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Marketing Communications

Marketing Communications

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Marketing Communications

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Presentation Transcript

  1. Marketing Communications

  2. Distribution System

  3. Orissa Financial Analysis

  4. Marketing Warfare

  5. Basic Assumptions • Markets are competitive • Competitors are rarely of equal strength • Competitive strategy is dictated by one’s relative strength • Proper deployment of assets is key to success • I.e., what you do with your assets is as important as the strength of your assets.

  6. How Markets Divide Themselves • Leader - > 30% share • Challenger - 15-30% share • Flanker - 5 - 15% share • Nichers - 1% or less

  7. Leader –

  8. Leader – Defend Position

  9. Package Delivery Market

  10. UPS Strategy

  11. UPS Strategy • Wanted to expand share in Ground Deliveries • Purchased Mailboxes Etc. • A key point of contact for FedEx

  12. Leader – Defend Position

  13. Challenger –

  14. Challenger – Focus on Leader

  15. Challenger – Focus on Leader

  16. Flanker –

  17. Flanker – Focus on Overlooked Areas

  18. Flanker – Focus on Overlooked Areas

  19. Nichers/Guerillas –

  20. Nichers/Guerillas – Find areas not attractive to Others

  21. Nichers/Guerillas – Find areas not attractive to Others

  22. Store Wars

  23. Promotion Mix Advertising PersonalSelling Publicity SalesPromotions

  24. Personal Selling • Oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales.

  25. Publicity • Nonpersonal stimulation of demand for a product, service, or business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it upon radio, television, or stage that is not paid for by the sponsor.

  26. Pros & Cons of Publicity

  27. Publicity can Hurt as well as Help

  28. Pros & Cons of Publicity

  29. Advertising • Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

  30. Issues in DevelopingPersuasive Communications • Content - What to say? • Presentation - How to say it? • Spokesperson - Who to say it? • Media - Where to say it? • Schedule - When and how often to say it?

  31. What to Say? • Positioning – Main thought to associate with the company • Sun Microsystems – “The Dot in Dot.Com” • Microsoft – “Where Do You Want to Go Today”(Gates) to “Empower People Through Great Software Anyplace, Any Time, and on Any Device” (Balmer) • Dell – “Be Direct” • Gateway – “You’ve Got A Friend in the Business” to “Connect with Us”

  32. Why Do Concept Development? • To Develop the Communication of an Idea to the Consumer • To Understand Its Importance to Consumers -- Is It Something They Want and Need? • To Determine if the Need Is Sufficiently Widespread to an Acceptable Level of Business

  33. Definition of a Concept • Marketing Application • A Promise Made by a Product to Resolve an Unmet Consumer Need • The Reason It Will Satisfy the Need • A Description of Portrayal of Any Key Element that Will Affect the Perception of the Product • A Concept Answers the Consumers’ Question…. • What’s in it for me and why should I believe it?

  34. Strong Concepts Have: • Headline • Expresses the Most Important Idea in the Concept • Accepted Consumer Belief (ACB) • Expresses the Target Consumer’s Frustration or Unmet Need • Benefit • The Promise - “What’s in it for me?” • Reasons to Believe (RTB) • Part of Concept which Gives Credibility to the Product Promise

  35. CheerFree • CheerFree is the detergent for individuals with sensitive skin because it is free of dyes and perfume.

  36. Headlines Its Role: • The Headline Expresses the Most Important Idea in the Concept Examples: • Competitive - New Jif Tastes More Like Real Peanuts than Any Other Brand • New and Improved - Maximum Strength Pepto Bismol --Now you Can Have Twice the Pepto • Unique - New Pert Plus, the Only Shampoo and Conditioner in One Bottle

  37. Accepted Consumer Belief Defined: • What Is an ACB? - A Statement That Expresses the Target Consumer’s Frustration or Unmet Need • What Is Its Role in a Concept? - To Create a Context or Perspective for the Rest of the Concept; That Is, the Primary Benefit and Support Statements

  38. Accepted Consumer Belief Examples: • Statements of Existing Beliefs or Perceptions: • Dyed Hair Doesn’t Look Natural • Soap Dries My Skin • Detergents Strip Away Dyes, Leaving Colored Clothes Dull and Faded

  39. Benefit Statement Defined: • A Benefit Statement Is a Promise That Answers the Target Consumer’s Question -- “What’s in it for me?” Its Role: • Addresses the Frustration or Unmet Need Described in the ACB and Describes the Primary Advantage of a Specific Product to the Target Consumer

  40. Two Basic Benefit Types

  41. Reason to Believe • Defined:Gives credibility to the Product Promise • “What’s in it for me and why should I believe it?”

  42. Reasons to Believe

  43. Concept Versus Copy Development • Concept Development - Done to Identify a Potential Winning Strategy • Copy Development - Done to Execute a Winning Strategy

  44. Milk • Research – milk is a dull product, usually consumed because a food is to be eaten (cereal, cookies) • Concept – food can not be enjoyed without milk • Copy – Got Milk?

  45. Where to Say It? • Media Choices • Print (newspapers, magazines) • Broadcast (radio, television) • Internet (web sites, email) • Outdoor • Confront or Avoid Competition?

  46. When and How Often? • Intensity • Share of Voice = Share of Market • Schedule • Continuous vs Flighting/Pulsing

  47. When and How Often? • Schedule • Continuous vs Flighting/Pulsing

  48. When and How Often? • Schedule • Continuous vs Flighting/Pulsing

  49. Sales Promotion • Those marketing activities other than personal selling, advertising, and publicity, that stimulate consumer purchasing and dealer effectiveness, such as displays, shows, exhibitions, demonstrations, and various nonrecurrent selling efforts not in the ordinary routine.