Entrep Marketing Research

Entrepreneurship
Presented by:
Criselda M. de Chavez
Master Teacher II
CALAMBA CITY SENIOR HIGH SCHOOL

Chipeco Avenue, Brgy. 3, Calamba City, Laguna 4027
CALibrated and SENsible
The future is now. Make it happen!
1. What makes a product or service stand
out from the competitors?
2. How to prepare a strategic marketing
plan?
3. What is the difference between
strategic plan and a marketing plan?
4. How marketing and marketing process
different?
Review:
How developing a business plan will

help you as a new entrepreneur?

 Marketing is all about knowing the
customers
 Marketing process starts with
1. Identifying the customer`s needs where
you are tasked to create a meaningful value
proposition.
2. Study what the customers want or desire
for you to build a unique selling
proposition.
Value Proposition (VP)
Simply states why a customer
should buy a certain product or
service.
The major driver in customer
purchase or service availment.

 Tips on how to create an
effective value proposition
1. Prepare a situation analysis
2. Make your value proposition
straight to the point, simple and
specific
3. Highlight the value of your product
or service
4. Adapt to the language of your market.
5. Add credibility-enhancing elements
6. Differentiate your value proposition
with your competitors.
2 types of competitors
1. Direct
2. Indirect

 Unique Selling Proposition (USP)
refers to how you will sell the product or
service to your customers
it addresses the customer`s wants and
desires
a gauge on how well an entrepreneur
knows his or her product or service
 Tips on how to create an effective
unique selling proposition
1. Identify and rank the uniqueness of the

product or service attribute.
“Why should I choose you over the
others?”
“Why should I deal with you at all?”
Note:
The best way to identify the unique selling
point is to identify the marketing mix
(7P`s) and distinguish which among those
displays the product`s unique features
(Product, Place, Price, Promotion,
People, Packaging, Processing)
 Tips on how to create an effective
unique selling proposition
2. Be very specific
3. Keep it short and simple

How will your VP and USP work
effectively?
“When the customers feel the true

benefits of the product or service
being offered.”

Note:
Both the VP and USP should be clearly

communicated to the target customers in
the catchiest way possible.
But how?
 Common communication channels
1. Signage
2. Web sites
3. Social media
4. Print ads
5. Television and radio commercials
6. Mobile advertisements
How will you know or dig deep and
understand your target customers?
 Marketing Research
A comprehensive process of
understanding the customer`s
intricacies and the industry they revolve
in.
Note:
The result of marketing research process
is the entrepreneur`s major investment in
a business
...as will lead him/her to the most
effective strategies to employ

Determine who the customers are in
terms of:
1. Target market
2. Their specific requirements
3. Market size

 Market Size
 Simply the size of where the
entrepreneur`s business will play
 Approximation of the number of buyers
and sellers in a particular market
 Conduct strategic marketing research

1. Estimate the potential market
-the approximation numbers of customers
that will buy the product or avail the
service
-market space
-market universe
Example: Rice
2. Eliminate the customers who are
probably unlikely to buy the product or
avail the service
3. Estimate the market share

-the basis to decide whether the business
is worth the capital that will be used.
Illustration of market share
computation
Example:
Mr. Alvin Antonio,a budding entrepreneur,
wants to establish a rice retailing business in
his barangay San Isidro. He wants to know if
this business will worth the capital and effort.
He dug deep and found out that there are
approximately 500 families in Barangay San
Isidro with an average of five members per
family. He did a survey and found out that only
475 families eat rice;they consume an average
of 1 kilo of rice per day. There are four other
retailers in the area that have been there for
10 years already, and they have equal market
shares of 20% each.The other 20% of hte
market is buying in bulk (per sack) from
groceries or convenience stores. The average
net profit per kilo of rice is 10 pesos. How big
is the market size and what could be the
porential market share of Alvin`s rice retail
business?
The objective of Mr. Antonio in the first year is
to capture the 20% of the market by
implementing marketing strategies in pricing(
reduced mark up of 2 pesos) and promotion
(free delivery of rice for five kilos and up)
through text message or phone call.

 Customer Requirements
 Customers are said to be the lifeblood of the
business
 “the customer is always right”
 Are specific features and characteristics that
the cutsomers need from a product or a
service
 5W1H
 Customer Requirements
 Examples
 Cellphone repair service
 Restaurant business
 Customer requirements vary from person to
person
 Customer is the voice of every business that
every entrepreneur should listen to.
 Primary and Secondary Target Market
 Misconception:
 “Most entrepreneurs believe that they can
serve all type of customers or a wide range
of customers.”
 Market intelligence
- Which includes customer profiling
- Drives the entrepreneur on what correct
strategies and tactics to employ.
 Primary and Secondary Target Market
 Market Segmentation
- The process of grouping similar or
homogenous customers according to:
 Demographic
 Psychographic
 Geographic(location)
 Behavior
 Demographic Segmentation
 Also called socioeconomic segmentation
 Process of grouping customers according to
relevant socioeconomic variables for the
business venture.
1. Income range and social class
2. Occupation
3. Gender and age group
 Demographic Segmentation
4. Religion and ethnicity
 Psychographic Segmentation
 Process of grouping customers according to
their perceptions, way of life, motivations
and inclinations.

 Psychographic Segmentation
 Perception
- Process wherein an individual receives
external stimuli using five senses
 Motivations
- Physiological, Psychological, Aspirations,
Deprivation
 Inclinations
 Geographic Segmentation
 Simply grouping customers according to
their location
 Behavorial Segmentation
 Process of grouping the customers
according to their actions.
 Occasions, desired benefits,loyalty, usgae of
products or availment of service
 Market Aggregation
 Happens when an entrepreneur wants to
target a broader market as possible

 Differentiate marketing, marketing process,
marketing research
 Differentiate market segmentation and
market aggregation
 How do you know if your VP and USP is
effective?

 Activity:
1. Devised a value proposition (VP) and
unique selling proposition (USP) for your
chosen business
2. Determine and calculate the market size
where the chosen business falls under
3. What do you think is the market segment
that can be considered as the primary
target market (PTM) of the business
 Activity:
Apply the market segmentation process and
classify the PTM according to demographic,
psychographic, geographic and behavioral
4. What do you think are the major customer
requirements of your PTM?

CHAPTER 1.1.1
THINK...
Positive
BIG
Outside the Box

Thank You!
CALAMBA CITY SENIOR HIGH SCHOOL

Chipeco Avenue, Brgy. 3, Calamba City, Laguna 4027

Entrep Marketing Research

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Entrepreneurship

CALAMBA CITY SENIOR HIGH SCHOOL

How developing a business plan will

CALibrated and SENsible

CALibrated and SENsible

CALibrated and SENsible

1. Identify and rank the uniqueness of the

CALibrated and SENsible

“When the customers feel the true

CALibrated and SENsible

Both the VP and USP should be clearly

CALibrated and SENsible

CALibrated and SENsible

CALibrated and SENsible

3. Estimate the market share

CALibrated and SENsible

CALibrated and SENsible

CALibrated and SENsible

CALibrated and SENsible

CALibrated and SENsible

CALibrated and SENsible

CALAMBA CITY SENIOR HIGH SCHOOL

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