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8/13/2019 1 Marketin Communication an Overview
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Chapter 01
Marketing Communication- An Overview
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Objectives
Marketing Communication
Marketing Communication Mix
Factors Affecting the Marketing CommunicationMix
Marketing Communication Process
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Marketing Communication
To inform, persuade, remind the consumers, directly or indirectlyabout brands, offered for sale by the marketers
Include various media
Print,
Television,
Internet,
Direct mail,
Billboards etc.
Include various tools Advertising,
Public relations,
Personal selling etc.
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Marketing Communication Mix
Advertising
Sales Promotion
Personal Selling
Public Relations
Direct Marketing
Sponsorships
Exhibitions
Packaging
Point-of-sale
Internet
Word-of-mouth
Corporate identity
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Sales Promotion Marketing devices and techniques which are used to make goods and
services more attractive by providing some additional benefits
Forms Customer promotions,
Trade promotions and
Sales force promotions Basic intention
to stimulate and
to push the customers to at least try the products.
Given in form of Discounts,
Foreign holidays,
Cooperative advertising,
Gifts, bonuses and incentives
But, sometimes customer purchase only during the promotionalcampaign and in the long run it sometimes erodes the brand image
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Personal Selling It is two-way communication between a buyer and seller involving
Face-to-face meeting
Telephone calls
Video conferencing
Trade-shows
Exhibitions and Word of mouth
It is direct oral communication designed to explain how an individualsor firms goods, services, or ideas fit the needs of one or more
prospective customers Selling has moved from quick sale, short-term to Partnering and
relationshipbuilding Develops a long-lasting relationship with the customers
But
Most expensive form of communicating with the customers
No consistent Message
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Publicity
A form of non-personal, mass communication involvingorganization, ideas, goods or services, which unlike, advertisingare not paid for in terms of time and space, nor does it run underidentified sponsorship
It is presented and communicated in the form of news, story,editorials, TV talk shows, featured articles, photographs, films orannouncements
Has a definite advantage over other forms of communications interms of its credibility
But Any unfavorable or negative story can damage reputation and
goodwill of the company and its products and services as muchas a positive story can enhance its brand image
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Public Relations The planned and sustained effort to establish and maintain goodwill and
mutual understanding between an organization and its public
PR occupies and integrates a wider arena of operations, embracing andimproving the attitudes of all of the companys stakeholders and the
public
Public relations includes ongoing activities to ensure the company has astrong public image. Public relations activities include helping the
public to understand the company and its products.
Usually support the other forms of marketing communications usingvarious techniques like Special publications
Organization of community activities Fund-raising
Sponsorship of special events and other distinct public-affairs activities inbuilding the image of the company
Publicity can be influenced by Public Relations
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Direct Marketing An interactive system of marketing, which uses one or more advertising
media to affect a measurable response and/or transaction at any location.
Basically creates and exploits a direct relationships between a companyand its customers
It involves
Database management Direct selling
Direct response ads and
Other methods like inserts, dropping leaflets and house-to-housedistributions
Makes the products available to the buyer at their place of convenience
Less vulnerable to competitorBut
Image problem, clutter problems and junk mail phenomenon are somethreats to Direct Marketing
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Sponsorships
An investment in cash or kind in an activity, in return foraccess to the exploitable commercial potential associatedwith this activity.
A sort of commercial agreement in which the sponsor
facilitates the activity of the person, team or organizationsponsored, in kind or in cash and in return convince thelatter to assist in the fulfillment of the objectives desiredby the sponsoring company
Types
Event-related sponsorships, Cause related sponsorships,
Broadcast sponsorships
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Packaging
Refers to the material, container or wrappings used for or
in connection with the containment, transport, handling,
protection, promotion, marketing or sale of any parts,
products, assemblies or materials. A medium for branding and improving brand recall
A silent, ever-present salesman, beckoning customers
to pickme
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Point-of-Purchase Displays
Well planned display can induce brand
switching and impulse purchases
A carefully designed display can communicatethe right image of the product and at times
influence the customersperceptions of a brand
Cosmetics, confectionary and the consumer
durable sector pay a special attention to
improve the attractiveness of the PoP displays
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Internet
Most of the communication tools do not offer muchinteraction facilities, the trends favor interactiveadvertising and promotions, the best example of whichis the internet
If offers Websites of companies have all facilities in place, from
product knowledge to promotions, from providinginformation to gathering responses and suggestions
Sales promotion activities via coupons, contest and
sweepstakes Product Strategy has already shifted from mass
production to customized and personal deliveredservices
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Corporate Identity
A symbolic, visual system that embraces
everything from the company logo and signage,
to its brochures, advertising and even the
companyswebsites
It even includes the working ambience inside
the office
It sets the corporate image in the minds of the
people
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Marketing Communication Process
EncodeSource(Marketer)
Receiver
(Customer)DecodeMessage
Medium of
Communication
Noise
Noise
ResponseFeedback
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Summary
Marketing Communication
Marketing Communication Mix
Factors Affecting the Marketing CommunicationMix
Marketing Communication Process
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Thank you