Corporate Communication & PR

7/28/2019 Corporate Communication & PR

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CorporateCommunication & PR

MPR Framework: Objectives, Target,Connectors, Message and Measure


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Elements of MPR Process

Firstly set objectives, which in-turn leadto Marketing goals.

Verify the consumers.

Decide on the media, groups, individualswhich enables to reach the Target Market

most effectively. Accomplish by a specific message

through set of connectors

Measure the amount of activity generated

in relation to the goals


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OBJECTIVES

Action Oriented behaviour

Attitude

Information Oriented


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Action-Oriented

Performance of a specific task E.g.

a) Buying a product for the first time

b) Continuing to buy a product

c) Casting a vote

d) Visiting a website.


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Attitude

Belief about a particular product. Also apersons overall evaluation of a concept

E.g.

a) General feelings of liking about a

product.


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Information-Oriented

Awareness on a product with the goal ofsupporting an action-based outcome.

E.g.

a) Dell Computers recall on 4 millioncomputer batteries.


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Consumer Decision-makingprocess

Need Recognition Information Search

Evaluation of alternatives

Decision and Post decision evaluation.


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MASLOW S Motivation Theory

SELF-ACTUALISATION

SELF-ESTEEM

SOCIAL

SAFETY

PHYSIOLOGICAL


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Need Recognition

Need for the hour??

Basic necessities, security from threats,fulfillment of socio needs, privilege overbenefits, final level of actualisation.

Food, Clothing, Shelter followed by safety,social, self-esteem and self-actualizationas mentioned by Abraham Maslow.(Theory of Human Motivation)


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Information Search

Seek information both external andinternal.

External sources can be Websites,advertisements, media.

Mental Files are the sum total of theinformation that an individual has stored

in his/her mind. The product must have ample information

available . Given Information should be accurate,

favorable toward the marketers product.


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Evaluation of Alternatives

Have a set of evaluation criteria which canlead to desired outcome.

Marketers must be aware of negativemental files and take effort to influencethe consumers.

Tylenol is an extremely popular painreliever and this case is a best example ofhow MPR contributes to long term successof products.


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Decision & Post-decisionevaluation

Select the best alternative in accordancewith the need

It is more of action-oriented, also couldbe attitude or information-oriented.

Has it really served the purpose?

Thorough evaluation on the decision,being positive leads to repeat customer ora connector who spreads about theproduct.


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Classic Example:

STARBUCKS

Perfect Espresso


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Segmentation & Target Market


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Consumerthe ultimate user of products

Market segmentbest prospects group of consumers

with identifiable , shared characteristics.

Target market


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Selecting a target market

5 characteristics for an ideal target market.Identifiable

AccessibleSubstantial

Durable

Differentiable


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Identifiable :The market must be able to define the

audience using some tangible criteria such as age,

income, lifestyle and so on. Accessible :

The marketer must be able to convey itsmessage to this audience.

Substantial :The market should be large enough to

make economic sense to pursue.Market size depends on the profitability

of product and cost to reach the market.High credibility and low cost conducting

of MPR lead to pursue non substantial markets too.


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DurableMarkets existence should be long enough

for the marketers to make their returns.

MPR has lowered the bar on durability ,allowing many companies to pursue quickly changingor fad markets.

DifferentiableA segment should be significantly differentfrom other segments. It allows the marketer tounderstand how the message has to be sent to thetarget market.


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Classifying market segments

Demographics1. Age2. Income

3. Gender4. Education5. Location

B2B

1. annual revenue2. Number of employees3. Industrial classification


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Demographic data is used to statsanalyses

Marketers categorize group of consumersby country ,state or ZIP code.

E.g. -

MSA metropolitan statistical area-depth and breath of socioeconomic data

DMA Designated market areacreated by The Nielsen company.


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Psychographics

Related to characteristics of a marketsegment

Mostly interpretations, difficult to quantify. Attitudes, values, lifestyles and opinions.


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Message & Measurement


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Behavioral segmentation

It traditionally identifies consumersaccording to how they buy or use a

product Typical behavior segments include-

1. Occasion

2. Benefits3. Usage rate

4. Customer loyalty


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Occasion

A behavioral segmentation groups buyers

according to when they get the idea to buy,

actually make their purchase, or use thepurchased item

E.g. - buying flowers for a loved one forvalentines day every year.


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Benefits

A behavioral segmentation that groups buyers

according to the different benefits they seek

from a product. E.g. -


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Usage rate


according to how frequently they buy or use a

product Usage rate strategy-quantity of total purchases

and segregate themlight ,medium &heavy

users.

Frequency of purchase-per day/week


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Customer Loyalty


according to how likely they are to switch from

the brand they are currently using to a differentbrand


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How are consumers influenced by MPR?

Media consumption by medium

Media consumption frequency

Reliance on word-of-mouth recommendations

Reliance on expert opinion


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Uncommon Connectors

Stan Stalnaker, the founder ofHub Culture, aninternational online and off-line social network

writes, Peer-to-peer networks have thrown the media

industry into turmoil, changing the flow of informationfrom a one-to-many model (with newspaperpublishers, etc., as the sources) to a many-to-many

(with blogs, YouTube, etc., as venues). The ability ofindividuals to both consume and create contentgreatly threatens traditional players.


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MPR might lose control of the message

So, you need to consider a few things: Is the information worth spreading?

Is this information actually news? Does this information matter to the intermediarys

audience?

Does spreading this information positively affect the

image or standing of the intermediary in the eyes of itsaudience?

Does disseminating this information benefit theintermediary


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Measurement

Famous retailer

John Wanamaker is

claimed to havestated, Half the

money I spend on

advertising iswasted; the trouble

is, I dont know

which half.

Standard marketingmetrics such as sales,

profitability, andchanges in marketshare, marketpenetration, and brandawareness apply to

MPR efforts much thesame way they do toother marketingefforts, such as

advertising and salespromotion.


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Measurement

Famous retailer John Wanamaker is claimed to

have stated, Half the money I spend on

advertising is wasted; the trouble is, I dont knowwhich half.

Standard marketing metrics such as sales,

profitability, and changes in market share,

market penetration, and brand awareness apply

to MPR efforts much the same way they do to

other marketing efforts, such as advertising and

sales promotion.


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THANK YOU!

Documents

Corporate Communication & PR