SENIOR

Entrepreneurship HIGH
SCHOOL

7 P’s of Marketing Mix Module

(Packaging and Process) 16

Quarter 1
Entrepreneurship
Quarter 1 – Self-Learning Module 16: 7 P’s of Marketing Mix (Packaging and
Process)
First Edition, 2020
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 SENIOR
Entrepreneurship HIGH
SCHOOL

Self-Learning
Module

16
Quarter 1

7 P’s of Marketing Mix

(Packaging and Process)
Introductory Message

For the facilitator:

Welcome to the Entrepreneurship with Grade 12 Self-Learning Module on 7 P’s of

Marketing Mix (Packaging and Process) and reviewed by educators from the
Schools Division Office of Pasig City headed by its Officer-in-Charge Schools
Division Superintendent, Ma. Evalou Concepcion A. Agustin, in partnership with
the City Government of Pasig through its mayor, Honorable Victor Ma. Regis N.
Sotto. The writers utilized the standards set by the K to 12 Curriculum using the
Most Essential Learning Competencies (MELC) in developing this instructional
resource.

This learning material hopes to engage the learners in guided and

independent learning activities at their own pace and time. Further, this also aims
to help learners acquire the needed 21st century skills especially the 5 Cs, namely:
Communication, Collaboration, Creativity, Critical Thinking, and Character while
taking into consideration their needs and circumstances.

In addition to the material in the main text, you will also see this box in the
body of the module.

Notes to the Teacher

This contains helpful tips or strategies
that will help you in guiding the learners.

As a facilitator, you are expected to orient the learners on how to use this
module. You also need to keep track of the learners' progress while allowing them
to manage their own learning. Moreover, you are expected to encourage and assist
the learners as they do the tasks included in the module.
 For the Learner:

Welcome to the Entrepreneurship Self-Learning Module on Career

Opportunities for Entrepreneurship!
This module was designed to provide you with fun and meaningful
opportunities for guided and independent learning at your own pace and time. You
will be enabled to process the contents of the learning material while being an
active learner.

This module has the following parts and corresponding icons:

Expectations - These point to the set of knowledge and skills

that you will learn after completing the module.

Pretest - This measures your prior knowledge about the lesson

at hand.

Recap - This part of the module provides a review of concepts

and skills that you already know about a previous lesson.

Lesson - This section discusses the topic in the module.

Activities - This is a set of activities that you need to perform.

Wrap-Up - This section summarizes the concepts and

application of the lesson.

Valuing - This part integrates a desirable moral value in the

lesson.

Posttest - This measures how much you have learned from the
entire module.
 EXPECTATIONS

LEARNING OBJECTIVES: After going through this module, you are expected to:

1. Define packaging and process;

2. Enumerate the important purpose of packaging;
3. Identify the levels of packaging;
4. Enumerate the process in delivering the product/service
to the customer.

PRETEST
Directions: Write T is the statement is True and F if False.
_____ 1. Packaging is the most important element of the marketing Mix. It is
called the ultimate marketing strategy.
_____ 2. Process is the actual procedures, mechanisms, and flow of activities
by which the service is delivered – this service delivery and operating
systems.
_____ 3. Packaging affects shelf life, physical protects, and usefulness of the
product
_____ 4. Process is the activity that the sellers do to notify consumers about
their products/services offering and to encourage potential customers to buy
these products.
_____ 5. Label is a part of a product package that contains information about
the product that targets what customer needs to know.

RECAP
In our previous lesson, we discussed about Promotion and People. Let us
check your retention and understanding of the lesson by answering this activity.
Directions: Identify if it is Promotion or People that is being described in the
following statements.

______________________1. It is an ultimate marketing strategy.

______________________2. It is the direct communication efforts of the
enterprise such as advertising.
______________________3. Its goal is to attract the new and repeat customers
______________________4. They are responsible for the production of the
product.
______________________5. These are activities you use to make your
customers aware of your products and services.
 LESSON

Directions: Draw at least two example products that you most like to buy or eat.

1. 2.

Guide Questions:

1. How do you describe those products?

2. What details have you considered in drawing them?

It is obvious that what comes first to your mind is the product packaging.
Packaging can be more important than the product itself. With the beautiful
packaging, you can also increase the sale of your business. Good packaging means
a good amount of customers. People form their first impression about your product
within the first 30 seconds of seeing your products packaging

Packaging refers to the appearance of your product or service from the

outside. It is the process of creatively designing or producing wrapper, covering, or
container of a product used to protect, promote, and transport its product. It has
product label or insert.

