Transcript Marketing Aspect

MARKETING ASPECT
Marketing Aspect
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
The Marketing Plan section explains how you're
going to get your customers to buy your products
and/or services.
Marketing Plan: (4 P’s)
 Products
and/or Services and your Unique Selling
Proposition
 Pricing Strategy
 Sales/Distribution Plan
 Advertising and Promotions Plan
Marketing Plan
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Products and/or Services
 focuses on the uniqueness of your product or
service
 how the customer will benefit from using the
products or services you're offering
Marketing Plan
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Products and/or Services
 What are the features of your product or service?
 Describe the physical attributes of your product or
service, and any other relevant features, such as what it
does, or how your product or service differs from
competitive products or services.
 How
will your product or service benefit the customer?
 Brainstorm as many benefits as possible to begin with
 Choose to emphasize the benefits that your targeted
customers will most appreciate in your marketing plan.
Marketing Plan

Products and/or Services
 What is it that sets your product or service apart
from all the rest?
 What is your Unique Selling Proposition
 The message you want your customers to
receive about your product or service
 Communicating this central message to your
customers (the heart of your marketing plan)
Marketing Plan
BRANDS AND TRADEMARKS
BRAND- is a name, term, symbol, special design, or a
combination of these elements that is intended to
differentiate the goods or services of a company
from those of its competitors
BRAND NAME
BRAND MARK
TRADEMARK
Marketing Plan
CHARACTERISTICS OF GOOD BRAND NAMES
A brand name should possess the following
characteristics:
a.
Suggestive of the products’ characteristics- its
benefits, use or action- Mr. Clean, Softee, Manila
pure, Beauty rest.
b. Easy to pronounce, spell, remember- simple, one
syllable include Tide, Coke, Joy, Raid and Axe
c. Distinctive- companies begin their brand names with
adjectives
Marketing Plan
CHARACTERISTICS OF GOOD BRAND NAMES
A brand name should possess the following
characteristics:
d. Adaptable to new products that may be added to
the product line.
e. Capable of being registered and legally protected
- Avoid generic names
Marketing Plan
PACKAGING- It is a container or wrapper of the
product. It refers to all the activities of designing and
producing the container or wrapper of a product.
PURPOSES OF PACKAGING
1.
For Safety and utilitarian purposes- packaging
also protects the product from spillage, spoilage,
and evaporation.
2.
For a company’s marketing program- helps identify
a product and prevents substitution of competitive
products.
Marketing Plan
PURPOSES OF PACKAGING
3. For increased profit and sales volume- package
that is easy to handle helps minimize losses from
damage and eventually helps cut marketing costs.
Different packaging levels
Primary package: The first wrap or containment of the
product that directly holds the product for sale.
Secondary package: A wrap or containment of the
primary package.
Distribution package(shipper): A wrap or containment
whose prime purpose is to protect the product during
distribution and to provide for efficient handling.
Unit load: A number of distribution packages bound
together and unitized into a single entity for purposes of
mechanical handling, storage, and shipping.
Figure 1. Packaging can have many levels.
All levels of the system must work together
TYPES OF PLASTIC CONTAINERS
No. 1: Polyethylene Terephthalate (PETE or
PET)
Plastic with a number 1 on the bottom is the
most commonly used. Named polyethylene
terephthalate, or PETE, it is used to make soft
drink and water bottles, peanut butter
containers, salad dressing and vegetable oil
bottles. These bottles and containers
should not be reused as the porous plastic
can absorb bacteria.
No. 2: High-Density Polyethylene
(HDPE)
High-density polyethylene (HDPE) containers
and bottles are marked with a number 2. HDPE
is used to make containers like detergent and
household cleaner bottles, shampoo bottles and
cereal bag liners. HDPE plastics do not leach
chemicals into the products they contain
No. 3: Polyvinyl Chloride (PVC)
Containers that have a number 3 on them
are made with PVC (polyvinyl chloride).
PVC is frequently used to make pipes,
windows, siding, cling wrap and cooking
oil bottles. PVC contains phthalates (also
known as plasticizers) which can disrupt
the functioning of the endocrine system
and can be absorbed by food items.
