is the process of communicating the
value of a product or service
to customers, for the purpose of selling
the product or service.
It is a critical business function for
Marketing activities are numerous and varied because
they basically include everything needed to get a
product off the drawing board and into the hands of
The broad field of marketing includes
activities such as:
Designing the product so it will be desirable to
customers by using tools such as marketing research
Promoting the product so people will know
about it by using tools such as public relations,
advertising, and marketing communications.
Setting a price and letting potential customers
know about your product and making it
available to them.
Five Marketing Philosophies
Five Marketing Philosophies help
determine the management of marketing.
Companies approach and conduct business
in different ways in order to achieve their
organizational goals. The five competing
concepts by which companies are guided in
their marketing efforts are:
1. Production concept,
which is based on the fact that consumers
favor products that are available and
2. Product concept,
which is based on ways to improve the
quality, performance, and features to
attract buyers. This philosophy tends to
spend too much time adding features to
their products, rather than thinking about
what people actually need and want.
3. Selling concept,
which places the focus on sales rather
than what people actually need or
want. Most of the time the product is
misrepresented which results in high
4. Marketing concept,
which focuses on what people need and
want more than the needs of the
seller. This concept is about the
importance of satisfying the customer’s
needs to achieve company
success. Products are developed around
those needs and wants.
5. Societal marketing concept,
which not only uses the same philosophy as
the marketing concept, but also focuses
around the products benefit to the
betterment of society as a whole. Greater
emphasis is put on environmental impacts,
population growth, resource shortages, and
The marketing concept relies upon marketing
research to define market segments, their size, and
their needs. The marketing department makes the
appropriate decisions to satisfy those needs.
is the technique used to enable a business
to better target it’s products at the right
It is about identifying the specific needs
and wants of customer groups and then
using those insights into providing products
and services which meet customer needs.
in terms of sales
value or volume.
In the diagram,
segment B is twice
the size of
Why do businesses need to segment
their markets? Because customers
differ in the:
Benefits they want
Amount they are
able to or willing to
magazines) they see
Quantities they buy
Time and place that
An ideal market segment meets all of the following criteria:
It is possible to measure.
It must be large enough to earn profit.
It must be stable enough that it does not vanish after some
It is possible to reach potential customers via the organization's
promotion and distribution channel.
An ideal market segment meets all of the following criteria:
It is internally homogeneous (potential customers in the same
segment prefer the same product qualities).
It is externally heterogeneous, that is, potential customers from
different segments have different quality preferences.
It responds consistently to a given market stimulus.
It can be reached by market intervention in a cost-effective
It is useful in deciding on the marketing mix.
is any organized effort to gather information about
The termor commonly interchanged with marketing
markets is customers. It is a very important
research; however, expert practitioners may wish to
component of business strategy.
draw a distinction, in that marketing research is
concerned specifically about marketing processes,
while market research is concerned specifically with
Market research is for discovering what people
want, need, or believe.
It can also involve discovering how they act.
Once that research is completed, it can be
used to determine how to market your product.
Peter Drucker believed market research to be
the quintessence of marketing.
It is the systematic gathering, recording, and
analysis of qualitative and quantitative data
about issues relating to marketing products and
The goal of marketing research is to identify
and assess how changing elements of the
marketing mix impacts customer behavior.
Consumer marketing research is a form of
applied sociology that concentrates on
understanding the preferences, attitudes, and
behaviors of consumers in a market-based
economy, and it aims to understand the effects
and comparative success of marketing
The field of consumer marketing research
as a statistical science was pioneered by
Arthur Nielsen with the founding of the
ACNielsen Company in 1923.
Thus, marketing research may also be
described as the systematic and objective
identification, collection, analysis, and
dissemination of information for the purpose of
assisting management in decision making
related to the identification and solution of
problems and opportunities in marketing.
Functions That Illustrate the
Importance of Marketing
is an important concept in business
and one that several business functions are
The importance of marketing is always increasing.
Marketing is perhaps the most important
component in determining a business’ profitability
and success. There are five functions that clearly
illustrate the importance of marketing in a
The customers’ needs, wants and demands are
what a business caters to. How well the business
captures customers’ attention through marketing
its products and services affects how many
customers spend money with the business.