Label is a part of a product package that contains information about the

product that targets what customer needs to know, like the ingredients used to
produce the product, the instruction for use, safety information, or precaution in
the case of chemicals, medicines, and toys, manufacturing date and expiration
date; manufacturing address, and logo.

Today, packaging serves many important purposes, which promote it to one

of the 7P’s of marketing.

1. Packaging provides easy brand identification for the consumer.

2. Packaging differentiates the product from its competitors and even from its
other brand offering

3. Packaging lengthens lifespan, physically protects, preserve the freshness,

and extends the usefulness of the product.

4. Packaging provides convenience in the carriage of the product from one

place to another

5. Packaging simplifies the work of sales promotion

Packaging does not only refer to the wrapper or the container. It can mean the
bundle of products or services that are put together to attract and delight
customers. It can also mean the terms and conditions attached to the sale or after-
sale servicing of the product.

Levels of Packaging

1. Primary Package – the product’s immediate container. Example: The

bottles of medicines, the plastic container of ice cream, the can
of milk powder, the glass container of a sandwich spread.

2. Secondary Package – refers to another package that protects the primary

package, and that is thrown away when the product is about to be used by
the consumer. This will serve as an added protection for
handling and especially during transport. Example: The
box used to contain the bottle of medicine. The box of
toothpaste for additional protection and promotion.

3. Tertiary Package – refers to the bigger package that totally supports the
product. Tertiary packaging is typically not seen by
consumers. Example: The big boxes that hold dozens of
big or small bottles for safety transport and product
shipment.

Now consider answering the following questions:

1. Do you have any experience in ordering from lazada, shopee, food panda or
grab food?

2. What is the process of ordering?

3. Have you experienced selling online?

4. What did you sell?

 5. How did you sell it?

6. What is the process of delivering it to your customer?

The last element of marketing mix is the PROCESS, which is the actual
mechanisms, flow of activities, and steps which are required to deliver the service to
a customer. For instance, the method of controlling sales, processing of orders, and
after-sale service can be very important elements of the marketing mix. It is good to
have a detailed knowledge of whether the services are useful to the consumers.

Imagine, for example, entering a fast-food and being greeted by cheerful staff
who takes your order competently and without undue delay, striking the right
balance between friendly helpfulness and efficiency. Your food is served in a timely
manner and the service goes off smoothly and without glitches. This would be an
example of excellent processes in marketing.

Now imagine, on the other hand, a fast-food restaurant where dishes you
didn’t order are served, the food isn’t delivered without you having to remind the
waiting staff, the bill is incorrect and so on. This might be how processes in
marketing can go terribly wrong.

Production of product can be standard, custom-made/personalized or both.

The process of production can involve steps/processes that need precision and
standard measures of inputs to produce the needed quality and quantity of the
product. However, “since service provision needs to strike a balance between
customization and standardization, the processes involved in the activity requires
special mention and attention. A procedure needs to be well-defined for the service
provider. This basic process should guarantee the similar level of service delivery
to each customer, at any time, on any day. Within this process, there should be
defined areas where a customer preference can be accommodated to provide a
unique experience. By making sure your business has a good process in place, you
will also save time and money due to greater efficiency, and your standard of
service to customers will remain consistent, which is excellent for developing a
brand reputation and customer loyalty.

Example :

If there is a company that has understood how important the

“purchasing process” is for engaging your customers, is Nespresso.
Nespresso is a good example for lots of things; Design, Physical
Evidence, and Branding.

However, we are focusing on how good its selling process is:

1. They design elegant stores that

customers identify with the company’s
essence.
 2. As soon as you enter its stores, you find stylish people that are always
(or should be) very kind to you.

3. The product is placed in perfectly neat shelves.

4. They offer you a free coffee.

5. You can enter in the Nespresso club, with nice discounts and access to
promotions.

6. Finally, there are always new flavors so you “feel the obligation” of
coming back periodically.

ACTIVITIES

ACTIVITY 1: It’s in the Packaging

Directions: Get a product that you may use in this activity. Better yet, if you have
your own business idea or prototype, think of a unique way of packaging it. To
help you out, consider the importance of packaging that is being discussed in this
module.

Be resourceful to find ordinary materials in your house (you don’t need to

buy it) to be put together as a unique packaging for the chosen product. You may
use scraps of wrapper, cardboards, colored paper, foil, ribbons, trimmings, etc.

