1. MARKETING ASPECT

2. Marketing Aspect  The Marketing Plan section explains how you're going to get your customers to buy your products and/or services.  Marketing Plan: (4 P’s)  Products and/or Services and your Unique Selling Proposition  Pricing Strategy  Sales/Distribution Plan  Advertising and Promotions Plan

3. Marketing Plan  Products and/or Services  focuses on the uniqueness of your product or service  how the customer will benefit from using the products or services you're offering

4. Marketing Plan  Products and/or Services  What are the features of your product or service? Describe the physical attributes of your product or service, and any other relevant features, such as what it does, or how your product or service differs from competitive products or services.  How will your product or service benefit the customer? Brainstorm as many benefits as possible to begin with Choose to emphasize the benefits that your targeted customers will most appreciate in your marketing plan.

5. Marketing Plan  Products and/or Services  What is it that sets your product or service apart from all the rest? What is your Unique Selling Proposition The message you want your customers to receive about your product or service Communicating this central message to your customers (the heart of your marketing plan)

6. Marketing Plan BRANDS AND TRADEMARKS BRAND- is a name, term, symbol, special design, or a combination of these elements that is intended to differentiate the goods or services of a company from those of its competitors BRAND NAME BRAND MARK TRADEMARK

7. Marketing Plan CHARACTERISTICS OF GOOD BRAND NAMES A brand name should possess the following characteristics: a. Suggestive of the products’ characteristics- its benefits, use or action- Mr. Clean, Softee, Manila pure, Beauty rest. b. Easy to pronounce, spell, remember- simple, one syllable include Tide, Coke, Joy, Raid and Axe c. Distinctive- companies begin their brand names with adjectives

8. Marketing Plan CHARACTERISTICS OF GOOD BRAND NAMES A brand name should possess the following characteristics: d. Adaptable to new products that may be added to the product line. e. Capable of being registered and legally protected - Avoid generic names

9. Marketing Plan PACKAGING- It is a container or wrapper of the product. It refers to all the activities of designing and producing the container or wrapper of a product. PURPOSES OF PACKAGING 1. For Safety and utilitarian purposes- packaging also protects the product from spillage, spoilage, and evaporation. 2. For a company’s marketing program- helps identify a product and prevents substitution of competitive products.

10. Marketing Plan PURPOSES OF PACKAGING 3. For increased profit and sales volume- package that is easy to handle helps minimize losses from damage and eventually helps cut marketing costs.

11. Different packaging levels Primary package: The first wrap or containment of the product that directly holds the product for sale. Secondary package: A wrap or containment of the primary package. Distribution package(shipper): A wrap or containment whose prime purpose is to protect the product during distribution and to provide for efficient handling. Unit load: A number of distribution packages bound together and unitized into a single entity for purposes of mechanical handling, storage, and shipping.

12. Figure 1. Packaging can have many levels. All levels of the system must work together

13. TYPES OF PLASTIC CONTAINERS No. 1: Polyethylene Terephthalate (PETE or PET) Plastic with a number 1 on the bottom is the most commonly used. Named polyethylene terephthalate, or PETE, it is used to make soft drink and water bottles, peanut butter containers, salad dressing and vegetable oil bottles. These bottles and containers should not be reused as the porous plastic can absorb bacteria.

15. No. 2: High-Density Polyethylene (HDPE) High-density polyethylene (HDPE) containers and bottles are marked with a number 2. HDPE is used to make containers like detergent and household cleaner bottles, shampoo bottles and cereal bag liners. HDPE plastics do not leach chemicals into the products they contain

17. No. 3: Polyvinyl Chloride (PVC) Containers that have a number 3 on them are made with PVC (polyvinyl chloride). PVC is frequently used to make pipes, windows, siding, cling wrap and cooking oil bottles. PVC contains phthalates (also known as plasticizers) which can disrupt the functioning of the endocrine system and can be absorbed by food items. Recycling of PVC products is limited.

19. No. 5: Polypropylene (PP) A number 5 on a plastic container indicates that it is made of polypropylene (PP). Straws, bottle caps and yogurt containers are usually made of PP. PP containers do not transmit any chemicals into the products they hold.

21. No. 6: Polystyrene (PS) Foam cups, take-out containers, shipping peanuts and compact disc cases are made of the number 6 plastic, polystyrene (PS). PS containers can release styrene, a carcinogen, into the food items they hold. There are limited opportunities for PS recycling, although shipping and packing stores may accept shipping peanuts for recycling and reuse.

23. GLASS CONTAINERS Glass bottles are offered in a variety of shapes and sizes and are used in several packaging applications including: medicines, sauces, dressings, herbs, spices, essential oils, cosmetics, aromatherapy, lotions, bath salts, and a number of other products. They are not only a practical packaging solution, but they can be also be used creatively to emphasize specific products. Glass bottles and containers are some of the most economical and flexible consumer packaging products available.

