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›MARKETING |

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›MARKETING

›MARKETING COMMUNICATION 6 |


›| | 6 OF MARKETING
COMMUNICATION MIX
›¬  OF MARKETING COMMUNICATION
MIX.
›{  

OF
COMMUNICATION.
›DEVELOPING & DESIGNING

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› Marketing communications is a
subset of the overall subject area
known as marketing.
› The word communication comes
from the Latin word communis,
meaning common. When we
communicate we try to establish a
'

' with someone, that
is we try to share information, an
idea or an attitude.
  



 

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6

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m Marketing has a marketing ] CUSTOMER SOLUTION
mix that is made of price,
place, promotion, product 6 |
(known as the four P's), that ] CONVENIENCE
includes people, processes
and physical evidence, when 6
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marketing services (known
as the  6) for ] COST
customer satisfaction at a
6
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Companyǯs profit.
] COMMUNIC TION
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› Marketing 

 6
 

communications is 
] 

Ǯ6
 ' from the ] 6   
]
 6
 
marketing mix, Also ] 6 



 {

termed as  
]
6  
] 6
 ]

 . ] 6
]  
 

]  
› The practice of blending ] 6
 
] 6
different elements of the
marketing
communication mix in ] 6
  6
mutually reinforcing  

ways.
 



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› It includes


 

 with
your target audience. The marketing
communication mix is the heart of the marketing
strategy, If business consists of creating
value and creating customers.
› Improves the companyǯs ability to  the
   
 at the    at the  

 with the  
 
› Œ has to be communicated?
›  Œ a marketer communicates?
 


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Œ 
Œ
 

 Œ
 

m Determine how buyers purchase a    
 
particular offering. 

m Induce initial purchase

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m Build selective demand 6   

|
 
 
m Create post purchase satisfaction


 6 
{ 



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› Informs, persuades and reminds
› Is part of the marketing mix
(6
 
)
› Includes all the means by which
a company communicates
directly with potential
customers.
› Attempts to influence feelings,
beliefs, or behaviour. an opinion
or obtain a response.
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6
6 
Communication is necessary to inform
buyers of the following:
› The  of an offering
› The    of the offering
› The Œ 
 Πof obtaining
and using the offering
› Not only informs, but is also used to

 the sellerǯs
products/services.
› Promotional management in terms
of   development,
implementation, and evaluation.
› This brings about   

   

 
 

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›Constant Improvement
›Shared Passion, Vision &
Organization Culture
›Customer Focus
›Speed
›Execution
›Improvements In Basic
Operations
›Community Involvement
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›The process by which we exchange or share meanings

through a common set of symbols.

›The company carefully integrates and coordinates its

many communications channels to deliver a clear message.
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› Consumers v/s
Business Market
› Product Cycle
› Target market
› Readiness to buy,
knowledge,
liking, preference,
conviction (belief)
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6
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› 
   

› {
 |

  
  Buyer Readiness Stages
› { 
 
  Message Content
  Message Structure
  Message Format
›


  FOR:
Widely scattered
  personal and market
  non personal communications channels Informed buyers
›
 
 Repeat buyers
› 
 |  
 
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› Model that outlines the process for achieving promotional
goals in terms of stages of consumer involvement with the
message.
› AIDA is a classic marketing/advertising approach,
fundamental to all persuasive success.

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CUSTOMER SERVICE

ͻ Monitor, Reply- Retain Customer

REPEAT BUSINESS

ͻ Offers, Up selling, Cross selling

PR/BRAND MANAGEMENT

ͻ Maintain AID

NEW BUSINESS

ͻ Complete AIDA with purchase


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6 6 


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 { | {

ATTENTION FAN/FRIEND ENGAGED PURCHASE

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INTERPERSONAL MASS
COMMUNICATION COMMUNICATION





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6 {| 6| 6
  6 |

DIRECT
ADVERTISEM SALES PERSONAL PUBLIC
PUBLICITY MARKETING/
ENT PROMOTION SELLING RELATIONS
EMARKETING

MERCHANDIS WORD-OF-
SPONSORSHIP TRADE FAIRS EXHIBITIONS BRANDS
ING MOUTH
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› Impersonal, one-way mass communication about a
product or organization that is paid for, by a marketer.
› Can reach a mass audience
› Introduces products, Increasing Brand Recognition
› Builds brand image; may stimulate short-term sales
{

¬
{
TRADITIONAL ADVERTISING MEDIA NEW ADVERTISING MEDIA

] Television ] Internet Marketing

] Radio ] Electronic mail
] Newspapers ] Interactive video
] Magazines ] Through Mobile Devices
] Books
] Direct mail
] Posters
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] Reach large number

of people
ADVANTAGES ] Low cost per contact
] Can be micro-targeted

] Overall cost is high.

] One-way
Communication.
DISADVANTAGES ] National reach is
expensive for small
companies
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› Refers to purchase incentives that
M


 Company provide customer with.