Recycling of PVC products is limited.
No. 5: Polypropylene (PP)
A number 5 on a plastic container indicates
that it is made of polypropylene (PP).
Straws, bottle caps and yogurt containers
are usually made of PP. PP containers do
not transmit any chemicals into the products
they hold.
No. 6: Polystyrene (PS)
Foam cups, take-out containers, shipping peanuts
and compact disc cases are made of the number 6
plastic, polystyrene (PS). PS containers can
release styrene, a carcinogen, into the food items
they hold. There are limited opportunities for PS
recycling, although shipping and packing stores
may accept shipping peanuts for recycling and
reuse.
GLASS CONTAINERS
Glass bottles are offered in a variety of shapes and
sizes and are used in several packaging
applications including: medicines, sauces,
dressings, herbs, spices, essential oils, cosmetics,
aromatherapy, lotions, bath salts, and a number of
other products. They are not only a practical
packaging solution, but they can be also be used
creatively to emphasize specific products. Glass
bottles and containers are some of the most
economical and flexible consumer packaging
products available.
Colored Glass Bottles
Colored glass bottles are designed to withstand
certain levels of UV contamination, thus being
the ideal storage solution for light sensitive
compounds. Below are some of the most
popular colors.
•Amber Glass Bottles
•Clear Glass Bottles
•Frosted Glass Bottles
•Blue Glass Bottles
•Green Glass Bottles
GLASS STYLES
BOSTON ROUND BOTTLES
Pharmaceutical Round
Straight Sided Ovals
Dropper Bottles
Glass Jugs
Square Shaped
JARS
What Kinds Of Jars Can Be Used For
Canning?
1. Recycled jars from the grocery store,
also known as packers' jars, are not
made for home canning.
2. Most of them are made of thin glass
and are not heat tempered, as regular
home canning jars.
3. The jars that contain pickles,
mayonnaise or peanut butter are not
made for the rigors of home canning.
Sterilization Of Empty Jars
1. To sterilize empty jars, put them right
side up on the rack in a boiling-water
canner.
2. Fill the canner and jars with hot (not
boiling) water to 1 inch above the tops of
the jars. Boil 10 minutes
3. Remove and drain hot sterilized jars one
at a time.
4. Save the hot water for processing filled
jars. Fill jars with food, add lids, and
tighten screw bands.
How To Determine If A Jar Of Canned
Food Is Sealed?
A. Cool jars for 12 to 24 hours, remove the
screwbands, and test seals with one of the
following options:
1. Press the middle of the lid with a finger or
thumb. If the lid springs up when you release your
finger, the lid is unsealed.
2. Tap the lid with the bottom of a
teaspoon. If it makes a dull sound, the lid
is not sealed. If food is in contact with the
underside of the lid, it will also cause a
dull sound. If the jar is sealed correctly, it
will make a ringing, high-pitched sound.
3. Hold the jar at eye level and look
across the lid. The lid should be concave
(curved down slightly in the center). If
center of the lid is flat or bulging, it may
not be sealed.
To prevent thermal breakage:
1. Avoid sudden temperature changes, such as
putting hot food in a cold jar, putting a cold jar in
hot water, or placing a hot jar on a cool or wet
surface. Keep jars in hot water until filled.
2. Use a rack in the canner.
3. Avoid using metal knives or spatulas to
remove air bubbles or steel wool pads to clean
jars.
To prevent pressure breaks:
1. Provide adequate headspace in
jars for food to expand when heated.
2. Keep heat steady during
processing.
3. Avoid reducing canner pressure
under running water or lifting the
pressure control or petcock before
pressure drops to zero.
To prevent impact breaks:
1. Handle jars carefully. Jars that have been
dropped, hit, or bumped are susceptible to
breakage. Test new jars that may have
been mishandled (to see if they break) by
immersing them in room-temperature water,
bring to a boil, and boil 15 minutes.
2. Avoid the use of metal tools to remove air
bubbles.
