Description
introduction to Integrated Marketing Communications.
Competition analysis
Differentiation
Consumer analysis
Segmentation
Positioning
Marketing Strategy Product Price Distribution Communication
Communication strategy
Product/ Benefit Benefit 1 Benefit 2 Benefit 3
Product 1
Product 2
Product 3
commnsstgy
3
Segments Benefits Benefit 1 Benefit 2 Benefit 3
Segment 1
Segment 2
Segment 3
commnsstgy
4
Segmentation Analysis
Plus
Differentiation Analysis
Target segment Possibilities
Package of benefits Combination possibilities A C
commnsstgy
B D
5
Communication strategy Set communication objectives
Set & Prioritise target markets Develop messages Select Media &Scheduling Patterns Set budget and allocate among communication mix Execute campaign& measure impact
? ? ? ?
Build category wants Enhance attitudes and influence intentions Create brand awareness Facilitate purchase
commnsstgy
7
? ? ? ? ? ? ?
Advertising Sales Promotion Point-of-Purchase Communication Publicity Public Relations Sponsorship Marketing Personal Selling
commnsstgy
8
Mass Media: TV, Radio, Billboards, newspaper
Human Interactive Mediaface-to-face phone
Interactive communication (electronic media)
commnsstgy 9
?
?
The process of developing and implementing various forms of persuasive communication programs with customers and prospects over time Involves establishing a shared meaning between marketer, brand and customers
commnsstgy
11
1. Goal is to affect behavior, not just attitudes 2. Start with the customer and the customer?s information needs, then determine the best way to communicate 3. Use all forms of contacts or message channels – not just traditional media 4. Achieve synergy to speak with a single voice 5. Build relationships between the brand and the consumer – beyond single transactions
commnsstgy 12
? Reduced faith in mass media advertising ? Increased reliance on highly targeted
communication methods
? Greater demands imposed on marketing
communications suppliers
? Increased efforts to assess communications?
return on investment
commnsstgy
13
?
Primary demand: demand for the product class as a whole.
? Example: DeBeers (diamonds).
?
Selective demand: aimed at stimulating demand for a particular brand.
? Examples: coca-cola.
commnsstgy
14
Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising
commnsstgy
18
40 35
SALES
30 25 20 15 10 5 0
Conception Introduction Growth Maturity Decline
Screen concepts
Primary demand advertising
Extensive Reminder & advertising emotional spending advertising
Minimal if any
commnsstgy
19
Stage in the product life cycle Market share and consumer base
Competition and clutter
Advertising frequency Product substitutability
commnsstgy
20
?
? ? ? ?
Positioning statement Key message Target market Objectives Key brand benefits
?
?
? ? ?
Brand promise Evidence of promise Media Background Creative considerations
commnsstgy
21
Target Audience
Customers , Gatekeepers,Opinion leaders
Goals
convert,increase,attract,maintain
Message Appeal
USP,image ,positioning, buying criteria Dogmatic Message emotional Format reasoning
T.V,radio,print outdoor,cable Concentrated, continuous intermittent
Media vehicle mix
Scheduling
Advertising Strategy elements
? ?
In majority cases they constitute the market. Problem is to define target audience for task of persuasion and media selection. Demographic data is useful but knowledge of proportion of audience in various buyer states will be useful
commnsstgy
23
convert
Undermine confidence Habit in current buying Positioning against rivals Picking for superiority Show extra benefits in terms Intrinsic of enjoyment sought
Extrinsic Show coherence with buyer’s mix of reasons Latent Show suitability for other uses Latent Create awareness of product’s potential for meeting want Passive Declare removal of barrier to buying or < it’s importance Habit Provide reassurance
Message focus
Increase Attract
Maintain
?
?
Need not always be the consumers of the product since users may not be actual specifiers. e.g Doctors for drugs, Housewives for food items consumed by family May be opinion leaders for agro products like fertilisers, pesticides who are outside the market.
commnsstgy
25
?
Message appeal - position or copy strategy which is the basic message to be put across Message format - which considers how the message to put across
?
commnsstgy
26
commnsstgy
27
?
Message should : say something
desirable
?
? ?
something exclusive say something believable Image : A favorable product image is one with which the buyer feels comfortable and finds trustworthy and familiar. USP - message with a unique promise Buying criteria : buying inducement for cigarettes may be taste , filter,length,sex image
commnsstgy 28
say
?
