• PACKAGING

There use to be a time when product came

wrapped in ordinary packaging That prominently
displayed the brand name.The main attributes of the
product, The company's logo and its place of
business, packaging came in small, medium and
large sizes without much variation in the
material ,shape and purpose of the packaging, That
is the time long gone.
Now ,packaging can even be more important
than the product itself, if done imaginatively.
• Today, packaging services several important purposes,
Which elevate it to one of the Seven Ps of the
marketing

• FIRST Packaging provides easy brand identification for

the customer.
• SECOND Packaging differentiates the product to its
competitors and even from its other brand offering
• THIRD Packaging lenghten the lifespan,physically
protect,and extend the usefulness of the product
• FOURTH Packaging has become an environmental issue
from itself.
• FIFTH Packaging must possess its own value
proposition for the customer as well as for its
enterprise
• Packaging does not refer only to the wrapper or
container of the product. It can mean the bundle of
product or services that are put together to attrect and
delight customer.
•
• PLACE

• "LOCATION,LOCATION,LOCATION"
• This is the often-recited mantra of the sales
people who want to have the best access to their
customer
• INITIAL LOCATION SCREENING
In finding a good location, one needs to consider the
following

1, The number of the customer residing or working in the

area, and the number of customers who frequently pass
through the area
2,The density or number of customer per unit.
3,The access routes alternative location and their traffic count
those routes.
4,The buying habits of the customer or where they buy at
what time. And how frequent
5,Locational features such as parking spaces,food access,
creature comforts ,and the like.
• In a similar way the entrepreneur must be able to
determine the price that comes wuth the location.
• The entrepreneur has to consider the following.

• 1, The cost of buying or renting ,renovating,and

operating the location.
• 2, Customer volume,drop-in rates ,and sales conversion
ratios.
• 3,Revenues based on the volume and mix of goods
• 4, Profit.
• In addition to the above factors,the final choice of
location must be based on the following.

• 1,Image and location conditions This refers to the

physical look of a location, sanitary condition,crime and
safety levels, etc.
• 2,Exact fit to target customer Is the location traffic
generally composed of your target customer?
• 3Clustering of competitor establishment This
oftentimes results in drawing a bigger market to the
location
• 4,Future area development A certain location might
not have the most customers or the best economics in
the shorterms,but it might become a central business
hub within the next five years.

• 5,Fiscal and regulatory requirments An

entrepreneur would want to set up shop in a town or
city with low tax rates, good governance, excellent
infrastructures ,and great public servi ces.
• Relevant location drivers
• It would benefit for the entrepreneur to do an
in-depth location analysis
• These are the must in choosing the location for you
business

• 1 Physical proximity to the target market

• For most entrepreneur,Location are chosen
based on how close it is to the target market. Ideally,
the best locations ahould be easily accesible from
home or the work place.
• 2Customer traffic flow
• Customer traffic flow refers to the people that
regularly come into contact with your business
establishment.

• 3Industry clustering
• A lot of competitors clustered in one location usually
draw in a bigger market to the area

• 4Convergence multiple industry

• Location were multiple industry converge,such as central
business district,shopping malls,and public market are able
to attract more customer because of one stop shopping
convenience.
• 5 Population concentration
• Urbanization creates population concentration,
Whre people live,goods and services follow, The greater
of number of people , The greater number of needs and
wants to be satisfied.

• 6Activity hubs
• Activity hubs such as large school, high rise
building,public parks,Transport terminals,And
entertainment centers ,provide a good location
potentials for food establishment ,and client potential
services.
• 7 Growth potential
• Business are always looking for new areas to expand and
growth.This is especially true when crowded population
centers become saturated with many providers of good and
services.

• 8 Business climate
• Enterprises provide locations that are conductive in doing
business . This includes area with .
>High economic growth
>Stable Political situation
>Effectice social services
>Good infrastructure
>Cheap utilities
• >Effecient trasportation and logistics
• >Availability of skilled labor force
• >Low crime rates
• >Good fiscal incentives
• >Trusted public officials
9Cost of doing business and Producing good
services
For industrial establishment,The more relevant criteria
are those location with lower cost of doing business and
lower cost of producing good and services.
• Comparative location analysis
• Perhaps the most common way by which an
entrepreneur "Survey" a potential locatiom is through
comparing it with other location with more or less the
same features and tenant mix of cluster competitors.

