Module 6 • The marketing plan


Activity 3


A small roadside “Auto Shop” sells a number of products that a motorist might need, after hours, when the garages in town are closed.


Which products in Column A matches the concept in Column B? 1. Motor Oil


A. Individual Packaging


2. Emergency tow rope


B. Re-usable packaging


3. A set of tools


C. Family packaging


4. Car tyre repair kit


D. Multiple packaging


1.4


Labels


A label is the printed “sticker” that appears on the product package. The following is the least that should appear on the label: • Name of the product • Who made the product • Logo and addresses for re-ordering • Type of product (contents) • Quantity of the content (ml, kg, etc.)


2. Pricing a product Introduction


The pricing function is one of the more difficult marketing decisions that an entrepreneur will have to take. Determining the price of your product will have a direct effect on your sales because of the effect a price has on the


PAUSE FOR THOUGHT


Displaying the contents of a food product on a label is very important. Allergies and religious objection to certain products are two examples of why this is important.


buying patterns of customers. Customers view the price of products differently though. Certain customers will buy only the cheapest products while others focus on quality and are prepared to pay more for it. Part of the reason for determining your target market is to know the profile of the customers who are most likely to do business with you. From this you will be able to tell whether they want a quality product at a higher price or a product at a discount price.


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