Want-conception by creating awareness of product?s potential for meeting goal
?
Attract :
Dramatise goal and product?s contribution to that goal e.g Arial ad stressed on stain removal compared to competition
commnsstgy
29
?
?
Want-development by showing product?s suitability for other uses
add goal for realisation by the consumer; Relate product to goal (if exists already) e.g fax m/c as copiers; Dettol; Liptons – ice tea; Milkmaid.
Increase :
commnsstgy
30
?
Want-focus by showing product superior to rival brand
?
Convert:
?
? ?
change perceptions of rival products vs. own brand ; Vatica Increase importance of some attribute ; add attribute ; Pepsodent thru Germicheck Change consumer?s ideal point ; Titan Swatch Change acceptable range on some attribute ; Maruti vs new cars
commnsstgy
31
?
Want-satisfaction by building resistance to change
?
Increase favorable perception of own brand e.g Cadbury?s dairy milk chocolates ; Colgate dental cream; Parachute
32
? ?
How a message is put across can nevertheless be a key to gaining attention. Emotional - advertisements of VIP Johnson's
?
?
Baby care products ,“ Hamara Bajaj” ,Woodwards gripewater , all emphasise on emotional attachments Dogmatic : CDC ads with the slogan of „Ring of confidence? a dogmatic assertion is to convey conviction to lend credibility to message. Reason-giving : Justifications for buying against competitive offers - Complan emphasising on „complete planned food? containing 23 essential ingredients for child?s growth
commnsstgy 33
?
?
?
? ?
Relative costs of the media for reaching a particular target audience , media frequency and flexibility ; Media habits of target audience ; Type of product being advertised ; Objectives and message strategy adopted ; Advertising by competition ;
commnsstgy
34
?
?
How should the advertisements be distributed(concentrated / continuous / intermittent ) and what should be the pattern ( high or low / low to high / balanced) ? Schedule option depends on : -Marketing goals and stage of entry -What the competition is doing? -Seasonal patterns of product or service/purchase cycle -Reading,listening,viewing habits of target audience
commnsstgy 35
commnsstgy
36
?
Communication Effect Research
? Consumer feedback method ? Portfolio tests ? Laboratory tests
?
Sales-Effect Research
commnsstgy
37
?
Pre testing:
?
Post testing:
? ? ? ?
? Focus groups ? Quantitative studies Recall tests Changes in attitudes Generating inquiries Sales performance
commnsstgy
38
commnsstgy
39
? ?
?
Sales Promotion is often referred to as „below -the-line? expenditure. Sales promotion is a specific activity which can be defined the making of a featured offer to defined customers within a specific time limit. Offer must include benefits not inherent in the product or service , as opposed to intangible benefits offered in advertising , such as adding value through appeals to imagery.
commnsstgy
40
?
?
Sales promotion is essentially a problem solving activity designed to get customers to behave more in line with company?s priorities. Typical tasks include: slow stock movement; reaction to competitive activity;encouraging repeat purchase; securing marginal buyers ; inducing trial purchase .
commnsstgy
41
? ?
Sales promotion is not concerned with volume increases. It is often used to assist production and distribution scheduling by persuading customers to bring forward their peak buying from one period to another.
commnsstgy
42
?
Sales Promotion seeks to influence : Salesmen to sell Dealers to buy more ,earlier,faster customers to use
commnsstgy
43
? ? ? ? ? ?
Clearly state sales promotion objectives Select the appropriate technique set promotion budget pretest the technique Mount the Promotion Evaluate in depth
commnsstgy
44
? ? ? ? ? ?
Introduction - briefly summarise content what , where, when Objectives - induce trial,repeat purchase etc Background - Market data , justification for technique etc Promotional offer - detail the offer in precise, unambiguous ,costs to company etc Eligibility - who ? Where ? Timing - when is the offer available ? Call,delivery,or invoice date?
commnsstgy
45
? ?
?
?
Support -special advertising ,point of sale ,posters , danglers etc Administration - invoicing , premium (re)ordering procedure Sales plan - Targets for promotion period,incentives, briefing meetings ,revised PJP?s Sales presentation - points to be covered in a call
commnsstgy
46
? ?
?
Sales reporting - Procedure for collecting special data Assessment - How will the promotion will be evaluated Date plan - assign dates and responsibilities for all aspects of plan prior to start date.
commnsstgy
47
doc_190284878.pptx
introduction to Integrated Marketing Communications.
