Principles of

Marketing
Kassandra Kay K. De Roxas, MMT
 Kathlene S. Gomez
 Marketing Group Manager
 Bounty Agro Ventures, Inc.
 Chooks-to-Go
 Uling Roasters
 Mansmith YMMA Awardee
for Marketing Management
 Kathlene S. Gomez
 She graduated cum laude from the
University of the Philippines with a
degree in Business Economics.
 A recipient of the Leadership
Scholarship Award, the highest
scholarship grant given to MBA
students of University of Edinburgh,
she recently obtained her Masters
Degree in Business
Administration from the same
university with Distinction.
Kathlene S. Gomez
Kathlene reinvented the Bounty Fresh
brand, introducing Chooksie’s
Dressed Chicken, a new economy
brand that was priced lower and
distributed in Chooks-to-Go outlets,
targeted to middle-low income
families. Through this, she was able to
come up with separate marketing
strategies for each.
Kathlene S. Gomez
While Chooks-to-Go was very successful in
challenging the tradition of grilled chicken,
they launched Uling Roasters, a brand
catering to those who preferred the
traditional litsong manok, with a standard
opening price of only P99. The success of the
launch was so phenomenal that people
lined up for one whole day. The brand has
now grown to a total of 62 outlets in just
more than a year and continues to expand.
Kathlene S. Gomez
Chooks-to-Go and Bounty Fresh
have launched innovative digital
campaigns that successfully
engaged and established a
connection with its followers. These
campaigns have helped establish
both brands as the “most liked”
brands in their own categories on
social media.
Questions:
1. What can you say about the
strategy used by Ms. Kathleen
in Bounty Agro Venture Inc.?
2. Based on the information
provided, what are the
characteristics of Ms. Kathleen
4 Pics in
1 Word
Selling
Market
Promotion
Packaging
PRODUCT
Group Activity:
1. Form three (3) groups.
2. Each group will be given a picture of
a product.
3. The group members will brainstorm to
answer the questions.
 Group Activity:
a. What is the product assigned to you?
What can you say about it?
b. Are you familiar with the product?
 If yes, in what way does that product
become familiar to you?
 If No, state your possible reasons why
that product is not familiar to you?
c. c. Based on your answer in no. 2, what is
marketing?
Group 1
Group 2
Group 3
Group 4
 Group Activity:
a. What is the product assigned to you?
What can you say about it?
b. Are you familiar with the product?
 If yes, in what way does that product
become familiar to you?
 If No, state your possible reasons why
that product is not familiar to you?
c. c. Based on your answer in no. 2, what is
marketing?
Marketing
 It is managing profitable customer
relationships.
From “telling and selling” to
satisfying customer needs
Marketing management
 The process of planning and
executing the conception, pricing,
promotion, and distribution of good
and services to create exchanges to
satisfy individual and organizational
goals. – Philip Kotler
Marketing management
 The societal process by which
individuals and groups obtain
what they need and want
through creating, offering, and
freely exchanging of products
and services of value with
others.
Marketing management
 A process that is managerial,
social and individual.
- Wants and needs
- Demand for products and
services
What is market and
marketplace?
Are they the same
or different?
Market
Consist of all the potential
customers sharing a particular
need or want who might be willing
and able to engage in exchange
to satisfy that need or want.
MARKET
Customers who have purchased
or want to purchase a certain
product or service.
Give an example
of a market?
POPULATION + PURCHASING
POWER + PURCHASING NEED
= MARKET
MARKETPLACE

A place where the buyer

and seller meet or
transact.
 Marketplace
Classification
1. Physical
2. Digital
Marketplace is PHYSICAL,
as when one goes
shopping in STORE.
Marketplace is DIGITAL, as
when someone goes
shopping in the INTERNET.
The Marketing Process
Which do you prefer?
Which do you prefer?
Which do you prefer?
Evaluation: (10 points)
1-Minute Essay
Define marketing.
Assignment:
Sell your Money!
Present a paper bill. It could be a 20
peso bill, 50 peso bill or higher.

Your objective is try to convince your

classmates that this peso bill is worth
more than its face value.

Presentation time: 3 minutes (4 groups)

Assignment:
Sell your Money!
Brainstorm on ways to make, this
possible and then present your “pitch”
in front of the class.
You will then give a suggested retail
price (SRP) based on how much value
you believe the ill actually holds.

Presentation time: 3 minutes (4 groups)

Assignment:
Sell your Money!
Your pitch, the class will be asked Your
group’s objective: after your picth, the
class will be asked for a show of hands
on how many of them actually
consider buying your peso bill for your
SRP, which should be higher than the
face value.
Presentation time: 3 minutes (4 groups)
Rubrics: