Clientele and Audiences in Communication - 20240314 - 121557 - 0000

RECOGNIZE AND
UNDERSTAND THE MARKET

ESTRERA, JOSH CARMILLE P.
SULAD, JOHANIE C.
WHAT IS UNIQUE SELLING
PROPORTION (USP)?
Agenda WHAT IS VALUE

PROPOSITION (VP)?
VALUE PROPOSITION (VP)
- a business or marketing statement
that summarizes why a consumer
should buy a company’s product or
use its service.
- often used to convince a customer

to purchase a particular product or
service to add a form of value to
their lives.
4 BASIC ELEMENTS TO CONSIDER:
Target Customer
Needs/Opportunity
Name of the Product
Name of the Enterprise/Company
There are many competitors in the
market who establish superiority
over other entrepreneurs.
Entrepreneurs should think of other
alternatives to make their products
better. An important aspect in
Value Proposition is that it must be
truthful and that it should establish
credibility to the consumers.
Example: Potential value proposition

is most common in small businesses
of your locality.
Example Situation
Aling Charing Sari-Sari Store opens only from
6:00 am to 6:00 pm, but Aling Charing noticed
that there are customers who go to a nearby
town to look for a convenience store at around
10:00 pm to 6:00 am. She believes that this is a
great opportunity for her store to operate 24/7.
In this example, the proposed value proposition
is: “Charing sari-sari Store, open 24/7".
UNIQUE SELLING PROPOSITION
(USP)
refers to how you sell your
products or services to you
customer.
you will address the wants
and needs of your customers.
As an entrepreneur, you should think of
marketing concepts that persuade your
target customers. You may ask the
following questions in doing this:
What do the customers want?
What brand does well?
What does your competitor sell well?
TIPS ON HOW TO CREATE AN EFFECTIVE
UNIQUE SELLING PROPOSITION
Identify and rank the uniqueness of the
product of services character
Be very specific
KISS - Keep It Short and Simple
AS AN ENTREPRENEUR...
present the best feature of your product or service that is different
from other competitors
identify the unique selling proposition that requires marketing
research
in promoting your products or services, make sure that it is very
specific and put details that emphasize the differentiator against the
competitors.
Keep it short and simple and think of a tagline that is easy to
remember
3 FACTORS THAT DETERMINES YOUR
CUSTOMERS
A. Target Market
B. Customer Requirements
C. Market Size
TARGET MARKET
Market Targeting is a stage in market identification
process that aims to determine the buyers with
common needs and characteristics. Prospect
customers are a market segment that an
entrepreneurial venture intends to serve.
In targeting a specific market, it will exclude people

if it will not fit your criteria. It allows you to focus your
marketing money and brand messages in a specific
market that is more likely to buy from you than other
markets.
COMMON
METHODS FOR
SEGMENTING
THE MARKET
1. GEOGRAPHIC SEGMENTATION
It is the total market is divided according to geographical location.
Variables to consider:
A. Climate
B. Dominant Ethnic Group
C. Culture
D. Density (either Rural or Urban)
2. DEMOGRAPHIC SEGMENTATION
It is divided based on consumers.
a. Gender
b. Age
c. Income
d. Occupation
e. Education
f. Religion
g. Ethnic group
h. Family size
3. PSYCHOLOGICAL SEGMENTATION
It is divided in terms of how
customers think and believe.
a. Needs and wants
b. Attitudes
c. Social class
d. Personality traits
e. Knowledge and
awareness
f. Brand concept
g. Lifestyle
4. BEHAVIORAL SEGMENTATION
It is divided according to
customers’ behavior pattern as
they interact with a company.
a. Perceptions
b. Knowledge
c. Reaction
d. Benefits
e. Loyalty
f. Responses
B. CUSTOMER
REQUIREMENTS
Customer requirements are the specific
characteristics that the customers need
from a product or a service.
TWO TYPES OF CUSTOMER REQUIREMENTS:

1. Service Requirement
2. Output Requirement
SERVICE REQUIREMENT OUTPUT REQUIREMENT
An intangible thing or product that Tangible things or things that can be
cannot be touched but the seen. Characteristic specification that
customer can feel the fulfillment. a consumer expects to be fulfilled in
There are elements in service the product. Costumers will avail
requirement like on-time delivery, services as a product, then various
service with a smile, easy- service requirements can take that
payment, etc. It includes all form of output requirements. For
aspects of how a customer expects example, customer buys gadgets
to be treated while purchasing a (phone speaker) the specification like
product and how easy the buying the loudness and clarity are the
process goes. output requirements.
C. MARKET SIZE
Market size is like a size of the arena where the entrepreneurs will play their
business. It is the approximate number of sellers and buyers in a particular
market.
STRATEGIC MARKETING RESEARCH IN DETERMINING THE MARKET SIZE:
1st Step: Estimate the potential market - approximate number of customers that
will buy the product or avail your services.
2nd Step: Estimate the customers who probably dislike to buy your product or
avail the services.
3rd Step: Estimate the market share, that means plotting and calculating of the
competitors’ market share to determine the portion of the new venture.
BE WITTY, AYAW’G KAMPANTE
KAY BISAG SA TARGET MARKET
KAILANGAN SUSIHON UG SABTON
PARA PILION, UNTA IKAW PUD
PUHON.
THAT WILL BE ALL, THANK YOU
AND MAY GOD BLESS YOU!

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RECOGNIZE AND

UNDERSTAND THE MARKET

Agenda WHAT IS VALUE

- often used to convince a customer

Example: Potential value proposition

In targeting a specific market, it will exclude people

TWO TYPES OF CUSTOMER REQUIREMENTS:

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