EPP/TLE 9

Fundamentals of
Marketing
FRIDAYS
(8:30am to 9:30am and 2:00pm to 3:00pm)
 What is
marketing?
Marketing
It is the action or business of promoting and
selling products or services
including market research and advertising.
 Overview
Branding and
Product Life Classification of Packaging
Cycle Products
01 Introduction
Growth
02 Consumer Products 03 Brand Name
Logo
Industrial Products.
Maturity Slogan
Decline. Packaging,

Customer Marketing Mix Advertising

Relations
04 . 05 4P’s
SWOT
06 Traditional
New Media
PESTLE.
 01
Product Life Cycle
Product Life Cycle
Products, like people, have life cycles.
A product begins with an idea, and within the
confines of modern business, it isn't likely to go
further until it undergoes research and
development (R&D) and is found to be feasible and
potentially profitable.
At that point, the product is produced, marketed,
and rolled out.
Product Life Cycle
INTRODUCTION

DECLINE GROWTH

MATURITY
Product Life Cycle:

INTRODUCTION

This stage includes substantial investment in

advertising & a marketing campaign focused on
making consumers aware of the product and its
benefits
Product Life Cycle:

GROWTH
If the product is successful, it then moves to the
growth stage.
This is characterized by:
● the growing demand
● an increase in production
● expansion of its availability.
Product Life Cycle:

MATURITY

This is the most profitable stage, while the costs of

production and marketing decline.
Product Life Cycle:

DECLINE

A product takes on increased competition as other

companies emulate its success (sometimes with
enhancements or lower prices).
The product may lose market share and begin its
decline.
 02
Classification of
Products
 Classification of Products
Consumer Products Industrial Products
1. Convenience 1. Material and parts
products 2. Capital items
2. Shopping products 3. Supplies
3. Specialty products 4. Services
4. Unsought products
Consumer Products This type of product require minimal
to promotional efforts compared to
other consumer products being a part
#1 CONVENIENCE PRODUCTS of daily living consumption in
households.
● Purchased frequently
● At a low price point
● Easily available
● Not commonly compared with other products
●
Examples of:
#1 CONVENIENCE PRODUCTS
●
Consumer Products This type of product require more
promotional efforts compared to
#2 Shopping Products convenience products because these
products are less needed in a daily
consumption basis.

● Purchased less frequently

● At a medium price point
● Commonly compared among other products
 Examples of:
#2 Shopping Products
●
Consumer Products This type of product require more
promotional efforts compared to
#3 Specialty Products consumer and shopping products
because these products are of
premium/best quality, giving it a
higher pricing.

● With unique characteristics or brand perception

● Purchased less frequently
● At a high price point
● Seldom compared between other products
● Only available at select/special places
Examples of:
#3 Specialty Products
Consumer Products This type of product require the most
promotional efforts compared to other
convenience products because these
#4 Unsought Products products are not often thought of nor
easily purchased. (Requires more
financial planning and budgeting on the
side of consumers)

● Not top-of-mind of consumers

● Requires extensive advertising and marketing efforts
Examples of:
#3 Specialty Products
 This type of product require minimal
Industrial Products to no promotional efforts for their
essential nature to create other
#1 Materials and Parts products

● Raw materials utilized in the process of production

as inputs.
● They never change in form and are crucial part of
other finished goods.
● Brand is not important.
● Examples:
○ Natural and farm products
■ Petroleum ,coal, iron, fish, vegetables, livestock
 This type of product require minimal
Industrial Products to no promotional efforts for their
essential nature to create other
#2 Raw Materials products

● The raw materials mainly include natural products

and far products.
● Mainly small producers produce farm products like
wheat, cotton, fruits vegetables and livestock.
● They sell their produce to the marketing
intermediaries. The intermediaries will process them
and sell them.
Examples of:
Materials and parts
 This type of product require minimal
Industrial Products to no promotional efforts for their
essential nature to create other
#3 Capital products.
● capital items are the industrial products that help the
buyer with their production or operations.
● Installations and accessory equipment are mainly
included in this category.
○ Installations include buildings and fixed
equipment:
■ Buildings like factories, offices, and
warehouses
■ lifts, generators, etc.
 This type of product require minimal
Industrial Products to no promotional efforts for their
essential nature to create other
#4 Supplies and Services products

● Products that are never consumed but are

repeatedly used.
● They never become part of finished goods but are
used to facilitate the business operation
● Examples:
○ Brooms for cleaning, stationary, oil, delivery
vehicles
Examples of:
Supplies and Services
Why is it important to
know the types of
products?
03
Branding and
Packaging
 Branding
Refers to the creation of a favorable image of a particular
firm or product in the minds of the public
It involves brand names, logos and slogans.

For Example:
Coca Cola and Pepsi
 Brand Name
● Refers to a word or words used
by a business to distinguish
itself and its products from its
competition and its
competitor’s products

● It is simply the name of the firm

● Effective brand name should be

distinct, attractive and
memorable.
 Logo
● Refers to the special symbol or
image or shape or color scheme
associated with a particular
firm or product

● May be a monogram, visual

symbol or abstract symbol
 Slogan

● Refers to a word or phrase that

describes a company’s overall
philosophy or objective

● Effective slogan should be

short, catchy, memorable and
descriptive
“Delicious! Refreshing! “Always Coca-Cola”(1993)
Exhilarating! Invigorating!”
(1886) “Coke Side of Life” (2006)
“Open Happiness”(2009)
“The Pause that Refreshes”
(1955) “Taste the Feeling” (2016)
“Things go Better with Coke”
(1963)
“Twice as Much for a “The Choice of a New
Nickel”(1939) Generation” (1990)
“Any Weather is Pepsi “It’s the Cola”(1998)
Weather”( 1950)
“Pepsi is #1”(2008)
“Join the Pepsi People (Feeling
Free) (1977) “Live for Now”(2012)

“The Choice is Yours” (1992) “That’s What I Like”(2020)

 Packaging
● Packaging is the science, art and
technology of enclosing or protecting
products for distribution, storage, sale,
and use.

● Packaging also refers to the process of

designing, evaluating, and producing
packages.
 3 Types of Packaging

1. PRIMARY PACKAGING.
2. SECONDARY PACKAGING.
3. TERTIARY PACKAGING.
 Primary Packaging
● It is in direct contact with the
product itself and is
sometimes referred to as a
consumer unit.

● The main purpose of primary

packaging is to contain,
protect and/or preserve the
finished product, particularly
against contamination.
 Secondary Packaging
● It is used outside of primary
packaging to group a certain
number of products to create a
stock-keeping unit (SKU).

● This type of packaging also provides

supplementary protection to help
maintain the integrity of the primary
packaging.
 Tertiary Packaging
● A.K.A. bulk or transit packaging
● It is is used to group larger quantities
of SKUs to transport them from point
(e.g. from production facility to point
of sale).
● During this stage, products are
handled as distribution units. This
type of packaging makes it easier to
transport large and/or heavy loads
safely and securely.