› Ways in which to create


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 additional value for customers.
› Number of forms including
offering :

  Free goods or services,
|
 Coupons and vouchers,
 

 Gifts and prizes, discounts,



   Samples, financial incentives,


 Buy-One-Get-One-Free

  
 Joint promotions between
 
 
 brands owned by a company
 
 
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ͻ Price Discrimination
ͻ Effect on Consumer
Behavior
ADVANTAGES ͻ Effect on Trade Behavior
ͻ Regional Differences

ͻ Increased Price Sensitivity.

ͻ Expensive when not
handled properly.
DISADVANTAGES ͻ Effect on Quality Image
ͻ Merchandising Support
from Dealer is doubtful
ͻ Short-term Orientation
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› Person-to-Person communication.
› Process of communicating with a
potential buyer (or buyers) face-
to-face with the purpose of selling
a product or service.
› The salesperson conducts
business with the customer in
person.
› E.g. : Sales presentation, Sales
meetings, Incentive program,
Samples, Fairs & trade shows.
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ͻ Two-way communication
ͻ Target the message specifically
ͻ Receive immediate feedback.
ͻ Minimum distraction/ clutter
ADVANTAGES ͻ Involvement throughout
decision making process
ͻ Research Tool

ͻ Message Inconsistency
ͻ Conflict between sales force and
Management
ͻ High cost
DISADVANTAGES ͻ Poor Reach
ͻ Ethical Concerns.
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› Public information about a company, good,
or service appearing in the mass media as a
news item, which is free to the company.
› Building good relations with various
publics.
› Communication mode is indirect and non-
personal
› Appeal to large public.
› Different from Advertising as Advertising
buys its way into the media.
› Publicity is presented as it is DzNewsworthydz.
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ͻ Catches people attention
off guard.
ͻ Communication to large
audience at a time
ADVANTAGES ͻ More Credible than
advertising.

ͻ Impersonal
ͻ May not inform the other
side of the product that
customer wants
DISADVANTAGES
ͻ Has less control over the
message content.
ͻ Now-a-days, Cost is involved
in Publicity
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› The marketing function that
evaluates public attitudes, identifies
MEDIA
areas within the organization that the
CUSTOM EMPLOY
public may be interested in, and executes ERS EES

a program of action to earn public

understanding and acceptance.
GENERA
› Communication mode is usually indirect L 6
 GOVERN
MENT
PUBLIC
and non-personal.  

› Reaching Large audience is very fast.
› E.g. : Press kits, Speeches, Seminars, SUPPLIE
RS
SHAREH
OLDERS
Annual reports, Charitable donations, COMPET
ITORS
Sponsorship, Publications Community
relations, Company magazine, Events.
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] Building Credibility.
] Holds down promotion Cost
] Lead Generation
] Ability to reach specific groups
P
PTPES ] Image building.
] Building Awareness
] Maintain a positive image
] Educate the public about the
companyǯs objectives

] Potential for not completing

Communication Process.
] No or Very little Feedback
ISP
PTPES ] Conflicts with Marketing
Department
] Lack of Co-ordination


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› Enables companies to reach out directly
to consumers without intermediary
channels such as those required for
advertising.
› It includes : Direct mail, catalogs,
coupons and inserts, telemarketing,
online marketing and television
infomercials.
› Extremely effective in the long run.
› Allows for a targeted marketing
approach to specific consumers to
create valuable lasting relationships.
› Customized, interactive, immediate.
› E.g. : Catalogs, Mailings, Tele marketing,
Electronic marketing, Shopping, TV
shopping.


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ͻ Potential to earn unlimited
amount of money.
ͻ Initial Cost is fairly cheap
ͻ Opportunities to meet new
P VPTPES people.
ͻ Email potential customers can
create a marketing list easily.
ͻ Can receive Customer Views.

ͻ Time consuming Process

ͻ Highly Competitive
ͻ Hard to find right product that is
ISP VPTPES legitimate online
ͻ Hard time to convince people
which are expensive than the
one available in the market.
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› An unpaid form of promotion in
which satisfied customers tell
other people how much they
like a business, product or
service.
› Word-of-mouth is triggered
when a customer experiences
something far beyond what was
expected.
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] Customers are in control
] Great userǯs experience.
] Web creates permanent
Records.
P
PTPES ] Happy customers refer others
and business grows.
] Builds long-term customer
relationship.

] Time consuming Process.

] Negative word-of-mouth once
spread brings customer
dissatisfaction and business does
ISP
PTPES not grow.
] Hard core selling to benefit from
increased commission is widely
responsible for many potential
buyers being put off.
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› Following are few more
Marketing Communication
Mix:
1.
 (Image and
Reputation)
2.

 (Point-
of-sale)
3.
 
4. .
5.


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›|  
 is a competitive
Strategy In which a firm succeeds
in producing products Or
services at the lowest costs in the
industry
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›{ is a competitive strategy in
which a firm succeeds by developing and
maintaining a unique value for the product
as perceived by consumers






 
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› Marketing mix analysis is a fundamental

step towards effective strategy. Where
other analysis are more related to
environment and feasibility analysis, the 4
Ps of marketing including the product
itself, pricing, placement and promotion
are the four wheels of the vehicle on
which the path of an organization's
marketing success is actually dependent.


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