Competition analysis
Differentiation
Consumer analysis
Segmentation
Positioning
Marketing Strategy Product Price Distribution Communication
Communication strategy
Product/ Benefit Benefit 1 Benefit 2 Benefit 3
Product 1
Product 2
Product 3
commnsstgy
3
Segments Benefits Benefit 1 Benefit 2 Benefit 3
Segment 1
Segment 2
Segment 3
commnsstgy
4
Segmentation Analysis
Plus
Differentiation Analysis
Target segment Possibilities
Package of benefits Combination possibilities A C
commnsstgy
B D
5
Communication strategy Set communication objectives
Set & Prioritise target markets Develop messages Select Media &Scheduling Patterns Set budget and allocate among communication mix Execute campaign& measure impact
? ? ? ?
Build category wants Enhance attitudes and influence intentions Create brand awareness Facilitate purchase
commnsstgy
7
? ? ? ? ? ? ?
Advertising Sales Promotion Point-of-Purchase Communication Publicity Public Relations Sponsorship Marketing Personal Selling
commnsstgy
8
Mass Media: TV, Radio, Billboards, newspaper
Human Interactive Mediaface-to-face phone
Interactive communication (electronic media)
commnsstgy 9
?
?
The process of developing and implementing various forms of persuasive communication programs with customers and prospects over time Involves establishing a shared meaning between marketer, brand and customers
commnsstgy
11
1. Goal is to affect behavior, not just attitudes 2. Start with the customer and the customer?s information needs, then determine the best way to communicate 3. Use all forms of contacts or message channels – not just traditional media 4. Achieve synergy to speak with a single voice 5. Build relationships between the brand and the consumer – beyond single transactions
commnsstgy 12
? Reduced faith in mass media advertising ? Increased reliance on highly targeted
communication methods
? Greater demands imposed on marketing
communications suppliers
? Increased efforts to assess communications?
return on investment
commnsstgy
13
?
Primary demand: demand for the product class as a whole.
? Example: DeBeers (diamonds).
?
Selective demand: aimed at stimulating demand for a particular brand.
? Examples: coca-cola.
commnsstgy
14
Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising
commnsstgy
18
40 35
SALES
30 25 20 15 10 5 0
Conception Introduction Growth Maturity Decline
Screen concepts
Primary demand advertising
Extensive Reminder & advertising emotional spending advertising
Minimal if any
commnsstgy
19
Stage in the product life cycle Market share and consumer base
Competition and clutter
Advertising frequency Product substitutability
commnsstgy
20
?
? ? ? ?
Positioning statement Key message Target market Objectives Key brand benefits
?
?
? ? ?
Brand promise Evidence of promise Media Background Creative considerations
commnsstgy
21
Target Audience
Customers , Gatekeepers,Opinion leaders
Goals
convert,increase,attract,maintain
Message Appeal
USP,image ,positioning, buying criteria Dogmatic Message emotional Format reasoning
T.V,radio,print outdoor,cable Concentrated, continuous intermittent
Media vehicle mix
Scheduling
Advertising Strategy elements
? ?
In majority cases they constitute the market. Problem is to define target audience for task of persuasion and media selection. Demographic data is useful but knowledge of proportion of audience in various buyer states will be useful
commnsstgy
23
convert
Undermine confidence Habit in current buying Positioning against rivals Picking for superiority Show extra benefits in terms Intrinsic of enjoyment sought
Extrinsic Show coherence with buyer’s mix of reasons Latent Show suitability for other uses Latent Create awareness of product’s potential for meeting want Passive Declare removal of barrier to buying or < it’s importance Habit Provide reassurance
Message focus
Increase Attract
Maintain
?
?
Need not always be the consumers of the product since users may not be actual specifiers. e.g Doctors for drugs, Housewives for food items consumed by family May be opinion leaders for agro products like fertilisers, pesticides who are outside the market.
commnsstgy
25
?
Message appeal - position or copy strategy which is the basic message to be put across Message format - which considers how the message to put across
?
commnsstgy
26
commnsstgy
27
?
Message should : say something
desirable
?
? ?
something exclusive say something believable Image : A favorable product image is one with which the buyer feels comfortable and finds trustworthy and familiar. USP - message with a unique promise Buying criteria : buying inducement for cigarettes may be taste , filter,length,sex image
commnsstgy 28
say
?