24. Colored Glass Bottles Colored glass bottles are designed to withstand certain levels of UV contamination, thus being the ideal storage solution for light sensitive compounds. Below are some of the most popular colors. Amber Glass Bottles Clear Glass Bottles Frosted Glass Bottles Blue Glass Bottles Green Glass Bottles

25. GLASS STYLES BOSTON ROUND BOTTLES

26. Pharmaceutical Round

27. Straight Sided Ovals

28. Dropper Bottles

29. Glass Jugs

30. Square Shaped

31. JARS What Kinds Of Jars Can Be Used For Canning? 1.Recycled jars from the grocery store, also known as packers' jars, are not made for home canning. 2.Most of them are made of thin glass and are not heat tempered, as regular home canning jars. 3.The jars that contain pickles, mayonnaise or peanut butter are not made for the rigors of home canning.

33. Sterilization Of Empty Jars 1. To sterilize empty jars, put them right side up on the rack in a boiling-water canner. 2. Fill the canner and jars with hot (not boiling) water to 1 inch above the tops of the jars. Boil 10 minutes 3. Remove and drain hot sterilized jars one at a time. 4. Save the hot water for processing filled jars. Fill jars with food, add lids, and tighten screw bands.

34. How To Determine If A Jar Of Canned Food Is Sealed ? A. Cool jars for 12 to 24 hours, remove the screwbands, and test seals with one of the following options: 1. Press the middle of the lid with a finger or thumb. If the lid springs up when you release your finger, the lid is unsealed.

35. 2. Tap the lid with the bottom of a teaspoon. If it makes a dull sound, the lid is not sealed. If food is in contact with the underside of the lid, it will also cause a dull sound. If the jar is sealed correctly, it will make a ringing, high-pitched sound. 3. Hold the jar at eye level and look across the lid. The lid should be concave (curved down slightly in the center). If center of the lid is flat or bulging, it may not be sealed.

36. To prevent thermal breakage: 1. Avoid sudden temperature changes, such as putting hot food in a cold jar, putting a cold jar in hot water, or placing a hot jar on a cool or wet surface. Keep jars in hot water until filled. 2. Use a rack in the canner. 3. Avoid using metal knives or spatulas to remove air bubbles or steel wool pads to clean jars.

37. To prevent pressure breaks: 1. Provide adequate headspace in jars for food to expand when heated. 2. Keep heat steady during processing. 3. Avoid reducing canner pressure under running water or lifting the pressure control or petcock before pressure drops to zero.

38. To prevent impact breaks: 1. Handle jars carefully. Jars that have been dropped, hit, or bumped are susceptible to breakage. Test new jars that may have been mishandled (to see if they break) by immersing them in room-temperature water, bring to a boil, and boil 15 minutes. 2. Avoid the use of metal tools to remove air bubbles. 3. Avoid using old jars. Jars have a life expectancy of about 10 years.

39. PACKAGING OF FRESH AND PROCESSED MEAT Barrier against gases Good barrier properties against oxygen and evaporation are the most important features in order to ensure: a) Exclusion of oxygen Air contains about 20 percent oxygen. Oxygen negatively affects unpackaged meat and meat products during prolonged storage periods. It changes the red meat colour to grey or green and causes oxidation and rancidity of fats resulting in an undesirable off-flavour.

40. Barrier against light The prolonged exposure of meat and meat products to daylight or artificial light accelerates unattractive colour changes, oxidation and rancidity because light provides the energy for these processes. 1. Transparent packaging films normally used for meat products allow attractive product presentation as the packaged product is visible. However, such films provide no protection against light impact. 2. Normally products in transparent packaging films are sufficiently protected when stored in the dark or moderate light conditions.

41. 3. For light sensitive products or products exposed to strong light, coloured or opaque films should be used. Films laminated with aluminium foil are very effective.

42. Opaque and printed films as light barrier

43. Aluminium foil bag

44. TYPES OF PACKAGING FOR MEAT PROCESSED FOOD Skin packaging

45. Modified atmosphere packaging

46. PACKAGING FOR EFFECTIVE HANDLING Bins Bubble Guard Board

47. Air Bubble Films Expanded Polyethylene (EPE)

48. Thermoform http://www.fao.org/docrep/010/ai407e/AI40 7E21.htm

49. CHALLENGES IN PACKAGING 1.SHELF VISIBILITY Despite advertising support, the reality is that very few shoppers come to the shelf looking for a new product. Thus, new product packaging must “break through clutter” and force consideration. 2. DIFFERENTIATION New products face a very difficult task in trying to change shoppers’ ingrained behaviors and thought processes, often in low-involvement categories.