3. Avoid using old jars. Jars have a life
expectancy of about 10 years.
PACKAGING OF FRESH
AND PROCESSED MEAT
Barrier against gases
Good barrier properties against oxygen and
evaporation are the most important features in
order to ensure:
a) Exclusion of oxygen
Air contains about 20 percent oxygen. Oxygen
negatively affects unpackaged meat and meat
products during prolonged storage periods. It
changes the red meat colour to grey or green and
causes oxidation and rancidity of fats resulting in
an undesirable off-flavour.
Barrier against light
The prolonged exposure of meat and meat
products to daylight or artificial light accelerates
unattractive colour
changes, oxidation and rancidity because light
provides the energy for these processes.
1. Transparent packaging films normally used for
meat products allow attractive product presentation
as the packaged product is visible. However, such
films provide no protection against light impact.
2. Normally products in transparent packaging films
are sufficiently protected when stored in the dark or
moderate light conditions.
3. For light sensitive products or
products exposed to strong light,
coloured or opaque films should be
used. Films laminated with aluminium
foil are very effective.
Opaque and printed
films as light barrier
Aluminium foil bag
TYPES OF PACKAGING FOR MEAT
PROCESSED FOOD
Skin packaging
Modified atmosphere packaging
PACKAGING FOR EFFECTIVE
HANDLING
Bins
Bubble Guard Board
Air Bubble
Films
Expanded
Polyethylene (EPE)
Thermoform
http://www.fao.org/docrep/010/ai407e/AI40
7E21.htm
CHALLENGES IN PACKAGING
1. SHELF VISIBILITY
Despite advertising support, the reality is that very
few shoppers come to the shelf looking for a new
product. Thus, new product packaging must “break
through clutter” and force consideration.
2. DIFFERENTIATION
New products face a very difficult task in trying to
change shoppers’ ingrained behaviors and thought
processes, often in low-involvement categories.
3. Versioning
Most new products are sub-brands or line extensions,
which means that they are typically “speaking” to
brand users who are considering the new product in
the context of what they normally buy.
4. Reassurance
This dynamic works against new product trial—and it
means that new product packaging has to work much
harder to convey added value and provide needed
information.
5. Product Delivery
A final (and often overlooked) challenge is for
packaging to create realistic expectations about the
product inside. It’s a mistake to ignore this issue or
to dismiss it as a product quality/delivery issue that
falls outside the purview of the packaging
development or design team.
LABELLING
MANDATORY LABEL INFORMATION
1. PRODUCT IDENTITY NAME
SPECIFIC AND
DESCRIPTIVE OF THE
TRUE NATURE OF THE
PRODUCT
2. NET CONTENT DECLARATION
•Must be expressed in metric measurements
3. INGREDIENT LIST
• List all ingredients in descending order of
predominance by weight.
• Ingredients shall be specific and not
collective nor generic.
3. MANUFACTURER/PACKER/
DISTRIBUTOR
•Firm name, city, province and zip code
must be declared
4. COUNTRY OF ORIGIN
5. BRAND NAME/ TRADE MARK
OPTIONAL LABEL INFORMATION
•NUTRITIONAL FACTS
•INSTRUCTIONS
•BARCODE
•EXPIRY DATE
•LOT IDENTIFICATION OR BATCH
CODE
Marketing Plan
Other Image-Building Features: (to improve “ unique
selling proposition)
1.
2.
3.
4.
5.
Product Design
Color
Product quality
Warranties
After Sales service
Marketing Plan
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Pricing Strategy
 Portion of the marketing plan involves determining
how you will price your product or service.
 The price you charge has to be competitive but still
allow you to make a reasonable profit.
 set a "reasonable price“
 There is a limit as to how much the consumer is
willing to pay.
 needs to take the consumer threshold into account.
Marketing Plan
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Pricing Strategy
 "How
do you know what price to charge?“
1. Calculating your costs
2. Estimating the benefits to consumers
Examining how much it cost you to produce the
product or service and adding a fair price for the
benefits that the customer will enjoy.
3. Comparing your products, services, and prices to others
that are similar.
