P’s

Of
Marketing
 PRODUCT

PACKAGING
PRICE

POSITIONING
7 P’s OF
MARKETING PLACE

PEOPLE PROMOTION
Product: ( or Service)The product is the primary – though not the
only – component of the 7 Ps of the marketing mix. Product is
tangible and discernible items that you can physically touch, has
packaging which an organization produces.
Service- is the production of an essentially intangible benefit, either in
its own right or as a significant element of a tangible product which
through some form of exchange , satisfies an identified need
Things to consider in developing your product:

1. What does the customers want from the product?

2. What features does it have to meet these needs?
3. How and where will the customer use it?
4. What does it look like?
5. What size, color it should be?
6. What is to be called?
7. How is it branded
8. How is it differentiated versus your competitors?
Place: Products are not only sold in shops – they may
also be sold door-to-door, online, or in trade fairs or
markets. You should very well investigate where to
locate your business. Accessibility is very important.
Price: The price that is set for a product not only determines
the amount of profit the business will be able to make from it
(and therefore how many units will need to be sold), but also
affects the value of the product as perceived by the consumer.
Many consumers will use the product’s price as a means of
judging its quality, and most will compare the price with that of
similar products before deciding which to purchase.
Price: Your price should be high enough to make a profit ,
and low enough to encourage people to buy it. The price
depends on the product, the place and the people.
-What is the quantity of the payment from one party to another
in exchange for goods/services?
-Are there established price points for products or services in
this area?
Price:
Is the customer price sensitive?
What discounts should be offered to trade customers?
How will your price compare to those of your competitors?
 The Consumer Act of the Philippines
( R. A. 7394 ) regulates the following:
Price Tag Requirement – It shall
be unlawful to offer of any
consumer product for retail sale to
the public without an appropriate
price tag, label or marking publicly
displayed to indicate the price of
each article and said products shall
not be sold at a price higher than
that stated therein without
discrimination to all buyers.
 The Consumer Act of the Philippines
( R. A. 7394 ) regulates the following:
Manner of Placing Price Tags– Price
tags , labels or markings must be
written clearly, indicating the price of
the consumer product per unit in
pesos and centavos.
Regulations for Price tags
placement - shall prescribe rules
and regulations for the visible
placement of price tags. There shall be
no erasures or alterations of any
sort of price tags, labels or
markings.
Promotion:
This is an
umbrella term,
covering all the
media by which a
business informs
customers about
its product –
including
advertising, public
relations and sales
promotion.
Promotion:
This is how you
make clear what
you sell, where
people can find
you, why they
should come to
you. Creativity is
important in
promoting your
product/ service.
People: Knowing the customer is the linchpin of a
successful marketing strategy – without accurate
customer profiling, none of the other 7 Ps of
marketing mix can be correctly channeled, and the
product may well fail to sell.
People: Referring your target market. According
to entrepreneur.com, target market is a “ specific
group of customers at which company aims its
products and services. Your target customers are
those that most likely to buy from you.
Packaging: This refers not just to
the way in which a product is
wrapped, but also to its overall
presentation, and the way in which
its physical arrangement is
designed to attract the customer.
The Consumer Act of the Philippines regulates the following when
it comes to packaging:
Article 77 – Minimum Labeling Requirements for Consumer
Products - all consumer products domestically sold whether
manufactured locally or imported shall indicate the following in
their respective labels of packaging:
a. Its correct and registered trade name or brand name.
b. Its duly registered trademarks
c. Its duly registered business name
d. Address of the manufacturer, re-packer
e. Its general make or active ingredients.
f. The net quantity of contents, in terms of weight, measure or
numerical count rounded of to at least the nearest tenths in the
metric system.
g. Country of manufacture, if imported
h. If a consumer product is manufactured , refilled or repacked
under license from a principal, the label shall so state the fact.
The Consumer Act of the Philippines regulates the following when
it comes to packaging:
Article 77 – Minimum Labeling Requirements
for Consumer Products – the following may be
required by the concerned department in
accordance with the rules and regulations they
will promulgate under the authority of this Act

