PROJECT IN CEM119

Marketing Management in Construction

This paper includes reports of the following topics:

1. How brands are legally registered

2. List if products which are priced using Perceived Value, Price-
quality relationship, Loss-leader, Odd-numbered and Price
lining
3. Types of Marketing channels used on different products
4. Sales promotion used by my favourite retailer

Submitted by:

SUPERABLE, DOREEN CLAIRE L.

2012103271
CEM-3
SEAT NO. 40
Submitted to:

Prof. Clarinda
Catan
 HOW BRANDS ARE LEGALLY REGISTERED
First of all, why do brands need to be legally registered? The answer to this is
because, in whichever country you plan to start a business, protecting your
trademark should be one of your main goals for by doing this, you could actually
prevent unlawful use of such by those who want to gain profit from your brand,
which is applicable to in the Philippines.

Now, how are brands legally registered? In the Philippines, registration of

trademarks or brands is now a complex process. According to a research done and
written by lawyer named Atty. James Biron in his blog in www.jamesbiron.com, he
had written a guide that will give one who is interested in starting a business, an
insight as to how the registration of brands procedure legally done in the
Philippines.

According to the article, all marks that can be distinguished as goods or

services are capable of being registered, but there are exemptions. There is
absolute proscription when the mark consists:
-of immoral, deceptive, or scandalous matter
-of the flag or coat of arms or other insignia of the Philippines, or of any
foreign nation, or any simulation thereof
-exclusively of signs that are generic for the goods and services that they
seek to identify
-marks contrary to public order or morality

For the brand to be legally registered, it has to comply on the requirements of

registration which in the Philippines include: a request for registration; the name
and address of applicant; applicants nationality or place of domicile or the name of
a State in which the applicant has a real and effective industrial or commercial
establishment if any; where applicant is a juridical entity, the law under which it is
organized and existing; the appointment of an agent or representative if the
applicant is not domiciled in the Philippines; claim of priority, if any; claim of
colour, if any; where the mark is three-dimensional mark, a statement to that effect;
reproduction of the mark and facsimiles thereof; a transliteration or translation of
the mark or of some parts of the mark; the names of the goods or services for which
the registration is sought; and a signature by, or other self-identification of the
applicant or his representative.

The process of trademark registration involves five steps. The first of which is
filing an application which must be filed with the Bureau of Trademarks of the
Intellectual Property Office (IPO). Second is the search, where the application
process undergoes a search to determent if the trademark being applied has an
identical one. The third part of the process is substantive examination, where an
examiner must be assigned to assess the registrability of the application pursuant
to the rules. Fourth step Substantive Examination where an examiner will be
assigned to assess the Publication for purposes of opposition. And the last and fifth
step of the process is finally, the Registration, where upon certification by the
Director of the Bureau of Legal Affairs that no notice of opposition has been filed
within 30 days from the date of release for circulation of the IPO Gazette publishing
the application for opposition, and upon payment of the required fee, the Office
shall issue the certificate of registration.

List of products which are priced using:

1. Perceived value
Basically, products that are priced using Perceived value are those
products that the customers are willing to pay, with or without regarding
the prices for the matter that the value they consider is their perception
about the product. This means that customers are willing to pay for the
product or service not with the cost value but with the value they are to
derive from the product. These products usually are the higher costing
products that manufacturers intend to produce in comparison to other
brands, by making products that would show the customers that true
value they would get after using the product. This is where customers
neglect the price but rather value the brand of the product which can be
associated to the brand ambassadors as well. Examples of which are:

Luxury Cars : Mercedes Benz, Jaguar, Porsche, Cadillac

Luxury Watches: Rolex, Cartier, Michael Kors
Designer Shoes/Bags: Louis Vuitton, Versace, Prada, Gucci

2. Price-quality relationship
Here, consumers use price as a cue to the quality of the products.
Consumers should be using price as a factor in determining whether a
product is affordable however, consumers also tend to use a products
price as a measure of a products quality. Some studies shows that when
a consumer is doubtful of a products quality, they would assume its
value based on the products price, where the higher the products price,
the higher level of quality for the product. Examples of products that are
valued of its quality by the price are:

Designer Clothes
Designer Bags
Expensive Furniture
Luxurious Jewelry

3. Loss-leader
This is tactical strategy which performs several functions. This is used
in getting rid of slow-moving merchandise, as well as to attract new
customers, even build a brand as the low-cost provider in your
 community or tally the amount of featured loss-leader merchandise sold
in seeing whether your ads are performing well. Here, the profits made on
other merchandise sold during your loss-leader promotion should cover
the low profits or losses taken on the featured merchandise. Examples of
products that are priced according to this type are:

