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Communicating Messages

Communicating Messages. Reading. Shimp Chapters 10 and 11. Communications System. NOISE 聲音. SENDER 發訊者. RECEIVER 收訊者. Message 訊息. Channel 管道. Feedback 回應. Simple Customer Values. SYMBOLIC. FUNCTIONAL. CUSTOMER VALUES. EXPERIENCE. Customer Value Drivers. Economic Value

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Communicating Messages

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  1. Communicating Messages

  2. Reading Shimp Chapters 10 and 11

  3. Communications System NOISE聲音 SENDER 發訊者 RECEIVER 收訊者 Message 訊息 Channel 管道 Feedback回應

  4. Simple Customer Values SYMBOLIC FUNCTIONAL CUSTOMER VALUES EXPERIENCE

  5. Customer Value Drivers • Economic Value • Performance Value • Buyer's Perceptions • Buyer's Motivation • Buyer's Situation

  6. Value and Nature of Brands • Value is what customers think • the brand is worth • The more value – added the • - greater the margin • - harder to imitate

  7. Customer Values and Brand Values Basic Concept is centred on “ a common shared understanding of the meaning of the brand between the business and the customer.”

  8. Ikea is a good example The product design communicates the simple sense of Scandinavian style at affordable prices; but the store experience, with its themed spaces, restaurants and kids’ areas, further communicates and amplifies the Ikea brand proposition. Ikea’s brand value has risen 15% this year.(2007)‏ (source. Interbrand)‏

  9. First Steps 1. Brainstorm with groups of - managers - staff - customers based on types of Value 2. Identify specific values that - customers rate as value - can be achieved - competitors are not providing

  10. Creation of Values through: Physical : • Performance • Features • Packaging • Communication : • Name • Message • Brand Values • Delivery

  11. Not Just Consumers

  12. Results

  13. Physical Product

  14. Feature Design: The New Bamboo

  15. Features Design: Just Speakers?

  16. PhysicalValues are created in the Factory Meaning Values are created in the Customer's Mind through Communication

  17. Image and Identity Customer Values Brand Image Brand Identity Brand Values

  18. Brand Values are the basis for : • Creating Brand Awareness • Creating Perceptions of Quality • Building and Maintaining Brand • Loyalty • Creating / Building Brand Associations

  19. Brand Awareness Are Customers aware of : • Brand Name • Brand Values

  20. Brand Loyalty • Do Customers recognise other Brands? • Do they “Brand Switch”? • How long do they stay Customers?

  21. Quality in Brands • How do Customers see “Quality” in the Brand? • How do Customers define Quality? • What is your Quality compared to Competition?

  22. Brand Associations • Positive links in the Customer’s • perceptions between the Brand • and a significant event / person • /feature • For Example: • Sports event • Film / Rock Star • Country of Origin

  23. Message Design • Message has 3 parts: • Code • Appeal • Execution

  24. Code Symbols used to convey meaning - Text - Signs - Graphics - Symbols…etc

  25. Meanings are the result of Communications with Customers Generally: The more Customer Value is emphasised the more persuasive our message • Appeals – what we say • Product Feature • Customer Benefit • Company Values

  26. Execution – how we say it Generally: Execution should support and create additional value Styles range from: Straight Facts to Stories

  27. Executions - factual - comparison - simile/metaphor - humour - narrative - endorsement …

  28. Execution Factual Story Appeal Product feature Both to join in describing and making Values clear and understood Customer Benefit Overall Business

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