Learning Grade

ENTREPRENEURSHIP SHS-11
Area: Level:
Quarter: 1ST Date:
I. Lesson Title: Recognize the importance of marketing mix in the
development of marketing strategy
II. Most Essential Learning At the end of this module, you should be able to:
Competencies (MELCs): 1. Recognize the importance of
marketing mix in the development
of marketing strategy
2. Describe the Marketing Mix (7Ps) in
W7-W8 relation to the business opportunity
vis-à- vis: Product; Place; Price;
Promotion; People; Packaging; and
Positioning
3. Develop a brand name
(TLE_ICTAN11/12EM-Ia-1)
III. Content/ Core Content: Recognize the importance of marketing mix in the
development of marketing strategy
IV. Learning Phases and Learning Activities:
(I) Introduction:
This module enables you to explore the world of marketing specifically on marketing mix. It is
the first move taken when starting to plan for a product or service. The tasks in this module will let you
discover more about the components of marketing mix and the 7Ps. Here, you will be taught how you
can use them to develop a successful marketing strategy.

Pre- Activity:
Direction: Accomplish the task in your notebook.

Explore!
1. In business, what does the picture suggest?
2. Is business similar to playing chess? Why? Why not?
3. Do you think you could only win the game by chances?
4. Is a strategic plan important in order for the products/services to succeed in the marketplace?
Why?
5. In your opinion, how do you create a win-win situation despite of massive competition?

(D) Development:
The 7 Ps marketing mix is a marketing tool and strategy that will help your business to develop
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it’s marketing and business success by focusing on specific areas. Historically, the marketing mix was
just 4Ps, but 3 more were added and it is now suggested that all 7 are considered as part of your
marketing and promotional strategy, particularly if you are a service provider.

What is the 7 P’s marketing mix used for?

These 7 Ps are predominantly used by businesses as a focal point and as part of an overall
marketing strategy. They can assist with:
 Defining areas of success in the business that can be replicated and built on
 Defining issues in the business that are holding you back from being more profitable,
productive or successful
 Setting objectives and targets – so you can move strategically towards your goals
 Competitive analysis – your business position in the market against your competitors
 SWOT analysis – analysis of your business strengths, weaknesses, opportunities and threats

The 7 Ps The original 4Ps of the marketing mix tool are:

1. Product
2. Price
3. Place
4. Promotion

The additional 3Ps added, are:

5. People
6. Process
7. Physical Evidence

Using the 7Ps

You can use the 7 Ps as headings for discussion, of which the findings and conclusions can then
be added to your marketing strategy, which should feature as part of your overall business plan.

Some of the things you can focus on under each of the 7P headings, include:
1. PRODUCT – this could be your SERVICE if you are a service provider.
Product refers to the item actually being sold. The product must deliver a minimum level of
performance; otherwise even the best work on the other elements of the marketing mix won't
do any good.
 Is your product branded effectively?
 How do your customers rate the quality of your product?
 Is there recurrent negative feedback about the same thing?
 Are there improvements that could be made?
 Is your product brand strong?
 Do you offer a guarantee?
 Do you have availability or stock?
 Could you take on more customers or orders?

2. PRICE- refers to the value that is put for a product. It depends on costs of production, segment
targeted, ability of the market to pay, supply - demand and a host of other direct and indirect
factors. There can be several types of pricing strategies, each tied in with an overall business
plan. Pricing can also be used a demarcation, to differentiate and enhance the image of a
product.
 How does your product compare when it comes to the market price?
 When was the last time you reviewed your pricing?
 When was the last time you altered your price in-line with inflation, or market supply and
demand?
 Is your pricing model clear and easy to communicate?
 Do you know your profit margin on each product you offer?
 Do you provide any added value to your offering?
 Do you offer the most appropriate payment methods for the customer?
 Do you offer credit facilities?

3. PROMOTION- refers to all the activities undertaken to make the product or service known to
the user and trade. This can include advertising, word of mouth, press reports, incentives,
commissions and awards to the trade. It can also include consumer schemes, direct marketing,
contests and prizes.

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  What marketing communications do you have?
 Do they need updating?
 Do they give the right messages?
 How could you refine your sales process?
 What PR activity are you doing?
 Do you have a marketing budget? Should it stay the same, or change this year?
 Do you network to promote your business?

4. PLACE- refers to the point of sale. In every industry, catching the eye of the consumer and
making it easy for her to buy it is the main aim of a good distribution or 'place' strategy.
Retailers pay a premium for the right location. In fact, the mantra of a successful retail business
is 'location, location, location'.
 Is your product available in the place where your customers shop?
 Is your product visible to your target market?
 Are you visible on social media?