Without promotion, the customers do not know
what a business has to offer.
The more effectively marketed a business is,
generally the more financially successful and
stable it is. Finances affect how many goods a
business can produce, since supplies for
manufacturing cost money and labor does,
too. However, without marketing, a business
may have trouble selling its products even if it
has the finances to produce them.
Every business needs human resources to serve as
labor. Human resources are how the business
makes it products or provides its services. Yet, a
business can have a plethora of human resources,
but if it doesn’t have the marketing to capture the
customers, the goods or services won’t sell, so the
business won’t flourish.
The more products a business manufactures,
the more goods it has to sell and the more
potential earnings it has to make. A business
can have a warehouse full of products, but
without the marketing to sell them, they are
As certain goods and services become more
popular, more businesses start offering them,
making competition for them keener. Marketing
helps make your business stand out so that
customers will prefer to buy from you than from
businesses that offer similar goods and services.
The 5 P’s of:
Savon de Dieux
What does the customer want from the
Pollution is one of the main sources of
product/service? What the skin. does it
damage to needs
As smog, dirt and dust float through the
air, they often come in contact with
the sun’s ultraviolet rays, which create
free radicals, highly charged oxygen
molecules that are harmful to the skin
and the body.
radicals attack cells and
damage it, and both air and
water pollution can strip the skin
of moisture, causing
discoloration, fine lines and
The customers’ demands/wants
a new product that will act as a
face and body soap.
want an all-natural
beauty soap that will
protect our skin from
pollution and from
harmful rays of the sun.
A soap that can be
used by women of all
ages to keep their skin
young, fresh, beautiful
from acne, dark spots and wrinkles. To
create a fresh and unique soap that will not
only give people their need but also their
wants. A soap definitely used by the gods.
What features does it have to meet
gentle, floral scented bar “works
wonders” for dry and sensitive skin.
People with allergies, parched complexions,
even eczema will find that the product will
leave them feeling clean smooth and soft.
What features does it have to meet
soap doesn’t strip the body or face of
their natural oils and won’t cause
breakouts either. It is hydrating, refreshing
and affordable. This soap is truly a miracle
Are WE including costly features that
the customer won't actually use?
make sure that all the features of our
soap is used and is not wasted by the
consumers since all its features are helpful in
making our skin young and beautiful.
How and where will the customer
customers can use this product on a
They can use it when bathing since it’s
suitable for both the face and body. It
whitens the skins without leaving it dry. It
also gives a sweet smelling fragrance that
will last for 48 hours.
What does it look like?
use unique and
classy packaging that
is cost effective and
can be afforded by all
classes. We will use a
simple soft paper like
packaging design with
different colors and
Jasmine oil and lime.
Jasmine essential oil has a sweet,
exotic and richly floral smell.
Although expensive, this essential
oil does more than just smell
exquisite - it deeply relaxes, lifts
depression and boosts
confidence, improves skin
elasticity, while helping to reduce
stretch marks and scars.
Jasmine oil and lime.
therapeutic properties of
jasmine oil are anti-depressant,
antiseptic, aphrodisiac, antispasmodic, cicatrisant,
parturient, sedative and
Jasmine oil and lime.
is a valuable remedy in
cases of severe depression
and soothes the nerves,
producing a feeling of
confidence, optimism and
euphoria, while revitalizing
and restoring energy.
Vanilla is a substance that not only
smells delicious, but exhibits a number
of healing properties when used on
the skin. In fact, along with other
natural skin care products, vanilla
contains antioxidants and has been
shown to be a vital aid for relaxation.
Natural products like those made from
vanilla can actually have a more
powerful effect on the body than
Extract makes this
gentle, cream cleanser mildly
exfoliating and very
refreshing. Non-oily, nondetergent formula is safe and
effective for all skin types and
build-up from the skin’s
surface without drying.
3. Fleur de lys
Ginger on the skin can increase skin's
radiance and decrease inflammation
that may contribute to conditions such
as psoriasis and acne.
Ginger is an antioxidant, that inhibits
harmful free radicals that cause skin
damage and aging. Ginger's
antioxidant, gingerol, not only fights
skin-damaging free radicals, but also
promotes smoothness and evenness in
3. Fleur de lys
Blue ginger from Madagascar is a type of
ginger that is a particularly potent antioxidant.
