EMS GROUP 1 & 2

Entrepreneurial

pertains to the distinct qualities and characteristics of an individual that are associated with initiating, operating, and managing a business venture.

Marketing

is the process by which a business introduces its products or services to potential customers with the objective of generating sales and profit.

Entrepreneurial Marketing

refers to a creative, customer-oriented, and resourceful approach adopted by startups and small businesses to establish brand recognition and attract their target market.

- Innovation

- Customer-Centricity

- Resourcefulness

- Adaptability

Key Characteristics of Entrepreneurial Marketing

Food panda and Grab Food

-They became popular during pandemic, grabbed the opportunity to meet people’s demands by offering innovative solutions that integrated digital technology with traditional food services, making access to dining more convenient for customers.

Shopee and Lazada

- Companies that enhanced customer experience by including hand written notes or thank-you cards addressed to the buyer, creating more personalized appraicative interaction

- Customer Centricity Sample

- They also strategicly shift to online that enabled them to contiue operations despite restrictions and disruptions caused by the crisis.

Instagram and Tiktok

They use these platforms to promote their products and services. By going live, engaging with audiences, or posting product showcases.

- Innovative, flexible, risk-taking

- structured, predictable, proven method

Difference of Entrepreneurial Strategies and Traditional Marketing based on approach and mindset

- niche or small segments first

- broad, mass audiences

Difference of Entrepreneurial Strategies and Traditional Marketing based on target market

- limited budget, uses creativity and social media

- large budgets, ads, agencies

Difference of Entrepreneurial Strategies and Traditional Marketing based on resources

- high tolerance, adapts quickly

- low tolerance, relies on consistency

Difference of Entrepreneurial Strategies and Traditional Marketing based on risk and experimentation

- interactive, personal, feedback-driven

- one-way communication, product-pushing

Difference of Entrepreneurial Strategies and Traditional Marketing based on customer relationship

Gardenia

- they invests in nationwide TV commericials, print advertisements, grocery promotions and large billboards.

- uses traditional marketing

Jollibee

their make creative and emotional advertisements, and also produced with large budgets to ensure professional quality. Includes celebrity and influencer partnerships further boost their visibility, ensuring that their brand message resonate with a wide a diverse audience

Master Buffalo

- they focuses on affordability, accessibility, and word-of-mouth promotion, they cater specifically to students looking for quick budget-friendly meals.

Startup

- is a company or organization in its early stages, typically characterized by high uncertainty and risk.

-riskier than established businesses, but they also have the potential to generate higher returns.

- Micro, Small, and Medium Enterprises

MSME's

Micro Enterprise

- Employ fewer than 10 workers with assets not exceeding PHP 3 million.

Small Enterprises

- Employ between 10 and 99 workers, with assets ranging from PHP 3 million to PHP 15 million.

Medium Enterprises

- Employ between 100 and 199 workers, with assets between PHP 15 million and PHP 100 million

• create jobs.

• drives innovation.

• generate wealth.

• engines of economic growth.

• provides opportunities for people with ideas and vision.

• sources of new products and services.

• diversify the economy

Importance of Startups

Entrepreneurial Mindset

- is a set of skills that relies very heavily on positive and resilient thinking.

- Independent

- Accountability

- Goal-Oriented

- Resilience

- Willingness to Experiment

5 Characteristics of Entrepreneur

Corporate Marketing Mindset

- It’s a perspective that focuses on understanding customers, identifying opportunities, and taking dynamic, intentional actions to grow a business.

- Customer focus

- Adaptability

- Data - Driven Decisions

Key Focus of Marketing Mindset

Innovation & Creativity

- Refer to the ability to make new ideas, develop unique strategies, and

provide new concepts that differentiate a product or service in the market.

- To capture consumer attention, meet changing demands, and create unique selling offers that give a competitive edge.

- Benefits:

Helps in developing unique advertising campaigns that stand out.

Promotes the development of products and services that fulfill unmet needs.

Strengthens brand recognition and customer loyalty.

Risk-Taking

- It is the willingness to step into uncertain situations, try new strategies, or invest in new opportunities even when the outcome is not guaranteed.

- essential because consumer behavior and market trends are unpredictable.

- Benefits:

Opens doors for new markets and innovations.

Provides opportunities for growth and higher returns.

Builds resilience by helping businesses learn from failures and adapt to challenges.

Proactiveness

- Ability to take initiative, anticipate future market changes, and act ahead of competitors.

- means identifying trends, monitoring consumer needs, and launching strategies before competitors do.

- Benefits:

Allows businesses to stay ahead of market shifts.

Improves customer satisfaction by addressing needs early.

Enhances competitiveness by setting industry trends instead of following them.