Products sold during a Sale Promotion in Stores

School Supplies during a back-to-school season
Sale products during the holidays
Summer Clothes during the summer season
4. Odd-numbered
This is a pricing method that is intended in maximizing profit by
making micro-adjustments in the pricing structure, relying on the
assumption that consumers are calculation-averse and will therefore only
read the first digits of a price when making their purchasing decision
According to this method, the relevant information of any given price
does not usually relate to the last digits, but rather to the first digits, or in
other words, to the order of magnitude of the numbers. Example is when
having a price PHP 50.99 where it looks like PHP 50 instead of PHP 51.
Examples of products belonging to this pricing method include:

Groceries
Clothes
Shoes
School Supplies
Any merchandise in general

5. Price lining
Price lining is a strategy that retailers use when pricing different
items at one specific price point. The items are usually at a different
level of quality or have different features. This strategy usually makes it
easier for a retailer to buy specific products, predict what their profits
will be, and market to a certain consumer. Examples of products falling
under this category of pricing include:

A good example of this would be Apples iPads. The

basic iPad with wifi and limited storage costs $499. The
next iPad is one with 4G and the same limited storage,
but it costs somewhere around $150 more. The prices
continue to rise as you go down the line of products.
Everything 100 Products in stores where all products
are prices the same, though the products are in
different variations and uses.
 MARKETING CHANNELS USED IN READING GLASSES, FACE
TOWEL, WINES & LIQUORS, HANDY PHONES, TABLE SALT
AND AIRPLANE TICKETS

Marketing Channels consist of individual and firms involved in the process of

making a product or service available for use or consumption by customers or
industrial users. We have different types of Marketing Channels in the industry. One
is the Middleman which is any intermediary between manufacturer and end user
markets. Another is the Agent or Broker. This is any intermediary with legal
authority to act on behalf of the manufacturer. Next is the Wholesaler which is an
intermediary who sells to other intermediaries, usually to retailers; usually applies
to consumer markets. Next we have the Retailer that is an intermediary who sells
to consumers. We also have the Distributor, an imprecise term, usually used to
describe intermediaries who perform a variety of distribution functions, including
selling, maintaining inventories, extending credit, and so on; a more common term
in industrial markets but may also be used to refer to wholesalers. Last is the
Dealer, an even more imprecise term that can mean the same as distributor,
retailer, and wholesaler, and so forth.

Now we determine the marketing channels for the following products:

Reading Glasses
o Wholesaler ; Distributor
Face Towel
o Wholesaler ; Distributor
Wines and Liquors
o Distributor
Handy Phones
o Dealer
Table Salt
o ; Distributor
Airplane Tickets
o Agent or Broker
 SALES PROMOTION METHODS OF MY FAVORITE RETAILER,
STARBUCKS

Starbucks Corporation is an American company founded in 1971 in Seattle,

WA. Starbucks is a premier roaster, marketer and retailer of specialty coffee around
world, with operated & licensed stores in 62 countries. Their product mixes the
variation of roasted and handcrafted high quality priced coffees, teas, fresh food
items, pastries and other beverages. Some variety of their products such as their
teas and coffees are sold and license their trademark through different channels
such as licensed stores, groceries and known food service accounts in the different
countries. It is also know that Starbucks markets their products with other brand
names within its portfolio of companies while include the known brands, Teavana,
Seattles Best Coffee, Tazo, Starbucks Refreshers and many more.

Starbucks Corporation is a retailer that, like in other countries around the

world, is also highly known in the Philippines and has a number of loyal customers
that patronize the brand, and I am one of them. It is known in different reports and
case studies that Starbucks is a brand that does not stress about aggressive
advertising in winning the hearts and attention of the customers to boosting up
their sales. Instead, the Sales Promotion observed by this company is less expensive
and is more controllable, in pushing immediate turnovers. Starbucks introduced
different types of sales promotion to the countries and nations that have their
branches, as their way of making the customers buy their product.

These promotions are different in such a way that in different scenarios of

realities to happen in the business, they have an alternative to still acquiring sales
and earning from customers purchase. The coffee company uses all kinds of
promotion, which for example is when they sold their pastries for a lesser value,
when you pair it with a purchase of a Venti (this is the largest size they offer) Coffee.
This kind of promotion attracts customers in a way that this would lead them
thinking that they could save a couple of amount if they buy the said offer.
Another promotion that Starbucks coffee uses is Sampling where they would give
away free coffee samples for the new flavours they offer in the season. This, on the
other hand is a promotion that is barely done in the Philippines (as a regular
customer, I must say), but, based on different study reviews and reports, are highly
acknowledged in other foreign countries.

Starbucks also has their Starbucks card which can be considered a

reloadable loyalty card where you can use this to pay for your purchase, as long as
you reload it with balance every time you purchase or when you run out of balance.
This promotion is considered by the customers, like me, for everytime you purchase
using this card, you earn points, and they give you credit according to the promo
they offer. Usually, they offer the promo that when you reach a certain number of
purchased Large drinks of their seasoned drink, you get a free Large drink, or any
other offer they promote. This is a promotion that is common in the different stores
they have in the Philippines.