Ginger also has the ability to lighten age spots
while acting as an energy-booster in
aromatherapy spa treatments.
Because ginger is energizing and is believed to
improved circulation, it is often used in
cellulite-reducing treatments. Ginger is an antiinflammatory, which makes it a natural acne
fighting ingredient. Ginger is also an antiseptic,
which means it is effective in killing the
bacteria that causes acne.
One of the main benefits of rose water is
that it acts as an anti-inflammatory,
soothing irritated skin.
Some people also use roses as a rich
source of antioxidants, which can help
strengthen skin cells and regenerate skin
tissue. These properties, proponents
believe, make rose water particularly
beneficial to people with sensitive skin.
• Those with dry skin sometimes use rose water
as a moisturizer. The idea behind this is that
sugars found in rose petals add to rose
water's soothing effect, and its natural oils
trap moisture in the skin, helping it feel and
• Some experts even believe that rose water
can play a role in reducing damage from
Too much sun destroys elastin, the fibers
that give your skin its ability to stretch.
When those fibers break down, they
cause your skin to lose firmness and sag.
Additionally, and perhaps most
obviously, rose water has a pleasant
aroma. This lovely perfume and its
healing, rejuvenating effects make rose
water a potentially valuable addition to
your skin care regimen.
of its antioxidants,
jasmine can help protect your
skin from damaging free
radicals from the sun and
environmental pollution. This can
help preserve the youthful
appearance of your skin.
scars & stretch marks: Do you have
old acne scars or other scars you’d love
to get rid of? Jasmine can help. The oil is
very effective in treating and fading scar
marks, old wound scars, stretch marks,
and pox spots left anywhere on the
these sores on your feet? Jasmine
has a reputation for soothing painful corns.
Moisturizing: Like many natural oils, jasmine
oil helps treat dry skin and provide natural
moisture that won’t clog pores.
Sambac, a variety from Hawaii,
is perfect for those with finicky skin
temperaments, as it’s non-irritating and
non-sensitizing. It’s also great for dry,
greasy, or sensitive skin, as it helps to
balance all types without irritating.
can’t deny the lovely scent that this
flower has—so adding it to skin care helps
to pick up your mood as well as nourish your
How is it differentiated versus our
soap includes an all-natural resources
combined in one soap that promises a 100%
effectiveness when use.
Our soap does not only have one main
ingredient, it uses the power of many beauty
remedies researched all over the world to bring
a more wide range of choices for your beauty
problems. A soap that is classy and effective.
Packaging and package label of
Soap of the Gods’(Savon de Dieux)
is a wide selection of soaps on the market,
ranging from beauty soap to health soap. Beauty
soap has a distinctive visual appeal.
There is a connection between
soap packaging design on
consumer interests, and the
aspects of packaging design: in
this case the color, shape,
illustration, typography with the
image of the product in the minds
objects enclosed in this package requires
protection from, among other things,
mechanical shock, vibration, electrostatic
discharge, compression, temperature, etc.
barrier from oxygen, water vapor, dust, etc., is
also required. Permeation is a critical factor in
Some packages contain desiccants or Oxygen
absorbers to help extend shelf life.
Modified atmospheres or controlled atmospheres
will also be maintained, keeping the contents
clean, fresh, sterile and safe for the intended shelf
Communicate how to use and dispose
the package or product.
The packaging and label of this product
encourage potential buyers to purchase the
Package graphic design and physical design
have been important and constantly evolving
phenomenon for several decades.
Marketing communications and graphic design
are applied to the surface of the package and
the point of sale display.
was made with improved
tamper resistance to deter tampering and
also can have tamper-evident features to
help indicate tampering.
Engineered to help reduce the risks of package
pilferage or the theft and resale of products:
Some package constructions are more resistant
to pilferage and some have pilfer indicating
Counterfeit consumer goods, unauthorized
sales (diversion), material substitution and
tampering can all be prevented with these anticounterfeiting technologies.
It includes authentication seals and use security
printing to help indicate that the package and
contents are not counterfeit. Also include antitheft devices, such as dye-packs, RFID tags, or
electronic article surveillance tags that can be
activated or detected by devices at exit points
and require specialized tools to deactivate.