Innovation in Customer Acquisition

- refers to the application of creative approaches, advanced technologies, and fresh strategies to attract and engage with new customers.

- purpose is to stand out from competitors, adapt to changing consumer behaviors, and provide a more effective way of reaching and converting potential clients.

- helps businesses adapt to rapidly evolving markets and consumer expectations.

- Value Innovation

- Lean Startup Experimentation

- Leveraging Digital Platforms & Low-cost Marketing

- Partnerships & Collaboration

Entrepreneurial Approaches in Innovation Customer Acquisition

Steve Jobs (Apple)

- This company transformed their marketing by focusing on storytelling and lifestyle branding rather than technical specifications.

- His creativity-driven style made customers feel emotionally connected to Apple products. He framed technology as personal, artistic, and aspirational.

Elon Musk (Tesla, SpaceX)

- This company and person built his companies’ visibility through hype-based marketing while spending almost nothing on traditional advertising.

- His risk-taking and bold promises captured attention, and even product failures were turned into publicity.

Tony Tan Caktiong (Jollibee)

- he localized fast food by giving Western favorites a Filipino twist and embedding emotional storytelling in ads.

- Proactively embraced Filipino family values and culture, making Jollibee more relatable than foreign competitors.

- started with a small ice cream shop, but he noticed Filipinos wanted hot meals.

Edgar “Injap” Sia (Mang Inasal)

- He used value innovation through the now-famous “Unli- Rice” promo, creating a powerful marketing hook.

- Focused on practicality and affordability, addressing what mattered most to Filipino customers.

- Started in Iloilo

Henry Sy (SM)

- pioneered experience-based marketing by turning malls into lifestyle hubs rather than just shopping centers.

- Opportunity-driven—he created demand by making malls a place for families to shop, eat, and be entertained.

- marketed the mall experience rather than the individual stores, making “malling” part of Filipino culture.

- started as a shoe store

Marketing Mindset

- is all about being innovative and understanding your audience.

Resource-Based Marketing (Resource-Based Theory)

- is a strategy that highlights the value of organizational resources and capabilities as the key to gaining a competitive edge and increasing performance.

- Value

- Rarity

- Inimitability

- Non-substitutability

VRIN FRAMEWORK

Value

Resources should allow a company to seize opportunities or reduce hazards in its external environment.

Rarity

- Resources that are uncommon or distinctive in an industry are more likely to create a long-term competitive advantage.

Inimitability

- Resources that competitors find difficult to copy or replicate increase a company's competitive advantage.

Non-substitutability

- Resources that cannot be easily replaced with alternatives are considered more valuable.

Opportunity-Based Marketing (OBM)

- is a modern B2B marketing strategy that emphasizes tighter alignment between marketing and sales teams.

- actively utilizes available resources and seeks new possibilities.

- main objective is to gain market share by addressing unmet customer needs or exploring new market openings.

Account- Based Marketing

ABM

Disney+

- They didn't rely only on cinema releases and TV, they launched their own app leveraging their popular franchises

Resource-Based Marketing

- is on internal resources and capabilities, which refer to what the company has or can easily produce, its existing products, services, skills, and infrastructure.

- main objective is to gain a long-term competitive edge by discovering, developing, and exploiting a company’s unique, valuable, rare, and inimitable (VRIN) internal resources and capabilities to generate and deliver greater customer value and profitability.

Market Research

is the process of gathering data about consumers and the market as a whole and In order to determine the marketability of a product or service.

Survey

is defined as "the collection of information from a sample of individuals through their responses to questions"

Interview

Are more personal and in-depth. They involve one-on-one conversations that allow entrepreneurs to explore customer thoughts, motivations, and experiences in greater detail.

Primary Research

- Collecting new, first-hand information from your ideal clients

- is used to validate a business idea, understand customer preferences or pain points, test product features or price points, explore new target markets, and improve your user

experience.

Secondary Research

- includes previously published information that has been compiled by outside organizations such as government agencies, industry associations, and trade

publications.

- Survey and Questionnaires

- Interviews and Focus Groups

- Observation and Ethnographic Research

- Competitive Intelligence Tools

- Analytics and Triangulation

Tools for Gathering Data

- Field Notes / Journals

- Video/Photo Diaries

Sample for Observation and Ethnographic Research

- SimilarWeb

- Crunchbase

Sample for Competitive Intelligence Tools

Airbnb (Hospitality Marketplace)

- founded by Brian Chesky and Joe Gebbia

- This company bootstrapped by renting air mattresses during a conference when hotels were booked.

Grab

- Because of their research (survey/interview) this company discovered the pain points and launched a ride-hailing app aiding commuters struggled with unreliable taxis, long queues, and safety concerns.

