REVERSE CHANNELS

MARKETING MIX
The reverse channel has a different course—from the end consumer,
A marketing mix is a special tool used in the implementation of any next to the intermediary, down to the beneficiary or user.
business, which is made up of seven distinct but interconnected
variables. Intermediary

Intermediaries are the middlemen who play a vital role in the

distribution of products to the market.

Types of Intermediary

Wholesaler

A wholesaler is engaged in the buying and handling of goods in bulk

or large quantities, which are subsequently sold to retailers in various
areas.

Retailer

Individuals engaged in retailing typically purchase goods at a low

PRODUCT price, which are then resold to earn a profit.

A product refers to any item that is produced to satisfy the needs and Distributor
demands of a certain group of people. It has a life cycle that revolves
The primary role of a distributor is to obtain products from the
around its growth, maturity, and after-sales performance.
manufacturer itself and distribute it to various retailers and other
Unique Selling Proposition endpoint locations.

A unique selling proposition, more commonly referred to as a USP, is Agent

the one thing that makes your business better than the competition.
The core service of an agent typically revolves around bringing
It’s a specific benefit that makes your business stand out when
buyers and sellers together towards a negotiation process. In most
compared to other businesses in your market.
cases, agents earn money through commissions and fees paid for their
services.

Distribution Strategies

Intensive distribution

In this kind of a distribution strategy, products are distributed to as

many retail outlets as possible.

Selective distribution

Luxuries and other products that are upscale in nature are primarily
distributed through selected channels.

Exclusive distribution

When products are being sold to only one specific retailer, the
exclusive distribution strategy is being employed. With this strategy,
the retailer has exclusive rights to sell the products of a business.

PRICE
is the only revenue-generating element in the marketing mix.

Five Common Pricing Strategies

Cost-plus Pricing

A cost-plus pricing strategy primarily focuses on the total costs

attributed to producing the product of service.

Competitive pricing

A competition-based pricing strategy pays attention to the prices

currently existing in the market.

Value-based pricing

This pricing strategy is used by businesses that focus on the

consumers’ responses towards a product or service offered.

DIRECT DISTRIBUTION Price Skimming

➢ the manufacturer or producer directly distributes the This pricing strategy is executed by setting high prices for new
product to the end consumer. products and services.

INDIRECT DISTRIBUTION Penetration Pricing

➢ moves products from the manufacturer through various Products and services by businesses are typically offered at low
intermediaries for delivery to the consumer. prices, effectively drawing out the competition in the market.

DUAL DISTRIBUTION

➢ are a mix of direct and indirect channels.

 PROMOTION 1. Protection

Its primary aim is to attract the customers’ attention, as well as Protect products from breaking, being tampered with, or going bad.
provide useful information about the product to build interest and
loyalty. 2. Information

Objectives of Creating a Promotional Plan The packaging must contain essential pieces of information about the
product.

3. Convenience

Part of the normal operations of a business is to store, transport, and

distribute its products to the end consumers.

4.Security
A product that is sealed perfectly has higher chances of being bought
by a consumer.

Packaging as a Marketing Tool

Five Main Components of Promotional Mix
Product packaging can serve as a useful tool in the marketing
Sales Promotions is a marketing strategy where a business will use
strategies of a business.
short-term campaigns to spark interest and create demand for a
product, service or other offers.
A good packaging strategy will enable the business to persuade the
Public Relations and Sponsorships
consumers to buy the product.
To maintain a sustainable relationship between the business and its
Brand Recognition
customers, public relations tactics are executed.
The term brand recognition refers to the ability of consumers to
Direct Marketing allows any business to communicate freely with
identify a specific brand by its attributes over another one.
its customers.
Product Identification
Social Media Marketing
Sticking to packaging that represents the main colors of a brand will
Many businesses are utilizing different social media platforms to
help the customers identify the product when shopping at their
communicate their products and services to their target audience.
favorite store.
Content Marketing
POSITIONING
This promotional strategy aims to attract new and potential customers
by creating and sharing valuable information. pertains to the basic marketing tool that businesses use to improve
sales by targeting a product to a particular group of people.
Affiliate Marketing
Segmentation, Targeting, and Positioning (STP) Model
is an advertising model in which a company compensates third-party
partners for promoting products and services. is a marketing framework that guides a business toward the
development of a successful product positioning strategy.
Email Marketing

is a form of marketing that can make the customers on your email list
aware of new products, discounts, and other services.

Search Engine Optimization

is an umbrella term for the different methods used in increasing the

visibility of a website or blog online. It considers different kinds of
search, including image search, news search, and video search.

PACKAGING
refers to the way the product or service appears from the outside.

Segmentation

To properly position a product in the market, market segmentation

helps in classifying groups of people based on common
characteristics and preferences.

Target

After properly segmenting the intended audience, the next step is to

decide which segments to focus on by taking into consideration their
potential and commercial attractiveness.

ELEMENTS OF PRODUCT PACKAGING Product Positioning Statement

INFORMATIONAL ELEMENTS is a statement that is strategically used by businesses to instill into the
minds of the target market a positive image of their products and
o inclusion of necessary product information is also services.
important in product packaging.

Example of PPS

• Apple
Reasons for Packaging



 Brand positioning statement: “To bring the best user experience to its Training and Development primarily deals with the
customers through its innovative hardware, software, and services. acquisition of know-how, techniques, and strategies needed in
We believe that we are on the face of the earth to make great products performing a specific work.
and that’s not changing.”
BENEFITS OF TRAINING & DEVELOPMENT
Four Elements of Product Positioning
• Resolves any weaknesses
1. Vision and Mission

2. Product Category
• Boosts employee satisfaction

3. Customer Pain Points • Increases work productivity

4. Product Differentiation

PEOPLE Edited and Transcribed by : Mark “Tahimik lang” Cadiente

• are those relied on by the business to design, develop, Distributed by : Joshua “Kachow” Lazatin
manufacture, and produce products to the end
consumers.
• They are high-caliber people who are able to
contribute to the success and growth of the business.
Recruitment
Is the process of actively seeking out, finding and hiring
candidates for a specific position or job.
Recruitment Methods
1. Internal recruitment
Internal recruitment is the process of filling vacant
employment positions by the employees who are already
working within the business premises.
A. Promotions
B. Transfers
C. Employee Referrals
2. External Recruitment
This type of recruitment refers to the hiring of employees
outside the business. Applicants seeking opportunities have no
connection with the internal affairs of the business.
A. Employment Agencies
B. Advertisements
C. Unsolicited or Walk-ins Applicants
Proper Customer Service
It must be remembered that a great business is one that
provides excellent customer service.

To be able to give this kind of service, a group of high-caliber

employees must be present to answer or resolve the queries of
the customers and to make sure that they are getting their
money's worth.
Motivated Workforce
Motivation pertains to a person’s direction to behave or act in
life. In the entrepreneurial aspect, managing motivation is a
critical aspect of the success of any business.

Employers must motivate their employees by setting an

example and identifying what the employees really desire.
• Acknowledge any employee’s achievement.
• Offer employee rewards.
TRAINING & DEVELOPMENT