Using packaging in this way is a means of loss
It has features that add convenience in
distribution, handling, stacking, display, sale,
opening, reclosing, use, dispensing, reuse,
recycling, and ease of disposal
Single serving or single dosage
packaging has a precise amount of
contents to control usage. It is also aids
the control of inventory.
Packaging for eco-friendly product line.
Designing brand with a new look and message.
Finding innovative ways to reduce waste, save on shipping
costs, reuse materials, and/or repurpose new packaging
materials, while still protecting products and
communicating valuable information.
‘ Soap of the Gods’(Savon de Dieux) is an organic soap
base. The logotype design is inspired by nature. The
main symbol is a tree which symbolizes the natural
materials used for this soap. The objective of this project
was to design a new identity, packaging system,
stationery set and a catalogue for soap that follows our
mission of being a company that is fresh, fabulous and
the science, art, and technology of enclosing
or protecting products for distribution, storage,
sale, and use.
Packaging also refers to the process of design,
evaluation, and production of packages.
Packaging can be described as a coordinated
system of preparing goods for transport,
warehousing, logistics, sale, and end use.
preserves, transports, informs, and sells.
In many countries it is fully integrated
into government, business, institutional,
industrial, and personal use.
the material that first envelops the
product and holds it. This usually is the
smallest unit of distribution or use and is
the package which is in direct contact
with the contents.
outside the primary packaging,
perhaps used to group primary
used for bulk handling, warehouse
storage and transport shipping. The
most common form is a palletized unit
load that packs tightly into containers.
design and development are
often thought of as an integral part of the
new product development process.
Alternatively, development of a package
(or component) can be a separate
process, but must be linked closely with the
product to be packaged.
some types of products, the design process
involves detailed regulatory requirements for the
package. For example with packaging foods,
any package components that may contact the
food are food contact materials. Toxicologists
and food scientists need to verify that the
packaging materials are allowed by applicable
engineers need to verify that
the completed package will keep the
product safe for its intended shelf life with
normal usage. Packaging processes,
labeling, distribution, and sale need to be
validated to comply with regulations and
have the well being of the consumer in
The traditional “three R’s” of
reduce, reuse, and recycle
are part of a waste
prevention is a primary goal.
Packaging should be used only where
needed. Proper packaging can also
help prevent waste. Packaging plays an
important part in preventing loss or
damage to the packaged-product
the energy content and material
usage of the product being packaged are
much greater than that of the package. A
vital function of the package is to protect
the product for its intended use: if the
product is damaged or degraded, its entire
energy and material content may be lost.
"source reduction") The mass and volume of
packaging (per unit of contents) can be
measured and used as one of the criteria to
minimize during the package design process.
Usually “reduced” packaging also helps
minimize costs. Packaging engineers continue to
work toward reduced packaging.
reuse of a package or component
for other purposes is encouraged.
Returnable packaging has long been
useful (and economically viable) for
closed loop logistics systems.
Inspection, cleaning, repair and
recouperage are often needed.
Some manufacturers re-use the
packaging of the incoming parts for
a product, either as packaging for
the outgoing productor as part of the
is the reprocessing of
materials (pre- and post-consumer)
into new products. Emphasis is focused
on recycling the largest primary
components of a package: steel,
aluminum, papers, plastics, etc.
components can be chosen
which are not difficult to separate and
do not contaminate recycling
operations. Packages can sometimes
be designed to separate components
to better facilitate recycling.
fuel in approved facilities are able to
make use of the heat available from
the packaging components.
and placement in a
sanitary landfill are needed for some
materials. Certain states within the US
regulate packages for toxic contents,
which have the potential to
contaminate emissions and ash from
incineration and leachate from landfill.
What is the value of the product
or service to the buyer?
is the number one service
that we can give to our consumer
because hygiene is one of our basic
Are there established price points
for products or services in this area?
target market is between
classes A, B and C we want our
product to be affordable and
accessible to most people.
Is the customer price sensitive?
course our consumers now are
wise in these times, they look an
affordable product but still,
quality is important and we’re
giving them what they deserve.
