MARKETING PRESENTATION

Business Implementation 1 (ENT09)

1st Sem AY- 2018-2019
The Burger War
Smart Phones
Softdrinks
Competing with other products
Competing with other stores
Winning or getting ahead of the competition
requires DIFFERENTIATION.
The Burger War
Differentiation in QUALITY
 Pinakamabango
Differentiation in QUALITY
 Pinakamaraming nalalabhan

Differentiation in QUANTITY
Differentiation in
Service:

DELIVERY
Differentiation in
PRICE
MARKET
PRICE
 Place: differentiating your location

DIVISORIA
 Areas with many people

SCHOOL
 Areas with many people

CALL CENTERS: ORTIGAS AVE.

 Areas with many people

MAKATI BUSINESS DISTRICT

 Areas with many people

MALL OF ASIA TRINOMA

ROBINSON’S GALLERIA SERENDRA

SHOPPING MALLS
Differentiate by promoting
your products and services
ADVERTISE

• FLYERS
• POSTERS
• BILLBOARDS
• SCREEN
SAVERS
BACKGROUND
PRODUCT

OTHER
INFORMATION
MESSAGE

COMPANY
NAME
ADDRESS

TIME / DATE

TELEPHONE
#
 ACTIVITY 1:

Product Shots
ACTIVITY

ADVERTISING YOUR PRODUCT / SERVICE

1. Prepare a layout of the product you want to advertise.

2. Arrange your product according to your layout

3. Choose your lighting and shoot your product.

4. View product shot, edit if necessary.

5. Put the information that you want to convey to your

customers.

6. Do final editing. Make sure texts are clear.

7. Print your ad.

An entrepreneur monitors and gets information about his:
• Competitors
• Customers
• Trends
• other factors that can affect a business
MARKETING TOOLS
 Marketing Tools
• Joining Agreement
• Drop Box
• Raffle Entries
• Table top Standee
• Tarp Poster
• Gift Pack
• Winners Ad Table Standee
PRODUCT SAMPLING
Marketing Selection and Retail
Location Analysis
 Selecting a Target Market
• The Internet is becoming a major force in
retailing, with sales expected to reach a little
more than 5 percent of total retail sales over
the next decade.
• Reaching the target market can be achieved
through a:
– store-based location in which the consumer
travels to the store or
– through a nonstore retailing format in which
products and services are offered to the consumer
at a more convenient or accessible location.

LO 1
 Selecting a Target Market
• Home page - Introductory or first material
viewers see when they access a retailer’s
Internet site. It is the equivalent of a retailer’s
storefront in the physical world.
• Virtual store - Collection of all the pages of
information on the retailer’s Internet site.
• Ease of access - Consumer’s ability to easily
and quickly find a retailer’s Web site in
cyberspace.

LO 1
 Selecting a Target Market
• Market segmentation
– Target market - Group of customers that the
retailer is seeking to serve.
– It is not easy to reach every target market,
because each target market is different from the
other.

LO 1
 Selecting a Target Market
• Criteria to successfully reach a target market
– Seek a measurable market segment.
– Accessibility or the degree to which the retailer
can target its promotional or distribution efforts to
a particular market segment.
– Segment should be substantial or large enough to
be profitable for the retailer.

LO 1
Exhibit 7.2 - Retail Formats for
Accessing Your Target Market

LO 2
 Location of Store-Based Retailers
Central business Advantages Disadvantages
district (CBD)
An unplanned shopping  Easy access to public Inadequate and
area around the transportation. usually expensive
geographic point where all  Wide product parking.
public transportation assortment. Older stores.
systems converge; it is  Variety in images, High rents and taxes.
prices, and services. Traffic and delivery
usually in the center of the
 Proximity to congestion.
city and often where the commercial activities. Potentially high crime
city originated historically. rate.
Decaying conditions of
inner cities.

LO 2
 Location of Store-Based Retailers
Secondary business district Shopping area that is smaller than the CBD and
(SBD) that revolves around at least one department or
variety store at a major street intersection.

Neighborhood business Shopping area that evolves to satisfy the

district (NBD) convenience-oriented shopping needs of a
neighborhood; generally contains several small
stores (with the major retailer being a
supermarket or a variety store), and is located on
a major artery of a residential area.

LO 2
 Location of Store-Based Retailers
Shopping center or Centrally owned or managed shopping district that is
mall planned, has balanced tenancy (the stores complement each
other in merchandise offerings), and is surrounded by
parking facilities.
Anchor stores Stores in a shopping center that are the most dominant and
are expected to draw customers to the shopping center.

LO 2
 Location of Store-Based Retailers
Advantages of shopping centres
 Heavy traffic resulting from the
wide range of product offerings
 Cooperative planning and sharing
of common costs
 Access to highways and available
parking
 Lower crime rate
 Clean and neat environment
Disadvantages of shopping centres
 Inflexible store hours
 High rents
 Restrictions as to what merchandise or
services the retailer may sell
 Inflexible operations and required
membership in the center’s merchant
organization
 Potentially too much competition and
much of the traffic is not interested in a
particular product offering
 An anchor tenant’s dominance of the
smaller stores
LO 2
 Location of Store-Based Retailers
Freestanding Advantages Disadvantages
retailer
Locates along  Lack of direct  Lack of drawing power from
major traffic competition complementary stores
arteries and does  Lower rents  Difficulties in attracting
not have any  Freedom in operations customers for the initial visit
adjacent retailers to and hours  Higher advertising and
share traffic. promotional costs
 Facilities that can be
adapted to individual  Operating costs cannot be shared
needs with others
 Inexpensive parking  Stores may have to be built rather
than rented
 Zoning laws may restrict some
activities
LO 2
THANK YOU….