• Geography and atmosphere determinants

• Another way of looking at a location or place to sell
the product or service can be based on two major
based dilemmas are Let us take a look at each one of
determinants
•
• For the Geography determinant ,These are six
decision tensions
• 1 Concentration versus Destination
• 2Access varsus abundance
• 3Clusered versus dispersed
• 4Develop versus Underdevelop
• 5Physical versus virtual
• 6Upscale versus downscale
• It is natural for the entrepreneur to prefer places where
there is large concentration of target customer
( e.g.Commersial center,malls)Nowadays, modern
transportation means and the longing to be relieved from
city living related stress have paved the way for
destination places.
• Access is the ability to reach a place easily and inexpensively

Clustered competitors allow customer to choose from a great

variety of product offerings.

There is also some tension in choosing to locate in highly-

developed areas of business versus locating in relatively
underdevelop areas

The internet has enabled the proliferation of virtual market

places where customers and sellers converge at the comfort of
their own homes or whatever they are through computers

Finally, there is tension between choosing upscale places vefsus

downscale places.
• For the Atmosphere determinant ,there are five
decision tensions

• 1 Formal versus Informal

• 2 Exclusive versus public
• 3 Conservative versus Adventurous
• 4 Aesthetic versus Functionality
• 5 Minimalist versus Maximalist.
• Atmosphere ,refer to the state or condition of the
environment,
environment which affects the mind and mood of the
customers, either positive or negative ways. It bring out
the intangible qualities which customer are looking for.

• Exclusively is the preffered atmosphere by some

customer who want privacy and elitist isolation

• Some customers do not want to take a risk and want a

conservative atmosphere ,one where they can feel safe
and secure
PEOPLE

People are the ultimate marketing strstegy ,people

sell and push the product .people sesrch hard to find thr
night market ,people distribute, promote ,price, and
sell,the products in the most attractive market places.

The people in a marketing organization play a crucial

role in the success of the enterprise

The marketing efforts of people are organize at four levels

1, to create customer awareness
2, to arouse customer interest
3, To educate customers as they evaluate their buying
choices
4,To close the sale and deliver the products.
Table 4.1 Consumer evaluation process
Finally, ,the sale must be closed and the products
should be delivered to the customer.Closing the sale
demands that the product must be
available,adequate,acceptable and affordable .

Availability means that the enterprise has the goods

or services on hand.
Adequate means the product meets the quality and
delivery specifications of the customer.
Acceptable means that the customer is convinced by
the selling points of the product
Affordable means the price and payment terms are
right.
PROMOTION
Promotion is the explict communication strategy
adopted by an enterprise to elicit the patronage.
Promotion encompasses all the direct
communication efforts of the enterprise such as,
advertising, Public relation campaign,Promotional
tours,Product offering ,Point of sale
display ,Website,flyers,email,letters ,telemarketing,a
nd others. Indirectly,the enterprise communications
through the quality of its products and attractiveness
of its packaging.
Three critical factors
=
*The message
*The meduim of the message
*The receptiveness

of the audience to all that being is communicated.

The narrower the market coverage is,the more focused

the promotion campaign should be
*neighboor flyers *word-of-mouth promotion *house
to house campaign
might suffice for higher localized-businesses.
 As the target audience become bigger the marketer can
shift from a rifle to shotgun approach,electronic mails
websites letter blasts ,radio broadcast,and print ads is
certain publications might serve the purposes

For mass market,television

commercials,ubiqiutous,,billboards,And high
circulation,broadsheet,magazine or tabliod,would
already be cost effective and create, quite an
impact .The idea is to match the size of the market with
the meduim used and thr resources of the enterprise .
PRICE
PRICE

Pricing
g depends on the business objectives set by tje
enterprise . While price is a major factor for the
customer in buying a product.

Finding the right price for a peoduct is , therefore ,not a

simple mstter of adding a mark up on the cost of a
product or service ,as some companies do .
The enterprise should set the prices of its product or
service based on its business objective such as the
following

1 Profit maximation
2 Revenue maximation
3 Market share maximation
4 Attaintment of the desired prestage or quality
leadership
5 Penetration survival ,or liquidation
6 Scarcity pricing or market skimming.