5. PEOPLE- refer to the staff and salespeople who work for your business, including yourself.
 Do you have the right people to sell your product / service?
 Do you have the right amount of marketing support?
 Are the right people in your team, in the right roles?
 Do you need more, or less resources?
 Could you outsource some of your work to reduce commitment on costs?
 Do you have the right culture within the team?
 Do you have a good recruitment, training and appraisal system for staff?

6. PROCESS- refers to the processes involved in delivering your products and services to the
customer. It is also about being 'easy to do business with'.
 Is your sales process efficient?
 Are your processes customer focused?
 Do you have a good process for dealing with technology issues?
 Have you established systems for as many things as possible within your marketing and sales
process?

7. PHYSICAL EVIDENCE - refers to everything your customers see when interacting with your
business.
 Is your product packaging reflective of the quality of the product? This could apply to the way a
service is delivered, including any physical documentation
 What is the online experience if the product is delivered digitally?

These are just ideas and you will for sure come across other questions and thoughts that are
relevant to your business. Why not get your team together (or you partner / best friend if you are a
sole trader) and have some fun by trying to really cover all the individual elements of your business.
Be constructively critical and also realistic with what you can achieve within certain timeframes.

Why is the marketing mix still used from the 80s until now?
The marketing mix concept may seem dated as it was developed in the 1980s and we now live
and work in a rapidly changing commercial environment.
However, it remains effective as the logic behind each of the 7 Ps remains constant yet they are
flexible enough to be able to be adapted to suit the new style of communications, for example social
media.

(E) Engagement:
Activity 1:
Direction: Fill in the given space according to what are asked. Accomplish this on your notebook.

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Performance Task 1:
DIRECTION: In this exercise you are required to select the most appropriate marketing strategy (from
a list of four presented) and then develop a suitable marketing mix to implement the strategy. This
activity is focused on the strategy and marketing mix for a proposed new chain of Italian and pizza
restaurants. The four possible strategies currently being considered by the firm’s investors are listed
below.

Possible Strategy A
 Offer a unique range of high quality pizzas
 Use unusual ingredients (with choices such as oysters, kangaroo, avocado)
 Create innovative and unique pizza tastes
 Set new standards for pizza restaurants

Possible Strategy B
 Create a fun and exciting dining experience
 The restaurant should look and feel like a café in Italy
 Employ fun, outgoing and energetic staff
 Probably have a large outdoor dining area as well

Possible Strategy C
 Offer a very convenient service
 Aim to become the “McDonald’s of pizza by offering very fast service (pizzas ready in 5 minutes
and home-delivered inside 20 minutes)
 Mainly take-away and delivery options

Possible Strategy D
 Become the discounters of pizza
 Focus on operating a very lean and efficient business and compete mainly on price and always
undercut the competition
 Have a value-based positioning focus

QUESTIONS:
1. Which of the four strategic options suggested would be the most effective in competing in this
market?
2. For the strategy that you selected in Q1, develop an appropriate marketing mix (for example,
what products should they offer, at what quality, with what ingredient choices, and so on). You
should either use the 4Ps or the 7Ps, whichever one you believe is more suitable. (Ensure that
your marketing mix will effectively deliver proposed strategy).
3. Do you think this new pizza chain, will come out successful? Why?

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V. (A) Assimilation:

VI. Reflection:
Explain how you can use this lesson in your life. Make a reflection using the following paragraph
starters.
Today, I learned that… _________________________________.
I realized that… ________________________________________.
Therefore, I will…________________________________________.

VII. References:
Websites
1. https://marketingsquare.co.uk/7-ps-marketing-mix-how-to-use-them-inyour-small-business/?
cli_action=1598258955.361
2. Pedagogical Tool: Introduction to the Marketing Mix www.multiliteraciesproject.com
3. https://multiliteraciesproject.com/wpcontent/uploads/2016/06/Marketing-Mix-Lesson-
Plan.pdf
4. Glossary:https://www.business.qld.gov.au/running-business/marketingsales/marketing-
promotion/marketing-basics/seven-ps-marketing
5. https://www.business.qld.gov.au/running-business/marketingsales/marketing-promotion/
marketing-basics/seven-ps-marketing
6. https://economictimes.indiatimes.com/definition/marketing-mix
7. https://en.wikipedia.org/wiki/Marketing_strategy
8. https://www.investopedia.com/terms/m/marketing.asp
9. https://www.entrepreneur.com/encyclopedia/packaging
10. 10.www.Pinterest.com
Prepared Validated
by: by:

CHARMENE RIZZA M. IDEA BRYAN LOUIS G. LAZARO

Teacher II Learning Resource Coordinator

ALICIA A. MALVAR
School Head/ Teacher-in-Charge