Steps in Designing Communication Campaign

1. Step 1. Situational analysis Step 2. Identifying publics&target audiences Step 3. Setting objectives Steps in Designing Communication Campaign Step 4. Strategic decision-making Step 5. Operational decision-making Step 6. Setting the budget Step 7. Implemantation Step 8. Campaign evaluation.

2. Types of Publics

3. Key Characteristics Look at each public in reference to: • the situation • the organization

4. Organization • Each key public's relationship with the organization • Your organization’s impact on the public • The visibility and reputation of your organization with this public.

5. Analyzing Key Publics Basic Planning Questions • Whatis thenatureandtype of eachkeypublic? Latentpublic Apatheticpublic Awarepublic Active public

6. Analyzing Key Publics Analysis of KeyCharacteristics Issue 1. Whatdoesthiskeypublicknowaboutthisissue? 2. Whatdoesthispublicthinkaboutthisissue? 3. Whatdoesthispublicexpectfromtheorganization on thisissue? 4. How freedoesthispublicseeitselftoact on thisissue?

7. Analyzing Key Publics Analysis of Key Characteristics Organization • What does this public know about your organization? • How accurate is this information ? • What does this public think about your organization? • How satisfied are you with this attitude? • What does this public expect from your organization? • How much loyalty does this public have for your organization? • How organized or ready for action on this issue is this public?

8. Identifying the Target Audience Who are we talking to?... PRA435

9. Identify Target Audience Includes assessing the audience’s perceptions of the organization, product, and competitors’ corporate/product image Affects decisions related to what, how, when, and where message will be said, as well as to whom will say it

10. Identify Target Audience • Who exactly are the consumers most likely to become users of a brand? • What do they like? • Where are they located? • How can they be reached most efficiently with communications tools? • When is the best time in the consumer’s life to apply the tools?

11. Women between 25-54 years old Working Salary 30.000$ + Having a child above 12 years old Watching channel ATV Determined Target Audience Target Audience

12. Target Audience • A, B1, B2, C1, C2 SES mothers with 0-5 age child and who really cares the baby care. • Pediatricians • Experts (Pharmacist, pregnancy consultants...) • Youngs between 12-18 ages who are trend followers in parfume world.

13. Determining market ____________ Determining market segmentation Selecting market to _________ Selecting market to target _________through marketing strategies The Target Marketing Process Identify markets with unfulfilled needs Identify markets with unfulfilled needs

14. Related concepts Market Segmentation: The process of dividing a market into homogeneous segments using one or two range of possible alternative segmentation method, each segment being composed of customers or consumers sharing similar characteristics. Targeting: The selection of one more market segments. Positioning: The relative perceptual position of one brand compared with competing brands.

15. Related concepts Market Segmentation 1. Identification of customers‘needs and market segments 2. Develop profiles ofresulting market segments Positioning 5. Identification of differential advantages in each segment 6. Development and selection of positioning concepts Identification of Target Markets 3. Evaluation of attractivity ofeach segment 4. Selection of targetsegments Marketing Planning 7. Development of amarketing mixfor eachsegment according to thechosen position

16. Market Segmentation • Segmentation ofmarkets into homogenous groups ofcustomers, each of them reacting differently topromotion, communication, pricing and othervariables of the marketing mix. • Marketsegments should be formed in that way thatdifferences between buyers within eachsegment are as small as possible. • Everysegment can be addressed with an individuallytargeted marketing mix.

18. Market Segmentation • Measurable • Relevant • Accessible • Distinguishable • Feasible

19. Consumer Segmentation Based on: Demographics Geographics Geodemographics Psychographics Behavioural Beneficial

20. Consumer Segmentation Based on: • Demographics:consists of dividing the market into groups based on variables such as age, gender, family size, income, occupation, education, religion, race and nationality etc.

21. Consumer Segmentation Based on: • Geographics: Certain countries, regions, etc. are assumed to have common characteristics which influence buying attitudes. In international marketing -----= characteristics as population, income per head, trade carried out by the country, as well as tastes, and the nature of competition in the market (postcodes, city-town-village, region, density, climate etc.)

22. Consumer Segmentation Based on: • Geodemographics: The segmentation of consumers where (and how) they live-using demografic data to clasify neighbourhoods

23. Consumer Segmentation Based on: Psychographics: Psychographic segmentation is concerned with identifying personality traits and distinguishing characteristics in groups of the population. Examples are young and outgoing (for the sale of new forms of music) or grey and conservative (for classical and 60s music). (personality, values, lifestyle, attitudes, motivations, interest, opinions, etc.) Highly adventurist, enterpreneurial and free-spirited achievers

24. Consumer Segmentation Based on: • Behavioural:looks at consumer behaviour patterns - frequent/infrequent purchase, loyalty to a product etc. (benefits sought, purchase occasion, usage, buyer readiness stage, perceptions and beliefs).

25. Consumer Segmentation Based on: • Benefit segmentation divides markets on the basis of the specific benefits or outcomes consumers want from a product or service.

26. Segmentation Example An example of a particular luxury hand-cream product segmentation results mayshow: · Who would be able to afford it would lead to certain income groups wouldapply · A higher majority of females may be more likely to purchase the handcream. These are shown as “Home makers” within the census. · The product may possibly appeal to drivers between the ages of 30-50+with no children · Certain occupations may be more likely to use the cream. For examplegardeners, water users and other dry conditioned occupations etc.

27. Market Targeting An analysis of a market might identify a range of segments that could offer potential to the organisations.

28. Determining How Many Segments to Enter • Undifferentiated (Mass Marketing) All consumers have similar needs for a specific kind of product. Homogeneous market, or demand is so diffused it is not worthwhile to differentiate, try to make demand more homogeneous. Single MM consists of: • 1 Pricing strategy • 1 Promotional program aimed at everybody • 1 Type of product with little/no variation • 1 Distribution system aimed at entire market

29. Determining How Many Segments to Enter Differentiated marketing • Involves marketing in a number of segments, developing separate marketing strategies for each.

30. A Product for Every Segment

31. Determining How Many Segments to Enter • Concentrated (Target Marketing) Marketing: Large share of one or a few sub-markets. Good when company’s resources are limited

32. Positioning Simply, positioning is how your target market defines you in relation to your competitors.  A good position is:  1. What makes you unique  2. This is considered a benefit by your target market  It’s the way we want consumers to think (rational side) and feel (emotional side) about the brand

33. What position do we have now? Does our creative strategymatch it? What position do we want to own? Do we have the tenacity to stay with it? From whom must we win this position? Do we have the money to do the job? Developing a Positioning Strategy What position do we have now? What position do we want to own? The Position Do we have the tenacity to stay with it? From whom must we win this position? Do we have the money to do the job?

34. By Attributes and Benefits? By Price or Quality? By Use or Application? By Product Class? By Product User? By Competitor? By Cultural Symbols? Positioning Strategies How should we position?

35. Segmentation Example Segmentation • Dividing the total heterogeneous market for a good orservice into smaller groups which are morehomogeneous • Example (Bicycle riders)