1ST Marketing Seminar-Training

BatStateU-Rosario & CNHS

MARKET ASSESSMENT

WELCOME
Participants
Faculty-BatStateU-Rosario
Faculty of CNHS
Principal and
Administrators
 1ST Marketing Seminar-Training
BatStateU-Rosario & PIFADECO
MARKET ASSESSMENT

1st Seminar-Training :Marketing Strategies, Positioning &

Objectives
2nd Seminar-Training: Salesmanship/Pag-bebenta

3rd Seminar-Training: Market Niche/Mallit na Bahagi ng

Pamamalengke
4th Seminar- Training: Cost Benefit Analysis/Benipisyo ng Pamumuhunan

5th Marketing Plan/Pamamalengking Plano

 Marketing Strategy: Strategies,
Positioning and Marketing Objectives

1. Malaman ang 6 na bagay na bumubuo sa pag develop

ng marketing strategy at pag-paplano(Identify the six
components in developing a marketing strategy and plan.)
2. Malaman ang kahulugan ng istratehiya, posisyon at
mithiin (Define the terms marketing strategy, positioning, and marketing
objective.)
3. Maipaliwanag ang konsepto ng istratehiyang pang
marketing at mga alternatibong istratehiya ayon sa
focus nito. (Explain the concept of segmented marketing strategies and describe the
alternative strategies by market focus.)

4. Describe the alternative marketing strategies by

product life cycle (PLC) stage.
 Marketing Strategy: Strategies,
Positioning and Marketing Objectives

5. Industriyang Kalagayan (Describe the alternative strategies by

industry position.)

6. Relasyong pamamalengke at istratehiyang kayarian

(Explain the concepts of relationship marketing and strategic alliances.)
5. Mga kahalagahan ng pang-kasalukuyang kalalagayan
sa pag-nenegosyo. (Identify the reasons that have made
positioning essential in today’s business climate.)
6. 5- Epektibong pamamalengking kalagayan (List and
describe the steps required for effective positioning (the five Ds).
 Marketing Strategy: Strategies,
Positioning and Marketing Objectives

9. Anim (6) na pamamaraang pang-kalagayan (List and

describe the six different approaches to positioning.)

10. Kahalagahan ng pagkakaruon ng pamamalengking

mithiin at mga dapat isa alang-alang ukol dito ( Explain
the benefits of having marketing objectives and list the four
requirements for good marketing objectives.)
 Output/Resulta
 1. Input
 Seminar-training
 Output/Resulta

 2. Process/ Proseso o pamamaraan

 Isa-isahin ang kaputol na parokya/prokyano (market
segment)
 Survey
 data
 Output/Resulta

 3. Output
 Disenyo ng Tiyak na parokya/parokyano
 Disenyo ng marketing mix
 Marketing Strategy
(The selection of a course of action from among several alternatives that involves specific customer groups, communication
methods, distribution channels, and pricing structures.)

1.Parokya/suki-

2. Paraan ng Pakikipag usap-

 Marketing Strategy
(The selection of a course of action from among several alternatives that involves specific customer groups,
communication methods, distribution channels, and pricing structures.)

3. Paraan ng pag-hahatid-

4. Presyo-

It is a combination of target markets and

marketing mixes.
 Target Market/
Parokyano o Suki
A target market is a market segment selected by a hospitality and travel organization for marketing attention.

Maliit na Bahagi/Kaputol na Parokyano

•May-asawa

• Kabataan

• Young Adult/Batang nasa

tamang gulang
 Target Market/
Parokyano o Suki
Market segmentation involves dividing customers into groups (market segments) with common
characteristics.