Will a small decrease in price
gain you extra market share?
Or will a small increase be indiscernible,
and so gain you extra profit margin?
prefer a small increase, we know it’s a risky
move but will take that risk and give our customers
an assurance that they paying not just the soap
but also high quality product that will satisfy the
What discounts should be offered to
trade customers, or to other specific
segments of your market?
can do a buy 1 take 1
strategy because like what I said
our consumers today are wise
they want to save more and get
more so this strategy is will be
How will your price compare with
will set our prince in the
middle of the leading brands so
the consumers will see that were
are more affordable to our
Our product will be promoted
3. Sales Promotion
4. Public Relations
Our Aim when advertising is to inform, sell,
produce listings and improve the image of our
business. Our target market includes females,
age 13 and above, all over the world in classes
a –c. Our advertising will catch the eye or ear
and will stand out amid the clutter of
It will arouse interest and deliver sufficient impact in the
message or offering. It will create a desire to learn more or
crave ownership. It spurs an action which leads to
achievement of the ad’s original objective. It will prompt
potential customers to purchase or use our product or
The following methods will be
used in promoting.
will include letterheads, envelopes and
business cards, which will project our
business image or “name identification”.
Good quality stationery, used with care
and attention and with a high standard
of presentation, is an everyday means of
presenting our business image.
Window display or
external presentation of our business office or
shop is one of the principal ways of establishing
our business image. An attractive, well maintained
exterior with clear, bold sign writing is an essential
start. Windows should be bright, attractively
presented, scrupulously clean and well lit at night.
as newspapers, magazines and journals.
Press advertising is suitable for image building,
information dissemination and sales campaigns.
It is also a very affordable option for small
businesses, since it’s just starting.
will be an ideal medium due to its ability to
reach specific target groups e.g. teenagers,
racing followers or grocery buyers. Most radio
stations offer packages which include
production and extension of our radio campaign
through their websites. So this too, will be helpful.
Television is a powerful
because it creates
impact through sight,
sound and movement.
The cost of producing the
procuring sufficient air
time to allow the
campaign to work is often
pricey but it will definitely
be worth it since we can
add more buyers by
getting the word out in
is a broad category
communication with the
consumer through email,
post or fax. It can include
and letters. We will make
sure to comply with
legislation to legalize our
This is any type of
advertising which is
advertising such as
billboards, backs of
street benches and
bus shelters or
displayed on buses,
trains, taxis or towed
form of advertising that
occurs in a non-standard
medium outside the home,
and usually where our
consumers are likely to be.
It’s limited only by our
imagination and includes
things like advertising on the
back of shopping receipts or
toilet doors or distributing
cinema advertising by
individual cinemas or
screens for a set amount
of screenings or “runs”.
Most providers offer
packages which include
screening of our
options for online
advertising continue to grow
rapidly. They include
advertising on our website,
advertising on other
websites, creating links to our
website from other websites,
publishing blogs, offering
online product games, social
networks and forums.
business directories to
find a supplier. Directories
include the yellow or
white pages, union
directories or local
Where do buyers look for your
product or service?
buyers can look for our products in the
malls, department store, boutique, beauty
shops, salons or anywhere that is
connected in beauty or fashion purposes.
If they look in a store, what kind? A
specialist boutique or in a supermarket, or
both? Or online? Or direct, via a
Where do buyers look for your
product or service?
can find it in boutiques and
supermarkets. We also have an online
website, direct mails and a catalogue.
We have all the promotion possible so
that we can reach our customers more. It
will definitely widen our consumer rates.
Do you need to use a sales force?
Or attend trade fairs?
Or make online submissions?
Or send samples to catalogue
use a sales force, attend trade fairs,
make online submissions and we also
send samples to catalogue companies
because our company believe in
expanding our options in promotion to
reach a higher level of consumer rates.
Beauty products are in high demand in the Philippine
It is classy yet affordable.
We assure 99.9 effectiveness.
Smells good and looks good.
Can be used by people with different skin issues.
Uses an all natural ingredients which are now affordable.
weakness is that as a new
product, we are unestablished
in the market.
are no other products that
match the quality, benefits and
scope of our product.
come in the form of our
competitors, the established
products already in the market.