowledge gained. Drawing Skills Drawing exhibits attention to detail and a variety of drawing
techniques.
Drawing contains many strong elements but needs further refinement and fine – tuning. Only a
few drawing techniques used.
Drawing lacks detail. Little effort in work and appears improvised and looks incomplete. No
variety in drawing techniques. Layout/Proportion Layout and proportion are properly sketched.
Face looks natural, without distortions.
Majority of the face is properly
Elements of the face laid-out but the drawing has a few
are out of place and areas that need further refinement in order for the face to look
or out of proportion.
proportional/natural.
For inquiries and feedback, please write or call:
Department of Education –Learning Resources Management and

Development Center(LRMDC)
DepEd Division of Bukidnon Fortich St. Sumpong,

Malaybalay City, Bukidnon Telefax: ((08822)855-
0048 E-mail Address: bukidnon@deped.gov.ph
Website: depedbukidnon.net.ph

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Technology and

Published by the Department of Education – Division of Bukidnon

Development Team of the Module

Management Team: Chairperson: Arturo B. Bayocot,

Co-Chairpersons: Victor G. De Gracia Jr., Ph.D., CESO V

Randolph B. Tortola, PhD, CESO IV

Shambaeh A. Abantas - Usman, PhD Assistant Schools Division

This instructional material was collaboratively developed and reviewed by

We value your feedback and recommendations.

Lesson 1: The Market.................................................................... 1 What I Need to

Lesson 2: The Market – Product Development......................................... 12 What I

Lesson 3: The Market – Selecting Business Idea.............................. 24 What I Need to

Lesson 4: The Market – Branding.......................................... 32 What I Need to

Welcome to the Technology and Livelihood Education – Agri – Fishery – Arts

For the learner:

Welcome to the Technology and Livelihood Education – Agri – Fishery – Arts

For the parents:

This contains helpful tips or strategies that will help you

What I Need to Know

1.2 Identify the different products/services available in the market; and

1.3 Enumerate the differences between these products/services.

LO2. Develop a product for the agricultural crop production market

2.1 Identify what is of “value” to the customer;

2.2 Identify the customer;

2.3 Define and identify what makes a product different;

2.4 Enumerate and apply creativity and innovation techniques in

order to develop a product that stands out; and

2.5 Identify the Unique Selling Proposition (USP) of the product.

3.1 Identify potential business to select from;

3.2 Enumerate the various criteria and steps to selecting a

3.3 Apply the criteria/steps in order to select a viable business

4.1 Identify the benefits of having a good brand;

4.2 Enumerate recognizable brands in town/province;

4.3 Enumerate the criteria for developing a brand; and

4.4 Generate a brand that is clear and follows the techniques of

How to learn from this Module

• Do the tasks/activities religiously in every lesson.

Icons for this Module

This is a brief drill or review to help you

What’s introduced to you in various ways such as a

Enumeration. Direction: Write at least ten characteristics/traits/attributes of

5. _______________________ 10. ________________________

5. ______________________ 10. _______________________

Now answer the following questions:

2. Which among the agricultural products/services you listed has a lot of

Market and Agricultural Marketing

Key Concepts of Market

The Market Competition

There are three primary types of market competition:

3. Replacement Competitor. A competitor that is offering a product or service that the

The Structure of Product in Agricultural Production

Agricultural Products Types (Perishable, Non- perishable) 1. Corn

Creating an Agri – business Plan Directions: Conceptualize your own agricultural

What I Have Learned

1 – 2. A market is a place between the ______________ and ______________ who

Sample drawing of the establishment, products or services:

_____1. Which of the following product samples below is non – perishables?

Opportunities and threats exist in the external environment.

Product Development Define

Concepts of Developing a Product

Fig. 1 Concept of Product Development

The process of product development follows these steps:

A. Identifying Customer Needs – it could be in a form of interviews, survey forms,

B. Establishing Target Specifications – Based on customer’s needs and reviews of

5. _ 10. __

5. 10. _

1 – 2. A market is a place between the and who