Halimbawa: May-asawa
Ina/Nanay
Tatay
Empleyado
May-Negosyo
Buwanang Kita (socio-economic class)
Bilang ng anak (nag-aaral, may trabaho, may sariling-pamilya

Kabataan
edad
studyante
may-trabaho
buwanang kita ng pamilya
 Target Market/
Parokyano o Suki
 Target Market/
Parokyano o Suki
Kaputol na Parokyano ay sang-ayon sa:

a. demographics/demographiya
• Age/edad
• Gender/kasarian
• Life-cycle-stage/lebel ng ikot o
yugto ng buhay
• Dwelling Classification/tahanang
uuri
 Target Market/
Parokyano o Suki
Kaputol na Parokyano ay nabibilang
(demographiya):
a. decision maker/tagapag pasya
• may pinaka malaking kita sa pamilya
• posisyon sa trabaho o
kinabibilangang
organisasyon
b. influencer/mainpluwensya
• Katungkulan sa kumunidad
• Nogosyante, professional, leader ng
isang relihiyon
 Target Market/
Parokyano o Suki
Kaputol na Parokyano ay sang-ayon sa:

b. Psychographic
• Status symbolism-car, living in
subdivision, private school, work abroad, organization

• Attitude- tiwala sa sarili, nangunguna,

masayahin, determinasyon

• Values- pagtitipid, kawang-gawa, pagtangkilik,

isang-salita
 Target Market/
Parokyano o Suki
Kaputol na Parokyano ay nabibilang:

c. Geographic/ Lugar
• Neighborhood/kapit bahay/ kalapit
barangay
• Munisipyo/Lungsod
• District
• Regional
• National
 Target Market/
Parokyano o Suki
Kaputol na Parokyano ay nabibilang:

d. Behavioral
• Occasions/Okasyon
• Benefit sought/benepisyo
• Usage rate/dami ng paggamit
• User status/estado ng gumagamit
• Loyalty status/estado ng pananatili
ng pag-ubos
• Buyer readiness/kahandaan sa
pagbili
 Target Market/
Parokyano o Suki
 Activity #1
Guava Wine

Unit Decision Maker Influencer

Households Head of the family Barangay official
Employed Politician
Eldest Manager
Related job/position Business owner
Education Church leader
Member of civic
organization
Teachers
Chairman, BOD
Child
 Activity #1
Guava Wine

Unit Decision Maker Influencer

Industry Sales manager Business Owner
(B2B) Finance Business Partners
Supervisor Suppliers
Procurement Customers/Clients
Sales Clerk Feeder
Deliveryman Sponsors
Inventory & Counterpart
Production
 Activity #1
Guava Wine

Unit Demographic Psychographic Geographic Behavioral

(household)

May-asawa Puno ng pamilya Nag-aaral sa Ka-barangay Okasyon

private school Kalapit Benepisyo
ang mga anak Barangay Dami ng pag-
Nangunghuna Poblacion ubos
Pagtangkilik

Empleyado Education Tiwala sa sarili Ka-barangay Estado ng pag-

Determinasyon Kalapit- gamit
Isang-salita Barangay Kahandaan sa
Poblacio pagbili
Subdivision
 Activity #1

Unit Demographic Psychographic Geographic Behavioral

(household)
 Activity #1
Tamarind Jam

Unit Demographic Psychographic Geographic Behavioral

(household)
 Activity #1
Indian Mango Candy

Unit Demographic Psychographic Geographic Behavioral

(household)
 Activity #1
Guava Wine

Unit (B2B) Demographic Psychographic Geographic Behavioral

 Activity #1
Tamarind Jam

Unit (B2B) Demographic Psychographic Geographic Behavioral

 Activity #1
Indian Mango Candy

Unit (B2B) Demographic Psychographic Geographic Behavioral

 MGA GAWAIN
• Ang napiling unit ay dapat I validate
• (household)
• Sinu-sino sila:
• Populasyon
• Edad
• Buwanang kita ng pamilya
• Bumili ng produkto (oo) (hindi)
(B2B)
• Business line
• Purpose of Buying
• Willing to buy (yes) (no)
 Thank You.