50. 3. Versioning Most new products are sub-brands or line extensions, which means that they are typically “speaking” to brand users who are considering the new product in the context of what they normally buy. 4. Reassurance This dynamic works against new product trial—and it means that new product packaging has to work much harder to convey added value and provide needed information.

51. 5. Product Delivery A final (and often overlooked) challenge is for packaging to create realistic expectations about the product inside. It’s a mistake to ignore this issue or to dismiss it as a product quality/delivery issue that falls outside the purview of the packaging development or design team.

52. LABELLING MANDATORY LABEL INFORMATION 1.PRODUCT IDENTITY NAME SPECIFIC AND DESCRIPTIVE OF THE TRUE NATURE OF THE PRODUCT

53. 2. NET CONTENT DECLARATION Must be expressed in metric measurements

54. 3.INGREDIENT LIST List all ingredients in descending order of predominance by weight. Ingredients shall be specific and not collective nor generic.

55. 3. MANUFACTURER/PACKER/ DISTRIBUTOR Firm name, city, province and zip code must be declared 4. COUNTRY OF ORIGIN 5. BRAND NAME/ TRADE MARK

56. OPTIONAL LABEL INFORMATION NUTRITIONAL FACTS INSTRUCTIONS BARCODE EXPIRY DATE LOT IDENTIFICATION OR BATCH CODE

57. Marketing Plan Other Image-Building Features: (to improve “ unique selling proposition) 1. Product Design 2. Color 3. Product quality 4. Warranties 5. After Sales service

58. Marketing Plan  Pricing Strategy  Portion of the marketing plan involves determining how you will price your product or service.  The price you charge has to be competitive but still allow you to make a reasonable profit.  set a "reasonable price“  There is a limit as to how much the consumer is willing to pay.  needs to take the consumer threshold into account.

59. Marketing Plan  Pricing Strategy  "How do you know what price to charge?“ 1. Calculating your costs 2. Estimating the benefits to consumers Examining how much it cost you to produce the product or service and adding a fair price for the benefits that the customer will enjoy. 3. Comparing your products, services, and prices to others that are similar. Examining what others are charging for similar products or services will guide you when you're figuring out what a "fair" price for such

60. Marketing Plan  Pricing Strategy  What is the cost of your product or service?  include all your fixed and variable costs Fixed costs are costs that are independent of output. These remain constant throughout. (example – rent) Variable costs are costs that vary with output. Variable costs may include wages, utilities, materials used in production  include freight costs, administrative costs, and/or selling costs,  How does the pricing of your product or service compare to the market price of similar products or services?

61. Marketing Plan  Pricing Strategy  Explain how the pricing of your product or service is competitive. – lower price – Higher price (customer’s willingness to pay?) Will your business be more competitive if you charge more, less, or the same as your competitors and why?

62. Marketing Plan  Pricing Strategy 1. New Product Strategies 2. Competitor-Based Pricing 3. Product-Mix Pricing Strategies 4. Price Adjustment strategies

63. Marketing Plan  Pricing Strategy  New Product Strategies Market Penetration- the company initially sets a low price for its product in order to enter the market quickly that is to attract large number of buyers and capture a large market share in the process Market Skimming- under this approach the company initially sets high prices to skim revenues layer by layer from the market.

64. Marketing Plan  Pricing Strategy  Competitor-Based Pricing Going-rate pricing- in this pricing approach, a company bases its price largely on the prices of the competitors without due regard to its own costs and to its own demand.

65. Marketing Plan  Pricing Strategy  Product-Mix Pricing Strategies Product line pricing- this is a pricing approach applicable to firms that develop product lines rather than single products. In this type of pricing, the firm may set different prices for its product line depending on the feature assortment. Optional-Product pricing- This approach offers to sell optional or accessory products along with the main product.

66. Marketing Plan  Pricing Strategy  Product Mix Pricing  Captive –product pricing- instead of offering accessories to the main product, captive-product pricing would offer products that are essential to the main product itself.  By product pricing- A by product pricing is a surplus product or item coming from the main product itself. Some companies decide to market by-products and deduct the proceeds of the by product from the price of the main product.  Product bundle pricing- a company combines several of its products into a bundle and offers the bundle for sale at a reduced price.

67. Marketing Plan  Pricing Strategy  Price Adjustment strategies Discount pricing 1. Cash discounts- this is being given to buyers who pay their bills on time 2. Quantity discounts- These are price reductions given to a buyer who purchases a product in large volumes. 3. Seasonal discounts-price reductions given to buyers who purchase a product or services that are out of season.

68. Marketing Plan  Pricing Strategy  Price Adjustment Strategies  Segmented pricing Customer-segment pricing- is a strategy in which different customers pay different rates or prices for the same product /service Example: Enchanted Kingdom charges different rates for children, students, adults and senior citizens.