Examining what others are charging for similar
products or services will guide you when you're figuring
out what a "fair" price for such
Marketing Plan
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Pricing Strategy
 What
is the cost of your product or service?
 include all your fixed and variable costs
 Fixed costs are costs that are independent of output.
These remain constant throughout. (example – rent)
 Variable costs are costs that vary with output. Variable
costs may include wages, utilities, materials used in
production
 include freight costs, administrative costs, and/or selling costs,
 How does the pricing of your product or service compare to
the market price of similar products or services?
Marketing Plan
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Pricing Strategy
 Explain how the pricing of your product or service is
competitive.
– lower price
– Higher price (customer’s willingness to pay?)
• Will your business be more competitive if you charge
more, less, or the same as your competitors and why?
Marketing Plan
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Pricing Strategy
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2.
3.
4.
New Product Strategies
Competitor-Based Pricing
Product-Mix Pricing Strategies
Price Adjustment strategies
Marketing Plan
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Pricing Strategy
 New Product Strategies
 Market Penetration- the company initially sets a low
price for its product in order to enter the market quickly
that is to attract large number of buyers and capture a
large market share in the process
 Market Skimming- under this approach the company
initially sets high prices to skim revenues layer by layer
from the market.
Marketing Plan
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Pricing Strategy
 Competitor-Based Pricing
 Going-rate pricing- in this pricing approach, a company
bases its price largely on the prices of the competitors
without due regard to its own costs and to its own
demand.
Marketing Plan
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Pricing Strategy
 Product-Mix Pricing Strategies
 Product line pricing- this is a pricing approach
applicable to firms that develop product lines rather
than single products. In this type of pricing, the firm may
set different prices for its product line depending on the
feature assortment.
 Optional-Product pricing- This approach offers to sell
optional or accessory products along with
the main product.
Marketing Plan
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Pricing Strategy
Product Mix Pricing
 Captive –product pricing- instead of offering accessories
to the main product, captive-product pricing would offer
products that are essential to the main product itself.
 By product pricing- A by product pricing is a surplus
product or item coming from the main product itself. Some
companies decide to market by-products and deduct the
proceeds of the by product from the price of the main
product.
 Product bundle pricing- a company combines
several of its products into a bundle and offers
the bundle for sale at a reduced price.
Marketing Plan
Pricing Strategy
 Price Adjustment strategies
 Discount pricing
1. Cash discounts- this is being given to buyers who pay their
bills on time
2 . Quantity discounts- These are price reductions given to a
buyer who purchases a product in large volumes.
3 . Seasonal discounts-price reductions given to buyers who
purchase a product or services that are out of season.
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Marketing Plan
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Pricing Strategy
Price Adjustment Strategies
 Segmented pricing
 Customer-segment pricing- is a strategy in which
different customers pay different rates or prices for the
same product /service
 Example:
Enchanted Kingdom charges different rates for
children, students, adults and senior citizens.
Marketing Plan
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Pricing Strategy
Price Adjustment Strategy
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Segmented pricing
 Product form pricing- is another strategy in which different
versions of a product or service are priced differently, but not
according to differences in their costs.
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For instance, an ordinary stand fan may be sold at 400.00. The
same stand which has an added feature, like timer that costs
120.00 to install may be sold at 1500.00
 Location
pricing- different location are priced differently, even
though the cost of offering each location is the same.
 Time pricing- varies the price of a certain product or service
according to time and season of the year.
Marketing Plan
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Sales and Distribution Plan
 The primary goal of the marketing plan is to get people to buy
your products or services. The Sales and Distribution part of the
marketing plan details how this is going to happen.
 Three parts to the Sales and Distribution section of the
marketing plan
 Outline the distribution methods to be used.
 Outline the transaction process between your business and
your customers.
 If it's applicable to your business, outline your sales strategy.
Marketing Plan
DISTRIBUTION STRATEGIES:
1.
Intensive
2.
Selective
3.
Exclusive
LEVELS OF DISTRIBUTION CHANNELS:
1.
One level distribution channel
2.
Two level distribution channel
3.