Again, thank you so much for

listening and to your active
participation.
Asst. Professor Luzviminda An Abacan
Ms. Dyzel M. de Guzman, MBA
 Marketing Mix

A marketing mix includes those controllable

factors that have been chosen to satisfy
customer needs.

The eight controllable factors are product,

price, place, promotion, packaging,
programming, partnership, and people.

These are also know as the 8 Ps.

 Relationship Marketing and
Strategic Alliances

Relationship Marketing
Placing an emphasis on building, maintaining, and
enhancing long-term relationships with
customers, suppliers, travel trade intermediaries,
and perhaps even competitors.

Strategic Alliances
Special long-term marketing relationships formed
between two or more hospitality and travel
organizations, or between a hospitality and travel
organization and one or more other types of
organizations
(e.g., KLM and Northwest, STAR alliance).
 Positioning

Positioning is the development of a service

and a marketing mix
to occupy a specific place in the minds
of customers within target markets.
 Marketing Objective

A marketing objective is a measurable goal

that a hospitality or travel organization
attempts to achieve for a target market
within a specific time period,
typically one year.
 Segmented Marketing Strategies

Approaches that recognized the differences

among target markets by using individualized
marketing mixes for each of the target markets
selected by a hospitality or travel
organization. Also known as a differentiated
strategy.

The three alternative segmented strategies are:

1. Single-target-market strategy
2. Concentrated marketing strategy
3. Full-coverage marketing strategy
 Undifferentiated Marketing Strategy

A strategy that overlooks segment differences

and uses the same marketing mix for all target
markets.
 Alternative Strategies for
Product Life Cycle Stages
 Introduction Stage

a. Rapid-skimming strategy (high price/high

promotion).
b. Slow-skimming strategy (high price/low
promotion).
c. Rapid-penetration strategy (low price/high
promotion).
d. Slow-penetration strategy (low price/low
promotion).
 Alternative Strategies for
Product Life Cycle Stages
 Growth Stage
a. Improve service quality and add new service
features and elements
b. Pursue new target markets
c. Use new channels of distribution
d. Lower prices to attract more price-sensitive
customers
e. Shift some advertising emphasis away from
building awareness to creating desire and
action
 Alternative Strategies for
Product Life Cycle Stages

 Maturity Stage
a. Market-modification strategy
b. Product-modification strategy
c. Marketing-mix modification strategy

 Decline Stage
a. Reduce costs and milk the company
b. Sell off or get out of the business
 Alternative Strategies
by Industry Position

 Market Leaders
a. Expand the size of the total market
b. Protect market share
c. Expand market share

 Market Challengers
a. Take on or attack the market leader
 Alternative Strategies
by Industry Position

 Market Followers
a. Shy away from any attacks on market
leaders

 Market Nichers
a. Specialize in a particular market segment
 Positioning

Positioning is the development of a service

and a marketing mix to occupy a specific
place in the minds of customers within
target markets.
Reasons for Increased Importance of
Positioning

1. Perceptual processes of customers

They screen out most information
2. Greater competition
More organizations competing for share
of mind
3. Growing volume of commercial messages
Advertising and promotion clutter
Steps Required for Effective
Positioning (the five Ds)

 Documenting
 Deciding
 Differentiating
 Designing
 Delivering
 The 5 Ds of Positioning

 Documenting  Differentiation
What benefits are the Which competitors do
most important to your you want to appear
current and potential different from, and
customers? what are the factors
that you will use to
 Deciding make your organization
What image do you different from them?
want your current and
potential customers to
have of your
organization?
 The 5 Ds of Positioning

 Designing
How will you develop
and communicate
these differences?
 Delivering
How will you make good
on what you’ve
promised, and how do
you make sure that you
have “delivered?”
Positioning Approaches:
Six Major Alternatives

 Specific product features

 Benefits, problem solution, or
needs
 Specific usage occasions
 User category
 Against another “product”
 “Product class” dissociation