69. Marketing Plan  Pricing Strategy  Price Adjustment Strategy  Segmented pricing Product form pricing- is another strategy in which different versions of a product or service are priced differently, but not according to differences in their costs. For instance, an ordinary stand fan may be sold at 400.00. The same stand which has an added feature, like timer that costs 120.00 to install may be sold at 1500.00 Location pricing- different location are priced differently, even though the cost of offering each location is the same. Time pricing- varies the price of a certain product or service according to time and season of the year.

70. Marketing Plan  Sales and Distribution Plan  The primary goal of the marketing plan is to get people to buy your products or services. The Sales and Distribution part of the marketing plan details how this is going to happen.  Three parts to the Sales and Distribution section of the marketing plan Outline the distribution methods to be used. Outline the transaction process between your business and your customers. If it's applicable to your business, outline your sales strategy.

71. Marketing Plan DISTRIBUTION STRATEGIES: 1. Intensive 2. Selective 3. Exclusive LEVELS OF DISTRIBUTION CHANNELS: 1. One level distribution channel 2. Two level distribution channel 3. Three level distribution channel 4. Four level distribution channel

72. Marketing Plan  Sales and Distribution Plan  Outline the distribution methods to be used. Outline all the different companies, people and/or technologies that will be involved in the process of getting your product or service to your customer. What are the delivery terms? How will the distribution methods affect production time frames or delivery? (How long will it take to get your product or service to your customer?) If your business involves selling a product, you should also include information about inventory levels and packaging in this part of your marketing plan.

73. Marketing Plan  Sales and Distribution Plan  Outline the distribution methods to be used. For instance: How are your products to be packaged for shipping and for display? Does the packaging meet all regulatory requirements (such as labeling)? Is the packaging appropriately coded, priced, and complementary to the product? What minimum inventory levels must be maintained to ensure that there is no loss of sales due to problems such as late shipments and back orders?

74. Marketing Plan  Sales and Distribution Plan  Outline the transaction process between your business and your customers.  What system will be used for processing orders, shipping, and billing?  What methods of payment will customers be able to use?  What credit terms will customers be offered? If you will offer discounts for early payment or impose penalties for late payment, they should be mentioned in this part of your marketing plan.

75. Marketing Plan  Sales and Distribution Plan  Outline the transaction process between your business and your customers.  What is your return policy?  What warranties will the customer be offered? Describe these or any other service guarantees.  What after-sale support will you offer customers and what will you charge (if anything) for this support?  Is there a system for customer feedback so customer satisfaction (or the lack of it) can be tracked and addressed?

76. Marketing Plan  Sales and Distribution Plan  If it's applicable to your business, outline your sales strategy.  What types of salespeople will be involved (commissioned salespeople, product demonstrators, telephone solicitors, etc.)?  Describe your expectations of these salespeople and how sales effectiveness will be measured.  Will a sales training program be offered? If so, describe it in this section of the marketing plan.  Describe the incentives salespeople will be offered to encourage their achievements (such as getting new accounts, the most orders, etc.).

77. Marketing Plan  Advertising and Promotion Plan  Describes how you're going to deliver your Unique Selling Proposition to your prospective customers.  Think first of the message that you want to send to your targeted audience.  Look at these promotion possibilities and decide which to emphasize in your marketing plan

78. Marketing Plan  Advertising and Promotion Plan  Advertising - The best approach to advertising is to think of it in terms of media and which media will be most effective in reaching your target market. Then you can make decisions about how much of your annual advertising budget you're going to spend on each medium.  What percentage of your annual advertising budget will you invest in each of the following: Internet- billboards Television- bench/bus/subway ads Radio- direct mail Newspapers- cooperative advertising with wholesalers, Magazines retailers or other businesses? Telephone books/directories

79. Marketing Plan  Advertising and Promotion Plan  Sales Promotion - If it's appropriate to your business, you may want to incorporate sales promotion activities into your advertising and promotion plan, such as: offering free samples coupons point of purchase displays product demonstrations

80. Marketing Plan  Advertising and Promotion Plan  Marketing Materials - Every business will include some of these in their promotion plans. The most common marketing material is the business card, but brochures, pamphlets and service sheets are also common.

81. Marketing Plan  Advertising and Promotion Plan  Publicity - Describe how you plan to generate publicity. While press releases spring to mind, that's only one way to get people spreading the word about your business. Consider: product launches special events, including community involvement writing articles getting and using testimonials

82. Marketing Plan  Advertising and Promotion Plan  Your Business' Web Site - If your business has or will have a Web site, describe how your Web site fits into your advertising and promotion plan.  Tradeshows - Tradeshows can be incredibly effective promotion and sales opportunities - if you pick the right ones and go equipped to put your promotion plan into action.  Other Promotion Activities your goal is to plan and carry out a sequence of focused promotion activities that will communicate with your potential customers.