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Marketing Communications

Marketing Communications. Session 3. Marketing Communications Planning. 3. Marketing Communications Planning. Objectives. To outline the planning process To understand the differences between marketing objectives and marketing communications objectives

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Marketing Communications

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  1. Marketing Communications Session 3 Marketing Communications Planning 3. Marketing Communications Planning

  2. Objectives • To outline the planning process • To understand the differences between marketing objectives and marketing communications objectives • To be aware of the key issues in campaign management

  3. Simple Planning Questions • Where are we now? • How did we get here? • Where do we want to be? • How will we get there? • How will we know when we arrive?

  4. Planning Questions

  5. An outline plan • Executive summary • Situation/Context Analysis (see next slide) • Target market profile • Objectives • Marketing objectives • Communication objectives • Marketing Communication Strategy • Advertising strategy • Creative strategy and execution • Media strategy • Sales promotions strategy • PR strategy • Other MC tools • Campaign evaluation • Budget • Appendices Source: Pickton, Broderick, 2005, p.296

  6. Context/Situational Analysis • Company analysis • What are the sales & profits? • What is the mission? • What financial, technological & managerial resources are available? • Competitor analysis • Who are direct & indirect competitors • What resources do they have? • What are the real and perceived distinctions between brands? • Consumer analysis • Who are they? • What motivates them to buy? • What do they look for in the product? • Market analysis • What geographical areas warrant specific attention? • What segments are most likely to respond? • Product analysis • Does the product have the ability to give consumers what they want? • Does the product package deliver what consumers want? • Does the product delivery match or exceed expectations? Pickton & Broderick, 2005

  7. Budgets • Affordability • Percentage of sales • Competitive parity • Objective and task

  8. Target market or target audience? The term “target audience” distinguishes those to whom a particular advertising, promotions or any other communications campaign is directed, whereas the term “target market” refers to those to whom the entire marketing mix is directed.

  9. Target Markets • Which segments? • Influencers? • Decision Makers? • Internal audiences? • Distribution chain audience?

  10. Target audience option The Awareness-Attitude-Behaviour Approach • New category users (NCUs) • Brand loyals (BLs) • Favourable brand switchers (FBSs) • Other-brand switchers (OBSs) • Other-brand loyals (OBLs)

  11. Profile of the target audience • Demographic • Geographic • Psychographic • Behavioural

  12. Is it sufficient to define TA profile as: • A working man age 30 – 45, who lives in the city? He has a family? He belongs to middle socio-economic class …?

  13. Who is the target audience/customer of WIUT? • Demographic • Geographic • Psychographic • Behavioural

  14. SMART objectives • S……. • M……… • A……… • R……… R…….. • T…….. T…..

  15. Is this objective “SMART”? • To increase market share by the end of this year • To increase market share of the Kit Kat brand in Tashkent city from 30% to 40% by the end of the next 12 months.

  16. Marketing objectives To double market share in the xyz market within 18 months To increase the purchase frequency of x to y To improve ROI by 5% p.a. Marcoms Objectives To raise levels of prompted awareness from a to b To reposition x as a healthy product To persuade 50% of trade sales to stock x as their first choice Objectives

  17. Communications objectives – five communications effects • Category need • Brand awareness 2.1 Brand recall 2.2 Brand recognition 3. Brand attitude 4. Brand purchase intention 5. Purchase facilitation

  18. Brand awareness Brand recall (Top of the Mind) Which brand comes first into your mind when purchasing instant coffee? Or maybe

  19. Brand awareness Brand recognition Which of the following brands of instant coffee are you aware of?

  20. Brand attitude If consumers are equally aware of a number of brands in certain product category they will base their brand choice on an evaluation of certain brands. The result of this evaluation is called “brand attitude”. Brand attitude is a perceived value of brand to consumer.

  21. Examples of Campaign Objectives • Marketing Objectives • Increase share of market • Increase sales per unit • Increase share of customers purse • Marketing Communication Objectives • Reinforce position, brand image • Move prospects to trial • Motivate users to buy more • Reward customers for referrals • IMC Functional Objectives • Advertising: awareness, brand image • Sales promo: encourage trial • Direct: loyalty • PR: deliver credible message • Events: associate product with lifestyle activities

  22. Select MC mix • Five primary tools • Advertising • Public Relations • Direct Marketing • Sales Promotion • Personal selling • Other factors • Push v Pull strategy • Type of product • Stage of product life cycle stage • Buyer behaviour • Buyer readiness state

  23. Push v Pull strategy • Pulling the product through the distribution chain by creating demand amongst customers e.g. via heavy advertising • Pushing the product through the distribution chain e.g. via dealer incentives • Combination of push and pull

  24. Push Pull Manufacturer Manufacturer e.g. Personal selling; Trade press; Mail shots; offers etc. Wholesaler Wholesaler e.g. Personal selling; Trade press; Mail shots; offers etc. e.g. advertising, sales promotions etc. Retailer Retailer e.g. Sales promotion; Point of sale offers; Advertising etc. Consumer Consumer Push and Pull strategies in marketing communications Flow of communication Flow of product

  25. Product categories and marketing communication mix

  26. Product Life Cycle stage • Introduction • Heavy promotion to create awareness • Growth • Increasing competition • Create differentiation • Maturity • Maintain differentiation • Nurture segments e.g. heavy users • Decline • Rejuvenate or re-position

  27. What to evaluate? • Success of campaign? • Promotion tools? • Concept? • Message? • Media? • Creative element?

  28. “Plan is nothing. Planning is everything.” General Eisenhower

  29. Any questions? Thank you! and Please do read

  30. Reading • Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications Prentice Hal, Chapters 13, 17, 18, 19 • De Pelsmacker, P. Geuens, M., and Van Den Bergh ,J. (2004) Marketing Communications, Prentice Hall, London, Chapter 4, 5, 6 • Fill, C. (2005) Marketing Communications Prentice Hall, London, chapters 11, 12, 13

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