Take a picture of your product and explain your idea of packaging by

describing its design, cover, label (instructions, ingredients, safety precautions,
expiration date and so on). Write explanation on a piece of clean paper.
Your output will be graded with the following rubric.

Category Description Percentage

Uniqueness Presented his/her work in a very 50%
innovative way.
Expresses new ideas and shows
originality.
Creativity Presented his/her work in a very 20%
artistic way.
Resourcefulness Use of materials which are cheap, 20%
currently available and convenient
to find.
Functionality the quality of the packaging has its 10%
own purpose

Activity 2: Draw it!

Directions: From the activity number 1, draw the secondary and the tertiary
packaging for your chosen product. Explain briefly its purpose as secondary and
tertiary packaging of your product.
Secondary Packaging Tertiary Packaging

Activity 3: Think and Write

Directions: If you will be given the chance to sell your product, what will be the
process you will use to deliver the products to the costumer? (Discuss your answer)
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

WRAP UP

Activity: Think and Write

As we discussed the packaging in this module, it came to our senses that

packaging has a very important role in entrepreneurship. Aside from the given
examples, write three (3) importance of packaging.

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
What do you think is the importance of having a well-defined process in
delivering your products to the customer?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

VALUING

Activity: Your Opinion Matters!

Directions: Answer the following questions.

1. We all know that packaging has been an environmental issue around the
globe. Besides using eco bags and paper bags as packaging, what
alternative packaging can you suggest that can help protect our
environment?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

2. We all have an experience of being a customer, and we all want to experience

the best service. In process it is very important to make sure that your
customer is your top priority and giving them a unique experience is a must.
But there will be time that customers are not satisfied with the kind of
process you have. What is your opinion about “Customer is always right?”

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
 POSTTEST

Directions: Choose the letter of the correct answer

_____ 1. What refers to the actual procedures, mechanisms, and flow of
activities by which the service is delivered?
a. Production c. Process
b. Manufacturing d. Service

_____ 2. Which pertains to the bigger package that completely supports the
product? Example: The big boxes of can goods.
a. Tertiary Packaging c. Shipping Packaging
b. Immediate Container d. Secondary Packaging

_____ 3. Which of the following does not define the importance of packaging?
a. Packaging protects your product.
b. Packaging may affect your product cost.
c. Packaging identifies your product from your competitors.
d. Packaging gives your product a unique image.

_____ 4. Which of the following is a part of a product package that contains

information about the product?
a. Nutritional Facts c. Product Ingredients
b. Label d. Expiration date

_____ 5. The following statements are true about Packaging and process
EXCEPT one.
a. Having a good process will help you to save time and money.
b. Packaging will protect your product.
c. Having a well-defined process will be excellent for developing a brand
reputation and customer loyalty.
d. Packaging will only affect your product costing, thus packaging should
not be given so much importance.
 KEY TO CORRECTION

T 5. Promotion 5. D 5.
F 4. People 4. B 4.
T 3. Promotion 3. B 3.
T 2. Promotion 2. A 2.
F 1. People 1. C 1.

PRE TEST RECAP POST TEST

References
BOOKS

Edralin, Divina M. 2016. Entrepreneurship. Quezon City Vibal Group, Inc.

Balasan, Ma. Nancy T. 2014. Marketing Basics. Manila Rex Book Store, Inc.

Morato, Eduardo A. Jr. 2016. Entrepreneurship. Manila Rex Book Store, Inc.

ARTICLES
Consuunt. 2020. What is the 7P Marketing Mix?.Accessed July 15,2020
https://www.consuunt.com/7p-marketing-mix/

Barry. February 9, 2015. Processes in Marketing. Accessed July 15,2020

https://www.murphymarketing.ie/processes-seven-ps-of-marketing/

Pictures are taken

https://www.qsstudy.com/wp-content/uploads/2017/04/Levels-of-Packaging-1.jpg
https://www.peanutbutter.com/peanut-butter/super-chunk
https://www.google.com/search?q=toothpaste+tube+secondary+packaging&rlz=1C1CHBF_enP
H883PH883&sxsrf=ALeKk00lA2_JbIR0Koza4OWvRm1QEfdN6A:1595388740670&source=lnms&t
bm=isch&sa=X&ved=2ahUKEwil76mZ9t_qAhVWZt4KHZnyBIgQ_AUoAXoECAwQAw&biw=1536&
bih=723#imgrc=wc1PeiEah14p8M&imgdii=jQhl7fr7QlxRQM

https://www.thepackagingcompany.us/knowledge-sharing/3-levels-of-packaging/