Want-conception by creating awareness of product?s potential for meeting goal
?
Attract :
Dramatise goal and product?s contribution to that goal e.g Arial ad stressed on stain removal compared to competition
commnsstgy
29
?
?
Want-development by showing product?s suitability for other uses
add goal for realisation by the consumer; Relate product to goal (if exists already) e.g fax m/c as copiers; Dettol; Liptons – ice tea; Milkmaid.
Increase :
commnsstgy
30
?
Want-focus by showing product superior to rival brand
?
Convert:
?
? ?
change perceptions of rival products vs. own brand ; Vatica Increase importance of some attribute ; add attribute ; Pepsodent thru Germicheck Change consumer?s ideal point ; Titan Swatch Change acceptable range on some attribute ; Maruti vs new cars
commnsstgy
31
?
Want-satisfaction by building resistance to change
?
Increase favorable perception of own brand e.g Cadbury?s dairy milk chocolates ; Colgate dental cream; Parachute
32
? ?
How a message is put across can nevertheless be a key to gaining attention. Emotional - advertisements of VIP Johnson's
?
?
Baby care products ,“ Hamara Bajaj” ,Woodwards gripewater , all emphasise on emotional attachments Dogmatic : CDC ads with the slogan of „Ring of confidence? a dogmatic assertion is to convey conviction to lend credibility to message. Reason-giving : Justifications for buying against competitive offers - Complan emphasising on „complete planned food? containing 23 essential ingredients for child?s growth
commnsstgy 33
?
?
?
? ?
Relative costs of the media for reaching a particular target audience , media frequency and flexibility ; Media habits of target audience ; Type of product being advertised ; Objectives and message strategy adopted ; Advertising by competition ;
commnsstgy
34
?
?
How should the advertisements be distributed(concentrated / continuous / intermittent ) and what should be the pattern ( high or low / low to high / balanced) ? Schedule option depends on : -Marketing goals and stage of entry -What the competition is doing? -Seasonal patterns of product or service/purchase cycle -Reading,listening,viewing habits of target audience
commnsstgy 35
commnsstgy
36
?
Communication Effect Research
? Consumer feedback method ? Portfolio tests ? Laboratory tests
?
Sales-Effect Research
commnsstgy
37
?
Pre testing:
?
Post testing:
? ? ? ?
? Focus groups ? Quantitative studies Recall tests Changes in attitudes Generating inquiries Sales performance
commnsstgy
38
commnsstgy
39
? ?
?
Sales Promotion is often referred to as „below -the-line? expenditure. Sales promotion is a specific activity which can be defined the making of a featured offer to defined customers within a specific time limit. Offer must include benefits not inherent in the product or service , as opposed to intangible benefits offered in advertising , such as adding value through appeals to imagery.
commnsstgy
40
?
?
Sales promotion is essentially a problem solving activity designed to get customers to behave more in line with company?s priorities. Typical tasks include: slow stock movement; reaction to competitive activity;encouraging repeat purchase; securing marginal buyers ; inducing trial purchase .
commnsstgy
41
? ?
Sales promotion is not concerned with volume increases. It is often used to assist production and distribution scheduling by persuading customers to bring forward their peak buying from one period to another.
commnsstgy
42
?
Sales Promotion seeks to influence : Salesmen to sell Dealers to buy more ,earlier,faster customers to use
commnsstgy
43
? ? ? ? ? ?
Clearly state sales promotion objectives Select the appropriate technique set promotion budget pretest the technique Mount the Promotion Evaluate in depth
commnsstgy
44
? ? ? ? ? ?
Introduction - briefly summarise content what , where, when Objectives - induce trial,repeat purchase etc Background - Market data , justification for technique etc Promotional offer - detail the offer in precise, unambiguous ,costs to company etc Eligibility - who ? Where ? Timing - when is the offer available ? Call,delivery,or invoice date?
commnsstgy
45
? ?
?
?
Support -special advertising ,point of sale ,posters , danglers etc Administration - invoicing , premium (re)ordering procedure Sales plan - Targets for promotion period,incentives, briefing meetings ,revised PJP?s Sales presentation - points to be covered in a call
commnsstgy
46
? ?
?
Sales reporting - Procedure for collecting special data Assessment - How will the promotion will be evaluated Date plan - assign dates and responsibilities for all aspects of plan prior to start date.
commnsstgy
47
doc_190284878.pptx