Customer Needs

- is a need that motivates a customer to purchase a product or service.

- Functional Needs

- Social Needs

- Emotional Needs

3 Main Types of Customer Needs

Functional Needs

- a type of need that customers typically evaluate potential solutions based on whether they’ll help them achieve a particular task or function.

Social Needs

- is a customer need that relates to how a person wants to be perceived by others when using a product or service.

Emotional Needs

- refer to how a customer wants to feel.

Customer Pain Points

- are the specific problems, frustrations, or unmet needs that customers experience when interacting with a product, service, or brand.

- Process Pain Points

- Financial Pain Points

- Support Pain Points

- Product Pain Points

Types of Customer Pain Points

Process Pain Points

- These come from internal procedures or systems that complicate or delay customer interactions.

Financial Pain Points

- Issues tied to cost or pricing that make it hard for customers to justify or continue using the product.

Support Pain Points

- Frustrations arising from the customer’s experience with support, sales teams, or service interactions.

Product Pain Points

- Shortcomings or gaps within the product or service that reduce customer satisfaction or productivity.

- Collecting Customer Feedback

- Consulting Sales and Support Teams

- Analyzing Customer Data

Steps in Identifying Customer Pain Points

- churn rates

- cart abandonment

- customer satisfaction scores

Metrics that can help analyzing customer data

- Look Beyond the Obvious

- Think Toward the Future

- Spot Trends

- Look for Opportunities to Solve Multiple Problems

How to Address Customer Pain Points

Environmental Scanning

- is the systematic and continuous gathering and analysis of various factors to help companies in making more informed choices and improving overall organizational performance.

- help businesses stay informed about factors that could impact their operations, strategy, and competitiveness.

- Helps businesses make informed decisions, avoiding larger conflicts.

- enables companies to identify growth opportunities and potential threats at an early

stage.

Purpose of Environmental Scanning

- Identify Scanning Needs and Objectives

- Collect Relevant Information

- Analyze Information

- Forecast and Anticipate Changes

- Develop Action Plans

- Monitor and Review

Process of Environmental Scanning

- SWOT Analysis

- PESTEL Analysis

- Porter’s Five Forces Model

Techniques of Environmental Scanning

Strengths

- These are internal factors that refer to any number of areas or characteristics in which a company excels and gains a competitive advantage over its competitors.

Weaknesses

- are a type of internal factor; however, they are the areas or characteristics that put a business at a competitive disadvantage among its peers — most of the time, it is where the company falls short.

Opportunities

- This is one of the external factors that represents a company's potential areas for growth or improvement, which may give them an advantage over competitors.

Threats

- These are external factors that represent the risks to a business's ability to operate.

- Political Factors

- Economic Factors

- Social Factors

- Technological Factors

- Environmental Factors

- Legal Factors

PESTEL Analysis Meaning

Political Factors

- these are government-driven actions, regulations, and policies that shape the business environment.

Economic Factors

- these refer to the economic conditions and trends that affect consumer purchasing power, business costs, and overall industry performance.

Social Factors

- these involve cultural, demographic, and lifestyle aspects that influence consumer needs, behaviors, and market demand.

Technological Factors

- these refer to innovations and tech developments that influence industries and consumer behavior.

Environmental Factors

- also called ecological factors, these cover the physical and environmental conditions that affect business sustainability.

Legal Factors

- these involve the laws and regulations businesses must follow.

Porter’s Five Forces Model

- it is developed by Michael E. Porter (Harvard Business School, 1979), this model is a strategic tool used to analyze the level of competition within an industry and assess its profitability and attractiveness.

- Michael E. Porter

Who Developed Porter’s Five Forces Model?

- Competitive Rivalry

- Threat of New Entrants

- Threat of Substitutes

- Bargaining Power of Suppliers

- Bargaining Power of Buyers

Porter’s Five Forces Model

Competitive Rivalry

- measures how intense the competition is among existing businesses in the industry. High rivalry usually means lower profitability.

Threat of New Entrants

- assesses how easy or difficult it is for new businesses to enter the market and compete.

Threat of Substitutes

- looks at the risk of customers switching to alternative products or services that meet the same need.

Bargaining Power of Suppliers

- refers to how much power suppliers have over businesses, especially when they control prices or supply availability.

Bargaining Power of Buyers

- describes the influence customers have on pricing and product quality. High buyer power pushes companies to lower prices or improve quality.

Trend Spotting

- involves identifying emerging patterns or themes that are widely popular before they reach their peak.

- It gives analysts, marketers, product developers, and other professionals the ability to plan for the future by anticipating new business opportunities and demands.

Purpose of Trendspotting

Fads

- refers to a temporary enthusiasm for a product, idea or behavior that gains rapid popularity but fades quickly.