Three level distribution channel
4.
Four level distribution channel
Marketing Plan
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Sales and Distribution Plan
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Outline the distribution methods to be used.
 Outline
all the different companies, people and/or technologies
that will be involved in the process of getting your product or
service to your customer.
 What are the delivery terms?
 How will the distribution methods affect production time frames or
delivery? (How long will it take to get your product or service to your
customer?)
 If your business involves selling a product, you should also include
information about inventory levels and packaging in this part of your
marketing plan.
Marketing Plan
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Sales and Distribution Plan

Outline the distribution methods to be used.
 For
•
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instance:
How are your products to be packaged for shipping and for display?
Does the packaging meet all regulatory requirements (such as
labeling)?
Is the packaging appropriately coded, priced, and complementary to
the product?
What minimum inventory levels must be maintained to ensure that there
is no loss of sales due to problems such as late shipments and back
orders?
Marketing Plan
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Sales and Distribution Plan
 Outline
the transaction process between your business and
your customers.
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What system will be used for processing orders, shipping,
and billing?
What methods of payment will customers be able to use?
What credit terms will customers be offered? If you will
offer discounts for early payment or impose penalties for
late payment, they should be mentioned in this part of your
marketing plan.
Marketing Plan
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Sales and Distribution Plan
 Outline
the transaction process between your business and
your customers.
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What is your return policy?
What warranties will the customer be offered? Describe
these or any other service guarantees.
What after-sale support will you offer customers and what
will you charge (if anything) for this support?
Is there a system for customer feedback so customer
satisfaction (or the lack of it) can be tracked and
addressed?
Marketing Plan
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Sales and Distribution Plan
 If
it's applicable to your business, outline your sales
strategy.
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What types of salespeople will be involved (commissioned
salespeople, product demonstrators, telephone solicitors, etc.)?
Describe your expectations of these salespeople and how sales
effectiveness will be measured.
Will a sales training program be offered? If so, describe it in this
section of the marketing plan.
Describe the incentives salespeople will be offered to encourage their
achievements (such as getting new accounts, the most orders, etc.).
Marketing Plan
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Advertising and Promotion Plan
 Describes how you're going to deliver your Unique
Selling Proposition to your prospective customers.
 Think first of the message that you want to send to
your targeted audience.
 Look at these promotion possibilities and decide
which to emphasize in your marketing plan
Marketing Plan
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Advertising and Promotion Plan
 Advertising
- The best approach to advertising is to think of it
in terms of media and which media will be most effective in
reaching your target market. Then you can make decisions
about how much of your annual advertising budget you're
going to spend on each medium.
 What percentage of your annual advertising budget will you
invest in each of the following:
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Internet
Television
Radio
Newspapers
Magazines
Telephone books/directories
- billboards
- bench/bus/subway ads
- direct mail
- cooperative advertising with wholesalers,
retailers or other businesses?
Marketing Plan
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Advertising and Promotion Plan
 Sales Promotion - If it's appropriate to your business, you
may want to incorporate sales promotion activities into
your advertising and promotion plan, such as:
 offering free samples
 coupons
 point of purchase displays
 product demonstrations
Marketing Plan
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Advertising and Promotion Plan
 Marketing Materials - Every business will include some of
these in their promotion plans. The most common marketing
material is the business card, but brochures, pamphlets
and service sheets are also common.
Marketing Plan
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Advertising and Promotion Plan
 Publicity - Describe how you plan to generate publicity.
While press releases spring to mind, that's only one way to
get people spreading the word about your business.
Consider:
 product launches
 special events, including community
involvement
 writing articles
 getting and using testimonials
Marketing Plan
Advertising and Promotion Plan
 Your
Business' Web Site - If your business has or will have a
Web site, describe how your Web site fits into your advertising
and promotion plan.
 Tradeshows - Tradeshows can be incredibly effective
promotion and sales opportunities - if you pick the right ones
and go equipped to put your promotion plan into action.
 Other Promotion Activities
your goal is to plan and carry out a sequence of
focused promotion activities that will communicate with
your potential customers.