a) Whether it is flammable or inflammable

b) Direction for use, if necessary
c) Warning of toxicity
d) Wattage, voltage or amperes
e) Process of manufacture used, if necessary
Article 78 – Philippine Product Standard Mark-
the label may contain the Philippine Standard Mark if it
is certified to have passed the consumer product standard
prescribed by the concerned department.
Article 84: Additional Requirements for Food
a. Expiry or expiration date
b. Whether the product is semi processed, fully
processed, ready to cook, ready to eat, prepared food
or just plain mixture.
c. Nutritive value if any
d. Whether the ingredients used are natural or synthetic.
e. Such other labeling requirements as the concerned
department may deem necessary and reasonable.
Positioning: One of the most important of the 7 Ps of marketing
mix, positioning refers to a product’s status in relation to the
wider market, particularly how it lines up against competitors.
Positioning: An effort to influence consumer perception of o
brand or product relative to the perception of competing brands
or products.. Its objective is to occupy a clear, unique, and
advantageous position in the consumer’s mind.
Positioning: The business can positively influence the
perception of competing brands of its chosen customer base
through strategic promotional activities and by carefully
defining your business marketing mix.
 AIDA ( Attention, Insert,
Desire, Action) Strategy
A:Attention – create attention or
awareness of your brand.
I: Interest – create interest in the
buyer for further information about
your product/ service.
D: Desire – stir up desire to buy a
product or service
A: Action – move the prospect into an
interaction with your enterprise.
 Develop A Brand Name
Business Name- your name is the key that
unlocks your brand image in your
consumer’s mind.

LOGO – your logo is the brand mark or

symbol that serves as the face of your
brand.

TAGLINE – Your tagline is the memorable

phrase that provides consumers with a
quick indication of your product, brand,
and market position.
 SWOT –TOWS ANALYSIS
SWOT analysis is a business analysis
process that ensures that objectives
for a project is clearly defined and that
all factors related to the project are
properly identified. The SWOT analysis
process involves four areas: Strengths,
Weaknesses, Opportunities, and
Threats. Both internal and external
components, are considered when
doing SWOT analysis as they both have
the potential to impact the success of a
project or venture.
 SWOT –TOWS ANALYSIS
1. STRENGTHS – are the attributes
within an organization that are
considered to be necessary for the
ultimate success of a project. It is also
the resources and capabilities that can
be used for competitive advantage.
- Strong brand names
-Good reputation
-Cost advantages of proprietary
know-how.
 SWOT –TOWS ANALYSIS
2. WEAKNESSES – the factors within
the SWOT analysis formula that could
prevent successful results within a
project. It include factors such as
abundance of rivalry between
departments, a weak internal
communication system, lack of funding
and an inadequate amount of
materials. Weaknesses can derail a
project before it begins.
 SWOT –TOWS ANALYSIS

Weaknesses may include

- Weak brand name
- Poor reputation
- Ineffective and high cost
structure.
- opportunities
 SWOT –TOWS ANALYSIS

Weaknesses may include

- Weak brand name
- Poor reputation
- Ineffective and high cost
structure.
- opportunities
 SWOT –TOWS ANALYSIS
3. OPPORTUNITIES – are classified as
external opportunities that might be
helpful in achieving the goals set for
the project. These factors could
involve vendors who wish to work
with the company to help achieve
success, the positive perception of the
company by the general public, and
market conditions that could make the
project desirable to the segment of
the market.
 SWOT –TOWS ANALYSIS
ADDITIONAL OPPORTUNITIES INCLUDE:

- Arrival of new technology

- Unfulfilled customer needs
- Taking business courses (training)
 SWOT –TOWS ANALYSIS
4. THREATS – these external factors could
gravely affect the success of the project
or business venture. The possible threats
that are critical to any SWOT analysis
include a negative public image, no
ready-made market for the final product
and the lack of vendors who are able to
supply raw materials for the project. It
also include:
- trend changes
- new regulations
- new substitute products
 SWOT –TOWS ANALYSIS
- A TOWS analysis involves the same
basic process of listing strengths,
weaknesses, opportunities and threats as
a SWOT analysis, but with a TOWS
analysis, threats and opportunities are
examined first and weaknesses and
strengths are examine last. After creating
a list of threats, opportunities,
weaknesses and strengths, managers
examine ways the company can take
advantage of opportunities and minimize
threats by exploiting strengths and
overcoming weaknesses.